Episode 2 | The ABC of SEO

Today on Memorable Marketing, Bart speaks with Chiara Galfré, a Digital Marketer at Rockfon, the world’s leading acoustic company. The company designs acoustic ceilings and wall panels with the aim of creating a world that sounds good to everyone. Rockfon achieves this through sustainable innovation, leaner manufacturing, and pioneering closed-loop recycling.  

Here, the pair talk about what Rockfon sells, its target audience, and how the company approaches marketing differently depending on the product it is pushing. For example, when promoting high-end products, Rockfon tends to collaborate with various platforms to focus on brand awareness and educational insights, whereas with lower-end products, Rockfon focuses on showcasing the benefits of using their products.

Chiara’s experience mainly revolves around social media, paid campaigns, email marketing, and advising local marketing managers on specific digital campaigns. Currently, in Rockfon, she is in contact with many external platforms such as architectural magazines, and designs campaigns with them.

Chiara also highlights some brands she admires and is inspired by, such as Louis Poulsen, which she describes as being very complimentary to what Rockfon does. Chiara finds the way this brand produces and communicates content interesting and something to learn from.

Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: info@mediagroupww.com.   

Today on Memorable Marketing, Bart speaks with Alin Dobrea, the Head of Marketing Solutions and Partnerships at ZALORA Group, Asia’s leading online beauty, fashion, and lifestyle destination. One of the region’s pioneers in large-scale e-commerce, ZALORA has a strong presence in countries like Singapore, Malaysia, Hong Kong, Brunei, Taiwan, and the Philippines, with over 50 million monthly visits.

Here, the pair talk about insights into creating a campaign. According to Alin, the insight is what brings the campaign together and makes it stand on its own. It can be a simple message, or more complex – so long as a unique narrative can be built around a brand. The insight will also depend on the market the campaign is targeting, so localisations must be kept in mind.

Alin explains there can be some difficulty when localising a brand in different regions. While it is necessary to appeal to local customers, brands should adopt a global approach instead. This means keeping the brand recognisable internationally but localise the communications and campaigns in regional markets.

As someone passionate about advertising and marketing, Alin’s agency experience allowed him to cut his teeth by working with a variety of clients. In Marks and Spencer, he joined the graduate trainee programme, which allowed him to work across different parts of the business, such as CRM, acquisition, brand management, creative production, and the marketing campaigns. 

Finally, Bart and Valeriia wrap up the podcast by discussing Alin’s experience with working on Marks and Spencer’s Christmas campaign – where marketers must anticipate the future and work towards one major event in the entire year. 

Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: info@mediagroupww.com.  

Today on Memorable Marketing, Bart speaks to Niels Møller, the Group CEO at Mondaine Watch Ltd. Mondaine is a leading Swiss watch company with a strong focus on sustainable manufacturing.

Here, the pair talk about how Mondaine was still marketing during a global crisis, more specifically, the COVID pandemic. This ended up being a company turnaround, as Mondaine implemented a crisis marketing strategy and continued business as usual. As a result, Mondaine gained market share during the COVID pandemic compared to its competitors. 

Niels further explains the components that makeup marketing. According to him, marketing is everything. Aside from the 4 P’s, it also includes sustainability and people. This is because, without the right people, a marketing message cannot be executed. Only with all these elements working in tandem will businesses be able to succeed.

Niels’ experience mainly revolves around working with fast-moving consumer goods (FMCG) and designer furniture and jewellery. Currently, in Mondaine, he is taking care of the marketing strategy, the value chain, the sourcing, as well as production.

Niels also highlights some brands he admires and is inspired by, such as Rolex, which has become so desirable that it is no longer a retail company. Another brand he mentions is Louis Vuitton, which recently bought out Tiffany & Co.

Finally, Bart and Valeriia wrap up the podcast by discussing how being brave and sticking to a marketing strategy, even in economic downturns, is something brands should consider.

Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: info@mediagroupww.com. 

Today on Memorable Marketing, Bart speaks to Cassandra Gowing, a Marketing Consultant and the ex-Head of Marketing at Radley London. She has over 13 years of experience in brand marketing and social media, alongside a strong background in the press, influencers, and creative campaigns.

The pair talk about what Cassandra did to introduce the British brand Hunter to the US market, make it stand out, and reposition the Radley London brand to make it attractive to younger audiences.

Cassandra explains that in order to position a fashion brand, she had to tailor specific campaigns to different audiences. She also had to pick and consider certain channels that were more fashion-forward and which resonated with certain audience demographics, such as Instagram and TikTok’s video content, reaching more Gen Z consumers. In the end, it came down to segmenting audiences and targeting them based on the specific products that were being pushed. 

Cassandra’s experience mainly revolves around the fashion industry and predominately comes from a social media background. As such, Cassandra is always thinking about how the consumer is interacting with campaigns from digital channels. 
Cassandra also highlights some brands she admires or thinks do well, and most of them focus on growing and cultivating their communities, values, and what they stand for, making them stand apart as a business. 

Finally, Bart and Valeriia wrap up the podcast by discussing how Cassandra overcame the challenges of pivoting the brands she was working with towards a younger audience by collaborating and working with influencers.   

Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.

If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: info@mediagroupww.com   

Today on Memorable Marketing, Bart speaks to Louise Baek Sedoc, a Marketing Specialist at celebrity beauty brand Rudolph Care, established by Andrea Elisabeth Rudolph. The company is a certified and sustainable Danish skincare brand that aims to pair luxury along with consideration for the natural world as well as individual health.  

Here, the pair talk about how Rudolph Care goes out to communicate its brand and values to consumers, how the marketing landscape has shifted to more video content, as well as its marketing campaigns and operations.

Louise explains that it is important that brands connect to their audiences on a deeper level and earn the space they take in the media advertising landscape. This is mainly done by creating relevant content that inspires, educates, and provides value. In the case of Rudolph Care and its beauty marketing, the company is focusing on empowering consumers with knowledge about safe and sustainable skincare ingredients, so they can make better-informed buying decisions.

Louise’s experience mainly revolves around working on campaign management in the media industry. She shares her insights on skincare marketing, and how it is vital to capture an audience’s attention quickly and then educate them on various choices in the market.

Louise also highlights some brands she admires and is inspired by, and what businesses can learn from them, as well as her experience working on Volvo Tracks’ Epic Split campaign and how it impacted her career.

Finally, Bart and Valeriia wrap up the podcast by discussing how Rudolph Care has to develop new strategies to expand in different markets where consumers may not know about their founder.

Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.

If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: info@mediagroupww.com  

In today's episode - the thirty-sixth in our series - Bart Burggraaf, partner at MediaGroup, speaks with Mark Frankel, the Director of Content Operations at International SOS. The company helps to mitigate and reduce exposure to health and security risks by designing robust and customized preventive reports.   

In addition to talking about his role at International SOS, Mark highlights his previous experiences at Philip Morris and the BBC. Mark's experiences have taught him that building personal connections in content marketing is crucial, as marketing is all about trust. To him, this is how businesses can create and maintain relationships with their target audience. 

Mark has a deep passion for storytelling and unearthing hidden narratives, which his time at the BBC demonstrates. He then pivoted to Philip Morris as he was interested in the idea of working on a campaign to create a smoke-free world. This was influenced by his mother's early death from cancer at the age of 65 as a result of being a heavy smoker, despite trying to quit multiple times. 

Finally, Bart and Valeriia wrap up the podcast by discussing how companies should take a targeted approach when content marketing by considering suitable channels and adjusting marketing messages if needed.  

Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. 

If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: info@mediagroupww.com  

Today on Memorable Marketing, Bart speaks to Christian Johansen, the Global Digital Marketing Manager at Universal Robots. The company is a leading global manufacturer of collaborative robots to assist in automating and streamlining production processes. 

Here, the pair talk about different and unique ways to market a brand, the implementation of B2C working methods for B2B marketing, and how that impacts the customer journey. 

Christian explains that opening additional channels helps build a better user experience. In his eyes, companies nowadays need to have well-designed websites in addition to attentive customer service. Therefore, brands should make it easy for customers to do business with them. This means making the customer's journey as frictionless as possible. Additionally, he also says that brands should focus on addressing their customer's pain points as a way to get them interested in a product or service. 

Christian's experience mainly revolves around digital marketing. He shares his insights regarding challenging the traditional ways of doing business, integrating online and offline tactics and explaining Universal Robot's approach to digital marketing. He also highlights some brands he admires and is inspired by from a marketing POV, and what businesses can learn from them. 

Finally, Bart and Valeriia wrap up the podcast by discussing how companies can pivot their approach by utilizing various marketing platforms and adopting a customer-centric approach.

Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business’ marketing strategies with MediaGroup Worldwide, feel free to contact us at: info@mediagroupww.com 

Today on Memorable Marketing, Bart speaks to Liz Fendt, a marketeer, currently Global CMO at TÜV SÜD, who works to bring German products and services to a global audience in a career spanning Asia and Europe. The state of the global marketing industry, regional and national differences, and the convergence of B2B and B2C marketing are just some of the topics covered in this episode.

International marketing often works on a hub structure, and Liz shares her opinions on how to balance the improved efficiency of a centralized, powerful hub and the risk of this becoming an ‘ivory tower’ with little understanding of on-the-ground realities in target markets. Liz links this to the marketing funnel, with lower stages led ideally by local teams and higher-level decisions made out of a central hub. Liz stresses the importance of centrally aligning marketing software and tech platforms while allowing local teams to approach potential clients effectively.

A consistent theme in the conversation is cultural differences. Liz’s career has seen her working for German companies in Asia, and one insight is how Asia is quicker on the uptake with new technologies and has a generally more saturated marketing environment. In Europe, white papers and other time-intensive materials still play a key role, whereas in Asia, short video content is the norm, a trend which may spread to Europe in the coming years.

Next, Bart and Liz discuss the most effective strategies for key account targeting, including the ongoing importance of face-to-face marketing opportunities such as trade shows. Liz raises the idea of recycling content, using panel appearances to produce LinkedIn, email communications and video content for other social media.

Finally, Liz highlights some inspiring brands and the differences between ‘greenwashed’ and real sustainability campaigns before Bart and Valeriia wrap up the conversation with a discussion of cultural differences in marketing and the importance of brand control.

Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.

If you want to discuss your business's marketing strategies with MediaGroup Worldwide, contact us at: info@mediagroupww.com.

Today’s guest is Lars Tvede, an investor, entrepreneur & bestselling author. He has founded a string of companies in the financial sector and written multiple books on marketing strategy, finance, macroeconomics, applied futurism, and industrial development.


Thomas and Lars take us through a wide-reaching conversation, where Lars describes his theories of economic development and links the story back to the key trends for marketers in the coming decades.


Lars believes there was an ‘explosion of human creativity’ in 1450 and contrasts this with Malthusian fears of global famine and collapse. Continuing exponential growth during new phases of technological change means certain segments, in recent years those linked to digitalisation, have seen immense profit increases. Marketing success will focus on businesses in new segments in line with recent growth trends, but that does not mean older business models aren’t viable. Lars uses the example of Swiss watchmakers to criticise some of the excesses of the ‘fourth industrial revolution’ discourse and give an idea of who will not need to adjust their business model to ‘the experience economy’ or other trends of the last decade.


Lar’s experience is focused on the financial sector, but he shares insights that apply across all market segments. Of particular interest to marketers will be the discussion of the ‘experience economy’, a new but firmly established trend that impacts consumer behaviour, especially among younger generations.


Finally, Lars describes his marketing experiences working on new book releases and video interviews. Marketers will be interested (and perhaps surprised) to hear that interviews with mistakes or interruptions outperform those running smoothly. Network effects are well-known in marketing, and the opportunities to agencies presented by outsourcing and automation are considered before Thomas concludes the conversation.


Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.


If you want to discuss your business’s marketing strategies with MediaGroup, contact us at: info@mediagroupww.com.

In today’s episode – the thirty-second in our series – MediaGroup founding partner Bart Burggraaf speaks to Mark Ong, corporate marketing director at Phoenix Contact.

Mark brings the insights he has gleaned from a 16-year marketing career working on many niche, technical and international campaigns.  This episode focuses on a revenue-driven approach – a strategy focusing on measurable sales outputs to maximise value-add and reportability.


Working in niche markets in the B2B segment across companies including Honeywell, A4 Tech and most recently, Phoenix Contact, Mark highlights the importance of a revenue-driven marketing strategy.  As part of the general trend towards ‘digital first’, focusing on a close relationship with sales and performance measurement allows marketers to show their utility and protect from the trap of being seen as a cost centre.


Trade shows are a key part of the marketing journey in niche markets and for technical products.  Interestingly, Mark noticed an improvement in trade show engagement during the COVID lockdown, as virtual reality and easier tracking of attendants improved engagement with marketing.  Mark discusses avoiding common trade show mistakes, such as speaking to the same sales staff.


Throughout, the importance of measurement is stressed again and again.  If you can't measure performance and link it to marketing spending, it is hard to justify the department's role.  As Mark says, 'if it isn't on Salesforce, it didn't happen.'


 Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.


If you want to discuss your business’s marketing strategies with MediaGroup, contact us at: info@mediagroupww.com.