The Media Leader Podcast

This episode was produced in partnership with Channel 4Channel 4's chief commercial officer Rak Patel and head of sales strategy Sam Hicks join Jack Benjamin for a conversation in the south of France during the Cannes Lions International Festival of Creativity.UK broadcasters stole the show this week, with Channel 4, ITV and Sky announcing a pioneering collaboration with Comcast Advertising to provide a self-serve TV ad marketplace aimed at making TV more accessible for small and medium-sized businesses.The pair speak about why the collaboration is a gamechanger for the TV market, how Channel 4 is reaching Gen Z viewers across a variety of platforms and what sets the broadcaster apart from its competitors.Highlights:3:56: A new marketplace for SMEs to buy TV7:33: Reaching Gen Z with trusted content12:50: Investing in nations and regions15:16: The uniqueness of Channel 4's inclusive mission and business model18:17: Cutting through the digital noiseRelated articles:Channel 4, ITV and Sky roll out ad marketplace to attract new advertisersShared garden trumps walled garden: UK broadcasters join forces to tell TV storyChannel 4 moves into in-house production amid flat revenue growthChannel 4 commercial chief: Advertisers chase ‘cheap reach’ at Gen Z’s peril---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Brands are navigating choppy waters this year amid macoreconomic uncertainty, meaning media strategies are having to remain nimble and adaptable.One brand that has an especially interesting challenge is Hasbro. The toy company owns a huge swathe of major brands and intellectual property – much of it primarily consumed by children – and managing the portfolio and the different media tactics needed across those brands presents unique obstacles and considerations.Jennifer Burch and Kristina Fields are both senior directors of global media at Hasbro. They join Jack Benjamin to discuss how they are currently working to balance investment across brand and performance media throughout their portfolio to appeal to kids through various media channels without explicitly targeting them.The duo also speak about how they’ve been responding to the unpredictability of US president Donald Trump's tariff plans, how their relationship with agencies has changed over time and the importance of brand safety.Highlights:4:29: Managing different brands in Hasbro's portfolio across brand and performance12:04: How Hasbro's relationship with agencies has changed over time19:00: Considering brand safety as well as reaching kids and their parents across different media channels41:28: How tariff uncertainty is impacting media strategy and investmentRelated articles:WPP Media downgrades ad growth forecast amid macro chaosChannel 4 commercial chief: Advertisers chase ‘cheap reach’ at Gen Z’s perilForget the ‘good old days’: What Gen Z’s financial outlook means for brandsBrands must understand the ‘interesting disparity’ of Gen Alpha---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

There is a lot going on at Paramount. There's a proposed merger with Skydance on the horizon, a sudden change in its media agency, strong growth for Paramount+, managing a rebrand with 5 – and it’s all happening against a challenging TV ad market.Amid the state of play, Paramount president of international ad sales Lee Sears joins Jack Benjamin to unpack how he and his team are working to drive revenue growth across the recently rebranded 5, streaming service Paramount+ and FAST service Pluto TV.The pair also speak about the state of the streaming market, how Paramount is looking to simplify TV buying for advertisers – including increasingly SMEs – and what clients are saying about the ongoing Skydance merger.Highlights:7:02: Paramount's opportunity in the long tail18:18: Managing 5's rebrand22:40: Growing audiences and reducing churn for Paramount+33:00: Has the potential Skydance merger impacted commercial conversations?35:12: Consolidating Paramount's portfolio for brandsRelated articles:Paramount+ sees double-digit user growth amid flat Q1 for SVODParamount to handle sponsorship on 5 as it offers brand partnerships exclusivelyParamount+ launches cheaper ad tier in the UKChannel 5 to become just ‘5’: UK PSB’s first ‘unified’ rebrandThe Fishbowl: Lee Sears, Paramount---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

We all get older and with age comes wisdom and, especially today, a whole lot of purchasing power.But the ad industry is appearing to suffer from a severe bout of ageism. According to the latest IPA Agency Census, just 8% of people working in agencies in the UK are over the age of 51. Meanwhile, over-51s account for over 33% of the overall UK workforce and 22% of the information and communication sector.To consider the issue in more detail, the IPA released a report in April titled Time for Some New "Age Thinking". Its author, Anna Sampson, is an industry consultant, former agency research lead and has previously written extensively for The Media Leader.Sampson sits down with Jack Benjamin to unpack why media is skewing so heavily towards younger employees, what it risks losing without more experienced people and how leaders can develop strategies for supporting age inclusion even amid lay-offs at major agencies.Highlights:1:50: Age demographics in the UK ad industry6:40: Navigating change amid agency lay-offs and AI efficiencies13:12: What do you lose by not having enough staff who are over 51?18:06: Strategies for age inclusion22:51: Advice for those facing redundancyRelated articles:Jan Gooding: The one unavoidable discrimination we’re guilty ofNicola Kemp: The future of media is not Group MenAlly Owen: You peak in media at 34... by 45 you're invisible---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

There is an interesting tension brewing between broadcasters and platforms as we enter into a rapidly shifting era of media consumption.The two types of media owners are increasingly working together. Incremental audiences are being found by the likes of ITV and Channel 4 on YouTube. News publishers are needing to disseminate information to especially young consumers via TikTok, Instagram and Snapchat. Podcasts, including this one, can be found almost anywhere. Spotify is pivoting to video and Channel 4 is leaning in, recently announcing it is now putting video programming on the platform in a UK broadcasting first.This is all occurring even as more traditional media channels continue to bang the drum about the negative side of social media, including the lost attention spans, misinformation and lack of adequate content moderation.What does the future of this relationship look like? How are both groups adapting to changing media consumption habits? Does creative ideation need to change? Can broadcasters monetise audiences on platforms effectively or will they merely serve as avenues for marketing and distribution?Last month, at The Future of Audio and Entertainment conference, Jack Benjamin was joined by TikTok's Trevor Johnson, Spotify's Ed Couchman, Global's Katie Bowden and BBC Studios' Jasmine Dawson to discuss this topic.Highlights:1:36: Changes to media consumption in recent years7:10: Standing out among the noise of the creator economy12:46: Can platforms be more than a discovery or marketing tool for broadcasters?20:36: How measurement efforts need to adapt to multimedia distribution28:06: Commerce, creators and new competition: how media consumption will change in the next five yearsRelated articles:Channel 4 to launch video programming on SpotifyHow Spotify is ‘removing friction’ to pursue the long tailITV finds incremental reach on YouTubeAre you ready for social media’s programmatic shift?---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

It’s not often you hear of a media agency going out and acquiring a venture capital fund. But in February, independent shop MNC bought Grwth, a VC fund with a focus on consumer brands.Luke Bristow, who has been MNC’s CEO for nearly a year, told The Media Leader at the time of acquisition that the model gives MNC skin in the game with clients.“It’s a great way for us to not only have an exciting external-facing proposition, but actually for us to put our money where our mouth is,” he explained.Now, a few months after the deal closed, Bristow catches up with Jack Benjamin to discuss how it has changed the strategy for MNC and how the agency now approaches clients.In a wide-ranging conversation, the pair also speak about the rapidly changing media agency landscape, where indies see opportunities for disruption and what consolidation among holding groups means for advertisers.Highlights:1:28: Bristow's background and belief in the indie proposition12:03: The strategy behind acquiring a VC fund24:10: How the client proposition has changed37:01: The current agency landscape: principal media, consolidation, opportunities for indies50:13: Becoming a talent incubator amid industry lay-offsRelated articles:Why MNC is kicking off an acquisition drive by buying a VC fundAI and curation are the media agency evolution imperativesUncertainty and soft guidance as holding groups struggle for growth in EuropeGroupM to retain agency brands as ‘client service brands’---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Something big is going on in Austria.Last year, Austrian broadcasters and media buyers launched an upgraded linear TV audience measurement system and adopted a whole new currency. Austrian advertisers can now access real-time audience data on linear TV. Not addressable TV, streaming or programmatic. But for the purpose of advertising, linear is now acting a lot more like digital.Sebastian Hinterstoisser is CEO of TV Insight and the developer behind the project when it was commissioned by Red Bull. Tom Peruzzi is board member of the project’s adtech partner Virtual Minds.The pair join host Jack Benjamin to discuss why the time was right for a new linear measurement solution, the technological developments that enabled it, the collaboration required to adopt a new TV currency, the initial implications of the initiative, and whether the tech might come to more markets in the near future."What if you would be able to really digitise and better monetise traditional linear TV?" Peruzzi asks rhetorically."You have a very strong product — you have the reach, you have all the brand safety, you have the lean-back moments — what was missing, maybe, was the easy access to that inventory. We can bring that in."Highlights:2:08: Why did Red Bull commission a new linear TV measurement project?10:50: Collaboration needed in launching a new currency16:51: Building a synthetic people meter21:31: Implications of digitising linear TV buying31:51: Bringing this innovation to new marketsRelated articles:All you need to know about Austria’s broadcast TV world firstHow will TV finally get the measurement it deserves?ITV MD: TV should go after ‘FELT’ brandsNow is the moment for broadcasters to take control of cross-screen TV measurement---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

How do brands keep up with social trends? It’s a perennial question in an era marked by the sheer speed at which social media moves.But as brands continue to lean further and further in to advertising on platforms and with creators, it’s important to understand best practice for driving positive outcomes, especially as metrics like views and impressions become less valuable than building and speaking to online communities.Melissa Chapman is CEO of Jungle Creations, a publisher-powered social and influencer agency that is home to brands including Twisted, VT and Four Nine.She joins Jack Benjamin to discuss how brands are challenged to reach young, increasingly niche- and community-focused audiences across different platforms.The pair chat about Jungle's diversified business strategy, the future of the creator economy, the relative importance of brand safety and how a recent ADHD diagnosis has given her a new perspective on the work-life balance and leadership.Chapman argues: "I think in the future, brands are not going to be like: 'How can I work with creators?' It's going to be: 'How can I become a creator?'"Highlights:4:04: Chapman's business strategy and leadership style15:41: Why measuring views matters less than building community22:40: How can brands work better with influencers?26:28: Brand safety and managing risk31:11: The future of the creator economy: AI, long-form content and optimising performance43:50: Supporting neurodiversity in mediaRelated articles:Are social media apps now so similar we can’t tell them apart?So Unilever is upping social spend. But how much will make it to influencers?‘Positive’ platforms improve purchase intent, Pinterest saysAre you ready for social media’s programmatic shift?---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Ahead of The Future of Brands on Tuesday, Jack Benjamin is joined by Specsavers head of media, connections planning and insights Ian Maybank to discuss how the retail chain has built a strong brand through media investment.The pair speak about how brands can work to bring creative and media closer together, the importance of consistent brand messaging and humour, and how agency-client relationships have changed and are likely to change in the near future.Maybank also explains why he believes media trading is likely to consolidate, how in-housing has helped Specsavers' creative process and how AI could impact agency remuneration."The bedrock that great work comes from hasn't changed," Maybank says. "It's still built on trust, creativity and having strong relationships and partnerships — even at a time when there's lots of headwinds."Highlights:6:21: How "consistency" of Specsavers' brand platform and humour have led to sustained marketing success10:05: Bringing media and creative closer together16:23: Agency-client relationships: what's changed and what's stayed the same23:02: In-housing and AI28:57: What does an ideal media mix look like in 2025?Related articles:Don’t forget retail media’s brand-building powerForget the ‘good old days’: What Gen Z’s financial outlook means for brandsRethinking agency remuneration in 2025 — with MediaSense’s Ryan Kangisser---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Social media gets a lot of flak. Its critics accuse platforms of causing massive negative externalities on society – everything from crumbling democracies to mental health crises gets blamed on social media.And “social media” as a term has even become so toxic that social media companies themselves prefer to call themselves anything but “social media”. The tagline to Snapchat’s marketing campaign last year was: “Less social media. More Snapchat.” TikTok calls itself an entertainment platform.But does social media need to be this way? Perhaps not.WeAre8 is a challenger platform that wants to prove social media can have a positive social impact. The platform has a unique opt-in advertising experience that enables users to be paid to watch ads, with proceeds optionally donated to charities of their choosing.The startup calls itself “The People’s Platform” – but does it have the requisite scale to attract advertisers looking for strong business results and not just a morally driven goal of spending with supposedly nicer players?Laura Chase, WeAre8’s UK managing director, joins host Jack Benjamin to explain the app's features, commercial model and how it is working to attract investment from brands."We can fix big problems by watching ads," she says.During the interview, Chase also reveals that WeAre8 is launching a voice note ad product in time for less healthy food ad restrictions.Highlights:5:12: WeAre8's mission to "bring the best of social" while removing "the bad bits"9:34: Scale, product development and brand-safety efforts15:12: WeAre8's opt-in ad model: control, effectiveness and charitable benefits28:44: Supporting publishers and partnering The Independent on Bulletin38:09: Moving beyond algorithmic feedsRelated articles:‘This is for everyone’: Tim Berners-Lee is continuing his search for a benign online world‘Positive’ platforms improve purchase intent, Pinterest saysThe Fishbowl: Laura Chase, WeAre8---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader