The Bottom Line

Whether it’s McDonald’s and Cadbury or H&M and Karl Lagerfeld, brand collaborations are booming. From food to fashion, homeware to movies, why are partnerships having such a moment and what makes some 'collabs' succeed while others fail? Evan Davis and his guests explore the deals, the strategies and the creative thinking that turn collaborations into commercial successes. They also consider the consequences of what happens when things don't go to plan?
Guests:
Karen O’Rourke, Managing Director, H&M, UK and Ireland
Gill Williams, head of partnerships, tpf
Rita Clifton, branding expert, former London CEO, Interbrand
Presenter: Evan Davis
Producer: Nick Holland and Sally Abrahams
Sound engineers: James Breard and Andy Garratt
Production co-ordinator: Katie Morrison
Editor: Sam Bonham

What does it take to drill oil out of the ground and then refine it into petrol, jet fuel or other petrochemical products? The world currently uses about a hundred million barrels of oil a day. However, the daily flow has been affected by the closure of the Strait of Hormuz. A fifth of the global supply normally passes through the waterway in tanker ships, but it's been blocked since the end of February 2026. How has the industry adapted?
Guests:
Nick Bone, Fuels Industry UK
Luke Johnson, Director of OPC
Edward Hayden-Briffet from Onyx Capital
Presenter: Evan Davis
Producers: Sally Abrahams & Nick Holland
Sound: Dave O'Neill & James Piper
Production Coordinator: Katie Morrisson
Editor: Sam Bonham

The 2026 London Marathon saw new world record times set in both the men's and women's events. Eyes weren't just on the winning athletes but also on the Adidas trainers they were wearing. So what goes into designing and making a pair of trainers and why have some of them become so expensive to buy? Global sales for trainers are in the tens of billions of dollars with hundreds of new styles being produced every year. How does the industry keep up with demand and stay on trend? Giant companies like Nike and Adidas, who dominated the industry for decades, can no longer take anything for granted. Newer brands like On and Hoka have managed to break through and are shaking things up. How have they managed to do it? Evan Davis gets some insights and answers from people who work in the industry.
Guests:
Tony Evans: Managing Director of Jacobson Group
Tom Astrella: Co-founder The Footsoldiers
Wayne Edy: Founder and CEO of Inov8
Presenter: Evan Davis
Producer: Sally Abrahams & Nick Holland
Sounds: Dave O'Neill and Frank McWeeny
Editor: Sam Bonham

Evan is joined by a panel of top entrepreneurs to answer your listener questions.
How do you make your business stand out in a crowded market? Where can you find the information you need to start your own business? Why don't we hear about the failures along the way to success? And how do you know which risks are worth taking?
Evan and his guests answer listeners' questions and discuss the ins and outs of starting your own business, as well as the unique challenges of being an entrepreneur.
Guests:
Trinny Woodall, CEO and founder of Trinny London
Sarah Willingham, CEO and founder of Nightcap
Brent Hoberman, serial entrepreneur and investor
Production team:
Presenter: Evan Davis
Producer: Mhairi MacKenzie
Production Co-ordinator: Katie Morrison
Sound engineers: Jack Graysmark and Dave O'Neill
Editor: Matt Willis
The Bottom Line is produced in partnership with The Open University

From smartphones to trainers, confectionary and cleaning products, we live in a culture of constant updates. Companies reformulate, redesign and refresh their products in a continuous race to stay ahead. But how are those decisions made? What counts as meaningful improvement and how much is designed to make last year’s version feel old? Evan Davis and guests discuss how products evolve and why standing still is the fastest way to fall behind.
Guests:
Tom Moody, Senior Vice President and Managing Director, P&G (Proctor & Gamble) Northern Europe
Dr Garry Moppett, Senior Director of Research & Development at Mars
Dave Ward, UK and International Managing Director, Amazon Ring.
Production team:
Presenter: Evan Davis
Producer: Sally Abrahams
Sound engineers: Lee Wilson and Donald MacDonald
Production co-ordinator: Katie Morrison
Editor: Matt Willis
The Bottom Line is produced in partnership with The Open University