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Google Retail MD on the power of search and the secrets to why we watch YouTube - Sophie Neary

In this episode, we dive into the fascinating world of digital retail and YouTube with our special guest, Sophie Neary, Retail MD at Google. We explore studies comparing rational and emotional advertising, uncover the power of YouTube in capturing audience attention, and discuss the vital role of creativity in ad success, even in the age of AI. Sophie shares insights from her extensive career, including her pivotal role in transforming Boots' digital presence and launching successful campaigns like Fenty beauty. We'll also cover trends shaping the future of retail, such as the impact of Cyber Monday falling in December for the first time in five years and retailers leveraging "Fake Friday" to boost profits. Additionally, we'll touch on the evolving dynamics of YouTube creators, the significance of emotional engagement in content, and innovative advertising strategies. Plus, we'll delve into the limitless curiosity driving the continuous evolution of Google Search and the role of AI in shaping marketing strategies. Timestamps 00:00 - Intro 00:46 - Sophie’s career history 04:12 - Sophie’s time at Jack Wills 06:14 - Sophie’s job at Boots 09:26 - Top 2 retail trends from Google Search 11:50 - How Google Search has evolved over the years 18:12 - How to take advantage of insights from search 23:10 - What Google Trends tells us about Black Friday 29:51 - How retailers can go up against Amazon 31:48 - Is YouTube going to replace TV? 37:01 - Trends in formats for YouTube, short vs long 41:35 - How YouTube empowers creators (Chicken Shop Date) 47:19 - How advertisers can make the most out of YouTube 52:36 - Advice on how to grow a podcast on YouTube 55:00 - The greatest gift AI can give to humanity