full

The Whole Marketer Ep142 - Connecting with your Consumer with guest Toby Horry

Published on: 4th February, 2025

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 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 


All Episodes Previous Episode

Listen for free

Show artwork for The Marketing Society podcast

About the Podcast

The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of our Marketing Society Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

Become a member
https://marketingsociety.com/join