Episode 43 - Jeff Nathenson, Managing Director, Whistle Sports

How leaders can reach Gen Z online

We speak to Jeff Nathenson, Managing Director, International at Whistle.

We speak to a lot of leaders who want to reach young people online. So how do you get the attention of Gen Z, when every brand and influencer is competing for their attention?

Jeff Nathenson is Managing Director, International at Whistle, the digital entertainment media company for Gen-Z. Launching the international business of Whistle in 2014, Jeff has also worked on strategy, programming, channel management, marketing, and monetisation on behalf of The Premier League, the Olympics, FIFA, World Rugby, Major League Baseball, and many others.

Jeff discusses how reaching young people online requires a completely different approach to communications, focused on participation in conversations with, and putting power in the hands of, your community. He tells us what this means for your digital marketing strategy and shares his advice on how older, more established organisations can learn from relative newcomers like YouTubers turned businesspeople, KSI and Logan Paul.

Zoe and Paul also discuss the latest tech news, focusing on the role of social media in policing.