The Digital Marketing Podcast by Exposure Ninja · 2026-06-17 · 52 min
What does it take to build demand through ideas at the world's most prolific thought leadership organisation? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Daphne Luchtenberg, Marketing Director for McKinsey’s Operations Practice. Daphne shares how McKinsey's codification culture turns client work into compounding commercial advantage, how peer review makes their content credible at scale, and why their biggest content challenge isn't producing enough; it's deciding what's distinctive enough to publish. They also get into how McKinsey built its own LLM three years ago, how AI is now embedded into the marketing team's day-to-day, and how Daphne is thinking about LLM visibility versus protecting proprietary knowledge. Plus: what B2B marketing leaders can take from the McKinsey model without McKinsey's resources, why building a strong bench beats protecting star performers, and the career advice Daphne would send back to her younger self.
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