In the second episode of this special IAB UK Podcast mini-series, produced in partnership with Global, we continue our exploration of the forces shaping the future of advertising and media in the UK.

This episode focuses on Global’s move into integrated video and content experiences, following the launch of Global Studios and its investment in The Overlap Network. We unpack what these developments signal at a strategic level, and how they reflect a broader shift towards content, communities and fandom-driven engagement.

Host James Chandler is joined by Tony McAllister (Commercial Director for Social Video at Global) and Farhann Cachra (Commercial Strategy Director at Global) to discuss why communities, particularly in sport, are such powerful spaces for connection, how brands can move beyond reach to build deeper relationships with audiences, and what this means for the evolving role of audio, video and content-led advertising in the UK.

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