Marketing Room 101

Ben Norman
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For every solid theory in marketing, there's somebody saying Gen-Z don't use shops. For every effective ad, there's a Cannes winner. And for every flash of real genius, there's a LinkedIn post from a growth hacking guru. As host, and self-appointed guardian, of Marketing Room 101, Ben Norman welcomes marketers from across the industry into a safe space to vent their frustration and confront their demons, with the chance to eliminate them forever.

  1. Ian Whittaker’s war is overquantification: Industry analyst & adviser on seeing the bigger picture

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    Ian Whittaker’s war is overquantification: Industry analyst & adviser on seeing the bigger picture

    In this episode, host Ben Norman is joined by analyst and adviser to the media, technology and creative industries, Ian Whittaker, who, having gained over 20 years’ experience in the world of finance as an Equity Research analyst (including winning CityAM’s Analyst of the Year… twice), now brings a unique perspective to business in the marketing world through his consultancy Liberty Sky Advisors, and his subscription briefing for senior leaders, The Bigger Picture. Ben and Ian discuss the importance of marketers stepping back from spreadsheets and dashboards to see the wood for the trees, how to speak the language of the boardroom, and why we need to be more concrete in quantifying results. In a complicated landscape, Ben doesn’t ask Ian to predict what will change for marketers throughout 2025 and beyond, but instead asks what isn’t likely to change. Spoiler alert: He believes people, and agencies, still have a place in the world of AI. Ian explains why agencies need to refocus on their core competencies and fight on their own battlefield, instead of trying to fight the tech giants on their turf, and then chooses to banish ‘overquantification in marketing’ before returning ‘understanding a client’s business’ to the industry. Ian also explains what the Vietnam War can teach us about misguided metrics, what we can learn from Sun Tzu about the Tech vs Creative battle, and why future war historians might look back at the present day with interest.

    40 min
  2. Arjen Klinkenberg has a wobble: Tony's Chocolonely Creative Director & Brand Guru on creative disruption for start-ups

    12/09/2025

    Arjen Klinkenberg has a wobble: Tony's Chocolonely Creative Director & Brand Guru on creative disruption for start-ups

    In this episode, host Ben Norman is joined by ‘that guy thatbuilt that Tony’s brand’ - Arjen Klinkenberg (or ‘Klink’ as he is known) - who created the first Tony’s Chocolonely wrapper design in just 10 minutes and gave up his day job to join the ‘impact-first’ chocolate business as Creative Director and Brand Guru for almost 20 years, before setting up his creative brand consultancy ‘Klink’ earlier this year. Klink and Ben discuss creativity in unexpected places, why small disruptive start-up teams need a shared idea of where they want to go, if they want to be the ‘mosquito in the room’, and why having no idea what you’re doing, can be the biggest advantage of all. Ben asks Klink about the balance between personality and purpose, before Klink makes the case for the execution of shelf wobblers in an unexpectedly impassioned rant, and the return of novelty and nonsense in your product and communications. Finally, Ben’s brother admits to some undeclared corporate benefits, Klink swears a lot and Ben talks about penguins.

    35 min
  3. An advent surprise: Tony's Chocolonely and the empty door drama

    12/08/2025 · BONUS

    An advent surprise: Tony's Chocolonely and the empty door drama

    A special episode of Marketing Room 101, to celebrate the Tony's Chocolonely 8th December advent drama. ⁠Click here⁠ to find out more about the issues of unfairness and exploitation in the chocolate industry.

    1 min
  4. Nick Eagle in real life: Advertising photographer on quality over convenience and the power of people

    11/17/2025

    Nick Eagle in real life: Advertising photographer on quality over convenience and the power of people

    In this episode, host Ben Norman is joined by perhaps the friendliest man in advertising - Nick Eagle - the photographer from Sheffield, Yorkshire, whose relaxed and down-to-earth approach has led him to shoot huge campaigns for iconic brands like The BBC, Paddy Power, and Manchester United across the globe. Nick and Ben recall the worst shoot ever and discuss the challenges and joys of the unexpected situations commercial photography creates. Nick also explains why, after years of working with heroes and national treasures like Erling Haaland, Clare Balding, and Anthony Joshua, he believes the real skill in photography is not in pressing the button, especially when shooting portraits. Nick shares why shooting his local football club, Sheffield United, stands alongside working on Sky Sports’ biggest ever out-of-home campaign as one of his proudest moments. He also makes the case for prioritising quality over efficiency in image making, discusses why he thinks AI is similar to VAR in football, and explains why meeting in person is always worth the effort. Finally, Ben’s brother recalls a chicken being thrown through a window, Nick talks about a man in a skip, and Ben declares his love for rubbish working men’s clubs in nondescript places.

    34 min
  5. Lindsey Clay’s meta analysis: Thinkbox CEO on modern media, the power of TV and her love of jingles

    10/20/2025

    Lindsey Clay’s meta analysis: Thinkbox CEO on modern media, the power of TV and her love of jingles

    In this episode, host Ben Norman is joined by Lindsey Clay, CEO of Thinkbox, the UK’s marketing body for commercial TV, and perhaps the industry’s most passionate voice for the power of television advertising. Before joining Thinkbox, Lindsey worked at some of the UK’s leading agencies including McCann Erickson and JWT, and today she continues to shape the industry as a Fellow of the Marketing Society, an Honorary Fellow of the IPA, and a proud member (and former President) of WACL. Lindsey and Ben discuss the industry’s obsession with technology, why that’s coming at the expense of creativity, and what’s changed in TV in the 20 years since Thinkbox was created, before discussing the problem of gender equality in senior leadership, and what needs to change to get a 50/50 gender split amongst CEOs. Ben presents Lindsey with some common myths from self-proclaimed tech gurus and TV critics, before Lindsey makes the case to temporarily banish advertising on Meta, why brands need to think before they invest and what would really needs to change to create a level playing field. Finally, Lindsey has a good old sing-song, Ben reminisces over Chicken Tonight and Linsey regrets pregnant paintballing. Links discussed in the episode: Channel 4 – Mirror on Masculinities Thinkbox – Context Effects Thinkbox - Nickable Charts Thinkbox – TV Masters Training

    37 min
  6. Tashan Nicholas’ joie de vivre: Magic Numbers effectiveness expert on why people plus numbers equals change in marketing

    09/29/2025

    Tashan Nicholas’ joie de vivre: Magic Numbers effectiveness expert on why people plus numbers equals change in marketing

    In this episode, host Ben Norman is joined by marketing effectiveness and analytics expert Tashan Nichols who works with some of the biggest and most successful brands in the UK as a director at ⁠Magic Numbers⁠, on top of hosting ⁠Magic Works training courses⁠, coaching others, supporting Diversity, Equity and Inclusion causes and, of course, winning tonnes of awards (like The Media Leaders Future 100, Media Week’s 30 under 30 and Campaign's star player for the7stars two years in a row, 2022 and 2023). Tashan explains what’s so magic about numbers, and how to spot good numbers versus bad, or more accurately, how to pay attention to the right numbers at the right time based on what you want to do. They also dispel myths around poor analytics, including the danger of the last click attribution obsession and why we need to banish marketers seeing measurement as a bolt on or an afterthought. Tashan and Ben also discuss how to build the life you want through a blended career, rather than just settling for a 9-to-5, how to balance evidence with creative magic, and why it takes a village to raise a campaign. Plus, Tashan compares building a brand to baking a cake, tells us why advice from their grandma changed their life, and becomes the first person to say both ‘pedagogy’ and ‘coffee & walnut’ in Marketing Room 101.

    35 min
  7. Robert Solomon’s banishing act: The Art of Client Service author on rescuing account management and retrieving trust and wisdom

    09/15/2025

    Robert Solomon’s banishing act: The Art of Client Service author on rescuing account management and retrieving trust and wisdom

    In this episode, host Ben Norman is joined by author of The Art of Client Service, Robert Solomon, who, over four decades in the marketing industry, has garnered a reputation as world’s leading authority on making better advertising by building stronger relationships with clients. Robert demystifies the often-misunderstood world of client service, outlining what it actually is (including the art and science of doing it well) and why removing it will be a big loss for agencies, but a huge loss for brands and clients… for example, would Apple’s iconic 1984 advertising campaign have ever happened without great client relationships? Robert and Ben look at what account managers can do to win back their authority, including the importance of trust and wisdom. Plus, Ben goes on a rant about sandwiches, Robert talks tipping, and explains why the client service discipline is a bit like Levi’s jeans.

    38 min
  8. Who let Paul Mellor out? Underdog advertising expert on how to beat the biggest brands

    08/25/2025

    Who let Paul Mellor out? Underdog advertising expert on how to beat the biggest brands

    In this episode, host Ben Norman is joined by underdog advertising’s perennial trouble-maker, Paul Mellor - co-founder of ⁠Mellor & Smith⁠ - the ad agency that gets underdogs noticed. For the past 20 years Paul has helped brands like Paddy Power, Brooks Running, Hotels.com and Fat Lad at the Back get noticed by troubling the market-leading big dogs. Paul and Ben discuss the difference between big dog and underdog brands, why the biggest brands have it easy, and what underdogs need to do to punch above their weight. Paul makes the case to banish underdogs acting like market leaders, and explains why better, braver advertising is the only option available to them. They also discuss the difference between essential critical thinking and pesky problem spotting, how to find the ‘one thing’ to grow your underdog and the joys of loitering (instead of just relying on data). Plus, Paul rants about marketers who do everything they can to avoid thinking, he becomes the first person to say ‘Bonza’ in Marketing Room 101 and he decides that the ultimate underdog is actually an eel. Download your copy of ⁠13.5 Ways to Grow Your Underdog Brand ⁠

    41 min
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About

For every solid theory in marketing, there's somebody saying Gen-Z don't use shops. For every effective ad, there's a Cannes winner. And for every flash of real genius, there's a LinkedIn post from a growth hacking guru. As host, and self-appointed guardian, of Marketing Room 101, Ben Norman welcomes marketers from across the industry into a safe space to vent their frustration and confront their demons, with the chance to eliminate them forever.

Information

  • Creator
    Ben Norman
  • Years Active
    2024 - 2026
  • Episodes
    27
  • Rating
    Explicit
  • Copyright
    © Ben Norman 2024
  • Show Website
    Marketing Room 101