Eps.48 | Media & Entertainment: Shifting to audience - centric media marketing with Emily Lathem and Giorgio Tacchia

A must-listen for: Marketing technology leaders, broadcast media executives, and digital transformation specialists.

In this episode, Tim Bond speaks with Emily Latham, former head of MarTech at Channel 4, and Giorgio Tacchia, MD at Globant, about the shift from content-first to audience-first strategies in broadcasting. Emily shares how Channel 4 achieved a 36% increase in viewer engagement per marketing pound spent, while Giorgio offers insights from scaling a streaming platform to 60 million users.

Join the conversation as Emily and Giorgio discuss:

- Moving from broadcast marketing to data-led audience engagement

- Building a digital centre of excellence and cross-functional teams

- Using customer data platforms to drive personalised experiences

- The role of experimentation and measurement in marketing

- How generative AI is reshaping content creation and distribution

- The future of synthetic data and audience targeting

Timestamps:

00:00 Introduction to audience life cycle

00:54 Meet the guests: Emily Latham and Giorgio Tacchia

01:35 Shifting from content-first to audience-first strategies

04:59 Challenges in digital transformation

07:48 Building a digital centre of excellence

11:43 KPIs and marketing efficiency

24:58 Leveraging AI in media and marketing

33:33 The future of AI and synthetic data

Want to learn more?

Visit Globant's website: https://www.globant.com

Connect with Emily Latham on LinkedIn: https://www.linkedin.com/in/emily-latham-4a58738/

Connect with Giorgio Tacchia on LinkedIn: https://www.linkedin.com/in/giorgio-tacchia-7a4889/

Connect with Tim Bond: https://www.linkedin.com/in/tngbond/

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