'Reach trumps morality every time': Brands talking a good

Mi3 Audio Edition

'Reach trumps morality every time': Brands talking a good game on diversity but…10 ViacomCBS on “No diversity, no commission” for TV shows

Listen now

Description

Publishers and programmers believe audiences are more purpose-driven than ever and are pushing hard to reflect greater diversity within their slates. Yet "reach trumps morality every time" when it comes to buying TV ads, according to Innocean Australia CEO Jasmin Bedir. 10 ViacomCBS National Creative Director Michael Stanford and Eureka Productions Head of Entertainment Sophia Mogford on how changing the narrative will help brands keep customers. See omnystudio.com/listener for privacy information.

More Episodes

See all »

Retail media meets ‘mobility media’: Uber ads global chief says Australia powering as Uber Ride brand ads drive hard sales via Uber Eats app – but funnel collapse pushes ‘brand-formance’ trend to the fore - and 3% CTRs don’t come cheap

Uber’s ads business is starting to scale and its New York-based boss Michael Akkerman says Australia – one of its best performing markets, with a rapidly growing sales operation – will see the next wave of new formats first. He’s touting retail media meets “mobility media” and a collapsed funnel...

Published 04/22/24

Cognitive overload puts marketing effectiveness in free-fall: Influence – not influencers – emerging as marketers’ antidote but industry assumptions require total flip

Marketing effectiveness is getting worse. Dan Krigstein, Director of think tank The Growth Distillery and Ogilvy Chief Strategy Officer and Innovation Lead, Toby Harrison, have spent the last six months working out why – and building a framework they are now bringing to market in a bid to reverse...

Published 04/18/24

Mi3 Audio Edition

Published 04/18/24