Three months ago, The Guardian launched its first Australian brand campaign in a bid for double-digit audience increases – and ploughed its entire budget into one media partner. JCDecaux won the brief because it could deliver scale and the tech capability to enable real-time API feeds direct from the Guardian’s editors without any human intervention. But critically, because JCDecaux is also aligned on environmental, social and corporate governance, or ESG. Now both The Guardian and JCDecaux say they are winning significant new business on the back of green credentials, while the campaign is starting to move the needle. Meanwhile, the tech development work to deliver the year-long brand push has set a template for JCDecaux to lift and deploy globally. JCDecaux Chief Marketer, Essie Wake, and The Guardian Director of Growth, Jocelin Abbey, unpack the story behind the headlines on the billboards – and the strong parallels with the shift in strategy from pureplay online retailers to out of home formats.

See omnystudio.com/listener for privacy information.

Three months ago, The Guardian launched its first Australian brand campaign in a bid for double-digit audience increases – and ploughed its entire budget into one media partner. JCDecaux won the brief because it could deliver scale and the tech capability to enable real-time API feeds direct from the Guardian’s editors without any human intervention. But critically, because JCDecaux is also aligned on environmental, social and corporate governance, or ESG. Now both The Guardian and JCDecaux say they are winning significant new business on the back of green credentials, while the campaign is starting to move the needle. Meanwhile, the tech development work to deliver the year-long brand push has set a template for JCDecaux to lift and deploy globally. JCDecaux Chief Marketer, Essie Wake, and The Guardian Director of Growth, Jocelin Abbey, unpack the story behind the headlines on the billboards – and the strong parallels with the shift in strategy from pureplay online retailers to out of home formats.See <a href="https://omnystudio.com/listener">omnystudio.com/listener</a> for privacy information.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

Re-engineering out of home: How The Guardian’s brand push drove JCDecaux to open its network to editors and set a global standard; where carbon-conscious brands are moving their ad dollars and why online pureplays are switching channels