Digital Changemakers

In this episode, David Wilding, EVP of Strategy at WPP, joins guest host, Kate Tovey, Director of Customer Engagement at JCDecaux, to explore why brand marketing needs a rebrand in today’s boardrooms. David explains how marketing has shifted towards short‑term performance, why he prefers to talk about “near-future sales” instead of “brand”, and how that shift in language helps unlock better conver...

In this episode, Chris Mawdsley, Head of Media Strategy at the BBC, joins Ian to unpack what it means to plan media when “the audience is everyone, all of the time.” He explains how the corporation uses data to identify target audiences, why Out‑of‑Home has become key for scale and talkability as TV viewing fragments, and how “planned reactivity” helps the BBC turn hit shows like The Traitors into...

In this episode, Georgia Scott, Director of Integrated Marketing at Monzo, joins Ian to explore what it means to be a “master generalist” leading marketing inside one of the UK’s fastest‑growing banks. She explains how her approach ensures brand and performance activity work together to create a coherent experience for customers. Georgia also shares why she sees Out‑of‑Home as a crucial way to rea...

In this episode, Caroline Adams, Head of Marketing at Interflora, joins Ian to explore how a 100-year-old brand stays emotionally relevant in a competitive, digital-first category. She reveals how Interflora is reframing its heritage as a brand “superpower”, using creativity and storytelling to move beyond awareness and build brand affinity with younger audiences. Find out how Interflora combined...

James Best CBE, Chair of the Committee of Advertising Practice, and Matt Bourn, Director of Communications at the Advertising Association, join Ian to explore why trust is one of the most valuable assets a brand can build. Drawing on their new book,  Trusted Advertising , they reveal how trust in advertising is evolving, why it drives commercial outcomes, and why it matters where your brand s...

Claire Brunel, Brand Campaign Manager at EDF, joins Ian to unpack how one of the UK’s biggest energy brands is building trust in a high‑emotion category. Claire reveals how EDF’s new brand platform, “Change is in our power”, puts customers at the heart of the energy transition, turning sustainability from a corporate promise into a shared mission. Hear how EDF combines customer insight with truste...

Mike Cheetham, Head of Culture, Entertainment, Digital, and Media at Diageo, joins Ian Whittaker to explore why there's no "secret sauce" to great marketing - just a balance of curiosity, data and intuition. Learn how Mike positions marketing as an investment, speaks the language of the CFO and leverages OOH to amplify digital and social platforms. Discover how Diageo manages a portfolio spanning...

Alicia Kharod, Co-Founder of Wild Chai, and Cllr Tom Bruce, Deputy Leader of the Council at London Borough of Hounslow, join award-winning media analyst Ian Whittaker to discuss the importance of driving awareness to scale and grow a new brand. Uncover Wild Chai's journey to brand recognition using OOH and strategic partnerships, how Tom's work in the community, including the Advance for Grow...

Jo McClintock, VP Brand & Marketing at Trainline, joins award-winning media analyst, Ian Whittaker, to share why she encourages her marketing team to be scientists and how that’s enabled the business to prove the value of brand to the CFO and Board. Find out how Trainline is influencing brand perceptions, making rail famous for sustainability and positioning Trainline as the preferred choice f...

Matt Bushby, CMO at Rightmove, joins award-winning media analyst, Ian Whittaker, to discuss how he is driving the expansion of Rightmove’s services to empower both consumers and agents in the home-moving process, and why he champions the power of brand over performance marketing strategies to build trust and confidence amongst audiences. Hosted on Acast. See acast.com/privacy for more information.

Eloi Casali, Media Lead UKI at Uber, joins award-winning analyst, Ian Whittaker, to delve into the strategies that help Uber maintain its status as a global powerhouse, the importance of strong brand image for standout, and the innovative marketing tactics that keep Uber at the forefront of the industry. Find out how Uber uses tailored Out-of-Home to drive brand love and how Eloi leverages data to...

Laura Citron OBE, CEO at London & Partners, joins award-winning analyst, Ian Whittaker, to discuss the strategy behind brands including Visit London and Grow London and how they are driving resilient, sustainable, and inclusive economic growth in the UK capital. Find out how Laura and her team tackle the mammoth-brand that is London, drawing on her global marketing experience from WPP and her...

Fraser Brown, Retail Director at Heathrow, joins Ian Whittaker to discuss why airports are a powerful platform for brand communication, sharing examples of campaigns that are engaging audiences creatively, combining the magic of the airport experience with the global and affluent airport audience to drive full funnel results. Hosted on Acast. See acast.com/privacy for more information.

Andy Lobo, Director at Strategy& (part of the PwC network) joins Ian to discuss his expert predictions for 2025, the trends that are currently shaping the UK Entertainment & Media Market and the changes that marketers can expect in the advertising industry over the coming year. Andy breaks down the programmatic Out-of-Home opportunity, the new spending power of Gen Z and why advertisers ne...

Emma Strain, Customer Director at Transport for London, joins Ian Whittaker to delve into the world-famous network's marketing strategy, the importance of a customer-focused approach and how the network continues to evolve - connecting communities and fuelling London’s economic growth. Emma also discusses why Out-of-Home in London presents a distinct opportunity for brands and the recent announcem...

Mays Elansari, Senior Brand Marketing Specialist, joins Ian to discuss the role of long-term brand building in modern marketing and why effective stakeholder management across departments is key to marketing success. Having managed big brands including Subway and Penhaligon's, Mays highlights how multi-media campaigns drive full-funnel results for brands and the power of OOH to reach diverse audie...

Richard Kirk, Chief Strategy Officer at EssenceMediacom UK, joins Ian to share his latest research on optimising your marketing media mix. His recent study shows marketers have developed an over-reliance on performance marketing which has impacted long term results, that rebalancing the media mix is proven to boost brand metrics, and he shares why he is developing a new media currency for quality...

Benjamin Court, Global Marketing Manager - E45 at Karo Healthcare and Rich Miles, Co-Founder at The Diversity Standards Collective (DSC) join Ian to talk about the power of authenticity in ads, the results that this can drive for brands and how E45 worked with DSC to develop an award-winning campaign . Rich also shares new research from JCDecaux and DSC which shows a new opportunity for brands to...

Jeremy Cartwright, Consulting Director at Nielsen and Jon Harman, Head of Data at JCDecaux UK, join Ian to discuss their latest collaborative research, ‘Location Matters for MMM’, which shows that including postcode-level data in Marketing Mix Models provides an unprecedented view of what each channel is delivering in terms of sales whilst also benefiting the accuracy of how they measure, helping...

Marc Greene, Commercial Director at In Kind Direct, joins Ian Whittaker for an insightful discussion around the important role that marketing plays in the charity’s strategy and how they are tackling the issue of hygiene poverty by using the power of storytelling to build partnerships with the biggest brands.  In Kind Direct is a UK charity focused on distributing consumer products that are d...

Markéta Kristlova, Brand Equity Lead at Müller UK & Ireland, joins Ian Whittaker, sharing why she believes a strong brand and visual identity can drive success and why it is important for marketers to put customers first, stay agile and adapt to changing market needs. With 15 years in FMCG, Markéta’s experience includes marketing roles at Mondelez, working on global brands such as Cadbury. In...

Nada Arnot, EVP of Marketing at The Economist, joins Ian Whittaker to share how she went from being a performance-oriented, “non-believer” in brand, to launching the iconic publication’s largest brand-building campaign in years. By proving the value of brand marketing as a full-funnel strategy to the Board and revealing the key role data played in unlocking marketing investment, find out how Nada...

In this episode, Andrew Tindall, Senior Vice President - Global Partnerships at System1, and Chris Felton, Director of Data and Insight at JCDecaux UK, join Ian Whittaker to discuss the controversial, but hugely popular article; ‘7 out of 10 OOH ads don’t work. Here’s why and how to fix them’, written by Andrew for The Drum, on the lack of creativity in Out-of-Home advertising. System1 are ad-test...

In this episode, FMCG trailblazer, Jess Vega, Marketing Manager at Natural Balance Foods, joins Ian Whittaker to discuss creativity as a crucial component in successful brand building. Having worked at global brands such as Mondelez, Nestle and Ferrero, Jess noticed a shift towards online ROI focussed marketing during the pandemic and so wanted to try and rebalance the brand funnel - refocusing on...

In this episode, Emma Rowson, Marketing Executive at JCDecaux UK, joins Ian Whittaker to talk about the British Journal of Photography’s annual Out-of-Home exhibition of Portrait of Britain. Celebrating the creative, diverse and resilient spirit of the nation, Portrait of Britain is the UK’s biggest annual photography exhibition and since 2016, the exhibition has partnered with JCDecaux to showcas...