Episode #142. Connecting with your Consumer is the focus of today’s episode, an evolving technical and soft/human skill for marketers to develop as our human understanding continues to deepen and evolve through societal and technological advancements.

Abby’s guest to discuss is Toby Horry, Global Brand and Content Director at Tui, responsible to Tui’s re-brand and the recently much talked about first Tui Christmas ad. Prior to Tui, Toby worked at Tesco as Digital Marketing Director, part of the Brand Turnaround team, tasked with rebuilding trust in the Tesco brand and in the agency world as planner for AMV BBDO and MD of Dare.

In this episode, Toby shares his definition of what it means to connect with your consumer, the challenges of mass targeting, skills and behaviours marketers need to connect with audiences, marketing to global audiences, and lots of examples of connecting from brands such as Tui, Nicorette, Tesco and Fiat.

Plus Toby’s career highs and lows and advice for marketers.

00:00:00 Welcome and Introduction to ‘Connecting with consumers’

00:02:23 The Importance of Understanding Customers

00:03:40 Changes in Marketing Communication

00:05:56 Consumer Expectations

00:07:25 Skills Marketers Need in Order to Connect

00:09:59 Insights from Nicorette Campaign

00:11:46 The Role of Concise Marketing Briefs

00:14:09 Global Marketing Considerations

00:20:03 Customer-Centric Ideas

00:23:23 Insights from TUI

00:27:32 Creativity and Agility

00:29:10 Toby’s Career Highs and Lows

00:31:29 Advice for Future Marketers

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Toby Horry | LinkedIn

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Welcome to “In My Humble Opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud.

You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more.

Episode 2 - ‘In My Humble Opinion...more brand experiences should be buyable.’ where we discuss why brand experiences should be shoppable in today's digital landscape.

They explore how the traditional marketing funnel is transforming, why brand equity and commercial performance go hand in hand, and how companies can create seamless shopping experiences across multiple touchpoints.

Amanda Farmer, Chief Executive Officer of LeSHOP, sits down with Kate Narbrough, Global Brand Director at Nomad Foods

Follow Amanda Farmer on LinkedIn here

Follow Kate Narbrough on LinkedIn here

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Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website.

Episode #141. Today’s personal understanding topic is about owning your marketing career so that it is fulfilling to you, and the steps you can take to be proactive and intentional to move towards your ideal role.

Abby’s guest to discuss this is David Brewerton, Growth Marketing Director of Monzo. Initially starting his marketing career in digital marketing, David broadened his marketing roles to have more strategic impact and has worked with brands such as Tesco Mobile, Metro Bank and now Monzo.

In this episode, David shares his definition of owning your marketing career, perception as reality, the art of giving and receiving feedback, his story of finding an ideal role after redundancy and the value of building your profile and making connections.

Plus David’s career highs and lows and advice for marketers of tomorrow.



00:00:00 Welcome and Introduction to ‘Owning your Career’

00:02:12 Defining Career Ownership

00:03:55 Perception as Reality

00:06:11 Why Personal Branding is Valuable

00:08:52 The Importance of Authenticity

00:14:27 Feedback as a Tool for Growth

00:17:52 David's Approach to Securing a New Role Following Redundancy

00:22:35 Building a Profile Online

00:27:24 Proactive Career Ownership

00:37:13 Mapping Career Goals and Vision

00:39:15 Finding Your Tribe

00:41:27 Learning from Experience

00:41:40 Advice for Marketers of Tomorrow

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: David Brewerton | LinkedIn

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com