Welcome to “In my humble opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK 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.

You’re joining us for episode 4 ‘In My Humble Opinion... There’s nothing more valuable than an idea that moves the world’.

Featuring Lisa Delaney, Regional Head of Marketing & Lifestyle – Europe at Cathay Pacific, and Alison Hoad, Chief Strategy Officer at Publicis London.

They dive deep into how global ideas and campaigns can create lasting impact, exploring everything from Barbie to Spotify Wrapped, and sharing insights from Cathay Pacific's Move Beyond platform.

From leveraging cultural moments to creating meaningful brand partnerships, they discuss how global campaigns are reshaping customer engagement and brand building.

Connect with our guests:

• Lisa Delaney, Regional Head of Marketing & Lifestyle – Europe LinkedIn Profile
• Alison Hoad, Chief Strategy Officer at Publicis London. LinkedIn Profile

Don't forget to subscribe, rate, and review our podcast!

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 here.

Round and round and round it goes, where it stops nobody knows… and that’s a really good thing if it means it doesn’t end up in the unmanageable waste landscape we humans have created for ourselves.

In our 99th episode we’re joined by Neda Hashemi and Andrés Olivia from the Ellen MacArthur Foundation where we explore why Marketers are key facilitators in the transition to a circular economy.

Neda and Andrés talk about their latest research and explain the different ways that the circular economy can future-proof and scale businesses, drive efficiencies, reduce emissions and help to ease the burden we place on biodiversity and the planet.

Andrés explains that their are many different ways to implement circularity, “the first one is about selling access rather than ownership for example, a washing machine, what if you rented it instead of owning it? We also have monetising of product through life extension for example selling repair services. And finally, and this is the last resort, once products are no longer fit use, reuse or repair can they can be recycled and turned into new products?”

Neda and Andrés share how B2B is leading the charge when it comes to circularity, but in the B2C world, whilst there is plenty of innovation - it is not scaling at the levels required. A reason for this Neda explains is “the demand isn’t happening because behaviours are not consistent.” She goes to say, “don't be intimidated by the concept of the circular economy and circularity, all need to do is understand the simple premise of what the business model entails, which again, they have been doing forever and inject their creativity and human understanding into it. And then the potential is huge for them to engage with it.”

It’s not rocket science, when you remove the word circular economy and focus on what people value and want, then there’s plenty of scope to unlock the opportunities.

Tune in to hear us talking about how:

• Bringing in the marketing function as problem solvers and the key communication interface between the brand, the organisation and the consumer is key.
• The role of education and how Marketers are critical in driving this.
• The key areas coming out of the research including their “Four Action Pathways”
• How Marketers can make circularity desirable, irresistible and remove the barriers for adoption.
• The ‘Why’ we need to build a circular economy.
• How focusing on upstream demand should bring in multiple perspectives to take the innovation forward and bring everybody together to organize themselves around the common objectives.
• Metrics – from circular sales to increased loyalty and lifetime transaction values. Core resilience of the business is often not brought into the business case for circularity.

For more information and resources visit the Ellen MacArthur Foundation

The Marketing Playbook for a Circular Economy you’ll find here.

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About us…

We help Marketers save the planet. 🌍

Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission.

Episode #144. The personal understanding topic explored in this episode is Growth Mindset - a belief system that people adopt where they believe that their qualities, skills, abilities and situation can change and grow, and through hard work, it’s possible for these to develop and improve.

Discussing Growth Mindset with Abby is her guest Charlotte Langley, Chief Marketing Officer at Bloom & Wild. Having previously worked at L’Oreal, Charlotte joined Bloom & Wild at the start of 2020 to head up the evolution of Bloom & Wild's brand and communications, including the development of their ‘Care Wildly’ creative platform.

In this episode, Charlotte shares her definition of Growth Mindset, pushing through fear, creating a network for support, how growth mindset impacts her leadership style, energy for growth mode and her tip when worries and anxiety creeps in.

Plus her career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to ‘Growth Mindset’

00:03:10 Embracing Fear and Asking for Help

00:05:06 Leadership and Growth Mindset

00:07:47 Navigating Change in Marketing

00:09:42 Building a Knowledge Bank and Networking

00:13:32 Adapting to Changes

00:18:44 Growth Mode

00:22:41 Confidence and Imposter Syndrome

00:25:40 Learning from Others

00:27:03 Reflecting on Personal Growth

00:30:13 Acknowledging Anxiety and Organising Thoughts

00:36:13 Career Highs and Lows

00:39:06 Advice for Future Marketers

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

Guest: Charlotte Langley | 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