The Media Leader Podcast
Are audience-targeting practices too simple in an era of big data? Advertisers and their agencies tend to use demographics to target people across media channels, but perhaps that model is outdated.
Natalie Bell is CEO of MG OMD. The Omnicom media agency is coming out with new research on how community-based targeting might be a new model worth considering and she joined host Jack Benjamin to preview early findings.
“Demographics are still important in how we draw insight and reach and influence audiences. But those alone just aren’t going to cut it any more,” said Bell.
As a trustee of Nabs and member of Wacl, Bell also spoke to concerns around a rollback in DEI initiatives across the media industry, led by the US market.
She discussed the ethical conundrums of striving for responsible marketing in what feels like a new era, where progress is at risk of being rolled back, and what leaders should be doing to fight for what’s right for their employees and their clients.
“Across all forms of diversity, it’s frightening to think that work is being rolled back,” she added. “The fear in [Wacl] is we end up with people that have felt it is too difficult a problem to deal with, using this as an opportunity to tuck it back in the drawer again.”
Listen now by hitting the play button or use the appropriate entry point into Spotify, Apple or Google Podcasts:
Thanks to our production partners Trisonic for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
Highlights
5:40: Why brands should reconsider targeting practices to focus on communities
13:17: Learnings from working on the government account during the Covid-19 era
18:50: Media agency brands aren’t dead
23:38: How agency leaders are reacting to a “sunsetting” of DEI and ESG initiatives
Related articles
ESG has become a key differentiator for the investment community
Let’s harness the power of community for mental wellness
Podcast: Why social media is all about community now — with Reddit’s Paul Peterman
Latest episodes
How Lantern will bring outcome measurement to TV — with Sameer Modha and Matt Hill
We need to talk about Meta — with Outvertising’s Sonnie Spenser
Rethinking agency remuneration in 2025 — with MediaSense’s Ryan Kangisser
