STEP ONE

Advertising Megatrends: Podcast Series

Join award-winning analyst Ian Whittaker and guests as they explore the latest advertising trends and debate how you can navigate the most complex macroeconomic landscape we’ve seen in our lifetime. Industry silos, leaking advertising spend, multi-channel marketing planning or investment strategies - which most resonates with you and your marketing objectives?

How to make your brand famous with outdoor media.
Podcast | Season 3, Episode 15

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 brand building to drive growth. She set out to do this in a groundbreaking and creative way.

Jess is joined by Andrew Mullins, Creative Director at JCDecaux UK, here to give insight into how innovative and creative ideas like Jess’s can be applied to your brand to fuel growth. 

Hosted by: Ian Whittaker

Recommended for you
Leaking Ad spend, a billion-pound problem for advertisers.

Podcast | Season 1, Episode 2

Podcast Season 1, Episode 2
Your Month in a Minute
January 2024

Watch Your ‘Month in a Minute’, with award winning analyst Ian Whittaker for a recap of recent developments in the industry.

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Capturing the spirit of the nation.
Podcast | Season 3, Episode 14

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 showcase 100 winning images in a month-long digital screen display across the UK. The large-scale exhibition uses the immense reach of Out-of-Home to bring art to public spaces nationwide, creating a joyful and poignant celebration of British identity.

 

Read more about Portrait of Britain Vol.6 here.

View all 200 shortlisted images here.

Hosted by: Ian Whittaker

Recommended for you
Leaking Ad spend, a billion-pound problem for advertisers.

Podcast | Season 1, Episode 2

Podcast Season 1, Episode 2
Why attention matters.
Podcast | Season 3, Episode 13

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, such as eye-tracking technology, is shaping attention into a new currency to be used amongst the advertising industry.

You can read more about the link between attention and priming here.

Hosted by: Ian Whittaker

Recommended for you
Leaking Ad spend, a billion-pound problem for advertisers.

Podcast | Season 1, Episode 2

Podcast Season 1, Episode 2
Your Month in a Minute
December 2023

Watch Your ‘Month in a Minute’, with award winning analyst Ian Whittaker for a recap of recent developments in the industry.

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Your Month in a Minute
November 2023

Watch Your ‘Month in a Minute’, with award winning analyst Ian Whittaker for a recap of recent developments in the industry.

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Creativity as a force for growth.
Podcast | Season 3, Episode 12

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, Lumen Research and JCDecaux UK combines AI, Emotion and Attention testing to show that creativity is a key driver for effectiveness.

In a world where attention is a finite resource, find out how to optimise your Out-of-Home creative to build your brand and drive results through the brand funnel.

You can download your own copy of ‘How to make the perfect digital poster’ here.

Hosted by: Ian Whittaker

Recommended for you
Leaking Ad spend, a billion-pound problem for advertisers.

Podcast | Season 1, Episode 2

Podcast Season 1, Episode 2
Your Month in a Minute
October 2023

Watch Your ‘Month in a Minute’, with award winning analyst Ian Whittaker for a recap of recent developments in the industry.

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Scaling a sustainable start-up
Podcast | Season 3, Episode 11

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 startup, joins Ian Whittaker to give an insight into how businesses and marketers can meet the various needs of their customers without compromising on sustainability.

In 2022, Josephine was named one of the Forbes 30 under 30 in the Technology Industry and JCDecaux welcomes Josephine as an industry pioneer who is challenging attitudes towards fashion and promoting investment in the clothes that consumers already own by repairing items rather than replacing them.

As a recipient of the JCDecaux UK Reach Programme which is designed to support brand growth for Black, Asian and Multi-Ethnic brands, Josephine discusses how startups such as SOJO can benefit from the mass reach and cut through that digital Out-of-Home provides.

Hosted by: Ian Whittaker

Recommended for you
Gen Z: The Economic Powerhouse.

Podcast | Season 3, Episode 10

Podcast | Season 3, Episode 10
Giffgaff talks people, planet and profit.

Podcast | Season 3, Episode 9

Podcast | Season 3, Episode 9
Gen Z: The Economic Powerhouse.
Podcast | Season 3, Episode 10

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 understanding Gen Z and the channels that work best to cut through. Named as one of the Top 20 Future Leaders by the Financial Times for his contributions to marketing, JCDecaux welcomes Kian as an inspirational changemaker who is bridging the gap between brands and young people by giving Gen Z a seat at the marketing table.

Following the launch of JCDecaux UK’s GENgage, a new programme to help brands reach and engage the digitally native Gen Z audience, Ian and Kian talk about the opportunity that digital Out-of-Home provides marketers with so that they can connect and be relevant within the context of young people’s lives.

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Giffgaff talks people, planet and profit.
Podcast | Season 3, Episode 9

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 on long-term cultural change, giffgaff’s Georgina Bramall, Marketing Strategy Director, shares her experience and learnings for others wanting to push sustainability further up their organisation’s agenda.

 

With a new report out from JCDecaux UK and Campaign on a new report to market, looking at the importance of sustainability in brands’ media planning, Ian and Georgina discuss how sustainability can impact media planning and the role of channels such as Out-of-Home in that sustainable journey.

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Summer Series: Cutting through with Out-of-Home
Podcast | Season 3, Episode 8

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 Founders Fund, RUKA Hair focuses on bringing the latest science and innovation to the treatment and management of curly, coily and wavy hair. Now they’re bringing their brand to a national audience with their upcoming OOH campaign, giving them unprecedented scale and reach. 

Hosted by: Ian Whittaker

Recommended for you
Summer Series: Using Out-of-Home to build a brand

Podcast | Season 3, Episode 7

Podcast | Season 3, Episode 7
Summer Series: Scaling your brand with the power of the public screen

Podcast | Season 3, Episode 6

Podcast | Season 3, Episode 6
Summer Series: Using Out-of-Home to build a brand
Podcast | Season 3, Episode 7

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 the market when she was on maternity leave and launched Boxx, which champions fitness wherever you are, be it on the the Boxx+ app or in her East London studio. Now she’s ready to take her brand to the next level with with OOH.  


Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Summer Series: Scaling your brand with the power of the public screen
Podcast | Season 3, Episode 6

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 brand to the next level and talk directly to her target audience.

 

Ruby talks about her brand’s origin story, having to use old sari rags growing up in Nepal and how that ultimately sparked her desire to create an eco-friendly period care brand. 


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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Google and JCDecaux: Black, Asian and Multi-ethnic Disruptors
Podcast | Season 3, Episode 4

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 support brand growth for Black, Asian and Multi-Ethnic brands, helping them scale and grow by reaching their chosen target audiences through Capital Investment and the Power of the Public Screen. What can big brands learn from the disruptors in this space? 

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Your Month in a Minute
May 2023

Watch Your ‘Month in a Minute’, with award winning analyst Ian Whittaker for a recap of recent developments in the industry.

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Marketing shouldn’t be left to the marketing department.
Podcast | Season 3, Episode 4

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 been named CMO to Watch, Revenue Marketing One to Watch and a Top 30 Most Influential Fintech Marketers.

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Your Month in a Minute
April 2023

Watch Your ‘Month in a Minute’, with award winning analyst Ian Whittaker for a recap of recent developments in the industry.

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
The £4.5bn untapped market: Results speak louder than words.
Podcast | Season 3, Episode 3

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 £4.5Billion 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, equity and inclusion (DEI) and shares her experience dealing with brands who have not only adopted the moral obligations behind DEI, but have capitalised on the economic reasons and driven growth in their bottom line. Can your brand afford not to invest in this audience? Listen now to find out more.

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Your Month in a Minute
March 2023

Watch Your ‘Month in a Minute’, with award winning analyst Ian Whittaker for a recap of recent developments in the industry.

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Pause. Assess. Be Bold. Repeat.
Podcast | Season 3, Episode 2

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 these challenges to their advantage to act boldly and step up their advertising strategies. Exponential growth requires uncomfortable change - are you bold enough?

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Your Month in a Minute
February 2023

Watch Your ‘Month in a Minute’, with award winning analyst Ian Whittaker for a recap of recent developments in the industry.

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
The Public is your only critic.
Podcast | Season 3, Episode 1

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 a reminder of the broadness and diversity of audiences across the country. Find out how you can use the power of the public screen to amplify your message across every diverse audience in Britain today.

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Your Month in a Minute
January 2023

Watch Your ‘Month in a Minute’, with award winning analyst Ian Whittaker for a recap of recent developments in the industry.

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Adapt or Die: The Macroeconomic and Structural changes affecting Advertising today.
Podcast | Season 2, Episode 4

£47 billion has been lost in unoptimised ad spend over the last ten years according to Ian Whittaker's 'Pandemic: Pause or Play' report.

In this episode of the podcast series, Ian interviews Sam Tomlinson about the concept of unoptimised ad spend, which received so much interest from Ian's report. Sam Tomlinson is a partner in PwC’s media assurance practice and leads PwC’s multi-award-winning Customer, Marketing & Media Insight team. He collaborated with industry representatives in developing the UK’s first industry standard for multi-platform audience measurement. 

 

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Location-based advertising, a 17.78% CAGR growth market worth £76.4bn globally.
Podcast | Season 2, Episode 3

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 results and improve multi-channel marketing measurement across the industry

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
An expert guide to multi-channel measurement.
Podcast | Season 2, Episode 2

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 that channel silos are having on progression in the area. This is a frank and informative conversation about challenges, opportunities and how to take a holistic approach to measurement.

 

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Digital is the new traditional - brand channels’ latest digital capabilities.
Podcast | Season 2, Episode 1

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 beyond performance channels due to capability advancements in traditional media. They debate the opportunities and challenges the industry faces and how you can take this forward for your organisation.

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Why marketers should talk in numbers, not crayons.
Podcast | Season 1, Episode 4

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 Marketing investment a Board priority. You too could change the perception of marketing being a “colouring in” function to being an essential growth driver. 

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Learn the Language of the CFO for Success in the Boardroom
Podcast | Season 1, Episode 3

Ian Whittaker (Liberty Sky Advisors) and Sam Tomlinson (PWC) discuss the tools that persuade Boards to treat marketing as a long-term investment into shareholder value 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 ensure marketing investment becomes a Board priority.

Hosted by: Ian Whittaker

Recommended for you
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Don’t panic! How to navigate a recession

Podcast | Season 1, Bonus Episode

Podcast Bonus Episode
Leaking Ad spend, a billion-pound problem for advertisers.
Podcast | Season 1, Episode 2

£47 billion has been lost in unoptimised advertising spend over the last ten years according to Ian Whittaker's 'Pandemic: Pause or Play' report.

In this episode of the marketing podcast series, Ian interviews Sam Tomlinson about the concept of unoptimised marketing investment, which received so much interest from Ian's report. Sam Tomlinson is a partner in PwC’s media assurance practice and leads PwC’s multi-award-winning Customer, Marketing & Media Insight team. He collaborated with marketing industry representatives in developing the UK’s first industry standard for multi-platform audience measurement. 

 

Hosted by: Ian Whittaker

Recommended for you
5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Sam Tomlinson

Partner and Media Leader at PwC UK

Sam Tomlinson
Don’t panic! How to navigate a recession
Podcast Season 1, Bonus Episode

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 their marketing planning forward with their consumer base. In this bonus episode Ian and Rajvi discuss how to switch our mindset from consumer to investor to set ourselves up for success during an economic downturn.

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Advertising Forecasts and Megatrends

Full Analyst Report by Ian Whittaker

Ian’s Pandemic Pause or Play report
5 Megatrends Curious Marketers Should Know
Podcast Season 1, Episode 1

The pressure to cut marketing 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 better marketing results. Rajvi Kantaria (JCDecaux UK) joins award-winning Analyst, Ian Whittaker, to discuss why Advertisers and Marketers are facing one of the most complex macroeconomic landscapes of our time. They discuss 5 advertising trends and highlight opportunities for serious marketers to demonstrate their impact on long term business growth.

Hosted by: Ian Whittaker

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Advertising Forecasts and Megatrends

Full Analyst Report by Ian Whittaker

Ian’s Pandemic Pause or Play report
Don’t panic! How to navigate a recession

Podcast | Season 1, Bonus Episode

Podcast Bonus Episode
Digital Changemakers
Podcast Season 1, Trailer

JCDecaux, in collaboration with award-winning analyst Ian Whittaker, brings you a brand-new marketing podcast series, called Digital Changemakers. This podcast highlights key marketing concepts from Ian’s report, Pandemic: Pause or Play where he explores the 5 biggest advertising trends 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 approach marketing conversations with the CFO and prove why advertising is important and how it drives shareholder value.

Hosted by: Ian Whittaker

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5 Megatrends Curious Marketers Should Know

Podcast | Season 1, Episode 1

Podcast Season 1, Episode 1
Don’t panic! How to navigate a recession

Podcast | Season 1, Bonus Episode

Podcast Bonus Episode

STEP TWO

Media Mixology

Art or science? Curating the optimal media mix for your marketing objectives is a fine balance between going with what you know to be effective, and continuously improving the norm with test and learn ideas. Challenge your existing media mix with these proven concepts to maximise marketing results.

.
How to Create The Perfect Poster

Chris Felton, Director of Data & Insights at JCDecaux, along with Specsavers and System 1 Group, collaborated with us at MAD//Fest to unveil our three innovative methods of testing using AI, Attention, and Emotion, which can greatly enhance the impact of your creative work.

Here are your Creative Best Practice guidelines, these guidelines will empower your creative work to reach its maximum potential.

Hosted by: Chris Felton

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Attention - The New Metric

Learn the latest measurement techniques

Attention video
The Moments of Truth: Creative Best Practice

Award-Winning Research Study

Research Study The Moments of Truth: Contextual Creative
P²+C=6 by Justin Gibbons

Justin Gibbons explores the impact the removal of cookies will have on digital marketing results, and how brands and agencies are planning for The Cookieless Future. Learn from the experts in his new book P²+C=6, a new formula for successful marketing planning in a world without cookies.

Hosted by: Justin Gibbons
Successfully Downloaded

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P²+C=6 by Justin Gibbons

The new formula for media planning post-covid

P2+C=6 The New Different (Book)
Navigating The New Different

Sustainability and marketing solutions in a post-cookie world

Navigating the Cookieless Future (Event)
.
P²+C=6 by Justin Gibbons

Read Justin Gibbons' new book P²+C=6, a new formula for successful marketing planning in a world without cookies. Justin looks at the latest advertising trends, details the impact the removal of cookies will have on marketing results, and how brands and agencies are planning for growth in, what he calls, The New Different.

Hosted by: Justin Gibbons

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What is Priming?

Maximising online results with offline channels

Priming Video
Driving Brand Trust

How to win back customers post-pandemic

Trust Video
What is Priming?

You see something for the first time and then you keep noticing it again and again. Does this sound familiar?

Well it’s known as Priming Theory.

This video introduces the concept of priming in marketing planning, and its key benefits to your media plan. Download the latest Cookieless Future research conducted by JCDecaux UK and Lumen for the latest marketing research and best practices.

Hosted by: Niamh O'Mahony

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The Two Screen Future Research

How Out-of-Home and Social work together

Two Screen Future
How can I build trust in today's economic environment?

Case Study: British Gas

Case Study British Gas
Navigating The New Different
Sustainability and marketing solutions in a post-cookie world

What has changed in how marketers do business in recent times? The New Different Event, delivered by JCDecaux and expert marketing industry guests, discusses the key changes that digital marketers are facing and how to navigate through them. The event brings together marketing thought leaders to debate topics such as the cookieless future and sustainability.  

Hosted by: Rajvi Kantaria

Recommended for you
New Research: the Cookieless Future

Research simulating a post-cookie world

New Research: the Cookieless Future
Location Matters

Enter the $82.3bn global location-based advertising market

Location Matters Event Video
.
New Research: the Cookieless Future
Research simulating a post-cookie world

What has changed for how marketers do business in recent times? The New Different Event is delivered by JCDecaux and discusses the key changes that marketers are facing and how to navigate through them. The event brings together key thought leaders and debates topics like the cookieless future and sustainability.  

Hosted by: Rajvi Kantaria

Recommended for you
Location Matters

Enter the $82.3bn global location-based advertising market

Location Matters Event Video
Location Matters Starter Pack

Downloadable pack to get you started with Location planning

Location Matters Slides
The Two Screen Future Research
How Out-of-Home and Social work together

There is a growing interplay between public screens such as Out-of-Home and private screens such as smartphones. The JCDecaux Two Screen Future research demonstrates how you can make your private channels work harder by using public channels to prime the other channels in your media mix, increasing attention and dwell time on your ads. Watch this video to find out more.


Recommended for you
Attention - The New Metric

Learn the latest measurement techniques

Attention video
New Research: the Cookieless Future

Research simulating a post-cookie world

New Research: the Cookieless Future
Attention - The New Metric

Just because an ad can be seen, doesn't mean that it will be seen. Our attention differs between media channels and this difference has led to the development of a new all encompassing metric - Attention.

Latest eye tracking research shows that high-Attention media like out of home ‘Primes’ consumers with messages and can increase dwell time on private screen ads by over fifty percent. Increases in attention on ads correlate to increases in sales. Watch and listen to how you can apply this new metric to your business. 


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Navigating The New Different

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Driving Brand Trust

Trust has been proven as a major decision factor for consumers. The latest research shows how your trust rating impacts your brand and activation performance. Find out how to maximise brand trust and sales, by downloading the latest industry research called the Moment for Trust, jointly created by Clear Channel and JCDecaux UK.

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Location Matters
Enter the $82.3bn global location-based advertising market

Learn about the location-based advertising market in the Location Matters virtual event.

Hear from Jules Newby who is the Global Sector Head of Agencies and Media at YouGov, Mike Follett, Managing Director at award-winning agency Lumen, Jawad Safdar, Head of Channel Marketing at broadband company Hyperoptic, and Sarah Robson, Head of Sales at On Device Research, who discuss why location could be a game-changer for your campaign plans.

Hosted by: Chris Felton

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Rajvi Kantaria

Director of Marketing at JCDecaux

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Location Matters Starter Pack

Learn about the location-based advertising market which is set to grow by $82.3 billion during 2021-2025.

Adding location at a postcode level to your customer profiles helps you target and measure more accurately, allowing you to optimise your spend.

Download the starter pack to learn more.


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Advertising Forecasts and Megatrends Summary

Summary slides of award-winning analyst Ian Whittaker's 'The Pandemic: Pause or Play' report. From his analysis, Ian has identified five megatrends the advertising industry will encounter over the next 5 years. Did your team Pause and continue as before or Play for profit?

Hosted by: Ian Whittaker

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Advertising Forecasts and Megatrends

'The Pandemic Pause or Play – Advertising Forecasts and Megatrends' report by Ian Whittaker provides actionable insight about how brands should approach their advertising investment in light of the latest industry megatrends. The first forecast 'Pause' is targeted at brands that continue to advertise in the same way before and after the pandemic. The second forecast ‘Play for Profit’ is for brands that grasp the opportunities of the megatrends to re-imagine their advertising mix, using a time of crisis as a catalyst for change and growth.

Did your team Pause and continue as before or Play for profit? Download the report now.

Hosted by: Ian Whittaker

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STEP THREE

Unlock Marketing Investment

Learn how brands are successfully aligning their marketing channels to work as efficiently as possible and build a watertight business case to unlock new marketing investment. Explore proven marketing case studies, downloadable slides and key stats from the latest marketing research that will help you to build a case for better marketing practices.

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The Moments of Truth: Creative Best Practice
Award-Winning Research Study

Award-winning research study, 'The Moments of Truth', demonstrates the latest industry creative best practice. Learn how to apply context to your creative and drive better results. Using cutting-edge techniques such as neuroscience and eye-tracking, the research was jointly led across the media industry by Posterscope, Clear Channel and JCDecaux UK to help customers make the most of their media spend.

 

Hosted by: Chris Felton

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How can I personalise creative for time of day?
Case Study: Costa Coffee

In the hugely competitive food and beverage market, Costa needed to do something different to stand out and have consumers choose their brand over others. Being known strongly for coffee, they wanted to diversify the audience’s product knowledge and drive them in-store to purchase a broader range throughout the day. By implementing contextual advertising best practices alongside simple, impactful Out-of-Home creative, Costa optimised their campaign, changed consumer behaviour and drove performance metrics across the brand funnel.


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How can I use data and dynamic content to engage with consumers in real time?

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How do different channels drive Trust?
Research Study: The Moment for Trust

Consumers are increasingly worried about the general economic outlook, they are therefore wary of how they spend and who they spend with. In our recently commissioned research study with Clear Channel we found 60% of consumers say that the brands they trust are more important to them than ever and 81% agree that trust is a deciding factor in the purchase journey.​ However, only around one in three people actually trusts the brands they use, highlighting the importance of trust for brands to remain relevant and steadfast through difficult periods.


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How can I rebalance the funnel using Digital Out-of-Home?
Case Study: PensionBee

PensionBee are on a mission. Previously an online-only brand, the campaign wanted to establish themselves as a major player within the complex financial services market, and reach more people to spread the message for simpler pensions. The team chose digital-Out-of-Home to bring the brand into the physical world to drive trust. CMO, Jasper Martens, is thrilled with the results.


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Research Study: Digital Out-of-Home supercharges online performance

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How do I optimise multi-channel campaigns?
Research Study: Digital Out-of-Home supercharges online performance

While both public and private screens have their own advantages, our research has proven that the best way to use them is together. Research found that when a brand is exposed to consumers on both types of screen, there is a synergising effect that leads to greater engagement and impact. With real-life examples you can understand how brands utilise these two channels to achieve their marketing goals.


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How can I build trust in today's economic environment?
Case Study: British Gas

British Gas launched their 'Here to Solve' campaign with two main aims. Firstly to communicate that British Gas is a trusted and reliable brand and secondly, to increase consideration of their products. 

The use of digital Out-of-Home allowed them to build trust and prime their audience so they became more likely to respond via other channels such as mobile.


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How can I reframe consumer perceptions of my product range to drive footfall?
Case Study: UGG

Fashion brand UGG wanted to tackle the perception that they solely offered footwear. The challenge was to deliver a campaign in the right place, at the right time and to people already interested in fashion who were in the right mindset to buy their wider range of products. The positive impact of digital Out-of-Home was proven across the brand funnel, with increases in brand awareness, advertising awareness, consideration, and message outtake.


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Enter the $82.3bn global location-based advertising market

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How can I gain market share using Digital Out-of-Home?

Case Study: ASOS

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How can I gain market share using Digital Out-of-Home?
Case Study: ASOS

In the notoriously competitive fashion market, understanding how Out-of-Home can deliver a competitive advantage could be a game-changer. To test this, ASOS used location-based advertising across four key London boroughs for their summer campaign, 'Summer looks good on you'. ASOS saw awareness increase by 10%, consideration went up by 9% and they gained 1% market share when they added Digital Out-of-Home to their media mix.


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Enter the $82.3bn global location-based advertising market

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How do I inspire change whilst raising brand awareness?
Case Study: Octopus Energy

Octopus Energy wanted to be known for more than just sustainable energy, they wanted to inspire a movement for climate action.

Having only used traditional online performance channels, Octopus Energy rebalanced their budget towards brand channels, using the latest digital capabilities to prime the other channels in their campaign to drive brand and sales metrics. The award-winning automated and flexible data-driven campaign saw sign-ups increase by 168%.


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How can I amplify my social and influencer campaign to drive app downloads?
Case Study: Candy Crush

Candy Crush wanted to use their strong influencer programme to promote awareness and consideration of a new tournament product and encourage app downloads. How could they amplify their social media campaign to bring influencers out of the phone and into the real world for a bigger impact?


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How can I personalise my ad to attract a new audience in-store?
Case Study: Chase Distillery

In order to increase their sales and new product line, Chase Distillery implemented a highly dynamic campaign, that served Mandarin copy in the airport at times when there was a high proportion of travellers to China in the terminal. Unit sales of the ‘Rhubarb & Bramley Apple’ gin specifically, which featured on the digital screens, saw a 470%-unit sales uplift, showing that personalising your campaign using dynamic content and data drives success.


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Case Study: Virgin Active

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How do I increase footfall into retail by advertising in the right place at the right time?
Case Study: Virgin Active

Virgin Active had a mission, to 'Make Exercise Irresistible'. They wanted to drive spontaneous footfall to gyms when passers-by were most likely to have time to go. Location-based digital Out-of-Home with mobile ads enabled them to grab attention and retarget those within a walking distance from their gyms as they passed. Use of programmatic buying and mobile location data meant that the campaign was highly measurable. The campaign found that those who were exposed to the ad were 2.3 times more likely to visit the gym.


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How can I personalise my ad to attract a new audience in-store?

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How can I use data and dynamic content to engage with consumers in real time?
Case Study: Trainline

The Trainline optimised their campaign using a blend of real-time availability, price and route updates to show customers what tickets were available and for what price in real-time at stations. The use of relevant and engaging content saw a substantial increase in spontaneous first brand mentions when compared with static creative, meaning Trainline was more prominently top of mind with consumers who saw this data-led creative.


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Enter the $82.3bn global location-based advertising market

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How does Out-of-Home help me access hard-to-reach audiences?
Case Study: London & Partners

Using the Public and Private screens together allowed London & Partners to be seen in front of London's hard-to-reach tourist audience. In conjunction with their online campaign, the particular use of digital Out-of-Home raised awareness and drove tourists online prompting downloads of their app The results? Over 40,000 downloads of the Visit London app.


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How can I maximise my sponsorship investment in an omnichannel campaign?
Case Study: Cinch

Cinch, the UK’s fastest growing online car marketplace, are the official Crystal Palace front-of-shirt sponsor for the 2022/2023 season and wanted to amplify their £7m worth of sponsorship to raise brand awareness among fans.


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STEP FOUR

Marketing Pitch Success

Learn the language of the CFO from those who know how. Explore the latest capabilities of digital Out-of-Home as a digital marketing channel, so you can apply best practices to your multi-channel campaign and marketing measurement plan. Build your confidence for a successful pitch for marketing investment, all the way up to the Boardroom with our eLearning series, rated 4.5/5 by customers.

Language of the CFO
eLearning Module: prove how brand advertising drives shareholder value

Due to popular demand, CityAM award-winning analyst, Ian Whittaker, presents our latest masterclass in the Digital Academy eLearning series. You’ll learn a new way to frame your argument for brand investment and three actionable tactics you can use for success in the Boardroom. Register your details and we'll be in touch.

Hosted by: Ian Whittaker

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Learn the latest digital capabilities of Out-of-Home

Based on Justin Gibbon's new formula for media planning post-covid, this eLearning series and Masterclass programme was designed for digital planners and brand owners to understand the impact the Public screen can have on your media campaigns from the top, to the bottom of the funnel.

Hosted by: Niamh O'Mahony

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According to WARC, 72% of marketing investment is now digital and the IAB includes Digital Out-of-Home and Video On Demand as digital channels. Customers told us they wanted to learn more about those channels’ latest digital capabilities. The Digital Academy eLearning series helps build that knowledge in a thought-provoking and actionable way. Read more and register now.


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MARKETING EXPERTS

Meet the Experts

Meet your new team. Here are the marketing experts who have curated this content for you and are happy to help with any marketing planning and measurement questions, or hear your suggestions for future content. 

Ian Whittaker
Award-Winning Media Analyst

Ian is a Media/MarTech/Tech Analyst with over 20 years' experience as an equities analyst in the City.He is twice City AM Analyst of the Year, a Chair & Board Member, Member of the Board of Advisors at Songtradr, Inc., founder of Liberty Sky Advisors and co-founder of Bearstone Advisors. He is also an Executive in Residence at the Project X Institute, a media and advertising thought leadership collective.

Ian is a regular columnist with City AM, Campaign and Video Week, a regular speaker and am frequently featured, interviewed and quoted across the press.


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Sam Tomlinson
Partner and Media Leader at PwC UK

Sam Tomlinson is Partner in PwC’s Media Assurance practice. Sam leads PwC’s multi-award-winning Customer, Marketing & Media Insight team. He collaborated with industry representatives in developing the UK’s first industry standard for multi-platform audience measurement.


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Rajvi Kantaria
Director of Marketing at JCDecaux

Rajvi Kantaria is Director of Marketing at JCDecaux. Using her background working for brands such as American Express, Paddy Power and Pentland Brands (Speedo, Berghaus, Ellesse), she has worked with award-winning analyst Ian Whittaker to bring the Digital Changemakers programme to customers.

This is a call to arms for senior marketers to become changemakers in their own organisations in the quest for brand growth. Join the debate on the latest industry trends and learn how you can navigate the most complex macroeconomic landscape we’ve seen in our lifetime.


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Niamh O'Mahony
Marketing Consultant | Presenter of the Digital Academy

Niamh O’Mahony is our content writer and presenter of the Digital Academy. Niamh has lead marketing teams for brands such as Ryanair, Paddy Power and News UK. Her history within traditional publishers and online ecommerce brands means she has a deep understanding of multi-channel capabilities and measurement. Niamh has spent her career using traditional and digital methods to drive customer growth. She uses the most up to date research and technology to plan and test brand and conversion activities. Having worked on both the brand and publisher side she brings a unique and balanced perspective to multi-channel campaign activation.


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Justin Gibbons
Researcher and Writer | Author of P²+C=6 The New Different

Justin Gibbons studied History at Edinburgh University and University College London before starting life as a researcher at Synovate. He went on to be a Cool Hunter, Account Planner and Media Strategist working for some of the most ground-breaking agencies in the UK, including PHD, Havas and creative boutique George & Dragon.He founded Work Research in 2006 as a media specialist research business. In 2018 and 2019, Justin co-authored the publications The Brand Gap and Bridging the Brand Gap with Tony Regan, his partner at Work Research. Justin has worked on research projects for businesses including Channel 4, ITV, JCDecaux UK and News UK.


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Chris Felton
Director of Data and Insight at JCDecaux

Chris Felton is Director of Data and Insight at JCDecaux. Chris launched the JCDecaux UK Data Solutions team, who has built credible, scientific methodologies to measure the results of out-of-home campaigns. Chris works with cutting-edge research techniques, partnering with eye-tracking specialists Lumen to embed new metrics such as Attention, and also neuroscience specialists to measure the science behind consumer behaviour. Chris is an active member of the Media Research Group, or MRG committee, ensuring that work from the Media Insight community is shared across the industry.


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Get In Touch

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