Future Proof

Essence is perhaps the original ‘digital-first’ media organisation – but how does it evolve with changing needs? CEO Kyoko Matsushita explains how the global business stays nimble, their shift towards measurement, and how they bring together media, creativity and analytics. She also tells Jane and Seth about what advertising can learn from gaming, what the world can learn from Asia, and how the industry is approaching gender balance and sustainability.

Hosted by Jane Ostler and Seth Rogin.

Read more on Media Reactions.

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Xaxis is known for programmatic media buying – or ‘transforming digital media into business outcomes’. But how is it managing to balance artificial and human intelligence? Short-term and long-term business outcomes? Brand-building activity and performance marketing? Smart targeting and winning creative? CEO Nicolas Bidon explains how they approach these challenges, as well as those around measurement (with the deprecation of third-party cookies), using first-party data in smart ways, brand safety, and the increasing digitalisation of media channels.

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With online platforms and audiences going through some big changes lately, it could be the ideal time to address or improve your influencer strategy. Karyn Spencer is Global Chief Marketing Officer at Whalar, a global tech-powered influencer agency, connecting brands with top social media creative talent. In this episode, she tells Jane and Felipe about Whalar’s work and mission, including its commitment to supporting Black talent with the Crib Around The Corner, and the huge business opportunity around connecting to more diverse audiences. Karyn talks about the potential journey from social influencer to Hollywood star, the value of authenticity when it comes to brand partnerships with influencers, and why TikTok in particular has been the perfect antidote to a stressful year… 

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It wouldn’t be absurd to think a global pandemic would hit the ad industry. But predictions of 15 or 20% decline turned out to be pessimistic: This Year Next Year, by Brian Wieser, Global President of Business Intelligence at Group M, finds that advertising will end up at declining by “only” 5.8% on an underlying basis in 2020 (excluding-U.S. political advertising). So what HAS the impact of COVID-19 been on media budgets and allocations? Is EVERYONE using digital ads, and how should platforms build better advertising products? And can we reasonably predict what will happen next?

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People listened to more radio during 2020, especially during periods of lockdown. Confined to our homes, we also saw less outdoor advertising. How did brands and media owners deal with the scenario, and make the most of a difficult situation? Oliver Deane, Director of Commercial Outdoor & DAX (Digital Advertising Exchange) at Global, the Media and Entertainment group, tells us what they have seen. He explains how listener behaviour and attitudes have changed, and how radio, OOH, and advertisers have adapted to the challenges of COVID-19. He discusses the rise of digital out-of-home advertising, and the various benefits of this format – along with some examples of how brands are taking advantage of its flexibility. 

 

*Digital listening uplift in 2020 refers to when the UK went into lockdown, 23 March to 31 Dec for 2020 vs. 23 March to 31 Dec 2019. 

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We know from Kantar’s COVID-19 Barometer that social media usage grew during the 2020 lockdowns. But what changes did Snapchat see? We speak to Andy Pang, Head of International Measurement & Insights at Snap Inc., about media consumption habits and the demographics of the Snapchat user base. Andy also discusses how advertisers are using the platform, and the innovative augmented reality ad formats that help them grab attention… and even convert shoppers. Finally, we delve into a study Kantar did with Snap, looking at attention and brand loyalty amongst Snapchat users. Are young people skipping ads and missing the message? And what does the future of Snapchat content mean for brand partners?

Future Proof will be back in 2021!

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In this episode, Jane Ostler and Andrew Stephen speak to Mark Read, the CEO of WPP, the world’s largest marketing and communications company, operating in 112 countries. Discover how it was affected by COVID-19, and what has changed in the media and marketing landscape as a result of the pandemic. How has WPP been helping clients to “react, recover and renew”? What is really going on with the “digital acceleration”, and are all companies really ecommerce companies? As we move into 2021, will we see a move from activism to action, or a new approach to social media as context becomes ever more important to advertisers? And why do brands need to figure out their “data story”? 

Read our Media Trends & Predictions for 2021.

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As brands have had to adapt their media plans during COVID-19, some changes might be temporary – but some represent an acceleration of more fundamental trends, says Huw Griffiths, Chief Product Officer at UM Worldwide. So what is going on? And where will marketers invest more next year? Including findings from the latest Kantar Media Reactions study, this episode looks at the relative importance of targeting, receptiveness, cost, attention and proving ROI; the right time to invest in advertising within new media environments (and the smart questions to ask first); and why it’s crucial to account for the uniqueness of every channel in your media mix… while keeping your campaign creative integrated.

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If you think your business doesn’t need a purpose, you are wrong. Customers (and top talent) expect companies to advance society and make the community stronger – to have a purpose that transcends profits. But you don’t have to singlehandedly change the world.

According to CMO Frank Cooper III, BlackRock found its purpose through listening to employees, and understanding what defined “BlackRock at its best.” By looking inward, rather than outward, they were able to come up with a purpose people could connect with... and find myriad ways to act on it. Sustainable investing, for example, is now a central pillar of their operating model.

In this episode, Frank tells us about the BlackRock journey, how you can find your purpose as an employee, and some of the ways to bring environment and sustainability into the heart of a business.

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“Purpose” is discussed a fair bit in marketing circles, but Larry Weber – founder of Weber Shandwick and more recently communications agency Racepoint Global, and author of six books on marketing – has something new to say. In this episode, and in his latest book Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose, Larry covers the connection between corporate and moral purpose, the meaning of ‘authentic marketing’, and the role of technology and innovation in bringing purpose to life. Larry argues that moral purpose sits at the intersection of corporate mission (which should be a verb, not a noun); customer engagement programmes (a better way to think about ‘marketing’); and the technology you use as a business. Touching on measuring purpose, the responsibilities of social media platforms and advertisers, and the evolution of computing, Larry illustrates a vision of authentic marketing based around action – storydoing not storytelling. 

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