‘Timeless and timely’: BBC Studios on the recipe for driving ‘good growth’
The global success of mega brands like Bluey and Doctor Who is fuelled by the duality between cultural and commercial impact, says marketing boss Shelley Macintyre.
From Bluey to Strictly to Dr Who, taking a local brand global requires an appreciation of the duality between cultural and commercial value, according to senior vice-president of global marketing at BBC Studios, Shelley Macintyre.
Giving the keynote address at a roundtable event hosted in Liverpool last week (16 January) by creative consultancy Aurora and the University of Liverpool Management School, Macintyre identified a clear correlation between adopting a perspective culturally and the imperative to grow.
“There is a duality and if we don’t think about both, we’re essentially not doing our jobs as a responsible set of marketers, because we are influential in the culture we’re building, and the societies and perspectives around us,” she explained.
