Top Takeaways from BMMU 2025
Employee Advocacy: Real lessons from building an employee advocacy program that actually works.
Robin Lynch, JP Morgan
Always Be Interesting
Employee advocacy lives and dies on originality.
Your colleagues’ voices are powerful — but only if they have something fresh to say. Don’t chase sameness. Encourage experimentation, timeliness, and risk-taking. If it’s been done before, kill it and reinvent it.
Put Down the Ducky
Everyone starts with crutches — scripts, AI prompts, teleprompters. They’re fine for beginners.
But confidence comes from authenticity.
Your job? Help people let go of the props and speak from the heart. When they do, their content (and confidence) will soar.
Be Human
This work isn’t just about visibility metrics — it’s about connection.
You’ll meet people, build confidence, spark stories, and create conversations that never would have happened otherwise.
Employee advocacy is marketing with a heartbeat.
Employee advocacy isn’t just a program. It’s a confidence engine — for your people, your brand, and your own career.
Be bold. Be curious. Be human.
What marketers can steal from Idris Elba’s world
Paula Bloodworth, Alien Baby, CMO Idris Elba
Artists know who they are — most brands don’t.
Brands write 60-page decks to explain themselves. Artists don’t need to: identity, point of view, and audience are baked in. That’s why artists have fans while companies have consumers. Your takeaway: tighten the point of view, not the rulebook.
Vulnerability creates resonance.
Artists grow because they show the flaws. Brands often hide them under “brand guidelines.” But authenticity without vulnerability is just tone of voice. Your takeaway: leave room for human — that’s how you build fans, not just reach.
Back the talent, not the template.
Idris could launch skincare, anti-knife crime, music, film, a creative shop — and it still felt like him. Why? Because the core was clear. Your takeaway: if the centre is strong, you can stretch the brand without breaking it.
Winning the War on Attention
Will Poskett, Defiant
Attention is the scarce resource now.
Everyone’s scrolling, no one’s watching. TV costs more and delivers less. TikTok, YouTube and social now command the bulk of video attention — even Thinkbox admits it. That means “just run a TV ad” is no longer a default growth lever.
Clear brand POV matters more than ever.
In a hosepipe of content, people need to recognise you instantly. The brands he studied had a simple, lived positioning that guided everything — not 80-page brand decks.
Takeaway: Make it obvious: “Oh, that’s them.”
Less push, more pull.
Old model: interrupt people with ads. New model: make stuff people actually want to watch, share, or send. Red Bull, Liquid Death, Duolingo — they make entertainment, not “assets”.
Takeaway: Create scroll-stoppers, not sales decks in video form.
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