Fifteen Seconds Podcast

#19 with the UN World Food Programme’s CMO, Saul Betmead 🇬🇧

Mar 6, 2021
Saul Betmead de Chasteigner, Chief Marketing Officer for the UN World Food Programme and former CSO at VMLY&R, joins innovation strategist Samantha Yarwood to discuss the intersection of marketing and humanitarian aid. They dive into the evolving concept of purpose in marketing, especially amid global challenges. Saul shares insights on the need for corporations to drive systemic change and the role of innovation in fostering community resilience. The discussion also highlights the significance of sustainability, personal growth, and the impact of downtime in inspiring profound insights.
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ANECDOTE

A Lifelong Altruistic Thread

  • Saul recounts a long-standing altruistic thread: volunteering, trusteeship, and surf life saving.
  • Those early experiences naturally led him to join WFP and pursue impact-driven work.
INSIGHT

Mission Shapes Practical Innovation

  • For WFP, innovation is pragmatic and mission-driven, not shiny for its own sake.
  • Innovation is a survival tool to deliver solutions for vulnerable people in extreme contexts.
ANECDOTE

Half Moons Restored Sahel Communities

  • WFP uses simple, context-appropriate innovations like 'half moons' to retain rainwater and restore soil in the Sahel.
  • This ancient technique reduced conflict, generated income, and improved community resilience.
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