The Cambridge Marketing Podcast

As McKinsey and Company release their recommended reading list, our Opinionated Marketers discuss the titles that have caught their eye.

In this episode, Christina Spaulding, Founder and CEO of Manzanita Marketing, discusses the shift from traditional SEO to "organic performance" driven by AI. She highlights why deep cultural research and meticulous localisation are critical for international marketing success, warning businesses to carefully adapt client profiles and legal compliance for each unique regional market.

This week we discuss Marketing Myopia, Mintzberg, Maslow and Marshal McLuhan on the Marketers' Toolkit for M.

In this episode Chris Lukehurst, Director of Research at The Marketing Clinic, explains why traditional market research often misses what really drives buying decisions. He explores the emotional journey behind products, how sensory experiences shape consumer behaviour, and why brands should focus less on what people say they want and more on how products make consumers feel.

In this episode, we cover key accounts, KPIs, lifecycles, and learning curves.

Fashion has become more accessible than ever, but at what cost? Lou Rogers, founder of Trendlistr and fashion communication lecturer at Northumbria University, explores how social media, influencers and second-hand fashion have reshaped the industry. From sustainability to storytelling, discover why great fashion marketing is about more than the latest trends.

In this episode Nick Tyldsley, Managing Director of Superfly Marketing, shares the realities of growing a digital marketing agency over 14 years. From cashflow challenges and recruitment decisions to client relationships and company culture, he explains why long-term thinking is essential for success. The conversation also explores apprenticeships, AI in marketing, leadership lessons and balancing creativity with measurable business results.

In this episode, Rachel Sterling from Identity Digital joins us to explore how search is changing in the age of AI. We discuss the shift from SEO to AEO and GEO, what marketers can do to make sure AI surfaces their content, and why building trust online matters more than ever.

This week, Kiran Kapur and Charles Nixon discuss Junk Mail, Just-in-Time, and Joint Ventures in our Marketers' Toolkit.

ESG is often talked about but rarely explained. Rachel Hales, founder of Get Synergised, joins me to discuss Environmental, Social and Governance, with a particular focus on the social element. We explore how businesses and charities can build meaningful partnerships, why community engagement should be part of everyday business, and the benefits of taking a more purposeful, long-term approach.

Madingley Hall in Cambridge hosted our Tutor Conference 2026.  A great opportunity to speak with some of our tutors to find out what's exciting them about marketing at the moment.

What makes a marketing campaign actually fail? Most importantly, how do you fix it? In this episode, Skip Wilson, founder of DRAFT Media Partners, shares his “draft mentality” approach to marketing.  The idea is that campaigns are never finished, only improved. A practical conversation on testing, data, remarketing, landing pages, and fixing what’s actually not working.

This week on the Marketers' Toolkit it's everything from Instagram to Infographics.

In this episode, Martin Watters from Brief Media joins us to explore what makes video content actually work. From audience retention and storytelling to video strategy, data and social media performance, we discuss how brands can use video to build trust, drive action and stand out in an increasingly crowded digital world.

In this episode, Si Elliott joins us to explore the psychology behind great customer experience; from behavioural science and customer journeys to friction, trust and loyalty. We discuss how brands can better understand human behaviour to create meaningful interactions that keep customers coming back. Featuring insights from Si’s book Customer Experience Thinking.

This week we cover Heuristics, Hypothesis Testing and the Gartner Hype Cycle on the Marketers Toolkit. (Further reading on the Hype Cycle' can be found here https://www.gartner.com/en/research/methodologies/gartner-hype-cycle) 

In this episode of the Marketers' Toolkit we discuss Gamification, Geodemographics and much more.

You might think dynamic pricing is a new phenomenon. You’d be wrong. This week’s guest, Marco Bertini, kicks things off by reminding us it’s been around almost as long as commerce itself. We explore why businesses use it, how it affects customers, and when it actually works best. Marco is Professor of Marketing at Esade, a global business school based in Barcelona.

Funnels, Freemium, Forecasting and more.  In this episode we cover all things F in the Marketers Toolkit.

Communications coach Jon Torrens discusses how introverts and neurodivergent people can build real speaking confidence. Jon believes that confidence is developed through practice, preparation, and experience, not personality type. The episode covers handling inner critics, using pauses effectively, improving meeting participation, and the importance of strong openings and endings. Practical tips focus on clarity, structure, and being heard without needing to dominate.

Part two of “E” in The Marketers Toolkit looks at ESG and economic forces shaping modern marketing. From sustainability and governance to GDP, inflation and consumer confidence, this episode explains how external pressures influence strategy, decision-making and long-term business success. (Episode 1 of "E" can be found here. https://LightBlueMedia.podbean.com/e/the-marketers-toolkit-e-episode-1/)

In this episode, Kiran Kapur chats with Richard Leyland from Cambridge Consultants about the challenge of marketing innovation. They explore selling complex, high-risk ideas, overcoming client hesitation, and proving value. The conversation also covers thought leadership, cross-industry marketing, and how AI is reshaping content, strategy, and the future of professional services marketing.

This episode of The Marketers’ Toolkit focuses on “E”, covering End Users, Ethics, and Eye Tracking. It highlights the importance of understanding who uses products, making responsible marketing decisions, and using behavioural insights like eye tracking to improve engagement, design effectiveness, and overall marketing performance.   (Episode 2 of "E" can be found here https://LightBlueMedia.podbean.com/e/the-marketers-toolkit-e-episode-2/) 

With Easter weekend upon us, our Opinionated Marketers discuss two chocolate related stories from the world of marketing - including The Great KitKat Heist!

This episode of the Cambridge Marketing Podcast focuses on how to market an investment crowdfunding campaign. Jason Fishman explains how to attract investors using ads, content and email, why testing different audiences matters, and how retargeting builds trust over time. It highlights the importance of social proof, clear messaging and a strong plan to turn interest into actual investment.      

This week, our Opinionated Marketers discuss how marketing intersects with social and economic change. We look at the government’s new apprenticeship incentives, volunteering, and Marks & Spencer’s latest hire!  

Data doesn’t kill creativity; it sharpens it. Brook Shepard of Mason Interactive explains why starting with clear goals and basic data matters. Test what you put out, learn what works, and build from it. Used properly, data helps you make better creative and prove what’s actually working—so you can keep improving, not guessing.

In this episode of the Cambridge Marketing Podcast, ticketing expert Richard Howle, founder of RH Insights, explores the realities of dynamic pricing in live entertainment. Drawing on decades of experience with major productions and events, he explains how pricing balances demand, psychology, fan loyalty and commercial risk, revealing how ticketing strategy underpins marketing and the long-term success of shows.

With War in the Gulf, this week our Opinionated Marketers discuss what marketers should be doing now and for the future.  Kiran Kapur and Charles Nixon discuss.

This week we look at how Games Workshop built Warhammer into a hugely profitable global business by putting customers first. Kiran Kapur speaks with Richard Kendrick about community, lore, retail experience and lifelong fans – and why focusing on the hobby and the people who love it is beating quick wins, cost-cutting and AI hype.

This week our Opinionated Marketers highlight a textbook case of crisis management from the UAE.  Hosted by Kiran Kapur and Charles Nixon.

In this episode, Dr Kate Atkin explains why high achievers often feel like frauds despite their track record. She ditches the "syndrome" label for "phenomenon" and uses a clever cheese analogy to help you measure your self-doubt. Learn how to update your self-image and stop the cycle of overworking.

As the sun begins to shine here in the UK, Kiran Kapur and Charles Nixon digest some of the most positive stories from the world of marketing and beyond.

Paul Smith, Marketing Director at Hendy Group, shares what automotive can teach marketers about trust, complexity and modern buying behaviour. When customers arrive 90% decided, marketing’s job shifts from persuasion to reassurance. We talk brand architecture, managing multiple audiences, ethical finance, reputation tracking beyond NPS, and why customer experience is a system... not a moment.

This week Kiran and Charles talk about the Super Bowl ads and why they matter so much. They look at OpenAI bringing in advertising, a rival ad from Claude that questions bias, and Ring’s dog-finding campaign that many people found unsettling.

This episode looks at what happens when brands forget who they’re for. We start with Prestat, the old Piccadilly chocolatier that lost its way after being bought by venture capital, cutting range, pushing expensive boxes and drifting from the customers who loved it. From there we discuss Bass securing the first UK trademark, NatWest chasing “mass affluence”, and why understanding your market still beats clever strategy every time.   [The book referenced towards the end of the episode is called How Africa Works: Success and Failure on The World's Last Developmental Frontier by Joe Studwell.]

This week we celebrate National Apprenticeship Week. Kiran Kapur is joined by Sophie Bolton to talk honestly about what apprenticeships are really like. Sophie shares her own route into marketing, how learning on the job built her confidence, and why apprenticeships can be a smart alternative to university for people at any stage of their career. This episode is an essential listen for anyone either considering an apprenticeship or taking on an apprentice.  

Kiran Kapur talks with Chris Woodward from Oliver Agency about how marketing agencies are using AI in everyday work. They cover automation, Oliver’s in-house model, real cost savings, and training teams to use new tools. Chris also explains why many smaller businesses may get better results investing in AI software and skills instead of hiring another person.

This week our Opinionated Marketers look at how weight loss jabs are reshaping consumer behaviour.  From smaller food portions and falling alcohol sales to booming fashion and fitness spending - everything's changing, and changing quickly. Kiran and Charles also discuss pharma’s push towards pill versions, pressure on pubs and hospitality, the rise of alcohol-free drinks, and what these fast-moving shifts mean for marketers. Read the article discussed here: https://www.bbc.co.uk/news/articles/cj6wy85l3x5o

This episode explores the adverts that really work!  We're joined by Lynne Deason of Kantar and look at everything from John Lewis Christmas classics and Coca-Cola’s personalised bottles to Amazon’s festive storytelling and Ariel’s “Share the Load” campaign. Lynne reveals what these campaigns get right, how emotion and music shape impact, and why positive representation helps brands connect with audiences worldwide.  

In this episode, Kiran Kapur and Charles Nixon dig into the GOOD news stories getting buried by bad headlines. They talk about the retail successes at Next and Marks & Spencer, the truth behind 'Blue Monday', Universal Studios coming to the UK, and why adults are buying more toys!

This episode is about slowing down and doing marketing properly. Abe Kasbo of Verasoni argues that brands have become addicted to shortcuts, dashboards and shiny new tools. We talk about why product, brand and customer experience matter more than platforms, why not everything should be “digital-first”, and how businesses can build real growth without gambling on trends or tech hype.

Kiran Kapur and Charles Nixon start with Peter Fisk’s Trend Kaleidoscope and use it as a way into what 2026 might really look like. They talk through AI, politics, economics, climate, and shifting behaviour, cutting through trend noise to focus on what feels solid, what feels overplayed, and what might genuinely affect how people live and work.

2026 sees Cambridge Marketing College launch its new AI-focused apprenticeships. Listen to Kiran Kapur, Charlotte Lestienne and Neil Wilkins discuss the new programmes, and find out how you can get involved as both an apprentice and employer.

As 2025 draws to a close, our Opinionated Marketers reflect on the year that was.

Among this week's topics - Kiran and Charles discuss the new 'Great British Railways' branding, and why no Marketing Agency will have a single positive word to say about it!

Marketing is fast, demanding and often overwhelming. In this episode, we talk honestly about why the job feels so stressful, how burnout shows up, and why resilience varies so much from person to person. Psychotherapist and marketing consultant Kim Tasso explains warning signs, team pressures, remote-work challenges, and simple ways to lower stress before it hits a breaking point.

In this episode, we explore the world of police communications with Janeen Harding, Digital Communications and Engagement Advisor for Lincolnshire Police. We discuss crisis communications, media training, stakeholder engagement, and the challenge of reaching diverse rural communities. Janine also reveals how powerful campaigns like Think of Denii are created—and why the force launched a successful TikTok strategy to engage younger audiences. It's a Perfect listen for those interested in public sector communications, digital strategy, and community engagement.

This week, Kiran and Charles discuss the 2025 UK Budget and what it really means for people and businesses. They dig into tax changes, rising costs, climate policy twists and why the headlines don’t tell the full story.

Charles and Kiran discuss whether the rapid rise in AI valuations is heading for a bubble burst, sparked by big investor moves and unrealistic expectations. They stress that AI is here to stay but due a reality check. The conversation then turns to online pricing tactics; hidden fees, fake discounts and murky sales practices - and why marketers should stick to transparency if they want to keep their reputation intact.