In this special episode we interview controversial columnist and marketing consultant Mark Ritson on his views on agencies, tribalism in marketing and why ‘Fearless Girl’ should not be an award-winner. Mark also discusses his attitude to wealth, his love of sports cars and jam, and a disastrous meeting with clients in which he ‘spilled his guts’.
About Mark Ritson:
Mark Ritson is Adjunct Professor of Marketing at Melbourne Business School. He has a PhD in Marketing from Lancaster University and has taught on the MBA programs at several business schools.
Mark has worked globally as a private marketing consultant on brand strategy, market research, segmentation, CRM, marketing communications, brand acquisition, brand valuation and brand extension. He has served as in-house professor for luxury group LVMH on brands like Dom Perignon, Louis Vuitton and Tag Heuer. He has written a weekly column on branding for Marketing Week for more than a decade. On three occasions he has been judged the Business Columnist of the Year at the PPA Press Awards.
David Wheldon, CMO at The Royal Bank of Scotland Group, President of World Federation of Advertisers
Bob Wootton, Consultant, Former Director of Advertising & Media ISBA
In this episode we listen to two highly experienced marketing practitioners discuss the changing role of the CMO, the end of the ‘lead agency’ era and the danger of seductive digital metrics. We hear about the need for authenticity in leadership, how an ex-black hat hacker alerted the WFA to the extent of online ad fraud and the dangers of not asking what the real “nitty gritty shit” of a new job might be.
About the guests:
David Wheldon is Chief Marketing Officer for The Royal Bank of Scotland Group and serves as President of the World Federation of Advertisers. He is a council member of the Marketing Group of Great Britain and a Marketing Society Fellow. In his extensive career he has worked both client-side and agency-side, holding senior roles at Coca-Cola, Vodafone and Barclays. He started his career at Saatchi & Saatchi, held positions such as President of BBDO Europe and CEO of Tempus Partners and set up Team Vodafone for WPP.
Bob Wootton is founder of Deconstruction Consulting, a media columnist, experienced agency hand and a former long-serving Director of Advertising & Media for ISBA.
In this episode we hear from two superstars of account planning – Andy Nairn of Lucky Generals and Alison Hoad of Bartle Bogle Hegarty talk about their work, the changing nature of the planner’s role and the need for big emotional brand ideas as the discipline celebrates its 50th anniversary. We also learn the dangers of handing a project to unsupervised social media whizz-kids and how an ant-eater can ruin a pitch. Andy is co-founder of LG and Alison is Chief Strategy Officer of BBH.
About the guests:
Andy Nairn is founding partner of Lucky Generals, a winner of 24 IPA Effectiveness Awards and he’s helped teams win a slew of creative awards including the Cannes Advertiser of the Year, BTAA Grand Prix and ITV Ad of the Decade (it was Hovis), Campaign Press Grand Prix and Campaign Direct Grand Prix. His is a former Convenor of Judges for the awards and a regular commentator on planning and advertising in media.
Alison Hoad is Chief Strategy Officer at Bogle Bartle Hegarty and a former Vice Chairman for Rainey Kelly Campbell Roalfe/Y&R. She is chair of judges for the 2018 YouTube Works for Brands Awards and has served as a Convenor of Judges for the IPA Effectiveness Awards. She started her career as a brand manager at Procter & Gamble managing Ariel and Vidal Sassoon,
In this episode we listen to two people with bags of experience in the world of production and storytelling discuss the new creative assets brands need in a multiplatform world.
MPC is a partner of the New Directors’ Showcase, which presents the best international young directorial talent and launches at Cannes Lions each year. Ridley Scott curated the showcase this year and we hear Mark and John talk about the sourcing and development of new talent.
And as both work in the entertainment industry, their chat would not be complete without some entertaining stories of mishaps and mischief, so listen out for John’s tale of an unexpected TV appearance in bondage gear.
About the guests:
Mark Benson is CEO of Academy Award-winning creative studio MPC. He started out, as many do in the production industry, as a runner, has worked as a post producer on famous ads, such as Anchor Butter’s “Dancing Cows” and Reebok’s “Dream Team”, and has led the company’s expansion into multiple territories.
John Payne is Managing Director for Asia at film and commercials production company RSA Films – the company founded by filmmaker Ridley Scott. He ran RSA’s music video production company Black Dog Films and later expanded the RSA Films business into Hong Kong and Shanghai. He heads up development at the recently formed Ridley Scott Creative Group, which aligns all RSA companies in one network.
In this Dog ‘n’ Bone special, recorded at the Cannes Lions festival, we listen to Kathryn and Michael enjoying a relaxed chat about the challenges facing ‘traditional media’ – including the fact that the reality of the cinema experience means it cannot deliver mobile data to brands.
We hear how cinema and print can help drive change in social attitudes and how this ties-in with The Economist’s plans to celebrate its 175th anniversary. We also learn why Insect Ice Cream makes for a great marketing campaign and the dangers posed by a rogue handbag during an important client meeting.
About the guests:
Kathryn Jacob is CEO of cinema sales house Pearl & Dean and is steeped in media, having worked at the Daily Telegraph and Virgin Radio. Kathryn is a champion of workplace diversity and equality and is co-author of The Glass Wall: Success Strategies for Women at Work. She is a member of the Government Expert Group on Body Confidence and the Advertising Association Council and a former President of Women in Advertising and Communications.
Michael Brunt is Publisher of The Economist and has worked at the media owner since 2006 in a variety of roles. He started his working life in agencies with stints at McCann Erickson and EHS Brann.
Nick Manning, Senior Vice President, London, at MediaLink
CarlErik Kjærsgaard Co-Founder and Chief Executive of Blackwood Seven
In this episode we hear two tech and media specialists discuss the role of “Mad Men, Media Men and Maths Men” against the backdrop of the Cannes Lions festival.
The pair discuss the importance of data aggregation, the concerns around measurement and how businesses should make sales outcomes their hard KPI.
Nick and Carl speculate on the future role of media agencies and the new sources of competition, such as digital ecommerce players dabbling in media sales.
About the Guests:
CarlErik Kjærsgaard is Co-Founder and Chief Executive of Blackwood Seven, the Danish AI-driven media management platform. He has some Mad Man in his DNA, with roles at creative agencies including CEO for Nordics at Grey Group.
Nick Manning is well-known to the UK media community as the co-founder of Manning Gottlieb OMD and latterly the Chief Strategy Officer at Ebiquity. He joined MediaLink as Senior Vice President in London in April this year.
Babs Rangaiah, Executive Partner for Global Marketing at IBM iX
In this special episode of the Dog ‘n’ Bone we interview Babs Rangaiah, Executive Partner for Global Marketing at IBM iX, at the Cannes Lions festival about IBM iX’s blockchain pilot project for media deals. The project is in with partnership brands including Unilever and Kimberly-Clark and with Mediaocean.
We hear Babs outline the aims of the blockchain project, which include providing greater transparency on the supply chain and how much spend is going towards working media and the reasons behind his enthusiasm for the potential of machine learning and AI to transform customer experiences.
Babs has a deep knowledge of brands picked up from senior roles at Procter & Gamble and Unilever and at IBM iX he is immersed in developing rich technology solutions for businesses – iX is the company’s problem-solving agency that combines creativity, business consultancy and tech expertise
About Babs Rangaiah:
Rangaiah is Executive Partner for Global Marketing at IBM iX and is the former Vice President of Global Media Innovation & Ventures for Unilever. He is an award-winning marketer with deep media planning expertise and has also worked at Procter & Gamble, agency.com and DMB&B.
Steve Ackerman, Managing Director of Somethin’ Else
In this episode, we hear Darren Childs, CEO of UKTV and Steve Ackerman, Managing Director of content company Somethin’ Else, explain why a local tone of voice is vital to combatting global streaming platforms like Netflix and Apple.
We listen in as the pair discuss why brands are failing to fully optimise their involvement in TV show format; the growth of audio content, such as podcasts, and whether kids will eventually turn into their parents and sit down to watch TV in the living room. Finally, we learn, the importance of paying off the local police when broadcasting a live concert featuring Led Zeppelin and Queen in this Dog ‘n’ Bone special recorded against the backdrop of the bustling Cannes Lions festival.
About the Guests:
Darren Childs is the CEO of multichannel broadcaster UKTV, which has close to 10% market share and operates channel brands including Dave and Gold and Drama. He also serves on the Advisory Board of the Antenna Group, a media business with investments in high profile US digital companies Vice, Twitter, Spotify and Facebook, as well as European Pay TV, Broadcasting, and Radio.
Steve Ackerman is Managing Director of the award-winning content agency Somethin’ Else. The agency is the BBC’s biggest multi-platform supplier and past and present clients include Swarovski, Boots UK, Porsche and The Economist. Steve is a Fellow of The Radio Academy.
Kate Cox, Vice President and Chief Marketing Office EMEA for GoDaddy + John Watton, Senior Director for Enterprise Marketing EMEA at Adobe Systems
In this episode, we hear the different ways that Adobe and GoDaddy inject some emotion into their marketing to build strong relationships and how technology has levelled the playing field for SMEs with modest budgets. We learn about Freddie Flintoff’s penchant for painting figurines, why it’s a good thing to encourage staff to pursue side hustles and the panic that sets in when a business pitch goes sideways.
About the guests:
Kate Cox is Vice President and Chief Marketing Officer EMEA for GoDaddy. She oversaw the platform’s recent eye-catching “four-inch Freddies” campaign with cricketer Andrew ‘Freddie’ Flintoff and is a founder of the new Digital Futures Council that encourages collaboration between creativity and technology and a former chief strategist at Havas Media.
John Watton is Senior Director for Enterprise Marketing EMEA at Adobe Systems. He has 25 years’ experience in senior marketing at the world’s most competitive software companies and is known for bringing the emotional and engaging approach of the best consumer work to enterprise communications. He is a former B2B Marketing Magazine Marketer of the Year.
Gemma Greaves, Chief Executive of The Marketing Society + Nishma Robb, Google Marketing Director
In this episode, we hear two high profile champions of diversity talk about the need for a new approach to workplace leadership. The free-flowing conversation takes in subjects not often aired, including psychological safety in the office, neurodiversity issues (such as imposter syndrome, dyslexia and being bi-polar) and what it’s like as a mother to be offered a top job while you have “milk in your hair”.
About the guests:
Gemma Greaves is Chief Executive of The Marketing Society and a networker supreme. For the past 10 years she has been growing and nurturing The Marketing Society, so that it is now a leading global network of senior marketers. Today there are thriving Marketing Society hubs in London, Scotland, Hong Kong, Singapore, Dubai, India and New York. She believes in being brave and the power of connections and she has served as the first female president of the Solus Club, the dining club for senior members of the media and advertising industry.
Nishma Robb is a Google marketing director with more than 20 years of experience including digital marketing, strategy, business development and general management. She is passionate about inspiring girls and women about the magic of technology and is a former chair of Women@google. Her accolades include being named Businesswoman of the Year in the Asian Women of Achievement Awards. She has the unique experience of working at a media owner, on client side and for an agency. Prior to Google, Robb was a senior executive at iProspect (part of Denstu Aegis).