MediaCat Monthly, October | Out of Touch

In 2016 ThinkBox’s ‘Ad Nation’ study found a chasm between media consumption habits and how media professionals think people act. In 2022 they updated their findings, but the trend continues, and the debate on the differences between the public and the ad industry rumbles on. So just how out of touch are marketers and media with people?

This month we have articles on the dearth of rebellion and how it poses a threat to mainstream media, brand communications and how we’re understood, the lack of women at the top of YouTube, playful nostalgia and why digital-only experiences can harm your brand. We have podcasts discussing The Future of Media’s conference and the next generation of influencers, and interviews on booktokers, mental health and a Black British exodus - plus lots more. Be sure to listen to our ‘Out Of Touch’ playlist, and enjoy the issue.

Mike Piggott, Editor

Pop will eat itself

Consumer psychologist Eaon Pritchard argues that the ‘current dearth of rebellion poses a massive threat to mainstream culture and media’. read

The false consensus trap

Marketers are pretty far removed from the norm, argues Richard Shotton, and explains how personal experience misleads us. read

The ‘heaviest of buyers’ mindset

‘It’s easy to lose touch with the thoughts of typical buyers’ writes Professor Jenni Romaniuk in her regular column. read

Brands found purpose and lost their way

‘These have been wayward years for brands’ Nick Asbury shares an extract from The Road to Hell, and says businesses being social leaders isn’t working. read

Why are no women top of YouTube rankings?

ThoughtLeaders’ Shoshana Eilon introduces her four-part podcast series - from early 2000s ‘mommy bloggers’ to superstars like Jenna Marbles. read

The Taxi Test, and cabbies judging Cannes

‘Clients usually want work that makes them known by cab drivers’ Ben Kay introduces the ‘The Taxi Test’ and thinks cabbies should judge Cannes Lions. read

I’ve started living outside my usual bubble

‘Be curious about different lived realities’, says Joel Stein, urging marketers to burst their bubbles. Watch mass-appeal TV, chat to outsiders and host dinners, he writes. read

Taking responsibility for how we are understood

‘It’s a foundational premise of semiotics that meaning is not static.’ Harry Kinnear looks at Heinz, Bumble and Bodyform, and offers ?insight on brand comms. read

In with the kids but out of touch: brand humour in 2024

‘Using humour makes customers more likely to buy’ Studio Gilmore’s Paddy Gilmore breaks down brand humour from Wrigley’s, Aldi and Volkswagen. read

Wisdom

This month… Barb insights, taglines for B2B brands, digital-only experiences, Generative AI, playful nostalgia, and more

Doug Whelpdale: Barb’s Head of Insight reveals data on YouTube viewing, arguing that ‘context is key’

Steve Parker: BIRD’s Strategy Director and Partner explains why digital-only experiences can harm your brand

Charlotte Irwin: Should B2B brands embrace taglines? Senior writer and editor at The Frameworks, Charlotte Irwin, says yes

Chris Beer: GWI’s Data Journalist, Chris, shares insights, revealing the ways in which marketers differ from the general UK population

Clare Turner: Pearl & Dean’s Chief Commercial Officer shares how to leverage playful nostalgia in ad creative

Mike Bell: TriComB2B’s Chief Creative Officer weighs up whether Generative AI is safe for your brand

Conversations

This month we have podcasts discussing The Future of Media conference and We Are Social’s Next Gen Influence report, as well as comments on standing out this Christmas

Future of Media: key takeaways from the conference

In this podcast the MediaCat team discuss The Future of Media, Adwanted’s annual conference, sharing what they learned from the event

Talking next gen influencers with We Are Social

Editor Mike Piggott chats to the Global Head of Research & Insights, Paul Greenwood, about trends defining a new era of brand and creator collaboration

How can brands stand out this festive season?

How can brands encourage people to shop with them this year? Marketers from Jungle Creations, JOAN London and Saffron Brand Consultants offer advice

Interviews

A Black British exodus and the UK’s creative industry

Editor-at-large, Natasha Randhawa, sits down with Twin City’s co-founder Jamiel Thompson, to chat about the launch of their ‘Mentally I’m Here’ collection

ASICS x Golin’s bold move for mental health

ASICS is urging workers worldwide to step away, get active and join the #DeskBreak movement. Editor-at-large Natasha Randhawa chats with ASICS’ Caroline Fisher and Golin’s Hannah Giles to discuss the campaign

Sam Missingham introduces Meet The Booktokers

In this podcast MediaCat’s Content & Social Media Editor, Svilena Keane, speaks to Samantha about her new platform, which connects creators and book publishers

In case you missed it...

Mike Piggott: MediaCat’s Editor takes us back to when Metallica sued Napster, then forward to Tidal and the evolution of music streaming

Selin Persentili Aral: In this thought-provoking piece, the founder of SP Branding examines branding as an extension of art and art in environmental branding

Renee Picciani: As a self-confessed social media addict, Renee explains why ‘influencer’ is not a dirty word

Dan Russell: Habit, play, nature, community, trust, inclusion and hope: Revolt’s Head of Health with seven purposeful prescriptions for healthcare marketing

Andrew Hammond: Maverick Media’s Creative Director looks to zombie game Dead Island 2, and explains the mistakes a lot of game marketers make

Camille Lemardeley: Superprof’s MD shares how technology has transformed the back-to-school experience