The Persuasion Game https://www.thisistheforge.com/the-persuasion-game-podcast/ en Forge, 2026 The Persuasion Game is a podcast about the marketing strategies, consumer insights and big ideas driving today's most interesting brands. Each episode, hosts Laura Halliday and Adam Rowles go behind the scenes with marketers and business leaders to unpack the brand, growth and category strategies shaping how companies connect with consumers and win in the modern age. https://megaphone.imgix.net/podcasts/f1f9e858-7689-11ef-906d-1797dbe73a1c/image/9116e1852eaf89a20fb2ca0e11c1b85e.jpg?ixlib=rails-4.3.1&max-w=3000&max-h=3000&fit=crop&auto=format,compress The Persuasion Game https://www.thisistheforge.com/the-persuasion-game-podcast/ no episodic Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Forge The Persuasion Game is a podcast about the marketing strategies, consumer insights and big ideas driving today's most interesting brands. Each episode, hosts Laura Halliday and Adam Rowles go behind the scenes with marketers and business leaders to unpack the brand, growth and category strategies shaping how companies connect with consumers and win in the modern age. The Persuasion Game is a podcast about the marketing strategies, consumer insights and big ideas driving today's most interesting brands. Each episode, hosts Laura Halliday and Adam Rowles go behind the scenes with marketers and business leaders to unpack the brand, growth and category strategies shaping how companies connect with consumers and win in the modern age.

]]> Forge gareth@18sixty.uk Why brand transparency isn’t enough anymore, with David Cousino, Insight Expert https://forgemsq.com/ “Transparency builds credibility. Hyper-transparency builds trust.” As Gen Z continue their inevitable march towards being the dominant economic power, the way brands market themselves is going to have to shift dramatically. As David Cousino puts it, for them “ transparency directly influences where they're going to spend. If companies don't get their head around this cohort, they're going to be in for a really rough couple of decades.” In this episode, David explains what is meant by hyper-transparency, why honesty increasingly beats perfection, and the crucial role insights teams have to play as we move into this new era. David is Global Head of Business Intelligence and Insight at James Hardie, and has previously held senior roles at AB InBev and Unilever. This topic isn’t one that can be kicked into the long grass any longer, it’s forecast Gen Z will surpass millennials in terms of spending power in less than a decade. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here This is an 18Sixty production for The Forge. CHAPTERS: (00:00) Introduction (03:23) Tech and Gen Z Shift (06:37) New Front Lines of Trust (13:38) Crisis Transparency Playbook (20:26) Insights Teams as Radar Tue, 05 May 2026 05:00:00 -0000 Why brand transparency isn’t enough anymore, with David Cousino, Insight Expert full 1 38 Forge “Transparency builds credibility. Hyper-transparency builds trust.” “Transparency builds credibility. Hyper-transparency builds trust.” As Gen Z continue their inevitable march towards being the dominant economic power, the way brands market themselves is going to have to shift dramatically. As David Cousino puts it, for them “ transparency directly influences where they're going to spend. If companies don't get their head around this cohort, they're going to be in for a really rough couple of decades.” In this episode, David explains what is meant by hyper-transparency, why honesty increasingly beats perfection, and the crucial role insights teams have to play as we move into this new era. David is Global Head of Business Intelligence and Insight at James Hardie, and has previously held senior roles at AB InBev and Unilever. This topic isn’t one that can be kicked into the long grass any longer, it’s forecast Gen Z will surpass millennials in terms of spending power in less than a decade. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here This is an 18Sixty production for The Forge. CHAPTERS: (00:00) Introduction (03:23) Tech and Gen Z Shift (06:37) New Front Lines of Trust (13:38) Crisis Transparency Playbook (20:26) Insights Teams as Radar “Transparency builds credibility. Hyper-transparency builds trust.”

As Gen Z continue their inevitable march towards being the dominant economic power, the way brands market themselves is going to have to shift dramatically.

As David Cousino puts it, for them “ transparency directly influences where they're going to spend. If companies don't get their head around this cohort, they're going to be in for a really rough couple of decades.”

In this episode, David explains what is meant by hyper-transparency, why honesty increasingly beats perfection, and the crucial role insights teams have to play as we move into this new era.

David is Global Head of Business Intelligence and Insight at James Hardie, and has previously held senior roles at AB InBev and Unilever.

This topic isn’t one that can be kicked into the long grass any longer, it’s forecast Gen Z will surpass millennials in terms of spending power in less than a decade.

Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(03:23) Tech and Gen Z Shift

(06:37) New Front Lines of Trust

(13:38) Crisis Transparency Playbook

(20:26) Insights Teams as Radar

]]> 1560 How creators unlocked growth for Vaseline, with Nathalia Amadeu, Unilever https://forgemsq.com/ “Relevance builds brands. Control just increases the risk of irrelevance.” In this episode of The Persuasion Game, we’re joined by Nathalia Amadeu, Global Brand Director at Vaseline, to explore how the 150-year-old brand is reinventing itself in the social-first era. It centres on the hugely successful Vaseline Verified campaign (winner of nine awards at the Cannes International Festival of Creativity, including a Titanium Lion). A campaign which, as Nathalia puts it - “challenged decades of brand control thinking.” With millions of people already sharing their own ways of using the product, instead of leading the conversation, Vaseline chose to listen.  The result is a new model of brand building - one that validates, amplifies and co-creates with its community. That shift in approach is not just a campaign idea, it is also reshaping innovation, with new products, co-built with creators, in production.  This is an inspiring, must-listen for anyone looking to grow a brand in a completely new way.  Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: forgemsq.com This is an 18Sixty production for Forge. CHAPTERS: (00:00) Introduction (04:46) Stewardship Over Ownership (08:12) From Campaign To Products (20:19) Faster Feedback Loops (26:27) Eyebrow Hack Becomes Product (37:21) Principles For Participation Tue, 14 Apr 2026 05:00:00 -0000 How creators unlocked growth for Vaseline, with Nathalia Amadeu, Unilever full 1 37 Forge “Relevance builds brands. Control just increases the risk of irrelevance.” “Relevance builds brands. Control just increases the risk of irrelevance.” In this episode of The Persuasion Game, we’re joined by Nathalia Amadeu, Global Brand Director at Vaseline, to explore how the 150-year-old brand is reinventing itself in the social-first era. It centres on the hugely successful Vaseline Verified campaign (winner of nine awards at the Cannes International Festival of Creativity, including a Titanium Lion). A campaign which, as Nathalia puts it - “challenged decades of brand control thinking.” With millions of people already sharing their own ways of using the product, instead of leading the conversation, Vaseline chose to listen.  The result is a new model of brand building - one that validates, amplifies and co-creates with its community. That shift in approach is not just a campaign idea, it is also reshaping innovation, with new products, co-built with creators, in production.  This is an inspiring, must-listen for anyone looking to grow a brand in a completely new way.  Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: forgemsq.com This is an 18Sixty production for Forge. CHAPTERS: (00:00) Introduction (04:46) Stewardship Over Ownership (08:12) From Campaign To Products (20:19) Faster Feedback Loops (26:27) Eyebrow Hack Becomes Product (37:21) Principles For Participation “Relevance builds brands. Control just increases the risk of irrelevance.”

In this episode of The Persuasion Game, we’re joined by Nathalia Amadeu, Global Brand Director at Vaseline, to explore how the 150-year-old brand is reinventing itself in the social-first era.

It centres on the hugely successful Vaseline Verified campaign (winner of nine awards at the Cannes International Festival of Creativity, including a Titanium Lion). A campaign which, as Nathalia puts it - “challenged decades of brand control thinking.”

With millions of people already sharing their own ways of using the product, instead of leading the conversation, Vaseline chose to listen. 

The result is a new model of brand building - one that validates, amplifies and co-creates with its community.

That shift in approach is not just a campaign idea, it is also reshaping innovation, with new products, co-built with creators, in production. 

This is an inspiring, must-listen for anyone looking to grow a brand in a completely new way. 

Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

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

This is an 18Sixty production for Forge.


CHAPTERS:

(00:00) Introduction

(04:46) Stewardship Over Ownership

(08:12) From Campaign To Products

(20:19) Faster Feedback Loops

(26:27) Eyebrow Hack Becomes Product

(37:21) Principles For Participation

]]> 2516 What children can teach us about creativity and marketing, with Sarah Horowitz, Crayola “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 Tue, 10 Mar 2026 06:00:00 -0000 full Forge “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 “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

]]> 1640 The view from the C-Suite: inside PepsiCo’s insights revolution, with Stephan Gans https://www.thisistheforge.com/ “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 Tue, 03 Feb 2026 06:00:00 -0000 The view from the C-Suite: inside PepsiCo’s insights revolution, with Stephan Gans full 1 35 Forge 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. “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 “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

]]> 1873 Our take on marketing, strategy and insights in 2026 https://www.thisistheforge.com/the-persuasion-game-podcast/ 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 Tue, 20 Jan 2026 06:00:00 -0000 Our take on marketing, strategy and insights in 2026 full 1 34 Forge Adam and Laura get a taste of their own medicine in the hot seat. 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 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

]]> 1636 no Why ambition will help us be better marketers in 2026, with Sophie Devonshire, CEO, The Marketing Society https://www.thisistheforge.com/the-persuasion-game-podcast/ 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 Tue, 06 Jan 2026 06:00:00 -0000 Why ambition will help us be better marketers in 2026, with Sophie Devonshire, CEO, The Marketing Society full 1 33 Forge Sophie 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. 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 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

]]> 1754 2025’s Christmas Ads: Which ones will drive sales? https://www.thisistheforge.com/the-persuasion-game-podcast/ “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 Tue, 16 Dec 2025 06:00:00 -0000 2025’s Christmas Ads: Which ones will drive sales? full 1 32 Forge In this festive episode of The Persuasion Game, Media Effectiveness Expert, Matt Stockbridge helps us unpick the effectiveness of the Christmas adverts in 2025. “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 “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

]]> 1789 Unlock brand growth with marketing's secret weapon, with Richard Shotton https://www.thisistheforge.com/the-persuasion-game-podcast/ “Behavioural science is the most relevant field out there for a marketer. If you are in marketing, you are in the business of behaviour change.” Our guest on this episode of The Persuasion Game podcast is Richard Shotton, a behavioural science expert and author of The Choice Factory and Hacking the Human Mind. Richard shares some of the principles of behavioural science and how they can be used marketing teams to grow their brands. He has an incredible wealth of knowledge and enough real-world examples to fill a book (or three). Among them, how Monzo and Aperol use ‘social proof’, how Kraft understood the say-do gap and how ‘making it easy’ can transform a brand’s fortunes. Hacking the Human Mind: https://www.waterstones.com/book/hacking-the-human-mind/michaelaaron-flicker/richard-shotton/9781804091326 The Choice Factory & The Illusion of Choice  https://www.astroten.co.uk/the-choice-factory  Richard’s newsletter: https://astroten.us19.list-manage.com/subscribe?u=6ad73155a84f0c05285e72212&id=4a2da629fc  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 (02:03) The Power of Making Things Easy (07:48) Social Proof and Its Impact (13:09) The Say-Do Gap (19:20) AI and Behavioural Science Tue, 02 Dec 2025 06:00:00 -0000 Unlock huge brand growth using behavioural science, with Richard Shotton full 1 31 Forge Richard Shotton shares some of the principles of behavioural science and how they can be used marketing teams to grow their brands. “Behavioural science is the most relevant field out there for a marketer. If you are in marketing, you are in the business of behaviour change.” Our guest on this episode of The Persuasion Game podcast is Richard Shotton, a behavioural science expert and author of The Choice Factory and Hacking the Human Mind. Richard shares some of the principles of behavioural science and how they can be used marketing teams to grow their brands. He has an incredible wealth of knowledge and enough real-world examples to fill a book (or three). Among them, how Monzo and Aperol use ‘social proof’, how Kraft understood the say-do gap and how ‘making it easy’ can transform a brand’s fortunes. Hacking the Human Mind: https://www.waterstones.com/book/hacking-the-human-mind/michaelaaron-flicker/richard-shotton/9781804091326 The Choice Factory & The Illusion of Choice  https://www.astroten.co.uk/the-choice-factory  Richard’s newsletter: https://astroten.us19.list-manage.com/subscribe?u=6ad73155a84f0c05285e72212&id=4a2da629fc  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 (02:03) The Power of Making Things Easy (07:48) Social Proof and Its Impact (13:09) The Say-Do Gap (19:20) AI and Behavioural Science “Behavioural science is the most relevant field out there for a marketer. If you are in marketing, you are in the business of behaviour change.”

Our guest on this episode of The Persuasion Game podcast is Richard Shotton, a behavioural science expert and author of The Choice Factory and Hacking the Human Mind.

Richard shares some of the principles of behavioural science and how they can be used marketing teams to grow their brands.

He has an incredible wealth of knowledge and enough real-world examples to fill a book (or three).

Among them, how Monzo and Aperol use ‘social proof’, how Kraft understood the say-do gap and how ‘making it easy’ can transform a brand’s fortunes.

Hacking the Human Mind:

https://www.waterstones.com/book/hacking-the-human-mind/michaelaaron-flicker/richard-shotton/9781804091326

The Choice Factory & The Illusion of Choice 

https://www.astroten.co.uk/the-choice-factory 

Richard’s newsletter: https://astroten.us19.list-manage.com/subscribe?u=6ad73155a84f0c05285e72212&id=4a2da629fc 

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

(02:03) The Power of Making Things Easy

(07:48) Social Proof and Its Impact

(13:09) The Say-Do Gap

(19:20) AI and Behavioural Science

]]> 1742 Rebranding an icon, with Chris Willingham, CMO, Brompton Bicycle https://www.thisistheforge.com/the-persuasion-game-podcast/ “It’s about understanding what people actually want to engage with. 99% of people aren't interested in your brand for most of their waking lives.” Our guest on this episode of The Persuasion Game podcast is Chris Willingham, Chief Marketing Office at Brompton Bicycles. Chris has had a remarkable career, previously working on accounts including Playstation, Sony Electronics, and Cadbury. Now at the iconic Brompton, he is leading the company through a brand refresh, aimed at talking to a younger, more diverse, and more global audience. And it’s doing it by harnessing the love of the brand that exists among its current customer base. Chris says the ‘Life Unfolded’ campaign marks a shift from talking about the impressive engineering of the bikes and focussing instead on the customer benefits - something that resonates in most markets around the world. He talks about the power of emotions, being authentic, and his dream of manufacturing the first genuine Back to the Future style hoverboards. Brompton - Life Unfolded: https://www.youtube.com/watch?v=GqRybgafMBc 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 (04:24) The Brompton Brand: A Global Perspective (07:54) Engaging the Brompton Community (12:15) Balancing Functional and Emotional Benefits (21:58) Urban Mobility and Future Innovations (23:56) The Power of Purpose Tue, 18 Nov 2025 06:00:00 -0000 Rebranding an icon, with Chris Willingham, CMO, Brompton Bicycle full 1 30 Forge Chris talks about the power of emotions, being authentic, and his dream of manufacturing the first genuine Back to the Future style hoverboards. “It’s about understanding what people actually want to engage with. 99% of people aren't interested in your brand for most of their waking lives.” Our guest on this episode of The Persuasion Game podcast is Chris Willingham, Chief Marketing Office at Brompton Bicycles. Chris has had a remarkable career, previously working on accounts including Playstation, Sony Electronics, and Cadbury. Now at the iconic Brompton, he is leading the company through a brand refresh, aimed at talking to a younger, more diverse, and more global audience. And it’s doing it by harnessing the love of the brand that exists among its current customer base. Chris says the ‘Life Unfolded’ campaign marks a shift from talking about the impressive engineering of the bikes and focussing instead on the customer benefits - something that resonates in most markets around the world. He talks about the power of emotions, being authentic, and his dream of manufacturing the first genuine Back to the Future style hoverboards. Brompton - Life Unfolded: https://www.youtube.com/watch?v=GqRybgafMBc 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 (04:24) The Brompton Brand: A Global Perspective (07:54) Engaging the Brompton Community (12:15) Balancing Functional and Emotional Benefits (21:58) Urban Mobility and Future Innovations (23:56) The Power of Purpose “It’s about understanding what people actually want to engage with. 99% of people aren't interested in your brand for most of their waking lives.”

Our guest on this episode of The Persuasion Game podcast is Chris Willingham, Chief Marketing Office at Brompton Bicycles.

Chris has had a remarkable career, previously working on accounts including Playstation, Sony Electronics, and Cadbury.

Now at the iconic Brompton, he is leading the company through a brand refresh, aimed at talking to a younger, more diverse, and more global audience.

And it’s doing it by harnessing the love of the brand that exists among its current customer base.

Chris says the ‘Life Unfolded’ campaign marks a shift from talking about the impressive engineering of the bikes and focussing instead on the customer benefits - something that resonates in most markets around the world.

He talks about the power of emotions, being authentic, and his dream of manufacturing the first genuine Back to the Future style hoverboards.

Brompton - Life Unfolded: https://www.youtube.com/watch?v=GqRybgafMBc

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

(04:24) The Brompton Brand: A Global Perspective

(07:54) Engaging the Brompton Community

(12:15) Balancing Functional and Emotional Benefits

(21:58) Urban Mobility and Future Innovations

(23:56) The Power of Purpose

]]> 1735 How a film transformed Johnnie Walker’s prospects, with Stephen White, Diageo https://www.thisistheforge.com/the-persuasion-game-podcast/ 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 Tue, 04 Nov 2025 06:00:00 -0000 How a film transformed Johnnie Walker’s prospects, with Steve White, Diageo full 1 29 Forge Our guest on this episode of The Persuasion Game podcast is Steve White, Senior Vice President of Marketing at 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 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

]]> 1710 Why 80% of innovations fail, with Shafik Saba, Global Lead, Front End Innovation, Haleon https://www.thisistheforge.com/the-persuasion-game-podcast/ 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 Tue, 21 Oct 2025 05:00:00 -0000 Why 80% of innovations fail, with Shafik Saba, Global Lead, Front End Innovation, Haleon full 1 28 Forge Shafik believes the core of your brand needs that level of attention and, too often, being distracted by a new, shiny extension can lead to disaster. 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 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

]]> 1636 Creator marketing is booming - what’s in it for you? With Fiona Hughes, Creator Marketing Expert https://www.thisistheforge.com/the-persuasion-game-podcast/ “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 Tue, 07 Oct 2025 05:00:00 -0000 Creator marketing is booming - what’s in it for you? With Fiona Hughes, Creator Marketing Expert full 1 27 Forge Creator marketing is big business and there are huge opportunities for brands that get it right. But there are also potential pitfalls. “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 “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

]]> 1453 How to win in shopper marketing, with Sarah Dossett, Mars https://www.thisistheforge.com/the-persuasion-game-podcast/ “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 Tue, 23 Sep 2025 05:00:00 -0000 How to win in shopper marketing, with Sarah Dossett, Mars full 1 26 Forge “The frequency of shop has increased, but basket spend has decreased. So how do we make our brands stand out more?” “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 “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

]]> 1777 What next for AI and insights? With Nick Graham and Jonathan Williams https://www.thisistheforge.com/the-persuasion-game-podcast/ 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 Tue, 09 Sep 2025 05:00:00 -0000 What next for AI and insights? With Nick Graham and Jonathan Williams full 1 25 Forge 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? 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 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

]]> 1745 How to thrive in an AI-powered world, with Anneke Quinn-de Jong, AI & U https://www.thisistheforge.com/the-persuasion-game-podcast/ “AI is fantastic, but we also really need to think about how we, as humans, thrive in a world that is AI-powered.” Anneke Quinn-de Jong is the perfect guest for this episode of The Persuasion Game podcast, where we take a human-centric look at the world of Artificial Intelligence. It’s easy to be blown away by the technological advances that have been made, but where do people fit into the conversation?  Anneke believes the way we work, live and learn is fundamentally changing, the question is: are we ready for the scale of change that’s seemingly heading our way? The conversation covers the impact AI is having on insights teams, how to get the most out of the technology, and what needs to be done to make sure the next generation of workers is ready for an AI-powered world. Anneke was  the former head of Brand and CX Insight at Philips, and has since set up her own consultancy, AI & U, which helps companies and businesses adapt and thrive alongside AI. 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 (01:51) Understanding AI and Generative AI (04:26) The Human Element in AI (09:32) AI as a Sparring Partner (14:34) Preparing Tomorrow’s Workforce for AI (18:32) Human-AI Collaboration Success Stories Tue, 26 Aug 2025 05:00:00 -0000 How to thrive in an AI-powered world, with Anneke Quinn-de Jong, AI & U full 1 24 Forge Anneke Quinn-de Jong is the perfect guest for this episode of The Persuasion Game podcast, where we take a human-centric look at the world of Artificial Intelligence. “AI is fantastic, but we also really need to think about how we, as humans, thrive in a world that is AI-powered.” Anneke Quinn-de Jong is the perfect guest for this episode of The Persuasion Game podcast, where we take a human-centric look at the world of Artificial Intelligence. It’s easy to be blown away by the technological advances that have been made, but where do people fit into the conversation?  Anneke believes the way we work, live and learn is fundamentally changing, the question is: are we ready for the scale of change that’s seemingly heading our way? The conversation covers the impact AI is having on insights teams, how to get the most out of the technology, and what needs to be done to make sure the next generation of workers is ready for an AI-powered world. Anneke was  the former head of Brand and CX Insight at Philips, and has since set up her own consultancy, AI & U, which helps companies and businesses adapt and thrive alongside AI. 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 (01:51) Understanding AI and Generative AI (04:26) The Human Element in AI (09:32) AI as a Sparring Partner (14:34) Preparing Tomorrow’s Workforce for AI (18:32) Human-AI Collaboration Success Stories “AI is fantastic, but we also really need to think about how we, as humans, thrive in a world that is AI-powered.”

Anneke Quinn-de Jong is the perfect guest for this episode of The Persuasion Game podcast, where we take a human-centric look at the world of Artificial Intelligence.

It’s easy to be blown away by the technological advances that have been made, but where do people fit into the conversation? 

Anneke believes the way we work, live and learn is fundamentally changing, the question is: are we ready for the scale of change that’s seemingly heading our way?

The conversation covers the impact AI is having on insights teams, how to get the most out of the technology, and what needs to be done to make sure the next generation of workers is ready for an AI-powered world.

Anneke was  the former head of Brand and CX Insight at Philips, and has since set up her own consultancy, AI & U, which helps companies and businesses adapt and thrive alongside AI.


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

(01:51) Understanding AI and Generative AI

(04:26) The Human Element in AI

(09:32) AI as a Sparring Partner

(14:34) Preparing Tomorrow’s Workforce for AI

(18:32) Human-AI Collaboration Success Stories

]]> 1766 Tips and secrets from a professional negotiator, with Dan Hughes, Bridge Ability https://www.thisistheforge.com/the-persuasion-game-podcast/ Most of us have experience of some form of negotiation, but how do you go about persuading the other party round to your position? In this episode of The Persuasion Game podcast, we meet Dan Hughes, founder of the negotiation training consultancy Bridge Ability, to explore the art of negotiation.  Dan has more than 20 years of experience training negotiators across industries - from Premier League football clubs to major corporations. We cover the common misconceptions that derail negotiations, why focusing on the other party's perspective is more powerful than any argument, and the art of preconditioning - setting the stage for success before the real negotiation begins.  Dan also shares practical techniques for course-correcting when conversations go wrong and explains why listening beats talking every time. ​​Learn more about Bridge Ability at bridge-ability.com 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  (03:19) Power Dynamics in Negotiations (06:27) Cultural Influences on Negotiation (11:49) Common Negotiation Traps and Misconceptions (18:50) The Art of Preconditioning Tue, 12 Aug 2025 05:00:00 -0000 Tips and secrets from a professional negotiator, with Dan Hughes, Bridge Ability full 1 23 Forge Most of us have experience of some form of negotiation, but how do you go about persuading the other party round to your position? Most of us have experience of some form of negotiation, but how do you go about persuading the other party round to your position? In this episode of The Persuasion Game podcast, we meet Dan Hughes, founder of the negotiation training consultancy Bridge Ability, to explore the art of negotiation.  Dan has more than 20 years of experience training negotiators across industries - from Premier League football clubs to major corporations. We cover the common misconceptions that derail negotiations, why focusing on the other party's perspective is more powerful than any argument, and the art of preconditioning - setting the stage for success before the real negotiation begins.  Dan also shares practical techniques for course-correcting when conversations go wrong and explains why listening beats talking every time. ​​Learn more about Bridge Ability at bridge-ability.com 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  (03:19) Power Dynamics in Negotiations (06:27) Cultural Influences on Negotiation (11:49) Common Negotiation Traps and Misconceptions (18:50) The Art of Preconditioning Most of us have experience of some form of negotiation, but how do you go about persuading the other party round to your position?

In this episode of The Persuasion Game podcast, we meet Dan Hughes, founder of the negotiation training consultancy Bridge Ability, to explore the art of negotiation. 

Dan has more than 20 years of experience training negotiators across industries - from Premier League football clubs to major corporations.

We cover the common misconceptions that derail negotiations, why focusing on the other party's perspective is more powerful than any argument, and the art of preconditioning - setting the stage for success before the real negotiation begins. 

Dan also shares practical techniques for course-correcting when conversations go wrong and explains why listening beats talking every time.

​​Learn more about Bridge Ability at bridge-ability.com


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 

(03:19) Power Dynamics in Negotiations

(06:27) Cultural Influences on Negotiation

(11:49) Common Negotiation Traps and Misconceptions

(18:50) The Art of Preconditioning

]]> 1744 Why we’re in a golden age for consumer insights, with Fenny Léautier, Philips https://www.thisistheforge.com/the-persuasion-game-podcast/ We live in a world full of volatility and uncertainty, so how do insights teams at the biggest brands go about trying to predict the types of products we might be buying in the future? It’s no easy task and yet, Fenny Léautier, Global Senior Director of Consumer Insights in the Personal Health division at Philips, believes now is a “golden age” for insights teams. In this episode of The Persuasion Game podcast, she says it’s no longer about trying to predict the future, but instead it’s about understanding the drivers for future opportunities. Fenny talks about the evolving role of insights teams, the impact of generative AI on the work they do, and why the human-factor still has a major role to play. Further Reading: Shaping the future: seven questions to help make your next trends strategy project a success 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 (03:44) Shifting Dynamics in Health and Wellbeing (08:13) Exploring Emerging Needs and Future Opportunities (09:53) Mapping the Future with Generative AI (14:52) The Human Connection in Insights (16:43) Cross-Functional Collaboration and Leadership Commitment (19:28) Embracing Generative AI for Strategic Growth Tue, 29 Jul 2025 05:00:00 -0000 Why we’re in a golden age for consumer insights, with Fenny Léautier, Philips full 1 22 Forge We live in a world full of volatility and uncertainty, so how do insights teams at the biggest brands go about trying to predict the types of products we might be buying in the future? We live in a world full of volatility and uncertainty, so how do insights teams at the biggest brands go about trying to predict the types of products we might be buying in the future? It’s no easy task and yet, Fenny Léautier, Global Senior Director of Consumer Insights in the Personal Health division at Philips, believes now is a “golden age” for insights teams. In this episode of The Persuasion Game podcast, she says it’s no longer about trying to predict the future, but instead it’s about understanding the drivers for future opportunities. Fenny talks about the evolving role of insights teams, the impact of generative AI on the work they do, and why the human-factor still has a major role to play. Further Reading: Shaping the future: seven questions to help make your next trends strategy project a success 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 (03:44) Shifting Dynamics in Health and Wellbeing (08:13) Exploring Emerging Needs and Future Opportunities (09:53) Mapping the Future with Generative AI (14:52) The Human Connection in Insights (16:43) Cross-Functional Collaboration and Leadership Commitment (19:28) Embracing Generative AI for Strategic Growth We live in a world full of volatility and uncertainty, so how do insights teams at the biggest brands go about trying to predict the types of products we might be buying in the future?

It’s no easy task and yet, Fenny Léautier, Global Senior Director of Consumer Insights in the Personal Health division at Philips, believes now is a “golden age” for insights teams.

In this episode of The Persuasion Game podcast, she says it’s no longer about trying to predict the future, but instead it’s about understanding the drivers for future opportunities.

Fenny talks about the evolving role of insights teams, the impact of generative AI on the work they do, and why the human-factor still has a major role to play.

Further Reading: Shaping the future: seven questions to help make your next trends strategy project a success

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

(03:44) Shifting Dynamics in Health and Wellbeing

(08:13) Exploring Emerging Needs and Future Opportunities

(09:53) Mapping the Future with Generative AI

(14:52) The Human Connection in Insights

(16:43) Cross-Functional Collaboration and Leadership Commitment

(19:28) Embracing Generative AI for Strategic Growth


]]> 1734 Marketing to tomorrow’s ageing consumers, with Jennifer Whyte, Front End Innovation, Haleon https://www.thisistheforge.com/the-persuasion-game-podcast/ More of us are living longer and what it means to be an ageing consumer is changing. So how will brands market themselves to tomorrow’s older population? This is a generation that is used to shopping online, holds authenticity in high regard, and has issues like sustainability top of mind. The old advertising tropes of an elderly couple walking on a beach probably won’t cut through, so how will brands talk to these consumers in a relevant and engaging way? It is a huge opportunity. As Jen Whyte, Front End Innovation Insights Director at Haleon, puts it: “Where does the money lie? The money lies with this older cohort." In this episode of The Persuasion Game podcast, she shares her views on the way brands market themselves to older people now, and how to persuade younger consumers to think about their own futures today. We also hear from Anniki Sommerville, an author, journalist, and influencer — who’s built a reputation for her sharp and insightful takes on modern life. They offer different perspectives on how to speak to and connect with older consumers. Follow Anniki on Instagram 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 (03:33) Global ageing trends and healthcare (05:50) Preventative health and supplements (11:03) Marketing to older consumers (20:58) Authenticity in branding Tue, 15 Jul 2025 05:00:00 -0000 Marketing to tomorrow’s ageing consumers, with Jennifer Whyte, Front End Innovation, Haleon full 1 21 Forge More of us are living longer and what it means to be an ageing consumer is changing. So how will brands market themselves to tomorrow’s older population? More of us are living longer and what it means to be an ageing consumer is changing. So how will brands market themselves to tomorrow’s older population? This is a generation that is used to shopping online, holds authenticity in high regard, and has issues like sustainability top of mind. The old advertising tropes of an elderly couple walking on a beach probably won’t cut through, so how will brands talk to these consumers in a relevant and engaging way? It is a huge opportunity. As Jen Whyte, Front End Innovation Insights Director at Haleon, puts it: “Where does the money lie? The money lies with this older cohort." In this episode of The Persuasion Game podcast, she shares her views on the way brands market themselves to older people now, and how to persuade younger consumers to think about their own futures today. We also hear from Anniki Sommerville, an author, journalist, and influencer — who’s built a reputation for her sharp and insightful takes on modern life. They offer different perspectives on how to speak to and connect with older consumers. Follow Anniki on Instagram 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 (03:33) Global ageing trends and healthcare (05:50) Preventative health and supplements (11:03) Marketing to older consumers (20:58) Authenticity in branding More of us are living longer and what it means to be an ageing consumer is changing. So how will brands market themselves to tomorrow’s older population?


This is a generation that is used to shopping online, holds authenticity in high regard, and has issues like sustainability top of mind.


The old advertising tropes of an elderly couple walking on a beach probably won’t cut through, so how will brands talk to these consumers in a relevant and engaging way?


It is a huge opportunity. As Jen Whyte, Front End Innovation Insights Director at Haleon, puts it: “Where does the money lie? The money lies with this older cohort."


In this episode of The Persuasion Game podcast, she shares her views on the way brands market themselves to older people now, and how to persuade younger consumers to think about their own futures today.


We also hear from Anniki Sommerville, an author, journalist, and influencer — who’s built a reputation for her sharp and insightful takes on modern life.


They offer different perspectives on how to speak to and connect with older consumers.


Follow Anniki on Instagram


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

(03:33) Global ageing trends and healthcare

(05:50) Preventative health and supplements

(11:03) Marketing to older consumers

(20:58) Authenticity in branding

]]> 1566 Winning in a declining category, with Grant McKenzie, Ex-CMO, Asahi https://www.thisistheforge.com/the-persuasion-game-podcast/ Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining? But for Grant McKenzie, former-CMO of Asahi, it’s exactly because a category is declining, that brands should be excited. His view: “It might be easier to make money in a declining market than it is in a growing one.” Grant has a huge amount of experience working in declining categories, most notably beer, turning brands from regular players to category leaders - and making big profits along the way. In this episode of The Persuasion Game podcast, he shares his experiences  about the different levers marketers can pull to grow in a category that’s in decline. 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 (02:51) Strategies for growth in declining categories (04:08) How Grant tripled beer sales (05:54) Look for the people who’ve given up (19:52) Innovation and Long-Term Strategies (22:05) Private labels Tue, 01 Jul 2025 05:00:00 -0000 Winning in a declining category, with Grant McKenzie, Ex-CMO, Asahi full 1 20 Forge Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining? Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining? But for Grant McKenzie, former-CMO of Asahi, it’s exactly because a category is declining, that brands should be excited. His view: “It might be easier to make money in a declining market than it is in a growing one.” Grant has a huge amount of experience working in declining categories, most notably beer, turning brands from regular players to category leaders - and making big profits along the way. In this episode of The Persuasion Game podcast, he shares his experiences  about the different levers marketers can pull to grow in a category that’s in decline. 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 (02:51) Strategies for growth in declining categories (04:08) How Grant tripled beer sales (05:54) Look for the people who’ve given up (19:52) Innovation and Long-Term Strategies (22:05) Private labels Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining?

But for Grant McKenzie, former-CMO of Asahi, it’s exactly because a category is declining, that brands should be excited.

His view: “It might be easier to make money in a declining market than it is in a growing one.”

Grant has a huge amount of experience working in declining categories, most notably beer, turning brands from regular players to category leaders - and making big profits along the way.

In this episode of The Persuasion Game podcast, he shares his experiences  about the different levers marketers can pull to grow in a category that’s in decline.

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

(02:51) Strategies for growth in declining categories

(04:08) How Grant tripled beer sales

(05:54) Look for the people who’ve given up

(19:52) Innovation and Long-Term Strategies

(22:05) Private labels

]]> 1737 Three steps to portfolio success: Learning from leading brands with Steven Melford https://www.thisistheforge.com/the-persuasion-game-podcast/ This episode of The Persuasion Game podcast is  about the three things you have to do as a brand to get your portfolio strategy right. Our guest this week is Steven Melford, who co-founded The Forge 12 years ago. Steven, Adam and Laura discuss the art and science of great portfolio management, why all branding decisions need to be anchored in value, and the importance of having an eye on the future. We also reflect on the importance of sometimes saying no to a new opportunity, and why more brands need to focus on consumer needs, rather than internal capabilities. This episode is the last in our portfolio strategy series and pulls together some key takeaways from leading figures at major brands. Links: Steven’s article: Why your portfolio could be getting in the way of your growth ambitions CREDITS: The secret to a winning portfolio with Sally Smallman, Diageo Julian Gomez Part 2: Unlocking brand portfolio growth Breaking through in innovation with Jane Buck, Cadbury 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 (02:29) Understanding Portfolio Strategy (05:04) Distinctiveness in Portfolio Strategy (10:33) Challenges and Opportunities in Portfolio Strategy (16:18) Consumer-Centric Approach (21:28) Future Value and Market Trends Tue, 17 Jun 2025 05:00:00 -0000 Three steps to portfolio success: Learning from leading brands with Steven Melford full 1 19 Forge This episode of The Persuasion Game podcast is  about the three things you have to do as a brand to get your portfolio strategy right. This episode of The Persuasion Game podcast is  about the three things you have to do as a brand to get your portfolio strategy right. Our guest this week is Steven Melford, who co-founded The Forge 12 years ago. Steven, Adam and Laura discuss the art and science of great portfolio management, why all branding decisions need to be anchored in value, and the importance of having an eye on the future. We also reflect on the importance of sometimes saying no to a new opportunity, and why more brands need to focus on consumer needs, rather than internal capabilities. This episode is the last in our portfolio strategy series and pulls together some key takeaways from leading figures at major brands. Links: Steven’s article: Why your portfolio could be getting in the way of your growth ambitions CREDITS: The secret to a winning portfolio with Sally Smallman, Diageo Julian Gomez Part 2: Unlocking brand portfolio growth Breaking through in innovation with Jane Buck, Cadbury 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 (02:29) Understanding Portfolio Strategy (05:04) Distinctiveness in Portfolio Strategy (10:33) Challenges and Opportunities in Portfolio Strategy (16:18) Consumer-Centric Approach (21:28) Future Value and Market Trends This episode of The Persuasion Game podcast is  about the three things you have to do as a brand to get your portfolio strategy right.

Our guest this week is Steven Melford, who co-founded The Forge 12 years ago.

Steven, Adam and Laura discuss the art and science of great portfolio management, why all branding decisions need to be anchored in value, and the importance of having an eye on the future.

We also reflect on the importance of sometimes saying no to a new opportunity, and why more brands need to focus on consumer needs, rather than internal capabilities.

This episode is the last in our portfolio strategy series and pulls together some key takeaways from leading figures at major brands.

Links:

Steven’s article: Why your portfolio could be getting in the way of your growth ambitions

CREDITS:

The secret to a winning portfolio with Sally Smallman, Diageo

Julian Gomez Part 2: Unlocking brand portfolio growth

Breaking through in innovation with Jane Buck, Cadbury

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

(02:29) Understanding Portfolio Strategy

(05:04) Distinctiveness in Portfolio Strategy

(10:33) Challenges and Opportunities in Portfolio Strategy

(16:18) Consumer-Centric Approach

(21:28) Future Value and Market Trends

]]> 1797 The key to brand success? Look after the core - with Amit Singh https://www.thisistheforge.com/the-persuasion-game-podcast/ “The core is the heartbeat of your business. If the core is 85% of your business and it declines by 1%, you need your innovation to grow by an incremental 10-to-15% to make up for that.” The core is the backbone of any brand’s success, but too often it is forgotten about in favour of new innovations or the latest trends.  In this episode of the Persuasion Game podcast, Adam and Simon discuss the importance of the core and how innovation can actually support it, with Amit Singh, former Marketing Director at McCormick and Company. Amit has been working in this space for years, having previously been at Mondelez, PepsiCo and Costa. He talks about how to protect the core while exploring the edges, understanding that the core is not static, and how reframing your core can unlock new growth opportunities. 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. (02:04) Defining and Evolving the Core (06:17) The Importance of Consumer Insight (13:08) Reframing the Core for Growth (23:10) Innovation and Core Synergy (26:29) Concluding Thoughts and Reflections Tue, 03 Jun 2025 05:00:00 -0000 The key to brand success? Look after the core - with Amit Singh full 1 18 Forge The core is the backbone of any brand’s success, but too often it is forgotten about in favour of new innovations or the latest trends.  “The core is the heartbeat of your business. If the core is 85% of your business and it declines by 1%, you need your innovation to grow by an incremental 10-to-15% to make up for that.” The core is the backbone of any brand’s success, but too often it is forgotten about in favour of new innovations or the latest trends.  In this episode of the Persuasion Game podcast, Adam and Simon discuss the importance of the core and how innovation can actually support it, with Amit Singh, former Marketing Director at McCormick and Company. Amit has been working in this space for years, having previously been at Mondelez, PepsiCo and Costa. He talks about how to protect the core while exploring the edges, understanding that the core is not static, and how reframing your core can unlock new growth opportunities. 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. (02:04) Defining and Evolving the Core (06:17) The Importance of Consumer Insight (13:08) Reframing the Core for Growth (23:10) Innovation and Core Synergy (26:29) Concluding Thoughts and Reflections “The core is the heartbeat of your business. If the core is 85% of your business and it declines by 1%, you need your innovation to grow by an incremental 10-to-15% to make up for that.”


The core is the backbone of any brand’s success, but too often it is forgotten about in favour of new innovations or the latest trends. 


In this episode of the Persuasion Game podcast, Adam and Simon discuss the importance of the core and how innovation can actually support it, with Amit Singh, former Marketing Director at McCormick and Company.


Amit has been working in this space for years, having previously been at Mondelez, PepsiCo and Costa.


He talks about how to protect the core while exploring the edges, understanding that the core is not static, and how reframing your core can unlock new growth opportunities.


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.


(02:04) Defining and Evolving the Core

(06:17) The Importance of Consumer Insight

(13:08) Reframing the Core for Growth

(23:10) Innovation and Core Synergy

(26:29) Concluding Thoughts and Reflections

]]> 1760 5 steps to innovation magic: Lessons from leading FMCG brands with Dan Quinn https://www.thisistheforge.com/the-persuasion-game-podcast/ In this episode of the Persuasion Game podcast, Adam and Laura sit down with  Dan Quinn from The Forge to discuss the strategies and mindsets that underpin successful innovation. Dan is The Forge’s Head of Innovation, and throughout his career has worked with some of the world’s biggest consumer brands. This episode pulls together some key takeaways from leading figures at major FMCG brands, focussing on some of the biggest innovation themes, including (re)framing the opportunity, understanding consumer needs, the different challenges faced by challenger and established brands, and the universal need for authentic communication. 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. CREDITS: Crafting unique non-alcoholic experiences with Imme Ermgassen, Botivo https://open.spotify.com/episode/0cnDo3lI1wTkdZoKH8TPsg Playing the innovation long game at Asahi with Grant Mckenzie https://open.spotify.com/episode/3Glm247n4qyMFuJoMY7nZq Breaking through in innovation with Jane Buck, Cadbury https://open.spotify.com/episode/2GIFf2Ig2kCLomTNez8rEp Tue, 20 May 2025 05:00:00 -0000 5 steps to innovation magic: Lessons from leading FMCG brands with Dan Quinn full 1 17 Forge In this episode of the Persuasion Game podcast, Adam and Laura sit down with  Dan Quinn from The Forge to discuss the strategies and mindsets that underpin successful innovation. In this episode of the Persuasion Game podcast, Adam and Laura sit down with  Dan Quinn from The Forge to discuss the strategies and mindsets that underpin successful innovation. Dan is The Forge’s Head of Innovation, and throughout his career has worked with some of the world’s biggest consumer brands. This episode pulls together some key takeaways from leading figures at major FMCG brands, focussing on some of the biggest innovation themes, including (re)framing the opportunity, understanding consumer needs, the different challenges faced by challenger and established brands, and the universal need for authentic communication. 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. CREDITS: Crafting unique non-alcoholic experiences with Imme Ermgassen, Botivo https://open.spotify.com/episode/0cnDo3lI1wTkdZoKH8TPsg Playing the innovation long game at Asahi with Grant Mckenzie https://open.spotify.com/episode/3Glm247n4qyMFuJoMY7nZq Breaking through in innovation with Jane Buck, Cadbury https://open.spotify.com/episode/2GIFf2Ig2kCLomTNez8rEp In this episode of the Persuasion Game podcast, Adam and Laura sit down with  Dan Quinn from The Forge to discuss the strategies and mindsets that underpin successful innovation.

Dan is The Forge’s Head of Innovation, and throughout his career has worked with some of the world’s biggest consumer brands.

This episode pulls together some key takeaways from leading figures at major FMCG brands, focussing on some of the biggest innovation themes, including (re)framing the opportunity, understanding consumer needs, the different challenges faced by challenger and established brands, and the universal need for authentic communication.

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.


CREDITS:

Crafting unique non-alcoholic experiences with Imme Ermgassen, Botivo

https://open.spotify.com/episode/0cnDo3lI1wTkdZoKH8TPsg

Playing the innovation long game at Asahi with Grant Mckenzie

https://open.spotify.com/episode/3Glm247n4qyMFuJoMY7nZq

Breaking through in innovation with Jane Buck, Cadbury

https://open.spotify.com/episode/2GIFf2Ig2kCLomTNez8rEp

]]> 1795 The secret to a winning portfolio with Sally Smallman, Diageo https://www.thisistheforge.com/the-persuasion-game-podcast/ What is the ‘secret sauce’ to managing a portfolio of category-leading brands? Who better to ask than Sally Smallman, the Global Consumer Planning Director for Whiskies at Diageo? In this episode of the Persuasion Game podcast, Adam and Laura sit down with Sally to do just that, exploring the challenges and opportunities managing multiple brands presents. Diageo owns some of the most famous whisky brands in the world, and at various price points. Sally shares her experiences of protecting heritage whilst maintaining relevance, gives us an insight into the ‘Diageo bible’ on how to build brands, and tells us why increasingly there’s a focus on growing a category as a whole to benefit 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. Tue, 06 May 2025 08:57:00 -0000 The secret to a winning portfolio with Sally Smallman, Diageo full 1 16 Forge What is the ‘secret sauce’ to managing a portfolio of category-leading brands? Who better to ask than Sally Smallman, the Global Consumer Planning Director for Whiskies at Diageo? What is the ‘secret sauce’ to managing a portfolio of category-leading brands? Who better to ask than Sally Smallman, the Global Consumer Planning Director for Whiskies at Diageo? In this episode of the Persuasion Game podcast, Adam and Laura sit down with Sally to do just that, exploring the challenges and opportunities managing multiple brands presents. Diageo owns some of the most famous whisky brands in the world, and at various price points. Sally shares her experiences of protecting heritage whilst maintaining relevance, gives us an insight into the ‘Diageo bible’ on how to build brands, and tells us why increasingly there’s a focus on growing a category as a whole to benefit 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. What is the ‘secret sauce’ to managing a portfolio of category-leading brands? Who better to ask than Sally Smallman, the Global Consumer Planning Director for Whiskies at Diageo?


In this episode of the Persuasion Game podcast, Adam and Laura sit down with Sally to do just that, exploring the challenges and opportunities managing multiple brands presents.


Diageo owns some of the most famous whisky brands in the world, and at various price points. Sally shares her experiences of protecting heritage whilst maintaining relevance, gives us an insight into the ‘Diageo bible’ on how to build brands, and tells us why increasingly there’s a focus on growing a category as a whole to benefit 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.

]]> 1754 Are all brands challengers now? Learnings from Advertising Week Europe https://www.thisistheforge.com/the-persuasion-game-podcast/ In this episode, Adam and Laura reflect on their recent experiences at Advertising Week Europe. At AWE, Laura interviewed previous podcast guest Katie Evans, CMO of Burger King UK, about the Bundles of Joy campaign before Adam and Laura attended talks with brands including Jaguar and Vaseline. The podcast draws together the big themes from the conference including: the growing prevalence of brands adopting a challenger mindset, meeting consumers at their level with authenticity, and thinking about the entire consumer context to create value. 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. CREDITS Katie Evans on The Persuasion Game: https://open.spotify.com/episode/0UpvX4gTogiL7sUE0igZi4 Nick Graham on The Persuasion Game: https://open.spotify.com/episode/3AMSb9808W9MuBzAr9vUyb Nick Manning and Caroline Marshall on The Persuasion Game: https://open.spotify.com/episode/2TWHtg8o8MDcnx9P4vK546?si=1I5r5OfcRxer5lUENJJ72Q Burger King Bundles of Joy ad: https://www.youtube.com/watch?v=kFX6lHi6SZs Jaguar: https://www.jaguar.co.uk/copy-nothing/index.html Cole Walliser, Glam Bot: https://www.instagram.com/colewalliser/?hl=en Tue, 22 Apr 2025 05:00:00 -0000 Are all brands challengers now? Learnings from Advertising Week Europe full 1 15 Forge In this episode, Adam and Laura reflect on their recent experiences at Advertising Week Europe. In this episode, Adam and Laura reflect on their recent experiences at Advertising Week Europe. At AWE, Laura interviewed previous podcast guest Katie Evans, CMO of Burger King UK, about the Bundles of Joy campaign before Adam and Laura attended talks with brands including Jaguar and Vaseline. The podcast draws together the big themes from the conference including: the growing prevalence of brands adopting a challenger mindset, meeting consumers at their level with authenticity, and thinking about the entire consumer context to create value. 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. CREDITS Katie Evans on The Persuasion Game: https://open.spotify.com/episode/0UpvX4gTogiL7sUE0igZi4 Nick Graham on The Persuasion Game: https://open.spotify.com/episode/3AMSb9808W9MuBzAr9vUyb Nick Manning and Caroline Marshall on The Persuasion Game: https://open.spotify.com/episode/2TWHtg8o8MDcnx9P4vK546?si=1I5r5OfcRxer5lUENJJ72Q Burger King Bundles of Joy ad: https://www.youtube.com/watch?v=kFX6lHi6SZs Jaguar: https://www.jaguar.co.uk/copy-nothing/index.html Cole Walliser, Glam Bot: https://www.instagram.com/colewalliser/?hl=en In this episode, Adam and Laura reflect on their recent experiences at Advertising Week Europe.


At AWE, Laura interviewed previous podcast guest Katie Evans, CMO of Burger King UK, about the Bundles of Joy campaign before Adam and Laura attended talks with brands including Jaguar and Vaseline.


The podcast draws together the big themes from the conference including: the growing prevalence of brands adopting a challenger mindset, meeting consumers at their level with authenticity, and thinking about the entire consumer context to create value.

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.


CREDITS

Katie Evans on The Persuasion Game: https://open.spotify.com/episode/0UpvX4gTogiL7sUE0igZi4


Nick Graham on The Persuasion Game: https://open.spotify.com/episode/3AMSb9808W9MuBzAr9vUyb


Nick Manning and Caroline Marshall on The Persuasion Game: https://open.spotify.com/episode/2TWHtg8o8MDcnx9P4vK546?si=1I5r5OfcRxer5lUENJJ72Q


Burger King Bundles of Joy ad: https://www.youtube.com/watch?v=kFX6lHi6SZs


Jaguar: https://www.jaguar.co.uk/copy-nothing/index.html


Cole Walliser, Glam Bot: https://www.instagram.com/colewalliser/?hl=en

]]> 1596 Julian Gomez Part 2: Unlocking brand portfolio growth https://www.thisistheforge.com/the-persuasion-game-podcast/ In this episode, Adam and Laura welcome back Julian Gomez to the podcast to discuss portfolio strategy, focusing on his extensive experience as CMO of Unilever's beauty and personal care business. The conversation deep dives into the importance of creativity and passion in building successful brands, how internal politics and emotions affect strategy, and the critical balance between logic and magic in decision-making. For further reading on brand portfolio, check out:  Why your portfolio could be getting in the way of your growth ambitions Seven success factors for brand portfolio growth 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. Tue, 01 Apr 2025 05:00:00 -0000 Julian Gomez Part 2: Unlocking brand portfolio growth full 1 14 Forge In this episode, Adam and Laura welcome back Julian Gomez to the podcast to discuss portfolio strategy, focusing on his extensive experience as CMO of Unilever's beauty and personal care business. In this episode, Adam and Laura welcome back Julian Gomez to the podcast to discuss portfolio strategy, focusing on his extensive experience as CMO of Unilever's beauty and personal care business. The conversation deep dives into the importance of creativity and passion in building successful brands, how internal politics and emotions affect strategy, and the critical balance between logic and magic in decision-making. For further reading on brand portfolio, check out:  Why your portfolio could be getting in the way of your growth ambitions Seven success factors for brand portfolio growth 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. In this episode, Adam and Laura welcome back Julian Gomez to the podcast to discuss portfolio strategy, focusing on his extensive experience as CMO of Unilever's beauty and personal care business. The conversation deep dives into the importance of creativity and passion in building successful brands, how internal politics and emotions affect strategy, and the critical balance between logic and magic in decision-making.


For further reading on brand portfolio, check out: 


Why your portfolio could be getting in the way of your growth ambitions


Seven success factors for brand portfolio growth


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.

]]> 2130 The case for diversity in marketing with Julian Gomez https://www.thisistheforge.com/the-persuasion-game-podcast/ In this episode of The Persuasion Game, hosts Simon and Adam sit down with Julian Gomez, a highly experienced senior marketer, to discuss the crucial topic of Diversity, Equity, and Inclusion (DEI) in marketing. They explore Julian's wealth of experience with DEI marketing initiatives from his role as CMO for Unilever's beauty and personal care brands across 40 markets in EMEA and ANZ. They discuss the business case for representing diverse consumers, why DEI initiatives are under threat, and the challenges of leading a portfolio across diverse global markets. Packed with valuable insights and practical advice, this episode is a must-listen for anyone looking to better understand and implement DEI in their marketing efforts whilst avoiding the pitfalls. 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. Links: McCain ‘We Are Family’ (2019)  https://youtu.be/HgjXw2OMEIQ Tue, 18 Mar 2025 06:00:00 -0000 The case for diversity in marketing with Julian Gomez full 1 13 Forge In this episode of The Persuasion Game, hosts Simon and Adam sit down with Julian Gomez, a highly experienced senior marketer, to discuss the crucial topic of Diversity, Equity, and Inclusion (DEI) in marketing. In this episode of The Persuasion Game, hosts Simon and Adam sit down with Julian Gomez, a highly experienced senior marketer, to discuss the crucial topic of Diversity, Equity, and Inclusion (DEI) in marketing. They explore Julian's wealth of experience with DEI marketing initiatives from his role as CMO for Unilever's beauty and personal care brands across 40 markets in EMEA and ANZ. They discuss the business case for representing diverse consumers, why DEI initiatives are under threat, and the challenges of leading a portfolio across diverse global markets. Packed with valuable insights and practical advice, this episode is a must-listen for anyone looking to better understand and implement DEI in their marketing efforts whilst avoiding the pitfalls. 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. Links: McCain ‘We Are Family’ (2019)  https://youtu.be/HgjXw2OMEIQ In this episode of The Persuasion Game, hosts Simon and Adam sit down with Julian Gomez, a highly experienced senior marketer, to discuss the crucial topic of Diversity, Equity, and Inclusion (DEI) in marketing. They explore Julian's wealth of experience with DEI marketing initiatives from his role as CMO for Unilever's beauty and personal care brands across 40 markets in EMEA and ANZ.


They discuss the business case for representing diverse consumers, why DEI initiatives are under threat, and the challenges of leading a portfolio across diverse global markets. Packed with valuable insights and practical advice, this episode is a must-listen for anyone looking to better understand and implement DEI in their marketing efforts whilst avoiding the pitfalls.


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.


Links:


McCain ‘We Are Family’ (2019)  https://youtu.be/HgjXw2OMEIQ

]]> 1820 Reimagining funeral care with Poppy Mardall, Poppy’s Funerals https://www.thisistheforge.com/the-persuasion-game-podcast/ In this thought-provoking episode, hosts Laura and Simon sit down with Poppy Mardall, founder of Poppy's Funerals, a company redefining funeral care with empathy, individuality, and transparency. Funeral care is an industry with some of the most deeply entrenched traditions, but Poppy’s Funerals is doing things differently. Poppy shares her approach to empowering grieving families, her dedication to offering personalised and respectful experiences, and the importance of breaking societal taboos around death. She is a truly inspiring entrepreneur, making a huge difference to people’s lives whilst disrupting one of society’s oldest professions. 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. Tue, 04 Mar 2025 06:00:00 -0000 full 1 12 Forge In this thought-provoking episode, hosts Laura and Simon sit down with Poppy Mardall, founder of Poppy's Funerals, a company redefining funeral care. In this thought-provoking episode, hosts Laura and Simon sit down with Poppy Mardall, founder of Poppy's Funerals, a company redefining funeral care with empathy, individuality, and transparency. Funeral care is an industry with some of the most deeply entrenched traditions, but Poppy’s Funerals is doing things differently. Poppy shares her approach to empowering grieving families, her dedication to offering personalised and respectful experiences, and the importance of breaking societal taboos around death. She is a truly inspiring entrepreneur, making a huge difference to people’s lives whilst disrupting one of society’s oldest professions. 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. In this thought-provoking episode, hosts Laura and Simon sit down with Poppy Mardall, founder of Poppy's Funerals, a company redefining funeral care with empathy, individuality, and transparency.

Funeral care is an industry with some of the most deeply entrenched traditions, but Poppy’s Funerals is doing things differently. Poppy shares her approach to empowering grieving families, her dedication to offering personalised and respectful experiences, and the importance of breaking societal taboos around death.

She is a truly inspiring entrepreneur, making a huge difference to people’s lives whilst disrupting one of society’s oldest professions.

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.

]]> 1897 Advertising in the digital age with Nick Manning and Caroline Marshall https://www.thisistheforge.com/the-persuasion-game-podcast/ In this episode of The Persuasion Game, Laura talks with Nick Manning, co-founder of Manning Gottlieb, and Caroline Marshall, former editor of Campaign, about the rapidly changing advertising landscape and discusses their pioneering 'Advertising: Who Cares?' initiative. This wide-ranging conversation explores the evolution of digital platforms, the impact on traditional media, and the importance of creativity in advertising.  CREDIT Advertising: Who Cares? Website for information and sign up: www.advertisingwhocares.org YouTube links for workstreams include: Jenny Biggam, Trading, Transparency and Trust workstream: https://www.youtube.com/watch?v=10olFBhRoh0 Lucy Jameson, Creativity and Craft workstream: https://www.youtube.com/watch?v=Rv5vf4el8B8 Crispin Reed, Recruitment and Wellbeing workstream: https://www.youtube.com/@advertisingwhocares Caroline reflects on ad legend Jeremy Bullmore: https://www.campaignlive.co.uk/article/tribute-jeremy-bullmore-caroline-marshall/1809671 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. Tue, 18 Feb 2025 06:00:00 -0000 full 1 11 Forge In this episode of The Persuasion Game, Laura talks with Nick Manning, co-founder of Manning Gottlieb, and Caroline Marshall, former editor of Campaign, about the rapidly changing advertising landscape and discusses their pioneering 'Advertising: Who Cares?' initiative. In this episode of The Persuasion Game, Laura talks with Nick Manning, co-founder of Manning Gottlieb, and Caroline Marshall, former editor of Campaign, about the rapidly changing advertising landscape and discusses their pioneering 'Advertising: Who Cares?' initiative. This wide-ranging conversation explores the evolution of digital platforms, the impact on traditional media, and the importance of creativity in advertising.  CREDIT Advertising: Who Cares? Website for information and sign up: www.advertisingwhocares.org YouTube links for workstreams include: Jenny Biggam, Trading, Transparency and Trust workstream: https://www.youtube.com/watch?v=10olFBhRoh0 Lucy Jameson, Creativity and Craft workstream: https://www.youtube.com/watch?v=Rv5vf4el8B8 Crispin Reed, Recruitment and Wellbeing workstream: https://www.youtube.com/@advertisingwhocares Caroline reflects on ad legend Jeremy Bullmore: https://www.campaignlive.co.uk/article/tribute-jeremy-bullmore-caroline-marshall/1809671 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. In this episode of The Persuasion Game, Laura talks with Nick Manning, co-founder of Manning Gottlieb, and Caroline Marshall, former editor of Campaign, about the rapidly changing advertising landscape and discusses their pioneering 'Advertising: Who Cares?' initiative. This wide-ranging conversation explores the evolution of digital platforms, the impact on traditional media, and the importance of creativity in advertising. 

CREDIT


YouTube links for workstreams include:


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.

]]> 2314 Unlocking the power of partnerships with Selina Sykes https://open.spotify.com/show/0YJrvr7rsbrtRMJ85Of3ml In this insightful episode, hosts Adam and Laura sit down with Selina Sykes, Global Lead for Digital, Media, and Commerce at Unilever. They delve into the essence of partnerships, storytelling, and leadership in the modern business landscape. Selina shares her journey from a psychology student to a leader in digital marketing and discusses the importance of empathy and compassion when driving successful partnerships and brand transformations. 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. Tue, 04 Feb 2025 06:00:00 -0000 full 1 10 Forge In this insightful episode, hosts Adam and Laura sit down with Selina Sykes, Global Lead for Digital, Media, and Commerce at Unilever. In this insightful episode, hosts Adam and Laura sit down with Selina Sykes, Global Lead for Digital, Media, and Commerce at Unilever. They delve into the essence of partnerships, storytelling, and leadership in the modern business landscape. Selina shares her journey from a psychology student to a leader in digital marketing and discusses the importance of empathy and compassion when driving successful partnerships and brand transformations. 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. In this insightful episode, hosts Adam and Laura sit down with Selina Sykes, Global Lead for Digital, Media, and Commerce at Unilever. They delve into the essence of partnerships, storytelling, and leadership in the modern business landscape. Selina shares her journey from a psychology student to a leader in digital marketing and discusses the importance of empathy and compassion when driving successful partnerships and brand transformations.

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.

]]> 2060 Crafting unique non-alcoholic experiences with Imme Ermgassen, Botivo https://www.thisistheforge.com/the-persuasion-game-podcast/ In this podcast episode, hosts Adam and Laura engage in a lively conversation with Imme Ermgassen, co-founder of Botivo, a non-alcoholic, “big sipping” aperitivo. They discuss Imme’s unique approach to brand building including breaking the non-alc category rules by creating a pleasure-focused product. She discusses the challenges in educating consumers and category buyers and the tactics she has used to create awareness and drive trial. This is a fascinating discussion with a visionary entrepreneur and brand-builder at the top of their game.  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. Tue, 21 Jan 2025 06:00:00 -0000 full 1 9 Forge In this podcast episode, hosts Adam and Laura engage in a lively conversation with Imme Ermgassen, co-founder of Botivo, a non-alcoholic, “big sipping” aperitivo. In this podcast episode, hosts Adam and Laura engage in a lively conversation with Imme Ermgassen, co-founder of Botivo, a non-alcoholic, “big sipping” aperitivo. They discuss Imme’s unique approach to brand building including breaking the non-alc category rules by creating a pleasure-focused product. She discusses the challenges in educating consumers and category buyers and the tactics she has used to create awareness and drive trial. This is a fascinating discussion with a visionary entrepreneur and brand-builder at the top of their game.  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. In this podcast episode, hosts Adam and Laura engage in a lively conversation with Imme Ermgassen, co-founder of Botivo, a non-alcoholic, “big sipping” aperitivo. They discuss Imme’s unique approach to brand building including breaking the non-alc category rules by creating a pleasure-focused product. She discusses the challenges in educating consumers and category buyers and the tactics she has used to create awareness and drive trial.

This is a fascinating discussion with a visionary entrepreneur and brand-builder at the top of their game. 

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.

]]> 2159 Combatting boring sustainability stories with Joss Ford, Enviral https://www.thisistheforge.com/the-persuasion-game-podcast/ In this insightful episode, hosts Laura and Simon discuss sustainability with Joss Ford, founder of Enviral, a communications agency dedicated to combatting boring sustainability stories. Joss shares his journey into sustainability, the challenges of effectively communicating it, and the importance of integrating it into business strategies.  They explore the dynamics within NGOs and corporations, the balance between progress and perfection, and the impact of engaging creative approaches. The conversation also touches on the importance of addressing absolutist positions and fostering collaboration for meaningful change in the sustainability landscape. 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. Tue, 07 Jan 2025 06:00:00 -0000 full 1 8 Forge In this insightful episode, hosts Laura and Simon discuss sustainability with Joss Ford, founder of Enviral, a communications agency dedicated to combating boring sustainability stories. In this insightful episode, hosts Laura and Simon discuss sustainability with Joss Ford, founder of Enviral, a communications agency dedicated to combatting boring sustainability stories. Joss shares his journey into sustainability, the challenges of effectively communicating it, and the importance of integrating it into business strategies.  They explore the dynamics within NGOs and corporations, the balance between progress and perfection, and the impact of engaging creative approaches. The conversation also touches on the importance of addressing absolutist positions and fostering collaboration for meaningful change in the sustainability landscape. 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. In this insightful episode, hosts Laura and Simon discuss sustainability with Joss Ford, founder of Enviral, a communications agency dedicated to combatting boring sustainability stories. Joss shares his journey into sustainability, the challenges of effectively communicating it, and the importance of integrating it into business strategies. 

They explore the dynamics within NGOs and corporations, the balance between progress and perfection, and the impact of engaging creative approaches. The conversation also touches on the importance of addressing absolutist positions and fostering collaboration for meaningful change in the sustainability landscape.

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.

]]> 2135 What strategy can teach us about Christmas https://www.thisistheforge.com/the-persuasion-game-podcast/ In this festive episode of The Persuasion Game, hosts Laura and Adam embark on a Christmas special where they tackle some common festive dilemmas but with a twist - they’ll be using marketing insights from past guests.  Drawing on their discussions with previous pod guests Jane Buck, Grant Mckenzie, Paul Thomas, Katie Evans, Nick Graham and Alex O’Rourke they explore family traditions, gifting, creating an inclusive holiday atmosphere and more. Packed with practical advice, heartwarming stories, and festive cheer, this episode offers valuable tips on leveraging persuasion techniques for a joyful and harmonious Christmas. 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. CREDITS Carol of the Bells: https://www.youtube.com/watch?v=z7iJpBB9BE4 Donna and Blitzen, Badly Drawn Boy: https://www.youtube.com/watch?v=EerNlcxBJyU Santa Claus is Comin’ to Town, Bruce Springsteen: https://youtu.be/76WFkKp8Tjs?si=JOwHOfLPFg67r6Xy The Forge’s Christmas playlist: https://open.spotify.com/playlist/2au2pvCou8vVQ7v2ndnvUi?si=P2WnhFejRqKl64mu2yC23A&pi=e-sHopt66yQqeP&nd=1&dlsi=6c525ede627644ec Season 1, Episode 4 of This Way Up, courtesy of Merman Productions and Channel 4: https://www.youtube.com/watch?v=SzFiWuJj1u8 Etsy, Where’s Waldo?/Where’s Wally? Courtesy of DreamWorks Distribution Ltd: https://www.youtube.com/watch?v=eYgOUJIgd7c The Gifting Hour | John Lewis & Partners | Christmas Ad 2024: https://www.youtube.com/watch?v=55ghIHTaRzM Tue, 17 Dec 2024 06:00:00 -0000 full 1 7 Forge In this festive episode of The Persuasion Game, hosts Laura and Adam embark on a Christmas special where they tackle some common festive dilemmas but with a twist. In this festive episode of The Persuasion Game, hosts Laura and Adam embark on a Christmas special where they tackle some common festive dilemmas but with a twist - they’ll be using marketing insights from past guests.  Drawing on their discussions with previous pod guests Jane Buck, Grant Mckenzie, Paul Thomas, Katie Evans, Nick Graham and Alex O’Rourke they explore family traditions, gifting, creating an inclusive holiday atmosphere and more. Packed with practical advice, heartwarming stories, and festive cheer, this episode offers valuable tips on leveraging persuasion techniques for a joyful and harmonious Christmas. 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. CREDITS Carol of the Bells: https://www.youtube.com/watch?v=z7iJpBB9BE4 Donna and Blitzen, Badly Drawn Boy: https://www.youtube.com/watch?v=EerNlcxBJyU Santa Claus is Comin’ to Town, Bruce Springsteen: https://youtu.be/76WFkKp8Tjs?si=JOwHOfLPFg67r6Xy The Forge’s Christmas playlist: https://open.spotify.com/playlist/2au2pvCou8vVQ7v2ndnvUi?si=P2WnhFejRqKl64mu2yC23A&pi=e-sHopt66yQqeP&nd=1&dlsi=6c525ede627644ec Season 1, Episode 4 of This Way Up, courtesy of Merman Productions and Channel 4: https://www.youtube.com/watch?v=SzFiWuJj1u8 Etsy, Where’s Waldo?/Where’s Wally? Courtesy of DreamWorks Distribution Ltd: https://www.youtube.com/watch?v=eYgOUJIgd7c The Gifting Hour | John Lewis & Partners | Christmas Ad 2024: https://www.youtube.com/watch?v=55ghIHTaRzM In this festive episode of The Persuasion Game, hosts Laura and Adam embark on a Christmas special where they tackle some common festive dilemmas but with a twist - they’ll be using marketing insights from past guests. 

Drawing on their discussions with previous pod guests Jane Buck, Grant Mckenzie, Paul Thomas, Katie Evans, Nick Graham and Alex O’Rourke they explore family traditions, gifting, creating an inclusive holiday atmosphere and more. Packed with practical advice, heartwarming stories, and festive cheer, this episode offers valuable tips on leveraging persuasion techniques for a joyful and harmonious Christmas.

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.

CREDITS

Carol of the Bells: https://www.youtube.com/watch?v=z7iJpBB9BE4

Donna and Blitzen, Badly Drawn Boy: https://www.youtube.com/watch?v=EerNlcxBJyU

Santa Claus is Comin’ to Town, Bruce Springsteen: https://youtu.be/76WFkKp8Tjs?si=JOwHOfLPFg67r6Xy

The Forge’s Christmas playlist: https://open.spotify.com/playlist/2au2pvCou8vVQ7v2ndnvUi?si=P2WnhFejRqKl64mu2yC23A&pi=e-sHopt66yQqeP&nd=1&dlsi=6c525ede627644ec

Season 1, Episode 4 of This Way Up, courtesy of Merman Productions and Channel 4: https://www.youtube.com/watch?v=SzFiWuJj1u8

Etsy, Where’s Waldo?/Where’s Wally? Courtesy of DreamWorks Distribution Ltd: https://www.youtube.com/watch?v=eYgOUJIgd7c

The Gifting Hour | John Lewis & Partners | Christmas Ad 2024: https://www.youtube.com/watch?v=55ghIHTaRzM

]]> 1645 Breaking through in innovation with Jane Buck, Cadbury. https://open.spotify.com/episode/2GIFf2Ig2kCLomTNez8rEp?si=hayC6OHMQTeh9UTqYlptIw In this episode of The Persuasion Game, Laura Halliday and co-host Adam Rowles interview Jane Buck, Global Head of Innovation at Cadbury.  Jane is a seasoned expert in innovation with an extensive background at major brands including Mondelez and Unilever where she launched and scaled the €1BN+ personal care brand Love Beauty & Planet Jane discusses her unique approach to brand development, explaining how she integrates consumer insights with visionary thinking to drive innovation, how she spots patterns and opportunities, and the importance of balancing short-term actions with long-term vision in corporate settings. The conversation also covers her time co-founding and launching natural skincare brand REN which Unilever eventually acquired. Finally, Jane shares her perspective on leadership, emphasising the need to push teams beyond their comfort zones and the value of holding hypotheses in a fluid, patient manner. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. Tue, 03 Dec 2024 06:00:00 -0000 full 1 6 Forge Laura Halliday and co-host Adam Rowles interview Jane Buck, Global Head of Innovation at Cadbury. In this episode of The Persuasion Game, Laura Halliday and co-host Adam Rowles interview Jane Buck, Global Head of Innovation at Cadbury.  Jane is a seasoned expert in innovation with an extensive background at major brands including Mondelez and Unilever where she launched and scaled the €1BN+ personal care brand Love Beauty & Planet Jane discusses her unique approach to brand development, explaining how she integrates consumer insights with visionary thinking to drive innovation, how she spots patterns and opportunities, and the importance of balancing short-term actions with long-term vision in corporate settings. The conversation also covers her time co-founding and launching natural skincare brand REN which Unilever eventually acquired. Finally, Jane shares her perspective on leadership, emphasising the need to push teams beyond their comfort zones and the value of holding hypotheses in a fluid, patient manner. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. In this episode of The Persuasion Game, Laura Halliday and co-host Adam Rowles interview Jane Buck, Global Head of Innovation at Cadbury. 

Jane is a seasoned expert in innovation with an extensive background at major brands including Mondelez and Unilever where she launched and scaled the €1BN+ personal care brand Love Beauty & Planet

Jane discusses her unique approach to brand development, explaining how she integrates consumer insights with visionary thinking to drive innovation, how she spots patterns and opportunities, and the importance of balancing short-term actions with long-term vision in corporate settings. The conversation also covers her time co-founding and launching natural skincare brand REN which Unilever eventually acquired.

Finally, Jane shares her perspective on leadership, emphasising the need to push teams beyond their comfort zones and the value of holding hypotheses in a fluid, patient manner.

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

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

This is an 18Sixty production for The Forge.

]]> 1976 Bringing modernity to iconic brands with Nick Graham: Lessons from PepsiCo and Mondelēz https://open.spotify.com/episode/3AMSb9808W9MuBzAr9vUyb?si=d604a36a236f4f2f In this episode, Laura Halliday and co-host Adam Rowles are joined by Nick Graham, an esteemed leader with senior roles at PepsiCo North America and Mondelēz. Nick shares his expertise on how iconic brands like Pepsi and Cadbury have adapted their strategies to stay relevant in a fast-changing world. They explore the power of nostalgia, storytelling, and emotional connection in creating meaningful campaigns that resonate with audiences. Hear how Nick helped Pepsi rediscover its “timeless spirit” tapping into nostalgia that so many people can connect with such as in the 1980s-inspired logo redesign. Then with Cadburys, hear how the ‘Cadbury’s Gorilla’ ad was a “lightning in a bottle” moment that shaped expectations for subsequent campaigns and how they embraced the value of generosity to reshape its marketing. Nick also reflects on the evolving role of consumer insights in today’s AI-driven landscape and why human connection remains at the heart of great marketing. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. *** Links Paula Hamilton VW ad 1987: https://www.youtube.com/watch?v=gKQIUJOr1GA  VW ‘Gas station’ ad 1996: https://www.youtube.com/watch?v=lso-fQIR_M8  John Lewis, ‘Always a Woman’: https://www.youtube.com/watch?v=jYOsWWKHZVw Tue, 19 Nov 2024 06:00:00 -0000 full 1 5 Forge In this episode, Laura Halliday and co-host Adam Rowles are joined by Nick Graham, an esteemed leader with senior roles at PepsiCo North America and Mondelēz. Nick shares his expertise on how iconic brands like Pepsi and Cadbury have adapted their strategies to stay relevant in a fast-changing world. They explore the power of nostalgia, storytelling, and emotional connection in creating meaningful campaigns that resonate with audiences. Hear how Nick helped Pepsi rediscover its “timeless spirit” tapping into nostalgia that so many people can connect with such as in the 1980s-inspired logo redesign. Then with Cadburys, hear how the ‘Cadbury’s Gorilla’ ad was a “lightning in a bottle” moment that shaped expectations for subsequent campaigns and how they embraced the value of generosity to reshape its marketing. Nick also reflects on the evolving role of consumer insights in today’s AI-driven landscape and why human connection remains at the heart of great marketing. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. *** Links Paula Hamilton VW ad 1987: https://www.youtube.com/watch?v=gKQIUJOr1GA  VW ‘Gas station’ ad 1996: https://www.youtube.com/watch?v=lso-fQIR_M8  John Lewis, ‘Always a Woman’: https://www.youtube.com/watch?v=jYOsWWKHZVw In this episode, Laura Halliday and co-host Adam Rowles are joined by Nick Graham, an esteemed leader with senior roles at PepsiCo North America and Mondelēz.

Nick shares his expertise on how iconic brands like Pepsi and Cadbury have adapted their strategies to stay relevant in a fast-changing world. They explore the power of nostalgia, storytelling, and emotional connection in creating meaningful campaigns that resonate with audiences.

Hear how Nick helped Pepsi rediscover its “timeless spirit” tapping into nostalgia that so many people can connect with such as in the 1980s-inspired logo redesign. Then with Cadburys, hear how the ‘Cadbury’s Gorilla’ ad was a “lightning in a bottle” moment that shaped expectations for subsequent campaigns and how they embraced the value of generosity to reshape its marketing.

Nick also reflects on the evolving role of consumer insights in today’s AI-driven landscape and why human connection remains at the heart of great marketing.

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

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

This is an 18Sixty production for The Forge.

***

Links

Paula Hamilton VW ad 1987: https://www.youtube.com/watch?v=gKQIUJOr1GA 

VW ‘Gas station’ ad 1996: https://www.youtube.com/watch?v=lso-fQIR_M8 

John Lewis, ‘Always a Woman’: https://www.youtube.com/watch?v=jYOsWWKHZVw

]]> 2050 Marketing a challenger brand with Katie Evans, Burger King UK https://open.spotify.com/episode/0UpvX4gTogiL7sUE0igZi4?si=6e4b9bd6fbee4fca In this episode, Laura Halliday and co-host Adam Rowles discuss some of Burger King’s most impactful marketing campaigns with Katie Evans, Chief Marketing Officer of Burger King UK.  Operating in the highly competitive UK quick service restaurant sector, Katie shares how Burger King behaves like a challenger brand to create maximum impact with its communications versus its competitors with much larger media budgets.  She talks about the roles of authenticity, agility and insight in starting meaningful conversations with the public. And she reflects on Burger King UK’s latest campaign ‘Bundles of Joy' which featured mums eating Burger King after birth - where the conversation took on a life of its own… Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge Tue, 05 Nov 2024 06:00:00 -0000 full 1 4 Forge Laura Halliday and co-host Adam Rowles discuss some of Burger King’s most impactful marketing campaigns. In this episode, Laura Halliday and co-host Adam Rowles discuss some of Burger King’s most impactful marketing campaigns with Katie Evans, Chief Marketing Officer of Burger King UK.  Operating in the highly competitive UK quick service restaurant sector, Katie shares how Burger King behaves like a challenger brand to create maximum impact with its communications versus its competitors with much larger media budgets.  She talks about the roles of authenticity, agility and insight in starting meaningful conversations with the public. And she reflects on Burger King UK’s latest campaign ‘Bundles of Joy' which featured mums eating Burger King after birth - where the conversation took on a life of its own… Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge In this episode, Laura Halliday and co-host Adam Rowles discuss some of Burger King’s most impactful marketing campaigns with Katie Evans, Chief Marketing Officer of Burger King UK. 

Operating in the highly competitive UK quick service restaurant sector, Katie shares how Burger King behaves like a challenger brand to create maximum impact with its communications versus its competitors with much larger media budgets. 

She talks about the roles of authenticity, agility and insight in starting meaningful conversations with the public. And she reflects on Burger King UK’s latest campaign ‘Bundles of Joy' which featured mums eating Burger King after birth - where the conversation took on a life of its own…

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

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

This is an 18Sixty production for The Forge

]]> 2165 Playing the innovation long game at Asahi with Grant Mckenzie https://open.spotify.com/episode/3Glm247n4qyMFuJoMY7nZq?si=b9465aadfef74f4b In this episode, Simon and Laura are joined by marketing professional Grant McKenzie to explore the evolution and innovation in the world of alcohol-free beverages. The conversation covers overcoming market skepticism, strategic rebranding, and positioning non-alcoholic beers as positive lifestyle choices linked to sports and health benefits.  They also delve into future trends, including regional successes, flavour experimentation, and the growth of adult soft drinks like kombucha. Tune in for a comprehensive look at the marketing journeys, resilience, and future potential in the non-alcoholic drinks industry. Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge. Tue, 22 Oct 2024 05:00:00 -0000 full 1 3 Forge Simon and Laura are joined by marketing professional Grant McKenzie to explore the evolution and innovation in the world of alcohol-free beverages. In this episode, Simon and Laura are joined by marketing professional Grant McKenzie to explore the evolution and innovation in the world of alcohol-free beverages. The conversation covers overcoming market skepticism, strategic rebranding, and positioning non-alcoholic beers as positive lifestyle choices linked to sports and health benefits.  They also delve into future trends, including regional successes, flavour experimentation, and the growth of adult soft drinks like kombucha. Tune in for a comprehensive look at the marketing journeys, resilience, and future potential in the non-alcoholic drinks industry. Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge. In this episode, Simon and Laura are joined by marketing professional Grant McKenzie to explore the evolution and innovation in the world of alcohol-free beverages. The conversation covers overcoming market skepticism, strategic rebranding, and positioning non-alcoholic beers as positive lifestyle choices linked to sports and health benefits. 

They also delve into future trends, including regional successes, flavour experimentation, and the growth of adult soft drinks like kombucha. Tune in for a comprehensive look at the marketing journeys, resilience, and future potential in the non-alcoholic drinks industry.

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

For more of our thinking visit thisistheforge.com

This is an 18Sixty production for The Forge.

]]> 2081 Unlocking your potential with Alex O'Rourke, LockSmith https://open.spotify.com/episode/7CbX4BnbjCdLW464kG47R7?si=2f17816bac8344c8 In this episode, Simon and Laura are joined by Alex O'Rourke, co-founder of Locksmith and experienced marketer. Together, they explore the challenges and strategies of self-promotion and navigating societal barriers as a woman in the workplace. Alex shares her knowledge as a transformational life coach and delves into issues including the importance of creating a personal narrative.  With insights into the DISC profiling tool and personal anecdotes about overcoming professional hurdles, she offers valuable guidance on how individuals can successfully self-promote for personal and professional growth.  Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge. Tue, 08 Oct 2024 08:21:00 -0000 full 1 2 Forge In this episode, Simon and Laura are joined by Alex O'Rourke, co-founder of Locksmith and experienced marketer. Together, they explore the challenges and strategies of self-promotion and navigating societal barriers as a woman in the workplace. Alex shares her knowledge as a transformational life coach and delves into issues including the importance of creating a personal narrative.  With insights into the DISC profiling tool and personal anecdotes about overcoming professional hurdles, she offers valuable guidance on how individuals can successfully self-promote for personal and professional growth.  Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge. In this episode, Simon and Laura are joined by Alex O'Rourke, co-founder of Locksmith and experienced marketer. Together, they explore the challenges and strategies of self-promotion and navigating societal barriers as a woman in the workplace. Alex shares her knowledge as a transformational life coach and delves into issues including the importance of creating a personal narrative. 

With insights into the DISC profiling tool and personal anecdotes about overcoming professional hurdles, she offers valuable guidance on how individuals can successfully self-promote for personal and professional growth. 

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

For more of our thinking visit thisistheforge.com

This is an 18Sixty production for The Forge.

]]> 1871 Marketing premium spirits with Paul Thomas, Suntory Global Spirits https://open.spotify.com/episode/4z92nr6paGUv6aLhxzvpKK?si=fac4899abe4445a3 In this episode, Simon and Laura dive into the evolving premium spirits category to learn about the consumer motivations behind alcohol purchasing decisions. They are joined by Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory, who shares insights on consumer planning, luxury goods spending, and brand marketing strategies.  Paul discusses how consumer behaviour is shifting towards quality over quantity, the role of effective storytelling in brand marketing and authentic brand purpose in marketing. The episode also touches on how modern social trends influence purchasing decisions and how brands can navigate these changes. Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge. Tue, 24 Sep 2024 05:00:00 -0000 full Forge In this episode, Simon and Laura dive into the evolving premium spirits category to learn about the consumer motivations behind alcohol purchasing decisions. They are joined by Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory, who shares insights on consumer planning, luxury goods spending, and brand marketing strategies.  Paul discusses how consumer behaviour is shifting towards quality over quantity, the role of effective storytelling in brand marketing and authentic brand purpose in marketing. The episode also touches on how modern social trends influence purchasing decisions and how brands can navigate these changes. Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge. In this episode, Simon and Laura dive into the evolving premium spirits category to learn about the consumer motivations behind alcohol purchasing decisions. They are joined by Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory, who shares insights on consumer planning, luxury goods spending, and brand marketing strategies. 

Paul discusses how consumer behaviour is shifting towards quality over quantity, the role of effective storytelling in brand marketing and authentic brand purpose in marketing. The episode also touches on how modern social trends influence purchasing decisions and how brands can navigate these changes.

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

For more of our thinking visit thisistheforge.com

This is an 18Sixty production for The Forge.

]]> 1985 Introducing... The Persuasion Game https://www.thisistheforge.com/the-persuasion-game-podcast/ Coming soon, a brand new podcast all about the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Hosts Laura Halliday and Simon Garnett from The Forge chat with those who have mastered the art of influence. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader. Thu, 19 Sep 2024 13:23:00 -0000 trailer Forge Coming soon, a brand new podcast all about the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Hosts Laura Halliday and Simon Garnett from The Forge chat with those who have mastered the art of influence. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader. Coming soon, a brand new podcast all about the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills.

Hosts Laura Halliday and Simon Garnett from The Forge chat with those who have mastered the art of influence. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.

]]> 61