Red Sky Fuel for Thought podcast helps you navigate the latest communications insights and media trends like the pros do.
Meaningful Workplace Transformations 101: Ep. 39 of Red Sky Fuel for Thought Podcast
Meaningful Workplace Transformations 101: Ep. 39 of Red Sky Fuel for Thought Podcast What You’ll Learn in This Episod...
Behind the Meltwater Brand with Dino Delic: Ep. 38 of Red Sky Fuel for Thought Podcast
What You’ll Learn in This Episode:* Why influencer marketing, ESG and misinformation were the hot topics at this year’s Meltwater Summit* What differentiates companies that succeed in the short term from those that succeed in the longterm This episode is part of our Behind the Brand series, which pulls back the curtain on an iconic brand to focus on the people shaping that brand’s communications and marketing strategy. We launched this series in April 2023 (https://redhavasgroup.com/behind-the-kelloggs-brand-with-grainne-obrien-ep-36-of-red-sky-fuel-for-thought-podcast/), with Gráinne O’Brien, senior director of corporate affairs for Kellogg Europe. This month, host Linda Descano welcomes Dino Delic back to the pod (he previously chatted with us (https://redhavas.com/the-word-of-the-year-ep-5/) in December 2020 about our Word of the Year). Dino has been with Meltwater since 2009, having grown with the company through four promotions and roles in Melbourne, New York, Chicago and now Los Angeles. Now with 27,000 global customers in 50 offices across six continents, and 2,300 employees, Meltwater empowers companies with a suite of solutions that spans media, social, consumer and sales intelligence. Linda kicks off her conversation with Dino by asking him to describe his role at Meltwater, to which he replies, “My job is to help our team help our clients connect the dots as much as possible with all the external data that we collect. What we're really helping companies do is collect information outside of their four walls, make sense of it and make more informed decisions so they can better understand where they're spending money wisely and not spending money.” Dino says he landed in the external intelligence field many years ago, by accident. “I studied marketing, but I got my first sales job at the age of 18; I was just hooked on interacting with people. It turns out, if you like problem solving, sales is a pretty good profession. But I didn't stick around in a sales career for over two decades now because I love sales. It was just through pure luck that I landed on a company that has such an interesting data set.” The company also has an immense following, having recently attracted more than 800 attendees and more than 50 speakers, including Bethenny Frankel and Trevor Noah, to the Meltwater Summit in New York. At the Summit, Meltwater introduced two new AI Assistants, leveraging the latest technology in generative AI (learn more through the link in our show notes). The first is a PR Assistant which helps PR professionals draft press releases and personalize pitches to journalists in record time. The second is the AI Writing Assistant, powered by the ChatGPT API, which drafts highly engaging social content, saving teams time and increasing social engagement at scale. Dino says, “There's a lot of interest in AI, especially because of how excited people are that automation can save time, but I'm kind of sick of the conversation going into fear mongering about AI. Especially in professions in strategy, customer service, sales, brand marketing, PR and comms, the biggest gripe for everybody is that they're so busy, that they don't have time to do their job because they have to do a lot of manual work.
What It Takes to Be a Meaningful Brand in the Me-Conomy: Ep. 37 of Red Sky Fuel for Thought Podcast
What It Takes to Be a Meaningful Brand in the Me-Conomy: Ep. 37 of Red Sky Fuel for Thought Podcast What You’ll Learn in This Episode: * What the “Me-conomy” is and how it’s driving the creation of new services, products and purpose narratives * How cultural and societal forces are changing what it means for a brand to be meaningful today * Key considerations for brands that want to make meaningful connections This episode of the Red Sky Fuel for Thought podcast examines findings from Havas’ new 2023 Global Meaningful Brands™ report, “Welcome to the Me-conomy.” The report, which serves as a playbook for how brands can be meaningful in people’s lives, examines the cultural and societal forces changing what it means to be a Meaningful Brand™ today. In the first phase of the research, Havas partnered with leading pollster YouGov to survey more than 91,000 people across 10 markets, generating 782,000+ data points across 1,300 global brands and 42 categories. Linda Descano, CFA®, and Red Havas EVP, moderates the roundtable discussing the report with its co-creators, Seema Patel, global managing director of Mx Intelligence, Havas Media Global, and Mark Sinnock, global chief strategy officer, Havas Creative Network. As Seema tells us, Havas has measured Meaningful Brands™ annually since 2009. Now, nearly 15 years into this landmark proprietary study, it continues to be a vital sense check about people’s aspirations, guardrails and expectations of brands. The methodology examines a brand’s impact and equity based on consumers’ perceptions and expectations across three key pillars — its personal, functional and collective benefits (listed across 40+ dimensions and attributes). The most Meaningful Brands™ are the ones performing well on all three metrics. “[The report] explores the strength of a brand's role and how it translates to business performance through our proprietary metric, the Meaningful Brand Index,” says Seema. “It identifies how brands can meaningfully engage with or through media, customer and brand experiences. It also really helps to identify the deficit or gap between what consumers’ expectations are versus a brand’s delivery.” As compared to years previous, Seema says the report signaled an energetic shift from a doom-and-gloom mentality (the last report was called “The Age of Cynicism”) to more positivity and resilience. “People want to engage with brands that are optimistic, that bring them joy, that support their health and wellbeing, and that at the end of the day, make their lives simpler and easier,” says Seema, who explains that the expanding definition of purpose is leading people to expect brands to provide more tangible benefits in their day-to-day life. That’s where the Me-conomy comes in. People are now acutely aware that we’re living amid global crises affecting nearly every aspect of our lives — environmental, economic, political, societal and health crises. All are carrying a huge threat to our ability to survive and thrive. Consequently, people are having to adapt and change, and with that, what they require from brands is changing too. With 54% of those surveyed saying they’re optimistic about the future, despite experiencing crisis in their lives, the time is right for brands to turn their more austere pandemic-era purpose conversations into optimistic narratives that are focused on enabling citizens to do good, says Mark. “People want brands to help them feel more energized and alive. They want to feel good about themselves. [The report has] a strong theme around how brands can help people generate greater well-being.” After citing the finding that 71% of people feel that companies and brands should be improving and supporting their personal health and wellbeing, Mark says,
Behind the Kellogg’s Brand with Gráinne O’Brien: Ep. 36 of Red Sky Fuel for Thought Podcast
Behind the Kellogg’s Brand with Gráinne O’Brien: Ep. 36 of Red Sky Fuel for Thought Podcast What You’ll Learn in This Episode:· How an in-house brand team can get the best work from their agency partners· Insights on communicating effectively through splits, spins and other catalysts of change within a business· How to listen to the voice of the employee through employee resource groups In our annual predictions report (https://redhavasgroup.com/wp-content/uploads/2023/01/Red_Havas_2023_Predictions.pdf), we said 2023 is the year in which Behind the Brand will become a staple theme in every content marketing strategy. We’re certainly making it a theme of our own strategy because we’ve used episode 36 as an opportunity to roll out a new series called Behind the Brand. Rather than bring in several voices to weigh in on a topic (our normal format), we’re pulling the curtain back on an iconic brand — Red Havas client Kellogg’s — with a one-on-one interview with Gráinne O’Brien. She currently serves as senior director of corporate affairs for Kellogg Europe and in July will take on a new role as VP, corporate reputation and KNA Communications for Kellogg’s. Kellogg’s recently announced (https://www.reuters.com/markets/deals/kellogg-snack-business-be-named-kellanova-after-cereal-unit-spin-off-2023-03-15/) it will soon become two companies as a result of a company spin off. Kellanova will serve as its global snacking powerhouse, with a leading presence in international cereal and noodles, plant-based foods and North America frozen breakfast, while WK Kellogg Co, will become its North American food company. Nancy Anderson (https://www.linkedin.com/in/nancy13/), our VP of social and content, kicks this episode off with a quick chat with Linda Descano, CFA® and EVP, who then embarks on a far-ranging one-on-one interview with Gráinne, starting with a recap of her career journey to date. Born in Northern Ireland, Gráinne tells how she grew up in Sligo. Her father was involved in the country’s early civil rights movement with people like John Hume and Seamus Mallon, and her brother was a journalist, sparking her interest in current affairs and politics. She attended University of Ulster in Coleraine, where she studied media studies and history, before taking on post graduate work in journalism in the University College, Galway, under some of the finest journalist and writers in Ireland at the time. Post-college she got her first job with a local radio station and worked for three years covering everything from court cases to local council meetings to agricultural shows. She then migrated out of journalism into PR, when she became a press officer for the young farmers’ lobby in Ireland. From there, she made her way into the agency world, working primarily for food and agri clients. In 2015, Gráinne joined Kellogg’s Europe in Dublin to set up a regional comms function, before going on to head up its corporate affairs in 2019. As Gráinne tells it, “When I initially joined Kellogg’s,
Is the Future of Marketing Earned? Ep. 35 of Red Sky Fuel for Thought Podcast
Is the Future of Marketing Earned? Episode 35 of Red Sky Fuel for Thought podcast What You’ll Learn in This Episode:
2023 Social Predictions: Ep. 34 of Red Sky Fuel for Thought Podcast
2023 SOCIAL PREDICTIONS: Episode 34 of Red Sky Fuel for Thought podcast What You’ll Learn in This Episode:o ...