The Drum Network Podcast: Recent Episodes
The Drum
This podcast from The Drum features insights and reports from The Drum Network members in conversation with Editor Chris Sutcliffe.
We're joined by Simon Baker, a branded content pioneer and now managing director of publisher-agency TCO. As brands loudly tout a 'golden age of branded entertainment', Baker helps us figure out what that might mean - and who it would be good for.
Guest: Simon Baker, MD, TCO
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For years, marketers have debated whether brands are better served by full-service agencies or specialist expertise. But as AI reshapes how agencies work, perhaps that's no longer the right question.
In this bonus episode of The Drum Podcast, Richard Draycott is joined by Nick Beck (Founder & CEO, Tug), Heather Connearn (Managing Director, Space & Time) and Jennifer Maclennan (Group Managing Director, Fifth Ring) to explore how AI is changing agency models from the inside out. They discuss why strategy and judgement matter more than ever, how client expectations are evolving, whether independent agencies have an agility advantage, and why brand, PR and trusted expertise may become even more valuable in an AI-driven world. If you're rethinking what clients really need from agency partners today, this is a conversation worth hearing.
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The Edinburgh festivals and their fringes add up to the biggest arts festival in the world - a yearly event that's only outsold by the World Cup and Olympics. As it launches, we talk to Jonathan Grant, an ad creative, comic, talent manager and now author. We talk about Grant's book, Reading the Room: The Inside Story of Stand-Up in the 21st Century; comedy's role in the media ecosystem; and what's been gained and lost in comedy's commercialization.
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Live from the floor of SXSW London, we're joined by Ramin Beheshti, the co-founder and CEO of Caliber, the 'new media' publisher behind social-first news brands like The News Movement. Like so many modern publishers, Caliber's commercial core contains more than news - including a marketing agency. But as publishers turn to all sorts of alternative revenue sources, is it still possible to make money from news alone?
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Legendary copywriter and creative director - Ogilvy APAC's long-serving chief creative officer - has entered his experienced-statesman era as an adman. His new book, Cowards Don't Go to Heaven, distills a life of creative understanding into a coffee-table book of handwritten (and illustrated) aphorisms and invective. He tells The Drum Podcast why a little anger is necessary for creative growth, how being "openly Christian" has shaped his creative practice, and how he went from failing his O-Level in English to being one of the most-awarded copywriters in the world.
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Wesley ter Haar is the co-founder of global agency Monks, and now its chief AI officer. In a candid conversation filmed at this year's SXSW London about AI, he talks about the honest responsibilities, hopes and fears of an industry grappling with its future
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Consumers don't follow funnels, and perhaps they never did. In this episode, Nick Handley (Connective3), Victoria Peopall (Epsilon) and Hannah McNally (Jaywing) unpack how commerce media is challenging long-held marketing assumptions. They discuss the rise of social commerce, the limits of attribution, why incrementality matters more than ever and what AI could mean for the future of shopping.
If you're trying to understand how measurement, media planning and consumer behaviour are changing in the commerce era, this conversation is essential listening.
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Live from SXSW London 2026, the event's second annual outing, we sit down with Cecilia Morelli to chart how the event's adapting to the UK while maintaining its Texan core.
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Everyone is talking about AI, but how do you turn the hype into real business impact?
In this episode, Dora Moldovan (Tomorrow Group), Greg Roekens (Prose on Pixels) and Adam Hay (Croud) share their experiences of implementing AI inside agencies today. You'll learn why simply layering AI onto existing workflows isn't enough, how leadership and culture shape successful adoption, and what it takes to bring teams along on the journey.
Packed with practical advice and honest perspectives, this is essential listening for anyone navigating AI transformation.
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A recent report mapped the growth rates and revenues of some 25,000 agencies across the UK - as well as flows of both private and public funding into those agencies. With its authors at Agency by Agency, we dig into what the report found and why it exists - a crucial knowledge gap regarding agencyland's smaller players.
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As the Fifa World Cup looms, we're joined by experts in sponshorship and talent partnership - Gartner's Nicole Greene and Outreach's Joe Hockley, respectively - to map the upcoming 'most commercial World Cup ever'. As creators' stars continue to rise and budget scrutiny reaches sponsorships, what makes the big-ticket activations still worth it?
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In his recent book, Empire of the Elite author Michael Grynbaum unearthed a a list of 178 artists, quotes and media properties that had been passed around the halls of Conde Nast in the 90s. It was William Norwich and Charles Gandee's list: As two editors of Vogue, they'd prepared it as an "unofficial test" of applicants to the austere magazine's halls of cultural power. Recently, cultural strategist Olivia Wedderburn took a stab at updating the list for 2026 - and in the processran up against some of the shift in taste, trendsetting and power that have manifested in the last 30 years. You can read the piece on her Substack, Sim City.
https://simcity.substack.com/p/the-2026-cultural-literacy-test
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Move over 'attention economy' - strategist Tom Gray says that the modern media world can be understood through the lens of the 'experience economy'. From immersive theater to the new Tottenham Hotspur stadium, Gray says, anyone trying to stand out in the world of real experiences needs to be paying attentoon to the best work being done throughout the world.
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What connects the tradwife movement, brands making their own entertainment properties, and the marketing world's fervor for 'unhinged' ads? We're joined by GUT's Natalia Davila to pick our way through some of 2026's most fascinating trends.
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Live from the judging day at London's Big Sky Studios for The Drum Marketing Awards EMEA, we're joined by the president (HSBC's Nicole German) and vice-president (Arla Foods' Patrik Hansson) of the jury for a peak behind the curtain at what judges really want and how top marketers are adapting to a world of certain uncertainty.
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We're joined by music journalist, manager and promoter Sean Adams to discuss one of the month's nosiest marketing spats: The argument whether social tactics to build a "narrative" around a musical artist through 'user generated content' generated by a paid-for agency amount to tricking both algorithms and real people into becoming a fan. As popular social media accounts across the globe declare recent indie rock heroes Geese of being a 'psy-op', Adams and host Sam Anderson discuss what that means and what music marketing really consists in in 2026. Stay tuned for some expert music recommendations.
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On The Drum Podcast, we hear a lot from the brands who buy ad space and the agencies they work with, but we rarely hear from the people doing the selling - especially at the social platforms that take a greater share of the ad pie every day. And no platform is growing faster than Reddit, which has built a multi-billion dollar ad platform in just a few years since its post-pandemic IPO. So: What's the pitch to advertisers, and what's working? Hannah Walker talks us through it all.
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We dive into how sport is being rapidly reshaped in the attention economy, from fast-format football and entertainment-led fight nights to reinvented tournaments that blur the lines between sport and show business. You'll hear from guest host Richard Draycott and a panel of sports marketing experts: Lucy Bairner of Collaborate Global, Alistair Gammell of Threepipe Reply, and Christian Harrall-Baker of Two Circles.
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Tom Knapman is a PhD-qualified biochemist. Last year, he was working for Sciex, whose campaign on proteomics (don't worry, we'll explain that in the episode) was a perhaps unlikely winner of a Grand Prix gong at The Drum Awards last year. This year he's jumped ship into a perhaps almost-unique role: chief science officer at a creative agency. He tells The Drum why he thinks boom times are coming for science comms.
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Brand consultancies sit at the intersection of marketing, business and culture - but what does that look like in practice? We’re joined by FutureBrand's Sam Hollis to discuss the strategist’s role in shaping modern brands, the realities of agency life and why moments of industry upheaval can be an opportunity for clearer thinking.
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The Drum's inaugural Commerce Media Awards will take place soon in Miami. As the gold rush moves into its second phase, we're joined by leading commentator Andrew Lipsman to chart how we got here, where there's still money to be made, and where Lipsman's looking to next for the follow-up opportunity.
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Our guest this week, Pats McDonald, has reached the top of the strategy discipline, having worked for almost all of the world's biggest advertising groups. Now, those groups find themselves looking at a time of considerable upheaval as AI, consolidation and other factors remake the industry. So: What can the strategy department bring to this time of great change?
Mentioned in the episode: https://www.science.org/doi/10.1126/sciadv.adn5290
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We hear a lot about reactive, always-on social strategies - but what do they look like in practice? We're joined by Uncovered's strategy head Nina Landale to look at this year's Winter Olympics as a case study in the new world of influence.
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Following the publication of WARC's Future of Media report - which predicts another blockbuster growth year for the marketing industry (with receipts rising by 9.1% to $1.3th) - we sit down with WARC managing editor Paul Stringer to ask where the money's really going and ask: growth for whom?
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The death of craft, like the deaths of so many things, is declared with regularity. One culprit accused of killing it: social and the wider world of digital media. Our guests look into the data and the feelings of real creatives to ask: has social really killed craft?
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Tusar Barik, a veteran of Silicon Valley via LinkedIn, joined the New York Times as SVP of marketing at the start of 2025 - a year in which the publisher has seen remarkable growth and profit amid turbulent times for publishers. Barik joins us to tell us how the Gray Lady is continuing to innovate at the spearhead of publishing.
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We're joined by start Charlie Smith, the Grey copywriter-turned-composer behind three of this year's top Christmas ads. Smith give us a peak behind the scenes at how the ads get made - and the creative trends behind 2025's ad- and film-scores.
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Today we bring you a taster episode of a sibling podcast from The Drum and Glow London, Slow The F*ck Down with Emma Harris. Harris is joined by Sophie Devonshire and Victoria Fox.
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WPP recently unveiled Open Pro, its AI self-serve offering. It's betting big on the move, hoping it will unlock new clients including SMEs. But can it do so without eating into its traditional agency services?
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In this introductory episode, The Drum's Steven Antoniewicz interviews the co-founders of the Advertising: Who Cares? movement, Brian Jacobs and Nick Manning. Veterans of the advertising and media worlds, the duo has spent the last year sounding the alarm on major threats to the industry they love.
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Join Mike Silver on this episode of Exit Right as he sits down with Sam Lui, the ultimate super connector and founder of Savvy. Discover Sam's incredible journey from humble beginnings in rural UK to becoming a global business leader.
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In a frank conversation, Daniel Gilbert of performance agency-turned-media shop Brainlabs tells the story of a company that started in a bedroom of his parents' house and now has its sights set on becoming the biggest independent name in media. How? Well, Gilbert has some punchy opinions about the agency and media landscape right now - and thinks very few are setting up for the media world of the future...
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We chat with Hannah Walley, Kantar's head of media for UK & Ireland, about the organization's research into consumers' and marketers' perceptions of advertising. Walley tells us how we've got to a place where, for the first time, more people are receptive to advertising than aren't; why there's no overlap between marketers' favorite ad spaces and real people's favorites; and the truth behind stats about declining investment in linear TV ads.
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Fresh off a panel at The Drum Live, The Drum’s humour columnist Paddy Gilmore breaks down what makes funny work funny and what makes it worth making.
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Sumit Virmani has been at Infosys for over two decades. Now, he's global CMO for the tech giant. He told The Drum why a long tenure is an advantage, why attribution should still be a focus for everyone in the marketing world, how to approach the marketing mix in a world of uncertainty, and how close we really are to the golden goose of AI-enabled personalization at scale.
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A veteran of agencies himself, Mark Singer tells us why he doesn't think the term 'agency' is fit for purpose anymore, where we are in the now decade-long tug-of-war between consultancies and marketing shops, and (of course) how AI is going to change everything.
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In this Exit Right episode, Mike Silver interviews Adrian Hewlett, CEO of Sealand, on transitioning from agency life to building a sustainable brand. Discover insights on entrepreneurship, business growth, company culture, and selling to Publicis - plus lessons from successes, challenges, and global expansion strategies.
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As he hits six months into one of the biggest jobs in social media marketing, Toby Southgate of We Are Social sits down with The Drum to talk social's biggest year ever, the evolution of agency ownership structures, and what's coming next.
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A recent report from Matri found that 1/4 of new mothers either never come back to work or leave work within a year of returning. Worse, the vast majority cite "unsupportive work environments" and "inflexible working conditions" in their decision to leave. We sit down with the report's author, adland veteran Sophie Maunder, and Allison Beattie, and ad exec turned fertility-rights-at-work advocate to track the scale of the problem and what needs to be done.
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The Drum's opinion editor John McCarthy has recently signed up the biggest name in the biz to a regular column. Here you can listen to their first pitch meeting.
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It can seem in 2025 like everyone in the ad ecosystem is chasing after the same Holy Grail: fast, rapidly delivered, personalized content at whatever scale they fancy. With the help of (yes) AI, it seems that dream is closer than ever. But is the business ready for it?
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Marketing is getting moodier - and that’s a good thing. We’re diving into how brands are connecting through emotion, instinct, and shared energy, not just data. Think storytelling, authenticity, and values-led creative.
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We sit down with 3 marketers behind programs tackling marketing's dark secret: that it remains one of the most elitist and unequal industries.
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3 experts from the worlds of guerrilla activations, social and experiential marketing open the secret cookbook for under-the-radar marketing success.
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We're joined by two agency founders, fresh off a week on the Croisette of Cannes Lions. Is it still worth the rising costs for agencies to attend?
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In a special episode fronted by The Drum's global editor Cameron Clarke, two of our leading opinion columnists dissect the news out of this year's Cannes Lions festival, and ponder how the event is evolving.
Stories/columns mentioned in the episode:
Julie Seal's diary.
Paddy Gilmore's column.
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CMO at dating app Hinge, took on an extra title earlier this year: President. Live from the inaugural SXSW festival in London, Jantos talks putting marketing at the center of the boardroom, a troubling loneliness epidemic for gen Z, and the future of dating.
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David Sable spent decades in global roles at the likes of Y&R and Wunderman. Now vice chair at Stagwell, he's been honored as this year's Industry Legend by the Advertising Club of New York. He tells us why he thinks advertising's golden age is happening right in front of us.
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A recent report out of GroupM went deep into the shifting tides of UK identities. It found vast differences between regions, including a "significant divide" between the London and the UK. With media thinking still dominated by London and a couple of other cities, does it need an update? We chat with Julia Ayling and Morven Hassall.
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Recent research out of the University of Strathclyde found that petfluencers outperform their human counterparts - even in non-pet related categories, and for a far lower price. We speak to the lead author of that research, Laura Lavertu, and Momentum Worldwide's Cesar Vallejo about the economics, ethics, and future of furry marketing assets.
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Reforming voices in the ad industry have made a lot of progress in recent years - better understanding of advertising's impact on the environment, better tools to measure that impact, and plenty of new recruits to the cause - but the more radical among them would still say that it's not enough. Here, with the help of Ad Net Zero and Impact Plus, we focus on a few of the bits of progress that they're still clamoring for, including standardized reporting and more data from the programmatic world.
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Analysts claim Gen Z is redefining loyalty. We delve into this, questioning if they're truly less loyal or simply loyal in a new way. Join our experts in brand loyalty, youth marketing, and social media as we unpack this crucial question for marketers seeking to connect with the next generation of consumers.
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Following major research by Team Lewis last year into the things that really bother CMOs (and what they can do about them), two senior brand-side marketers and Team Lewis' own Yvonne van Bokhoven tell us just how frightened senior marketers should be about the outlook ahead.
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Live from a late night saloon bar at the recent WFA Global Marketer Week, The Drum's editor Cameron Clarke chatted with Ebiquity's Ruben Schreurs and veteran mediaman Nick Manning. The topic: how Elon Musk's lawsuit indicting the WFA and a new White House approach to trade are changing the media landscape.
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There's no-one who's been more instrumental in making the ad industries take attention seriously than Dr Karen Nelson-Field, founder of Amplified Intelligence and author of The Attention Economy, and Mike Follett, chief executive of Lumen Research. We brought the pair together to talk attention's journey into the center of marketing effectiveness thinking and why so many are finally waking up to the power of attention.
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We sit down with neuroaesthetics specialist and cognitive scientist Katherine Templar Lewis and Wonder's executive creative director David Crease to unpick how scientific thinking about all five senses is pushing forward experience design. For more on sensory branding's cutting edges, check out this story on The Drum.
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The ad business has long faced accusations of geocentrism, with heavy focuses in London, New York and Tokyo. That has long been shifting, with those evolving dynamics amplified by the universal-amplifier of the Covid-19 pandemic. But are borders shifting again? We hear from a top marketer in Dubai, and another who sold one of the UK's most successful independent groups from Bournemouth.
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Everyone wants to be Duolingo: over a hundred million active users worldwide, all hooked on its nudges and streaks and terrified of that big green bird. But where else is 'play-thinking' starting to transform the rest of the marketing industry? Jaywing's Danni Smith and UsTwo's Maz Karimian tell us.
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Last month, The Drum released our World Creative Rankings, a definitive list of world's most-awarded agencies, creatives and campaigns from 2024. But how does a creative climb the ranks of the many thousands of ad people around the world? We asked two people whose rankings increased the most from last year to this: LePub Milan's Cristiana Candido and FCB Chicago's Bruno Mazzotti.
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With ADM Group's chief sustainability officer Tom Hunter and Green House's Tessa Corcoran, we look at how marketers are rethinking their role in a FMCG world that's copping a lot of flack for wastage and unsustainable practices.
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Phase one of the mass global roll-out of generative AI is coming to an end, and phase two is coming. With the help of Jellyfish's Jack Smyth and Lindsay Hong of SmartAssets, we inventory the best AI tools right now, the smartest marketing approaches, and where we're going next: an 'agentic AI' future that just might have some world-shaking repercussions for marketing.
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Buy Now: The Shopping Conspiracy is arguably the most widely-distributed piece of criticism of the marketing industry in recent times. We sit down with the doc's producer Flora Bagenal and one of its star interviewees, former Adidas brand chief Eric Liedtke.
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The Super Bowl is over, but the conversation's just beginning. Off-pitch, what will we remember this year's event for most? Kendrick Lamar's barnstorming half-time show? The advent of the AI Super Bowl ad? Or seeing, for some reason, Seal as an actual Seal? We're joined by Metaforce's Allen Adamson and Gartner's Nicole Greene to discuss the biggest advertising takeaways from the Big Game.
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Unpack the power of marketing mix modelling (MMM) with Anja Bertoncelj Tugrul (group account director, Stellar Search), Thomas Barker (CEO, Green House Agency), and Aaron Dicks (technology director, Impression). From Coca-Cola’s $3 return on every $1 spent to other real-world wins, they share sharp insights on how data, tech, and smart partnerships are transforming the future of performance marketing.
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Unpack the seismic shifts reshaping the financial sector with Louise de Ste. Croix (Head of Growth & Founding Partner, Brand Opus) and Jack McLaren (Director & Founder, PATTRNS) as they explore how neo-banks like Monzo and Revolut are shaking up the industry with bold branding and customer-first features. Dive into the challenges of marketing in a heavily regulated space: How do you build trust when no one trusts banks? Can killer branding beat the red tape? And what happens when big tech crashes the party?
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In this episode, we explore how B2B marketing is shaking off its dull reputation and embracing creativity and humanity. Hear from industry experts Anca Rhone (The MX Group), Matt Box (George P. Johnson), and Jenny Sagström (Sköna) about standout campaigns from brands like MailChimp and Volvo Trucks, the emotional complexity of B2B decision-making, and why curiosity and strategy are key to cutting through the noise. Find out how bold ideas are helping B2B brands stand out, and why B2B marketing is more exciting than ever.
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In this episode, we dig into Black Friday’s evolution in 2024, in 2 parts. Looking at platforms, John Clarke (head of social, Nest Commerce) and Jake Hewlett (managing director, Tambo) share how Black Friday remains a revenue powerhouse despite growing challenges, while Duncan Birch (business director, DEPT) and Saoirse Cleary (creative strategy director, MG Empower) explore the rise of loyalty programs, personalized deals, and extended sales periods.
Whether you’re diving into discounts or staying cautious to protect your brand, one thing’s certain: success hinges on smart strategy and year-round prep.
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Want the rundown of Advertising Week New York 2024? Wes Morton, CEO of Creativ Strategies and Kris Tait, Managing Director of Croud give their take on AWNY and break down the big moments.
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Lost in the labyrinth of acronyms like OTT, CTV, VOD, and more? Join us for a deep dive into the world of connected TV advertising. Our very own Sam Anderson, Editor at The Drum, speaks to industry experts Tamara Alesi, CEO of Mediaplus, and Séamus Brennan, Director of partnerships and Strategy at Kepler EMEA. We'll break down the meaning of these industry terms and explore the challenges and opportunities for marketers navigating the ever-evolving landscape of TV and video advertising. From traditional TV to streaming services and beyond, discover how to effectively reach your audience and maximize your advertising efforts in the age of connected TV.
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Join DEPT, Disrupt Marketing, and PATTRNS to unpack the fashion industry's sustainability crisis and explore the role marketers can play in driving more sustainable practices.
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Delve into the future and challenges of wearable technology with 2Heads, Landor, and M&C Saatchi Sport & Entertainment.
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Explore the world of digital and dynamic out-of-home (DOOH) with Croud, Impression and Posterscope + Liveposter.
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How are agencies making their money? As agencies adapt to client demands and technological changes, join CLICKON and George P. Johnson UK to explore the changing revenue and pricing models in the industry.
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Explore the marketing and branding strategies around the 2024 Paris Olympic Games with Landor, M&C Saatchi Sport & Entertainment, and Story10 as we delve into the evolving landscape of sports marketing. Get insights on the opening ceremony, the coverage of the Olympics on TV and digital platforms, and the ecosystem of partnerships and sponsorships.
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Explore the fuse of marketing and football during UEFA Euro 2024 with Ear to the Ground and Propellernet. Discover key trends in sports marketing and get perspectives on the tournament from marketers.
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Join The Drum Network as we wrap-up Cannes Lions 2024. First, we discover The Drum's perspective of the festival with Cameron Clarke, Editor for The Drum. Then, we delve into insights of industry professionals from BrandOpus and VaynerMedia on their experiences of attending Cannes. Explore the evolving nature of the festival, the high costs associated with attending, the impact of AI on the industry, and the relevance of advertising awards.
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Delve into the world of automotive marketing with Jack Morton, Jaywing and TRO as they unpick how auto marketing strategies are shifting away from traditional TV ads towards more experiential and digital approaches. Understand marketing for modern luxury customers, leveraging influencer partnerships, developing online showroom experiences, and executing bold sponsorship activations to engage audiences.
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Following the release of the landmark 2024 Podcast Trends Tour, we sit down with Spotify Advertising’s Jenny Haggard to break down the headlines, from podcasting creators’ deeper relationships with fans to the emergence of a whole new breed of creator, ‘podfluencers’. Then we stress test those ideas with four marketers who each host their own podcasts.
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In the latest episode of The Drum Network podcast, we explore the opportunities and challenges facing budget retailers in today's economic environment with retail marketing experts from No Brainer, Rightpoint, Stellar Search and VML. Gain insights from our guests on how budget brands can differentiate themselves through creative marketing, subscriptions, building trust, and more data-driven growth strategies.
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In the latest episode of The Drum Network podcast, we plunge into the world of Artificial Intelligence (AI) in the marketing industry with insights from marketers of top agencies. Join our guests from DEPT®, MAS, Merkle, SmartAssets, and Tangent as they delve into the current state of AI and explore how you can enhance the creative process through collaboration between humans and AI.
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In the latest episode of The Drum Network podcast, we dive into the current challenges and future opportunities in healthcare marketing. New host Sam Anderson is joined by a panel of expert health marketers from Kepler, Space & Time, JACK RYAN, and Rightpoint. Discover how brands can navigate privacy regulations while still offering personalized experiences, and manage global campaigns across different compliance standards.
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In the latest episode of The Drum Network podcast, we tackle community marketing evolution and challenges. Industry experts from MG Empower and Spin emphasize the importance of understanding brand values and audiences in order to foster meaningful connections. Learn how brands can authentically develop and maintain communities through social media strategies, events, and crisis management protocols.
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In the latest episode of The Drum Network podcast, industry experts explore the evolving landscape of music marketing. Join Dare Balogun from M&C Saatchi Sports & Entertainment, Kristen Mitchell from Wasserman, Glenn Minerley from Momentum Worldwide and Sara Yazdani from Creativ Strategies as they discuss the impact of digital platforms, social media, and live performances on promoting artists, tracks and brands. Gain valuable insights into measuring success, navigating PR strategies, and the changing dynamics between artists, labels, and fans.
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In the latest episode of The Drum Network Podcast, industry experts delve into the ever-evolving world of influencer marketing. Join Derek Goode from 160over90 and Natalie Silverstein from Collectively as they discuss the latest regulations impacting creators, emphasizing the importance of transparent disclosures. The conversation explores building long-term relationships with influencers, sharing valuable insights for CMOs on centralizing influencer strategies. Discover key takeaways for navigating the influencer landscape and leveraging social media as the cornerstone of your marketing strategy.
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In latest episode of The Drum Network Podcast, ad industry experts discuss the intricacies of mergers and acquisitions (M&A) within the agency space. From post-acquisition communication strategies with clients to the importance of internal and external comms, our experts share their experiences and tips for a seamless integration process. The conversation delves into the evolving landscape of agency services, the impact of international markets on M&A decisions, and predictions for mergers in 2024. Gain valuable insights into the positive aspects of M&A and considerations for agency leaders in a rapidly changing industry.
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How does psychology play a role in agency business and campaign development? In this episode, experts from Momentum Worldwide, DRPG, and Unlimited discuss how understanding consumer behaviors, emotions, and motivations through research can provide insights to create more impactful marketing. Learn from examples of campaigns inspired by psychological principles and debate the various methods available to gather emotional data from audiences, taking away advice for agencies on translating insights into actionable strategies and recommendations that resonate with consumers on a deeper level.
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Incumbents in the space have been closely monitoring a raft of changes in healthcare marketing over the last few years: entry into the market from nimble startups and fresh divisions of major consumer agencies alike; AI integrations; work to address longstanding inequalities in healthcare treatment and outcomes; a rise in influencers; and more.
In this episode, healthcare marketing experts from Jack Morton, Seven Stones and Bray Leino question if these forces are coming to a head. Which of these factors should brand marketers and CMOs be keeping a closer eye on? And as they do, what will the upshot be for consumers, agencies, and brands?
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The latest in our series of marketing industry back-to-basics, performance experts from Earnest, Jaywing, Don't be Shy and Space & Time give a primer on what performance marketing looks like in 2023 (going on 2024).
Gain insights from real-world examples including Spotify, Google and Airbnb and learn to navigate the nuances of performance marketing within the broader marketing landscape: effective measurement, the interplay of data and personalization, and the strategic role of performance within a broader marketing context.
⭐ Are you part of an agency with an opinion worth sharing? Visit thedrum.com/network to find out how to appear on an episode of The Drum Network podcast.
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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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Strategy experts Andrew O'Sullivan, Transmission, Dave Jones, true Digital, Gokce Ince, Zone and Jennifer Pyne, Radley Yeldar, share their most glowing examples of strategy excellence in the real world. We dig up practical advice for marketers on authentic brand building, differentiation, governance and collaboration, and the ingredients for successful brand strategy - all through insightful case studies of iconic brands like Barbie.
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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.
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:
- What are the biggest trends around experiential that we'll be riding this summer?
- To what extent is tech now indivisible from experiential, both in the run-up to and post-event?
- What KPIs do clients now expect from experiential campaigns, and how easy is it to integrate those measurements into an omnichannel campaign?
- What are the biggest challenges facing experiential marketers at the moment, and how are they being overcome?
- What are you most excited about in the world of experiential over the next few months and years?
Our culture is waking up to the differences in people'sd 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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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?
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?
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, director of creative technology, strategy, Momentum Worldwide; 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 Shang, 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 toJonathan 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?
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?
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:
- 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?
- What skills are agencies flexing or developing on behalf of their brand partners, who are just as exposed to the challenges in 2023?
- What changes are agencies making internally to ensure that their staff are protected from the worst of the challenges?
- 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?
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:
- 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?
- Which sectors do we expect to have to change up their marketing plans the most?
- 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?
- 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?
For our out-of-home (OOH) deep dive, we're taking a look beyond the exciting developments of 2022 to where this exciting discipline is headed next. What can brands expect to see over the next couple of years - and where should they be investing their time and money to stay ahead of the curve?
The Drum's senior tech reporter Chris Sutcliffe is joined by panellistsCaspar Thykier, co-founder and CEO at Zappar, and Alex Caldwell, senior OOH specialist at Known, to discuss:
- What role is OOH playing in a brand's wider marketing strategy?
- Which verticals and sectors are - and aren't yet - making the most out of the OOH format?
- What new tech is underpinning OOH in 2022 - and how much more sophisticated will it get in the near future?
- OOH has some inherent strengths that no other marketing medium can emulate. What are some of its current weaknesses relative to other marketing mediums - and how close are we to fixing them?
- What are you most excited about when it comes to OOH in the next few years?
'Artificial intelligence' has come to mean a lot of things to a lot of people: some picture androids; others will think of the algorithms already powering Google and even smaller tech initiatives.
In this episode we'll take stock of where the progress has reached so far, what it's enabled in the world of marketing, and what on the horizon has the power to change the marketer's toolkit even more radically. Senior tech reporter Chris Sutcliffe is joined by Pascal Coggia, CEO, Artefact UK; Patrick Furse, digital director, Bray Leino; and Maria Bain, head of audience intelligence , iCrossing, to discuss:
- What are the most relevant applications of AI for marketers?
- Which AI tools for creativity are you most excited about?
- Where do you think we've seen AI being misused, or not used to its utmost efficacy?
- Does the emergence of AI as a tool require the development of a new role within agencies?
- Finally, what are you most excited about around the future of AI in marketing?
We're told that people shopping (and just existing) online want two things: privacy and personalization. In recent history, we haven't all done a great job of marrying up those two values - even leaving aside major scandals like Cambridge Analytica, most of us now don't trust big platforms and advertisers to use our data responsibly, while personalization efforts continue to misfire.
We'll ask data and privacy experts: what are brands and platforms doing to tackle this battery of problems, and what should they be doing better?
Senior tech reporter Chris Sutcliffe is joined by Russell Nuzzo, managing director, Gain Theory; George Gangar, head of strategy and solutions, Impression; Mark Byrne, head of paid search and social, Brave Bison; and Anita Klinkosz, Digital Strategist, Search Laboratory; to discuss:
- To what extent is the public well enough informed to make the judgement about the trade off between privacy and personalisation?
- Has the industry got the balance right in terms of opt-ins, or are we erring on the side of caution?
- What developments can we expect to see in terms of how we as an industry choose to engage with privacy discussions?
- What are the biggest opportunities for us with regards to personalisation? Are we making the most of the tools to which we have access?
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On this week's episode of The Drum Network Podcast, we take a step back and examine everything about the state of programmatic in 2022. Gathering a few programmatic experts, we'll get the rest of the industry up to speed on the programmatic essentials and what's going on in this space that they should be keeping an eye on.
The Drum's senior tech reporter Chris Sutcliffe is joined by: Liz Salway, principal, business consulting, EMEA, EPAM; Eliette Cremer, programmatic lead, Space & Time; and Louis Schermuly, programmatic lead, Anything is Possible. The panel discusses:
- How has programmatic changed over the past few years - both from demand and supply sides?
- How broad has programmatic buying become, and which mediums should we expect to see take advantage of it in the near future?
- Is programmatic delivering as much value as it can - and if not, what issues are still to be solved?
- What are the biggest developments coming down the pipe for programmatic?
- Which verticals and sectors should be making more of programmatic?
With the talent crisis still biting, employer branding is an undeniable growth area in the industry. The dream is that it can overhaul talent attraction, retention, and even productivity. In this episode, we gather top-level practitioners to ask: is it really possible to change these things quickly? And how will smart employers start to improve their work in this space? Senior reporter Chris Sutcliffe speaks to Catherine Fallon, partner & head of engagement and change at Emperor, and Emma Tolhurst, executive director of brand-led employee experience at Landor & Fitch.
The panel discusses:
- What do we mean when we talk about 'employer branding', and how does it differ from simple reputation?
- Does a good employer brand transcend age groups and demographics? How do you tailor an employee brand to younger people, for instance?
- What are the best methods you've found to establish an employer brand - and to maintain it once it's established?
- How do you measure the effectiveness of an employer brand?
- Finally, is creating an employer brand a collaborative process between C-suite and employees, a top-down decision, or a mix of the two?
For globalization month we want to consider the modern rule book for rapid, global brand expansion. Which brands can marketers look to for smart, sustainable international growth? Which channels and strategies should they prioritize? And what are the still under-used tricks and levers to pull? Senior tech reporter Chris Sutcliffe is joined by Alessandra Pinho, brand strategy director, Jellyfish; Claudia Stephenson, managing director, EMEA, INVNT; Keith Taylor, head of brand & partner, Emperor; and Max Dawes, COO of Zappar.
The panel discusses:
- What trends have been underlying global brand expansion over the past few years? Tech and collaboration, more established marketing industries in different countries, more mobile talent etc.?
- Which brands would you hold up as being successful recent examples of brand expansion? Why?
- Is it possible to do global brand expansion while keeping marketing locally relevant? How do we avoid making global messaging anodyne and unfocused?
- What marketing channels are the most important for aiding global expansion?
- Finally, when it comes to global brand expansion, do you think there are any best practice rules or guidelines?
Find out more about The Drum Network here: https://product.thedrum.com/the-drum-network/
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For this month's deep dive we're looking at all things e-commerce, from commerce within the Metaverse to the collision of brick and mortar and sales sits. For our deep dive podcast we're zeroing in on the new and developing relationships between bricks-and-mortar and digital sales. How are physical stores making the most of developments from the world of e-commerce - and what can digital sales journeys still learn from IRL? What are the smart ways of merging the two?
The Drum's senior tech reporter Chris Sutcliffe is joined by George Gossland, social content producer, Favoured; Barry Fiske, SVP, global experience & innovation, Merkle; and Grace Vassallo, senior marketing manager at Zappar, to discuss:
- What are the most important ecommerce tools available to brands?
- How are the smartest brands opening the purchase funnel for consumers - and tracking their progress to purchase?
- What are you most excited about when it comes to social ecommerce?
- How should small- and mid-size brands think about entering the ecommerce space in light of its dominance by giants like Amazon?
- Finally, what are you most excited about for the future of ecommerce and marketing?
Live streaming took off in the pandemic - for influencers, for media organisations, for events, and for businesses. What platforms are a sure bet, and which new players are worth a look? What are the opportunities on streaming? In this episode of The Drum Network Podcast, host Chris Sutcliffe is joined by three expert guests to discuss everything from ad-supported streaming to whether we'll ever see the Xenomorph from Alien 3 drinking a Pepsi again.
This week Sutcliffe is joined by Tom Jarvis, founder & CEO at Wilderness; Alex Wilson, executive creative director at Amplify, and Harry Evans, account director at VCCP Media, to discuss:
- Many of the biggest names in streaming TV are underperforming according to their latest results. What is causing those streaming jitters?
- Is advertising-supported streaming going to be part of the mix for the near future?
- Is exclusive content still the biggest draw for audiences, and if so how is that changing television in general?
- What part does livestreaming play in the wider mix of what audiences watch? What about social video?
- Finally, what predictions do the panel have about how streaming TV will evolve over the next few years?
On this week's episode, our senior reporter Chris Sutcliffe hears from three web3 experts about the opportunities for brands from the next iteration of the internet. From a shift of power from platform to user, or the ability to create communities, to the lessons we can learn from gaming communities that have pioneered web3 techniques, this podcast gives a comprehensive overview of web3 for brands.
Sutcliffe is joined by McDonald Predelus, VP creative director of Web3 at VMLY&R Commerce; Tom Holt, lead technology strategist for UNRVLD; and Margaret Manning, non-exec board director at Reading Room.
Like 'metaverse', 'web3' is a box of dreams into which we throw all sorts of ambitions for where the internet might be heading next. Those dreams cluster around ideas of decentralization, enabled by the blockchain and associated technologies. Are we getting close to that reality, or does it remain a dream? We'll look at where we are now, and - cutting through the hype - what might actually be next:
- What do we mean when we talk about 'web3' for marketers? Which of the underlying tech is most relevant to marketers?
- Is it beholden on marketers to educate brand partners about what is - and isn't - possible for web3?
- Which verticals and sectors are best placed to take advantage of the move to web3 marketing?
- Should we be sceptical about claims of web3 being transformational?
- What are you most excited about when it comes to web3 for marketers?
Find out more about The Drum Network here: https://product.thedrum.com/the-drum-network/
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In line with our ongoing Audio Deep Dive on thedrum.com, this week we hear from three experts all about the marketing opportunities in audio content. Audiences spend a third of their total time with media with audio content, and the vast majority of growth of audio listenership is coming from mobile devices. That’s created a huge opportunity for brands to speak directly to consumers, on the platforms where they’re most engaged.
Chris Sutcliffe, senior reporter at The Drum, is joined by Gabriella Cox, Key Account Director, Acast; Ian Schofield, Head of Podcast Production, APS Group; and Marta Vercesi, Influence Account Manager, Disrupt, to discuss:
- What have been some of the ongoing trends around audiences’ audio consumption over the past few years?
- How are brands using audio in new and interesting ways, based on those habits?
- What are the best ways of monetising audio content, and how are brands deciding which to use? Sponsorships? Programmatic audio?
- What does the panel believe is the next frontier for audio content? Podcasts being turned into TV, audio dramas making a comeback etc.
- How does the panel expect audio will change over the next few years, and who will be the biggest drivers of it?
The Drum Network helps agencies grow their profile and develop their teams, find out more here: https://product.thedrum.com/the-drum-network/
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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?
The Drum Network helps agencies grow their profile and develop their teams, find out more here: https://product.thedrum.com/the-drum-network/
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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.
Find out how to appear on a Drum Network podcast here: https://product.thedrum.com/the-drum-network/
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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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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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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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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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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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?
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:
- 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?
- What does the industry need to do to ensure that consumers have a positive experience with digital advertising?
- The perception is that much of the digital advertising system is opaque and bloated - are there disincentives for sorting this out?
- 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.
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
For the past week The Drum has been examining CX, and how it underpins so much of brands' successes. We've taken a look at everything from how digitalisation is changing the philosophy of CX, how good CX is accessible and conducive for mental health, and how individual brands are outperforming competitors through clever deployment of CX tools.
In order to cap the week, this special TDN podcast features insight from: • John Campbell, MD, Rabbit & Pork • Jane Austen, chief experience officer, Digitas • Richard Palmer, head of strategy, EMEA, Appnovation • Jacob Harris, partner, Known.iz
In this episode of The Drum Network Podcast we hear from a panel of experts about whether we have entered the golden age of growth marketing. From the definitional - how does growth marketing differ from performance marketing - to the existential, we ask which brands can benefit the most from this growth oriented approach.
Senior reporter for tech at The Drum Chris Sutcliffe is joined by four fantastic guests to discuss everything growth marketing: • Farhad Koodoruth, CEO, Threepipe Reply • Heather Barnett, head of marketing, The Marketing Practice • Chris Jones, managing director, Space & Time • Tom Davies, senior designer, Frog Design
In this episode of The Drum Network Podcast we dive into what it takes to rapidly grow a brand without losing what makes it unique. Our guests flag up everything from Salt Bae to Unilever in order to determine the role purpose plays in growing a brilliant brand, where tech empowers and restricts growth, and which sectors we expect to see a new challenger brand emerge from next.
Senior reporter for The Drum Chris Sutcliffe is joined by Daniel Liddle, SEO lead at Impression; Amanda Glasgow, creative director EMEA at Appnovation; Mel Henson, head of creative at Optimizon; and Marcus Foley, co-founder and chief growth officer at This Is Tommy.
As we say in this intro to this week's episode the question isn't "why are marketers talking about environmental issues", but "why haven't we spoken about it sooner"? Sustainability and activities on behalf of our planet are at the centre of many brands' activities, but even for those where that isn't the case, it is at least a growing concern. So how do we speak on behalf of brands around sustainability - and how can marketers lead the way on environmental issues?
To discuss all this and more, The Drum's senior report Chris Sutcliffe is joined by three guests, each with years of experience and expertise around sustainable practices. Featuring Elena Linczenyiova, director for content and policy at ICF Next; Peter Bardell, co-founder of Revolt London; and Jose Sel de Felipe, executive producer atCult LDN, this podcast seeks to answer whether the marketing industry is leading the way around sustainability.
Social platforms like TikTok, Instagram and Facebook offer huge opportunities for marketers. They are the new de facto gatekeepers to huge audiences, and there are very few other means to reach younger audiences at scale with ease. But that access comes with trade-offs, and different platforms emerge and disappear rapidly.
To discuss that rapidly evolving landscape, and how we can ensure the primacy of brands when it comes to marketing on platforms, we're joined by three experts from across the industry. Amy Gilbert, head of social at The Social Element; Tahir Rashid, paid media manager at Unrivaled; and Callum Gill, head of insight and innovation at DRP Group, join The Drum's senior reporter Chris Sutcliffe to discuss all things platform-related.
What do we mean when we talk about 'indie' vs 'network' agencies? Is it even a helpful discussion in 2022 - or is it only relevant when we talk about the realities of employing people in organisations of different scales? To discuss everything indie vs network, senior reporter for The Drum Chris Sutcliffe is joined by three experts in the field to discuss their breadth of experience across both sides of the spectrum.
Jellyfish's managing director for the UK Rick Lamb, Space & Time executive director Heather Connearn and managing director of ClickThrough Marketing Chris Roberts join this week's episode.
The Drum Network Podcast is available on Spotify, on iTunes, Google Play and your favourite podcast app.
Tying into The Drum's weeklong deepdive into the metaverse, senior reporter for The Drum Chris Sutcliffe asks three guests what the future of marketing in virtual spaces will look like.
From the earliest gaming iterations of the metaverse, brands have always had a place in virtual spaces. Now, though, with the rise of the blockchain and consumer technology improvements, an interoperable and persistent virtual world lies on the horizon. But what do we need to do to ensure that the promise and potential of the metaverse is not adulterated and diluted, and that creators and users buy into web3.0 in a way that benefits the entire ecosystem?
In this episode of The Drum Network podcast we are joined by chief product officer of Digitas UK Rafe Blandford, co-founder and CEO of Invnt Scott Cullather, and PMG client strategy lead Ting Zheng.
In this episode of The Drum Network Podcast we discuss the progress (and lack of) our industry has made when it comes to marketing to the marginalised. From a lack of representation within brands and agencies to well-meaning but flawed approaches, there is still a lot of work to be done in order to create a genuinely inclusive strategy.
The Drum' senior reporter Chris Sutcliffe is joined by Jellyfish's Abigail Balfe, GottaBe's Tomasz Dyl and Ogilvy's Victoria Day in order to ask the question: 'are we making progress when it comes to marketing to the marginalised?'
From which brands are succeeding, to whether it is ever possible to market effectively without input from the people we are marketing to, this episode is a capper to The Drum's Marketing and the Marginalised deep dive.
In this episode The Drum's own Olivia Atkins talks to two experts about what it means to be an agile marketing business. Agility has become something of a meaningless term for businesses, used to mean whatever that particular business wants to say about itself. But beyond the buzzword there are real implications for how a business organises itself to allow for fast and flexible working practices.
In this episode Andy Peddar, CEO and co-founder of Deazy, and Simon Penson, partner at Haatch, discuss their own experimentation with making businesses agile, and what it means to be adaptable in an industry that faces frequent upheaval.
As part of our Data deep dive, The Drum invited three experts from its network of agencies on to discuss all things data. Whether that's examining potential headwinds in the use of data, how it's fundamentally empowering our clients, or how we approach that client-user relationship as a third party - these guests break down the opportunities around data.
We're joined by Justin Scarborough, senior director of programmatic at PMG; Aisling Cahill, senior operations manager at Jellyfish; and Ryan Webb, conversion and analytics director at Adapt Worldwide. Stay tuned to the end to find out how you can pick their brains about their expertise!
We know from conversations with Network members - and people outside the marketing industry - that there are huge challenges to attracting and retaining young talent.
In this episode of The Drum Network podcast, we ask three experts about how they're going about creating a work environment that is conducive to young talent. Hannah Grace of Cult LDN, Mike Petricevic of Waste Creative, and Oliver Bruce of Pinpoint Media join senior reporter for The Drum Chris Sutcliffe to discuss the issue.
In this episode of The Drum Network Podcast, which coincides with The Drum's retail deepdive, we hear from three experts about the future of retail and e-commerce.
Over the past 18 months e-commerce has boomed, but the trends that predated the pandemic have continued apace. So where should smart agencies and retailers be placing their chips for the future, and how are retailers replicating the strengths of brick-and-mortar in digital spaces?
In this follow-up to our first Keeping the Spark episode, we hear how agencies of all sizes and ages are bringing their employees along as their scale up. Whether that's getting buy-in from new hires to ensuring that the co-founder keeps an eye on the values that matter, this episode provides practical advice on retaining your values as you grow.
For this episode we're joined by Croud co-founder Luke Smith, the co-founder of Reddico Nick Redding, and EVP talent and anclusion at Jack Morton Worldwide Natalie Ackerman.
On this week's episode of The Drum Network podcast we hear about the challenges, opportunities and practicalities around in-housing. As clients look to agencies to be far more consultative and to develop a long-term understanding of their brands, what does that do to the relationship between agency and client? Are discussions around remuneration more difficult, and what are the key benefits of a hybrid relationship?
Travel is ambitious, it’s aspirational, and it’s often among the most memorable experiences of our entire lives. Over the past year, though, it’s also been mostly impossible, and travel marketing trends have been forced to accelerate. In this episode you’re going to hear from two travel marketing experts about the opportunities for brands and agencies to get involved in the consumer journey around travel. First, Carly Whiteford, strategy director at OMD EMEA, explains how tech is allowing agencies to become an integral part of the consumer journey before, during and after the trip itself. Then John Speers, founder of Kemosabe, takes us through how the travel marketing industry is set to change in the near future.
In this first episode of our Keeping the Spark sub-series, we ask Becky Simms of Reflect Digital about the reality of growing your agency from a small to a mid-sized agency - without sacrificing the culture or values that underpin your work.
We couldn't discuss the future of TV in a single episode. This time Richard Carroll, senior digital marketing consultant at Capgemini Invent, takes us through the platform agnostic future of television. We discuss the vast range of choice audiences have in terms of video content, platforms, and even how they choose to pay.
What happens when (and if) consumers get used to subscription-first television - is there room for ad-supported interruptive television content? Where will investment come from and will there be room for challenger platforms among the giants of Netflix, Disney+ and Prime Video?
Television provides us with some of our most well-known cultural touchstones, from the shared experience of discussing the latest episode of Strictly Come Dancing to speculating online about the next episode of a murder mystery show. The television landscape is increasingly fragmented, with a vast array of platforms and channels delivering more choice of shortform and longform content than ever before. The line between film and TV is also blurring, and even the most staid and traditional broadcaster is experimenting with new forms of video to appeal to younger audiences.
Last time we spoke about the opportunities and potential of hybrid events. This episode we’re diving into the nitty gritty of hybrid, from the current issue of solving the virtual networking problem, to maintaining the hype pre- and post- digital event.
To begin with, though, I asked Emma Bartholomew, who sits on the advisory board for Paradise, to tell us about why ‘hybrid’ events have become the great hope of the industry over the next few years.
Then, Neil Mason, executive creative director for INVNT, tells us about why some of the challenges around hybrid events are no different from those around more traditional formats, but how tech like VR and AR are accelerating those opportunities.
In this episode of The Drum Network Podcast, we're joined by experts from Lively and Verve to discuss hybrid events. We take a look at the definition of hybrid, how agencies and brands are adapting to consumer expectations, and ask if content or UX is the bedrock of a great hybrid event.
https://verveliveagency.co.uk/ https://lively.agency/
On this episode, we're joined by Waste's head of strategy Christian Perrins to discuss the opportunities for marketers around gaming.
From Ford's partnership with Rocket League to high-end fashion brands debuting lines in Animal Crossing, there are growing opportunities for brands to reach this growing and lucrative audience.
In this second part of The Drum Network's 2021 Predictions podcast, we're joined by representatives of Croud and Jack Morton to discuss the tech and social trends that we hope will stick around for the rest of the year.
Insights this time include the rising tide of empathy among our co-workers, the rise of hybrid events, and the ultimate endgoal of personal development.
In this episode of The Drum Network Podcast, The Drum's Chris Sutcliffe and Space & Time's Andy Griffiths discuss the phenomenal changes that have occurred within DTC marketing over the past year - and where it might go in the near future.
It's fair to say that 2020 hasn't quite been the year we all envisioned. But it's had far-reaching effects on next year and beyond. In this first part of our Drum Network Podcast 2021 predictions, we take a look at our hopes for the next twelve months.
In this episode of The Drum Network Podcast, we hear from Capgemini's Ana Costa and twogether's Jon Busby about the role of audio and video in B2B marketing.
In this episode of The Drum Network podcast, Editor Chris Sutcliffe and Novos co-founder Antonio Wedral discuss what goes into a working, healthy WFH culture.
After the last episode we had many questions about the practical considerations of dealing with influencers. This episode explores how best we can deal with influencers to ensure their authenticity isn't diluted by dealing with brands, and the role agencies play in that relationship.
Bridey Lipscombe of Cult and Sophie Crowther from Brave Bison join us to discuss the modern reality of influencer marketing. How do you set KPIs for influencer campaigns? Do brands understand the gift of an influencer's network and connections? What is the future of virtual influencers? All this and more in this episode.
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In this first episode of The Drum Network podcast, editor Chris Sutcliffe and representatives of Network members discuss how remote working has changed the relationship between agency and client. We also discuss how the Covid-19 crisis has turned on the industry's empathy switch, and whether it's launched a few new commercial lines for agencies.