Marketing in the Madness

Join Katie Street live from the Retail Tech Show for this episode of Marketing in the Madness, featuring Mitchell Vergeer, Head of Retail at Axel Arigato. In this conversation, Katie and Mitchell explore how Axel Arigato is rethinking the in-store retail experience by moving away from traditional sales tactics and creating spaces built around human connection, community, music, events and memorable customer moments (yes, actual parties in their store!) Mitchell shares how Axel Arigato’s store design, service culture and event strategy all work together to make retail feel more approachable, relaxed and genuinely engaging. From chess nights in Paris to DJ-led store openings in Copenhagen, this episode dives into why physical stores still matter, especially for younger audiences looking for experiences that go beyond the product. Subscribe for more conversations with the people shaping the future of marketing, retail, technology and customer experience. Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us:Mitchell VergeerLinkedIn: https://www.linkedin.com/in/mitchell-vergeer-15506b52/ Katie StreetLinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/ Marketing in the MadnessLinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/

Some of the most effective marketing in history didn’t come from chasing attention, but from understanding people. In this mini episode, Katie Street sits down with behavioural scientist (still one of the best job titles out there) and author Richard Shotton to unpack why that Guinness decision worked so well, and what it reveals about how people really make decisions. Setup of the Guinness story: brand heritage, long period without advertising, and why their marketing became interesting Introduction of “Good things come to those who wait” and the idea of leaning into a product flaw (waiting for a pint) Explanation of the pratfall effect, including Elliot Aronson’s 1966 experiment and why admitting flaws increases appeal. Discussion of the stolen thunder effect and how admitting weaknesses builds trust and persuasion. Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth. Connect with us:Richard ShottonLinkedIn: https://www.linkedin.com/in/richard-shotton/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/

What happens when you have someone’s full attention for minutes at a time? In this special Marketing in the Madness episode, recorded on stage at our event, Marketing in the Madness Live at The Drum Labs, we hear from Paul Wright at Uber as he breaks down how Uber has quietly built one of the most powerful attention environments in modern advertising. This session goes deep into what attention actually looks like inside the Uber and Uber Eats apps, why “non-interruptive” advertising matters more than ever, and how brands can drive real commercial impact by showing up in the right moments, not just shouting louder. Paul shares: How Uber thinks about “attention on the go”• Why the average Uber journey creates minutes (not seconds) of visible ad time• What eye-tracking research revealed about attentive seconds and recall• Why Uber users are more likely to engage with brands• How journey ads drive lifts in recall, consideration, and sales• Real campaign examples from Pizza Hut, Boots, Armani, Unilever and DAZN• Why creativity matters even more inside functional, utility-led platforms From gamified ads that generate direct revenue, to brand experiences that fit seamlessly into everyday behaviour, this episode is a masterclass in attention-led marketing and all backed by data. If you’re a marketer, brand leader, or media planner trying to cut through distraction, this is one to watch. Paul Wrighthttps://www.linkedin.com/in/paulwright66/ Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/ Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/ Marketing in the Madnesshttps://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/

Welcome to Marketing in the Madness, and what better way to kick off our first podcast episode of 2026 than with a live panel diving into the future of retail! Hosted by Katie Street, this episode brings together senior leaders from some of the UK’s most influential retail brands to unpack how AI, data, customer experience and loyalty are reshaping how people discover, shop and engage with brands. Featuring expert insights from: Simon Pakenham-Walsh, CIO at River IslandLynn Ritson, Global Digital Director at Dr. MartensFabrice Khullar, Director of Product & Technology at Boots From beauty and fashion discovery on Instagram, to shopping directly inside AI platforms, to the evolving role of loyalty in a TikTok-first world, this is an honest, unfiltered conversation about what’s actually happening inside retail businesses right now. In this episode, they cover: - How AI and LLMs are changing the way consumers discover and buy products- Why designing customer journeys has become more complex (and less linear) than ever- The reality of brand loyalty in 2026 plus what’s changing and what still matters- How retailers are adapting their data, content and digital infrastructure for AI-led discovery- The importance of humanising AI experiences, from chatbots to personalised content- What brands should be prioritising as they plan for the year ahead Whether you work in marketing, ecommerce, digital, retail, brand, CRM or strategy, this episode is packed with practical insight and future-focused thinking (without the hype). If you enjoyed this episode, subscribe so you don’t miss the rest of our Marketing in the Madness Live series. Want to join us in person at the next event in March 2026? Connect with Katie Street on LinkedIn and follow Marketing in the Madness Live for VIP invites. Connect with us: Simon Pakenham-Walshhttps://www.linkedin.com/in/simon-pakenham-walsh/ Fabrice Khullarhttps://www.linkedin.com/in/fabrice-khullar-4309153/ Lynn Ritsonhttps://www.linkedin.com/in/lynnritson/ Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/ Marketing in the Madnesshttps://www.instagram.com/marketinginthemadness/https://www.linkedin.com/company/marketing-in-the-madness-podcast Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

In this festive episode of Marketing in the Madness, Katie Street is joined by Jason Trout former colleague, long-time industry leader, and Managing Director at Crimtan to explore how advertising has evolved over the past two decades and where it’s heading next. The conversation reflects on the golden era of traditional advertising, examines why Christmas campaigns from brands such as John Lewis and Waitrose continue to capture national attention, and unpacks the psychology behind creative that truly resonates. Jason shares his perspective on the rise of Connected TV, the shift toward advertiser-funded content, and why relevance has become increasingly important in a household viewing environment. The episode also explores the impact of AI on media planning, creativity, and targeting, alongside the growing influence of independent agencies. Together, they discuss what brands need to do to build trust, stay human, and cut through in an increasingly fragmented advertising landscape. Whether you’re running an agency, leading a brand, or simply interested in the intersection of advertising, technology, and culture, this episode offers practical insight and thoughtful perspective. Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth. Connect with us: Jason Trouthttps://www.linkedin.com/in/jason-trout/ Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/ Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/