Episode 18 – A Thriller of an Episode – Luke Southern – MD at Drum (Omnicom Group)


Onto our guest. Luke Southern, the Managing Director of DRUM, Omnicom’s award winning content business that makes entertainment for brands, and honestly, you MUST listen to this, as it is a fascinating take on content. Luke’s career (starting with some high profile DJing at University), has covered and still does in his current role – brands, entertainment and technology – He’s a Brand-entertainologist…. I kinda just made that up, but what isn’t made up is that Luke has led the business through years of growth culminating in Cannes Lions award for content agency of the year for entertainment and advertising effectiveness.

Luke has made his career journey through some striking brands such as Virgin Media, PlayStation and Sony Music, creating compelling content that is built on winning share of mind, not buying share of voice. So being at the forefront of content creation, the best question to ask Luke to kicks things off was obviously to find out what the greatest music album of all time is?

– Luke’s career spans the introduction of Digital Music, at a time when this new format was seen as a threat to many within the music industry. But as with any change or new media, it is all about adoption and embracing the new, rather than competing against it. The less legitimate music download channels such a Napster paved the way for a subscription / streaming based approach such as Spotify and Deezer

– Focus on your strengths. As Luke points out, he’s not the most creative… and he runs a content creation agency. By focusing on the strategic elements (which he has a passion for) that are the backbone to any marketing plan, leaving the creativeness up to those that are skilled and have a passion for this skill

– In terms of creating content, content that works, it is important to consider what the content is needed for and how consumers will consume this. It is vitally important to remember that your target market will see your content through their own eyes and not yours. So even if you have a clear message, this content needs to be compelling, fun, shareable but most importantly relevant to the audience and reflective of the brand (rooted in a product, service or organisational truth – embodied within a cultural narrative)

– SVoDs (Streaming Videos on Demand) – keep an eye out. As we mentioned before, were moved from a purchase to a subscription model and the big players (such as Amazon and Netflix) are screaming for your subscription. And this also means a change in how other products and services grab attention as traditional advertising just does not work within these platforms.

Happy Marketing Everyone!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Luke Southern:
Drum: http://drum.co.uk/

Proctor and Gamble History: https://www.cincinnati.com/story/news/2017/10/04/our-history-p-g-put-soap-soap-opera/732149001/

Puss In Boots – Interactive: https://www.imdb.com/title/tt7042082/

Google Speed Insight: https://developers.google.com/speed/pagespeed/insights/

CIM Marking Structure Overview: http://regions.cim.co.uk/london/home/news/2016-september/ten-essential-tips-for-studying-members/

The Power of Habit: Why We Do What We Do, and How to Change – Charles Duhigg: