What does it take to keep the next generation of sports fans engaged?

In this episode of The Business of Marketing, John Horsley sits down with Karlyn McCauley, Head of Sports, Media & Partnerships International at Snap, to explore how technology is transforming the way sport is produced, distributed and experienced.

Drawing on leadership roles at the International Olympic Committee, ESPN, Pulse Live and Snap, Karlyn shares why today's sports organisations must think like media companies, how creators have become partners rather than competitors, and why fandom is increasingly being built through culture, community and conversation.

The discussion covers the changing behaviour of younger audiences, the role of augmented reality in live sport, the creator economy, the attention economy, and why the future of sports marketing sits at the intersection of sport, fashion, music and technology.

In this episode you'll discover:

• Why sports organisations must evolve into media businesses.
• How Snapchat reaches and engages younger sports fans.
• Why creators are becoming an essential part of sports marketing.
• The commercial opportunities created by AR and immersive experiences.
• How the World Cup is becoming a cultural event beyond the matches themselves.
• Lessons in leadership, curiosity and building a career across sport, media and technology.

Whether you work in marketing, sport, media, partnerships or digital innovation, this conversation offers valuable insights into where fan engagement is heading next—and what brands need to do to stay relevant.

In this episode of The Business of Marketing, John Horsley sits down with Nick Beck, Founder and CEO of Tug, to explore how modern marketing is being reshaped by AI search, creator culture, performance marketing and the growing importance of brand.

From launching Tug out of the basement of Vice Magazine to building a global agency across London, New York, Berlin, Toronto, Singapore and Sydney, Nick shares a candid view on what has changed in marketing over the last two decades, and what still matters most.

A conversation about search, AI, data, creativity, trust, performance marketing and why human judgement still matters in an increasingly automated world.

Topics include:

• Why search has become one of the most important conversations in marketing again
• The rise of AI search, AI assistants and the future of discoverability
• Why over-optimising performance metrics can damage long-term growth
• The balance between brand building and short-term performance
• How AI is changing decision-making inside agencies and brands
• Why relatability may matter more than “authenticity”
• The explosion of creator-led marketing and micro influencers
• Why agencies may become more important again in a fragmented media landscape
• How brands can balance global consistency with local relevance

  “The big idea is still the rocket science.” - Nick Beck

John shares the story behind EY’s iconic “Better Questions” platform, why emotion matters more than ever in B2B marketing, and how AI is reshaping marketing organisations, creativity and customer engagement.

A wide-ranging conversation covering brand transformation, purpose, creator culture, leadership, the evolving role of the CMO, and why the future belongs to marketers who combine creativity with courage.

Topics include:

• Building one of the world’s leading professional services brands
• Why the best B2B marketing is emotional, not rational
• The thinking behind EY’s “Better Questions” platform
• AI, creativity and the future of marketing organisations
• The changing role of the CMO in the boardroom
• Leadership, culture and building confidence inside large organisations
• Why brands still need human insight in an AI-driven world

“This is an era of being humble and learning like never before.” - John Rudaizky

In this episode of The Business of Marketing, Justin Cooke sits down with Nishma Patel Robb, Founder and CEO of Unmissable, former Google marketing leader and former President of WACL, to explore visibility, storytelling, trust and the future of personal brands.

After a decade helping shape Google’s reputation and commercial growth in the UK, Nishma now works with founders and senior leaders to build trust-first personal brands that create real resonance, influence and commercial impact.

A conversation about authenticity, executive visibility, AI, creator culture, human storytelling and why the future belongs to people who can genuinely connect.

Topics include:

• Why trust and authenticity are becoming modern marketing superpowers
• What brands still get wrong about earning trust
• The rise of executive visibility and personal brands
• Why most LinkedIn “personal branding” feels performative
• AI, storytelling and the future of human creativity
• Why creators and communities are reshaping media
• Building visibility for women in business and media
• How founders and leaders can go from invisible to unmissable

“True unmissability is about resonance, trust and connection.” - Nishma Patel Robb

Niall discusses why marketers need to produce more content than ever, but without bigger budgets, weaker creative standards or loss of brand control.

They explore how AI is changing content operating models, why workflows matter as much as tools, and how brands can use AI to improve speed, relevance and quality without losing human judgement.

A practical conversation on AI, creativity, content production and the future of marketing operations.

Dan reflects on the golden era of magazine publishing, from Q Magazine and The Face through to today’s AI-powered content ecosystem, and explores how storytelling, publishing and discovery are being reshaped by AI.

The conversation covers the collapse of traditional distribution models, the rise of AI search, the future of editorial trust, and why great storytelling still matters more than ever in a world flooded with content.

A thoughtful discussion on publishing, content discovery, AI optimisation and the future of digital media.

They explore the future of measurement, why context matters more than ever in advertising, and how brands can connect media exposure to real-world outcomes.

Edwin shares how Uber’s first-party data and real-world utility create new opportunities for marketers to measure attention, incrementality and consumer behaviour, while also discussing AI, attribution, privacy, research, and the growing demand for more human connection in media.

A fascinating conversation on measurement, media fragmentation, AI and the future of advertising effectiveness.

Julie discusses the evolution of digital advertising, from the early days of ad tech to the rapid growth of streaming and connected TV.

They explore how the new TV ecosystem is changing media buying, why premium video still matters, and how data, automation and programmatic trading are creating new opportunities for brands, broadcasters and publishers.

A sharp conversation on CTV, streaming, programmatic advertising, trust, quality and the future of premium video.

James reflects on a career spanning agencies, networks, consultancies and creative transformation, from helping grow Karmarama through to its acquisition by Accenture, to his current role at Stagwell.

They discuss how the agency model is changing, why creativity still drives business growth, how data and technology are reshaping client expectations, and why human judgement remains essential in an AI-powered industry.

A thoughtful conversation on creativity, growth, leadership and the future of the agency model.

Milka discusses how B2B buying has changed, why credibility now matters as much as reach, and how platforms like LinkedIn are helping brands build trust through people, creators and expert voices.

They explore the rise of B2B creators, the role of video, how LLMs are changing discovery, and why marketers need to move beyond vanity metrics towards revenue, pipeline and real business impact.

A sharp conversation on LinkedIn, B2B influence, AI, creativity and the future of trusted marketing.

They explore why B2B marketing is being reshaped, from the collapse of siloed agencies to the rise of customer-obsessed, commercially driven marketing.

Chris shares why traditional demand generation is broken, why brand matters more than ever in an AI-driven buying journey, and how marketers need to evolve from lead generators to business leaders.

A sharp, no-nonsense conversation on what it really takes to drive growth in modern B2B.

In this episode, Paul shares how Uber Advertising scaled from a simple sponsored listings model to a billion-dollar business in just a few years, spanning over 30 global markets. From the power of “moment marketing” to building a culture of innovation, Paul reflects on lessons learned across his career—from Sky and Apple to startups and Amazon—and how Uber’s unique data and rider moments are reshaping brand engagement across rides and Eats.

If you’re curious about the future of contextual advertising, cultural moments, and what it takes to scale new ad products inside a global tech company, this one’s for you.

Justin shares how TripAdvisor is evolving from reviews to end-to-end travel planning, what brands can learn from pet care partnerships and Olympic athlete creators, and why trust, data, and meaningful experiences still win in a noisy media landscape.

Joseph unpacks how OpenX became the first carbon-neutral ad tech company, why the future of programmatic depends on smarter curation and AI, and how culture and curiosity fuel long-term success.

Lina shares how Recurly empowers companies across industries—from airlines to fashion—to innovate with subscription models and elevate the subscriber experience. She talks about the power of partnerships, the critical alignment between marketing, sales, and product, and why marketing should own the full pipeline. With practical examples and sharp strategic thinking, Lina offers a fresh perspective on what it takes to drive growth in the subscription economy.

Cat shares how SBS is democratising access to programmatic tech, building a thriving partner ecosystem, and helping indie agencies deliver big-agency performance, without the bureaucracy.

Virginie shares why building trusted, data-led partnerships is key to thriving in a fragmented media landscape, how brand lift studies go beyond vanity metrics to reveal true impact, and why marketers should stop measuring what’s easy and start measuring what matters.

James shares how streaming is transforming TV, why outcome-based measurement is on the rise, and what marketers need to know about identity, transparency, and the next wave of addressable advertising.