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...

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. ...

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...

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...

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...

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...

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....

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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....

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 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...

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...

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...