Soccer Aid: The Content Playbook Behind the World’s Biggest Charity Match

How do you turn one 90-minute football match into a year-long global movement?In this episode of Marketing vs. the World, I sit down with James Maden, the content marketing lead behind Soccer Aid for UNICEF. From Premier League press rooms to Rugby World Cups and even the NHS vaccine campaigns, James’ journey is anything but ordinary. Now, he’s driving the content engine for one of the UK’s biggest annual charity events - Soccer Aid - which has raised over £120 million for children worldwide.We dive into the unique challenge of building a year-long content strategy around a single annual event, what it takes to manage a campaign with global stars like Idris Elba, Usain Bolt, and Jill Scott, and how to balance creativity with data when every post could make a difference for UNICEF.What You’ll Learn- Content at Scale: How to plan, produce, and deliver thousands of posts and hundreds of videos for one campaign without losing consistency or quality.- The Art + Science Mix: Why content success comes from balancing creativity with analytics and why the simplest clips often outperform the polished ones.- Work + Life Balance: James’ honest take on parenting, purpose-driven work, and finding calm in the chaos when deadlines and nursery drop-offs collide.Soccer Aid may only last 90 minutes on the pitch, but James shows us how the right strategy, team, and purpose can make the impact last all year round.Marketing Vs The World is produced by Urban Podcasts.

What if design wasn't about aesthetics at all-but about empathy?In this episode Abbie is joined by Karl Randay, Experience Director at 383, to explore why human-centric design is the edge marketers can't afford to ignore. With a career spanning design, strategy, and digital transformation, Karl shares how putting people-not platforms-at the centre creates work that resonates, engages, and lasts.We unpack how businesses can move beyond surface-level branding to design experiences that truly serve their audiences. From accessibility and inclusivity, to testing and iteration, to breaking down silos between design and marketing, Karl reveals the frameworks and mindset shifts that elevate campaigns into meaningful connections. Along the way, he shares stories from the field and practical advice for marketers looking to embed empathy into every touchpoint.What You'll Learn- Human-Centred Thinking: Why empathy, inclusivity, and accessibility are non-negotiable in modern marketing.- Practical Frameworks: How testing, iteration, and collaboration sharpen design impact.- Beyond Aesthetics: Why the best design isn't about looking good-it's about solving problems for real people.Karl's insights remind us that when we design with humans in mind, we don't just create better marketing-we create better experiences that make a difference.Marketing Vs The World is produced by Urban Podcasts.

Is YouTube the new Google for brands?In this episode of Marketing vs. the World, Abbie sits down with Stuart Stubbs, founder of Navigate Video, to uncover how businesses can dominate online through the power of YouTube. With two decades of experience in digital video, Stuart shares how brands can move beyond treating YouTube as a dumping ground for ads and instead harness it as a true search, engagement, and conversion platform.What You’ll Learn- Search Power: Why YouTube is now the world’s second biggest search engine and how brands can show up where their audiences are looking.- Content Strategy: How to balance Shorts, long-form videos, and playlists with a consistent cadence that keeps viewers engaged.- Brand Growth: Practical ways to measure value beyond views and build authentic, trust-driven channels that convert.Stuart offers practical advice on making content discoverable through titles, thumbnails, and timestamps, while also explaining why cadence and commitment matter more than chasing “viral” hits. He shares how YouTube can drive sales, boost brand authority, and create deeper connections with audiences when done with intention.Marketing Vs The World is produced by Urban Podcasts.

Email marketing’s a powerhouse, and in this episode of Marketing vs. the World, I chat with Jamie Woodbridge, co-founder of The Inbox Club, about why it’s a must for businesses. With 4.5 billion users and killer ROI, Jamie, a former sales guy turned email guru, breaks down how to nail newsletters—think sharp segmentation, punchy CTAs, and emails that actually get opened.Jamie also gets real about his mental health struggles, from anxiety and depression triggered by a high-stress job to finding balance with help from his wife, a supportive GP, and exercise. His story’s a raw reminder to keep it human in the grind, blending pro tips with a nudge to rethink email and your own well-being.Marketing Vs The World is produced by Urban Podcasts.

Curious about Gen Z’s digital habits? In our new Monday Clicks Minis, I talk with Isabella Chang, a 15-year-old on work experience at Monday Clicks, passionate about business, sports, and baking.With lots of buzz around how Gen Z searches and shops, Isabella reveals surprising insights on what fuels this generation and how brands can shine in a crowded digital landscape.Marketing Vs The World is produced by Urban Podcasts.

Google’s AI Mode is shaking things up in the UK, but it’s not curtains for search - it’s a chance to get smarter. In this episode, I’m spilling the tea from our team’s experiments and what we’ve learned from the US rollout: lean into richer content, sharper tech tweaks, and amplify your PR and social game to keep shining.It’s all about going deep with content - think detailed FAQs, authentic author bios, killer image optimisation, and homepage journeys that feel effortless. As consumer habits shift, weaving SEO with real, heartfelt storytelling is how brands pop. AI might scrape the web, but it’s human spark and know-how that make the difference. I’m here to walk you through the chaos with honest insights and a nudge to keep creating boldly.Google’s AI Mode is shaking things up in the UK, but it’s not curtains for search - it’s a chance to get smarter. In this episode, I’m spilling the tea from our team’s experiments and what we’ve learned from the US rollout: lean into richer content, sharper tech tweaks, and amplify your PR and social game to keep shining.It’s all about going deep with content - think detailed FAQs, authentic author bios, killer image optimisation, and homepage journeys that feel effortless. As consumer habits shift, weaving SEO with real, heartfelt storytelling is how brands pop. AI might scrape the web, but it’s human spark and know-how that make the difference. I’m here to walk you through the chaos with honest insights and a nudge to keep creating boldly.Marketing Vs The World is produced by Urban Podcasts.

Is AI rewriting the rules of SEO? In this episode, Marius Tudor, Senior Digital Marketing Manager at National Express joins me, to dive into AI-driven search and its impact on brands. We explore how tools like Google’s AI Overviews and crawler-blocking tech are pushing brands toward richer content like video to stay visible.Marius shares strategies for future-proofing your brand’s visibility and loyalty by optimising SEO for conversational AI queries, adapting to shifting user behaviour, and leveraging platforms like TikTok as search engines for younger audiences.Marketing Vs The World is produced by Urban Podcasts.

How do fashion brands retain customers in a competitive, budget-tight market? In this episode of Marketing vs the World, Naomi Davies, founder of NMD Marketing, shares her expertise in fashion retention strategies. With roots in luxury accessories and a fine art degree, Naomi built her agency focusing on Klaviyo email marketing and paid ads. We explore the challenges of rising ad costs, lean teams, and delivering results on tight budgets, emphasising the importance of listening to customers.Naomi believes in crafting a unique brand voice, using smart segmentation, and creating timely email automations to personalise customer journeys. She warns against over-segmentation and shares tips on using lo-fi, user-generated content for Meta ads to build authentic connections.Marketing Vs The World is produced by Urban Podcasts.

Can AI really deliver SEO content that ranks without turning into soulless spam? In this episode, I’m joined by Tom Winter, founder of SEOwind, a SaaS platform blending AI with human insight to craft content that nails Google’s elusive EEAT (Experience, Expertise, Authoritativeness, Trustworthiness).Tom, a decade-long SEO veteran and self-proclaimed “dinosaur,” shares his refreshingly grounded take on why AI content often flops and how to fix it.What You’ll LearnAI’s Limits Exposed: Why instant AI content perfection is a myth. The Cyborg Method: Combine human insight and AI for standout results. EEAT Mastery: Prioritise measurable quality over keyword stuffing. Process Unpacked: Scrape competitors, build rich briefs, and refine drafts. Tom dives into SEOwind’s meticulous approach and the crowded AI startup landscape, revealing why treating AI as a teammate, not a magic wand, is the key to authentic, scalable content.Marketing Vs The World is produced by Urban Podcasts.

How does a brand remain vibrant for 20 years while transforming lives through cycling? In this episode, I sit down with Adrian Warren, Director of Cyclescheme, the UK’s top cycle-to-work provider, as they mark their 20th anniversary. Adrian reveals how Cyclescheme evolved from a small Bath bike shop into a movement that’s empowered over a million employees to cycle to work.We dive into Cyclescheme’s growth, the marketing strategies that motivate employers and employees to adopt cycling, and how content drives their mission. Adrian shares insights on keeping the brand dynamic, his personal journey to becoming a passionate cyclist, and leading a purpose-driven team, highlighting how Cyclescheme has reshaped behaviours and created a lasting impact.Marketing Vs The World is produced by Urban Podcasts.