Marketing in the Madness

We're kicking off a brand new Marketing in the Madness series recorded live at Shoptalk Luxe Abu Dhabi. Picture this: a podcast studio on the beach at Emirates Palace, sunshine and some of the sharpest minds in luxury retail talking candidly about AI, loyalty programmes, omnichannel and what the future of commerce actually looks like. Over the next few weeks, we'll be sharing short, sharp, insight-packed conversations with senior leaders from brands including eBay, Monica Vinader, Hilton and more - basically, the people genuinely shaping what's next across luxury, retail and tech. And we're starting strong. In our first episode of this series, Katie Street sits down with Amit Keswani Manghnani, Chief Omnichannel & AI Officer at Chalhoub Group, a 70+ year luxury powerhouse operating across the GCC, Europe and beyond. Here's what they cover: 00:00 - Welcome to Shoptalk Luxe Abu Dhabi 01:12 - Introducing the new Marketing in the Madness series 02:05 - Meet Amit Kawani & the scale of Chalhoub Group 04:30 - What it really takes to make AI work in retail 08:15 - Building predictive models & “next best action” strategies 11:40 - AI in action: Meet Layla, the beauty chatbot driving 2x basket uplift 15:20 - Loyalty, payments & creating stickier customer relationships 19:10 - Why seamless omnichannel is now table stakes 22:45 - The future of commerce over the next 3–5 years And because this series is part of our partnership with Shoptalk Luxe, if conversations like this one spark ideas, you'll definitely want to be in the room next time!  Shoptalk Europe 2026 is already shaping up to be HUGE. If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here:  https://europe.shoptalk.com/home?utm_source=mediapartner&utm_medium=website&utm_campaign=marketing-in-the-madness-podcast   Don't forget to like, comment and subscribe so you don't miss the rest of the series.   Connect with us: Amit Keswani Manghnani https://www.linkedin.com/in/amitkeswanim/ Katie Street  LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness  LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/ Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

White ponytail, black sunglasses and fingerless gloves.  You immediately think of Karl Lagerfeld. That's the power of a strong personal brand. Mirjam Schuele, SVP of Marketing at Karl Lagerfeld and our host Katie Street explore how one of fashion's most iconic personal brands became a global house built on accessibility, authenticity and cultural relevance. From reinventing Chanel and Fendi to launching his own label, Karl built more than collections - he built a recognisable identity and a world people wanted to be part of. Here's what we cover: Karl Lagerfeld: The man who became the brand Why he chose to build his own label after Chanel & Fendi “Masstige”: Making luxury more accessible without losing prestige The H&M collaboration that changed fashion forever Authenticity, provocation and why people gravitated to Karl Building a personal brand before building a business What happened after Karl passed away Protecting a legacy while evolving for a new generation Why community and emotional connection now matter more than polish This conversation explores how luxury can be inclusive without losing its edge and what today's brands can learn from a man (and legend) who understood identity, accessibility and cultural timing long before they became marketing buzzwords. If you're interested in brand building, personal branding at scale, luxury marketing, or community-driven growth then this conversation is for you. Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Mirjam Schuele LinkedIn: https://www.linkedin.com/in/mirjam-schuele-6b405054/ Katie Street  LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness  LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

Karl Lagerfeld didn't just design fashion, he was the brand. Katie Street sits down with Mirjam Schuele, SVP of Marketing at Karl Lagerfeld, live from the brand's Amsterdam headquarters, to unpack how Karl built one of the most iconic personal brands in history, long before “personal branding” was even a concept. Together, they explore: How Karl Lagerfeld deliberately built an unmistakable personal brand Why accessibility and “masstige” were central to his vision How the brand has evolved since Karl's passing and how his legacy lives on What modern marketers can learn from Karl's fearless authenticity The role of people, culture and community in marketing today Why authenticity will matter even more in an AI-driven future As Karl himself famously said: “Embrace the present and invent the future.” Listen now and learn how one man became larger than life and how you can apply those lessons to your own brand. Connect with us: Mirjam Schuele LinkedIn: https://www.linkedin.com/in/mirjam-schuele-6b405054/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/  Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/ Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

Some of the most effective marketing in history didn't come from chasing attention, but from understanding people.  In this mini episode, Katie Street sits down with behavioural scientist (still one of the best job titles out there) and author Richard Shotton to unpack why that Guinness decision worked so well, and what it reveals about how people really make decisions. Setup of the Guinness story: brand heritage, long period without advertising, and why their marketing became interesting Introduction of “Good things come to those who wait” and the idea of leaning into a product flaw (waiting for a pint) Explanation of the pratfall effect, including Elliot Aronson's 1966 experiment and why admitting flaws increases appeal. Discussion of the stolen thunder effect and how admitting weaknesses builds trust and persuasion.  Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth. Connect with us: Richard Shotton LinkedIn: https://www.linkedin.com/in/richard-shotton/ Katie Street  LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness  LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

Richard Shotton, bestselling author of The Choice Factory and Hacking the Human Mind, joins Marketing in the Madness podcast to unpack how behavioural science actually works in modern marketing. Richard shares practical, evidence-based insights from 130+ years of behavioural research, breaking down why people make the decisions they do and how marketers can work with human psychology rather than against it. In this episode, we cover: - Why behavioural science is essential for marketers today - How brands like Guinness used psychological biases to drive growth - The Pratfall Effect and why admitting flaws builds trust - Why abstract marketing language fails (and what works instead) - How AI and ChatGPT change marketing decisions and where humans still matter - The most important behavioural biases every marketer should understand - How to remove friction and increase conversion without more persuasion Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Richard Shotton LinkedIn: https://www.linkedin.com/in/richard-shotton/ Katie Street  LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness  LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

What happens when you have someone's full attention for minutes at a time? In this special Marketing in the Madness episode, recorded on stage at our event, Marketing in the Madness Live at The Drum Labs, we hear from Paul Wright at Uber as he breaks down how Uber has quietly built one of the most powerful attention environments in modern advertising. This session goes deep into what attention actually looks like inside the Uber and Uber Eats apps, why “non-interruptive” advertising matters more than ever, and how brands can drive real commercial impact by showing up in the right moments, not just shouting louder. Paul shares:  How Uber thinks about “attention on the go” • Why the average Uber journey creates minutes (not seconds) of visible ad time • What eye-tracking research revealed about attentive seconds and recall • Why Uber users are more likely to engage with brands • How journey ads drive lifts in recall, consideration, and sales • Real campaign examples from Pizza Hut, Boots, Armani, Unilever and DAZN • Why creativity matters even more inside functional, utility-led platforms From gamified ads that generate direct revenue, to brand experiences that fit seamlessly into everyday behaviour, this episode is a masterclass in attention-led marketing and all backed by data. If you're a marketer, brand leader, or media planner trying to cut through distraction, this is one to watch. Paul Wright https://www.linkedin.com/in/paulwright66/ 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/ Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/ https://www.instagram.com/marketinginthemadness/  

Is TV really losing relevance or are we just looking at it the wrong way? Recorded live on stage at Marketing in the Madness LIVE, this episode features Jason Trout, Global CMO at Crimtan, breaking down how television has evolved over the last decade and why it still plays a powerful role in modern media strategies. From the shift away from linear schedules to the rapid growth of Connected TV, streaming, and programmatic buying, Jason shares a clear, data-led view of how people actually watch TV today and what that means for advertisers trying to keep up. In this episode, you'll hear about: - How CTV and streaming are reshaping TV advertising - Why eyeballs haven't disappeared, they've just moved - The role of programmatic in making TV more accessible - What YouTube's growth on TV screens means for advertisers - Why creative quality still matters more than the tech behind it - What the future of TV, relevance, and shared viewing really looks like This is a must-watch for marketers, media planners, brand leaders, and anyone navigating the changing relationship between technology, advertising, and culture. Subscribe to Marketing in the Madness for more honest conversations where marketing meets technology. Want to join us in person at the next LIVE event in March 2026? Connect with Katie Street on LinkedIn and follow Marketing in the Madness Live for VIP invites. Jason Trout https://www.linkedin.com/in/jason-trout/ Crimtan https://crimtan.com/ Katie Street https://www.linkedin.com/in/katiestreet/ Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/ https://www.instagram.com/marketinginthemadness/ Street Agency https://www.linkedin.com/company/streetagency/ https://www.instagram.com/street.agency/

Welcome to Marketing in the Madness, and what better way to kick off our first podcast episode of 2026 than with a live panel diving into the future of retail! Hosted by Katie Street, this episode brings together senior leaders from some of the UK's most influential retail brands to unpack how AI, data, customer experience and loyalty are reshaping how people discover, shop and engage with brands. Featuring expert insights from: Simon Pakenham-Walsh, CIO at River Island Lynn Ritson, Global Digital Director at Dr. Martens Fabrice Khullar, Director of Product & Technology at Boots From beauty and fashion discovery on Instagram, to shopping directly inside AI platforms, to the evolving role of loyalty in a TikTok-first world, this is an honest, unfiltered conversation about what's actually happening inside retail businesses right now. In this episode, they cover: - How AI and LLMs are changing the way consumers discover and buy products - Why designing customer journeys has become more complex (and less linear) than ever - The reality of brand loyalty in 2026 plus what's changing and what still matters - How retailers are adapting their data, content and digital infrastructure for AI-led discovery - The importance of humanising AI experiences, from chatbots to personalised content - What brands should be prioritising as they plan for the year ahead Whether you work in marketing, ecommerce, digital, retail, brand, CRM or strategy, this episode is packed with practical insight and future-focused thinking (without the hype). If you enjoyed this episode, subscribe so you don't miss the rest of our Marketing in the Madness Live series. Want to join us in person at the next event in March 2026? Connect with Katie Street on LinkedIn and follow Marketing in the Madness Live for VIP invites. Connect with us: Simon Pakenham-Walsh https://www.linkedin.com/in/simon-pakenham-walsh/ Fabrice Khullar https://www.linkedin.com/in/fabrice-khullar-4309153/ Lynn Ritson https://www.linkedin.com/in/lynnritson/ 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 Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

Fashion retail is under pressure, shrinking margins, rising costs, volatile demand, and no real volume growth. In this episode of Marketing in the Madness, retail and data expert Sarah McVittie breaks down what's actually happening behind the scenes and what separates the brands that are winning from those stuck in the middle. Recorded live on stage at our event, Marketing in the Madness Live, this session dives into six years of data from 113 of the world's most successful fashion retailers across the UK, Europe, and the US. Sarah reveals the operating models, brand strategies, and data-driven decisions that are driving profitability in an increasingly competitive market. You'll learn: - Why fashion retail is now a share-gain market, not a growth market - How brand power is becoming more important again after years of performance marketing dominance - What resale, second-hand, and value perception mean for future growth - What fashion brands can learn from players like Hermès, Zara, Uniqlo, Shein, and Vinted - Where data and AI genuinely help and where they don't replace creativity or brand thinking - And much more! Sarah also shares why operational discipline often beats channel mix, how omnichannel really works today, and what brands must do to stay relevant in an increasingly commoditised market. This episode was recorded live on stage at Marketing in the Madness Live in London. Sarah McVittie https://www.linkedin.com/in/sarah-mcvittie-61884a7/ 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 this festive episode of Marketing in the Madness, Katie Street is joined by Jason Trout former colleague, long-time industry leader, and Managing Director at Crimtan to explore how advertising has evolved over the past two decades and where it's heading next. The conversation reflects on the golden era of traditional advertising, examines why Christmas campaigns from brands such as John Lewis and Waitrose continue to capture national attention, and unpacks the psychology behind creative that truly resonates.  Jason shares his perspective on the rise of Connected TV, the shift toward advertiser-funded content, and why relevance has become increasingly important in a household viewing environment. The episode also explores the impact of AI on media planning, creativity, and targeting, alongside the growing influence of independent agencies. Together, they discuss what brands need to do to build trust, stay human, and cut through in an increasingly fragmented advertising landscape. Whether you're running an agency, leading a brand, or simply interested in the intersection of advertising, technology, and culture, this episode offers practical insight and thoughtful perspective. Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth. Connect with us: Jason Trout https://www.linkedin.com/in/jason-trout/ 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/ Street Agency https://www.linkedin.com/company/streetagency/ https://www.instagram.com/street.agency/

The word community gets thrown around constantly but very few brands or creators are actually building one. In this live episode of Marketing in the Madness, recorded at our sold-out event in London, moderated by Sedge Beswick, founder of NXT LVL featuring PerfectTed's Romilly Bodington and InterTalent's Alex Segal break down what genuine community really looks like in 2025 and how the smartest brands are building it. What you'll learn: • Why follower count tells you nothing about community: Most brands confuse reach with belonging. Romi and Alex explain why community is built through connection, not numbers. • How PerfectTed turned storytelling into explosive growth: From packaging to social content, they show how vulnerability and relatability made the brand stick. • The new rules of creator partnerships: Creators are younger, smarter and more intentional and they won't work with brands who lack authenticity. • Why IRL ‘temples' matter more than ever: From cafés to run clubs, in-person spaces are becoming the real backbone of modern brand communities. • How to actually measure community success: Impressions aren't it. Learn what qualitative signals matter and how to spot real engagement. • The rise of niche and micro-creators: Smaller creators are driving higher trust, deeper engagement and better long-term value than ever before. Community is becoming the most defensible moat in brand building yet most teams still chase metrics that don't matter. This episode gives you the frameworks, examples and mindset shifts needed to build something people choose to be part of. Don't forget to follow our channels for more episodes like this!  Connect with us: Sedge Beswick https://www.linkedin.com/in/sedge-beswick/ Romilly Bodington https://www.linkedin.com/in/romillybodington/ Alex Segal https://www.linkedin.com/in/alexsegal30/ 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/ Street Agency https://www.linkedin.com/company/streetagency/ https://www.instagram.com/street.agency/  

Struggling to keep up with fast-moving consumer trends? Unsure how to use AI and real-time data to make better decisions in retail or marketing? In this episode of Marketing in the Madness, Katie Street sits down with Ian Davis, CPO at Quid, to reveal how leading brands are using AI-powered consumer and market intelligence to understand what customers want right now and what they'll want next. You'll learn: - How retailers can use AI to predict trends for 2026 and adjust merchandising in days - How to turn social data into real customer insight, not just mentions or sentiment - Why most brands still get AI wrong, and the simple way to avoid bad or outdated data - The biggest consumer behaviour shifts emerging for 2026, from “blind gifting” to “Ralph Lauren Christmas” - And much more! Enjoying the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth. Connect with us: Ian Davis https://www.linkedin.com/in/iandavisuk/ 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/ Street Agency https://www.linkedin.com/company/streetagency/ https://www.instagram.com/street.agency/

AI was meant to transform marketing… so why are so many teams still struggling? In this Marketing in the Madness episode, Charlie Bell from Contentful breaks down the real state of AI in marketing - from broken tech stacks and “platform purgatory” to AI hallucinations, stealth integrations and why human judgment still matters more than ever. Recorded live on stage at our Marketing in the Madness Live anti-conference, Charlie shares fresh insights from Contentful's major report with The Atlantic, based on 425 marketing leaders, revealing what's actually working, what isn't, and how AI is reshaping content, creativity and workflow in 2025. What else? 1. Marketing teams don't trust AI to run without humans: When Charlie asked the entire room if anyone trusted AI to ideate, check its own work and publish content with no human involvement, not a single hand went up. And it's no wonder - with AI hallucinating everything from fake facts to Google's early version telling people to “add glue to pizza,” humans are still essential for judgment, truth, and brand safety.  2. Most teams are stuck in “platform purgatory”: Charlie explains how companies are trapped with old, clunky systems. The very platforms slowing them down are also the ones they're relying on to “fix” their processes. Vendors keep promising that AI will magically solve everything, but as Charlie puts it: putting AI on a failing system is like “putting a £500 exhaust on a £1,000 car.” It looks shiny… but nothing really changes. 3. Stack sprawl is killing content velocity: Marketing teams are drowning in tools: multiple CMSs, disconnected platforms, endless workflows. Some brands Charlie speaks to are using seven or eight CMS systems at once, meaning a simple landing page can take two weeks to publish. The problem isn't creativity but execution. Too many tools, not enough connection. And AI can't fix chaos. Enjoyed the episode? Follow us for more real conversations about the future of marketing, content and technology. Want exclusive access to Marketing in the Madness 2026? Connect with Katie Street on LinkedIn and follow the MITM Live page (links below). Connect with us: Charles Bell https://www.linkedin.com/in/crbuk/ Contentful's Report 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/ Street Agency https://www.linkedin.com/company/streetagency/ https://www.instagram.com/street.agency/

At our Marketing in the Madness Live anti-conference, George Sullivan, Founder of The Sole Supplier, takes the stage to deliver a powerful and energetic talk about human connection in the era of AI.  With social media reach declining, AI content flooding every feed, and trust becoming harder to earn, George cuts through the noise with a message every marketer needs to hear:

Most B2B marketers are missing their biggest growth opportunity and it's hiding in plain sight. At our Marketing in the Madness Live anti-conference, Jennifer Shaw-Sweet, EMEA Lead at LinkedIn's B2B Institute, breaks down the “Hidden Buyer Gap” - why 40–60% of deals never close, how to reach the decision-makers you've been ignoring, and why brand fame still wins in a world obsessed with clicks. From the psychology of The Bachelor to the “Circles of Doom” that show how marketing and sales fall out of sync, this talk is a masterclass in how to think differently, act smarter, and make marketing the true engine of growth in your business Follow us for upcoming talks from the world's biggest brands and boldest thinkers. Jennifer Shaw-Sweet https://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/ Katie Street https://www.linkedin.com/in/katiestreet/ Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/ https://www.instagram.com/marketinginthemadness/ Street Agency https://www.linkedin.com/company/streetagency/ https://www.instagram.com/street.agency/

The next evolution of commerce has arrived and it's powered by AI. In this episode of Marketing in the Madness, Jason Cottrell, Founder & CEO of Orium and incoming President of the MACH Alliance, joins live from the MACH X Conference in London to explore how agentic commerce and composable technology are transforming the way brands build, sell, and connect. From in-chat shopping on ChatGPT to the launch of new agentic protocols backed by OpenAI, Google, and Stripe, Jason breaks down how these technologies are reshaping the foundations of modern business. What you'll learn: How AI-driven platforms like ChatGPT, Gemini & Perplexity are changing customer journeys. Why the new ACP standard could redefine how we buy online. The growing impact of agentic ecosystems and interoperable AI agents. How composability enables faster innovation across global brands. And much more! Marketing in the Madness is the straight-talking podcast for marketing and digital leaders who want more - more growth, more clarity, and more impact. Hosted by Katie Street, it brings together bold brands, sharp thinkers, and next-gen voices from across the industry — from Estée Lauder to Vodafone, Contentful, Jägermeister, and beyond. Each episode cuts through the noise with real stories, honest insights, and ideas you can actually use. If you're serious about staying ahead of the shifts in AI, marketing, and tech - subscribe now!  

Retail is changing fast and River Island is already running ahead of the curve. In this episode of Marketing in the Madness, we dig into how the brand is building smarter systems, faster teams, and better customer experiences using AI. From automated code generation to an internal AI platform called Delta, River Island's tech team is turning innovation into a daily habit. We talk about what's next for the brand, how AI is transforming retail operations, and why now's the moment to plug in and start experimenting. What you'll learn: - How River Island is building AI into its day-to-day operations - Why “test and learn” cultures are reshaping the retail playbook - The power of modular tools like Delta - What's next for customer experience across web and stores Don't forget to subscribe to our channel and hit that notification bell to stay ahead of the madness. Chapters 00:00 – AI is now driving 50% of online traffic 00:24 – The rise of test-and-learn cultures 01:18 – How AI models are reshaping search 02:28 – Inside River Island's AI engine: Delta 05:26 – The power (and risk) of new AI tools 06:39 – AI's future: scary or exciting? 06:52 – River Island's next chapter in innovation 07:53 – Building smarter stores and better systems Simon Pakenham-Walsh https://www.linkedin.com/in/simon-pakenham-walsh/ Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/ Marketing in the Madness Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

In this mini episode of Marketing in the Madness, River Island's CIO Simon Pakenham-Walsh reveals how one of the UK's biggest fashion retailers is reinventing the customer experience through technology - both online and in-store. After a “summer of reset,” the brand is doubling down on innovation, data, and seamless shopping journeys. What you'll hear: - From RFID-powered “dump bucket” self-checkouts to smart fitting rooms that recommend your next size — River Island is redefining frictionless retail. - How Simon's team is uniting website, app, and store tech into one connected system where customers can browse, buy, and return anywhere. - Why River Island's focus on data, agility, and micro-experiments is shaping the future of retail innovation and customer experience design. This isn't just a tech upgrade, it's a retail revolution built for the next generation of shoppers. Subscribe to this channel for more raw, real conversations with the people shaping the future of marketing, tech, and creativity. Simon Pakenham-Walsh https://www.linkedin.com/in/simon-pakenham-walsh/ 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 Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

The future of shopping isn't about selling, it's about experience. Simon Pakenham-Walsh, CIO at River Island, breaks down how technology, AI and data are transforming retail — from smart stores and RFID checkouts to seamless online journeys that actually feel connected. With a career spanning Sweaty Betty, Sainsbury's and Arcadia, Simon's seen how brands win (and lose) when they get transformation wrong. Now he's revealing how River Island is rethinking its tech, people, and mindset to rebuild what shopping means in 2025. This one's for the marketers, retail leaders and founders trying to make digital transformation actually work - without losing the human touch. We talk: The future of retail and technology Why AI and data are rewriting how we shop How to transform a brand without breaking it Why tech isn't the problem - mindset is If you care about the future of eCommerce, AI in retail, or the next generation of in-store experiences, this episode will change how you think about shopping forever.

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:

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!

What if one tiny mistake could change your whole life? Katie Street sits down with international trainer, author, and LinkedIn Learning superstar Chris Croft. His story is anything but ordinary. From turning down an opportunity that could have ended his career before it even started, to accidentally creating a viral project management rap, Chris shares how a mix of saying yes (and sometimes no) shaped his path from corporate trainer to one of the world's most-watched online instructors. Chris has grown a community of more than 250,000 people on LinkedIn, created over 47 LinkedIn Learning courses (yes, more than anyone else in the world), built a YouTube channel with 20,000 subscribers, and reached audiences across the globe on Udemy. And the best part? He's done it all without the kind of heavy marketing you might expect. Together they dig into: How a mistake turned into millions Why LinkedIn and YouTube became his most powerful growth tools What he's learned about the connection between happiness and success Chris also opens up about staying relevant in a world of AI, why authenticity is non-negotiable, and how creativity is still the ultimate edge in business. This conversation is packed with stories, laughs, and lessons that prove success doesn't come from following the rules - it comes from showing up, trying things, and sometimes just getting it wrong.

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!

Send us a text Struggling to generate leads for your B2B business? In this episode, Katie Street reveals the exact strategy that helped her cut through the noise, stand out from the competition, and win more clients - even in a tough market! Here's what she reveals: - Why most B2B marketing is boring (and how to fix it) - The human-first strategy that makes your business unforgettable - How to build trust and convert leads faster - Practical tips for using LinkedIn & video to generate inbound opportunities Watch now to learn how to transform your B2B marketing and generate more high-quality leads! This episode of Marketing in the Madness was recorded at the Pipeline event hosted by Agency Hackers. Katie Street: https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/ Marketing in The Madness https://marketinginthemadness.buzzsprout.com/ https://www.linkedin.com/company/marketing-in-the-madness-podcast/ https://www.instagram.com/marketinginthemadness/ Follow Street Agency: https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

Send us a text What does it take to keep some of the world's biggest brands at the top of their game? In this episode, Katie gets the inside story from James Godfrey, Global Head of Marketing and Sales Capability at Nestlé - the man who teaches 55,000 marketers and salespeople across 180 countries how to build campaigns that truly land! From global creative strategies for iconic brands like KitKat and Nespresso, to navigating the rise of TikTok, influencer marketing, and AI, James shares real-world lessons from 25 years at the heart of FMCG. Forget the theory - this is a behind-the-scenes look at how the biggest food and beverage company on the planet keeps brands relevant. What you'll learn in this episode: - The creative formula behind Nestlé's biggest campaigns - and how carving out time, investment, and talent makes all the difference. - How FMCG giants are shifting to human-first content and influencer-led strategies to stay authentic in a social-first world. - Why offline brand experiences, packaging, and in-store execution are still crucial in a digital-heavy retail landscape. Marketing in the FMCG world is evolving fast, but as James Godfrey reveals: 'The brands that win don't just chase the latest tech trend. They double down on creativity, strong brand foundations, and truly human connections with consumers.' If you want to know what it really takes to keep brands relevant and future-proof your marketing strategy, you'll want to hit play on this one. James Godfrey https://www.linkedin.com/in/jamesgodfreycommercial/ Katie Street: https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/ Marketing in The Madness https://marketinginthemadness.buzzsprout.com/ https://www.linkedin.com/company/marketing-in-the-madness-podcast/ https://www.instagram.com/marketinginthemadness/ Follow Street Agency: https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

Send us a textIn this live episode from Shoptalk Europe in Barcelona, Katie Street sits down with Lidia Muravieva, Chief Experience Officer at Holland & Barrett, to explore how one of the UK's most established health and wellness retailers is transforming its entire customer journey!This isn't just another digital transformation story, it's about breaking legacy barriers, connecting fragmented data, and using AI to deliver truly personalised experiences both in-store and online.Lidia shares how Holland & Barrett is reshaping omnichannel retail, supporting customer intent over product-first shopping, and designing a post-purchase journey that builds trust and loyalty long after checkout.If you want to understand where retail CX is heading in 2025 and beyond, this episode gives you real strategies, tech insights, and leadership lessons you can apply to your own business.Here's what to expect:- How Holland & Barrett is shifting from product-led to problem-led shopping journeys, helping customers find solutions rather than just products.- The role of data integration and AI in building a single customer view, improving personalisation, and driving better decision-making across channels.- What it takes to design a true omnichannel experience, bridging online, in-store, and post-purchase interactions for maximum customer impact.- The importance of a data-driven culture and continuous CX improvement to stay competitive in a fast-evolving retail landscape.Retail is moving fast, and the brands that win? They're the ones putting customers right at the heart of every decision. This chat with Lidia is a behind-the-scenes look at how a heritage retailer such as Holland and Barrett is levelling up for the future. If you want to know where CX is going next and how to stay ahead of the game, you'll want to tune in to this one!Lidia Muravievahttps://www.linkedin.com/in/lidia-muravieva-5833871b0/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textIn this episode of Marketing in the Madness, we're talking secondhand, sustainability, and smart retail innovation with a brand that's been doing recommerce since before it was even called that.Live from Shoptalk Barcelona, Katie Street chats with Sara Sjöberg, CEO of Swedish kidswear brand Polarn O. Pyret (POP), about how they're turning high-quality clothing into circular fashion heroes - with some serious results. From tech-powered resale logistics to loyal parent communities, this one hits all the right notes for marketers, founders and fashion retailers who actually care!What you'll learn (aka why you'll love this episode):Recommerce isn't a trend. It's a mindset POP has been making kidswear that lasts for nearly 50 years. Their goal? Every item worn by three kids or more. Sara shares how they built recommerce into the brand's DNA, long before resale was mainstream.From wardrobe to warehouse and back again We get into the nuts and bolts of how it works from name labels and stitched-in longevity to resale systems that refurbish, repackage, and resell each garment with care.Quality sells itself (again and again) When parents know they can get money back on quality clothing after three kids have worn it, they're investing in more than just an outfit—they're buying into circular value. And yes, that becomes a powerful marketing message, too.Marketing a mission, not just a product Sara talks about POP's challenge of growing brand awareness outside Sweden, how storytelling and sustainability go hand-in-hand, and why UK shoppers need to hear about this kind of kidswear (hint: we agree!).If you're a parent, a marketer, or anyone building a brand that actually wants to last, listen to this one. And trust us, you'll want to tell your mates about it too.Connect with Sara:https://www.linkedin.com/in/sara-sj%C3%B6berg-5863101/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textThis one hits different. This episode is the shorter version of our full episode with Joe Glover (which dropped last week) but trust us, it still packs a punch!Katie catches up with Joe Glover, founder of The Marketing Meetup, to talk about how marketing really feels right now. From the rise of zero-click search and AI discovery, to why your website might not be the centre of your universe anymore, this episode is all about cutting through the noise and keeping it human.A few things you'll take away:1. You're not imagining it, marketing DOES feel intense right nowJoe shares insights from a survey of 1,000+ marketers. Words like “uncertain” and “stressful” came up a lot but so did “positively challenging.” SO you're not alone!2. Websites aren't the star of the show anymore.People are discovering brands on LinkedIn, TikTok, and YouTube and often deciding before they even hit your site. Time to think social-first, not site-first!3. Attribution's broken and that's okay...The buyer journey is messy, AI search is rising, and tracking isn't what it used to be. But if we focus more on clear messaging and internal buy-in, we can still make marketing work!Got 12 minutes? This version gives you the sharpest bits of a much bigger convo. Go check out the full episode if you want more but if you're short on time, start here.Connect with Joehttps://www.linkedin.com/in/josepheglover/The Marketing Meetuphttps://themarketingmeetup.com/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textLive from Shoptalk Barcelona, we're switching it up. This episode sees EPAM's Mark Simpson, Director of Global Alliances, take the hot seat as guest host - interviewing Ana Machado da Silva, Senior Head of Product Management & Experience at Boden.They reveal the tech transforming Boden's customer journey, why Shopify is more than a DTC, and how legacy brands are staying relevant in a hyper-digital, AI-fuelled world.If you're in retail, fashion, digital product, or just want to learn how a premium brand like Boden actually makes big transformation stick, this is your one!Here's what you'll learn from this episode:1. Replatforming doesn't have to be painfulBoden recently moved their entire eCom setup to Shopify and Ana shares exactly why they did it and how they made it work. 2. Tech isn't just for the IT team. Ana explains how smart tech choices (like plugging into Shopify's partner ecosystem) mean Boden can move faster, test more, and get features live in weeks, not months! 3. Sustainability beyond the buzzwords.Bowdoin isn't here to greenwash. From factory visits to digital product passports, Ana talks about fashion that's built to last - and why durability is the most underrated sustainability play in retail.4. AI is coming for your customer journey. We're heading into a world where your customer's AI assistant might be doing the shopping. So how do brands show up in those results? It's all about having great product data, strong content, and keeping it REAL.5. Real Customers = Real Feedback = Real SuccessBefore launching their new site, Bowdoin gave 30 loyal customers early access and let them shop like normal. What they spotted? Tiny but important UX hiccups the team had totally missed. Tune in if you're leading a replatforming project, scaling an eCom brand, or just want to stay ahead of what's happening in retail tech!Connect with Markhttps://www.linkedin.com/in/markssimpson/Connect with Anahttps://www.linkedin.com/in/anamacha/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textWhat does it really take to cut through the noise in today's marketing world?In this episode, Katie Street sits down with Joe Glover - founder of The Marketing Meetup, LinkedIn legend, and all-round positively lovely human - to talk about the power of showing up as your ACTUAL self, building communities with meaning, and why kindness (and proactivity!) might just be the most underrated growth hacks out there.Whether you're trying to grow an audience, build a brand, or stay sane in the midst of marketing madness - this episode hits different.These are the key takeaways of this episode, and WHY they matter:- Kindness isn't just a value (it can be your strategy) - Joe built The Marketing Meetup into a global community of over 50,000 by putting people first. No egos. No job title snobbery. Just human-to-human connection, with “positively lovely” baked in from day one. That's all we're here for!- Don't just wait to be chosen. Knock on the damn door - From showing up in a suit with his CV at age 16, to running 4 events a month on his own, Joe proves that proactivity beats perfection every time. Never ask for permission. - Content fatigue is real. But honesty still wins - Katie and Joe unpack the rise of fake engagement, AI content spam, and why the most viral posts aren't always the most valuable. Your most powerful tool? Being human!- Your audience now lives on LinkedIn, YouTube & TikTok - As AI changes how we search, discover, and buy, marketers need to rethink everything from attribution to content hubs. Your social channels are the new front door. No one is looking at your website first anymore.Whether you're scaling a marketing team, building a brand, or just trying to stay ahead of the madness, this episode is full with practical wisdom and good energy!  Don't forget to hit subscribe, drop us a comment so we can keep making wonderful content like this. And let us know, what's YOUR version of positively lovely marketing?Connect with Joehttps://www.linkedin.com/in/josepheglover/The Marketing Meetuphttps://themarketingmeetup.com/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textIn this Shoptalk special, Katie Street grabs 20 minutes with one of retail's most inspiring voices - Slavka Jancikova, VP of Marketing for Foot Locker Europe.From sneaker drops to social strategy, Slavka lifts the lid on how Foot Locker is keeping things fresh, future-ready and fiercely relevant - especially with Gen Z. Spoiler: it's not just about the kicks (though that helps).We talk AI, agile marketing, in-store reinvention and why your physical experience still matters more than ever in an increasingly digital world. If you're in retail, marketing, or simply obsessed with what's next, this one's for you.What you'll take away from this episode:1. Gen Z is always watching - Slavka reveals how Foot Locker is doubling down on youth culture without losing touch with loyal Millennial fans. It's all about cultural relevance, real community voices and collabs with the right tastemakers.2. Make AI useful - Think SEO content in multiple languages, automated reporting, dynamic visuals... all powered by AI to speed things up and keep campaigns lean.3. Trends move fast - Foot Locker moves faster - From Barbie to seasonal hype - learn how the team reacts to real-time trends across e-comm, social and in-store, with speed and style.4. Physical retail isn't dead. It's just getting a glow-up - With 600+ stores in Europe, Foot Locker's rolling out a reimagined, experience-first concept. Expect easier try-ons, community connection, and in-store energy that can't be scrolled past!Hit play if you want to feel inspired by the future of retail. And if you love trainers, marketing, or both - this one's non-negotiable.Slavka Jancikovahttps://www.linkedin.com/in/slavkajancikova/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textIn this byte-sized episode, we're back with Sylvain Grande, Chief Product Officer at PayFit, diving into how they're weaving AI into every layer of their marketing engine.PayFit, one of Europe's leading HR tech platforms, has been on a big transformation journey - from classic sales-led to a smarter, more connected, multi-channel model. And AI is right at the heart of it.1. AI Is Reshaping the Marketing StackPayFit's marketing has evolved from being purely in service of sales to playing a central role across the entire customer lifecycle. 2. Data Accessibility > More Tools PayFit uses tools like Snowflake to consolidate inputs across CRM, CMS, customer support, and product teams, creating a unified data foundation that powers smarter AI outputs.3. Real-Time Workflows, Not Just ChatbotsBeyond clever assistants, Sylvain talks about moving toward agentic AI - where tasks trigger next steps automatically. From analysing call transcripts to enriching CRM entries and driving follow-up actions, it's all about building intelligent workflows that scale.4. Start Small, Then ScaleWhile some of PayFit's AI use cases are complex - like updating salaries based on government API changes - many started small. The key? Test. Learn. Iterate. AI success isn't about big bang projects. It's about building momentum with micro-automations.This mini-episode is a behind-the-scenes look at what real AI adoption looks like inside a modern B2B SaaS brand. It's not hype. It's not just tooling. It's a thoughtful, iterative, data-led approach to marketing that connects dots across your business.If you're serious about modernising your growth engine - or just want to steal a few smart moves - this one's worth 10 minutes of your day.Sylvain Grandehttps://www.linkedin.com/in/sgrande/PayFithttps://payfit.com/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textWhat happens when a fashion brand thinks like a tech company? At Shoptalk Europe, Katie sits down with Mark Ralea, General Manager of Fabletics Europe, to find out how this fast-growing activewear brand is disrupting the retail game - from AI-powered personalisation to immersive, experience-led stores.Together, they unpacked: Subscription models create deeper customer relationships - Mark explains how Fabletics' recurring model drives predictable revenue, reduces overstock, and builds genuine customer relationships.Owning your tech stack gives you superpowers - From proprietary onboarding quizzes to omnichannel experiences and AI recommendations, Fabletics is built on in-house innovation.Build an Experience - Mark shares plans for a 900m² flagship wellness store -think reformer Pilates, cryo chambers, and nutrition bars. Katie's take? “This is the future of retail - not just selling, but creating something people want to visit.”This conversation with Mark Ralea isn't just about athleisure -  it's a masterclass in how to build a future-proof brand. From flipping the fashion retail model on its head with subscriptions, to creating community through experience-led retail, Fabletics isn't playing by old rules - they're writing new ones.Tech alone doesn't drive loyalty. It's the human-first thinking behind the product recommendations, personalisation, and brand partnerships that creates real connection. Connect with Mark:https://www.linkedin.com/in/mark-ralea/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textWith AI rapidly transforming how we run businesses, many leaders are asking: how do you actually implement AI tools in a way that enhances productivity, improves customer experience, and still keeps your teams empowered - not overwhelmed?In this special episode of Marketing in the Madness, recorded in Paris, host Katie Street is joined by Sylvain Grande, Chief Product Officer at PayFit, a leading HR and payroll SaaS platform serving SMEs across France, the UK, and Spain. With over 650 employees and a bold approach to tech adoption, PayFit has rolled out AI tools across marketing, sales, product, and support - and the impact has been game-changing.Adoption starts with culture - Rather than force top-down change, PayFit encouraged safe experimentation. Through education, tools like Dust, and team-specific support, 75% of staff now use AI regularly and feel more productive because of it. How amazing is that?AI Is the glue across marketing functions - From SEO optimisation and content creation to customer sentiment analysis, AI isn't just a tool - it's helping connect data, teams, and decision-making. “Marketing, product, and support now work more collaboratively thanks to shared insights,” Sylvain explains.B2B requires smarter, multi-touch journeys - With long buying cycles and multiple decision-makers, PayFit is blending product-led growth, influencer content, and live events - all powered by AI-driven automation and segmentation.This episode is essential listening for B2B marketers, founders, and tech leaders navigating AI integration. Tune in to hear how PayFit is not just adopting AI, but using it to elevate both the employee and customer experience.

Send us a textWhat happens when an iconic heritage beauty brand meets cutting-edge AI and TikTok trends?  Recorded live at Shoptalk Europe in Barcelona, this special episode welcomes Karen Ehrlich, VP/GM, Skin Care, Estée Lauder Companies UK & Ireland! She dives into digital innovation, personalised beauty marketing, and how iconic brands like Clinique stay ahead in today's fast-moving retail landscape.In this episode, you'll learn:- How Clinique's AI-powered tools like 'Clinical Reality' redefine personalisation- The power of consumer-first marketing strategies and why understanding behaviours beats demographics- The secrets behind viral products like 'Black Honey Lipstick' and creating shareable brand experiences- How trends like 'Skinimalism' and 'Glass Skin' are transforming beauty marketing across generations- Why TikTok is crucial for connecting with Gen Z & Millennials, and how Estee Lauder drives organic buzzWhether you're in beauty, retail, or just love seeing brands push boundaries, this episode is packed with must-know insights and fresh ideas straight from the top of the industry!Connect with Karen:https://www.linkedin.com/in/karen-ehrlich/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textIn this episode of Marketing in the Madness, we sit down with George Sullivan, founder of The Sole Supplier, to unpack the rapidly changing landscape of eCommerce and the role of social commerce, AI, and human-first marketing in shaping the next decade of online retail.Together, we explore: ✅ Why traditional transactional websites are becoming obsoleteGeorge argues that websites relying purely on transactions will become irrelevant within the next 5–10 years. Instead, successful platforms will blend content, social interaction, and community, creating niche spaces that tap into culture and inspire shoppers! ✅ How social and community-driven platforms are transforming shopping habitsAs AI-generated content proliferates, people will crave authentic, human-driven experiences more than ever. Brands that lean into human-centred storytelling will build trust and connection in an increasingly automated world. ✅ Why brands need to double down on authentic, human-centred content to stand out in an AI-driven worldThe way people search for products is changing dramatically - consumers now look on Instagram, TikTok, or even ChatGPT instead of Google. This means brands must rethink their SEO strategies, creating unique content optimised not just for traditional search engines but also for AI tools and social platforms.Join us as we discuss why micro-communities, human experiences, and AI-enhanced strategies will define the winners in the future of retail!Connect with George:https://www.linkedin.com/in/george-sullivan-96397765/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textIn this special Marketing the Madness x Shoptalk Europe episode, our host Katie is joined by the powerhouse duo from Jägermeister, Susanne and Maren, who dive deep into what digital transformation really looks like behind the scenes.Live from Shoptalk Europe in Barcelona, we unpack how this iconic FMCG brand is evolving from heritage liquor to digital-first DTC innovator — all powered by a tiny team and smart tech.Together, they explore:Global Digital Transformation – How Jägermeister streamlined 18 local websites into one scalable platform, enabling global consistency with local flexibility.Smart Tech Stack Choices – Why they chose Shopify and Contentful to future-proof their eCommerce and content operations — and how it empowered a tiny team to move fast.Real-World Personalisation – From engraved bottles to limited-edition drops, discover how Jägermeister is using personalisation to deepen loyalty and drive online sales.Leadership & Change Management – The cultural, strategic, and operational lessons from leading transformation in a legacy brand — including the power of worst-case planning and stakeholder empathy.Tune in for honest lessons, practical takeaways, and a little bit of Jäger spirit.Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textWhat does it take to build one of the UK's most influential sneaker platforms from scratch? In this episode of Marketing In The Madness, Katie Street is joined by George Sullivan, founder and CEO of The Sole Supplier, for an unfiltered conversation on building a business that's as much about community as it is about commerce.Starting from a spare room and a sneaker obsession, George turned a side hustle into a full-funnel powerhouse partnering with major global brands like Nike, adidas, and UGG, and outperforming retail giants like JD Sports in SEO.Tune in as George gets real about: → How he went from NHS recruitment to partnering with brands such as Nike and Adidas → Nearly losing it all (twice) and what it taught him about leadership → Why human-first marketing (not AI) is the future of ecommerce Whether you're a marketer, founder, ecommerce leader or just sneaker-obsessed, this episode is packed with practical insights on brand building, resilience, and what it really means to lead with purpose in a fast-moving, tech-driven world.George Sullivanhttps://www.linkedin.com/in/george-sullivan-96397765/The Sole Supplierhttps://thesolesupplier.co.uk/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textIn this episode of Marketing in the Madness, Katie explores the future of online shopping with Sophie Frères, CEO and co-founder of LiSA - the social commerce engine powering brands like M&S and Zalando.We're talking:- Live shopping that actually converts, - Why Gen Z doesn't care about your editorial content- How employee-generated content (EGC) is reshaping retail- The surprising truth behind why human-led content is outperforming polished studio shoots.Sophie breaks down how LiSA is bringing the social experience back into e-commerce - creating immersive, scalable shopping journeys that blend TikTok-style discovery with proper retail ROI. From building micro-communities to using AI (the good kind, not the creepy avatar stuff), they explore what retailers need to do today to stay relevant tomorrow.If you work in retail, fashion, or just want to know why everyone's saying M&S is the new Zara - we've got really exciting stats and insights to share with you on this one.Sophie Frereshttps://www.linkedin.com/in/sophie-frères-née-spethmann-3316548/LiSAhttps://www.hello-lisa.com/about-usKatie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textWhat happens when one of the world's biggest drinks brands gets seriously innovative? In this episode of Marketing in the Madness, our host Katie Street is joined by Benjamin Lickfett, Global VP of Breakthrough Innovation at Diageo - the global drinks giant behind brands like Guinness, Johnnie Walker, and Seedlip.From AI-powered brand concierges to AR cocktail mixers and personalised whisky labels, Diageo is rewriting the rules of brand experience — and we get into all of it in this episode!Together, they explore:- How AI & AR are making drinks smarter – From personalised whiskey labels to glass-recognition cocktail tutorials, discover how Diageo is reinventing product experience.- Why “drink less but better” is shaping marketing strategy – We explore how changing attitudes (especially in Gen Z) are driving the boom in low/no alcohol and brand storytelling.- The real innovation mindset behind Diageo's success – Learn how they test fast, fail smart, and use tech (plus smaller brands) to stay ahead without risking heritage names like Guinness.This is one for anyone in FMCG, marketing, brand strategy, or just obsessed with how digital is changing the way we buy, drink, and connect with brands.

Send us a textIn today's retail landscape, the brands that win aren't just selling products, they're mastering discoverability, data, and digital experience. From personalised product recommendations to seamless cross-channel journeys and Gen Z-ready content strategies, retail tech is no longer a nice-to-have, it's the backbone of brand growth!In this episode of Marketing in the Madness, our host Katie Street sits down with Elizabeth Azide, Senior Director of Marketing for EMEA at BigCommerce, the global eCommerce platform powering over 60,000+ digital storefronts. They explore what it takes to build modern, high-performing retail experiences that convert across both digital and physical channels.Elizabeth doesn't just talk trends, she lives them! From composable commerce to AI-powered product discovery and the psychology of the Gen Z shopper, this conversation will leave you rethinking your go-to-market strategy from the ground up.Whether you're a retail CMO, a growth-obsessed founder, or a tech leader scaling digital experiences, this episode will be your actionable playbook for the rest of 2025 and beyond.1. Elizabeth reveals how BigCommerce is pioneering a “curated composability” approach – empowering brands to mix and match tech solutions tailored to their unique needs while remaining agile and scalable.2. Modern consumers – especially Gen Z – are discovering products before they even land on your site, through platforms like TikTok, Instagram, and even ChatGPT. If your products aren't findable across these channels, you're basically invisible.3. From AI-driven personalisation to smarter product metadata, Elizabeth urges brands to stop guessing and start leveraging their data to improve conversion and customer experience.4. This generation wants brands that are authentic, ethical, convenient, and individualistic. From flexible delivery to social impact filters, aligning your tech and content strategy with Gen Z's core values is no longer optional – it's make or break.Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textKatie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textWhat happens when you mix an ex-Burberry tech mastermind, a shopaholic podcast host, and a bucketload of insights into the future of digital experiences? You get this week's unmissable episode of Marketing in the Madness!Katie Street sat down with retail innovation guru, Giles Smith. The person behind the scenes behind the digital and product strategies for Burberry, Selfridges, Unilever, John Lewis and 50+ other retail brands. So when we say he lives and breathes retail tech... we really mean it.Here's a sneak peek into what we got stuck into and why you should absolutely tune in:The Burberry Effect - From launching the first luxury eCommerce site back in 2009 to experimenting with social commerce and digital gamification, Giles reveals how the brand has consistently taken brave leaps into the unknown.From 10,000 Page RFPs to Rapid Innovation: At Burberry, Giles led a revolution of ripping up legacy procurement processes and embracing agile, fast decision-making, even choosing underdog platforms before MACH architecture was even a thing.Tech That Actually Feels Fun: Imagine this - you pop into your favourite luxury store while on a trip to NYC and bam! - you're handed NBA tickets just for being a loyal customer. No forms. No points. Just wow.But why aren't brands doing this yet? The technology already exists. The opportunity is right there. It just takes brands being brave enough to actually use it creatively.Oh and yes, Katie and Giles even pitched a few ideas on how British Airways could spice up customer loyalty (golden ticket under the seat, anyone?

Send us a textIn this special episode of Marketing in the Madness, recorded at the buzzing Shoptalk conference in Las Vegas, Katie sits down with Dominik Angerer, Co-Founder and CEO of Storyblok, one of the most exciting CMS players revolutionising digital experiences through composable architecture and AI innovation.With 260,000+ users and a fast-growing global team, Dominik shares the inside story of Storyblok's rapid ascent from its first 1,000 users in 3 months to becoming a global CMS powering leading retail and enterprise brands. If you're a Founder or Marketing Leader curious about scalable content strategies, modern tech stacks, or how to unshackle your brand from legacy systems, this conversation is an absolute MUST!1. Kill the Content GraveyardLegacy CMS platforms were built to publish and forget. Storyblok flips that on its head with a full content lifecycle approach—starting with ideation (Ideas Room), mapping out user journeys (Concept Room), and ending with automated updates. 2. Composable Is the FutureWhy buy into a monolith when you can plug in best-in-class tools across CMS, DAM, commerce, and more? Dominik explains why the smartest brands are building their stack modular, flexible, and made to scale.4. Think replatforming takes months? Think again. One Storyblok client went live in 17 markets in just 60 days. Another launched a full proof-of-concept in a week. With the right partners and tools, you can move fast and smart!Ready to see how the smartest tech brands are scaling faster, working smarter, and leaving legacy tech behind?Watch the full episode now to hear how Storyblok is rewriting the rules of content management and why composable, AI-powered platforms are the future for marketing leaders who want more impact and less drag!Storyblokhttps://www.storyblok.com/Dominik Angererhttps://www.linkedin.com/in/dominikangerer/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Send us a textWelcome to a special (and deliciously different) episode of Marketing in the Madness! This time, we're taking you behind the scenes of one of our most-loved events of 2024 — the Contentful Bake Off. Yes, you read that right. It's where digital marketing meets flour, frosting, and… personalising strategies.

Send us a textIn this special solo episode of Marketing in the Madness, Katie Street, founder of Street Agency, shares powerful strategies that are helping brands win over modern B2B clients by focusing on what really matters: human connection, emotional storytelling, and strategic visibility!If you're serious about standing out in the competitive B2B space, this episode is packed with unmissable insights that will help you win B2B clients.Here's what you'll learn:

Send us a textWelcome to a truly game-changing episode of Marketing in the Madness! Recorded live at our International Women's Day 2025 event, this episode is all about empowering women to speak up, stand out, and own their success