Great Brand Minds

Once upon a time, audiences were in discrete groups defined by the show they were watching. Now audiences are accessible by data, What does that mean for marketers? Does the relationship between a media brand and its readers still impact advertising response?

After years of highly data-driven marketing, there’s a gathering train of thought that a users emotional state can be a highly effective attribute for targeting. How does a brand leverage emotion to its advantage?

Recorded for Advertising Week Europe 2021, On the Beach CMO Zoe Harris speaks about the power of medium, and weathering the pandemic storm as a travel retail site.

From Advertising Week Europe 2021, Corona’s Global Vice President speaks about brand safety concerns and the state of Corona Studio, the beer brands media production arm.

Much discussion in advertising focuses on its science and art, the creativity that drives it and the data that underpins it. But as important is the context in which advertising is communicated. What is The Power of Content, Audiences, Emotions and Medium? How does the content around advertising have impact on its consumption? How does the nature of an audience change the advertising equation?

Four of the UK’s leading CMOs will address these issues in a series of interviews with Marketing Journalist Robert Andrews.