A new era for The Headliner

The evolution of Eulogy’s comms and marketing podcast

1st December 2020

This week, we relaunched The Headliner, Eulogy’s agency podcast that we have been producing for four years.

We’ve brought it back bigger and better than ever, and we have ambitious plans for it. It looks at all areas of the news, communications, marketing, and the forces that shape culture.

When we launched the Headliner podcast in 2016, we had little idea of what a Eulogy institution it would become.

It stemmed from our reaction to the cancellation of BBC Radio 4’s News Review – a summary of the week that had run since the 1960s. As a huge fan, I was gutted to lose this entertaining look at the news – and I wasn’t the only one

We thought: why not do it ourselves? As a bunch of news junkies – who loved all aspects of the media whether good, bad, or ugly – it was right up our street.

So, huddled in a magazine storage closet in our old Baker’s Yard office, we created a podcast series that explored the news with an attempt at intelligence and humour. Each week, colleagues would bring forward their “unavoidables” and “picks of the week” to dissect and discuss.

The Headliner was the first regular podcast created by a UK communications agency, and we made sure it was demonstrating the range of expertise within our gang. From senior directors to account executives, each used their different knowledge across social and digital media, PR and paid.

What began as a tangle with an emerging brand platform, quickly became a beast of its own. The Headliner amassed thousands of regular listeners across the world, from the US to Hong Kong (and the loyal family in NZ), as we debated the events shaping our world.

How we evolved the podcast

We improved production

Whether Brexit or Trump, the climate crisis or the survival of UK news brands, #MeToo, or Black Lives Matter, I have been proud to listen to our gang take on the huge issues of the day in their stride – all while passing on practical and actionable communications advice for brands and businesses.

And it quickly turned into an important Eulogy product. So much so, that we built a dedicated, sound-proofed podcast studio as we moved to our Sutton Yard office.

Over the years, our studio has been graced by a number of guests from the world of business and brand: the Federation of Small Business (FSB) and the Confederation of Business Industry (CBI) discussing UK productivity, Hitachi Europe and Microsoft discussing the tech sector’s reputation challenges, Rude Health and Neat Nutrition on the wellbeing market. All of whom, contributed to our enriching documentary podcasts such as Making the Headlines: The Shape We’re In, and one-off episodes such as our London Tech Week Special.

Neat Nutrition co-founder Charlie Turner on Making the Headlines

Neat Nutrition co-founder Charlie Turner on Making the Headlines

None of that would have happened without the passion in our team for the power of audio.

We adapted to remote recording

When Covid-19 deprived us of our studio, we adapted.

The Headliner went remote, with Eulogites calling in from home to contribute. We reacted to the changing world around us. We examined the UK Government’s response to the pandemic, the role of news in the crisis, and the ways in which our altered lives impacted media – from social media and gaming, through to the use of creativity and the responsibility of brands to deliver genuine social impact.

The Headliner goes remote
The Headliner goes remote

And what we learnt from this remote production process allowed us to continue producing excellent audio for our clients. The recent Ekimetrics podcast, The New Economics of Grocery, was produced, recorded, and edited completely remotely by us, without sacrificing on quality. We’ve created podcasts for clients based on the other side of the world. Scripting, recording, editing and promoting them all over the airwaves.

Eulogy has evolved since the first Headliner episode. We’ve launched new services, welcomed new team members, and expanded our vision for how we help brands and businesses be known. It was time for the Headliner to reflect this evolution, and to demonstrate what we wanted to be known for.

We’re launching a new format

A new era for The Headliner
A new era for The Headliner

Regular listeners will have noticed that The Headliner has been on a break from the airwaves over the summer. But behind the scenes, the team has been working hard to transform it into a bigger and better show. We’ve changed the format from a roundtable discussion to a feature-led magazine show.

Each episode will contain two regular features. The Conversation will be a lively roundtable chat on a contemporary issue, letting us carry on the vigorous debate of our old series. The Dive, meanwhile, will be a forensic look at a key marketing and communications function.

Joining these is a rotating final feature that sees us explore more of our gang’s areas of expertise – from rising cultural trends to shifts in consumer behaviour.

We’ll be welcoming a host of guests from the brands and businesses shaping their industries, while continuing to give a platform on which our Eulogy colleagues can shine.

For the relaunch episode, it was wonderful to welcome friend of the agency, Nigel Clarkson, global chief revenue officer at Hivestack. I love being able to chat about the world of media with a fellow obsessive, especially one so plugged in to the industry as he is. We could have chatted for hours (we may have off air), so hopefully he’ll pay us another visit soon.

There’s also an important and timely segment on finding the right tone of voice for your brand, featuring Shannon, Kevan and Beth, the team behind our Season’s Eatings: Christmas 2020 Food and Drink Report. Finally, Rich and Jonny delve into the changing relationship we’ve all had with our local communities during 2020, and how the shared and individual experiences we’ve had are shaping the actions of businesses, brands and organisations.

Take a listen here. Don’t forget to subscribe to the Headliner on your podcast channel of choice.

And if you have thoughts on what you’d like us to discuss on the next one, send them our way.

 

Lis Field, Eulogy CEO