7 episodes

Join TrunkBBI's CEO Jon Butler and Managing Director Adam Britton as they explore the impact of creative and activation on the world of marketing. With guest appearances from industry experts, the fortnightly podcast takes a deep dive into subjects like Sport Sponsorship, Healthcare, Financial Services, Alcohol Advertising and much more.

Create+Activate TrunkBBI

    • Business

Join TrunkBBI's CEO Jon Butler and Managing Director Adam Britton as they explore the impact of creative and activation on the world of marketing. With guest appearances from industry experts, the fortnightly podcast takes a deep dive into subjects like Sport Sponsorship, Healthcare, Financial Services, Alcohol Advertising and much more.

    The Create+Activate Podcast | Episode 7 | Diversity, Equity and Inclusion in the Workplace with Marcell Edwards

    The Create+Activate Podcast | Episode 7 | Diversity, Equity and Inclusion in the Workplace with Marcell Edwards

    In this episode, Head of HR Kerrie Mooney and Senior Account Executive Elliot Halls sit down with Marcell Edwards, who works for Adidas in Global Talent Acquisition, and also chairs the ‘Unity Group’, a employee resource group (ERG) focusing on Race, Ethnicity & Culture.


    Marcell takes us on a deep dive into his background, from his upbringing and family dynamics into how he had dreams of becoming a fireman because he wanted to help people.

    They discussed institutional racism, how to talk to people within an organisation about difficult topics in order to challenge the 'norm' to positive action, and how powerful social media can be when it comes to issues around race (think George Floyd and the #metoo movement).

    Marcel also discusses the 3 things we can do to change the way we look at diversity, equity and inclusion.

    Speakers:

    Kerrie Mooney

    Elliot Halls

    Marcell Edwards

    • 34 min
    The Create+Activate Podcast | Episode 6 | Sports Sponsorship - Creating frameworks not fireworks with Isaac Kirk and Aimee Howells

    The Create+Activate Podcast | Episode 6 | Sports Sponsorship - Creating frameworks not fireworks with Isaac Kirk and Aimee Howells

    TrunkBBI’s MD and CEO, Adam Britton and Jon Butler, hosted a podcast alongside Senior Strategist Isaac Kirk and Sport & Sponsorship Advisor, Aimee Howells to discuss the importance of an integrated sponsorship strategy with alignment back to overall marketing strategies.   

    Their conversation focused around ‘creating frameworks not fireworks’ to drive efficiencies, effectiveness and to drive ROSI - Return on Sponsorship Investment. 

    In the realm of sports sponsorship, the conversation leaned into the importance of focusing on long-term success rather than creating short-lived fireworks, and how this this approach impacts the overall effectiveness of sponsorships. 

    Measurement of return on sponsorship investment (ROSI) can be challenging for brands, and Aimee shared some common misconceptions and obstacles brands face in this regard, and how can they overcome them to demonstrate the value of their sponsorships. 

    About Aimee: Aimeé has two decades of experience working in a range of disciplines, but most notably fan engagement which lead her to working at Manchester United in global sponsorship. Aimeé is now applying her knowledge of both the business and fan engagement landscapes, to help business owners in the world of sport and cultural relevance to own their success by getting the framework of their business right, in order to unlock their full potential with her "Squad Goals" methodology. 



    Speakers:

    Adam Britton

    John Butler

    Isaac Kirk

    Aimee Howells

    • 53 min
    The Create+Activate Podcast | Episode 5 | Maximising PR ROI with Alex Hickson

    The Create+Activate Podcast | Episode 5 | Maximising PR ROI with Alex Hickson

    The right return on investment is the holy grail of all marketing activity. With that in mind, TrunkBBI's Head of Digital PR, Alex Hickson explains how traditional PR has been reinvented for the online age, with metrics at its heart.  

    In the very first podcast from TrunkBBI’s new in-house studio, Alex tells Adam and Jon: 


    Why we should be demonstrating ROI on PR activity 


    What you can actually measure with a digital PR strategy 


    How the conflict between brand building and search can be a barrier to achieving the desired ROI 



    There's also a Marvel-related case study of how big a splash a tiny amount spent on digital PR can make.  

    This is followed by a fascinating conversation about the essential role creative technology now plays in digital PR. And the exciting new ways it can engage people and get them consuming content. 

    Speakers: 

    Adam Britton, MD TrunkBBI 

    Jon Butler, CEO TrunkBBI 

    Alex Hickson, Head of Digital PR TrunkBBI 

    • 37 min
    The Create+Activate Podcast | Episode 4 | Gamifying ROI with Oisin Wood & Adam White

    The Create+Activate Podcast | Episode 4 | Gamifying ROI with Oisin Wood & Adam White

    How can brands stand out without resorting to the downward spiral of discounting?  

    That's the question we ask in this recording of a live webinar.  

    It's a vital issue right now as inflation continues to dominate how consumers are spending. Or, in many cases, not spending. This is challenging for brands in both the hospitality and FMCG sectors, impacting brand loyalty and buyer behaviour. 

    Gamification is the answer. Leveraging the immersive power and sheer enjoyability of games to achieve marketing objectives.  

    With Oisin's technological perspective and the two Adams' marketing know-how, we explore how gamification can achieve two things together:  


    Drive new customer acquisition  


    Improve existing customer loyalty 



    Gamification provides endless opportunities for partnerships with retailers and suppliers. It works by engaging the customer with experiences as exciting and rewarding as the games they love to play. 

    Our expert panel explain compellingly how gamification can enable brands to transform consumer behaviour, build sales and drive customer retention.  

    They also share practical examples of how gamification can work for your brand. Why it's a gamechanger for brand awareness, ROI and financial returns. 

    Speakers: 

    Adam Britton, Managing Director TrunkBBI  

    Oisin Wood, Head of Creative Technology TrunkBBI 

    Adam White, Senior Customer Marketing Manager, Brown-Forman (Jack Daniels)  

    • 59 min
    The Create+Activate Podcast | Episode 3 | Faye Nixon, Senior Brand Manager at Greene King

    The Create+Activate Podcast | Episode 3 | Faye Nixon, Senior Brand Manager at Greene King

    Expert guest Faye Nixon is now a TrunkBBI client at Greene King. Before that, she had most sports fans' dream job: getting paid to promote the club you support.  

     

    Her experience at Derby County is the focus of this edition, and it provides lots of insights into the reality of sports marketing, all packed into fifty speedy minutes of entertaining chat with TrunkBBI CEO Jon Butler and MD Adam Britton.  

     

    We hear how a change of ownership at Pride Park brought American ideas into English football marketing for the first time. And it all happened just as the social media revolution was happening.  

     

    Questions answered in the podcast include:  


    What happened when Faye attended a meeting of elite club directors at the newly-built Emirates stadium?  


    How did she enjoy working with the likes of Frank Lampard and Wayne Rooney?  


    What is a sandwich course, educationally speaking?  




    What on earth is a March to the Match?  



     

    You'll also hear about Faye's proudest achievements in marketing, with a guest appearance by a very famous pop star. Who might that be? Start watching now and all will be revealed. 

     

    Speakers: 

    Jon Butler, CEO TrunkBBI 

    Adam Britton, MD TrunkBBI 

    Faye Nixon, Senior Brand Manager, Greene King 

    • 47 min
    The Create+Activate Podcast | Episode 2 | Sports Sponsorship with Emma Louise Jones

    The Create+Activate Podcast | Episode 2 | Sports Sponsorship with Emma Louise Jones

    When your brand invests in sports sponsorship, you're paying for access to star players. But how do you get the most out of those sometimes sulky stars?  

    The right return on the investment depends on getting them to be cooperative. So, for first-hand tips on coaxing liveliness and authenticity from sports people, the hosts are joined by expert guest Emma Louise Jones. 

    Emma is a presenter and pitchside interviewer on Leeds United TV. She also recently, became the face of Championship Rugby League coverage on Premier Sports.  

    In a compelling half hour, Emma and Adam swap stories about:  


    Working with sports people who would often prefer to be somewhere else  


    The secrets of getting reluctant athletes to not just perform on set, but enjoy the experience 



    Which promising young footballer, now an international superstar, got so frustrated at not being involved in a shoot that the crew had to pretend to film him?  Watch now and that's one of many things you're about to find out.  

    Speakers: 

    Jon Butler, CEO TrunkBBI 

    Adam Britton, MD TrunkBBI 

    Emma Louise Jones, Presenter Leeds United TV and Premier Sports 

    • 29 min

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