Brand and creativity
Episodes on how brands are built and how creative work earns its place, from the balance of brand and performance to creators, live experiences, sport and purpose.
Start here · Episode 146 ·
The Carbon P&L
Co-Founder & CEO, 51toCarbonZero
“Once you look at the big picture, there is no escape, really.”
The Carbon P&L
0:0031:00-
20 episodes
Brand and performance
Balancing long-term brand building with short-term performance and demand.
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13 episodes
Brand building
Distinctiveness, positioning, brand assets and building brands that last.
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24 episodes
Creativity and creative effectiveness
Creative quality, bravery, testing and the creative supply chain.
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12 episodes
Creators and influencer marketing
Creator partnerships, the creator economy, influencer economics and rights.
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11 episodes
Sport, fandom and entertainment
Sport, esports, fandom, live entertainment and brand integration in culture.
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12 episodes
Experiential and events
Live experiences, activations and events as marketing channels.
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10 episodes
Sustainability, purpose and inclusion
Sustainability in advertising, purpose-led brands, diversity and representation.
Latest across the family
Newest firstEpisode 146: The Carbon P&L
Richard Davis · Co-Founder & CEO, 51toCarbonZeroSustainability, purpose and inclusionEpisode 141: The Culinary Identity
Olaf van Gerwen · Founder & Global Creative Director, Chuck Studios
Brand buildingEpisode 139: Beyond Proxy Metrics
Luca Filardo · Chief Revenue Officer, AdlookCreativity and creative effectivenessEpisode 137: The Wink Factor
Luis Miguel Messianu · Founder, President and Chief Creative Officer, MELCreativity and creative effectivenessEpisode 134: The Belonging Business
Katie Mitchell · Managing Director, Seen Studios
Experiential and eventsEpisode 132: The Leading Indicator
Alistair Hill · Co-Founder, On Device
Brand and performanceEpisode 131: Beating The Mean
Emma Armstrong · CEO and Global Transformation Officer, BBDOCreativity and creative effectivenessEpisode 130: The Brand Moat
Erin Chin · Global Head of Brand Marketing, Logitech G
Creators and influencer marketingEpisode 129: The Bravery Scale
Carmen Rodriguez · Global Chief Growth Officer, GUTCreativity and creative effectiveness- From Business of Marketing
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Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 128: The Brand Proof
Michael Scott · Global Chief Revenue Officer, LoopMe
Brand and performanceEpisode 126: The Cockroach Theory
Tom Murphy · Chief Creative Officer, VMLCreativity and creative effectivenessEpisode 117: Scaling Love
Cindy Gallop · Founder & CEO, MakeLoveNotPornSustainability, purpose and inclusionEpisode 115: The Boring Basics
Mark Ritson · Founder, MiniMBA
Brand buildingEpisode 114: The Audio Gap
Russell Pedrick · Managing Director, OctaveCreativity and creative effectiveness- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 113: Chosen By Machines
Paul Evans · Chief Positioning Engineer, V2RSION.COMBrand buildingEpisode 110: The Installed Team
Harry Davies · VP of marketing strategy, investment and effectiveness, SageBrand and performanceEpisode 109: The Attention Economy
Kahlen Macaulay · Head of Sports and Media Partnerships, International, Snap
Sport, fandom and entertainmentEpisode 108: The Commercial Marketer
Renaye Edwards · Chief Operating Officer and MD, Ammunition
Brand and performanceEpisode 107: The Search Return
Nick Beck · Founder and CEO, Tug
Brand and performanceEpisode 106: The Better Question
John Rudaizky · Global Chief Brand and Marketing Officer, EYSustainability, purpose and inclusionEpisode 105: The Resonance Premium
Nishma Patel Robb · Founder and CEO, UnmissableSustainability, purpose and inclusionEpisode 103: The Content Engine
Niall McKinney · Founding Partner, The Creative EngineersCreativity and creative effectivenessEpisode 100: The Market of One
James Denton-Clark · Chief Growth and Client Partner, Stagwell Europe
Creativity and creative effectiveness- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 98: The New Currency
Milka Privodanova · VP Marketing Solutions, Large Customers International, LinkedIn
Creators and influencer marketingEpisode 96: The Big Idea
Toby Southgate · Global Group CEO, We Are SocialCreativity and creative effectivenessEpisode 92: The Demand Chain
Victoria Dyke · Co-Founder, Ziggy
Brand and performanceEpisode 91: The Creative Engine
Tom Ollerton · Founder, Automated CreativeCreativity and creative effectivenessEpisode 89: The Revenue Engine
Dragos Marica · Associate Director, Performance Marketing, Directive
Brand and performance- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 88: The Whole Job
Dawn Miley · Senior Director, EMEA Growth Marketing & UK Regional Marketing, Adobe
Brand and performanceEpisode 86: The Public Medium
Martin Corke · Chief Marketing Officer, Bauer Media Outdoor
Brand and performanceEpisode 84: The Confidence Engine
Jen Brown · Director, Engaging Interactions
Experiential and eventsEpisode 83: The Only One
Jaki Ellenby · Chief Commercial Officer, ABBA VoyageExperiential and eventsEpisode 81: The Media Business
Bryan Barletta · Founder & Partner, Sounds Profitable
Creators and influencer marketingEpisode 80: The Pattern Interrupt
Ben Smith · Marketing Director, Reachdesk
Experiential and eventsEpisode 78: The Idea You Own
Paul Anderson · Global Founding Partner & Executive Creative Director, Gravity Global
Creativity and creative effectivenessEpisode 77: In Service of the Problem
Jason Warnes · Marketing Advisor and Investor, IndependentBrand and performanceEpisode 73: The Metric More Powerful Than Reach Is Trust
Leon Harlow · Group Commercial Director, YMU
Creators and influencer marketing- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 70: History of Innovation Is How We Think About Everything
Stephanie Dittmer Rogers · EVP of Marketing, San Francisco 49ers
Sport, fandom and entertainmentEpisode 68: The Move from Feed to Chat Is the Most Important Shift in How Culture Forms Online
Kevin Hein · Chief Growth Officer, GIPHYCreativity and creative effectivenessEpisode 67: Reimagining an Icon Without Losing What Made It One
Christie Sclater · SVP of Global Marketing, Clinique
Brand buildingEpisode 66: Built for Social. Not Trying to Be Anything Else.
Adam Clyne · Founder & CEO, Coolr
Creators and influencer marketingEpisode 65: Most People Don't Love Advertising. They Love Sports.
Jay Prasad · CEO, Relo Metrics
Sport, fandom and entertainment- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 62: Fandom Needs to Be Earned Over Time. In the Small Moments.
Dennis Claus · Strategy Lead EMEA, Apply Digital
Sport, fandom and entertainmentEpisode 61: Listen, Learn, and Lead
Kimberly Hairston-Hicks · CMO, Gold Bond
Brand buildingEpisode 60: Brand Building Starts with Story and Technology Serves That Purpose
Darren D’Altorio · SVP of Paid Media, WpromoteBrand and performanceEpisode 59: Marketing Psychology, Connected TV and Why the Insights Background Changes Everything
Tony Marlow · Chief Marketing Officer, LG Ad SolutionsBrand and performanceEpisode 56: A Cost Per Action Is a Human Action. Never Forget That.
Aarti Bhaskaran · Global Head of Research and Insights, SnapCreators and influencer marketingEpisode 55: A Memory Is a Past Event That Impacts Future Decisions
Shannon Shae Montoya · Vice President, Head of Global B2B Marketing, Sponsorships & Events, Yahoo!
Experiential and eventsEpisode 54: AI Does Not Have a Culture. That Is the Most Important Thing.
Oli Bealby · Co-Founder, Stereo Creative
Creativity and creative effectivenessEpisode 53: A Memory Is a Past Event That Impacts Future Decisions
Mindie Kaplan · VP Innovation, MediaMint
Sustainability, purpose and inclusionEpisode 50: Storytelling and the Art of Reaching People When They Are Ready
Kerel Cooper · CMO, GumGum
Creativity and creative effectiveness- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 48: AI Is the Next Paradigm Shift. I Am Thinking About That a Lot.
Ruslan Tovbulatov · CMO, Gloat
Brand buildingEpisode 46: The Most Successful Influencers Are Really Just Great Storytellers
Gordon Glenister · Author, Speaker, Podcast Host, Founder, Membership World
Creators and influencer marketingEpisode 43: How Estonia's Digital Transformation Story Becomes a Global Marketing Asset
Elizabeth Kiehner · Chief Growth Officer, Nortal
Experiential and eventsEpisode 40: The Wisdom of the Crowd and Why Trust Is the Foundation of Travel Decisions
Justin Reid · Senior Director of Global Partnerships Solutions, Tripadvisor
Experiential and eventsEpisode 39: Why Sustainability in Advertising Is a Commercial Imperative
Joseph Worswick · VP EMEA and Global Head of Sustainability, OpenX
Sustainability, purpose and inclusionEpisode 37: 80% of Audiences Want to Be Awestruck. Brands Should Take Note.
Cat Botibol · Business Development Director, Secret CinemaExperiential and eventsEpisode 35: Helping Talent Own Their Digital Presence Before AI Takes It
Ben Woollams · CEO and Founder, TrueRights
Creators and influencer marketingEpisode 34: Why Advertising Measured by the People Who Sell It Cannot Be Trusted
Virginie Chesnais · Chief Marketing Officer, Happydemics
Brand and performanceEpisode 33: Why a Production Company Became a Full Creative Agency
Marc Webbon · Co-Founder and CEO, Wonderhatch
Creativity and creative effectivenessEpisode 30: £18 Billion in Exports and How British Creativity Goes Global
Aisling Conlon · International Trade Director, UK AdvertisingExperiential and eventsEpisode 27: Cloud Production, Creative Experience and the Three Pillars of Content Transformation
Simon Green · Founder and CEO, Edit CloudCreativity and creative effectivenessEpisode 25: Sonic Brand Identity, the TikTok Sound and Music as Marketing
Henry Skelsey · VP of Product Marketing, SongtradrBrand buildingEpisode 21: Brands Being Social vs Brands Being on Social
Linn Frost · Co-CEO, Social Element
Brand building- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 19: Creative Optimisation, the Content Explosion and Being Customer Zero
Simon Morris · VP of International Marketing, AdobeCreativity and creative effectivenessEpisode 13: If It Gets People Talking, You Are Successful
Vitaly Pecherskiy · CEO and Co-Founder, StackAdapt
Creativity and creative effectivenessEpisode 11: Sensory Branding, Account-Based Experience and the CMO Mandate
Azlan Raj · CMO, Dentsu EMEA
Experiential and events- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 7: Authentic Brand Partnerships in Esports and Gaming
Giulia Zecchini · Commercial Partnerships Strategy Director, ESL FACEIT GroupSport, fandom and entertainmentEpisode 6: If We Stopped All Our Marketing, Nothing Would Change
Shafqat Islam · CMO, Optimizely
Brand and performanceEpisode 4: Niche Is the New Mass and Why Empathy Is Marketing's Most Undervalued Skill
David Shing · Digital Prophet, IndependentBrand buildingEpisode 2: Why Complexity Is Rewarded by Strategy in Performance Marketing
John Karl · Head of Client Development and Growth, CatalystBrand and performanceEpisode 1: Why Click-Through Rates Are Terrible and How to Measure Creative Persuasion
James Slezak · CEO, Swayable
Creativity and creative effectiveness
“Do not look like your category.”
Frequently asked
Which Business of Marketing episodes cover brand and creativity?
72 episodes so far. The most recent are with Richard Davis of 51toCarbonZero, Olaf van Gerwen of Chuck Studios and Luca Filardo of Adlook.
What does Brand and creativity cover on the Business of Marketing podcast?
Episodes on how brands are built and how creative work earns its place, from the balance of brand and performance to creators, live experiences, sport and purpose. Guests include Emma Armstrong of BBDO, Carmen Rodriguez of GUT, Jaki Ellenby of ABBA Voyage and Cindy Gallop of MakeLoveNotPorn.
Which topics are in Brand and creativity?
Brand and performance, Brand building, Creativity and creative effectiveness, Creators and influencer marketing, Sport, fandom and entertainment, Experiential and events and Sustainability, purpose and inclusion.
Where should I start with brand and creativity?
Start with the latest episode, The Carbon P&L, with Richard Davis of 51toCarbonZero.
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