Hosted by World Federation of Advertisers (WFA)
Hosted by WFA President David Wheldon, WFA's Better Marketing Pod in partnership with Meta looks at the marketing industry’s biggest stories and speaks to some of the industry’s most interesting characters who are shaping those stories.
52 episodes · publishes monthly · latest 2026-07-01 · ~34 min/episode
Rank
#657
Substance
75.0
/ 100
Breakdown
Scored 2026-07
Updated monthly
Across the index
#657 of 6182
Substance
Top 11%
outscores 89% of the index
WFA's Better Marketing Pod with David Wheldon ranks #657 on The B2B Podcast Index with a substance score of 75.0 out of 100, scored across 1 recent episode. It scores highest on guest caliber and specificity & evidence. Alberto Hernandez is a genuine C-suite practitioner with real P&L accountability, overseeing six global brands at a meaningful scale company, and brings actual operational war stories rather than thought-leadership abstraction; the role's hybrid growth/marketing structure is legitimately unusual and he has the results to back it.
Averaged across 1 recently scored episode, with cited evidence.
The episode contains a handful of genuinely concrete operational points - AI content scaling mechanics, the 70/30 benchmarking approach, the Crazy Creative Fund - but these are surrounded by substantial motivational filler, vague 'challenger mindset' language, and the host's repeated affirmations. The signal-to-noise ratio is moderate at best.
“around 50% of the information that we consume about health in social media is either incomplete or wrong... four out of five people in the world do not feel comfortable making self-care choices”
“I bring people from the personal care industry and the beauty industry to talk to us... copy-paste 70% of it and adapt the other 30% that it's specific to us”
There are a few genuinely interesting reframes - expanding creativity's definition to encompass organisational problem-solving, and the 'human first, human last' AI principle - but most of the episode recycles familiar challenger-brand and purpose-driven narratives without meaningfully advancing them.
“creativity is... the use of original or innovative thinking to solve problems or create something new... you become the ambassador of innovative thinking to solve problems in an organization, that changes the value perception that you bring”
“we have something called the Crazy Creative Fund, which is a fund of money that I reserve that if someone comes with an idea that we believe is crazy enough to be able to move the needle”
Alberto Hernandez is a genuine C-suite practitioner with real P&L accountability, overseeing six global brands at a meaningful scale company, and brings actual operational war stories rather than thought-leadership abstraction; the role's hybrid growth/marketing structure is legitimately unusual and he has the results to back it.
“I am accountable for making that future happen. And operationally changes absolutely everything”
“out of the seven can lions, three come out of that”
The AI content-scaling sequence is impressively granular with real headcounts, timelines, and output numbers, and the e-commerce and engagement uplifts are concrete; however, the health-information statistics lack sourcing and some commercial claims are asserted without verification or context.
“in six weeks, they came with 300 pieces of content, 350 pieces of content, in which I went one by one, and I could tell you that 328 out of the 350 were high-quality content pieces”
“today in Paris, we have 40 people working, creating content on a bi-weekly basis... we have a studio in Brazil, we have a studio in the Philippines, we have a studio in India, we have a studio in Japan, and we have a studio in the US”
The host is almost entirely congratulatory throughout, recycling terms like 'fabulous,' 'brilliant,' and 'wonderful story' after nearly every answer; one mild probe about organisational difficulty is asked but then dropped without meaningful follow-up, and no claim is ever challenged or stress-tested.
“Which is fabulous. I mean, we're gonna get on a roll here with a series of C's, I think”
“it can't have been as easy as you're making it sound... I presume you must have broken a few eggs to make this omelet”
First period on the Index - history builds from here.
1 scored on substance · 52 tracked in total.
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