The Collective Content Podcast

Our final guest on season 3 of ‘Sense-maker sessions: Content leaders’ has enjoyed one of the most winding, interesting paths into B2B thought leadership so far.    Richard Murphy, Founder and Managing Partner of Walled City Group, journeyed from war correspondence in Afghanistan to PhD field work in Pakistan, to crafting stories and consulting on content strategy – with a detour in documentary filmmaking.    Listen to discover dozens of Richard’s well-earned insights.  

Today’s guest on our ‘Sense-maker sessions: Content leaders’ podcast has forged a unique pathway in thought leadership. From training as a chef to working his way through a big chunk of analyst firms, Euan Davis brings a deep grounding in industry analysis to his current role at Virtusa – and shares it with us in this episode.   Find out what the analyst experience really teaches, how thought leadership became a genuine growth lever at Cognizant and why over-reliance on AI might erode originality in content – even if it’s a gamechanger in other ways.   Brought to you in partnership with High Beam Global, a full-service market research firm.   Subscribe for more interviews with the world’s content leaders operating at the forefront of B2B thought leadership.

Today’s sense-maker is another don of thought leadership. Co-author of The ROI of Thought Leadership with Cindy Anderson and Senior Partner and Vice President, Global Leader, IBM Institute for Business Value, Anthony Marshall sat down with MD Tony Hallett in London for an animated and insightful discussion of the discipline he spearheads.   The discussion covers ground including how thought leadership works at IBM – whether they report into consulting or marketing, for example – and the challenge of making “every single study provocative and surprising”. With thanks to Spiritland Productions.   Brought to you in partnership with High Beam Global, a full-service market research firm. Subscribe for more interviews with the world’s content leaders operating at the forefront of B2B thought leadership.

This is a real ‘lessons learned’ Sense-maker session.   You might expect that from Brenna Sniderman at Deloitte, given her career to date in PR, media, research and now one of the Big Four. In this episode, she talks much sense about trends in research and the use of AI, and shares what makes her tick.  This podcast is brought to you in partnership with High Beam Global (HBG), a full-service market research firm.  Subscribe for more interviews with the world’s content leaders operating at the forefront of B2B thought leadership.

The first ‘Sense-maker sessions: Content leaders’ episode of 2026, filmed at Gotham Production Studios, introduces you to our first guest in banking – the warm and witty Anna Bernasek, Managing Director, Global Head of Insights at State Street.   Anna tells us about her colourful career history as a journalist and columnist and her entry into thought leadership via McKinsey, where she was a Senior Editor and Thought Partner.   Brought to you in partnership with High Beam Global, a full-service market research firm.

You’d be hard pressed to find a more experienced and well respected thought leadership expert than Francis Hintermann, and we are delighted to introduce him as the next guest on our ‘Sense-maker sessions: Content leaders’ podcast.   With a 27+ year career history at Accenture, where he currently holds the role of Accenture Growth & Strategy – Global Research Executive Director, Francis has a wealth of knowledge and experience to share with us in this episode.   Listen now to learn from one of the best in content.

In this episode of ‘Sense-maker sessions: Content leaders’, we interview Josselyn Simpson, Global Editorial Director at Heidrick & Struggles, to get her perspective on thought leadership, the ROI of content and much more.  Listen to find out how Heidrick & Struggles’ editorial team balances strategic thinking with hands-on execution, why their most valued metric for thought leadership is client conversations and more. 

Have you ever wondered how McKinsey & Company produces such a high volume of quality thought leadership?     The first episode of our new season of ‘Sense-maker sessions: Content leaders’ introduces you to Lucia Rahilly, Global Editorial Director and Deputy Publisher at McKinsey, interviewed by Tony Hallett, MD at Collective Content.     Hear Lucia’s thoughts on AI in content, how McKinsey consistently delivers some of the best content in the business world and much more.

New Sense-makers podcast episode from Collective Content. Live! Our host, CC MD Tony Hallett is joined by an expert panel including Nessa Keddo, Phil Szomszor and Harendra Kapur. Live from a rooftop bar in London, we present our special event ‘Mis World: Misinformation, mistrust, and missing the point of AI’. In our Sense-maker Sessions we interview content leaders to get the latest insights from the content world.

New Sense-makers podcast episode from Collective Content. Live! Join our host, CC MD Tony Hallett, who this month interviews content leader Samad Masood, associate VP at Infosys Knowledge Institute. Find out about metrics at a successful content marketing and thought leadership division, AI out of the trial phase, and why it makes sense to always remind people what you do. In our Sense-maker Sessions we interview content leaders to get you all the answers to make content work for you.

New podcast series! Live! From Tileyard London in King's Cross, join our host, MD Tony Hallett, for a live audience Q&A interview with Dolby Lead Copywriter, and content leader, Judson Hamilton. With Dolby tech in billions of devices around the world, hear what role AI plays in content, how to create effective messaging, and what films really do have the best sound. In our Sense-maker Sessions we interview content leaders to get you all the answers to make content work best for you.

Welcome to the last episode of the Collective Content podcast’s How to choose a content agency series. In the final episode, our hosts Daine Lindsay and Collective Content MD Tony Hallett are joined by Collective Content marketing and content executive Zoe McNeill and senior content manager Emma Davies, to talk about the importance of understanding, identifying and championing diversity, equity, inclusion and belonging in content marketing. For even more insights and advice covering everything discussed over the course of this series, check out the full Collective Content How to choose a content agency guide, available here.

Welcome to the Collective Content Podcast’s How to choose a content agency series, episode 6. So far, we’ve looked at the “who, what, why and when” of choosing a content agency, and now our hosts Daine Lindsay and Collective Content MD Tony Hallett are joined by Collective Content senior editor Bill Clark and senior content manager Fanny Abramczuk, to dig into the “how” – how do you successfully work with your content agency? Find out the do’s and don’ts for both agency and client, and the benefits of working with different types of content teams around the world. Also check out the full Collective Content How to choose a content agency guide, available here.

Welcome to the Collective Content Podcast’s How to choose a content agency series. In episode five our hosts, Daine Lindsay and Collective Content MD Tony Hallett, are joined by client services director Fiona Skilton and operations director Becky Thompson to talk through onboarding a new content team to handle your marketing. Their discussion covers the whole journey, from aligning your content and messaging, to delivering on a project with a short deadline. Hear about all the key processes, necessary documents and common pitfalls that you must avoid during this important phase. Check out the full Collective Content How to choose a content agency guide to learn even more, available here.

Welcome to the fourth episode of Collective Content’s How to choose a content agency podcast series. Now that we’ve covered the preliminary stages of choosing a content agency, our hosts Daine Lindsay and Collective Content MD Tony Hallett are joined by senior editor Julian Heathcote and client services director Fiona Skilton to discuss the importance of good chemistry. How do you spot it, how do you build on it and how important is it really? Listen to the episode to find out – or you can check out the full Collective Content How to choose a content agency guide to learn even more, available here.

Welcome to episode three of the Collective Content How to choose a content agency podcast series. This time round, our hosts Daine Lindsay and Collective Content MD Tony Hallett are joined by senior editors Andrew Smith and Julian Heathcote to figure out how you can best detect and define a content agency’s reputation before choosing who to work with (apologies to David at “Blue Hat”, we’re sure you’re great). Check out the full Collective Content How to choose a content agency guide, available here.

This is the Collective Content How to choose a content agency podcast series. In our second episode, hosts Daine Lindsay and Collective Content MD Tony Hallett are joined by two more content marketing experts to help companies choose their next agency wisely. Collective Content senior editor Shirley Siluk and writer Eve Michell join us to start our ‘What does AI mean for your content marketing?’ conversation. Check out our full How to choose a content agency guide, available here.

Welcome to the Collective Content How to choose a content agency podcast series. In each episode, our hosts Daine Lindsay and Collective Content MD Tony Hallett are joined by content marketing experts to help companies choose their next agency wisely. In Episode 1, we’re joined by senior editor John Oates and freelance writer and trainer Jon Bernstein to help you figure out the pros and cons of getting in-house, agency or freelance help. Check out our full How to choose a content agency guide, available here.