Media plays a critical role in building positive perceptions and trust for brands, but also carries the risk of eroding it. Listen as OMD UK and the Advertising Association (AA) discuss the AA’s research and findings from its recent whitepaper – arresting the decline of public trust in UK advertising – and look into the steps that OMD UK is taking for its clients in response.

Featured on the podcast:
Karen Fraser, head of strategy, Advertising Association
Claire Capper, strategy director, OMD UK
Rhian Feather, connections planning director, OMD UK
Nate Engelbrecht, head of data & technology, OMD UK

Trust in Advertising: the role of Media

Episode 1: Welcome to our 7 Wonders podcasts. In these 9 x 7minute episodes we will take a look at each of our wonders in more detail and hear from a different OMD’er on their favourite examples and top tips to think about. I this first podcast we will delve into why creativity is important in media. Enjoy.

Why Creativity

Episode 2: Partnership Gold - It’s our first Wonder and in these 7 minutes we will hear from OMD Create’s Josh Rothwell Douglas on how to create magic with partners. He will share different things to think about when aiming to supercharge media or partnerships.

Josh Rothwell Douglas - Partnership Gold

Episode 3: Clever Context - In this podcast we will look at how campaigns can maximise the context of a message and find smart receptive moments. For this we have Ronil Rawal, one of OMD’s Connections Planners to talk us through the best ways to activate context and his favourite examples.

Ronil Rawal - Clever Context

Episode 4: Data Inspired Invention – In this podcast we will look at how data used wisely can empower amazing creative changes and inform how a customer engages with a brand. For this we have Katie McSweeney from OMD’s Digital team talk us through her top tips and some great examples.

Katie McSweeney - Data Inspired Invention

Episode 5: Dramatising the Creative – In this podcast we will dig deeper into how to take a creative line or hook and explode it in media, adding drama and intrigue into how a message is seen. For this we have Grant Beckley, one of OMD’s strategy leads to talk us through his ways in and more great examples.

Grant Beckley - Dramatising the Creative

Episode 6: Socialising Stunts – In this podcast, we look at how brands can supercharge experiential activity by aiming to make events the most social possible. This wonder is all about making sure people talk about being there. For this we have Louise Christacouplos from OMD Creates social team discussing how to make events a hot topic.

Louise Christacopolous - Socialising Stunts

Episode 7: Tech Innovation – In this episode, we take a look at how brands can use tech innovations to cut-through and add interactive layers to their campaigns. For this, we are joined by Kieran Smith one of OMD’s Creativity & Innovations Directors who will delve into the world of innovations and how to access them.

Kieran Smith - Tech Innovation

Episode 8: In our last episode focusing on our 7 Wonders we look at Connecting to Culture and how brands can align their campaigns to big and small cultural hooks. For this, we are joined by Claire Linford from OMD’s Insights team who will talk about her favourite campaign that has connected their message to culture and ways in for brands.

Claire Linford - Connecting To Culture

Episode 9: Creative Effectiveness - In our final podcast we take a look at how we can maximise effectiveness in any creative campaign. Borrowing from the Creative Effectiveness Ladder from Cannes we discuss how it dovetails with our own 7 Wonders and put in place some key things to think about to maximise creative effectiveness.