Ep 12: Ogilvy's Kate Wheaton on using personalisation for more engagement

Want to find out how mail can add value to a campaign and target your consumers?  

Ogilvy One’s former Head of Strategy, Kate Wheaton, joins Rory Sutherland on this Mail Unleashed episode, to share how mail has helped contribute to their success over the years.  

Together, they discuss: 

• What makes mail a unique and irreplaceable part of the marketing mix 

• Kate’s career journey from a small telemarketing & direct mail agency to Ogilvy One 

• Why direct mail can build brand trust and grab attention 

• How mail has earned its place in the mix in an increasingly digital world 

To find out what the future holds for this effective media channel, listen to the full episode.  

00:00 Intro  

00:41 Kate’s marketing journey from a telemarketing and direct mail agency to the Tesco Clubcard 

02:06 Why a customer perspective is so important when choosing the right marketing medium 

03:27 Kate’s examples of effective direct mail - Lloyds Bank & ME+EM 

06:05 The relationship between mail and brand trust – The Change for Life campaign 

09:06 Has marketing got an efficiency and cost cutting problem?  

11:10 Outro 

Kate Wheaton is the former Head of Strategy at Ogilvy One, with a career spanning some of the UK’s most successful loyalty programmes.  

She’s worked with leading brands like Tesco, Sainsbury’s, Boots, and BA, blending strategic rigour with creativity to build modern loyalty experiences that drive engagement, retention, and long-term brand love. 

Follow Kate.  

LinkedIn - https://www.linkedin.com/in/katewheaton/  

Follow Rory. 

LinkedIn - https://www.linkedin.com/in/rorysutherland/ 

X - https://x.com/rorysutherland 

Watch the full episode. 

Website - https://www.marketreach.co.uk/mail-unleashed/kate-wheaton-ogilvy-one  

YouTube - https://youtu.be/lM_2njydRCE  

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