Ep 17: Tesco grows Clubcard loyalty using targeted mail with Tash Whitmey

More from Mail Unleashed with Rory Sutherland All episodes →

1. 

   S2 · E2 · 3 Sep 2026 · 39 min

   Ep 22: Why Nils Leonard stopped just making ads – and started making things

   In a world of endless scrolling and skippable content, what makes something worth holding onto? Nils Leonard, Founder of Uncommon Creative Studio, joins Rory Sutherland to explore why physical, human-made experiences are earning our attention, and what that means for marketers in an increasingly digital and AI-driven marketing landscape. Throughout the episode, Nils and Rory explore: Nils’ journey from ad man to global studio founder Why physicality is capturing our attention again Why, when it comes to creativity, “different beats better” Why originality often comes from getting dangerously…

2. 

   S2 · E1 · 8 Jul 2026 · 19 min

   Ep 21: Mail Unleashed Live: the Cannes Lions conversation

   What happens when Rory Sutherland is joined by Andrew Tindall (System1), Claire Sadler (British Heart Foundation) and Kate Mackie (EY) to discuss the future of marketing? For the first ever Mail Unleashed LIVE , recorded at Cannes Lions, our panel comes together for an honest, thought-provoking conversation about the role of mail in today's media mix. In this special live episode, they explore: What makes a channel a Super Touchpoint Why trust is becoming marketing's most valuable asset Why Gen Z continues to engage with physical mail Where door drops fit within a modern omnichannel strategy…

3. 

   S1 · E20 · 18 May 2026 · 28 min

   Ep 20: Direct mail wins the attention economy with Jonny Harrison

   In a world where 75–80% of ad spend is digital, why is Digital Strategy Director at the7stars, Jonny Harrison, making the case for direct mail? That’s because he’s seen how it wins the attention economy. For episode 20 of Mail Unleashed, Jonny has joined our host Rory Sutherland to break down: Why digital struggles to get creative right and how direct mail can help How “hand-delivered communications” can earn 90 seconds of undivided attention Why no media channel is truly expensive if it drives the right outcome Why precise geo-targeted marketing is often overlooked in digital marketing How…

4. 

   S1 · E19 · 12 Mar 2026 · 23 min

   Ep 19: Why Ian Gibbs says mail earns attention that lasts

   Not every impression is equal. So, what makes mail different from a digital impression? In this episode of Mail Unleashed, JICMAIL’s Director of Data Leadership, Ian Gibbs, joins Rory Sutherland to discuss why mail demands attention that lasts longer, gets revisited, and works harder to drive consumer action and results. Together, they discuss: The 200 different ways that marketers measure campaign effectiveness Ian’s work with JICMAIL and the DMA Why mail delivers both short- and long-term marketing impact How mail plays to a different attention span than digital marketing Plus, they…

5. 

   S1 · E18 · 2 Mar 2026 · 13 min

   Ep 18: Bring your digital brand to life and deliver trust with Sayed Hajamaideen

   How can you build trust with your customers without physical stores or a tangible product? In this episode of Mail Unleashed, Sayed Hajamaideen, Head of Brand & Marketing at SMARTY Mobile, sits down with our seasoned host Rory Sutherland to discuss how mail can inject life into digital brands. Together, they explore: Sayed’s career journey from O2 to SMARTY Mobile How physical mail can be used to pique curiosity and deepen customer relationships Why marketers need to choose the right mediums to achieve results Why a combination of physical and digital media is so effective Listen in to find…

6. 

   S1 · E16 · 28 Jan 2026 · 20 min

   Ep 16: Capture consumers attention using physical media with Dino Myers-Lamptey

   Want to find out why mail can hold the attention of consumers? In this episode, host Rory Sutherland welcomes Media expert and The Barber Shop founder, Dino Myers-Lamptey, into the studio to share how mail can ramp up creativity and draw out dwell time to make brands stand out. Highlights from this episode include: Dino’s experience with direct mail The importance of physical media in an increasingly digital world The role of mail in helping the consumer on their journey to making a significant spending decision Why post-attention matters in marketing Listen in and find out which audiences…

7. 

   S1 · E15 · 13 Jan 2026 · 25 min

   Ep 15: Mail puts the fun in insurance with Ed Birth

   In a world littered with noise, why does a simple piece of mail still get the most attention? In our next Mail Unleashed episode, Head of Brand Marketing at Hiscox, Ed Birth is here to reveal how selling insurance doesn't have to be about fear. He’s joined Rory Sutherland to discuss: The surprising power of humour in creativity in the insurance sector. How mail’s ‘body language’ builds trust. How mail helps you gain a huge share of voice. Why a single piece of mail can get 132 seconds of attention. Plus, they share why fun beats fear in marketing. 00:00 Intro 00:41 Welcome to Ed – his…

8. 

   S1 · E14 · 10 Dec 2025 · 13 min

   Ep 14: Use behavioural science to unlock campaign potential with Richard Shotton

   If mail is distinctive, does it become more memorable? Richard Shotton, behavioural scientist and author of The Choice Factory , and Rory Sutherland, get under the skin and into the minds of consumers. Together, they explain: Techniques brands can use to become more memorable The value of costly signalling How mail’s physicality can enhance engagement and attention Why Christian Aid Week’s mail campaign was a success Plus, they discuss fascinating behavioural studies that explain how people react to mail, what that means for brands and, most importantly, why. 00:00 Intro 00:41 Welcome to…

9. 

   S1 · E13 · 28 Nov 2025 · 22 min

   Ep 13: Mail's trust advantage in banking with Margaret Jobling

   In a world of rising digital scams, why does a simple piece of mail still reassure banking customers? Chief Marketing Officer at NatWest, Margaret Jobling, joins Rory Sutherland for this episode of Mail Unleashed to talk about the power of mail in the financial services. Throughout this episode, they discuss: NatWest’s sponsorship of Team GB at the Paris Olympics Why 71% of people trust physical mail Real data that shows mail outperforms email in response rates How mail still reassures customers in a world of rising digital scams Plus, they explore why mail is such an important touchpoint in…

10. 

    S1 · E12 · 17 Nov 2025 · 12 min

    Ep 12: Ogilvy's Kate Wheaton on using personalisation for more engagement

    Want to find out how mail can add value to a campaign and target your consumers? Ogilvy One’s former Head of Strategy, Kate Wheaton, joins Rory Sutherland on this Mail Unleashed episode, to share how mail has helped contribute to their success over the years. Together, they discuss: What makes mail a unique and irreplaceable part of the marketing mix Kate’s career journey from a small telemarketing & direct mail agency to Ogilvy One Why direct mail can build brand trust and grab attention How mail has earned its place in the mix in an increasingly digital world To find out what the future…