Gideon Wilkins 'Natural language analysis, brand deprivation, C19 & disruption'

The New Abnormal

English - December 09, 2021 07:00 - 50 minutes - 35 MB - ★★★★ - 7 ratings
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Previous Episode: Ian McGarrigle 'The Future of Retail in a C19 World'

Next Episode: Nilgin Yusuf 'The Great Reset: how to identify and build positive outcomes from C19'

In this episode of #TheNewAbnormal, I interview Gideon Wilkins, Head of Research at McCann Central. (Part of McCann Worldgroup, who have an integrated network of advertising agencies in over 120 countries).

Prior to joining McCann's, Gideon was the Global Brand Guidance Director at Kantar Millward Brown, based in Shanghai.

In this podcast, he discusses the findings and implications of some fascinating natural language analysis that the agency has been conducting.

In doing so, Gideon explains the insights gained via integrating multi-source and AI-analytics in conversational data, regarding the present and future self.

We debate issues such as clarifying meaningful roles for brands in the context of C19, leveraging a 5C's ethos; and the vital role that disruption plays for legacy and challenger brands, for instance regarding System 1 & 2 thinking.

So, I hope you enjoy your coffee while listening! (Talking of which, you can buy me one here if you like: https://ko-fi.com/thenewabnormal).