Key takeaways from CIM North West’s flagship 2025 conference

We had a great time attending the Chartered Institute of Marketing’s (CIM) inaugural flagship conference in Manchester. Bringing together marketers from across the North, the event was a brilliant opportunity to hear from industry leaders, connect with peers, and gain fresh perspectives on the future of marketing.

With sessions covering everything from AI and responsible marketing to brand building and people-powered leadership, it was a day full of inspiration and practical insights. We left feeling energised and with plenty of ideas to apply to our own work here at Embrace.

Here’s a quick look at our key takeaways from a day packed with learning, connections, and big ideas for the future.

From start-up to standout: the founder’s marketing journey

Sandy Lindsey MBE – Chair, Tangerine PR | Marcel de Matas MBE – Founder & Chief Business Officer, SEDA | Paula Goddard – Head of Sales & Marketing, SEDA

Key takeaway: The message was simple but powerful: treat people with honesty, courtesy and respect, and business success will follow. No matter how advanced our tools and technologies become, it’s authentic human connections that drive real growth.

The resurgence of trust: how smarter broadcast media is delivering unprecedented ROI for marketers

Mike Liall MIPA – Client Strategy & Planning Controller, ITV | Tom Mulcrow – Producer, Director & Co-owner, Seal Films | Danny Thompson – Managing Director, Freedom Media Group

Key takeaway: Far from being a traditional relic, broadcast media is proving its relevance in 2025. With the ability to track audience statistics as effectively as digital platforms, coupled with stronger regulation to ensure safe content, TV is regaining marketer trust. Costs are now more accessible too, offering strong ROI for brands looking beyond tech giants like Meta and Google.

Beyond the logo: building brand strategy and experience that lasts

David O’Hearns – Managing Director, Dawn Creative | Wayne Jones OBE – Business Advisor & Consultant | Claire Dickinson – Head of Marketing, Clekt

Key takeaway: A brand is far more than its logo. It represents the entire experience a customer has with a business – from culture and values to service and delivery. Many organisations underestimate the strength of their brand, but a great brand has the power to harness everything a company stands for to create impact and longevity.

Speaking the board’s language: building strategic influence through smarter marketing metrics

Mercè Cozens – Co-founder & Principal Consultant, Think Beyond

Key takeaway: Marketers need to position marketing as a strategic growth driver, not a cost centre. That means learning to communicate with boards in their language – focusing on insights, demonstrating measurable value, and showing how marketing fuels business performance. To impress the C-suite, marketers need to be commercially fluent as well as technically proficient.

In a world of robots, let’s hear it for people-powered brands

Dawn Paine – Co-founder & CEO, Aurora | Valerie Bounds – Co-founder & Chief Strategy & Creative Officer, Aurora

Key takeaway: Even though the influence of AI is growing, people are still at the heart of every brand. Purpose and people power aren’t “fluffy” ideas – they’re business critical. Successful brands wire everything they do around their people, culture, and mission.

The big AI secret: What 1000 marketers told us about AI

Polly Barnfield OBE – CEO, Maybe*

Key takeaway: AI remains a double-edged sword for many businesses. While the opportunities are vast, brand safety concerns are slowing adoption. Nevertheless, AI integration is coming, and it’s time to start planning for how it will shape your business in the future. Those who plan ahead will stay ahead.

Did you attend CIM North West? Which was your favourite talk, and why? Connect with us on LinkedIn or get in touch at hello@weareembrace.com –  we’re an outsourced agency specialising in branding, marketing and websites for B2B and not-for-profit companies.

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