OUR PODCAST
What's in This Episode
Elise Hedley-Dale has been shaking up the media world since the 90’s (exact year, not to be disclosed!). With nearly three decades of experience, she’s gone from media planner to business owner. Elise is the Founder of Media Words, a company born from the request of a loyal client – Ocean Spray.
This episode discusses how media consumption has transformed over the years from traditional TV spots and glossy magazines to the wild (and rapidly evolving) world of digital media. While some brands are quick to chase the next big thing and jump on the latest trends, it doesn’t mean you should throw out the playbook and follow suit. Elise emphasises that knowing your audience like the back of your hand is the key to creating a successful campaign. Elise reminds us of the fundamentals —understanding who your audience is, where they are, and how they want to be spoken to.
Elise and Marie discuss the power of adding a touch of humour and creativity into campaigns, from the viral ‘poo at work’ campaign (yes, you read that correctly) by Queensland Health to the clever ‘Love a Duck campaign. Elise stresses the power of simplicity and wit in creative messaging, and how a well placed billboard can still pack a punch.
Topic highlights:
Introduction of Elise Hedley Dale and her media journey (00:00:03)
Marie introduces Elise, highlighting her extensive experience in the media industry. Elise shares her beginnings in the media industry and the establishment of her agency.
Long-Term Partnership with Ocean Spray (00:03:15)
Elise discusses her enduring relationship with Ocean Spray, emphasising their collaborative growth.
Consumer Media Consumption Trends (00:05:28)
Elise highlights the importance of understanding audience behaviour amidst media hype.
Fundamentals of Media (00:06:17)
Elise stresses the need to focus on understanding and your audience over trends.
Managing Expectations in Media (00:07:04)
Elise discusses the challenges of aligning client expectations with media strategies.
The Role of Digital Media (00:08:14)
Elise outlines the significance of digital media and its various forms.
Quality Over Quantity in Media Reach (00:09:00)
Elise emphasises the importance of targeting the right audience rather than just focusing on impressions.
Discussion on Humour in Advertising (00:12:01)
Marie and Elise explore the role of humour in advertising and its potential impact.
Feedback as a Tool for Improvement (00:20:12)
Discussion on the importance of open feedback to enhance creative outcomes and client satisfaction.
Humour in Health Campaigns (00:27:15)
Highlights a Queensland health campaign using humour to address workplace taboos.
About Elise Hedley-Dale, Founder of Media Words
With nearly three decades of experience in Media across the ANZ and Global Markets, Elise Hedley has worked with some of the biggest agencies, A-list clients, and household brands large and small. Her career highlights include leading the Sonos Global Media teams across North America, EMEA, and APAC, driving media strategies and campaigns on global scale which contributed to Sonos’ market presence. Elise has worked with Ocean Spray for over 23 years (since 2001), managing their media strategy, planning and buying – building a strong partnership that led to a personal visit to an Ocean Spray harvest. Driven by a passion for demystifying the media landscape, Elise founded Media Words with a clear mission: to provide businesses of all sizes with the strategic insights and planning expertise typically reserved for large brands.