Winning Minds

Hearts beat numbers | Helen Edwards, Brand and Consumer Insights Manager at Primark

Helen Edwards is Brand and Consumer Insights Manager at Primark, building a consumer insight capability in a business that's never had one. Helen's enthusiasm is completely infectious and completely real. We talk about why she refuses to call it curiosity (it's nosiness), what happens when a senior stakeholder quotes your work back to you without knowing it came from you, and what it takes to make a business genuinely consumer obsessed rather than just saying it. Strategy, storytelling and a healthy dose of honesty.

Simplicity sparks action | Ditte Meynert, Insight & Market Intelligence Director, Karo Healthcare

Ditte Meynert, leads insight marketing and intelligence atKaro Healthcare, and she’s one of those rare voices who makes the whole world of insight feel exciting. She talks about building a consumer-centric culture that genuinely lifts a business, the magic of keeping things simple, and howresilience can transform the way you lead. Her honesty, energy, and generosity shine through as she shares how to turn insight into action, influence without a title, and win over even the toughest stakeholders. If you love insight thatsparks growth and people who make you think bigger, you’ll love this one.

Stories that stick | Paul Wood, Head of Global Insight, Fremantle

Paul Wood heads up global research and insight at Fremantle - the powerhouse behind some of the world’s most loved shows. He talks about purpose-led leadership, how to turn data into stories creatives actually use, why humour helps hard truths land, and how to influence in a fragmented, multi-screen world. If you care about making consumer first, or we should say, audience-first decisions that stick, this one’s gold.

Encourage, energise, empower | Claire Rainey, Head of Insight at VMO2

Meet Claire Rainey, Head of Insight at Virgin Media O2 – a true champion of the industry known for her generosity and energy. Claire shares how she sparks lightbulb moments across the business, champions her team and agency partners, and embraces the tough-love lesson that shaped her confidence in “being in the room.” She talks about the ongoing discovery of how to achieve true representativeness in data, reflects on the power of influence and empathy in a hybrid world, and reveals how she optimises her energy to stay bright – and make others brighter too.

Customer always leads | John Annoh, Brand and Marketing leader

Brand and Marketing leader John Annoh explores the craft of brand strategy and customer understanding. John reflects on his journey across agency and client-side roles, sharing sharp insights on balancing business goals with customer needs. He highlights the power of collaboration, the importance of staying grounded in marketing fundamentals, and why embracing change is essential for growth. Packed with perspective and practical wisdom, this conversation is a masterclass in building brands that win both hearts and markets