Future Proof

The Racing Post was set up in 1986 to provide expert insights to fans of racing. But how does it approach marketing today? What does the future look like for the publisher? And how is this digital transformation linked to the internal culture of the business? Louise Agran, CMO at the Racing Post, gives Andrew Stephen and Amy Cashman the lowdown on the business model at this heritage brand, the pros and cons of a very engaged audience, and the work she’s done to embed new values – ‘postmarks’ – in the business. Hosted on Acast. See acast.com/privacy for more information.

Can we use machine learning algorithms to better understand consumers? How they truly feel, simply by looking at their face or reading their Tweets? If not, why not? Dr Natalia Efremova of the University of Oxford talks about the current research, the potential of AI and machine learning, and the power it might have not only in marketing but in achieving social goods. She also touches on why it’s so difficult to get sophisticated information from algorithms, how to avoid bias, and the importance of education in order to get this right.  Hosted on Acast. See acast.com/privacy for more information.

How can we measure creativity? It's a big question, and a big challenge - but one that WPP's Perry Nightingale is keen to answer (with a little help from Oxford University and the Future of Marketing Initiative). In the second part of Andrew and Jane's conversation with Perry, we hear about Perry's creativity school, infusing creativity into an organisation, what has changed in the last 10 years (and what might happen next), along with Perry's views on how advertising agencies can find, encourage, retain and empower creative people. Hosted on Acast. See acast.com/privacy for more information.

Kirk McDonald, CMO of advertising and analytics company Xandr, talks to Jane Ostler in Cannes about his views on the digital landscape – how digital advertising is analogous to the food supply chain, why Xandr’s mission is to ‘make advertising matter’, and how a great user experience can go hand in hand with effectiveness for marketers and efficiency for publishers. Kirk believes we can use technology in smart ways to deliver highly personalised ads, but he argues that the whole industry should endeavour to make things simpler, reduce the jargon, and acknowledge that data isn’t everything. Read the latest relevance report from Xandr and Kantar.  Hosted on Acast. See acast.com/privacy for more information.

There is a lot of disruption in the world of ‘mobility’ – but what does that actually mean? What does it take to launch a ‘mobility’ product? How will marketing teams encourage consumers to adopt new platforms and travel methods, including autonomous vehicles? And what do these innovations mean for traditional car and transport brands, other types of businesses, and society at large? Mat Heinl, CEO of Moving Brands, talks cars, sandwiches, horses and ice cream vans with Andrew and Jane. Hosted on Acast. See acast.com/privacy for more information.

There is a lot people don’t know about eBay, says Gareth Jones. In order to bust some of those myths – around things like delivery and newness – the online shopping platform is spending more and more on traditional media channels like radio and TV. Telling these stories and reaching a wider audience is helping them achieve longer term success, he explains, and complements their digital advertising approach nicely. So how does it work? How can “digital” principles be applied to things like radio and TV ads? How is it all measured? And what’s next for eBay? Hosted on Acast. See acast.com/privacy for more information.

Technology and data now sit at the heart of marketing, and AI has quietly embedded itself in our culture. But how can we use it to produce adverts that make an impact? Why is human creativity still important? And what are the big questions we need to be asking about evolving technology... not just from a business perspective, but for society as a whole? In part one of a two-part discussion, Perry Nightingale shares his wisdom with Professor Andrew Stephen and Jane Bloomfield. Hosted on Acast. See acast.com/privacy for more information.

If enjoying food makes us choose to consume more of it, then learning how to trigger greater levels of enjoyment could be a valuable tool in a brand’s repertoire. How can you encourage consumers to buy, consume and enjoy your products? What if they really think they won’t like the flavour combination? And why do choices around packaging – size, wording and related ‘content’ – matter? Andrew and Tara talk to an expert, Dr Cammy Crolic, to find out. Hosted on Acast. See acast.com/privacy for more information.

How do you bridge the gap between creative and media teams to deliver more effective campaigns? How do you encourage users to actually watch a video ad on their mobile device? And how do you achieve mass reach without losing personalised, contextual relevance? These are just some of the questions Jane and Felipe discuss with Grant Gudgel, the head of Teads Studio in North America. They talk AR, AI, chatbots, interactive creative, user friendliness and the sound on/sound off debate, to understand how the industry at large can innovate to make online advertising better. Hosted on Acast. See acast.com/privacy for more information.

What makes Pinterest different to other platforms? Jon Kaplan, Global Head of Partnerships, explains to Jane and Felipe how users (or Pinners) actually appreciate content from brands on this channel, as they find inspiration for everyday products, seasonal ideas, or major life moments such as planning a wedding, a new baby, or house renovations. Jon tells us what innovations are new and coming soon, why these changes make Pinterest an even better place to advertise, and how marketers can make the most of the platform. Recorded live in Cannes in June 2019.  Hosted on Acast. See acast.com/privacy for more information.