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.

In this episode of UnEDited, Ed sits down with Lauren Clements, UK Marketing Lead at BTL Aesthetics, to explore the reality of working in a fast growing industry that’s still learning how to market itself.

Lauren shares how she went from clinic floor social media to national strategy with no formal training, what she wishes she’d known earlier and how she built trust inside a sales led organisation.

They dive into the ethical grey areas the aesthetics world rarely talks about, including the surprising crossover between human medical devices and veterinary use, and the responsibility marketers carry in shaping healthier beauty and wellbeing narratives.

From capability gaps to brand storytelling to the future of professionalism in aesthetics marketing, this episode offers honest insights from someone shaping the sector from the inside.

In this episode of UnEDited, Ed sits down with communications strategist Lotti Bruce, Group Marketing Director for The Pig Hotels, to unpack what truly makes messaging land in todays fast-moving world. Drawing on her extensive experience across corporate, public sector, and brand environments, Lotti shares practical insights on how organisations can communicate with confidence, even when navigating complex high-stakes situations. From crafting messages that resonate across diverse audiences to building trust through transparency and clarity, Lotti brings real-world stories and examples that reveal what great communication looks like behind the scenes. If you’ve ever wondered why some messages inspire action while others fall flat, this episode is a must-listen.

In this episode of UnEDited, Ed sits down with crisis communications expert Jon-Paul Gabriele from Immersive to explore what really happens when brands are blindsided by disaster. From sudden social media firestorms to full-scale reputational meltdowns, Jon-Paul shares raw insights and real-world stories from the front lines, including why social media has become the first responder in any crisis, how KFC turned a national embarrassment into a PR masterclass, and why the best crisis plans don’t just save brands but protect people. If you’ve ever thought, “That would never happen to us,” this episode is a must-listen.

This time, Ed sits down with Aren Grimshaw, Global Integrated Marketing Leader at ZF Group, for an honest look at what it really takes to bring sales and marketing together.

Aren shares why finding balance between these teams is critical for business success, what being a strong leader truly looks like, and why it’s perfectly fine not to have all the answers. He also dives into the power of storytelling and how building the right culture can drive both brand and team growth.

If you’re leading a team or steering a brand, this episode is packed with straight-talking insights you’ll want to hear.

Software brands love to overcomplicate things — endless features, messy tools, and zero focus on the humans using them.

In this episode of UnEDited, Ed sits down with Lucy Whittington from Inspired Business Marketing marketing strategist, bestselling author, and founder of Brilliant Business Things, to talk about why so many software companies keep getting marketing wrong.

From deciding whether you’re the Ryanair or the BA of software, to cutting the tools that cause more chaos than clarity, Lucy shares what it really takes to build trust, get referrals, and create marketing that actually works.

Smart, honest, and full of no-fluff insights — this one’s for every marketer and founder who’s ready to make tech make sense again.