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Marketing effectivenessRory Sutherland on fat-tailed marketing and why creativity outperforms efficiency
Read more about "Rory Sutherland on fat-tailed marketing and why creativity outperforms efficiency"The biggest wins in marketing rarely fit into neat dashboards. Marketing guru Rory Sutherland joins us to unpack why creativity is “fat-tailed,” how a few outlier ideas create the lion’s share of value, and why short-term incentives push teams to optimise what’s easy to count rather than what actually compounds.
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Brand reputationMagnum Ice Cream's CMO on Unilever, Minecraft ice cream and cultural relevance
Read more about "Magnum Ice Cream's CMO on Unilever, Minecraft ice cream and cultural relevance"What happens when you need to build a completely new company while still delivering exceptional business results? Leyal Eskin Yilmaz, CMO Europe, UKI, ANZ & Head of Global Brands - and CMO of the newly forming Magnum Ice Cream Company, describes this challenging transition as “building a new house while living in it": simultaneously exciting, humbling and occasionally uncomfortable.
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Brand reputationWFA Better Marketing Pod Episode 42 with marketing guru Seth Godin
Read more about "WFA Better Marketing Pod Episode 42 with marketing guru Seth Godin"What happens when one of marketing's most influential thinkers shares his unfiltered wisdom about the state of our industry? Seth Godin joins the WFA Better Marketing Podcast to deliver profound insights that challenge conventional thinking about what makes marketing truly effective.
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Candid CMOThe Candid CMO: Cheryl Goh, Group VP of Marketing and Sustainability and Founding CMO at Grab
Read more about "The Candid CMO: Cheryl Goh, Group VP of Marketing and Sustainability and Founding CMO at Grab"When you’ve been with the company since Day 1, change is inevitable. Cheryl Goh, Group VP of Marketing at Grab, explains how discovering marketing, defying consensus and being purpose-driven are key to her career.
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Brand reputationWFA Better Marketing Pod Episode 41 with Marcel Marcondes, AB InBev
Read more about "WFA Better Marketing Pod Episode 41 with Marcel Marcondes, AB InBev"The marketing landscape is undergoing profound shifts, requiring marketers to rethink traditional approaches. At the forefront of this evolution stands Marcel Marcondes, AB InBev's Global CMO and winner of the 2024 WFA Global Marketer of the Year award. His philosophy brings a refreshing clarity to how marketing should function today: as a bridge between consumers and business.
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Candid CMOThe Candid CMO: Conny Kalcher, Group Chief Customer Officer at Zurich
Read more about "The Candid CMO: Conny Kalcher, Group Chief Customer Officer at Zurich"Conny Kalcher, Group Chief Customer Officer at Zurich Insurance, explains the appeal of the insurance industry and how the right metrics can prove the power of marketing.
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AIWFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta
Read more about "WFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta"In this episode of the Better Marketing Podcast, Nicola Mendelsohn, Meta's Head of Global Business Group, shares insights on how Meta is transforming from a teenage platform to a mature business partner for advertisers with innovative tools, AI implementation and a renewed focus on effectiveness.
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Candid CMOThe Candid CMO: Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant
Read more about "The Candid CMO: Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant"Some marketers gain experience by moving around from company to company. For Wanda Weigert, Global Chief Brand Officer and Executive Director for Argentina at technology company Globant, that learning process has happened in situ.
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Brand reputationWFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell
Read more about "WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell"What does it take to rebuild an airline brand after the devastating impact of a global pandemic? Ed Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, takes us behind the scenes of one of aviation's most remarkable recovery stories.
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CultureWFA Better Marketing Pod Ep 38: On navigating culture, meaning and purpose with marketing professor Marcus Collins
Read more about "WFA Better Marketing Pod Ep 38: On navigating culture, meaning and purpose with marketing professor Marcus Collins"What makes a brand truly meaningful in people's lives? In this captivating conversation with Dr Marcus Collins - professor, agency strategist, and cultural marketing expert - we explore how the most powerful brands transcend their product categories to become vessels of meaning in culture.
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Brand reputationWFA Better Marketing Pod Ep 37: On being a real global marketer and Gen Alpha with Dr. Frederique Covington Corbett, UNICEF
Read more about "WFA Better Marketing Pod Ep 37: On being a real global marketer and Gen Alpha with Dr. Frederique Covington Corbett, UNICEF"In this episode of WFA's Better Marketing Podcast in partnership with Meta, David Wheldon speaks with Dr Frederique Covington Corbett, who is in the private sector division of Unicef as Chief of Global Brand & Marketing. David and Frederique discuss the biggest mistake marketers make, whether Gen Alpha is getting the leadership they need, why CEOs need to become Chief Energy Officers, the hushing trend sweeping across companies and what Chief Marketing Officers may be surprised about when it comes to standing out in judging for the Effie Awards.
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Candid CMOThe Candid CMO: Lex Bradshaw-Zanger, Chief Marketing & Digital Officer for L’Oréal SAPMENA
Read more about "The Candid CMO: Lex Bradshaw-Zanger, Chief Marketing & Digital Officer for L’Oréal SAPMENA"WFA chats to the Chief Marketing & Digital Officer for L’Oréal South Asia Pacific, Middle East & North Africa to explore his marketing journey around the world.
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Candid CMOThe Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri
Read more about "The Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri"In the first of a new series, WFA chats to the global marketing lead for Zespri to explore his marketing journey from boyhood to his current ambitions for New Zealand’s kiwi exporting behemoth.
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CreativitySustainabilityAIWFA Better Marketing Pod Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot
Read more about "WFA Better Marketing Pod Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot"In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to marketing guru, Mark Ritson, and his AI-generated alter ego, the Ritbot.
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Brand purposeBrand reputationMarketing structureSustainabilityWFA Better Marketing Pod Ep 35: On redefining customer proposition with Michelle McEttrick, Primark
Read more about "WFA Better Marketing Pod Ep 35: On redefining customer proposition with Michelle McEttrick, Primark"In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to Primark's Chief Customer Officer, Michelle McEttrick, about pivoting from a 'no marketing' approach to putting brand at the core of a new customer proposition and expansion strategy.
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Advertising & policyBrand purposeBrand reputationGlobal Marketer WeekSustainabilityHow do you create sustainable growth? 3 more experts share their views
Read more about "How do you create sustainable growth? 3 more experts share their views"Ahead of WFA Global Marketer Week in Istanbul, we asked three thought-leaders for their views on how to achieve the holy grail of sustainable growth
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Global Marketer WeekSustainabilityHow do you create sustainable growth? 3 experts share their views
Read more about "How do you create sustainable growth? 3 experts share their views"Ahead of WFA Global Marketer Week in Istanbul, we asked three thought leaders for their views on how to achieve the holy grail of sustainable growth.
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CMO ForumDigital media transformationMarketing operationsWFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia
Read more about "WFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia"WFA podcast host David Wheldon speaks with Rudy Khaw, Chief Brand Officer at AirAsia, about marketing in postpandemic times and the process of turning an airline into a travel super-app.
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Advertising & policyDigital policyWFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist
Read more about "WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist"WFA podcast host, David Wheldon, speaks with Tom Standage, Deputy Editor of The Economist and Editor, The World Ahead, about tech people’s Messiah complex, upcoming regulation and his three reasons to be optimistic about 2023.
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Brand purposeBrand reputationMarketing structureMarketing operationsWFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group
Read more about "WFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group"WFA podcast host, David Wheldon, speaks with Roel de Vries, Group Chief Operating Officer at City Football Group, about the ins and outs of the football business, and the similarities and differences between Tokyo and Manchester.
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CreativityRe-finding our marketing mojo
Read more about "Re-finding our marketing mojo"Our industry can still be the place where the best people do their best work, says Will Gilroy, WFA Director of Policy and Communications.
