Call To Action

• 170: Marcus du Sautoy on how to see the stories in numbers

  This week we rented the top 3 maths movies of all time – A Beautiful Mind, The Imitation Game and 3 Men and a Baby – all in order to be mathematically competent enough to share a pod with one of the world’s greatest number nibblers, Marcus du Sautoy. So highly acclaimed and awarded, we could have filled the entire podcast by listing out his many achievements, Marcus is perhaps best known as a Professor in Mathematics, Fellow of the Royal Society and Simonyi Professor for the Public Understanding of Science at Oxford University. But, as well as being one of the very smartest people on the planet, he’s also one of the most engaging and enlightening speakers on the unexpected stories to be found in numbers, having written for several national newspapers and appeared on a number of mathematically-inclined TV shows including Mind Games, The Story of Maths and The Code (not to be confused with The Cube). By now you’ve probably run out of fingers to tally up all the brilliant things he’s done, so we shall just wrap up by saying he’s also the author of a series of superb books examining the relationship between maths, creativity, music, games and more – including Blue Prints, The Music of Primes and The Creativity Code.  (Basically, the fact that it took us all this time to mention he’s also an OBE tells you all you need to know. He’s an impressive dude.) In an episode where Giles wears his disappointing GCSE results like a hi-vis vest of inadequacy, we ponder the search for meaning in numbers and how the stories behind them can help shape ideas and solve problems.     This episode is proudly dedicated to Mr Baleson.  Follow Marcus on LinkedIn ///// Timestamps 04:17 - The Influence of a Great Teacher  06:03 - Mathematics as a Language and Creative Outlet  08:44 - The Intersection of Mathematics and the Arts  12:08 - Exploring Creativity in Mathematics  15:17 - The Relationship Between Structure and Artistic Expression  21:10 - The Cicada's Prime Number Life Cycle  30:51 - Patterns and Expectations in Art and Comedy  33:09 - The Role of Mathematics in Problem Solving  43:15 - The Importance of Storytelling in Science  46:25 - The Search for Meaning in Numbers  48:13 - The Dual Nature of Scientific Thinking  Marcus’ Book recommendations are: A Mathematician’s Apology by G.H. Hardy   /////

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• 169: Richard Shotton and MichaelAaron Flicker on hacking the human mind.

  This week we broke a golden rule and crossed podcast streams with a pair of excellent guests, Richard Shotton and MichaelAaron Flicker, hosts of the Behavioural Science for Brands podcast and co-authors of the soon-to-be released (and definitely-to-be brilliant) Hacking The Human Mind. Richard is, of course, returning for a record third appearance on Call To Action® although we have respectfully honoured his request to not be left alone with Giles. Responsible for opening industry eyes to the potential of behavioural science, Richard is the author of two books that serious marketing types like you and I could not do without – The Choice Factory and The Illusion of Choice. Alongside him today, as is so often the case, is MichaelAaron Flicker, founder and president of (Zeeenno-Sigh) XenoPsi Ventures, a brand incubator firm that helps out all kinds of companies with financial, marketing and intellectual capital. As well as co-hosting their pod, and co-authoring their book, they’ve completed a hattrick of Co’s by co-founding the Consumer Behaviour Lab, where they apply their considerable collective knowledge to help make marketing smarter, better and less stinky. In an episode where we open the sunroof on the human mind and reveal there’s much more to it than day dreams, crippling doubt and song lyrics from 1996, we hear from two of the field’s most compelling experts on what it really takes for a brand to be chosen. This episode is proudly dedicated to Rory Sutherland.    Follow Richard and MichaelAaron on LinkedIn.   ///// Timestamps 08:27 - Reflections on Career Path and Pivots 10:09 - Richard's Tribute to Ozzy Osbourne 12:39 - How Richard and Michael Met 14:22 - The Concept Behind Their New Book 16:01 - Writing Process and Collaboration Insights 20:21 - Discussion on Haagen-Dazs and Country of Origin Effect 25:04 - The Power of Naming: Patagonian Toothfish vs. Chilean Sea Bass 30:07 - Marketing Confusion Between Marketing and Sales Their Book Recommendations are: Alchemy by Rory Sutherland Tiny Habits by BJ Fogg /////

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• 168: Professor Byron Sharp on a lifetime of learning in the marketing world

  This week we tucked in our shirt, straightened our tie and resisted the temptation to nip off for a quick vape behind the pickle-ball court, all in order to suitably impress our guest, one of the world’s greatest marketing academics, Professor Byron Sharp.  A man who would need no introduction (if we weren’t contractually obliged to provide all our pod guests with one) Prof Byron is one of the world’s most respected thinkers in the field of brands and consumer behaviour. Unless you’re deliberately trying to get yourself fired from your marketing role, you’ll no doubt have read his seminal book ‘How Brands Grow’ and, if you’re especially lucky, you may well have learned directly from the man himself in one of his globally prestigious academic roles.  A speaker, a teacher, a thinker and a pioneering researcher, Byron still has the time to be a thoroughly entertaining podcast guest, and is famously happy to share the kind of knee-buckling market truth that the industry fears but also really, really needs. In an episode where Byron jabs a scholarly finger into the flabby thinking that holds brands back, we ponder the many different disciplines a proper marketer should be able to wrap their heads around if they want a consumer to care. This episode is proudly dedicated to John Scriven.  Follow Byron on LinkedIn ///// Timestamps 03:27 - Early Jobs and Academia 04:38 - The Importance of Real-World Experience 06:09 - Working with Andrew Ehrenberg 08:28 - The Intent Behind "How Brands Grow" 09:41 - Marketing Blind Spots and Unexplored Areas 10:30 - Cognitive Biases and Behavioral Science 11:48 - The Role of Heuristics in Consumer Behavior 12:43 - Understanding Double Jeopardy Law 14:08 - Consumer Efficiency vs. Laziness 15:26 - Predictive Power of Marketing Science 16:06 - The Weirdness of the Real World 17:37 - Misconceptions About Marketing Science 19:40 - The Role of Synthetic Research 32:58 - B2B Marketing and Growth Strategies 35:22 - The Value of Awards in Marketing Byron's Book recommendations are: The Halo Effect by Phil Rosenzweig Everything is Obvious by Duncan Watts The Signal and the Noise by Nate Silver     /////

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• 167: Lisa Parfitt on doing the business for women’s sport.

  This week we’re pushing our withered hamstrings way beyond their wretched limits, all in order to win the attention of our guest, sport and brand marketing super-baller Lisa Parfitt.  In a career that has been, figuratively, one top bin after the other, Lisa has done more than most to give women’s sport a serious platform, particularly when it comes to those all-important commercial relationships.  A star player in the efforts to land the Women’s FA Cup their first brand sponsorship, Lisa can be found on the prestigious pages of PR Week’s Power 100 for her work in pushing for greater representation for women in the sports business.  Having gone toe-to-toe with the inequalities in the game in her time as both a Level 1 coach and director, she now devotes her considerable skills and stamina to creating better, fairer and more sustainable partnerships, sponsorships and culture in the game. In an episode with absolutely no time wasting, even for the occasional glug of branded energy pop, we ponder everything from the unique brand value of fans of women sport, to how the game is changing, in both sporting and commercial ways. This episode is proudly dedicated to Karen Earl.   Follow Lisa on LinkedIn. ///// Timestamps 04:34 - Transitioning to the Sports Industry 10:31 - First Job in Women's Sport 12:18 - The Shift to Sponsorship and Commercial Focus 15:32 - The Role of Brands in Women's Sport 20:10 - Securing the First Women's FA Cup Partnership 26:32 - The Impact of COVID on Women's Sport 30:35 - Research on Women's Sports Fans Engagement 36:59 - The Future of Women's Sport and Upcoming Events 42:06 - Changing Perceptions in Women's Sport Lisa's Book Recommendations are: Eat Sweat Play - Anna Kessel Why She Buys - Bridget Brennan Game On - Sue Anstiss /////

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• 166: Harriet Knight and Hannah Penn on an agency world that’s open to all

  This week we made difficult phone-calls to Ant & Dec, Torvill & Dean and, accidentally, the Neville Brothers, all in order to explain that the nation now has a new favourite double act – the joint chiefs of Pablo, Harriet Knight and Hannah Penn. Not content with leading Pablo to the very top of the creative charts in agency land – scooping up the Global Campaign Indie of the Year award on two separate occasions – H&H have set about tearing up the dusty old rulebook for agency leadership (especially all those pages about being greedy and horrible). They’ve poured their considerable energies into actually delivering the kind of culture every agency pretends they have, and even launched the Pablo Living Wage, a £30,000 minimum salary for entry level roles that opens up the industry to people who are usually left on the side-lines.  As well as turning Pablo into the creative, and cultural envy of agency world, Harriet and Hannah are also responsible for one of the most successful agency models around – earning a reputation for being superb to work with that translates into a barely believable 100% client retention rate.   In an episode that puts us all in the uncomfortable position of listening to agency bosses who are actually likeable and amusing, we ponder everything from how agency cultures are created to the dynamics that make their partnership tick.  This episode is proudly dedicated to Dan Watts.    Follow Hannah and Harriet on LinkedIn. /////   Timestamps 03:00 - Early Career Paths: Hannah's Journey 09:00 - Harriet's Background and Transition to Advertising 15:00 - The Importance of Diverse Experiences in Advertising 18:00 - Creative and Commercial Balance in Advertising 22:00 - How Harriet and Hannah Met 25:00 - The Dynamics of Their Partnership 29:00 - Legacy and Impact in the Advertising Industry Hannah and Harriet’s Book Recommendations are: Four Thousand Weeks– Oliver Burkeman Cork Dork – Bianca Bosko Super Communicators- Charles Duhigg /////

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