WFA's Better Marketing Pod with David Wheldon
WFA's Better Marketing Pod is hosted by David Wheldon, President of the World Federation of Advertisers. The podcast is produced in partnership with Meta and examines the biggest stories in the marketing industry. Each episode features conversations with influential figures who are shaping those stories. It provides insights into current marketing trends and the people behind them.
Afleveringen
Ep 52: Andrew Tindall on defining creativity and why emotion matters for effectiveness
Advertising is getting pricier, yet the results many marketers care about most are shrinking. Brand effects like awareness, trust and differentiation are dropping across award-winning case studies, even as budgets climb, and that should worry anyone responsible for growth. David talks with Andrew Tindall from System1 about what sits underneath that decline and how to fix it without hiding behind v
Ep 51: Opella's Alberto Hernandez on the commercial payback from curiosity, courage and purpose
Half the health information people see on social media is incomplete or wrong, and the result is bigger than a fact-checking problem. It’s a confidence problem. When four out of five people don’t feel comfortable making self-care choices, treatable issues get ignored and brands lose the chance to help. David speaks with Alberto Hernandez, Chief Growth Officer at Opella, about what consumer healthc
Ep 50: 50 episodes in David Wheldon reflects on conversations with the world’s top marketing minds
Fifty episodes in, one lesson keeps getting louder: marketing is still a person-to-person craft, even when the world feels dominated by platforms, dashboards, and AI. Recording from Stockholm during Global Marketer Week, in this episode David Wheldon reflects on what he has learned from CMOs and top marketing thinkers and why the energy of human contact makes ideas sharper, braver, and more useful
Ep 49: Google's VP Global Ads Dan Taylor: "AI is more of a leadership than a technology challenge"
Real people do not move neatly from awareness to consideration to purchase, they jump between searching, streaming, scrolling and shopping, sometimes all at once. That messy middle is where brands win or disappear, and it is exactly where AI-powered advertising and modern measurement start to matter according to the next guest on the WFA Better Marketing Podcast Dan Taylor, VP of Global Ads at Goo
Ep 48: Judy Smith on why "be who you say you are" is the only crisis playbook that matters
In this episode David Wheldon talks with Judy Smith, crisis management expert and former White House advisor, about what protects reputation when risk is everywhere and scrutiny is constant. We come back to one hard rule for leaders and brands: be who you say you are, even when the story is moving faster than your playbook. In this episode David and Judy cover:• Being who you say you are as the fo
Ep 47: HP's Antonio Lucio on leading through a CEO transition, an AI surge and 4 layers of disruption
When everything shifts at once, composure becomes a strategy. David Wheldon talks with HP’s Antonio Lucio to explore how leaders stay steady through geopolitics, macro pressure, generative AI, and an unexpected CEO transition—while keeping teams focused, customers centred, and growth on track.Antonio cuts through the AI hype with three pragmatic plays: scale asset optimisation for faster NPI readi
Ep 46: Grab CMO Cheryl Goh's playbook on how to 'cross swim lanes' for commercial impact
Growth doesn’t start with an ad. It starts where your product decisions meet real people. We sit down with Cheryl, newly named Global Marketer of the Year, to unpack how Grab scaled across Southeast Asia by turning marketing into a true commercial engine—where product, pricing, algorithms, and culture work in sync to earn trust and drive results.We chart the journey from a scrappy airport-ride pro
Ep 45: Is it all about AI? What's really shaping the CMO Agenda? - 2025 in review
In this episode we review a year of conversations with Unicef's Frederique Covington Corbett, culture guru Marcus Collins, Cathay Pacific's Ed Bell, Meta's Nicola Mendelsohn, Marcel Marcondes from AB InBev and Global Marketer of the Year, marketing expert Seth Godin, Leyal Eskin Yilmaz from the Magnum Ice Cream Company, and Ogilvy's Rory Sutherland.These conversations led to on
Ep 44: Rory Sutherland on fat-tailed marketing and why creativity outperforms efficiency
The biggest wins in marketing rarely fit into neat dashboards. Rory Sutherland joins us to unpack why creativity is “fat-tailed,” how a few outlier ideas create the lion’s share of value, and why short-term incentives push teams to optimise what’s easy to count rather than what actually compounds. From “member since” on a card to names on Coke bottles, we dig into billion-dollar ideas that cost li
Ep 43: Magnum Ice Cream's Leyal Eskin Yilmaz on Unilever, Minecraft ice cream and cultural relevance
In this episode of the Better Marketing Podcast with David Wheldon, Leyal Eskin Yilmaz, CMO of Europe, UK, Ireland, Australia and New Zealand for the Magnum Ice Cream Company, shares insights on building a new marketing organisation as the business separates from Unilever.Key points covered:Creating a new company while running the business is like "building a new house while living in it"
Ep 42: On story, strategy and stealing attention with marketing guru Seth Godin
What happens when one of marketing's most influential thinkers shares his unfiltered wisdom about the state of our industry? Seth Godin joins the WFA Better Marketing Podcast to deliver profound insights that challenge conventional thinking about what makes marketing truly effective.Seth dismantles common misconceptions about marketing's purpose: "Marketing is about how we're g
Ep 41: On marketing as the bridge between consumer and business with Marcel Marcondes, AB InBev
The marketing landscape is undergoing profound shifts, requiring marketers to rethink traditional approaches. At the forefront of this evolution stands Marcel Macondes, AB InBev's Global CMO and winner of the 2024 WFA Global Marketer of the Year award. His philosophy brings a refreshing clarity to how marketing should function today: as a bridge between consumers and business.Throughout this
Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta
In this episode of the Better Marketing Podcast, Nicola Mendelsohn, Meta's Head of Global Business Group, shares insights on how Meta is transforming from a teenage platform to a mature business partner for advertisers with innovative tools, AI implementation and a renewed focus on effectiveness.From her early agency days to her pivotal role at Meta over the past 12 years, Mendelsohn brings a
Ep 39: Cathay Pacific’s Ed Bell on their marketing secret plus lessons from Asia for marketers
What does it take to rebuild an airline brand after the devastating impact of a global pandemic? Ed Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, takes us behind the scenes of one of aviation's most remarkable recovery stories.Bell's journey from agency dynamo during China's economic boom to airline marketing leader offers a masterclass in res
Ep 38: Dr Marcus Collins on navigating culture, meaning and purpose
What makes a brand truly meaningful in people's lives? In this captivating conversation with Dr. Marcus Collins - professor, agency strategist, and cultural marketing expert - we explore how the most powerful brands transcend their product categories to become vessels of meaning in culture.Marcus reveals why brands aren't something we construct but rather what others think of them. Throu
Ep 37: On being a real global marketer, Gen Alpha and hushing with Dr Frederique Covington Corbett, UNICEF
In this episode of WFA's Better Marketing Podcast in partnership with Meta, David Wheldon speaks with Dr Frederique Covington Corbett who is in the private sector division of UNICEF as Chief of Global Brand & Marketing. David and Frederique discuss the biggest mistake marketers make, whether Gen Alpha is getting the leadership they need, why CEOs need to become Chief Energy Officers, the
Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot
In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to marketing guru, Mark Ritson, and his AI-generated alter ego, the Ritbot. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 35: On redefining customer proposition with Michelle McEttrick, Primark
In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to Primark's Chief Customer Officer, Michelle McEttrick, about pivoting from a 'no marketing' approach to brand building to redefine customer proposition and grow in new markets.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep 34: On purpose-driven human progress, women empowerment and AI with Ulrike Decoene, AXA
In episode 34 of the Better Marketing Pod, David Wheldon speaks to AXA Group Head of Communication, Brand and Sustainability, and a member of the AXA Management Committee, Ulrike Decoene.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep 33: On how a YouTube music channel can help sell cars with Allyson Witherspoon, Nissan
In this episode of the Better Marketing Pod, David Wheldon speaks to Allyson Witherspoon, Global CMO of Nissan Motor Corporation about the electric vehicle race, why marketers should always put brand before product and how a YouTube music channel can help sell cars.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep 32: On AI, sharing and scaling with Asmita Dubey, L'Oréal
In episode 32 of the Better Marketing Pod, David Wheldon speaks to L'Oréal's CMO, Marketer of 2023 and Global Marketer Week speaker, Asmita Dubey.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep 31: On championing creativity with Claire Beale and Sonoo Singh, Creative Salon
Creative Salon’s Claire Beale and Sonoo Singh on why clients should champion creativity, how to attract young talent and the future of the profession in a technology-driven world.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Better Marketing Pod 2023 key learnings
This year we talked again to some of the brightest minds in the industry for our WFA podcast, bringing you tips and insights for better global marketing. As the year draws to a close, host David Wheldon gives his 2023 podcast highlights.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep 30: On how to be a great senior leader with Jane Wakely, PepsiCo
Understanding people, great (female) leadership and why diversity brings diversity of thought: in episode 30 of the Better Marketing Pod, host David Wheldon speaks with Jane Wakely, Chief Consumer & Marketing Officer and Chief Growth Officer, International Foods, at PepsiCo - and PepsiCo's first global CMO.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://b
Ep 29: On what we can learn from emerging markets with Cristina Diezhandino, Diageo
David speaks with the most recent WFA Global Marketer of the Year, Cristina Diezhandino, Chief Marketing Officer at Diageo, about the importance of creative precision, the role of emerging markets and Diageo's brand purpose. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 28: On brand purpose with Alberto Levy, Grupo Bimbo
David speaks with Alberto Levy, Global CMO at Grupo Bimbo, about brand purpose, company responsibilities and sustainability. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 27: On moving from UK politics to Meta and the meaning of generative AI for society with Nick Clegg
David speaks with Sir Nick Clegg, President of Global Affairs at Meta, about the importance of brand safety at Meta and the positive impact generative AI can have on society when properly harnessed. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 26: On WFA's work and the importance of community in the marketing industry with Raja Rajamannar, Mastercard
WFA podcast host David Wheldon speaks with Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard and WFA's President, about the importance of WFA and Global Marketer Week in building communities within the industry and how his roles at Mastercard and WFA interconnect.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 25: On the role of business in reaching the sustainable development goals with Rob Cameron, Nestlé
WFA podcast host David Wheldon speaks with Rob Cameron, Global Head of Public Affairs at Nestlé, about the role of marketing in driving companies sustainability agenda and the role of business in achieving the SDGs.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 24: On how advertising can support quality journalism with Gordon Crovitz, NewsGuard
WFA podcast host David Wheldon speaks with Gordon Crovitz, co-founder and CEO at NewsGuard, about balancing brand safety concerns with funding quality journalism.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia
WFA podcast host, David Wheldon, speaks with Rudy Khaw, Chief Brand Officer at AirAsia, about marketing in postpandemic times and the process of turning an airline into a travel super-app.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist
The Economist’s Deputy Editor Tom Standage on tech people’s Messiah complex, upcoming regulation and his three reasons for being optimistic about 2023.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 21: On brand building within the football industry with Roel De Vries
David speaks with Roel de Vries, Group Chief Operating Officer at the City Football Group, about the ins and outs of the football business, and the similarities and differences between Tokyo and Manchester.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 20: On diversity and cultural relevance with Susan Akkad, The Estee Lauder Companies
WFA podcast host, David Wheldon, speaks with Susan Akkad, Senior Vice President, Local and Cultural Platforms, Corporate Innovation at The Estée Lauder Companies, about the importance for brands to listen and cater to diverse audiences to stay relevant. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 19: On using creativity to transform the industry with David Droga
WFA podcast host, David Wheldon, speaks with David Droga about his journey from the mailroom in Australia to the highest seat in Accenture Song – and where the agency’s name came from.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 18: Cannes special with Rupen Desai
In this Cannes Lions special of WFA's Better Marketing Pod, David Wheldon speaks with Rupen Desai, Global Chief Marketing Officer at Dole about what marketers need to change to face the climate crisis and his leadership role in APAC. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 17: Cannes Special with Matt Brittin
In this Cannes Lions special of WFA's Better Marketing Pod, David Wheldon speaks with Matt Brittin, EMEA President at GoogleSubscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 16: On the science of marketing with Professor Byron Sharp
WFA podcast host, David Wheldon, speaks with Professor Byron Sharp, Director of the Ehrenberg-Bass Institute, about brand loyalty, double jeopardy, and consumer experience and satisfaction.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 15: On marketing effectiveness with Peter Field and Karen Nelson-Field
WFA podcast host, David Wheldon, speaks with Peter Field, CEO of Peter Field Consulting, and Karen Nelson-Field, CEO of Amplified Intelligence, about what marketers need to know about effectiveness and the attention economy. Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep 14: On lessons learnt in Asia with David Porter
WFA podcast host, David Wheldon, speaks with David Porter, former Unilever VP of Global Media, about the lessons he learnt after a decade of business in Asia.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep.13: On creativity with Sir John Hegarty
In this episode of WFA's Better Marketing Pod, David speaks with ad legend Sir John Hegarty about the value of creativity, building iconic brands and the secret to making the perfect marmaladeSubscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep.12: On marketing in Africa with First Bank of Nigeria's Folake Ani-Mumuney
In this episode of WFA's Better Marketing Pod, David speaks with SFolake Ani-Mumuney, Global Head of Marketing & Corporate Communications at First Bank of Nigeria, on why brands need to start focusing more on the African continent.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep.11: On sustainability with Reckitt's Sonia Thimmiah
In this episode of WFA's Better Marketing Pod, David speaks with Sonia Thimmiah, Head of Sustainable Brands & Customer Partnerships at Reckitt, on how brands can play a decisive role in shaping the sustainable future the world needs.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep.10: On digital platforms and the cookieless world with "The Ad Contrarian" Bob Hoffman
In this episode of WFA's Better Marketing Pod, David speaks with the "The Ad Contrarian" author, Bob Hoffman, about his past as an adman and how the internet changed the industry forever.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson
In this episode of WFA's Better Marketing Pod, David speaks with the inimitable marketing professor and industry commentator, Mark Ritson, on the perils of purpose, the fundamentals of marketing and how brands should be more like Tom Hollander and less like Orlando Bloom.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep. 8: On making an iconic doll relevant again with Mattel's Lisa McKnight
In this episode of WFA's Better Marketing Pod, David speaks with Lisa McKnight, SVP and Global Head of Barbie & Dolls at Mattel, Inc., on the strategy fueling Barbie's reinvention and growth and the company's new toy line challenging stereotypes.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep.7: On sustainability and courageous marketing with Unilever's Conny Braams
In this episode of WFA's Better Marketing Pod, David speaks with Conny Braams, Chief Digital and Marketing Officer at Unilever, about sustainability, courageous marketing and ‘purposeful creativity’.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep.6: On humor and catching the 'F-train' with General Mills' Ivan Pollard
In this episode of WFA's Better Marketing Pod, David speaks with Ivan Pollard, Senior VP and Global Chief Marketing Officer at General Mills, about coming to America, the importance of humour, why marketing can’t be replaced by machines and catching the ‘F-train.’Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep.5: On digital transformation with L'Oréal’s Lubomira Rochet
In this episode of WFA's Better Marketing Pod, David speaks with Lubomira Rochet, L'Oréal's Chief Digital Officer, about digital transformation, how her diverse background feeds into her leadership role, the rise of e-commerce and TikTok, and service-based marketing in a ‘cookie-less world’.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41Zw
Ep.4: On next-generation marketing with Mastercard's Raja Rajamannar
In this episode of WFA's Better Marketing Pod, David speaks with Raja Rajamannar, WFA President and Mastercard's Chief Marketing & Communications Officer, about Raja's early days in marketing in India, what Covid has changed, the global marketing agenda and his new book on next-generation marketing.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https:/
Ep.3: In conversation with Sir Martin Sorrell
In this episode of WFA's Better Marketing Pod, David speaks with Sir Martin Sorrell about what Covid has changed, his advice for marketers, DEI, Brexit and some regrets on not managing the work-life balance.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Ep.2: On marketing in times of Covid with Jon Wilkins and Paul Kemp-Robertson
In the second episode of WFA's Better Marketing Pod, David speaks with Jon Wilkins, Chairman of Karmarama, and Paul Kemp-Robertson, Co-founder of Contagious, on how brands have responded to the pandemic, highlighting the best (and worst) advertising campaigns and brand actions this year.The trio also discuss how Covid has given pause for reflection and allowed global society to consider in gr
Ep.1: On Diversity & Inclusion with Belinda Smith and Jerry Daykin
In the first episode of WFA's Better Marketing Pod, David speaks with WFA’s Global Diversity Ambassadors, Belinda Smith and Jerry Daykin, on how brands and the industry have responded to amplified issues of racism in the US and globally.The trio also discuss the WFA’s D&I Taskforce, the internal and external facets of diversity and inclusion, as well as issues regarding representation and
