CHALLENGES OF A CMO (PART 2): CREATIVE EXPECTATION VS REALITY - with Helen Jeremiah, former CMO of Boots & Tina Fegent, Global Procurement Consultant

Your agency partners are great at what they do, it’s why you hired them, but sometimes things can get lost in those giant email chains. And what you end up with creatively isn’t quite what you thought it would be. So, how do you manage creative expectation with reality? It’s a common issue for CMOs and the topic of the latest cut-down of our webcast - part of our Challenges of a CMO content series.   Join us as our super experienced guests chat all about how they find their balance when producing creative content in partnership with agencies.   With: - Helen Jeremiah, former CMO of Boots UK & Ireland - Tina Fegent, Global Marketing Procurement Consultant  - Andy Weir, Chief Client Officer, Ride Shotgun - Stephen Kenwright, Strategy Director, Ride Shotgun  This podcast is for you if you want to learn about… BALANCING INTERNAL AND EXTERNAL RESOURCE Optimising content creation by finding the right balance between in-house teams and external agencies.   ALIGNING CREATIVE VISION WITH OUTPUT The common pitfalls in the creative process and aligning output with initial expectations to achieve marketing goals. PANEL SPEAKERS: HELEN JEREMIAH, former CMO of Boots UK & Ireland Helen is an experienced CMO, having worked across many disciplines including marketing, customer strategy, global brand marketing, product development and insight. She loves working in both large organisations, where change is needed, or small start-ups where everyone rolls their sleeves up and gets stuck in. An innovative leader who drives global business and brand growth, with expertise in data-driven marketing and creating world-class campaigns. She has led successful business change and transformation and has a passion for developing and nurturing strong teams. She is a mum to two gorgeous girls and is currently renovating an old farm.   TINA FEGENT, Global Marketing Procurement Consultant Tina Fegent is a leading marketing procurement expert with over 30 years of experience. She founded her consultancy in 2006, helping brands optimise their marketing budgets. She works for clients such as Primark, Ferrero, SSE, Ralph Lauren and AG Barr. Tina is recognised for pioneering marketing procurement in the marketing industry and is a frequent speaker and advisor on marketing procurement strategies and best practices.   ANDY WEIR, Chief Client Officer, Ride Shotgun Andy has 25 years’ experience in the industry working with organisations such as HSBC, Unilever and PlayStation. He set up his own agency in 2010 and created one of the regions most respected agencies, winning international awards and regularly featuring in ‘Best Companies’ lists. In 2022 Andy was one of the founding members of Ride Shotgun and has been integral in building the business internationally to over 200 people and £15m turnover in under three years.   STEPHEN KENWRIGHT, Strategy Director, Ride Shotgun Stephen is strategy director at brand activation and creative content agency, Ride Shotgun. He’s a keynote speaker - giving more than 100 talks in ten countries, and has judged multiple awards. Before joining Ride Shotgun he founded #SearchLeeds. It became the north's largest digital marketing conference, attracting 2,000+ people yearly. He also founded search-first creative agency, Rise at Seven which over three years grew revenues to more than £7m, hired 110 people and opened offices across the UK and America. Previously Head of Digital Pendragon PLC and strategy director at performance marketing agency Branded3.   About Ride Shotgun Ready for an agency made different? We’re Ride Shotgun. Big strategic thinking, impactful creative, content production and activation at scale. All in one place. So you can achieve more for your brand than ever before. ⁠⁠⁠ https://rideshotgun.co.uk/⁠⁠⁠