How a film transformed Johnnie Walker’s prospects, with Stephen White, Diageo
Our guest on this episode of The Persuasion Game podcast is Stephen White, Senior Vice President, North America at Diageo.
He is an expert in transforming teams, brands, innovation pipelines and businesses and has spent years working in different markets, all around the world, doing just that.
Stephen shares stories and learnings from across his 20+ years leading teams at Diageo including: brand turnarounds; managing global and local dynamics; and transforming underperforming teams.
One example Stephen shares is how a short film starring Robert Carlyle helped reframe the iconic whisky brand Johnnie Walker “we spent the amount of money we would've spent on an external film, on an internal audience, we then subsequently had 9-10 years of consistent growth.”
Johnnie Walker “The Man Who Walked Around the World”: https://www.youtube.com/watch?v=fZ6aiVg2qVk
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
(03:00) Key Innovations at Diageo
(09:32) Building Trust and Empathy
(14:29) Breaking Down Organisational Silos
(20:31) Leveraging AI and Future Trends
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28:30
Why 80% of innovations fail, with Shafik Saba, Global Lead, Front End Innovation, Haleon
Our guest on this episode of The Persuasion Game podcast is Shafik Saba, Global Lead of Front End Innovation at Haleon.
He says, when it comes to innovation, you need to obsess over your brand’s core. Far too often, marketers and innovators get distracted by new extensions to their brands, which stretch the brand too far and lead to disaster. Not enough innovation is focused on driving the business that brought success in the first place.
Shafik shares his tips for striking the right balance between innovating your core and stretching into areas you authentically belong in.
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
(02:22) From Automotive to Healthcare Innovation
(11:55) Balancing Core and Expansion
(22:16) Consumer Insights and Empathy
(23:38) Shopability and Design
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27:16
Creator marketing is booming - what’s in it for you? With Fiona Hughes, Creator Marketing Expert
“The creator economy is worth about 250 billion right now. That's set to almost double in the next two years.”
Our guest this week on The Persuasion Game podcast is an expert in one of the most exciting areas of marketing at the moment.
Creator marketing is big business and there are huge opportunities for brands that get it right. But there are also potential pitfalls.
Fiona Hughes has spent over 10 years leading creator marketing across some of PR’s biggest agencies. She shares some of her experience in an area that is seemingly only going to grow and grow.
We discuss what makes a successful creator-brand collaboration, how new channels are opening up genuine two-way conversations between brands and their customers, and why you might need to check your risk appetite before diving in.
Further Reading:
Creator economy growth stats: Business Insider and Goldman Sachs
Brand-direct deals are the largest source of income for creators: Goldman Sachs
Case study: Edelman/Dove, Canada keep the grey: #KeepTheGrey | Edelman
Case study: Edelman/Ajinomoto MSGs: Ajinomoto: #CancelPizza | Edelman
Case study: Edelman/Hellman’s mayo hack: Hellmann's UK: Mayo Hack | Edelman
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
(02:18) Understanding the Attention Economy
(05:58) The Role of Creators in Brand Communication
(11:25) Courting Controversy
(15:15) In-house Content Creation
(18:59) AI and Authenticity in Creator Marketing
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How to win in shopper marketing, with Sarah Dossett, Mars
“The frequency of shop has increased, but basket spend has decreased. So how do we make our brands stand out more?”
It’s a conundrum being faced by just about every FMCG brand and finding the right solution is top of many marketers’ minds.
In this episode of The Persuasion Game podcast, we’re turning to Sarah Dossett, European Portfolio Director at Mars, to see if we can find some answers.
Sarah has years of experience working with brands such as Mars, Danone and Britvic, alongside retailers to win over shoppers.
We discuss the impact of a changing shopper landscape, how the brand-retailer relationship is evolving, and why it’s increasingly crucial to build authentic emotional engagement with your brand.
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
(04:22) Challenges and Strategies in Shopper Marketing
(11:36) The Importance of Emotional Engagement
(14:58) Category Management and Seasonal Strategies
(22:02) Brand Experiences and Personalisation
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What next for AI and insights? With Nick Graham and Jonathan Williams
AI is changing the world of insights, but just how much change are we likely to see, and what will the insights teams of tomorrow look like?
In this episode of The Persuasion Game podcast, two AI marketing experts join us to offer their views on what is an ever-evolving landscape.
What will AI mean for how insights are gathered and interpreted? What will it mean for where resources are directed? And, crucially, where do humans fit into all of this.
As Nick puts it: ‘The whole industry is at a crossroads.’
The question is - where will it end up?
Jonathan Williams is Founder of One Strategy Studio and Nick Graham, formerly of Mondelez and PepsiCo, is Founder of Vertemis.
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
(02:43) The Shift from Data to Decision Making
(05:37) AI's Transformative Potential
(07:42) Challenges and Opportunities with AI
(14:01) Adopting AI: Strategies and Pitfalls
(22:50) Skills for the Future
Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
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