Future Proof

As the popularity of adverts and “branded content” declines, and more people use commercial-free streaming services, there is a real opportunity for brands to get in front of audiences with “sponsored entertainment”, says Rupert Maconick, Founder and Executive Producer of Saville Productions in LA. He spoke to Jane Ostler about how brands can get excellent returns from a feature-length documentary (or “doc”), the process of creating one (and getting it in front of people), and how this approach can help brands communicate something about their values and purpose – as long as it is tackled authentically. Hosted on Acast. See acast.com/privacy for more information.

You can’t sum up a continent the size of Africa in three words, says Thebe Ikalafeng, founder and chairman of Brand Africa. But vibrancy, entrepreneurship and resilience do spring to mind, and help characterise and connect this group of dynamic countries. Thebe tells Jane how Brand Africa was launched to inspire a ‘renaissance’ of African brands, and change the narrative around the continent, through the vehicle of brands. In their goal to inspire ‘Made in Africa’ brands, what are the challenges? What role does technology play? And how has COVID-19 affected the long-term outlook? Hosted on Acast. See acast.com/privacy for more information.

Kantar research finds that 88% of consumers want brands to help them be more sustainable. In this episode, Nicki Morley speaks to Catriona Ferris, Consumer Insight Director for Homecare (Europe) at Unilever, about the key aspects of successful sustainable innovation – and why the consumer (and their pain points) must be considered first and foremost. With product and packaging innovation examples, considerations for marketing and communications professionals, and top tips for getting ‘under the skin’ of your customer, Catriona shares elements of Unilever’s ‘learning journey’ and addresses some of the challenges brands might face in balancing cost, performance and environmental credentials. Learn more:  Who Cares, Who Does? Brand Tracking Offer Development Sustainable Transformation Hosted on Acast. See acast.com/privacy for more information.

In this episode, Jane speaks to Daniel Todaro, founder and managing director of Gekko Group, the retail marketing agency specialising in consumer electronics. Dan talks about how brands and retailers can improve the experience for customers in an evolving marketplace, noting that while omnichannel and online shopping has increased in importance, shoppers are still very keen to touch, try and experience a product – so high street retailers have plenty to think about when it comes to satisfying pent-up demand. He also discusses the increased use of electronics at home, how Gekko has delivered training during the pandemic, and the way sustainability and localism will affect retail strategies.   Hosted on Acast. See acast.com/privacy for more information.

Essence is perhaps the original ‘digital-first’ media organisation – but how does it evolve with changing needs? CEO Kyoko Matsushita explains how the global business stays nimble, their shift towards measurement, and how they bring together media, creativity and analytics. She also tells Jane and Seth about what advertising can learn from gaming, what the world can learn from Asia, and how the industry is approaching gender balance and sustainability. Hosted by Jane Ostler and Seth Rogin. Read more on Media Reactions. Hosted on Acast. See acast.com/privacy for more information.

Xaxis is known for programmatic media buying – or ‘transforming digital media into business outcomes’. But how is it managing to balance artificial and human intelligence? Short-term and long-term business outcomes? Brand-building activity and performance marketing? Smart targeting and winning creative? CEO Nicolas Bidon explains how they approach these challenges, as well as those around measurement (with the deprecation of third-party cookies), using first-party data in smart ways, brand safety, and the increasing digitalisation of media channels. Hosted on Acast. See acast.com/privacy for more information.

With online platforms and audiences going through some big changes lately, it could be the ideal time to address or improve your influencer strategy. Karyn Spencer is Global Chief Marketing Officer at Whalar, a global tech-powered influencer agency, connecting brands with top social media creative talent. In this episode, she tells Jane and Felipe about Whalar’s work and mission, including its commitment to supporting Black talent with the Crib Around The Corner, and the huge business opportunity around connecting to more diverse audiences. Karyn talks about the potential journey from social influencer to Hollywood star, the value of authenticity when it comes to brand partnerships with influencers, and why TikTok in particular has been the perfect antidote to a stressful year…  Hosted on Acast. See acast.com/privacy for more information.

It wouldn’t be absurd to think a global pandemic would hit the ad industry. But predictions of 15 or 20% decline turned out to be pessimistic: This Year Next Year, by Brian Wieser, Global President of Business Intelligence at Group M, finds that advertising will end up at declining by “only” 5.8% on an underlying basis in 2020 (excluding-U.S. political advertising). So what HAS the impact of COVID-19 been on media budgets and allocations? Is EVERYONE using digital ads, and how should platforms build better advertising products? And can we reasonably predict what will happen next? Hosted on Acast. See acast.com/privacy for more information.

People listened to more radio during 2020, especially during periods of lockdown. Confined to our homes, we also saw less outdoor advertising. How did brands and media owners deal with the scenario, and make the most of a difficult situation? Oliver Deane, Director of Commercial Outdoor & DAX (Digital Advertising Exchange) at Global, the Media and Entertainment group, tells us what they have seen. He explains how listener behaviour and attitudes have changed, and how radio, OOH, and advertisers have adapted to the challenges of COVID-19. He discusses the rise of digital out-of-home advertising, and the various benefits of this format – along with some examples of how brands are taking advantage of its flexibility.    *Digital listening uplift in 2020 refers to when the UK went into lockdown, 23 March to 31 Dec for 2020 vs. 23 March to 31 Dec 2019.  Hosted on Acast. See acast.com/privacy for more information.

We know from Kantar’s COVID-19 Barometer that social media usage grew during the 2020 lockdowns. But what changes did Snapchat see? We speak to Andy Pang, Head of International Measurement & Insights at Snap Inc., about media consumption habits and the demographics of the Snapchat user base. Andy also discusses how advertisers are using the platform, and the innovative augmented reality ad formats that help them grab attention… and even convert shoppers. Finally, we delve into a study Kantar did with Snap, looking at attention and brand loyalty amongst Snapchat users. Are young people skipping ads and missing the message? And what does the future of Snapchat content mean for brand partners? Future Proof will be back in 2021! Hosted on Acast. See acast.com/privacy for more information.