Freedom within a framework

Dr Sourindra Banerjee, Associate Professor of Marketing at Leeds University Business School, interviews Gareth Turner, Head of Brand at Weetabix, in this latest episode of the Research and Innovation Podcast. They discuss the brand’s recent viral tweet, and how agility, bravery, and a consistent tone of voice across all channels can help brands engage with consumers. You can read Dr Banerjee’s article on the effect viral tweets can have on a company’s sales here. This podcast episode was recorded remotely in April 2021. If you would like to get in touch regarding this podcast, please contact [email protected]. A transcript of this episode is available. About the speakers: Dr Sourindra Banerjee is an Associate Professor of Marketing at Leeds University Business School. He specialises in understanding: how emerging market firms grow through international expansion and innovation; how to improve the effectiveness of salespeople; and how firms can effectively use social media. Gareth Turner is Head of Brand at Weetabix. He has over 20 years’ sales and marketing experience working on household name brands like John Smith’s, Bulmers, Lurpak, Arla and now Weetabix where he has been Head of Brand since June 2019. Career highlights so far include buying a racehorse for John Smith’s, new product development launches like the Bulmers fruit cider range and the Lurpak Cook’s Range, and the “Weetabix and Beans” social media post in February 2021.