The Business of Marketing

Chris Bagnall, CEO, Transmission

In this episode of The Business of Marketing, John Horsley sits down with Chris Bagnall, Founder and CEO of Transmission.
They explore why B2B marketing is being reshaped, from the collapse of siloed agencies to the rise of customer-obsessed, commercially driven marketing.
Chris shares why traditional demand generation is broken, why brand matters more than ever in an AI-driven buying journey, and how marketers need to evolve from lead generators to business leaders.
A sharp, no-nonsense conversation on what it really takes to drive growth in modern B2B.

Toby Southgate, Global Group Chief Executive Officer, We Are Social

In this episode of The Business of Marketing, Justin Cooke speaks with Toby Southgate, Global CEO of We Are Social, recorded live at Advertising Week Europe.
 
Toby shares his journey from economics, banking and early internet publishing into agency leadership, before exploring how social has moved far beyond a media channel.
 
They discuss why brands need to participate in culture, how communities shape brand relevance, why creativity matters even more in an AI-driven world, and what it takes to lead a global creative agency at scale.
 
A thoughtful conversation on social-first creativity, brand building, culture, leadership and the future of marketing.

Soizic Sycamore, Managing Director, Plan.Net Group

In this episode of The Business of Marketing, John Horsley speaks with Soizic Sycamore, Managing Director of Plan.Net UK, part of Serviceplan Group, recorded live at Advertising Week Europe.
 
They explore why customer experience must come before technology, how data and MarTech are often misunderstood, and why many organisations still struggle to turn insight into meaningful action.
 
Soizic shares perspectives on breaking down silos, improving customer lifetime value, and the growing importance of loyalty, storytelling and brand personality in an AI-driven world.
 
A thoughtful conversation on customer-centric marketing, transformation, and what brands need to do to stay relevant as buying journeys evolve.

Paul Cash, Founder and Chief Rooster at RoosterPunk

Paul Cash, Founder and Chief Rooster at RoosterPunk, on how B2B lost its emotional edge, the three yeses every buyer needs to say before they buy, why storytelling is biological rather than fluffy, and what Workday got right. Recorded live at Advertising Week Europe.

Alice Beecroft, Senior Director, Global Strategy and Partnerships at Yahoo DSP

Alice Beecroft, Senior Director, Global Strategy and Partnerships at Yahoo DSP, on why agentic AI is the next RTB-level shift, a future where buyers don't open the DSP, why commerce is a bigger opportunity than retail, and what walled garden collaboration looks like. Plus leading Yahoo's global neurodiversity group. Recorded live at Advertising Week Europe.

Victoria Dyke, Co-Founder of Ziggy

Victoria Dyke, Co-Founder of Ziggy, on how AI is rewriting B2B buyer behaviour, the rebalancing act between brand and performance, why win rates matter more than opportunity volume, and commercial literacy as the defining skill for modern marketers. Recorded live at Advertising Week Europe.

Tom Ollerton, Co-Founder of Automated Creative

Tom Ollerton, Co-Founder of Automated Creative, on why best practice is just copying, what strategic tagging reveals about why ads actually work, the real economics underneath the AI boom, and why marketing now resets to zero every few months. Recorded live at Advertising Week Europe.

Fiona Salmon, Managing Director at Mantis

Fiona Salmon, Managing Director at Mantis, on why transparency is the next shift in ad tech, how contextual targeting has come back smarter for a cookie-less world, why brand safety is overblocking news, and sustainability as an efficiency play. Recorded live at Advertising Week Europe.

Dragos Marica, Associate Director, Performance Marketing at Directive

Dragos Marica, Associate Director, Performance Marketing at Directive, on platform over-reliance, how AI search is rewriting SEO, why creative now sits at the centre of performance marketing, and the brand vs demand balance when the low-hanging fruit has gone. Recorded live at Advertising Week Europe.

Dawn Miley, Senior Director, EMEA Growth Marketing and UK Regional Marketing at Adobe

Dawn Miley, Senior Director, EMEA Growth Marketing and UK Regional Marketing at Adobe, on brand vs performance, AI and discoverability, scaling across 40+ EMEA markets, and why storytelling still wins. Recorded live at Advertising Week Europe.