More of us are living longer and what it means to be an ageing consumer is changing. So how will brands market themselves to tomorrow’s older population? This is a generation that is used to shopping online, holds authenticity in high regard, and has issues like sustainability top of mind. The old advertising tropes of an elderly couple walking on a beach probably won’t cut through, so how will brands talk to these consumers in a relevant and engaging way? It is a huge opportunity. As Jen Whyte, Front End Innovation Insights Director at Haleon, puts it: “Where does the money lie? The money lies with this older cohort." In this episode of The Persuasion Game podcast, she shares her views on the way brands market themselves to older people now, and how to persuade younger consumers to think about their own futures today. We also hear from Anniki Sommerville, an author, journalist, and influencer — who’s built a reputation for her sharp and insightful takes on modern life. They offer different perspectives on how to speak to and connect with older consumers. Follow Anniki on Instagram Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. CHAPTERS: (00:00) Introduction (03:33) Global ageing trends and healthcare (05:50) Preventative health and supplements (11:03) Marketing to older consumers (20:58) Authenticity in branding

Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining? But for Grant McKenzie, former-CMO of Asahi, it’s exactly because a category is declining, that brands should be excited. His view: “It might be easier to make money in a declining market than it is in a growing one.” Grant has a huge amount of experience working in declining categories, most notably beer, turning brands from regular players to category leaders - and making big profits along the way. In this episode of The Persuasion Game podcast, he shares his experiences  about the different levers marketers can pull to grow in a category that’s in decline. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. CHAPTERS: (00:00) Introduction (02:51) Strategies for growth in declining categories (04:08) How Grant tripled beer sales (05:54) Look for the people who’ve given up (19:52) Innovation and Long-Term Strategies (22:05) Private labels

This episode of The Persuasion Game podcast is  about the three things you have to do as a brand to get your portfolio strategy right. Our guest this week is Steven Melford, who co-founded The Forge 12 years ago. Steven, Adam and Laura discuss the art and science of great portfolio management, why all branding decisions need to be anchored in value, and the importance of having an eye on the future. We also reflect on the importance of sometimes saying no to a new opportunity, and why more brands need to focus on consumer needs, rather than internal capabilities. This episode is the last in our portfolio strategy series and pulls together some key takeaways from leading figures at major brands. Links: Steven’s article: Why your portfolio could be getting in the way of your growth ambitions CREDITS: The secret to a winning portfolio with Sally Smallman, Diageo Julian Gomez Part 2: Unlocking brand portfolio growth Breaking through in innovation with Jane Buck, Cadbury Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. CHAPTERS: (00:00) Introduction (02:29) Understanding Portfolio Strategy (05:04) Distinctiveness in Portfolio Strategy (10:33) Challenges and Opportunities in Portfolio Strategy (16:18) Consumer-Centric Approach (21:28) Future Value and Market Trends

“The core is the heartbeat of your business. If the core is 85% of your business and it declines by 1%, you need your innovation to grow by an incremental 10-to-15% to make up for that.” The core is the backbone of any brand’s success, but too often it is forgotten about in favour of new innovations or the latest trends.  In this episode of the Persuasion Game podcast, Adam and Simon discuss the importance of the core and how innovation can actually support it, with Amit Singh, former Marketing Director at McCormick and Company. Amit has been working in this space for years, having previously been at Mondelez, PepsiCo and Costa. He talks about how to protect the core while exploring the edges, understanding that the core is not static, and how reframing your core can unlock new growth opportunities. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. (02:04) Defining and Evolving the Core (06:17) The Importance of Consumer Insight (13:08) Reframing the Core for Growth (23:10) Innovation and Core Synergy (26:29) Concluding Thoughts and Reflections

In this episode of the Persuasion Game podcast, Adam and Laura sit down with  Dan Quinn from The Forge to discuss the strategies and mindsets that underpin successful innovation. Dan is The Forge’s Head of Innovation, and throughout his career has worked with some of the world’s biggest consumer brands. This episode pulls together some key takeaways from leading figures at major FMCG brands, focussing on some of the biggest innovation themes, including (re)framing the opportunity, understanding consumer needs, the different challenges faced by challenger and established brands, and the universal need for authentic communication. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. CREDITS: Crafting unique non-alcoholic experiences with Imme Ermgassen, Botivo https://open.spotify.com/episode/0cnDo3lI1wTkdZoKH8TPsg Playing the innovation long game at Asahi with Grant Mckenzie https://open.spotify.com/episode/3Glm247n4qyMFuJoMY7nZq Breaking through in innovation with Jane Buck, Cadbury https://open.spotify.com/episode/2GIFf2Ig2kCLomTNez8rEp

What is the ‘secret sauce’ to managing a portfolio of category-leading brands? Who better to ask than Sally Smallman, the Global Consumer Planning Director for Whiskies at Diageo? In this episode of the Persuasion Game podcast, Adam and Laura sit down with Sally to do just that, exploring the challenges and opportunities managing multiple brands presents. Diageo owns some of the most famous whisky brands in the world, and at various price points. Sally shares her experiences of protecting heritage whilst maintaining relevance, gives us an insight into the ‘Diageo bible’ on how to build brands, and tells us why increasingly there’s a focus on growing a category as a whole to benefit your brand. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.

In this episode, Adam and Laura reflect on their recent experiences at Advertising Week Europe. At AWE, Laura interviewed previous podcast guest Katie Evans, CMO of Burger King UK, about the Bundles of Joy campaign before Adam and Laura attended talks with brands including Jaguar and Vaseline. The podcast draws together the big themes from the conference including: the growing prevalence of brands adopting a challenger mindset, meeting consumers at their level with authenticity, and thinking about the entire consumer context to create value. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. CREDITS Katie Evans on The Persuasion Game: https://open.spotify.com/episode/0UpvX4gTogiL7sUE0igZi4 Nick Graham on The Persuasion Game: https://open.spotify.com/episode/3AMSb9808W9MuBzAr9vUyb Nick Manning and Caroline Marshall on The Persuasion Game: https://open.spotify.com/episode/2TWHtg8o8MDcnx9P4vK546?si=1I5r5OfcRxer5lUENJJ72Q Burger King Bundles of Joy ad: https://www.youtube.com/watch?v=kFX6lHi6SZs Jaguar: https://www.jaguar.co.uk/copy-nothing/index.html Cole Walliser, Glam Bot: https://www.instagram.com/colewalliser/?hl=en

In this episode, Adam and Laura welcome back Julian Gomez to the podcast to discuss portfolio strategy, focusing on his extensive experience as CMO of Unilever's beauty and personal care business. The conversation deep dives into the importance of creativity and passion in building successful brands, how internal politics and emotions affect strategy, and the critical balance between logic and magic in decision-making. For further reading on brand portfolio, check out:  Why your portfolio could be getting in the way of your growth ambitions Seven success factors for brand portfolio growth Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.

In this episode of The Persuasion Game, hosts Simon and Adam sit down with Julian Gomez, a highly experienced senior marketer, to discuss the crucial topic of Diversity, Equity, and Inclusion (DEI) in marketing. They explore Julian's wealth of experience with DEI marketing initiatives from his role as CMO for Unilever's beauty and personal care brands across 40 markets in EMEA and ANZ. They discuss the business case for representing diverse consumers, why DEI initiatives are under threat, and the challenges of leading a portfolio across diverse global markets. Packed with valuable insights and practical advice, this episode is a must-listen for anyone looking to better understand and implement DEI in their marketing efforts whilst avoiding the pitfalls. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. Links: McCain ‘We Are Family’ (2019)  https://youtu.be/HgjXw2OMEIQ

In this thought-provoking episode, hosts Laura and Simon sit down with Poppy Mardall, founder of Poppy's Funerals, a company redefining funeral care with empathy, individuality, and transparency. Funeral care is an industry with some of the most deeply entrenched traditions, but Poppy’s Funerals is doing things differently. Poppy shares her approach to empowering grieving families, her dedication to offering personalised and respectful experiences, and the importance of breaking societal taboos around death. She is a truly inspiring entrepreneur, making a huge difference to people’s lives whilst disrupting one of society’s oldest professions. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.

In this episode of The Persuasion Game, Laura talks with Nick Manning, co-founder of Manning Gottlieb, and Caroline Marshall, former editor of Campaign, about the rapidly changing advertising landscape and discusses their pioneering 'Advertising: Who Cares?' initiative. This wide-ranging conversation explores the evolution of digital platforms, the impact on traditional media, and the importance of creativity in advertising.  CREDIT Advertising: Who Cares? Website for information and sign up: www.advertisingwhocares.org YouTube links for workstreams include: Jenny Biggam, Trading, Transparency and Trust workstream: https://www.youtube.com/watch?v=10olFBhRoh0 Lucy Jameson, Creativity and Craft workstream: https://www.youtube.com/watch?v=Rv5vf4el8B8 Crispin Reed, Recruitment and Wellbeing workstream: https://www.youtube.com/@advertisingwhocares Caroline reflects on ad legend Jeremy Bullmore: https://www.campaignlive.co.uk/article/tribute-jeremy-bullmore-caroline-marshall/1809671 Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.

In this insightful episode, hosts Adam and Laura sit down with Selina Sykes, Global Lead for Digital, Media, and Commerce at Unilever. They delve into the essence of partnerships, storytelling, and leadership in the modern business landscape. Selina shares her journey from a psychology student to a leader in digital marketing and discusses the importance of empathy and compassion when driving successful partnerships and brand transformations. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.

In this podcast episode, hosts Adam and Laura engage in a lively conversation with Imme Ermgassen, co-founder of Botivo, a non-alcoholic, “big sipping” aperitivo. They discuss Imme’s unique approach to brand building including breaking the non-alc category rules by creating a pleasure-focused product. She discusses the challenges in educating consumers and category buyers and the tactics she has used to create awareness and drive trial. This is a fascinating discussion with a visionary entrepreneur and brand-builder at the top of their game.  Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.

In this insightful episode, hosts Laura and Simon discuss sustainability with Joss Ford, founder of Enviral, a communications agency dedicated to combatting boring sustainability stories. Joss shares his journey into sustainability, the challenges of effectively communicating it, and the importance of integrating it into business strategies.  They explore the dynamics within NGOs and corporations, the balance between progress and perfection, and the impact of engaging creative approaches. The conversation also touches on the importance of addressing absolutist positions and fostering collaboration for meaningful change in the sustainability landscape. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.

In this festive episode of The Persuasion Game, hosts Laura and Adam embark on a Christmas special where they tackle some common festive dilemmas but with a twist - they’ll be using marketing insights from past guests.  Drawing on their discussions with previous pod guests Jane Buck, Grant Mckenzie, Paul Thomas, Katie Evans, Nick Graham and Alex O’Rourke they explore family traditions, gifting, creating an inclusive holiday atmosphere and more. Packed with practical advice, heartwarming stories, and festive cheer, this episode offers valuable tips on leveraging persuasion techniques for a joyful and harmonious Christmas. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. CREDITS Carol of the Bells: https://www.youtube.com/watch?v=z7iJpBB9BE4 Donna and Blitzen, Badly Drawn Boy: https://www.youtube.com/watch?v=EerNlcxBJyU Santa Claus is Comin’ to Town, Bruce Springsteen: https://youtu.be/76WFkKp8Tjs?si=JOwHOfLPFg67r6Xy The Forge’s Christmas playlist: https://open.spotify.com/playlist/2au2pvCou8vVQ7v2ndnvUi?si=P2WnhFejRqKl64mu2yC23A&pi=e-sHopt66yQqeP&nd=1&dlsi=6c525ede627644ec Season 1, Episode 4 of This Way Up, courtesy of Merman Productions and Channel 4: https://www.youtube.com/watch?v=SzFiWuJj1u8 Etsy, Where’s Waldo?/Where’s Wally? Courtesy of DreamWorks Distribution Ltd: https://www.youtube.com/watch?v=eYgOUJIgd7c The Gifting Hour | John Lewis & Partners | Christmas Ad 2024: https://www.youtube.com/watch?v=55ghIHTaRzM

In this episode of The Persuasion Game, Laura Halliday and co-host Adam Rowles interview Jane Buck, Global Head of Innovation at Cadbury.  Jane is a seasoned expert in innovation with an extensive background at major brands including Mondelez and Unilever where she launched and scaled the €1BN+ personal care brand Love Beauty & Planet Jane discusses her unique approach to brand development, explaining how she integrates consumer insights with visionary thinking to drive innovation, how she spots patterns and opportunities, and the importance of balancing short-term actions with long-term vision in corporate settings. The conversation also covers her time co-founding and launching natural skincare brand REN which Unilever eventually acquired. Finally, Jane shares her perspective on leadership, emphasising the need to push teams beyond their comfort zones and the value of holding hypotheses in a fluid, patient manner. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.

In this episode, Laura Halliday and co-host Adam Rowles are joined by Nick Graham, an esteemed leader with senior roles at PepsiCo North America and Mondelēz. Nick shares his expertise on how iconic brands like Pepsi and Cadbury have adapted their strategies to stay relevant in a fast-changing world. They explore the power of nostalgia, storytelling, and emotional connection in creating meaningful campaigns that resonate with audiences. Hear how Nick helped Pepsi rediscover its “timeless spirit” tapping into nostalgia that so many people can connect with such as in the 1980s-inspired logo redesign. Then with Cadburys, hear how the ‘Cadbury’s Gorilla’ ad was a “lightning in a bottle” moment that shaped expectations for subsequent campaigns and how they embraced the value of generosity to reshape its marketing. Nick also reflects on the evolving role of consumer insights in today’s AI-driven landscape and why human connection remains at the heart of great marketing. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. *** Links Paula Hamilton VW ad 1987: https://www.youtube.com/watch?v=gKQIUJOr1GA  VW ‘Gas station’ ad 1996: https://www.youtube.com/watch?v=lso-fQIR_M8  John Lewis, ‘Always a Woman’: https://www.youtube.com/watch?v=jYOsWWKHZVw

In this episode, Laura Halliday and co-host Adam Rowles discuss some of Burger King’s most impactful marketing campaigns with Katie Evans, Chief Marketing Officer of Burger King UK.  Operating in the highly competitive UK quick service restaurant sector, Katie shares how Burger King behaves like a challenger brand to create maximum impact with its communications versus its competitors with much larger media budgets.  She talks about the roles of authenticity, agility and insight in starting meaningful conversations with the public. And she reflects on Burger King UK’s latest campaign ‘Bundles of Joy' which featured mums eating Burger King after birth - where the conversation took on a life of its own… Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge

In this episode, Simon and Laura are joined by marketing professional Grant McKenzie to explore the evolution and innovation in the world of alcohol-free beverages. The conversation covers overcoming market skepticism, strategic rebranding, and positioning non-alcoholic beers as positive lifestyle choices linked to sports and health benefits.  They also delve into future trends, including regional successes, flavour experimentation, and the growth of adult soft drinks like kombucha. Tune in for a comprehensive look at the marketing journeys, resilience, and future potential in the non-alcoholic drinks industry. Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge.

In this episode, Simon and Laura are joined by Alex O'Rourke, co-founder of Locksmith and experienced marketer. Together, they explore the challenges and strategies of self-promotion and navigating societal barriers as a woman in the workplace. Alex shares her knowledge as a transformational life coach and delves into issues including the importance of creating a personal narrative.  With insights into the DISC profiling tool and personal anecdotes about overcoming professional hurdles, she offers valuable guidance on how individuals can successfully self-promote for personal and professional growth.  Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge.