The Media Leader Podcast

Last year, UM unveiled a new global omnichannel media planning proposition: Full Colour Media.The approach, underpinned by a custom body of research developed in partnership with the University of Oxford’s Said Business School, seeks to move against the grain of generic, algorithm-driven media planning and towards a recentring of brand-driven advertising.Since the debut of the proposition, UM has gone through a period of continued change as its parent, Interpublic Group, was acquired by Omnicom Group at the end of last year.Susan Kingston-Brown is the global brand president for UM Worldwide.She joined The Media Leader from the agency's new London offices at Bankside to discuss how Full Colour Media has developed over the past year, whether distinctive agency brands are still valuable at a time when some holding groups are consolidating their efforts, and how she has managed the transition to Omnicom with her team at UM.Highlights:5:26: What is Full Colour Media? Why UM embraced a new planning proposition.15:10: Is there a conflict between AI and Full Colour Media?20:20: The value of agency brands amid market consolidation.26:29: How UM has managed the transition into Omnicom35:00: Agency holding group valuations have declined. What's the argument against that investment thesis?Related articles:UM unveils ‘Full Colour Media’ proposition to fight brand blandnessUM global brand president: ‘The agency world will look different in a year’s time’Will one and one equal ‘more than two’? Omnicom to complete purchase of IPG imminently

Earlier this month, Allwyn’s global media director Ross Sergeant announced he would be joining GB News as its chief revenue officer.The appointment comes amid what Sergeant has referred to as an “inflection point” for the company. GB News has cumulatively lost £131.5m since its inception in 2021, with funding provided by owners Sir Paul Marshall and Dubai-based investment firm Legatum. But losses have been narrowing amid double-digit revenue growth and audiences have been growing as well. According to Barb figures, GB News has beaten both BBC News and Sky News in average audience and audience share in seven of the last eight months.But with growth comes scrutiny – from us here at The Media Leader and elsewhere. An investigation by Alan Rusbridger at The New World last week found that “GB News has essentially become Reform TV”, while broadcasting regulator Ofcom has “more or less given up the ghost”.Not only is GB News regularly airing incendiary, biased political views that align with the Reform Party — including by employing the party's sitting MPs, such as Nigel Farage, as presenters — but it’s also arguably doing so in contradiction of Ofcom regulations that, seemingly, aren’t being enforced.The Media Leader wanted to raise these topics and more with Sergeant, who is now being tasked with selling GB News to advertisers. Many such advertisers, particularly larger brands, have been skittish over concerns around brand safety and suitability and the nascent nature of the fledgling broadcaster.Highlights:1:43: Sergeant's background in media and why he joined GB News.13:30: Is GB News 'Reform TV'?24:40: Flouting Ofcom rules and incendiary rhetoric — does GB News have a brand safety problem?39:23: GB News's growing audience and Sergeant's blueprint for making the broadcaster profitable.50:42: Considering the state of the wider TV market and GB News's sales strategy within it.Related articles:Ross Sergeant joins GB News as chief revenue officer amid growth pushTwitter on TV: the real reasons why advertisers avoid GB NewsScreen scandal: How Ofcom lets GB News get away with it (The New World)