Ep 6: Focus on creativity to grab attention and spark engagement with ECD Jack Gallon
Looking for some creative marketing tips for your next campaign? Unlock mail’s creative potential in our Mail Unleashed episode with Jack Gallon, Executive Creative Director at The Gate. Alongside Rory Sutherland their conversation ignites around the creative freedom mail offers and how it gives you the unique chance to touch every sense. During the episode, Jack and Rory share: Why great ideas needn’t break the bank when it comes to mail How mail can complement other media and tell a fuller story Real-life success stories with mail marketing from IKEA, P&O Cruises and O2 Why mail creativity is almost limitless Listen in on the conversation and wander through the meadows of imagination to discover what great mail ideas look like. 00:00 Intro 1:50 Why direct mail marketing is a stage for creative ideas 03:15 Physical creative mail can enhance digital 04:05 Why the silo effect can impact brand storytelling 5:11 Jack’s examples of creative direct mail – P&O Cruises and O2 07:48 Rory & Boots UK – The impact of personalisation in marketing 09:33 Why appealing to the five senses matters 11:17 Outro Jack Gallon is an award-winning Executive Creative Director with years of experience shaping standout campaigns for some of the world’s most recognised brands. Currently ECD at The Gate London, Jack brings a rare blend of conceptual brilliance and strategic sharpness to integrated brand, CX and social work. He has helped brands like Virgin Red, O2, Shell, Royal Mail, SMARTY Mobile, The AA, Akzonobel and Peugeot achieve their creative goals. Follow Jack. LinkedIn - https://www.linkedin.com/in/jack-gallon-81b57922/ Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland Watch the full episode. Website - https://www.marketreach.co.uk/mail-unleashed/jack-gallon-mbastack YouTube - https://youtu.be/JvJy9gG6kKY Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️ LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/ X - https://x.com/MarketreachUK Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ TikTok - https://www.tiktok.com/@marketreachuk
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Ep 5: Mix mail and digital media for best results with Seema Kumari
How can print media help get all eyes on your brand? Not many people understand the world of print media as well as Seema Kumari, former Senior Marketing & CRM Director at Hearst UK. She joined Rory for an in-depth chat about just how effective mail marketing can be. In this episode, they cover: Seema’s experience at Hearst, working with global publications such as Cosmopolitan, Elle, Good House Keeping and Harper’s Bazaar Why the notion that print is dying is a myth How mail is crucial in conveying high-end products Seema’s experience with programmatic mail The calming effect reading something physical can have Listen to the full episode and you’ll hear why print is thriving. 00:00 Intro 1:37 Tackling the mistaken narrative that print is dying 3:30 How did Seema create an effective programmatic direct mail channel? 05:35 Why an omnichannel approach can make magic happen 07:22 Seema explains why direct mail is undervalued 08:12 Seema’s examples of effective direct mail – The White Company and Hotel Chocolat 10:15 Rory predicts printed catalogues will make a comeback 11:41 Outro Seema Kumari is an D2C marketing leader with 20+ years’ experience in subscriptions, ecommerce, CRM, and customer retention. She’s passionate about creating engaging, multi-channel experiences that put the customer first. Throughout her career she’s managed to drive business growth, loyalty, and recurring revenue through strategic digital marketing and data-led customer engagement. Follow Seema. LinkedIn - https://www.linkedin.com/in/seemakumari/ X - https://x.com/1Seemak Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland Watch the full episode. Website - https://www.marketreach.co.uk/mail-unleashed/Seema-Kumari-marketing-leader YouTube - https://youtu.be/jKk6-Ex-FZI Want to see how mail delivers big results? Follow us for fresh ideas and standout success stories. ⬇️ LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/ X - https://x.com/MarketreachUK Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ TikTok - https://www.tiktok.com/@marketreachuk
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Ep 4: Why marketers are turning to mail to deliver cut-through with Ellie Norman
How does mail marketing make an impact in the world of sport? Get ready to find out as Ellie Norman, former CCO at Manchester United, joins Rory Sutherland to unpack the power of mail. Their fascinating exchange covers: Ellie’s career journey working with Honda, Virgin Media and Formula 1 How direct mail’s tactility can elicit emotional reactions and build positive brand relationships A real-life success story with mail from Cunard Why behavioural science can shape our marketing strategies To hear how mail offers huge opportunities to disrupt audiences as part of your marketing mix, listen to the full episode. 00:00 Intro 01:08 Ellie’s marketing journey from a below the line agency to Formula 1 01:56 Working with mail at Honda and Virgin Media 03:26 Ellie’s example of direct mail – Cunard’s luxury cruise ship mail pack 5:58 Behavioural science – why reciprocation bias is important in marketing 06:42 Why Rory and Ellie think we will see a renaissance of direct mail 08:03 Outro Ellie Norman is an inspirational marketing leader with a proven track record in brand building and customer impact. She’s experienced in managing global brands, across fast-paced, consumer-driven sectors including media, telco, automotive, and sports entertainment. Follow Ellie. LinkedIn - https://www.linkedin.com/in/ellietory/ Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland Watch the full episode. Website - https://www.marketreach.co.uk/mail-unleashed/Ellie-Norman-Manchester-United YouTube - https://youtu.be/mrc8NBJuBUE Want to see how mail gets real results? Follow us for fresh marketing inspiration and real-life examples of mail in action. ⬇️ LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/ X - https://x.com/MarketreachUK Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ TikTok - https://www.tiktok.com/@marketreachuk
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Ep 3: Create impactful campaigns fueled by data with former Boots CMO, Pete Markey
Want to find out why the UK's leading health and beauty retailer uses mail as part of their marketing strategy? Then tune in to this episode of Mail Unleashed featuring Marketer of the Year (2023), and former CMO of Boots UK, Pete Markey. It’s clear host Rory Sutherland and Pete share a passion for the medium as they discuss mail’s huge potential in the current digital world. Throughout the episode, they discuss: Pete’s experience with mail working at British Gas, More Than, Aviva and Boots UK Why mail delivers costly signalling Real-life examples of impactful direct mail from Boots UK How you can use data to create tailored and targeted mail marketing Plus, they reveal how mail’s physicality can capture consumer attention and enhances brand engagement. 00:00 Intro 01:00 When did Pete become a fan of direct mail marketing? 03:20 Pete talks through creating a direct mail pack for More Than insurance 04:34 Why moments matter in marketing 05:54 Pete’s experience with adding mail to the media mix at Aviva 07:06 Why mail is both effective and efficient 08:01 Pete’s first example of direct mail – Boots UK The No7 anti-ageing serum 11:20 Pete’s second example of direct mail – Boots UK’s quarterly mailing 12:51 Outro Pete Markey is an award-winning marketing leader with global and regional experience across brand, digital, CX, and analytics. He’s a fellow of CIM, Marketing Academy, and Marketing Society, as well as a multiple Marketer of the Year winner with a proven track record across industries. Passionate about inclusion, team excellence, and Pete is renowned for achieving incredible business results through bold, data-driven marketing strategies. Follow Pete. LinkedIn - https://www.linkedin.com/in/petermarkey/ X - https://x.com/petermarkey Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland Watch the full episode. Website - https://www.marketreach.co.uk/mail-unleashed/Pete-Markey-Boots YouTube - https://youtu.be/bElcASfbe-c Follow us for more marketing tips and insights on the value of mail in the marketing mix.⬇️ LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/ X - https://x.com/MarketreachUK Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ TikTok - https://www.tiktok.com/@marketreachuk
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Ep 2: Boost retention and drive digital transformation with Tony Miller
Looking for key takeaways on why direct mail is an impactful marketing channel? Listen in to this fascinating Mail Unleashed episode. This time, Rory Sutherland is joined by Tony Miller, former CMO at Weight Watchers (WW) and Disney. During the episode, Tony and Rory discuss: Tony’s journey to the UK His experience with mail marketing at EasyJet, Compare the Market and Disney Two examples of direct mail from World Vision and The TV License Why mail is both an effective and efficient marketing channel Reasons why mail earns its place at the centre of your media mix Together, they share just how much you can change customers’ perceptions through this physical medium - whether that’s through delivering the spark needed to re-ignite existing customers or to attract new ones. 00:00 Intro 01:00 When did Tony cross the pond to the UK? 1:45 The second coming of direct marketing 03:04 Tony’s first example of direct mail – The World Vision gift catalogue 05:14 From EasyJet to Disney Tony shares his career journey working with direct mail 06:12 Tony’s second example of direct mail – The TV Licence 07:52 Is mail less sustainable than digital? 08:57 Outro Tony Miller is a proven business leader specialising in brand building and digital transformation. He’s experienced in driving growth and leading high-performing global teams for brands including Disney, Weight Watchers and Havas Helia. As a collaborative coach and mentor, Tony has a strong track record of managing complex demands, influencing stakeholders, and delivering results at pace across industries and channels. Follow Tony. LinkedIn - https://www.linkedin.com/in/tonyjmiller/ Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland Watch the full episode. Website - https://www.marketreach.co.uk/mail-unleashed/tony-miller-marketing-leader YouTube - https://youtu.be/gkeysCSXJws Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️ LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/ X - https://x.com/MarketreachUK Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ TikTok - https://www.tiktok.com/@marketreachuk
Welcome to Mail Unleashed. Hosted by marketing legend and Vice Chairman at Ogilvy UK Rory Sutherland, this series goes in-depth with some of the world’s top marketing greats about their experiences with the hugely effective marketing channel, direct mail.
Mail Unleashed is brought to you by Marketreach, champions of mail media. We help brands and agencies unleash the magic of mail.
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