This week we talk to Zaid Al-Qassab, the Chief Marketing Officer of Channel 4. Zaid leads the marketing and digital teams, and 4creative, Channel 4’s award-winning in-house creative agency.
Channel 4 is a publicly-owned and commercially-funded UK public service broadcaster, with a statutory remit to deliver high-quality, innovative, alternative content that challenges the status quo.
We talk brand management, building teams, education the P&G way, being authentic with diversity and inclusion and discuss the bight future that Channel 4 has - even in a world where streaming dominates the discussion.
We’ve got a T.O.P.T.I.P from Laura Hogan aimed at account managers and people in client facing roles.
As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income.
Show Notes
Zaid Al-Qassab
Zaid is also a Director and Council member of the Advertising Standards Authority, and a Board Trustee of WaterAid.
He was previously the Chief Brand & Marketing Officer of BT plc, where he led the BT, EE, Plusnet & Openreach brands. Zaid was educated at Oxford University, where he read PPE (Philosophy, Politics & Economics), and has also completed the Financial Times Non-Executive Director Diploma.
He spent 20 years at Procter & Gamble, in marketing & commercial roles, including as Managing Director of the Health & Beauty division for the UK & Ireland. Following that, he was Chief Marketing Officer of HouseTrip, a digital start-up which was bought by TripAdvisor in 2016. He is committed to diversity and inclusion.
Zaid’s book recommendations were:
Thinking, Fast and Slow by Daniel Kahneman
Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely
Factfulness: Ten Reasons We’re Wrong About The World - And Why Things Are Better Than You Think by Hans Rosling
The Perils of Perception: Why We’re Wrong About Nearly Everything by Bobby Duffy
The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Les Binet and Peter Field you can find the best charts from the research here: https://effworks.co.uk/ten-best-charts-binet-field/
The award winning C4 Complaints Welcome campaign is worth 90 seconds of your time.
T.O.P.T.I.P from Laura Hogan
Laura is a dog fanatic who runs Jelly Bean, an agency based in Birmingham delivering sweet results (geddid?!)
Find Laura on Twitter or LinkedIn.
Andi Jarvis
I’m hosting another live podcast for agency owners and directors on Monday 7 September.
Following on from the great discussion with Carrie Rose (Rise At Seven) and Tom Etherington (Evolved Search), I’ll be chatting to Stacey MacNaught (MacNaught Digital) and Paddy Moogan (Aira).
We’re discussing how to grow an agency, what its like leading an organisation through a global pandemic and what the secret is to a great agency/client relationship.
This live podcasts takes place from 12.00 - 1.00pm on Monday 7th September. It’s free but you do need to sign up for a ticket.
Register for your ticket today.
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