WFA's Better Marketing Pod with David Wheldon

The marketing landscape is undergoing profound shifts, requiring marketers to rethink traditional approaches. At the forefront of this evolution stands Marcel Macondes, AB InBev's Global CMO and winner of the 2024 WFA Global Marketer of the Year award. His philosophy brings a refreshing clarity to how marketing should function today: as a bridge between consumers and business.Throughout this compelling conversation, Marcel talks about how AB InBev now owns eight of the world's ten most valuable beer brands. AB InBev's success stems not from treating marketing as a separate function but from deeply integrating consumer insights into business operations. "In the past, marketers would work to say, 'this is what we do, now let's convince consumers about it,'" Macondez explains. "Given how the world is evolving, our job has changed – we need a strong pulse on what's happening with consumers, then adjust how we work to serve them better."What sets truly exceptional marketing leaders apart? Marcel points to a pivotal career milestone: "The transition between following the agenda to driving the agenda." This shift from management to leadership creates the conditions for marketing to flourish as "the key architect of growth" within organizations. Through the "One ABI Way of Marketing" framework, developed over two years, AB InBev has systematized this approach while maintaining the agility to incorporate emerging trends and technologies.Perhaps most refreshingly, Marcel approaches innovation with balanced wisdom. Rather than viewing AI as disruptive, he embraces it as an enhancement: "AI is here to help us and support us." This exemplifies his guiding principle for marketing leaders: be very ambitious, but also very humble – pushing for excellence while remaining open to continuous learning in an increasingly complex landscape.Ready to transform your marketing approach? Start by deeply understanding both your consumers and your business, then build the bridge between them with creativity, consistency and an unwavering focus on delivering value.Subscribe to the WFA #BetterMarketing podcast on: -Apple: https://apple.co/3IHnh6Z -Spotify: https://spoti.fi/3ZvNpro -YouTube Music: https://bit.ly/47eQTTj -YouTube Video: https://bit.ly/4idYNB6

In this episode of the Better Marketing Podcast, Nicola Mendelsohn, Meta's Head of Global Business Group, shares insights on how Meta is transforming from a teenage platform to a mature business partner for advertisers with innovative tools, AI implementation and a renewed focus on effectiveness.From her early agency days to her pivotal role at Meta over the past 12 years, Mendelsohn brings a unique perspective that bridges creative thinking with technological innovation.Between Ray-Ban Meta smart glasses that translate languages in real-time and the revelation that messaging platforms are becoming the new frontier for brand-consumer relationships (with over 600 million daily messages between people and businesses), Mendelsohn paints a picture of marketing's near future that feels both exciting and tangible. To CMOs, Mendelsohn says the following: embrace messaging, leverage AI ethically and prepare for a world where every business will have AI agents representing their brand. The future isn't just coming — it's already here for those ready to seize it.Subscribe to the WFA #BetterMarketing podcast on: -Apple: https://apple.co/3IHnh6Z -Spotify: https://spoti.fi/3ZvNpro -YouTube Music: https://bit.ly/47eQTTj -YouTube Video: https://bit.ly/4idYNB6

What does it take to rebuild an airline brand after the devastating impact of a global pandemic? Ed Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, takes us behind the scenes of one of aviation's most remarkable recovery stories.Bell's journey from agency dynamo during China's economic boom to airline marketing leader offers a masterclass in resilience and strategic thinking. Having worked on iconic launches like the Motorola Razr and Beijing Olympics with Adidas, he brings a unique perspective on what truly drives consumer choice in premium markets.At the heart of Cathay Pacific's revival is a refreshingly straightforward philosophy: happy staff create happy customers, who in turn generate strong financial results. During the darkest days of the pandemic, when budgets disappeared and uncertainty reigned, the airline doubled down on celebrating their employees through "Cathay Stories" - showcasing extraordinary acts of dedication that maintained morale when it mattered most.Rather than competing through flashy amenities, Cathay embraces "human-centric design" - creating experiences that make passengers feel genuinely at home. This approach extends from their more residential-feeling lounges to communications that emphasize emotional connection rather than feature lists. As Bell explains, they position themselves as "the winds beneath your wings," not the star of the show.For marketers in any industry, Bell's insights on measuring effectiveness are particularly valuable. Through sophisticated modelling, Cathay has quantified that brand emotions drive approximately 50% of consumer choices, with a 1% increase in consideration across just four markets translating to half a billion dollars in value. This data-driven approach helps marketing secure its rightful place in business strategy conversations.Listen now to discover how Cathay Pacific is soaring again, and why Bell believes that regardless of technology trends, "the battle for business starts in the mind" of your customers.About Ed Bell, General Manager Brand, Insights and Marketing Communications, Cathay PacificEd Bell is responsible for the development of brand strategy, consumer insights, loyalty marketing and marketing communications for the Cathay Pacific group globally.He has spent the majority of his career in marketing strategy and later as a CEO for marketing and communication consultancies across Asia and Greater China, working for a diverse set of brands and businesses.A seasoned marketing professional, he is the recipient of the prestigious IPA and Jay Chiat awards for marketing effectiveness and strategy and is a regular author and speaker.Originally from Melbourne, Ed trained in psychology and later marketing. He is married with three children and calls Hong Kong home.Subscribe to the WFA #BetterMarketing podcast on: -Apple: https://apple.co/3IHnh6Z -Spotify: https://spoti.fi/3ZvNpro -YouTube Music: https://bit.ly/47eQTTj -YouTube Video: https://bit.ly/4idYNB6

What makes a brand truly meaningful in people's lives? In this captivating conversation with Dr. Marcus Collins - professor, agency strategist, and cultural marketing expert - we explore how the most powerful brands transcend their product categories to become vessels of meaning in culture.Marcus reveals why brands aren't something we construct but rather what others think of them. Through examples like Patagonia, Nike, and Beyoncé, he illustrates how brands that stand for something beyond their products create deeper connections with people. "They are not defined by what they do," Marcus explains, "They're defined by who they are and how they see the world."The discussion takes a fascinating turn when Marcus unpacks the three levels of empathy in marketing, with cognitive empathy - treating others as they want to be treated rather than how we would want - representing the highest form. This perspective shift from "how do I tap into culture?" to "how do I contribute to culture?" transforms how brands can authentically connect with people.Perhaps most provocatively, Marcus challenges the concept of brand purpose, suggesting that "conviction" provides a more powerful framework. While many brands jumped on social causes when convenient, those with true conviction stand for their principles regardless of consequences. "Speak up when you are convicted, when it really matters," he advises, noting how brands that make strategic decisions based on genuine beliefs rather than opportunism create more meaningful connections.For marketers navigating today's complex landscape, Marcus offers a profound reminder that brands exist as characters in constantly evolving cultural stories. The key to success lies not in rigid control but in authentic participation in culture with humility and curiosity. Listen now to discover how putting humanity first in your marketing can create lasting impact.About Dr Marcus CollinsDr. Marcus Collins is an award-winning marketer and cultural translator with one foot in the world of practice—formerly serving as the Head of Strategy at Wieden+Kennedy, New York—and one foot in the world of academia—as a marketing professor at the Ross School of Business, University of Michigan. Before joining Wieden+Kennedy, he served as the Chief Consumer Connections Officer at Doner Advertising and led Social Engagement at Steve Stoute's advertising agency, Translation.Over the course of his career, Marcus has developed a practice for creating culturally contagious ideas that inspire people to take action. Prior to his advertising tenure, Marcus began his career in music and tech with a startup he co-founded before working on iTunes + Nike sport music initiatives at Apple and running digital strategy for Beyoncé. His best-selling book, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be, examines the influence of culture on consumption and unpacks how everyone, from marketers to activists, can leverage culture to get people to take action.Marcus holds a doctorate in marketing from Temple University, where he studied cultural contagion and meaning making. He received an MBA with an emphasis on strategic brand marketing from the University of Michigan, where he also earned his undergraduate degree in Material Science Engineering. Subscribe to the WFA #BetterMarketing podcast on: -Apple: https://apple.co/3IHnh6Z -Spotify: https://spoti.fi/3ZvNpro -YouTube Music: https://bit.ly/47eQTTj -YouTube Video: https://bit.ly/4idYNB6

In this episode of WFA's Better Marketing Podcast in partnership with Meta, David Wheldon speaks with Dr Frederique Covington Corbett who is in the private sector division of UNICEF as Chief of Global Brand & Marketing. David and Frederique discuss the biggest mistake marketers make, whether Gen Alpha is getting the leadership they need, why CEOs need to become Chief Energy Officers, the hushing trend sweeping across companies and what Chief Marketing Officers may be surprised about when it comes to standing out in judging for the Effie Awards. About Frederique Covington CorbettFrederique “Freddie” Covington Corbett is Chief of Global Brand & Marketing at UNICEF in Geneva. Prior to joining UNICEF, she completed a tour of several senior roles, including as senior vice president, chief global brand strategy and integrated marketing officer at Visa; the senior vice president, head of marketing and cross border for Visa in Asia Pacific; international marketing director at Twitter and chief marketing officer for Microsoft in Asia Pacific.Earlier in her career, Covington held several leadership roles in advertising and strategy consulting, including as a Managing Partner at Ogilvy & Mather and a global strategist at Y&R in the United States.Covington holds a doctoral degree in global leadership and change from Pepperdine University in Los Angeles, California, as well as a BA and MBA from La Sorbonne University (CELSA) in Paris, France. Furthermore, she is a graduate of the Harvard Kennedy School for the Women and Public Policy Program.In 2023 Frederique published Leadership on a Blockchain: What Asia Can Teach Us About Networked Leadership, which offers a provocative call to all businesspeople to reimagine leadership for transparency, trust, and distributed decision-making.Dr. Corbett is a guest lecturer at Berkeley and Pepperdine University and sits on the board of Directors of EFFIE Worldwide.

In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to marketing guru, Mark Ritson, and his AI-generated alter ego, the Ritbot. 

In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to Primark's Chief Customer Officer, Michelle McEttrick, about pivoting from a 'no marketing' approach to brand building to redefine customer proposition and grow in new markets.

In episode 34 of the Better Marketing Pod, David Wheldon speaks to AXA Group Head of Communication, Brand and Sustainability, and a member of the AXA Management Committee, Ulrike Decoene.

In this episode of the Better Marketing Pod, David Wheldon speaks to Allyson Witherspoon, Global CMO of Nissan Motor Corporation about the electric vehicle race, why marketers should always put brand before product and how a YouTube music channel can help sell cars.

In episode 31 of the Better Marketing Pod, David Wheldon speaks to L'Oréal's CMO, Marketer of 2023 and Global Marketer Week speaker, Asmita Dubey.

Creative Salon's Claire Beale and Sonoo Singh on why clients should champion creativity, how to attract young talent and the future of the profession in a technology-driven world.

This year we talked again to some of the brightest minds in the industry for our WFA podcast, bringing you tips and insights for better global marketing. As the year draws to a close, host David Wheldon gives his 2023 podcast highlights.

Understanding people, great (female) leadership and why diversity brings diversity of thought: in episode 30 of the Better Marketing Pod, host David Wheldon speaks with Jane Wakely, Chief Consumer & Marketing Officer and Chief Growth Officer, International Foods, at PepsiCo - and PepsiCo's first global CMO.

David speaks with the most recent WFA Global Marketer of the Year, Cristina Diezhandino, Chief Marketing Officer at Diageo, about the importance of creative precision, the role of emerging markets and Diageo's brand purpose. 

David speaks with Alberto Levy, Global CMO at Grupo Bimbo, about brand purpose, company responsibilities and sustainability. 

David speaks with Sir Nick Clegg, President of Global Affairs at Meta, about the importance of brand safety at Meta and the positive impact generative AI can have on society when properly harnessed. 

WFA podcast host David Wheldon speaks with Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard and WFA's President, about the importance of WFA and Global Marketer Week in building communities within the industry and how his roles at Mastercard and WFA interconnect.

WFA podcast host David Wheldon speaks with Rob Cameron, Global Head of Public Affairs at Nestlé, about the role of marketing in driving companies sustainability agenda and the role of business in achieving the SDGs.

WFA podcast host David Wheldon speaks with Gordon Crovitz, co-founder and CEO at NewsGuard, about balancing brand safety concerns with funding quality journalism.

WFA podcast host, David Wheldon, speaks with Rudy Khaw, Chief Brand Officer at AirAsia, about marketing in postpandemic times and the process of turning an airline into a travel super-app.

The Economist's Deputy Editor Tom Standage on tech people's Messiah complex, upcoming regulation and his three reasons for being optimistic about 2023.

David speaks with Roel de Vries, Group Chief Operating Officer at the City Football Group, about the ins and outs of the football business, and the similarities and differences between Tokyo and Manchester.

WFA podcast host, David Wheldon, speaks with Susan Akkad, Senior Vice President, Local and Cultural Platforms, Corporate Innovation at The Estée Lauder Companies, about the importance for brands to listen and cater to diverse audiences to stay relevant. 

WFA podcast host, David Wheldon, speaks with David Droga about his journey from the mailroom in Australia to the highest seat in Accenture Song – and where the agency's name came from.

In this Cannes Lions special of WFA's Better Marketing Pod, David Wheldon speaks with Rupen Desai, Global Chief Marketing Officer at Dole about what marketers need to change to face the climate crisis and his leadership role in APAC. 

In this Cannes Lions special of WFA's Better Marketing Pod, David Wheldon speaks with Matt Brittin, EMEA President at Google

WFA podcast host, David Wheldon, speaks with Professor Byron Sharp, Director of the Ehrenberg-Bass Institute, about brand loyalty, double jeopardy, and consumer experience and satisfaction.

WFA podcast host, David Wheldon, speaks with Peter Field, CEO of Peter Field Consulting, and Karen Nelson-Field, CEO of Amplified Intelligence, about what marketers need to know about effectiveness and the attention economy. 

WFA podcast host, David Wheldon, speaks with David Porter, former Unilever VP of Global Media, about the lessons he learnt after a decade of business in Asia.

In this episode of WFA's Better Marketing Pod, David speaks with ad legend Sir John Hegarty about the value of creativity, building iconic brands and the secret to making the perfect marmalade

In this episode of WFA's Better Marketing Pod, David speaks with SFolake Ani-Mumuney, Global Head of Marketing & Corporate Communications at First Bank of Nigeria, on why brands need to start focusing more on the African continent.

In this episode of WFA's Better Marketing Pod, David speaks with Sonia Thimmiah, Head of Sustainable Brands & Customer Partnerships at Reckitt, on how brands can play a decisive role in shaping the sustainable future the world needs.

In this episode of WFA's Better Marketing Pod, David speaks with the "The Ad Contrarian" author, Bob Hoffman, about his past as an adman and how the internet changed the industry forever.

In this episode of WFA's Better Marketing Pod, David speaks with the inimitable marketing professor and industry commentator, Mark Ritson, on the perils of purpose, the fundamentals of marketing and how brands should be more like Tom Hollander and less like Orlando Bloom.

In this episode of WFA's Better Marketing Pod, David speaks with Lisa McKnight, SVP and Global Head of Barbie & Dolls at Mattel, Inc., on the strategy fueling Barbie's reinvention and growth and the company's new toy line challenging stereotypes.

In this episode of WFA's Better Marketing Pod, David speaks with Conny Braams, Chief Digital and Marketing Officer at Unilever, about sustainability, courageous marketing and ‘purposeful creativity'.

In this episode of WFA's Better Marketing Pod, David speaks with Ivan Pollard, Senior VP and Global Chief Marketing Officer at General Mills, about coming to America, the importance of humour, why marketing can't be replaced by machines and catching the ‘F-train.'

In this episode of WFA's Better Marketing Pod, David speaks with Lubomira Rochet, L'Oréal's Chief Digital Officer, about digital transformation, how her diverse background feeds into her leadership role, the rise of e-commerce and TikTok, and service-based marketing in a ‘cookie-less world'.

In this episode of WFA's Better Marketing Pod, David speaks with Raja Rajamannar, WFA President and Mastercard's Chief Marketing & Communications Officer, about Raja's early days in marketing in India, what Covid has changed, the global marketing agenda and his new book on next-generation marketing.

In this episode of WFA's Better Marketing Pod, David speaks with Sir Martin Sorrell about what Covid has changed, his advice for marketers, DEI, Brexit and some regrets on not managing the work-life balance.

In the second episode of WFA's Better Marketing Pod, David speaks with Jon Wilkins, Chairman of Karmarama, and Paul Kemp-Robertson, Co-founder of Contagious, on how brands have responded to the pandemic, highlighting the best (and worst) advertising campaigns and brand actions this year.The trio also discuss how Covid has given pause for reflection and allowed global society to consider in greater depth racism and inequality.

In the first episode of WFA's Better Marketing Pod, David speaks with WFA's Global Diversity Ambassadors, Belinda Smith and Jerry Daykin, on how brands and the industry have responded to amplified issues of racism in the US and globally.The trio also discuss the WFA's D&I Taskforce, the internal and external facets of diversity and inclusion, as well as issues regarding representation and stereotyping.