Jul 29, 2026 · 52 min · 11 segments
In this week's episode of Building Brand Advocacy, Camilla Craven, former Global Brand & Marketing Director at FaceGym, unpacks why advocacy is becoming the backbone of modern marketing strategy, from…
Camilla CravenGuest
Verity HurdHost
Um, but I suppose in terms of the land of advocacy, like what, what's drawn you to... 'Cause you're social advocacy, right?
What kind of, what in that space has, like really kind of made you latch onto that part of marketing, do you think?
For me, I, I, I, maybe I'm a purist, but I honestly think all brand marketing is rooted in advocacy.
And so yes, it's somewhat, in some businesses considered a division, a department-
... a channel or whatever it might be for, but for me, it's the heart of marketing-
I mean, certainly I spend a lot of time talking to clients about whether I'd be right fit for them or not.
If you're a business that's purely gonna be led on, let's say, growth, growth marketing right now, I'm not gonna be your person-
but I still question whether those businesses should be built like that anyway-
Um, but I suppose in terms of the land of advocacy, like what, what's drawn you to... 'Cause you're social advocacy, right?
What kind of, what in that space has, like really kind of made you latch onto that part of marketing, do you think?
For me, I, I, I, maybe I'm a purist, but I honestly think all brand marketing is rooted in advocacy.
And so yes, it's somewhat, in some businesses considered a division, a department-
... a channel or whatever it might be for, but for me, it's the heart of marketing-
I mean, certainly I spend a lot of time talking to clients about whether I'd be right fit for them or not.
If you're a business that's purely gonna be led on, let's say, growth, growth marketing right now, I'm not gonna be your person-
but I still question whether those businesses should be built like that anyway-
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