Digital Changemakers

49 Episodes

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CMO at JCDecaux UK: Why emotion must sit at the heart of marketing strategy.

2026-10-1432:54

David McEvoy, CMO at JCDecaux UK, explores why JCDecaux is shifting its marketing strategy to evolve in a digital-first world where people crave real-world experiences. David explains how Out-of-Home has become a channel that can be planned with the same rigour as digital online, while giving brands trusted, physical presence and what he calls “15 square metres of fame”. He also shares how JCDecaux is adapting its own marketing to connect more emotionally and grow real-world media. Hosted on Acast. See acast.com/privacy for more information.

EVP Strategy at WPP Media: Why brand marketing needs a rebrand

2026-06-1124:51

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 conversations with CEOs and CFOs. He also unpacks the role that channels like Out-of-Home play in signalling trust and value whilst also investing in communities. Hosted on Acast. See acast.com/privacy for more information.

How the BBC taps into the national conversation using real-world media

2026-05-1921:14

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 real-world, cultural moments. Hosted on Acast. See acast.com/privacy for more information.

Grow Different: Georgia Scott on brand, data and driving growth at Monzo

2026-04-0730:52

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 reach “unmarketable” ad‑blocking audiences, and how pairing data‑driven planning with a strong brand identity is helping Monzo drive long‑term growth. Hosted on Acast. See acast.com/privacy for more information.

How Interflora keeps a legacy in bloom using creativity and emotion.

2026-03-0331:01

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 a bold new visual identity, emotion-led campaigns and smart use of real-world channels like OOH to drive growth. Hosted on Acast. See acast.com/privacy for more information.

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