How to really understand your audience - Yusuf Chuku, NBCUniversal

Yusuf has worked across most flavors of planning and strategy making him one of the few genuine hybrid strategists. His experience spans a number of the world’s leading corporations including Microsoft, BMW, Samsung, Kimberley-Clark, Kraft and Verizon. He is currently EVP, Client Strategy at NBCUniversal. Early ambition to become a city traderFalling into media planningWearing trainers to workSelling the internet in 1995Crossing the creative and media divideWhy all things are not equalThe birth of planningWhy so many Englishmen end up in New YorkWhy 90’s sitcoms are still so popularThe power of stories to attract a global audienceThe special relationship between audience and programmingThe 3 aspects of Fandom98% of commercial airtime is as engaging as the contentPricing media based on emotionReflecting people identity on screenSatisfying cultural curiosityThe representation hierarchyThe diversity divided when people feel seenThe power of empathy to connect with audiencesHow empathy and sympathy are different things