Earlier this year, News Corp Australia announced the launch of The Growth D_Stillery, a dedicated research and intelligence service offering consumer insights to help marketers navigate brand challenges, anticipate consumer trends and understand where best to invest.
See Also: Behind The Growth D_Stillery: News Corp’s newest research and intelligence offering
The Growth D_Stillery amplifies key research insights on trade marketing platforms, and on News Corp Australia channels. As a part of its release into market, the platform has launched a series of vodcasts hosted by News Corp Australia’s director, Growth Intelligence Centre Dan Krigstein, with guests from all corners of the marketing world.
Dan Krigstein
Released fortnightly, the vodcasts aim “to really humanise these insights,” according to Krigstein, and tackle a new marketing challenge every episode.
This week, Mediaweek spoke to Andrew Therkelsen, The Lab’s managing director, Sydney.
“We’ve been partnering with News Corp for three or four years now, and we have worked on a range of different series, engagements, and thought leadership pieces with them – from our emotional connection series, all the way through to forces of good,” Therkelsen says, reflecting on how he got involved with the vodcast.
“Dan invited us to come and be part of this particular episode with the Force of Good program, because it’s a topic that’s really close to his heart. He’s really passionate about what brands can be doing in this space, and what more we can we can all be doing to make a better Australia. It’s something that we’re passionate about, too.”
The episode focuses on the power of using business as a force for good. When asked what this looks like in practical terms, Therkelsen says that while there are a lot of components to goodness, it comes down to taking on board the values that consumers want from brands.
Andrew Therkelsen
“Many businesses these days are focusing on improvement and betterment, and there are many different aspects of that – from processes, to the way that we treat our people, to just needing to survive in today’s economic climate. Practically, there are many different applications of getting better, and doing and being good.
“We wanted to focus on all the elements that make up that side of good. I think that’s something that is relatively new for a lot of businesses, it’s a place that they need to navigate and need some help with, they might not be sure what consumers expect and demand from them these days. So we set out to create a guide or roadmap to provide a bit more of an understanding of the customer’s needs and requirements when it comes to businesses and good.
“There’s a lot of talk in the industry about the subject of good. But when it comes to actually applying it, the rubber hitting the road is a complex area.”
Speaking about the state of the broader industry, Therkelsen says that one of the biggest hurdles that marketers have to overcome is “really understanding what their customers and their prospective customers want from them in a climate where things change very, very rapidly.”
“I feel like the challenge at the moment is servicing customer needs in a constant state of flux, and truly understanding what people need and want when they change their minds quite often. Keeping up to date with the changes in technology, and what that can provide for marketers as well, and being across that and applying creativity is a huge, huge challenge for a lot of marketers, I think.”
Ultimately, Therkelsen says that he wants viewers of the vodcast to take away a message of confidence – both in their work, and the power of good.
“I hope people leave with confidence that the good that we do, and the good that we communicate, is important. It’s important for brands to be visible, to be seen, and to be heard by their customers, so anything that we do in that space is valuable in the long term. Plus, some confidence that what we’re doing around the subject of good, for any business, acts as an insulating layer for any brand, and that that will pay off in the long term.
“10% of brand value is created by good, and so, therefore, it is hugely worth investing in, and over the long term, it can return on that investment.”
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Top Image: Andrew Therkelsen