Brands Can Play the Opposite Role to Caregivers

Series One

This episode of #TheNewAbnormal featured Gideon Wilkins, Head of Research at McCann Central.  (Part of McCann Worldgroup, who have an integrated network of advertising agencies in over 120 countries). 

Prior to joining McCann's, Gideon was the Global Brand Guidance Director at Kantar Millward Brown, based in Shanghai. 

In this podcast, he discusses the findings and implications of some fascinating natural language analysis that the agency has been conducting. 

In doing so, Gideon explains the insights gained via integrating multi-source and AI-analytics in conversational data, regarding the present and future self. 

We debate issues such as clarifying meaningful roles for brands in the context of C19, leveraging a 5C's ethos; and the vital role that disruption plays for legacy and challenger brands, for instance regarding System 1 & 2 thinking.