The Drum Podcast

The luxury space has seen some perhaps surprising but lucrative moves over the last couple of years, from collabs with creators to integrations in gaming worlds and beyond. But during times of permacrisis and economic hardship, how does luxury hold out?

Luxury marketing experts from The Goat Agency, VERB (Croud), and XYZ (160over90) share how marketers are engaging consumers amidst inflation, navigating impacts on wealth levels, experiential preferences of Gen Z and younger audiences, and changing trends. Discover the importance of authenticity across demographics and where further blending of strategies may lead luxury marketing in the future.

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B2B marketing has shifted from boring to sexy in recent years, thanks (in no small part) to the rise of influencers. But what's shaping this space, and how can brand CMOs get it right?

Dig into the driving factors and future directions of b2b influencer marketing with leaders in the field; Sofia Mogliazzi of VaynerMedia, Caspar Lee of Influencer, James Baldwin of Ogilvy UK and Stevie Johnson of Disrupt.

Gain actionable insights on current trends and best practices in this evolving field, through topics like authenticity, building long-term influencer relationships, relevance across the sales funnel, and measuring real ROI from B2B influencer marketing.

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Retail media has been a big topic of the last couple of years. But what is it, where do the opportunities lie for brands, and what’s coming next?

Hear how Jellyfish, VMLY&R Commerce and Indicia Worldwide are helping brands succeed with retail media. Our expert panel discusses measurement across channels, driving awareness beyond transactions, and creating seamless omni-channel experiences. Walk away with tips for partnering with agencies, investing in tech and taking an integrated approach.

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Almost every brand wants to make a global impact, and with the world feeling smaller and better-connected than ever, it’s an achievable dream for some. In this episode, we gather expert global brand builders to pin down what good strategy and tactics look like, and what factors are continuing to change the global brand landscape.

Roberto Amerighi, GreenJinn, Herbert Ho, Jellyfish APAC, Nicola Winters, Search Laboratory and Yvonne van Bokhoven, Team Lewis, share best practices for building a global brand.

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Search is changing: shifting away from the well-established go-to-Google-there's-your-answer, we’re seeing alternative search journeys emerging through social (including TikTok), voice, and generative AI like ChatGPT. Will any of these truly inherit Google’s crown, or even seriously threaten to?

In this episode we hear from Dave Colgate, head of search engine optimization, Vertical Leap; John Campbell, head of innovation, ROAST; Sam Cant, head of search engine optimization, Jaywing; and Lottie Namakando, head of paid media and planning, iCrossing to dive to the bottom of the evolving search landscape.

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Still now, women in the marketing industry are all too often given cause to notice campaigns and messaging that they find misguided or damaging - not least in certain spaces that may have traditionally been behind the space, like sports and technology.

In this episode, we hear from Charlie Li, strategy director, TRO; Debbie Gacutan-Jardim De Oliveira, social media and community manager, Brew Digital; and Emily Winterbourne, managing director at Impero, to explore if and how marketing's approach to women is shifting, and which gaps still need closing.

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Experiential marketing has had tumultuous few years: crash with Covid-19; rapid pivot to hybrid environments; and (not so long ago at all) a returned clamor for IRL experiences. Is this year, this summer, the time when all of this comes together for experiential's big moment?

In this episode we hear from Sophie Taylor, senior account director, George P. Johnson; Svenja Frahm, creative director, Pixel Artworks; Stephen Whelan, creative director, TRO; and Arianna Lebed, senior creative director at MAS, to discuss:

1. What are the biggest trends around experiential that we'll be riding this summer?
2. To what extent is tech now indivisible from experiential, both in the run-up to and post-event?
3. What KPIs do clients now expect from experiential campaigns, and how easy is it to integrate those measurements into an omnichannel campaign?
4. What are the biggest challenges facing experiential marketers at the moment, and how are they being overcome?
5. What are you most excited about in the world of experiential over the next few months and years?

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Our culture is waking up to the differences in people's minds - and the differences in the sorts of thinking they can do and work they can create. On this episode we speak to experts with an interest in neurodiversity alongside neurodivergent creatives (and other marketers) to figure out whether the industry is doing right by its different-thinking talent, and how to make the most of this rich diversity.

Senior reporter Chris Sutcliffe speaks to Charli Edwards, creative drector, BECG / LoveThat; Rory Natkiel, head of integrated strategy, Iris; Luke Hodson, founder, Nerds Collective; and Jess Markwood, COO, the Fifth, to discuss:

• LinkedIn made dyslexia a skill last year - to what extent is neurodiversity becoming more visible and recognised in our industry?
• What benefits do agencies have when their employees are open about being neurodivergent? Better representative, more inclusive creative etc.
• What more should be done by brands and marketers to make sure that neurodivergent people feel welcome and able to fully contribute in the industry?
• Whose responsibility is it within agencies/brands to ensure that neurodiversity is being considered?
• Finally, how hopeful is the panel that we're making progress in this area? Why - or why not?

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'Phygital reality' was thr buzzword du jour a couple of years back, replaced more recently by the wider catch-all 'hybrid'. Whatever you call these blended experiences (and perhaps you're already calling them something new), a marrying-up between the digital and physical worlds has become a goal for many. Here, we investigate not just total CX approaches that bring journeys through both worlds, but cutting-edge technical applications that merge the two; examples of work that shows the way forward; and thinking about what all this means for the marketing landscape.

Senior tech reporter Chris Sutcliffe is joined by Karen Hu, business development lead, GreenJinn; Ken Madden, SVP digital engagement at George P. Johnson Experience Marketing; Trin Basra, executive creative director, Freeman EMEA; and Andy Sexton, executive creative director and partner, 2LK, to discuss:

• What have been the best examples to date of consumer-facing phygital experiences? What made them so successful?
• Which sectors are verticals are primed to do these experiences already? Where are there still opportunities?
• What role do agencies play in planning these experiences - and how do we go about measuring their success in a meaningful way?
• Finally, what are you most looking forward to when it comes to blending real-world and digital marketing in the next few years?

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