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The Whole Marketer Podcast

The Whole Marketer Podcast

By: Abby Dixon
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 The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.comLabyrinth Marketing 2024 Economics Management Management & Leadership Marketing Marketing & Sales
Episodes
  • Episode 153 – Creative Excellence with guest Rich Atkinson-Toal: Tips from Amex’s Global Brand and Marketing VP on Cultivating a Culture of Creativity in Your Team

    Episode 153 – Creative Excellence with guest Rich Atkinson-Toal: Tips from Amex’s Global Brand and Marketing VP on Cultivating a Culture of Creativity in Your Team
    Jul 28 2025
    Episode #153. This topic is a technical and human skill that all marketers should strive to develop in order to solve problems and inspire new thinking, ideas, products and experiences for your consumers and your organisation… we’re talking about creating a culture of creative excellence – what it is and how to get started. Abby’s guest expert is Rich Atkinson-Toal, VP of Global Brand and Marketing at Amex Global Business Travel. His marketing and communication leadership experience extends across B2C and B2B brands including Barclays and Barclaycard. Over the last 18 years, Rich has worked across all marketing and management disciplines, including media, creative, marketing, technology, production, communications, planning and activation. He is also deputy chair and non-executive director of the Data and Marketing Association and as a growth orientated, passionate and ambitious leader he believes culture and purpose are key components of brand and business success. In this episode, Rich shares his definition of creative excellence, the process he puts in place as a leader to make time and space for creativity, reviewing and aligning creativity, starting your creative excellence culture and how to engage your team. Plus his highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction Creative Excellence 00:04:15 Defining Creative Excellence 00:07:04 Clarity and Alignment in Creativity 00:08:06 Creativity as a Mindset Across the Organisation 00:10:01 Practical Steps to Shift Creative Culture 00:14:53 Creative Reviews and Consistency 00:19:13 Measuring External Creative Excellence 00:25:10 Skills and Behaviours for Creative Teams 00:30:35 Protecting the Creative Team Environment 00:34:12 Lessons Learned in Creative Transformation 00:38:08 Career Highs and Lows 00:42:27 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Rich Atkinson-Toal | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    44 mins
  • Episode 152 – Advertising with guest Adam Morgan: Is Your Advertising Suffering from the Cost of Dull?

    Episode 152 – Advertising with guest Adam Morgan: Is Your Advertising Suffering from the Cost of Dull?
    Jul 14 2025
    Episode #152. Today’s focus is a technical skill on advertising – specifically the significant implications of uninspired advertising and how to overcome dullness in your work. Abby’s guest expert is Adam Morgan, legendary marketing strategist, speaker, podcast host and author of Eating The Big Fish (which first popularised the term challenger brands some 20 years ago). As founder and partner of Eat Big Fish, an international consultancy that specializes in bringing a challenger mindset to client problems in the area of strategy, culture and innovation, he is passionate about helping brands overcome mediocrity. His latest project, The Extraordinary Cost of Dull, a collaboration with Peter Field, Jon Evans and Dr Karen Nelson-Field, delves into just how costly it is for brand owners and marketers to be dull. In his podcast entitled ‘Let's make this more Interesting’ Adam speaks to fascinating people who excel at engaging their audience. In this episode, Adam shares the background to his ‘cost of dull’ project and research showing that dull campaigns require higher media spend to achieve results. He discusses the reasons why dullness persists, five key questions to help marketers create more engaging, distinctive work, and embracing the mindset of a challenger. Plus, his career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Advertising and the ‘Cost of Dull’ project 00:03:19 Defining the Cost of Dull 00:04:39 Dullness as Exclusion & Societal Impact 00:06:33 Why Tackle Dullness 00:10:57 Prioritizing Where to Be Interesting Framework 00:13:30 Findings from the ‘Cost of Dull’ Research 00:18:24 Why Dullness Persists: The Five Drivers 00:25:52 How to Avoid Being Dull 00:26:20 The Five Questions to Ensure Engaging and Effective Communication. 00:38:31Challenger Brands Mindset 00:42:31 Career Highs and Lows 00:45:04 Advice for Marketers of Tomorrow Links Lets Make This More Interesting — eatbigfish. Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Adam Morgan | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    48 mins
  • Episode 151 – Step Change Growth with guest Jo McClintock: Trainline’s Brand & Marketing VP on How Marketers Can Drive Step Change Growth Through Curiosity and Collaboration

    Episode 151 – Step Change Growth with guest Jo McClintock: Trainline’s Brand & Marketing VP on How Marketers Can Drive Step Change Growth Through Curiosity and Collaboration
    Jun 30 2025
    Episode #151. Today’s focus is a technical skill on how to step change growth of your brand or business. When we refer to step change, we don’t mean incremental movements in growth, but a bold, substantial shift; whether that’s a significant reversal of brand decline or stepping out into new categories and territories in pursuit of brand-new growth opportunities. It requires a real mindset shift – plus bravery and curiosity – to step change growth of your brand of business. Joining Abby is her guest Jo McClintock, award-winning marketer and Trainline’s VP Brand and Marketing. Jo is known in the industry for her strategic thinking, combining brand purpose and commercial strategy for brands such as Moonpig, Skyscanner, Screwfix and today at Trainline. This has really shown up in big ideas such as the award-winning ‘I Came By Train’ sustainable train initiative to get more people out of cars and planes and onto the rails, as well as scaling Trainline into four new international markets. In this episode, Jo shares her definition of a step changing growth, how to bring new ideas to your team, building a collaborative culture that supports bold ideas, helping others to visualise to bring to life and making space for curiosity. Plus, her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Step Change Growth 00:02:42 Defining Step Change Growth (00:02:42)  00:04:15 Approach to Achieving Step Change 00:05:36 Culture of Curiosity and Psychological Safety 00:07:05 Critical Thinking and Accountability 00:09:31 Building and Evolving Ideas Collaboratively 00:12:33 Examples of Step Change at Trainline 00:17:21 The “Four Worlds” framework (customer, culture, business, category) 00:18:40 Permission to Think Big 00:20:00 Jo’s Strategic Thinking Process 00:25:03 Career Highs and Lows 00:27:31 Advice for Marketers of Tomorrow Book Recommendation: Where Ideas Come From Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Jo McClintock | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    28 mins
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