In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Brian Macreadie, Head of Marketing at Addleshaw Goddard, one of the UK's most creatively ambitious international law firms. Brian reveals how his team did something no legal firm had ever done before—becoming the first-ever official legal partner of the RHS Chelsea Flower Show—and built a full-funnel campaign around it called Flourish in the City. Could flowers, billboards, and a garden at Chelsea really deliver 350% ROI and 40 new clients in under a year?
➡️ With over 30 years of B2B marketing experience across telecoms, media, and legal, Brian doesn't just talk about creativity—he proves it pays. He breaks down the strategic thinking behind Flourish in the City: why a noisy, content-saturated legal market demanded something radically different, and how a single emotionally resonant idea can anchor an entire integrated campaign. From 19 digital billboards at Bank and London Bridge, to handing flowers to city commuters, to hosting 400+ VIP clients across 57 intimate Chelsea events—this is full-funnel B2B marketing at its boldest. Brian also tackles the harder questions: how do you build internal buy-in for long-term, creative marketing investment? How do brand and ABM complement rather than compete? And what does it really take to build the kind of trust that turns one conversation into a 25-year client relationship? His two golden rules haven't changed in 30 years—and they're more relevant than ever.
Chapters:
00:00 - Introduction & Welcome
02:09 - Brian's 30 Years in B2B Marketing
05:40 - Why Legal Marketing Needed a Creative Shake-Up
07:30 - About Addleshaw Goddard
09:00 - The Strategic Challenge: Standing Out in a Noisy Market
12:00 - Why the RHS Chelsea Flower Show?
17:00 - Testing the Concept: The Chelsea Pilot
19:31 - Building the "Flourish in the City" Campaign
21:30 - Making the Case for Long-Term Brand Investment
25:00 - Full-Funnel Activation: Billboards, Events & More
32:05 - Measuring ROI: Short and Long-Term Results
36:00 - Building Internal Buy-In for Creativity
38:30 - Marketing Structure at Addleshaw Goddard
41:33 - Transferable Lessons for B2B Marketers
44:50 - Final Advice: Stay Close to Clients & Zig Don't Zag
Follow Brian Macreadie,
https://linkedin.com/in/bmacreadie?originalSubdomain=uk
https://addleshawgoddard.com
If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.
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