Three months ago, The Guardian launched its first Australian brand campaign in a bid for double-digit audience increases – and ploughed its entire budget into one media partner. JCDecaux won the brief because it could deliver scale and the tech capability to enable real-time API feeds direct from the Guardian’s editors without any human intervention. But critically, because JCDecaux is also aligned on environmental, social and corporate governance, or ESG. Now both The Guardian and JCDecaux say they are winning significant new business on the back of green credentials, while the campaign is starting to move the needle. Meanwhile, the tech development work to deliver the year-long brand push has set a template for JCDecaux to lift and deploy globally. JCDecaux Chief Marketer, Essie Wake, and The Guardian Director of Growth, Jocelin Abbey, unpack the story behind the headlines on the billboards – and the strong parallels with the shift in strategy from pureplay online retailers to out of home formats.
See omnystudio.com/listener for privacy information.
See omnystudio.com/listener for privacy information.
View all episodes
By Mi3 & iHeart Podcasts AustraliaThree months ago, The Guardian launched its first Australian brand campaign in a bid for double-digit audience increases – and ploughed its entire budget into one media partner. JCDecaux won the brief because it could deliver scale and the tech capability to enable real-time API feeds direct from the Guardian’s editors without any human intervention. But critically, because JCDecaux is also aligned on environmental, social and corporate governance, or ESG. Now both The Guardian and JCDecaux say they are winning significant new business on the back of green credentials, while the campaign is starting to move the needle. Meanwhile, the tech development work to deliver the year-long brand push has set a template for JCDecaux to lift and deploy globally. JCDecaux Chief Marketer, Essie Wake, and The Guardian Director of Growth, Jocelin Abbey, unpack the story behind the headlines on the billboards – and the strong parallels with the shift in strategy from pureplay online retailers to out of home formats.
See omnystudio.com/listener for privacy information.
See omnystudio.com/listener for privacy information.
1 Listeners
590 Listeners
63 Listeners
19 Listeners
47 Listeners
82 Listeners
117 Listeners
18 Listeners
36 Listeners
10 Listeners
72 Listeners
18 Listeners
19 Listeners
6 Listeners
1,102 Listeners