Uploaded May 2025 | Updated September 2026, 1 hour ago
Welcome back to *Makes You Wonder* - the podcast for marketers, creators, and optimists building at the edge of brand and AI.
In this episode, *Oskar* is joined by *Peter Markey* , Chief Marketing Officer at *Boots*, one of the UK’s most iconic and enduring retail brands. Peter shares a refreshingly human take on how legacy brands can keep pace with culture, tech, and AI - without losing their soul.
From embracing virtual production and personalization to drawing the line on AI-generated models in health and beauty, Peter is clear-eyed about the opportunities and limits of tech in creative work. He also unpacks how improv comedy helped him unlock creativity as a leader, and why soul, emotion, and human connection still matter more than ever in marketing.
In the episode:
👢 Why “Good old Boots” had to become “Wow Boots”
👢 How to embed innovation without losing trust
👢 The real job of a CMO today - and how Peter runs a 150-person team
👢 Where AI helps most: from creative scaling to Co-Pilot-assisted job descriptions
👢 Why marketers should watch *The Mandalorian* and *Pixar* as creative inspiration
👢 Practical advice for CMOs on applying AI without losing your team
Peter also gets personal about:
- Why *Star Wars* changed his life
- How improvisation reshaped his leadership
- The future he’s manifesting for AI in marketing
---
*Where to Find Peter*
💼 LinkedIn: [Peter Markey](linkedin.com/in/petermarkey/)
*Mentioned Media & Campaigns*
- [Boots “Make Magic” Christmas Campaign](boots.com/)
- [Pixar’s Up & Incredibles – emotional storytelling done right]
- [WPP & Boots Campaign Work](wpp.com/)
*Chapters:*
00:00 Intro
01:12 The real job of a CMO in 2025
05:50 Relevance vs nostalgia for legacy brands
10:30 How Peter leads a 150-person team
14:05 The promise (and danger) of AI in creative work
18:40 Virtual production & modern media strategy
21:00 Authenticity, storytelling, and why Up still makes him cry
24:00 Star Wars, improv, and rediscovering play
28:30 Practical advice for marketers adopting AI
33:00 Peter’s prediction for the next 5 years
Welcome back to *Makes You Wonder* - the podcast for marketers, creators, and optimists building at the edge of brand and AI.
In this episode, *Oskar* is joined by *Peter Markey* , Chief Marketing Officer at *Boots*, one of the UK’s most iconic and enduring retail brands. Peter shares a refreshingly human take on how legacy brands can keep pace with culture, tech, and AI - without losing their soul.
From embracing virtual production and personalization to drawing the line on AI-generated models in health and beauty, Peter is clear-eyed about the opportunities and limits of tech in creative work. He also unpacks how improv comedy helped him unlock creativity as a leader, and why soul, emotion, and human connection still matter more than ever in marketing.
In the episode:
👢 Why “Good old Boots” had to become “Wow Boots”
👢 How to embed innovation without losing trust
👢 The real job of a CMO today - and how Peter runs a 150-person team
👢 Where AI helps most: from creative scaling to Co-Pilot-assisted job descriptions
👢 Why marketers should watch *The Mandalorian* and *Pixar* as creative inspiration
👢 Practical advice for CMOs on applying AI without losing your team
Peter also gets personal about:
- Why *Star Wars* changed his life
- How improvisation reshaped his leadership
- The future he’s manifesting for AI in marketing
---
*Where to Find Peter*
💼 LinkedIn: [Peter Markey](linkedin.com/in/petermarkey/)
*Mentioned Media & Campaigns*
- [Boots “Make Magic” Christmas Campaign](boots.com/)
- [Pixar’s Up & Incredibles – emotional storytelling done right]
- [WPP & Boots Campaign Work](wpp.com/)
*Chapters:*
00:00 Intro
01:12 The real job of a CMO in 2025
05:50 Relevance vs nostalgia for legacy brands
10:30 How Peter leads a 150-person team
14:05 The promise (and danger) of AI in creative work
18:40 Virtual production & modern media strategy
21:00 Authenticity, storytelling, and why Up still makes him cry
24:00 Star Wars, improv, and rediscovering play
28:30 Practical advice for marketers adopting AI
33:00 Peter’s prediction for the next 5 years
