This month, What They Said host, Sammy Albon, is joined by a true force in global brand marketing: Fiona Bosman, Global Brand Director at Bupa. With over two decades shaping iconic brands like Red Bull and Barclaycard, Fiona brings unmatched insight into the evolving world of Influencer Marketing. A fierce advocate for breaking silos and putting 'people and their stories' at the heart of marketing, Fiona believes “there are no departments" when it comes to building truly successful strategies. In this episode, expect bold thinking and big takeaways, including: 💥 Why everyday stories have as much impact as celebrity ones 💥 The hidden cost of departmental silos in brand storytelling 💥 Why Influencer Marketing doesn’t work in isolation 💥 The power of consistency—and why authentic creators are rare 💥 Why raw, unpolished content is the future (and how to get your team comfortable with it)
In other news
Building Brand Fame That Shows Up in Culture: Sally Barton, Mondelez
With years of experience leading strategy for some of the world’s most recognisable brands, Sally shares insights into how brands like Cadbury and Oreo stay culturally relevant and emotionally meaningful.
How YouTube Creators Are Redefining Brand Partnerships: Nisha Mathews at Google Creative Works
With years of experience shaping marketing strategies at Omnicom and Wavemaker before joining Google, Nisha brings a unique perspective on the evolving world of creator marketing.
Be more human (and more manipulative) from Anni Mueller: Digital & Social Media Manager at innocent
We chat with Anni Mueller, Digital & Social Media Manager at innocent, about why honesty, two-way conversation and "being more human" is integral to Influencer and digital strategies.
Avoiding inauthentic creator content with Millie Allen: Head of Marketing at Ocean Bottle
We chat with Millie Allen, Head of Marketing at Ocean Bottle about the challenges and opportunities of being a purpose-led brand in a world of content creators.
Pairing Brands and Passionate Fans with Alex Payne: Founder & CEO, The Influence Room
We chat with Alex Payne, Founder & CEO of the Influence Room, about the matchmaking magic behind connecting brands with creators who genuinely love them. Think: a slick blend of Tinder meets LinkedIn – but make it influencer marketing.
Audience-First Social with Layla Hatia: Head of Consumer Influence at The Very Group
We dive headfirst in to hun culture with The Very Group’s Head of Consumer Influencer, Layla Hatia – to hear how the brand shapes an audience-first creator strategy that goes from the high street to high glam.
Cannes Special | Laura Donadio, Global Head of Influencer at Wild
Live from Cannes, Laura Donadio, Global Head of Influencer & Partnerships at Wild chats with Sammy Albon, on building a revenue-first influencer strategy.
Cannes Special | How to launch a brand on TikTok Shop
Lucy Edwards, blind broadcaster and disability activist returns to "What They Said" joined by Nora Zukauskaite, Marketing Director for TikTok Shop, to discuss the launch of Lucy's new inclusive beauty brand Etia in 2026.