The Drum Podcast

By The DrumBusiness Technology Marketing

The Drum Podcast episodes

August 04, 2022NFTs: the brand opportunity in a volatile market
On this week's episode of The Drum Network Podcast, senior tech reporter Chris Sutcliffe is joined by a panel of experts to discuss how brands should be using NFTs. The panel acknowledges that there have been wobbles (which is putting it mildly) in terms of how NFTs have been created and monetised to date. Despite that there is still an awful lot of value to the web3-based tokens, not least around community building and storytelling. So while we might still be in the experimentation phase, how are some of the biggest brands going about actually deploying NFTs?

This week's panel is: Scott Cullather, president and CEO, INVNT Group; Anne Greenberg, senior consultant, brand and content, Frog; and Cindy Niu, consultant, brand marketing at Known.

The panel and Sutcliffe discuss:

What have been the best examples of brands selling NFTs to date?
As the crypto instability continues, what should brands be doing to protect their investment in the space?
What types of NFT - collectible, utility etc. - will work for various sectors and verticals?
What would be your advice to brands or agencies looking to increase their investment in web3 over the short-, mid- and long-term?
How do brands minimise the impact of NFTs on the environment?

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37 min
July 21, 2022 Sports marketing: how tech empowers sporting communities
It's been a tumultuous couple of years for venues, rights owners, and sports clubs. We'll hear from their marketing partners: what have the last couple of years been like, and what're the new rules of engagement in this sector? What are the big plays for sports marketing success in 2022? Senior tech reporter Chris Sutcliffe is joined by a panel of experts to discuss: • What trends are sports brands riding in 2022? Are audiences more health conscious than ever, or are sporty consumers spending more? • What personal health tech is creating new opportunities for marketers? • Is sports marketing still predicated on big tournaments and events? • Sports brands are outperforming in the metaverse - what is it about sports that works especially well in that regard? This week's panel is made up of Jenny Mitton, Director and Women’s Sport Lead, M&C Saatchi Sport & Entertainment; Adam Britton, Managing director, TrunkBBI; Roger Barr, Chief Digital Officer, iCrossing; and Ann Wool, President of Translation.

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38 min
June 24, 2022 The Influence Economy
Influencers are big business. They're increasingly recognized as genuine change-makers by mainstream media, and they collectively make up one of the fastest-growing marketing channels.The industry around them is increasingly specialized and wide-ranging. From a panel reflecting the breadth of that industry, we'll ask: what are the most exciting corners of that industry right now, and where's the smart work heading?To discuss all that, senior tech reporter Chris Sutcliffe is joined by:· Robbie Murch, Founder, Bump agency· Kineta Kelsall, Senior Director, Training (Social Media), Jellyfish· Bea Iturregui, VP of Brand Partnerships, Cycle (Wasserman)
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37 min
June 16, 2022 How tech empowers creative collaboration
In this week's episode of The Drum Network Podcast, senior tech reporter Chris Sutcliffe is joined by two experts to discuss creative collaboration.The past few years have forced an accelerated evolution on the marketing industry. Separated by circumstance, marketing practitioners have been made to work together remotely. Tech has empowered us to continue working, in new and occasionally more effective ways.But what does remote collaboration mean as the world returns to normal - and how are we using the lessons learned from the past few years to drive innovation forward? From the rise of workflow tools like Slack to asset creation software like Unreal Engine 5, the sky's the limit when it comes to harnessing our creativity collaboratively.Sutcliffe is joined by Rae Stones, creative director of Oliver Agency and Sam Pepper, creative director at Wasserman, to discuss the future of creative collaboration.
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37 min
June 09, 2022 Influence vs control: the morals of behavioural marketing
In this week's episode we take a look at the possibility of behavioural marketing - both the good and the bad. In order to do behavioural science effectively we have to gather information on our audiences. But what happens when that data is misused - and how do we ensure it's only used constructively?Some high profile instances of data misuse - Cambridge Analytica among them - demonstrate that while the practices of behavioural marketing are sound, the means of doing it are susceptible to misuse. This episode of the The Drum Network podcast seeks to examine all that - and more:• The use of techniques from psychology and behavioural science to segment people and influence their behaviour has been on a journey over the last few years, with Cambridge Analytica a low point and continued pressure for people using these techniques to be more transparent. How should behavioural science practitioners in the advertising space make sure their work is ethical?•What regulations and standards should marketers be aware of?•Other than privacy and transparency, what other ethical dimensions are at play in this space? For example, implicit bias in research, etc.•What is the role of big tech in this ecosystem, and how can marketers navigate that ecosystem responsibly?The Drum's senior tech reporter Chris Sutcliffe is joined by an expert panel, consisting of: Tara Austin of Ogilvy; Reading Room's Alexei Lee; and Roy Armale of VMLY&R Commerce.
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36 min
May 27, 2022 Possibility, interaction and the unknown: the rebirth of live events
On this week's episode of The Drum Show we hear from a panel of experts about how live events are surging back to life in the wake of the pandemic.The panel discusses how to keep the best of what we learned from doing purely digital events; whether the term 'hybrid' was a buzzword that is already being retired; and how a brand can be a part of live events in a way that enhances the appeal of the overall campaign.
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37 min
May 19, 2022 Massively multiplayer: why gamers are the ultimate marketing opportunity
All this week on The Drum we've been running our Gaming Deep Dive. Powered by the insights of the gamers among The Drum's journalists and The Drum Network's experts, we've been taking a look at the marketing opportunities around gaming.Between the extension of gaming IPs beyond the games themselves, the rapid broadening of the gaming audience, and new tech that underpins opportunities to reach that audience, there are any number of reasons why marketers should be considering gaming audiences.In fact, it could be that the brands that aren't considering advertising to gamers will find themselves all out of lives...In this bumper-length episode, The Drum's senior tech reporter Chris Sutcliffe is joined by:• Toni Pizza, senior producer at Jack Morton• Eva Steiner, art director, Ogilvy• Jon Goynshor, SVP, global head of partnerships, VMLY&R Commerce• Rafe Blandford, chief product office, Digitas UK
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54 min
May 13, 2022 Behavioural science: the fusion of art and science in marketing
On this week's episode we discuss all things behavioural marketing. We're asking:What tools do marketers have to understand (and shape) attention, motivation and behavior?What are the cutting-edge techniques, approaches, and tools that help scientists and marketers understand how people think? What tools do you and your teams use, and what light do they shine on human behaviour?What are the key insights from your own work, or the industry, or the scientific community that can make (or are making) marketers' lives easer and their work better?What are the next frontiers in behavioural science, neuroscience, or related disciplines that smart marketers should be keeping an eye on?
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34 min
April 14, 2022 The rise and rise of digital advertising
This week on The Drum we're taking a look at everything digital advertising, from its past to its future potential. As part of that discussion, we've assembled three experts from the advertising industry to discuss:1. Digital advertising has come a long way since Yahoo launched its very first banner ad. How confident are you that digital advertising is living up to its potential?2. What does the industry need to do to ensure that consumers have a positive experience with digital advertising?3. The perception is that much of the digital advertising system is opaque and bloated - are there disincentives for sorting this out?4. What upcoming or recent tech developments are you most excited about in the space?In this episode we're joined by Jason Hartley, head of search, social and shopping at PMG; Alice Jennifer Moore, principal consultant analytics at Foolproof; and Pascal Coggia, UK managing director & partner at Artefact.
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43 min
April 01, 2022 Are agency business models fit for purpose?
On this week's episode of The Drum Network Podcast we discuss whether agency business models are agile and resilient enough to fit clients' needs. After Keith Weed argued that many agencies are failing to meet the specific needs of their partners, we ask a panel of experts from across the marketing industry how they think about their own models.This week we are joined by:• Natasha Potashnik, SVP and Partner, Known• Chris Woodward, UK group managing director, Oliver• Shana Bellot, head of business partnerships and account management, Strawberryfrog• Georgie Monaghan, marketing director, Propellernet
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34 min