This is a 2 part episode with two wonderful guests.

PART ONE

First up is the brilliant Karen Nelson-Field, I had such a laugh recording this with Karen, as you will see throughout. We cover a lot, media measurement, human data, and the rapid transition to machine-based data, the day measurement 'died,' the importance of human-first data and aligning AI models with human behaviour, the nuances of brand attention, emotional impact in advertising, and the convergence of significant industry changes. Phew! We also talk about the Karen’s upcoming WARC course, 'Mastering Media Effectiveness,' and of course Karen’s hotly anticipated new book The Attention Economy: A Category Blueprint - which is on pre-order here https://www.amplifiedintelligence.com.au/category-blueprint/

PART TWO

Up next is Karandeep Kapany from Duolingo, I met Karan at the end of the week and when we met we both sort of exhaled with exhaustion. As you will hear in this episode I had the pleasure of having India as a market on my team when I had a global marketing role. I was fascinated to hear how Karan navigates local marketing of a global brand in a market as complex as India. In this episode, we delve into the complexities and strategies behind Duolingo’s growth in the Indian market. Karan shares insights on the vast linguistic and cultural diversity of India and we chat about how Duolingo adapts its campaigns for different regions, the importance of local insights, and the role of influencers and social media in their marketing efforts and why taking risks and pushing boundaries is crucial for brand success in a multi-faceted market like India.

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