The Persuasion Game

“The biggest thing that children show me is that there are no limits to what we can do.”

In this episode of The Persuasion Game podcast, we’re taking inspiration from the creativity of children.

Our guest is Sarah Horowitz, Marketing Director for the UK and Northern Europe at Crayola.

Crayola is an incredibly well-established brand, and has been relevant in homes and schools for more than a century.

We discuss how it’s maintaining and growing that position in a fast-changing world, how it puts creativity at the centre of everything it does, and the lessons all marketers can learn from the way children use its products.

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: https://forgemsq.com

This is an 18Sixty production for Forge and MSQ.

CHAPTERS:

(00:00) Introduction

(03:21) The Role of Adults in Children's Creativity

(10:42) Understanding Gen Z and Gen Alpha

(16:51) Creativity Across All Ages

(26:23) Embracing a Child's Perspective

“You need an insights function that is really focused on being a catalyst for growth in an end-to-end way.”

For many years, the insights industry has desired a ‘seat at the top table’, influencing decisions at the most senior levels of their organisations.

There are few insights professionals as senior and influential to their businesses as our guest on this episode, Stephan Gans, Senior Vice President of Insights and Analytics at PepsiCo.

Stephan shares the steps PepsiCo’s insights team has taken to move from order-taking to being a true catalyst for business growth, why our thirst for insights has never been greater, and the three critical roles he says insights teams must play in any future business. 

We also talk about the skills that will be most valuable in the future as we enable our insights functions with AI.

This is a must-listen for anyone working in insights.

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(04:13) A Unified Approach

(07:55) Balancing Short-term and Long-term Goals

(14:12) The Role of AI in Insights

(19:42) Future Skills for Insights Professionals

The tables have been turned in this episode of The Persuasion Game podcast, as Adam and Laura get a taste of their own medicine in the hot seat.

Izzie Macdonald, Global Cultural Insights Capability Lead at PepsiCo, takes on the role of host.

Izzie has years of research and insights experience at Touchstone Partners and with almost a decade under her belt at Pepsi.

Adam and Laura give their views on where marketing, strategy and insights might be heading in 2026, and the adaptations that will be needed to get us there.

They also reveal their New Year resolutions, both professional and personal, for the year ahead.

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(02:08) Career Journeys in Marketing and Strategy

(09:27) The Future of Agency Models

(15:48) The Role of AI in Innovation

(23:26) Importance of Context in Client Partnerships

Ambition is the watchword for The Marketing Society in 2026: “Ambition for our businesses, our careers and our country.”

In this episode of The Persuasion Game podcast, we welcome Sophie Devonshire, CEO of The Marketing Society, for a conversation not to be missed by anyone working in marketing who has ambitions for a great year in 2026.

We discuss the growing role of CMOs, why leading marketing teams is more like rugby than football, and why we all need to make more time for learning.

Sophie also shares her views on why personal ambition isn’t about “killing yourself at work”, but should focus on how it fits in with the rest of your life goals.

Sophie spent years working in marketing roles at Procter & Gamble, Coca Cola and agency side, before becoming a CEO and published author.

Reading list:

“Superfast, Lead at Speed” by Sophie Devonshire https://www.amazon.co.uk/Superfast-Lead-speed-Sophie-Devonshire/dp/1473661862

“Drive” by Dan Pink https://www.amazon.co.uk/Drive-Daniel-H-Pink/dp/184767769X

“It's Not How Good You Are, It's How Good You Want to Be” by Paul Arden https://www.amazon.co.uk/Its-Not-How-Good-Want/dp/0714843377

"The Whole Marketer" by Abby Dixon https://www.amazon.co.uk/Whole-Marketer-successful-fulfilled-marketer/dp/1911671057

CHAPTERS:

(00:00) Introduction
(01:01) Defining Ambition for 2026
(04:13) Global Perspectives on Ambition
(09:57) Building Ambitious Foundations
(14:20) The Role of Technology and Human Connection

“It might not necessarily be the most emotional response ad, but I think it will be one of the most effective.”

In this festive episode of The Persuasion Game, Media Effectiveness Expert, Matt Stockbridge helps us unpick the effectiveness of the Christmas adverts in 2025.

From John Lewis telling the story of a teenage son connecting with his father, to JD Sports’ user-generated clip sequences, major brands have taken different approaches in 2025.

The question is: which will be most effective when it comes to sales?

Matt is perfectly placed to help us answer that question, having previously worked on brands including Danone, Cadbury and Innocent.

He talks about the need to grab people’s attention, the art of product placement and the power of generating an emotional response.

From everyone at The Forge, Merry Christmas and see you in the New Year!

CHAPTERS:

(00:00) Introduction

(05:45) Sainsbury’s: https://youtu.be/QaF1my5h-Os?si=vb5FgcseZ56KCtWU

(10:15) John Lewis: https://youtu.be/dc5S4IV_NeA?si=1MIyrA2xCBRvQnYl

(18:49) Marks and Spencer: https://youtu.be/EWGYQL0KMoI?si=pCGDrAY8v4pDChZ4

(22:43) Waitrose: https://youtu.be/wWeYKBXmCRs?si=UZHjSlbrsMn4JVfv

(24:09) JD Sports: https://youtu.be/aCsvYgOcXz4?si=vpGgsDLHkzWEtGGU