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

Comscore’s CMO Jackelyn Keller on fixing ‘the F word’ in a social-first world

5 days 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”.
How AI will help to eliminate the ‘swivel chair processes’ in agencies

6 days ago | thedrum.com | Jenni Baker

At Possible, marketers were buzzing about personalization, omnichannel storytelling and next-gen customer experiences. But behind the hype lies a harder truth: delivering all that at scale often still depends on messy back-end processes, overworked ops teams, and tech stacks held together by spreadsheets and swivel chairs.
‘It’s hitting a tipping point’: why the store is retail’s next big media channel

6 days ago | thedrum.com | Jenni Baker

“It’s really hitting this tipping point now where you can be at national scale,” says Marlow Nickell, CEO and co-founder of Grocery TV. And the channel he’s talking about? Not online. Not offsite. But the store itself. In-store media is fast becoming the breakout star of retail media – and with good reason. While digital continues to dominate strategies, 85% of retail transactions still happen in person.
Double down on best practices’ – how to turn uncertainty into strategic clarity

6 days ago | thedrum.com | Jenni Baker

Uncertainty is the new norm – but it doesn’t look the same for everyone. From inflation and tariffs to category-specific disruptions, today’s volatility is hitting brands in different ways. Still, one thing is consistent: “You really have to double down on your best practices as a marketer,” says Kay Vizon, director of integrated media at Kroger.
Ulta Beauty’s next frontier for retail media: partnerships, not just placements

1 week ago | thedrum.com | Jenni Baker

“Their success is our success and vice versa,” says Houg. “We’re not just another publisher or advertising platform. We really want to grow your brand business.”Since launching its RMN, UB Media, in 2022, the retailer has steadily expanded its proposition, blending first-party data precision with omnichannel activation. Houg oversees not just Ulta’s retail media business, but also its broader enterprise media spend – giving her a rare, dual-lens view across brand marketing and performance.
Scenario planning & partnership power: IAB’s Sheryl Goldstein on a pivotal NewFronts 2025

1 week ago | thedrum.com | Jenni Baker

Flexibility is the new premium, Goldstein tells The Drum, when we caught up at Possible in Miami for a preview of what to expect: “Scenario planning and strong partnerships are going to be the difference between staying agile or being left behind.”That flexibility is being tested by growing economic pressures, from softening consumer demand to tariff-related disruptions.
Measure what matters: where maths meets magic in modern marketing

1 week ago | thedrum.com | Jenni Baker

When marketers are being asked to do more with less, it’s no longer enough to just chase efficiency metrics. At Google’s Think Measurement 2025 summit, a clear narrative emerged: measurement isn’t just about reporting performance, it’s about having the building blocks to unlock data-driven insights that will drive business growth. If marketers aren’t measuring what matters, they could be leaving some serious impact on the table.
Screens, signals & swivel chairs - the new media power plays overheard at Possible

1 week ago | thedrum.com | Jenni Baker

Because while the technology keeps advancing at pace, the reality behind the scenes is more complex. Swivel chair workflows still dominate agency back offices. Siloed systems make media planning feel like a juggling act. And many marketers are stuck with more signals than they can realistically activate. But change is underway – and it’s happening everywhere. In stores. In our skies. In your living room. In your pocket.
From views to value: what the Sidemen can teach social marketers about YouTube’s real power

2 weeks ago | thedrum.com | Jenni Baker

Social has become a non-negotiable part of the modern marketing mix. This shift reflects how audiences are changing and evolving. With the IAB’s 2025 Outlook predicting double digit growth for social (+11.9%), the time to diversify spend is now. So, how can advertisers get the most out of YouTube to leverage its reach and connection, and ultimately see a return on their investment? Let’s take a look at the Sidemen, a group whose success reveals the platform’s potential for social marketers.
Smarter, faster, not yet everywhere: 5 martech trends to watch

2 weeks ago | thedrum.com | Jenni Baker

As marketers scramble to keep pace with rapid innovation, the future of adtech and martech is being shaped by a convergence of AI breakthroughs, media synergies and a sobering reality check: adoption is still lagging where it matters most. Marketing stacks are starting to look more like ecosystems than toolkits, but not everyone is moving at the same speed. Here, we break down five trends worth watching. Want to go deeper? Ask The Drum 1.