{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Ff4159065-4a90-47f2-a83d-f25fb81f36bc","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"","title":"In-house agility, web vs social and more: what I learned from AB Inbev\u2019s Michael Codd","description":"In-house agility, web vs social and more: what I learned from AB Inbev\u2019s Michael Codd\n\nInterviewed in the latest instalment of the Shiny New Object Podcast by Automated Creative\u2019s Tom Ollerton is Michael Codd, Digital Marketing and Innovation Lead Europe at AB Inbev. Here\u2019s what he learned. \n\nIn-house can be more agile \n\nMichael\u2019s Shiny New Object, or part of it at least, is the role of the in-house agency. A subject that has been hugely discussed and debated over the last few years in marketing, he very much sits on the \u2018pro\u2019 side of the fence. One of the great advantages of your agency team being in-house, he says, is that it can react with greater speed, allowing brands to be more agile and quicker to market with campaigns. It also allows those working there to get to know both the brand(s) and the consumer base inside out - so it helps if you\u2019re passionate about the sector. \n\nAdmit errors, don\u2019t blame others \n\nMichael\u2019s not an avid fan of textbooks, he does enjoy broader reads about the business and tech space. On his bookshelf right now is Black Box Thinking by Matthew Syed, which contains some good data and stories in relation to how companies should learn from mistakes. From this, Michael says his key takeaway has been to learn to admit errors without blaming people. He believes that injecting some lightheartedness into failure can help people learn from them - but how you do this is very culture specific, so it\u2019s important to find the right fit for your organisation. He also believes that it\u2019s important to get feedback, both from colleagues and people outside your day to day contacts, such as a career coach; someone who can objectively identify what might be holding you back, and help you rectify it.\n\nUnderstand the roles of different touchpoints\n\nOne of Michael\u2019s areas of focus at AB InBev is marketing transformation, working with a team of developers to deliver great tech solutions. I asked him what the role of the website is going forward; he explained there\u2019s often internal debate around this, and in particular with how you balance social media with your own site. Each has advantages and disadvantages, he says; on websites you have control but not reach, vice versa for social. Michael doesn\u2019t feel as though websites have had their day in the social world though, they are still an important touch point for consumers. It\u2019s about using all the tools available for each of their strengths.","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/45fa9105-462a-43b8-a3c4-21046f1eb042/artworks-3va0gbm32y9k65qs-pdrwaw-t3000x3000.jpg"}