How to really understand your audience - Yusuf Chuku, NBCUniversal
Yusuf has worked across most flavors of planning and strategy making him one of the few genuine hybrid strategists. His experience spans a number of the world’s leading corporations including Microsoft, BMW, Samsung, Kimberley-Clark, Kraft and Verizon. He is currently EVP, Client Strategy at NBCUniversal.
- Early ambition to become a city trader
- Falling into media planning
- Wearing trainers to work
- Selling the internet in 1995
- Crossing the creative and media divide
- Why all things are not equal
- The birth of planning
- Why so many Englishmen end up in New York
- Why 90’s sitcoms are still so popular
- The power of stories to attract a global audience
- The special relationship between audience and programming
- The 3 aspects of Fandom
- 98% of commercial airtime is as engaging as the content
- Pricing media based on emotion
- Reflecting people identity on screen
- Satisfying cultural curiosity
- The representation hierarchy
- The diversity divided when people feel seen
- The power of empathy to connect with audiences
- How empathy and sympathy are different things
