Shaping Company Culture Through Communication
- rebecca7313
- Aug 11
- 3 min read
The maritime industry is no stranger to change. From digitalisation to decarbonisation, we’re seeing traditional practices shift and marketing is no exception. In episode eight of the Social Media for Business podcast, we had the pleasure of speaking with Andy Ford, Managing Director of Wake Media and a founding member of Marketing in Maritime (MiM). We explored why company culture and social media are essential tools for B2B maritime marketing today.
From Marine Engineer to Marketing Leader
Andy’s journey from marine engineer to marketing executive is a lesson in cross functional expertise. With a background at Wärtsilä in engineering, sales, and business development, he brings a deep technical understanding to communications. That foundation has given him a unique perspective on how to bridge the gap between product performance and people first marketing.
“Your people are your brand,” Andy said, emphasising the value of human connection. “Pushing out your company culture externally says a lot. It shows trust. It shows wins. It shows what kind of company you are to work with and for.”
Why Company Culture Needs to Be Seen
One of the recurring themes of our conversation was the idea that internal culture is external marketing.
Andy explained how Wake Media fosters a culture where everyone, regardless of role, feels empowered to contribute and speak up. That inclusive approach doesn’t just create a healthy workplace, it amplifies the brand when team members share authentically on social media.
When employees share their wins, company outings, or just a photo of the office dog (yes, the dog posts always win), they’re humanising the business. And in B2B, where deals are still person to person, that matters more than ever.
Social Media: From Afterthought to Anchor
We used to think of social media as just one spoke in the marketing wheel. But today, it's central.
“Everything is in real-time now,” Andy said. “Social media has become a critical layer in campaign execution, brand awareness, and relationship building.”
What’s more, he noted that B2B and B2C are starting to blend. Platforms like LinkedIn still have a professional edge, but people expect to see people, not just logos. That means businesses need to enable their teams to be visible, authentic, and active online.
This aligns perfectly with what we preach at Innov8 Social: social isn’t just a megaphone; it’s a mirror. And a human one at that.
The Rise of P2P (People to People)
As marketing becomes more personal, Andy pointed out that traditional distinctions are blurring. B2B buyers want the same level of authenticity and emotional resonance as B2C consumers. That means businesses must strike a balance between “science and emotion” in their messaging, yes, even in maritime.
“Some people like video. Some like text. Some want carousels. You’ve got to tailor your content to the person behind the job title,” said Andy.
Automation, Strategy, and Self-Awareness
As marketing becomes more complex, automation tools are essential. Wake Media has built a tech stack that supports content distribution, analytics, CRM, and marketing automation. But Andy also shared a candid insight:
“We do a fantastic job for our clients, but we forgot about our own marketing for a while.”
That’s a familiar story for many SMEs. We’re often so focused on delivering for others that we neglect to apply the same magic to ourselves. But as Wake Media ramps up its own internal marketing strategy, they’re seeing first-hand how aligning culture and comms boosts business credibility and lead generation.
Marketing in Maritime: A Breath of Fresh Air
We closed the episode with a deeper look at Marketing in Maritime (MiM), a collaborative, non biased community created to connect and empower marketers across the maritime industry. Born out of a vision by the late Steve Parks, MiM has become a hub for learning, sharing, and growing, regardless of company size or seniority.
The next event is taking place at London International Shipping Week on 17th September 2025, and seats are already filling fast. Visit mimcrowd.com for details
Final Thoughts
If there’s one takeaway from this episode, it’s that great marketing is built on people, not just products. Whether it’s culture, content, or collaboration, businesses that show up authentically, empower their teams, and adapt to evolving platforms will win.
And for the maritime world? The tide has already turned.
Connect with Andy Ford
Don’t forget to subscribe to the Social Media for Business podcast for more expert interviews like this one!
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