Nadia Babar, Head of Marketing at Wingback, joins Will Laurenson to explore creativity in e-commerce marketing. They discuss the shift towards authentic, user-generated content, the unpredictability of social platforms, and the importance of brand storytelling. Nadia shares how Wingback engages customers by showcasing product longevity, while Will explains the psychology behind pricing and positioning. They also explore strategic brand collaborations and why brands need to optimise before scaling. Whether you’re a marketer looking for fresh ideas or a brand navigating the evolving digital landscape, this episode is full of practical insights and thought-provoking discussions.