Untrended Podcast

<p>How will B2B buyers find, evaluate, and trust brands in a world shaped by AI?</p> <p>In this special bonus episode of UnTrended, Billy Hamilton Stent, Chief Strategy Officer at Publicis Pro, sits down with Mimi Turner, Head of Marketplace Innovation at LinkedIn, to explore one of the biggest shifts facing B2B marketing right now: AI-driven discovery and generative engine optimisation (GEO)</p> <p>The conversation goes beyond technology, touching on culture, behaviour, and confidence and what it really takes for organisations to change when the future no longer resembles the past.</p> <p>As Mimi puts it, this may be an epoch-changing moment, one that forces brands to grow up, get clearer on who they are, and build credibility in ways that both humans and machines recognise.</p> <p>If you work in B2B marketing, strategy, growth, or leadership, this episode offers a grounded, human perspective on where AI discovery is heading and how brands can respond without chasing hype or fear.</p> <p>This is less about tactics, and more about how trust, relevance, and authority will define success in 2026 and beyond.</p> <p>Subscribe to The UnTrended Podcast wherever you get your podcasts and never miss an episode.</p> <p><b>Chapter Markers</b></p> <p>(<b>01:55) — Looking ahead to 2026: what’s really changing</b></p> <p>Mimi shares the two major shifts she sees shaping B2B marketing strategy over the next few years.</p> <p><b>(05:45) — Why AI search rewards human qualities</b></p> <p>Expertise, authority, trust, and relevance and how these human traits align with how LLMs prioritise content.</p> <p><b>(09:50) — Why events — not ideas — drive real change</b></p> <p>The cultural and organisational challenge of adapting when the future no longer looks like the past.</p> <p><b>(13:10) — A more optimistic view of AI’s impact</b></p> <p>How AI could lead to richer customer experiences, better marketing, and new roles.</p> <p><b>(14:00) — A possible renaissance of trust and value</b></p> <p>Mimi’s closing reflection on whether AI could usher in a more human era of business.</p> <p><b>Useful Links</b></p> <p>Get to know Mimi Turner on <a href="https://uk.linkedin.com/in/mimi-turner" target="_blank">LinkedIn</a></p> <p>Connect with <a href="https://www.linkedin.com/in/billy-hamilton-stent-6226a/" target="_blank">Billy Hamilton-Stent</a></p> <p>For more information visit the <a href="https://publicispro.com/" target="_blank">Publicis Pro Website</a></p>

<p>From John Lewis to Coca-Cola, Christmas ads have become a cultural event—part entertainment, part national sport, and occasionally the trigger for a heated debate about the true meaning of festive storytelling.</p> <p>In this special holiday episode of UnTrended, Nicole Jones is joined by Jamie Fewery, Louise Brooks, and Billy Hamilton-Stent to unwrap the history, nostalgia, and creative madness behind Christmas advertising, including the ones that make us cry, the ones that make us cringe, and the ones that make us immediately donate £50 to charity.</p> <p>The team also sits down with Franki Goodwin, Chief Creative Officer at Saatchi &amp; Saatchi, to talk about taking the reins on the iconic John Lewis Christmas advert, the pressure that comes with it, and how you build a festive film that becomes not just a campaign but a cultural moment.</p> <p>Plus: stuffing discourse, office party confessions, Christmas jumper controversies, and the eternal question… will B2B brands ever make a truly great Christmas ad?</p> <p>Subscribe to The UnTrended Podcast wherever you get your podcasts and never miss an episode.</p> <p><b>Chapter Markers:</b></p> <p><b>(01:00) How Christmas Ads Became a Cultural Phenomenon</b></p> <p>A whistle-stop tour from Coca-Cola Santa to John Lewis’ “The Shadow” and the birth of the Christmas ad as an annual national event.</p> <p><b>(09:00) This Year’s Standout Christmas Ads</b></p> <p>Shelter’s hard-hitting realism. Tesco’s painfully relatable family vignettes. Morrisons’ behind-the-scenes take on working Christmas. What lands and what doesn’t?</p> <p><b>(13:30) The Shift in Christmas Storytelling</b></p> <p>Why brands are moving from sweeping universal emotion to more specific, lived-in stories and why that might be the smartest path forward.</p> <p><b>(19:00) Will B2B Ever Make a Christmas Ad?</b></p> <p>The team explores seasonality, budget realities, category constraints, and whether a B2B brand will eventually take the leap. (Spoiler: it’s “inevitable” according to Jamie.)</p> <p><b>(22:00) If We Could Make One: Our B2B Christmas Ad Pitches</b></p> <p>Twilio emotional storytelling. Aviation rom-coms. Santa supply chain logistics. Red-and-white Caterpillar diggers. Genuinely good ideas? You decide.</p> <p><b>(31:00) What We’re Looking Forward to This Christmas</b></p> <p>Family reunions, young kids’ excitement, Boxing Day bubble &amp; squeak, home cooking, and a rare chance to do absolutely nothing.</p> <p><b>(32:00) Making the John Lewis Christmas Ad</b></p> <p>Franki reveals how the team builds the brief, the early inspiration, and how music shaped this year’s story.</p> <p><b>(36:00) How the Process Really Works</b></p> <p>From open briefs to agency-wide idea generation and why everyone wants to work on the John Lewis Christmas ad.</p> <p><b>(44:00) Story First, Product Second</b></p> <p>Why John Lewis will always lead with emotion, not product, and how that shapes the creative process.</p> <p><b>Useful Links</b></p> <p>Get to know Franki Goodwin on <a href="https://uk.linkedin.com/in/franki-goodwin-a9314b13" target="_blank">LinkedIn</a></p> <p>Follow Nicole Jones on <a href="https://www.linkedin.com/in/nicole-jones-447b1547/" target="_blank">LinkedIn</a></p> <p>Touch base with Louise Brooks on <a href="https://www.linkedin.com/in/louise-brooks-aa788079/" target="_blank">LinkedIn</a></p> <p>Connect with <a href="https://www.linkedin.com/in/billy-hamilton-stent-6226a/" target="_blank">Billy Hamilton-Stent</a></p> <p>Learn more from <a href="https://www.linkedin.com/in/jamiefewery/" target="_blank">Jamie Fewery</a></p> <p>For more information visit the <a href="https://publicispro.com/" target="_blank">Publicis Pro Website</a></p>

<p>From Formula 1 to football, B2B brands are spending big on sports sponsorships, but what’s the real return?</p> <p>Is it about audience reach, storytelling, or simply the glamour of the hospitality suite?</p> <p>In this episode of UnTrended, Nicole Jones is joined by Jamie Fewery and Billy Hamilton-Stent to explore B2B’s growing fascination with sports sponsorship and why so many brands are racing to the pitch, track, and beyond.</p> <p>Plus, Jamie sits down with Joel Seymour-Hyde, Head of Partnership Management at Formula 1, for an insider’s look at what makes a smart sponsorship work (and why sticking your logo on a car isn’t enough anymore).</p> <p>From the logistics of moving F1 around the world to the cultural resonance of Sharp’s 90s Man United kit, the team uncovers the strategy, storytelling, and spectacle behind today’s biggest brand plays.</p> <p>Subscribe to the UnTrended Podcast wherever you get your podcasts and never miss an episode.</p> <p><b>Chapter Markers:</b></p> <p><b>(01:10) Inside the World of Formula 1</b></p> <p>Jamie interviews Joel Seymour-Hyde, Head of Partnership Management at F1, about the evolution of sponsorships, global brand partnerships, and how B2B brands fit into the sport’s ecosystem.</p> <p><b>(09:00) The Hallmarks of a Great Partnership</b></p> <p>How successful B2B sponsors connect their business objectives with the right platform and why clarity of purpose is everything.</p> <p><b>(18:00) Passion vs. Pragmatism</b></p> <p>Joel reveals why being a fan of a sport can actually make sponsorship decisions worse and why objectivity wins every time.</p> <p><b>(21:00) Panel Chat: The Rise of the B2B Fanboy</b></p> <p>Nicole, Jamie, and Billy dig into why B2B brands are flooding into sports, from the power of pre-made audiences to the pull of data-driven fanbases.</p> <p><b>(28:00) The Value of Activation</b></p> <p>Why the best sports partnerships are now multi-channel, creative, and experiential, not just a logo on a shirt.</p> <p><b>(35:00) From Cigarettes to CRM</b></p> <p>How sports sponsorship has evolved from nostalgia to nuance and what modern brands can learn from iconic partnerships like Marlboro McLaren and IBM Wimbledon.</p> <p><b>(39:00) Cultural Resonance in Sport</b></p> <p>The team explores how great sponsorships transcend marketing and become part of cultural memory, from Sharp and Man United to Rolex and golf.</p> <p><b>Useful Links:</b></p> <p>Get to know Joel Seymour-Hyde on <a href="https://uk.linkedin.com/in/joelseymourhyde" target="_blank">LinkedIn</a></p> <p>Follow Nicole Jones on <a href="https://www.linkedin.com/in/nicole-jones-447b1547/" target="_blank">LinkedIn</a></p> <p>Connect with <a href="https://www.linkedin.com/in/billy-hamilton-stent-6226a/" target="_blank">Billy Hamilton-Stent</a></p> <p>Learn more from <a href="https://www.linkedin.com/in/jamiefewery/" target="_blank">Jamie Fewery</a></p> <p>For more information visit the <a href="https://publicispro.com/" target="_blank">Publicis Pro Website</a></p>

<p>B2B marketing is having its creator moment. From relatable LinkedIn sketches to tongue-in-cheek takes on agency life, creator-led content is proving that humour, personality, and authenticity aren’t just for B2C.</p> <p>In this episode of UnTrended, host Nicole Jones sits down with Heather Barnett, the LinkedIn comedy creator and freelance copywriter who’s bringing “LOL”s to lead generation, to talk about the business of B2B humour. Heather shares how she got started, what makes content resonate, and how brands can collaborate with creators without losing their authenticity (or their nerve).</p> <p>Later, Nicole is joined by Billy Hamilton-Stent, Jamie Fewery, and Louise Brooks from Publicis Pro to unpack the creator-led content boom, from the Pope’s hot take on influencers to the risks and rewards of letting go of control.</p> <p>If you’ve ever wondered how to make B2B content less cringe and more human, this one’s for you.</p> <p>Subscribe to The UnTrended Podcast wherever you get your podcasts so you never miss an episode.</p> <p><b>Chapter Markers:</b></p> <p><b>(02:45) Falling Into Creation</b></p> <p>Nicole kicks off Season 2 with Heather Barnett, diving into the world of B2B humour and why creator-led content is taking off.</p> <p><b>(07:30) LinkedIn’s New Era of Humour</b></p> <p>How COVID reshaped LinkedIn into a social space and why laughter has become the new engagement metric.</p> <p><b>(12:00) Working with Brands</b></p> <p>What happens when a creator’s authentic voice meets a marketing brief and how to keep it funny without turning it into an ad.</p> <p><b>(18:45) Panel Chat: The Creator Capital C</b></p> <p>Nicole, Billy, Jamie and Louise discuss the history of influencer marketing, from gladiators to the Pope and what “trust” really means in 2025.</p> <p><b>(25:10) Creators Without the Cringe</b></p> <p>How to balance entertainment and professionalism and why letting go of control might be the smartest move.</p> <p><b>(34:20) Agency Challenges and Platform Fluency</b></p> <p>The team reflects on the tricky business of finding the right creators and the rise of “vibe-based briefing.”</p> <p><b>(39:00) Best in Class: Creator Campaigns</b></p> <p>From freight jokes to female coders, the team shares favourite examples of creative partnerships done right.</p> <p><b>Useful Links:</b></p> <p>Get to know Heather Barnett on <a href="https://uk.linkedin.com/in/heatherebarnett" target="_blank">LinkedIn</a></p> <p>Follow Nicole Jones on <a href="https://www.linkedin.com/in/nicole-jones-447b1547/" target="_blank">LinkedIn</a></p> <p>Connect with <a href="https://www.linkedin.com/in/billy-hamilton-stent-6226a/" target="_blank">Billy Hamilton-Stent</a></p> <p>Learn more from <a href="https://www.linkedin.com/in/jamiefewery/" target="_blank">Jamie Fewery</a></p> <p>Touch base with Louise Brooks on <a href="https://www.linkedin.com/in/louise-brooks-aa788079/" target="_blank">LinkedIn</a></p> <p>For more information visit the <a href="https://publicispro.com/" target="_blank">Publicis Pro Website</a></p>

<p>Feedback — two syllables that can make even the toughest marketer squirm.</p> <p>In today’s episode of UnTrended, host Nicole Jones sits down with Jon Lonsdale (CEO), Louise Brooks (Senior Copywriter), and Lottie Hutchins (Senior Account Director) from Publicis Pro to dive deep into the messy world of feedback: how we give it, how we take it, and how it’s evolving in modern workplaces.</p> <p>From why Gen Z lawyers are apparently running to HR when told they're wrong to why agency creatives dread the words “make it punchy,” this episode strips back the layers on a topic that’s often sugar-coated — or worse, ignored.</p> <p>Plus, we hear some of the most memorable (and brutally honest) pieces of feedback our team has ever received—from law professors with sharp pens to pitch rooms that ended in standing ovations.</p> <p>Stick around to the end for our mailbag segment, where we tackle how early-career agency folks can figure out when to push back versus when to pick their battles.</p> <p>Subscribe to The Untrended Podcast wherever you get your podcasts so you never miss an episode.</p> <p><b>Chapter Markers:</b></p> <p><b>(01:42) Gen Z, Gentle Parenting &amp; Taking Criticism</b></p> <p>From law firms hiring support workers for young staff to how upbringing shapes feedback tolerance.</p> <p><b>(07:08) Have We Gotten Too Nice?</b></p> <p>Is modern working culture too polite to be clear — and what’s the hidden cost?</p> <p><b>(14:49) The Case for Course Correction</b></p> <p>Are we heading for a swing back to tougher, more direct feedback cultures?</p> <p><b>(19:44) Why Client Feedback Is So Hard</b></p> <p>Pressure, feedback committees, and why clients often can’t articulate what they want.</p> <p><b>(23:08) Beyond Track Changes</b></p> <p>Why Jon hates markup, Lottie loves voice notes, and how to keep feedback human.</p> <p><b>(24:58) Helping Clients Help Us</b></p> <p>Why creatives should meet clients early, ask better questions, and build trust.</p> <p><b>(26:39) The Most Memorable Feedback We’ve Ever Gotten</b></p> <p>From university essays marked “learn to plagiarise better” to standing ovations in a pitch.</p> <p><b>(30:52) Mailbag: Push Back or Pick Your Battles?</b></p> <p>Advice for early-career marketers on when to stand firm and when to let it go.</p> <p><b>Useful Links:</b></p> <p>Follow Nicole Jones on <a href="https://www.linkedin.com/in/nicole-jones-447b1547/" target="_blank">LinkedIn</a></p> <p>Connect with <a href="https://www.linkedin.com/in/jonlon/" target="_blank">Jon Lonsdale</a></p> <p>Learn more from <a href="https://www.linkedin.com/in/louise-brooks-aa788079/" target="_blank">Louise Brooks</a></p> <p>Touch base with Lottie Hutchins on <a href="https://www.linkedin.com/in/charlottelouisehutchins/" target="_blank">LinkedIn</a></p> <p>For more information, visit the <a href="https://publicispro.com/" target="_blank">Publicis Pro Website</a></p>