The Business of Marketing

In this episode of The Business of Marketing, Justin Cooke speaks with Dan Reeves, co-founder of Subject, recorded live at Advertising Week Europe. Dan reflects on the golden era of magazine publishing, from Q Magazine and The Face through to today’s AI-powered content ecosystem, and explores how storytelling, publishing and discovery are being reshaped by AI. The conversation covers the collapse of traditional distribution models, the rise of AI search, the future of editorial trust, and why great storytelling still matters more than ever in a world flooded with content. A thoughtful discussion on publishing, content discovery, AI optimisation and the future of digital media.

In this episode of The Business of Marketing, John Horsley speaks with Edwin Wong, Head of Global Measurement Science at Uber Advertising, recorded live at Advertising Week Europe. They explore the future of measurement, why context matters more than ever in advertising, and how brands can connect media exposure to real-world outcomes. Edwin shares how Uber’s first-party data and real-world utility create new opportunities for marketers to measure attention, incrementality and consumer behaviour, while also discussing AI, attribution, privacy, research, and the growing demand for more human connection in media. A fascinating conversation on measurement, media fragmentation, AI and the future of advertising effectiveness.

In this episode of The Business of Marketing, Justin Cooke speaks with James Denton-Clark, Chief Growth and Client Officer at Stagwell Europe, recorded live at Advertising Week Europe. James reflects on a career spanning agencies, networks, consultancies and creative transformation, from helping grow Karmarama through to its acquisition by Accenture, to his current role at Stagwell. They discuss how the agency model is changing, why creativity still drives business growth, how data and technology are reshaping client expectations, and why human judgement remains essential in an AI-powered industry. A thoughtful conversation on creativity, growth, leadership and the future of the agency model.

In this episode of The Business of Marketing, John Horsley speaks with Milka Privodanova, VP LinkedIn Marketing Solutions, Large Customers - International at LinkedIn, recorded live at Advertising Week Europe. Milka discusses how B2B buying has changed, why credibility now matters as much as reach, and how platforms like LinkedIn are helping brands build trust through people, creators and expert voices. They explore the rise of B2B creators, the role of video, how LLMs are changing discovery, and why marketers need to move beyond vanity metrics towards revenue, pipeline and real business impact. A sharp conversation on LinkedIn, B2B influence, AI, creativity and the future of trusted marketing.

In this episode of The Business of Marketing, John Horsley sits down with Chris Bagnall, Founder and CEO of Transmission. They explore why B2B marketing is being reshaped, from the collapse of siloed agencies to the rise of customer-obsessed, commercially driven marketing. Chris shares why traditional demand generation is broken, why brand matters more than ever in an AI-driven buying journey, and how marketers need to evolve from lead generators to business leaders. A sharp, no-nonsense conversation on what it really takes to drive growth in modern B2B.

In this episode of The Business of Marketing, Justin Cooke speaks with Julie Selman, SVP, Head of EMEA at Magnite, recorded live at Advertising Week Europe. Julie discusses the evolution of digital advertising, from the early days of ad tech to the rapid growth of streaming and connected TV. They explore how the new TV ecosystem is changing media buying, why premium video still matters, and how data, automation and programmatic trading are creating new opportunities for brands, broadcasters and publishers. A sharp conversation on connected TV, streaming, programmatic advertising, trust, quality and the future of premium video.

In this episode of The Business of Marketing, Justin Cooke speaks with Toby Southgate, Global CEO of We Are Social, recorded live at Advertising Week Europe.   Toby shares his journey from economics, banking and early internet publishing into agency leadership, before exploring how social has moved far beyond a media channel.   They discuss why brands need to participate in culture, how communities shape brand relevance, why creativity matters even more in an AI-driven world, and what it takes to lead a global creative agency at scale.   A thoughtful conversation on social-first creativity, brand building, culture, leadership and the future of marketing.

In this episode of The Business of Marketing, John Horsley speaks with Soizic Sycamore, Managing Director of Plan.Net UK, part of Serviceplan Group, recorded live at Advertising Week Europe.   They explore why customer experience must come before technology, how data and MarTech are often misunderstood, and why many organisations still struggle to turn insight into meaningful action.   Soizic shares perspectives on breaking down silos, improving customer lifetime value, and the growing importance of loyalty, storytelling and brand personality in an AI-driven world.   A thoughtful conversation on customer-centric marketing, transformation, and what brands need to do to stay relevant as buying journeys evolve.

Paul Cash, Founder and Chief Rooster at RoosterPunk, on how B2B lost its emotional edge, the three yeses every buyer needs to say before they buy, why storytelling is biological rather than fluffy, and what Workday got right. Recorded live at Advertising Week Europe.

Alice Beecroft, Senior Director, Global Strategy and Partnerships at Yahoo DSP, on why agentic AI is the next RTB-level shift, a future where buyers don't open the DSP, why commerce is a bigger opportunity than retail, and what walled garden collaboration looks like. Plus leading Yahoo's global neurodiversity group. Recorded live at Advertising Week Europe.

Victoria Dyke, Co-Founder of Ziggy, on how AI is rewriting B2B buyer behaviour, the rebalancing act between brand and performance, why win rates matter more than opportunity volume, and commercial literacy as the defining skill for modern marketers. Recorded live at Advertising Week Europe.

Tom Ollerton, Co-Founder of Automated Creative, on why best practice is just copying, what strategic tagging reveals about why ads actually work, the real economics underneath the AI boom, and why marketing now resets to zero every few months. Recorded live at Advertising Week Europe.

Fiona Salmon, Managing Director at Mantis, on why transparency is the next shift in ad tech, how contextual targeting has come back smarter for a cookie-less world, why brand safety is overblocking news, and sustainability as an efficiency play. Recorded live at Advertising Week Europe.

Dragos Marica, Associate Director, Performance Marketing at Directive, on platform over-reliance, how AI search is rewriting SEO, why creative now sits at the centre of performance marketing, and the brand vs demand balance when the low-hanging fruit has gone. Recorded live at Advertising Week Europe.

Dawn Miley, Senior Director, EMEA Growth Marketing and UK Regional Marketing at Adobe, on brand vs performance, AI and discoverability, scaling across 40+ EMEA markets, and why storytelling still wins. Recorded live at Advertising Week Europe.

Recorded live at Advertising Week Europe, John Horsley speaks with Minter Dial about empathy, trust, AI, and why businesses need to become more meaningful, more human and more self-aware in the way they lead and communicate.

Recorded live at Advertising Week Europe, John Horsley speaks with Martin Cork, Chief Marketing Officer at Bauer Media Outdoor, about the evolution of out of home, the rise of digital and programmatic, and why the channel still has one of the brightest futures in media.

Recorded live at Advertising Week Europe, Justin Cooke speaks with Jem Lloyd-Williams, Mindshare President and WPP Media CSO, about the changing nature of media, the role of AI, and why speed and strategic clarity are becoming critical in modern marketing.

Recorded live at Advertising Week, John Horsley sits down with Jen Brown. They discuss the limitations of traditional metrics, the importance of long-term brand building, and how marketers can remove friction across the customer journey to unlock real engagement.

Recorded live at Advertising Week Europe, Justin Cooke speaks with Jackie Ellenby about building distinctive brands, marketing unforgettable experiences, and why the strongest brands compete on uniqueness, not comparison.

Recorded live at Advertising Week Europe, John Horsley speaks with Chris Elsheki, Vice President of Demand Generation at Usercentrics, about privacy-led marketing, building demand engines, and why trust is becoming one of the most important performance signals in B2B.

Live from Advertising Week Europe, John Horsley is joined by Bryan Barletta, founder of Sounds Profitable, for a conversation on the business of podcasting. From creator economics to attribution, audience engagement and the future of the industry, this episode looks at where podcasting is headed next.

Recorded live at Advertising Week Europe, John Horsley sits down with Ben Smith, Director of Global Marketing at ReachDesk, to explore how marketing teams are building pipeline, aligning to revenue, and breaking through the noise.

Recorded live at Advertising Week Europe, this episode sees Justin Cooke in conversation with Andrew McCormick, former Chief Growth Officer at Dentsu X, unpacking how agencies are evolving, what really drives growth, and why outcomes, not outputs, now define success.

Recorded live at Advertising Week Europe, John Horsley speaks with Paul Anderson, Global Chief Creative Director and founding partner at Gravity Global, about the state of B2B creativity, the enduring power of brand, and why big ideas still matter.

In this episode, John Horsley speaks with Jason Warnes about the evolution of digital marketing, why the fundamentals still matter, and how AI is reshaping agencies, creativity and brand building in real time.

In this episode of The Business of Marketing, John Horsley speaks with Gareth Cummings, CEO of eDesk. From early coding on a Commodore 64 to leading a global e-commerce support platform, Gareth shares his views on leadership, resilience, AI, and why customer experience remains central to growth.

John Horsley is joined by Maor Sadra, CEO & Co-Founder of INCRMNTAL, to explore why marketing must move beyond clicks and attribution to measure true business value. A candid conversation on incrementality, leadership, and the future of marketing ROI.

Andrew Bialecki, Co-CEO and Co-Founder of Klaviyo, joins John Horsley on The Business of Marketing to explore how consumer CRM is evolving in the age of AI. From bootstrapping to IPO, Andrew shares lessons on autonomy, product-led growth, and the rise of agentic commerce.

Leon Harlow, Group Commercial Director at YMU, breaks down how the creator economy is reshaping entertainment, talent and brand partnerships. He explains why community and trust now beat pure reach, how YouTube has become the new pilot stage for TV, and what brands should prioritise as every platform becomes a video platform.

Google Pixel’s Head of Partner Marketing B2B, Yondjé Choi Cornez, joins John Horsley to explore global partner ecosystems, cultural intelligence and building a DTC Korean nutrition brand alongside a major tech career.  

Senior Director of Marketing at Pantheon, Mitali Israni, joins host John Horsley to unpack revenue marketing, partner ecosystems and why AI is the “new paintbrush” for modern marketers.

San Francisco 49ers EVP Marketing Stephanie Dittmer Rogers dives into the craft of fan experience - from in-stadium entertainment to global growth and the brand philosophy guiding one of the NFL’s most iconic teams.

Apply Digital’s Dennis Claus, Strategy Lead EMEA, explores how brands can turn customers into fans. From sports franchises and global consumer brands to AI, personalisation and the “three Es” of change, Dennis shares a pragmatic view on building digital ecosystems, measuring fandom, and staying focused on what really matters in a world of constant hype.  

ANA’s Greg P. Licciardi, VP Sponsorships & Partner Programs and author of The Holy Grail of Marketing, breaks down his “Holy Grail” framework for modern marketing. From Wendy’s, Harry’s and e.l.f. to AI-driven personalisation and brand purpose, Greg shares how to align the right person, message, timing, environment and outcome – whether you’re a global CMO or a startup watching every dollar.      

This episode features Dennis Buchheim, Global Head of GTM for Adtech/Martech, Communications, Media & Entertainment at Snowflake. Dennis brings decades of experience from Yahoo, Microsoft, Meta and IAB Tech Lab to unpack the future of data, AI, identity and measurement - and what the next era of advertising will really look like.  

Jay Prasad, CEO of Relo Metrics, unpacks how AI and computer vision are transforming the way brands measure sponsorships, fan attention and cultural moments across sport, streaming and entertainment. A look at the shift from logo slaps to real, data-driven impact.

This episode features Adam Clyne, Founder & CEO of Coolr, and Mark Lainas, President US, from the social-first agency behind standout work for Burger King, Deliveroo and dozens of major global brands. They share Coolr’s origin story, how culture, creators and platform-native thinking fuel their approach, and why so many CMOs are struggling to keep up as social overtakes traditional media.

Christie Sclater, Clinique’s SVP of Global Marketing, breaks down how the brand continues to evolve through global campaigns, digital acceleration and deep consumer insight. A candid conversation on creativity, modern brand building and what it takes to grow an iconic beauty brand today.

Kevin Hine, CRO at GIPHY, breaks down the shift from the feed era to the chat era, what emotional context teaches us about culture, and how brands can thrive through participation, not visibility.

RTB House’s Charles Simon, Vice President of Private Advertising Standards, discusses how regulation and standards are transforming digital advertising. From GDPR and state-level laws to cryptography, clean rooms and privacy-first measurement, Charles breaks down what’s coming next - and why understanding privacy is now a core superpower for modern marketers.

This episode features Oli Bealby, Partner at Stereo Creative, the culturally charged agency behind work for the San Francisco 49ers, Crocs, and LG. Oli shares his journey from sales to leading Stereo’s U.S. expansion, exploring the intersection of culture, design, and creativity in an AI-driven world, and why tenacity, curiosity, and craft still matter most.      

Yahoo!’s VP of Global B2B Marketing, Sponsorships & Events, Shannon Shae Montoya, explores how experiential marketing creates memories that drive action. From the Yahoo! yodel to Motel Yahoo!, she shares lessons on creativity, partnerships, authenticity, and leading teams through change.      

Aarti Bhaskaran, Global Head of Research and Insights at Snap, explores how consumer insight, AI, and creativity are shaping the next wave of digital marketing. She discusses the evolving role of insights in platform strategy, the convergence of AR and AI, the rise of creators as a media channel, and how brands can balance global consistency with local relevance.  

Recorded live at Advertising Week New York, this episode features Johanna Wahlroos, VP of Marketing, Global Strategy & Planning at DoubleVerify. She shares lessons from a global career spanning Google and DV, discussing cultural nuances in marketing, the balance between AI and human insight, and how to keep the customer truly at the centre of every strategy.

Recorded live at Advertising Week New York, this episode of The Business of Marketing Podcast features Lindsay Boyajian Hagan, VP of Marketing and Co-Head of Revenue at Conductor AI. Lindsay explores how AI is redefining the role of marketing leaders, the rise of AEO (AI Engine Optimization), and what it takes to build authentic, people-first brands in an era of automation.      

From smart TVs to smart ads, Tony Marlow, Chief Marketing Officer at LG Ad Solutions, shares how the company is transforming the TV experience - blending attention, addressability, and real outcomes for brands.      

WPromote’s SVP of Paid Media, Darren D’Altorio, explores the intersection of creativity, data, and truth in advertising. He shares lessons on storytelling, AI ethics, influencer ROI, and why smashing silos between brand, performance, and creative teams is key to modern marketing success.      

From Legacy to Leadership: Kimberley Hurst-Hicks on Modernising Brands with Soul CMO of Gold Bond Co, Kimberley Hurst-Hicks shares how she’s reinventing a 100-year-old brand without losing what made it iconic. From her journey through Coca-Cola and L’Oréal to launching her own venture, Kimberley discusses inclusive innovation, brand leadership, and why the future of wellness is holistic.      

From Microsoft to MediaMint, Mindie Kaplan shares her journey through innovation, resilience, and the creation of Million Mammograms, a global movement for women’s health.