When Lord Reith founded the BBC in the radio age, it embodied an ethos of public service. That spirit remains at its core to this day. And, as Brand Director Jane Callingham explains, creates a uniquely challenging dynamic for the institutions researchers. Rather than define a narrow target market, the BBC charter demands that it serve the public - which means it must deliver value to all.

Understanding audiences, not as a homogenous whole, but as a diverse set of segments is crucial not to narrow targeting - but to evaluate how each and all are served. Discover how the BBC Brand team approach this monumental task, and have build an audience-centric brand in this episode of the MRX Lab.

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Presented by: Paul Hudson, CEO @ FlexMR

Featuring: Jane Callingham, Brand Director @ BBC

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