Episode
Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie
- Podcast
- Trust & Influence in B2B
- Published
- May 27, 2026
- Duration seconds
- 2536
- Processing state
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Summary
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Brian Macreadie, Head of Marketing at Addleshaw Goddard, one of the UK's most creatively ambitious international law firms. Brian reveals how his team did something no legal firm had ever done before—becoming the first-ever official legal partner of the RHS Chelsea Flower Show—and built a full-funnel campaign around it called Flourish in the City . Could flowers, billboards, and a garden at Chelsea really deliver 350% ROI and 40 new clients in under a year? ➡️ With over 30 years of B2B marketing experience across telecoms, media, and legal, Brian doesn't just talk about creativity—he proves it pays. He breaks down the strategic thinking behind Flourish in the City: why a noisy, content-saturated legal market demanded something radically different, and how a single emotionally resonant idea can anchor an entire integrated campaign. From 19 digital billboards at Bank and London Bridge, to handing flowers to city commuters, to hosting 400+ VIP clients across 57 intimate Chelsea events—this is full-funnel B2B marketing at its boldest. Brian also tackles the harder questions: how do you build internal buy-in for long-term, creative marketing investment? How do brand and ABM complement rather than compete? And what does it really take to build the kind of trust that turns one conversation into a 25-year client relationship? His two golden rules haven't changed in 30 years—and they're more relevant than ever. Chapters: 00:00 Podcast Welcome 00:30 Meet Brian McCredie 00:55 Inside the London Office 02:01 Flourish in the City 03:50 Episode Learning Goals 04:36 Brian Career Journey 05:40 Why Legal Needs Creativity 07:19 About Addleshaw Goddard 08:33 The Attention Problem 09:55 Trust and Top of M…