CIM Marketing Podcast

CIM | The Chartered Institute of Marketing

The official podcast of The Chartered Institute of Marketing.

We spotlight actionable strategies, highlight best practices, and source expert opinions to help you elevate your marketing game. Whether you're focused on digital marketing, content creation, SEO, strategy, or something else entirely, we’ve got you covered.

Get the latest news, trends, and insights from across the industry. Hosted by Ben Walker, this podcast offers accessible, relevant discussions on the big issues impacting marketing today.

This podcast is your essential resource for staying ahead of the curve.

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20 episodes
Updated Thursday

Episodes20

Newest first

Thursday · 48 min
AI-native marketing teams: Rethinking roles, skills and structure
What does a marketing team look like when AI is embedded in every part of their workflow, from research and briefing to creative, measurement, and sales enablement? In this episode, host Ben Walker is joined by Scott Allen, General Manager of Global Marketing, Privacy and Agency Management at Microsoft, to explore what it really means to build an AI‑native marketing team without losing the human premium. Drawing on insights from CIM’s new AI report, Scott explains why AI won’t simply “take all the jobs”, but it will change them. He shares how Microsoft has adopted AI internally, what that has meant for teams, and how leaders can redesign roles, apprenticeships, and talent pipelines so humans and AI work together, not in competition. If you’re a marketing leader, or an ambitious early‑career marketer wondering how to stay relevant in an AI‑driven world, this episode is for you. In this episode, you’ll learn: · How to balance automation and human judgement so you protect the human premium · What Scott learned leading AI adoption at Microsoft, and how smaller organisations can apply the same principles · A simple approach to getting started: where to pilot AI, what to measure, and when to scale (or stop) Listen now to rethink what a marketing team is and how you can lead your organisation towards a confident, AI‑native future. Want to know more? Check out the CIM Content hub now for all things marketing. Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk
Wednesday · 1 min
Sneak peek: AI-native marketing teams
What does a marketing team look like when AI is embedded in every part of their workflow, from research and briefing to creative, measurement, and sales enablement? In this episode, host Ben Walker is joined by Scott Allen, General Manager of Global Marketing, Privacy and Agency Management at Microsoft, to explore what it really means to build an AI‑native marketing team without losing the human premium. If you’re a marketing leader, or an ambitious early‑career marketer wondering how to stay relevant in an AI‑driven world, this episode is for you. Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
July 16 · 52 min
The AI strategy gap: Why 40% of marketers don’t expect ROI before 2030
Why are 40% of marketers not expecting ROI from AI until 2030, and what does that reveal about the AI strategy gap in marketing? In this episode of the CIM Marketing Podcast, host Ben Walker is joined by Jemma Conner, Associate Director at YouGov, Jamie Credland, CEO of World Media Group, and James Delves, Head of PR and External Affairs at CIM to unpack new CIM research on AI in marketing. Together, they explore why larger organisations are racing ahead with AI, why SMEs are struggling to see returns, and why Gen Z is actually the most sceptical generation when it comes to AI-generated content. The panel examine the trust penalty of poor AI use, the risks of over-automation and job cuts, and what an AI‑fluent, future-ready marketing team should look like over the next 18 months. You’ll also hear why AI is supercharging back-office efficiency but creating real anxiety in front-office, customer-facing work. In this episode, you’ll learn: How to balance innovation with risk, from governance frameworks to choosing the right tools (not just the biggest LLMs) Why the public wants much tighter regulation of AI-driven advertising, and what that means for marketers How to use AI to enhance human creativity, not replace it, and build a team that works more like a high-performing newsroom than a content factory If you’re a marketing leader, strategist, or practitioner trying to use AI without losing creativity, trust, or differentiation, this episode gives you research-backed insight and practical direction on what to do next. CIM members will get exclusive early access to the full AI report at the end of the month. Want to know more? Check out the CIM Content hub now for all things marketing. Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk
July 15 · 1 min
Sneak peek: The AI strategy gap
Why are 40% of marketers not expecting ROI from AI until 2030, and what does that reveal about the AI strategy gap in marketing? In this episode of the CIM Marketing Podcast, host Ben Walker is joined by Jemma Conner, Associate Director at YouGov, Jamie Credland, CEO of World Media Group, and James Delves, Head of PR and External Affairs at CIM to unpack new CIM research on AI in marketing. Together, they explore why larger organisations are racing ahead with AI, why SMEs are struggling to see returns, and why Gen Z is actually the most sceptical generation when it comes to AI-generated content. Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
July 2 · 53 min
How marketing leaders are delivering social impact
How can marketing leaders drive real social change, not just publish another glossy purpose statement? In this episode of the CIM Marketing Podcast, host Ben Walker is joined by Caroline Taylor OBE, former IBM CMO, and now Chair of Oasis Community Learning, and Jack Lowman, Chief Social Change Officer at disability charity Sense, Founder of Hack Yourself and CIM Course Director. Together, they unpack how marketers can move beyond “purpose washing” and use marketing skills to deliver genuine social impact, whether you’re in a big corporate, an agency, or the nonprofit sector. Caroline shares her journey from global tech marketing at IBM to leading a multi-academy trust, and why enlightened self-interest is the most sustainable way for brands to contribute to society. Jack explains what it really means to run a social change team, why delivering “the plan” isn’t the same as delivering change, and how data, storytelling, and theory of change come together to shift systems, not just sell products. In this episode, you will learn: · How to find the sweet spot where commercial goals and social impact reinforce each other · Why storytelling and data is the most powerful combination for shifting beliefs and behaviour · What will distinguish the next generation of marketing and social change leaders If you’re a marketer wondering how to make your work more meaningful, without losing sight of commercial reality, this episode is for you. Want to know more? Check out the CIM Content hub now for all things marketing. Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk
July 1 · 2 min
Sneak peek: How marketing leaders are delivering social impact
How can marketing leaders drive real social change, not just publish another glossy purpose statement? In this episode of the CIM Marketing Podcast, host Ben Walker is joined by Caroline Taylor OBE, Chair of Oasis Community Learning, and Jack Lowman, Chief Social Change Officer at Sense. Together, they unpack how marketers can move beyond “purpose washing” and use marketing skills to deliver genuine social impact, whether you’re in a big corporate, an agency, or the nonprofit sector. Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
June 18 · 46 min
Why authenticity is still vital for senior marketing leaders
Is human authenticity still a competitive advantage in an AI-driven, metric-obsessed marketing world? In this episode of the CIM Marketing Podcast, host Ben Walker is joined by award-winning marketing leader and author Visha Kudhail (ex-Google, YouTube, Pinterest, Square UK) to unpack what authentic marketing really looks like in practice. Together, they go far beyond buzzwords, TikTok trends, and vanity metrics. Drawing on insights from her new book, “Authentic Marketing”, Visha explores how brands can use AI without outsourcing their soul, and why audience-first, intent-driven strategies are the real differentiator in a sea of sameness. She also shares powerful lessons from big tech leadership, building marketing functions from scratch, and a decade of championing women in leadership positions. In this episode, you’ll learn: What authenticity actually means in marketing, and why most brands get it wrong How to align values, leadership, product, and marketing so your brand truly matches its beliefs How to build and lead high-performing marketing teams in complex, global organisations If you’re a marketer, comms leader, or aspiring CMO wondering how to stay relevant in the AI era, this episode is for you. Check out Visha’s book Authentic Marketing here: https://www.vishakudhail.com/authentic-marketing Want to know more? Check out the CIM Content hub now for all things marketing. Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk
June 17 · 1 min
Sneak peek: Why authenticity is vital for senior marketing leaders
Is human authenticity still a competitive advantage in an AI-driven, metric-obsessed marketing world? In this episode of the CIM Marketing Podcast, host Ben Walker is joined by award-winning marketing leader and author Visha Kudhail to unpack what authentic marketing really looks like in practice. Together, they go far beyond buzzwords, TikTok trends, and vanity metrics. If you’re a marketer, comms leader, or aspiring CMO wondering how to stay relevant in the AI era, this episode is for you. Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
June 4 · 45 min
Marketing 7.0 and leading through disruption
In episode 120 of the CIM Marketing Podcast, host Ben Walker is joined by the legendary Professor Hermawan Kartajaya, father of Asian marketing and co-author of the Marketing 3.0 - 7.0 series, and CIM’s chief executive, Chris Daly, to explore how marketing and leadership need to evolve in the age of AI. Together, they unpack what Marketing 7.0 really means in practice: shifting from influencing customer behaviour to leading customer cognition, balancing human creativity with machine intelligence, and ensuring marketing remains an engine for growth, as well as the moral compass of the organisation. Across the conversation, they discuss how AI is reshaping customer decision-making, why differentiation is at risk in an AI-first world, and how leaders can build trust, avoid burnout, and create safe “sandboxes” for experimentation, all whilst keeping marketing’s human soul at the centre. Listen in to the full episode to discover: Why modern marketing leadership must move beyond nudging behaviour and begin “leading the customer’s mind” and how understanding the attention, social, and reward “brains” is key to driving decisions in an AI-shaped world. How to treat AI as a coworker that handles the heavy lifting while humans focus on creativity, differentiation, empathy, and trust, avoiding the twin pitfalls of ignoring tech or over-relying on it. A glimpse of what comes next: using technology responsibly to drive impact across the 5Ps – People, Prosperity, Planet, Peace, and Partnership—positioning marketing as both top-line growth engine and force for societal good. Want to know more? Check out the CIM Content hub now for all things marketing. Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk
June 3 · 1 min
Sneak Peek: Marketing 7.0 and leading through disruption
A new season of the CIM Marketing Podcast is coming soon! In episode 120 of the CIM Marketing Podcast, host Ben Walker is joined by the legendary Professor Hermawan Kartajaya, father of Asian marketing and co-author of the Marketing 3.0 - 7.0 series, and CIM’s chief executive, Chris Daly, to explore how marketing and leadership need to evolve in the age of AI. Together, they unpack what Marketing 7.0 really means in practice: shifting from influencing customer behaviour to leading customer cognition, balancing human creativity with machine intelligence, and ensuring marketing remains an engine for growth, as well as the moral compass of the organisation. Across the conversation, they discuss how AI is reshaping customer decision-making, why differentiation is at risk in an AI-first world, and how leaders can build trust, avoid burnout, and create safe “sandboxes” for experimentation, all whist keeping marketing’s human soul at the centre. Listen in to the full episode, released Thursday 4th June to discover: Why modern marketing leadership must move beyond nudging behaviour and begin “leading the customer’s mind” and how understanding the attention, social, and reward “brains” is key to driving decisions in an AI-shaped world. How to treat AI as a coworker that handles the heavy lifting while humans focus on creativity, differentiation, empathy, and trust, avoiding the twin pitfalls of ignoring tech or over-relying on it. A glimpse of what comes next: using technology responsibly to drive impact across the 5Ps – People, Prosperity, Planet, Peace, and Partnership—positioning marketing as both top-line growth engine and force for societal good. Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
April 23 · 59 min
Navigating 100 years of marketing and advertising evolution
As the Advertising Association celebrates its centenary, Ben Walker sits down with Stephen Woodford, CEO of the Advertising Association, to explore 100 years of marketing and advertising evolution. We look at the past, present, and future of advertising. Woodford reflects on iconic campaigns including his memories from the lager wars of the 80s and 90s to Orange’s “The future’s bright, the future’s Orange”, and British Airways’ “world’s favourite airline”, unpacking why simple, emotionally resonant ideas endure for decades. We also discuss why emotion beats logic almost every time, how great strategy underpins great creativity, and why the UK is a genuine creative superpower, punching far above its weight in global advertising exports. The conversation also dives into: How the Advertising Standards Authority (ASA) evolved from a 1920s “vigilance committee” into a world‑leading regulator The way AI is used on both sides of the battle against scams and fake ads – and why Woodford is optimistic Why trust in advertising is now at a five‑year high, especially among younger, digitally native audiences What AI really means for marketing talent, entry‑level roles, and capability building The future balance between influencer-led strategies, performance marketing, and big brand-building campaigns If you want a clear, grounded view on where advertising has come from, what’s changing right now, and how to navigate the AI era without losing the magic of creativity, this episode is essential listening. Want to know more? Check out the CIM Content hub now for all things marketing. Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk
April 22 · 1 min
Sneak Peek: Navigating 100 years of marketing and advertising evolution
As the Advertising Association celebrates its centenary, Ben Walker sits down with Stephen Woodford, CEO of the Advertising Association, to explore 100 years of marketing and advertising evolution. We look at the past, present, and future of advertising. Woodford reflects on iconic campaigns including his memories from the lager wars of the 80s and 90s to Orange’s “The future’s bright, the future’s Orange”, and British Airways’ “world’s favourite airline”, unpacking why simple, emotionally resonant ideas endure for decades. We also discuss why emotion beats logic almost every time, how great strategy underpins great creativity, and why the UK is a genuine creative superpower, punching far above its weight in global advertising exports. The conversation also dives into: How the Advertising Standards Authority (ASA) evolved from a 1920s “vigilance committee” into a world‑leading regulator The way AI is used on both sides of the battle against scams and fake ads – and why Woodford is optimistic Why trust in advertising is now at a five‑year high, especially among younger, digitally native audiences What AI really means for marketing talent, entry‑level roles, and capability building The future balance between influencer-led strategies, performance marketing, and big brand-building campaigns If you want a clear, grounded view on where advertising has come from, what’s changing right now, and how to navigate the AI era without losing the magic of creativity, this episode is essential listening. Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
April 9 · 38 min
Is AI eroding creativity?
Episode 118: In this episode of the CIM Marketing Podcast, host Ben Walker is joined by CIM Course Director and Strategic Growth Consultant Steph Inez Matthews, and Peter Gaston, innovation lead at VCCP and co-founder of AI-first agency Faith, to unpack the “AI efficiency paradox”. AI tools like Midjourney, Adobe Firefly and Google’s Nano Banana make it easier and cheaper than ever to create content, but are we entering a golden age of creativity, or do we risk our social feeds becoming saturated with ‘AI slop’? Together, Steph and Peter explore how marketers can harness AI for speed, scale and cost-effectiveness without sacrificing distinctiveness, brand integrity or ethical standards. They discuss how AI is reshaping creative roles, from designer to prompt engineer, why human insight still sits at the heart of effective marketing, and how smaller brands and SMEs can now genuinely punch above their weight. You’ll hear real examples from agency practice, client-side experience and AI-first campaigns, as well as the practical realities around data security, IP ownership and client expectations. The episode does not shy away from the hard questions: bias baked into models, the risk of cognitive de-skilling, legal grey areas and the very real possibility of an 'industry disaster' if governance does not catch up. This is an essential listen that will leave you better informed, slightly challenged and ready to set your own AI standards. This podcast will: Explore how AI is affecting the creative process in marketing Ask whether marketers are prepared for the copyright and bias risks AI presents Examine the 'efficiency paradox' - the risk that AI improves efficiency but fosters homogeneity Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk.
April 8 · 1 min
Sneak peek: Is AI eroding creativity?
When creative production becomes as simple as writing a prompt, does the human touch become a luxury or a relic? In this episode, we're joined by CIM Course Director and AI specialist Steph Inez Matthews, and Creative Innovation Lead at VCCP, Peter Gasston as they debate whether AI is truly democratising design or simply saturating our feeds with "slop". In this clip from our upcoming episode, Steph and Pete discuss why access to powerful technology doesn't automatically translate into becoming a YouTube star, arguing that tools alone cannot replace vision. Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
March 26 · 29 min
Engineering the next era of hybrid experiences
In this episode of the CIM Marketing Podcast, our host Ben Walker sits down with Kelly Eagle, managing partner at Pixel Artworks, to explore how truly immersive experiences are reshaping modern marketing. Kelly explains why the real innovation isn’t in shiny new tech, but in how you use existing technologies to tell better stories, shift behaviour, and build brand loyalty. From large-scale skyline installations and AR-enhanced environments to carefully measured engagement and ROI, she reveals how brands can move beyond “Instagrammable moments” to create transformative, narrative-led experiences that audiences remember long after the lights go out. Whether you’re working on live events, brand experiences, or digital campaigns, this episode will help you rethink how immersion fits into your marketing mix, and how to justify the investment. Want to know more? Check out the CIM Content hub now for all things marketing. Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk
March 25 · 1 min
Sneak peek: Engineering the next era of hybrid experiences
In this episode of the CIM Marketing Podcast, our host Ben Walker sits down with Kelly Eagle, managing partner at Pixel Artworks, to explore how truly immersive experiences are reshaping modern marketing. Kelly explains why the real innovation isn’t in shiny new tech, but in how you use existing technologies to tell better stories, shift behaviour, and build brand loyalty. From large-scale skyline installations and AR-enhanced environments to carefully measured engagement and ROI, she reveals how brands can move beyond “Instagrammable moments” to create transformative, narrative-led experiences that audiences remember long after the lights go out. Whether you’re working on live events, brand experiences, or digital campaigns, this episode will help you rethink how immersion fits into your marketing mix, and how to justify the investment. Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
March 12 · 39 min
From attention to experience: The latest shift in brand strategy
From AI to AR, gaming and live streams, digital experiences are driving the future of customer interactions, but are we unlocking deeper creativity, or just chasing the next shiny tool? In this episode of the CIM Marketing Podcast, we’re joined by Dr Rhonda Hadi, Associate Professor of Marketing at Saïd Business School and Kris Hunt, Strategy Director at Content Cure UK to explore how rapid advances in technology are reshaping creativity, customer experience and brand building. Together, they unpack how marketers can harness emerging tech without losing the human heart of their ideas. They explore the blurring line between digital and physical experiences, why Gen Z and Gen Alpha are redefining what “social” really means, and how AI can support rather than suffocate genuine creativity. This episode is a practical guide for creatives and marketers who want to stay relevant as technology accelerates. Stop grabbing attention. Start crafting experiences. Want to know more? Check out the CIM Content hub now for all things marketing. Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk
March 11 · 1 min
Sneak peek: From attention to experience: The latest shift in brand strategy
From AI to AR, gaming and live streams, digital experiences are driving the future of customer interactions, but are we unlocking deeper creativity, or just chasing the next shiny tool? In this episode of the CIM Marketing Podcast, we’re joined by Dr Rhonda Hadi, Associate Professor of Marketing at Saïd Business School and Kris Hunt, Strategy Director at Content Cure UK to explore how rapid advances in technology are reshaping creativity, customer experience and brand building. Together, they unpack how marketers can harness emerging tech without losing the human heart of their ideas. They explore the blurring line between digital and physical experiences, why Gen Z and Gen Alpha are redefining what “social” really means, and how AI can support rather than suffocate genuine creativity. This episode is a practical guide for creatives and marketers who want to stay relevant as technology accelerates. Stop grabbing attention. Start crafting experiences. Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
February 26 · 33 min
Marketing a hit TV series with Sky
In this episode of the CIM Marketing Podcast, we sit down with Lucy Johnstone, entertainment marketing director at Sky & NOW TV, and Tim Yaw Struthers, head of original brands at Sky, to discover how to successfully market a hit TV series. Our expert guests explain how Sky turns great shows into their own brands, from early strategic ‘show playbooks’ to global campaigns. They talk through the innovative strategies they use to connect with audiences, create shared experiences and build fandoms using social media, experiential stunts and behind-the-scenes content. This podcast will: • Explore how Sky creates winning marketing campaigns for its shows • Reveal how Sky leverages third-party media to create shared audience experiences • Look at how innovation pairs with traditional red‑carpet moments in the Sky marketing mix Whether you work in entertainment, brand marketing, or are simply curious how today’s biggest TV hits break through the noise, this episode gives you an inside look at the process, from first green light to global launch and beyond. Want to know more? Check out the CIM Content hub now for all things marketing. Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk
February 25 · 1 min
Sneak peek: Marketing a hit TV series with Sky
In our upcoming episode, we sit down with Sky to discover how to successfully market a hit TV series. We’ll be joined by Lucy Johnstone, entertainment marketing director at Sky and NOW TV and Tim Yaw Struthers, head of original brands at Sky. They’ll discuss how Sky creates winning marketing campaigns for its shows, how to create shared experiences with your audience, and how innovation ties together traditional and modern marketing. Get ready for an inside look at how TV shows are marketed, from green light to global launch. Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.