Digital Changemakers

Hosted by JCDecaux UK

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Jun 2026

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About the show

Digital Changemakers from JCDecaux invites senior leaders to share their brand journeys, career stories and approaches to driving brand growth in a changing marketing landscape. Hosted by award‑winning media analyst Ian Whittaker, who brings over 20 years’ experience across digital, media and marcoms, the series features leaders from organisations such as Rightmove, Trainline, Uber, Direct Line and giffgaff. Together, they explore the key trends and challenges facing marketers today – from balancing long‑term brand building with short‑term performance to demonstrating impact in the boardroom. With Ian’s thought‑provoking commentary and questions, you’ll discover new ways to approach conversations with the CFO, demonstrate why advertising matters and show how marketing drives shareholder value. This network of experts offers considered discussion and practical perspectives to help marketers navigate an increasingly complex marketing landscape. Digital Changemakers from JCDecaux is available on the JCDecaux Marketing Hub, Spotify, Apple Podcasts, YouTube and wherever you get your podcasts. For the latest episodes, research, case studies and more, visit the JCDecaux Marketing Hub. Hosted on Acast. See acast.com/privacy for more information.

Listen to episodes

48 recent

June 11, 202624 min

EVP Strategy at WPP Media: Why brand marketing needs a rebrand

In this episode, David Wilding, EVP of Strategy at WPP, joins guest host, Kate Tovey, Director of Customer Engagement at JCDecaux, to explore why brand marketing needs a rebrand in today’s boardrooms. David explains how marketing has shifted towards short‑term performance, why he prefers to talk about “near-future sales” instead of “brand”, and how that shift in language helps unlock better conversations with CEOs and CFOs. He also unpacks the role that channels like Out-of-Home play in signalling trust and value whilst also investing in communities. Hosted on Acast. See acast.com/privacy for more information.

May 19, 202621 min

How the BBC taps into the national conversation using real-world media

In this episode, Chris Mawdsley, Head of Media Strategy at the BBC, joins Ian to unpack what it means to plan media when “the audience is everyone, all of the time.” He explains how the corporation uses data to identify target audiences, why Out‑of‑Home has become key for scale and talkability as TV viewing fragments, and how “planned reactivity” helps the BBC turn hit shows like The Traitors into real-world, cultural moments. Hosted on Acast. See acast.com/privacy for more information.

April 7, 202630 min

Grow Different: Georgia Scott on brand, data and driving growth at Monzo

In this episode, Georgia Scott, Director of Integrated Marketing at Monzo, joins Ian to explore what it means to be a “master generalist” leading marketing inside one of the UK’s fastest‑growing banks. She explains how her approach ensures brand and performance activity work together to create a coherent experience for customers. Georgia also shares why she sees Out‑of‑Home as a crucial way to reach “unmarketable” ad‑blocking audiences, and how pairing data‑driven planning with a strong brand identity is helping Monzo drive long‑term growth. Hosted on Acast. See acast.com/privacy for more information.

March 3, 202631 min

How Interflora keeps a legacy in bloom using creativity and emotion.

In this episode, Caroline Adams, Head of Marketing at Interflora, joins Ian to explore how a 100-year-old brand stays emotionally relevant in a competitive, digital-first category. She reveals how Interflora is reframing its heritage as a brand “superpower”, using creativity and storytelling to move beyond awareness and build brand affinity with younger audiences. Find out how Interflora combined a bold new visual identity, emotion-led campaigns and smart use of real-world channels like OOH to drive growth. Hosted on Acast. See acast.com/privacy for more information.

February 3, 202652 min

How to harness the value of trust in your brand.

James Best CBE, Chair of the Committee of Advertising Practice, and Matt Bourn, Director of Communications at the Advertising Association, join Ian to explore why trust is one of the most valuable assets a brand can build. Drawing on their new book, Trusted Advertising, they reveal how trust in advertising is evolving, why it drives commercial outcomes, and why it matters where your brand shows up. Hear how in a world of AI and influencers, brands can use real-world channels such as Out-of-Home to build trust at every touchpoint. Hosted on Acast. See acast.com/privacy for more information.

January 20, 202623 min

How EDF builds trust through real-world channels.

Claire Brunel, Brand Campaign Manager at EDF, joins Ian to unpack how one of the UK’s biggest energy brands is building trust in a high‑emotion category. Claire reveals how EDF’s new brand platform, “Change is in our power”, puts customers at the heart of the energy transition, turning sustainability from a corporate promise into a shared mission. Hear how EDF combines customer insight with trusted, real-world channels like OOH to drive behaviour change. Hosted on Acast. See acast.com/privacy for more information.

November 12, 202526 min

Raising the bar: How curiosity, data and intuition fuel Diageo's marketing success

Mike Cheetham, Head of Culture, Entertainment, Digital, and Media at Diageo, joins Ian Whittaker to explore why there's no "secret sauce" to great marketing - just a balance of curiosity, data and intuition. Learn how Mike positions marketing as an investment, speaks the language of the CFO and leverages OOH to amplify digital and social platforms. Discover how Diageo manages a portfolio spanning global icons and challenger brands, and why marketers should be 100% confident in 80% of what they do, and brave enough to experiment with the rest. Hosted on Acast. See acast.com/privacy for more information.

October 14, 202520 min

Building a startup through powerful partnerships.

Alicia Kharod, Co-Founder of Wild Chai, and Cllr Tom Bruce, Deputy Leader of the Council at London Borough of Hounslow, join award-winning media analyst Ian Whittaker to discuss the importance of driving awareness to scale and grow a new brand. Uncover Wild Chai's journey to brand recognition using OOH and strategic partnerships, how Tom's work in the community, including the Advance for Growth competition, empowers local businesses to scale sustainably and more insights into entrepreneurship and building successful business collaborations. Hosted on Acast. See acast.com/privacy for more information.

September 2, 202528 min

Why marketers should think like scientists.

Jo McClintock, VP Brand & Marketing at Trainline, joins award-winning media analyst, Ian Whittaker, to share why she encourages her marketing team to be scientists and how that’s enabled the business to prove the value of brand to the CFO and Board. Find out how Trainline is influencing brand perceptions, making rail famous for sustainability and positioning Trainline as the preferred choice for consumers. Hosted on Acast. See acast.com/privacy for more information.

July 23, 202534 min

Rightmove: The power of brand.

Matt Bushby, CMO at Rightmove, joins award-winning media analyst, Ian Whittaker, to discuss how he is driving the expansion of Rightmove’s services to empower both consumers and agents in the home-moving process, and why he champions the power of brand over performance marketing strategies to build trust and confidence amongst audiences. Hosted on Acast. See acast.com/privacy for more information.