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PODCAST

The Persuasion Game

Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business

business marketing

All Episodes

27:16

Why 80% of innovations fail, with Shafik Saba, Global...

The Persuasion Game ·

2025/10/21

“ We used the world's most powerful microscope to visualise how we can repair teeth.”Our guest on this episode of The Persuasion Game podcast is Shafik Saba, Global Lead of Front End Innovation at Haleon. He says, when it comes to innovation, you need to obsess over your brand’s core, and sometimes that means using a huge microscope to bring new life to a certain toothpaste’s core function. Shafik believes the core of your brand needs that level of attention and, too often, being distracted by a

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24:13

Creator marketing is booming - what’s in it for you?...

The Persuasion Game ·

2025/10/07

“The creator economy is worth about 250 billion right now. That's set to almost double in the next two years.”Our guest this week on The Persuasion Game podcast is an expert in one of the most exciting areas of marketing at the moment. Creator marketing is big business and there are huge opportunities for brands that get it right. But there are also potential pitfalls. Fiona Hughes has spent over 10 years leading creator marketing across some of PR’s biggest agencies. She shares some of her

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29:37

How to win in shopper marketing, with Sarah Dossett,...

The Persuasion Game ·

2025/09/23

“The frequency of shop has increased, but basket spend has decreased. So how do we make our brands stand out more?”It’s a conundrum being faced by just about every FMCG brand and finding the right solution is top of many marketers’ minds. In this episode of The Persuasion Game podcast, we’re turning to Sarah Dossett, European Portfolio Director at Mars, to see if we can find some answers. Sarah has years of experience working with brands such as Mars, Danone and Britvic, alongside retailers to

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29:05

What next for AI and insights? With Nick Graham and...

The Persuasion Game ·

2025/09/09

AI is changing the world of insights, but just how much change are we likely to see, and what will the insights teams of tomorrow look like?In this episode of The Persuasion Game podcast, two AI marketing experts join us to offer their views on what is an ever-evolving landscape. What will AI mean for how insights are gathered and interpreted? What will it mean for where resources are directed? And, crucially, where do humans fit into all of this. As Nick puts it: ‘The whole industry is at a

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29:26

How to thrive in an AI-powered world, with Anneke...

The Persuasion Game ·

2025/08/26

“AI is fantastic, but we also really need to think about how we, as humans, thrive in a world that is AI-powered.”Anneke Quinn-de Jong is the perfect guest for this episode of The Persuasion Game podcast, where we take a human-centric look at the world of Artificial Intelligence. It’s easy to be blown away by the technological advances that have been made, but where do people fit into the conversation? Anneke believes the way we work, live and learn is fundamentally changing, the question is:

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29:04

Tips and secrets from a professional negotiator, with...

The Persuasion Game ·

2025/08/12

Most of us have experience of some form of negotiation, but how do you go about persuading the other party round to your position?In this episode of The Persuasion Game podcast, we meet Dan Hughes, founder of the negotiation training consultancy Bridge Ability, to explore the art of negotiation. Dan has more than 20 years of experience training negotiators across industries - from Premier League football clubs to major corporations. We cover the common misconceptions that derail negotiations,

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28:54

Why we’re in a golden age for consumer insights, with...

The Persuasion Game ·

2025/07/29

We live in a world full of volatility and uncertainty, so how do insights teams at the biggest brands go about trying to predict the types of products we might be buying in the future? It’s no easy task and yet, Fenny Léautier, Global Senior Director of Consumer Insights in the Personal Health division at Philips, believes now is a “golden age” for insights teams. In this episode of The Persuasion Game podcast, she says it’s no longer about trying to predict the future, but instead it’s about

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26:06

Marketing to tomorrow’s ageing consumers, with...

The Persuasion Game ·

2025/07/15

More of us are living longer and what it means to be an ageing consumer is changing. So how will brands market themselves to tomorrow’s older population?This is a generation that is used to shopping online, holds authenticity in high regard, and has issues like sustainability top of mind. The old advertising tropes of an elderly couple walking on a beach probably won’t cut through, so how will brands talk to these consumers in a relevant and engaging way? It is a huge opportunity. As Jen

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28:57

Winning in a declining category, with Grant McKenzie,...

The Persuasion Game ·

2025/07/01

Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining?But for Grant McKenzie, former-CMO of Asahi, it’s exactly because a category is declining, that brands should be excited. His view: “It might be easier to make money in a declining market than it is in a growing one.” Grant has a huge amount of experience working in declining categories, most notably beer, turning brands from regular players to category

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29:57

Three steps to portfolio success: Learning from...

The Persuasion Game ·

2025/06/17

This episode of The Persuasion Game podcast is about the three things you have to do as a brand to get your portfolio strategy right.Our guest this week is Steven Melford, who co-founded The Forge 12 years ago. Steven, Adam and Laura discuss the art and science of great portfolio management, why all branding decisions need to be anchored in value, and the importance of having an eye on the future. We also reflect on the importance of sometimes saying no to a new opportunity, and why more brands

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29:20

The key to brand success? Look after the core - with...

The Persuasion Game ·

2025/06/03

“The core is the heartbeat of your business. If the core is 85% of your business and it declines by 1%, you need your innovation to grow by an incremental 10-to-15% to make up for that.”The core is the backbone of any brand’s success, but too often it is forgotten about in favour of new innovations or the latest trends. In this episode of the Persuasion Game podcast, Adam and Simon discuss the importance of the core and how innovation can actually support it, with Amit Singh, former

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29:55

5 steps to innovation magic: Lessons from leading...

The Persuasion Game ·

2025/05/20

In this episode of the Persuasion Game podcast, Adam and Laura sit down with Dan Quinn from The Forge to discuss the strategies and mindsets that underpin successful innovation.Dan is The Forge’s Head of Innovation, and throughout his career has worked with some of the world’s biggest consumer brands. This episode pulls together some key takeaways from leading figures at major FMCG brands, focussing on some of the biggest innovation themes, including (re)framing the opportunity, understanding

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29:14

The secret to a winning portfolio with Sally...

The Persuasion Game ·

2025/05/06

What is the ‘secret sauce’ to managing a portfolio of category-leading brands? Who better to ask than Sally Smallman, the Global Consumer Planning Director for Whiskies at Diageo?In this episode of the Persuasion Game podcast, Adam and Laura sit down with Sally to do just that, exploring the challenges and opportunities managing multiple brands presents. Diageo owns some of the most famous whisky brands in the world, and at various price points. Sally shares her experiences of protecting

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26:36

Are all brands challengers now? Learnings from...

The Persuasion Game ·

2025/04/22

In this episode, Adam and Laura reflect on their recent experiences at Advertising Week Europe.At AWE, Laura interviewed previous podcast guest Katie Evans, CMO of Burger King UK, about the Bundles of Joy campaign before Adam and Laura attended talks with brands including Jaguar and Vaseline. The podcast draws together the big themes from the conference including: the growing prevalence of brands adopting a challenger mindset, meeting consumers at their level with authenticity, and thinking about

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35:30

Julian Gomez Part 2: Unlocking brand portfolio growth

The Persuasion Game ·

2025/04/01

In this episode, Adam and Laura welcome back Julian Gomez to the podcast to discuss portfolio strategy, focusing on his extensive experience as CMO of Unilever's beauty and personal care business. The conversation deep dives into the importance of creativity and passion in building successful brands, how internal politics and emotions affect strategy, and the critical balance between logic and magic in decision-making.For further reading on brand portfolio, check out: Why your portfolio could be

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30:20

The case for diversity in marketing with Julian Gomez

The Persuasion Game ·

2025/03/18

In this episode of The Persuasion Game, hosts Simon and Adam sit down with Julian Gomez, a highly experienced senior marketer, to discuss the crucial topic of Diversity, Equity, and Inclusion (DEI) in marketing. They explore Julian's wealth of experience with DEI marketing initiatives from his role as CMO for Unilever's beauty and personal care brands across 40 markets in EMEA and ANZ.They discuss the business case for representing diverse consumers, why DEI initiatives are under threat, and the

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31:37

Reimagining funeral care with Poppy Mardall, Poppy’s...

The Persuasion Game ·

2025/03/04

In this thought-provoking episode, hosts Laura and Simon sit down with Poppy Mardall, founder of Poppy's Funerals, a company redefining funeral care with empathy, individuality, and transparency.Funeral care is an industry with some of the most deeply entrenched traditions, but Poppy’s Funerals is doing things differently. Poppy shares her approach to empowering grieving families, her dedication to offering personalised and respectful experiences, and the importance of breaking societal taboos

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38:34

Advertising in the digital age with Nick Manning and...

The Persuasion Game ·

2025/02/18

In this episode of The Persuasion Game, Laura talks with Nick Manning, co-founder of Manning Gottlieb, and Caroline Marshall, former editor of Campaign, about the rapidly changing advertising landscape and discusses their pioneering 'Advertising: Who Cares?' initiative. This wide-ranging conversation explores the evolution of digital platforms, the impact on traditional media, and the importance of creativity in advertising. CREDIT Advertising: Who Cares? Website for information and sign up:

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34:20

Unlocking the power of partnerships with Selina Sykes

The Persuasion Game ·

2025/02/04

In this insightful episode, hosts Adam and Laura sit down with Selina Sykes, Global Lead for Digital, Media, and Commerce at Unilever. They delve into the essence of partnerships, storytelling, and leadership in the modern business landscape. Selina shares her journey from a psychology student to a leader in digital marketing and discusses the importance of empathy and compassion when driving successful partnerships and brand transformations.Episodes are released bi-weekly. Follow us on LinkedIn

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35:59

Crafting unique non-alcoholic experiences with Imme...

The Persuasion Game ·

2025/01/21

In this podcast episode, hosts Adam and Laura engage in a lively conversation with Imme Ermgassen, co-founder of Botivo, a non-alcoholic, “big sipping” aperitivo. They discuss Imme’s unique approach to brand building including breaking the non-alc category rules by creating a pleasure-focused product. She discusses the challenges in educating consumers and category buyers and the tactics she has used to create awareness and drive trial.This is a fascinating discussion with a visionary entrepreneur

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29 results

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