Ep 12: Ogilvy's Kate Wheaton on using personalisation for more engagement

<p>Want to find out how mail can add value to a campaign and target your consumers?  </p><p><br></p><p>Ogilvy One’s former Head of Strategy, Kate Wheaton, joins Rory Sutherland on this Mail Unleashed episode, to share how mail has helped contribute to their success over the years.  </p><p><br></p><p>Together, they discuss: </p><ul><li>What makes mail a unique and irreplaceable part of the marketing mix </li></ul><ul><li>Kate’s career journey from a small telemarketing &amp; direct mail agency to Ogilvy One </li></ul><ul><li>Why direct mail can build brand trust and grab attention </li></ul><ul><li>How mail has earned its place in the mix in an increasingly digital world </li></ul><p> </p><p>To find out what the future holds for this effective media channel, listen to the full episode.  </p><p><br></p><p>00:00 Intro  </p><p>00:41 Kate’s marketing journey from a telemarketing and direct mail agency to the Tesco Clubcard </p><p>02:06 Why a customer perspective is so important when choosing the right marketing medium </p><p>03:27 Kate’s examples of effective direct mail - Lloyds Bank &amp; ME+EM </p><p>06:05 The relationship between mail and brand trust – The Change for Life campaign </p><p>09:06 Has marketing got an efficiency and cost cutting problem?  </p><p>11:10 Outro </p><p> </p><p>Kate Wheaton is the former Head of Strategy at Ogilvy One, with a career spanning some of the UK’s most successful loyalty programmes.  </p><p><br></p><p>She’s worked with leading brands like Tesco, Sainsbury’s, Boots, and BA, blending strategic rigour with creativity to build modern loyalty experiences that drive engagement, retention, and long-term brand love. </p><p> </p><p><strong>Follow Kate.  </strong></p><p><strong>LinkedIn</strong> - <a href="https://www.linkedin.com/in/katewheaton/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/katewheaton/</a>  </p><p>  </p><p><strong>Follow Rory. </strong></p><p><strong>LinkedIn</strong> - <a href="https://www.linkedin.com/in/rorysutherland/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/rorysutherland/</a> </p><p><strong>X </strong>- <a href="https://x.com/rorysutherland" target="_blank" rel="ugc noopener noreferrer">https://x.com/rorysutherland</a> </p><p> </p><p><strong>Watch the full episode. </strong></p><p><strong>Website </strong>- <a href="https://www.marketreach.co.uk/mail-unleashed/kate-wheaton-ogilvy-one" target="_blank" rel="ugc noopener noreferrer">https://www.marketreach.co.uk/mail-unleashed/kate-wheaton-ogilvy-one</a>  </p><p><strong>YouTube</strong> - <a href="https://youtu.be/lM_2njydRCE" target="_blank" rel="ugc noopener noreferrer">https://youtu.be/lM_2njydRCE</a>  </p><p> </p><p>Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️ </p><p> </p><p><strong>LinkedIn</strong> - <a href="https://www.linkedin.com/company/marketreach-from-royal-mail/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/company/marketreach-from-royal-mail/</a>  </p><p><strong>X</strong> - <a href="https://x.com/MarketreachUK" target="_blank" rel="ugc noopener noreferrer">https://x.com/MarketreachUK</a>  </p><p><strong>Facebook</strong> - <a href="https://www.facebook.com/p/Marketreach-100057126832884/" target="_blank" rel="ugc noopener noreferrer">https://www.facebook.com/p/Marketreach-100057126832884/</a>  </p><p><strong>TikTok</strong> - <a href="https://www.tiktok.com/@marketreachuk" target="_blank" rel="ugc noopener noreferrer">https://www.tiktok.com/@marketreachuk</a></p>