Corporate comms isn’t glamorous — it’s pressure, politics and problem-solving at speed. In this episode, Tatiana Raikes, Head of External Communications & Corporate Affairs at Currys, takes us inside the real world of crisis comms, government relations and reputation management in one of the UK’s biggest retailers. We cover everything from her early days in PR agencies (cold-calling journalists and blagging her way through the old-school media world), through to lobbying in the City, and now leading corporate affairs for a FTSE-listed retailer in a sector that changes by the hour. Tatiana shares what people get wrong about lobbying, why corporate voice must be consistent across government and media, and how Currys manages peak season, customer expectations and a rapid digital transformation — all while keeping the business protected from reputational risk. This episode is packed with practical insights on crisis planning, influencing senior leaders, building internal trust, and staying calm when the unexpected inevitably hits. • What corporate affairs actually does inside a retailer like Currys • Why PR and lobbying now overlap more than ever • How to talk to government, the media and customers with one voice • Why customers shape every piece of corporate messaging • The truth about hybrid retail and why stores still matter • How Currys manages Black Friday pressure and peak trading comms • Inside a real “war room”: live data, media angles & rapid response • How to get senior leaders to listen — without becoming a yes-person • What makes great comms people: listening, curiosity, resilience • How to plan for crisis, test your plan and handle the moment it hits • Why authenticity wins in modern leadership and public comms

Affiliate marketing is one of the most misunderstood channels in modern marketing. In this episode, Germana Mitrani, Affiliate Marketing Manager for Samsung’s MX Division (mobile experience), joins Ed to break down what affiliate marketing really is, how Samsung runs it at scale across smartphones, tablets, watches and laptops, and how to do it properly. Germana shares her unusual journey from Italy to London, from fashion to tech, and from agency life to leading Samsung's affiliate strategy across Europe. We cover everything: • How to build an affiliate programme from scratch • How Samsung manages partners, compliance and scale • Why creative versioning increases conversion by up to 60% • The biggest affiliate risks nobody warns you about • How to select partners, onboard them and avoid wasted spend • Why “trust” and “alignment” are as important as commissions • How to measure success and communicate it upwards and downwards • The lightning round: best campaigns, favourite tools and big wins If you work in performance marketing, ecommerce, tech, partnerships or digital strategy—this is a masterclass. • What affiliate marketing actually is (beyond last-click) • The partners that matter: cashback, content, CSS, influencers • How Samsung chooses and manages affiliates • Why audience understanding shapes your affiliate plan • How product launches work across affiliate channels • Why creative versioning boosts conversions by 60% • Managing internal politics & product category owners • Affiliate risks: code leaks, keyword bidding, misaligned messaging • Tools agencies use to detect misuse & protect the brand • Reporting, success metrics & how to influence senior stakeholders

n part two with Will May, we go deeper into the operational and strategic side of Ford’s marketing engine. We break down the partnership scoring matrix, the challenges of Europe-wide activation, and how siloed markets create friction between strategy and execution. Will also shares what he’s learned from Ford’s partnerships with Amazon, Condé Nast, Vogue and Red Bull, and why trust is the most undervalued ingredient in great marketing. We also explore: • Why the consumer mindset is nothing like the corporate mindset • Why electric vehicles create confusion, hesitation and stalled sales • Why government pressure and OEM competition make brand differentiation harder • How marketers can avoid internal blindness and stay outward-looking • The future of automotive storytelling and electric brand positioning Ends with a teaser for the bonus AI episode. • Ford’s scoring model for partnership evaluation • How to convince internal stakeholders • Why regional markets resist central strategy • EV confusion & consumer psychology • Why creative context matters across media partners • Where Amazon, Vogue and Condé Nast partnerships succeeded • Why trust beats micromanagement • Lessons from failed partnerships • The future of automotive differentiation • Why marketers must bring “the outside world” in