![125: Emily Laws image](https://media.zencastr.com/cdn-cgi/image/width=640,quality=85/image-files/5c2ccda7a186b100144fb2a9/9e2131ae-f6b6-4f4b-9f4c-8d94a0ba0b6f.png)
E125 · Call To Action
125: Emily Laws
![](https://media.zencastr.com/cdn-cgi/image/width=640,quality=85/image-files/5c2ccda7a186b100144fb2a9/9e2131ae-f6b6-4f4b-9f4c-8d94a0ba0b6f.png)
This week we led Lucky Saint’s Head of Brand, Emily Laws, not into temptation but into Call To Action's recording studio.
With marketing chops spanning a decade in brand management, PR, and brand activation, Emily is currently breaking rules and honouring traditions at the helm of the UK’s Number 1 Dedicated Alcohol-Free Beer.
We get in a round of tantalising topics, including her first jobs selling shoes and speaking French, how The Yorkshire Post dashed her dreams, Flat Eric, behaving like an iconic brand, not doing ‘new’ for new’s sake, using brand codes with fresh consistency, why they don’t talk about hangovers, riding the alcohol-free wave and cracking on with whatever data you have (or don’t have), the tattoo test, and loads more. If you’re a fan of Lucky Saint or simply proper marketing, pour this into your ear holes.
/////
Follow Emily on LinkedIn
Here’s Lucky Saint
And their Marylebone pub, The Lucky Saint
Timestamps
(01:44) - Quick fire questions
(02:45) - First jobs, speaking French, and dashed dreams of being a journalist
(10:20) - Brand codes and behaving like an iconic brand
(15:20) - Not giving in to the pressure to always bring something new
(18:45) - How attitudes to alcohol-free are changing
(21:10) - Research, data, and wrong assumptions
(33:40) - Staying humble and being market-oriented
(48:50) - Listener questions
(54:59) - 4 pertinent posers
Emily’s book recommendations are:
The Making of a Manager by Julie Zhuo
Damn Good Advice by George Lois
Alchemy by Rory Sutherland
The 48 Laws of Power by Robert Greene
/////
With marketing chops spanning a decade in brand management, PR, and brand activation, Emily is currently breaking rules and honouring traditions at the helm of the UK’s Number 1 Dedicated Alcohol-Free Beer.
We get in a round of tantalising topics, including her first jobs selling shoes and speaking French, how The Yorkshire Post dashed her dreams, Flat Eric, behaving like an iconic brand, not doing ‘new’ for new’s sake, using brand codes with fresh consistency, why they don’t talk about hangovers, riding the alcohol-free wave and cracking on with whatever data you have (or don’t have), the tattoo test, and loads more. If you’re a fan of Lucky Saint or simply proper marketing, pour this into your ear holes.
/////
Follow Emily on LinkedIn
Here’s Lucky Saint
And their Marylebone pub, The Lucky Saint
Timestamps
(01:44) - Quick fire questions
(02:45) - First jobs, speaking French, and dashed dreams of being a journalist
(10:20) - Brand codes and behaving like an iconic brand
(15:20) - Not giving in to the pressure to always bring something new
(18:45) - How attitudes to alcohol-free are changing
(21:10) - Research, data, and wrong assumptions
(33:40) - Staying humble and being market-oriented
(48:50) - Listener questions
(54:59) - 4 pertinent posers
Emily’s book recommendations are:
The Making of a Manager by Julie Zhuo
Damn Good Advice by George Lois
Alchemy by Rory Sutherland
The 48 Laws of Power by Robert Greene
/////
![](https://media.zencastr.com/cdn-cgi/image/width=640,quality=85/image-files/5c2ccda7a186b100144fb2a9/9e2131ae-f6b6-4f4b-9f4c-8d94a0ba0b6f.png)
00:00:00
00:00:01
0 Plays
8 months ago
This week we led Lucky Saint’s Head of Brand, Emily Laws, not into temptation but into Call To Action's recording studio.
With marketing chops spanning a decade in brand management, PR, and brand activation, Emily is currently breaking rules and honouring traditions at the helm of the UK’s Number 1 Dedicated Alcohol-Free Beer.
We get in a round of tantalising topics, including her first jobs selling shoes and speaking French, how The Yorkshire Post dashed her dreams, Flat Eric, behaving like an iconic brand, not doing ‘new’ for new’s sake, using brand codes with fresh consistency, why they don’t talk about hangovers, riding the alcohol-free wave and cracking on with whatever data you have (or don’t have), the tattoo test, and loads more. If you’re a fan of Lucky Saint or simply proper marketing, pour this into your ear holes.
/////
Follow Emily on LinkedIn
Here’s Lucky Saint
And their Marylebone pub, The Lucky Saint
Timestamps
(01:44) - Quick fire questions
(02:45) - First jobs, speaking French, and dashed dreams of being a journalist
(10:20) - Brand codes and behaving like an iconic brand
(15:20) - Not giving in to the pressure to always bring something new
(18:45) - How attitudes to alcohol-free are changing
(21:10) - Research, data, and wrong assumptions
(33:40) - Staying humble and being market-oriented
(48:50) - Listener questions
(54:59) - 4 pertinent posers
Emily’s book recommendations are:
The Making of a Manager by Julie Zhuo
Damn Good Advice by George Lois
Alchemy by Rory Sutherland
The 48 Laws of Power by Robert Greene
/////
With marketing chops spanning a decade in brand management, PR, and brand activation, Emily is currently breaking rules and honouring traditions at the helm of the UK’s Number 1 Dedicated Alcohol-Free Beer.
We get in a round of tantalising topics, including her first jobs selling shoes and speaking French, how The Yorkshire Post dashed her dreams, Flat Eric, behaving like an iconic brand, not doing ‘new’ for new’s sake, using brand codes with fresh consistency, why they don’t talk about hangovers, riding the alcohol-free wave and cracking on with whatever data you have (or don’t have), the tattoo test, and loads more. If you’re a fan of Lucky Saint or simply proper marketing, pour this into your ear holes.
/////
Follow Emily on LinkedIn
Here’s Lucky Saint
And their Marylebone pub, The Lucky Saint
Timestamps
(01:44) - Quick fire questions
(02:45) - First jobs, speaking French, and dashed dreams of being a journalist
(10:20) - Brand codes and behaving like an iconic brand
(15:20) - Not giving in to the pressure to always bring something new
(18:45) - How attitudes to alcohol-free are changing
(21:10) - Research, data, and wrong assumptions
(33:40) - Staying humble and being market-oriented
(48:50) - Listener questions
(54:59) - 4 pertinent posers
Emily’s book recommendations are:
The Making of a Manager by Julie Zhuo
Damn Good Advice by George Lois
Alchemy by Rory Sutherland
The 48 Laws of Power by Robert Greene
/////
Recommended
![143: [BEST OF] Why advertising MUST entertain with Paul Feldwick. image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/59a65f2e-39a9-4d59-ba1c-c1e3616db993.png)
0
![142: Building the world’s first GEN-Z copywriting community, Word Tonic, with Carolyn McMurray and Em Goodier. image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/59fed439-5b37-4144-a44a-616339673c57.png)
0
![141: Lessons in Creative Leadership with Coca-Cola’s Adam Ross. image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/6dba59d0-cd78-4be5-a466-6bc3043fac09.png)
0
![140: Unleashing your leadership potential with Scott ‘The Boom’ Morrison image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/a4eaa96c-1e95-48d4-887e-ed175ff3386f.png)
0
![139: A front row seat at The Howard Gossage Show with ad land greats Steve Harrison and Dave Dye image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/dcb117dc-75b5-49db-bfca-6cb827ea898f.png)
0
![138: [BEST OF] Professor Karen Nelson-Field schools us on all things attention. image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/5a8722e3-863a-4edd-a5bb-f806dbaa243d.png)
0
![137: Meet Mr Gammon, the costume designer behind the award-winning Guinness ‘Sapeurs’ and ‘plug boy’ in the Sainsbury’s Christmas ad. image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/d1c362b8-e840-4edc-901c-6ae091db8420.png)
0
![136: [BEST OF] Legendary copywriter and Creative Director, George Tannenbaum, vents eloquent fire on the state of the industry. image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/cf08b391-451f-4723-9228-a2f5cd70b476.png)
0
![135: [BEST OF] A masterclass in managing distinctive brand assets with Jenni Romaniuk of the Ehrenberg-Bass Institute. image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/9138db73-0efa-4f99-ba3f-eadfefb23de9.jpg)
0
![134: Dissecting ad land’s WORST Super Bowl in years with Andrew Tindall of System1 image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/30236cfb-39a2-4e93-9a8f-bd458dffc259.png)
0
![133: 10,634 brilliant marketers listened to our maiden episode with Richard Shotton. Now he’s back, almost exactly 5 years and 1 book better. image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/884b7fc9-b958-4713-80d8-7c781ef997e1.png)
0
![132: Feel better about marketing™ with Call to Action® [TRAILER] image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/d15f00d8-dff1-4ace-893a-d9fce9204e5e.png)
0
![131: [BEST OF] What Morph is really like - Gavin Strange, Director & Designer at Aardman Animations. image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/ff22778b-8e7a-4a98-82d5-3318a59e33bd.png)
0
![130: Taking aim at Amazon: Why physical retail will ALWAYS beat online with BOXPARK & Boxfresh founder Roger Wade. image](https://media.zencastr.com/cdn-cgi/image/width=90,quality=85/image-files/5c2ccda7a186b100144fb2a9/1d195fc2-6b95-4e3f-83e9-d449025514bb.png)
0