Future Proof

When we last spoke to Nick Lawson in Cannes in 2019, the media world looked quite different. In this conversation, recorded in July after Nick’s appointment as Global CEO of MediaCom, he tells Kantar’s Jane Ostler the most common client questions that have been asked during the coronavirus outbreak, and how they are being answered. They discuss the media trends that have been or will be accelerated, the need for more dynamic creative messaging, and the renewed focus on proving marketing ROI. They also talk about how media channels have weathered the COVID-19 storm, changing media usage patterns, and how agency employees are coping with working from home. With so much change in the last 20 years, notwithstanding the current economic crisis, what are the main challenges to marketers, and how can they work better with agencies to achieve increasingly complex goals? Hosted on Acast. See acast.com/privacy for more information.

What happens next? What will change? Of the changes we’ve experienced already, what will persist? One thing is certain: our views on the impact of the pandemic are changing by the day. Looking at pessimistic, optimistic and realistic angles, Rohit Talwar (Fast Future) and J Walker Smith (Kantar) explain their thinking on what the critical shifts are likely to be, what’s going to happen around society and policy, the role of governments in the economy, and of course the implications for business, brands and marketers. The future will depend on decisions and actions taken now (and how quickly they are made), and how long the pandemic lingers; some industries – like some countries – will feel the effects more deeply. But all businesses should be planning for worst-case scenarios, looking at their supply chains and organisational models, and embracing that well-worn marketing buzzword: agility. Our ability to adapt, innovate and learn will be a key factor in resilience and recovery… even if some consumers are left scarred by this ‘Black Swan’ event for many years to come.   Hosted on Acast. See acast.com/privacy for more information.

Co-founder of the Sleeping Giants campaign, and now brand safety consultancy service Check My Ads, Nandini Jammi was a tech marketing generalist until she stumbled into the murky world of online adverts – more specifically, the kind of sites where they could end up. While she admits it’s hard for all marketers to be ad tech experts, she has spent the last 4 years campaigning for brands to proactively check where their ads are placed, and stop supporting websites that promote hate or disinformation. Nandini tells Jane and Felipe about the pitfalls for advertisers when they focus solely on reach, how her campaigning has changed consumer culture, and the “win-win” of clearly aligning your marketing – and online advertising placement – with your brand values. Hosted on Acast. See acast.com/privacy for more information.

As a professional sailor, sailing round the globe, Ellen MacArthur made a revelatory realisation about the wasteful nature of our (centuries-old) linear economy. Ten years on, the Foundation seeks to connect organisations with the right resources to become “restorative and regenerative” rather than “consumptive and extractive”. But what is the economic argument, beyond the social and environmental ones, about moving to a circular economy? Where can brands get started, and how has COVID-19 chivvied them along? And what are brands doing right now to innovate and make sustainable change? Hosted on Acast. See acast.com/privacy for more information.

What is the difference between being “color blind” and being “color brave”? Why does it matter? How can brands be braver when it comes to inclusion, diversity and equity? And what is it about this moment in time that has brought color bravery to the fore? Felipe Thomaz (Associate Professor of Marketing, Saïd Business School) speaks to Melissa Hansberry and Stephen DiMarco from Kantar, about this ongoing work – research into color bravery – and the role of brands in shaping and ultimately improving society. Hosted on Acast. See acast.com/privacy for more information.

As consumer preferences and brand promises shift towards a more sustainable approach – considering and minimising our environmental impact – what changes can we all make to reduce clothing and apparel waste? And how can brands get involved? Eshita Kabra-Davies set up fashion rental app By Rotation in 2019, to allow people to rotate their wardrobes, enjoy luxury brands cost effectively, and reduce their carbon footprint. As the app evolves and the renter and lender numbers grow, she has plenty of interesting insights about what can and should change in the world of fashion, the habits and requirements of modern shoppers, and the importance of community as you build a business. Hosted on Acast. See acast.com/privacy for more information.

Jane and Andrew speak to Jorge Ruiz, Head of Marketing Science at TikTok, about why the app is seeing a surge in popularity, and why it’s ideal for these uncertain times. What is special about the short-form video platform? Why has it been particularly important during COVID-19 lockdown periods? And how can advertisers get involved? Kantar data shows that TikTok has broad appeal, and Jorge discusses why it’s so attractive to so many types of audience, gives examples of engaging campaigns, and explains the best way to approach using the platform.   Hosted on Acast. See acast.com/privacy for more information.

With the fear and uncertainty posed by a global pandemic, Ascential – the company that runs Cannes Lions – this year made the difficult decision to cancel the festival. But what does that mean for the business, for the advertising industry, and for the world of events? We hear from Philip Thomas, Chairman of Cannes Lions and president of Ascential Marketing, on the difficult decision to cancel the event, and the awards. He discusses the digital events they will be running in June instead (Lions Live), the value of having close customer relationships, and what is happening to creativity and brand ‘purpose’ as we address the COVID-19 crisis. Hosted on Acast. See acast.com/privacy for more information.

How do you produce radio in lockdown? When you have committed to keep broadcasting 24/7? Kantar’s Jane Ostler spoke to Steve Parkinson, MD of Bauer Media’s national radio brands in the UK, about the steps they’ve taken, the technology they’ve relied on, and what happens next for the commercial radio stations that are now broadcasting from people’s homes. Steve touches on some of the challenges – like reconsidering obituary procedures, and helping advertisers get the tone of their campaigns right – and the important role of radio during difficult times. With consumption on the rise, how has their approach (to programming, scheduling, news and music rotation) augmented to fit our new daily routines? And what changes (to this very resilient media format) are likely to persist? Hosted on Acast. See acast.com/privacy for more information.

Walker Smith speaks to Joel Benenson, founder and CEO of the Benenson Strategy Group, a leading political and corporate strategist, and formerly American ‘Pollster of the Year’. As the US enters election season, and faces the huge challenge of a global pandemic, how is the relationship between politics and business changing? Joel talks about the state of US politics and levels of polarisation, the affect on brands and the changing nature of customer demand, and the importance of employee sentiment – and measuring that accurately – in building strong brands. Hosted on Acast. See acast.com/privacy for more information.