Connected Thinking Thu, 14 May 2026 12:31:23 +0100 https://www.buzzsprout.com/2605029 en-gb © 2026 Connected Thinking yes 99e17fe5-809b-556a-b68b-a8199dda0db2 SEEN Connects episodic false Bringing you standout voices from the world of marketing to unpack what’s trending, what’s shifting, and what’s coming next. 


We're taking you behind the scenes of some of the world's most iconic brands, giving you unfiltered access to leaders that are shaping the future of influencer, social, and culture.


Brought to you by SEEN Connects.

]]> Buzzsprout (https://www.buzzsprout.com) SEEN Connects https://storage.buzzsprout.com/b00j0eljh1mbkrf5o9zxppxvwk9d?.jpg Connected Thinking Community-Led Marketing, Marginalised Voices & Brand Loyalty | Gaysians Community-Led Marketing, Marginalised Voices & Brand Loyalty | Gaysians In this episode of Connected Thinking, JR, Group Account Director at SEEN Connects, sits down with Rain Reeta Loi, Writer, Music Artist, Founder of Gaysians and multi-award-winning activist.

From building purpose-led communities to campaigning for LGBTQ+ rights in India, Rain brings a unique perspective on culture, representation and the future of brand building.

As brands continue investing in community-led marketing, our conversation explores what genuine community-building looks like, why marginalised groups drive culture, and how brands can create more meaningful, long-term impact through representation.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects 

]]> In this episode of Connected Thinking, JR, Group Account Director at SEEN Connects, sits down with Rain Reeta Loi, Writer, Music Artist, Founder of Gaysians and multi-award-winning activist.

From building purpose-led communities to campaigning for LGBTQ+ rights in India, Rain brings a unique perspective on culture, representation and the future of brand building.

As brands continue investing in community-led marketing, our conversation explores what genuine community-building looks like, why marginalised groups drive culture, and how brands can create more meaningful, long-term impact through representation.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects 

]]> SEEN Connects Buzzsprout-19175684 Thu, 14 May 2026 12:00:00 +0100 1669 2 4 full false Building the UK’s Most Engaged Telecoms Brand on Social | Tom Fenwick-Smith Building the UK’s Most Engaged Telecoms Brand on Social | Tom Fenwick-Smith In this episode of Connected Thinking, Niamh Green, Account Director at SEEN Connects, sits down with Tom Fenwick-Smith, Senior Conceptual Creative & Strategy Social Lead at VodafoneThree.

With a career spanning film, digital and social, Tom brings a unique perspective on how storytelling, culture and technology intersect. After helping make Three the most engaged telecoms brand on UK social, Tom has been pivotal to the VodafoneThree merger and building their social strategy.

As the creator economy continues to grow rapidly, this conversation explores why audiences are increasingly seeking connection and how brands can respond through more culturally relevant, social-first strategies.

Together, they discuss:
→ Why audiences are craving human connection
→ What a good creator brief looks like
→ The power of sharing relatable stories
→ How brands can move beyond ads to create engaging content

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

Tom Fenwick-Smith: https://www.linkedin.com/in/tomfenwicksmith/

Niamh Green: https://www.linkedin.com/in/niamh-green-925704125/

]]> In this episode of Connected Thinking, Niamh Green, Account Director at SEEN Connects, sits down with Tom Fenwick-Smith, Senior Conceptual Creative & Strategy Social Lead at VodafoneThree.

With a career spanning film, digital and social, Tom brings a unique perspective on how storytelling, culture and technology intersect. After helping make Three the most engaged telecoms brand on UK social, Tom has been pivotal to the VodafoneThree merger and building their social strategy.

As the creator economy continues to grow rapidly, this conversation explores why audiences are increasingly seeking connection and how brands can respond through more culturally relevant, social-first strategies.

Together, they discuss:
→ Why audiences are craving human connection
→ What a good creator brief looks like
→ The power of sharing relatable stories
→ How brands can move beyond ads to create engaging content

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

Tom Fenwick-Smith: https://www.linkedin.com/in/tomfenwicksmith/

Niamh Green: https://www.linkedin.com/in/niamh-green-925704125/

]]> SEEN Connects Buzzsprout-19089206 Tue, 28 Apr 2026 12:00:00 +0100 1583 2 3 full false Creating a Brand Universe, Celebrity Placements & IRL Moments | 111SKIN Creating a Brand Universe, Celebrity Placements & IRL Moments | 111SKIN In this episode of Connected Thinking, Liv Kerr, our Account Director, sits down with Michael Edelmann, Chief Marketing Officer at 111SKIN. With experience spanning Gucci, Vogue, Balenciaga and The Business of Fashion, Michael brings a wealth of insight into what it takes to build a luxury brand.

Loved by celebrities & beauty artists globally, 111SKIN goes beyond products, expanding its brand universe across wellness, fashion and culture. In this conversation, they chat about:

→ Building a brand that balances exclusivity and attainability
→ Expanding community through experiences and education
→ Choosing the right strategies to elevate brand perception
→ Measuring ROI on physical activations and pop ups
...and lots more!

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> In this episode of Connected Thinking, Liv Kerr, our Account Director, sits down with Michael Edelmann, Chief Marketing Officer at 111SKIN. With experience spanning Gucci, Vogue, Balenciaga and The Business of Fashion, Michael brings a wealth of insight into what it takes to build a luxury brand.

Loved by celebrities & beauty artists globally, 111SKIN goes beyond products, expanding its brand universe across wellness, fashion and culture. In this conversation, they chat about:

→ Building a brand that balances exclusivity and attainability
→ Expanding community through experiences and education
→ Choosing the right strategies to elevate brand perception
→ Measuring ROI on physical activations and pop ups
...and lots more!

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> SEEN Connects Buzzsprout-19013974 Tue, 14 Apr 2026 14:00:00 +0100 1298 2 2 full false How to Bridge the Gap Between Social & eCommerce | Barilla Group How to Bridge the Gap Between Social & eCommerce | Barilla Group In this episode of Connected Thinking, Nhoon Ahmed-McGowan, our Senior Social Media Manager, sits down with Nicole Pilkington, Global Head of eCommerce at Barilla Group. Leading the digital strategy across 15+ markets, Nicole has driven online growth, shopper experience and performance across global retail platforms.

With eCommerce expected to drive 50-60% of FMCG growth over the next three years, our episode dives into:

• Turning creator storytelling into eComm conversion
• Building a global brand voice that still feels local
• Breaking down the silos between social and eComm teams

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> In this episode of Connected Thinking, Nhoon Ahmed-McGowan, our Senior Social Media Manager, sits down with Nicole Pilkington, Global Head of eCommerce at Barilla Group. Leading the digital strategy across 15+ markets, Nicole has driven online growth, shopper experience and performance across global retail platforms.

With eCommerce expected to drive 50-60% of FMCG growth over the next three years, our episode dives into:

• Turning creator storytelling into eComm conversion
• Building a global brand voice that still feels local
• Breaking down the silos between social and eComm teams

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> Buzzsprout-18891822 Fri, 27 Mar 2026 10:00:00 +0000 1763 2 1 full false Should going viral be your measure of success? | BOL Foods Should going viral be your measure of success? | BOL Foods In this episode of Connected Thinking, Shannon Farmer, our Senior Campaign Manager, sits down with Toni Ehrnreich, Head of Marketing at BOL Foods - a plant-powered food brand on a mission to create tasty, nutritious meals without compromise.

With over seven years’ experience in FMCG challenger brands, Toni has played a key role in shifting BOL Foods from a product-first approach to a more aspirational, lifestyle-led way of marketing.

Together they chat about:

  • Why virality shouldn't be your only measure of success
  • The role of community management in safeguarding your brand
  • How to build an impactful B2C LinkedIn strategy
  • Why the comments section is the biggest goldmine for challenger brands

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> In this episode of Connected Thinking, Shannon Farmer, our Senior Campaign Manager, sits down with Toni Ehrnreich, Head of Marketing at BOL Foods - a plant-powered food brand on a mission to create tasty, nutritious meals without compromise.

With over seven years’ experience in FMCG challenger brands, Toni has played a key role in shifting BOL Foods from a product-first approach to a more aspirational, lifestyle-led way of marketing.

Together they chat about:

  • Why virality shouldn't be your only measure of success
  • The role of community management in safeguarding your brand
  • How to build an impactful B2C LinkedIn strategy
  • Why the comments section is the biggest goldmine for challenger brands

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> SEEN Connects Buzzsprout-18906597 Fri, 27 Mar 2026 09:00:00 +0000 1413 1 8 full false Inclusion, Community Influence & Reframing Imposter Syndrome | Richie Brave Inclusion, Community Influence & Reframing Imposter Syndrome | Richie Brave In this episode of Connected Thinking, Lisa Bent, our Group HR Director, sits down with Richie Brave, a journalist, presenter, and host of BBC Radio 1Xtra Talks.

Richie has built a powerful voice that champions Black British Caribbean identity and amplifies underrepresented voices both on and off air.

Together they chat about:

  • How brands can move beyond performative inclusion
  • How influence bridges the gap between communities
  • Reframing imposter syndrome as a response to societal structures

... and much more!

"As people with influence, we have a duty to bridge the gap between culture and audiences to help people make informed decisions."

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> In this episode of Connected Thinking, Lisa Bent, our Group HR Director, sits down with Richie Brave, a journalist, presenter, and host of BBC Radio 1Xtra Talks.

Richie has built a powerful voice that champions Black British Caribbean identity and amplifies underrepresented voices both on and off air.

Together they chat about:

  • How brands can move beyond performative inclusion
  • How influence bridges the gap between communities
  • Reframing imposter syndrome as a response to societal structures

... and much more!

"As people with influence, we have a duty to bridge the gap between culture and audiences to help people make informed decisions."

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> SEEN Connects Buzzsprout-18906582 Fri, 27 Mar 2026 09:00:00 +0000 1236 1 7 full false From TikTok Sensation to Dragon's Den Pitch | Hair Syrup From TikTok Sensation to Dragon's Den Pitch | Hair Syrup In this episode of Connected Thinking, Sarah Jardine, our Senior Strategist, sits down with Lucie Macleod, Founder and CEO of Hair Syrup, the viral haircare brand that’s gone from TikTok sensation to being stocked in Boots, Urban Outfitters and Beauty Bay.

Since launching in 2019, Lucie has built one of the UK’s fastest-growing beauty businesses with a focus on all-natural, cruelty-free products and a community-first approach that’s redefining how brands grow on social.

From their recent Ariana Grande community activation to her unforgettable Dragon’s Den pitch, Lucie opens up about turning viral hype into scalable growth and the realities of being a founder-led business.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> In this episode of Connected Thinking, Sarah Jardine, our Senior Strategist, sits down with Lucie Macleod, Founder and CEO of Hair Syrup, the viral haircare brand that’s gone from TikTok sensation to being stocked in Boots, Urban Outfitters and Beauty Bay.

Since launching in 2019, Lucie has built one of the UK’s fastest-growing beauty businesses with a focus on all-natural, cruelty-free products and a community-first approach that’s redefining how brands grow on social.

From their recent Ariana Grande community activation to her unforgettable Dragon’s Den pitch, Lucie opens up about turning viral hype into scalable growth and the realities of being a founder-led business.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> SEEN Connects Buzzsprout-18906564 Fri, 27 Mar 2026 09:00:00 +0000 1417 1 6 full false Long-Form Storytelling, Global Trends & Building Trust | Head of Trends at YouTube, EMEA Long-Form Storytelling, Global Trends & Building Trust | Head of Trends at YouTube, EMEA In this episode of Connected Thinking, Mae Reddaway, our Managing Director, sits down with Roya Zeitoune, Head of Culture & Trends at YouTube for EMEA.

With nearly 15 years at Google and 12 of those at YouTube, Roya leads a global team tracking the internet’s weird and wonderful video culture, helping brands and creators understand the shifts shaping how audiences engage.

Roya discusses the growing appetite for long-form storytelling and how brands can use it to build deeper advocacy. From the global trends shaping how audiences consume content today to the evolving definition of "mainstream",  Roya offers her perspective on where the platform is heading and what it means for brands looking to resonate across generations.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> In this episode of Connected Thinking, Mae Reddaway, our Managing Director, sits down with Roya Zeitoune, Head of Culture & Trends at YouTube for EMEA.

With nearly 15 years at Google and 12 of those at YouTube, Roya leads a global team tracking the internet’s weird and wonderful video culture, helping brands and creators understand the shifts shaping how audiences engage.

Roya discusses the growing appetite for long-form storytelling and how brands can use it to build deeper advocacy. From the global trends shaping how audiences consume content today to the evolving definition of "mainstream",  Roya offers her perspective on where the platform is heading and what it means for brands looking to resonate across generations.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> SEEN Connects Buzzsprout-18906002 Fri, 27 Mar 2026 09:00:00 +0000 1831 1 5 full false Earned-First Mindset, Social Stunts & A 12-Hour TikTok Live | PerfectTed Earned-First Mindset, Social Stunts & A 12-Hour TikTok Live | PerfectTed In this episode of Connected Thinking, JR Rogers, our Senior Account Director sits down with Kelly Shaw, Head of Marketing at PerfectTed, the UK’s fastest-growing energy drink and hot beverages brand.

With over a decade of experience in the food and drink industry, Kelly has helped scale founder-led businesses through bold and creative strategies. At PerfectTed, she’s driving growth with an earned-first mindset, from headline-grabbing social stunts like their Sabrina Carpenter sighting generating millions of organic views, to building momentum through TikTok Live.

Kelly shares her insights on how challenger brands can deliver high-impact campaigns on limited budgets, the role of employee-generated content in accelerating reach, and her advice for brands looking to engage on TikTok.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> In this episode of Connected Thinking, JR Rogers, our Senior Account Director sits down with Kelly Shaw, Head of Marketing at PerfectTed, the UK’s fastest-growing energy drink and hot beverages brand.

With over a decade of experience in the food and drink industry, Kelly has helped scale founder-led businesses through bold and creative strategies. At PerfectTed, she’s driving growth with an earned-first mindset, from headline-grabbing social stunts like their Sabrina Carpenter sighting generating millions of organic views, to building momentum through TikTok Live.

Kelly shares her insights on how challenger brands can deliver high-impact campaigns on limited budgets, the role of employee-generated content in accelerating reach, and her advice for brands looking to engage on TikTok.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> SEEN Connects Buzzsprout-18905985 Fri, 27 Mar 2026 09:00:00 +0000 2400 1 4 full false Influencer Storytelling, Meaningful Representation & Taking Off Your Bias Lens | Arla Foods Influencer Storytelling, Meaningful Representation & Taking Off Your Bias Lens | Arla Foods In this episode of Connected Thinking, Niamh Green, our Account Director sits down with James Pearson, Digital Marketing Manager at Arla Foods.

With a career that started long before social media, James has worked with influencers across events, magazines, and TV, bringing that experience into today’s digital-first world. At Arla, he blends creativity with a DE&I-led approach to ensure campaigns are both authentic and impactful.

James unpacks how brands can balance TikTok’s entertainment factor with a multi-platform strategy, why transparent storytelling consistently performs, and shares his advice on how brands can authentically champion diverse influencers.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> In this episode of Connected Thinking, Niamh Green, our Account Director sits down with James Pearson, Digital Marketing Manager at Arla Foods.

With a career that started long before social media, James has worked with influencers across events, magazines, and TV, bringing that experience into today’s digital-first world. At Arla, he blends creativity with a DE&I-led approach to ensure campaigns are both authentic and impactful.

James unpacks how brands can balance TikTok’s entertainment factor with a multi-platform strategy, why transparent storytelling consistently performs, and shares his advice on how brands can authentically champion diverse influencers.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> SEEN Connects Buzzsprout-18905956 Fri, 27 Mar 2026 09:00:00 +0000 1852 1 3 full false Democratising Influence, Building Communities & Rethinking Brand-Talent Partnerships | tbh Talent Democratising Influence, Building Communities & Rethinking Brand-Talent Partnerships | tbh Talent In this episode of Connected Thinking, our Talent Director, Amelia Hobson sits down with Verity Park, founder of tbh Talent, a leading influencer management agency.

Starting her career at Gleam, she managed creators including Grace Beverley and Olivia Neill, playing a key role in conceptualising and launching Grace’s sustainable brand, TALA, as well as brokering Olivia’s exclusive podcast deal with Spotify. Since then, Verity has built a people-first agency that provides 360° representation to some of the UK’s top digital creators, including Hannah Lowther, Ellie Middleton and Remi Idowu. In under two years, she’s grown the agency’s roster to 20 exclusive and over 150 non-exclusive creators, reaching a combined audience of over 25 million.

From building a culture-first talent agency to pioneering a more data-driven approach to management, Verity shares the learnings that have shaped her entrepreneurial journey so far and how brands can build stronger, longer-lasting partnerships with influencers.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> In this episode of Connected Thinking, our Talent Director, Amelia Hobson sits down with Verity Park, founder of tbh Talent, a leading influencer management agency.

Starting her career at Gleam, she managed creators including Grace Beverley and Olivia Neill, playing a key role in conceptualising and launching Grace’s sustainable brand, TALA, as well as brokering Olivia’s exclusive podcast deal with Spotify. Since then, Verity has built a people-first agency that provides 360° representation to some of the UK’s top digital creators, including Hannah Lowther, Ellie Middleton and Remi Idowu. In under two years, she’s grown the agency’s roster to 20 exclusive and over 150 non-exclusive creators, reaching a combined audience of over 25 million.

From building a culture-first talent agency to pioneering a more data-driven approach to management, Verity shares the learnings that have shaped her entrepreneurial journey so far and how brands can build stronger, longer-lasting partnerships with influencers.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects

]]> SEEN Connects Buzzsprout-18905842 Fri, 27 Mar 2026 09:00:00 +0000 1612 1 2 full false Matcha 2.0, Building A Cult-Following & The New Blueprint For NPD | Black Sheep Coffee Matcha 2.0, Building A Cult-Following & The New Blueprint For NPD | Black Sheep Coffee In our first episode of Connected Thinking, our Senior Account Manager, Tom Milne sits down with Georgia Roads, Head of Marketing at Black Sheep Coffee.

With a career spanning hospitality startups, agency life, and high street brands like LEON, Paris Baguette and Quarter Spirits, Georgia brings a wealth of experience in building brands that connect both in-store and online. Now leading marketing at Black Sheep, she’s driven the brand’s bold transformation to help push the brand to the forefront of consumers’ minds.

They chat about everything from imposter syndrome and ditching the “play-it-safe” approach on social, to the viral Matcha 2.0 campaign that shattered gender stereotypes (spoiler: it’s not just for the girlies). From constantly testing to building a content engine that seamlessly blends paid, owned, and earned media, Georgia shares how they’re turning online buzz into in-store footfall.

Stay tuned for more episodes of 'Connected Thinking’, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting and what’s coming next…

Subscribe For More | SEEN Connects

]]> In our first episode of Connected Thinking, our Senior Account Manager, Tom Milne sits down with Georgia Roads, Head of Marketing at Black Sheep Coffee.

With a career spanning hospitality startups, agency life, and high street brands like LEON, Paris Baguette and Quarter Spirits, Georgia brings a wealth of experience in building brands that connect both in-store and online. Now leading marketing at Black Sheep, she’s driven the brand’s bold transformation to help push the brand to the forefront of consumers’ minds.

They chat about everything from imposter syndrome and ditching the “play-it-safe” approach on social, to the viral Matcha 2.0 campaign that shattered gender stereotypes (spoiler: it’s not just for the girlies). From constantly testing to building a content engine that seamlessly blends paid, owned, and earned media, Georgia shares how they’re turning online buzz into in-store footfall.

Stay tuned for more episodes of 'Connected Thinking’, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting and what’s coming next…

Subscribe For More | SEEN Connects

]]> SEEN Connects Buzzsprout-18905802 Fri, 27 Mar 2026 09:00:00 +0000 891 1 1 full false