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 2023, Müller, one of the UK’s favourite dairy brands, announced the launch of a new masterbrand strategy, reminding consumers that, 30 years after the brand first launched in the UK, there is a still a Muller hero product for everyone.

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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 successfully targeted the next generation of readers and why she believes your brand is the most important investment your business can make.

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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-testing experts who measure emotion to give brands confidence that their ads will work and Chris brings a wealth of experience, new groundbreaking research and a string of recent awards to prove what really works when it comes to OOH advertising.

Read the full article here.

Download your copy of our ‘Creative Best Practice Guidelines' here.

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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.

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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 relationship between attention and priming here.

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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.

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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 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 start-ups such as SOJO can benefit from the mass reach and cut through that digital Out-of-Home provides.

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