If jargon is a sign of insecurity then marketing is a deeply insecure industry. While we adopt the language of curiosity, the uncomfortable truth is that word and deed can be fundamentally disconnected. How can you engage with creativity and culture if you are in back-to-back Teams meetings all day?

The friction of ‘always on’ working styles, endless jargon and generational stereotyping was top of the agenda in 2024. Those wise enough to remember that marketing’s ‘year of mobile’ lasted for at least a decade recognise that some of the industry’s biggest challenges take time and patience to solve. A resolve to place people ahead of process which was evident in many of the most-read interviews in BITE this year.

Notably, industry leaders are making the time to listen and learn from those who have been there and those who don’t pretend to have all the answers. From prioritising mental health, to getting under the skin of the behaviours that drive creative and curious cultures these leaders underline the power of doing things differently.

In a year where it was so easy to perpetually put your plans on pause, BITE’s most-read interviews are all with leaders who continue to make work that matters, while continuing to raise the bar creatively. Enjoy reading.

1. ‘Being frazzled in the workplace has been dangerously normalised’

Comedian and actress Ruby Wax, Founder of mental health charity Frazzled, on taking stress seriously.

2. ‘Being a disruptive brand you are always going to break a few eggs’

Rory McEntee, Brand and Marketing Director at Gymbox, on redefining fitness culture, challenging category stereotypes and that bus ad.

3. ‘It can be really easy to make assumptions based on gender’

Joanna White, Head of Customer Experience at Defender, and Leonie Raistrick, Brand Director, Defender and Discovery UK, on how to bridge automotive’s equality gap.

4. Joan London proves the power of diverse thinkers

Joan London’s Tom Ghiden and Kirsty Hathaway on why culture is the new viral video, the power of reality TV and the danger of forgettable advertising.

5.‘Focus on potential rather than past success’

Mel Arrow, Chief Strategy Officer at  McCann London, on curiosity, corporate jargon and creating culture.

6. How Johnnie Walker redefined aspiration with sustainability and inclusivity

Jennifer English, Global Brand Director at Johnnie Walker, on how sustainability, storytelling and craft is connecting with the new luxury consumer.

7. Super Surgeons: A Chance at Life and the power of branded content

Macmillan Cancer Support and Wonderhood Studios share the importance of authentic storytelling and long-form content.

8. ‘Don’t place your plans on pause’

20 years of Women in Marketing: Founder Ade Onilude on the importance of taking action to propel your creative curiosity and career forward.

9. Setting the pace

Anna Vogt, VML’s Chief Strategy Officer, on the importance of clarity, perspective and learning to listen to yourself.

10. ‘We have to make sure we aren’t going backwards’

Meena Miles, Director of Global Advertising Operations at The Independent, on breaking assumptions, the power of listening and marketing change.