Joe Hunter

Gousto’s VP Marketing Anna Greene spoke to Marketing Week about prioritising profitable growth and our ambitions to take on more share of stomach outside the meal kit market. Anna’s key takeaways: 1️⃣Ambition + rigour = sustainable growth “Pairing ambition with real marketing rigour and discipline” means interrogating every part of the marketing mix for efficiency and making the brand and product work tighter together to boost customer lifetime value. 2️⃣ Rethink who you’re really competing with Forget obsessing over market share. For Gousto, if it’s eaten for dinner, it’s competition. 3️⃣ Winning behaviour change, not just brand switching  We’re challenging deeply ingrained grocery habits - our job is to get customers to believe there is a better way to plan, shop, and cook their meals. 4️⃣ Risk is built into the plan Efficiency can smother innovation, so Gousto uses the 70:20:10 model - with 10% of budget protected for experimentation with a “tolerance for risk.” 5️⃣ Lead the dual agenda “We need to deliver the numbers today and build a brand that grows tomorrow.” Balancing short-term performance with long-term equity is the job.

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We’re thrilled to announce Brave Bison’s acquisition of leading strategy and insights consultancy MTM!         With an impressive client roster featuring the likes of Google, Samsung Ads, Figma, Formula E, England & Wales Cricket Board (ECB), Sky Sports and BBC, MTM is a trusted audience strategy and insights partner for major global businesses. 🌎      MTM helps some of the biggest names in technology, entertainment and sport scale new business models, evolve products, shape positioning and reframe their relevancy in line with rapidly evolving consumer behaviours, cultural trends and commercial realities. As they join the Brave Bison universe, we become “uniquely positioned to help tomorrow’s super brands capitalise on complexity,” as our CEO and Executive Chairman Oli Green puts it.       Operating alongside but independently from our existing marketing and technology divisions, MTM will form our new insights and consultancy division. This will combine MTM’s depth of industry knowledge and breadth of research methodologies with our agile operating model and proprietary AI tooling across Brave Bison, SocialChain and Engage Digital Partners.      Welcome to the herd team MTM! We can’t wait to get started together on this new chapter. 🤝    Read more here: https://lnkd.in/ejHDNS93

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“The only cases we have seen where huge transformation with AI doesn’t also deliver significant double-digit year-one savings are when the client isn’t looking at a big enough piece of their business to transform.” A great piece in The Drum from Brandtech Partner and Head of Emerging Technology Rebecca Sykes on the big conversations she’s having with brands as they scale Gen AI across their marketing. Link in comments 👇

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Our brilliant partner at Indeed, Clíona Hayes Hayes, recently sat down with The Drum for an insightful interview discussing the intricacies of marketing on a global scale, why she thinks taking risks is key to successful work – and how Indeed's latest campaign from #72LA and #72AMS excels on both fronts. 🎙️ "We’re calling out the absurdities in hiring, like lack of salary transparency, arbitrary requirements, nepotism and mismatched expectations...At its core, our campaign emphasizes substance over superficiality, challenging biases that prioritize pedigree and privilege over real skills and value." Read the full interview, here: https://lnkd.in/eMNfEvhM

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Amina Folarin isn’t a marketer 🙅 Yet as OLIVER Agency’s UK group CEO, she heads up an organisation that claims to be the first and only company to design, build and run in-house agencies and ecosystems for brands. But how does someone without a marketing background end up leading one of the UK’s top marketing agencies? Read Catalyst magazine to find out: https://bit.ly/4o8pive #MyCatalyst #MarketingAgency #MarketingLeadership

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IPA Bellwether: 16 marketers on balancing short-term and long-term goals UK marketing budgets saw the fastest expansion in a year during Q2 2025, with a net balance increase of 5.5%, reversing the Q1 decline of -4.8%, according to the latest IPA (Institute of Practitioners in Advertising) Bellwether report. The rebound was driven largely by short-term channels like sales promotions and direct marketing, which both hit their highest net balances in over a year. PMW spoke to a panel of marketing experts on how to balance tactical gains with long-term brand building and why over-reliance on short-term tactics could limit future growth in a still-uncertain economic landscape. Read on via the link in the comments. With insights from: Digge Zetterberg Odh Frontify Rachel Macey Kantar Media Owen Hanks Measure Protocol Victoria Usher GingerMay Sam Panzer Talon.One Will Frappell Charlie Oscar Dan Brink UniLED Software Paul Samuels AEG Daniel Todaro Gekko Dean Nagib Azerion Lauren Maynard FutureBrand Marko Johns Seedtag Harry Darlington Medialab Group Chris Daly CIM | The Chartered Institute of Marketing Sara Vincent Utiq Adam Biddle GH05T #performancemarketing #IPAbellwether #data #adtech #brand

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Community isn’t about numbers, it’s about connection 🤝 In our latest video, Co-Founder & CMO of CLIQ, Nicola Gunby shares: • Why niche, interest-based communities are thriving • The danger of chasing big audience numbers over real engagement • How brands can think outside the box to stand out in a saturated space 📣 What’s the most unique community initiative you’ve seen a brand create?

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Trust is everything, and our new UK report with London Research shows just how powerful it is, especially in the finance sector. 78% of UK consumers are influenced by customer reviews, and our reviews can make a big difference. In fact, ads with Trustpilot signals are 14 times more likely to be clicked, and websites using them see an increase in trust, brand affinity and conversions. Check out the full report: https://lnkd.in/d5pe4-77.

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🚨 New Research Alert: AI + Economics are changing the way Britain eats and drinks out 🍽️🤖 What happens when latest technology meets shifting consumer wallets? 📍 Nearly 1 in 4 Brits now use AI tools like ChatGPT to discover where to eat and drink. 📍 Over half say they'd leave a review if AI asked them just right. AI isn’t the future of hospitality… it’s already here. The latest report from CGA by NIQ & Reputation uncovers: 👉 How AI is quietly rewriting the rules of discovery and reputation 👉 Why economic pressures are reshaping consumer expectations 👉 What operators must do to stay relevant, trusted, and chosen 🔗 Read the full story from Customer Experience Magazine (CXM) here: https://lnkd.in/dTT8D9Kw

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