Digital Changemakers (JCDecaux UK)
Explore every episode of Digital Changemakers
| Pub. Date | Title | Duration | |
|---|---|---|---|
| 02 Nov 2022 | 5 Megatrends Curious Marketers Should Know. | 00:37:38 | |
The pressure to cut costs and regrow margins is fierce, but are boards being penny wise and pound foolish? Find out how to put yourself in the best position to take positive action for business results. Rajvi Kantaria (JCDecaux) joins award-winning Analyst, Ian Whittaker, to discuss why Advertisers and Marketers are facing one of the most complex macro-economic landscapes of our time. They discuss 5 megatrends in advertising and highlight opportunities for serious marketers to demonstrate their impact on long term business growth. To download related research and case studies, please visit https://changemakers.jcdecaux.co.uk Hosted on Acast. See acast.com/privacy for more information. | |||
| 02 Nov 2022 | Don’t panic! How to navigate a recession. | 00:22:24 | |
The threat of recession is enduring, and the data shows a clear polarisation in consumer spending. Some are switching to lower cost alternatives while others are joining waiting lists for Swiss watches. Brands should resist the urge to panic and consider how they move forward with their consumer base. In this bonus episode Ian and Rajvi discuss how to switch our mindset from consumer to investor to set ourselves up for success during an economic downturn. To download related research and case studies, please visit https://changemakers.jcdecaux.co.uk Hosted on Acast. See acast.com/privacy for more information. | |||
| 15 Nov 2022 | Leaking Ad spend, a billion-pound problem for advertisers. | 00:26:04 | |
Did you hear about the PWC study showing 15% of UK digital advertising spend falls into an unknown delta? Award-winning Analyst, Ian Whittaker, discusses the report findings with Sam Tomlinson, who led the report-writing team at PWC. Hear how the Advertisers that are paying attention to this unoptimised ad spend are the ones who are reaping the benefit, but they are in the minority. Blaze a trail in your organisation by learning how to implement more sophisticated econometric modelling, measure the long term effect of sales and block leaking ad spend. To download related research and case studies, please visit https://changemakers.jcdecaux.co.uk Hosted on Acast. See acast.com/privacy for more information. | |||
| 21 Nov 2022 | Learn the Language of the CFO for Success in the Boardroom. | 00:24:51 | |
Ian Whittaker (Liberty Sky Advisors) and Sam Tomlinson (PWC) discuss the tools that persuade Boards to treat marketing as a long-term investment rather than a cost. Hear about the psychology and motivations of the CFO, the accounting practices behind advertising spend, econometric modelling, and using the right financial language to execute a successful long term investment case. Smart brands are treating advertising investment in this way, but can marketers and advertisers arm the CFO with the right information and data to convince the wider investment and analyst community? Hosted on Acast. See acast.com/privacy for more information. | |||
| 29 Nov 2022 | Why marketers should talk in numbers, not crayons. | 00:29:01 | |
Award-winning Analyst, Ian Whittaker, interviews Mark Evans, Managing Director of Marketing and Digital at Direct Line, on how he changed Boardroom perceptions of Marketing from a cost to an essential investment for long term growth. Follow Mark’s top tips on how to build a Marketing Effectiveness programme, change the language marketers use, adapt company culture and ultimately how to make Marketing investment a Board priority. You too could change the perception of marketing being a “colouring in” function to being an essential growth driver. To download related research and case studies, please visit https://changemakers.jcdecaux.co.uk Hosted on Acast. See acast.com/privacy for more information. | |||
| 06 Dec 2022 | Digital is the new traditional - brand channels’ latest digital capabilities. | 00:30:44 | |
The IAB has officially classified Digital Out of Home and Broadcast Video on Demand as digital channels due to the latest capabilities. But how easily is this being accepted within the industry? Award-winning Analyst, Ian Whittaker, is joined by IAB CEO James Chandler, PWC’s Steph Claxton and Jawad Safdar, Hyperoptic Broadband, where they discuss the concept that digital campaigns can extend beyond performance channels due to capability advancements in traditional media. They debate the opportunities and challenges the industry faces and how you can take this forward for your organisation. Hosted on Acast. See acast.com/privacy for more information. | |||
| 13 Dec 2022 | An expert guide to multi-channel measurement. | 00:28:36 | |
In Multi-channel marketing, the biggest question to be answered is how can it be measured? As traditional channels like Out of Home advance in their digital capabilities, evidence-based measurement is as important as the capabilities themselves. In this episode Ian Whittaker interviews Andy Brown, ex global CEO of Kantar about how the industry is performing in terms of measurement and the effect that channel silos are having on progression in the area. This is a frank and informative conversation about challenges, opportunities and how to take a holistic approach to measurement. To download related research and case studies, please visit https://changemakers.jcdecaux.co.uk Hosted on Acast. See acast.com/privacy for more information. | |||
| 17 Jan 2023 | Location-based advertising, a 17.78% CAGR growth market worth £76.4bn globally. | 00:16:52 | |
Your local Out-of-Home poster is now a live data source that segments and targets its audience. Digital capabilities are radically changing how multi-channel marketing campaigns are planned, but one of the biggest questions is - how can they be measured? Ian chats with Chris Felton, Director of Data and Insight at JCDecaux about how Digital Out-of-Home is using data to deliver evidence-based results and improve multi-channel marketing measurement across the industry. To download related research and case studies, please visit https://changemakers.jcdecaux.co.uk Hosted on Acast. See acast.com/privacy for more information. | |||
| 24 Jan 2023 | Adapt or Die: The Macroeconomic and Structural changes affecting Advertising today. | 00:35:43 | |
The macroeconomic effects being endured by the ad industry are commonly documented in recent years, but are there more fundamental structural changes underway? Daniel Knapp, Chief Economist for the International Advertising Bureau shares his insights on where ad markets are heading, and the recipe companies can follow to keep up. Slowing digital ad performance, unrealised ecommerce forecast, and social media content disruptors are requiring advertisers to rethink strategies. Listen to what Ian and Daniel have to say and how you can steer your marketing plan to remain competitive. Hosted on Acast. See acast.com/privacy for more information. | |||
| 02 Nov 2022 | Digital Changemakers channel trailer. | 00:01:05 | |
JCDecaux in collaboration with award-winning analyst Ian Whittaker, brings a brand-new podcast series, called Digital Changemakers
This podcast key concepts from Ian’s report, Pandemic: Pause or Play where he explores the 5 megatrends facing marketers today in their quest for brand growth. With Ian’s thought-provoking commentary and challenging questions, you’ll discover new ways you can approach conversations with the CFO and prove why advertising is important and how it drives shareholder value.
Ian Whittaker brings 20 years of experience across digital, media and marcoms, identifying the latest digital trends and economic analysis. Ian’s interviews special industry guests who are driving change and innovation in the industry. This network of experts can help our customers navigate what could be the most complex macroeconomic landscape of our lifetime. To download related research and case studies, please visit https://changemakers.jcdecaux.co.uk Hosted on Acast. See acast.com/privacy for more information. | |||
| 07 Feb 2023 | The Public is your only critic. | 00:32:50 | |
Ian chats with Zoe Harrison (1854) and Janet Guest (JCDecaux) to discuss the annual national photography competition Portrait of Britain. The joint venture between JCDecaux and the British Photography Journal uses out of home screens to turn Britain into a national gallery, showcasing people across genders, geographies and generations. Photos of the public, by the public, in public, serves as a reminder of the broadness and diversity of audiences across the country. Find out how you can use the power of the public screen to amplify your message across every diverse audience in Britain today. Hosted on Acast. See acast.com/privacy for more information. | |||
| 07 Mar 2023 | Pause. Assess. Be Bold. Repeat. | 00:24:42 | |
Ian chats with Kelly Parker, CEO of Wavemaker to discuss new ways for marketers to think about driving exponential growth. Since the industry has been in a constant state of flux over the past few years, Kelly’s gives her observations on how marketers’ behaviours have changed over the last few years, and who is standing out for the right reasons when it comes to growing brands. Listeners can use these challenges to their advantage to act boldly and step up their advertising strategies. Exponential growth requires uncomfortable change - are you bold enough? Hosted on Acast. See acast.com/privacy for more information. | |||
| 04 Apr 2023 | The £4.5bn untapped market: Results speak louder than words. | 00:47:15 | |
In this unmissable conversation about the Multi-Ethnic consumer, Ian chats with Lydia Amoah, CEO of Backlight and author of the acclaimed Black Pound Report. With a disposable income of over £4.2Billion annually, the Black, Asian and Multi-Ethnic consumer is without a doubt one of the most untapped audiences within the UK. Lydia is recognised as one of Britain’s leading authorities on diversity, equity and inclusion (DEI) and shares her experience dealing with brands who have not only adopted the moral obligations behind DEI, but have capitalised on the economic reasons and driven growth in their bottom line. Can your brand afford not to invest in this audience? Listen now to find out more. Hosted on Acast. See acast.com/privacy for more information. | |||
| 01 May 2023 | Marketing shouldn’t be left to the marketing department. | 00:28:51 | |
Today Ian interviews Mai Fenton about the tactics marketers can use to challenge the oversimplified rhetoric that marketing can be done by anyone and prove the value of marketing and advertising for the business. Especially helpful when budgets are under pressure in today’s economy. Today’s expert guest is Mai Fenton, CMO at Superscript is a marketer all-too familiar with the Boardroom. Mai has been named CMO to Watch, Revenue Marketing One to Watch and a Top 30 Most Influential Fintech Marketers. Hosted on Acast. See acast.com/privacy for more information. | |||
| 06 Jun 2023 | Google and JCDecaux: Black, Asian and Multi-ethnic Disruptors | 00:28:39 | |
Ian is joined by Precious Oyelade from The Google for Startups Black Founders Fund and Thanh Catachanas from JCDecaux Reach to continue the conversation about reaching and commercialising diverse and inclusive audiences, with two successful examples of new programmes to inspire marketers. The Google for Startups Black Founders Fund and JCDecaux Reach are hugely successful programmes designed to support brand growth for Black, Asian and Multi-Ethnic brands, helping them scale and grow by reaching their chosen target audiences through Capital Investment and the Power of the Public Screen. What can big brands learn from the disruptors in this space? Hosted on Acast. See acast.com/privacy for more information. | |||
| 11 Jul 2023 | Summer Series: Scaling your brand with the power of the public screen | 00:21:22 | |
How do you build brand fame for a product that is often considered taboo? Ruby Raut, FemTech pioneer and founder of WUKA, joins Thanh Catachanas, part of JCDecaux UK’s Reach programme, to discuss her ambition to put an end to period shame and encourage women to use her sustainable period pants. Getting the message out to her audience is key and she shares how Out-of-Home will help her take her brand to the next level and talk directly to her target audience. Ruby talks about her brand’s origin story, having to use old sari rags growing up in Nepal and how that ultimately sparked her desire to create an eco-friendly period care brand. Hosted on Acast. See acast.com/privacy for more information. | |||
| 19 Jul 2023 | Summer Series: Using Out-of-Home to build a brand | 00:23:08 | |
Visionary businesswoman Anna Samuels, founder of Boxx, talks with Thanh Catachanas, Head of JCDecaux UK’s Reach programme, designed to support brand growth for Black, Asian and Multi-Ethnic brands, about her goal to make boxing-inspired fitness accessible to everyone and how using Out-of-Home will enable her to build her brand.
A former chartered accountant, Anna saw a gap in the market when she was on maternity leave and launched Boxx, which champions fitness wherever you are, be it on the the Boxx+ app or in her East London studio. Now she’s ready to take her brand to the next level with OOH. Hosted on Acast. See acast.com/privacy for more information. | |||
| 26 Jul 2023 | Summer Series: Cutting through with Out-of-Home | 00:33:13 | |
Ugo Agbai, Co-Founder of Ruka Hair, joins Thanh Catachanas, from JCDecaux UK’s Reach programme, who are on a mission to create the definitive hair brand for Black women nationwide. The pair talk about the power of the public screen and how Out-of-Home will be key in scaling up and buildingbrand fame. Launched during the pandemic and a recipient of the 2022 Google for Startups Black Founders Fund, RUKA Hair focuses on bringing the latest science and innovation to the treatment and management of curly, coily and wavy hair. Now they’re bringing their brand to a national audience with their upcoming OOH campaign, giving them unprecedented scale and reach. Hosted on Acast. See acast.com/privacy for more information. | |||
| 08 Aug 2023 | Giffgaff talks people, planet and profit. | 00:23:48 | |
How do you balance business growth with sustainability – or does sustainability drive the bottom line? Giffgaff balances people, planet and profit with equal value and effort. Having launched a call-to-arms to market for brands to bring sustainability higher up their agenda when it comes to media planning, JCDecaux welcomes a true pioneer in the space. B Corp-certified and very much focused on long-term cultural change, giffgaff’s Georgina Bramall, Marketing Strategy Director, shares her experience and learnings for others wanting to push sustainability further up their organisation’s agenda. With a new report out from JCDecaux UK and Campaign on a new report to market, looking at the importance of sustainability in brands’ media planning, Ian and Georgina discuss how sustainability can impact media planning and the role of channels such as Out-of-Home in that sustainable journey. Hosted on Acast. See acast.com/privacy for more information. | |||
| 05 Sep 2023 | Gen Z: The Economic Powerhouse. | 00:31:13 | |
With Gen Z now comprising 15% of the UK population, tapping into their increasing spending power is an opportunity that marketers can’t afford to miss. But how different are Gen Z from previous generations and how should this shape brand and marketing strategies? Kian Bakhtiari, founder of The People, a Gen Z insights and strategy agency, joins Ian Whittaker to explain the importance of understanding Gen Z and the channels that work best to cut through. Named as one of the Top 20 Future Leaders by the Financial Times for his contributions to marketing, JCDecaux welcomes Kian as an inspirational changemaker who is bridging the gap between brands and young people by giving Gen Z a seat at the marketing table. Following the launch of JCDecaux UK’s GENgage, a new programme to help brands reach and engage the digitally native Gen Z audience, Ian and Kian talk about the opportunity that digital Out-of-Home provides marketers with so that they can connect and be relevant within the context of young people’s lives. Hosted on Acast. See acast.com/privacy for more information. | |||
| 03 Oct 2023 | Scaling a sustainable start-up | 00:18:43 | |
Research shows that when it comes to purchasing clothing, Gen Z are more sustainably minded than previous generations but that price is often prioritised. So how can consumers balance price and sustainable engagement with fashion? Josephine Philips, Founder and CEO of SOJO, a sustainable fashion-tech start-up, joins Ian Whittaker to give an insight into how businesses and marketers can meet the various needs of their customers without compromising on sustainability. In 2022, Josephine was named one of the Forbes 30 under 30 in the Technology Industry and JCDecaux welcomes Josephine as an industry pioneer who is challenging attitudes towards fashion and promoting investment in the clothes that consumers already own by repairing items rather than replacing them. As a recipient of the JCDecaux UK Reach Programme which is designed to support brand growth for Black, Asian and Multi-Ethnic brands, Josephine discusses how start-ups such as SOJO can benefit from the mass reach and cut through that digital Out-of-Home provides. Hosted on Acast. See acast.com/privacy for more information. | |||
| 07 Nov 2023 | Creativity as a force for growth. | 00:32:20 | |
Want to unlock the secret to creating the perfect poster? In this episode, Chris Langley, Director of Global Media Partnerships at System 1, and Nick Drewe, Research Executive at JCDecaux UK, join Ian Whittaker to share how they worked with brands such as Three and Specsavers to develop new results-driven guidelines on how to create the perfect poster. The new collaborative research from System1, Lumen Research and JCDecaux UK combines AI, Emotion and Attention testing to show that creativity is a key driver for effectiveness. In a world where attention is a finite resource, find out how to optimise your Out-of-Home creative to build your brand and drive results through the brand funnel. You can download your own copy of ‘How to make the perfect digital poster’ here. Hosted on Acast. See acast.com/privacy for more information. | |||
| 19 Dec 2023 | Why attention matters. | 00:25:08 | |
Is your advertising getting enough attention? In this episode, Mike Follett, Managing Director at Lumen Research, joins Ian Whittaker to talk about attention as a vital new metric in campaign planning. In a world of information overload, grabbing a consumer’s attention and maintaining it is becoming increasingly important for advertisers. Find out how the development of innovative research methods, such as eye-tracking technology, is shaping attention into a new currency to be used amongst the advertising industry. You can read more about the relationship between attention and priming here. Hosted on Acast. See acast.com/privacy for more information. | |||
| 09 Jan 2024 | Capturing the spirit of the nation. | 00:21:01 | |
In this episode, Emma Rowson, Marketing Executive at JCDecaux UK, joins Ian Whittaker to talk about the British Journal of Photography’s annual Out-of-Home exhibition of Portrait of Britain. Celebrating the creative, diverse and resilient spirit of the nation, Portrait of Britain is the UK’s biggest annual photography exhibition and since 2016, the exhibition has partnered with JCDecaux to showcase 100 winning images in a month-long digital screen display across the UK. The large-scale exhibition uses the immense reach of Out-of-Home to bring art to public spaces nationwide, creating a joyful and poignant celebration of British identity.
Read more about Portrait of Britain Vol.6 here. View all 200 shortlisted images here. Hosted on Acast. See acast.com/privacy for more information. | |||
| 15 Feb 2024 | How to make your brand famous with outdoor media. | 00:22:51 | |
In this episode, FMCG trailblazer, Jess Vega, Marketing Manager at Natural Balance Foods, joins Ian Whittaker to discuss creativity as a crucial component in successful brand building. Having worked at global brands such as Mondelez, Nestle and Ferrero, Jess noticed a shift towards online ROI focussed marketing during the pandemic and so wanted to try and rebalance the brand funnel - refocusing on brand building to drive growth. She set out to do this in a groundbreaking and creative way. Jess is joined by Andrew Mullins, Creative Director at JCDecaux UK, here to give insight into how innovative and creative ideas like Jess’s can be applied to your brand to fuel growth. Hosted on Acast. See acast.com/privacy for more information. | |||
| 06 Mar 2024 | How creative testing drives results. | 00:24:18 | |
In this episode, Andrew Tindall, Senior Vice President - Global Partnerships at System1, and Chris Felton, Director of Data and Insight at JCDecaux UK, join Ian Whittaker to discuss the controversial, but hugely popular article; ‘7 out of 10 OOH ads don’t work. Here’s why and how to fix them’, written by Andrew for The Drum, on the lack of creativity in Out-of-Home advertising. System1 are ad-testing experts who measure emotion to give brands confidence that their ads will work and Chris brings a wealth of experience, new groundbreaking research and a string of recent awards to prove what really works when it comes to OOH advertising. Read the full article here. Download your copy of our ‘Creative Best Practice Guidelines' here. Hosted on Acast. See acast.com/privacy for more information. | |||
| 10 Jul 2024 | How to grow your business through marketing. | 00:28:54 | |
Nada Arnot, EVP of Marketing at The Economist, joins Ian Whittaker to share how she went from being a performance-oriented, “non-believer” in brand, to launching the iconic publication’s largest brand-building campaign in years. By proving the value of brand marketing as a full-funnel strategy to the Board and revealing the key role data played in unlocking marketing investment, find out how Nada successfully targeted the next generation of readers and why she believes your brand is the most important investment your business can make. Hosted on Acast. See acast.com/privacy for more information. | |||
| 05 Sep 2024 | Tackling hygiene poverty with brand partnerships. | 00:33:03 | |
Marc Greene, Commercial Director at In Kind Direct, joins Ian Whittaker for an insightful discussion around the important role that marketing plays in the charity’s strategy and how they are tackling the issue of hygiene poverty by using the power of storytelling to build partnerships with the biggest brands. In Kind Direct is a UK charity focused on distributing consumer products that are donated by huge brands such as Tesco, Kimberley Clarke and Unilever, to charitable organisations across the country, ensuring that everyone has access to the products they need to keep clean and well. Having previously managed large brands such as Kickers and Mitre, Marc transitioned to the charity sector in 2020 bringing with him a wealth of brand experience and knowledge, which he has now been able to apply in his role within the charity. Working with the JCDecaux Community Channel, In Kind Direct launched a UK wide Out-of-Home campaign, using the power of the public screen to boost awareness of their important work and raise awareness of increasing rates of hygiene poverty in the UK. Find out more about In Kind Direct here: https://www.inkinddirect.org/with-companies Hosted on Acast. See acast.com/privacy for more information. | |||
| 29 Jul 2024 | Mastering the masterbrand. | 00:21:56 | |
Markéta Kristlova, Brand Equity Lead at Müller UK & Ireland, joins Ian Whittaker, sharing why she believes a strong brand and visual identity can drive success and why it is important for marketers to put customers first, stay agile and adapt to changing market needs. With 15 years in FMCG, Markéta’s experience includes marketing roles at Mondelez, working on global brands such as Cadbury. In 2023, Müller, one of the UK’s favourite dairy brands, announced the launch of a new masterbrand strategy, reminding consumers that, 30 years after the brand first launched in the UK, there is a still a Muller hero product for everyone. Hosted on Acast. See acast.com/privacy for more information. | |||
| 03 Oct 2024 | Better data in, better marketing ROI out. | 00:28:45 | |
Jeremy Cartwright, Consulting Director at Nielsen and Jon Harman, Head of Data at JCDecaux UK, join Ian to discuss their latest collaborative research, ‘Location Matters for MMM’, which shows that including postcode-level data in Marketing Mix Models provides an unprecedented view of what each channel is delivering in terms of sales whilst also benefiting the accuracy of how they measure, helping to prove the true value of media channels. Download a free summary of the findings here. Hosted on Acast. See acast.com/privacy for more information. | |||
| 22 Oct 2024 | Skincare brand E45 on the importance of diversity in advertising. | 00:23:54 | |
In this episode, Benjamin Court, Global Marketing Manager - E45 at Karo Healthcare and Rich Miles, Co-Founder at The Diversity Standards Collective (DSC) join Ian to talk about the power of authenticity in ads, the results that this can drive for brands and how E45 worked with DSC to develop an award-winning campaign. Rich also shares new research from JCDecaux and DSC which shows a new opportunity for brands to authentically connect with the LGBTQIA+ community via Out-of-Home. Download the findings in the 'Pride in Posters' advertiser guide here. Hosted on Acast. See acast.com/privacy for more information. | |||
| 28 Nov 2024 | Media, measurement and metrics - how did we get here? | 00:33:58 | |
In this episode, Richard Kirk, Chief Strategy Officer at EssenceMediacom UK, joins Ian to share his latest research on optimising your marketing media mix. His recent study shows marketers have developed an over-reliance on performance marketing which has impacted long term results, that rebalancing the media mix is proven to boost brand metrics, and he shares why he is developing a new media currency for quality to help prove the true value of each channel in the mix.
Find out how you can help prove the true ROI of media channels, including OOH, here. Hosted on Acast. See acast.com/privacy for more information. | |||
| 23 Jan 2025 | The Balancing Act: Mastering the art of short and long-term marketing. | 00:31:17 | |
In this episode, Mays Elansari, Senior Brand Marketing Specialist, joins Ian to discuss the role of long-term brand building in modern marketing and why effective stakeholder management across departments is key to marketing success. Having managed big brands including Subway and Penhaligon's, Mays highlights how multi-media campaigns drive full-funnel results for brands and the power of OOH to reach diverse audiences with contextual messaging during seasonal and cultural events such as Veganuary and Ramadan. Hosted on Acast. See acast.com/privacy for more information. | |||
| 20 Feb 2025 | Why London is the shop window for Out-of-Home | 00:23:14 | |
In this episode, Emma Strain, Customer Director at Transport for London, joins Ian Whittaker to delve into the world-famous network's marketing strategy, the importance of a customer-focused approach and how the network continues to evolve - connecting communities and fuelling London’s economic growth. Emma also discusses why Out-of-Home in London presents a distinct opportunity for brands and the recent announcement from JCDecaux and TfL of the expansion of The London Digital Network. Find out more about The London Digital Network here. Hosted on Acast. See acast.com/privacy for more information. | |||