What does partnership marketing really look like inside Ford? In this episode, Will May, Paid Media & Brand Partnership Manager for Ford of Europe, takes us inside one of the most complex marketing machines in global automotive.

Will shares how he moved from accounting (!) to dealer sales, to fleet sales, to CRM, and then into the high-octane world of motorsport marketing. From WRC and Formula Ford to the World Endurance Championship and the Ford GT programme, Will explains how these partnerships shaped his thinking about audiences, storytelling and commercial value.

We also go deep on Ford’s long-running partnership with Ken Block—how it started, what made it work, and why his audience offered something no traditional media buy ever could.

This episode is packed with honesty about internal politics, audience segmentation, budgeting, misused sponsorships, and why data (not opinions) has to lead decision-making.

Higher education marketing has never faced more pressure. With shifting government policy, global competition, rising expectations from international students, and institutions wrestling with slow internal processes, the sector is being forced to transform.

In this episode, Ed speaks with Morgan Summers-Smith, Student Promotion Marketing Manager at Birmingham Business School, about what it really takes to modernise marketing inside a university.

Morgan shares her journey from fast-paced arts and placemaking campaigns in Australia to the more complex, stakeholder-heavy environment of UK higher education. She explains why ROI, storytelling, academic engagement and team culture now sit at the heart of effective student recruitment. They also explore how to avoid becoming “institutionalised”, how to operate with pace inside a slow system, and what today’s marketing leaders need to do to build resilient, curious, future-ready teams.

A must-listen for anyone working in university marketing, student recruitment, or transformation projects inside large organisations.

Why is automotive marketing still so chaotic, relationship heavy and gloriously messy behind the scenes? In this episode of UnEDited, Ed sits down with Tom Grimshaw, Network Marketing Manager at Suzuki GB, to expose the reality of supporting over 100 retailers who all want different things at the same time.

Tom’s a lifelong petrolhead who’s done it all — dealership sales, agency life, manufacturer strategy — and he spills the truth about what really drives results in the auto world. From reviving a marketing portal no one was using, to convincing busy retailers to actually do the right marketing, to navigating the madness of EV launches, AI shaking up search, and customers walking in more informed than ever… nothing is off the table.

We also dive into Suzuki’s Good Different brand platform, the future of automotive marketing, and Tom’s most underrated advice for anyone working with partners, networks or franchise models.

If you want honest insight, big opinions and zero corporate fluff, this one’s for you.