BRAND BITES: Where Marketing Meets Creativity | Ride Shotgun cover art

BRAND BITES: Where Marketing Meets Creativity | Ride Shotgun

BRAND BITES: Where Marketing Meets Creativity | Ride Shotgun

Written by: Ride Shotgun
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About this listen

 Hello and welcome to The Brand Bites Podcast, “Where Marketing Meets Creativity” brought to you by Ride Shotgun. It’s the number one resource for Retailers, Brand and Marketing Managers. Join us to gain insights, ideas, and best-practice having worked with some of the leading names in retail including Magnet, John Lewis, JD Sport and Dreams. In this series, we’re joined by some of our clients as well as industry insiders to discuss everything from - creative and brand strategy - to content production and automated tech - to help you raise your marketing game! https://rideshotgun.co.uk/Ride Shotgun Economics Marketing Marketing & Sales
Episodes
  • Content, Commerce & Cocktails: Diageo on Omnichannel Marketing

    Content, Commerce & Cocktails: Diageo on Omnichannel Marketing
    Apr 15 2025
    From cocktails to content strategy – Diageo’s marketing team spills all.The digital world never sits still, and keeping up with ever-evolving consumer expectations is no easy feat. As the lead content production agency for Diageo’s digital platforms Malts & The-Bar, we know first-hand how much audiences value fresh, top-quality content – and how powerful digital storytelling can be in driving engagement and sales for brands.In our latest podcast episode, we discuss how digital marketing is shaping the future of the drinks industry with the marketing leads behind Diageo’s two biggest digital platforms — Malts.com and The Bar. Megan Sirockman, Global Head of Strategy and Marketing, and Sophie Bass, Global Marketing Manager, oversee Malts.com (the home of exceptional single malt Scotch whiskies and immersive distillery tours) and The-Bar (a website packed with premium spirits, barware, cocktail recipes, and articles on mixology). Whether you’re a marketer, content creator, or just a fan of the drinks industry, this episode is packed with insights you won’t want to miss.WE DISCUSS – WHY IT’S WORTH YOUR TIME:This episode isn’t just theory – it’s a deep dive into real-world strategy, production, and activation:Why digital marketing is marketing – No more silos. Discover how digital drives both online and offline purchases, and why it’s now at the heart of consumer engagement. Today, digital channels influence offline purchases as much as they drive online sales. (00:00-7:00)The evolution of content expectations – As consumers demand more frequent and platform-specific content, marketers must balance quantity with quality. From always-on storytelling to channel-specific formats, we explore what today’s audiences demand – and how brands can keep pace. (7:00-15:37)Smart content production – Working with Ride Shotgun, Diageo has refined its content strategy to ensure efficiency without compromising quality. By repurposing and optimising assets, they maximise impact while keeping costs in check. They call it “Conscious Create”. (15:37-19:55)Working with Ride Shotgun – The-Bar and Malts.com demonstrate how brands can create digital hubs that complement physical experiences, from distillery visits to curated cocktail recommendations. Learn more about how we’ve worked together. (19:55-23:40)Global stories, local impact – Find out how Diageo creates adaptable content that land emotionally across cultures, regions and consumer mindsets. (27:49-29:50)What makes a winning agency partnership – Megan and Sophie get candid about collaboration with Ride Shotgun and what it takes to build trust, move fast, and deliver real results.MEET OUR GUESTSMEGAN SIROCKMANGlobal Head of Strategy and Marketing for Malts and The-Bar at Diageo. With a background in brand marketing and digital strategy, Megan ensures that Diageo’s digital brands are not only engaging for consumers to interact with, but commercially impactful. Follow Megan on LinkedInSOPHIE BASSGlobal Marketing Manager for Malts and The-Bar at DiageoSophie leads content strategy and production for Malts & The-Bar. With a keen eye for storytelling and digital trends, she ensures content resonates with consumers across any touch point.Follow Sophie on LinkedInABOUT RIDE SHOTGUN Ride Shotgun is a creative agency that thinks big strategically, goes big creatively and delivers big in production. All in one place. Whether you’re looking for a lead strategic partner or effective content production to get your brand out there.We have experts at every stage to work with you to ensure you smash your sales and marketing goals, without ever losing the integrity of your brand.We call it joined-up brand journeys.We work with some of the world's best brands including HSBC, Diageo, Intuit, Asda, and Amazon. For more information visit www. rideshotgun.global
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    37 mins
  • International Women’s Day: Smashing Imposter Syndrome & Speaking Up

    International Women’s Day: Smashing Imposter Syndrome & Speaking Up
    Mar 6 2025

    This International Women’s Day is all about accelerating action – so let’s talk about what it really takes to thrive in the industry.

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    Ride Shotgun Account Director Laura Richards takes over the podcast couch with three inspiring female Riders – Jo Thatcher, Fiona Barber, and Vanessa Wells – to dive into career progression, industry challenges, and building confidence.

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    We Discuss:

    🚀 Career Progression: The wiggly paths, bold moves, and lessons learned along the way.

    💡 Overcoming Imposter Syndrome: How to silence self-doubt and own your expertise.

    🤝 Building Confidence & Supporting Women: Why lifting each other up is the ultimate power move.

    📢 Selling Your Ideas & Finding Your Voice: How to present with confidence and get the recognition you deserve.

    This episode is packed with real stories, because success isn’t always linear, but the lessons are universal.

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    Laura Richards, Account Director at Ride Shotgun

    Laura kick-started her career working for a local newspaper in her hometown of Birmingham, then transitioned into the agency world, taking on various client service roles. Since landing at Ride Shotgun, she’s been making big things happen with clients and creative teams ever since.

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    Fiona Barber Content Copywriter at Ride Shotgun

    Fiona started out as a feature writer for local lifestyle magazines before making the switch to marketing. She has since worked in agency client services, in-house marketing, and, now as a content writer at Ride Shotgun, she thrives on crafting SEO-driven content and expertly wrangling words to tell compelling stories.

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    Vanessa Wells, Editor at Ride Shotgun

    Vanessa studied Media Production at university with aspirations of becoming a full-time editor. However, her career took a winding path, leading her through roles as a teacher, projectionist, graphic designer, and audiovisual technician before returning to editing and motion graphics with an abundance of extra skills. Vanessa has love for films and dips her toe into both creating and engaging with visual arts at every opportunity.

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    Jo Thatcher, Head of Styling and Art Direction at Ride Shotgun

    With a degree in interior design, Jo began her career in retail and visual merchandising while pursuing her dream job. Though she didn’t realise it at the time, this experience helped her develop valuable skills that later shaped her career. She worked her way up from junior stylist to head of styling, eventually transitioning into art direction. Jo is an all-round style queen and lover of leopard print.
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    28 mins
  • CHALLENGES OF A CMO (PART 3): AI IN MARKETING - with Helen Jeremiah, former CMO of Boots & Tina Fegent, Global Procurement Consultant

    CHALLENGES OF A CMO (PART 3): AI IN MARKETING - with Helen Jeremiah, former CMO of Boots & Tina Fegent, Global Procurement Consultant
    Sep 10 2024

    If you haven’t had at least one conversation about AI this year, are you even in marketing? From automation, to rules of engagement, to creative capability, it’s a hot topic in the advertising world.

    So, of course we had to include it in our latest podcast.

    We got our Technology Director, Danny Austin, in a room with some super experienced guests to chat about AI in marketing.

    Including where it can add value and what to watch out for, complete with flash cards not written by Chat GPT - we promise.

    Join them in this cut-down version of our webcast as they chat through it all - part of our Challenges of a CMO series.


    This podcast is for you if you want to learn about…

    HARNESSING THE POWER OF AI IN MARKETING

    How AI is transforming marketing, from practical applications to enhancing efficiency and innovation in your strategies.

    With - Helen Jeremiah, former CMO of Boots UK & Ireland - Tina Fegent, Global Marketing Procurement Consultant - Stephen Kenwright, Strategy Director, Ride Shotgun - Danny Austin, Technology Director, Ride Shotgun

    PANEL SPEAKERS:


    HELEN JEREMIAH, former CMO of Boots UK & Ireland

    Helen is an experienced CMO, having worked across many disciplines including marketing, customer strategy, global brand marketing, product development and insight. She loves working in both large organisations, where change is needed, or small start-ups where everyone rolls their sleeves up and gets stuck in. An innovative leader who drives global business and brand growth, with expertise in data-driven marketing and creating world-class campaigns. She has led successful business change and transformation and has a passion for developing and nurturing strong teams. She is a mum to two gorgeous girls and is currently renovating an old farm.

    TINA FEGENT, Global Marketing Procurement Consultant

    Tina Fegent is a leading marketing procurement expert with over 30 years of experience. She founded her consultancy in 2006, helping brands optimise their marketing budgets. She works for clients such as Primark, Ferrero, SSE, Ralph Lauren and AG Barr. Tina is recognised for pioneering marketing procurement in the marketing industry and is a frequent speaker and advisor on marketing procurement strategies and best practices.

    ANDY WEIR, Chief Client Officer, Ride Shotgun

    Andy has 25 years’ experience in the industry working with organisations such as HSBC, Unilever and PlayStation. He set up his own agency in 2010 and created one of the regions most respected agencies, winning international awards and regularly featuring in ‘Best Companies’ lists. In 2022 Andy was one of the founding members of Ride Shotgun and has been integral in building the business internationally to over 200 people and £15m turnover in under three years.

    STEPHEN KENWRIGHT, Strategy Director, Ride Shotgun

    Stephen is Strategy Director at brand activation and creative content agency, Ride Shotgun. He’s a keynote speaker - giving more than 100 talks in ten countries, and has judged multiple awards. Before joining Ride Shotgun he founded #SearchLeeds. It became the north's largest digital marketing conference, attracting 2,000+ people yearly. He also founded search-first creative agency, Rise at Seven which over three years grew revenues to more than £7m, hired 110 people and opened offices across the UK and America. Previously Head of Digital Pendragon PLC and strategy director at performance marketing agency Branded3.

    About Ride Shotgun

    Ready for an agency made different? We’re Ride Shotgun. Big strategic thinking, impactful creative, content production and activation at scale. All in one place. So you can achieve more for your brand than ever before.

    ⁠⁠⁠ https://rideshotgun.co.uk/⁠⁠⁠

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    20 mins
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