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 effectivenessAlong 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 OutroAndrew 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-liveFollow 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