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1. 
   Expert opinion

   26 November 2025
   Marketing effectiveness

   Rory Sutherland on fat-tailed marketing and why creativity outperforms efficiency

   The biggest wins in marketing rarely fit into neat dashboards. Marketing guru Rory Sutherland joins us to unpack why creativity is “fat-tailed,” how a few outlier ideas create the lion’s share of value, and why short-term incentives push teams to optimise what’s easy to count rather than what actually compounds.

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2. 
   Expert opinion

   1 October 2025
   Brand reputation

   Magnum Ice Cream's CMO on Unilever, Minecraft ice cream and cultural relevance

   What happens when you need to build a completely new company while still delivering exceptional business results? Leyal Eskin Yilmaz, CMO Europe, UKI, ANZ & Head of Global Brands - and CMO of the newly forming Magnum Ice Cream Company, describes this challenging transition as “building a new house while living in it": simultaneously exciting, humbling and occasionally uncomfortable.

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3. 
   Expert opinion

   25 August 2025
   Brand reputation

   WFA Better Marketing Pod Episode 42 with marketing guru Seth Godin

   What happens when one of marketing's most influential thinkers shares his unfiltered wisdom about the state of our industry? Seth Godin joins the WFA Better Marketing Podcast to deliver profound insights that challenge conventional thinking about what makes marketing truly effective.

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4. 
   Expert opinion

   10 June 2025
   Brand reputation

   WFA Better Marketing Pod Episode 41 with Marcel Marcondes, AB InBev

   The marketing landscape is undergoing profound shifts, requiring marketers to rethink traditional approaches. At the forefront of this evolution stands Marcel Marcondes, 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.

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5. 
   Expert opinion

   29 April 2025
   AI

   WFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta

   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.

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6. 
   Expert opinion

   31 March 2025
   Brand reputation

   WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell

   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.

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7. 
   Expert opinion

   26 March 2025
   Culture

   WFA Better Marketing Pod Ep 38: On navigating culture, meaning and purpose with marketing professor Marcus Collins

   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.

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8. 
   Expert opinion

   4 March 2025
   Brand reputation

   WFA Better Marketing Pod Ep 37: On being a real global marketer and Gen Alpha with Dr. Frederique Covington Corbett, UNICEF

   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.

   Read more about "WFA Better Marketing Pod Ep 37: On being a real global marketer and Gen Alpha with Dr. Frederique Covington Corbett, UNICEF"
9. 
   Expert opinion

   12 December 2024
   CreativitySustainabilityAI

   WFA Better Marketing Pod Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot

   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. 

   Read more about "WFA Better Marketing Pod Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot"