Time For A Reset Marketing Podcast: Insights from Global Brand Marketers
Welcome to Time for a Reset Marketing Podcast, where we sit down with top marketing leaders representing the biggest and most beloved brands.
Our mission? To uncover the secrets behind driving change in today’s rapidly evolving world.
From understanding shifting consumer behavior to recognizing the increasing importance of marketing in driving business growth, our podcast delves deep into the strategies and insights that are shaping the future of marketing.
Each episode is a treasure trove of actionable takeaways and thought-provoking insights. Get ready to rethink your approach and position your brand for success.
Tune in for new episodes and discover how to lead the board agenda, unlock the true potential of marketing, and propel your organization forward.
Time For A Reset Marketing Podcast: Insights from Global Brand Marketers
81 - The Neuroscience of Ads: Unlocking Consumer Behaviour with Co-op Media, Insights from Dean Harris
“And there's an assumption or a label based on how far away the channel is from the point of purchase. Right? If it's near the till, it's conversion. If it's away from the till, it's brand building. Sitting on your couch is brand-building; if you're in a shop, it's conversion. “ Dean Harris, Head of Co-op Media Network
In this episode of Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton sits down with Dean Harris, Head of Co-op Media Network, to explore the fast-evolving world of retail media. They discuss the neuroscience behind consumer behaviour, the evolution of advertising frameworks, and Co-op’s unique approach to measuring impact beyond immediate sales.
Dean shares insights on leveraging retail media for brand differentiation and explains how Co-op’s model sets it apart. They also delve into the future of AI in retail media, the challenges of upper-funnel advertising, and the leadership qualities required to thrive in this dynamic industry.
Here are some key talking points from the episode:
- Resetting the Advertising Assumptions
- Marketing as a Science
- Challenging Media Channel Assumptions
- Retail Media and Consumer Behaviour
- Brand Differentiation and Advertising Strategy
- Future of Co-op Media Network
- Incrementality and Industry Standards
- The Role of AI in Retail Media
- Leadership Qualities in Retail Media
Dean Harris is a dynamic marketing leader with over 15 years of experience spanning B2B and B2C markets. Starting his career in advertising at McCann Erickson, he managed global B2B client portfolios before transitioning to Co-op, where he has spent over a decade enhancing grocery and life services performance. Dean drives growth as Head of Co-op Media Network by leveraging convenience shopping insights and first-party data. Additionally, as Co-op’s Enterprise Data Owner, he ensures customer data is handled responsibly.