Jenni Baker

London

Senior Editor, Branded Content at The Drum

Branded content journo @TheDrum with a keen interest in digital media, tech, advertising, innovation & the odd bit of celeb gossip. All tweets my own.

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Articles

Retail Media for Drummies: the guide that makes sense of the $100bn boom

1 week ago | thedrum.com | Jenni Baker

It started in the search bar. Now, it’s reshaping the media map. Retail media has gone from sponsored listings to full-funnel force, spanning in-aisle screens, shoppable video and AI-powered targeting. It’s fast becoming one of marketing’s most powerful levers, offering real-time relevance, first-party data and closed-loop performance that promises to connect ad spend to actual sales.
The trust premium: backing quality media isn’t a virtue, it’s a business imperative

2 weeks ago | thedrum.com | Jenni Baker

Trust has become one of the most valuable currencies in media today. But in the scramble for reach, brands are at risk of funding environments that are unregulated, unverified and increasingly unsafe.
‘We’re not the center of their world’ - Allwyn’s Ross Sargeant on rethinking brand relevance

3 weeks ago | thedrum.com | Jenni Baker

“Some countries say they don’t actually believe anybody wins the lottery.” It’s not your typical campaign insight – but for Ross Sargeant, global head of media for Allwyn, it presents a broader challenge: when every market sees your brand differently, how do you build relevance on a global scale?
Retail media’s rise: are marketers ready to make the most of it?

1 month ago | thedrum.com | Jenni Baker

Retail media networks (RMNs) are moving out of the shadows and fast becoming the star performers in marketers’ media mixes. According to Nielsen’s 2025 Annual Marketing Report, nearly two-thirds (65%) of global marketers say RMNs will play a bigger role in their strategy this year, with that figure rising to 74% in North America.
Martech for Drummies: what marketers need to know

1 month ago | thedrum.com | Jenni Baker

From media measurement to AI-driven CRMs, what was once a back-end discipline is now driving big-ticket decisions in the boardroom. Martech is powering growth, shaping customer experiences and transforming the role of the CMO – if you know how to use it right. That’s where this guide comes in.
Building trust in the age of AI: from the newsroom to the niche

1 month ago | thedrum.com | Jenni Baker

From journalism to fashion, brands are under pressure to meet rising expectations for transparency, personalization and purpose. But how do you earn trust in a world where AI can write content, recommend products, and shape customer experiences? In this two-part interview series, Adelina Peltea, chief marketing officer, Usercentrics sat down with two leaders navigating that very question – revealing how trust is designed, tested and scaled in digital-first environments.
CTV isn’t just for movie night - it’s your brand’s launchpad to everything

1 month ago | thedrum.com | Jenni Baker

“CTV is not your grandmother’s TV,” says Tony Marlow, chief marketing officer at LG Ad Solutions – and it’s time marketers stopped treating it that way. “The TV is becoming more than just a popcorn machine where you watch a movie,” he adds. “It’s the launchpad to the entire experience.” Speaking with The Drum in our Tech Talks from Possible, Marlow mapped out the shift from linear-first to CTV-first – a transition that’s not just happening but accelerating.
Data deluge: ‘Marketers (treated it like) a candy shop... it was too much’

1 month ago | thedrum.com | Jenni Baker

“For the last decade or so marketers were in a candy shop... with all the data we can have, we can measure everything… but it got to the point where it was too much.” According to Adelina Peltea, chief marketing officer at Usercentrics, the age of endless data is over – and the future is all about consented data that respects the user and earns their trust.
Beyond the tote: is it time for a marketing merch makeover?

1 month ago | thedrum.com | Jenni Baker

More than 8 in 10 marketers (82%) from The Drum’s LinkedIn community say sustainability factors into their decision-making when it comes to event merchandise – and yet, SWAG (stuff we all get) keeps piling up. Tote bags, plastic pens, throwaway tees have long been a staple of the marketing circuit but as expectations around brand experience evolve, so too must our merch drawers.
Comscore’s CMO Jackelyn Keller on fixing ‘the F word’ in a social-first world

1 month ago | thedrum.com | Jenni Baker

“We called it the Social Bowl.” That’s how Jackelyn Keller, chief marketing officer at Comscore, describes this year’s Super Bowl, where nine of the top 10 posts came from TikTok, even when the app wasn’t downloadable in some places. It’s a bold reminder that digital and social communities are the new primetime, and turning a blind eye could mean losing cultural relevance with the social “heartbeat of America”.