Digital Changemakers

David Wilding, EVP of Strategy at WPP, joins guest host, Kate Tovey, Director of Customer Engagement at JCDecaux, to explore why brand marketing needs a rebrand in today’s boardrooms. David explains how marketing has shifted towards short‑term performance, why he prefers to talk about “near-future sales” instead of “brand”, and how that shift in language helps unlock better conversations with CEOs and CFOs. He also unpacks the role that channels like Out-of-Home play in signalling trust and value whilst also investing in communities.

Chris Mawdsley, Head of Media Strategy at the BBC, joins Ian to unpack what it means to plan media when “the audience is everyone, all of the time.” He explains how the corporation uses data to identify target audiences, why Out‑of‑Home has become key for scale and talkability as TV viewing fragments, and how “planned reactivity” helps the BBC turn hit shows like The Traitors into real-world, cultural moments.

Georgia Scott, Director of Integrated Marketing at Monzo, joins Ian to explore what it means to be a “master generalist” leading marketing inside one of the UK’s fastest‑growing banks. She explains how her approach ensures brand and performance activity work together to create a coherent experience for customers. Georgia also shares why she sees Out‑of‑Home as a crucial way to reach “unmarketable” ad‑blocking audiences, and how pairing data‑driven planning with a strong brand identity is helping Monzo drive long‑term growth.

Caroline Adams, Head of Marketing at Interflora, joins Ian to explore how a 100-year-old brand stays emotionally relevant in a competitive, digital-first category. She reveals how Interflora is reframing its heritage as a brand “superpower”, using creativity and storytelling to move beyond awareness and build brand affinity with younger audiences. Find out how Interflora combined a bold new visual identity, emotion-led campaigns and smart use of real-world channels like OOH to drive growth.

James Best CBE, Chair of the Committee of Advertising Practice, and Matt Bourn, Director of Communications at the Advertising Association, join Ian to explore why trust is one of the most valuable assets a brand can build. Drawing on their new book, Trusted Advertising, they reveal how trust in advertising is evolving, why it drives commercial outcomes, and why it matters where your brand shows up. Hear how in a world of AI and influencers, brands can use real-world channels such as Out-of-Home to build trust at every touchpoint.

Claire Brunel, Brand Campaign Manager at EDF, joins Ian to unpack how one of the UK’s biggest energy brands is building trust in a high‑emotion category. Claire reveals how EDF’s new brand platform, “Change is in our power”, puts customers at the heart of the energy transition, turning sustainability from a corporate promise into a shared mission. Hear how EDF combines customer insight with trusted, real-world channels like OOH to drive behaviour change.