Embracing Marketing Mistakes

In 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.

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Everyone 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 AI
How generative AI is changing buying behaviour across B2B and consumer markets
The 4F framework to improve visibility in AI answers
Why earned media is driving the majority of AI citations
The biggest commercial opportunity PR has had in years
This 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.
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Our 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.

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He 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.
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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] 👈

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A 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.
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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] 👈

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