Marketing Room 101

In this episode, host Ben Norman is joined by ⁠Pete Markey⁠, Chief Communications & Marketing Officer at Nottingham University, a marketer with a track record for leading many of the UK’s best known brands including Boots, TSB, Post Office, Aviva and British Gas.On top of the day job, Pete is a fellow of the Marketing Society and the Chartered Institute of Marketing, as well as a former ISBA President. In this conversation, Pete and Ben cover:Bad Russian pasties and why Wetherspoons should do corporate cateringWhy a call centre job and radio DJing was foundational to Pete’s careerHow Pete ended up drinking tea with Morgan freeman and why ⁠this campaign⁠ worked so wellThe power and shared value in brand x celebrity partnerships in advertisingHow a Post Office campaign was crushed by compromise and why it’s important to make choicesPete’s secrets of longevity in leadershipThe joy of rolling-up his sleeves and working with start-ups and smaller businesses like Fusion UnlimitedWhy AI overhype is a threat to brilliant people and ideas (not necessarily AI itself)Pete’s love of brand, the power of (the right kind of) purpose, and why it needs to extend beyond the marketing team Plus, why Star Wars’ Galactic Empire could use Steps or S-Club 7 to win back the public.⁠Connect with host Ben Norman⁠ or subscribe to avoid missing new episodes of Marketing Room 101

In this episode, host Ben Norman is joined by ⁠Tom Roach⁠, VP of Brand Strategy at ⁠Jellyfish⁠ and one of the biggest names in creative effectiveness.In his 25 years in the industry, Tom has held top positions in leading agencies like BBH, adam&eveDDB and Leo Burnett, leading strategy for brands including the BBC, McDonald’s, Sainsbury’s, Lloyds Bank, KFC and Weetabix, whilst picking up Gold and Silver IPA Effectiveness Awards along the way.In this time, Tom has become well known for his contributions to the field of creative effectiveness in advertising, and in this conversation he and Ben cover…How Tom got a job from a blog postThe danger of false dichotomies in advertising, including Long vs Short (and why Gusto gets it right), Brand vs Performance (and the case for ‘and’ over ‘or’), Creative vs Non-Creative (as if it’s a choice), and AI vs Human (and how humans have always needed to use tools)Twin-axis creative consistency (and why you need both)The snake oil salespeople saying everything is dead (like SEO and TV)Freud’s ‘narcissism of small differences’ (the one thing Tom managed to teach Les Binet)How most marketing best practice is sales collateral, not science (according to Paul Feldwick)How social media could be amplifying division in marketingBrighter futures for juniors in the creative industryHow AI is creating new roles for the next generationThe best brothers question yet⁠Connect with host Ben Norman⁠ or subscribe to avoid missing new episodes of Marketing Room 101

In this episode, host Ben Norman is joined by Steve Harrison, the 18x Cannes Lions-winning copywriter, creative director, and author, described by Campaign as ‘the greatest direct marketing creative of his generation’.In recent years, Steve has become known for more than just his award-winning creative work. He has also challenged the creative industry’s abandonment of its commercial responsibility to clients, arguing that “the industry has drifted from commercial selling to social activism, at the expense of economic relevance.”Ben and Steve discuss his latest book, ⁠Adland’s Progressive Gaze: How UK Advertising Lost Sight of the People and Things That Matter Most⁠, and how the demise of purpose has led to the rise of the Progressive Gaze.Steve then makes the case for banishing the politicisation of the advertising industry and explains why the obsession with diversity and inclusion might be making the industry less diverse and inclusive, as well as why so many people are afraid to challenge the Progressive Gaze.Ben and Steve also discuss the challenges facing the working class in marketing, why Steve still feels impostor syndrome after five decades in the industry, and what he wouldn't do with £3,000.

In this episode, host Ben Norman is joined by ‘that guy thatbuilt that Tony’s brand’ - Arjen Klinkenberg (or ‘Klink’ as he is known) - who created the first Tony’s Chocolonely wrapper design in just 10 minutes and gave up his day job to join the ‘impact-first’ chocolate business as Creative Director and Brand Guru for almost 20 years, before setting up his creative brand consultancy ‘Klink’ earlier this year.Klink and Ben discuss creativity in unexpected places, why small disruptive start-up teams need a shared idea of where they want to go, if they want to be the ‘mosquito in the room’, and why having no idea what you’re doing, can be the biggest advantage of all.Ben asks Klink about the balance between personality and purpose, before Klink makes the case for the execution of shelf wobblers in an unexpectedly impassioned rant, and the return of novelty and nonsense in your product and communications.Finally, Ben’s brother admits to some undeclared corporate benefits, Klink swears a lot and Ben talks about penguins.

In this episode, host Ben Norman is joined by perhaps the friendliest man in advertising - Nick Eagle - the photographer from Sheffield, Yorkshire, whose relaxed and down-to-earth approach has led him to shoot huge campaigns for iconic brands like The BBC, Paddy Power, and Manchester United across the globe.Nick and Ben recall the worst shoot ever and discuss the challenges and joys of the unexpected situations commercial photography creates. Nick also explains why, after years of working with heroes and national treasures like Erling Haaland, Clare Balding, and Anthony Joshua, he believes the real skill in photography is not in pressing the button, especially when shooting portraits.Nick shares why shooting his local football club, Sheffield United, stands alongside working on Sky Sports’ biggest ever out-of-home campaign as one of his proudest moments. He also makes the case for prioritising quality over efficiency in image making, discusses why he thinks AI is similar to VAR in football, and explains why meeting in person is always worth the effort.Finally, Ben’s brother recalls a chicken being thrown through a window, Nick talks about a man in a skip, and Ben declares his love for rubbish working men’s clubs in nondescript places.

In this episode, host Ben Norman is joined by marketing effectiveness and analytics expert Tashan Nichols who works with some of the biggest and most successful brands in the UK as a director at ⁠Magic Numbers⁠, on top of hosting ⁠Magic Works training courses⁠, coaching others, supporting Diversity, Equity and Inclusion causes and, of course, winning tonnes of awards (like The Media Leaders Future 100, Media Week’s 30 under 30 and Campaign's star player for the7stars two years in a row, 2022 and 2023).Tashan explains what’s so magic about numbers, and how to spot good numbers versus bad, or more accurately, how to pay attention to the right numbers at the right time based on what you want to do.They also dispel myths around poor analytics, including the danger of the last click attribution obsession and why we need to banish marketers seeing measurement as a bolt on or an afterthought. Tashan and Ben also discuss how to build the life you want through a blended career, rather than just settling for a 9-to-5, how to balance evidence with creative magic, and why it takes a village to raise a campaign. Plus, Tashan compares building a brand to baking a cake, tells us why advice from their grandma changed their life, and becomes the first person to say both ‘pedagogy’ and ‘coffee & walnut’ in Marketing Room 101.

In this episode, host Ben Norman is joined by underdog advertising’s perennial trouble-maker, Paul Mellor - co-founder of ⁠Mellor & Smith⁠ - the ad agency that gets underdogs noticed.For the past 20 years Paul has helped brands like Paddy Power, Brooks Running, Hotels.com and Fat Lad at the Back get noticed by troubling the market-leading big dogs.Paul and Ben discuss the difference between big dog and underdog brands, why the biggest brands have it easy, and what underdogs need to do to punch above their weight.Paul makes the case to banish underdogs acting like market leaders, and explains why better, braver advertising is the only option available to them.They also discuss the difference between essential critical thinking and pesky problem spotting, how to find the ‘one thing’ to grow your underdog and the joys of loitering (instead of just relying on data).Plus, Paul rants about marketers who do everything they can to avoid thinking, he becomes the first person to say ‘Bonza’ in Marketing Room 101 and he decides that the ultimate underdog is actually an eel.Download your copy of ⁠13.5 Ways to Grow Your Underdog Brand ⁠

In this episode, host Ben Norman is joined by one of the most decorated creative leaders in UK advertising, Mick Mahoney.Mick has led some of the world’s biggest agencies, working with some of the biggest brands from being Creative Director at BBH (including working on Jonnie Walker’s epic ‘The Man Who Walked Around the World’) to ECD at Havas Worldwide and Y&R London, then CCO Ogilvy. But more recently Mick has turned his attention towards helping more people to access creativity, understand it, and feel more confident using it. In doing so Mick has co-authored The Creative Nudge with previous guest Kev Chesters, he's developed the world’s first professional training programme for Creative Directors and released his debut solo book The Complete Creative Director. Mick turns out to be both the most unreasonable (in a good way) and unrestrained guest to enter Marketing Room 101. Ben and Mick discuss the new book, Mick’s stubborn refusal of home office equipment, why Mick has more energy today than 30 years ago and why he’s happy to give away his secrets.Mick then makes the case to banish five (yes five!) things, from brand value vinyls to problem spotters and pool tables.Mick also explains how pitching is destroying the creative industry and why it’s the agency’s fault, not the client’s. Ben is then put in a tricky situation and Mick decides he doesn’t want to murder his family.

In this episode, host Ben Norman is joined by Louise Tullin, Marketing Director at ⁠55/Redefined⁠, an organisation dedicated to changing life and work for people over 50 for the better.Louise and Ben tackle the issue of age in marketing and advertising, looking at how and why the over-50s are being ignored and just how big of a problem it is, through to the commercial case, and why brands should see age as a path to growth, not a box to tick.Plus, what can brands learn from Dove and The Olympic Committee on how to include over 55s without turning off younger audiences? And what can Amazon, Cadbury’s and Gogglebox tell us about the power of including older people in humour?Louise also plugs a load of great books and talks about cats.Links to everything discussed in the episode –⁠Revolting Women by Lucy Ryan ⁠⁠Invisible Women by Caroline Criado Perez⁠⁠Bolder by Carl Honore⁠⁠Much More to Come by Eleanor Mills ⁠⁠Lifelife: Cat’s Protection Fostering Scheme ⁠

In this episode, host Ben Norman is joined by Dave Harland, probably the funniest person on LinkedIn, and proud writer of copy and creator of personality for brands great and small across the UK for over 20 years.Dave’s career in marketing has seen him work on both sides of the client/agency fence, both as a copywriter and journalist, until more recently setting-up shop as co-founder of ⁠Copy or Die⁠.Dave and Ben talk about the important side of humour and why it’s not just a laughing matter, they indulge in a spot of lazy advertising bashing and Dave presents an alternative way to build a brand through personality, humanity and lived experience.Plus, Dave makes the case for a lighter approach to heavy subjects (like epidurals), explains why he’s decide not to scam children, and paints a pretty unsettling picture of a cemetery.

In this episode, host Ben Norman is joined by a strategist, a speaker, a trainer, an author and a lecturer, which all happen to be the same person.Yes, Kevin Chesters has had some of the most important strategy jobs in the country, like Chief Strategy Officer (CSO) at Ogilvy and dentsu mcgarrybowen, plus senior roles at W+K and Saatchi & Saatchi and client-side strategy stint at BT.On top of that he wrote The Creative Nudge with business partner and good mate Mick Mahoney, as well as lecturing across several universities, training organisations across the country and fitting in the odd keynote or TEDx talk.In this episode Kevin and Ben discuss - Creativity, and why it’s often misunderstood Positivity, and why marketing needs more of itTyre kicking, and why we need to get rid of it Briefing, and how to get better at itAutism, and getting diagnosed with itPlus, Kev moans about moaners, reveals the answer to happiness and quotes a Korean proverb.

In this episode, host Ben Norman is joined in Marketing Room 101 by Laura Jordan Bambach.Perhaps one of the busiest people in the marketing world, Laura is Founder and Chief Creative Officer at ⁠Uncharted⁠, Founder of ⁠SheSays⁠ & ⁠Oko⁠, plus a speaker, author & artist.As one of very few female Chief Creative Officers Laura has bagged almost every award and accolade going, including being named one of Britain’s most influential people in the Debrett’s 500, as well as leading teams at Grey and Mr President to endless creative and effectiveness awards at the highest level.Further proving her boundless creative energy, Laura is also co-founder of SheSays, the global network supporting women in the creative industries as well as OKO and The Great British Diversity Experiment.Laura and Ben discuss setting up an all female creative agency, the power of creative community and the danger of confusing the easiest metrics to analyse, with the metrics that actually matter.They also discuss the comparisons between the dawn of AI and the birth of the world wide web, and Laura also decides she wants to be an axolotl with bat wings.

In this episode, host Ben Norman is joined in Marketing Room 101 by Owen Ensor, CEO of sustainable start-up Meatly - the first company in Europe to gain approval to sell cultivated meat (or lab-grown meat), and the first in the world to be approved to sell cultivated meat pet food. We’re talking real meat (not ‘like meat’), made without animals. In this chat, Owen and Ben discuss the fascinating journey that led Owen to enter such a fascinating industry, how Meatly went from underdog (there’s a joke in there somewhere) to world’s first, creating the brand and developing messaging, and why we need to rethink and re-regulate the way brands speak about the animals used to make their products.Owen also announces his love for a somewhat niche kind of 1960s advertising and brings Freddie Mercury back from the dead.Find out more at ⁠meatly.pet⁠