The Influence Economy

Sports marketing: how tech empowers sporting communities

It's been a tumultuous couple of years for venues, rights owners, and sports clubs. We'll hear from their marketing partners: what have the last couple of years been like, and what're the new rules of engagement in this sector? What are the big plays for sports marketing success in 2022? Senior tech reporter Chris Sutcliffe is joined by a panel of experts to discuss: • What trends are sports brands riding in 2022? Are audiences more health conscious than ever, or are sporty consumers spending more? • What personal health tech is creating new opportunities for marketers? • Is sports marketing still predicated on big tournaments and events? • Sports brands are outperforming in the metaverse - what is it about sports that works especially well in that regard? This week's panel is made up of Jenny Mitton, Director and Women’s Sport Lead, M&C Saatchi Sport & Entertainment; Adam Britton, Managing director, TrunkBBI; Roger Barr, Chief Digital Officer, iCrossing; and Ann Wool, President of Translation.

The Influence Economy

Influencers are big business. They're increasingly recognized as genuine change-makers by mainstream media, and they collectively make up one of the fastest-growing marketing channels. The industry around them is increasingly specialized and wide-ranging. From a panel reflecting the breadth of that industry, we'll ask: what are the most exciting corners of that industry right now, and where's the smart work heading? To discuss all that, senior tech reporter Chris Sutcliffe is joined by: · Robbie Murch, Founder, Bump agency · Kineta Kelsall, Senior Director, Training (Social Media), Jellyfish · Bea Iturregui, VP of Brand Partnerships, Cycle (Wasserman)

How tech empowers creative collaboration

In this week's episode of The Drum Network Podcast, senior tech reporter Chris Sutcliffe is joined by two experts to discuss creative collaboration. The past few years have forced an accelerated evolution on the marketing industry. Separated by circumstance, marketing practitioners have been made to work together remotely. Tech has empowered us to continue working, in new and occasionally more effective ways. But what does remote collaboration mean as the world returns to normal - and how are we using the lessons learned from the past few years to drive innovation forward? From the rise of workflow tools like Slack to asset creation software like Unreal Engine 5, the sky's the limit when it comes to harnessing our creativity collaboratively. Sutcliffe is joined by Rae Stones, creative director of Oliver Agency and Sam Pepper, creative director at Wasserman, to discuss the future of creative collaboration.

Influence vs control: the morals of behavioural marketing

In this week's episode we take a look at the possibility of behavioural marketing - both the good and the bad. In order to do behavioural science effectively we have to gather information on our audiences. But what happens when that data is misused - and how do we ensure it's only used constructively? Some high profile instances of data misuse - Cambridge Analytica among them - demonstrate that while the practices of behavioural marketing are sound, the means of doing it are susceptible to misuse. This episode of the The Drum Network podcast seeks to examine all that - and more: • The use of techniques from psychology and behavioural science to segment people and influence their behaviour has been on a journey over the last few years, with Cambridge Analytica a low point and continued pressure for people using these techniques to be more transparent. How should behavioural science practitioners in the advertising space make sure their work is ethical? •What regulations and standards should marketers be aware of? •Other than privacy and transparency, what other ethical dimensions are at play in this space? For example, implicit bias in research, etc. •What is the role of big tech in this ecosystem, and how can marketers navigate that ecosystem responsibly? The Drum's senior tech reporter Chris Sutcliffe is joined by an expert panel, consisting of: Tara Austin of Ogilvy; Reading Room's Alexei Lee; and Roy Armale of VMLY&R Commerce.

Possibility, interaction and the unknown: the rebirth of live events

On this week's episode of The Drum Show we hear from a panel of experts about how live events are surging back to life in the wake of the pandemic. The panel discusses how to keep the best of what we learned from doing purely digital events; whether the term 'hybrid' was a buzzword that is already being retired; and how a brand can be a part of live events in a way that enhances the appeal of the overall campaign.