In a crowded and highly competitive market where every brand is striving for consumer attention, brands have to adapt and think differently to stand out and stay relevant. Enter the Building Brand Advocacy podcast.
Together, co-hosts Paul Archer and Verity Hurd are leading a quiet marketing revolution. Their mission? To educate brand leaders about the concept of brand advocacy (the art and science of turning customers into advocates) and inspire them to embrace it.
Through in depth interviews with household names including Abercrombie & Fitch, TikTok and Victoria’s Secret, as well as innovative disruptors like REFY and ELEMIS, the Building Brand Advocacy podcast delves deep into the marketing playbooks of some of the world’s biggest brands, with each episode delivering a masterclass in harnessing advocacy to build communities and drive growth.
Through live events, unfiltered conversations and a focus on real-world application, the podcast is championing a new category of brand advocacy marketing and educating and inspiring its listeners about its effectiveness for driving long term growth.
The objectives of the podcast are to:
The Building Brand Advocacy podcast was not born out of convenience—it was a calculated decision to own and drive the conversation around the effectiveness of Brand Advocacy and how to do harness it to drive long term growth.
Initially it was hosted externally, but co-hosts Paul Archer and Verity Hurd saw untapped potential in bringing the production in-house. By owning the process, they could ensure every episode reflected their passion for unlocking the secrets of Brand Advocacy and creating a space where the industry could learn from itself.
Bringing the podcast to life meant starting with intent. Paul and Verity sought out not just guests, but trailblazers—marketing leaders from brands like Lucy & Yak, Never Fully Dressed, KITRI, Maesa, LVMH, Coty and New Look, as well as more established brands such as Abercrombie & Fitch and Victoria’s Secret.
These weren’t surface-level interviews; they were deep dives into strategies that listeners could apply immediately, making every episode a blueprint for growth.
Elevating production quality became a top priority. The team invested in studio-recorded episodes, enhanced video production, and tailored content designed to reach audiences across multiple platforms. The goal was clear: create a podcast that wasn’t just heard but seen and shared widely. Leveraging relationships with guests, they created extra assets to encourage resharing, extending the podcast’s reach organically.
In 2024, they introduced live podcast events—a bold experiment that exceeded expectations. Across three sold-out summits in London and New York, the podcast recorded 14 episodes in front of 300-strong audiences. These events weren’t just about content creation; they were forums for collaboration, bringing together the hottest brands and marketers to exchange ideas in real-time. These live episodes have been instrumental in shaping the podcast’s identity as a dynamic platform for learning and community-building.
The team embraced challenges head-on. As a niche podcast run by just two people, resources were stretched. Distribution was a hurdle; breaking into new communities and scaling listenership required constant innovation. But the podcast’s focus on authenticity and tactical value resonated with its audience, creating a loyal following that continues to grow.
Looking ahead, the podcast is doubling down on its mission to foster collaboration. In 2025, live events will evolve into interactive learning experiences, combining episodes with workshops, panels, and networking opportunities to help attendees apply what they learn. It’s not just about listening; it’s about building a collective of advocates shaping the future of marketing.
What sets Building Brand Advocacy apart is its relentless pursuit of purpose. By championing openness, storytelling, and practical insights, the podcast has become more than a platform—it’s a cornerstone of a movement.
In creating the Building Brand Advocacy Podcast, Paul and Verity wanted to:
Its success is reflected not just in the numbers but in the meaningful connections it has fostered across the industry.
Over the last year, the Building Brand Advocacy podcast has:
And most importantly, the podcast now has a healthy pipeline of incredible brand marketers wanting to appear on the show to talk about the power of Brand Advocacy.
And whilst these numbers may be small in comparison to the audience of others, the high impact in a marketing niche cannot be underestimated. The team has only been building the podcast for a year in-house and it is already making a name for itself in the marketing space.
Let’s let BBA’s listeners do the talking….
“This episode was great! Loved the honesty and insight. I’m obsessed with your podcast guys!” – Asmita Singh, Marketing Manager @ Rimmel London
“I’m literally obsessed. I’ve listened to 3 episodes in 24 hours. It’s such a great podcast!” – Avocado Social
“Adore the podcast, have been bombarding my team with pretty much every single episode to listen to.” Lucy Toone, Founder & CEO @ TOMM Jewellery
“The pace of change in digital marketing is quite often relentless. Being at the coalface of a brand’s comms is massively exciting. It’s also a whirlwind trying to keep up. Keeping yourself informed is massively important. I’d highly recommend… Building Brand Advocacy with Paul Archer and Verity Hurd. Unveils the secrets of the top 1% brands and how they create communities and drive sales.” Sam Oliver, Senior Social Media Manager @ Jam
