Forget glossy influencer campaigns, the real power in e-commerce right now?

Your own people.

In this mini episode of Marketing in the Madness, we uncover how Marks & Spencer, of all brands, quietly became the new Zara, by handing the camera to their employees.

Our guest breaks down: - How employee-generated content (EGC) is flipping social commerce on its head - Why shoppers trust real staff more than influencers - The secret behind 2x higher order values and 3x more site visits from live shopping - Why authenticity beats polish - and how that’s changing the future of e-commerce

From live shopping to shoppable stories and social proofing, this convo dives into what happens when brands let their people become the stars.

If you care about e-commerce, social commerce, or brand authenticity, this one’s a must-watch

LiSA https://www.hello-lisa.com/

Sophie Freres https://www.linkedin.com/in/sophie-fr%C3%A8res-n%C3%A9e-spethmann-3316548/

Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/

Marketing in the Madness

https://www.instagram.com/marketinginthemadness/ https://www.linkedin.com/company/marketing-in-the-madness-podcast

The future of luxury is being rewritten and it’s happening faster than anyone expected!

In this episode, Katie Street sits down with Ekaterina Golovanova, Digital Director of Luxe at L’Oréal, to uncover how some of the world’s most iconic beauty brands are reinventing themselves in the age of AI, social selling, and shifting consumer expectations.

They cover everything:

• How AI is transforming skincare diagnostics and personalisation
• Why Gen Z is changing luxury forever
• The rise of TikTok Shop and the new wave of social commerce
• How luxury brands can stay exclusive while building inclusive communities
• The future of product discovery in a world of LLMs and AI agents

Ekaterina has worked with powerhouse brands like Lancôme, Armani, YSL, and Kiehl’s so this conversation goes deep into what luxury means today and what it will look like tomorrow.

If you care about AI, beauty, luxury, retail, or the future of marketing, this one is for you.

Don’t forget to follow for more unfiltered conversations with leaders reshaping the world of marketing and digital. Ekaterina Golovanova

https://www.linkedin.com/in/ekaterinagolovanov042/

Katie Street

https://www.linkedin.com/in/katiestreet/

https://www.instagram.com/streetmate/

Street Agency

https://street.agency/

https://www.instagram.com/street.agency/

https://www.linkedin.com/company/streetagency/

95% of your market isn’t buying today. So why are you still selling like they are?

This mini episode of Marketing in the Madness drops the honest truth about the 95/5 Rule and why long-term brand fame beats short-term sales hype every single time!

In this cut from our full conversation, we get into:

👉 Why showing up consistently matters more than pushing harder 👉 How to stay in front of the 95% who’ll buy later 👉 The unfair advantage of brand fame in B2B

This is street-level strategy for marketers who actually want to play the long game and win.

Jennifer Shaw-Sweet https://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/

Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/

Marketing in the Madness https://www.instagram.com/marketinginthemadness/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

AI is everywhere right now, but how are the world’s biggest brands actually using it to create growth, innovation, and personalisation that truly matters?

In this episode of Marketing in the Madness, Katie Street sits down with Balki Subramanian, Chief Digital & Information Officer at Mars Food & Nutrition, to uncover how Mars is approaching AI across household brands like Ben’s Original, Dolmio, Seeds of Change, Snickers, and Pedigree.

Balki shares real examples of AI in action. From a José Mourinho Snickers campaign to Pedigree Adoptables, an award-winning AI project helping shelter dogs find forever homes. He also opens up about the frameworks Mars uses to make sure AI is ethical, responsible, and always tied to solving real business problems.

What you’ll learn in this episode: - The difference between AI buzzwords (data science, automation, generative AI) - How to build an AI strategy that delivers results (without chasing falling for shiny tools) - Why responsible AI governance is critical for global brands - The most innovative AI campaigns from Mars - Practical advice for retail, CPG, and digital leaders starting their AI journey

If you’re interested in AI in retail, CPG marketing, or digital transformation, this episode is packed with insights you can apply in your business right now!

Don’t forget to like, comment, and subscribe for more conversations with bold marketing and digital leaders (this helps us a lot). Join us at ShopTalk Luxe in Abu Dhabi, 27–29 January 2026, to connect with global retail leaders that are breaking through the noise and explore the future of brand, creativity, and commerce. Get your ticket now: https://luxe.shoptalk.com/ Balakrishnan Subramanian https://www.linkedin.com/in/balakrishnancs/ Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/ Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/ https://www.instagram.com/marketinginthemadness/

Can AI do 90% of your job?

Maybe.

But the last 10% - story, judgment, and real human connection - is where careers are won.

In this conversation with Chris Croft, we get honest about using AI boldly without losing your voice, why brand polish matters less than authenticity, and why people skills are the new moat.

What we cover:

- Authenticity > aesthetics: Your studio and brand can change; what audiences trust is you, open and honest on camera.

- Agentic AI is here: From bookings to cold calls, AI will eat routine work so double down on the human bits: rapport, influence, leadership.

- The “20 ideas” creativity workout: Push past the obvious; ideas #15–20 often contain the gold. Then let AI add another 20 to spark what you missed.

- Where AI shines (and doesn’t): Great for ideation, structure, and pros/cons, you still choose, tell the story, and add the edge audiences remember.

- AI music is fun, not Dylan: Tools like Suno can make catchy songs, but originality and lived nuance still belong to humans.

- Aim for the top 30%: If you’re in that tier for creativity and people skills, you’ll outperform today’s AI and tomorrow’s.

If you’re a marketer, creator, trainer, or leader, this episode gives you a practical playbook for partnering with AI while staying unmistakably you. Expect candid examples, a few laughs, and a clear path to staying valuable as tech races ahead.

If this resonated, hit the notification bell to stay tuned for upcoming episodes!

Welcome to Marketing the Madness - live from Shoptalk Europe (once again)!

In this episode, Katie Street sits down with Pierric Duthoit, Chief Digital Officer at Coty, the powerhouse behind some of the world’s most iconic beauty and fragrance brands, including Gucci, Burberry, Calvin Klein, Kylie Cosmetics, and CoverGirl!

Together, they dive into the future of social commerce in beauty and retail, exploring how Coty is using influencer marketing and advocacy to build real trust and drive conversion.

Pierric opens up about what it takes to create global campaigns that resonate, why fragrance and skincare are becoming major players in online shopping, and how data, insights, and trend-spotting keep Coty ahead of the curve.

He also shares fascinating stories about Coty’s work with both mega-influencers and micro-creators, the brand’s approach to staying ahead of trends like the vanilla fragrance craze, and why social commerce is more than just a trend, it’s fast becoming the future of digital retail strategy.

If you’re in beauty, retail, or marketing, this conversation is packed with insights you won’t want to miss.

Don't forget to join us at ShopTalk Luxe in Abu Dhabi, 27–29 January 2026, to connect with global retail leaders that are breaking through the noise and explore the future of brand, creativity, and commerce.

Get your ticket now: https://luxe.shoptalk.com/

Pierric Duthoit

https://www.linkedin.com/in/pierricduthoit/

Katie Street

https://www.linkedin.com/in/katiestreet/

https://www.instagram.com/streetmate/

Street Agency

https://street.agency/

https://www.instagram.com/street.agency/

https://www.linkedin.com/company/streetagency/

In today’s sea of sameness, AI tools and ChatGPT generated content are everywhere - but are they enough to build trust?

In this talk, Katie Street shares why human connection, authenticity, and video-first content are the real game-changers in B2B marketing. From LinkedIn growth strategies to building personal brands that outperform corporate logos, discover how to stand out and win trust in a noisy digital world.

In this episode, you're going to learn why:

- People buy from people, not faceless brands - LinkedIn and YouTube are the top platforms for agency growth - Video, energy, and enthusiasm build trust faster than polished logos - Human-led content gets up to 38% more engagement than brand posts - Agencies must showcase real people - not just products or services

With stories from brands like UGG, insights into influencer-style B2B strategies, and proof from leaders like Gary Vee and Steven Bartlett, this session will inspire you to stop hiding behind your logo and start showing your face!

Subscribe to our channel for more on B2B marketing strategy, personal branding, AI in marketing, and much more!