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    Marketing

    Embracing Marketing Mistakes

    Welcome to Embracing Marketing Mistakes, the world’s leading irreverent podcast for senior marketers who are tired of the polished corporate b*llshit. 

    Join Chris Norton and Will Ockenden, founders of the award-winning Prohibition PR, as they sit down with industry leaders to dissect the career-ending f*ck-ups they’d rather forget. The show moves past any pretty vanity metrics to uncover the brutal, honest truths behind marketing disasters, from £30,000 SEO black holes and completely failed companies, to social media crises that went globally viral for all the wrong reasons.

    We don’t just celebrate the f*ck-ups; we extract the tactical blueprints you need to avoid them yourself. If you are a business owner, or a CMO looking for a competitive advantage that only comes from real-world experience, this is your weekly masterclass in resilience and strategy.

    • Listen for: Raw stories from top brands, ex-McKinsey strategists, and industry disruptors.
    • Learn from: The errors that cost thousands and the recoveries that saved careers.
    • Get ahead by: Turning other people’s nasty disasters into your unfair market advantage.

    If you have a story to tell and would like to appear on the show, tell us your biggest marketing mistake and drop us a line.

    Advertise

    Copyright: © 2026 Embracing Marketing Mistakes

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    Latest Episodes:
    Marketing Mistake: Did I Just Break Stock Market Regulations? Jul 03, 2025
    Show notes

    Neville Hobson, a former Vice President of Corporate Communications, shares a near career-ending mistake when he accidentally published financial results for a public company 12 hours early by hitting "publish" instead of "schedule."
    Quick thinking and a lot of panic led him to unpublish the content, reschedule it correctly, and immediately report the incident to the stock exchange, which fortunately responded with understanding.
    • Preparing financial results publication using FrontPage software
    • Potentially illegal early disclosure of financial results for a public company
    • Learning the critical importance of attention to detail
    • Modern publishing risks are even greater with multiple access points
    • First public disclosure of this corporate communications fuck up

    Send us Fan Mail

    Your competitors are being named by AI. Are you? One of our clients went from being named in 4 of 50 buyer prompts to 19 in 90 days. Book your free AI visibility check with Chris here. 👉 [Book free AI Visibility Check] 👈

    Subscribe to our newsletter
    The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈

    Follow Chris:
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    EP 75: Your Marketing Team Just Got Smarter Thanks to AI Jul 01, 2025
    Show notes

    What happens when you mix two decades of digital comms experience with a brain wired for analytics, SEO and AI? You get friend of the show Andrew Bruce Smith.
    He’s the founder of Escherman, a CIPR Fellow, and Chair of the AI in PR panel, not to mention a certified Google Partner who’s trained over 3,000 organisations. From global brands to government departments, he’s helped them all wrap their heads around data, strategy and the tech shaping modern PR.

    We dive deep into the rapidly evolving world of AI for marketers with expert Andrew Bruce Smith, exploring how reasoning models, research capabilities, and AI avatars are transforming the marketing landscape at breathtaking speed.

    • Reasoning models like ChatGPT-4o spend more time thinking through complex problems, delivering better quality responses for marketing plans and strategy
    • Deep research functionality allows marketers to generate comprehensive market analyses in minutes that previously took weeks and cost thousands
    • Understanding when to use different AI models is crucial, reasoning models for complex tasks, standard models for simpler requests
    • AI avatars through tools like HeyGen and Syntesia can create promotional videos and may soon represent you in meetings
    • The rise of agentic AI allows for autonomous systems that can execute complex workflows with minimal human intervention
    • Marketers need to rethink where they add value as AI handles more tasks, potentially moving from time-based to value-based billing
    • AI isn't replacing jobs but tasks, freeing humans to focus on strategic thinking and creativity

    The best place to find Andrew is on LinkedIn (there's only one Andrew Bruce Smith) or at his website escherman.com.

    Send us Fan Mail

    Your competitors are being named by AI. Are you? One of our clients went from being named in 4 of 50 buyer prompts to 19 in 90 days. Book your free AI visibility check with Chris here. 👉 [Book free AI Visibility Check] 👈

    Subscribe to our newsletter
    The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈

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    Marketing Blunder: When 500 Becomes 5K: A Coney Island New Year's Disaster Jun 26, 2025
    Show notes

    The podcast explores notable professional mistakes and what can be learned from them. B2B Marketing expert Tom Basgil shares his experience organising a New Year's Eve fireworks event at Coney Island, where instead of the expected 500 attendees, 5,000 people showed up, creating major logistical challenges with insufficient facilities.
    • Event was planned at iconic Coney Island amusement park district
    • Organizers competed with Macy's monopoly on New York fireworks
    • Infrastructure (porta-potties, PA system, vendors) was only prepared for 500 people
    • Police were upset about the unexpected crowd size and inadequate security preparations
    • The event happened in freezing temperatures, adding to the challenges
    • The experience taught Tom to "prepare for the best, just in case it happens"

    Send us Fan Mail

    Your competitors are being named by AI. Are you? One of our clients went from being named in 4 of 50 buyer prompts to 19 in 90 days. Book your free AI visibility check with Chris here. 👉 [Book free AI Visibility Check] 👈

    Subscribe to our newsletter
    The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈

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    EP 74: Are You Still Measuring Outputs When You Should Be Measuring Outcomes? Jun 24, 2025
    Show notes

    Let’s be honest, the PR world still loves a good-looking coverage book. A glossy spread in the national press, a namecheck in a podcast, a flurry of social mentions. It feels like success. But what’s it actually doing for the business? Not much, in most cases. For too long, we’ve let vanity metrics run the show – chasing likes, impressions and clippings instead of asking the tough questions: Did it shift perception? Did it drive action? Did it move the bloody needle?

    That’s why Stuart Bruce is worth listening to. He’s not peddling the latest buzzword or flogging a new AI subscription. He’s a PR Futurist who actually gets it. Someone who helps senior comms leaders cut through the noise, sidestep the hype, and use technology to do better work, not just faster work. He’s advised more than 400 organisations across the globe, and he’s still banging the drum for strategy, substance and measurement that matters. His latest take? The new Barcelona Principles 4.0, and why the way we measure communications is finally getting smarter.

    Here’s what stood out from our chat:

    • Set clear objectives upfront. If you don’t know what success looks like, how can you measure it?
    • The new Barcelona Principles 4.0 focus on learning and iteration, not chasing perfection.
    • Shift your attention from outputs like media hits to outcomes that drive real business impact.
    • AI tools like Copilot and Gemini can save you hours each week. But only if your team knows how to use them.
    • Buying AI without training? That’s the "AI adoption illusion". We hate it.
    • “Generative AI optimisation” is the next battleground. It’s how you shape what AI says about your brand.
    • Trade publications might now outrank national press in AI-driven search. Yes, seriously.
    • Misinformation and AI-generated video are your new crisis comms nightmares.
    • Authentic content and human interaction are back in fashion. Thank goodness.

    If you want to measure what matters, ditch the ego metrics and start with the AMEC framework: amecorg.com

    Send us Fan Mail

    Your competitors are being named by AI. Are you? One of our clients went from being named in 4 of 50 buyer prompts to 19 in 90 days. Book your free AI visibility check with Chris here. 👉 [Book free AI Visibility Check] 👈

    Subscribe to our newsletter
    The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈

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    FAIL: Hops and Dreams: The Beer That Nobody "Cheers'd" To Jun 19, 2025
    Show notes

    Rachel Auty, head of marketing at Brew York, discusses the brewery birthday celebration that featured collaborations with international breweries like Lervig and Hidden Springs, creating six beers with a Eurovision tie-in called "Collabivision."

    What seemed like marketing genius internally received a lukewarm public reception, teaching them valuable lessons about keeping messaging focused and straightforward.
    • Timed release with Eurovision in the UK and called it "Collabivision"
    • Created adventurous beer flavours including a cherry stout
    • Found the concept exciting internally but met with public indifference
    • Realised we had too many marketing messages competing for attention

    For the full episode visit: https://www.buzzsprout.com/2206375/episodes/13748919

    Send us Fan Mail

    Your competitors are being named by AI. Are you? One of our clients went from being named in 4 of 50 buyer prompts to 19 in 90 days. Book your free AI visibility check with Chris here. 👉 [Book free AI Visibility Check] 👈

    Subscribe to our newsletter
    The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈

    Follow Chris:
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    EP 73: The Art of Authentic Brand Storytelling: Rachel Massey on Breaking Through B2B Blandness Jun 17, 2025
    Show notes

    Rachel Massey, Director of Marketing at Huthwaite International, is a brilliant B2B marketing manager with deep experience in leading marketing operations and running fully integrated campaigns that actually deliver on business objectives. She’s worked across both large corporations and SMEs in a range of sectors, and always brings a sharp, strategic edge to everything she does.
    Rachel Massey joins the podcast to share candid stories about marketing mishaps, including a spelling error on an exhibition stand that went unnoticed for three days and a creative brand strategy that was too ahead of its time.

    • Starting as a salesperson before transitioning to marketing without a marketing degree
    • The current state of B2B marketing is becoming bland due to AI overuse and the need for creativity to stand out.
    • Using white papers that offer genuine expertise and deep knowledge to establish authority
    • Balancing traditional corporate approaches with more authentic, personal brand storytelling
    • The challenge of selling creative ideas to conservative B2B leadership

    If you want to connect with Rachel, you can find her on LinkedIn or visit huthwaiteinternational.com.

    Send us Fan Mail

    Your competitors are being named by AI. Are you? One of our clients went from being named in 4 of 50 buyer prompts to 19 in 90 days. Book your free AI visibility check with Chris here. 👉 [Book free AI Visibility Check] 👈

    Subscribe to our newsletter
    The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈

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    Marketing Mishap: Using My Name As My Password Wasn't Great Jun 12, 2025
    Show notes

    Moving fast in business means making quick decisions that can sometimes lead to significant mistakes, as Jack Sutcliffe, CEO of Powersheds, found out when their website was hacked due to an overly simplistic password.
    • Rapid decision-making is part of their business approach, which inevitably leads to some wrong choices
    • Poor decisions have included selecting the wrong systems and hiring staff who weren't a good fit
    • A major security oversight involved using "jack" as the CMS password
    • The website hack resulted in thousands of Japanese pages appearing in Google search results
    • Even after fixing the security issue, the compromised pages remained in search results for months

    Send us Fan Mail

    Your competitors are being named by AI. Are you? One of our clients went from being named in 4 of 50 buyer prompts to 19 in 90 days. Book your free AI visibility check with Chris here. 👉 [Book free AI Visibility Check] 👈

    Subscribe to our newsletter
    The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈

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    FAIL: When your business feels like your baby, you take the losses personally Jun 05, 2025
    Show notes

    Chris Simmance, Founder of OMG Centre, opens up about the hard leadership lessons learned through emotional reactions to business setbacks and poor financial management in agency life.
    • Letting emotional responses to client departures negatively impact team management
    • Acknowledging how leadership mistakes create lasting negative impressions that can't be fixed with apologies
    • Taking business losses personally while attributing wins to others
    • Failing to properly understand financial numbers despite having management accounts
    • Experiencing cash flow crises when client departures coincided with new hires
    • Not properly provisioning for expenses like VAT bills
    • Learning significant lessons that led to starting additional agencies
    • Expanding into multiple businesses outside the digital industry through openness to learning

    Send us Fan Mail

    Your competitors are being named by AI. Are you? One of our clients went from being named in 4 of 50 buyer prompts to 19 in 90 days. Book your free AI visibility check with Chris here. 👉 [Book free AI Visibility Check] 👈

    Subscribe to our newsletter
    The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈

    Follow Chris:
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    FAIL: "I Started an Online Wine Business Right Before Lockdown" May 29, 2025
    Show notes

    Josh Lachovic, ex-startup founder turned growth agency founder, shares his journey from digital marketing roots to founding a wine startup that experienced meteoric growth during the pandemic, only to face the harsh reality when lockdown behaviors proved unsustainable.
    • Started in SEO and content writing at a PR agency, combining his tech background with writing skills
    • Moved to Pact Coffee before their Series A, experiencing the shift from agency to startup life
    • Joined health-tech Thriver as first employee and head of growth, growing from 500 to 100,000 customers
    • Launched WineList in 2019, initially as a podcast before evolving into a subscription service
    • Went full-time on March 1, 2020, with lockdown creating perfect market conditions initially
    • Revenue jumped from £3,000 to £50,000 within months, leading to rapid expansion
    • Pandemic success created false impression of product-market fit
    • As restrictions eased, retention declined dramatically despite various pivot attempts
    • Business shut down in September 2021 after funding fell through
    • Reflects that he should have recognized warning signs earlier rather than letting money run out

    Send us Fan Mail

    Your competitors are being named by AI. Are you? One of our clients went from being named in 4 of 50 buyer prompts to 19 in 90 days. Book your free AI visibility check with Chris here. 👉 [Book free AI Visibility Check] 👈

    Subscribe to our newsletter
    The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈

    Follow Chris:
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    Follow Will:
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    Follow The Show:
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    Oinking Outside the Box: Marketing Lessons from a Cartoon Pregnancy May 27, 2025
    Show notes

    Welcome to another Campaign Crunch episode where we take a look at trending campaigns, what they did and the results they gained. This podcast (presented by one of our Account Managers, Becca Quinlan) delves into one of the most fascinating PR campaigns of recent times - the introduction of Evie Pig to the Peppa Pig universe.
    From pregnancy announcement to birth, the Peppa Pig team crafted a masterclass in integrated marketing that blurred the lines between fiction and reality. Mummy Pig appeared on Good Morning Britain for an "exclusive interview" announcing her pregnancy, graced the cover of Grazia magazine for a maternity photoshoot, and even had Battersea Power Station lit up pink for a spectacular gender reveal party. The birth announcement, strategically staged outside St Mary's Hospital (where royal babies are presented), completed this remarkable campaign that transcended children's entertainment to become a national talking point.
    What makes this campaign particularly brilliant is how it reached parents directly through adult media channels, rather than relying on children to carry the message home. By partnering with the National Children's Trust and treating a cartoon character with the same media approach as a celebrity, the team created something genuinely innovative that sparked conversation across demographics - even causing controversy among farmers concerned about the inaccurate portrayal of pig births!
    The episode also features a candid discussion of embarrassing professional mistakes, from accidentally copying competitors into confidential emails to unfortunate verbal slips during presentations. Have you made a marketing blunder? We'd love to hear your story - share it with us for a possible mention in a future episode!

    Send us Fan Mail

    Your competitors are being named by AI. Are you? One of our clients went from being named in 4 of 50 buyer prompts to 19 in 90 days. Book your free AI visibility check with Chris here. 👉 [Book free AI Visibility Check] 👈

    Subscribe to our newsletter
    The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈

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