The Drum Podcast

It's data month, and we're examining the biggest questions related to its use in marketing. What are the groundbreaking ways you or your colleagues have used data to segment, target, discover, or understand audiences? How is that impacting campaigns and other aspects of your business? And what are the next developments (close or far-off) that will expand your capabilities even further?

Senior tech reporter Chris Sutcliffe is joined by Andrea Villa, paid media analyst, Brave Bison; Natasha Willmott, head of proposition activation, Indicia Worldwide; Richard Chapman, social data director, Ogilvy UK; and Sophie Coley, director of strategy at Propellernet, to discuss:

• Where does data enter into the marketing journey - or is it there from the outset? Where has smart deployment of data been used to entice the user into the top of the funnel?
• Over the past few years we've seen marketers and brands use data to deliver upon the promise of personalisation. Can you think of any examples of brands doing this really effectively?
• Is 'data' too broad a category description for its use by marketers?
• What would be your advice for any marketer or brand looking to supercharge its use of data - and can it be done wholly in-house, or are partnerships necessary?
• Finally, what are you most excited about for the use of data in marketing in the next few years?

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We hear a lot about marketing's new frontiers - social media; speculative excitements like the metaverse - but we can't forget the continuing power of traditional formats and platforms. On this episode we speak to experts in traditional channels - linear TV; radio; print; analog billboards; direct marketing - to hear how they see those channels developing.

Senior reporter Chris Sutcliffe is joined by Andy Benningfield, head of broadcast at Bray Leino and Matt Bond, SVP, studio & print production services at Merkle, to discuss:

• Spend on some traditional advertising media has held up - which traditional advertising media do we think are still strong?
• What strengths i.e. trust, heritage etc. do those traditional advertising formats have that marketers should be aware of?
• How are those advertising media adapting to the digital age when it comes to things like measurement/attribution?
• What are the opportunities for brands when it comes to using these traditional media? Are there some sectors and verticals that should be using them more?
• Finally, what predictions do you have for the future of print/radio/linear TV etc?

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In the latest edition of our semi-regular 101 series, we'll look at social media's 'next big thing': live shopping. What are the essentials that your fellow marketers need to know? Who is doing the most interesting work in this space? And what opportunities are emerging next for people looking to lead this space?

Senior reporter Chris Sutcliffe is joined by Carmen Muley, CEO, FREIM Studio and Debbie Ellison, chief digital officer, VMLY&R Commerce, to discuss:

• What is currently possible using live shopping tech?
• Who - both brands and platforms - have we seen make the most of what is possible to date?
• There has been speculation about why live shopping hasn't taken off in Europe and the US as it has in Asia. What is holding those territories back?
• What are the opportunities for agencies and content creators to become part of the live shopping experience?
• What predictions do you have for the next 5 years of live shopping?

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 Under the rubric of web3 we've been promised a lot: immersive entertainment, widespread decentralization, new ownership models, and countless other goodies. Are any of these things really round the corner? If they are, what does that mean for marketers? And if not, what should they be looking forward to instead?

Senior reporter Chris Sutcliffe is joined by Lottie West, global head of PR, Fox Agency; Russell Nuzzo, head of new media measurement, Gain Theory; Linda Xiao, Head of Digital Experience & Innovation, Mekanism; and Brian Yamada, chief innovation officer, VMLY&R, to discuss:

• Anecdotally, web3 has dropped off marketers' priority lists for 2023, with AI having taken its place. Is it necessarily a bad thing that some of the hype has been lessened around web3 for marketing?
• What are the best examples of web3 tech being used by brands - and how does it intersect with how consumers and audiences are using web3?
• Where is there still headroom for development in web3? Are we still waiting for true utility with NFTs, interoperability of metaverse platforms etc.?
• Where should smart marketers place their chips for web3 - and does it vary between verticals and sectors?
• How optimistic are you that web3 will deliver on its promise in the next two, five, ten years?

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DTC brands, especially Chinese giants like Shein, have been big news for all sorts of reasons over the last couple of years: their remarkable growth, but also challenges around their sustainability and quality. Is this an evolution that will continue to evolve, one that more established brands will be able to incorporate in the long-run, or a flash in the pan?

Senior tech reporter for The Drum is joined by Andy Griffiths, associate director for growth, Space & Time; Miro Jin, head of EPAM continuum for China, EPAM Continuum; Lingzi Zhang, digital strategy director, Landor & Fitch; and Jessica Chapplow, commerce managing partner at Reprise Digital, to discuss:

Talking points:

• DTC saw a boom time during the pandemic, and has rapidly accelerated innovation in that space. What have been the biggest trends of the past few years in and around DTC?
• How has the rapid rise in new DTC brands changed how we think about brand comms?
• What advertising mediums are working especially well for DTC brands?
• The perception seems to be that many new DTC brands will flame out in a short period of time - where has this perception come from, and how accurate do we think it will be?
• What are the panel's predictions for future trends in and around DTC marketing?

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In this sustainability focused episode we hear some substantive examples of how marketing is changing or has changed the world, particularly in relation to the environment.

The Drum's senior tech reporter Chris Sutcliffe speaks to Jonathan Shanahan, Sustainability Engagement Director, Radley Yeldar; Laura Fell, Head of Graphic Production, George P. Johnson; Celine Craipeau, Senior Director, Brand Strategy & CSR Lead; Jellyfish and MB Barczak , Executive Creative Director, Landor & Fitch, to discuss:

• Beyond the moral imperative, what other reasons is the marketing industry trying to become more sustainable?
• What tangible steps has the industry taken to get its own house in order for sustainability?
• Moving onto the fun stuff - what are the best examples you can think of of the industry stepping up and making a tangible difference when it comes to sustainability?
• What have their own organisation done - either solo or on behalf of a client - to further sustainability issues in the industry and beyond?
• Finally, are they confident the industry is moving in the right direction? Why - or why not?

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In this latest entry in our semi-regular 101 series, we are bring together experts in martech to survey what's happening in this corner of the industry and how the uninitiated can enter the space without being daunted by the sheer size of martech stacks.

Senior reporter for The Drum Chris Sutcliffe is joined by Laurie Miller, Head of Analytics and Data Science, PMG; Lee Allan, Global CTO, Indicia Worldwide; Guy Wieynk, Global CEO, AnalogFolk Group; and Dannii Robyn, Head of Conversion, Favoured, to discuss:

• As consumers expect more personalised experiences, where should agencies prioritise building out their tech stacks?
• We've increasingly hearing about the need for an omnichannel approach. What does that mean for agencies - particularly those with specialisms of smaller sizes?
• Ultimately whose responsibility within the company is it to keep an eye for developments in martech?
• What predictions do our guests have for martech in 2023?

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The world seems to have been in constant crisis for the last few years, with pandemic, war, supply-chain issues, inflation and recession. This episode features agency senior leaders and will focus on the bigger picture of the most essential ingredients to stability and recovery for agencies. Senior reporter for The Drum Chris Sutcliffe is joined Roberto Amerighi, co-founder and CFO, GreenJinn Ltd; Mike White, CEO, Lively Worldwide; and Sophie Lean, head of strategy at M&C Saatchi London, to discuss:

1. Agencies of all sizes have had to face numerous crises over the past few years - and 2023 looks like it will be much the same. Are agencies in a good position to face the chill of a cost of living crisis?
2. What skills are agencies flexing or developing on behalf of their brand partners, who are just as exposed to the challenges in 2023?
3. What changes are agencies making internally to ensure that their staff are protected from the worst of the challenges?
4. Finally, how optimistic is the panel about the industry's ability to make a difference to brands and the public over the course of the year?

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The world seems to have been in constant crisis for the last few years, with pandemic, war, supply-chain issues, inflation and recession. This episode features agency creatives investigating what role creativity and authenticity plays in helping brands to ensure stability and recovery amid recession and uncertainty. Most importantly, we're asking the question 'amid recession and uncertainty, will creativity and authenticity lead brands through 2023?'

The Drum senior reporter Chris Sutcliffe speaks to panelists Paul Dunleavy, creative director at APS Group; Samantha Hearn, head of creative, Digital Ethos; Claire Strickett, brand strategy director at Jellyfish; and James Robinson, chief creative officer, Momentum Worldwide, to ask:

1. All the chickens have come home to roost and 2023 will be the year in which we have to face the cost of living crisis in earnest. How are brands adjusting their advertising plans off the back of that?
2. Which sectors do we expect to have to change up their marketing plans the most?
3. Can authenticity in comms help ameliorate the worst of the impact - and is it in fact an opportunity for brands to speak to consumers about something important to them?
4. Finally, what does the panel believe will be the long-term impact of 2023's challenges on the brand marketing ecosystem as a whole?

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Most markets worldwide now have an ageing population, with spending power increasingly gathering with older people. Smart brands are recognizing the spending power of this group, and tailoring their products and comms accordingly.

The Drum's senior reporter Chris Sutcliffe is joined by Kristen Nozell Bornstein, vice president of human insights, Known; and Richard Trigg, design partner at Tangent, to discuss the following:

• Older people are typically unrepresented in most advertising, with some notable exceptions. Where does that lack of representation come from?
• By contrast, where are we still seeing advertising targeted at older people? Which sectors and mediums still focus upon older people?
• Are digital tools and personalisation picking up the slack at all? Why/why not?
• Worldwide, wealth is disproportionately concentrated in the hands of older generations. What impact is that having on marketing aimed at those cohorts?
• What needs to happen in and around the marketing industry to make it more representative of older people?

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