Business of Marketing

In this episode of The Business of Marketing, John Horsley sits down with Andrea Sexton, CEO of Ledger Bennett, to explore why B2B marketing needs to move beyond obsessing over the measurable 40% of the funnel and start investing in the moments that shape buying decisions long before prospects become leads.

Andrea shares why the industry's fixation on MQLs, attribution and short-term perfo...

In this episode of Business of Marketing, John Horsley sits down with Graham Field, Chief Revenue Officer at Outra, to explore how the relationship between data, AI and revenue is reshaping modern marketing.

From the early days of programmatic advertising to today's AI-powered marketing stack, Graham shares why the brands that win won't necessarily have the biggest media budgets, but the b...

In this episode of Business of Marketing, John Horsley sits down with Harry Davies, VP of Strategy, Investment & Marketing Effectiveness at Sage, to explore why so many organisations still measure the wrong things, and what truly drives long-term growth.

Drawing on experience spanning government, Google, Amazon and Sage, Harry explains why marketing effectiveness is about far more than...

How Sport, Technology and Culture Are Reshaping Fan Engagement | Kahlen Macaulay , Snap

What does it take to keep the next generation of sports fans engaged?

In this episode of The Business of Marketing, John Horsley sits down with Kahlen Macaulay, Head of Sports, Media & Partnerships International at Snap, to explore how technology is transforming ...

In this episode of The Business of Marketing, John Horsley speaks with Renaye Edwards, Global COO and Managing Director of Ammunition, recorded live at Advertising Week Europe.   Renaye discusses her journey from client-side marketing to agency founder, exit and global agency leadership. She shares why marketing must remain the voice of the customer, how agencies can move beyond output to outcomes, and why brand, dema...

What happens when search, media, AI and commerce start collapsing into one connected ecosystem?

In this episode of The Business of Marketing, John Horsley sits down with Nick Beck, Founder and CEO of Tug, to explore how modern marketing is being reshaped by AI search, creator culture, performance marketing and the growing importance of brand.

From launching Tug out of the basement of Vice Magazine to building a global agency acro...

In this episode of The Business of Marketing, Justin Cooke sits down with John Rudaizky, Global Chief Brand and Marketing Officer at EY, to explore the future of brand building, creativity, leadership and AI at enterprise scale.

John shares the story behind EY’s iconic “Better Questions” platform, why emotion matters more than ever in B2B marketing, and how AI is reshaping marketing organisations, creativity and c...

What does it mean to become truly unmissable in an age of AI, algorithms and collapsing trust?

In this episode of The Business of Marketing, Justin Cooke sits down with Nishma Patel Robb, Founder and CEO of Unmissable, former Google marketing leader and former President of WACL, to explore visibility, storytelling, trust and the future of personal brands.

After a decade helping shape Google’s reputation and commercial growth ...

What happens when one of the world’s largest communications groups starts rebuilding itself around AI?   In this episode of The Business of Marketing, Justin Cooke sits down with Stephan Pretorius, CTO of WPP, to explore how AI is transforming marketing, creativity, production, agency models and the future of work itself.   From agentic workflows and AI-generated production to the changing economics of marketing s...

In this episode of The Business of Marketing, Justin Cooke speaks with Niall McKinney, Founding Partner of The Creative Engineers, recorded live at Advertising Week Europe.

Niall discusses why marketers need to produce more content than ever, but without bigger budgets, weaker creative standards or loss of brand control.

They explore how AI is changing content operating models, why workflows matter as much as tools, and how brands ...

In this episode of The Business of Marketing, Justin Cooke speaks with Dan Reeves, co-founder of Subjct, 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 mo...

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 fo...

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 tra...

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, wh...

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...

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 ...

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 bran...

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.   ...