What does it take to create a charity campaign that truly changes minds?

In this episode of A Mind for Marketing, Christina Moore speaks to communications consultant Vishnee Sauntoo about the strategy behind 'Second a Day', the Save the Children campaign that reached 10 million views in 48 hours and has since grown to nearly 79 million views worldwide

They unpack why the campaign worked. By focusing on one clear message and grounding the story in emotional accuracy, the team reframed a distant conflict into something audiences could see, feel and recognise.

The conversation goes deeper into modern charity marketing. How do you balance raw, real-time storytelling with dignity and consent? How do you work with influencers without exposing your organisation to unnecessary risk?

If you're responsible for brand, communications or strategy, there are lessons here that go far beyond the charity sector.

Audio Editor: Jake Wittlin

Junior Video Editor: Zhane Inko-Tariah

Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

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Katie Martell shares what makes a strong presenter/influencer for a brand, and why alignment is non-negotiable in B2B partnerships.

In this episode of A Mind for Marketing, I'm joined by Katie Martell, marketer, speaker and one of LinkedIn's most recognisable voices in B2B.

We unpack why follower count is a poor proxy for trust.

You'll learn:

• Why human stories outperform product messaging
• The warning signs of ego-driven presenters
• How to assess values alignment before partnering with influencers

If you're a senior marketer thinking about launching a show or collaborating with external voices, this conversation will help you avoid the most common mistakes.

Audio Editor: Jake Wittlin

Junior Video Editor: Zhane Inko-Tariah

Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

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Is your team publishing content, but your brand still feels invisible? This episode is for you.

Christina Moore sits down with Patrick Collister, former Creative Director at Ogilvy and head of Google's creative think tank, Zoo, to unpack why modern marketing feels fragmented and reactive. With pressure on performance marketing metrics and short-term results, many CMOs have drifted away from what builds long-term brand equity. Big ideas!

In this conversation, you'll learn:
• Why most digital advertising is ignored, even when it's optimised
• How creativity drives commercial growth and business transformation
• What senior marketing leaders can do to create space for stronger ideas

Patrick shares lessons from global brands like Cadbury and IBM, showing how creative thinking can rebuild trust and reposition a business.

If you're a leader trying to balance short-term revenue targets with long-term brand strategy, this episode will challenge how you think about marketing effectiveness.

A strong idea can reshape an entire business.

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Audio Editor: Jake Wittlin

Junior Video Editor: Zhane Inko-Tariah

Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License