What It Takes to Become a Trusted Marketing Leader
A Mind for Marketing
Most senior marketers reach a point where their role changes. Execution matters less, and influence matters more. But influence isn’t taught to most of us in university. You can have experience and strong ideas… and still struggle to get those ideas adopted across the organisation. In this episode, Ritchie Mehta brings a research-led view of how influence is developed. Drawing on interviews with hundreds of senior leaders, he explains why some marketers become trusted operators who shape decisions, while others plateau. We get into: Why influence inside organisations is less about...
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Marketing Doesn’t Have a Talent Problem
A Mind for Marketing
Most marketing teams don’t have a talent problem; they have a decision-making problem. In this episode of A Mind for Marketing, I’m joined by Aysha Haynes, co-CEO of Flock Associates, a consultancy that helps brands untangle complex marketing ecosystems by clarifying roles and decision-making, so teams can perform at their best. Aysha takes a slightly different view on leadership. While many organisations focus on capability, or agency performance, her argument is simpler but harder to confront. When results are inconsistent, the issue usually sits upstream. We explore: Why strong teams...
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The Campaign That Saved Direct Line
A Mind for Marketing
Most transformation strategies fail because they focus on messaging rather than behaviour. In this episode, Christina Moore speaks with former Direct Line CMO Mark Evans about what it actually takes to turn around a declining business. After 20 consecutive quarters of decline, Direct Line didn’t just change its campaign. It was rebuilt around customer truth, operational change, and internal belief. You’ll hear how: Customer insight reshaped the entire experience, not just comms A single idea (Winston Wolfe) changed employee behaviour across the business Marketing earned credibility by...
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The Business Case for Humour
A Mind for Marketing
Who remembers your last campaign? No one?! That’s the problem. In this episode, I speak with Paddy Gilmore, founder of HumourScope®, about why humour isn’t a creative risk, it’s a commercial advantage. A lot of marketing today is built to satisfy platforms. It hits the metrics. It looks good in a report. But in the real world? It’s forgettable. Humour changes that. Not because it’s “funny,” but because it creates a reaction. And that’s what people remember. We get into: Why humour makes brands easier to remember Managing risk without defaulting to safe work What Snickers and...
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What CMOs Get Wrong About Social Media
A Mind for Marketing
If you’re not measuring trust, you’re missing what actually drives revenue. In this episode of A Mind for Marketing, Christina Moore speaks with social media strategist Katy Howell (Immediate Future) about why trust is becoming the most important KPI in marketing and how it directly impacts pipeline, and revenue. If you’re a CMO or Marketing Director under pressure, this conversation challenges how you measure success and where your strategy might be falling short. You’ll learn: Why trust, not virality, drives long-term revenue growth A practical three-layer measurement model that...
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How to Reach Buyers Who Aren’t Looking for You
A Mind for Marketing
Imagine walking up to someone you’ve never met and immediately asking them for money. That’s how a lot of marketing works today. In this episode of A Mind for Marketing, Christina Moore speaks with strategist Dot Oyebolu about why modern marketing needs to behave more like a relationship. Instead of competing for the small percentage of buyers already in the market, Dot argues that the real opportunity lies in engaging the much larger group of people who know they have a problem but haven’t started searching for solutions yet. Dot explains why the shift from brand marketing to...
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The Strategy Behind 79M Views for a Charity Ad
A Mind for Marketing
What does it take to create a charity campaign that truly changes minds? In this episode of A Mind for Marketing, Christina Moore speaks to communications consultant Vishnee Sauntoo about the strategy behind 'Second a Day', the Save the Children campaign that reached 10 million views in 48 hours and has since grown to nearly 79 million views worldwide They unpack why the campaign worked. By focusing on one clear message and grounding the story in emotional accuracy, the team reframed a distant conflict into something audiences could see, feel and recognise. The conversation goes deeper into...
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The Wrong Influencer Can Kill Credibility
A Mind for Marketing
Katie Martell shares what makes a strong presenter/influencer for a brand, and why alignment is non-negotiable in B2B partnerships. In this episode of A Mind for Marketing, I’m joined by Katie Martell, marketer, speaker and one of LinkedIn’s most recognisable voices in B2B. We unpack why follower count is a poor proxy for trust. You’ll learn: Why human stories outperform product messaging The warning signs of ego-driven presenters How to assess values alignment before partnering with influencers If you’re a senior marketer thinking about launching a show or collaborating with...
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Posting more won’t fix a weak idea. Here’s what will.
A Mind for Marketing
Is your team publishing content, but your brand still feels invisible? This episode is for you. Christina Moore sits down with Patrick Collister, former Creative Director at Ogilvy and head of Google’s creative think tank, Zoo, to unpack why modern marketing feels fragmented and reactive. With pressure on performance marketing metrics and short-term results, many CMOs have drifted away from what builds long-term brand equity. Big ideas! In this conversation, you’ll learn: • Why most digital advertising is ignored, even when it’s optimised • How creativity drives commercial growth and...
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Turning complex ideas into great content
A Mind for Marketing
What do you do when your product is… the universe? In this episode of A Mind for Marketing, Christina Moore sits down with Cody Half-Moon, Chief Marketing Officer at Lowell Observatory, the historic Arizona institution where Pluto was discovered. Astronomy has a reputation for being dense and inaccessible. Yet Cody helped turn the wonders of the universe into a top-ranking podcast with a growing global audience. You’ll discover: Why complex industries fail when they “talk at” audiences and how to simplify content without dumbing it down How co-discovery turns passive listeners...
info_outlineMost transformation strategies fail because they focus on messaging rather than behaviour.
In this episode, Christina Moore speaks with former Direct Line CMO Mark Evans about what it actually takes to turn around a declining business. After 20 consecutive quarters of decline, Direct Line didn’t just change its campaign. It was rebuilt around customer truth, operational change, and internal belief.
You’ll hear how:
- Customer insight reshaped the entire experience, not just comms
- A single idea (Winston Wolfe) changed employee behaviour across the business
- Marketing earned credibility by proving commercial impact
The result? 85% growth in motor quotes and a fundamental shift in how the organisation showed up.
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Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License
Audio Editor: Jake Wittlin