Zoe Scaman - bonus material from MaM2

An interview with Zoe Scaman, recorded for the documentary Making a Marketer 2. Zoe argues that over the past decade marketing has hidden behind data, and the result is generic advertising she calls landfill. So she looks for strategy outside the industry, in sport, music, gaming and fandom. She has trained a GPT to think and write like her, and studied how children create in Roblox and Minecraft for the Walton Family Foundation.

You'll learn what LEGO is doing in Fortnite, with its World Builder platform and with its adult fan community, what marketers can learn from the Kings League or cricket's The Hundred, and how Grimes and Universal Music are experimenting with the artist as an API. Zoe explains her idea of the multiplayer brand, in which a brand opens part of its IP to fans and shares revenue with them the way Roblox and Epic do. She also covers EU digital product passports, NFC chips in clothing and why she disagrees with Byron Sharp on loyalty.