Episode 142 – Connecting with your Consumers with guest Toby Horry: Insights from TUI's Global Brand and Content Director on understanding today’s consumer

Episode #142. Connecting with your Consumer is the focus of today’s episode, an evolving technical and soft/human skill for marketers to develop as our human understanding continues to deepen and evolve through societal and technological advancements.  Abby’s guest to discuss is Toby Horry, Global Brand and Content Director at Tui, responsible to Tui’s re-brand and the recently much talked about first Tui Christmas ad. Prior to Tui, Toby worked at Tesco's as Digital Marketing Director, part of the Brand Turnaround team, tasked with rebuilding trust in the Tesco brand and in the agency world as planner for AMV BBDO and MD of Dare.   In this episode, Toby shares his definition of what it means to connect with your consumer, the challenges of mass targeting, skills and behaviours marketers need to connect with audiences, marketing to global audiences, and lots of examples of connecting from brands such as Tui, Nicorette, Tesco and Fiat.   Plus Toby’s career highs and lows and advice for marketers.    00:00:00 Welcome and Introduction to ‘Connecting with consumers’  00:02:23 The Importance of Understanding Customers  00:03:40 Changes in Marketing Communication  00:05:56 Consumer Expectations  00:07:25 Skills Marketers Need in Order to Connect  00:09:59 Insights from Nicorette Campaign  00:11:46 The Role of Concise Marketing Briefs 00:14:09 Global Marketing Considerations  00:20:03 Customer-Centric Ideas  00:23:23 Insights from TUI  00:27:32 Creativity and Agility  00:29:10 Toby’s Career Highs and Lows  00:31:29 Advice for Future Marketers    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest:  Toby Horry | LinkedIn   The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com