Interview with Helen Weedon, Managing Director at Radical Moves LTD.

• Given your unique perspective from working with numerous clients in the broadcasting industry, I’m curious about your take on IBC. What do you see as the main trends of IBC 2023?

A couple of trends consistently emerged. Firstly, the shift towards the Cloud is undeniable. What began as a necessity has now evolved into a strategic business decision. More segments of the workflow, from ingest onwards, are being moved to the cloud. Secondly, sustainability has taken center stage. With an entire conference dedicated to sustainability, there’s a noticeable buzz around the topic. Many are discussing it, and there’s a surge in initiatives to promote sustainable practices. We’ve introduced a sustainable marketplace, which allows users to identify products or suppliers that have embarked on their sustainability journey. This means one can now construct their OTT service using products that prioritize sustainability, or at the very least, with providers who are beginning to address this crucial aspect. This includes products that are integrating sustainability features, starting to assess their environmental impact, and scrutinizing their supply chains for sustainability.

• I believe the TKT1957 team would be keen on interviewing some of your clients who are also focused on sustainability. We feel that this initiative should be promoted and nurtured within the broadcasting community.

Absolutely. The narrative has certainly evolved. Previously, there was a lot of superficial commitment, often termed “greenwashing”, and grand discussions about sustainability. However, this IBC marked the first time I witnessed a more genuine commitment to the cause.

• AI is increasingly becoming a significant component of the industry and our daily lives. How do your clients feel about incorporating AI into their solutions?

Indeed, many of our clients have been exploring AI for a while. Sometimes it’s referred to as AI, and other times as machine learning. They’re integrating it into storage solutions to swiftly locate specific video clips via media asset management. For instance, Excedo collaborates with companies like Jump, which specialize in AI for data and analytics. This allows for analyzing viewer preferences and subsequently offering tailored recommendations. AI remains a prominent and expanding subject. We anticipate making some announcements related to AI in the near future. Perhaps the NAB show will see an even greater emphasis on it.

• I’m curious about your PR and marketing agency. How many clients do you serve from the broadcasting industry? And from how many countries? Your agency stands out; in all my years of doing B2B business across various industries, this is the first time I’ve come across a professional advertising, PR, and marketing agency specializing in a specific segment of the industry. Could you shed some light on its inception and the inspiration behind it?

Certainly. The journey began almost 17 years ago. Prior to starting the agency, I worked in-house at Dolby, focusing on PR. After the birth of my child, I wasn’t keen on returning to a traditional work setting. Given my experience at Dolby, where I primarily handled PR for the broadcast and cinema sectors (they had three main divisions: broadcast, cinema, and consumer electronics), it felt natural to continue in that domain. My familiarity with the industry and my connections within it provided a solid foundation. Over time, the agency expanded, and we’re now a team of eight.

• How many clients are currently associated with your agency?

We have around 15 clients, perhaps slightly more.

• Is Adobe still on your client roster?

Over the years, our association with clients has varied. Sometimes we’ve engaged in short-term projects. On occasions, we’ve parted ways with clients, especially when they’ve been acquired by larger entities. Recently, a few of our clients were bought out by bigger companies. In some instances, if the acquiring company has its own PR team, our services might no longer be required. However, with clients like Excedo, the relationship has been long-standing. They were among my initial clients, and we continue to work together, along with a few others who’ve been with us since the early days.

• Do you have plans to attend the Mobile World Congress in Barcelona?

At the moment, I’m uncertain about attending the Mobile World Congress. Historically, most of our clients haven’t participated, but a few have expressed interest in this year’s event. So, there’s a possibility they might attend. However, for NAB, we’re definitely on board.

• I’m curious, does your agency solely handle marketing tasks like social media and press releases? Or do you also assist with exhibition preparations and management?

Our services are tailored to our clients’ needs. Many of our clients are relatively small, so our involvement varies based on their in-house capabilities. For some, we’ve managed entire exhibitions. For most, our role extends to securing speaking opportunities and awards, in addition to the conventional marketing and PR activities.

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