Business of Marketing

Business of Marketing is the podcast of marketing intelligence. John Horsley and Justin Cooke sit down with the people running marketing and commercial functions at the world's biggest brands, agencies and platforms. In-depth, conversations on the record. Published at businessof.co.

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21 episodes
Updated Today

Episodes21

Newest first

Today · 33 min
Matt Longley, CEO at Mobsta - Live at Cannes Lions
What if the future of marketing isn't advertising at all? Recorded live at Cannes Lions, Justin Cooke sits down with Matt Longley, CEO of Mobsta, to explore why the next competitive advantage won't come from buying media more efficiently, but from understanding human behaviour better. Matt shares how Mobsta evolved from a mobile targeting business into an intelligence platform, why customer success should sit at the centre of every business, and why agencies need to think more like consultants than media buyers. They discuss: • Why the "perfect moment" matters more than audience segments. • How business intelligence could become more valuable than media buying. • Why great leaders remove barriers rather than manage people. • How AI should strengthen human judgement, not replace it. • The career lessons that shaped Matt's leadership philosophy. A conversation about leadership, data, AI, and building businesses around curiosity instead of convention.
Yesterday · 32 min
Fiona McKenzie, President Marketbridge Europe live at Cannes Lions
AI isn't fixing broken go-to-market strategies. It's exposing them. Recorded live at Cannes Lions, John Horsley is joined by Fiona McKenzie, President, Europe at Marketbridge, for a practical conversation about what AI is really changing inside modern marketing organisations. Rather than chasing the latest AI tools, Fiona argues that marketers should be fixing the fundamentals first. Poor data, disconnected teams, fragmented technology and outdated processes don't disappear with AI. They become even bigger problems. In this episode, they discuss: • Why AI is amplifying broken go-to-market systems rather than repairing them. • Why disconnected data is still the biggest barrier to growth. • How GEO and answer engines are forcing marketers to rethink brand, content and reputation. • Why today's CMO increasingly looks like a transformation leader, not just a marketing leader. • Why human creativity and strategic thinking matter more than ever in an AI-first world. They also explore why agencies are becoming transformation partners, why sales, marketing and customer teams need shared KPIs, and what separates the organisations pulling ahead from those simply adding more AI tools. If you're leading marketing, revenue or digital transformation, this episode is packed with practical insight on building a connected go-to-market strategy that can actually benefit from AI.
Tuesday · 38 min
Dimi Albers CEO DEPT Live at Cannes Lions
AI is changing far more than marketing productivity. It's reshaping how customers discover, evaluate and buy. In this episode of Business of Marketing, John Horsley speaks with Dimi Albers, CEO of Dept, about why the brands that succeed will be those that redesign the entire customer journey for an AI-first world. They discuss: • Why growth has to be engineered, not just executed. • How AI is changing customer behaviour across every touchpoint. • Why empathy will become a greater competitive advantage. • What separates the 20% of businesses that will win from the rest. • Why people who consistently deliver will always be indispensable. A dynamic conversation on AI, growth and the future of marketing.
July 30 · 29 min
Oliver Whitten, Chief Operating Officer at Adform live during Cannes Lions
Ad tech has never been more powerful. So why does marketing still feel so complicated? Recorded live at Cannes Lions, John Horsley speaks with Oliver Whitten, Chief Operating Officer at Adform, about the technologies reshaping modern advertising and why the biggest opportunity isn't adding more AI, it's removing complexity. From AI-powered campaign planning and the rise of Model Context Protocol (MCP) to privacy, trust and the future of connected media, Oliver explains how marketers can navigate an increasingly fragmented ecosystem without losing sight of what matters most. In this episode: Why the next competitive advantage is simplifying complexity. How AI is changing campaign planning, reporting and activation. Why trust, transparency and privacy are becoming business differentiators. How CTV, digital out of home and audio are creating new opportunities for brands. The simple career advice that has guided Oliver's leadership for more than two decades: "Fill the void." A conversation about AI, advertising infrastructure and why the best technology should become almost invisible.
July 29 · 31 min
Victoria Usher CEO at GingerMay live at Cannes Lions
Victoria Usher, CEO and Founder of GingerMay, joins The Business of Marketing to explore why great communications still come down to one thing: understanding people. Recorded live at Cannes Lions 2026, Victoria explains why AI is creating more content but not necessarily better communication, why too many brands mistake noise for storytelling, and how authentic leadership, thoughtful PR and strong executive profiling are becoming essential in the age of generative search. In this episode: Why AI is producing "froth" instead of original thinking. The difference between broadcasting and genuine storytelling. How CEOs can build trust by becoming better storytellers. Why PR is becoming a critical part of GEO (Generative Engine Optimisation). The advice Victoria would give anyone starting a career in marketing today. A practical conversation about communications, reputation and why human insight remains your greatest competitive advantage.
July 28 · 37 min
Jennifer Kattula GM & CMO of Microsoft-Advertising recorded at Cannes Lions 2026
Jennifer Kattula, General Manager and CMO of Microsoft Advertising, joins John Horsley live from Cannes Lions to explore how AI is reshaping marketing. From marketing to LLMs and AI agents, to why brand storytelling matters more than ever, Jennifer explains how marketers can build visibility, trust and competitive advantage in an AI-first world. The conversation also covers employee advocacy, creator ecosystems, Microsoft's latest AI innovations, and why the future CMO will need to be part marketer, part technologist and part business leader.
July 24 · 47 min
Christine C. Cook Chief Commercial Officer, Bloomberg Media - Live from Cannes Lions
Recorded live at Cannes Lions, John Horsley sits down with Christine C. Cook, Chief Commercial Officer at Bloomberg Media, for a wide-ranging conversation about the changing worlds of media, marketing, content and leadership. They explore: • What premium media really means, from professionally sourced journalism and quality production to context, trust and understanding what clients actually need • Why the assumption that everything needs to be short is wrong, and what Bloomberg is seeing from longer-form journalism, video and podcasts • Why so much thought leadership risks looking and sounding the same, and the importance of finding a distinctive point of view, human voice and story • How the role of the CMO is changing, with brand, communications, growth, technology and transformation increasingly overlapping • The pressure marketers face between short-term demands and long-term brand building, and the challenge of staying relevant to cultural moments when organisations can take months to respond Christine also discusses the growing importance of executive reputation and authentic leadership, and what Bloomberg's research with more than 500 CMOs and marketing leaders reveals about the changing role and influence of marketing within organisations. She finishes with a lesson from her own career across The New York Times, Financial Times, Martha Stewart and Bloomberg: don't simply rush upwards. Build breadth, accumulate different experiences and prepare yourself for an industry that will continue to change.
July 23 · 32 min
Cindy Gallop Founder & CEO MakeLoveNotPorn Live from Cannes Lions 2026
Cindy Gallop has never been interested in saying what people want to hear. A former advertising leader turned founder of MakeLoveNotPorn, she joins Justin Cooke at Cannes Lions to discuss why marketing has the power to change culture, not just sell products, and why too often it chooses not to. The conversation explores why diversity in advertising is moving backwards, why the industry surrendered too much power to technology platforms, how AI should serve creativity rather than dictate it, and why marketers need to rediscover the confidence to shape the future instead of waiting for Silicon Valley to define it. Cindy also shares the story behind building MakeLoveNotPorn, the challenges of creating a category-defining company in one of the world's most difficult sectors, and why she believes businesses can, and should, scale both purpose and profit. From creativity and leadership to culture, AI and entrepreneurship, this is a conversation about challenging assumptions and having the courage to build what doesn't yet exist.
July 22 · 34 min
Sir Martin Sorrell Executive Chairman at S4 Capital Live from Cannes Lions 2026
Sir Martin Sorrell | Executive Chairman, S4 Capital & Senior Monk | Live from Cannes Lions 2026 What happens when one of advertising's most influential leaders looks at where the industry is really heading? Recorded live at Cannes Lions, Justin Cooke sits down with Sir Martin Sorrell for a wide-ranging conversation on why AI is transforming media faster than creativity, why agency business models must change, the growing dominance of the technology platforms, retail media, creator economics and what CMOs should be preparing for next. Sir Martin also shares his perspective on the future of China, procurement, outcome-based pricing, quantum computing and why the biggest changes in marketing are still to come. If you want an unfiltered view of where marketing is heading over the next decade, this is an episode you won't want to miss.
July 21 · 33 min
Mark Ritson Founder MiniMBA
Has marketing really changed or have marketers simply forgotten the fundamentals? Recorded live at Cannes Lions, Justin Cooke sits down with Mark Ritson, founder of MiniMBA, to explore why the principles of great marketing remain remarkably consistent, even as AI transforms the tools we use. Mark shares his views on market orientation, strategy before tactics, the future of synthetic research, brand consistency, marketing education, and why too many organisations are chasing trends instead of building brands. He also gives his unfiltered perspective on AI, creators, Cannes Lions, and what the next decade means for marketers. If you're looking beyond the hype to understand what really drives marketing effectiveness, this is an episode you won't want to miss.
July 21 · 36 min
Russell Pedrick Managing Director Octave
Audio is one of the fastest-growing media channels, but are marketers still undervaluing it? In this episode of the Business of Marketing, John Horsley sits down with Russell Pedrick, Managing Director of Octave, to explore how audio is evolving from a supporting channel into one of the most powerful parts of the modern media mix. Drawing on experience across Disney, ESPN and News UK, Russell explains why podcasts, digital audio and connected listening are reshaping media planning, why AI is transforming creative production, and how brands can deliver highly personalised campaigns at scale without sacrificing creativity. They discuss the growing gap between audience attention and advertising investment, the rise of premium audio, the future of AI-generated creative, and why curiosity and adaptability have become essential leadership skills in today's media industry. If you want to understand where audio advertising is heading, and why marketers should be paying much closer attention, this episode is essential listening.
July 15 · 37 min
Paul Evans Chief Positioning Engineer V2RSION.COM
Positioning is no longer just about standing out. It's about being found. In this episode of The Business of Marketing, recorded live at Advertising Week Europe, Justin Cooke sits down with Paul Evans, Founder and Chief Positioning Engineer at V2RSION, to explore why positioning has become one of the most important strategic disciplines in business. Drawing on leadership experience at Microsoft, Vodafone, Bacardi and Nestlé, Paul explains why AI has fundamentally changed how businesses are discovered, shortlisted and chosen. As buying journeys increasingly begin with machines rather than people, positioning has become a growth strategy rather than simply a marketing exercise. They discuss why product advantages disappear faster than ever, why founders should rethink positioning as a living operating system rather than a one-off exercise, and how businesses can build a competitive advantage that technology alone cannot replicate. If you're a founder, CEO, CMO or growth leader trying to stand out in an increasingly crowded market, this conversation offers a practical framework for thinking differently.
July 15 · 35 min
Andrea Sexton, CEO of Ledger Bennett
In this episode of The Business of Marketing, John Horsley sits down with Andrea Sexton, CEO of Ledger Bennett, to explore why B2B marketing needs to move beyond obsessing over the measurable 40% of the funnel and start investing in the moments that shape buying decisions long before prospects become leads. Andrea shares why the industry's fixation on MQLs, attribution and short-term performance is holding brands back, how AI is changing the buying journey, and why the future belongs to marketers who understand human behaviour as well as technology. Whether you're a CMO, demand generation leader or B2B marketer, this conversation challenges many of the assumptions that have shaped marketing over the past decade. Topics include: Why B2B marketing has become too focused on what it can measure The growing importance of brand in complex buying journeys How AI and LLMs are changing vendor discovery and buyer behaviour Why buying groups, not individual buyers, should shape marketing strategy The shift from campaign thinking to always-on demand generation Why content distribution matters more than simply creating content The future skills every modern B2B marketer will need A thought-provoking discussion on building brands that are remembered long before buyers enter the market, and why human insight remains marketing's greatest competitive advantage.
July 14 · 24 min
Graham Field, Chief Revenue Officer at Outra
In this episode of Business of Marketing, John Horsley sits down with Graham Field, Chief Revenue Officer at Outra, to explore how the relationship between data, AI and revenue is reshaping modern marketing. From the early days of programmatic advertising to today's AI-powered marketing stack, Graham shares why the brands that win won't necessarily have the biggest media budgets, but the best understanding of their customers. Together they discuss first-party data, privacy, decision intelligence, commerce, and why marketers need to stop chasing short-term metrics at the expense of long-term growth. Whether you're leading marketing, revenue, data or digital transformation, this conversation offers practical insights into building a smarter, more connected marketing organisation. Topics include: Why first-party data is becoming every brand's competitive advantage How AI is transforming marketing, commerce and decision-making The balance between short-term performance and long-term brand growth Why data quality matters more than data quantity Lessons from Shopify, MediaCom and the evolution of digital marketing The future of privacy, identity and customer intelligence A thoughtful conversation on where marketing is heading next, and what leaders need to do to stay ahead.
July 14 · 47 min
Harry Davies VP of marketing strategy, investment and effectiveness, Sage
In this episode of Business of Marketing, John Horsley sits down with Harry Davies, VP of Strategy, Investment & Marketing Effectiveness at Sage, to explore why so many organisations still measure the wrong things, and what truly drives long-term growth. Drawing on experience spanning government, Google, Amazon and Sage, Harry explains why marketing effectiveness is about far more than advertising, why brand investment is making a comeback, and how marketers can balance short-term revenue pressures with long-term business growth. The conversation also dives into AI's impact on marketing, account-based marketing, buying committees, customer journeys, and why the future belongs to marketers who combine academic rigour with relentless curiosity. In this episode you'll discover: Why cost per lead is one of marketing's most misleading metrics How to balance brand building with demand generation Why marketing should influence the entire customer lifecycle What AI will automate and where human creativity still wins How Sage is adapting to AI search and LLMs Why marketers should spend more time listening to customers The marketing science every modern marketer should understand A thoughtful conversation packed with practical insights for CMOs, marketing leaders and anyone looking to build more effective marketing.
July 10 · 35 min
Kahlen Macaulay Head of Sports & Media Partnerships, International at Snap Inc
How Sport, Technology and Culture Are Reshaping Fan Engagement | Kahlen Macaulay , Snap What does it take to keep the next generation of sports fans engaged? In this episode of The Business of Marketing, John Horsley sits down with Kahlen Macaulay, Head of Sports, Media & Partnerships International at Snap, to explore how technology is transforming the way sport is produced, distributed and experienced. Drawing on leadership roles at the International Olympic Committee, ESPN, Pulse Live and Snap, Karlyn shares why today's sports organisations must think like media companies, how creators have become partners rather than competitors, and why fandom is increasingly being built through culture, community and conversation. The discussion covers the changing behaviour of younger audiences, the role of augmented reality in live sport, the creator economy, the attention economy, and why the future of sports marketing sits at the intersection of sport, fashion, music and technology. In this episode you'll discover: Why sports organisations must evolve into media businesses. How Snapchat reaches and engages younger sports fans. Why creators are becoming an essential part of sports marketing. The commercial opportunities created by AR and immersive experiences. How the World Cup is becoming a cultural event beyond the matches themselves. Lessons in leadership, curiosity and building a career across sport, media and technology. Whether you work in marketing, sport, media, partnerships or digital innovation, this conversation offers valuable insights into where fan engagement is heading next—and what brands need to do to stay relevant.
July 8 · 41 min
Renaye Edwards, Global COO and Managing Director of Ammunition
In this episode of The Business of Marketing, John Horsley speaks with Renaye Edwards, Global COO and Managing Director of Ammunition, recorded live at Advertising Week Europe. Renaye discusses her journey from client-side marketing to agency founder, exit and global agency leadership. She shares why marketing must remain the voice of the customer, how agencies can move beyond output to outcomes, and why brand, demand and performance need to work together. They also explore the rise of commercially minded CMOs, the problem with short-term lead generation, the growing role of AI in content and discovery, and why reputation, revenue and relationships should sit at the heart of modern marketing.
June 11 · 27 min
Nick Beck, Founder and CEO of Tug
What happens when search, media, AI and commerce start collapsing into one connected ecosystem? In this episode of The Business of Marketing, John Horsley sits down with Nick Beck, Founder and CEO of Tug, to explore how modern marketing is being reshaped by AI search, creator culture, performance marketing and the growing importance of brand. From launching Tug out of the basement of Vice Magazine to building a global agency across London, New York, Berlin, Toronto, Singapore and Sydney, Nick shares a candid view on what has changed in marketing over the last two decades, and what still matters most. A conversation about search, AI, data, creativity, trust, performance marketing and why human judgement still matters in an increasingly automated world. Topics include: Why search has become one of the most important conversations in marketing again The rise of AI search, AI assistants and the future of discoverability Why over-optimising performance metrics can damage long-term growth The balance between brand building and short-term performance How AI is changing decision-making inside agencies and brands Why relatability may matter more than “authenticity” The explosion of creator-led marketing and micro influencers Why agencies may become more important again in a fragmented media landscape How brands can balance global consistency with local relevance “The big idea is still the rocket science.” - Nick Beck
June 10 · 32 min
John Rudaizky, Global Chief Brand and Marketing Officer / CMO at EY
In this episode of The Business of Marketing, Justin Cooke sits down with John Rudaizky, Global Chief Brand and Marketing Officer at EY, to explore the future of brand building, creativity, leadership and AI at enterprise scale. John shares the story behind EY’s iconic “Better Questions” platform, why emotion matters more than ever in B2B marketing, and how AI is reshaping marketing organisations, creativity and customer engagement. A wide-ranging conversation covering brand transformation, purpose, creator culture, leadership, the evolving role of the CMO, and why the future belongs to marketers who combine creativity with courage. Topics include: Building one of the world’s leading professional services brands Why the best B2B marketing is emotional, not rational The thinking behind EY’s “Better Questions” platform AI, creativity and the future of marketing organisations The changing role of the CMO in the boardroom Leadership, culture and building confidence inside large organisations Why brands still need human insight in an AI-driven world “This is an era of being humble and learning like never before.” - John Rudaizky
June 9 · 28 min
Nishma Patel Robb, Founder and CEO of Unmissable
What does it mean to become truly unmissable in an age of AI, algorithms and collapsing trust? In this episode of The Business of Marketing, Justin Cooke sits down with Nishma Patel Robb, Founder and CEO of Unmissable, former Google marketing leader and former President of WACL, to explore visibility, storytelling, trust and the future of personal brands. After a decade helping shape Google’s reputation and commercial growth in the UK, Nishma now works with founders and senior leaders to build trust-first personal brands that create real resonance, influence and commercial impact. A conversation about authenticity, executive visibility, AI, creator culture, human storytelling and why the future belongs to people who can genuinely connect. Topics include: Why trust and authenticity are becoming modern marketing superpowers What brands still get wrong about earning trust The rise of executive visibility and personal brands Why most LinkedIn “personal branding” feels performative AI, storytelling and the future of human creativity Why creators and communities are reshaping media Building visibility for women in business and media How founders and leaders can go from invisible to unmissable “True unmissability is about resonance, trust and connection.” - Nishma Patel Robb