Embracing Marketing Mistakes

What does it take to turn a simple hashtag into a thriving community of 15,000 marketing and comms professionals? In this episode, Chris Norton sits down with Asif Choudry, founder of Comms Hero, to unpack the journey from a one-off event in Manchester to a nationwide movement. They dive into the early days of superhero-themed conferences, the backlash that almost derailed everything, and why treating a community as a long-term commitment, not a short-term campaign, is the secret to success.
Expect candid stories about embracing marketing mistakes, surviving Twitter trolls, and why authenticity matters more than perfection. From handwritten notes that sparked viral moments to the philosophy behind “Dare to Fail,” this conversation is packed with insights for anyone building a brand, running events, or navigating the ever-changing world of social media. If you’ve ever wondered how to create real connections in a digital age, this episode is for you.
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Ken Robertson, Paddy Power’s former Head of Mischief, was given one job: grab attention by any means necessary. Known for outrageous campaigns and a flair for chaos, he built a career out of toeing the line. But one particular stunt, his most ambitious yet, pushed things further than even he expected.
It all began when Ken Robertson staged a marketing stunt at the Vatican. He had Paddy Power set up betting odds at St Peter's Square during the 2007 papal conclave, which earned hourly coverage on Sky News. When Pope Benedict XVI resigned in 2014, he returned to the scene with a new and provocative promotion: “Money Back if the Pope is Black.”
Then came the curveball.
When Dennis Rodman announced a visit to North Korea with the Harlem Globetrotters, Ken saw a once-in-a-lifetime opportunity to blend spectacle with scandal. He arranged for Paddy Power to sponsor a basketball match between the United States and North Korea, set to coincide with Kim Jong-un’s 30th birthday.
What followed was a diplomatic headache.
• Kim Jong-un’s regime carried out a brutal government purge just weeks before the event
 • The stunt drew scrutiny from institutional investors and even the United Nations
 • Paddy Power was forced to pull out at the last minute
 • The match went ahead without branding, and surprisingly, may have contributed to the eventual release of American prisoners
 • The campaign drew inspiration from the “ping pong diplomacy” that once thawed tensions between the United States and China
What started as a cheeky Vatican stunt nearly became an international crisis. This is the story of how Ken Robertson's wildest idea flirted with disaster and might have done some unexpected good.
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Ever sunk thousands into SEO with zero return? Or been ghosted after a pitch you poured your soul into? In this episode, LinkedIn Top Voice and sales trainer Niraj Kapur joins Chris Norton to unpack the brutal truths of modern selling. From reducing ghosting and building trust on LinkedIn to coping with rejection and learning from failure, this conversation is packed with practical advice and raw honesty.
Niraj shares his journey from starting in sales with nothing to becoming a TEDx speaker and bestselling author, plus the painful lessons learned along the way. If you want to stand out in an AI-driven world, sell without sounding desperate, and avoid costly mistakes, this episode is your playbook. Tune in for strategies, stories, and a reminder that being human is still the ultimate competitive edge.
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Former marketing manager at Prolific North, Natalie Davidson, once accidentally invited 100 people to the wrong day of an event due to a rogue automatic reminder. She discovered the mistake while in the middle of briefing a speaker and was unable to access her laptop for an hour, causing major stress. Miraculously, no one showed up early. Either attendees remembered the correct date or no one had read the email. I did my best to reassure her it was probably the former.
In this episode, we explore professional mistakes and failures that marketing professionals can learn from, offering listeners real-world examples of blunders and recoveries. Natalie shares two honest and revealing stories from her career in events management, showing how even the most organised professionals can make serious errors and still recover with integrity and resilience.
• Forgetting to book an afternoon session for 30 people during a nationwide roadshow of events
• Successfully recovering from the booking error by being honest with the venue and leveraging a good professional relationship
• Setting up automatic event reminders for the wrong day, sending incorrect information to around 100 attendees
• Managing crisis situations while actively engaged in other critical tasks
• Finding humor in professional mistakes and using them as learning opportunities

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Mark Terry Lush spent thirty years chasing every opportunity. Big brands, wild projects, new cultures, he said yes to them all. The problem was that adaptability started to feel like progress, and it cost him focus on his own brand.
In this episode, Mark shares what he learned from building everyone else’s success while neglecting his own. We talk about why versatility without direction can derail your career, how brands fall into the sea of sameness, and why personality matters more than features.
He also tells a flying story that will make you rethink risk and resilience. If you’ve ever felt like you’re busy but not moving forward, this conversation will help you find clarity and build something that lasts.
Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈

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