WFA's Better Marketing Pod with David Wheldon

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  Ep 52: Andrew Tindall on defining creativity and why emotion matters for effectiveness 19.08.2026 25นาที

  Advertising is getting pricier, yet the results many marketers care about most are shrinking. Brand effects like awareness, trust and differentiation are dropping across award-winning case studies, even as budgets climb, and that should worry anyone responsible for growth. David talks with Andrew Tindall from System1 about what sits underneath that decline and how to fix it without hiding behind vanity metrics. Andrew unpacks why emotional response is not a “nice to have”, but one of the most...
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  Ep 51: Opella's Alberto Hernandez on the commercial payback from curiosity, courage and purpose 01.07.2026 33นาที

  Half the health information people see on social media is incomplete or wrong, and the result is bigger than a fact-checking problem. It’s a confidence problem. When four out of five people don’t feel comfortable making self-care choices, treatable issues get ignored and brands lose the chance to help. David speaks with Alberto Hernandez, Chief Growth Officer at Opella, about what consumer healthcare marketing should do next: guide people towards clearer, safer decisions while still ear...
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  Ep 50: 50 episodes in David Wheldon reflects on conversations with the world’s top marketing minds 08.06.2026 22นาที

  Fifty episodes in, one lesson keeps getting louder: marketing is still a person-to-person craft, even when the world feels dominated by platforms, dashboards, and AI. Recording from Stockholm during Global Marketer Week, in this episode David Wheldon reflects on what he has learned from CMOs and top marketing thinkers and why the energy of human contact makes ideas sharper, braver, and more useful. We dig into leadership under pressure, starting with a principle that sounds simple and turns ...
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  Ep 49: Google's VP Global Ads Dan Taylor: "AI is more of a leadership than a technology challenge" 07.05.2026 31นาที

  Real people do not move neatly from awareness to consideration to purchase, they jump between searching, streaming, scrolling and shopping, sometimes all at once. That messy middle is where brands win or disappear, and it is exactly where AI-powered advertising and modern measurement start to matter according to the next guest on the WFA Better Marketing Podcast Dan Taylor, VP of Global Ads at Google. On this episode Dan speaks to David Wheldon to unpack what has changed over two decades of ...
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  Ep 48: Judy Smith on why "be who you say you are" is the only crisis playbook that matters 02.04.2026 29นาที

  In this episode David Wheldon talks with Judy Smith, crisis management expert and former White House advisor, about what protects reputation when risk is everywhere and scrutiny is constant. We come back to one hard rule for leaders and brands: be who you say you are, even when the story is moving faster than your playbook. In this episode David and Judy cover: • Being who you say you are as the foundation of trust, values and reputation • Managing brand reputation as both technology an...
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  Ep 47: HP's Antonio Lucio on leading through a CEO transition, an AI surge and 4 layers of disruption 04.03.2026 33นาที

  When everything shifts at once, composure becomes a strategy. David Wheldon talks with HP’s Antonio Lucio to explore how leaders stay steady through geopolitics, macro pressure, generative AI, and an unexpected CEO transition—while keeping teams focused, customers centred, and growth on track. Antonio cuts through the AI hype with three pragmatic plays: scale asset optimisation for faster NPI readiness, use identity-led media to guide IT decision makers across their buying journey, and autom...
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  Ep 46: Grab CMO Cheryl Goh's playbook on how to 'cross swim lanes' for commercial impact 04.02.2026 24นาที

  Growth doesn’t start with an ad. It starts where your product decisions meet real people. We sit down with Cheryl, newly named Global Marketer of the Year, to unpack how Grab scaled across Southeast Asia by turning marketing into a true commercial engine—where product, pricing, algorithms, and culture work in sync to earn trust and drive results. We chart the journey from a scrappy airport-ride promo to a system of problem-space teams that cross swim lanes by design. Cheryl explains why imme...
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  Ep 45: Is it all about AI? What's really shaping the CMO Agenda? - 2025 in review 15.12.2025 13นาที

  In this episode we review a year of conversations with Unicef's Frederique Covington Corbett, culture guru Marcus Collins, Cathay Pacific's Ed Bell, Meta's Nicola Mendelsohn, Marcel Marcondes from AB InBev and Global Marketer of the Year, marketing expert Seth Godin, Leyal Eskin Yilmaz from the Magnum Ice Cream Company, and Ogilvy's Rory Sutherland. These conversations led to one clear truth: the best marketing is still about people. We pull together the sharpest lessons for CMOs and brand le...
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  Ep 44: Rory Sutherland on fat-tailed marketing and why creativity outperforms efficiency 26.11.2025 35นาที

  The biggest wins in marketing rarely fit into neat dashboards. Rory Sutherland joins us to unpack why creativity is “fat-tailed,” how a few outlier ideas create the lion’s share of value, and why short-term incentives push teams to optimise what’s easy to count rather than what actually compounds. From “member since” on a card to names on Coke bottles, we dig into billion-dollar ideas that cost little to make but transform loyalty, fame, and lifetime value. David and Rory get honest about me...
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  Ep 43: Magnum Ice Cream's Leyal Eskin Yilmaz on Unilever, Minecraft ice cream and cultural relevance 01.10.2025 31นาที

  In this episode of the Better Marketing Podcast with David Wheldon, Leyal Eskin Yilmaz, CMO of Europe, UK, Ireland, Australia and New Zealand for the Magnum Ice Cream Company, shares insights on building a new marketing organisation as the business separates from Unilever. Key points covered: Creating a new company while running the business is like "building a new house while living in it".Each geographic market shaped Leyal's leadership approach differently - Turkey (agility), US (scale), ...
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  Ep 42: On story, strategy and stealing attention with marketing guru Seth Godin 25.08.2025 33นาที

  What happens when one of marketing's most influential thinkers shares his unfiltered wisdom about the state of our industry? Seth Godin joins the WFA Better Marketing Podcast to deliver profound insights that challenge conventional thinking about what makes marketing truly effective. Seth dismantles common misconceptions about marketing's purpose: "Marketing is about how we're going to tell a story that other people want to hear," he explains, emphasizing that great storytelling isn't an inn...
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  Ep 41: On marketing as the bridge between consumer and business with Marcel Marcondes, AB InBev 10.06.2025 30นาที

  The marketing landscape is undergoing profound shifts, requiring marketers to rethink traditional approaches. At the forefront of this evolution stands Marcel Macondes, AB InBev's Global CMO and winner of the 2024 WFA Global Marketer of the Year award. His philosophy brings a refreshing clarity to how marketing should function today: as a bridge between consumers and business. Throughout this compelling conversation, Marcel talks about how AB InBev now owns eight of the world's ten most valu...
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  Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta 28.04.2025 28นาที

  In this episode of the Better Marketing Podcast, Nicola Mendelsohn, Meta's Head of Global Business Group, shares insights on how Meta is transforming from a teenage platform to a mature business partner for advertisers with innovative tools, AI implementation and a renewed focus on effectiveness. From her early agency days to her pivotal role at Meta over the past 12 years, Mendelsohn brings a unique perspective that bridges creative thinking with technological innovation. Between Ray-Ban M...
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  Ep 39: Cathay Pacific’s Ed Bell on their marketing secret plus lessons from Asia for marketers 02.04.2025 32นาที

  What does it take to rebuild an airline brand after the devastating impact of a global pandemic? Ed Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, takes us behind the scenes of one of aviation's most remarkable recovery stories. Bell's journey from agency dynamo during China's economic boom to airline marketing leader offers a masterclass in resilience and strategic thinking. Having worked on iconic launches like the Motorola Razr and Beijing Olympics w...
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  Ep 38: Dr Marcus Collins on navigating culture, meaning and purpose 26.03.2025 29นาที

  What makes a brand truly meaningful in people's lives? In this captivating conversation with Dr. Marcus Collins - professor, agency strategist, and cultural marketing expert - we explore how the most powerful brands transcend their product categories to become vessels of meaning in culture. Marcus reveals why brands aren't something we construct but rather what others think of them. Through examples like Patagonia, Nike, and Beyoncé, he illustrates how brands that stand for something beyond ...
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  Ep 37: On being a real global marketer, Gen Alpha and hushing with Dr Frederique Covington Corbett, UNICEF 05.03.2025 25นาที

  In this episode of WFA's Better Marketing Podcast in partnership with Meta, David Wheldon speaks with Dr Frederique Covington Corbett who is in the private sector division of UNICEF as Chief of Global Brand & Marketing. David and Frederique discuss the biggest mistake marketers make, whether Gen Alpha is getting the leadership they need, why CEOs need to become Chief Energy Officers, the hushing trend sweeping across companies and what Chief Marketing Officers may be surprised about...
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  Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot 12.12.2024 58นาที

  In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to marketing guru, Mark Ritson, and his AI-generated alter ego, the Ritbot. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
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  Ep. 35: On redefining customer proposition with Michelle McEttrick, Primark 27.11.2024 38นาที

  In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to Primark's Chief Customer Officer, Michelle McEttrick, about pivoting from a 'no marketing' approach to brand building to redefine customer proposition and grow in new markets. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
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  Ep 34: On purpose-driven human progress, women empowerment and AI with Ulrike Decoene, AXA 03.09.2024 29นาที

  In episode 34 of the Better Marketing Pod, David Wheldon speaks to AXA Group Head of Communication, Brand and Sustainability, and a member of the AXA Management Committee, Ulrike Decoene. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
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  Ep 33: On how a YouTube music channel can help sell cars with Allyson Witherspoon, Nissan 30.05.2024 25นาที

  In this episode of the Better Marketing Pod, David Wheldon speaks to Allyson Witherspoon, Global CMO of Nissan Motor Corporation about the electric vehicle race, why marketers should always put brand before product and how a YouTube music channel can help sell cars. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.