Marketing leaders from The Economist and Muller are among the stellar line up of guests in our latest season of our Digital Changemaker Podcastseries hosted by the award-winning media analyst Ian Whittaker. Each episode, Ian invites an inspirational 'changemaker' from among the UK's biggest brands to share their successes, challenges and top tips for better results through their marketing strategies.
The Digital Changemaker Podcast series is available on the new JCDecaux Marketing Hub which champions the new digital capabilities of Out-of-Home and its ability to drive results for brands - packed with the latest insight, case studies and much more.
Season 4 Episode 4: How to grow your business through marketing with Nada Arnot, EVP Marketing at The Economist
Nada Arnot joins Ian to discuss 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 the key role data played in unlocking marketing investment, find out how Nada successfully targeted the next generation of readers and why she believes brand is the most important investment a business can make. Listen to the episode here.
Key takeaways:
- Nada's key priority was to reinvigorate the iconic brand and diversify the readership
- Designed to target a Gen Z audience the campaign combined the iconic 'Economist red' with tongue-in-cheek taglines
- Reaching the target audience via one of the most trusted mediums, OOH to showcase the magazine as a reliable source of journalism
- Reaching the target audience via one of the most trusted mediums, OOH to showcase the magazine as a reliable source of journalism
- Running across iconic sites around the world, including JCDecaux sites in London, the OOH campaign gave the publication relevance within the context of people’s daily lives
- Using Marketing Mix Modelling and articulating the measurability of campaigns to the Board allowed Nada to build confidence in a long-term brand building strategy
- Nada said, “As a previous “non-believer” in brand, I know the arguments that helped me get to where I am today - realising that brand is the most important investment you can make in your business.”
Season 4 Episode 5: Mastering the masterbrand with Markéta Kristlova, Brand Equity Lead at Muller UK&IE
Markéta joins Ian and shares 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. In 2023, Müller 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. With 15 years in FMCG, Markéta’s experience includes marketing roles at Mondelez, working on global brands such as Cadbury. Listen to the episode here.
- Markéta was briefed with returning the Müller brand to greatness and defining a Müller masterbrand strategy
- Insight from consumer research found that the things consumers love most about Müller are the little rituals that they carry out with the products – this led to the development of their latest “Love Every Bit” campaign
- Müller used a varied media mix, balancing high attention media with high reach media
- OOH delivered results for the brand at every stage of the funnel; raising awareness and building iconicity, driving situational salience with the sub-brands and prompting purchase at point of sale
- Recent Marketing Mix Modelling results showed that by shifting from only product centric campaigns to balancing both brand and product has almost doubled the media contribution to sales
To uncover the secrets of other marketing leaders such as Direct Line, giffgaff and nak’d, listen to the Digital Changemakers Podcast on the JCDecaux Marketing Hub.