Mail Unleashed with Rory Sutherland Ep 12: Ogilvy's Kate Wheaton on using personalisation for more engagement
Nov 17, 2025
Kate Wheaton, former Head of Strategy at Ogilvy One who helped shape loyalty programmes for Tesco, Sainsbury’s and BA. She discusses why physical mail still wins attention and trust. Short reads, big formats and tangible items can sell fashion, explain complex topics and build credibility for emerging brands. Practical views on segmenting audiences and when mail earns its place in the mix.
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Working On Clubcard’s Evolution
- Kate described working on Tesco Clubcard evolution after 2008 as part of a team rethinking its future in a digital world.
- She explained the need to adapt Clubcard from an analogue supermarket era to multiple digital and physical formats.
One-To-One View Beats Aggregate Thinking
- Rory argued direct marketing looks at customers one at a time over time, unlike advertising which focuses on aggregates.
- Kate added different groups need different messages and relevance drives effectiveness.
Pensions Mail That Lets People Think
- Kate recounted work for Lloyd's on consolidating pensions where mail provided the detail and time people needed.
- She emphasised recipients value readable, at-leisure materials they can consult and share with partners.