Season 6, Episode 6: David Wilding, EVP of Strategy at WPP, joins Kate Tovey to explore why brand marketing needs a rebrand in today’s boardrooms. David explains how marketing has shifted towards short‑term performance, why he prefers to talk about “near-future sales” instead of “brand”, and how that shift in language helps unlock better conversations with CEOs and CFOs. He also unpacks the role channels like Out-of-Home play in signalling trust and value whilst also investing in communities.