Business of Marketing
Business of Marketing is the podcast of marketing intelligence. John Horsley and Justin Cooke sit down with the people running marketing and commercial functions at the world's biggest brands, agencies and platforms. In-depth, conversations on the record. Published at businessof.co.
Episodes
Cannes Lions: Katie Mitchell, Seen Studios on Why Brand Experience Must Connect Physical and Digital
Recorded live at Cannes Lions, Katie Mitchell, Managing Director of Seen Studios, joins Justin Cooke on the Business of Marketing to explore why the future of brand experience is neither physical nor digital, but the connection between the two.
Katie explains why physical spaces still matter in an increasingly digital world, how brands can turn stores, pop-ups and events into c...
Recorded live at Cannes Lions 2026, Justin Cooke sits down with Marcus Startzel, CEO of GumGum, to explore what the next era of advertising looks like when brands stop thinking only about audiences and start thinking about mindset.
Marcus explains why context, attention and receptivity are becoming critical to advertising effectiveness, and how AI is making the old promise of reaching the right person, with the right message, at th...
Recorded live at Cannes Lions, John Horsley sits down with Alistair Hill, Co-Founder of On Device, to explore why marketing measurement still gets so much wrong.
They discuss why click-through rates can be a terrible measure of brand effectiveness, the growing problem of survey fraud, how brands can connect brand lift to commercial outcomes, and why AI is shifting measurement from r...
Emma Armstrong, CEO of BBDO New York and Global Transformation Officer at BBDO Worldwide, joins John Horsley live from Cannes Lions to discuss AI, creativity, brand building and the future of agencies.
Emma explains why the role of a modern agency goes far beyond making advertising. The best agencies act as business partners, helping clients understand shifts in culture, technology ...
In this episode of The Business of Marketing, John Horsley sits down with Erin Chin, Global Head of Brand Marketing at Logitech G, live from Cannes Lions, for a wide-ranging conversation about brand, creators, fandom and the changing media landscape.
Erin explains why Logitech G treats creators as business partners, not marketing channels, and how its “design by collaboration” approach brings gamers, esports professiona...
Carmen Rodriguez, Global Chief Growth Officer at GUT, on bravery, sustainable growth and why the best agencies know when to say no.
Recorded live at Cannes Lions, Justin Cooke sits down with Carmen Rodriguez to explore what growth really looks like when creativity, culture and commercial ambition all have to move together.
Carmen explains why GUT sees itself...
Michael Scott, Global CRO, LoopMe: Why Brand Performance Is Back
What happens when marketers focus too heavily on the 5% of consumers already in market?
Michael Scott, Global Chief Revenue Officer at LoopMe, joins John Horsley live from Cannes Lions to discuss why brands need to start filling the top of the funnel again, and how better data, AI and real-time...
Tracey Shirtcliff, Founder & CEO of Scope Better, joins John Horsley live from Cannes Lions to unpack one of the biggest commercial problems facing agencies: why so many are still pricing the future using models built for the past.
Having previously built and sold agency workflow platform Traffic Live, Tracey has spent years inside the economics of creative and professional serv...
Tom Murphy, Chief Creative Officer at VML, joins John Horsley live at Cannes Lions for a sharp conversation about creativity, AI, advertising and what actually makes people pay attention.
They discuss why “a thousand times zero is still zero”, how too many decision-makers can average great ideas down, why taste matters more in the age of AI, the return of craft and analo...
Growth isn't a playbook. It's a series of decisions.
What separates companies that scale from those that stall?
Michael Lehman, President Americas at Equativ, has led growth across venture-backed startups, private equity businesses and companies preparing for exit. In this conversation with John Horsley, recorded live at Cannes Lions, he explains why every stage of growth demands a differe...
What if the future of marketing isn't advertising at all?
Recorded live at Cannes Lions, Justin Cooke sits down with Matt Longley, CEO of Mobsta, to explore why the next competitive advantage won't come from buying media more efficiently, but from understanding human behaviour better.
Matt shares how Mobsta evolved from a mobile targeting business into an intelligence platform, why custome...
AI isn't fixing broken go-to-market strategies. It's exposing them.
Recorded live at Cannes Lions, John Horsley is joined by Fiona McKenzie, President, Europe at Marketbridge, for a practical conversation about what AI is really changing inside modern marketing organisations.
Rather than chasing the latest AI tools, Fiona argues that marketers should be fixi...
AI is changing far more than marketing productivity. It's reshaping how customers discover, evaluate and buy.
In this episode of Business of Marketing, John Horsley speaks with Dimi Albers, CEO of Dept, about why the brands that succeed will be those that redesign the entire customer journey for an AI-first world.
They discuss:
• Why...
Ad tech has never been more powerful. So why does marketing still feel so complicated?
Recorded live at Cannes Lions, John Horsley speaks with Oliver Whitten, Chief Operating Officer at Adform, about the technologies reshaping modern advertising and why the biggest opportunity isn't adding more AI, it's removing complexity.
From AI-powered campaign planning and the rise of Model Context Pr...
Victoria Usher, CEO and Founder of GingerMay, joins The Business of Marketing to explore why great communications still come down to one thing: understanding people.
Recorded live at Cannes Lions 2026, Victoria explains why AI is creating more content but not necessarily better communication, why too many brands mistake noise for storytelling, and how authentic leadership, thoughtful PR an...
Jennifer Kattula, General Manager and CMO of Microsoft Advertising, joins John Horsley live from Cannes Lions to explore how AI is reshaping marketing.
From marketing to LLMs and AI agents, to why brand storytelling matters more than ever, Jennifer explains how marketers can build visibility, trust and competitive advantage in an AI-first world. The conversation also covers employee advoca...
Recorded live at Cannes Lions, John Horsley sits down with Christine C. Cook, Chief Commercial Officer at Bloomberg Media, for a wide-ranging conversation about the changing worlds of media, marketing, content and leadership.
They explore:
• What premium media really means, from professionally sourced journalism and quality production to context, trust and u...
Cindy Gallop has never been interested in saying what people want to hear.
A former advertising leader turned founder of MakeLoveNotPorn, she joins Justin Cooke at Cannes Lions to discuss why marketing has the power to change culture, not just sell products, and why too often it chooses not to.
The conversation explores why diversity in advertising is moving backwards, why the industry sur...
Sir Martin Sorrell | Executive Chairman, S4 Capital & Senior Monk | Live from Cannes Lions 2026
What happens when one of advertising's most influential leaders looks at where the industry is really heading?
Recorded live at Cannes Lions, Justin Cooke sits down with Sir Martin Sorrell for a wide-ranging conversation on why AI is transforming media faster than creativity, why agency busi...
Has marketing really changed or have marketers simply forgotten the fundamentals?
Recorded live at Cannes Lions, Justin Cooke sits down with Mark Ritson, founder of MiniMBA, to explore why the principles of great marketing remain remarkably consistent, even as AI transforms the tools we use.
Mark shares his views on market orientation, strategy before tactics, the future of synthetic resea...
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