'It doesn't have to be this way' - PHD's Chris Stephenson on the complexities of marketing in a programatic world

In today’s Unmade podcast, I talk to Chris Stephenson, the charismatic owner of one of the world’s most intriguing media planning brains.During our conversation inside PHD’s London headquarters, Stephenson discusses his recent transition from APAC strategy chief to global chief marketing officer and the agency’s place within a crowded market.He also discusses some of the principles explored in the media agency’s ninth book, Shift, exploring the changing marketing landscape.PHD believes the marketing industry is undergoing the media equivalent of the Cambrian Explosion, the prehistoric moment when evolution rapidly accelerated. But, argues Stephenson, this increased complexity does not need to leave marketers overwhelmed - if they can tame them technology and make it serve them, rather than the other way round.A reminder that Unmade’s first event, Marketing in a Cost of Living Crisis, takes place at Forrester’s in Surry Hills three weeks from now, on May 24 at 5pm. Even before this week’s interest rate rise, cost of living was already a topic in every household.I’ll be moderating a panel featuring Optus CMO Melissa Hopkins, GroupM CEO Aimee Buchanan, Macquarie University’s Professor Jana Bowden, a leader in marketing research, and one of my favourite strategists, Shapeshifter founder Al Crawford.Tickets are on sale now for $69, or $10 for paying Unmade members. Click here to book.Have a great day.Toodlepip…Tim [email protected] This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit unmade.substack.com