Media Mayhem: Christine Cook – ‘I see opportunities for deal making in person’
These are interesting times, and the challenges faced by Australian marketing and media are frequently diabolical. There is always opportunity in a crisis, but rarely a single solution that is easy to see. Many are worried, searching for answers, and seeking guidance from our best thinkers. At Mumbrella, we want to interview industry leaders to understand their insights and learn how they handle the challenges and structure for the future. We hope this can help inspire our industry to trade through the storms and deliver the best work on the global stage.
In this week’s Media Mayhem, we chat to the global chief revenue officer of Bloomberg Media, Christine Cook.
How is the operating environment impacting your team, your clients, and or your partners?
There’s definitely a demand for speed and it’s required us to lean more into market research and insights to help our clients understand how to communicate with the global executives that read, watch, and turn to and listen to Bloomberg Media.
What changes are you seeing in consumer behaviours and preferences? How are you meeting them?
Consumers are definitely consuming more audio podcasts and newsletters and we are producing more of those by industry type to cater to those. I see newsletters as the portable web. And since we cover industry deeply, we see real increase in followers and readers there.
When you lift your eyes from the screen to the media and marketing horizon, how are you planning?
We will continue to invest in video storytelling live and through originals and series. And we will continue to try to understand what data visualization and industry insights we can to help move markets.
How are you using technology to your advantage?
About five years ago, we created two or three different brand diagnostic tools that we use with our clients. One is called Bloomberg AIQ. So we use this tool to identify not only the direct audiences that we have, but extended audiences to reach for clients. The other one is Bloomberg Brand Accelerator, which looks at diagnostics around what a brand wants to be perceived for.
And so we help them understand how they’re trending against that profile. Those we’ll continue to lean into.
What opportunities do you see, and how are you positioning your organisation?
I see opportunities for live convenings and deal making in person. And Bloomberg is exploiting that by hosting more global convenings. on our own. Things like Qatar Economic Forum, Bloomberg New Economy Forum, as well as at other events like World Economic Forum and COP, where we show up with our journalists, with our Bloomberg Intelligence data and insights, as well as our newsroom to facilitate conversations.
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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