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PODCAST

Building Brand Advocacy

Paul Archer and Verity Hurd

The Building Brand Advocacy podcast is your go-to for tactical conversations with marketing minds from fashion, beauty, wellness, and beyond. Hosted by Paul Archer and Verity Hurd, this podcast brings together industry leaders and experts to share how they cultivate communities, empower advocates, and drive results at scale. Whether you’re a founder, CMO, or marketer at a scaling brand, this is your space to stay ahead in modern brand building. From creating authentic connections to mobilizing

business marketing

All Episodes

00:54:40

Here’s How You Build An Entire Campaign From One...

Building Brand Advocacy ·

2025/03/05

Most brands see influencer content as single posts, even when they’re part of long-term partnerships. The best brands see these posts as the start of entire campaigns.Creators are more than marketing channels – they’re shaping culture, setting trends, and even launching products that outperform legacy brands.This week, Paul welcomes Keith Bendes (Forbes Contributor, Creator Expert & VP of Strategy @ Linqia) to the podcast. Having spent years advising global brands, Keith knows the most impactful

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00:43:19

How Soru Jewellery Builds Creator Relationships...

Building Brand Advocacy ·

2025/02/26

Some brand-creator partnerships feel forced. Others just work. Real Advocacy is the difference.This week, Verity sits down with Francesca Kelly (Co-Founder @ Soru Jewellery) to break down how collaboration, not control, has fueled the brand’s growth. No rigid contracts. No paid influencer posts. Just long-term partnerships built on mutual excitement – leading to years-long collaborations, a global audience, and even a viral moment thanks to The Kate Effect™.Here, Francesca gets real on her Founder’s

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00:38:05

The Symprove Strategy: Turning Gut Feelings & True...

Building Brand Advocacy ·

2025/02/12

Brands are starting to get serious about Advocacy.Few understand what it takes to build it.Here’s the truth: You can’t buy real Advocacy. You have to earn it.That’s exactly what Carol McEvoy (Head of Social, PR & Advocacy @ Symprove) has spent years perfecting. From gut health to brand health, Carol and her team have built one of the most genuinely trusted communities in wellness. No shortcuts. No gimmicks. Just real people sharing real experiences – because they want to.Sitting down with

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00:19:52

Advocacy 101: Nailing Content, Building Creator...

Building Brand Advocacy ·

2025/02/05

The best brands aren’t just broadcasting. They’re building with their audiences.Welcome to a special Advocacy 101 episode, where we remix four expert insights on what’s next into one tactical guide. Jo Bird (Creative Consultant | ex-Lounge, ex-Gymshark), Holly Chapman (Head of Brand @ Papier), Victoria Blinova (Senior Strategic Partner Manager @ YouTube), and Lia Haberman (Creator Economy Expert) break down the key shifts shaping content, creators & the social media landscape in 2025. Tune it

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00:44:17

You’re Not Shadowbanned, You’re “Sleeping On Social...

Building Brand Advocacy ·

2025/01/29

Your resident social media experts are here, deep diving on the most underrated tool in the modern social media toolkit – social search.Right now, it’s the biggest missed opportunity you might not be talking about. More than a buzzy phrase, properly utilizing social search will be a game-changer for brands looking to keep strategies fresh and stay ahead. This week, Verity meets with the expert on why & how we should be embracing social search, Beth Thomas (Director of Social @ Frankly |

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00:38:27

Everything On 'Earned Media Value' You've Ever Wanted...

Building Brand Advocacy ·

2025/01/22

What’s driving the next wave of influence in Fashion & Beauty marketing? Earned Media Value. It’s the metric brands can’t stop talking about, for good reason. Conor Begley (Chief Strategy Officer @ CreatorIQ) is here to break it all down. This week on the podcast, Paul sits down with Conor to explore the exact science behind EMV (Earned Media Value) & the strategies brands need to scale meaningful impact. By now, it’s clear the brands dominating the conversation – and their markets –

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00:37:47

Write This Down: The Strategy That Took Papier From...

Building Brand Advocacy ·

2025/01/15

What is the secret sauce to launching a brand that stands out, in new markets & established ones?Connection. Creativity. Building Advocacy. Papier knows it. Their recipe for this is tried & tested. Forget counting followers – true Advocacy begins with real relationships with real people. The brands winning right now (and always) don’t just build audiences; they cultivate ecosystems of super fans, collaborators, and word-of-mouth champions. This week, Verity sits down with Holly Chapman

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00:34:18

Inside The House Of Astrid & Miyu: CMO Secrets To...

Building Brand Advocacy ·

2025/01/08

What if your flagship wasn’t just a store, but the heartbeat of your brand community? The ‘House of Astrid & Miyu’ lived into this vision, and went viral for it. For 2025’s first deep-dive on Building Brand Advocacy, Verity is joined by Sarah Hrywnak (Chief Marketing Officer @ Astrid & Miyu). Over Sarah’s 12 years with the jewelry brand – growing from Assistant to CMO – she has transformed it into a global powerhouse. How? By mastering experiential retail, customer connection, and

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00:33:41

Short is Sweet, Long is Loyal: Cracking the Code for...

Building Brand Advocacy ·

2024/12/18

Advocacy at scale is the future of fashion & beauty marketing. Video is how you get there.In 2025, consumers are demanding realness (but you already know that). Brands that meet them with honest, engaging content are the ones building trust. It’s not about creating any video; instead, it’s about using the right formats for the right message. Success demands more than creativity, but requires a process-driven approach and real investment in creators who align with your brand. For the last chat

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00:47:18

How To Win On Social In 2025: Swipe-Left...

Building Brand Advocacy ·

2024/12/11

2025 is coming in hot. Is your brand ready to thrive in the era of co-creation? This week on the podcast, Verity welcomes back the incomparable Lia Haberman – leading authority on the creator economy, social media savant, and the ultimate forecaster on what’s next. If you’re in fashion, beauty, or any space where community & content matters (spoiler: that’s everywhere), this episode is your tactical guide to the year ahead. From Lia, you’ll learn about: The Power of Co-Creation: Customers

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00:42:59

Calling BS On The Beauty Industry: How The Inkey List...

Building Brand Advocacy ·

2024/12/05

Scaling fast can cost a brand what matters most… Your connection to community. So, when a Founder cracks the code to growing both the bottom line & Brand Advocacy globally, learning from them becomes unmissable. In a world of trends, viral moments, and short-term wins, Colette Laxton (Co-Founder @ The Inkey List) is openly calling BS on the pace of the beauty industry. Her mission? To make skincare simple, accessible, and authentic – for everyone. This week on the podcast, Colette sits down

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00:36:47

Win Hearts Like WYSE London: How Marielle Wyse Turns...

Building Brand Advocacy ·

2024/11/27

What’s better than building a brand for your audience? Building it with them. From starting with 5 cashmere jumpers at a trade show to serving 150k+ brand fans & a cult following, Marielle Wyse has built her brand entirely through customer co-creation. This week on the podcast, Verity welcomes Marielle (Founder & Director @ WYSE London) for an entirely expert take on fostering Brand Advocacy. During lockdown, Marielle turned her living room into a creative studio – using Instagram Lives

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00:26:05

UGC, Influencers & The Trust Economy: What’s Next for...

Building Brand Advocacy ·

2024/11/20

Social Commerce is more than a buzzword — it’s reshaping the way brands interact with their communities. At its heart lies a powerful trio: user-generated content, creator marketing, and trust. From early innovations in Southeast Asia to Livestreaming for TikTok Shop across Europe & The Americas, it’s clear: the brands that thrive today meet their customers where they are and involve them on their terms. In the last of our live recordings from the Social Commerce Summit: Autumn Edition, Paul

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00:35:57

Ben Gallaga's Blueprint: How Luxe Collective Makes...

Building Brand Advocacy ·

2024/11/14

Brand builders, take a peak into our crystal ball. There’s you, your entire marketing team, and a whole lot of TikTok Lives. Social Commerce is growing fast, and it’s clear that brands leveraging it early are reaping the rewards. That’s why industry leader, Ben Gallaga, has decided to break his silence – sharing how he’s built an iconic brand by going all-in on TikTok Shop, so you can too. Live from the Social Commerce Summit: Autumn Edition, Ben (Founder @ Luxe Collective) sat down with Paul for

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00:40:22

Represent, L’Oréal & The Disruptors: How To Master...

Building Brand Advocacy ·

2024/11/07

What’s more valuable than a brand that speaks candidly to its customers?A brand that listens to them. Fostering true Advocacy isn’t just a loyal customer base – it’s building a community around shared moments of care. Consider this your opening blueprint for transforming brand love (from your customers, creators & social lurkers) into real Brand Advocacy. You may even make a sale, too. In this live recording from the Social Commerce Summit: Autumn Edition, you’re brought an unfiltered

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00:45:59

Scamp & Dude’s Blueprint For Brand Advocacy: Jo...

Building Brand Advocacy ·

2024/10/24

How do you cultivate a deeply dedicated community in fashion? You transform it into a force for good. For this episode, Verity is joined by Jo Tutchener Sharp (Founder & CEO @ Scamp & Dude). Diving deeper than this podcast has before, they explore Jo’s story and the incredibly real impact it had on her drive to build something meaningful. After navigating personal highs and lows — including major surgery, surviving cancer, the launch of Scamp & Dude, and going live with Liberty London

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00:47:52

The Rise Of The #KITRIgirls: Haeni Kim’s Formula For...

Building Brand Advocacy ·

2024/10/09

Is there a formula for fashion brand success that goes beyond quality and design? Community, collaboration, and unwavering focus on the customer. In comes KITRI – the cool girl, high-fashion brand you can actually afford. For this episode of the podcast, Verity sits down with Haeni Kim (Founder & Creative Director @ KITRI) to uncover the real story of building a beloved cult brand. Defying industry norms, this former dancer turned fashion entrepreneur knows how to stay on pointe – putting

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00:46:27

From Gymshark To Lounge: Cut Through The Noise & Nail...

Building Brand Advocacy ·

2024/10/02

What’s better than Return On Investment when it comes to content & community building? Return On ‘Involvement’. It’s the sweet spot where Advocacy lives, and the household-name brands know it. Consider this your guide to getting stuck in – to growing personal, niche, and brand communities through the power of true, caring connection. This week, welcome Author, TEDx Speaker, LinkedIn Top Voice & Creative Consultant, Jo Bird, to the podcast. Her years building iconic brand identities

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00:57:17

Build All-Inclusive Advocacy Like Beyond Yoga:...

Building Brand Advocacy ·

2024/09/25

How do you actually stand out in fashion? You stand for something. No, really stand for something. That’s exactly what Beyond Yoga did. Almost 20 years later, the brand is still thriving. Building firmly on the ethos that everyone can wear activewear – no matter their shape, size, or activity levels – has cemented them as a forward-thinking leader in this game. Today, Paul is joined by Michelle Wahler (Co-Founder (& Former CEO) @ Beyond Yoga | ex-Levi Strauss & Co.) to share her

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00:34:53

Lean In like Lounge: Rip Up The Rulebook, Create...

Building Brand Advocacy ·

2024/09/18

What do Duolingo’s ‘Duo’, ‘Percy Pig’ & AO’s marketing have in common? Fun, personality & an easily translatable visual identity. They’ve cracked the code on breaking through social media’s noise. Industry-leading fashion brands, like Lounge Underwear, are now crossing categories to market like them. Here, you’ll learn how to too. In today’s episode, Verity interviews Sonia Hussain (Brand & Communications Specialist | ex-Lounge, ex-Bravissimo) on building a great brand in

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117 results

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