Welcome to Affinity, A FINN Partners Podcast, where we explore the power of transformative marketing communications. Each episode unpacks how brands connect with audiences, how movements take shape, and how compelling storytelling drives real results.
If you’re interested in insights from the front lines of business transformation and digital strategy, this podcast is for you. We feature voices from across industries who are using smart strategy, creativity, and collaboration to make a meaningful impact.
Affinity spotlights the ideas and stories shaping today’s digital world—and tomorrow’s.
Branching Out: Building Brand Value in Price-Sensitive Industries
In this episode, Aleksandra King speaks with Chris King of Medite Smartply and FINN Partners’ Elliot King about the challenges and opportunities of brand marketing in highly commoditized industries.
They explore how Medite Smartply builds brand value and visibility while connecting with diverse audiences across 20 international markets, from construction to furniture manufacturing. The discussion dives into integrated marketing and brand strategy, effective brand positioning, and the importance of maintaining relevance in competitive markets. They also share how data-driven decisions help balance profitability with responsible sourcing and sustainability.
Whether you're a business navigating complex supply chains or a marketer aiming to stand out in a crowded market, this episode offers valuable insights into creating brand differentiation, sharpening your brand positioning, and elevating your visibility to stay agile and prepared for the future.
15 Jul 2025
One Vision, Global Growth: Thriving in Diverse Markets
In this episode, Aleksandra King speaks with FINN's Matt Bostrom and Elliott King about the ever-changing world of client-agency relationships in the global and local marketing landscape.
They explore how brands can get the most out of working with global marketing agencies. This includes understanding cultural nuances and the need for cohesive marketing strategies across various disciplines. They also touch on topics such as the average tenure of a CMO and ‘glocal’ marketing.
Whether you're a brand seeking to optimize your agency partnerships or an agency looking to sharpen your own marketing strategies, this episode offers expert perspectives to help you navigate the evolving landscape and prepare for the future of marketing.
4 Jun 2025
Leveraging Full-Funnel Strategy for Lead Generation
Marc Granville from ICMA details their full-funnel marketing strategy in the financial sector, emphasizing high-value content to boost program enrollments in this interview.
29 Apr 2025
The Human Side of Data-Driven Marketing
Host Alexandra King speaks with Elliott King of FINN Partners and Pal Waagbo, former head of performance marketing for Wagamama, about the evolving role of customer data in digital marketing. They explore how real-time data, AI, and privacy regulations like GDPR are reshaping personalized brand experiences. Get insight into navigating compliance, optimizing campaigns, and preparing for what’s next in marketing.
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