Podcast
Embracing Marketing Mistakes
Hosted by Prohibition PR · EN
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.
11episodes
Episodes
Newest firstAll episodes
From Petrified Wood to Pints Social Proof Gone Wrong
4d ago00:04:11Summary readyBehavioural science meets marketing mishaps back in episode 46 with Phill Agnew. As a specialist in testing what really works in ads, Phill exposes how well intentioned campaigns often push audiences in exactly the wrong direction. He unpacks the idea of negative social proof, where highlighting how many people binge drink, steal from parks or ignore donation prompts can actually signal that this behaviour is normal and acceptable. Phill shares stories from university alcohol campaigns, an American park full of disappearing petrified wood and even the familiar fundraising banner on Wikipedia to show how this plays out in the real world. He then explains how a small shift in wording, audience framing and local proof can dramatically change response rates. For marketers who love data but still rely on gut feel when choosing headlines, this conversation offers a smarter way to use social proof without accidentally encouraging the behaviour you are trying to reduce. Here's the link to the full episode 46.Send us Fan MailIs your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
SummaryEP 117: 70% of Teams Are Using AI With Zero Oversight. Here’s What Happened
5d ago00:44:58Summary readyMost companies have bought AI. Hardly any are actually using it properly inside their teams.In this episode, recorded live at the AI for PR conference in London, we break down the real reason AI adoption fails in marketing and communications, and what it takes to make tools like Microsoft Copilot genuinely valuable.Chris Norton is with two experienced voices from the PR and SEO world who share practical use cases, honest frustrations and proven ways to close the gap between AI ambition and execution.Stuart Bruce is a communications and PR consultant who specialises in helping organisations adopt and embed AI into real workflows. He has been working closely with Microsoft Copilot, including early access through its Frontier programme, giving him hands-on experience with how AI performs inside corporate environments.Darryl Sparey is Co-Founder of Hard Numbers, a data-led PR agency focused on measurement, SEO and GEO. He brings a performance-driven perspective on how AI search is evolving, how it links with traditional SEO, and how marketers can prove ROI in an increasingly complex landscape.Together, they unpack:Why most teams are underusing AI tools they already haveThe biggest mistakes marketers make with Copilot and generative AIReal examples of AI automation driving efficiency in PR workflowsHow SEO and GEO now intersect with AI search platformsThe risks of misinformation and manipulation in AI-driven discoveryThis is a candid conversation for marketing leaders who want to move beyond experimentation and start embedding AI into real business impact.Send us Fan Mail Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
SummaryHow a Transparency Slip Sparked a PR Firestorm
2w ago00:06:43Summary readyIn this episode of Embracing Marketing Mistakes, Chris Pharo CEO from 72 Point talks through the controversy that erupted after critics on social media challenged the term guaranteed coverage. What began as a few confused comments quickly grew into a public discussion about ethics, transparency and how PR teams work behind the scenes. Chris explains how two members of his team were unexpectedly named online, why the situation became so stressful for everyone involved, and how a lack of clarity around their processes helped fuel the reaction. He also shares the steps 72 Point took in response, including bringing in industry expert Stuart Bruce to carry out a six-week review of their methods. The findings surprised many people and led to important changes in how the company communicates its approach. This episode offers valuable lessons on communication, expectation setting and how to respond when a story takes on a life of its own. Click on this link to listen to the full episode.Send us Fan MailIs your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
SummaryEP 116: "SEO Is Dead. It's an $85 Billion Market and It's Over"
2w ago00:52:02Summary readyEveryone is talking about AI transformation. Almost no one is thinking about whether their brand shows up when customers ask AI what to buy.This episode breaks down the biggest mistake in modern marketing and why PR is quietly becoming the most powerful driver of visibility inside generative search.Recorded live at the AI for PR conference in London, this episode features Andrew Bruce Smith, Johnny Bentwood, and James Crawford. Each brings a different lens, from strategic AI adoption to data-driven marketing and PR measurement.Together, they unpack how AI is reshaping comms, why most organisations are focusing on the wrong problems, and what marketers need to do differently right now.You’ll hear:Why starting with “tools” is the wrong way to approach AIHow generative AI is changing buying behaviour across B2B and consumer marketsThe 4F framework to improve visibility in AI answersWhy earned media is driving the majority of AI citationsThe biggest commercial opportunity PR has had in yearsThis is a candid, no‑nonsense conversation about what actually matters when AI meets PR, and how to avoid getting lost in the noise.If you work in marketing, comms, or digital, this episode will help you refocus on what drives results rather than chasing the latest trend.Send us Fan Mail Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
SummaryThe Hangover That Landed Us A Major Client
3w ago00:06:13Summary readyOur guest, Guy Utley CEO of Tall Agency, shares a candid story about winning a major pitch despite being severely hungover from celebrating a "Best Creative Agency" award the night before. This unexpected success led to a complete transformation in his approach to business presentations, moving away from over-preparation toward more authentic communication.• Celebrating winning "Best Creative Agency" award led to drinking too much the night before a 9 AM pitch• Despite being hungover and unable to remember the pitch itself, the presentation was successful• The partner agency didn't notice anything wrong with the presentation• They won the account from a major bread company despite the presenter's condition• The experience transformed his pitching approach from rigid over-preparation to more natural, flexible presentations• Focusing on knowledge and experience rather than memorised talking points creates more authentic client interactions• Being too rehearsed can make it difficult to pivot when necessary during presentations• Main lesson: "If I can win it drunk, then surely I can win it sober"Don't drink on a school night, even if it's an award celebration. And if you need help planning your diary better, speak to Will Ockenden - he's brilliant at it.Send us Fan MailIs your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
Summary
EP 115: The Moment Claude Co-Work Replaced 4 Days of Work in 30 Minutes
3w ago01:01:46Summary readyHe handed AI a full marketing project… and it came back finished in 30 minutes.What used to take 4 days of analysis, reporting, and presentation building was done in a single sitting with better insights included.In this episode, Andrew Bruce Smith breaks down how tools like Claude Co‑Work are changing the way marketers actually work. This is not about faster copy or better prompts. It is about delegating entire workflows to AI and shifting your role from execution to management.You will hear how AI can analyse raw marketing data, build reports, create presentations, and even improve on your thinking without being explicitly asked. The implications for agencies, in-house teams, and professional services are immediate.There is also a clear warning. Most organisations are still treating AI like a tool rather than a system. That gap is where both risk and opportunity now sit.If you work in marketing, this is already affecting your output, your value, and your role.Send us Fan Mail Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
SummaryEP 114: We Deepfaked a CEO in 2 Minutes. Here’s What Happened
4w ago00:57:20Tap to summarizeA finance worker joins a Zoom call with their CFO and colleagues.Everything looks and sounds real. They transfer $25 million. Every person on that call was fake.AI misinformation has moved from theory to real-world crisis, and brands are already losing control. From deepfake CEOs and fake giveaways to hijacked campaigns and cloned influencer accounts, the speed and scale of risk has changed completely.In this episode, Will and I break down how AI is reshaping crisis management in 2026 and why most organisations are still underprepared. You’ll hear real examples of deepfake fraud, brand damage, and misinformation spreading faster than teams can respond.We also walk through a practical framework to help you protect your brand, including how to respond in the first 24 hours, how to monitor AI-driven threats, and how to build a proactive crisis plan that accounts for today’s risks.If you lead marketing, comms or brand, this is no longer optional. It is operational risk.Send us Fan Mail Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
Transcribe →The Mistake That Burnt Me Out: Staying Too Long Where I Didn’t Belong
Jun 400:04:12Tap to summarizeCory Koryczan opens up about the career mistake that nearly broke her.Staying too long in a role that no longer fit. She’d built her identity around someone else’s business and clung to safety until it led to burnout. In this episode, Cory talks about the cost of over-loyalty, the fear that kept her stuck, and how she rebuilt her courage to finally walk away. She also shares a second big lesson from returning to work after maternity leave. Why confidence doesn’t just snap back and how discomfort became her best teacher. It’s honest, raw, and packed with lessons for anyone who’s ever ignored their gut to “play it safe.” Send us Fan MailIs your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
Transcribe →
EP 113: Why Most CMOs Fail at Brand Strategy
Jun 201:05:42Tap to summarizeMost marketing fails before a single ad is made. Not because the execution is bad, but because teams leap straight to tactics and skip the strategy underneath. Ben Norman calls the result "busy fools": lots of activity, very little impact.Ben, Strategy Director at Principles Agency and host of Marketing Room 101, joins Chris and Will to break down what brand strategy actually is, why so many senior marketers get it wrong, and how to do it properly without drowning in 20-page decks and brand "salad bowls".What you'll learn:The simplest definition of strategy you'll hear, using Ben's "person and product" modelWhy diagnosis comes before strategy, and strategy before tactics (borrowed from the ancient Greeks)The Three Cs framework: customer, company, competition, and why every problem comes back to themThe "bow tie" method for distilling a mountain of insight down to a single wordWhy you should think in alternatives, not competitors (a Snickers competes with doing nothing, not just a KitKat)The McCafé anti-poncery campaign and what makes it a masterclass in positioningWhy "channel neutrality" matters, and why SEO, GEO and AEO are all just "search"How strategic thinking applies to everything from cleaning your house to running the countryPlus Ben serves up his now-famous Menu of Mistakes, including the £70k pitch that got away, the food shoot where he forgot to book the art director and styled it out by pretending he was one, and the Wally the Whale mascot meltdown at Wetherby Racecourse that ruined childhoods and lost punters their bets.The conversation closes with the three things Ben would banish from marketing right now: tiny microphones, people misusing the word "omnichannel", and the damage social media is doing to society.Chapters:0:00 Intro 1:15 Building a podcast with Room 101 4:35 Mini MBA and marketing basics 7:40 What strategy really means 12:35 The Three Cs and the bow tie 17:55 Listening first and field research 21:00 Knowing when insight is enough 24:55 McCafé and anti-poncery positioning 29:10 Strategy thinking in daily life 34:45 False binaries and channel neutrality 39:35 What communications means in practice 42:25 The menu of marketing mistakes 46:30 Wally the Whale mascot meltdown 51:05 The missing art director food shoot 54:40 Three things to banish now 57:35 Social media harm and regulationConnect with Ben Norman on LinkedInSend us Fan Mail Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
Transcribe →I Took A Team To Paris And Discovered The Brief Was In Spam
May 2800:06:10Tap to summarizeA missed brief. A room full of decision-makers. A team fresh off the Eurostar waiting to present a tailored proposal that never existed—because the client’s detailed instructions were quietly filed in spam. We tell the whole story with candour, including the costs, the embarrassment, and the uncomfortable gap between personal brand and reality when a simple system failure derails a big moment.We dig into what professionalism really looks like in sales and agency life: not bravado at the pitch, but the boring brilliance of process. You’ll hear why “creds plus” only works at the right funnel stage, how attendee lists hint at evaluation versus discovery, and where most teams stumble when meetings evolve without explicit re-qualification. We break down practical safeguards—48-hour objective confirmations, shared inbox rules, whitelisting, pre-flight checklists, and backup comms channels—that make important emails unmissable and keep live meetings aligned with buyer expectations.There’s also the human layer. Pride takes a knock when your edge is process mastery and the basics fail; we talk openly about that ego hit and how to respond without excuse-making. From rapid acknowledgement to a 48-hour turnaround on a tailored proposal, we share recovery moves that rebuild trust and sometimes strengthen relationships. If you sell, pitch, or lead client work, this story will arm you with simple, repeatable habits that prevent single points of failure and turn confidence into evidence.If this resonated, follow the show, share it with a teammate who runs high-stakes meetings, and leave a quick review telling us your most expensive lesson learned.Send us Fan MailIs your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
Transcribe →