Digital Changemakers

Is your advertising getting enough attention? In this episode, Mike Follett, Managing Director at Lumen Research, joins Ian Whittaker to talk about attention as a vital new metric in campaign planning. In a world of information overload, grabbing a consumer’s attention and maintaining it is becoming increasingly important for advertisers. Find out how the development of innovative research methods...

Want to unlock the secret to creating the perfect poster? In this episode, Chris Langley, Director of Global Media Partnerships at System 1, and Nick Drewe, Research Executive at JCDecaux UK, join Ian Whittaker to share how they worked with brands such as Three and Specsavers to develop new results-driven guidelines on how to create the perfect poster. The new collaborative research from System1,&...

Research shows that when it comes to purchasing clothing, Gen Z are more sustainably minded than previous generations but that price is often prioritised. So how can consumers balance price and sustainable engagement with fashion? Josephine Philips, Founder and CEO of SOJO, a sustainable fashion-tech start-up, joins Ian Whittaker to give an insight into how businesses and marketers can meet the va...

With Gen Z now comprising 15% of the UK population, tapping into their increasing spending power is an opportunity that marketers can’t afford to miss. But how different are Gen Z from previous generations and how should this shape brand and marketing strategies? Kian Bakhtiari, founder of The People, a Gen Z insights and strategy agency, joins Ian Whittaker to explain the importance of understand...

How do you balance business growth with sustainability – or does sustainability drive the bottom line? Giffgaff balances people, planet and profit with equal value and effort. Having launched a call-to-arms to market for brands to bring sustainability higher up their agenda when it comes to media planning, JCDecaux welcomes a true pioneer in the space. B Corp-certified and very much focused o...

Ugo Agbai, Co-Founder of Ruka Hair, joins Thanh Catachanas, from JCDecaux UK’s Reach programme, who are on a mission to create the definitive hair brand for Black women nationwide. The pair talk about the power of the public screen and how Out-of-Home will be key in scaling up and buildingbrand fame.   Launched during the pandemic and a recipient of the 2022 Google for Startups Black Fou...

Visionary businesswoman Anna Samuels, founder of Boxx, talks with Thanh Catachanas, Head of JCDecaux UK’s Reach programme, designed to support brand growth for Black, Asian and Multi-Ethnic brands, about her goal to make boxing-inspired fitness accessible to everyone and how using Out-of-Home will enable her to build her brand.     A former chartered accountant, Anna saw a gap in th...

How do you build brand fame for a product that is often considered taboo? Ruby Raut, FemTech pioneer and founder of WUKA, joins Thanh Catachanas, part of JCDecaux UK’s Reach programme, to discuss her ambition to put an end to period shame and encourage women to use her sustainable period pants. Getting the message out to her audience is key and she shares how Out-of-Home will help her take her bra...

Ian is joined by Precious Oyelade from The Google for Startups Black Founders Fund and Thanh Catachanas from JCDecaux Reach to continue the conversation about reaching and commercialising diverse and inclusive audiences, with two successful examples of new programmes to inspire marketers. The Google for Startups Black Founders Fund and JCDecaux Reach are hugely successful programmes designed to su...

Today Ian interviews Mai Fenton about the tactics marketers can use to challenge the oversimplified rhetoric that marketing can be done by anyone and prove the value of marketing and advertising for the business. Especially helpful when budgets are under pressure in today’s economy. Today’s expert guest is Mai Fenton, CMO at Superscript is a marketer all-too familiar with the Boardroom. Mai has be...

In this unmissable conversation about the Multi-Ethnic consumer, Ian chats with Lydia Amoah, CEO of Backlight and author of the acclaimed Black Pound Report. With a disposable income of over £4.2Billion annually, the Black, Asian and Multi-Ethnic consumer is without a doubt one of the most untapped audiences within the UK. Lydia is recognised as one of Britain’s leading authorities on diversity, e...

Ian chats with Kelly Parker, CEO of Wavemaker to discuss new ways for marketers to think about driving exponential growth. Since the industry has been in a constant state of flux over the past few years, Kelly’s gives her observations on how marketers’ behaviours have changed over the last few years, and who is standing out for the right reasons when it comes to growing brands. Listeners can use t...

Ian chats with Zoe Harrison (1854) and Janet Guest (JCDecaux) to discuss the annual national photography competition Portrait of Britain. The joint venture between JCDecaux and the British Photography Journal uses out of home screens to turn Britain into a national gallery, showcasing people across genders, geographies and generations. Photos of the public, by the public, in public, serves as...

The macroeconomic effects being endured by the ad industry are commonly documented in recent years, but are there more fundamental structural changes underway? Daniel Knapp, Chief Economist for the International Advertising Bureau shares his insights on where ad markets are heading, and the recipe companies can follow to keep up. Slowing digital ad performance, unrealised ecommerce forecast, and s...

Your local Out-of-Home poster is now a live data source that segments and targets its audience. Digital capabilities are radically changing how multi-channel marketing campaigns are planned, but one of the biggest questions is - how can they be measured? Ian chats with Chris Felton, Director of Data and Insight at JCDecaux about how Digital Out-of-Home is using data to deliver evidence-based resul...

In Multi-channel marketing, the biggest question to be answered is how can it be measured? As traditional channels like Out of Home advance in their digital capabilities, evidence-based measurement is as important as the capabilities themselves. In this episode Ian Whittaker interviews Andy Brown, ex global CEO of Kantar about how the industry is performing in terms of measurement and the effect t...

The IAB has officially classified Digital Out of Home and Broadcast Video on Demand as digital channels due to the latest capabilities. But how easily is this being accepted within the industry? Award-winning Analyst, Ian Whittaker, is joined by IAB CEO James Chandler, PWC’s Steph Claxton and Jawad Safdar, Hyperoptic Broadband, where they discuss the concept that digital campaigns can extend beyon...

Award-winning Analyst, Ian Whittaker, interviews Mark Evans, Managing Director of Marketing and Digital at Direct Line, on how he changed Boardroom perceptions of Marketing from a cost to an essential investment for long term growth. Follow Mark’s top tips on how to build a Marketing Effectiveness programme, change the language marketers use, adapt company culture and ultimately how to make Market...

Ian Whittaker (Liberty Sky Advisors) and Sam Tomlinson (PWC) discuss the tools that persuade Boards to treat marketing as a long-term investment rather than a cost. Hear about the psychology and motivations of the CFO, the accounting practices behind advertising spend, econometric modelling, and using the right financial language to execute a successful long term investment case. Smart brands are...

Did you hear about the PWC study showing 15% of UK digital advertising spend falls into an unknown delta? Award-winning Analyst, Ian Whittaker, discusses the report findings with Sam Tomlinson, who led the report-writing team at PWC. Hear how the Advertisers that are paying attention to this unoptimised ad spend are the ones who are reaping the benefit, but they are in the minority. Blaze a trail...

JCDecaux in collaboration with award-winning analyst Ian Whittaker, brings a brand-new podcast series, called Digital Changemakers   This podcast key concepts from Ian’s report, Pandemic: Pause or Play where he explores the 5 megatrends facing marketers today in their quest for brand growth. With Ian’s thought-provoking commentary and challenging questions, you’ll discover new ways you can ap...

The threat of recession is enduring, and the data shows a clear polarisation in consumer spending. Some are switching to lower cost alternatives while others are joining waiting lists for Swiss watches. Brands should resist the urge to panic and consider how they move forward with their consumer base. In this bonus episode Ian and Rajvi discuss how to switch our mindset from consumer to investor t...

The pressure to cut costs and regrow margins is fierce, but are boards being penny wise and pound foolish? Find out how to put yourself in the best position to take positive action for business results. Rajvi Kantaria (JCDecaux) joins award-winning Analyst, Ian Whittaker, to discuss why Advertisers and Marketers are facing one of the most complex macro-economic landscapes of our time. They discuss...