Digital Changemakers

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.

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.

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 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

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.

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.

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.

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. 

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.