Fifteen Seconds Podcast #19 with the UN World Food Programme’s CMO, Saul Betmead 🇬🇧
Mar 6, 2021
Saul Betmead de Chasteigner, Chief Marketing Officer for the UN World Food Programme and former CSO at VMLY&R, joins innovation strategist Samantha Yarwood to discuss the intersection of marketing and humanitarian aid. They dive into the evolving concept of purpose in marketing, especially amid global challenges. Saul shares insights on the need for corporations to drive systemic change and the role of innovation in fostering community resilience. The discussion also highlights the significance of sustainability, personal growth, and the impact of downtime in inspiring profound insights.
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From Agency To Humanitarian Work
- Saul describes his background as a marketer and behavioural scientist who experiments and tests.
- He frames his career as a shift from agency work to using those skills for humanitarian impact.
A Lifelong Altruistic Thread
- Saul recounts a long-standing altruistic thread: volunteering, trusteeship, and surf life saving.
- Those early experiences naturally led him to join WFP and pursue impact-driven work.
Make Purpose Tangible With Foresight
- Purpose must be organisation-deep and tied to tangible actions, not marketing platitudes.
- Use a foresight framework (audience, problem, future, actions) to make purpose relevant and practical.
