Marketing over Milkshakes

Can a sneaker publisher become one of ecommerce’s most powerful growth partners?

In this episode of Marketing Over Milkshakes, George Sullivan, Founder & CEO of The Sole Supplier, explores how sneaker culture, content, community and AI are reshaping performance marketing.

The conversation dives into cultural authenticity, the limits of last-click attribution, and why AI won’t replace human-led product discovery.

Is affiliate marketing due a rebrand?

In this episode of Marketing Over Milkshakes, we’re joined by Linda O’Connell, SVP of UK & Ireland at CJ Affiliate, to unpack how affiliate has evolved into a full-funnel growth channel.

We explore the rise of influencer commerce, content publishers and AI-driven discovery, and why the term “affiliate” no longer reflects the true value of the channel. From connected commerce to the growing role of publishers in an LLM-driven world, this episode breaks down how brands can turn affiliate into a strategic growth lever.

What if one of ecommerce’s biggest untapped growth channels was hiding in plain sight within Google Shopping?

In this episode of Marketing Over Milkshakes, we sit down with Jared Owen, CEO of Redbrain, to explore how CSS, affiliate attribution and AI-driven product discovery are reshaping performance marketing.

Redbrain processes billions of product offers daily, works with 12,000+ retailers, and has driven over £1bn in Google sales for partners. We break down the real mechanics of CSS, from incrementality and cost of sale to feed optimisation and attribution.

Affiliate marketing is entering its biggest transformation in over a decade.

In this episode, Anthony Clements (Impact) shares how AI, influencer commerce and partnership marketing are reshaping the space. With 20+ years’ experience, he breaks down the shift from search to social to AI-driven discovery, and why last-click no longer tells the full story. We also explore how creators, content and platforms like Impact are redefining performance, and what brands must do to stay competitive as ecommerce evolves.

What does the future of shopping, media and affiliate marketing look like in an AI-driven world?

In this episode of Marketing Over Milkshakes, we’re joined by Stuart Miles (Founder of Pocket-lint & Squirrel) to explore the evolution of affiliate commerce, publisher monetisation, and AI in media.

With 20+ years at the heart of tech, Stuart shares insights on zero-click search, automation, and why trust, storytelling and real relationships remain the most valuable assets in digital publishing.

How do you get fired from your own company before building a £200M IPO business? In this episode of Marketing Over Milkshakes, Martin Higginson shares the journey from launching Britain’s biggest-selling BMX magazine to scaling MonsterMob Group to a £200M valuation and now leading Huddled Group plc, tackling surplus retail and logistics arbitrage.

The UK leisure travel and holiday rental market has transformed over the last decade, driven by digital demand and staycation trends. In this episode of Marketing Over Milkshakes, James Shaw shares insight from Sykes Holiday Cottages and Forge Holiday Group on building modern travel brands, using data-led marketing and AI to reduce CPA by 40%.

Scaling a subscription business with perishable products and tight margins is one of performance marketing’s hardest challenges. In this episode of Marketing Over Milkshakes, James Newman explains how Freddie's Flowers built a disciplined growth engine, reducing flower waste from ~40% to under 5% while scaling through LTV modelling, blended CPA targets, creative testing and forecasting.

In this episode of Marketing Over Milkshakes, we sit down with Adam Ross, CEO of Awin, one of the world’s largest affiliate marketing networks, powering partnerships for brands like Nike, Samsung, Etsy, Vodafone and thousands more.

Adam shares a rare, behind-the-scenes look at how affiliate marketing has evolved from early paid-search arbitrage into a multi-channel, AI-ready performance ecosystem - and what brands, agencies, and creators need to do to stay ahead.