The Cambridge Marketing Podcast
The Cambridge Marketing Podcast provides in-depth insight into various marketing topics, featuring weekly guests who share their expertise and analysis. It covers a wide range of subjects relevant to marketing professionals and those studying marketing qualifications.
Episodes
The Marketers' Toolkit - 'S' Part 2
This week Kiran Kapur and Charles Nixon look at Sustainability, Strategy and Social Proof.
From Coca-Cola to Toilet Brushes: Redefining Marketing Strategy with Mats Georgson
Is your marketing department stuck in a communications factory? In this episode, Kiran Kapur is joined by marketing strategist and CEO advisor Mats Georgson to debunk the myth that marketing is simply promotion and advertising.
The discussion explores lessons from the famous circus analogy, Coca-Cola's masterclass in growing demand, and the realities of pricing through the lens of a toilet brush!
The Marketers' Toolkit - 'S'
In this episode of the Marketers' Toolkit Kiran Kapur and Charles Nixon explore the strategic use of SWOT analysis, Societal changes, Segmentation and SEO in marketing.
They discuss practical insights for applying these tools effectively in different contexts.
Purpose-Led Communications: How to Build a Sustainable PR Business with Kirsty Leighton MBE
Can an agency stay true to its purpose and still build a thriving, international business?
In this episode, Kiran speaks with Kirsty Leighton MBE, Founder and Group CEO of Milk and Honey PR. Kirsty breaks down what purpose-led communications actually looks like in practice, how B Corp certification and employee ownership drive performance and why alignment with global priorities like the G20 leads
The Marketers' Toolkit - 'R'
In this episode, Kiran Kapur and Charles Nixon explore key marketing concepts including Relationship Marketing, Referral Strategies, and the importance of understanding Return on Investment.
They discuss how these elements influence customer loyalty and business growth.
How You Build Your Brand in an AI World
Ben Rees shares insights on how authenticity, brand consistency and a strategic use of AI can help businesses stand out in an AI-driven world.
Discover practical tips on building a strong "prior", leveraging in-person events and maintaining brand coherence across channels.
Find out more about Ben and his work at BJRees.com
The Marketers' Toolkit - 'Q'
In this episode of The Marketers' Toolkit, Kiran and Charles explore the resurgence of QR codes, the differences between Qualitative and Quantitative market research, and the importance of asking the right Questions internally and externally to improve business and career growth.
Corporate Responsibility and Sustainability Apprenticeships at Cambridge Marketing College
Ever considered how a Corporate Responsibility and Sustainability Practitioner Apprenticeship could reshape your career or future-proof your organisation?
In this episode, Kiran Kapur explores the practical, commercial, and operational realities of the role alongside Cambridge Marketing College tutors Victoria Hartley, Nigel Clark, and Helen Rushton. Bringing together over 75 years of collective
The Marketers' Toolkit - 'P'
In this episode of the Marketers' Toolkit - it's all things P.
Kiran Kapur and Charles Nixon explore the intricacies of marketing strategies, focusing on pain points, personas and positioning.
The Serial Entrepreneur's Guide to SME Success
In this episode, Dr Glyn Cartwright shares insights on strategic management for small and medium-sized enterprises, emphasising long-term relationships, clear business purpose, and practical planning. Discover how to build trust, define your organisation and plan effectively to succeed as an entrepreneur.
Glyn's book, Why Has No One Ever Told Me This?, is available now.
Building an effective LinkedIn profile
In this episode, Kiran Kapur, Lily Berridge and Andy Bargery explore the ins and outs of LinkedIn. They discuss how to effectively use the platform for career development, networking and personal branding. Listen in for practical tips, etiquette advice and insights on building a meaningful professional presence online.
Unlocking Human Behavior in Market Research
In this episode, Molly Strawn-Carreño, Director of Brand Growth at aytm, explores the nuances of market research, the importance of understanding human behavior beyond data, and how AI is transforming the industry. Discover why data alone isn't enough for brands to succeed and how to leverage research for deeper insights.
Unlocking Memory in Neuromarketing: How Senses Shape Consumer Choices
In this episode, Katie Hart, author of Neuromarketing: Practical Insights for Improving Customer Engagement, shares deep insights into how memory, language, and sound influence consumer behaviour and marketing strategies. Discover how our brain processes information and how brands can leverage sensory triggers for better engagement.
The Marketers' Toolkit - 'O'
In this episode, Kiran Kapur and Charles Nixon explore key marketing concepts starting with the letter O, including opportunity cost, opinion leaders, out-of-home marketing, and open-ended questions.
How to Get Hired: CV & Interview Secrets
If you’re actively job hunting, this episode is essential listening.
Scott Woodrow, Executive Director at Pure Resourcing Solutions, exposes what really happens behind the scenes when recruiters sift through hundreds of applications. Discover how to write a CV that stands out, avoid the traps of generic AI applications, and interview with total confidence.
The Marketers' Toolkit - 'N'
This week on The Marketers' Toolkit, we break down neuromarketing, Net Promoter Score, and New Product Development.
Digital Product Management for Small Businesses
In this episode, Laurie Warren, founder of Canvas Consultancy, sits down to chat about what it really takes to manage digital products, especially when helping charities and community hubs. She breaks down why user empathy, great communication, and smart data handling are so essential, while sharing some eye-opening insights into the carbon footprint of our digital worlds and how AI fits into the
Opinionated Marketers on: SUMMER READING
As McKinsey and Company release their recommended reading list, our Opinionated Marketers discuss the titles that have caught their eye.
How to Optimise Content for AI Bots & GEO
In this episode, Christina Spaulding, Founder and CEO of Manzanita Marketing, discusses the shift from traditional SEO to "organic performance" driven by AI. She highlights why deep cultural research and meticulous localisation are critical for international marketing success, warning businesses to carefully adapt client profiles and legal compliance for each unique regional market.
The Marketers' Toolkit - 'M'
This week we discuss Marketing Myopia, Mintzberg, Maslow and Marshal McLuhan on the Marketers' Toolkit for M.
The Psychology of Consumer Choice
In this episode Chris Lukehurst, Director of Research at The Marketing Clinic, explains why traditional market research often misses what really drives buying decisions. He explores the emotional journey behind products, how sensory experiences shape consumer behaviour, and why brands should focus less on what people say they want and more on how products make consumers feel.
The Marketers' Toolkit - 'K and L'
In this episode, we cover key accounts, KPIs, lifecycles, and learning curves.
Fashion Communication: From Catwalks to TikTok
Fashion has become more accessible than ever, but at what cost? Lou Rogers, founder of Trendlistr and fashion communication lecturer at Northumbria University, explores how social media, influencers and second-hand fashion have reshaped the industry. From sustainability to storytelling, discover why great fashion marketing is about more than the latest trends.
Growing a Marketing Agency
In this episode Nick Tyldsley, Managing Director of Superfly Marketing, shares the realities of growing a digital marketing agency over 14 years. From cashflow challenges and recruitment decisions to client relationships and company culture, he explains why long-term thinking is essential for success. The conversation also explores apprenticeships, AI in marketing, leadership lessons and balancing
Why SEO Isn’t Enough: AEO and GEO Explained Simply
In this episode, Rachel Sterling from Identity Digital joins us to explore how search is changing in the age of AI. We discuss the shift from SEO to AEO and GEO, what marketers can do to make sure AI surfaces their content, and why building trust online matters more than ever.
The Marketers' Toolkit - 'J'
This week, Kiran Kapur and Charles Nixon discuss Junk Mail, Just-in-Time, and Joint Ventures in our Marketers' Toolkit.
How Businesses Can Create Real Social Value
ESG is often talked about but rarely explained. Rachel Hales, founder of Get Synergised, joins me to discuss Environmental, Social and Governance, with a particular focus on the social element. We explore how businesses and charities can build meaningful partnerships, why community engagement should be part of everyday business, and the benefits of taking a more purposeful, long-term approach.
Tutor Conference 2026
Madingley Hall in Cambridge hosted our Tutor Conference 2026. A great opportunity to speak with some of our tutors to find out what's exciting them about marketing at the moment.
The Smarter Way to Fix a Marketing Campaign
What makes a marketing campaign actually fail? Most importantly, how do you fix it?
In this episode, Skip Wilson, founder of DRAFT Media Partners, shares his “draft mentality” approach to marketing. The idea is that campaigns are never finished, only improved.
A practical conversation on testing, data, remarketing, landing pages, and fixing what’s actually not working.
The Marketers' Toolkit - 'I'
This week on the Marketers' Toolkit it's everything from Instagram to Infographics.
The Science of High-Performing Video Content
In this episode, Martin Watters from Brief Media joins us to explore what makes video content actually work. From audience retention and storytelling to video strategy, data and social media performance, we discuss how brands can use video to build trust, drive action and stand out in an increasingly crowded digital world.
The Hidden Psychology of Customer Behaviour
In this episode, Si Elliott joins us to explore the psychology behind great customer experience; from behavioural science and customer journeys to friction, trust and loyalty. We discuss how brands can better understand human behaviour to create meaningful interactions that keep customers coming back. Featuring insights from Si’s book Customer Experience Thinking.
The Marketers' Toolkit - 'H'
This week we cover Heuristics, Hypothesis Testing and the Gartner Hype Cycle on the Marketers Toolkit.
(Further reading on the Hype Cycle' can be found here https://www.gartner.com/en/research/methodologies/gartner-hype-cycle)
The Marketers' Toolkit - 'G'
In this episode of the Marketers' Toolkit we discuss Gamification, Geodemographics and much more.
Dynamic Pricing: It’s Been Here All Along
You might think dynamic pricing is a new phenomenon. You’d be wrong. This week’s guest, Marco Bertini, kicks things off by reminding us it’s been around almost as long as commerce itself. We explore why businesses use it, how it affects customers, and when it actually works best.
Marco is Professor of Marketing at Esade, a global business school based in Barcelona.
The Marketers' Toolkit - 'F'
Funnels, Freemium, Forecasting and more. In this episode we cover all things F in the Marketers Toolkit.
Confidence Skills for Better Communication
Communications coach Jon Torrens discusses how introverts and neurodivergent people can build real speaking confidence. Jon believes that confidence is developed through practice, preparation, and experience, not personality type.
The episode covers handling inner critics, using pauses effectively, improving meeting participation, and the importance of strong openings and endings. Practical tips f
The Marketers' Toolkit - 'E' (Episode 2)
Part two of “E” in The Marketers Toolkit looks at ESG and economic forces shaping modern marketing. From sustainability and governance to GDP, inflation and consumer confidence, this episode explains how external pressures influence strategy, decision-making and long-term business success.
(Episode 1 of "E" can be found here. https://LightBlueMedia.podbean.com/e/the-marketers-toolkit-e-episode-1/)
The Art of Selling Innovation
In this episode, Kiran Kapur chats with Richard Leyland from Cambridge Consultants about the challenge of marketing innovation. They explore selling complex, high-risk ideas, overcoming client hesitation, and proving value. The conversation also covers thought leadership, cross-industry marketing, and how AI is reshaping content, strategy, and the future of professional services marketing.
The Marketers' Toolkit - 'E' (Episode 1)
This episode of The Marketers’ Toolkit focuses on “E”, covering End Users, Ethics, and Eye Tracking. It highlights the importance of understanding who uses products, making responsible marketing decisions, and using behavioural insights like eye tracking to improve engagement, design effectiveness, and overall marketing performance.
(Episode 2 of "E" can be found here https://LightBlueMedia.podb
Opinionated Marketers on: CHOCOLATE
With Easter weekend upon us, our Opinionated Marketers discuss two chocolate related stories from the world of marketing - including The Great KitKat Heist!
The Marketing Behind Successful Crowdfunding
This episode of the Cambridge Marketing Podcast focuses on how to market an investment crowdfunding campaign. Jason Fishman explains how to attract investors using ads, content and email, why testing different audiences matters, and how retargeting builds trust over time. It highlights the importance of social proof, clear messaging and a strong plan to turn interest into actual investment
Opinionated Marketers on: SOCIAL VALUE
This week, our Opinionated Marketers discuss how marketing intersects with social and economic change. We look at the government’s new apprenticeship incentives, volunteering, and Marks & Spencer’s latest hire!
If You’re Not Testing, You’re Guessing
Data doesn’t kill creativity; it sharpens it. Brook Shepard of Mason Interactive explains why starting with clear goals and basic data matters. Test what you put out, learn what works, and build from it. Used properly, data helps you make better creative and prove what’s actually working—so you can keep improving, not guessing.
Why Ticket Prices Change: The Truth About Dynamic Pricing
In this episode of the Cambridge Marketing Podcast, ticketing expert Richard Howle, founder of RH Insights, explores the realities of dynamic pricing in live entertainment. Drawing on decades of experience with major productions and events, he explains how pricing balances demand, psychology, fan loyalty and commercial risk, revealing how ticketing strategy underpins marketing and the long-term su
Opinionated Marketers on: WARTIME STRATEGY
With War in the Gulf, this week our Opinionated Marketers discuss what marketers should be doing now and for the future. Kiran Kapur and Charles Nixon discuss.
Customers First: The Strategy Behind Games Workshop’s Success
This week we look at how Games Workshop built Warhammer into a hugely profitable global business by putting customers first.
Kiran Kapur speaks with Richard Kendrick about community, lore, retail experience and lifelong fans – and why focusing on the hobby and the people who love it is beating quick wins, cost-cutting and AI hype.
Opinionated Marketers on: CRISIS MANAGEMENT
This week our Opinionated Marketers highlight a textbook case of crisis management from the UAE. Hosted by Kiran Kapur and Charles Nixon.
The Cheese Scale: Why You Feel Like a Fraud (and How to Stop)
In this episode, Dr Kate Atkin explains why high achievers often feel like frauds despite their track record. She ditches the "syndrome" label for "phenomenon" and uses a clever cheese analogy to help you measure your self-doubt. Learn how to update your self-image and stop the cycle of overworking.
Opinionated Marketers on: POSITIVITY
As the sun begins to shine here in the UK, Kiran Kapur and Charles Nixon digest some of the most positive stories from the world of marketing and beyond.
When Customers Are 90% Decided: Rethinking Marketing’s Role
Paul Smith, Marketing Director at Hendy Group, shares what automotive can teach marketers about trust, complexity and modern buying behaviour.
When customers arrive 90% decided, marketing’s job shifts from persuasion to reassurance. We talk brand architecture, managing multiple audiences, ethical finance, reputation tracking beyond NPS, and why customer experience is a system... not a moment.
Opinionated Marketers on: ADVERTS
This week Kiran and Charles talk about the Super Bowl ads and why they matter so much. They look at OpenAI bringing in advertising, a rival ad from Claude that questions bias, and Ring’s dog-finding campaign that many people found unsettling.
Opinionated Marketers on: LOSING YOUR WAY
This episode looks at what happens when brands forget who they’re for.
We start with Prestat, the old Piccadilly chocolatier that lost its way after being bought by venture capital, cutting range, pushing expensive boxes and drifting from the customers who loved it. From there we discuss Bass securing the first UK trademark, NatWest chasing “mass affluence”, and why understanding your market still
No Uni? No Problem! Building a Marketing Career Through Apprenticeships
This week we celebrate National Apprenticeship Week. Kiran Kapur is joined by Sophie Bolton to talk honestly about what apprenticeships are really like. Sophie shares her own route into marketing, how learning on the job built her confidence, and why apprenticeships can be a smart alternative to university for people at any stage of their career.
This episode is an essential listen for anyone eith
Growing Your Marketing Team: People, AI, or Both?
Kiran Kapur talks with Chris Woodward from Oliver Agency about how marketing agencies are using AI in everyday work.
They cover automation, Oliver’s in-house model, real cost savings, and training teams to use new tools. Chris also explains why many smaller businesses may get better results investing in AI software and skills instead of hiring another person.
Opinionated Marketers on: WEIGHTLOSS
This week our Opinionated Marketers look at how weight loss jabs are reshaping consumer behaviour. From smaller food portions and falling alcohol sales to booming fashion and fitness spending - everything's changing, and changing quickly.
Kiran and Charles also discuss pharma’s push towards pill versions, pressure on pubs and hospitality, the rise of alcohol-free drinks, and what these fast-movin
Inside the World’s Most Effective Ad Campaigns
This episode explores the adverts that really work! We're joined by Lynne Deason of Kantar and look at everything from John Lewis Christmas classics and Coca-Cola’s personalised bottles to Amazon’s festive storytelling and Ariel’s “Share the Load” campaign.
Lynne reveals what these campaigns get right, how emotion and music shape impact, and why positive representation helps brands connect with
Opinionated Marketers on: GOOD NEWS
In this episode, Kiran Kapur and Charles Nixon dig into the GOOD news stories getting buried by bad headlines.
They talk about the retail successes at Next and Marks & Spencer, the truth behind 'Blue Monday', Universal Studios coming to the UK, and why adults are buying more toys!
Stop Chasing Algorithms: A Reality Check On Modern Marketing
This episode is about slowing down and doing marketing properly. Abe Kasbo of Verasoni argues that brands have become addicted to shortcuts, dashboards and shiny new tools.
We talk about why product, brand and customer experience matter more than platforms, why not everything should be “digital-first”, and how businesses can build real growth without gambling on trends or tech hype.
Opinionated Marketers on: 2026 TRENDS
Kiran Kapur and Charles Nixon start with Peter Fisk’s Trend Kaleidoscope and use it as a way into what 2026 might really look like. They talk through AI, politics, economics, climate, and shifting behaviour, cutting through trend noise to focus on what feels solid, what feels overplayed, and what might genuinely affect how people live and work.
Cambridge Marketing College launches NEW AI Focused Apprenticeships
2026 sees Cambridge Marketing College launch its new AI-focused apprenticeships. Listen to Kiran Kapur, Charlotte Lestienne and Neil Wilkins discuss the new programmes, and find out how you can get involved as both an apprentice and employer.
Opinionated Marketers on: 2025
As 2025 draws to a close, our Opinionated Marketers reflect on the year that was.
Opinionated Marketers on: Trains, Logos and Design
Among this week's topics - Kiran and Charles discuss the new 'Great British Railways' branding, and why no Marketing Agency will have a single positive word to say about it!
Why Marketers Are Struggling — And How to Cope
Marketing is fast, demanding and often overwhelming. In this episode, we talk honestly about why the job feels so stressful, how burnout shows up, and why resilience varies so much from person to person. Psychotherapist and marketing consultant Kim Tasso explains warning signs, team pressures, remote-work challenges, and simple ways to lower stress before it hits a breaking point.
The Reality of Police Communications: Strategy, Safety and Social Media
In this episode, we explore the world of police communications with Janeen Harding, Digital Communications and Engagement Advisor for Lincolnshire Police.
We discuss crisis communications, media training, stakeholder engagement, and the challenge of reaching diverse rural communities. Janine also reveals how powerful campaigns like Think of Denii are created—and why the force launched a successful
Opinionated Marketers on: BUDGET 2025
This week, Kiran and Charles discuss the 2025 UK Budget and what it really means for people and businesses. They dig into tax changes, rising costs, climate policy twists and why the headlines don’t tell the full story.
Opinionated Marketers on: AI BUBBLES
Charles and Kiran discuss whether the rapid rise in AI valuations is heading for a bubble burst, sparked by big investor moves and unrealistic expectations. They stress that AI is here to stay but due a reality check.
The conversation then turns to online pricing tactics; hidden fees, fake discounts and murky sales practices - and why marketers should stick to transparency if they want to keep the
Social Media Secrets Made Easy: What Really Helps You Get Seen
Social media consultant Daisey Cooke joins Kiran Kapur for a lively conversation about showing up online without losing your mind.
They explore where your audience actually is, why consistency beats chasing trends, and how simple strategy brings calm to the chaos. Practical, honest and full of human insight, it’s a gentle guide to making social media work your way.
Opinionated Marketers on: GLOBAL CONSUMER TRENDS
From China’s Singles Day to the rising price of gold - Kiran Kapur and Charles Nixon explore how global consumer habits, cultural events, and economic shifts shape marketing opportunities.
This week, they discuss adapting to new social and retail phenomena, the importance of wide-ranging news sources, and why smart marketers always look beyond the headlines.
Why Great Copy Starts Before You Write a Word – with Jamie Thomson
Kiran Kapur talks to copywriter Jamie Thomson about why the best writing begins long before fingers touch the keyboard.
He explains his five-step “Brand New Copy” method, showing how understanding goals, psychology, and positioning makes copy clear, human and effective. A practical chat about thinking, not just typing — and why AI can’t replace that.
Opinionated Marketers on: NOSTALGIA
Kiran Kapur and Charles Nixon talk about the new John Lewis Christmas ad, the comfort of old-fashioned catalogues, and the joy of getting something in the post. They share memories of real shopping and chat about a brand that skips Black Friday discounts to give money to charity instead — proving kindness can stand out more than sales.
Am I Paranoid About AI? A Conversation with Neil Wilkins
AI is reshaping everything—from business to our sense of what’s real. In this thought-provoking conversation, Kiran asks Neil Wilkins whether our unease around artificial intelligence is justified or simply misunderstood.
Together they explore AI-first businesses, human–machine “relationships,” and what happens when technology starts to feel a little too human.
Opinionated Marketers on: ROBOTS
Charles and Kiran explore the reality of robots in care homes, from Japan’s seal-like companions to machines that just get in the way. They debate why humans keep giving robots faces, what makes automation useful, and whether we’re designing for need or novelty.
Creating NEW Product Categories
Vahagn Sarksyan, VP of Marketing at KRISP, shares how the company turned a simple noise-cancelling tool into a whole new voice AI category.
From educating users who didn’t know they had a problem to shifting from B2C to B2B, he talks about testing ideas fast, building trust, and turning product value into the story.
This episode is a sharp and honest look at marketing in action.
Opinionated Marketers on: LONG WAVE THEORY
In this episode of Opinionated Marketers, Kiran Kapur and Charles Nixon discuss Schumpeter’s long wave theory and the cycles of creative destruction—from steam power to AI. They look at how innovation changes economies, jobs, and industries, why adaptability matters, and whether solar energy could drive the next global revolution.
Read more: “4.6 Billion Years On, the Sun Is Having a Moment” – The
Sowing the Right Message: Marketing to Farmers with Anthony Smith
This week on The Cambridge Marketing Podcast, Anthony Smith from Red Stag Media explains how to market to farmers and agribusinesses. He shares insights into agricultural and horticultural marketing, the power of digital tools in farming, and why using the right language is vital for connecting with rural audiences.
The Three Secrets to Avoiding 'Death by PowerPoint': Story, Visuals, and Pacing
In this episode, we explore a Three-Step Formula for successful PowerPoint presentations.
Our guest is Richard Goring of BrightCarbon, who reveals why many presentations miss the mark and therefore fail in their objective.
This episode is a must-listen for anyone who uses PowerPoint, Google Slides or any other tool for business communication, sales, training or marketing.
How to write emails that people ACTUALLY read
Email expert Kim Arnold joins Kiran to reveal why most of us are terrible at writing emails—and how to fix it.
From the “Dump Truck” (walls of text) and “White Bread” (bland, personality-free emails) to the “Undertaker” (buried calls-to-action), Kim explains the biggest mistakes people make and shares practical tips to write clear, persuasive, and human emails that actually get replies.
Whether yo
Commercial Intelligence Explained: How to Measure What Really Matters in Marketing
What does “commercial intelligence” really mean for marketers, and why do so many of us avoid it? In this episode, I sit down with Andrew Hatcher (entrepreneur, investor, and fellow of the Cambridge Marketing College) to cut through the noise around numbers, ROI, and lifetime customer value.
We dig into the stuff marketers often push aside: how much it costs to get a customer, how much it takes to
Employer Brands
What does a strong employer brand really look like? Alexis Drake of Reed Talent Solutions explains why honesty beats buzzwords, how the right Employee Value Proposition attracts top talent, and why cutting through the corporate beige is essential for smarter talent acquisition and retention.
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