NDA has launched a new series on NDA, Marketing the Marketers, talking to the marketing and comms leaders behind the success of our leading companies. Next up is Martin Corke, Chief Marketing Officer, Clear Channel UK.
Martin leads marketing and communications for OOH media and infrastructure business Clear Channel UK. Prior to joining Clear Channel UK 10 years ago, he held commercial leadership roles across both consumer magazines and national news brands.
What exactly does your job entail?
I am responsible for building awareness, demand and reputation for Clear Channel UK, across a broad customer base, including brands, agencies, councils, landlords and the public. My leadership role boils down to creating a work environment that helps my talented team flourish and consistently deliver.
What campaign or piece of marketing/communications are you most proud of in your career and why?
Some of our best work has been inspired, if not necessitated, by moments of adversity. This included a marketing led programme that offered free advertising for struggling local businesses during the pandemic in 2020.
We had a huge response to the ‘Business As Unusual’ initiative and went on to deliver 250 complimentary campaigns. This showcased the power and relevance of our medium, while also being genuinely kind and useful. We were all super proud of that one!
Who has been your biggest inspiration in your career to date and why?
It sounds a little cheesy perhaps but it’s my team and closest colleagues that continue to be my professional inspiration. We have developed a fantastic culture at Clear Channel UK and we all work hard to support, challenge and inspire each other.
What is the biggest challenge in your sector and how is your company helping to address it?
Whilst healthy, the Out of Home (OOH) advertising sector remains relatively small in terms of advertising share, particularly given the significant amount of time we all spend out and about. Clear Channel UK are therefore actively collaborating with competitors on research projects that prove the value and effectiveness of OOH advertising.
We are also working together to shine a light of the fact that OOH advertising uniquely pays back by funding public services and social infrastructure including bus shelters.
What is the biggest opportunity in your sector and how is your company helping to make the most of it?
The OOH advertising sector is very well placed at a time when brands are rightly questioning the relative contribution and environmental impact of different media channels.
Clear Channel UK therefore go the extra mile to make detailed environmental targets, data and insights publicly available. We also proudly showcase our ESG related programmes and campaigns that reflect our long-established purpose to be both a platform for brands and a platform for good.
How important, and why, are the following in helping you promote your own company: The press Events Your company’s owned media
Whilst it depends on the target audience and campaign goals, we do use most media channels, including our own of course. Social media and PR are also terrifically important, with coverage around our bus shelter ‘living roofs’ being especially positive.
We continue to host fantastic in-person events too, including the renowned Outdoor Media Awards. We have definitely seen a rise in the appeal of our webinars too, perhaps that’s linked to ‘next normal’ working patterns!