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In the first episode of the ClickZ Marketing Masters Podcast, our host Tim Flagg speaks with Christopher Kenna, CEO and Co-Founder of Brand Advance. They discuss what it takes to be a great marketing leader and take a deeper look at how brand engagement with minority communities has shifted. Kenna shares his expert insights on the impact of technology, how the success of such engagement is measured, and the challenges facing the marketing community looking forward. Kenna builds on vast experience from his role at Brand Advance – who connect brands and agencies with diverse communities through Diversity Media, Technology, and Insights – and significant advisory work for ITV, Outvertising, and more. He discusses how and why spending on minority-owned media and minority representation in media advertising has changed so significantly over the past three years in particular; what has happened to the brands who fail to keep up and why they are now obsolete; and takes a brief look at Glaxo...

Fancy a beer? How about a virtual one? Heineken have become one of the latest brands to join the rapidly expanding collection of big-name brands with a footprint in the metaverse with the launch of ‘Heineken Silver’ – the world’s first Virtual Beer . Swapping out hops for pixels, Heineken unveiled their new beverage in mid-March at their Virtual Brewery on the metaverse platform Decentraaland. You could forgive those who attended the virtual launch for feeling a little thirsty back in the real world – however, they didn’t need to wait long for Heineken to launch ‘the world’s first ‘in real life’ metaverse bar’. With an attitude towards the metaverse as refreshing as their latest beer, Heineken took an ironic and self-aware approach to their metaverse launch, resulting in close to two billion impressions . They then backed this up with an unforgettable real-world experience. We pulled up a bar stool and spoke with Rob van Griensven, Global Digital Director at Heineken about taking f...

Building trust in your brand is hard enough . Now take a situation where your audience is so cynical of your product offering some of them even call for your competitors to have their advertising banned . This was the case for Premier League team Southampton Football Club (Southampton F.C.), and crypto-betting company Sportsbet.io. We spoke with Southampton F.C. Head of Partnership Marketing Charlie Read, Sportsbet.io Director Joe McCallum, and Head of Partnerships Richard Barnwell to discuss how they embraced responsible disruption to provide an authentic message about safe gambling practices, increasing brand trust in the process from 13% to 47%. A skeptical and cynical audience Gambling companies are playing an ever-increasing role in football sponsorships. In the Premier League, where Southampton F.C. currently sit, the first shirt betting sponsor was in 2003 – Fulham Football Club with Betfair.com. In the 2021/22 Season, 45% of teams have a betting sponsor. In a documentary o...

BlackBerry is one of the first smartphone manufacturers which empowered the mobile workforce with its iconic QWERTY keypad and robust hardware, its products symbolized sophistication, power, and convenience in the user’s palm. No wonder, Barack Obama, James Cameron, Kim Kardashian, Eric Schmidt, and your neighbor down the road–all managed business on BlackBerry.  But when BlackBerry decided to cease manufacturing its handheld devices and shift from B2C to B2B after 35 years, the business faced the mammoth challenge of shedding its old audience and acquiring a new one. How did BlackBerry achieve this prominence across the smart vehicle and robotics industries? How does it now sit in ~195 million smart cars? ClickZ sat down with Mark Wilson, BlackBerry’s chief marketing officer, to uncover how the Canadian mobile phone giant seamlessly threaded the needle between B2C to B2B, transitioning from hardware to software, while adapting to a new consumer strategy, research, AI, content, ...