The Radical Global Marketing Podcast

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Welcome to the Radical Global Marketing Podcast. ­­­   In each episode, we go deep with the world’s leading international marketers and discuss the ideas and processes that make their global marketing strategies a success.   Let’s get radical!

  1. vor 6 Tagen

    Marc Rust – Consequently Creative

    Marc Rust – Consequently Creative What role can creativity and branding play in driving real business growth? In this episode of the Radical Global Marketing Podcast, Steven Proud is joined by Marc Rust, Managing Director of Consequently Creative, to explore how brand, creativity and storytelling can help businesses navigate transformation, build stronger cultures and ultimately create greater value. Marc's own relationship with marketing started at an early age. Moving to France at nine without speaking French, he found himself drawn to the advertising he saw on the streets, in subway stations and on television. Advertising became a window into both the language and the culture, and sparked a fascination with what Marc describes as the "magic" marketing can create. That fascination eventually developed into a career spanning both the creative and financial worlds, including roles within agencies and major financial institutions. Today, Consequently Creative brings those two worlds together, working particularly closely with private equity firms and their portfolio companies. Branding through business transformation A major theme of the conversation is what happens to a brand when a business itself is changing. Marc introduces the idea of "acquisition turbulence", the uncertainty that can spread through an organisation following an acquisition. While the financial case for a deal may be clear, employees can suddenly find themselves questioning what the change means for their roles, their company and its future. Without effective communication, that uncertainty can quickly affect culture and talent retention. Marc argues that this is where branding and marketing have a much bigger role to play than simply communicating a new name or visual identity. By explaining why a company was acquired, celebrating what made it valuable in the first place and creating a clear story about where the combined business is heading, marketing can become an important part of the transformation itself. In this episode... Steven and Marc discuss: Marc's unconventional introduction to marketing and creativityWhy finance and marketing need to work more closely togetherThe role of brand in private equity and portfolio company growthHow businesses can navigate "acquisition turbulence"Why internal audiences are critical during periods of transformationHow organisations can uncover and amplify what makes them differentWhy creativity can thrive in finance and other highly analytical industriesHow storytelling and shared values can help bring different company cultures togetherWhy brands need to be continually nurtured and evolvedHow AI is changing the creative landscapeWhy human ingenuity and taste could become even more valuable in an AI-driven worldMarc also shares a fascinating example of a technology company facing a significant identity and cultural challenge following an acquisition. Through workshops, listening and storytelling, his team helped uncover the disconnect between how employees viewed the organisation and where the business was actually heading, and helped create a story that people could understand, believe in and get behind. Don't be lazy with AI The conversation finishes by turning to a subject no marketing podcast can completely avoid: AI. For Marc, the opportunity isn't simply about using AI to produce more content, more quickly. In fact, he warns against allowing automation to replace thought, creativity and judgement. As AI makes it easier to create work that is technically competent but increasingly predictable, Marc believes there is a growing opportunity for people who can bring genuine ingenuity, originality and human perspective to their work. He uses legendary music producer Rick Rubin to make the point. Rubin's greatest strength isn't technical proficiency, it's his ability to recognise what matters and know what to amplify. In other words, taste matters. And in a world where everyone has access to increasingly powerful creative tools, it may matter more than ever.

  2. 23. Jan.

    Harriet Gaywood - Anoumis Communications & Trailing Around Asia

    In this episode of the Radical Global Marketing Podcast, host Steven Proud is joined by Harriet Gaywood, founder of Anoumis Communications, and one of the most experienced PR and communications leaders working in and around China today. With more than 25 years of international experience, Harriet has held senior communications roles across Asia, including Vice President of Public Relations and International Media at Chinese tech giant Huawei. She now works with leadership teams across the region, advising on strategic communications, reputation management, and media engagement in complex, global environments. In this wide-ranging conversation, Harriet shares hard-earned insights from decades working at the intersection of communications, geopolitics, technology, and culture, offering a candid perspective on what it really takes to operate effectively as a global communications leader in and around China. We also explore a very different side of Harriet’s story. She is the founder of Trailing Around Asia and a recently published author of Trailing Around Asia, Mud, Sweat and Beers, a deeply personal account of trail running, climbing, and pushing physical and mental limits across China and Thailand, often at frankly ridiculous distances and altitudes. Throughout the episode, Harriet discusses: What global communications leadership really looks like inside large Chinese organisationsHow international PR has evolved over the last 25 years, and where it’s heading nextManaging reputation, risk, and credibility across markets, cultures, and political contextsThe realities of training leaders and spokespeople across AsiaWhy endurance sports, resilience, and communications leadership have more in common than you might thinkThis episode is part masterclass in international communications, part personal journey, and a powerful reminder that the best global leaders are built through experience, perspective, and stamina.

  3. 21.11.2025

    Tom Wells - Life Couriers

    In this episode of the Radical Global Marketing Podcast, host Steven Proud sits down with Tom Wells, Global Marketing Manager at Life Couriers, one of the world’s leading healthcare and life science logistics groups. Tom’s career is anything but typical. From studying music and diving deep into audio production and coding, to building a freelance digital career, running HR, and finally landing in global marketing. His journey is a masterclass in adaptability, curiosity, and saying “yes” to opportunities. Today, Tom helps steer the brand and marketing strategy for a business responsible for some of the most time-critical, life-saving deliveries on the planet, including stem cell transplants, radiopharmaceuticals, lab specimens, and direct-to-patient medical supplies. We explore how Life Couriers is unifying more than a dozen specialist companies into one global brand, why storytelling and internal alignment matter just as much as external communication, and how Tom approaches marketing in a sector where failure simply isn’t an option. Tom also shares insights on: How an unconventional career path prepared him perfectly for stakeholder-heavy, people-focused marketingThe unique challenges of building a brand in a highly specialised, deeply regulated industryWhy healthcare logistics is as human as it is high-techThe role of internal culture, communication, and trust when integrating teams across the worldThe future of the Life Couriers group, from advanced tracking systems to drones and global expansionHow AI fits into modern marketing without losing the human elementThis episode is a deep dive into a side of logistics most people never see, and a reminder of how marketing can shape brand trust in life-critical industries.

  4. 16.09.2025

    Greg Savarese - Sino Taste

    In this episode of the Radical Global Marketing Podcast, we sit down with Greg Savarese, founder and CEO of Sino Taste, a comprehensive food and beverage investment group shaping the future of coffee in China. Greg shares his remarkable 20-year journey in China, from co-founding a fast-casual restaurant group to pivoting back to his first passion: coffee. Today, Sino Taste operates across the entire coffee value chain, from sourcing and roasting to retail and wholesale, with bold plans to integrate even further by launching their own coffee farm in Yunnan. We explore how Greg balances his roles in strategy, business development, and marketing, and why brand storytelling is critical in China’s fast-evolving coffee scene. From premium positioning with Ocean Grounds to expanding into traditional and instant coffee segments, Sino Taste’s portfolio is designed to capture the diversity of Chinese coffee consumers. Greg also reflects on: The opportunities and challenges of building a vertically integrated F&B business in ChinaHow China’s unique food culture shapes consumer expectationsWhy coffee in China is still in its early growth stage, and why the next few years will be criticalThe role of marketing and storytelling in driving both B2C and B2B growthWhether you’re a marketer, entrepreneur, or coffee lover, this episode offers fascinating insights into building a modern brand in one of the world’s most dynamic markets.

  5. 18.08.2025

    Shaheen Samavati - Vera Content

    In this episode of the Radical Global Marketing Podcast, co-host Steven Proud speaks with Shaheen Samavati, CEO and co-founder of Vera Content, a multilingual content agency based in Madrid. A former journalist turned marketing leader, Shaheen shares her journey from U.S. newspapers to Spain’s startup scene, and how she went on to build a team that helps global brands create authentic, multilingual content that resonates with audiences across cultures. Key talking points from this episode: From journalism to marketing leadership: How Shaheen’s background in business journalism shaped her approach to content creation and quality standards.Building Vera Content: The story behind founding her agency, and why “Vera” (Latin for “true”) reflects its values.Content at scale: Insights into processes, checks and balances, and why editorial rigor is crucial when creating multilingual content for international markets.The AI challenge and opportunity: How Vera Content uses AI to boost efficiency while keeping quality and strategy firmly human-led.Future of content marketing: Why brands must move beyond keyword stuffing and focus on unique perspectives, strategy, and authentic storytelling.Shaheen also shares practical advice for marketers working with content agencies, her perspective on AI adoption from clients, and the importance of maintaining journalistic care in branded content.

  6. 13.02.2025

    Katja Omlor - Coltene Group

    In this episode, we sit down with Katja Omlor, a passionate and experienced marketer who thrives on authentic storytelling and leveraging user-generated content to amplify brand messaging. At the time of this recording, Katja was the Global Product Marketing Director for Leica Geosystems, part of Hexagon, a world leader in premium measurement and survey equipment. She has since taken on an exciting new challenge as Director of Global & Corporate MarComs at Coltene Group, a global le...

  7. 22.01.2025

    Katie Smith - Wild Path Consulting

    Katie Smith is the Founder and CEO of Wild Path Consulting and a Fractional CMO. Katie is a dynamic force who masterfully blends adventure with marketing expertise, transforming stagnation and chaos into clear strategic success. She joined us to share her incredible career journey and unique insights that will inspire and challenge how you think about marketing and leadership. Wild Path Consulting helps businesses that care about the future of our planet and its people to craft compelling st...

  8. 12.01.2025

    Saul Hudson - Co-Founder and Managing Partner, Angle42

    In the latest episode of The Radical Global Marketing Podcast, we sit down with Saul Hudson, Co-founder and Managing Partner of Angle 42. With decades of experience as a communications leader—most notably as General Manager, Americas at Reuters News—Saul specializes in helping cutting-edge technology companies craft compelling narratives that resonate with mainstream media, financial industries, and global audiences. Angle 42 is a strategic communications consultancy specializing in helping ...

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Welcome to the Radical Global Marketing Podcast. ­­­   In each episode, we go deep with the world’s leading international marketers and discuss the ideas and processes that make their global marketing strategies a success.   Let’s get radical!

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