By Nell Martin, Account Manager, Bluestripe Communications
The mix of media, advertising, and pop culture royalty makes Mindshare Huddle one of the must-attend events of the industry calendar, and 2024 was no different. Everyone from Gary Lineker to Amy Childs descended on the Mindshare London offices on Wednesday, 13th November, to discuss the key themes the industry needs to consider looking ahead to 2025.
Following a brief kick-off session from Mindshare UK CEO Jem Lloyd-Williams and Group M UK CEO Kate Rowlinson, four floors of the impressive building became awash with panels, workshops and off-huddle experiences.
Media mis (or dis) information
The key theme of the early-morning sessions I attended centred on reader trust in media owners. Newsworks launched its Youth research with a quiz in which the ‘Bright Young Things’ took on the ‘Fleetwood Hacks’ to discover who knew young audiences best. With audience participation encouraged, it was clear that we could all learn more about how best to interact with younger audiences.
Following this, journalists from The Times and The Sun discussed the need for trusted journalism in 2024 and beyond. Recent political and social events, as well as the rapid growth of social media, have showcased the potential for negative impacts that lies and misinformation can have on readers’ views, and the media needs to consider this.
These sessions reminded me of the true power that trusted sources have in shaping the future of media. Journalists, agencies, and audiences alike need to consider their own impact on how media can alter public opinion.
Celebrity culture
The day took a slightly lighter turn in the late morning as ITV Senior Culture Strategist Lucy Irving questioned Amy Childs and Harry Durbridge on the true meaning of ‘Hun Culture’. While much of the session was light-hearted, the audience took away the message that viewers should feel able to rebel against the idea of fitting in, particularly in the social media-centric world we live in today.
Next up was KISS presenter Tyler West, who was joined by Bauer Media Group and KFC representatives to discuss the power of radio in challenging consumer perceptions. The panel highlighted the need for brands to look to promote genuine, purpose-driven messages where possible. One key takeaway was the need for consistency, as the panel reminded the audience that listeners will need to hear a narrative multiple times before it will resonate effectively.
This portion of the day served as a reminder of the element of fun in media and advertising. Whether watching a comforting show or listening to their favourite radio presenters, audiences resonate best with relatable and engaging content.
Customer mindsets
The afternoon sessions kicked off with a session from Mindshare, which showcased the results of its recent Commerce Mindsets study. With strong insights shared throughout the session, attendees understood the need to vary marketing depending on the customer mindset of a target audience. Whether long-form video or image-based search, it has never been so important to get the customer experience right.
The audience then congregated on the main stage to hear from Gary Lineker about the recent podcast boom. Joined by Spotify Advertising’s Ryan Rummery and Mindshare’s Fleur Stoppani, the panel highlighted the role of long-term partnerships in the future of podcasting as the format continues to grow in popularity and its impact becomes more visible. The panel left the audience questioning the role that advertising will play in the growth of video podcasts, particularly given how personal podcasts are to individual listeners.
Planning was at the core of this section of the day. Attendees quickly saw that no matter the audience, using insights and preparation to improve future campaigns will maximise the chances of strong results time and time again.
Looking ahead
Personally, my favourite session of the day was the KISS/KFC partnership session. I knew little about the scale of the food brand’s community work beforehand, but that changed in one short session. This just proves the power of communication in changing a brand’s perception.
One broader message will resonate with all attendees of Mindshare Huddle 2024, too. The customer is at the heart of every decision, no matter the message, creative choice, or medium. If brands forget their audience, they have little chance of seeing true long-term success.
*Bluestripe Communications is owned by Bluestripe Group, the publisher of NDA.
