Advertise on podcast: Mail Unleashed with Rory Sutherland

In a world of endless scrolling and skippable content, what makes something worth holding onto?     Nils Leonard, Founder of Uncommon Creative Studio, joins Rory Sutherland to explore why physical, human-made experiences are earning our attention, and what that means for marketers in an increasingly digital and AI-driven marketing landscape.   Throughout the episode, Nils and Rory explore:  Nils’ journey from ad man to global studio founder Why physicality is capturing our attention again Why, when it comes to creativity, “different beats better” Why originality often comes from getting dangerously close to the line  Plus, they unpack why human effort still hits differently in an age of AI, and what that means for marketers looking to create work people genuinely notice, value and remember.    00:00 – Nils Leonard joins Mail Unleashed  01:05 – Nils' journey from the Jobcentre to advertising  06:15 – Learning to write your own narrative  10:05 – Why Nils founded Uncommon  11:45 – Why ‘different’ beats ‘better’  14:05 – Why advertising abandons things that still work  16:05 – Creating physical objects people want to talk about  18:10 – Why physicality is winning attention in the age of AI  23:00 – Why memorable beats narrowly targeted  30:05 – The Piers Morgan hairdryer and creating cultural impact  33:15 – Direct mail, fame and the value we struggle to measure    Nils Leonard is Founder of Uncommon Creative Studio and one of advertising’s most recognised creative leaders.   Formerly Chief Creative Officer and Chairman of Grey London, he has been named Business Insider’s most creative person in advertising. A champion of creativity and industry change, Nils has delivered award-winning work for global brands.    Follow Nils.  LinkedIn - https://www.linkedin.com/in/nils-leonard-373b2b3/   X - https://x.com/nilsleonard   Follow Rory.   LinkedIn - ⁠https://www.linkedin.com/in/rorysutherland/⁠   X - ⁠https://x.com/rorysutherland⁠   TikTok - https://www.tiktok.com/@rorysutherlandclips?lang=en    Watch the full episode.   Website - https://www.marketreach.co.uk/mail-unleashed/nils-leonard-uncommon  YouTube - https://youtu.be/ahpwsZRpJt4   Want to see how mail gets real results? Follow us for fresh marketing inspiration and real-life examples of mail in action. ⬇️   LinkedIn - ⁠https://www.linkedin.com/company/marketreach-from-royal-mail/⁠    X - ⁠https://x.com/MarketreachUK⁠    Facebook - ⁠https://www.facebook.com/p/Marketreach-100057126832884/⁠    TikTok - ⁠https://www.tiktok.com/@marketreachuk

What happens when Rory Sutherland is joined by Andrew Tindall (System1), Claire Sadler (British Heart Foundation) and Kate Mackie (EY) to discuss the future of marketing? For the first ever Mail Unleashed LIVE, recorded at Cannes Lions, our panel comes together for an honest, thought-provoking conversation about the role of mail in today's media mix. In this special live episode, they explore: What makes a channel a Super TouchpointWhy trust is becoming marketing's most valuable assetWhy Gen Z continues to engage with physical mailWhere door drops fit within a modern omnichannel strategyHow marketers can balance innovation with effectiveness Along the way, the panel challenges assumptions, shares practical insights and explores why physical marketing channels, like direct mail, continue to deliver real results. Whether you're interested in creativity, behavioural science, marketing effectiveness or building stronger customer relationships, this episode is packed with ideas to take away. 00:00 Intro00:35 Welcome to Mail Unleashed LIVE from Cannes Lions01:42 Why Rory Sutherland believes marketers abandon what works04:18 Attention, trust and JICMAIL's Super Touchpoint research07:25 Why direct mail still has a place in the modern media mix10:12 What Gen Z can teach us about physical media13:45 Where door drops fit into omnichannel marketing16:28 Audience questions and key takeaways18:55 Outro Andrew Tindall is Chief Growth Officer at System1 and a leading expert in marketing effectiveness.   Specialising in the role of creativity and emotion in driving business results, he works with global brands and agencies to translate effectiveness research into practical, actionable insights that help marketers create more impactful campaigns.     Follow Andrew.   LinkedIn - ⁠https://www.linkedin.com/in/andrew-tindall⁠    X - ⁠https://x.com/andrewtindall_⁠   TikTok - ⁠https://www.tiktok.com/@andrew.tindall⁠    Claire Sadler is an award-winning CMO, business transformation leader and diversity champion with extensive experience across brands including BT, EE, Direct Line, Mars and the British Heart Foundation.     Renowned for combining commercial rigour with creative thinking, she specialises in driving growth, developing talent and leading high-performing teams through change.    Follow Claire.   LinkedIn - https://www.linkedin.com/in/claire-sadler/     Kate Mackie is Partner and Chief Marketing Strategy & Operations Officer at EY, where she helps transform marketing into a commercial growth engine in an AI-augmented world.   A recognised leader in marketing transformation, growth and customer trust, she combines strategic insight with a passion for behavioural science, leadership and human-centred innovation.    Follow Kate.   LinkedIn - https://www.linkedin.com/in/mackiekate/     Follow Rory.   LinkedIn - ⁠https://www.linkedin.com/in/rorysutherland/⁠   X - ⁠https://x.com/rorysutherland⁠   TikTok - https://www.tiktok.com/@rorysutherlandclips?lang=en      Watch the full episode.   Website - www.marketreach.co.uk/mail-unleashed-cannes-live Follow us for more marketing tips and insights on the value of mail in the marketing mix.    LinkedIn - ⁠https://www.linkedin.com/company/marketreach-from-royal-mail/⁠    X - ⁠https://x.com/MarketreachUK⁠    Facebook - ⁠https://www.facebook.com/p/Marketreach-100057126832884/⁠    TikTok - ⁠https://www.tiktok.com/@marketreachuk

In a world where 75–80% of ad spend is digital, why is Digital Strategy Director at the7stars, Jonny Harrison, making the case for direct mail?     That’s because he’s seen how it wins the attention economy. For episode 20 of Mail Unleashed, Jonny has joined our host Rory Sutherland to break down:     Why digital struggles to get creative right and how direct mail can help How “hand-delivered communications” can earn 90 seconds of undivided attention   Why no media channel is truly expensive if it drives the right outcome Why precise geo-targeted marketing is often overlooked in digital marketing How programmatic mail bridges digital efficiency with physical impact    Plus, they reveal why the most underrated media channel could be the most effective one in your mix.  00:00 Intro  00:41 Welcome to Jonny  01:47 Why is Jonny, a Digital Strategy Director, making a case for direct mail?   04:21 Why do digital display ads struggle creatively? How looking at physical mediums can help  07:01 Marketing vs attention. Direct mail generates 90 seconds of undivided consumer attention  10:52 The rise of retail media and the opportunities mail can bring  13:34 The problem with relying on AI in digital marketing  15:18 Programmatic mail: why physicality is so important in today’s digital world   18:00 The power of geo-targeting in physical and digital marketing   22:48 Why digital-first brands benefit from using direct mail. Example from Ocado and Waitrose   24:27 Is any media channel actually expensive?  27:28 Outro     Jonny Harrison is a Digital Strategy Director at the7stars, the UK’s largest independent media agency. He focuses on driving advertising performance through data, technology and experimentation across channels.   Jonny also supports new business, leads internal events, and contributes to the IAB Mobile Steering Group and Performance Council.    Follow Jonny.  LinkedIn - https://www.linkedin.com/in/j-harrison430/     Follow Rory.   LinkedIn - ⁠https://www.linkedin.com/in/rorysutherland/⁠   X - ⁠https://x.com/rorysutherland⁠   TikTok - https://www.tiktok.com/@rorysutherlandclips?lang=en      Watch the full episode.   Website - https://www.marketreach.co.uk/mail-unleashed/jonathan-harrison-the-7-stars  YouTube - https://youtu.be/PWZBmXejd58    Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️   LinkedIn - ⁠https://www.linkedin.com/company/marketreach-from-royal-mail/⁠    X - ⁠https://x.com/MarketreachUK⁠    Facebook - ⁠https://www.facebook.com/p/Marketreach-100057126832884/⁠    TikTok - ⁠https://www.tiktok.com/@marketreachuk

Not every impression is equal. So, what makes mail different from a digital impression?   In this episode of Mail Unleashed, JICMAIL’s Director of Data Leadership, Ian Gibbs, joins Rory Sutherland to discuss why mail demands attention that lasts longer, gets revisited, and works harder to drive consumer action and results.  Together, they discuss:   The 200 different ways that marketers measure campaign effectiveness Ian’s work with JICMAIL and the DMA Why mail delivers both short- and long-term marketing impact How mail plays to a different attention span than digital marketing   Plus, they explore why physical mail keeps working long after the first glance.     00:00 Intro   00:41 Welcome to Ian  02:00 Ian’s work with JICMAIL and the DMA: The metrics he uses to measure the effectiveness of physical mail  04:30 Short term vs long term marketing impact: why mail delivers on both as a super touchpoint within the multi-media mix  09:10 The price of attention: Mail can generate 140 seconds of consumer attention across 28 days  10:51 The importance of creativity, physicality and targeting in performance marketing  14:30 Mail’s positive impact within an integrated marketing strategy, helping to drive effectiveness for brands  17:10 The context of the home: why mail delivers where and when people need it most  18:45 How JICMAIL is helping brands see the benefits of mail in the media mix  22:13 Outro    Ian Gibbs is Director of Insight at the DMA and Director of Data Leadership and Learning at JICMAIL.   With over 20 years’ experience in media and advertising measurement, he previously worked at Kantar and The Guardian. He also runs Data Stories Consulting, helping organisations harness effective measurement, research and insight.    Follow Ian.   LinkedIn - https://www.linkedin.com/in/ian-gibbs-7b735619/    Follow Rory.   LinkedIn - ⁠https://www.linkedin.com/in/rorysutherland/⁠   X - ⁠https://x.com/rorysutherland⁠      Watch the full episode.    Website - ⁠https://www.marketreach.co.uk/mail-unleashed/nishma-patel-robb-the-glittersphere⁠    YouTube - ⁠https://youtu.be/KYfcEplYQtM⁠       Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️      LinkedIn - ⁠https://www.linkedin.com/company/marketreach-from-royal-mail/⁠    X - ⁠https://x.com/MarketreachUK⁠    Facebook - ⁠https://www.facebook.com/p/Marketreach-100057126832884/⁠    TikTok - ⁠https://www.tiktok.com/@marketreachuk

How can you build trust with your customers without physical stores or a tangible product?   In this episode of Mail Unleashed, Sayed Hajamaideen, Head of Brand & Marketing at SMARTY Mobile, sits down with our seasoned host Rory Sutherland to discuss how mail can inject life into digital brands.  Together, they explore:   Sayed’s career journey from O2 to SMARTY Mobile How physical mail can be used to pique curiosity and deepen customer relationships Why marketers need to choose the right mediums to achieve results   Why a combination of physical and digital media is so effective    Listen in to find out how he uses mail to increase trust and turn promises into guarantees in our latest Mail Unleashed episode.    00:00 Intro   0:41 Welcome to Sayed   01:06 Sayed’s marketing journey from O2 to SMARTY Mobile   02:26 How Sayed uses physical mail to market an intangible product and build trust?   04:17 Direct mail piques curiosity: why marketers should use the right medium for the right purpose  06:53 How Sayed integrates mail with radio and TV marketing  07:53 Sayed’s top 3 tips for direct mail marketing  09:48 WARC’s research into long verses short-term efficacy of communication channels  11:24 Why a combination of marketing media is the most effective   12:11 Outro    Sayed is a Senior Marketing Leader with years of experience in leading brands to fame and commercial success. He has worked for many of the UK’s biggest mobile brands including O2, Tesco Mobile and SMARTY Mobile.    His passion lies in the art and science of how advertising can create and shift behaviours.    Follow Sayed.   LinkedIn - https://www.linkedin.com/in/sayed-hajamaideen-25403885/     Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland      Watch the full episode.  Website - https://www.marketreach.co.uk/mail-unleashed/sayed-hajamaideen-smarty-mobile   YouTube - https://youtu.be/hz-EEeQdY3k   Want to see how mail gets real results? Follow us for fresh marketing inspiration and real-life examples of mail in action. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk

How did mail help Tesco gain 21 million active members for its iconic Clubcard loyalty programme? You can find out from Tash Whitmey, Group Director of Loyalty, CRM and Marketing at Tesco.      Together, Tash and host Rory Sutherland share:   The inception of the Tesco Clubcard Loyalty Programme  How Tesco Clubcard data has helped shape its business offering Why using both digital and physical media can create magical marketing moments Mail's role in Tesco's customers statements and why this is so important to both Tesco and its customers A successful direct mail campaign from Volvo    Tune in for a wealth of brilliant insights and discover why the tactility of direct mail is the secret sauce in the marketing mix.     00:00 Intro   0:41 Welcome to Tash   01:38 Tash’s involvement with the iconic Tesco Clubcard Loyalty Programme  04:38 Why physical mail is an important channel to reach Tesco customers   05:38 How have the Clubcard mail statements and data shaped Tesco’s business offering?  07:11 Why are complimentary messages in different media formats more powerful?  09:14 Tash’s example of impactful direct mail – Volvo   12:57 Outro    Tash Whitmey has over 25 years of Direct Marketing experience across big names like Tesco and Havas.   She transformed Clubcard, launched a 4-million-strong rewards scheme, and has been recognised by Data IQ and Campaign A-list. A Marketing Society Fellow and former NED, she champions customer-first innovation.    Follow Tash.  LinkedIn - https://www.linkedin.com/in/tash-whitmey-2b7b87184/     Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland    Watch the full episode.   Website - https://www.marketreach.co.uk/mail-unleashed/tash-whitmey-tesco   YouTube - https://youtu.be/MqvybypNN7E     Follow us for more marketing tips and insights on the value of mail in the marketing mix.⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk

Want to find out why mail can hold the attention of consumers?     In this episode, host Rory Sutherland welcomes Media expert and The Barber Shop founder, Dino Myers-Lamptey, into the studio to share how mail can ramp up creativity and draw out dwell time to make brands stand out.    Highlights from this episode include:     Dino’s experience with direct mail  The importance of physical media in an increasingly digital world The role of mail in helping the consumer on their journey to making a significant spending decision Why post-attention matters in marketing   Listen in and find out which audiences are more likely to respond to mail over digital communications.     00:00 Intro   00:41 Welcome to Dino – Why the name “The Barber Shop”?   02:16 Dino’s career journey with direct mail in marketing  05:26: Dino and Rory discuss the need for physical media in a digital-led world  07:23 What’s the role of mail in complex customer decision making processes?  10:03 The power of printed catalogues   12:26 Post attention: Why long-lasting impressions matter   15:32 Rory argues why direct mail can help you target the right audience  16:44 Dino’s experience creating mail campaigns for charities   18:16 Want to find effective mail examples? Look at what’s coming through your door  19:47 Outro     Dino Myers-Lamptey is the Founder of The Barber Shop and a strategic leader with over 17 years’ in media. His expertise spans communications strategy, digital planning, direct-to-consumer subscription marketing, and ROMI performance.   Dino has held senior roles at MullenLowe, the7stars, Mediacom, and more, launching standout campaigns and challenger brands.    Follow Dino.  LinkedIn - https://www.linkedin.com/in/dinosaw/   X - https://x.com/thedinosaw     Follow Rory.   LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland    Watch the full episode here:   Website - https://www.marketreach.co.uk/mail-unleashed/dino-myers-lamptey-the-barber-shop   YouTube - https://youtu.be/ypZ3_mZUxMw     Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk

In a world littered with noise, why does a simple piece of mail still get the most attention? In our next Mail Unleashed episode, Head of Brand Marketing at Hiscox, Ed Birth is here to reveal how selling insurance doesn't have to be about fear.    He’s joined Rory Sutherland to discuss:   The surprising power of humour in creativity in the insurance sector. How mail’s ‘body language’ builds trust. How mail helps you gain a huge share of voice.  Why a single piece of mail can get 132 seconds of attention.   Plus, they share why fun beats fear in marketing.     00:00 Intro   00:41 Welcome to Ed – his journey from agency marketing to Head of Brand Marketing at Hiscox   02:48 How Hiscox’s marketing strategy differs from other insurance companies  06:44 The antidote to fear - The importance humour in creativity when bringing risks to life   07:51 Ed shares an example of fun and disruptive direct mail from Hiscox – the wine-stained letter  10:41 How the tangibility of direct mail helped Hiscox build trust, boost customer satisfaction and strengthen brand identity   17:38 Mail makes you 1 of 1. How mail grabs attention and your share of voice  21:56 Why multimedia campaigns are more effective than single channel campaigns  23:57 Outro     Ed Birth is Head of Brand Marketing at Hiscox. With experience at The Gate London and Audacity, he brings expertise across advertising, integrated and digital marketing. Ed is passionate about creative, trust-building brand strategy.      Follow Ed.  LinkedIn - https://www.linkedin.com/in/luke-whitehorn/  X - https://x.com/LukeWhitehorn    Follow Rory.   LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland    Watch the full episode here:   Website - https://www.marketreach.co.uk/mail-unleashed/luke-whitehorn-domestic-and-general   YouTube - https://youtu.be/NrdoCcfAI78    Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk

If mail is distinctive, does it become more memorable? Richard Shotton, behavioural scientist and author of The Choice Factory, and Rory Sutherland, get under the skin and into the minds of consumers.   Together, they explain:  Techniques brands can use to become more memorable The value of costly signalling How mail’s physicality can enhance engagement and attention  Why Christian Aid Week’s mail campaign was a success  Plus, they discuss fascinating behavioural studies that explain how people react to mail, what that means for brands and, most importantly, why.    00:00 Intro   00:41 Welcome to Richard   1:43 How long has Richard been an expert of direct mail?   03:06 Generations by Bobby Duffy – the relationship between Gen Z and direct mail  04:03: Richard explains why surprising requests are more noticeable  05:34 Why mail’s physicality can enhance engagement and build trust  09:32 Richard’s example of successful direct mail – Christian Aid Week  12:15 Outro    Richard is the founder of Astroten and author of The Choice Factory and The Illusion of Choice, which is a best-selling book available in 16 languages.   He specialises in applying behavioural science to marketing for brands like Google, BrewDog and Santander. He also co-hosts the podcast Behavioural Science for Brands.    Follow Richard.  LinkedIn - https://www.linkedin.com/in/richard-shotton/   X - https://x.com/rshotton     Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland    Watch the full episode.   Website - https://www.marketreach.co.uk/mail-unleashed/richard-shotton-the-choice-factory  YouTube - https://youtu.be/pLKvb_ZrdkM    Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk

In a world of rising digital scams, why does a simple piece of mail still reassure banking customers?    Chief Marketing Officer at NatWest, Margaret Jobling, joins Rory Sutherland for this episode of Mail Unleashed to talk about the power of mail in the financial services.     Throughout this episode, they discuss:   NatWest’s sponsorship of Team GB at the Paris Olympics Why 71% of people trust physical mail Real data that shows mail outperforms email in response rates How mail still reassures customers in a world of rising digital scams   Plus, they explore why mail is such an important touchpoint in banking, and how it helps you target the right moments.     00:00 Intro   00:41 Welcome to Margaret   01:25 Margaret talks through NatWest’s sponsorship of Team GB at the Paris Olympics   03:27 Direct mail’s role in building trust and authenticity in the financial services  05:32 Physical mail helps you target the right moment & how it has helped NatWest achieve long-term marketing impact   09:51 In a world of rising digital scams, mail can offer reassurance for banking customers  11:14 Why multiple touchpoints are important for NatWest and why mail is one of them  12:53 Data that shows campaigns with mail are more likely to show ROI benefits  15:42 Margaret’s experience with mail at Centrica and NatWest: how mail had the best response rates    18:46 Gen Z are more responsive to physical mail than you'd think  20:46 Outro    Margaret Jobling is Chief Marketing Officer at NatWest Group. She is an experienced FTSE 100 business leader with a strong record in consumer goods and utilities.     She specialises in customer experience, marketing transformation, consumer products, and insight-driven decision-making. Known for her strategic leadership and for driving measurable results, she consistently delivers impactful, customer-focused change across complex organisations.    Follow Margaret.  LinkedIn - https://www.linkedin.com/in/margaret-jobling-9741b513/     Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland    Watch the full episode.   Website - https://www.marketreach.co.uk/mail-unleashed/margaret-jobling-natwest  YouTube - https://youtu.be/rviRRSyQK7A     Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk

Want to find out how mail can add value to a campaign and target your consumers?   Ogilvy One’s former Head of Strategy, Kate Wheaton, joins Rory Sutherland on this Mail Unleashed episode, to share how mail has helped contribute to their success over the years.   Together, they discuss:  What makes mail a unique and irreplaceable part of the marketing mix Kate’s career journey from a small telemarketing & direct mail agency to Ogilvy One Why direct mail can build brand trust and grab attention How mail has earned its place in the mix in an increasingly digital world   To find out what the future holds for this effective media channel, listen to the full episode.   00:00 Intro   00:41 Kate’s marketing journey from a telemarketing and direct mail agency to the Tesco Clubcard  02:06 Why a customer perspective is so important when choosing the right marketing medium  03:27 Kate’s examples of effective direct mail - Lloyds Bank & ME+EM  06:05 The relationship between mail and brand trust – The Change for Life campaign  09:06 Has marketing got an efficiency and cost cutting problem?   11:10 Outro    Kate Wheaton is the former Head of Strategy at Ogilvy One, with a career spanning some of the UK’s most successful loyalty programmes.   She’s worked with leading brands like Tesco, Sainsbury’s, Boots, and BA, blending strategic rigour with creativity to build modern loyalty experiences that drive engagement, retention, and long-term brand love.    Follow Kate.   LinkedIn - https://www.linkedin.com/in/katewheaton/      Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland    Watch the full episode.  Website - https://www.marketreach.co.uk/mail-unleashed/kate-wheaton-ogilvy-one   YouTube - https://youtu.be/lM_2njydRCE     Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk

Is mail the key to building and maintaining strong customer relationships?   In this episode of Mail Unleashed, former Group Membership & Loyalty Director at the AA, Natalie Milner, shares insights from her career, as she and Rory Sutherland sit down to discuss:  The importance of making sure that customers feel valued Two examples of successful direct mail campaigns from Wickes and Loaf How mail can make customers feel appreciated  Natalie’s experience with mail at the AA   Tune in to find out why top brands are turning to mail for their loyalty programmes.     00:00 Intro   00:41 Welcome to Natalie   01:25 Natalie's first example of a successful mail campaign – Wickes  04:50 Natalie's second example of a successful mail campaign – Loaf   06:00 The AA and direct mail  06:51 The importance of having a holistic view in media selection  09:03 Why physical marketing makes an impact   12:09 Outro    Natalie has years of experience working for big name brands like the AA, Curry’s plc and Wickes.   She helps organisations transform their brand and customer experience by integrating media and connecting touchpoints to acquire, engage and retain more customers- increasing loyalty.    Follow Natalie.   LinkedIn - https://www.linkedin.com/in/natalie-milner-b65a601/     Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland    Watch the full episode.  Website - https://www.marketreach.co.uk/mail-unleashed/natalie-milner-cmo   YouTube - https://youtu.be/VVfz9WBaVxA     Want to see how mail delivers big results? Follow us for fresh ideas and standout success stories. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk

What is a super touchpoint and why are they so powerful? In this episode, Rory Sutherland is joined by Senior Vice President at System1, Andrew Tindall.   As an effectiveness pro, Andrew knows that mail does not only drive sales, but it also grabs attention, builds awareness and trust, with physical impact that lives on in the home.  Together, Andrew and Rory talk about:   What makes System1 different from other market research companies How understanding behavioural science can enhance your marketing performance Stats from the Effie Worldwide database such as, “90% of campaigns using mail drive a direct sales impact within six months” What a super touchpoint is and why mail can be classed as one The importance of trust in marketing   Plus, they share why mail’s physicality can surprise and delight your customers.    00:00 Intro   00:41 Welcome to Andrew – what is the origin of System1 and what makes them different from other market research companies?   03:17 How understanding behavioural science can help marketers choose the right media   05:33 Direct mail is effective and demonstrates costly signalling   07:16 Andrew and Rory discuss why mail grabs attention and is kept, felt, and remembered  09:33 What is a Super Touchpoint? Andrew draws on research from Effie Worldwide database to highlight mail's ability to build strong brand awareness and drive sales  15:14 Why mail allows you to be creative – examples from Hiscox and The AA   16:54 The potency of the unexpected: why the physicality of mail surprises and delights   18:24 The importance of trust – what System1 is doing to measure it, and how mail can build it  22:10 Why marketers should judge success based on attentive reach, not cheap CPMs  24:30 Outro    Andrew Tindall is the Senior Vice President at System1. He is a marketing effectiveness expert, specialising in how creativity and emotion drive results across media.    He partners with top global brands and agencies to scale effectiveness insights, publish award-winning thought leadership, and deliver practical, accessible advice that helps brands make creativity work harder.    Follow Andrew.  LinkedIn - https://www.linkedin.com/in/andrew-tindall   X - https://x.com/andrewtindall_  TikTok - https://www.tiktok.com/@andrew.tindall    Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland    Watch the full episode.   Website - https://www.marketreach.co.uk/mail-unleashed/andrew-tindall-system1  YouTube - https://youtu.be/YqIAMN0Bs1Q    Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk

Does AI have the potential to supercharge direct mail and improve results? Yes, it does, and you’ll find out why in this Mail Unleashed episode with Luke Whitehorn, Marketing Director at Domestic & General.     Throughout this episode, Luke joins Rory to talk about the power of mail. Together they discuss:     Luke’s journey from working in a call centre to rising to Marketing Director at Domestic & General Data from Domestic & General that shows how effective mail can be Why personalised mail can build brand trust AI’s potential with direct mail marketing  Luke’s experience working at Christadelphian Meal-a-Day   Plus, they share real stats that show how mail has helped Domestic & General keep 86% of their customer base.     00:00 Intro   00:41 Welcome to Luke – his journey from the call centre at British Gas to Marketing Director at Domestic & General   03:21 Build trust – the importance of personalised mail for marketing something intangible  05:05 Is mail effective? Luke has 30 years of data that shows how effective it is in the marketing mix  07:20 Luke and Rory discuss “The Halo Effect” of direct mail and its lasting impact  09:33 Why direct mail works for insurance brands   11:11 Direct mail is a blank canvas for marketers to get creative   13:13 What potential does AI have in the world of direct mail? Propensity modelling, GenAI testing, and attribution models   17:56 Luke's experience working as Marketing Director for the charity Christadelphian Meal-a-Day   20:48 Outro     Luke Whitehorn is the Marketing Director at Domestic & General. He is a passionate marketing leader with a background in customer experience and digital growth.   He blends data and empathy to drive personalisation, build high-performing teams, and deliver results. From brand campaigns to data science, Luke brings strategic thinking and heart to everything he does, inside and outside of work.    Follow Luke.  LinkedIn - https://www.linkedin.com/in/luke-whitehorn/  X - https://x.com/LukeWhitehorn    Follow Rory.   LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland    Watch the full episode here:   Website - https://www.marketreach.co.uk/mail-unleashed/luke-whitehorn-domestic-and-general   YouTube - https://youtu.be/NrdoCcfAI78    Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk

Why would a digital giant like Google use direct mail when their entire world is online?   In this episode of Mail Unleashed, Nishma Patel Robb, Founder & CEO of The Glittersphere, explains how brands can avoid becoming one dimensional with mail.  Together, Nishma and host Rory Sutherland talk about:   How mail allows you to get creative How Nishma used mail to build Google’s brand The future role mail can play in helping brands reach new audiences Mail’s tactility can hold customer attention   Plus, you’ll hear from both Nishma and Rory on why mail’s powers can’t be ignored.    00:00 Intro   00:41 Welcome to Nishma   01:52 Why would Google use direct mail?   06:10 Why using physical media can give digital brands a bit of life  07:49 Two main challenges for marketers: short-term ROI measurement and sustainability   08:41 Nishma discusses the Google direct mail online child safety campaign  11:39 Nishma’s plans for using mail at The Glittersphere to reach new communities  15:15 The evolution of direct mail. What does the future hold for this marketing medium?   16:44 Why all young creatives should visit The History of Advertising Trust   17:34 Outro    Nishma is the founder of Glittersphere and former Google UK Brand Chief. She empowers ambitious women to build influence with visibility, clarity, and Authentic Intelligence.   A global speaker and brand strategist, she helps leaders show up with authority, in rooms, on stages, and beyond social.     Follow Nishma.  LinkedIn - https://www.linkedin.com/in/nishmapatelrobb/   X - https://x.com/nishmarobb     Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/  X - https://x.com/rorysutherland    Watch the full episode.   Website - https://www.marketreach.co.uk/mail-unleashed/nishma-patel-robb-the-glittersphere   YouTube - https://youtu.be/KYfcEplYQtM     Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/   X - https://x.com/MarketreachUK   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/   TikTok - https://www.tiktok.com/@marketreachuk