This episode of The Next Round podcast is absolutely jam-packed with wisdom, insight, foresight and advice from a man who describes arriving at his current post as Direct Line Group’s Marketing and Digital Director as the result of a lot of happy accidents, and always landing jam-side up after some early challenges.

Mark Evans compellingly takes us through the transformation and disruption facing both the insurance sector, DLG as a legacy brand and the marketing function as a whole, ably guided by podcast host, AAR’s Robin Charney.

The power of heritage brands and the role of neuroscience; the benefits of being creatively bold; the importance of a blended model in a modern marketing ecosystem and how the CMO has the hardest job of the entire C-Suite are all covered in this packed enchilada of a podcast. Or should that be pizza?

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Host Robin Charney welcomes FMCG marketer Caroline Hipperson to the latest episode of The Next Round podcast. After stints at Unilever, GlaxoSmithKline, Bacardi and Holland & Barrett, Caroline arrived at pladis Global as Chief Marketing Officer UK&I on the eve of the COVID-19 pandemic and is currently responsible for brands such as McVitie’s, Carr’s and Jacob’s, to name but a few!

With the emphasis on fast, Caroline explains the main challenges facing the FMCG sector today and how such rapid and seismic change can provide the perfect opportunity for creative marketers to thrive.

Caroline discusses how a rich heritage helps with brand authenticity, but only if you stay relevant; how collaboration is at the heart of their recent marketing transformation; why long-standing agency relationships are key to both business and brand success; the growing importance of DEI and sustainability, and why curiosity is the main attribute if you want to work in Caroline’s team.

You can also hold Caroline personally responsible for the fact you can never eat only one McVitie's Milk Chocolate Hobnob.

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Host Robin Charney is joined by the CMO of the Recruiting Group for The Army, Nick Terry, in this episode of The Next Round podcast. Nick is part of the senior leadership team that’s transformed Army recruitment, delivered against commercial targets and rebuilt its reputation as the exemplar of public/ private partnerships, not to mention producing some of the most visible, most talked about and most awarded creative work of the last few years.

Charged with generating north of 100,000 applications each year, Army recruitment has had to shift gear along with focus as a result of a shrinking youth population, societal change, a highly competitive job market and the pandemic. Can better audience segmentation, emotional not just rational messaging, an engaging campaign platform, a focus on the candidate journey and a commitment to bold, brave marketing drive this original brand with purpose onto a successful Next Round? We certainly think so.

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