『Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie』のカバーアート

Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie

Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie

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In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Brian Macreadie, Head of Marketing at Addleshaw Goddard, one of the UK's most creatively ambitious international law firms. Brian reveals how his team did something no legal firm had ever done before—becoming the first-ever official legal partner of the RHS Chelsea Flower Show—and built a full-funnel campaign around it called Flourish in the City. Could flowers, billboards, and a garden at Chelsea really deliver 350% ROI and 40 new clients in under a year?➡️ With over 30 years of B2B marketing experience across telecoms, media, and legal, Brian doesn't just talk about creativity—he proves it pays. He breaks down the strategic thinking behind Flourish in the City: why a noisy, content-saturated legal market demanded something radically different, and how a single emotionally resonant idea can anchor an entire integrated campaign. From 19 digital billboards at Bank and London Bridge, to handing flowers to city commuters, to hosting 400+ VIP clients across 57 intimate Chelsea events—this is full-funnel B2B marketing at its boldest. Brian also tackles the harder questions: how do you build internal buy-in for long-term, creative marketing investment? How do brand and ABM complement rather than compete? And what does it really take to build the kind of trust that turns one conversation into a 25-year client relationship? His two golden rules haven't changed in 30 years—and they're more relevant than ever.Chapters:00:00 Podcast Welcome00:30 Meet Brian McCredie00:55 Inside the London Office02:01 Flourish in the City03:50 Episode Learning Goals04:36 Brian Career Journey05:40 Why Legal Needs Creativity07:19 About Addleshaw Goddard08:33 The Attention Problem09:55 Trust and Top of Mind11:58 Why Chelsea Flower Show13:34 Authentic Brand Fit16:28 Pilot Proof and Client Love17:39 Behind the Scenes at Chelsea19:17 Flourish in the City21:05 Making the Long Term Case23:22 Sponsorship as Full Funnel25:06 VIP Events at Chelsea27:54 Citywide Media Blitz31:31 Measuring Impact and ROI33:16 Building Creative Buy In36:08 Results and Payback37:18 Transferable Marketing Lessons40:17 Final Takeaways and CloseFollow Brian Macreadie, https://linkedin.com/in/bmacreadie?originalSubdomain=ukhttps://addleshawgoddard.comIf you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/💬What do you think comes first—insightful data or a compelling story? Let us know in the comments below.🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn▶ https://linkedin.com/in/joelharrison/ Podcast▶ https://trust-influence-in-b2b.captivate.fm/ Instagram▶ https://instagram.com/joelharrisonb2b/#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #LegalMarketing, #B2BCreativity, #SponsorshipMarketing, #FullFunnelMarketing, #BrandBuilding, #B2BEvents, #IntegratedMarketing
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