In this episode of "Chatting at SXSW", Evan Shapiro speaks with Lydia Daly, EVP, Head of Advertising Research and Insights at Paramount, about how brands navigate the rapidly evolving cultural landscape. Daly's team studies audience behaviors, market trends, and cultural shifts to help advertisers make informed, data-driven decisions. She highlights the increasing velocity of cultural change, where trends emerge and disappear quickly, making it challenging for brands to determine when and how to engage. Daly emphasizes that brands must develop social listening capabilities, understand trend cycles, and establish clear brand guidelines to navigate this fast-moving space effectively. She also notes that partnering with established content creators or platforms can help brands stay relevant without taking on the full burden of trend management alone.
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Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/
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Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/
- (00:00) - Introduction and Guest Introduction
- (00:22) - Role and Responsibilities at Paramount
- (01:29) - Audience Insights and Cultural Trends
- (02:03) - Generational Studies and Creative Strategy
- (03:11) - Velocity of Culture and Brand Adaptation
- (04:15) - Brand Strategies and Social Listening
- (05:24) - Understanding Trends and Signals
- (06:23) - Importance of Brand Guidelines
- (07:03) - Working with Publishers and Content Creators
- (07:38) - Panel Discussion and Closing Remarks
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