BBC Studios’ 2024 Upfront: Maintaining trust in an uncertain world

Consumer trust, brand purpose and verified journalism were all on the agenda at BBC Studios’ 2024 Digital Upfront. “We are living in extraordinary times and it can sometimes feel like no one is in control,” said Lucy Hockings, BBC News’ Chief Presenter, opening the event. As a result, the BBC sees this “as a time for action” to uphold trust via verified, impartial journalism. For advertisers working with the BBCs global operations, the message was clear: identify and stay true to your brand purpose in order to resonate. Here are some of the key takeouts:

Brand purpose is key to long-term growth 

“Consumers now have a voice and they have a very loud voice… [they] are now saying we’re going to hold you accountable for the choices you make”, explained consumer neuroscientist Shazia Ginai. She joined Professor Alex Hill - author of ‘Centennials: The 12 Habits of Great, Enduring Organisations’ - to unpack how brand purpose is a defining factor of long-term brand health. As Hill put it, a clear brand purpose provides a stable core, but “lose that and you start focusing on short-termism”. Picking up on this, the team at BBC StoryWorks showcased a number of examples of how it has worked with advertisers to “create layered, nuanced and ongoing stories with brand partners”, such as Lavazza coffee which put sustainability front and centre. 

In addition, Ursula Horne, Head of Insights at BBC Studios, unveiled ‘The Evolution of Affluence’, a new global research study revealing how the values and motivations of affluent audiences influence the content they engage with. The aim is for the insights to provide advertisers with new opportunities to build long-term brand growth by connecting with niche audiences and highly desirable consumers.

“Our focus has to be facts & evidence”

Championing the truth and providing audiences with a verified source of news was a central thread running through the event. BBC News presenter Clive Myrie joined via video link from Jerusalem to speak to Hockings about how journalists are always trying to find “the third truth” by presenting facts and evidence from all sides. He said: “When you’re vilified by both sides… it might suggest you’re walking that fine line of impartiality well”. While news remains core to the BBC’s remit, the team also showcased how its content taps into audiences interests across a broad spectrum - from travel to sport to music - and how it is brought to life across platforms. For example, the BBC’s podcast library sees over 41 million downloads a month, offering a “huge slate of content that reaches users across their passion points”, according to Samatha Adams, VP of Ad Sales in Western Europe. 

Forging different routes to success 

DJ and podcast host, Nick Grimshaw, and Ella Mills, Founder of Deliciously Ella, joined Hockings on stage to discuss how they built their careers, are adapting to new stages in their journeys, and why purpose has been so essential to their respective success. For Mills, the creation of Deliciously Ella was a personal venture from the outset - having stemmed from her diagnosis with a rare nervous system condition. When the various medications she was taking didn’t work, she turned her attention to how highly processed food impacts health and started blogging, “back when no one was really talking about this in 2012”. The first cookbook she released became the fastest-selling vegan cookbook of all time, while the Deliciously Ella range is now stocked in major supermarkets. Meanwhile, Grimshaw discussed how he realised his dream of being a Radio 1 Breakfast host - and how that ambition shifted in his 30s, allowing him to embrace new ventures as an author and podcaster. 

Digital Upfronts is running 2-24 October 2024. Find out about all the events that are running here.