Shows
The Whole Marketer podcastEpisode 105 - Decision Science with guest Phil BardenEpisode #105. The technical topic in this episode is Decision Science and the role it plays in today’s consumer buying behaviour. Decision Science combines the learnings from neuromarketing, behavioural economics and cognitive, social & evolutionary psychology. It helps us to understand how our brains make our decisions and how marketers can practically apply this to grow the brands and businesses of tomorrow. Abby is joined by her guest expert, Phil Barden, MD of DECODE marketing ltd and author of 'Decoded. The Science Behind Why We Buy'. Phil started his career client-side for global brands such as Un...2023-09-1837 min
The Whole Marketer podcastEpisode 92 - Slow the Fu%k down with guest Emma Harris Episode #92. The holistic topic discussed in this episode is finding balance in work and life aka ‘Slow the Fu%k down’. This episode is a reminder that whilst marketing is a fast-paced, challenging yet change-making and rewarding profession, it is only one part of our lives as a whole and we need to be able to recognise signs of burn out and re-evaluate priorities if the overwhelm from our marketing role is becoming too much. Abby's guest sharing her story is Emma Harris, f2023-02-2747 minThe Whole Marketer podcastEpisode 91 - Career choices with guest Annabel Venner Episode #91. The personal understanding topic in this episode is career choices and finding fulfilment in your role. Part of the Whole Marketer philosophy is developing your personal understanding – your values, your why, strengths, self-awareness, overcoming limiting beliefs – so that you can create a marketing career and life as a whole that is personal and fulfilling to you. By gaining clarity on these areas, you can make purposeful and intentional choices on the projects you do, the role you’re in and the organisations that you work for, so that your career is happening for you, not to y...2023-02-1325 minThe Whole Marketer podcastEpisode 90 - No Bullsh*t Leadership with guest Chris HirstEpisode #90. ‘No Bullsh*t Leadership’ is topic of this episode, based on the #1 book by Abby’s guest, Chris Hirst. Winner of Business Book of the Year Award 2020 and Financial Times Business Book of the Month, Chris’ approach is based on over a decade of experience as former CEO of agencies Havas Creative and Grey London. Chris has written this book to de-mystify leadership so that it is not just for the chosen C-suite elite… He believes anyone can - and should - learn leadership skills, whether they lead 4 people or 40,000. In this episode, Chris shares how he d...2023-02-0637 minThe Whole Marketer podcastEpisode 89 - Entrepreneurial leadership with guest Claire KoryczanEpisode #89. Entrepreneurial leadership is the topic explored in this episode – how leaders in medium-sized or corporate businesses can harness the mindset, agility and skills of an entrepreneur, in order to scale growth. Joining Abby to discuss the qualities of an entrepreneurial leader is Claire Koryczan, Founder of Imagine Beyond, which supports leaders to strengthen their entrepreneurial leadership and personal understanding. In this episode, Claire shares her 12 qualities of an entrepreneurial leader, the power of curiosity and how you can use an entrepreneurial leadership style to energise and empower the development of your people. Host: A...2023-01-3023 min
The Whole Marketer podcastEpisode 88 - Brand Transformation with guest Andrew GeogheganEpisode #88. Series 5! We’re kicking off this new season with a technical skill – brand transformation - but when approached with a Whole Marketer mindset, a true brand transformation requires holistic skills, as we know creating a plan on paper is one thing and successfully leading and delivering it is quite another. Brand transformation is when a brand goes through significant change in order to regain, strengthen or accelerate its growth. It requires vision, bravery, conviction and buy-in from across the whole organisation - from strategy to operations, culture and tactics. Abby is joined by guest expert...2023-01-2333 minThe Whole Marketer podcastEpisode 87 - Menopause with guest Claire FarrantEpisode #87. Menopause is the focus of this episode – it’s an area of personal understanding, not just for our own understanding but it’s also important to gain greater understanding and empathy for our colleagues and those in our care. Menopause is a natural part of a women’s life when she stops having her period, commonly from the ages of 45 although it can be earlier. Perimenopause is the stage prior to the menopause and both phases can impact a woman emotionally, psychologically and her physical health as her body adjusts to the changes in hormones and functions...2022-11-2944 minThe Whole Marketer podcastEpisode 86 - Ageism with guest Nicky BullardEpisode #86. This episode discusses the impact of ageism in marketing - both externally for our customers and consumers, but also internally in the workplace. Ageism is categorising or stereotyping people based on their age that has a negative outcome – either misrepresentation or not being represented at all. In a study*, 88% of over-55s said they feel unhappy about the way advertising treats them – not only is this a missed commercial opportunity but we have a responsibility to shift perceptions for a more respectful and inclusive society as a whole. Abby’s guest is Nicky Bullard, Group Ch...2022-11-2134 minThe Whole Marketer podcastEpisode 85 - Workstyle with guests Alex Hirst and Lizzie PennyEpisode #85. Workstyle is the topic in this episode – the revolution of flexible working and the freedom to choose when and where you work. Not only for yourself but how to empower those in your care to be autonomous and work to their full potential. To discuss this topic, Abby’s guests are recent Sunday Times Bestsellers Alex Hirst and Lizzie Penny. As well as co-authoring ‘Workstyle: A revolution for wellbeing, productivity and society’ they have put their principles into practice with their agency Hoxby – a purpose-led marketing organisation that attracts global talent and diverse thinking through their flexible wor...2022-11-1430 minThe Whole Marketer podcastEpisode 84 - Inclusive Marketing with guest Jerry DaykinEpisode #84. This topic is Inclusive Marketing and the impact that marketing to a diverse audience can have for your organisation and society as a whole. As marketers, we have the power to be change-makers; influencing what society thinks, feels and does, but we also have the responsibility that comes with it. Inclusive Marketing means developing empathy and being open to continuous learning and listening in order to build deep-rooted connections with all our consumers. Abby’s guest expert on this topic is Jerry Daykin, Head of Global Media at Beam Suntory. An experienced marketing leader for...2022-11-0729 minThe Whole Marketer podcastEpisode 83 - Purpose for organisations with guest Paul SkinnerEpisode #83. ‘Purpose for organisations’ is the holistic skill for marketers explored in this episode. Purpose is the reason for a brand or organisation to exist beyond making money – evoking an emotional response from your consumers, benefitting all of your stakeholders and providing a higher reason or cause to contribute to society as a whole. Abby’s guest is strategic marketing consultant, author and founder of The Agency of the Future, Paul Skinner. Through his consultancy work and other social ventures such as co-founding Marketing Kind, Paul champions purpose and using marketing as a force for good.2022-10-3141 min
Effective MarketingEvery marketeer I speak to is fed up; they’ve had enough - Talk Marketing 070 - Abigail DixonToday's guest has marketing experience going back to 2000 when she was with the British Council, since then she has been in marketing leadership roles with household names like Bosch power tools, Premier Foods Burger King, and Britvic PLC. She has also been a course director and capability consultant with the Chartered Institute of marketing for 15 and a half years. She founded her business, Labyrinth Marketing in 2015. She is the host of The Whole Marketer, Podcast and author of the book The Whole Marketer, which is about supporting marketers to have successful and fulfilling careers. What you won't know about...2022-10-191h 17The Whole Marketer podcastEpisode 82 - Promotional Marketing with guest Andrew RaeEpisode #82. Today’s episode is a technical skill - Promotional Marketing. Promotional marketing is a powerful tool aimed to influence a purchasing transaction, often at a point of purchase. Many of us associate it with traditional, short-term sales promotion techniques such as coupons, prize draws, on-pack promotions... but many brands today are applying it more creatively to create meaningful brand building events, experiences, user-generated content and long-term campaigns. Joining Abby is her guest award-winning, promotional marketing expert Andrew Rae. Working with clients including Air BnB, Ferrero, Mondelez, Molson Coors and Ocado, Andrew’s previous roles incl...2022-10-1735 minThe Whole Marketer podcastEpisode 81 - Setbacks with guest Sara TateEpisode #81. ‘Setbacks’ is the personal understanding topic featured in this episode. Setbacks are events and experiences that can occur at any point in our lives, that throw us off course at the time, and even though they happen to all of us, they can affect us in different ways; whether that’s our confidence, outlook, perspective, relationships or performance at work etc. Having the understanding and resilience to process, learn and grow from these setbacks is a great skill for marketers, in our challenging yet rewarding industry. Returning to the podcast is previous guest from...2022-10-1028 min
The Whole Marketer podcastEpisode 80 - Marketing competencies with guest Raj KumarEpisode #80. Marketing competencies is the topic featured in this episode; a topic we’ve covered previously but we believe it’s important to hear different perspectives from leading marketers across a broad range of sectors. Abby’s guest in this episode is Raj Kumar who brings his wealth of marketing experience from the financial services & tech industries. Raj’s previous roles include Experian, Nokia and Siemens and during his time in his most recent CMO role at Aviva, Raj’s leadership has been recognised through many awards, including Campaign’s Top 10 Marketers 2021 and Power 100 List 2021, and Marketing Week’s top 10...2022-10-0333 minThe Whole Marketer podcastEpisode 79 - Life by design with guest Jodie CookEpisode #79. ‘Life by design’ is this episode’s personal understanding topic for marketers and entrepreneurs. For Abby, life by design means actively making choices on how you live your life – your work, projects and past-times – so that your life is happening for you, not to you. Joining Abby is her guest Jodie Cook; entrepreneur, athlete and author, whose experience founding and selling her agency led her to write The Ten Year Career, a four-step process by which entrepreneurs can map their journey and plan their next move. In this episode, Jodie shares some great exercises to get you t...2022-09-2638 min
The Whole Marketer podcastEpisode 78 - Social legacy with guest Emily ChangEpisode #78. This episode discusses Social Legacy for marketers and being intentional with our choices in order to live a purposeful life. Social legacy is the impact your presence has on others (and the world) around you, when you give back to society or champion a particular cause. As individuals, marketers and leaders of change, it is utilising what we have personally and/or in the organisation that we work, to benefit society and causes that we are passionate about, which also helps us to gain fulfilment personally and for those within the organisation. Abby’s remar...2022-09-1946 minThe Whole Marketer podcastEpisode 77. - Marketing capabilities with guest Denise DewarEpisode #77. The role of marketing capabilities is the focus of this episode, an important topic for marketing leaders and those in their care who need to be continually evolving and abreast of new trends and techniques in our fast-paced industry. In this episode, Abby and her guest Denise Dewar discuss why marketing capabilities are more than training and upskilling, and how to embed a marketing mindset throughout your whole organisation. As Global Lead for Marketing Capabilities at Novartis, Denise is responsible for developing strategies and people to become more customer centric. Denise has 20+ yea...2022-09-1427 min
The Whole Marketer podcastEpisode 77 - Marketing capabilities with guest Denise DewarEpisode #77. The role of marketing capabilities is the focus of this episode, an important topic for marketing leaders and those in their care who need to be continually evolving and abreast of new trends and techniques in our fast-paced industry. In this episode, Abby and her guest Denise Dewar discuss why marketing capabilities are more than training and upskilling, and how to embed a marketing mindset throughout your whole organisation. As Global Lead for Marketing Capabilities at Novartis, Denise is responsible for developing strategies and people to become more customer centric. Denise has 20+ yea...2022-09-1227 min
Badass Unicorn PodcastCoach yourself whole with Abigail DixonWould you like to live a life that makes you feel “whole” i.e. you’re spending time in ways that fill you up and are aligned with your areas of genius?
Let my next podcast guest share how…
After a challenging journey to become a Mum, Abigail Dixon didn’t want to go back into the “business as usual” high-octane marketing roles she’d built her career in.
That led her to follow her energy towards teaching, coaching and creating her freelance marketing and capability consultancy.
In this episode, we hear about the i...2022-08-3043 minThe Whole Marketer podcastEpisode 76 - Goal setting with guest Max HoppyEpisode #76. The focus of this episode is goal setting, an area of personal understanding. Goal setting is a valuable tool for marketers, not only to accomplish achievements in your career but for your life as a whole. To be truly meaningful and fulfilling, the key is that your goals are based on your values, you have clarity on what you’re working towards and that they are connected to your ‘why’. Discussing goal setting in detail is Abby’s guest Max Hoppy - Co-founder of Bind, a passionate marketer who helps others overcome their fear of speak...2022-07-1836 minThe Whole Marketer podcastEpisode 75 - Growth mindset with guest Bryony ThomasEpisode #75. Growth mindset is the personal understanding topic of this episode. A growth mindset is about having the positive belief in yourself to learn and develop skills in order to achieve your goals. But it doesn’t happen overnight… those with a growth mindset know that change comes through consistency and hard work, but crucially they believe they CAN do it, even if they can’t do it YET. Joining Abby to discuss growth mindset for marketers is Bryony Thomas – author, marketing coaching and CEO of Watertight Marketing, a business strategy consultancy. In this epi...2022-07-1231 minThe Whole Marketer podcastEpisode 74 - Marketing ecosystems with guest George PorteousEpisode #74. The focus of this episode is marketing ecosystems, which essentially is the essence of what your marketing function sets out to do and how you go about doing it. It’s the sum of the all your internal and external marketing capabilities and how you do things – whether it’s related to your people, your tech platforms, your strategic approach or your culture etc. Abby’s guest to discuss is George Porteous, Chief Strategy Officer at AAR who has recently created a report in partnership with The Drum: The Marketing Ecosystem Blueprint, on how to creat...2022-07-0421 minThe Whole Marketer podcastEpisode 73 - Bravery with guest Gemma GreavesEpisode #73. Bravery is the focus of this episode – both a soft skill and an area of personal understanding. For marketers, bravery is acknowledging and facing into challenges and despite the fear of the unknown, pushing forward with initiatives in the pursuit of positive change and growth. Bravery thrives when we adopt a growth mindset, embracing outcomes as positive wins, or learnings – but never a fail. Joining Abby to discuss bravery for marketers is Gemma Greaves, ex-Marketing Society CEO, who is driven by making great connections and relationships with great people, through her business Nurture, and as f...2022-06-2732 minThe Whole Marketer podcastEpisode 72 - Imposter Syndrome with guest Rita Clifton CBEEpisode #72. Season 4 returns with this episode covering a personal understanding topic – imposter syndrome. Abby is joined by Rita Clifton CBE, legendary marketer, speaker, writer and practitioner in brand strategy and business leadership. Rita started her career in advertising, becoming Vice Chair and Strategy Director at Saatchi & Saatchi before a series of chair and portfolio non-exec roles including Bupa, Nationwide Building Society, WWF and most recently, John Lewis. In this episode, Rita discusses how to embrace feelings of imposter syndrome and harness it to give you extra drive, which she writes about in her latest book ‘Love...2022-06-2038 minThe Whole Marketer podcastEpisode 71 - Burnout with guest Emma BissetEpisode #71. Our third in a special series on ‘Burnout’, this episode focuses on another passionate marketer’s story of their experience and recovery from burnout. Abby is joined by Emma Bisset, ex agency-side marketer now working in a rewarding third sector (charity) role as Marketing Officer at Age Scotland. In this episode, Emma shares her experience of burnout, the work/life balance that led to it and some internal reflection on her personality drivers that led to her pursuit of perfectionism. Plus, her tips for ensuring we factor time for rest and re-energise, in our challe...2022-05-3032 min
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty HayesBecoming a whole marketer with Abigail DixonDiscover the skills to become a fulfilled marketer. In the age of the 'great migration', there's never been a better time to become a whole marketer and take complete ownership of your career. In this episode, we discuss: What it means to be a whole marketer, including how to better understand yourself and others, and how to make intentional career and life choices and goals that align with your values. The required soft, leadership and technical skills to be an effective marketing leader. The importance of engaging and involving a wide range of stakeholders...2022-05-2455 min
The Whole Marketer podcastEpisode 70 - Burnout with guest Kyrsten HalleyEpisode #70. The second in our special series on ‘Burnout’, this episode focuses on a marketer’s experience of burnout, what they’ve learned and practical advice on keeping balance and energy when you feel burnout creeping up. Abby’s guest expert is Kyrsten Halley, a passionate Marketing Director, experienced in working on healthier brands including Ryvita and Samworth Brothers’ new plant-based brand The Flavourists. In this episode, Kyrsten shares her experience of burnout, tips that helped her recovery and relatable and relevant advice to fellow marketers to look after ourselves in our fast-paced industry. This podca...2022-05-2339 min
The Whole Marketer podcastEpisode 69 - Burnout with guest Maggie SupernovaEpisode #69. You asked and we listened… today’s topic is much requested from our listeners – it’s ‘burnout’. Unfortunately, burnout in the marketing industry is not uncommon, which is why Abby wanted to dedicate several episodes to this important topic, starting with this episode. Burnout is the physical or emotional exhaustion that occurs when your body no longer wants to function. It is more extreme than being tired; it is when you have been under such chronic and prolonged stress for too long, that even simple tasks begin to feel impossible. In this episode, Abby is joined by...2022-05-1649 min
The Whole Marketer podcastEpisode 68 - Flexible working with guest Claire LowEpisode #68. Flexible working is this episode’s personal understanding topic for marketers - how we balance work and life, not only for ourselves to make time for all aspect in our lives, but also for those in our care. Flexible working is the ability to define our working patterns that fit around our life as a whole. Post pandemic, we have proven to many employers that where we work and when, for many, doesn’t reduce our productivity, yet can improve our work-life balance. Abby’s guest for this episode is Claire Low, Marketing Director at Mon...2022-05-0930 min
The Whole Marketer podcastEpisode 67 - Performance Marketing with guest Kat SaleEpisode #67. Performance Marketing is the technical skill in this episode. Performance marketing relates to trackable and measurable paid digital campaigns, heavily focused on ROI. Specifically, where you can plan, execute and see the direct conversion, and then use this data to inform future campaigns. Abby’s guest expert is Kat Sale, co-founder of House of Performance - a consultative agency whose purpose is to help ambitious brands maximise their return on investment through performance marketing (PPC, Paid Social, Display etc). In this episode, Kat defines and gives great examples of Performance Marketing, where and...2022-04-2527 min
The Whole Marketer podcastEpisode 66 - Empathy with guest Mimi NicklinEpisode #66. Today’s topic is a soft and technical skill – empathy. Empathy is building an understanding of another human, an integral skill for marketers, not only to build internal relationships with colleagues and suppliers, but to connect with consumers more emotionally on a deeper level. Abby’s guest expert to discuss empathy is Mimi Nicklin. Mimi is bestselling author of Softening the Edge and podcast host of Empathy for Breakfast show. Passionate about conscientious leadership throughout her agency and client-side roles, Mimi believes that empathic influence can make a difference in the world of work and soc...2022-04-1829 min
The Whole Marketer podcastEpisode 65 - Agency partnerships with guest Gareth TurnerEpisode #65. Agency partnerships is the technical and leadership skill for marketers in this episode. Due to the increasing breadth of our role, we really need our agencies to be our partner in developing and executing the long-term strategic plan. But what is the best way of working to ensure your agency is equally invested in success and move away from a supplier relationship? Gareth Turner is Abby’s guest in this episode. Currently Head of Marketing at Weetabix group, Gareth has almost 25years experience in marketing including for brands such as Bulmers and Arla. In thi...2022-03-2933 min
The Whole Marketer podcastEpisode 64 - Advertising with guest Orlando WoodEpisode #64. Advertising is the technical skill discussed in this episode. Advertising style has changed significantly due to technology, our lifestyles and the increased understanding of how the brain works… and even more so since the pandemic as many brands increase their digital presence. But are we becoming less effective and if so, what can we as marketers do to create a greater emotional connection with our consumers? Joining Abby to discuss is award-winning advertising researching legend, Orlando Wood - Chief Innovation Officer of System 1 Group, IPA Fellow, speaker and author of Lemon and Look Out. In...2022-03-2128 min
The Whole Marketer podcastEpisode 63 - Marketing leadership with guest Ian HepburnEpisode #63. Today’s s episode is focused on Marketing Leadership. Leadership skills include not only the practical side of management (resource, capability frameworks, PDPs etc) but the human side. Today’s marketing leader needs to feel authentic to be yourself but also be the type of leader that is needed by your organisation and those in your care. Abby’s guest expert is Ian Hepburn, UK Marketing Director for Evergreen Garden Care, and also has a background in FMCG, including Mars, PepsiCo and Kraft foods. Ian is known for balancing the need for results with forward-thinking and develo...2022-03-0719 min
The Whole Marketer podcastEpisode 62 - Love work with guest Ben RenshawEpisode #62. Loving your work is the personal understanding topic in this episode. Do you love your role and the organisation you’re in? In our challenging yet rewarding industry, where we are increasingly feeling overwhelm, financial accountability and tasked with post-pandemic recovery plan, the answer may not always be ‘yes’… But what if you could learn skills to increase your love of work? What is the mindset, capabilities, tools, and behaviours to love what you do? To discuss this, Abby welcomes back guest Ben Renshaw (ep 27) to talk about his latest book LoveWork, co-authored with Sophie D...2022-02-2823 min
The Whole Marketer podcastEpisode 61 - Limiting beliefs with guest Cristina LoaizaEpisode #61. This episode is one of the most popular topics of personal understanding – limiting beliefs. A limiting belief is a belief that holds us back from achieving our goals; an internal narrative often created from a past experience that can affect your confidence. By acknowledging and reframing our limiting beliefs, we can reach our full potential and work towards a fulfilling career and life as a whole. Abby’s guest in this episode is Cristina Loaiza, Head of Food Marketing at Nandos, and previously senior marketer at Sainsburys and Graze. Cristina is also co-founder of the FUTURES Netw...2022-02-2126 min
The Whole Marketer podcastEpisode 60 - Holistic skills & development with guest James Delves CIMEpisode #60. A holistic view of the skills that marketers need to have today, to grow the brands of tomorrow, is the topic of today’s episode – all the technical skills, soft skills, leadership qualities and level of personal understanding you need to grow. Joining Abby to talk about marketer’s development is James Delves, Head of PR & Engagement at Chartered Institute of Marketing (CIM). In this episode, James shares the results from recent CIM studies - from CMOs, to marketers entering the industry – on how they feel about their roles, skills gaps, future trends and how the...2022-02-1434 minThe Whole Marketer podcastEpisode 59 - Insight with guest Helen EdwardsEpisode #59. This episode is a technical skill on Insight. As marketers you may always be on the lookout for consumer insight, but how do you know you’ve got it and crucially, do you know what to do with it? Abby’s guest expert is Helen Edwards; columnist at Marketing Week, a marketing academic (PhD in Marketing, MBA London Business School), author, teaching Fellow at London Business School and Director of consultancy Passionbrand, having worked with brands for over 25 years. In this episode, Helen shares what is and isn’t true insight, the 4 characteristics of true i...2022-02-0724 min
The Whole Marketer podcastEpisode 58 - Work/life balance with guest Nina HoldawayEpisode #58. Work/life balance is the personal understanding topic in this episode. As marketers, we can often feel overwhelmed with the growing breadth of our role to be the voice of our consumer and lead the commercial agenda. But making time for what brings you joy outside of work that plays to your values, is so important to fuel the energy and stimulation you need in your role - and creates harmony for a fulfilling life as a whole. Abby’s guest expert is Nina Holdaway, ex-client-side for brands such as Unilever and Heinz before growing consultancy Br...2022-01-3132 min
The Whole Marketer podcastEpisode 57 - Culture and hybrid working with guest Tamara Littleton#Ep57. Culture and hybrid ways of working is the soft skills topic for marketers in this episode. As a result of the pandemic many of us have continued the trend to work flexibly either with hybrid models or working from home – but how can we keep our teams connected and the culture alive when not together? To discuss this with Abby is Tamara Littleton, CEO of agency The Social Element. Founded 19 years ago, the agency has always had roots in remote working to attract great talent and grow quickly. In this episode, Tamara sh...2021-12-1328 min
The Whole Marketer podcastEpisode 56 - Authenticity with guest Keith Moor Episode #56. Authenticity is the leadership and personal understanding topic in this episode. Abby is joined by Marketing Week’s Marketer of the Year – Keith Moor, to discuss the importance of authenticity and how being your best self at work and leading by example starts by knowing yourself, your personality and clarity on your values. Keith Moor is Chief Marketing Officer of Camelot, the operator of the National Lottery. Prior to this role Keith worked at Santander at the time of launching the new brand into the UK. In this episode, Keith shares his journey to gre...2021-12-0636 min
The Whole Marketer podcastEpisode 55 - Long-term strategy with guest Eleanor WintonEpisode #55. This episode’s topic is Long-term strategy, a key technical skill for marketers. Long-term strategy has never been more important, as we emerge from 18months of pandemic to regroup and look forward to where we are going to take our brand's business but also to play our part in important issues such as climate change, global trust and the inequality crisis. To discuss long-term strategy in a post-covid world, Abby is joined by Eleanor Winton, founder of Foresightfully consulting and author of The Disruption Game Plan. Eleanor addresses the marketer’s role in planning for...2021-11-2928 min
The Whole Marketer podcastEpisode 54 - Programmatic marketing with guest James KennyEpisode #54. Programmatic Marketing is the technical skill in this episode. Programmatic marketing is the machine automated, real-time bidding to place ads to relevant and targeted audiences. It is audience-led targeted advertising using data to focus on the person or place, rather than a particular keyword. Joining Abby is James Kenny, head of programmatic marketing at Search Laboratory. He works with a variety of clients to manage their display, video, audio, native and paid social activity. James explains what is programmatic marketing and how it works, pros and cons, how to use it within your strategy a...2021-11-2227 min
The Whole Marketer podcastEpisode 53 - Data to create impact with guest Mark PhibbsEpisode #53. ‘Data to create impact’ is the technical skill in this episode. As marketers’ roles are evolving to be the voice of the consumer and lead the commercial agenda, we need to have a variety of quality data sources to allow us to both monitor effectiveness but also use to mine to develop customer insight. Abby’s guest expert on this topic is Mark Phibbs, currently VP of Marketing at Cisco and also has a rich background working in tech companies. He also leads a consolidated centralised insight and analytics function. Mark shares his advice for mark...2021-11-1529 min
The Whole Marketer podcastEpisode 52 - Brand Love with guest Marc CoxEpisode #51. The technical skill focus in this episode is Brand Love, a concept developed by Marc Cox which is centred on the principle that brand love starts from within the organisation; passionate employees who authentically deliver the company values, company behaviour and customer relationships will create memorable customer experiences, which in turn drives sales. Abby’s guest expert to share more on his concept is Marc Cox, author of “The business case for Brand Love” and founder of Company Spirit - supporting organisations to build equity beyond transaction, through experience and their employees. In this episode...2021-11-0828 min
The Whole Marketer podcastEpisode 51 - Purpose and Impact with guest Jeremy Connell-WaiteEpisode #51. This episode is an area of personal understanding – purpose and impact for marketers. We’ve covered purpose previously on the podcast but this episode also explores defining your purpose and then incorporating into storytelling for maximum impact. Today’s guest is Jeremy Connell-Waite, author, keynote speaker and Global Comms Designer at IBM, building compelling narratives for their clients. In this episode, Abby and Jeremy discuss how to define your purpose, referencing Simon Sinek and Ikigai and reframing what gets you out of bed in the morning vs what keeps you up at night. Plus Jeremy...2021-11-0140 min
The Whole Marketer podcastEpisode 50 - Diversity and inclusivity with guest Sherice AnibabaEpisode #50. Diversity and inclusivity is the topic in today’s episode and why it’s important for marketers to understand and represent all our consumers across a range of ethnicities, religion, disabilities, gender, LGBT+, neurodiverse and social backgrounds so that they feel accepted and belong. Abby’s guest expert is Sherice Anibaba, Global Head of Brand at Speedo and previously worked at Britvic and Innocent. In this episode Sherice shares personal experience and actionable advice for how marketers can increase diversity and inclusion. Plus why it’s a necessity tool for marketers, why it should s...2021-10-2529 min
The Whole Marketer podcastEpisode 49 - Consumer centricity with guest Nick RabinEpisode #49. This episode is a technical skill on consumer-centric marketing. Consumers now hold more power; the increase in choice and advancements in technology and logistics means that they can access products and services from almost anywhere. Businesses thriving today are investing in truly understanding their consumer at a deep-rooted emotional level and putting the needs of their consumers first. Joining Abby is Nick Rabin ex-client side marketer turned consultant and the newest affiliate consultant to join the Labyrinth Marketing team. During this episode Nick shares how to be a consumer centric organisation (the 4Cs), understanding your consumers...2021-10-1831 min
The Whole Marketer podcastEpisode 48 - Clarity with guest Ross FarquharEpisode #48. Clarity is the topic of this episode, which is both a technical skill and area of personal understanding for marketers. Clarity is beneficial for personal and professional development – as a marketer to have clarity on strategic choices and where you want to take your brand, as a leader to give clarity to your team with communication and expectations, and as an individual, to have clarity on your values, strengths and what we bring to the world. Abby’s guest expert is Ross Farquhar, Marketing Director of Little Moons, recently awarded one of the top 100 marketers in Mark...2021-10-1132 min
The Whole Marketer podcastEpisode 47 - Evolution of marketer's competencies with guest Russell ParsonsEpisode #47. This episode is about the evolution of the marketer’s role and competencies; reflecting on the changes in the marketing profession, evolution of skills and key developments that have shaped the industry. Joining Abby is Russell Parsons, Editor in Chief for Marketing Week and Festival of Marketing. Having worked at Marketing Week - a leading publication in our industry - for over a decade, Russell is well placed to share his observations of our industry changes. In this episode, Russell shares how marketers are expected to know more today, doing more with less budget, th...2021-10-0431 min
The Whole Marketer podcastEpisode 46 - Purpose-led Marketing with guest Anna MullenneauxEpisode #46. The topic in this episode is purpose-led marketing. Many passionate marketers are becoming more aware of how their skills can be used to benefit and impact society as a whole, beyond profits. Abby’s guest expert is Anna Mullenneaux, co-founder of two amazing purpose-led platforms: Pimp My Cause is a service that matches smaller charities with little marketing resource to experienced marketing volunteers. More recently Anna created the Marketing Kind, a membership community focused on helping marketers use their skills to create change for good. In this episode Anna talks about the ri...2021-09-2726 min
The Whole Marketer podcastEpisode 45 - Leadership and Impact through Self-Awareness with guest Sara TateEpisode #45. NEW Series 3 – Leadership with impact through self-awareness is the topic in this episode – how great leadership that leads and inspires starts with knowing yourself, what you’re like to be around and how others experience you. Joining Abby is Sara Tate, recent CEO of Top 10 advertising giant TBWA London, multi-award-winning both as an agency and leader. Sara is passionate about culture and organisational change and the co-host of self development podcast the Rebuilders. In this episode Sara shares her definition of leadership and the importance of self-awareness (not only for your own leadership style...2021-09-2035 min
The Marketing Book Podcast344 The Whole Marketer by Abigail DixonThe Whole Marketer: How to Become a Successful and Fulfilled Marketer by Abigail Dixon About the Author: Abigail Dixon is an award-winning marketer with over 20 years of practical marketing experience that spans multiple sectors and markets and includes many global household brands, initially on the client-side and then in her capacity as the founder of Labyrinth Marketing, a strategic marketing consultancy. She is a fellow of the Chartered Institute of Marketing (CIM) and is an accredited International Coaching Federation coach. In the past 10 years, she has trained thousands of marketers. And, i...2021-08-131h 17
The Whole Marketer podcastEpisode 44 - Marketing Leadership with guest Sophie DevonshireEpisode #44. Series 2 finale – Marketing Leadership and the skills & traits of great marketing leaders are the focus of this episode. Joining Abby is Sophie Devonshire, CEO of The Marketing Society. As a marketer, entrepreneur, best-selling author of Superfast – Lead at Speed, award-winning consultant and now leader of the world-renowned marketing network and community, Sophie has valuable insight on skills and mindset of successful marketing leaders. In this episode, Sophie discusses the role of marketing leaders as connectors and change makers, why the best leaders invest time to understand themselves, leading with velocity and the power of being in a ma...2021-07-2642 min
The Whole Marketer podcastEpisode 43 - Challenger Brands with guest Lottie UnwinEpisode #43. Challenger brands is the topic in this episode: exploring differences in marketers’ technical and soft skills needed vs established brands. Challengers are brands that enter a category but push against an existing concept or competitor to address pain & gain points of the consumer. Abby’s guest is Lottie Unwin, ex P&G, ex-Head of Marketing at Propercorn and now Founder of the Copy Club marketing community - supporting over 3000 (and growing) marketers who are under pressure delivering entrepreneurial marketing in fast-growing challengers and start-ups. In this episode Lottie shares the difference between a challenger and...2021-07-1928 min
The Whole Marketer podcastEpisode 42 - Marketer's skills today and tomorrow with guest Joe GloverEpisode #42. This episode discusses the skills marketers need for today and tomorrow and the value of being in a marketing community for support. Joining Abby is Joe Glover, Founder of the Marketing Meetup – a welcoming community of over 20,000 ‘positively lovely’ marketers coming together to listen, learn, meet, and share knowledge. In this episode Joe shares his views on the role of marketing, and skills & mindset for today’s marketers. Plus how the Marketing Meetup was formed, how it’s changed his life and his career highs and lows.2021-07-1237 min
The Whole Marketer podcastEpisode 41 - Digital Transformation with guest Paul FramptonEpisode #41. The technical skill in this episode is Digital Transformation. For Marketers, this includes the adoption of technology across all areas of the business which can improve and enhance the products, services and experience to meet the needs of the consumer. Today’s guest expert is Paul Frampton, leading digital and media marketer, President of Control V Exposed and ex Group CEO Havas Media. Talking to Abby, Paul shares leadership advice on navigating change, trends, focussed curiosity and advice from his career highs and lows. Plus why leaders shouldn’t outsource all your understanding of technology to agen...2021-07-0528 min
The Whole Marketer podcastEpisode 40 - Empowerment with guest Mark EvansEpisode #40. Empowerment is the personal understanding topic in this episode and an underlining principle of the Whole Marketer approach - to support and empower the marketers behind the brand or business. Abby’s guest is Mark Evans, exec level marketer at Direct Line as well as several non-exec roles and passionate about giving back to the marketing community. In this episode, Mark shares his career journey from student to C-suite and how ‘forced pivots’ through redundancy allowed him time to reflect and build his personal understanding. As a marketing leader, Mark gives advice on emp...2021-06-2834 min
The Whole Marketer podcastEpisode 39 - Innovation with guest Kevin VerbruggenEpisode #39. Innovation is the technical skill featured in this episode. Innovation for marketers is the development of new or changed products or services that delivers solutions to consumers' pain and gain points and efficiencies based on insight. Abby is joined by Kevin Verbruggen an experienced marketer, previously head of innovation at Weetabix plus Kellogg’s, Cadbury and California Prunes. In this episode, he provides lots of practical advice on the skills needed throughout the innovation process, true innovation vs renovation, the importance of an innovation strategy, why innovation doesn’t stop at the launch and more...2021-06-2145 min
The Whole Marketer podcastEpisode 38 - Imposter syndrome with guests Sinéad Kennedy Krebs and Melissa MurdockEpisode #38. This episode covers a personal development topic for marketers – Imposter Syndrome. Although it has become somewhat of a buzzword, imposter syndrome was identified by psychologists as when an individual doubts their skills, talents and accomplishments with constant fears of not being good enough and being ‘found out’. Joining Abby in this episode are the founders and hosts of the Imposters Club podcast - Sinéad Kennedy Krebs and Melissa Murdock. They share why feeling imposter syndrome is not your fault, the 5 types of imposter syndrome and that it could actually be your superpower if you recognise how it manifest...2021-06-1437 min
The Whole Marketer podcastEpisode 37 - Experiential marketing with guests Lucy Gillions and Jo CurtisEpisode #37. Experiential marketing is the technical discipline in today’s episode. Here to explain why experiential is more than sampling or a bolt-on to a brand campaign is Lucy Gillions and Jo Curtis, founders of Jackanory agency. They share with Abby their passion for experiential to tell brand stories in an immersive, sensory experience and advancements in measurement techniques to demonstrate effectiveness and ROI. Plus, the impact of the pandemic (personally and for their industry) and the future of hybrid experiential with real life and digital audiences... even after Covid restrictions.2021-06-0632 min
LID RadioHow to become a successful and fulfilled marketer with Abigail DixonABIGAIL DIXON has over 20 years of commercial marketing experience. She is a Fellow of The Chartered Institute of Marketing (CIM) where she is a course director. She is a marketing and capability consultant, a trainer and an ICF qualified coach.
As marketing roles continue to evolve, expand and embrace the complexities of the modern world of business, marketers are under increasing pressure to perform as individuals and teams. The Whole Marketer argues that now is the time to take stock of technical skills required, examine the latest thinking, identify capability gaps, and discover how to be fulfilled in a professional context a...2021-06-0117 min
The Whole Marketer podcastEpisode 36 - Planning with guest Callum SaundersEpisode #36. Planning is the technical marketing skill explored in this episode. As the pandemic has provided significant challenges for businesses, many brands and agencies turn to their agency planners for guidance; but how are planners responding to predicting the unpredictable? Abby is joined by Callum Saunders, head of planning at Zeal Creative, overseeing all insight and planning & strategy work for brands including Nestle, Pringles, Kellogg’s and Arla. In this episode, Callum shares the role of agency planners (internally and externally), how the role of agency planning has changed and trends to be aware of now writing your lo...2021-05-2436 min
The Whole Marketer podcastEpisode 35 - Creative Brand Strategy with guest Caroline Morell Bøstrup AsmussenEpisode #35. The technical skill in this episode is creative brand strategy... the basis and stimulation for great creative output from your agencies. It’s a creative solution to a business problem that tells the brand story in a way that’s understood both internally and externally. Joining Abby to discuss the role of creative brand strategy for marketers and the skills of a good strategist is Caroline Morell Bøstrup Asmussen. Caroline is an award-winning independent strategic consultant working with some of the biggest global network agencies as well as directly with brands client-side, particularly in fashion. In this episo...2021-05-1730 min
The Whole Marketer podcastEpisode 34 - Shopper Marketing with guest Hamish ClarkeEpisode #34. Shopper Marketing is the technical skill explored in this episode. As marketers, we have all felt the impact from lockdown and how the purchasing journey has changed for consumers this past year; but what can you do to adjust your shopper marketing plans for now, and if/when will normality return? Joining Abby is shopper marketing expert Hamish Clarke. Having previously worked for many years with household brands such as Nestlé, Pladis and Treasury Wine Estates, Hamish founded and now runs Klynk Ventures and Epic Snacks, championing challenger and drinks brands. In this episode Hamish shares th...2021-05-1032 min
The Whole Marketer podcastEpisode 33 - Empathy with guest Katy LeesonEpisode #33. This episode’s soft skill for marketers – particularly marketing leaders – is empathy. To discuss how the needs of employees have changed and therefore why being an empathetic leader is a necessary skill to get the best out of your team, Abby is joined by a truly inspiring guest expert, Katy Leeson. Katy is a huge advocate for empathy, honesty and sharing vulnerability, which she talks about in her popular podcast ‘I shouldn’t say this but’. As Managing Director of Social Chain, Katy tells Abby her experience of supporting her agency throughout lockdown, her career journey, clarity on her values an...2021-05-0339 min
The Whole Marketer podcastEpisode 32 - Impact with guest Martin BrooksEpisode #32. ‘How to make an impact’ is the soft skill for marketers in this episode. Many of us will know it’s not only ‘what you say’, but ‘how you say it’ that conveys your message. But have you ever thought about exactly what impact you’d like to leave your audience after you’ve left the room and aligning your body language, vocal qualities and content to meet that? Abby’s guest expert is the Impactologist, Martin Brooks who is a communications coach, author, fellow trainer at CIM and will be releasing his card deck “Body Language Decoder” in October. He shares wha...2021-04-2626 min
The Whole Marketer podcastEpisode 31 - Procurement & Agency Management with guest Tina FegentEpisode #31. This episode is both a technical and a soft skill as we discuss procurement & agency management, in order to develop great partnerships with your agencies. Think procurement is just about haggling prices...? Think again! Abby’s guest to discuss all the benefits of involving procurement early on and to support your ways of working with agencies is Tina Fegent – procurement expert with over 25 years experience in procurement, both client-side and agency-side, and who now has her own consultancy with clients including Amazon, PepsiCo and SSE. Tina discusses the role of great procurement to support you strategically, what to thin...2021-04-1933 min
The Whole Marketer podcastEpisode 30 - Marketing challenger brands on a shoestring with guest Julia KesslerEpisode #30. This episode is one that we’re frequently asked to cover and Abby is delighted to have an awesome guest to talk about it... The topic is ‘marketing challenger brands on a shoestring’ and Abby’s guest expert is Julia Kessler, co-founder of challenger soft drink brand Nix & Kix. Julia shares valuable insight into where their limited investment has maximum impact and what she does to gain clarity on who her target consumers are. Plus, how to fail fast (and learn from it) and the importance of packaging for your consumers to begin their brand experience.2021-03-3032 min
The Whole Marketer podcastEpisode 29 - Fulfilment with guest Victoria FoxEpisode #29. Fulfilment in the workplace is the personal understanding topic in this episode and is very close to Abby’s heart as a large part of The Whole Marketer concept. Fulfilment is the emotive feeling we get when we’re edging towards our goals and dreams... doing our life’s calling and purpose. And the secret is that you can define what gives you fulfilment, to know what to work towards and on. Abby is joined by guest Victoria Fox, CEO of AAR group to discuss fulfilment, as Victoria shares her own experience in pausing to reflect then choosing a caree...2021-03-2330 min
The Whole Marketer podcastEpisode 28 - Belonging with guests Kathryn Jacob, Sue Unerman and Mark EdwardsEpisode #28. This week’s topic is of leadership and personal understanding– Belonging. Belonging in the workplace is a feeling that you are appreciated for who you are and encouraged to be yourself. Joining Abby are Pearl&Dean CEO Kathryn Jacob OBE, Mediacom’s Sue Unerman and coach Mark Edwards, who together recently collaborated on their book 'Belonging'. They discuss diversity, the need to train your people to improve their emotional intelligence, to develop empathy and what you can do to support the people around you. Not only will you have a stronger team with more rich and diverse thinking, but as...2021-03-1534 min
The Whole Marketer podcastEpisode 27 - 'Being' with guest Ben RenshawEpisode #27. ‘Being’ is the topic in this episode, with the focus on Leadership and personal development to understand the leader (and person) you want to be. Joining Abby is popular Leadership practitioner, author, speaker and coach Ben Renshaw, who has worked with giants such as Unilever, Coca-Cola and Sky. Encompassing the true spirit of becoming a ‘whole marketer’, Ben shares his qualities of good leadership - that it is not a ‘to do’ list but a way of being - and how you can apply this through inspiration, curiosity and intent.2021-03-0826 min
The Whole Marketer podcastEpisode 26 - Sustainable marketing with guests Michelle Carvill, Gemma Butler and Geraint EvansEpisode #26. This episode’s technical skill is sustainable marketing and looks at what we as marketers can do to take charge and drive the sustainability agenda. This special episode features three guest experts (and 3 good friends who are also fellow… fellows of CIM ; ) and co-authors of new book Sustainable Marketing: Gemma Butler, Dr Geraint Evans and Michelle Carvill. As marketing experts, they embarked on a journey to educate themselves on how to lead a sustainable organisation and talk to Abby about what they discovered, how you can get started and just how critical marketing is in being a catalyst for c...2021-03-0125 min
The Whole Marketer podcastEpisode 25 - Competencies with guest Ritchie MehtaEpisode #25. This episode discusses the competencies that today’s marketers need to thrive. Joining Abby in this enjoyable and enlightening conversation is Ritchie Mehta, CEO of the School of Marketing. Hear Ritchie’s thoughts on why the role of the marketer really comes to life in times of turbulence and the holistic skills you need to be the growth engine of the organisation across the 4Ps (not just comms). Plus why we need to attract new, diverse talent to our industry beyond the stereotype of promotions and comms.2021-02-2230 min
The Whole Marketer podcastEpisode 24 - Entrepreneurial with guest Mary WilsonEpisode #24. This episode is a soft skill about being entrepreneurial – the ability to identify new strategic opportunities and having courage to challenge and take risks to solve them creatively and quickly. Abby’s guest in this episode is Mary Wilson; as Global Marketing Director for Lil-Lets and having worked on other challenger brands, she knows the importance of entrepreneurship. Mary and Abby discuss what is an entrepreneurial mindset and why marketers need it, plus how to challenge constructively without annoying or alienating (and the skills and behaviours you need to do so) to elevate yourself, your brand and your organ...2021-02-1432 min
The Whole Marketer podcastEpisode 23 - Influencer Marketing with guest Lisa TargettEpisode #23. Welcome back! Series 2 kicks off with a relevant technical skill on Influencer Marketing. Social platforms have become even more important since the pandemic and Abby’s guest expert to talk about its role for marketers is Lisa Targett from Tribe. Tribe has produced almost 15,000 campaigns to connect brands with everyday people through content – Waitrose, Unilever, TikTok to name a few. In this episode Lisa shares the evolution and future of Influencer Marketing and how marketers can use it to authentically connect with their true customers at scale, throughout the customer journey.2021-02-0727 min
The Whole Marketer podcastEpisode 22 - Leadership Skills with guest Thomas BartaEpisode #22. Marketing Leadership is the soft skill featured in this episode, as Abby is joined by Thomas Barta - Marketer, Masterclass course founder and Author of ‘The 12 Powers of a Marketing Leader’. Thomas shares lots of wonderful, practical examples of challenges facing today’s marketer and elaborates on some of 12 key skills from his book, including knowing how to influence, having a dream and building credibility. Plus why as a marketer you need to behave a bit more like the finance department, listen to find out why... Thomas has kindly shared a worksheet to accompany this episode, please...2020-11-0326 min
The Whole Marketer podcastEpisode 21 - Developing Next Generation Marketing Leaders with guest Sherilyn ShackellEpisode #21. This episode focuses on the skills that the next generation of marketing leaders need as a whole, but with a particular focus on personal development. Abby is joined by the legend that is Sherilyn Shackell, founder and global CEO of The Marketing Academy, who provide scholarships and mentoring programmes to the brightest in our industry to step change the ability of our marketing leaders from around the world. Sherilyn shares her inspirational story of why she was driven to start The Marketing Academy, what you will gain from the programmes and how you can apply. This episode will...2020-10-1930 min
The Whole Marketer podcastEpisode 20 - CMO with guest Pete MarkeyEpisode #20. In this Episode, the role of the CMO is explored with guest Pete Markey, Chief Marketing Officer of TSB. Pete has enjoyed huge success with companies such as British Gas, the Post Office and More Th˃n insurance (which led to him winning the Marketing Society’s Marketer of the Year award). He talks to Abby about his career highs and lows, why CMOs need to become an artist, scientist and politician, and what makes a great CMO in today’s climate. Plus hear about Pete’s “goldfish moment” (it’ll make sense when you listen!) and why you need one...2020-10-0624 min
The Whole Marketer podcastEpisode 19:Creativity with guest Shelford Chandler- Creativity Consultant LabyrinthEpisode #19 This episode explores the key skill of creativity; what it is and how brands and individuals can cultivate it to answer real business challenges. In conversation with Labyrinth’s very own Shelford Chandler, Abby explores the importance of tapping into our creative core (which we all have!) with Shelford imparting his creative wisdom through actionable tips and advice. With a raft of creative experience working with some of the world’s biggest brands, Shelford shares insights and stories of brand creativity brought to life. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk 2020-09-2229 minThe Whole Marketer podcastEpisode 18- Brand purpose with guest Kim Gelling Ellas kitchenThis episode explores the technical skill and value of brand purpose; what it is and how it manifests in an organisation. In conversation with Kim Gelling of Ella’s Kitchen, Abby explores why brands who are focused on a ‘greater good’ find greater connection with their employees and consumers alike and how brands can embed purpose-led strategies that deliver. With plenty of tangible examples, this episode gives a real insight into how a hugely successful purpose-driven business is delivering value inside and out. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk Host Abigail Dixon ...2020-09-1627 minThe Whole Marketer podcastEpisode 17- Omni- Channel and content Marketing with guest Jackie SkullyEpisode #17. This episode explores the technical skill of Omnichannel Marketing. To discuss what it is and the benefits of this approach for your marketing plan, Abby is joined by Jackie Scully of Think Publishing – a content creation agency. Jackie gives examples of who is doing Omnichannel well and why, and how to create great content in today’s landscape. Plus Jackie talks us through her 5Ps model to build an ominchannel campaign. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/ Guest Jacki...2020-09-0728 minThe Whole Marketer podcastEpisode 16- Global leadership todays guest Shweta Harit, Global Brand Vice President of EvianEpisode #16. Global Leadership is the marketing skill discussed in this episode. Joining Abby with some valuable advice for marketers who are responsible for global growth is Shweta Harit, Global Brand Vice President of Evian. Shweta’s extraordinary career spans over two decades working for multinationals including Unilever, Kellogg’s and Danone. In this episode she shares the importance of listening to your local markets and local culture vs global structure. Plus her advice for marketers to act like a founder, bring your whole self to work and drilling down to find out why some campaigns work in markets and not...2020-09-0133 minThe Whole Marketer podcastEpisode 15- Agile Marketing with guest Rachel ChapmanEpisode #15. This episode’s technical skill is Agile Marketing – a mindset and process, that is rising in popularity, which is based on creating smaller autonomous cross-functional teams to address customer problems efficiently in a test and improve culture. Abby’s guest is ex Santander Head of Marketing and consultant Rachel Chapman at RBC future focus, who answers my burning questions on the agile marketing approach and it’s benefits, how to recruit the right teams and how to get started. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk Host Abigail Dixon @thewholemarketer https://www.linke...2020-08-2430 minThe Whole Marketer podcastEpisode 14- Behavioural Science with guest Kate SockerEpisode #14. Behavioural Science is the topic discussed in this episode; a skill that relatively still less known within in its use in marketing, but there are clear benefits, as discussed in this podcast. Abby is joined by Kate Socker, founder of Twigged Innovation who uses behavioural science to uncover the ‘why’ of consumer behaviour and not just the ‘what’. Listen to hear where behavioural science has evolved from, what it means for marketers and 4 reasons to incorporate it early into your strategic and innovation process. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk Hos...2020-08-1827 minThe Whole Marketer podcastEpisode 13 Insight with guest Julian WatsonEpisode #13. The focus of this episode is Insight, a truly important technical skill for today’s marketer. Joining host Abby is Labyrinth Marketing’s own insight consultant, Julian Watson. Julian takes us through the evolution of market research and some of the exciting new tools and processes, such as ‘design thinking’, to uncover insights across markets, competitors and consumers. But is new always best? Julian offers great advice on how to use what’s already available to you and how to focus on the problem not the methodology. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk ...2020-08-1027 min
The Whole Marketer podcastEpisode 12 - Leadership with guest Katherine WhittonEpisode #12. In this Episode, Leadership is the soft skill explored with guest Katherine Whitton, Chief Marketing Officer of Specsavers. Katherine’s leadership style is inspiring as she shares with Abby the 8 pillars of good leadership, why leadership is not just about authority and how to create an environment of bravery, learning, reassurance and recognition. Plus as a marketing leader, why now is not the time to cut your marketing spend. Guest Katherine Whitton linkedin.com/in/katherine-whitton-0222384 Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk Host Abigail Dixon @thewholemarketer http...2020-08-0435 minThe Whole Marketer podcastEpisode 11 Insight- Brand Measurement with guest Richard BambrickEpisode #11. The topic in this episode is a technical skill - Brand Measurement. Joining host Abby to share practical tips and advice is Richard Bambrick, Global Senior Insights Manager at Pentland Brands (Speedo, Mitre plus more). Richard shares the importance of brand tracking as a tool for marketers to understand consumer behaviour and demonstrate impact, as well as some great advice for what you should/shouldn’t be tracking as a KPI. Plus why marketers should be sceptical and develop their skills in critical thinking to challenge market research. https://www.linkedin.com/in/rbambri/ Bam...2020-07-2722 minThe Whole Marketer podcastEpisode 10- Values, Commitment and purpose with guest Peter DockerEpisode #10. In this episode, Abby’s guest is legendary bestselling author, keynote speaker and Coach Peter Docker (co-author of Find Your Why alongside Simon Sinek and david mead). The episode focuses on Commitment – how we as humans are driven by love or fear, the difference between your purpose and declaring your commitment and how this impacts on you as a human and your personal journey of growth and fulfilment in life. But also some key take-outs for marketers are how you can lead and be trusted especially when your commitment is being tested under pressure. Sponsored by Laby...2020-07-2033 minThe Whole Marketer podcastEpisode 9- Values in your company with guest Alex HirstEpisode #9. This episode is about you the marketer and embracing your personal values to have the most fulfilling marketing career and life. Taking the time to understand your values, how they affect the type of company/brand you want to work for and your leadership style can be a valuable exercise; one that host Abby has personally benefitted from. Abby is joined by entrepreneur Alex Hirst, who shares his story of how his values inspired a new ‘workstyle’ concept of flexible freelance working with his business as co-founder of The Hoxby Collective. Sponsored by Labyrinth Marketing ww...2020-07-2029 minThe Whole Marketer podcastEpisode 8- Marketing Competencies with guest Gemma ButlerEpisode #8. The topic in this episode is marketing competencies. Abby is joined by Gemma Butler, Marketing Director for the Chartered Institute of Marketing, the world’s leading professional marketing body. Gemma discusses the biggest competencies needed for today’s marketer, what we can learn from brands such as Netflix, McDonalds and Dollar Shave Club on great marketing practice and how marketing is evolving. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/ Guest: Gemma Butler https://www.linkedin.com/in/butler...2020-07-1223 minThe Whole Marketer podcastEpisode 7 Storytelling with guest Antony 'Tas' TasgalEpisode #7. Let us tell you a story... This episode focuses on Storytelling, a brilliant soft skill for marketers to not only connect emotionally with consumers, but a useful tool for internally leading and inspiring your organisation. Joining host Abby is successful author, trainer and strategist Anthony Tasgal. He shares the ‘golden thread’ storytelling method, why you should let yourself ‘wander’ to share inspiration and in an industry obsessed with numbers and data, the importance of emotion to be memorable, resonate and influence your audience. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk Host Abigail...2020-07-0733 minThe Whole Marketer podcastEpisode 6- Social Media with guest Michelle CarvillEpisode #6. This episode focuses on Social Media – a technical skill that has truly changed the landscape for marketers to build greater connections and insight with your consumers and customers, when done well. Abby’s and Social Media expert guest is the awesome Michelle Carvill, successful author of 4 books including #getsocial and director of Carvill Creative agency. Discuss the the true benefit of social media for B2C and B2B brands, who’s doing it well (and why), how to utilise as a form of insight, how to improve your social media presence by improving internally first and how to avo...2020-06-2830 minThe Whole Marketer podcastEpisode 5- Digital Marketing with Daniel RowlesDigital Marketing: with guest Daniel Rowles Episode #5. In this episode, Abby is joined by her fellow CIM trainer and Digital Marketing superstar, Daniel Rowles. As CEO of Target Internet (which provides online courses, training and industry benchmarking for digital marketing) Daniel is a leading voice on digital trends, opportunities and challenges facing marketers. In this chat with Abby he talks about skills gaps, how to keep pace with fast moving technology and bringing the fundamental principles of marketing into your digital channels as well as top tips on new resources to explore….. living legend. Resources mentioned in this po...2020-06-2123 minThe Whole Marketer podcastEpisode 4- Conviction with guest Anthony Fletcher Graze CEO Episode #4 – In this episode, Abby discusses the soft skill of Conviction with Graze CEO Anthony Fletcher. We love that Anthony is one of those ‘gold dust' CEOs that has risen up the ranks from a marketing background and understands the benefits to lead business growth (preach!). Anthony shares his experience about using conviction and leadership skills to get others on-board, plus the need for marketers to speak up with conviction to be the voice of the consumer within the organisation. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk Host Abigail Dixon https://www.linkedin.com/in/a...2020-06-1521 min
The Whole Marketer podcastEpisode 3: Commercial Acumen: with guest Emma HealEpisode #3. Business Acumen is the key skill explored in this episode as Abby invites the amazing Emma Heal to share her expertise – as the ex Managing Director of Graze (the UK’s no.1 healthy snacking brand) and now MD and partner of Lucky Saint, she knows how to grow commercially successful brands. Emma talks passionately about ensuring commercial and brand teams are united in their purpose, why your team should share your P&L and how to be open about the return on investment (ROI) for short-term payback and long-term brand building. Sponsored by Labyrinth Marketing www.laby...2020-06-0325 min
The Whole Marketer podcastEpisode 1-Resilience: with guest Alice Ter HaarEpisode #1. In this episode, Abby discusses the soft skill of Resilience for marketers with the awesome human Alice Ter Haar – People Strategy & Development Manager at Deliveroo and founder of Bad Ass Unicorn personal development. Join their uplifting conversation where Alice shares her 5 pillars of resilience, plus the importance of knowing your values to increase your resilience and fulfilment in these uncertain times. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/ Guest: Alice Ter Haar https://www.linkedin.com/in/ali...2020-06-0322 min
The Whole Marketer podcastEpisode 2: Building Brand Connections: with guest Meredith O’ShaughnessyEpisode #2. This episode’s topic and skill is the Holy Grail for most marketers - building brand connections and meaningful experiences with your consumer. Talking to Abby is the creative wizard and founder of Meredith Collective, Meredith O’Shaughnessy. Meredith shares the importance of brand experiences (with some great examples) and why experiences will still matter for marketers in a post Covid-19 world. Plus,using your gut instinct and "inner crazy" to harness your curiosity. Sponsored by Labyrinth Marketing: www.labyrinthmarketing.co.uk @labyrinthmarketing Host: Abigail Dixon https://www.linkedin.com/in/abigailcdixon/ @wholemarketer Guest :Meredith...2020-06-0326 min
The Whole Marketer podcastThe Whole MarketerWelcome to The Whole Marketer podcast. Our host Abigail Dixon, Founder and Director of Labyrinth Marketing, is passionate about supporting and empowering the people behind the brands and businesses, to step change their growth. In each podcast, she along with her subject matter expert guest, will discuss a key skills; technical, soft or an area of personal development to support your growth as marketers in today's challenging yet fulfilling profession.2020-05-2601 min