The Media Leader Podcast: Recent Episodes
The Media Leader
The Media Leader is the leading source of analysis, data, opinion and trends in commercial media and advertising.
Hosted by reporter and producer Jack Benjamin, reporter Ella Sagar, and editor-in-chief Omar Oakes, we speak to senior leaders and rising stars about the key challenges media faces as part of our mission to stand up for courage, inclusion and excellence in media.
Find out more at the-media-leader.com and subscribe to our daily newsletter.
Why are women in media leaving the jobs they love?
That is one of the questions The Media Leader has tried to tackle this year as part of our mission to promote talent in media and advertising. Issues raised this year, in our op-eds and analysis, include concerns about better flexible working, accommodating women going through menopause, and how to stop women bearing the brunt of the industry's 'missing middle' phenomenon.
As summer comes to a close and it's back to school or work for most this month, it's a good time to reflect on the many within the media industry who balance various responsibilities as well as their work. Ella Sagar sits down with two leading women who have worked agency-side and media owner-side to discuss the unique experiences and challenges faced by women in their media careers, and how the industry can and should do more to make the workplace more equitable.
Tobi Asare is managing partner and director of growth at OMD UK, and author of The Blend: How to Successfully Manage a Career and a Family.
Stefanie Daniels is founder of Life Begins at Menopause, a 20-year media careerist, and a Media Leader columnist.
“If you don’t buy in to supporting women at various different life stages, then I think you are missing a trick," commented Asare.
On the topic of the menopause, Daniels added, “For the sake of my mum, for my grandma, for my daughter, the buck stops here. We are going to change this narrative and we are going to empower these women so they absolutely can, one by one, take back control of this life stage.”
This episode was edited by our production partner Trisonic.
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Brands are still coming to terms with how to market to gamers, a number of brand strategists have highlighted on The Media Leader in recent weeks. And this is despite several years of work by ad professionals trying to crack the gaming market.
With an audience of over 3 billion worldwide, gaming has developed over the past few decades into one of the most-loved and most-lucrative forms of entertainment, and brands want in on the action, hoping to reach audiences they often struggle to find elsewhere.
But what is causing the slow uptake of gaming advertising, and what needs to be done to better communicate with adland the potential benefits of reaching the increasingly diverse gaming audience?
Lucy Rissik, partnerships director for Women in Games and founder and CEO of boutique gaming marketing agency Brotherhood of Brand, and Nina Mackie, founder and CEO of Interact Global and part of female-led gaming industry organization WeGame2 join host Jack Benjamin to discuss the state of the gaming market, what advertisers need to know about gamers, and why there are opportunities aplenty to reach new audiences—so long as you're careful with your creative.
Register to attend The Future of Gaming 2023 on 12 October in London to continue the conversation at https://www.adwantedevents.com/futureofgaming.
This episode was edited by our production partner Trisonic.
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Out-of-home (OOH) advertising is the oldest form of advertising there is, and it has had a whirlwind of the past three-and-a-half years. The medium was hard hit by pandemic-era lockdowns, but has recovered quickly and now, according to the World Out of Home Organization’s Global Market Index Report, it is set to surpass $40bn in global revenue for the first time this year.
Route Research CEO Denise Turner joins host Jack Benjamin and reporter Ella Sagar to discuss the current state of the OOH market, developments in ad measurement, the viral success of fake OOH ads, and whether we've yet reached a 'new normal' when it comes to how individuals are traversing metropolitan areas.
Ella also speaks about her recent interview with Clear Channel Europe CEO Justin Cochrane, who told her the OOH company is seeking to become a US-only business.
This episode was edited by our production partner Trisonic.
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2023 has seen a startling spike in anti-queer rhetoric and misinformation around the world and brands have been caught up in the culture war.
Earlier this year, Bud Light was victim of a right-wing boycott for a partnership with transgender influencer Dylan Mulvaney, and Target received a high-profile onslaught of threats against staff for offering Pride products during the month of June. Both companies responded by capitulating to pressure.
Cass Naylor is co-director of advocacy at Outvertising, the not-for-profit LGBTQ+ advertising and marketing advocacy group. He is also an independent diversity and inclusion consultant and campaigner. And until recently, he worked in comms and marketing for the Financial Times.
He joins host Jack Benjamin and reporter Ella Sagar to discuss how media properties, brands and advertisers must do more to support the queer community, especially in the months outside of Pride.
“Queer people know what pinkwashing looks like; we're very, very sensitive to it now and we react very badly to it", Naylor says. "And [brands] are not getting any better at it. So you need to engage with your queer employees and the forum to do that is through the staff network. I'm a big believer in internal employee activism advocacy through staff networks, ERGs [and] BRGs. Lean on them. They are your experts. But make sure that you deserve to be showing up where you’re showing up and then be loud about it because we need companies to lead the charge."
This episode was edited by our production partner Trisonic.
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Jack Benjamin, Omar Oakes and Ella Sagar are back on the podcast this week to analyse some of the industry’s biggest stories.
The Premier League season is upon us once more, and while Jack may be clueless about British professional sport, he did cover how the league’s forthcoming gambling ads ban has thus far had ‘almost no impact’ on Premier League shirt sponsorships. With Disney finally getting involved in the gambling industry through its sports broadcaster ESPN, will the sports betting market continue to grow despite growing concerns over gambling ads?
Clear Channel has pledged a strategic review of its European holdings after it previously sold off its Swiss and Italian businesses this year. Ella discusses how the company expects to do the same in Spain and France next year, and how the outdoor company is in sell-mode as it seeks to reduce more than $5bn in company debt.
Plus: the trio discusses a number of disappointing earnings results from news publishers and considers whether AI can provide them with a competitive advantage in the future; and the Daily Mail and General Trust has thrown its hat into the ring to purchase Telegraph Media Group, but could such an acquisition get past regulators?
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2023 has been touted as the year of retail media. Between Tesco, Asda, Sainsbury's, Lidl, Boots, Target, Kroger, Uber, Deliveroo, Revolut, and Walmart, retailers have been jumping at the chance to expand their media footprints. But what should retail media’s space be on the media plan?
Kiessé Lamour, Wunderman Thompson's global head of media, commerce, and Simon Akers, founder of marketing consultancy Archmon, join host and reporter Ella Sagar to future of retail media, including why Lamour and Akers believe travel companies are primed to be the next big thing.
“We should be treating retail media as a contributor to the overall shopper strategy," said Akers. "It’s complicated because you’ve got brands, you’ve got the shopper team, you’ve got the retailer... [but] how do we integrate the needs of the shopper team with the needs of the media team and ensure that we’re all helping each other out?"
This episode was edited by our production partner Trisonic.
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Omar Oakes and Ella Sagar prove their dedication to B2B podcasting by missing the England v Nigeria World Cup penalty shootout to record this episode with their analysis on the industry's biggest stories.
OFCOM'S MEDIA NATIONS REPORT - is broadcast media suffering from 'fragmentation' or does it really have a deeper cultural problem with more consumers preferring short-form content? Spoiler for Omar's opinion, which features in his column today.
RAJAR - did the BBC score an own goal by letting Ken Bruce walk away with Popmaster? The Rajar radio audience figures once again provided a plethora of interesting audio stories... but do we need to play closer attention to talk radio and the rise of GB News/TalkTV?
PLUS Omar and Ella reflect on Sky Media trialling ITV's self-serve ad platform, why so few people in the US are taking up ads on Netflix and Disney+, and why Omnicom is giving media owners and advertisers marks out of 100 for how sustainable they are.
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Commercial radio superseded the BBC in share of radio listening in the past year, and in tandem with the growing popularity of podcasts, audio is having a moment.
Radiocentre CEO Matt Payton joins lead audio reporter Ella Sagar and host Jack Benjamin to discuss the past, present and future of the medium. The trio discuss the post-pandemic ascendancy of commercial radio, the need to innovate audio measurement tools and standards, and hurdles and opportunities in getting the upcoming Media Bill passed through parliament.
"The easy trap to fall into is to sort of talk about the good old days," said Payton. "Whereas actually, right now, radio and audio we think is stronger than ever. Stronger than ever in terms of audiences, in terms of revenues last year. So it’s taking this moment and saying, look, we’re in a bit of a golden age of audio, so let’s think about building on the innovation, developments up until now and focus on the future.”
This episode was edited by our production partner Trisonic.
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Google's EMEA president Matt Brittin spoke to Omar Oakes at the recent Cannes Lions advertising festival to discuss how the online advertising and media behemoth is approaching AI and how it's being discussed with advertisers, publishers and media agencies.
Plus: ever wondered what it takes to become a senior exec at a massive tech company? Brittin's background and career journey may surprise you.
The Media Leader Podcast's production partner is Trisonic.
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DEI, EDI, D&I – no matter the acronym you use, it is undeniable that conversations around equality, equity, diversity, and inclusion have been increasing across the board in recent years.
But how does talk translate to action within the media industry? Shez Iqbal is a mentor at Media For All and head of publisher partnerships at Criteo. He joins the podcast alongside host Ella Sagar and guest Jack Benjamin to chat through the nitty gritty of diversity, equality, equity and inclusion in leadership in media and advertising.
Iqbal is also a host of his very own podcast, 'Leadership in Colour', which showcases outstanding leaders of colour sharing their personal journeys, offering valuable insights and advice, and highlighting their current projects.
“I think that coaching is something that should be available for everybody," said Iqbal. "We definitely have an issue—and the All In Census definitely showed it—we’ve got an issue within the industry where people might come in at certain levels and hit at maybe the middle-management and then leave. But I do feel like with the support of coaching, actually we can let them or allow them to have a better plan and route to the top.”
This episode was edited by our production partner Trisonic.
Listen to Shez Iqbal's 'Leadership in Colour' podcast here, or wherever else you get your podcasts.
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Host Jack Benjamin is joined by editor Omar Oakes and reporter Ella Sagar to discuss the latest news around the media industry.
Key headlines covered this week: Twitter is being rebranded as X; 'Barbie' and 'Oppenheimer' both had exceptional opening weekend box office performance thanks in part to impressive marketing campaigns; Hollywood remains on strike with no end in sight; earnings season is upon us; and NME is relaunching its print edition.
The Media Leader Podcast's production partner is Trisonic.
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One of the key questions we are always asking industry experts, be it in our reporting or at our conferences, is what makes for effective media? Is it all about excellent creative? Is it about perfect placement? Or is it, in the words of Succession character Kendall Roy, all simply about harvesting eyeballs?
Mike Follett, managing director at Lumen Research and a regular columnist for The Media Leader, is back on the podcast to discuss the key factors that make media effective, and where attention fits within the conversation. He is joined by The Media Leader editor Omar Oakes and reporter and host Jack Benjamin.
On the broad topic of effectiveness, Follett said the industry needs to admit what it does and doesn't know about the way media and advertising works.
“We assume that we know absolutely how these things work, and we have some numbers to back us up here," he said. "But in all honestly, we don’t. That’s the real truth. We don’t have the complete picture of how this stuff works. And I think admitting that is the smart thing to do, and pretending that we do have a 100% picture of the world, that’s crazy.”
This episode was edited by our production partner Trisonic.
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Taboola has built a multibillion-dollar business by making it easy for publishers to recommend content to other parts of the web in exchange for a fee. Now, as thoughts about generative AI dominate conversations in media, the company has just launched Taboola Generative AI which aims to "revolutionise" how publishers create personalised ads.
CEO Adam Singolda spoke to Omar Oakes about the company's beta test of this AI tech, which began in February and has just been rolled out formally to all English-speaking Taboola partners. Singolda and Oakes spoke during Cannes Lions in June, so the pair also chatted about goings-on at the Croisette.
In addition, Singolda has some frank advice for anyone who wants to start their own business.
This is a bonus episode, distinct from our usual Thursday show. We're generous like that.
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What does the future of digital publishing, and in particular, digital news publishing, look like? Raymond Snoddy, the former presenter of BBC News Channel’s NewsWatch and a longtime columnist for The Media Leader, and Richard Reeves, MD of the Association of Online Publishers, join the podcast to discuss.
Digital publishing has been in a near-constant state of development and transition since it began supplanting traditional press two decades ago. But with the recent dissolution of BuzzFeed News, the bankruptcy and sale of Vice Media, and ever-quickening developments in generative artificial intelligence, today’s digital publishing leaders perhaps have their hands full now more than they ever have.
In a wide-ranging conversation, the pair spoke to Jack Benjamin talked about publishers' progress in defending their intellectual property from "scrupulous" tech vendors and large language AI models, the challenge of making hard news appealing to young people, and the importance of consumers' trust in news.
On the increasing popularity of comedic news content on short-form video platforms, Snoddy said: "The only hope for legitimate news and ultimately the survival of legitimate democracies is to keep focusing on trust, accuracy, meaning, explanation... if the world is totally dominated by the funnies, we’re all in a very serious position indeed.”
This episode was edited by our production partner Trisonic.
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“You’ve got to do a different job on pricing.”
That is the core theme of the new book Madison Avenue Makeover, according to its author Michael Farmer.
Farmer, a former consultant, is also the author of Madison Avenue Manslaughter, which the Financial Times called a “damning critique of the modern advertising industry”.
His latest book, a sequel, addresses attempts by Huge CEO Mat Baxter to transform the IPG agency and restore its dynamism. But as reporter Ahmed Elkady writes in his review, the raison d’etre of Madison Avenue Makeover is to serve as the industry’s guide for what another paradigm of agency relationships could look like.
Farmer previously spoke to editor Omar Oakes in a 2022 interview in which he discussed whether the industry had made progress since Manslaughter‘s release in 2015. Now, in a new interview with The Media Leader, the strategy consultant returns to explore the themes and key takeaways of his sequel.
Elkady sat down with Farmer to speak in detail about its development and key lessons for the industry. A partial transcript of the conversation has previously been published, and now you can listen to the audio in full.
This episode was edited by our production partner Trisonic.
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Media industry professionals have been in something of a crisis.
Declining mental health, uncertainty over hybrid work policies, slow-moving DE&I policies, and still-large disparities between men and women in career progression and pay. These issues are not necessarily unique to media, and there have been improvements made over time in many areas, but there is doubtless more our industry could be doing to improve the lives of its workers.
So, how should we unpack all of these challenges? Columnist and Creativebrief editorial director Nicola Kemp returns to the podcast to discuss, alongside reporter Ella Sagar.
“The Covid pandemic has created a toxic storm of stress," said Kemp. "And I think that is really having a huge impact on the workplace right now. We might have stopped writing those headlines on the Great Resignation and moved on to the Great Regret, but the reality is a lot of people are still planning to leave the roles they’re in in the next 12 months.”
This episode was edited by our production partner Trisonic.
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Future's new CEO Jon Steinberg is keen to build things.
In his career he has helped create two new media start-ups in BuzzFeed and Cheddar, but in his new role as CEO of Future, he has taken charge of numerous media properties continuing to transition from print to digital.
Steinberg joins the podcast in an interview with editor Omar Oakes. The pair discuss changes Steinberg is bringing to Future, the value of attending Cannes Lions, the state of the digital publishing industry, and how developments in generative AI will change editorial processes.
“Digital subscriptions is a huge opportunity for us," said Steinberg. "This will be a long process, building a digital subscription business. As you’ve seen with The New York Times, or The Washington Post, it’s not something that happens overnight, and that’s one of my long-term goals.”
This episode was edited by our production partner Trisonic.
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Why are media and creative so siloed?
That was the question implicitly posed by our editor Omar Oakes in his latest column. Referencing industry veteran Laurence's Green's speech at a recent Thinkbox conference, Oakes questioned Cannes' reason for appearing separately as both a celebration of creativity and as a tech and media industry conference.
Oakes and Green both joined Jack Benjamin on The Media Leader Podcast to unpack the argument. In a wide-ranging conversation, the trio also spoke about the importance of creative in driving effectiveness, the industry's struggles to promote sustainability and pessimistic trends in digital news consumption unveiled by this week's release of the Reuters Institute Digital News Report.
"The mood music in the industry is firstly, can we just have that richer mix of work," said Green. "Yes, reward the purpose stuff, but find a way to the great stuff that pays the mortgage. But also, can we just make sure that we're not using our creative skills to greenwash rather than using our creative skills to more profoundly change business. Those are the things that are in the ether around Cannes this year."
The episode kicks off a new panel format for the podcast, which includes a 'quick hits' section covering recent stories from the around the industry.
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"There's so much change all the time in terms of new channels popping up, the way ID and privacy fit together and create challenges; there's just so much to constantly be on top of and ahead of."
AudienceProject's UK commercial directorMartin Bentley was one of several Future of Brands conference delegates reflecting on the biggest challenges and opportunities facing the media industry in the near future.
Speaking with reporters Jack Benjamin and Ella Sagar at London conference in April, Bentley, as well as Neil Robinson, EMEA advisory for media, tech, sports, and entertainment at Salesforce, Nick Henthorn, UK VP of sales at InfoSum, and Mark Cross, engagement director at JICMAIL, also gave personal takeaways and learnings from the event.
This episode was edited by our production partner Trisonic. For more on our events, including our upcoming The Future of Media conference, check out our events portal.
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Mudit Jaju, global ecommerce lead at Wavemaker talks to reporter Ella Sagar about how the retail media ecosystem has changed since the pandemic, who does retail media really well and what new partnerships between ITV and Channel 4 and retail media partners mean for the industry.
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Nick Manning, founder of media agency Manning Gottlieb OMD and media consultant, talks about his recent column in which he argues advertisers can no longer be passive observers as their spending funds a media ecosystem which is suffering from a "crisis of trust".
Notes:
Nick's column: "How advertisers should deal with the crisis of truth in media"
The editor: "We will champion talent, sustainability and trust in media"
Join us on Weds 30 November for a special presentation we're running with The Guardian: "Confronting the climate emergency" - Omar Oakes speaks to industry leaders, activists and The Guardian's environment editor about how advertisers and media companies should respond to the climate crisis with practical steps and priorities.
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England footballer Jill Scott — part of the Euro 2022-winning team — speaks to talkSPORT reporter Jordan Jarrett Bryan at our recent Future of Media event in London.
Jill and Jordan spoke about her experience of dealing with the media as a women’s footballer, how media attitudes towards women’s football have changed, and how far away the women’s game is now with being seen as an attractive area for brands to invest in advertising and sponsorship.
As seen (sort of!) on ITV's I'm a Celebrity... Get Me Out of Here!
If you missed this year's two-day Future of Media conference, don't worry: we'll be back in 2023. Check out the agenda.
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Route Research CEO Denise Turner talks to Omar Oakes about how the outdoor media sector has recovered in 2022 after Covid-19 lockdowns in the UK and what the 'new normal' looks like as more people regularly work fro home.
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Omnicom Media Group’s head of futures Phil Rowley has recently joined The Media Leader‘s stellar list of regular columnists. His debut column argues that predictions can still be highly useful even when they’re wrong.
Rowley speaks to Omar Oakes about the science of predicting, whether predictions are getting harder and whether brands are becoming more conservative when it comes to innovation in media and marketing.
Of course there is a lot to say about what’s happening at Twitter under the rule of Elon Musk, as well as Meta’s huge investment in the “metaverse”.
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BARB CEO Justin Sampson discusses what's next for the UK TV measurement company as independent audience data for Netflix and Disney+ becomes available for the first time.
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ITV CEO Carolyn McCall speaks to Omar Oakes about the launch of ITV's new streaming service ITVX, where it fits into her vision to digitally transform the UK's biggest commercial broadcaster, and what's next for ad-funded television as Netflix and Disney+ enter the arena.
This interview was recorded at The Future of Media, Mediatel's flagship conference, in London on 13 October.
The #Forgotten500k campaign sees media owners provide free ad space for a campaign to make an antiviral available on the NHS for immunocompromised people who don't respond to regular Covid-19 vaccines. Omar speaks to mSix&partners executive chair Jess Burley about why it's so important, campaigner Mark Oakey whose life and been put on hold for more than two years, and Dr Tony Pagliuca for a medical perspective.
Find out more about the campaign.
Hosted by Omar Oakes, editor of The Media Leader.
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The Media Leader Podcast features opinions and analysis about the media and advertising industry. Our mission is to champion excellence, inclusion and courage in media.