In Clear Focus

In Clear Focus returns for a tenth season, with thought leaders discussing issues affecting advertisers and marketers. New episodes will explore the impact of artificial intelligence on the industry, the evolution of the creator economy, and innovations in retail media and technology. In this preview, Karsten Kjems and Anton Sherar of Sonic Minds discuss audio branding. Dr. Andrea Laurent-Simpson reflects on the humanization of pet products ahead of the release of a national study from Bigeye.

In Clear Focus: Guest Timothy Hughes is the author of Social Selling: Techniques to Influence Buyers and Changemakers, this month's Bigeye Book Club selection. Tim discusses how personal tech and digital media have changed the way business is conducted, and how organizations can harness social media strategically to convert relationships into sales online. IN CLEAR FOCUS listeners can claim a 20 percent discount on Social Selling at KoganPage.com by using the promo code BIGEYE20 at checkout.

In Clear Focus: In this encore, our guest is Dr. Rachel Lawes, the author of Using Semiotics In Retail, a Bigeye Book Club selection. Rachel discusses how retailers and brand marketers can use commercial semiotics to provide fresh insights into consumers' wants and desires, spark revenue-generating ideas, and analyze under-performing stores. IN CLEAR FOCUS listeners can claim a 20 percent discount on Using Semiotics In Retail at KoganPage.com by using the promo code BIGEYE20 at checkout.

In Clear Focus: Elevating brand storytelling with sound. We examine the evolution of audio branding. Dallas Taylor of podcast Twenty Thousand Hertz reveals the story behind the iconic Netflix sonic identity, Jon Rhuff and Yeosh Bendayan of Push Button Productions explain how jingles are composed, and author Laurence Minsky discusses his book, Audio Branding: Using Sound to Build Your Brand. IN CLEAR FOCUS listeners can save 20 percent on Audio Branding with code BIGEYE20 at KoganPage.com.

In Clear Focus: With 166 million Americans shopping for deals, a special episode to coincide with the most important shopping week of the year. Previous guests Doug Stephens, Devora Rogers, Ibrahim Ibrahim, and Ksenia Newton discuss how retail is evolving. We discuss trends in shopping behaviors: the growing importance of social media for brand discovery, logistical challenges facing omnichannel brands, why stores are like media and their potential for re-invention as community spaces.

In Clear Focus: A special episode to coincide with this month's Bigeye Book Club selection, Inclusive Marketing: Why representation matters to your customers and your brand. This week, previous podcast guests discuss the benefits and potential pitfalls of including all of a brand's prospects and customers in the design process - from product development to marketing, advertising, and in-store experiences. Hear perspectives from Black, white, Hispanic, male, female, and non-binary identities.

In Clear Focus: The consequences of climate change are evident globally. It's clear that action needs to be increased to achieve the goals of the Paris Agreement. Our guests today are innovators working in an emerging marketplace focused on carbon reduction. Dr. Toby Green is the co-founder and director of MyCarbon, and Dr. John Whittle is the director of strategy. We discuss the roles marketing and advertising can play in helping businesses and individuals accelerate the move toward Net Zero.

In Clear Focus: The advertising industry is constantly changing - yet managing change is hard. Our guest today believes that we can adapt to change more easily by leveraging the science of behavioral economics. Melina Palmer is the author of a new book, What Your Employees Need and Can't Tell You, which sets out a roadmap for managers tasked with instituting organizational change by reflecting how our brains work. The transcript includes a link to a free chapter of Melina's book.

In Clear Focus: Our guest is Jerry Daykin, an internationally recognized expert in inclusive marketing. Reflecting on his personal experiences as a gay man, Jerry speaks to the business benefits of representing marginalized groups of consumers and discusses how brands should approach activations during Pride Month. In Clear Focus listeners can claim a 20 percent discount when ordering Jerry's new book, Inclusive Marketing, at KoganPage.com, using the promo code BIGEYE20 at the checkout.

In Clear Focus: Cindy Casper is a seasoned consumer marketing researcher and the Principal of boutique consultancy, Casper Insights. Cindy discusses how her career in marketing research began with ad effectiveness testing and explains the role that secondary, syndicated data can play. We discuss Cindy's innovative approach to customer segmentation and the creation of authentic personas for collegiate clients. Cindy also shares her go-to tool for results analysis and data visualization.