Ahead of the Game

Ever wondered how fast fashion brands tackle sustainability? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Sarah Whittaker⁠, Head of Sustainability Communications at Primark, about how one of the world’s largest fashion retailers is navigating the challenge of becoming more sustainable while maintaining affordability at scale. From addressing common misconceptions around fast fashion to embedding more responsible practices across teams and supply chains, Sarah shares a behind-the-scenes look at how communications helps shape perception, influence behaviour, and avoid greenwashing. She also explores how brands can simplify complex sustainability messages, empower employees as advocates, and balance commercial realities with ethical responsibility.  Sarah’s Top 3 Tips: Keep sustainability messaging simple and focused – narrow in on what matters most to your audience  Back up every claim with evidence – avoid absolutes and communicate progress, not perfection  Engage your internal teams first – employees are your most powerful (and credible) advocates  The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.  And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!   Timestamps: 0:00:49 – Sustainability communications vs marketing explained  0:02:47 – What Primark stands for as a global brand  0:05:50 – Tackling perceptions of fast fashion and low cost  0:08:56 – Communicating sustainability reports in a more engaging way  0:12:03 – What circularity means in fashion  0:14:10 – Working with suppliers to drive sustainability  0:16:16 – Regulation vs voluntary sustainability efforts  0:19:15 – Do customers really care about sustainability?  0:23:52 – What sustainability actually includes (beyond environment)  0:25:41 – Most effective channels for sustainability communication  0:28:41 – Empowering employees to talk about sustainability  0:31:34 – Keeping messaging clear and avoiding greenwashing  0:35:33 – Sarah’s career journey into communications  0:37:58 – Agency vs in-house: key differences  0:40:02 – Career advice for marketers and communicators 

In this special episode of the DMI Podcast for International Women’s Day, host Taz Kelleher speaks with Areej AbuAli, founder of Women in Tech SEO, and Maeve Kneafsey, entrepreneur, host of the Transform Gov podcast, and long-time leader in digital and public sector innovation.  They share practical lessons from building communities, scaling businesses, securing funding, and leading with clarity in a fast-moving industry. This conversation is full of grounded advice about confidence, decision-making, community building, and the shift that AI is creating for founders. Top 3 tips from Areej & Maeve Be decisive and stop waiting for perfect conditions: Progress comes from action, not from over analysis. Push yourself forward: Say yes to opportunities, speak on stages, and treat visibility as core to leadership. Build and invest in community:  The right network accelerates your business, your learning, and your confidence. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.    And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!   Timestamps 01:26 — Acting on an idea 03:29 — Knowing which ideas to commit to 04:53 — Recognizing meaningful innovation 06:19 — Representation and confidence 09:14 — Finding your voice 11:07 — Evolving beliefs about success 16:39 — Early decisions that shaped growth 20:17 — Pricing, confidence, and commercial conversations 22:19 — What people underestimate about scaling 24:36 — Testing, learning, and dropping what doesn’t work 26:39 — Patterns in companies that succeed 30:22 — What matters less than people think 31:58 — The power of community 36:19 — How to find a mentor 40:45 — AI and the future for founders 44:22 — Leadership habits for women 47:10 — Biggest opportunities for women in digital marketing 

Not getting the results you used to from your paid search? In this episode of the DMI podcast, host Will Francis speaks with PPC specialist Cathal Melinn about the current state and future of pay-per-click advertising. With rising costs, AI-driven automation, and new campaign types like Demand Gen reshaping advertising, Cathal shares what’s actually delivering results right now, and what marketers should approach with caution. They explore why PPC is still profitable (but less forgiving than before), how AI Max for Search differs from Performance Max, and why mid-funnel campaigns are becoming essential. Cathal also explains how to structure campaigns strategically, manage budgets effectively, and avoid over-relying on automation. Cathal’s top 3 tips Separate brand and non-brand campaigns: Run a dedicated brand campaign on exact match to protect your name and control impression share.Start small and structured: Begin with 10–15 carefully chosen exact match keywords and grow strategically. Don’t ignore the mid-funnel: Demand Gen campaigns can feed your search performance and deliver measurable returns faster than traditional top-of-funnel activity. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube,  Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.   And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!  Timestamps 3:14 – Why Demand Gen is changing the funnel 12:54 – AI Max vs Performance Max 17:52 – Manual bids vs smart bidding 23:00 – The “learning phase” myth 29:00 – Amazon & Bing: where else to invest 34:05 – Why PR supercharges PPC 38:16 – Metrics that actually matter 40:14 – The biggest PPC mistakes 46:31 – The future: pay-per-conversation? 48:31 – Tools and automation stack 51:10 – Cathal’s starter framework for beginners 

Worried about your organisation’s security, or not worried enough?  In this episode of the DMI podcast, host Will Francis speaks with ⁠⁠Rebecca Robinson⁠⁠, cybersecurity expert and founder of ⁠⁠Cybec Consulting⁠⁠. Rebecca breaks down why cybersecurity isn’t just an IT issue, but a business, brand, and marketing issue too.  From phishing and social engineering to ransomware and reputation risk, she explains how modern cyber threats really work, why people shouldn’t always be seen as the “weakest link,” and how marketers can build secure systems without killing creativity. She also shares practical advice on training, password management, and building resilience so organisations can grow safely, even when things go wrong. Rebecca’s top 3 tips: Take a moment before acting on anything urgent – pause, question it, and ask someone else. Treat system access like currency – only give people the access they genuinely need. Use strong, unique passwords – and a password manager if possible ---------------- The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, ⁠email the podcast team⁠! 

Derek Liddy, e-commerce leader focused on personalization and first-party data. Cathal Melinn, PPC specialist simplifying paid search with AI. Jane McDaid, youth marketing founder promoting creator-led creativity. Alison Battisby, social strategist warning about AI video and trust. Jim Lecinski, marketing professor on AI-driven shopping companions. They discuss mobile AI shopping, creativity as advantage, community platforms, ad automation, and conversational commerce.

Ibrahim Jabri, Client Solutions pro at Meta and host of Below the Fold, specializes in media planning across MENA. He talks about why MENA’s social use and digital budgets have exploded. He explains which apps dominate, why Out of Home still hits hard in Saudi, common creative-placement mistakes, and what to expect from creators and WhatsApp commerce in 2026.

Finding it difficult to navigate the changing landscape of data protection? In this episode of the DMI podcast, host Will Francis speaks with Steven Roberts, Group Head of Marketing at Griffith College, Chartered Director, certified Data Protection Officer, and long-time marketing leader. Steven demystifies GDPR, AI governance, and the rapidly evolving regulatory environment that marketers must now navigate. Steven explains how GDPR enforcement has matured, why AI has created a new layer of complexity, and how businesses can balance innovation with compliance. He breaks down the EU AI Act, its risk-based structure, and its implications for organizations inside and outside the EU. Steven also shares practical guidance for building internal AI policies, tackling “shadow AI,” reducing data breach risks, and supporting teams with training and clear governance. For an even deeper look into how businesses can ensure data protection compliance, check out Steven’s book, Data Protection for Business: Compliance, Governance, Reputation and Trust. Steven’s Top 3 Tips Build data protection into projects from the start, using tools like Data Protection Impact Assessments to uncover risks early. Invest in regular staff training to avoid common mistakes caused by human error. Balance compliance with business performance by setting clear policies, understanding your risk appetite, and iterating your AI governance over time. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! Timestamps 01:29 – AI’s impact on GDPR & the explosion of new global privacy laws 03:26 – Is GDPR the global gold standard? 05:04 – GDPR enforcement today: Who gets fined and why 07:09 – Cultural attitudes toward data: EU vs. US 08:51 – The EU AI Act explained: Risk tiers, guardrails & human oversight 10:48 – What businesses must do: DPIAs, fundamental rights assessments & more 13:38 – Shadow AI, risk appetite & internal governance challenges 17:10 – Should you upload company data to ChatGPT? 20:40 – How the AI Act affects countries outside the EU 24:47 – Will privacy improve over time? 28:45 – What teams can do now: Tools, processes & data audits 33:49 – Data enrichment tools: targeting vs. Legality 36:47 – Will anyone actually check your data practices? 40:06 – Steven’s top tips for navigating GDPR & AI 

Ever wondered what it’s like to be a luxury hotel marketer? In this episode of the DMI Podcast, host ⁠⁠Will Francis⁠⁠ speaks with Mary Beth O’Connor, an experienced hospitality marketing professional whose career has taken her from international sales to Director of Sales & Marketing at the legendary Pierre Hotel in New York City.Mary Beth shares insider perspectives on how hotels and resorts can maintain their identity and customer loyalty in an age dominated by online travel agents, why “people are the product,” and what all businesses can learn from the hospitality mindset.She also explores the rise of wellness travel, the power of partnerships, and how authenticity, curiosity, and personalization drive success in hospitality marketing.Mary Beth’s Top 3 TipsStay curious and keep learning: The marketing industry changes constantly — adapt with it.Keep it personal: Hospitality is built on relationships and genuine connection.Build partnerships: Creative collaborations can amplify reach without huge budgets.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!Timestamps3:23 – How online travel agents changed hotel marketing6:04 – Selling experience, not just rooms: the people-first approach8:09 – Retention, culture, and leadership in hotels10:27 – Human stories that build brand loyalty12:03 – Bringing hotel staff personalities into marketing13:41 – What makes hospitality marketing unique14:59 – Digital marketing, events, and local partnerships18:43 – How travel audiences changed after the pandemic21:13 – Global markets and U.S. traveler demand23:32 – Marketing multiple offerings (rooms, restaurants, spa)26:19 – Branding luxury properties and using heritage wisely29:24 – Benchmarking top hotel brands31:21 – Marketing inside the property and guest personalization33:00 – Balancing technology and human touch in luxury34:07 – Why arrival experience defines customer loyalty36:44 – Lessons all businesses can learn from hospitality38:11 – Emerging trends: wellness, sustainability, and women’s travel40:28 – Using digital and webinars for B2B marketing43:26 – Influencer marketing in hospitality: challenges and best fits47:24 – Advice for aspiring hospitality marketers

How often do innovators ask themselves if someone really needs their products? In this episode of the DMI podcast, host Will Francis speaks with Laurier Mandin, founder of Graphos Product and author of I Need That. With over 30 years helping innovators bring ideas to life, Laurier reveals how brands can turn customer wants into needs by focusing on empathy, validation, and true problem-solving. Laurier shares lessons from working with sustainable B2B products like recycled wind-turbine materials and explains why many innovators still skip the crucial step of validating whether anyone needs what they’re building. He also discusses the psychology behind purchase decisions, our “dog brain” versus “tank brain”, and why clarity and simplicity in messaging always win.Laurier’s Top 3 Tips for MarketersValidate properly: Test your product with real money or real commitment, not just surveys.Go beyond MVP to “MWP” (Minimum Wow Product): Build something that makes people say wow, not just it works.Focus on empathy and clarity: Cut the clutter, connect emotionally, and make the need unmistakable.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!1:00 – Why “need” trumps “want” in marketing psychology4:40 – Pain points and empathy: How to connect like Steve Jobs9:00 – Building trust and shared purpose with customers11:00 – Inside Laurier’s work: guiding innovators and building go-to-market roadmaps13:00 – Case study: Recycling wind-turbine blades into building materials16:00 – How to persuade risk-averse buyers to adopt innovation20:00 – Getting involved early: linking product development and marketing24:00 – Finding the original need behind every innovation27:00 – Why simplicity beats features (and what Apple teaches us)33:00 – Positioning for your tribe: how similar products can coexist34:00 – Lessons from I Need That: validation, emotion, and the “dog brain”38:00 – How to run validation that actually works44:00 – Laurier’s “Innovative Product Go-to-Market Roadmap” explained48:00 – Using AI to accelerate, but not replace, expertise49:00 – Which marketing channels work best today55:00 – Balancing paid and organic: why SEO still matters57:30 – Laurier’s top advice for innovators

In this discussion, Heather O’Shea, Chief Research Officer at Alter Agents and former research lead at Snapchat and Twitter, reveals how to transform research into brand growth. She dives into the synergy of qualitative and quantitative methods and how AI enhances insight speed. Heather highlights Gen Z’s shifting values, emphasizes the importance of long-term brand integrity over click metrics, and shares insights on unconscious consumer behaviors through neuroscience. She also offers practical tips for marketers to connect more deeply with their audiences.