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In this episode, Alan and Andy discuss his path to creating Circle, how to build community, best practices and takeaways for community builders, how to build a great member experience, how to find the right members for your community, and much more!
Andy Guttormsen is the co-founder and chief revenue officer of Circle, an all-in-one community platform for professional creators and brands. He started his career on Wall Street, but quickly found that it wasn't the place for him. He attempted to start a couple of ultimately unsuccessful companies before he made his way to Teachable, where he had the idea for Circle and met his co-founder. Circle has community building down to a science, and they are kind enough to compile and share that science with us in their Community Benchmark Report.
To generate this report, Circle sent out a survey to their 10,000 customers, gathered their internal product data, and put together a report on premium “Platinum Communities” to identify how they differ from other communities. The full report is available online, but Andy outlines some of the key takeaways and best practices from those platinum communities that we can use to build our own strong communities, from encouraging member interaction to designing valuable signature gatherings. However, none of these community engagement strategies work without high-quality members in the community. Thankfully, Andy also shares tips and tricks from great community builders he has seen succeed in growing their membership base. No matter the membership numbers, each community has value, but for businesses, that value will look different based on their goals. Andy gives us several examples of what can make a community valuable to a business and how to identify and increase that unique value.
In this episode, you'll learn:
- Why Andy’s first founder attempt failed, and why Circle was different
- The idea behind Circle and how it came to be
- Best practices and key takeaways from the Circle Community Benchmark Report
- How to find the right members for your community and build a great member experience
Our Sponsor:
Download Emailtooltester’s free comparison spreadsheet to find the best email marketing service for your business.Key Highlights:
- [01:45] Why does Andy prioritize daily walks?
- [04:35] His path from Wall Street to co-founding Circle
- [10:30] Alan is in the Circle too.
- [12:05] Key takeaways from the Benchmark Report
- [14:40] What can we learn from Dr. Becky?
- [16:23] Examples of communities providing transformation for members
- [19:00] Circle vs. The Other Guys
- [22:40] What is a Signature Gathering?
- [25:50] Get in the Hot Seat!
- [27:30] Growing and finding the right members for your community
- [31:55] The value of community to a business
- [34:35] Valuable lessons learned through failure
- [36:25] What would he have done differently?
- [38:45] Adding predictability to the business
- [41:00] More creatives. More side hustles.
- [42:50] The AI portion of the show: bad copywriters beware
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Lee Thompson is the co-founder and CMO of Flash Pack, a travel brand dedicated to small group adventures rooted in friendship that he founded with his now wife and CEO, Radha Vyas. Lee’s career merged with his passion for adventure as a self-employed photojournalist. He met Radha on a chance first date between gigs, and they immediately started planning what became Flash Pack. By 2016, they were married, had both quit their jobs, and were starting their new adventure as business owners. Initially, they successfully bootstrapped their business, but COVID and closed borders had other ideas. The pandemic was in full swing, they had a one-year-old baby, all of their investors wanted refunds, and by November 2020, they had filed for bankruptcy and lost everything. Thanks to teamwork, creative problem-solving, and dedication, Lee and Radha were able to relaunch in November 2021 and are in a better place today than ever before. Now, he is using the storytelling skills he learned through photojournalism to tell the story of Flash Pack, a story of friendship.
In this episode, Alan and Lee discuss who Flash Pack is for, the unique experiences they offer their customers, and why they are all in on marketing friendship. Flash Pack is a London-based start-up, but with a large American user base, they are beginning the transition to become a US-based company with several existing US-based employees and an upcoming family move to the States. They have over 75 employees in 12 different countries, and revenue is higher than it ever was pre-pandemic. Lee says business is booming due to an increase in loneliness and awareness of the damage it can do. That is why all Flash Pack marketing is centered around friendship forged through adventure.
In this episode, you'll learn:
- How Lee’s photojournalism skills serve him as a CMO
- The solo travel market and why Flash Pack marketing is all friendship-based
- What Lee has learned from failure and predicts for the future of marketing
Key Highlights:
- [01:45] Historic adventures in photojournalism
- [04:40] The art of storytelling through photos and marketing efforts
- [05:25] From the first date to founding a company
- [07:40] Building a life together is the greatest adventure.
- [09:00] What is a Flash Pack?
- [11:35] Everything was great until COVID hit.
- [15:45] Starting a Business: Part 2
- [18:40] The market for solo travel
- [21:00] Friendship forged through adventure
- [21:55] Flash Pack across the Pond
- [23:55] Generating buzz about friendship on the streets of New York
- [27:15] The next big thing to target is isolation on the streets of New York.
- [28:55] Learning how to fail early on
- [30:00] Advice to his younger self
- [32:05] Marketing is not just the marketer's job.
- [34:20] User-generated content
- [35:55] The opportunity for diversity and the threat of getting lazy
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Kelly Cook does it all! She is a mother of five who plays the drums AND serves as President of Marketing, IT, and Finance at David’s Bridal. Her love of learning and trying new things can be seen in her impressive and varied work history. From Continental Airlines, to Waste Management, Inc. to DSW, Pier One, Sears, Kmart, and now David’s Bridal, Kelly tells us she learned a lot about herself and her craft by challenging herself in new industries and encourages other marketers to try the same.
In this episode, Alan and Kelly discuss her unique role combining brand, tech, and finance and what those three aspects may mean for the future of brand experiences at retailers. Kelly also tells us how David’s Bridal views their role in the wedding planning process, as well as how their unique omnichannel approach and crowdfunded loyalty programs help them connect with brides on a deeper level.
David’s Bridal sells 1 out of every 4 bridal gowns in the US, so they know brides, and they know brides are stressed out. That is why David’s Bridal is on a mission to make every step of the process as easy as possible, expand its scope to fill gaps in the market, add more value for its brides, and help them keep costs down. It was the creativity of the brides they serve and the dedication of their employees through COVID that inspired David’s Bridal's new “The Things We Do for Love” campaign. Even with the rise of AI, automation, and neuromarketing, Kelly and her team at David’s Bridal know the in-store human connection is a part of their business that will never be replaced.
In this episode, you'll learn:
- How is David’s Bridal blending brand, technology, and finance to prepare for the future of retail brand experiences?
- How do they structure their unique omnichannel approach and crowdfunded loyalty programs?
- What inspired the “The Things We Do for Love” campaign?
Key Highlights:
- [02:00] A mom of five on the drums
- [03:10] Her start and the stops along the way
- [04:05] Growing intellectually by switching industries
- [05:55] Brand, and technology, and finance, oh my!
- [07:35] David’s Bridal market share and value prop
- [10:20] Keeping wedding costs down
- [11:25] The omnichannel approach to being there when brides need them
- [14:40] A loyalty program? Like, for repeat weddings?
- [19:05] “The Things We Do for Love."
- [24:40] Mentorship in prioritization, communication, and paying it forward
- [31:05] Advice to her younger self
- [33:05] How to not lose humanity in technology
- [35:35] Brand-on-brand social interactions
- [37:30] We are often our own worst enemies.
Looking for more?
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Regina Lawless is an inspiration. She is a recent empty nester, founder of Bossy & Blissful, a community for black women executives and business owners, and author of Do You: A Journey of Success, Loss and Learning to Live a More MeaningFULL Life.
After graduating with her BA in communications from California State University-Sacramento, Regina got her first job in human resources at Target. After about 8 years in retail HR, she did a stint in banking, then moved to the airline industry, and in 2016 she pivoted to tech. This led her to Meta, where in 2020 she became the head of diversity, equity, and inclusion (DEI) at Instagram. About 6 months into that role, her husband of 21 years, Al, passed away unexpectedly. This life-changing loss set her on a journey of healing and rediscovery inspired by her late husband’s last text message to her: “Do you, babe. Don’t worry about anything else.”
Through that journey, she realized that she had learned some lessons the hard way that could really help others. So, in 2023, she left corporate America, launched the community she was looking for, Bossy & Blissful, and wrote her first book that outlines a five-part framework she has developed to help you live a “MeaningFULL Life".
In this episode, Alan and Regina discuss why she wrote the book, what she hopes people get out of it, the state of DEI today, and what life is like on the other side of corporate America. Regina also talks about how her childhood impacts the work she is doing today, the double-edged knife of constant connectivity without real community, the way Gen Z is rolling back the clock, and what the loneliness epidemic could mean for employers.
In this episode, you'll learn:
- How the death of her husband changed everything in Regina’s life
- Practical ways to navigate grief and start finding yourself again
- What the loneliness epidemic could mean for employers
Key Highlights:
- [01:55] Thriving as a new empty nester
- [03:15] Regina path
- [05:05] What inspired “Do You”?
- [06:25] Tips for grieving
- [09:10] How do you “do you”?
- [12:50] Navigating fear around making the leap
- [16:50] What’s it like to leave corporate America?
- [20:50] The current state of DEI
- [25:05] From NoCal to the Burbs
- [29:00] Don’t be afraid to “do you."
- [30:30] The AI portion of the show
- [31:40] Back to flip phones!
- [34:15] The loneliness epidemic
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Paul Stonick is a punk. Like, an “opened for Red Hot Chili Peppers before they were cool” kind of punk. He started in web design in the mid-90s, then pivoted to UX in 2012. With 18 years in e-commerce, fashion, beauty, home improvement, and automotive, as well as 15 years in executive design leadership roles, he has over two decades of “tra-digital” experience in brand creative, visual, and UX design. Now, in the third act of his career as Vice President of SCADpro at Savannah College of Art and Design, Paul tells us it's the opportunity to develop the next generation of design leaders as they work to integrate design innovation and overcome old-school obstructionism that inspires him.
Savannah College of Art and Design is not an art school. They are a creative university, preparing students for their creative professions. SCAD was founded in 1978, and today they have over 17,500 students, over 100 different majors and minors, and a 99% rate of employment after graduation. SCADpro, Paul's department, is the university's collaborative innovation studio. He tells us they sit at the intersection of art design and business by generating business solutions for the world's most influential brands, like Google, Amazon, Apple, NASA, Delta, BMW, Volvo, Uber, Mayo Clinic, The Home Depot, P&G, and Chick-fil-A.
In this episode, Alan and Paul discuss the new book he contributed to, his early brushes with punk royalty, and what makes Savannah College of Art and Design more than just an “art school." They talk about what SCADpro is doing, some of the partnerships they have developed, and what type of work they have done to date. Paul also tells us why design has to be integrated into the top ranks of businesses, what he is teaching students about navigating corporate obstruction and finding like-minded people, and how the punks are taking over corporate America.
“Some of my greatest work will never appear in my portfolio.”
In this episode, you'll learn:
- Why Savannah College of Art and Design is NOT just an “art school”
- The Chick-fil-A drive-through and other SCADpro projects
- How the punks are taking over corporate America
Key Highlights:
- [02:20] A lover of music, maybe even INXS
- [03:40] Opening for the Red Hot Chili Peppers?!
- [05:15] From Anthony Kiedis to the next generation of design leaders
- [07:20] Savannah College of Art and Design is not an art school.
- [08:00] SCADpro: the university's collaborative innovation studio
- [09:00] The BDR side of SCADpro
- [09:45] Love the Chick-fil-A drive-through? Thank SCADpro!
- [12:10] “Innovation” is being abused.
- [13:25] Show the math!
- [15:05] Navigating corporate obstruction and finding like-minded people
- [18:05] Punks and Pinstripes
- [21:40] Be unconventional
- [23:45] “The data will set you free.”
- [24:50] It’s all about the Gen Z mindset.
- [25:45] No, really, it’s all about the Gen Z mindset (and AI).
Looking for more?
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Llibert Argerich is a hardworking triathlete from Andorra, one of the smallest countries in the world. At 11, Llibert lost his father and learned his work ethic firsthand as he watched his mother raise three children on her own as a waitress. His desire to expand his worldview beyond the valley has led him to live in five different countries on two continents over the last 20 years. After completing his bachelor’s degree in economics from the University of Toulouse in France, Llibert started doing market research for a small start-up, but it didn't take long for him to fall in love with marketing. After moving to London to learn English, he got his “lucky break” by faking it until he was making it and got hired on at Expedia. From there, he went to work for eBay, where he was able to achieve his 16-year-long goal of moving to the US. Most recently, Llibert served as Senior Vice President of Marketing at Udemy before he was hired as Chief Marketing Officer at Thumbtack in August 2023.
In this episode, Alan and Llibert discuss how he approached his first 100 days at Thumbtack, his view on integrating brand and performance, what is and is not working in marketing today, and how to become your CFO’s best friend. Llibert also outlines the guiding principles and operating philosophy that Thumbtack implements based on data and testing to determine how they spend marketing dollars.
Thumbtack is a platform that connects homeowners to professionals in the home service area, making it a dual-sided marketplace. As CMO, Llibert oversees the entirety of the marketing and communications platform, and he is also the DIR (Directly Responsible Individual) for the consumers and all company metrics that link to the homeowners (the demand-side consumer). Llibert tells us he and his team have found a more functional synergy by leveraging the Directly Responsible Individual structure rather than breaking the team into supply and demand sides. Marketers are often unfairly categorized as either performance experts or brand experts when in reality, they should be fluent in both languages. Llibert believes that true success will come from a 360-degree approach that leverages various channels to meet consumers where they are and can measure impact and performance across the whole spectrum.
In this episode, you'll learn:
- Llibert's approach to his first 30, 60, 90, and 100 days in his new role
- Structuring marketing to benefit both sides of a dual-sided marketplace
- Thumbtack's guiding principles and operating philosophy that drive brand and performance
Key Highlights:
- [02:00] Growing up in one of the smallest (and oldest) countries in the world
- [05:30] “The right path is the hard path.”
- [10:15] What is Thumbtack?
- [16:00] First 30, 60, 90, and 100 days in a new role
- [20:00] Structuring marketing with a dual-sided marketplace
- [23:15] Directly Responsible Individuals
- [23:50] Getting brand and performance to work together
- [28:30] The gaps in marketing
- [32:10] How to befriend your CFO
- [34:45] Teamwork makes the dream work.
- [35:30] The impact of losing his father at a young age
- [37:10] Advice to his younger self
- [38:30] The Gen AI portion of the show
- [41:37] Trends in fashion and sports marketing
- [42:40] The dangers or false sense of marketing precision
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Adam Vasallo is not only a volunteer for Big Brothers Big Sisters of America, but he is also their Chief Marketing Officer. Since joining the organization in 2018, he has been leading his team in generating awareness for the mission, inspiring volunteerism, and bringing the organization’s brand and commitment to youth equity and empowerment to life on national stages. Prior to joining Big Brothers Big Sisters of America, Adam spent 11 years at HSN, where he held several senior-level development and marketing roles, including Director of New Business Development and Entertainment Marketing. During his time at HSN, Big Brothers Big Sisters of America came to their offices to recruit mentors, and Adam, being a young professional who knew he wanted to give back, signed up to become a "big" that very same day. Adam is now a two-time Big Brother and is currently matched with his Little Brother, Giovanni.
In this episode, Alan and Adam discuss his experience as a Big, what Big Brothers Big Sisters of America is trying to accomplish through their new national campaign, and the innovative ways they are showing up in the culture. Big Brothers Big Sisters of America was founded in 1904 in NYC as an innovative alternative to the juvenile justice system. Over the past 120 years, it has grown from a small start-up to more than 230 agencies serving more than 5000 communities operating in all 50 states.
Currently, 1 in 6 American kids says they are growing up without a caring mentor. This statistic inspired Big Brothers Big Sisters of America's new campaign, “It takes little to be big." Created as a marketing platform without an ending, "It takes little to be big” is intended to be versatile, attract volunteers, and resonate with donors. Through market research, Big Brothers Big Sisters of America identified the main barriers people felt in regards to becoming mentors, then designed the campaign to intentionally change the narrative and encourage involvement. Big Brothers Big Sisters of America is targeting specific pop culture spaces where mentorship is already happening, like sports, fashion, and music, to partner with existing brands and individuals who help advance their message in innovative ways.
In this episode, you'll learn:
- Adam's experience as a Big and what it’s like to volunteer with Big Brothers Big Sisters of America
- The innovative ways Big Brothers Big Sisters of America is changing the narrative around mentorship
- Inspiring volunteers and donors with the “It takes little to be big" campaign and culturally relevant partnerships
Key Highlights:
- [02:30] Adam’s first experience with Big Brothers Big Sisters of America
- [04:15] From TV Journalist to CMO
- [08:40] What is Big Brothers Big Sisters of America and why was it founded?
- [12:30] "It takes little to be big."
- [14:45] Alumni messaging specifically for volunteers and donors
- [16:10] Barriers to overcome with recruitment and reactivation of volunteers
- [20:40] Executing authentic cultural connections
- [28:05] Understanding mentorship as a first-generation American
- [33:00] Advice to his younger self
- [34:45] Automations with authenticity and impact storytelling
- [37:10] Intergenerational sneakerhead subcultures
- [40:35] Maximizing time and riding the rapid change
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Alyson Griffin is back! She is a musician, mother, and marketing leader born and raised in Silicon Valley with over 25 years of experience leading marketing, branding, and thought leadership teams. Alyson originally planned on being a pharmacist, but she eventually realized it wasn't the right fit for her. As soon as she walked into her first advertising class, the rest was history. She eventually got her degree in communications and started at a PR agency right after graduation. She went client side with HP in 2000, where she worked her way up to VP of Marketing, then served as VP of Global Marketing at Intel Corporation until 2019. She left to do consulting when the pandemic hit, but it wasn't long before Alyson got a perfectly timed call from State Farm. Alyson joined the team as Head of Marketing in 2021, where she has been tasked with revolutionizing the 100-year-old brand.
In this episode, Alan and Alyson discuss her non-traditional path from pharmacy school to technology to insurance, and of course, we talk about Jake! State Farm has seven iconic brand assets, the most famous and well-cultivated being Jake from State Farm. Alyson tells us the story behind the iconic Jake character, the strategy behind it now, and how he is helping the brand resonate with Gen Z. After realizing that they had the older audience well secured, State Farm began to focus on expanding to the younger generation and investing in future demand generation. They have several diverse partnerships and spokespeople, from Disney to NBA 2K to Jimmy Fallon, that help the brand connect with the public and, specifically, young people. Like most insurance companies, State Farm leverages humor in these marketing efforts, but what sets them apart is maintaining contextual relevance and strategically utilizing their assets, like Patrick Mahomes, to reach the audience he is most relevant with, people watching Monday Night Football. Alyson also tells us why sports play such a large role in the marketing strategy and how her team is working with large media partners to cobrand and integrate naturally into entertainment content.
In this episode, you'll learn:
- The story behind Jake from State Farm, why he is so unique, and how they are leveraging the asset to reach Gen Z
- How they are creating future demand through strategic partnerships and doubling down with gamers
- Why State Farm prioritized maintaining a large presence in sports
Key Highlights:
- [02:30] Intergenerational music lovers
- [04:48] From musician to future pharmacist to marketer
- [06:40] From Intel to State Farm
- [08:45] Gaining confidence through change
- [10:20] Why insurance relies on marketing so much
- [11:30] Jake was real!?
- [15:45] Jake has entered the metaverse.
- [17:15] Jake is playing NBA 2K.
- [23:45] Jake has entered the Swiftverse.
- [24:30] Diverse, yet values-aligned, partnerships
- [29:05] How State Farm thinks about marketing overall
- [32:45] Why sports are a strategic marketing move
- [34:55] Only Murders in the (State Farm insured Building
- [37:55] What shaped her risk tolerance, vision, and passion?
- [39:15] “Have confidence and trust your gut."
- [39:55] Leveraging AI while staying true to the brand and jumping on trends
- [42:30] Positive PR stunts
- [42:25] Acting Swiftly
Looking for more?
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Mark Viden is a wine lover with an English degree who never expected to end up in healthcare but always had an interest in marketing and advertising. After graduating from college, working client-side, managing a small marketing team, and moving to San Francisco, Mark had the opportunity to join Dignity Health, part of CommonSpirit Health, where he stayed for 18 years. In 2019, he was hired as Senior Vice President of Brand for CommonSpirit Health, where he now drives brand development, advertising, and digital strategies that promote growth, awareness, and consumer preference across the organization.
CommonSpirit Health is a healthcare company you probably have never heard of, but with a house of brands serving over 20 million patients in 23 states, they are the 7th largest healthcare organization in the country. CommonSpirit Health was created in 2019 when two legacy healthcare systems merged. Since then, they have acquired other organizations and developed partnerships with renowned research institutions. Mark tells us his job is to connect all of these consumer-facing brands through a single brand promise, “Hello Humankindness," which communicates the organization’s approach to care through kindness and connection. He is currently leading the platform’s national expansion by showcasing touching moments and ensuring patients, physicians, and employees are intrinsically aware of an unyielding commitment to humanity.
In this episode, Alan and Mark discuss the “Hello humankindness” brand platform, how it came about, and how it comes to life across people, practices, and communications. Mark reminds us that people enter healthcare because they have a calling, a passion, and a purpose. No one wants to think about healthcare until they need it, so CommonSpirit Health's strategy is to stay present in the subconscious, so when you do need them, they come to mind first. By focusing on the emotional connections, Mark and his team are sowing the seeds of values alignment, awareness, and trust to create category differentiation. After patents are in the door, their experience is top of mind. They have to feel like the promise that they have been served up is coming to life through the interactions and the visual cues they see.
In this episode, you'll learn:
- How “Hello humankindness” encourages connection and improves health outcomes
- How to deliver on the brand promise through in-person patient experience
- How to create category differentiation by keeping alignment of values, awareness, and trust top of mind
- Use cases associated with making Gen Ai more empathetic
Key Highlights:
- [02:00] Forget Napa, we’re going to Anderson Valley.
- [03:30] How an English major got into marketing healthcare
- [06:00] The 7th largest healthcare company you’ve probably never heard of
- [07:10] “Hello humankindness”
- [11:00] Human connection impacts health outcomes.
- [12:30] How the humankindness sausage is made
- [15:00] Found footage and real connections
- [15:55] The role emotion and connection play in a patient's selection of care
- [18:10] Technology in human connection
- [22:50] Working for and with smart, creative people
- [23:40] Advice to his younger self
- [24:05] Understanding and defining GenAI
- [24:35] Music is an important component of advertising.
- [27:05] The answer really is Gen Ai.
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Margot started her career as an analyst at Barclays Investment Bank. She wasn't sure exactly what she wanted to do at that time, but she did know having a good financial base would help her no matter what path she chose. She has always had a passion for retail, and in 2014, she joined the family business as a merchandising analyst at Movado Group. Eventually, she moved into sales, then business development, and most recently, she spent 4.5 years as the Vice President of E-Commerce, Digital Marketing and Marketplaces. All of these roles helped develop her understanding of the category and company and prepared her for her current role as president of the Movado brand and senior vice president of e-commerce. Today, she is responsible for the day-to-day management of the brand as well as the development and execution of long- and short-term growth strategies. In addition to managing Movado marketing and merchandising, Margot maintains responsibility for e-commerce sales for Movado, MCS, Olivia Burton, and Amazon North America.
Movado Group is a watch and jewelry company made up of brands they own and also brands they license. Movado, their namesake brand, was founded in 1881 in Switzerland by a 19-year-old entrepreneur. Movado Group was founded by Margot's grandfather, Gedalio Grinberg, and is currently run by her father, Efraim Grinberg, the chairman and CEO. Margot tells us her family connection gives her the passion and inspiration she channels back into the company.
In this episode, Alan and Margot discuss her professional path, her passion for pasta, and the legacy of Movado Group. They talk about her transition from investment banking into the “family business," the market for accessories, and where e-commerce is going. Margot tells us the retail environment is a challenge, and not just for accessories but across the board. To overcome these challenges, Margot and her team have taken a step back to think about how they can build on their longstanding good reputation and credibility in the industry to bring their brand promise to the next generation of consumers and build long-term relationships with them. One way they are doing that is with campaigns like “connecting the dots,” where they looked at everything that has defined Movado over the years, how they have evolved, and how they show up today to figure out how to communicate their brand promise most effectively.
In this episode, you'll learn:
- The history of Movado and the family business
- Movado's new “connecting the dots” campaign
- How Margot and her team are building brand loyalty
Key Highlights:
- [01:50] Margot’s pasta obsession
- [03:15] Movado’s history
- [05:05] Working her way up through the ranks
- [07:50] Lessons from investment banking
- [08:50] Taking on the “family business"
- [10:40] The marketplace for accessories
- [11:40] Reaching customers
- [13:00] Owning where they have been and where they are going
- [13:55] “Connecting the dots”
- [15:20] Challenges of launching a new campaign
- [16:00] CSR at Movado
- [18:12] To be a young, successful female executive
- [20:40] Losing her mother at 9 shapes who she is today.
- [22:20] Flexible, adaptable, and open to change
- [23:30] How do you build brand loyalty?
- [25:00] Balancing using measurement and instincts
- [25:55] Marketing lessons from travel
- [27:00] How do you think about longevity in your company?
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Kari Saitowitz is a baseball fanatic, the founder of Fhitting Room, and currently serves as the Chief Marketing and Creative Officer for the New York Sports Club. She graduated from the Wharton School with a strategic management and marketing focus and got her first job at American Express. From there, she leaned into her passion for marketing and decided to pursue her MBA. After graduating from Harvard Business School, Kari worked at Pepsi until she had her son. After his birth, she started meeting with a personal trainer who also happened to be in business school, and their conversations led her to become an “accidental entrepreneur” as she launched Fhitting Room in 2012. Business was booming until COVID changed everything. In 2022, NYSC acquired Fhitting Room and brought Kari on as their Chief Marketing and Creative Officer.
In this episode, Alan and Kari discuss her path to creating Fhitting Room, how she ended up at NYSC, the complexity of their organizational overhaul and rebrand, and all the twists and turns that have happened along the way. NYSC is a long-standing brand, having recently celebrated its 50th anniversary. At the peak, there were over 200 clubs, but after closing many during the pandemic, there are now just under 50. Over the past few years, the NYSC has suffered from growing pains as it rebounded from the pandemic, shifted from a public to a private company, and brought in a new CEO. Now, in the rebuild phase, the focus is on repairing their damaged reputation and renewing trust.
Kari is currently leading NYSC in a brand comeback by bringing all NYSC brands together under one roof in both name and operation. To execute the rebrand, Kari's main infrastructure goals have been consolidating the backend tech, implementing automation, and bolstering the NYSC brand. These efforts have unified their brand identity, increased efficiency and productivity, and improved the member experience. Now their biggest marketing objectives are increasing brand awareness, showing they are open and investing, growing membership, and deepening relationships to improve retention. They are also developing partnerships and creating activations with Garmin, Under Armor, and Hyperice to enhance the member experience, community unification, overall wellness, and build upon the NYSC mission of changing lives through fitness.
In this episode, you'll learn:
- The founding of Fhitting Room and Kari’s path to NYSC
- How Kari and her team are repairing reputational damage after a huge transition
- Practical aspects of a complete brand overhaul
Key Highlights:
- [02:00] 7 MLB events in 7 days across 5 cities
- [04:35] From “accidental entrepreneur” to CMO
- [11:30] Pivoting the Fhitting Room through COVID
- [14:00] Where is NYSC today, and how does Fhitting Room fit in?
- [16:30] Rebuilding the value proposition
- [18:55] Consolidating complexity
- [25:40] Meeting people where they are
- [28:45] Garmin, Under Armor, and Hyperice, oh my!
- [31:15] Celebrating 50 years of NYSC
- [33:35] Learning to believe in herself and her abilities
- [36:55] Enjoy the journey and take more risks.
- [38:55] The AI portion of the show
- [39:40] The power of individual creators and influencers
- [42:00] The complexity and fragmentation of media
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In this episode, Alan and Matt discuss having a brush with Shark Tank, the benefits of developing a strong work ethic at a young age, and how Matt is working on being a fast decision-maker without being a prisoner to the moment. They also talk about the different categories within the restaurant category, the unique concept First Watch is creating with experiences, and the culture that makes it all work. Matt wraps up the episode by touching on why the new nature of marketing requires an unstructured team of specialists, the impact of Gen Z entering their earning years, and why leaders need to combat the high burnout rates in marketing.
Matt Eisenacher got his first job in the financial sector with PricewaterhouseCoopers, but soon realized he wanted to figure out where a company is going, not measure when it has been. This led him to pursue his MBA and begin his marketing career in CPG. Matt worked for Nestle and then Abbott Nutrition before he shifted into the restaurant industry with Piada Italian Street Food. In 2019, he joined First Watch as the Senior Vice President of Brand Strategy and Innovation before taking on the role of Chief Brand Officer in 2023. Matt tells us his role as Chief Brand Officer is less about marketing to consumers and more about infusing consistent brand promise into everything First Watch does. Whether it is restaurant design or menu design, Matt is putting the team and experience first and bringing the brand to all parts of the organization.
First Watch has been around for 40 years and specializes in daytime dining with an on-trend menu for breakfast, brunch, and lunch. They do whatever they can to be the “anti-chain” restaurant. First Watch is not trying to appeal to everyone. In fact, it's their specialization that makes them so special. Brand awareness may be low, but they leverage their business model constraints to drive demand in a quite organic way with highly targeted digital messaging, top-quality food, exceptional experiences, and word-of-mouth.
Doing things differently starts at the top for First Watch. While many C-suite leaders are becoming more disconnected from their front-line workers, First Watch leadership commits a huge amount of time to listening to restaurant employees directly and being as responsive as possible to the feedback they get. This “you first” culture starts with happy employees and results in happy customers.
In this episode, you'll learn:
- What it means to be an anti-chain restaurant and generate demand quietly
- How a “you first” culture starts with happy employees and results in happy customers
- The benefits of business model constraints
Key Highlights:
- [01:40] Inventing Shark Tank adjacent lawn bags
- [04:30] From the Midwest to finance to CPG to restaurants
- [08:00] First Watch is an anti-chain restaurant.
- [10:30] Driving growth with a self-imposed business model constraint
- [12:30] The First Watch experience
- [14:50] What kind of restaurants are winning in the post-COVID world?
- [16:00] “You first” culture
- [20:00] What does the Chief Brand Officer do?
- [22:20] Driving demand, quietly
- [26:20] The impact of a strong work ethic from a young age
- [30:25] Being fast without being a prisoner of the moment
- [31:40] Building a team of unstructured specialists
- [35:30] Gen Z is entering their earning years.
- [37:20] Burnout is the big one...
- [40:15] A little Taylor talk
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Mayur Gupta grew up in India, got his degree in computer science, and started his career as an engineer in 2000 at HCL Technologies. Since then, Mayur has had quite a diverse and impressive career path. He has held key marketing leadership roles at SapientNitro, Kimberly Clark, Healthgrades, Spotify, Freshly, and most recently, Gannett, part of the USA Today Network. Throughout the years, Mayur has also developed a role as an investor and board director for various organizations. Today, his role as a marketer and his role as an investor play into each other and make him better at both. Mayur started getting into crypto in 2016, and in 2022, he was brought on as the Chief Marketing Officer at Kraken.
In this episode, Alan and Mayur discuss his career path, his investor activity, his board directorship, and the throughlines he has seen having worked across different verticals and scales. They also talk about what marketing crypto looks like, what he is trying to achieve, and how he measures effectiveness. Alan asks how the trial of Sam Bankman-Fried and the downfall of FTX have impacted the crypto market and the role Mayur’s marketing team plays in educating the next wave of adopters with a focus on substance and real-world use cases.
Kraken is a crypto exchange that has been in business for over 12 years, making it one of the longest-standing and largest exchanges in the world. In the first few years, they focused on their first consumer segment, professional traders. About 4 years ago, they diversified into their second and third consumer segments: retail consumers and institutional clients. Recently, their focus has been on continually diversifying with new ventures like NFTs while staying focused on the broader mission: driving and accelerating the adoption of crypto to bring financial inclusion and freedom to the world. The first 10 years of Kraken's growth were based on word of mouth, signaling a great market fit. Mayur tells us Kraken’s next phase is going to be driven by branding and performance, with 2024 being all about scale and getting on the Formula 1 race track.
In this episode, you'll learn:
- Why and how is Kraken shifting its marketing strategy and segment focus?
- The role of marketing for crypto in the wake of FTX and SBF
- The importance of increasing your velocity of decision-making
- Understanding that brand is performance and performance is brand
Key Highlights:
- [02:10] Marketing through the lens of an investor and board director
- [05:00] Mayur’s path to Kraken
- [09:25] What is Kraken, and who do they serve?
- [11:25] Growth Marketing for Kraken
- [12:50] Marketing across different verticals and scales
- [15:35] Livestages and business models impacting marketing
- [19:25] Where is Kraken with their marketing strategy today?
- [21:45] Marketing to the entire world
- [23:55] Measurement, attributions, and making the case for marketing
- [28:15] Making decisions with 70% information and 30% belief
- [29:10] The FTX and SBF impact on the category
- [33:50] Buddhism is the backbone of Mayur’s life.
- [36:40] Advice to his younger self
- [38:40] The need to prove marketing’s relevance
- [40:10] AI, measurement, and the crossover between marketing and brand
- [41:55] The biggest challenges facing marketers today
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Lauren Sallata is using her 20+ years of experience as a marketing professional and executive leader... to moonlight as a roadie, manager, and webmaster for her son's band, Sunrise Cries? Well, yes, but she is also applying them to her role as Chief Marketing Officer for Ricoh North America and as a member of the Board of Trustees for the Consumer Technology Association. Lauren joined Ricoh in June 2021 after leaving her position as CMO at Panasonic Corporation. Before that, she spent several years at Xerox and Verizon Business. She saw the move to Ricoh as a great way to leverage her experience and was excited by the challenge of bringing Ricoh into its next chapter as a digital services company.
In this episode, Alan and Lauren discuss the transformations she’s overseeing at Ricoh, how she's driving change through people and culture, and why she thinks CMO should stand for Change Management Officer. She also talks about the use cases for AI at Ricoh, the future of mass customization of workstyles, tips for leading a multigenerational workforce, and the importance of evolving to stay competitive in marketing.
Ricoh itself is evolving from its location-dependent heritage portfolio to a future of work that is about accessing information and communicating from anywhere. Over the past two and a half years, Lauren and her team have been focused on growing their customer-centric business strategy, transforming the organization, and revamping their portfolio with technologies that empower businesses of all sizes to enable a remote workforce.
Lauren is driving this change by leading with the customer in mind and maintaining a digital-first mindset. She tells us this process has to start internally since people and culture are always at the center of change. Ricoh has found that things like quarterly guest speakers, management training, and full buy-in from the entire executive team resulted in a year-on-year increase of 16% in employee confidence.
With Ricoh, there cannot be too much information, and the TMI campaign is marrying their heritage with the aspirational future and breaking through with millennial buyers, influencers, and Gen Z talent. The Ricoh marketing team has won several awards for the strategy and execution of this campaign and has seen a 35-point increase in overall awareness. In addition to the boost in customers, the TMI brand awareness campaign has also positively impacted employment statistics, engagement scores, and teamwork and growth metrics.
In this episode, you'll learn:
- How Ricoh is shifting to keep up with the natural evolution of workspaces
- What it means to lead with a customer-first and digital-first mindset through culture
- The internal and external impacts of the TMI Campaign
Key Highlights:
- [02:20] Moonlighting as a rock band roadie, manager, and webmaster
- [04:10] How she ended up with Ricoh
- [06:00] From office supplies to the WFH end-to-end solution
- [08:30] CMO: Change Management Officer
- [11:35] Seeing everything through the customer's first lens
- [12:40] Driving change through people and culture
- [14:45] Leading across generations
- [16:20] A vertical marketing strategy coupled with account-based marketing
- [17:50] Making ABM work practically
- [19:10] Why does Ricoh love TMI?
- [23:10] The AI portion of the show
- [25:35] The debate around the future of work
- [28:10] You must evolve to stay competitive.
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When Stephanie Dobbs Brown graduated from the University of Tennessee, she had two job offers in front of her. Instead of choosing, she did both for several years, which perfectly represents her dedication to her career. Eventually, she came to a fork in the road that led her to PR Newswire in Chicago. After a few years, she moved on to Thomson Reuters, where she had her first role running a P&L. In 2013, she got her first client-side brand role with Dow Jones, then moved over to ICE in 2017. In 2021, Stephanie was promoted to the CMO role, and under her leadership, ICE has undergone a profound transformation. She has led the company’s rebrand, including its first global brand campaign, expanding programming capabilities, and reimagining the NYSE’s iconic bell experience.
In this episode, Alan and Stephanie discuss her pathway to becoming CMO, the complexity of ICE, and how marketing efforts need to respond to each of the business's unique needs. They also talk about the NYSE and their rebrand journey, including how it got started, the elements leading up to it, and what they are focusing on today and moving forward. Stephine also tells us what changed her perspective on leadership, why she prioritized authenticity, and why it’s so important to focus on the intersection of people, purpose, and profit.
Intercontinental Exchange (ICE) is a Fortune 500 exchange operator with 14,000+ employees worldwide. They have three main business segments and each arm has a different marketing strategy that Stephine oversees. Exchanges and futures are centered around reinforcing key messages, data is about demand generation, mortgages are focused on the lead funnel, and the NYSE prioritizes working with start-ups and increasing brand recognition.
With so many plates spinning, Jennifer uses her background in sales to help her manage her time, organize her priorities, and build relationships, while her background in communications helps her think about messaging. She says her job as a marketer is to knit it all together and ensure she and her team are making the biggest impact. Part of that impact has been reevaluating the ICE messaging and brand. In 2019, they realized there needed to be more clarity about who ICE is and what their strategy is. Murkiness was both slowing down the sales cycle and making recruitment more difficult. In 2020, they focused on expanding their reach, consolidating their acquisitions, organizing a hierarchy, and figuring out how to have ICE and NYSE benefit from each other while leaning into the existing equity the brand names held.
In this episode, you'll learn:
- ICE’s various business arms and how each is marketed
- The reason behind the rebranding and the steps for execution
- What it means to lead with authenticity and consideration for people, purpose, and profit
Key Highlights:
- [01:40] A deep-sea fisher in New York
- [03:50] Stephanie's path from TV to CMO
- [08:45] What is ICE?
- [11:00] Different marketing strategies for different business segments
- [13:15] Managing so many different business models
- [14:25] The sales mentality, including time management
- [16:00] The Rebrand: Who is ICE?
- [18:00] Leaning into brand equity through a rebrand
- [22:50] Stephanie’s leadership mindsets
- [26:00] Lessons learned from a cancer diagnosis
- [30:35] Advice to her younger self
- [32:00] Every marketer needs business and financial acumen.
- [32:50] The future of fintech for payments
- [34:05] AI is happening. Lean in.
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Jessica Padula graduated from Boston University and always knew she wanted to get into brand marketing. However, getting a foot in the door can be difficult, so she took the advertising route to get there. Jessica started her career at Grey Group in New York, where she worked with brands like Downy, Covergirl, and Pantene. By specializing in the emerging space of social media, she was able to move over to the client side in Colorado, first with WhiteWave Foods, and then with Famous Brands. Eventually, she returned to New York as the Integrated Marketing Manager with Swarovski, but soon realized she missed CPG and joined Nespresso as their Social Media Marketing Manager in 2016. In 2018, she was promoted to Director of Brand Communications, and in 2023, she was promoted again to Vice President of Marketing and Interim Vice President of Sustainability with over 7 years at Nespresso and a uniquely perfect combination of luxury, CPG, and F&B experience.
In this episode, Alan and Jessica discuss how a big move at a young age helped break her out of her shell, why “every ‘yes’ is a ‘no’ to something else”, how gamers are breaking stereotypes, and what mass amounts of data with increased fragmentation mean for marketing in general. They also talk about her path to becoming VP of Marketing, her views on leadership as someone relatively new to the space, how Nespresso’s product innovation and marketing strategy are influenced by the next generation of consumers, and the ways they are impacting the community as an at-home solution.
As many leaders come to find, the higher you climb up the ladder, the further you get away from the work. To stay grounded, Jessica bases her leadership approach on empathy. This requires vulnerability and the whole team feels psychological safety and a sense of belonging. This sense of belonging, as well as social justice, inclusivity, and sustainability, are all important factors for Gen Z consumers Nespresso is now considering as they reevaluate their product development, marketing strategies, and experiences. The way Gen Z is introduced to and consumes coffee is largely out of home, all about iced beverages, and concerned with aesthetics and community. Fundamentally, coffee plays an important role in the lives of Nespresso's target consumers. It serves as a connection point, and that connection is part of why Jessica has stayed at the company so long. She is passionate about finding ways their brand can tap into that community experience with their at-home solutions through meaningful partnerships and an understanding of what is important to their consumers.
In this episode, you'll learn:
- The importance of empathy-based leadership and psychological safety
- What Gen Z cares about and how Nespresso is shifting to meet their needs
- As an at-home solution, how can Nespresso tap into community connections?
Key Highlights:
- [02:00] One degree from George Clooney
- [03:30] Started in social, now she’s here.
- [06:30] Leadership based on empathy
- [09:30] For Gen Z, it’s all about the iced coffee and social impact.
- [12:30] The insights around their customer base driving product innovation
- [15:45] Community connections as an at-home solution
- [18:05] Working with the Ali Forney Center
- [21:45] A big move at a young age changed everything.
- [24:20] “Every ‘yes’ is a ‘no’ to something else.”
- [25:20] The importance of data analytics and visualization
- [28:30] What are the gamers all about?
- [30:55] The threat of fragmentation in marketing
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Geoff Cottrill has been named one of Forbes’ 50 Most Entrepreneurial CMOs, one of Business Insider’s CMOs to Watch, and currently serves as the Chief Brand Officer for Topgolf. In this role, he leads all aspects of their global marketing, experience design, partnerships, consumer insights, communications, charitable giving, and retail and membership programs. He joined Topgolf in 2021 with a passion for building diverse and talented teams and a reputation for innovative thinking and creativity. Before joining Topgolf, he was Group Director of Entertainment Marketing at Coca-Cola, where he led the strategic vision for all marketing channels and sports entertainment properties. Before that, he was the General Manager and CMO for Converse, a division of Nike, and has also served in leadership roles at Starbucks, Procter & Gamble, and the global advertising agency MullenLowe.
In this episode, Alan and Geoff discuss what Topgolf is doing to drive diversity and fun in the sport, how their partnerships with the Special Olympics and their new Come Play Around campaign both serve this mission, and what aspects make up an effective campaign. They also talk about the future and culture of golf, how it's evolving over time, and how they are measuring their impact on the sport with the mission of enabling players to hit 50 billion balls between now and the end of 2025.
Topgolf has an impact on every aspect of the golf world with three core businesses: venues, mobile games, and tracing technology. They employ over 30,000 playmakers working across their 91 venues, and they are adding 11 to 12 locations every year. Geoff tells us Topgolf is balancing respect for the history of the game while working to remove historical barriers, with the goal of more people falling in love with the sport, resulting in the growth of the game.
“I've built my career on seeing what everybody else is doing and then doing the opposite.”
In this episode, you'll learn:
- The three core businesses under the Topgolf umbrella and how they all work together
- How and why is Topgolf making the game more accessible?
- The future of golf and what Topgolf is doing to ride the cultural wave
Key Highlights:
- [01:55] A Topgolfer but not a good golfer
- [02:50] How Geoff got to Topgolf
- [05:15] The three core businesses
- [07:05] Who is Topgolf for?
- [09:05] Becoming an officially sanctioned Special Olympics event
- [11:30] The new campaign that is bringing more play to the world
- [12:45] The elements of building a good campaign
- [14:10] The future of golf
- [17:40] Skaters are taking over the golf course.
- [18:50] 50 billion balls?!
- [20:00] Shot euphoria
- [21:45] Learning creative courage on the job
- [23:50] Be more curious, less afraid, and nicer to people.
- [25:00] The AI portion of the show
- [27:25] QR codes won the pandemic.
- [28:15] Keeping an eye on creatives and street culture
- [29:30] The biggest threat? One word. Three Letters… Ego.
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Mike Sanders is an avid freediving fisherman, self-proclaimed crypto nerd, and Chief Marketing Officer of Kaseya. Mike started his career as the head of IT for a private brokerage firm, but after a few years, he left to start his own business. He quickly learned that being an entrepreneur meant he would have to be able to do a little bit of everything, and he discovered a knack for the sales and marketing side. He followed that passion to a sales job at Kaseya in 2005. He stayed with the company for nearly 10 years before he left and started another new business, Cenersys. Eventually, that company was acquired by Kaseya, and Mike was brought back to launch and run Unitrends for them. After a while, he started to get more involved in the product marketing and sales side and was brought on to his current role as CMO in 2023.
Mike has found that his entrepreneurial background serves him well as CMO at Kaseya, where his responsibilities are broad and reach across demand generation, product and customer marketing, global strategy, new customer acquisition, and helping account managers sell new products to existing customers. Being involved with the different teams allows him to see how things are working together and ensure everything is serving the larger mission as effectively as possible. As the leading provider of unified IT management and security software for managed service providers (MSPs) and small to medium-sized businesses (SMBs), Kaseya is focused on an underserved market as most of their competitors prioritize enterprise-level clients.
In this episode, Alan and Mike discuss the path from entrepreneur to CMO, Kaseya’s go-to-market strategy, and the stadium naming rights deal that led to the Kaseya Center, formerly the FTX Arena, in Miami. By keeping a close eye on the crypto space, Mike and his team at Kaseya were able to jump on the opportunity brought on by FTX's demise. Now they are working to make it work for them as they try to grow their presence in Miami, leverage the name recognition, and fit it into their overall marketing strategy.
In this episode, you'll learn:
- The underserved market Kaseya has identified and how they are leaning into their niche
- The business impact of acquiring the Miami Kaseya Center naming rights
- How Kaseya is leveraging this boost in brand recognition
Key Highlights:
- [01:30] Hobbies to clear your mind
- [04:10] From spearfishing to spearing the target market
- [07:10] What does Kaseya do, and who do they serve?
- [09:20] The broad role of CMO at Kaseya
- [11:15] Kaseya’s go-to-market strategy: who do they sell to?
- [15:15] The Kaseya Center effect
- [20:50] After the initial splash, what now?
- [26:50] College dropout success story
- [29:45] Advice to his younger self
- [31:10] How Kaseya is using AI
- [35:15] Keeping an eye on the economic shifts
- [37:10] An important turning point: handling shifts with AI and the economy
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Doug Zarkin is an avid tennis player, retail and brand marketing expert, and author of “Moving Your Brand Out of the Friend Zone: A Modern Day Guide to Strengthening Your Brand’s Value Equation”. He went straight from undergrad at George Washington University to graduate school at American University and knew from the start that he wanted to run a business and lead a brand. After graduation, he started his career in the agency world with the Youth, Entertainment, and Lifestyle Marketing Division at Grey Advertising, where he had the opportunity to work on brands like Harry Potter, W Hotels, and Reebok. After that, he became an “Avon Lady'' for a few years, then moved on to Victoria Secret and the fashion world for many years, and most recently served as the Chief Marketing Officer of Pearle Vision for EssilorLuxottica. In May 2023, he decided to step away from Pearle to pursue authorship and serve as an Executive Advisory Board member.
Doug tells us he decided to leave the front lines and write his book in order to provide a degree of mentorship to a wide audience. He is passionate about taking the complexity of marketing and making it simple and easy enough for everyone to process while empowering them to understand there is no “right” way.
In this episode, Alan and Doug discuss who the book is for, why he decided now was the time to write it, and what his writing process looked like. They also discuss many topics in the book, including what the friend zone is and why it is a bad place for your brand to be, what it means to “think human”, and Doug’s advice on reputation management for service brands.
In this episode, you'll learn:
- What is the friend zone, and why do you need to get your brand out of it?
- What is “thinking human”?
- Reputation management for service brands dealing with bad reviews
Key Highlights:
- [01:30] A love for tennis and a metaphor for business
- [03:10] The impressive lineup of brands Doug has worked on
- [07:28] Why write a book, and why now?
- [09:40] Who this book is for
- [11:05] What is the friend zone, and why do you need to get your brand out of it?
- [13:00] Evaluating where your brand falls on the Trust and Passion chart
- [14:10] What is thinking human?
- [18:05] Reputation management for service brands
- [20:30] Dealing with bad reviews
- [22:15] There is not a right way or a wrong way. There is your way.
- [24:30] Lessons learned from a bad boss
- [25:50] Stop worrying about being perfect and start worrying about getting better.
- [26:40] TikTok and IG are hitting maturity, and TV is evolving.
- [28:25] Learning leadership
- [29:40] Data (alone) does not make decisions for modern-day marketers.
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In this episode, Alan speaks with fractional CXO Nicholas “Z” Zeisler and fractional CMO Muriel Lotto about how they met, what they have learned by combining their expertise, and how those lessons can help you rethink the way your marketing, brand promise, and consumer experience factor into your business decisions.
Nicholas “Z” Zeisler uses his Lean Six Sigma Black Belt and Process Engineering expertise to help brands improve their customer experience as a fractional Chief Customer Officer. He’s on a mission to help organizations better align their CX with their brand promises by figuring out where they’re falling short, taking decisive and deliberate action to improve how they do business, and finding efficiency in the process to drive brand alignment. Z served in the US Air Force and Reserves for nearly 30 years and is currently a professor of statistics at the US Air Force Academy. He is also a Professor of Practice at Michigan State University’s Eli Broad School of Business, focused on customer experience management.
Muriel Lotto uses her marketing expertise to solve business problems and deliver sustainable growth for both DTC and B2B companies. Most recently, Muriel was the CMO of Sightline Payments, a top US payments provider to the rapidly expanding online gaming, sports betting, and casino marketplaces. Prior to that, she spent 7 years at Western Union as the Global Head of Brand and Marketing, where she was responsible for transforming the impact of marketing across $200 million of investment. During those 7 years, the digital business grew from $300 million to over $1 billion in revenue. Earlier in her career, she held senior roles for two of Europe's biggest insurance companies and also had experience working for CPG giants Unilever and Nestle. Muriel has triple citizenship in France, Italy, and the UK, but now resides in the USA. In 2019, she was named one of the world’s boldest CMOs, and today she works as a senior marketing executive, thought leader, and fractional CMO with The CMO Syndicate.
In this interview, Alan, Z, and Muriel discuss how their partnership works and the ways they are bridging the gap between their two specialties. They also give advice to business leaders on how to find opportunities for improvement in the right places, focus on the real issues, and avoid being lulled into a false sense of security by green dots on the dashboard.
In this episode, you'll learn:
- How the efficiency of Lean Six Sigma can be used to improve the customer experience
- The relationship between brand promise and customer experience
- Examples of marketing and CX partnering well
- Focus on the red dots, not the green ones.
Key Highlights:
- [02:55] Who is Muriel Lotto?
- [03:35] Who is Z?
- [04:10] How did everyone meet?
- [06:20] Z’s background with CX
- [08:15] The relationship between brand promise and CX
- [09:55] CX partnering with the CMO
- [12:15] What do you have left if you can’t deliver on a promise?
- [14:25] Misalignment between what you say and what you do
- [15:20] Muriel's example of marketing and CX partnering well
- [19:30] It’s about listening and understanding that you may not have the answers.
- [22:40] Unifying the company through understanding CX
- [24:50] Jeff Bezoz dialed up customer care. You should too.
- [26:10] Why Z wrote a book and what you can learn from it
- [28:15] Focus on the red dots.
- [32:15] Muriel’s advice to her younger self
- [35:00] Z’s advice to his younger self
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Kristin Pagano started her career as a media planner with Starcom Worldwide, where she had the opportunity to move back to LA and take on their Walt Disney account. She shifted to the client side at 20th Century Fox but felt a need to broaden her view of the overall marketing mix. After returning to school and graduating with her MBA, she started at Intel and then transferred to Activision. At that point, she had a 6-month-old and was presented with the opportunity to work for Munchkin. Starting as a senior brand manager in 2012, she worked her way up and became VP of Marketing in 2018.
As the Vice President of Marketing, Kristin oversees all strategies and tactics designed to grow the Munchkin business. Munchkin was founded in Los Angeles in 1990. Last year, they sold 47 million products in the US, which translates to almost 13 products for every baby born, showing just how massive the brand is today. Operating in over 50 countries with six offices and almost 400 employees worldwide, Munchkin was named #8 on Fortune's list of America’s Most Innovative Companies among brands like Alphabet, IBM, and Apple. Recently, they expanded their portfolio by launching Curio, a premium home lifestyle brand. Kristin tells us this is just the beginning of their diversification.
In this episode, Alan and Kristin discuss the size and scope of Munchkin, their commitment to CSR and sustainability, and how they are overcoming the challenges of shrinking audience size and shifting distribution channels through innovation. One of the largest challenges Munchkin faces is having a very narrow audience with a limited lifetime value. This causes them to focus on the functionality and innovation of their products to delight their customers and win over a larger portion of this smaller group. With a small consumer base, it doesn't make sense for the brand to spend large amounts of money on traditional marketing. Instead, they make these emotional connections through platforms like podcasts and CTV. With the loss of major distribution partners like Bye Bye Baby and Babies R Us, Kristin and her team are also reworking the way they get their products to consumers and ensuring a better buying experience all around.
In this episode, you'll learn:
- How Munchkin is dealing with a shrinking audience through innovation and alternative marketing
- How a commitment to CSR and sustainability factor into Munchkin's business strategy
- How Munchkin is innovating their distribution and shifting the way they work with partners to make the buying process better for their consumers
Key Highlights:
- [01:30] A working mom aspiring to be more like her own
- [03:45] From media planner to marketing VP
- [06:05] What is Munchkin up to today?
- [07:50] What does marketing look like at Munchkin?
- [10:30] How does Munchkin approach product strategy and innovation?
- [14:10] How does a commitment to CSR and sustainability factor into Munchkin's business strategy?
- [17:10] Discontinuation of any product under 4 stars
- [19:25] Working with distribution partners to grow the business
- [22:30] Looking at new categories and pivoting where it makes sense
- [23:00] Insights from working at Intel
- [26:25] Advice to her younger self: Don’t be afraid to try new things.
- [27:15] Staying on track with a rapidly evolving digital landscape: AI and Influencers
- [30:40] Watching the impending generational shift: Where do your customers fall?
- [32:40] Anticipating growth in a changing retail landscape
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Isabelle Guis was born and raised in France but has lived in Silicon Valley since 2001. She was trained as an engineer, with a master's degree in Electrical Engineering from Supelec and an MBA from Harvard Business School. She strives for perfection as a ballet dancer, a pilot, and in her dual roles as Global CMO and CEO of North America for Brevo. Before joining Brevo, Isabelle was pivotal in leading Salesforce's $5 billion Sales Cloud Product Marketing organization, which grew by $1 billion under her tenure. After that, as Commvault's CMO, Isabelle and her team transformed traditional perpetual software marketing into best-in-class agile SaaS marketing. Most recently, she served as the Chief Marketing and Strategy Officer at Egnyte, where she successfully launched a new content protection solution, expanding their Total Addressable Market (TAM) by a factor of 10x up to $25 billion. Isabelle also shares her expertise as a Marketing and Business Strategy adjunct professor teaching graduate students at Santa Clara University.
In this episode, Alan and Isabelle discuss what Brevo is, how they are changing the dynamics of their offering mix, and the adaptations they have to make as they move towards serving a new scale of enterprise clientele while maintaining their longstanding small business customers. Brevo was founded in India in 2007 and, until a recent rebrand, was known as Sendinblue. Isabelle tells us why they decided to rebrand, how her dual roles as Global CMO and CEO of North America work together to better serve both markets and why staying curious is one of the most important things for all marketers to do.
In this episode, you'll learn:
- How her duel role came to be and the benefits of intersecting US and global markets
- Why they are rebranding from Sendinblue to Brevo
- How the company is enabling adaptation to drive growth
Key Highlights:
- [02:10] What do a ballet dancer and a pilot have in common?
- [04:30] From France to the Valley
- [05:30] Her path to becoming Global CMO and CEO US at Brevo
- [07:30] Bridging both sides
- [08:25] A multicultural creation of Brevo
- [10:45] Product complexity and having a great engineering team
- [12:00] How the duel role came about and how it works
- [14:00] The intersection of US and global markets
- [15:45] The components that have to be in place for adaptation and change
- [19:10] Enabling adaptation to drive growth
- [22:00] Advice for other market leaders
- [25:30] Lessons learned from immigrating to the US
- [27:45] Inescapable AI
- [31:30] Natural disasters and the Barbie takeover
- [36:45] Differentiation in the Age of AI
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Angela Voss majored in mass communications and got her first job out of college in digital marketing. She started with Marketing Architects in 2007, when they were solely operating in radio. About a year after she joined, Marketing Architects announced they were going to enter TV. With a love of television and no fear of a challenge, she worked for many years to build out the TV team and identify how Marketing Architects would compete with differentiation in media buying. She ran that team until 2015, when she moved to lead the client management team. In 2023, she became CEO, and today she leads 125 employees in solving TV's pricing, measurement, and scale challenges.
Marketing Architects is a full-service TV agency that places ads in both linear and streaming formats. With an All-Inclusive TV model, their clients only pay for the media budget, and Marketing Architects invest capital in all of the other necessary elements such as strategy development, brand positioning, creative conception, pretesting, full productions, conversion and measurement tracking, as well as 3rd party attribution.
In this episode, Alan and Angela discuss why TV should be thought about differently today, what types of companies should be thinking about it, the ways Marketing Architects is using AI to overcome inefficiencies in media buying, and how their All-Inclusive TV model benefits their clients and sets them apart from other agencies. Marketing Architects recently used their own data and case studies to publish a report called Reach, Revenue, and ROI: 3 Factors for Effective TV Advertising. Angela outlines many key findings from that report, including the benefits of reach over tight targeting, the role of cost in determining a TV campaign’s ROI, and how to balance sales with awareness.
In this episode, you'll learn:
- Key findings from Reach, Revenue, and ROI: 3 Factors for Effective TV Advertising
- Has the marketing world leaned too far into targeting? The benefits of reach over tight targeting in TV
- What is a "positive spill," and how can advertisers maximize their campaign’s ROI?
- "Both-ism" and how to balance goals through TV advertising
Key Highlights:
- [01:45] Character building with basketball
- [03:25] Started from the bottom now she’s CEO
- [05:30] What makes Marketing Architects unique?
- [07:30] Ideal Marketing Architects client profile
- [09:00] Reach, Revenue, and ROI: 3 Factors for Effective TV Advertising
- [12:25] Reach over tight targeting
- [15:15] Has the marketing world leaned too far into targeting?
- [17:30] The significant role of cost in determining a TV campaign’s ROI
- [20:45] Battling the inefficiencies of media buying
- [21:40] Balancing sales and awareness
- [26:22] The impact collegiate sports had on her career
- [27:00] Advice to self? Chill out.
- [27:35] The AI adoption curve
- [29:30] Category design
- [31:30] Having healthy paranoia
Looking for more?
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Carl Loredo used to go to Wendy's for dinner every Friday night with his mother when he was growing up. Fast forward to 2016, and he carried those memories and experiences into his work as Wendy's Vice President of Brand Marketing, then US Chief Marketing Officer, and eventually into his current role as Global Chief Marketing Officer. Prior to coming to Wendy’s, Carl held marketing roles at Dell and PepsiCo before he went over to the agency side. Carl combines his passion for marketing with a love of storytelling in service of Wendy’s mission to be the most talked-about brand in the world.
In this episode, Alan and Carl discuss how his nontraditional career path serves him in his current role, the balance between global brand building and local adaptation, the evolution of social media strategy, and how Wendy's is using new technology to drive transformation for digital and physical experiences. Wendy’s was founded with the intention of being the antithesis of what was available at the time, and it has maintained that energy to become a global challenger brand with the ingredients it uses and the messaging it puts out. You can see this in action through their use of platforms like Twitch, the Wendyverse, and Fortnight.
Wendy's is known for its spicy social media presence, and they have been very intentional about keeping a finger on the pulse of culture, evolving their strategy with the platforms, and focusing on going deep in 1-on-1 conversations. With the shift to video content through TikTok, he and his team have had to balance Wendy being both a real person and a social media personality to become a humanized QSR brand. Carl tells us the brand stands out by knowing who they are, embracing their role as a category disruptor, and listening to their fans. He advises other executives who want to stand out to not copy Wendy's but instead develop a deep understanding of their own brand and the role they play, then experiment with how to make that work for their consumers. The "challenger" thought process can also be seen in how Wendy’s is utilizing digital to get more Wendy's to more people. By understanding people's needs and leaning into new technologies, Wendy's is giving its consumers and their employees a better, more memorable experience.
"To be on the forefront of culture, you also gotta enter into some uncharted spaces."
In this episode, you'll learn:
- Balancing global branding and local adaptations
- Carl's advice to other brands that want to be disruptive
- Wendy’s unique social media strategy and evolving with the platforms
Key Highlights:
- [01:45] Destin to work with Wendys
- [04:00] Carl’s journey to Wendy's
- [07:20] Balancing global branding and local adaptations
- [11:25] Evolving and adapting alongside social media
- [17:20] Humanizing a QSR brand
- [19:45] Spicy Nuggs
- [22:24] Advice for other executives that want to be disruptive
- [25:50] Using digital tools to get more Wendy’s to more people
- [28:55] Carl’s nontraditional path to the CMO chair and how that impacts his leadership style
- [32:30] Advice to his younger self: Make more strategic choices and be overt in those choices.
- [35:00] Consumer, consumer, consumer.
- [37:40] Trends and subcultures: The evolution of gaming
- [39:55] Driving 1 to 1 engagement
Looking for more?
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Aron North is a lifelong Lakers fan who has been doing epic things as the Chief Marketing Officer at Mint Mobile since 2019. He joined Mint Mobile in 2016 (during the "pre-Ryan years") as the SVP of Marketing and Creative, where he spearheaded the initial development of the brand's marketing department and creative efforts. The early half of Aron's career was all agency-side, while the second half has been client-side, first with Taco Bell and now with Mint Mobile. Through all of it, he's learned that marketing is critically important to all businesses, but it is never a one-person show. It's a team sport made up of the people you work with every day and the relationships and partnerships you build along the way. Aron has leveraged those relationships to launch countless buzz-worthy campaigns and initiatives and drive Mint Mobile to 90,000% revenue growth over the last five years.
In this episode, Alan and Aron discuss the hypotheses Mint was built on, how they were operating and gaining traction in the early years, and the way things changed when they were bought by Ryan Renolds and his partner George Dewy. With big ideas like chunky-style milk and subversive print ads, the marketing team at Mint Mobile has always embraced risk in their efforts to stand out from the crowd. With risk comes inevitable failure, but Arons says if you never fail, then you aren't trying hard enough. That is why the leadership at Mint has created an environment where people feel comfortable enough to take risks they normally wouldn't for fear of punishment while maintaining high accountability to ultimately build credibility. Their work is strategically driven, insight-based, and consumer-first, but most of all, it is fun!
In this episode, you'll learn:
- The two big ideas that brought Mint 90,000% revenue growth in 5 years
- Solving the issue of legitimacy: "How can it be any good if it's this affordable?"
- The Ryan Renolds effect: melding creativity, commerce, and efficacy
Key Highlights:
- [02:00] A lifelong Lakers fan
- [04:25] Aron’s path to Mint Mobile
- [07:00] Takeaways from working with marketing giants
- [11:15] 90,000% revenue growth in 5 years
- [15:45] Chunky-style milk
- [27:40] Why Ryan came to Mint
- [30:00] It’s like two Super Bowls every time he does anything.
- [31:50] Ryan "hands-on" Renolds
- [34:45] "The world will love us for bringing Rick back!"
- [37:00] Flipping the dynamic between clients and agencies
- [40:10] The insider secret to keeping the engine running fast
- [42:20] The core values and how they apply to every team member
- [47:10] Lessons learned in the port-a-potties
- [49:15] "Have a little more fun."
- [50:30] We need to get back to insight-based marketing.
- [52:00] Who is Gen Alpha?
- [53:20] AI: Let’s be smart about it.
Looking for more?
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Stacey Andrade-Wells joined Liquid I.V. as Vice President of Marketing in January 2022. Before that, she spent over seven years at Procter & Gamble working on a variety of brands like Mr. Clean, Swiffer, and Gain. As a second-generation Colombian, she is passionate about driving diversity in all aspects of her work. This passion lends itself perfectly to her work at Liquid I.V., focusing on using hydration as the entry point to making wellness accessible for everyone.
Liquid I.V. is a wellness company based in Los Angeles. In 2020, Liquid I.V. became part of Unilever's companies through acquisition. Their product lines are non-GMO electrolyte drink mixes designed to deliver rapid hydration utilizing a proprietary technology they call cellular transport technology. By increasing the absorption of water and other key nutrients into the body, the end result is 360-degree wellness. According to Stacey, the functional drink industry is expected to develop at a rate of 6.5% between 2023 and 2032 and reach a size of over 206 billion in 2023 alone. This growth means Liquid I.V. has to be continually innovating, and they always start by asking consumers what their needs are. Liquid I.V.'s go-to-market strategy focuses on getting communication right by nailing down who they are speaking to, what message will resonate with them, and making sure they reach them at the right time. Stacey calls this "mastering the intersection of creativity and medium."
In this episode, Alan and Stacy discuss what Liquid I.V. is, the evolution of the brand, how inclusivity is a core part of its strategy, and the future of the functional beverage industry as a whole. They talk about the unique functional ingredients in the products Liquid I.V. sells, how this sets them apart from competitors in the marketplace, and how listening to consumers where they are the most honest (in the comments section) informs their product development. Liquid I.V. has carved out its place in the market by keeping a finger on the pulse of culture, advocating for clean water access for all, and being mindful not to frame itself as a drink mix exclusively for high-intensity sports athletes but as a way to improve hydration for everyone every day.
In this episode, you'll learn:
- What does it mean to operate with intentionality in your go-to-market strategy?
- What differentiates Liquid I.V. in the marketplace?
- How is Liquid I.V. staying on the bleeding edge of in-person activations, sampling, and influencer marketing?
Key Highlights:
- [01:45] Stacey’s personal wellness and growth journey
- [04:10] Her path to VP of Marketing
- [05:55] What is Liquid I.V.?
- [07:20] What sets Liquid I.V. apart in the market?
- [10:05] Inclusivity is part of the strategy.
- [13:15] Trends with male consumers of wellness products
- [14:20] What is IN Liquid I.V.
- [19:00] The future of functional beverages
- [24:10] Go-to-market strategy
- [27:00] "If you try it, you buy it."
- [31:45] Growing up as a second-generation immigrant
- [34:45] Advice to her younger self
- [38:45] AI is an opportunity, not a threat.
- [40:00] Notice where consumers speak most freely.
- [41:10] The closing gap between consumers and brands
Looking for more?
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Yon Raz-Fridman is an entrepreneur, repeat founder, and technology executive. Originally from Israel, he went to London to start his career, met his wife, and moved to New York. Eventually, they moved back to her hometown and are now based in Columbus, Ohio. In college, Yon was part of an entrepreneurial academic program where he developed a passion for blending expression, creativity, and digital products.
Supersocial is the number one developer, publisher, and operator of premium virtual worlds on immersive social platforms like Roblox and Fortnight. They create engaging games and experiences that focus on bringing joy to next-gen digital communities using their IP and IP from some of the world's most innovative and largest brands and companies. After seeing the rise of Minecraft, Roblox, and Fortnight before and during the pandemic, Yon began to believe virtual 3D worlds would be the next frontier of the consumer internet. There are two generations (Z and Alpha, born after 2000) that have been born into a smartphone-based world with large, immersive social platforms. They are playing, socializing, and expressing themselves on these platforms and representing themselves as a 3D avatar with a mindset of "It's not just me playing the character. I am the character". Yon realized these kids are going to grow up and will likely want to continue to interact with the internet in the same way. This evolution will change how they interact with media, entertainment, and shopping. While the fundamentals are yet to be determined, the scale is undeniable.
In this episode, Alan and Yon discuss how Supersocial capitalizes on that hypothesis, how brands and advertisers might think about experimenting and getting in early, and what the KPIs are in these spaces. Yon talks about trends he sees in the Metaverse, how they are connected to actual human behavior change, and how Supersocial works with brands like NARS to harness these opportunities. Yons says the Metaverse isn't replacing the current internet; it is the next iteration. It is the next frontier of the consumer internet, and there is exponential potential to grow into it. However, he also warns against getting caught up in hype, both negative and positive, and instead advises to "pay attention to what people do with technology, not the technology itself."
In this episode, you'll learn:
- What Supersocial does and the KPIs they care about
- The inevitable evolution of the internet and how we use it
- What most people are missing when they think about the Metaverse
Key Highlights:
- [01:46] From Isreal to Columbus, Ohio
- [06:10] The spark to start Supersocial
- [11:45] What is Supersocial?
- [12:40] What we don't know and what we are missing when it comes to the metaverse
- [14:45] The internet is evolving into the next iteration.
- [17:45] How might there be 100 billion people in the Metaverse?
- [20:00] What is Yon seeing in the Metaverse today?
- [21:30] Bringing brands to Roblox in an authentic way
- [26:20] How brands can start in the space
- [29:47] Metaverse success metrics
- [32:00] Pandemic pivot
- [36:00] Advice to his younger self: Perfect is the enemy of great.
- [37:30] Be careful how much you rely on technology versus what people do with it.
- [40:50] Trends and subcultures
- [44:00] You own your time.
Looking for more?
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Brigitte King moved around a lot when she was young, and she credits this global, multicultural upbringing for the broad worldview and unique perspective that has served her throughout her career. She was traditionally trained in marketing and packaged goods early on but eventually pivoted to digital when it was first emerging. Over the years, she has learned how to utilize digital while leveraging her roots by keeping brand growth top of mind.
Brigitte began her career at L’Oreal, where she spent 13 years progressing through increasingly senior roles, including Vice President, Deputy General Manager, and Chief Consumer Officer for the United States and Americas region. After L’Oreal, she went on to be the Vice President of Marketing for Kao Brands, then Chief Consumer Officer for Calvin Klein, and Executive Vice President for North American Digital Operations for the parent company, PVH Corp. In 2020, Brigitte joined Colgate as their Chief Digital Officer and now leads the Global Digital Organization, which includes Digital Marketing, Digital Commerce, Media, Measurement, CRM, Digital Solutions, and Capabilities to accelerate Colgate’s digital transformation.
In this episode, Alan and Brigitte discuss what it means to drive digital transformation for a company with an extensive portfolio like Colgate-Palmolive, what type of data is important to the process and how that data is being collected and used, as well as the role a great team plays in the execution of an innovative, fully connected full-funnel marketing strategy. As a pioneer in digital marketing, Brigitte gives a first-hand account of how first-party data changed the game for marketers. Data will always be key in any transformation, and she urges us to consider what data is being collected, how it’s being collected, and what is being done with it in order to get the most out of what we have while remaining respectful of consumers. To this end, she outlines two principles she uses when thinking about data collection and gives practical advice to the people who are driving transformation when it comes to managing their time, their team, and their strategies. At the end of the day, declaring your digital ambition and finding alignment is how you move the needle. At Colgate-Palmolive, it is all in service to their mission of "Reimagining a healthier future for all people, their pets, and our planet."
In this episode, you'll learn:
- The key ingredients for driving transformation
- Two principles to avoid "land grabbing" in data collection
- Practical advice for managing time, teams, and strategies
Key Highlights:
- [01:50] Born in Brazil and skiing in France
- [03:10] PIVOT! From traditional to digital
- [05:20] Businesses and brands in the Colgate-Palmolive portfolio
- [06:30] Meeting consumers where they are in new ways
- [08:20] The key ingredients for driving transformation
- [10:10] Declaring your digital ambition and finding alignment
- [11:50] Internal growth and external acknowledgments
- [15:30] The type and usage of data needed for transformations
- [17:00] No land-grabbing. Two principles to keep in mind with data collection
- [18:10] Advice for people driving transformation
- [22:10] All of your experiences make up who you are today.
- [23:50] Advice to her younger self
- [24:30] GenAI is the buzzword for a reason.
- [25:30] Managing complexity and building your brand
Looking for more?
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Dave Skena remembers having his first Krispy Kreme doughnut at age 13, and even back then, he knew this company wasn’t like the others. In college, he thought he was going to be an economist, but through his first job at Andersen Consulting (now Accenture), he realized marketing was where he really wanted to be. After going back to school, he began his new career at Kraft Foods, then went to PepsiCo for over eight years, where he led brands such as Lay’s, Ruffles, SunChips, Tostitos, and Lay’s Dips. He left CPG when he became Chief Marketing Officer at Ruby Tuesdays, where he helped them transition from public to private. Then moved on to his current role as Global Chief Brand Officer at Krispy Kreme. As a 20-year "performance-driven" innovator and marketer, Dave has flipped the script regarding traditional marketing in the category for an underdog brand by putting a premium on insights and creative-driven earned media strategies.
In this episode, Alan and Dave discuss the uniqueness of the Krispy Kreme brand being both accessible and premium with the omnichannel hybrid model, where their brand promise of freshness is a top priority. Dave is a performance marketer, meaning his goal is to get the most out of every marketing dollar spent. Rather than focusing on the top of the funnel, he is constantly monitoring the performance of each move his team makes through A/B testing. Earned media, collaborations, and participation in culture are the top ways Krispy Kreme increases traffic and awareness. Power partnerships with big brands such as Oreo, Chips Ahoy, Herseys, and Good Humor are a win-win for all involved and compound the joy for consumers. Dave says "happiness is not a fixed pie", meaning there is plenty to go around. When it comes to capturing cultural moments, the Pandemic gave Krispy Kreme the perfect backdrop to counter with their extremely popular Acts of Joy, such as free donuts for all healthcare workers, graduates, and people who were vaccinated. By capitalizing on unity, Dave and his team are making news, reinforcing a culture of generosity, and driving sales at the same time.
In this episode, you'll learn:
- How Dave’s career prepared him perfectly for Krispy Kreme’s omnichannel hybrid model
- The keys to authentically capturing cultural moments
- What performance marketing is and how Dave maximizes his marketing budget
Key Highlights:
- [02:14] Dave’s first Krispy Kreme Doughnut
- [05:30] From Economics to Doughnuts
- [09:35] What’s unique about Krispy Kreme?
- [13:10] The key to capturing cultural moments
- [19:40] Partnerships and collaborations to increase joy (and sales)
- [24:00] Delivered Fresh Daily: getting into retail
- [25:45] Maximizing marketing and investments
- [30:45] Using credibility to multiply happiness
- [33:00] Being thrown into the deep end and learning you can swim
- [36:20] Marketing is the best thing you can do with a dollar.
- [37:50] Capitalize on unity
- [39:45] It’s all about AI, but not in the way you think
Looking for more?
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Sarah Acton is the Chief Marketing Officer at BILL and brings more than 25 years of experience in marketing and brand-building work in both consumer and business markets. She had an interest in marketing early on and started her career in media buying, then went back to business school, moved into consumer packaged goods, spent some time on the agency side, and eventually opened her own small business. After that, she returned to technology, where she was responsible for global brand oversight during pivotal periods of growth at LinkedIn and consumer marketing leadership at Yahoo!, then led both marketing and sales at Athos, a wearables company in the athletic performance space. She has now been with BILL for the past 18 months. Sarah believes one of the roles of marketing is to build and reinforce trust with your customers and the market at large, and she is grateful to be immersed in a culture of people who have a shared respect for small businesses as well as a shared connection to the mission and values that matter to her.
In this episode, Alan and Sarah discuss what her marketing department is doing to help drive discovery, connection, and trust with BILL’s customers and how the integrity she learned when she was running her own small business helps inform the way she operates with BILL today. BILL is an all-in-one financial operations platform serving small businesses with all the "messy back office financial things". They recently underwent a rebrand to satiate an appetite to bring more humanity into the operation. Despite being a tech company, at the end of the day, it is just a group of humans serving another group of humans in the deeply personal space of operating a small business. Marketing to small businesses falls somewhere between B2B and B2C, making it complex to message and connect with their diverse range of scope and scale. BILL's role is not only about managing the day-to-day operations but also helping its customers fuel growth and understand cash flow. Sarah tells us BILL saves their customers between 50% to 75% of their time spent on financial operations, allowing them to invest more in the things that align with their mission and passion.
"Brand strategy is not independent of company strategy. It is in service of company strategy."
In this episode, you'll learn:
- How being a small business owner impacted Sarah's marketing career
- The importance of your team having a shared connection to the mission and values
- Why marketing to small businesses is so complex and diverse
Key Highlights:
- [01:45] Early childhood apprenticeship in IP Law
- [03:15] Sarah’s path to BILL
- [08:30] Pattern recognition and pulling levers
- [10:15] What does BILL do?
- [13:30] Why rebrand now?
- [15:50] What is next for Bill?
- [19:15] Small businesses are complex and unique. How do you market to all of them?
- [23:00] What is the role of marketing?
- [26:30] Culture and team building at BILL
- [30:30] The impact of owning her own business
- [34:15] Advice to her younger self
- [35:30] Be obsessed with your customers.
- [37:50] The shift in how we reach, teach, and influence
- [40:50] The opportunity to experiment endlessly
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Kadian Langlais is the Chief Marketing Officer at Renfro Brands, a 100-year-old legacy sock and hosiery design and manufacturing company. In her role, she oversees Renfro’s diverse portfolio of brands and maintains its position as the largest manufacturer of socks in the U.S., producing three million pairs per week. Kadian grew up in Kingston, Jamaica, where she developed a love for interior design and has always had a passion for fashion. After immigrating to New York, she initially planned to go into investment banking but decided to follow her passion instead and enter the business side of the fashion world. Prior to joining Renfro, she consulted with leading brands and retailers on their e-commerce and digital marketing strategies.
In this episode, Alan and Kadian discuss her pathway to becoming the CMO at Renfro, the role of DEI and how she’s focused on it, and an initiative she helped launch called Project Footprint. When Kadian joined Renfro in 2018 as Vice President, DTC and Digital, she was tasked with expanding the business beyond the traditional brick-and-mortar stores the company traditionally relied on. With the move to CMO, she has had the opportunity to further help modernize Renfro through a full rebrand and instilling a new values system. Kadian tells us there can be a sock for every moment of the day and a way for Renfro to pivot its businesses to thrive through every economic shift. Despite commodity price inflation, global competition, and dynamic consumer preferences, Renfro has maintained its place as the largest sock company in the world. They design, manufacture, and sell socks for all occasions, from hiking to fashion, and now they are expanding into new categories like underwear and t-shirts. Today, Kadian is focused on growing consumer engagement across Renfro Brand’s direct-to-consumer platform, Loops & Wales, and the company’s brand portfolio, which includes Hot Sox, K. BELL, and more.
In this episode, you'll learn:
- What is the role of marketing among rising commodity prices, global competition, and dynamic consumer preferences?
- Why do marketers often take the lead in DEI initiatives?
- Observations and advice from one WOC Executive to the next
Key Highlights:
- [02:10] A passion for interior design
- [03:50] From Kingston, Jamaica, to the CMO of Renfro
- [05:20] What is Renfro?
- [06:30] The shift from Vice President, DTC, and Digital to CMO
- [08:10] A North Carolina connection: blending the old with the new
- [10:30] Highlights of modernizing the company
- [12:40] The role of marketing in our current environment
- [15:20] How brands can incorporate DEI into marketing strategies
- [18:10] Project Footprint and the DDC
- [20:50] Why marketers often take the lead in the DEI space
- [21:40] Advice from one WOC Exec to the next
- [25:40] Making something out of nothing
- [28:25] Trust your gut.
- [30:15] AI for copy at scale
- [33:16] Basketcase Gallery, Telfar, Hammitt
- [36:45] Opportunities and threats for marketers today
Looking for more?
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Matt Lattman is an avid traveler and serves as the Senior Vice President for Card Acquisition Marketing at Discover. Prior to Discover, Matt was Chief Marketing Officer at Zero Financial, a financial technology startup. He also spent six years at Capital One in various roles, most recently as Head of Acquisition Marketing for their Consumer Bank. He joined Discover in 2019 as VP of Marketing, Pricing, and Product Strategy in Personal Loans. With his start date being just 4 months before the pandemic, Matt quickly got to see firsthand how Discover helps its customers through hard times, meets their needs, and keeps empathy at the core of the brand and operations. Now, he is working to optimize the discovery of Discover through the journey of customers getting their cards, both through cross-selling and net new acquisitions, to ensure people find the products that are right for them.
In this episode, Alan and Matt discuss how he conceptualizes Acquisition Marketing at Discover, the critical aspects of getting Acquisition Marketing right, where creative excellence and storytelling fit into the picture, and the benefits and challenges of marketing a highly recognizable brand. Matt tells us Discover has "midwestern values" and places its customers first in business conversations. When it comes to getting Acquisition Marketing right, knowing what a bad outcome is is essential to narrowing down the target audience. Yes, it is important to understand your ideal customer, but understanding the consumers who don't want or can't have your product is the key to driving down acquisition costs. Matt's goal in marketing is to make the advertisement feel like a letter from the brand to the consumer, and the only way to accomplish that is to truly understand who the consumer is. Matt and Alan also talk about the future of AI in generating creative and the soul that is missing when using this kind of technology to create powerful messaging.
In this episode, you'll learn:
- What Acquisition Marketing is and the critical aspects of doing it right
- Benefits and challenges of marketing a highly recognizable brand
- What AI-generated creative is missing
Key Highlights:
- [01:40] Not an everyday traveler
- [03:40] Matt’s path to Discover
- [07:00] How is his current role constructed, and what are his primary focus areas?
- [08:25] Optimizing the discovery of Discover
- [09:15] Simplifying messaging in marketing
- [10:55] What is critical to getting Acquisition Marketing right?
- [14:25] Creative excellence and the ability to tell a story
- [15:30] AI for crafting creative
- [18:30] Ryan Reynolds ChatGPT Ad
- [19:30] The importance of a brand's being recognizable
- [25:00] Finding truth in microfiche
- [29:00] Give everyone space and grace.
- [32:40] Marketing academics, lessons from the past, and understanding HOW it works
- [35:55] Trends and subcultures to watch
- [38:00] Machine learning for targeting ads
Resources Mentioned:
- Matt Lattman
- Discover
- Zero (now Avant), Capital One, Living Social, Boston Consulting Group
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Joshua Hollin is the Digital Associate for the Born This Way Foundation, where he executes digital content in service to the mission of building a kinder, braver world. He's passionate about combating the stereotype that young people are lazy, apathetic, or indifferent to the world around them by showing that they are empowered, resilient, and creative.
In this episode, Alan and Joshua discuss Born This Way Foundation initiatives, the impact social media has had on young people, and what the Foundation is doing for the LGBTQ+ community. Founded in 2012 by Lady Gaga and her mother, Cynthia Germanotta, the Born This Way Foundation is on a mission to support the mental health of young people and build a kinder and braver world. They aim to make kindness cool, validate the emotions of young people, and eliminate the stigma around mental health.
In this episode, you'll learn:
- How is the Born This Way Foundation supporting the mental health of young people and working with them to build a kinder and braver world?
- How can businesses get involved with the Born This Way Foundation?
- The importance of accessible resources for young people
Key Highlights:
- [02:25] Who is PAJAMAJOSH?
- [05:30] How did Josh come to the Born This Way Foundation?
- [07:40] What sparked the formation of the Foundation?
- [08:40] Be There Certificate and #BeKind365
- [16:55] Mental Health Awareness Month in May
- [21:00] Pride Month Initiatives in June
- [24:20] How companies can get involved and support the cause
- [29:10] Embracing AI and leaning into the human element of marketing
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Resources Mentioned:
- Joshua Hollin
- Born This Way Foundation
- LinkedIn LIVE Session and Video
- ChannelKindness.org
- #PleaseStayPledge in partnership with FindYourAnchor.us
- BRP Powers Up Born This Way Foundation's #BeKind365 Digital Platform To Ride Out Intimidation Year-Round
- 2023 Social Innovation Summit Innovator of the Year
- Born This Way Foundation and TimelyCare Partner to Support College Students' Mental Health with “Be There Certificate”
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Lauren Weinberg is a proud boy mom, a loving dog mom,and currently the Chief Marketing and Communications Officer at Square, driving global marketing and communications strategy. She started her career by measuring media metrics, then made her way into b2b media, and eventually moved over to the consumer side of marketing strategy. She spent some time running her own consulting business, then landed at Square where she has been for the past 6 years. Previously, she held leadership roles at Yahoo!, MTV, and AOL. Lauren sees marketing at Square as the growth engine, and her team is responsible for the brand, the perceptions, and the acquisition of new customers.
In this episode, Alan and Lauren discuss Square's business model, how it has dimensionalized and expanded over the years, the impact of data on Square's marketing efforts, and the incrementalism and principled risks that marketing organizations need to take in order to be competitive. Square started in 2009 with the purpose of enabling any individual or business to participate and thrive in the economy with the little white card reader. Now, 14 years later, they have a full ecosystem of software and hardware that allows companies of all sizes to run their entire operation through Square. With such a diverse audience, Square thrives on implementing an audience-first marketing perspective. By focusing on key audiences and tailoring messaging for each, Square is able to drive discoverability and cultivate relationships with a variety of different demographics and businesses in all sectors and scales. Square is very data-driven and informed, so everything they do and plans for is tied back to the overall strategy, metrics of success, and business results. Their category is competitive, so they have to be responsive and adapt quickly while also being smart with their risk-taking. Lauren tells us taking small incremental risks gives them space to break through and try new things. Thankfully, experimenting and learning from failures is in the DNA of Square, and that serves them well in being innovative.
In this episode, you'll learn:
- The benefits and challenges of implementing “audience first” marketing
- How incrementalism, principled risks, and a culture of learning drive innovation at Square
- Laurens take on marketing cuts in light of an oncoming recession
Key Highlights:
- [01:30] A cross-country pandemic move
- [05:00] Where Lauren got her start and how she ended up at Square
- [09:00] What is Square today
- [10:30] How does Lauren think about marketing role in driving growth
- [12:00] What has Lauren learned over the past 6 years at Square?
- [13:20] How is Lauren using data to inform her marketing efforts?
- [15:40] Data in understanding long-term investments
- [16:48] Marketing mix modleing
- [19:05] Educating a variety of audiences
- [21:40] Audience first marketing
- [24:30] Marketing cuts in light of an oncoming recession
- [27:50] Benefits of constant communication and transparent decision making
- [30:00] The impact of her first job and being a boy mom
- [32:30] Advocate for yourself and trust your intuition
- [34:30] Generative Ai and unlocking TikTok
- [36:00] Trends and subcultures to watch
- [38:45] Returning to a beginners mindset
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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When Amrita Mathur joined Superside as their first marketing hire in 2019, there was no product, no platform, and no recurring revenue. She is no stranger to being called in when companies are at a strategic inflection point with their growth strategy, so she did what she spent a career in B2B marketing learning how to do: implement a marketing-led growth strategy that translated into $8 million in subscription revenue in the first year and 400% year-over-year growth since then. Amrita is passionate about community, but she denotes an important difference between community building and a sense of community. For her, it’s about a sense of goodwill and feeling like you have someone in your corner. Now as VP of Marketing, with that sense of community top of mind, she and her team are revolutionizing design at scale for ambitious brands like Amazon, Meta, Shopify, and Coinbase.
In this episode, Alan and Amrita discuss her journey from developer to Marketing VP, the moves that played a key role in taking Superside from $0 to $55 million in annual recurring revenue in just four years, and the importance of Design and Creative Ops in running an efficient and effective team. Superside is a fully managed design subscription company that serves marketing and creative teams to help them unbottleneck their design challenges and empower them to get creative work done in a fast and efficient manner. Unlike an agency, freelance marketplace, or internal team, Superside acts as a point solution for key problems inside a company. They optimize for efficiency, speed, and scale, which allows them to cater to companies that are pivoting and changing rapidly. Amrita says an understanding of the importance of Design and Creative Ops helps Superside be an extremely efficient and effective partner. When it comes to Superside’s rapid and sustained growth, Amrita tells us they did make smart moves, but also attributes some of their good fortune to good timing. One key move was figuring out their differentiation early. With marketing, the problem is well-defined but the solutions are messy, so from the start, Superside dove deep into what their best use cases were and what value they would provide in that space. Another key move was the founder's investment in marketing from day one to intentionally "build an efficient machine" for lean operations.
In this episode, you'll learn:
- What is the Superside use case?
- How Amrita took Superside from $0 to $55 million in ARR in four years
- The benefits of a marketing-first mindset
Key Highlights:
- [02:05] An appreciation for "community"
- [07:30] Path to becoming CMO of Superside
- [10:20] What is Superside?
- [14:00] ARR increased from $0 to $55 million in four years.
- [18:30] No convincing is needed when the higher-ups get marketing.
- [20:00] What are "moon shoots," and what is an example of a win?
- [28:10] The nexus of design, creativity, and operation
- [31:50] A crazy (and impressive) designer to design operations ratio
- [36:00] Being a chameleon isn’t such a bad thing.
- [39:00] Advice for her younger self
- [40:05] Be aware of dilution in marketing.
- [42:40] Misconceptions around mass amounts of data
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Raj Pudipeddi currently serves as the Chief Product and Marketing Officer for Align Technology, makers of Invisalign, and its Managing Director for the Asia Pacific region. Through his dual roles, Raj has global responsibility for product, marketing, strategy, and clinical teams, as well as for the market development and commercial execution of all Align Technology products and services in the Asia Pacific region. Raj is an engineer by training who spent nearly 22 years at Procter & Gamble after he received his MBA. Today, he considers himself an "accidental marketer" who gets his joy out of serving the business and believes that ordinary people can deliver extraordinary outcomes when they are empowered to do so.
In this episode, Alan and Raj discuss the first steps he took when he arrived at Align Technology and how he has transformed the organization to deliver on the brand purpose. Align Technology encompasses several brands (Align Technology, Invisalign, Itero, and Exocad) that combine to provide end-to-end service, from generating interest to helping doctors model and use their products. They operate in a two-sided market by serving consumers and doctors, but a common purpose of "transforming smiles and changing lives" brings the two together. Align Technology is creating a whole new market and modernizing a discipline that has been stationary for hundreds of years. By ensuring the seamless integration of their products, Align Technology is able to increase throughput, drive demand in the general population, and match it in the doctor's office.
In this episode, you'll learn:
- How seamless integrations are increasing throughput and driving demand
- How Align is creating a new market and modernizing a stationary discipline
- Where Raj learned his leadership style
Key Highlights:
- [01:50] Poker pro
- [02:45] From engineering to CMO
- [04:50] What brought Raj to Align?
- [06:30] The huge market opportunity
- [08:00] Wire-crossed lovers
- [09:15] The complexity of the system
- [11:40] Where did Raj start when he got to Align?
- [13:40] How does purpose make a difference?
- [11:25] The power of a smile
- [20:40] Lessons learned
- [23:30] How Align is keeping the brand authentic
- [25:00] The transformation needed to bring the vision to life
- [26:45] Consumer marketing vs. doctor marketing
- [29:45] Being a market maker
- [31:45] Personalization and seamless integration to create demand
- [33:00] Modernizing a stationary discipline
- [34:50] Measuring the effectiveness of marketing
- [37:50] Learning to make people feel respected and valued
- [41:05] Stop and smell the roses.
- [42:55] AI doesn’t preclude thinking.
- [44:30] Brands to watch
- [46:15] The pace of innovation is increasing.
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Hiroki Asai is the Head of Global Marketing at Airbnb, overseeing all marketing efforts and in-house creative teams. Hiroki grew up as a skateboarder in the 80s, loved the design aspect of that world, and started his career as a graphic designer. Eventually, he learned how to apply what he knew about creativity and design to solve business problems. He spent 18 years at Apple and served as Vice President of Global Marketing Communications and Executive Creative Director, where he was responsible for a variety of iconic marketing campaigns for a range of products, including the iMac, iPod, iPhone, iPad, and Apple Watch. Now, Hiroki is responsible for maintaining Airbnb’s strong global brand and sharing the stories of our millions of hosts who offer unique homes and experiences to guests around the world.
In this episode, Alan and Hiroki discuss Airbnb’s post-pandemic rebalancing of spend between performance and brand, why he is a firm believer in the importance of in-house creative teams, and what he thinks makes a great campaign today. Hiroki is an advocate for the creation of in-house creative teams for the benefit of the company, brand, and creatives alike. He believes in-house teams offer the distinct advantages of having creatives closely connected to business challenges and maintaining a close integration between "in-bound" and "out-bound" aspects. When hiring creatives, Hiroki looks for individuals who can both take a broad perspective and execute artistic visions while understanding the larger business impact. He also touches on the importance of storytelling and differentiation in marketing, highlighting the need to shift the narrative through brand tactics rather than solely focusing on performance metrics. In his opinion, a good campaign shows truthfulness and real stories by embracing simplicity, authenticity, intelligent messaging, and shared experiences as a response to the proliferation of overproduced advertisements. To this point, Hiroki tells us how Airbnb's newest campaigns around Rooms and The Host's Passport were influenced by first-hand user experiences, leading to a transformation in people's perceptions and overcoming hesitations they may have about staying with strangers.
In this episode, you'll learn:
- The benefits of in-house creative teams
- What Hiroki looks for when he’s hiring new creative team members
- What makes a great campaign?
Key Highlights:
- [01:40] Hiroki’s recent travel
- [02:50] From skateboarder to graphic designer to marketing exec
- [05:30] Coming to Airbnb
- [06:40] Hiroki’s view on in-house creative
- [08:20] Advantages of in-house creatives
- [09:50] What to look for when hiring an in-house creative team
- [12:00] "The Great Rebalancing": shifting post-pandemic marketing mix
- [14:00] The interplay between the ethos and the product
- [15:50] What makes a good campaign?
- [19:50] Airbnb Rooms
- [25:15] The Hart Family’s Airbnb experience
- [30:20] Advice for your younger self
- [31:05] Close the gap between design and marketing.
- [32:45] Brands to watch
- [33:55] Marketing shouldn't be your differentiator.
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Oded Netzer is a world-renowned expert in data-driven decision-making. He serves as the Vice Dean of Research and the Arthur J. Samberg Professor of Business at Columbia Business School. As the son of a Holocaust survivor, Oded is the first in his family to attend college. After graduation, he spent some time working in a chicken house but quickly decided that wasn't for him. After a quick stop at a consulting firm, he returned to college to climb the academic research ladder and pursue a career in education. Currently, he splits his time between teaching as an affiliate of the Columbia University Data Science Institute and consulting as an Amazon Scholar. He has published dozens of papers in the world's leading marketing and management science journals, and his award-winning research is widely read and highly cited.
In this episode, Alan and Oded discuss "Decisions Over Decimals," Oded's latest co-authored book with Christopher Frank, Vice President of the Global Advertising and Brand Management team at American Express, and Paul Magnone, Head of Global Strategic Alliances at Google, who are also professors at Columbia. Having worked on the front lines and taught future executives, they identified two data myths that served as the inspiration for this book. Oded presents these myths and explores the three core pillars of quantitative intuition covered in the book, highlighting how marketers can improve decision-making by understanding these concepts.
Oded advises against the inclination to rush to find a solution and instead encourages spending more time understanding the problem. According to Oded, a well-thought-out problem is already half-solved. This interview and the book emphasize the significance of asking insightful questions and properly defining the problem. This approach is evident in the emergence of Prompt Engineers for tools like ChatGPT, where precise questioning leverages quantitative intuition to achieve desired outcomes.
The conversation also touches upon unstructured data and its implications for marketers in terms of analysis, decision-making, customer listening, and demonstrating that marketing is not just a cost but can also drive revenue.
In this episode, you'll learn:
- "Decisions Over Decimals": Why this book and why now?
- What we should be thinking about in terms of good data-based decision-making
- How quantitative intuition is relevant to Prompt Engineers using tools like ChatGPT
Key Highlights:
- [01:50] The son of a Holocaust survivor
- [03:45] From the chicken house to the university classroom
- [06:30] Why this book and why now?
- [09:25] Three pillars of quantitative intuition
- [16:30] "It's not that I'm so smart; it's just that I stay with problems longer."
- [18:00] Analyst in Wonderland
- [21:00] Prompt Engernerrs
- [23:15] What is so special about ChatGPT?
- [25:45] The best is yet to come with AI.
- [28:00] How should we think about unstructured data?
- [30:50] Connecting marketing with unstructured data
- [35:20] Gen Z pushing for "doing well by doing good"
- [38:00] What excites Oded in the marketing space now?
- [39:55] Travel is the best teacher.
- [40:50] Enjoy the journey.
- [41:30] Generative AI and creating a win-win
- [42:10] Brands to watch
- [44:30] Gen Z and AI are driving the future
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Guillaume Bouvard is the COO, CMO, and co-founder of Extend. He founded the company with two friends and credits their success to complementary skill sets, trust, shared values, and education. Before starting Extend, Guillaume spent 12 years at American Express in various roles, advising the C-Suite as a leader of the Strategic Planning Group for several years. Before Amex, Guillaume led marketing efforts at Capital One and earned an MBA from the MIT Sloan School of Management.
In this episode, Alan and Guillaume discuss what Extend does, why it uniquely benefits marketers and agencies, and how they utilize marketing within their b2b2b model. Extend is a platform that turns business credit cards into a full spend management platform. They do not compete with banks but rather partner with them and empower them to offer better add-on products to their clients. Those banks then have to give Extend access to those clients, the real end users. This B2B2C or B2B2B model has unique challenges. Extend must be strategic about how it markets and communicates to its banking partners to gain access to cardholders and ensure the partnership is beneficial for all parties. Guillaume and his co-founders believe that effective marketing efforts continue well after customers walk in the door. Whether it be through cross-selling or continued engagement, you have to get them, keep them, and increase their usage. The nature of marketing is understanding how to create a strategy to influence consumers. Guillaume tells us that marketers and marketing agencies are a large portion of Extend users, and he outlines several use cases that highlight why.
In this episode, you'll learn:
- Guillaume's founding story and how he has found success with his two other friends
- What Extend does today in the virtual card and payment spaces
- How Extend conceptualizes marketing to support their goals
Key Highlights:
- [02:00] A friendship/business partner success story
- [05:37] Guillaume’s career path
- [08:20] What does Extend do?
- [09:40] Extend isn’t competing with banks; it is partnering with them.
- [11:30] How does extending help marketers specifically?
- [17:20] Getting banking partners to promote Extend
- [22:40] Halo benefits
- [24:10] The value added for banking partners
- [25:40] Organizing marketing to support GTM
- [29:05] Measuring the impact of marketing
- [32:30] Being pulled in two directions
- [37:30] Advice to your younger self
- [38:50] Everyone is talking about AI.
- [40:40] Brands to watch
- [42:50] The landscape is evolving. Marketers must do the same.
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Zach Kitschke is the CMO of Canva, the online visual communication and collaboration platform. In his comprehensive role as CMO, Zach oversees the international brand and drives growth initiatives. He closely collaborates with teams responsible for product marketing, PR and communications, affiliates and performance, content, SEO, brand development, creative innovation, advertising, and product growth. Zach joined Canva in 2013, the year it launched. Since then, with a mission to empower the whole world to design, it has grown to over 130 million users each month in over 190 countries around the world, with more than 13 billion designs created.
In this episode, Alan and Zach discuss how visual content fits into our world today, Canvas's approach to marketing complexity, and the inspiration behind their newest "What will you design today?" campaign. Additionally, Zach provided insights from the recent Visual Economy Report, sharing noteworthy findings from a survey of 1,600 global business leaders. These insights revealed how visual content is being leveraged to foster stronger audience engagement. The business landscape has shifted towards a widespread need for employees to communicate visually and adopt creative roles, even if they don't specialize in design. Zach highlighted the role of technology in fueling the creator economy and offered valuable tips on how to stand out in a sea of visual content.
In this episode, you'll learn:
- Insights from the Visual Economy Report
- How visual content fits into our world today and how to stand out
- How Canva approaches its own marketing
Key Highlights:
- [02:10] #GirlDads rock
- [02:55] Zack’s path to Canva
- [08:00] The Comprehensive CMO
- [09:00] Visual Economy Report
- [12:00] The creator economy
- [13:30] How to stand out in a sea of visual content
- [15:30] A living, breathing brand book?
- [16:30] Who do you sell to when everyone is your customer?
- [18:00] Harnessing complexity
- [20:10] The marketing elements Canva focuses on
- [22:15] Intrigue points are the on-ramp.
- [24:10] Canva Community
- [27:20] "What will you design today?"
- [29:00] The impact of having immigrant grandparents
- [31:50] It takes as long as it takes.
- [33:50] Leaning into AI
- [34:40] Brands to watch
- [36:00] AMA on NPS
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Katie Krum started her career at PURE in 2006 as the sixth employee at the insurance start-up. She played a significant role in shaping the brand, and throughout this process, she discovered her passion for marketing. Katie eventually left to develop her skill set at Nickelodeon, Marriott, Under Armour, and Weber Shandwick. She now leads a "small but mighty team" as the CMO at PURE, where she oversees all aspects of marketing communications and PR. One of the driving factors that drew her back to PURE was her incredible boss and her determination to explore innovative approaches to generate interest in insurance. She firmly believes in the power of collaboration, as she sees teams achieve more together than as individuals.
In this episode, Alan and Katie discuss the challenges involved in transitioning PURE from a company to a brand tailored specifically for high-net-worth families. Katie highlights the significant impact that service experiences have on driving progress. Katie's expertise from other industries is instrumental in bringing attention to PURE's distinctive "membership model" that sets them apart. Despite boasting a strong membership base with high renewal rates and an impressive net promoter score, consumer research revealed a lack of understanding of what PURE is all about to prospects and what they do for their members. This led to the launch of the "Join the Club" campaign, the development of a mobile-first brand book, and the redefinition of "excellent service." As a first-time CMO, Katie infuses the insurance industry, which typically lacks excitement, with her enthusiasm and fresh perspective. She actively spearheads transformative changes and anticipates significant shifts in marketing team structure, performance evaluation, and the utilization of AI.
In this episode, you'll learn:
- Why Katie returned to PURE
- What sets PURE apart in the insurance industry
- The benefits of having marketing communications and PR handled by one team
Key Highlights:
- [01:25] Katie’s dearest dad
- [05:00] Starting at PURE, leaving and learning, then coming back
- [10:15] Why did she come back to insurance?
- [12:30] What does PURE do?
- [15:15] How is Katie building the brand?
- [18:05] Research and ideation inform the plan.
- [19:10] The history of insurance and what makes it PURE
- [21:10] Benefits of blending marketing and PR into one team
- [25:10] First-time CMO excitement
- [26:00] Marketing is a team sport where we embrace crazy ideas.
- [28:50] Pat yourself on the back and be the one that shows up.
- [31:20] 3 important topics
- [33:45] State and brands to watch
- [36:45] The importance of post-pandemic reconnection
Thank you to our sponsor:
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Tony Marlow is the Chief Marketing Officer for LG Ad Solutions, where he uses data-driven insights to lead all aspects of marketing and communications. Since the beginning of his career, Tony has always been interested in technology, thought leadership, and helping people understand why they should embrace emerging tech. He has served as CMO at Integral Ad Science, CMO at Data Axle, Global Head and VP of B2B Marketing at Yahoo, and a consultant for Nielsen Online. As an avid athlete, his training for triathlons and Iron Man races has taught him a lot about efficiency in planning and tenacity in execution, which he brings to his professional life as well.
In this episode, Alan and Tony discuss "The Big Shifts" in consumer viewing behavior and how CTV is accounting for the new ways in which people consume media. LG Ad Solutions is a CTV advertising company with over 150 million smart TVs worldwide, where they deliver video and native units on the biggest screen in the home. The first phase of the shift in consumer viewing behavior coincided with the beginning of the pandemic when people were staying home and streaming more than ever before. The second phase is happening now, with people moving away from subscriptions and leaning into ad-supported TV to get free or less expensive on-demand TV. In contrast to the "spray and pray" approach of traditional TV advertising, the increased user data associated with CTV allows advertisers to reach a target audience with more sophisticated and relevant creative messaging and then track performance and brand objectives all in one place. Tony highlights the importance of marketers being cognizant of how they are connecting with their audience on the different screens they are engaging with, as well as finding the balance between relevancy and data privacy.
In this episode, you'll learn:
- Causes and Impacts of "The Big Shift" in consumer viewing behavior
- Performance and optimization opportunities with CTV
- How LG is balancing ad relevance with data privacy
Key Highlights:
- [02:00] Bike, swim, and rum
- [03:20] Tony’s path to LG
- [07:45] What are LG Ad Solutions?
- [10:20] What should we know about the big shifts happening in TV?
- [16:30] We can do TV better.
- [19:50] Balancing ad relevance with a sense of privacy
- [22:00] Data-informed ads
- [24:30] The correlation between relevance and effectiveness
- [25:30] It’s less of a walled garden and more of a gated community.
- [28:10] Brand safety in CTV
- [30:40] Performance and optimization opportunities with CTV
- [35:15] How high-performance training impacts Tony’s life
- [37:50] The Eisenhower Matrix
- [41:30] All marketing is storytelling.
- [42:00] Causes to watch
- [48:00] We’re on the precipice of a new era of human productivity with AI
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
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Vincent Washington is the Vice President of the Unified Customer Experience Management Best Practices Group at Sprinklr. With four years of experience at the company, Vincent has a diverse professional background, having worked previously at Amazon, UPS, LinkedIn, and BlackBerry. With his extensive experience in various roles and seeing technology come and go, he has learned that only authentic relationships built on mutual respect and genuine interest stand the test of time. When it comes to CXM, Vincent advocates for the inclusion of relevant insights related to existing conversations rather than forcefully inserting messages that do not align with the context, resulting in the best long-term outcomes.
In this episode, Alan and Vincent discuss the evolution of Sprinklr, which has transformed from a digital listening and social media management platform to a comprehensive Unified-CXM solution. Through breaking down data silos and gaining a deeper understanding of customers, Sprinklr, in collaboration with Adobe, can provide a holistic view of the customer and enable businesses to create personalized marketing and advertisements that are more targeted and relevant. Vincent also shares his valuable insights on CXM best practices, including warnings against common mistakes that brands make while attempting to remain relevant and ways AI can be incorporated into CXM strategies.
In this episode, you'll learn:
- How Sprinklr has evolved
- CXM Best Practices
- How AI can be used in CXM strategies
Key Highlights:
- [01:10] Introductions
- [01:55] Sprinklr and Adobe partnership
- [02:40] The latest and greatest at Sprinklr
- [04:00] CXM Best Practices
- [07:10] A better way to view the world to boost CXM
- [08:00] Milk's favorite cookie
- [08:40] Adobe’s powerful partnerships and nostalgia
- [10:25] Technology is going to change, but relationships will remain.
- [11:30] Smiles are universal, and empowerment is paramount.
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Resources Mentioned:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Lara Krug is the CMO of the Super Bowl-winning Kansas City Chiefs. Before entering the NFL, she worked at Avon, L'Oréal, and Anheuser-Busch, where she learned the GTMs for beauty and beer weren't all that different. During the pandemic, Laura and her family moved back to her husband's hometown, Kansas City, and it wasn't long before she was contacted about being the Chiefs' first-ever CMO. They had never had a formal marketing team, so she has been working hard to build foundations and help the organization understand the role of marketing. They are more than just a team; they are a brand.
In this episode, Alan and Lara discuss what it's like to start and lead marketing efforts for an organization that isn't just a business but a source of entertainment as well. Lara and her team don't just market Mahomes and the boys; they also market the concerts and other events at the stadium, youth programs, and corporate partnerships. They are essentially an internal agency working to entertain fans at every touchpoint using personalization and content at scale.
In this episode, you'll learn:
- The role of the CMO of an NFL team
- How Lara is building the foundation for "The World's Team"
- The power of personalization and content at scale
Key Highlights:
- [01:15] What it feels like to win the Superbowl
- [02:30] When you win or lose, everyone sees it.
- [03:20] The road from Connecticut to KC
- [05:25] Marketing focus: it’s more than just a team
- [07:40] Personalization and content at scale
- [09:30] A team, a venue, and a media company
- [11:00] Setting up workflows
- [12:30] Key Insights from the Summit
- [14:00] "Believe in best intent" and "progress, not perfection."
- [15:10] Rewarding fandom
- [16:00] Magic and mispronunciation
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Resources Mentioned:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Ryan Fleisch is Adobe's Head of Product Marketing and Real-Time CDP and Audience Manager. Being a lifelong chess player, it makes sense that he is passionate about looking beyond the immediate use cases of AI and trying to understand and anticipate ways the technology will impact workflows and the nature of marketing in the future. He learned from his dad that "the day you stop learning is the day your career becomes nothing more than a job." This wisdom has kept him intellectually curious and lends itself perfectly to the cutting-edge work being done at Adobe.
In this episode, Alan and Ryan discuss customer data platforms, what makes Adobe's CDP "real-time," new features to help businesses operate effectively in the cookieless world, and how generative AI will transform how companies use data. At Adobe, "real-time" isn't a buzzword; it's a key component they have been optimizing since day one. They have built a globally distributed network of servers to be able to handle data and use it in milliseconds. This network allows Adobe's Real-Time CDP users to collect data, manage it, process it, and immediately use it to understand customer intent and activate strategies. In addition to the immediacy of the tool, Adobe has launched a new open framework that allows them to work with data providers to compile consented, non-cookie-based data into their platform in a private, safe way. Once businesses effectively collect and manage their first-party data, many are unsure exactly what to do with it. This is where Adobe's new use-case playbooks come in handy. These tools are built into the CDP and give businesses guided workflows based on their specific business objectives. Ryan tells us one of the many uses for generative AI in marketing is helping marketers understand and recognize missed opportunities hidden in the mass of data. He highlights Adobe Sensei GenAI as one such tool.
In this episode, you'll learn:
- The three critical components that make Adobe’s CDP "real-time"
- The main things to consider when selecting a CDP
- Use cases for generative AI with customer data
Key Highlights:
- [01:25] What is Adobe Real-Time CDP?
- [02:55] What new things are available?
- [04:35] A 3D view of the customer
- [05:20] Real-world applications and activations
- [06:20] Use Case playbooks
- [07:10] It’s all generative.
- [08:00] What to think about when you are selecting your CDP
- [09:40] Key takeaways from the Adobe Summit
- [11:30] Advice from Dad
- [12:20] Looking beyond the immediate use cases for AI
- [12:55] Checkmate
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Resources Mentioned:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Bridget Esposito has been the Vice President and Global Creative Director at Prudential Financial for nine years. She is also a visual problem solver, a mother of two, a professor teaching design to nondesigners, and a former D1 softball player and coach. She still plays softball and credits the sport with her philosophy around leadership, team dynamics, and culture. The best piece of advice she has received is that "the game doesn't know" anything about you. All it knows is your level of effort on that given day. This advice has helped her fight the fear of hierarchies in business and approach her career with a "why not me?" attitude.
In this episode, Alan and Bridget discuss the launch of Adobe Firefly and how it's helping calm fears and answer questions about AI for marketers and creatives. She advises professionals not to be scared of AI replacing them but instead to use it as a tool and understand how it can support them. She also gives us insight into the marketing focus at Prudential and the benefits and challenges of being a 150-year-old company. Prudential is pushing for innovation with a customer-first mindset and a culture that empowers everyone to understand they have the responsibility and ability to solve problems and improve processes. Bridget finishes up with advice about the necessity of failure to achieve innovation and the importance of having a holistic business understanding to facilitate effective creativity.
In this episode, you'll learn:
- Why AI isn't a threat but rather a tool
- Why innovation is so prudent for Prudential
- Lessons learned from softball
Key Highlights
- [00:30] Introduction
- [01:20] Lifelong athlete
- [02:15] Takeaways from the summit
- [03:15] AI copyright conversation
- [04:10] Prudential’s marketing journey
- [05:50] Culture at Prudential and accountability at the top
- [06:45] Content Creation to Personalization
- [08:25] Tips for marketers trying to change business lines and improve partnerships
- [10:00] Her biggest lessons learned
- [11:00] The best piece of advice she’s ever gotten
- [12:25] Learn ALL aspects of marketing.
- [13:25] The love of teamwork
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Resources Mentioned:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Nate Burke is the Chief Marketing Officer at cybersecurity solution provider Axonius. Axonius is Nate’s fifth startup and his third in cybersecurity. He was Axonius' first US employee, starting before they had a product, which allowed him to develop relationships and lean into the "solve, don't sell" mindset that really sets Axonius apart. Nate wanted to join a company that was simply solving a big problem that was getting worse and where he loved the founders. He found his perfect fit at Axonius and is now working to deliver on their promise of "controlling complexity."
In this episode, Alan and Nate discuss Nate’s approach to marketing to one of the most skeptical audiences ever, cybersecurity professionals, and how Axonius is doing it differently. Axonius tackles one of the most fundamental problems in cybersecurity: understanding what businesses have. They aim to be the system of record for all the digital infrastructure in a company and refuse to use FUD (fear, uncertainty, and doubt) to market to their clients. Although that is the typical cybersecurity marketing play, Nate and Axonius understand that no one likes buying based on fear, so they choose to lean into the novelty of honesty and delivering on their promises to stand out and build trust with their skeptical audience. In addition, they focus on building relationships with collaborators like Olympian Simone Biles and cross-fit athlete Amy Bream to differentiate themselves in the market.
In this episode, you'll learn:
- How to build trust with a skeptical audience
- What makes a great salesperson?
- How Axonius is subverting the marketing norms in their industry
Key Highlights
- [01:40] RSA Tattoo Story
- [04:40] How Nate became CMO at Axonius
- [06:20] Why Nate left the marketing program in college
- [09:00] What does Axonius do?
- [11:40] Why the fundamentals are so complicated
- [13:00] How to approach marketing to the most skeptical audience
- [16:00] Where cybersecurity marketers fall short
- [16:55] The benefits of joining Axonius early
- [18:00] Solve, don't sell.
- [21:20] The opposite marketing approach Axonius is taking
- [23:50] How Simone Biles and Amy Bream embody "controlling complexity"
- [27:15] The importance of emotional appeal in B2B marketing
- [29:45] Trust based on integrity
- [31:15] It's amazing what you can accomplish when you ask for help.
- [34:05] What AI really means for marketing right now
- [37:20] Brands to watch
- [39:05] The opportunity to be unique and honest
Resources Mentioned:
- Nathan “Nate” Burke
- Axonius
- Controlling Complexity: Adaptation Campaign
- Axonius Content
- Simone Biles
- Amy Bream
- Friends of the Children (cause supported by campaign)
- Brands mentioned: Peloton
- RSA Conference
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Tom Nolan serves as CEO of Kendra Scott, where he balances day-to-day functions and strategy. He was the first person in his family to graduate high school and attend college on sports scholarships. He worked the summers and never did an internship, so getting a job after graduation was difficult. Despite this, his work ethic landed him a cold-call sales job at a publishing company. His competitive spirit and work ethic caused him to rise quickly through the ranks, which helped him become successful in his career, earn multiple board seats, and achieve his goals. In addition to serving on the Board of Directors, Tom oversees Kendra Scott's substantial omnichannel growth, global expansion, and evolving retail model. He has more than two decades of experience in brand building, management, and results-driven strategic planning from a diverse range of companies and is happy to be able to use his skills at a company that sees value in giving back.
In this episode, Alan and Tom discuss how determination led to his success, what he believes is the role of marketing, and the three pillars at Kendra Scott: family, fashion, and philanthropy. Tom tells us philanthropy is the pinnacle, and ESG has been a focus with Kendra Scott since the start. He gives specific examples of how Kendra Scott gives back to its community and employees, as well as a heartwarming event that convinced him he needed to be a part of this organization. Tom talks about the challenges of staying relevant in an attention-hungry marketing environment and warns that people can sniff out brands that are disingenuous. For Tom and Kendra Scott, what they do is not about a transaction; it's about a connection. Ultimately, knowing, respecting, and loving their customers has propelled Kendra Scott to become a billion-dollar jewelry business.
In this episode, you'll learn:
- How he became the first in his family to graduate high school and go to college
- What Tom sees as the role of marketing
- Why philanthropy is good for your soul and your business
Key Highlights
- [02:00] Being a first-generation high school graduate
- [03:15] From college ball to Kendra Scott
- [06:30] "I wasn't going to be the smartest person in most rooms, but I know that I would outwork anybody."
- [11:20] Board seats and side gigs
- [13:20] CEO's advice to CMOs
- [15:40] Eyes on the scoreboard
- [17:20] The importance of philanthropy: "Giving back is the truest form of success"
- [23:30] Philanthropy drives loyalty.
- [25:00] Great marketing and hyperlocal campaigns
- [27:10] Staying relevant in a noisy marketing environment
- [28:45] What's next for Kendra Scott?
- [30:20] The impact of losing his sister and having his children
- [32:40] Don’t waste time on things that aren’t important.
- [33:20] Don’t lose your customers in the data.
- [34:55] Brands to watch
- [38:00] Knowing your customer isn’t enough. You have to love them.
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Jason Andree is the CMO of one of the fastest-growing companies in the country, Nufabrx. He grew up on a farm, and showing cattle translates surprisingly well to being a CMO. Jason joined Nufabrx from GlaxoSmithKline, where he led their global digital marketing department, executing marketing strategies across global categories. He is now a senior-level marketing executive with over fifteen years of success within the healthcare industry and is forging a new path in Healthware with Nufabrx.
Nufabrx puts medicine in clothing by making it water-soluble, infusing it into yarn, and coating it onto textiles. The company started in Seattle but soon relocated to Alan's home state, North Carolina, to be closer to experts in the textile industry. Due to its proximity to suppliers and researchers, Nufabrx is able to source all of its product materials within 90 miles of its manufacturing plant.
In this episode, Alan and Jason discuss why biohacking is becoming mainstream and the challenges of operating in the "white space" to create a new product in a giant industry. Jason and his team are crafting creative to make people rethink solutions to pain and targeting the demographic that is most familiar with pain: older consumers. Many marketers want to focus on the flashy fun of younger consumers, but older consumers are often overlooked, and Nufabrx is taking the opportunity to fill the gap. As a smaller brand, Nufabrx has to be innovative with its marketing dollars, so they keep a keen eye on performance and know they have to be flexible, take risks, and stay close to consumers. In addition to B2C, Nufabrx operates in the B2B space as well. Jason believes innovation can only come from consumer behavior. By licensing its technology and working with established brands rather than against them, Nufabrx is leading the charge in the construction of a new category.
In this episode, you'll learn:
- Why we are seeing a rise in mainstream biohacking
- How to build and think about a new product, brand, and category
- What is "co-opetition"?
Key Highlights:
- [01:30] Cowboy Kid
- [04:00] Jason’s path to Nufabrx
- [05:50] Nufabrx Overview
- [09:10] Why is biohacking big right now?
- [12:30] Building a new brand, new product, and new category leader
- [15:20] Crafting creative to make people (re)think
- [19:40] Making less money work more
- [22:00] "Co-opetition" in B2B
- [25:10] How to handle your ambition
- [26:45] Plan your steps, but not too much.
- [28:10] Less about marketing performance. More about telling better stories
- [29:50] Biomes to watch
- [32:10] The Times They Are A-Changin', fast!
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Ben Mand is the CEO of Harmless Harvest, a pragmatic innovator, and a believer that business can be a force for good. Ben has successfully led Harmless Harvest to more than double its business in four years by transforming it from a brand solely focused on coconut water to a leader in premium functional beverages and plant-based dairy. Under his leadership, Harmless Harvest has streamlined its supply chain, invested over $1 million in Fair for Life and community support initiatives, and transitioned to regenerative organic agricultural practices to bring the company closer to its goal of 100% zero-waste. Ben sees the role of marketing as driving loyalty and advocacy in ways that benefit the business and delight the customer. He sums up his marketing philosophy as being "responsibly irreverent" and notes, "if you're comfortable with an idea today, it's going to be boring tomorrow."
In this episode, Alan and Ben discuss the innovative and adventurous approach he has brought to expanding the product lines at Harmless Harvest and how he is leaning into the Constructive Capitalism model the founders built the company on. Ben tells us that he believes we are past the point of disruption-based marketing and instead focuses on placing the brand in places and, at times, when it makes the most sense that people would be looking for it. Overall, Ben's pragmatic approach to innovation, the lifelong skill of maximizing a budget, and commitment to the company's mission-led objectives have transformed Harmless Harvest from an unprofitable business into a durable and scalable company that is making a real difference in the world.
In this episode, you'll learn:
- What Constructive Capitalism is and how it looks in practice
- What they do with the rest of the coconut
- What it means to be responsibly irreverent
Key Highlights
- [01:50] Phoneless in London
- [04:00] Ben’s path from General Mills to Harmless Harvest
- [06:40] Harmless Harvest overview: "Constructive Capitalism"
- [08:20] Ben’s reason for joining Harmless Harvest
- [11:30] What do you do with the rest of the coconut?
- [13:40] What are the key insights Ben used to turn the business around?
- [14:40] New Product Innovation Buildout
- [16:30] Having a great product can help you overcome
- [19:00] Strong velocity allows for expanded distribution
- [21:50] Harness Harvest innovations and proprietary methods
- [23:40] The state of business today
- [26:00] What it means to be Responsibly Irreverent
- [29:15] Being there when and where your product is most desired
- [30:45] Maximizing marketing on a tight budget
- [33:20] Lessons learned from growing up poor
- [36:05] Confidence is key
- [39:00] Leveraging technology as a lifestyle brand
- [40:05] Brands to watch
- [42:30] Marketing is a muscle that is strengthened on the front lines
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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David Sandström is the Chief Marketing Officer at Klarna and a member of its executive management team. Since joining Klarna in 2017, he has overseen the transformation of the brand from a traditional financial institution to a vibrant retail media network with a hot pink edge. As CMO, David is responsible for driving consumer growth as well as leading design, marketing, branding, communications, and sustainability efforts. David's diverse background includes experience in agency and client roles and working in various industries around the world, which has shaped him into the marketer he is today. David warns against full outsourcing and instead advises using agencies as an extension of the company to maintain control over the marketing efforts. This approach is one of the main reasons he looks for people with diverse backgrounds when hiring.
In this episode, Alan and David discuss what makes Klarna unique in the fintech space, how he approaches marketing, and what he is trying to do with the Klarna brand. Klarna is primarily known as a buy now, pay later platform, but it is so much more than that. The core of Klarna is a payment company with the aim to become a shopping utility platform where customers can search for products, find deals, and get inspired. Klarna benefits both retailers and purchasers by making sure incentives align and staying on top of ever-changing consumer behaviors. They are in about 45 markets worldwide and have over 150 million consumers and 400,000 retail partners. David views marketing as an avenue to increase the likelihood of people trying Klarna and then letting the superior product and user experience speak for themselves. He does this by investing in the Klarna brand to counteract negative perceptions of finance and leveraging culturally relevant partnerships to showcase the product. David has launched several pioneering marketing campaigns and has brought in high-profile celebrities like Lady Gaga and Snoop Dogg to help build a stage from which they showcase Klarna. He and his team are working to build a brand that really stands for something in fintech and will push the industry forward.
In this episode, you'll learn:
- David's approach and philosophy around marketing
- The three levers to engage that get people to try your product
- A new way to think about in-house vs. outsourcing
Key Highlights
- [01:55] The hippie/engineer blend
- [03:15] David’s early obsession with consumer behavior
- [05:00] The path through DDB Sweden to Klarna
- [07:10] The current state of Klarna
- [11:55] How "Buy Now, Pay Later" is fueling shopping and the evolution of e-commerce
- [14:30] BNPL vs. Credit Cards
- [18:10] The benefits of Klarna partnerships and integrations for retailers
- [21:10] Becoming a retail media network
- [22:30] How Klarna is benefiting from the Big Tech Wars
- [24:45] David’s main focus when guiding his marketing team
- [29:25] The concept of building a brand that stands for something in fintech
- [31:10] Leveraging partnerships to build yourself a stage
- [34:50] Extending instead of outsourcing
- [39:40] Diversity in experience makes a good marketer
- [41:00] Start the side hustle
- [41:45] Empathy as the counterweight to AI
- [43:00] Brands to watch
- [44:50] Creativity will never go out of style
Thank you to our sponsor:
PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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In this episode, Alan and Drew discuss Fiat Growth, Fiat Ventures, and why it makes sense for them to go together. They also talk about the challenges of raising venture capital and the success companies can find by organically leveraging affiliate partnerships to add value for the user while driving revenue to the business. Drew explains total addressable markets, how he thinks about shifting an existing committed user base into a marketplace, and the reasons he sees fintech as the industry that will have the largest impact on generational wealth. Drew emphasizes the importance of taking risks, valuing different experiences, and learning that solutions and problems are not one-to-one. Finally, he notes that podcasts are becoming a force in marketing and that AI is not a competitor but a source of power.
Drew Glover is a founding partner of Fiat Growth and a general partner at Fiat Ventures. He has experience leading go-to-market strategies, marketplace development, user acquisition, and growth teams. Drew further developed his skills at Steady, Namely, Fjord, and Portal A, and has helped companies like Root, JP Morgan Chase, Adidas, and Nike bring award-winning services and partnerships to market. Drew has a very diverse work history, and when he was younger, he was concerned that jumping from industry to industry would be a downfall, but it gave him a wide range of skills and knowledge he would need to find and succeed with Fiat. Those broad interests are still with him, and he tells us his biggest competition is a lack of focus.
In this episode, you'll learn:
- How Fiat Growth leverages unique insights and exclusive access to make winning investments with Fiat Ventures
- The trends Drew sees in fintech and his predictions for the industry
- How data can simplify The Client's Happy Path
Key Highlights
- [01:30] Fresh perspectives from fatherhood
- [03:15] Drew's path to founding Fiat
- [06:00] Leaving the day job and leaning in: What Fiat does and why
- [08:00] Fiat only works with winners. Let’s invest in them too.
- [10:00] Raising money is never as easy as you expect
- [12:45] Leveraging partnerships and marketplaces
- [14:45] Generating additional revenue streams from affiliate partnerships.
- [18:00] What fintech can do for people who need it most
- [19:40] How money and finance will be different for GenZ
- [22:10] Data’s impact on simplifying The Client's Happy Path
- [24:00] "Change is inspired by incentives."
- [25:30] Predictions and trends Drew sees coming in fintech
- [28:20] Looking at the world as a growth marketer and as an investor
- [29:30] When should I focus on marketing, and how should I think about it
- [33:30] It takes a village
- [35:30] How his father's passing changed Drew's life
- [36:50] Value different experiences and take the risk
- [38:30] Solutions and problems are not one to one
- [40:20] Podcasts are becoming a force in marketing
- [42:10] AI is not competition, it’s a source of power
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In this episode, Alan and Amanda discuss Amanda's path to WeightWatchers, how she's working to revitalize a well-known heritage brand by tapping into the roots of the founder, Jean Nidetch, and what she is doing to bring new marketing ideas to life. Amanda tells us her three big focuses at WeightWatchers are rethinking the organizational structure and culture, making data-driven decisions to increase performance, and honing in on their new brand strategy. Amanda also talks about the depth of understanding WeightWatchers has of their target demographic, and Alan learns that he is a Life Craver.
Amanda Tolleson is the Chief Marketing Officer of WeightWatchers, where she is responsible for leading the company’s global marketing strategy across performance marketing, branding, and creative. Amanda has over 20 years of experience building customer-centric, purpose-driven brands focused on creating unique value for the consumer. She used to say she never wanted to be a CMO because she loved being able to focus exclusively on brand and market strategy, but as she tells us, she thrives most when she is 10 steps outside of her comfort zone, so she threw her name in the ring for CMO at Birtchbox, landed the job, found out she loved the position, and then went on to be CMO of Maisonette before she ended up at WeightWatchers. Now, she is using her experience and love of risks and big changes to shepherd a 60-year-old brand through a startup-paced transformation.
In this episode, you'll learn:
- Why your target audience has to be realistic
- How Amanda is taking risks to refresh a 60-year-old brand
- What WeightWatchers is planning for the future
Key Highlights
- [01:40] Remembering a runaway racehorse ride
- [04:45] Climbing the career ladder jungle gym
- [11:30] Amanda’s three main focuses at WeightWatchers
- [15:20] Who are the Weight Watchers?
- [16:30] Jean Nidetch created a movement that became a company
- [17:30] Who is the Life Craver?
- [21:00] Your target demo needs to be a real type of person we all know
- [22:45] Connecting through counterintuitive messaging, partnerships, and content creators
- AG [29:10] The costs and benefits of being a well-known brand
- [31:00] The benefits of staying in your lane and focusing on a narrow target audience
- [33:20] What’s next for WeightWatchers?
- [37:00] The Duck ComposureTM Amanda gained from an early cancer diagnosis
- [39:00] Stick with the journaling
- [40:00] the challenge of fostering creativity within the flat hierarchy of ideas in the digital world
- [41:15] Brands to watch
- [42:30] Marketing leaders should work to establish the value of independent board members
Thank you to our sponsor:
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In this episode, Jon and I discuss System1, how they drive insights for marketers on the brand side, and what works in advertising today. Jon tells us about the differences he experienced from the client side to the agency side and gives an honest look into what it means to be a CMO day to day. He explains why the skills that make a great marketer aren't necessarily the same as those that make a great CMO and how balancing the long-term view of the brand with the daily execution of tasks can make the CMO job very lonely. CMOs, removed from the "doing," must focus on creating the conditions for success and representing the customer in the room where decisions are made. Jon tells us that successful CMOs quickly recognize talent on their team, harness creativity to drive business outcomes and understand that advertising is both an art and a science.
Jon Evans is the Chief Customer Officer at System1 Group and host of the 'Uncensored CMO' podcast. For years before that, he was a client-side agency CMO. One of Jon's most formative roles was with Lucozade, where he learned the power of asking the right questions and why managing perception, not reality, is important in advertising. During his agency days, Jon was shocked to find out how little most agencies understood their clients, and he was perplexed by the hesitancy he saw agencies have towards talking to their clients or asking them important questions. Jon first encountered System1 as a client and, over time, became a member of the team, where he has been able to transition from a generalist to a specialist in consumer behavior.
System1 was originally a research company based on behavioral science that explored why we buy what we buy, with the idea that emotion predicts most of our behavior. Today, they design simple yet clever questions about their clients' ads, innovations, or branding to ask people how they feel about it and what associations come to mind. They have turned their process into a platform so customers can upload content, send it to their target demographic, measure the response, and compare the results against other content to predict performance. They are using neuroscience to measure attention and emotion to understand why some ads work and others don't. Their clients use this data to allocate spending and sell their ideas to the rest of the c-suite. Jon tells us marketers are often overexposed to their products, so typically, the simplest ideas win out.
In this episode, you'll learn:
- Why taking the time to understand your clients will be beneficial for everyone involved
- The two questions that will help you win the pitch
- What really works in advertising today and why
Key Highlights
- [01:30] The bitter impact of the sugar tax
- [07:20] Jon's path with System1 from contractor to CMO
- [10:50] The shift from the client side to the agency side
- [13:50] Two questions to help you win the pitch
- [15:50] What does a CMO do?
- [18:00] Agency Pitch (forks)
- [19:30] Why is it called System1?
- [25:15] What works in advertising today?
- [33:15] The unique role of the CMO within the C-suite
- [39:00] "If you're not being fired, you're not trying hard enough."
- [41:00] The power of confidence, compounding, and consistency
- [43:40] What skill will keep us employed in the future?
- [46:30] They may buy, but would they invest?
- [49:10] The amazing Amazon model
- [52:00] The threat and opportunity of AI for marketers
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In this episode, Alan and Andrew discuss Turo’s mission, how marketing helps them achieve it, and how he views the CMO role today. Andrew outlines the challenges Turo faced early on, how they got around them, and how a shift to focusing on improving the host experience has been one of their most effective marketing assets. They go into the details of Turo’s most recent "Open Doors" brand campaign and how they are riding the web3 craze by subverting it and encouraging new experiences in reality. As a CMO, Andrew feels like his role is more than just advertising and performance marketing. It's about solving a problem for the customers. His approach is rooted in holistic thinking and understanding how you are providing value to the world.
Andrew Mok never thought he would be in marketing because he was more left-brained, but in 2012, when analytics became a large part of marketing, he found his path. When Andrew joined Turo in 2012, there were 54,000 users being served in just two cities. In 2017, at age 29, Andrew was promoted to CMO and has advanced the company to over 10,000 cities serving 7 million users. Today, Turo is the largest global peer-to-peer car-sharing marketplace, and their revenue has grown over 250X since he joined. As an Asian American, Andrew always felt different growing up but sees now that differences are to be celebrated. That is the approach he takes to marketing by showcasing Turo's unique value propositions and living out their brand values of being expressive and grounded. It’s all about celebrating uniqueness and seeing the person first.
In this episode, you'll learn:
- The unique challenges Turo faced early on and how they overcame them.
- How embracing uniqueness is a personal value for Andrew and how that shows up in his approach to marketing.
- Why a holistic view of marketing yields better results than a siloed one.
Key Highlights
- [01:30] How Turo is making a weird thing normal
- [04:55] What is Turo?
- [07:20] From computer science to CMO
- [09:50] The role of CMO from a younger leader's perspective
- [10:50] Make sure you don’t have a leaky bucket
- [14:15] The Open Doors brand campaign
- [17:40] The role of Unreal Engine in Turo's new campaign
- [19:00] Turo’s global expansion and aspirations
- [21:50] Challenges and benefits of international ride sharing
- [22:40] Developing a passion for leadership in the AAPI community
- [26:45] How growing up Asian American shaped his approach to marketing
- [28:30] Enjoy the current moment and reflect on past successes
- [29:45] Simplification makes you a better storyteller
- [30:50] The importance of accessible reproductive care
- [34:40] Get out of the corporate echo chamber
Resources Mentioned:
- Andrew Mok
- Turo
- About Turo
- Turo is expanding in NYC and France
- Open the Door to Extraordinary Campaign
- Unreal Engine (the tech behind the campaign)
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355: Brand at its Best and Focusing on Fundamentals with Heather Stern, CMO at Lippincott
In this episode, Alan and Heather discuss Brand, the role of the CMO, and why focusing on the fundamentals will never go out of style. As an 80-year-old company, Lippincott has a unique perspective on how to balance the cutting edge with longevity. They have seen trends come and go and even shaped some of them along the way. Heather talks in depth about the role Brand has played historically, the huge impact it can have when viewed holistically, and why a siloed CMO is not as effective as it can be if they are given a seat at the table. She also discusses the fundamental shifts happening in the industry as things move from an institutional era of branding to a human era of branding but also stresses that the underlying fundamentals of deeply understanding your consumer and your brand are just as important now as ever before.
Heather Stern is the CMO at Lippincott and host of the podcast Icons in the Making. She wears many hats at Lippincott by managing all aspects of marketing, PR, and digital for their brand, as well as business development and sales. She oversees the entire funnel, from best-in-class brand activations to industry partnerships in collaboration with companies such as eBay, Google, IBM, Samsung, and Southwest Airlines. She has been at Lippincott for 10 years and serves as a trusted advisor to top clients across industries.
In this episode, you'll learn:
- The ways Heather’s specific CMO role at Lippincott has evolved over the past 10 years.
- How Lippincott stays relevant despite turning 80 this year.
- What has changed in the industry and what has stayed the same.
Key Highlights
- [01:40] It all started with Janet Jackson
- [03:10] Heather's career path
- [06:30] Why Heather’s CMO role is unique and a little meta
- [08:20] How Heather's role has evolved over the past 10 years
- [11:55] What has changed and what has stayed the same for CMOs overall?
- [16:00] The importance of being partnership oriented
- [18:10] How Lippencot is defining brand today
- [21:20] How Lippincott is trying to take the “squishiness” out of branding
- [21:55] How has building and managing a brand changed and stayed the same?
- [25:00] It’s all about agility and experimentation
- [27:10] How gymnastics and a special Barbie inspired Heather's career ambition and work ethic
- [30:40] Find the joy in making mistakes and embrace the gray zone
- [31:40] Experimenting with AI and how brands are focusing on sustainability
- [34:40] Brands to watch
- [38:20] Icons in the Making Podcast
- [39:15] The risk of missing the forest for the trees
Resources Mentioned:
- Heather Stern
- Lippincott
- Icons in the Making (podcast from Lippincott)
- Brands mentioned: Depop, HousePlant (Seth Rogen founder), and Roblox
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In this episode, Alan and David discuss the mission of Restore Hyper Wellness, the relationship between demand generation and brand marketing, and the dangers of marketers confusing being purpose-driven with being cause-driven. David talks about the siloing and diminishing of the CMO role and how concepts like "Team One" and taking a critical look at new growth titles could help remedy this.
David Fossas calls himself "The Accidental Marketer," but is actually an accomplished marketer who has worked with over 35 brands, including General Motors, Verizon, HP, Visa, and Philips Health. He is currently serving as the Chief Marketing Officer for Restore Hyper Wellness, where he oversees consumer experience, marketing communications, and revenue operations to drive business growth and brand value. David emphasizes taking an adaptive approach to being a CMO and the importance of acting as a thought partner to the CEO and CFO. He also touches on topics such as the untapped potential of marketing, the true purpose of purpose-driven companies, and the impact of ongoing digital transformation.
In this episode, you'll learn:
- Why David sees demand generation and brand marketing as dependent on each other
- What is leading to the CMO’s influence over "the 4 Ps of Marketing" diminishing and ideas to reverse course
- The reasons why not every brand's mission and purpose need to align with a social cause
Key Highlights
- [01:45] Meeting Jean Claude Van Damme
- [03:30] From Hollywood aspiration to CMO
- [06:30] What is Restore Hyper Wellness
- [09:30] The potential of marketing and the role of CMO
- [13:25] Importance of partnerships with other players in the C-suit
- [15:15] New growth titles and the specialization of the CMO role
- [19:00] The relationship between demand generation and brand marketing
- [22:15] The challenge of identifying upper funnel activity that drives conversion
- [23:30] Purpose and how it relates to marketing
- [27:35] Finding financial freedom and leveraging an entrepreneurial spirit
- [29:25] Focus on understanding business early on in your career
- [31:00] The importance of developing a holistic view of marketing
- [32:40] Brands to watch
- [34:50] Losing your influence is losing your impact
Resources Mentioned:
- David Fossas
- Restore Hyper Wellness
- Jean Claude Van Damme
- Tim Ferriss (podcast host)
- Marketing Today episode with Norm Yustin
- Jim Stengel (former P&G executive) and The CMO Podcast
- Brands Mentioned: Merlin, Ten Thousand
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In this episode, Alan and John discuss what Narrative Economics is, how it works, and why marketers may need to reevaluate their use of Brand Management theory. John tells us how Boathouse uses data and AI to empower brands to understand their true narrative and evaluate how it aligns with their desired narrative. Boathouse employs strategies like “newsjacking” and “socialjacking” to manage and leverage their client's stories in a way that drives engagement and aligns with their goals and values.
John Connors has spent his entire career in the advertising industry and founded Boathouse in 2001 after serving as CEO of Zentropy Partners and being part of the McCann World Group Management team. At Boathouse, John and his team use Narrative Economics to help brands manage and leverage stories by overseeing both the strategy and execution.
In this episode, you'll learn:
- How narrative economics works in practice
- What tesla and the catholic church narratives have in common
- How narrative economics can help CMOs reestablish power
Key Highlights
- [01:30] On the farm and off the grid
- [02:50] The path to Boathouse
- [04:00] Boathouse overview and national scaling plans
- [08:15] What is Narrative Economics
- [11:20] Remembering a conversation with Phil Kotler
- [14:00] How Boathouse tested its tools before talking to clients
- [16:20] Using AI to monitor what is catching on and what isn’t
- [18:25] Artificial Intelligence + Human Intelligence
- [20:30] The lifecycle of a narrative
- [22:30] Why Narrative Economics should matter to the CMO
- [25:20] Use cases
- [27:00] A hard lesson that taught John what matters in life
- [28:20] Don’t chase other stars. Lean into your own strengths
- [29:20] Think about why and how marketers embrace brand management
- [30:00] Brands to watch
- [31:30] Rethinking how marketers approach the c-suite
Resources Mentioned:
- John Connors
- Boathouse
- Narrative Economics (book)
- Robert Schiller, Nobel-winning economist
- Phil Kotler on Marketing Today
- Signal AI
- Netbase Quid
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In this episode, Alan and Kristen discuss how she became the Chief Marketing Officer of Homedics, the state of the industry, and the way Homedics markets to the modern consumer through both DTC and traditional Distribution channels. Kristen also outlines the recent brand refresh and the resulting captain that resulted in a rapid 80% D2C sales jump. Kristen credits this success equally to the creative, the media mix, and the improved website. Homedics plans to double its video assessment efforts and is exploring opportunities for influencer partnerships in 2023.
Kristen D’Arcy is an agent of change and has intentionally guided her career path to gain the skills she knew she would need to be a CMO. She is driving growth at Homedics by emphasizing the importance of consistency across assets, the perfect mix of brand and performance investments, and the need to maintain that balance even during tough times. Kristen is a huge believer that the right marketing drives growth and Homedics has incredible product lines and a unique family culture that empowers her to make amazing things happen.
In this episode, you'll learn:
- The details of Homedics' brand refresh and the campaign that lead to an 80% sales jump
- Why marketers need nerves of steel in hard times to ensure long-term brand success
- Homedics' plans for the future
Key Highlights
- [01:30] Learning resilience from Geoffrey the Giraffe
- [04:55] From CRM to CMO
- [14:00] Homedics: the scope of the business
- [16:55] Breaking down the campaign led to an immediate 80% D2C sales jump
- [23:15] What is the brand plan for 2023?
- [24:50] Balancing DTC and distribution partners
- [29:40] How Homedics is helping Bring Change to Mind
- [33:00] The hard conversation that taught Kristen an important lesson
- [38:10] Where AI fits into marketing conversations
- [40:00] Brands to watch
- [44:00] The unique threat the economy is posing for marketers
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In this episode, Alan and Nick discuss Nick’s thoughts on the future of Brand Experience, how he is approaching e-commerce and digital marketing challenges at a fast-moving consumer goods company, and the importance of physical experiences to the overall brand experience. Nick notes that brands are expected to take a stand on larger social issues and tells how Vanish is purposefully rebuilding a brand experience that encourages conversations and fosters a community around shared values and views.
Nick Horan is the Global Brand Experience Lead for Vanish at Reckitt. He is passionate about using design as a tool to drive intentional brand experiences and understanding the consumption habits of consumers to identify the touch point that will have the most impact. Nicks's role is to craft the full brand experience framework from first exposure to becoming an advocate and repurchaser and translate this vision into a cohesive experience across various touchpoints in over 70 countries.
In this episode, you'll learn:
- What is Brand Experience
- How Nick approaches physical design for brand experience
- Why marketers cannot personalize an experience without truly knowing the individual
Key Highlights
- [01:30] Nuclear Submarines and Product design
- [03:05] Nick's path to Reckitt
- [05:20] How product design plays into Nick's role as Global Brand Experience Lead
- [05:50] What does it mean to be Global Brand Experience Lead for Vanish at Reckitt
- [07:40] How Nick thinks about the function of brand experience overall
- [09:55] How does brand experience translate to Fast-Moving Consumer Goods
- [11:35] What Vanish is doing to decrease waste in the fashion industry
- [12:50] How Nick is helping FMCG catch up with the deconstruction and reconfiguration of the historical business models
- [14:00] How is Nick approaching e-commerce and digital marketing with an FMCG brand
- [18:50] Examples of how physical experiences play into the overall brand experience
- [20:05] Bridging the gap between physical and digital experiences
- [20:55] QR codes and how to utilize them effectively
- [22:45] The future of brand experience
- [24:30] Why personalization doesn't always equate to the richness in engagement
- [25:50] Why Nick is so observant of how people interact with the world
- [28:15] What advice would Nick give his younger self
- [29:15] Marketers need to lean into creativity for the omnichannel world
- [30:15] Brands to watch
- [31:20] Opportunities and threats facing marketers today
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In this episode, Alan and Terry discuss Terry’s unusual path to marketing, what he learned on his journey through food and restaurants, and the unique challenges and benefits of marketing within a direct sales model, like Pampered Chef. They talk about the history and mission of Pampered Chef, the importance of marketing agility, and the impact Covid had on the company.
Terry is CMO and Head of Product at Pampered Chef where he leads a team of 50 across brand, digital, growth, creative, product, and industrial design. Terry has a background in consumer-packaged-good and restaurant marketing but tells us direct sales requires different muscles. Terry approaches marketing with an appreciation of the differences in all business models and a recognition of the foundations that remain the same. By relentlessly focusing on the consumer and delivering a product that solves their problems, Terry creates trust relationships with the Pampered Chef Contractors who ultimately model the brand.
In this episode, you'll learn:
- Challenges Terry went through early in his career and what he learned from them
- The similarities and differences of marketing within different business models
- How Pampered Chef is maintaining consistency while not diluting the authenticity
Key Highlights
- [02:00] The role of athletics and cooking in Terry’s life
- [04:20] How a Poli Sci major became a CMO
- [12:00] How embracing challenging roles shaped Terry
- [13:30 The similarities and differences of marketing within various business models
- [17:45] The benefits of coming in with fresh eyes and being willing to learn
- [18:50] Pampered Chef business overview
- [21:30] The competitive advantage of having brand consultants
- [23:20] How Terry is maximizing Pampered Chef’s unique sales model
- [27:00] How Pampered Chef’s sales force navigated the shift to digital through Covid
- [32:15] Which Covid changes will phase out and which are here to stay?
- [35:50] What Terry learned from a misstep early in his career
- [42:25] Balancing patience and tenacity
- [46:00] Why marketers need to build up broader business acumen
- [50:00] Brands to watch
- [52:30] Measurement marketing and proving value without losing the art
Resources Mentioned:
- Terry Haley
- Pampered Chef
- Companies and brands he has worked on: AC Nielsen, Henry Weinhard’s, Fosters, Miller Genuine Draft, SAB Miller, P.F. Chang’s, Pei Wei, World of Beer Franchising, Hopdoddy Burger Bar, Pampered Chef
- Berkshire Hathaway Company, the holding company of Pampered Chef
- Doris Christopher, founder of Pampered Chef
- Tim McDougall, an early mentor
- Brands mentioned: Yeti, Athletic Brewing
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In this episode, Alan and Michelle discuss Mailchimp's acquisition by Intuit, how it aligns with its mission, and how it impacts its customers. Mailchimp is passionate about empowering its customers and they are working to develop relationships with them both online and offline to provide added compounding value. Knowing they market to marketers, Michelle and her team lead by example and show what great marketing looks like at the intersection of culture and conversion.
Michelle Taite has a unique perspective on marketing due to her background in government intelligence forces, shoe design, consumer-packaged goods, ice cream, and enterprise software services. Most recently, she became CMO of Mailchimp after their acquisition by Intuit, where she is working to evolve the brand, create a more connected customer journey, and bridge performance with creativity.
In this episode, you'll learn:
- How Michelle's background in intelligence and design helped her transition to a successful career in marketing
- What Mailchimp is doing to empower its clients
- The role Wink plays in Mailchimp's strategy and the benefits of a “design first” culture
Key Highlights
- [01:00] How a background in design and intelligence shaped who Michelle is today
- [03:25] Michelle’s path from Israel to Intuit
- [08:00] Why Design is pervasive in the MailChimp culture
- [08:40] Intuits acquisition of Mailchimp
- [10:45] How the acquisition shifted the marketing strategy
- [13:15] Why Mailchimp considers itself a lifestyle brand more than a SaaS brand
- [15:45] Why Mailchimp is showing up in unexpected but natural ways
- [17:10] Alan's personal MailChimp antidote
- [19:00] Mailchimp's international initiatives
- [20:10] The future of the brand
- [22:50] The responsibility, challenges, and opportunities of marketing to markers
- [25:30] Wink: Mailchimp’s internal marketing agency
- [29:00] How icecream impacted her career
- [34:50] Get out more!
- [35:20] How psychology impacts Michelle’s view of marketing
- [36:30] Brands to watch
- [39:40] Why marketers need to lean into new technology early
Resources Mentioned:
- Michelle Taite
- Intuit Mailchimp
- Thoughtless Acts?: Observations on Intuitive Design (book)
- Career: Israeli Defense, New Balance, Unilever, Intuit Quickbooks, Mailchimp
- Intuit's acquisition of Mailchimp
- Wink (internal agency)
- Fashion Week Marketing
- Guess Less, Sell More Campaign
- Super Bowl and Mailchimp past year
- Unilever Magnum Campaign – Karl Lagerfeld and Tribeca
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In this episode, Alan and Andrea discuss how she came to be the CMO of Ally, her approach to creating the brand, and how Ally is leaning into their role as a disrupter in the category to address pain points in the financial industry. Andrea also outlines how Ally is impacting women's sports, why that investment is so important for the future, and why it’s so important to her specifically. They talk about having courage as a marketer, the importance of being willing to do the right thing, and why companies need to understand the weight of their marketing dollars.
Andrea Brimmer is widely recognized as one of the country’s most innovative and effective marketing leaders. According to her, the secrets are collaboration, passion, and openness. At Ally, Andrea has a professional platform that intersects with her personal passion and she is using that unique privilege to make a real difference in the world.
In this episode, you'll learn:
- How Ally is showing up in authentic ways and changing the way people feel about their finances
- The responsibility of banks in financial and social inclusion
- Why Andrea considers Ally one of the most tremendous success stories in American Business History
Key Highlights
- [01:30] Being on Michigan State’s first D1 women’s soccer team
- [02:30] Where Andrea got her start in her career and how she landed at Ally
- [05:15] The narrative of short CMO tenures and the secrets to her success
- [08:00] Modulating between being a wavemaker and a wave rider
- [10:00] Allys transition to becoming a changemaker
- [12:30] How Ally is making an impact on women's sports
- [18:00] The Diversity and Inclusion strides Ally is making
- [21:50] How Andrea found bravery as a leader
- [23:50] The impact of losing her brother
- [25:50] Learning to enjoy the ride
- [27:00] How brands show up in culture and what that means
- [29:15] Brands to watch
- [31:00] The changing role of the CMO and how that impacts the industry
- [32:00] The next wave and how to market marketing
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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In this episode, Alan and Michelle discuss their mentors and role models, Michelle's priorities as CMO, and why hearing directly from customers helps her ensure Skillsoft is preparing today's workforce for tomorrow's economy.
Michelle Boockoff-Bajdek is a big proponent of continual learning and believes development and growth should be accessible to all. She is passionate about making learning fun and gets to do just that as CMO at Skillsoft. As CMO she is responsible for leading the global marketing strategy and increasing demand for Skillsoft’s solutions by understanding people don't want to be marketed to, they want to be communicated with.
In this episode, you'll learn:
- What jobs will be most in demand in the future and the current skills gap
- The importance of marketers also understand the financials of the business
- Why Michelle puts such an emphasis on investing in leadership training
Key Highlights
- [01:25] Michelle’s Professional and Personal Role Models
- [06:30] Michelle's journey to becoming CMO of Skillsoft
- [10:15] What is Skillsoft and who do they serve?
- [13:45] Most in-demand roles and the skill gap
- [14:15] Skillsofts tops 3 business priorities
- [16:40] Skillsofts top 4 marketing priorities
- [20:40] The importance of cross-functional training and curiosity
- [23:00] The importance of training first-time managers
- [25:40] Sustainability initiatives at Skillsoft
- [29:15] How 9/11 impacted Michelle's leadership style
- [35:05] Learn to give yourself grace
- [37:10] Markets have to be business people first
- [38:25] Brands and causes that are impressing Michelle right now
- [40:30] The threat of not investing in training for the future
- [41:25] The importance of values alignments and authentic communication
Resources Mentioned:
- Michelle Boockoff-Bajdek
- Skillsoft
- Prior career stops: IBM Watson, Weather Company
- Order of the British Empire
- Betsy Veneziano, a mother who was a programmer for NASA and had a career in tech
- Skillsoft IT Skills & Salary Report
- Brands mentioned: Chewy, Microsoft on ESG, and TikTok
- Cause mentioned: Liberty House
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Geoff Tanner is a passionate believer in the power of breakthrough creative. That philosophy and his passion for music lead to some of the most iconic campaigns of the past 10 years. Geoff oversees the consumer and customer experience across the commercial funnel. He has a unique perspective on the blending of sales and marketing that helped JM Smucker transform from having a “sleepy” brand portfolio to being named on Fast Company‘s list of the World’s Most Innovative Companies.
In this episode, Alan and Geoff discuss the key elements JM Smucker targeted to transform the brand portfolio, marketing strategy, and operating model. Geoff tells us what “The Power of One” is, the importance of household penetration and reach, and how improved metrics will impact the future of marketing and creative
In this episode, you'll learn:
- How diverse the JM Smucker portfolio is and the impact of multiple acquisition
- How to maintain relevance for a brand that is over 100 years old
- Issues with ROI and impact measurements, and what the future may look like
Key Highlights
- [01:30] How Geoff is giving back to his community through music
- [05:22] The path from rugby in New Zealand to the C Suit at JM Smucker
- [08:15] How the public should think about JM Smucker’s portfolio
- [09:25] JM Smucker’s transformation and new marketing model
- [13:15] The key elements Geoff and his team had to change to reach their goals
- [13:50] What is the “Power of One” and how did it impact their agency search
- [15:00] Identifying what was most critical to driving the business
- [16:10] Modernizing Meow Mix
- [17:45] Ludacris and Jif Peanut Butter
- [18:50] Facelift for Folgers
- [20:20] The Byron Sharp and Mark Ritson Influence
- [22:45] Transforming the “selling machine”
- [24:30] Markers of growth
- [27:05] The balance of reach and creative
- [28:25] Talk about JB Steenkamp
- [29:15] How getting an internship at Heinze shaped Geoff's perspective
- [31:25] Give back earlier and know your value
- [34:15] The fusion between sales and marketing
- [35:50] Brands Geoff has his eye on
- [37:05] The threats and opportunities associated with mass media measurement
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Jay Livingston is not only a great CMO, but he is also an active angel investor, executive producer, and founding member of Unite America. No matter what he is doing, storytelling is always the underlying theme.
In this episode, Alan and Jay discuss the importance of the CMO vibing with the CEO, why he loves working with “passion brands” that have a good origin story, and the unique benefit of overseeing product, pricing, digital experience, and marketing at Shake Shack. Jay tells us how Shake Shacks is living out its mission to “stand for something good” by being an “instinct-led and data-supported” business that partners with local leaders to maintain authenticity while scaling globally.
In this episode, you'll learn:
- How Jay and Shake Shack weave purpose into everything they do
- What makes the CMO role at Shake Shack so unique
- How Shake Shack is delivering hospitality through digital channels
Key Highlights
- [01:55] The common thread that connects all of Jay's interest
- [04:15] Jay’s mid-career sabbatical
- [06:30] The criteria Jay looked for in his ideal CMO role
- [08:05] Shake shacks origin story
- [09:50] How Jay got connected to Shake Shack
- [11:20] How this CMO role is different than other CMO roles
- [15:05] How Shake Shake is maintaining its local relevance while scaling globally
- [16:50] The data function of the culinary side and guest preferences
- [19:10] Digital efforts - where Shake Shack started and where they are today
- [22:40] The team behind the CMO
- [23:25] The career path vs. the career meadow
- [25:15] Jay's investment thesis
- [27:25] The importance of curiosity
- [31:00] Why Jay advises going wide with your interest
Resources Mentioned:
- Jay Livingston
- Shake Shack
- Episode 96 with Jay on Marketing Today when he was CMO of Bark
- Danny Meyer
- Madison Square Park
- Randy Garutti, CEO of Shake Shack
- Brands mentioned: Yeti – Short Films, Liquid Death
Connect with the Guest:
- https://www.linkedin.com/in/jay-livingston-ba436326/
- https://twitter.com/shakeshack
- https://www.instagram.com/shakeshack/
- https://www.tiktok.com/@shakeshack
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Greg Dolan has over a decade of experience as a brand marketing executive. He co-founded Keen to give marketers a tool that could “help them make smarter decisions about how to drive their brand forward by using future-focused metrics that are directly tied to financial performance.”
In this episode, Alan and Greg discuss how the work Keen is doing impacts marketing performance across the industry, what the data tells us about long help best practices, and why so many companies are working to strengthen first-party data relationships.
In this episode, you'll learn:
- How companies should think about marketing in a downturn or recession
- Greg's take on the reach versus targeting debate and what the data tells us
- The importance of demonstrating the financial value of a marketing decision
Key Highlights
- [01:20] Greg's other full-time job
- [02:50] How Greg became CEO at Keen
- [04:00] What Keen does
- [06:50] Why marketers need to look at performance across all channels
- [10:20] What should marketers be thinking about when operating in a down economy
- [15:00] Understanding the objective of the brand and how that frames decision making
- [15:55] What Keen is seeing with reach versus targeting
- [17:45] The rise of AI and machine learning in creative and marketing decision making
- [19:50] What the data says about the 60/40 long-term/short-term rule of thumb
- [22:55] How Keen is helping marketers transition from direct measurement to inference
- [25:45] Two examples of why you need to consider diversification in measurements
- [28:15] How persevering through adversity made Greg a better entrepreneur
- [30:00] The benefits of slowing down
- [31:15] Why organizations need to shift to a holistic strategic perspective
- [35:50] Embracing AI technology to win in the long term
- [36:50] The need of being able to demonstrate the financial value of marketing
Resources Mentioned:
- Greg Dolan
- Keen Decision Systems
- Results of maintaining marketing in a downturn
- Byron Sharp on Marketing Today
- Binet & Fields, The Long and Short of It (research)
- Uber Ad Fraud Case covered on Marketing Today with former Uber Executive
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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As a world traveler who loves to learn, Stacey Pool embodies the “growth mindset”. With over twenty years of experience in consumer marketing, she has held a variety of leadership roles across multiple industries and has a strong track record of utilizing guest insights to deliver strong business results.
In this episode, Alan and Stacey discuss the brand refresh she is leading at Noodles & Co. with digital initiatives and data components. Stacy knows it is people that fuel it all and has learned that being a balanced leader requires you to be able to adjust quickly to changing needs.
In this episode, you'll learn:
- The importance of broadening your skill set and being an agile leader
- The way digital and physical engagement intersect
- How Noodles & Co. is using data to improve both the guest experience and profit margins
Key Highlights
- [03:45] Dow did Stacy end up as CMO at Noodles & Co.
- [07:00] How lateral moves helped Stacy in her current executive roles
- [09:00] The importance of agility and cross-training in leadership
- [10:45] What Stacy learned from her transition to the food industry
- [13:20] Noodles & Co. overview and differentiators
- [15:20] The new brand positioning Stacy brought to the company
- [18:25] The 100-day action plan and how it had to be adjusted
- [21:00] How Noodles & Co. is approaching the digital transformation
- [24:00] The data world Noodles is trying to build
- [26:50] How data storage and usage have evolved
- [28:25] How Stacy approaches the people side of the business
- [32:10] The two experiences that shaped who Stacy is as a person
- [33:50] Why people should give themselves more grace
- [35:15] The importance of CDP’s for marketers
- [37:22] The work Stacy is doing with Community First and other brands to watch
- [40:15] The threat of the unknown and the need to pivot quickly
Resources Mentioned:
- Stacey Pool
- Noodles & Co.
- Brand Refresh and positioning – Uncommon Goodness
- Digital efforts
- CDP – customer data platform
- Community First Foundation in Colorado where Stacey is on the board
- Brands mentioned: Wingstop, Raising Cane’s, Shake Shack, Cava, Kiwi Crate subscription service, Athleta
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Laura Hutfless operates at the intersection of brands and culture makers. She works with founders who have passion and brands that have a purpose to help them use ad dollars to drive change, understand where their consumers are, and leverage those spaces to change perceptions and earn trust.
In this episode, Alan and Laura discuss the difference between creating culture versus chasing culture, integrating versus interrupting, the importance of having a 2-way exchange with consumers, and why marketers need to lean into web3.
In this episode, you'll learn:
- How consumers and pop culture need to guide marketing plans
- Why clients come to FlyteVu
- The importance of building community, not just follower counts
Key Highlights
- [01:40] Becoming a new mom
- [04:10] Laura’s path to founding FlyteVu
- [06:30] Why brands need to connect to consumers through pop culture
- [08:00] Starting with the headline you want to create and work out from there
- [09:00] Examples of what Flyvu clients are looking for
- [12:00] What brands should be focused on in regard to culture
- [15:00] Power of having partners who are aligned with brands values
- [16:30] How marketing leaders should approach marketing
- [17:20] Why FlyteVu is moving into web3
- [18:30] Web3 educational workshop series
- [20:50] What is Fv Incubator
- [24:25] Underlying purpose to why Laura launched FlyteVu
- [27:45] The power of the FlyteVu Fund
- [30:00] Do you need a big budget to make a big impact?
- [32:20] A story speaking to the power of imaginative deals
- [33:55] How a sudden loss impacted Laura’s worldview
- [38:00] Laura advice to her younger self
- [39:20] Brands Laura thinks people need to take notice of
- [41:30] How being encumbered by the process is a threat to marketers
Resources Mentioned:
- Laura Huftless
- FlyteVu
- Cracker Barrell first brand to win a Grammy with Dolly Parton
- Bumble and music festivals with 50-50 representation
- FlyteVu Web3 --- Web3 Educational Series
- Starbucks Loyalty and Web3 example
- The FlyteVu Fund
- CLEAN Cause and Macklemore
- Kitty and Vibe (startup in the FlyteVu incubator)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Norm Yustin spent the first part of his career as a marketing executive. However, after a particularly impactful recruiting experience and some encouragement from friends and family he made the move into leadership recruitment himself. Norm is widely published on the future of tech-enabled, go-to-market leadership and he brings a unique perspective of developing self-awareness in pursuit of your passion.
In this episode, Alan and Norm discuss why CMOs need to be the most dynamic players in the C-suit, the danger of hyper-specialized teams and why risking leadership changes may be the right thing to do, and where the next-gen CMOs are coming from.
In this episode, you'll learn:
- The state of the CMO role today
- What should job seekers need to know from a recruiter's perspective
- What aspiring CMOs should be thinking about in terms of skill development
Key Highlights
- [03:30] Norms transition from being an executive to recruiting executives
- [07:17] How losing out on a job shaped the way Norm thinks about recruitment now
- [11:05] What does it mean to be a CMO today?
- [14:00] Evaluating if a job is a right fit for you or if you just covet the role
- [16:20] Why marketers tend to job hop more frequently
- [18:30] Psychosomatic look into CMOs
- [19:40] The obsession with Growth Titles and what it tells us about the state of change
- [22:00] What to take away from the Trends of engineers turned markers
- [23:30] Why are 80% of CMOs external hires?
- [27:40] Wavemaker vs Waveriders
- [31:40] Norm's thoughts on the CMO to CEO trend
- [37:05] How traveling shape Norms worldview and leadership style
- [40:45] Norm's advice to his younger self
- [43:50] The everchanging quest of understanding consumers
- [47:00] Positioning yourself as a “Customer-centric tech-enabled leader”
Resources Mentioned:
- Norm Yustin
- Russell Reynolds Associates
- Norm at Russell Reynolds and writings
- Aligning Tech & Digital & Customer Roles post-pandemic (Russell Reynolds)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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With a background in journalism and a career in communications, Stephanie McCarty may not be the typical CMO but that is exactly what makes her perfect for the job. She is leading a marketing revolution in homebuilding by reimagining the marketplace and digital shopping experience at Taylor Morrison.
In this episode, Alan and Stephanie discuss how to get your entire organization rowing in the same direction by understanding that culture building is the groundwork for success, and why having a consistent compelling message is essential no matter who you are talking to.
In this episode, you'll learn:
- The importance of pushing for innovations in established industries
- Benefits of building the brand reputation from the inside out rather than trying to shape external opinions
- Why CMOs need to focus on the employee experience as well as the customer experience
Key Highlights
- [02:00] How experiencing loss at an early age motivates Stephanie today
- [05:20] The nontraditional path that led Stephanie to the CMO role
- [16:00] The rapid pace of change in the marketing industry
- [17:50] Who is Taylor Morrison?
- [19:30] What marketing and communications look like at Taylor Morrison
- [25:30] How to stay close to the customer journey
- [28:00] Collecting and using data to understand how customers think
- [33:00] Advice for CMO’s thinking on the employee experience
- [35:20] What is TMLiving?
- [38:50] Defining moments in Stephanie’s life
- [41:00] The power of “radical candor”
- [42:50] Advice for her younger self
- [43:20] Focusing on customer effort
- [44:00] Brands that have nailed the customer experience
- [45:45] The opportunity associated with rapid change
Resources Mentioned:
- Stephanie McCarty
- Taylor Morrison
- Recent Growth of Taylor Morrison
- Chairman and CEO of Taylor Morrison, Sheryl Palmer
- TMLiving
- Brands mentioned: Peloton, Southwest, Starbucks, Dutch Bros, Athletic Greens
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Todd Smith developed a deep respect for brands and brand managers early in his career. After years of working across several different industries, Todd has been CMO at Traeger for the past 3 years where he spends most of his time working with the sales, product, and technology teams to drive innovation in every step of the customer journey
In this episode, Alan and Todd discuss how no matter what you're selling, it’s all about understanding who are you trying to reach and working to build a connection. Todd is passionate about cultivating a community of advocates and is always trying to adapt and come up with new ways to engage.
In this episode, you'll learn:
- How Traeger is cultivating a community of passionate advocates
- The benefits of leveraging collaborations in product and marketing
- The importance of valuing relationships
Key Highlights
- [03:30] How Todd became CMO at Traeger
- [07:00] Marketing across different industries
- [07:35] How is the role of CMO defined at Traeger
- [08:20] what is the Traegerhood?
- [11:20] Marketings role in fostering community
- [14:45] How Traeger is building a long-lasting customer journey
- [16:40] Transitioning distribution channels
- [17:50] Leveraging collaborations in product and marketing
- [20:00] Product innovation as a growth driver
- [23:00] The “coaching tree” and how it guides Todds decision making
- [24:50] The importance of valuing relationships
- [25:55] Staying up to speed by being close to the consumers
- [27:00] Companies to watch
- [29:30] Evolving the way you reach your consumer
Resources Mentioned:
- Todd Smith
- Traeger
- Prior career stops: Coca-Cola Company, Powerade, Vitamin Water, Exos
- Traeger Kitchen Live
- Whistle Pig Whiskey & Traeger Collaboration
- Patagonia & Liquid Death
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Ana Villegas knew early on that she wanted to be a CMO and achieved that goal by staying focused on gaining the skills necessary to do so. As the CMO at NI, she oversaw everything from “brand to demand” including corporate communication, ESG strategy, and ensuring NI’s values manifested in the marketplace.
In this episode, Alan and Ana talk about how her experience as a successful female business leader informs the way NI is increasing diversity in their engineering talent, what she is doing to help modernize the company's purpose and impact strategy, and how they are being intentional in shaping the future of the industry. At the time of this recording, Ana was with NI and is now the CMO at Affinipay
In this episode, you'll learn:
- How Ana is helping to modernize and rebrand an established company
- The three pillars NI has established to drive its corporate impact strategy
- Ways to directly impact the pipeline of talent and improve diversity in technology
Key Highlights
- [04:20] Ana’s path from being an engineering student in Peru to CMO at NI
- [09:35] How is the CMO role defined at NI
- [10:55] Why does NI classify ESG under the marketing umbrella
- [12:30] The way corporate impact manifests in the marketplace
- [14:30] The unique position NI is in to shape the future of engineering
- [18:15] What NI is doing to “change the faces of engineering”
- [23:15] The important role women play in business leadership
- [24:50] Practical ways Ana is focusing on diversifying the workforce
- [26:30] The importance of being mindful of leadership succession plans
- [30:00] The impact Ana’s grandmother had on who she is today
- [33:15] Shifts in marketing towards being more multidimensional
- [35:00] Which companies are leading efforts to get more women into STEM
- [37:45] The benefits of being agile in the way we engage customers
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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As CMO during a time of hyper-growth and record-breaking acquisitions, John Taylor is constantly evolving AMD’s marketing approach and working to advance the company’s identity. By moving from a “product first” to an “audience first” method, AMD has been able to navigate rapid changes and foster a high level of confidence in the future by directly engaging with customers and being intentional with the culture they are creating.
In this episode, Alan and John talk about the importance of building trust and affinity around your brand, why marketers need to directly see how their message lands, and ways to leverage industry partnerships.
In this episode, you'll learn:
- The importance of communicating directly to your most discerning consumers
- What role a CMO plays in the company culture
- Why AMD decided to create their own Brand Platform
Key Highlights
- [03:30] John's path to becoming a CMO
- [07:00] What is driving the ”hyper-growth” at AMD?
- [09:00] How acquisitions affect marketing strategies
- [11:20] Evolving marketing efforts as the business grows
- [12:40] Understanding a complex go-to-market matrix
- [14:00] Investing in technology to increase and measure the impact
- [14:50] What makes a good CMO?
- [16:45] How AMD is approaching marketing today
- [20:30] Why marketing teams need to lean into PR
- [23:00] John’s approach to leadership and culture
- [26:40] What is “Together We Advance”?
- [31:30] The mentors that shaped John
- [34:15] Why young people should take on big challenges
- [35:30] The benefit of delivering the story you're trying to tell in person
- [37:20] The brand John thinks we should watch
- [38:00] The importance of sustainable computing
- [38:55] Balancing the need for data and the ever-changing data landscape
Resources Mentioned:
- John Taylor
- AMD
- AMD Acquires Xilinx
- AMD continues its growth trajectory
- Pam Edstrom
- Dr. Lisa Su
- Ruth Cotter
- AMD Environmental Sustainability
- Microsoft Inclusive Design
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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DeNora’s experiences as a teenager quickly shaped how she viewed the world and her role in it. With a passion for civic engagement and empowering young people, DeNora found a home at DoSomething.org where she uses social understanding and data to inspire action.
In this episode, Alan and DeNora discuss why brands should care about their social impact, how Gen Z is forcing companies to evolve, and the Holy Grail of marketing: how to get people to really buy into what we are promoting.
In this episode, you'll learn:
- How DoSomething.org is fueling young people to change the world
- The “secret” to getting people to take action
- The power of being intentional, honest, and centering social good
Key Highlights
- [01:20] The experience that solidified DeNora’s interstate in civic engagement
- [03:50] Denora’s path to becoming CEO of DoSomething.org
- [10:20] How DoSomething is meeting the moment to transform the future
- [14:45] What do young people care about today and why
- [17:35] Young people have evolved beyond being influenced by the simple CTA
- [22:00] The impact DoSomething is driving by giving them tools
- [24:15] The power of being intentional, honest, and centering social good
- [26:00] Why brands should care about their social impact
- [27:50] How the role of civic engagement has changed with today's workforce
- [28:30] Centering young people in the dialogue may help us find better solutions
- [31:40] The formative experiences and people that define DeNora
- [33:15] What is COVID Clarity?
- [34:00] DeNora’s advice to her younger self
- [34:55] Marketers have to evolve to meet the upcoming generations
- [36:30] Three things companies need to consider to stay relevant
- [38:20] Which brands are connecting the dots between their brand and consumer's concerns
- [40:10] Young people are the biggest opportunity AND biggest threat to marketers
Resources Mentioned:
- DeNora Getachew
- DoSomething.org
- DoSomething.org Partners
- DoSomething.org Scholarships
- Brands of interest: Patagonia, Live Nation, Foot Locker, NBA – No Games on Election Day
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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The state of diversity, equity, and inclusion has changed rapidly since the pandemic. Thankfully, Celeste Warren is here to help us understand how to navigate it. No matter if you're a C-Suit executive, a middle manager, or an individual employee she takes us through the important steps you can take to become a D&I ambassador and how it impacts the bottom line.
In this episode, Alan and Celeste discuss how recent events have changed the way we think about D&I, as well as why having a good grasp on it is vital to connecting with your customers and retaining top talent.
In this episode, you'll learn:
- How social and cultural factors shifted the importance and implementation of D&I practices
- Ways leaders and employees at every level can enact change
- Why understanding D&I is vital to successful marketing campaigns
Key Highlights
- [04:10] Celeste’s path to D&I at Merck
- [10:00] What inspired Celest to write her new book
- [13:40] The current state of D&I in corporate America
- [18:15] The importance of C-Suite leaders taking accountability
- [20:30] The role of middle management
- [25:25] How can individuals be D&I ambassadors
- [29:15] Three easy steps to become an ambassador
- [33:35] Why understanding D&I is vital to successful marketing
- [38:10] How can organizations do social activism the right way
Resources Mentioned:
- Celeste Warren
- Diversity & Inclusion at Merck
- How to Be a Diversity and Inclusion Ambassador: Everyone’s Role in Helping All Feel Accepted, Engaged, and Valued
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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James Whitemore joins us with an update on the work and results he's been driving at NetApp since he joined us last on Episode 234. By leveraging data and training his team on how to use their diverse viewpoints in analyzing it, James is reinvigorating a 35-year-old company with a little more swagger
In this episode, Alan and James discuss how the ideas outlined in their last interview have been coming to fruition and the importance of being dynamic in today's marketing landscape.
In this episode, you'll learn:
- How to be intentional with transformative marketing
- Why swagger and confidence matter in decision making
- The importance of having synergy with your sales and IT departments
Key Highlights
- [04:30] The relationship between sales and marketing
- [05:45] Update from James' last interview with us (ep. 234)
- [07:40] Changing brand perceptions
- [09:10] How brand growth is tied to market growth
- [11:10] The importance of knowing how to use mar-tech
- [11:50] Why synergy with your IT team is critical to marketing efforts
- [12:45] Measuring impact and re-educating on which metrics matter
- [15:40] The work needed to measure the revenue impact
- [17:20] How to parse out and use the success metrics
- [19:40] Shaping investment models with data
- [21:15] How to drive transformation
- [24:00] The importance of marketing in D&I and vice versa
- [27:35] Why you need confidence in marketing
- [28:50] Benefit of B2B’s thinking like B2C’s
Resources Mentioned:
- NetApp - https://www.netapp.com/
- James Whitemore - https://www.linkedin.com/in/jwhitemore/
- Episode 235 with James Whitemore on Marketing Today
- Career: Cellnet, Storage companies and start-ups, IBM, Sun, SolidFire (acquired by NetApp)
- Cloud storage and software systems on Azure, AWS, Google Cloud
- Category Entry Points, Physical Availability
- NetApp The Cloud Specialists - https://www.youtube.com/watch?v=AYLbio2yUnk
- More NetApp marketing examples - https://youtu.be/_JxuU833FSs, https://youtu.be/UceJQHCQpXU
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After surviving her battle with cancer, Brittany Driscoll puts a lot of consideration into what really matters to her. That care translates into the customer experience she is creating at Squeeze. She embraces who she is and utilizes the strengths of the team she surrounds herself with to revolutionize what it means to win customer loyalty.
In this episode, Alan and Brittany discuss how being your authentic self, investing in relationships and people, and reflecting on how customers feel after they encounter your brand leads to long-lasting success.
In this episode, you'll learn:
- The importance of curating the customer experience
- Tactics to Increase memberships without the hard sell
- How embracing vulnerability and individualism benefits your business
Key Highlights
- [04:30] Brittany’s path to entrepreneurship
- [11:35] How Squeeze came to be
- [17:00] The importance of starting with your goals in mind
- [21:20] What to consider in scaling a business
- [23:25] Membership experience vs. sales based businesses models
- [25:20] What roles does marketing play in the customer journey
- [28:30] How to foster the right culture by embracing vulnerability
- [33:50] How switching sports in high school prepared Brittany to be a CEO
- [36:50] Brittany’s advice to her younger self
- [39:00] Why you need to understand people's personal motivations
- [40:20] Thinking about what your company is doing beyond what you’re selling
- [44:20] The biggest opportunity for marketers today
Resources Mentioned:
- Brittany Driscoll
- Squeeze
- Tim McGraw, Live Like You Are Dying
- The Feel Good Company
- Okay Humans
- Drybar
- Founders of Drybar: Alli Web, Michael Landau, and Cameron Webb
- Hot Wheels for Real – Double Loop, Longest jump
- Canine Companions for Independence (Squeeze is supporting)
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Rob Willey started his career working with big brands in the advertising industry and quickly understood that path was not for him. He wanted to work on the company side and build brands. So Rob went to business school and then dove into the world of startups. He put in the work and made his way to the C-Suite before landing where he is now as—Operating Partner at Emil Capital and CMO for Cheribundi.
In this episode, Alan and Rob discuss high-growth marketing and producing content rooted in paying attention to your audience rather than trying to simply get their attention. Listen in to also learn more about the role culture plays in marketing.
In this episode, you'll learn:
- Once you identify what makes your product remarkable, you’ve found the root of all your marketing initiatives
- Establish who you are as an organization before bringing on another person’s influence and brand
- No one wants to watch an ad, weave your brand into stories
Key Highlights
- [04:43] Rob’s path to CMO
- [09:30] What are tart cherries and their benefits
- [21:20] Understanding your competitive differentiation
- [26:01] Cheribundi’s influencer program
- [29:54] Establishing your true, best self as a brand
- [34:41] Content over advertising
- [39:04] What role culture plays in marketing
- [45:33] Working at challenger brands
- [47:49] The past experience that defines Rob
- [49:24] Advice Rob would give his younger self
- [50:54] What marketers should be learning more about
- [52:19] Brands and companies to take notice of
- [56:15] The biggest opportunity or threat for marketers today
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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The task of revitalizing a 135-year-old brand for today’s market is daunting, but for Avon’s Global CMO Kristof Neirynck, that’s just the challenge he wanted to tackle. Moving from Walgreens Boots Alliance (when we last spoke with him in episode 208), Kristof saw the overwhelming opportunity to bring his keen eye for storytelling and passion for data into a company that has been on the decline. He’s steering the ship in a positive direction for not only consumers but for their unique brand ambassadors as well, their representative “Avon ladies.”
In this episode, Alan and Kristof reunite to talk about his new role at Avon, how he’s working to revitalize the brand, and the key innovations being introduced to modernize the storied company. Listen in to hear about how their business structure affects women’s livelihoods, the focus on purpose and giving back, and what Avon is looking for in their marketing talent.
In this episode, you'll learn:
- The purposefulness of the Avon business structure
- How Avon is modernizing their selling channels
- Which generation is the highest growing group of Avon representatives
Key Highlights
- [02:29] Kristof’s path to Avon
- [06:46] The empowerment of women through Avon
- [08:39] Kristof’s role as Global CMO at Avon
- [11:15] Avon’s challenge of brand consideration
- [13:42] Expansion of selling channels for a historic B2B2C brand
- [15:54] Avon ON app as an innovative selling tool
- [19:54] Revitalizing and modernizing the brand
- [24:45] The type of marketing talent that Avon is looking for
- [27:48] An experience that defines Kristof recapped from episode 208
- [28:30] What marketers should be learning more about
- [31:16] Brands and causes we should notice
- [32:56] The largest opportunity or threat for marketers today
Resources Mentioned:
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Tim Hackbardt’s professional journey has included ventures into consulting, advertising, and even broadcasting, but his path repeatedly brought him back to Del Taco, where he is now CMO. Del Taco is one of many restaurant chains Tim’s worked at, but he says it’s his favorite because the business model offers countless opportunities to increase sales.
In this episode, Alan and Tim discuss how he’s working to take a new brand promise and make it the essence of the company’s culture. Listen in to learn how to foster “brand love”, an idea all the most successful organizations can boast.
In this episode, you'll learn:
- How to apply brand promises internally as well as externally
- Sometimes you have to push past a failure and wait until the time is right to try a bold idea again
- Find opportunities to break out of day-to-day demands and take time to build emotional connections with your customers
Key Highlights
[02:21] Becoming an accidental marketing genius
[11:04] The importance of brand versatility
[14:11] The evolution of the QSR marketplace
[16:47] How the CMO role is defined at Del Taco
[18:52] Applying brand promises internally and externally
[24:09] Pushing past prior failures
[29:27] The experience that defines Tim
[32:50] Advice Tim would give his younger self
[34:47] What marketers should be learning more about
[36:14] Brands and companies to take notice of
[38:53] The biggest opportunity or threat for marketers today
Resources Mentioned:
- Tim Hackbardt
- Del Taco
- Del Taco launches Epic Tortas
- Del Taco Fresh Flex concept location launch
- Brands mentioned: Pizza Hut, BJ’s Restaurant, Fosters Freeze, Popeye’s, Arby’s, Carl’s Jr.
- Brands to watch: Cooper’s Hawk, REI
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Michele Arnese has always had a love for music, but it was only after spending ten years as a management consultant that he was able to found amp, a sonic branding agency, and his passion became his profession. As Global Founder and CEO, Michele expertly weaves sound into some of the most recognizable brands in the world, such as MasterCard and Mercedes-Benz.
In this episode, Alan and Michele discuss what branding with sound really is, why it’s so important to the brand experience, and the use of data and insights into the world of sonic branding.
In this episode, you'll learn:
- What sonic branding is and how it’s different from jingles
- How companies like MasterCard and Mercedes-Benz are using sonic branding
- What amp’s copyrighted “Sonic DNA” is and how they created their custom sonic brand index
Key Highlights
[02:23] Michele’s path to founding amp
[05:10] What is Sonic Branding and why brands need sound
[08:27] Why sound is resurging and the evolution of the jingle
[10:42] What is the perfect example of sonic branding
[14:17] MasterCard’s sonic brand strategy
[19:36] Mercedes-Benz’s sonic branding
[22:08] How using data and technology is impacting sonic branding
[24:00] Michele’s index of the best audio brands and the first sonic branding magazine
[26:21] An experience that defines Michele
[27:22] Michele’s advice for his younger self
[28:00] What marketers should be learning more about
[28:47] Brands and causes we should notice
[30:30] The largest opportunity or threat for marketers today
Resources Mentioned:
- Michele Arnese
- amp
- The Sound of Mastercard
- The Sound of Mercedes-Benz
- Best Audio Brands report from this year below, as well as the
- Automotive issue of Amplify (the world's first sonic branding magazine)
- EP252 with Mastercard CMO Raja Rajamannar
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Andrew Zimmerman is theCEO of Journey, an innovation and design consultancy that works across the physical, digital, and virtual landscape. Andrew recently formed this future-forward company with the help of enthusiastic backers and several acquisitions, allowing it to quickly expand and scale.
In this episode, Alan and Andy discuss how brands can leverage emerging technologies to envision and create the next evolution of customer experience.
In this episode, you'll learn:
- Why you should be developing a voice interface for your product or organization
- How to think about what your customer’s journey will look like in the future
- Why you can’t apply traditional thinking to the new ‘worlds’ being created today
Key Highlights
- [01:42] A teaser for Andy’s bestseller “Journey”
- [08:00] Andy’s move from CEO of Frog to CEO of Journey
- [12:25] What made it easy for Andy to raise funds
- [14:36] Looking at the next generation of customer journeys
- [19:15] Why Andy calls voice interfacing the “unheard channel”
- [22:40] Analyzing the wild, wild west that is the Metaverse
- [28:33] Blurring the lines between physical, immersive, and virtual worlds
- [34:25] What marketers should be learning more about
- [38:40] The biggest opportunity or threat for marketers today
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Michael Goodbody’s journey to CMO of FinTech company Dave is certainly a unique one—starting in professional sports, moving to journalism, then switching to FinTech marketing. Spending time at fast-growing financial institutions like Wise (formerly TransferWise) and Credit Karma gave him an exceptional growth marketing lens within a space known for growth leveling.
In this episode, Alan and Michael discuss his marketing process, his focus on products that achieve what people are looking to do, countering the competition, and Michael’s thoughts on the type of talent he’s looking for in marketing today.
In this episode, you'll learn:
- Keys to differentiation in the FinTech Space
- The difference between creative growth marketers and data-driven creatives
- What type of creative talent is needed for FinTech marketing
Key Highlights
- [01:30] Michael's path to marketing
- [06:56] All about Dave
- [08:41] How Dave’s unique background contributed to current success
- [10:24] Approaching the role of CMO
- [12:37] Growing within the FinTech space
- [21:48] Continuing to stand out in a crowded marketplace
- [28:16] What marketing looks like at Dave
- [33:01] Defining marketing talent at Dave
- [38:19] An experience that defines Michael
- [40:06] Michael's advice for his younger self
- [42:38] What marketers should be learning more about
- [46:05] Brands and causes we should notice
- [48:14] The biggest opportunity or threat for marketers today
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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John Moorhead, CMO of Eco-focused product company Seventh Generation, was a reluctant marketer. In fact, he “thought it was for the birds” until one day he realized the business impact it could have on one of his passions–the outdoors. It was then that he knew marketing would become his path to change the way people think about the products they use.
In this episode, Alan and John discuss his passion for environmentalism, how Seventh Generation is creating the future of green products, the new look of the brand, and the role of advocacy that businesses play in the world today.
In this episode, you'll learn:
- How Unilever and Seventh Generation utilize marketing in traditional and e-comm retail
- Where businesses can impact sustainability and environmentalism
- How Seventh Generation amplifies advocacy for their company and consumers
Key Highlights
- [01:08] John’s path to marketing
- [06:07] All about Seventh Generation and the acquisition by Unilever
- [08:53] Seventh Generation’s brand refresh
- [13:00] The future of green products
- [14:05] Technology and science helping at the shelf
- [16:27] Marketing’s challenge to address sustainability
- [19:02] Connecting traditional marketing channels with e-comm
- [22:34] Business’s roles in sustainability and climate
- [26:16] An experience that defines John
- [28:40] John's advice for his younger self
- [30:20] What marketers should be learning more about
- [31:20] Brands and causes we should notice
- [32:59] The biggest opportunity or threat for marketers today
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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From gems to government to camping, Whitney Scott has lived the idea that “once you learn marketing, you can adapt to almost any job in any industry.” As CMO of Kampgrounds of America (KOA) and COO of the newly opened Terramor Outdoor Resort in Maine, Whitney’s marketing strategies bolster the common mission of connecting people to the outdoors and to each other.
In this episode, Alan and Whitney discuss how she’s using marketing to connect with the new demographic interested in camping, and how data is the key to backing up your marketing tactics. Whitney also introduces KOA’s newest brand, the Terramor Outdoor Resort, now open in Bar Harbor, ME.
In this episode, you'll learn:
- How to keep a 60-year-old brand relevant
- How KOA is upgrading the camping experience for a new demographic
- Understanding how to scale your digital presence
Key Highlights
[01:37] Whitney’s secret talent
[02:55] Whitney’s path to Kampgrounds of America (KOA)
[05:08] Introducing the new Terramor Outdoor Resort
[09:00] KOA’s history and where it is today
[13:22] Maintaining a 60-year-old brand and keeping it current
[15:28] How target customer data has changed over the years
[19:38] Keeping up with the changing needs of KOA’s customers
[21:45] How technology has played a role
[25:19] Big learnings as CMO of KOA and COO of Terramor Outdoor Resort
[27:49] An experience that defines Whitney
[29:36] Whitney’s advice for her younger self
[31:23] What marketers should be learning more about
[35:44] Brands and causes that we should be taking notice of
[38:56] The biggest opportunity or threat for marketers today
Resources Mentioned:
- Whitney Scott
- Kampgrounds of America
- TerraMor Outdoor Resorts
- North America Glamping Report
- North America Camping Report
- Delta Airlines Skymiles Loyalty Program
- Coterie Diapers
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Michael Diamond’s unique background marries science, the arts, and business. As Academic Director and Clinical Assistant Professor of Integrated Marketing and Communications at New York University, his view on the future of marketing is fascinating and incredibly on point.
In this episode, Alan and Michael talk about his pathway to academia, and most importantly the new Master’s degree program at NYU focusing on getting marketing and strategic communication professionals to the C-Suite. The advisors are stellar, the curriculum unassailable, and the access to the list of incredible minds, unmatched.
In this episode, you'll learn:
- The pillars of the new executive program at NYU and the future of marketing
- The nuances of PR and Marketing and what marketers can learn from PR
- The personal and professional benefits of investing in your education
Key Highlights
[02:58] Michael's career journey
[08:19] Michael’s role at NYU School of Professional Studies
[12:02] NYU’s new Executive Masters program for Marketing and Strategic Communications
[16:08] The curriculum of the new executive program
[25:00] NYU’s faculty and advisory board for new degree program
[27:33] What Michael thinks it takes to be successful
[31:00] An experience that defines Michael
[33:39] Michael's advice for his younger self
[34:32] What marketers should be learning more about
[37:38] Brands and causes that Michael feels we should be taking notice of
[41:10] The biggest opportunity and threat for marketers today
Resources Mentioned:
- Michael Diamond
- NYU School of Professional Studies
- Executive MS in Marketing and Strategic Communications
- Faculty and advisory council
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
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Using her background as an engineer, Linda Lee, CMO of Meals & Beverages at Campbell Soup Company, institutes the Scientific Method in marketing the large portfolio of brands under the Campbell umbrella. Starting in product development at P&G, her career journey led her into marketing at notable companies like P&G, General Mills, Cadbury, Ipsos, and Stonyfield.
This episode shares Alan and Linda’s discussion of her career journey, how she is modernizing a storied brand and its multiple brands, and why she feels saying yes opens new doors.
In this episode, you'll learn:
- How in-home insights are critical to today’s marketing and how it has changed since COVID
- How to use the Scientific Method in marketing brands
- How Campbell is driving product innovation and development
Key Highlights
[00:33] Linda’s superpower
[01:46] Linda’s career journey
[09:44] How Linda is modernizing this brand that has stood the test of time
[12:04] Linda’s starting point with a giant portfolio and customer insights
[15:18] Thoughts on the in-home component of marketing
[20:34] Driving product innovation and development
[23:34] Bringing that innovation to life
[27:58] An experience that defines Linda
[30:28] Linda's advice for her younger self
[30:45] What marketers should be learning more about
[35:52] Where Linda feels brands are living now
[37:22] The biggest opportunity and threat for marketers today
Resources Mentioned:
- Linda Lee
- Campbell Soup Company
- Career stops: P&G, Mondelez, Ipsos, Stonyfield, Chef’s Cut Real Jerky, Campbell Soup Company
- Portfolio of Brands: Campbell’s, Pacific Foods, Prego, Pace, Swanson, V8, Chunky
- Andy Warhol Campbell Soup Cans
- New York City Pace Commercial
- Campbell Soup Ad – Made for Real, Real Life (Mom in the supermarket)
- Chunky Spicy Chicken Noodle Soup
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When Alan heard Drew's interview with himself on the top challenges facing CMOs on Renegade Marketers Unite, he knew he needed to share it with his audience. So we’re bringing the episode to you directly in a special Marketing Today show swap! Here’s the show description:
CMOs have a lot on their minds lately, so let’s get into the mind of one, shall we? Or, even better, let’s get into the mind of host Drew Neisser, as he hosts a conversation with himself (is this what it feels like to be in his head?!) on all the things CMOs are thinking about right now and how they’re solving them. Sourced from the conversations happening at CMO Huddles, Drew (and Drew) cover everything from employee retention to proving brand value to managing a messy inbox, providing useful takeaways you can implement today. After this episode, even the busiest CMO will know how to reclaim 10+ hours of their time per week (Seriously!) and work more effectively than ever. Want to learn more about our CMO Huddles community? This just skims the surface of what top B2B CMOs of today are solving together...come join us! For full show notes and transcripts, visit https://renegade.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
Support the show: https://www.patreon.com/marketingtoday
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As consumer behavior rapidly changes during the pandemic and beyond, Jonathan Kay, Founder & CEO of app data insights company Apptopia, says the only way to success is focusing on the data to make fully informed business decisions.
In this episode, Alan and Jonathan discuss Apptopia’s data insights into various business sectors and how marketers can utilize this specific data in more creative and effective ways. As an entrepreneur, Jonathan also touches on the lessons he’s learned from building this business— whether it’s hiring or the potential backfire of reliance on systems.
In this episode, you'll learn:
- The importance of app data to marketers
- What the current data says about the travel industry, the economy, and home delivery
- Insights into Apptopia’s hiring strategy
Key Highlights
[02:49] Jonathan’s career path
[05:04] Biggest surprise of the life of an entrepreneur
[08:18] Driving the need for better hiring strategy
[09:15] Apptopia and data use on scale
[15:10] Home delivery boom during COVID
[22:14] Data insights from the travel industry
[25:29] Economic data insights
[31:20] An experience that defines Jonathan
[32:55] Jonathan's advice to his younger self
[35:40] What Jonathan as a marketer is learning more about
[41:02] The biggest opportunity or threat for marketers today
Resources Mentioned:
- Jonathan Kay
- Apptopia
- Grasshopper where he was the “Ambassador of Buzz”
- Apptopia Blog – where they dissect some of their data and trends
- Companies and apps mentioned: GoPuff, Uber Eats, Door Dash, Klarna, AfterPay, Affirm, Costco, BJ’s, Kayak, Hoppr, Disney Perks, Royal Caribbean
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Connect with the Guest:
- https://www.linkedin.com/in/jonathanckay/
- https://twitter.com/JonathanCKay
- https://twitter.com/Apptopia
Connect with Marketing Today and Alan Hart:
- Twitter Alan B Hart - http://twitter.com/abhart
- LinkedIn Alan - https://www.linkedin.com/in/alanhart
- Twitter Marketing Today - http://twitter.com/themktgtoday
- Facebook Marketing Today - https://www.facebook.com/themktgtoday/
- LinkedIn Marketing Today - https://www.linkedin.com/company/marketing-today-with-alan-hart/
Support the show: https://www.patreon.com/marketingtoday
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Mark Wakefield, senior vice president of marketing of premium chocolate at Ferrero is obsessed with the emotional benefit that brands bring to their consumers. That’s why, in this episode, Mark gives us a masterclass in brand building and revitalization. Get out your pens, you’re going to want to take notes.
Alan and Mark also talk about his career path to Ferrero, how sales and marketing should always go hand-in-hand, and his work on a number of interesting campaigns and brands like TicTac, Kinder Joy, Baby Ruth, and the premium chocolate, Ferrero Rocher.
In this episode, you'll learn:
- Steps to revitalizing a nostalgic brand
- How Ferrero is capitalizing on the “premiumization” trend
- The importance of understanding customers’ social and psychological motivations
Key Highlights
- [04:00] Mark's career journey
- [10:09] All about Ferrero
- [12:48] Steps to brand stewardship and revitalization, including acquisition of Baby Ruth
- [19:07] Capitalizing on the “premiumization” trend
- [24:48] Advice on finding a pathway to new growth
- [31:17] An experience that defines Mark
- [32:28] Mark's advice for his younger self
- [32:52] What marketers should be learning more about
- [35:03] Brands Mark is fascinated by
- [37:15] The biggest opportunity and threat for marketers today
Resources Mentioned:
- Mark Wakefield
- Ferrero
- Ferrero Rocher
- Nutella
- [Ferrero buys Nestlé brands](https://www.confectionerynews.com/Article/2018/05/31/Ferrero-to-merge-Ferrara-and-Nestle-US-candy-overhauling-Butterfinger#:~:text=The acquisition of Nestlé US,%2C BottleCaps%2C Spree and Runts.)
- Baby Ruth
- Kinder Joy
- TicTac
- Research on Purchase Decisions and Interview of Attest Founder and CEO
- The Long & Short of It: Balancing Short and Long-term Marketing Strategies
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Alice Milligan, CMO of Investment Management giant Morgan Stanley feels that “your career is a marathon, not a sprint”. Her path as an integral part of marketing, UI/UX, and growth strategies for companies such as American Express, Citibank, and E-Trade, has given her the ultimate marketing tool belt to tap in her current role.
In this episode, Alan and Alice discuss how Morgan Stanley has been able to connect to a new younger wealth management audience, why being unique is your superpower, and why data and analytics are the lifeblood of marketing today.
In this episode, you'll learn:
- How Morgan Stanley bridges the gap between their core clients and their new clients
- How the use of Ambassadors drives the conversation for Morgan StanleyThe importance of workplace collaboration
Key Highlights
- [02:26] Alice’s career journey
- [06:55] How Alice’s role as is CMO defined
- [08:45] Managing the complexity of Morgan Stanley's portfolio
- [11:00] Broadening Morgan Stanley's appeal
- [13:20] Balancing the need to serve core clients yet still connecting to newer, younger clients
- [13:35] Ambassadors of Morgan Stanley
- [17:03] How the use of ambassadors drive conversation
- [19:02] E-trade bringing back the baby
- [23:21] An experience that defines Alice
- [25:24] Alice's advice for her younger self
- [26:40] What marketers should be learning more about
- [28:34] Brands Alice is fascinated by
- [31:37] The biggest opportunity and threat for marketers today
Resources Mentioned:
- Alice Milligan
- Morgan Stanley
- E*Trade
- As Seen of TV
- Ron Popeil
- Career stops: AT&T, American Express, Citi, E*Trade, Morgan Stanley
- Brand ambassadors– Justin Rose, Leylah Fernandez, Cheyenne Woods
- “Everyone deserves a shot at success” Diversity Program
- E*Trade Baby Commercial
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
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Nearly 1 million women have left the workforce since the start of the pandemic in February 2020. This staggering statistic is why Surbhi Martin, VP at Danone North America and her team have launched The Comeback Program.
In this episode, Alan and Surbhi discuss Danone’s Light + Fit yogurt brand and their focus on helping women reacclimate to their careers after they've taken a break. Being one of the biggest B Corps in the world, purpose driven marketing leads the charge for Danone’s marketing strategy, and The Comeback program aligns not only with purpose but with mission and values for the company’s consumers.
In this episode, you'll learn:
- All About Light + Fit’s ‘The Comeback’ program
- What a B-Corp isThe importance of purpose-driven marketing to connect the dots between company purpose, product, and consumer needs
Key Highlights
- [01:35] Surbhi’s career path
- [03:20] What is a B corp?
- [04:25] What Surbhi's role entails
- [05:16] Light + Fit’s The Comeback program
- [06:47] Origination of the program
- [08:11] Partnership with Women Back to Work
- [10:10] Previous partnership with Dress for Success
- [13:31] Impact and throughline of overall marketing efforts of Danone through purpose-driven marketing
- [19:32] An experience that defines Surbhi
- [23:06] Surbhi’s advice to her younger self
- [23:41] What Surbhi as a marketer is learning more about
- [26:10] Books Surbhi is reading now
- [30:13] The biggest opportunity or threat for marketers today
Resources Mentioned:
- Danone North America
- B-Corp
- Light+Fit Brand
- The Comeback Returning to Work Program
- Women Back to Work – organization helping to design the program
- Dress for Success Support through new flavors
- Two Good brand – equal parts go to people in need when purchased
- Sustainable Brands and cofounder KoAnn Skrzyniarz | KoAnn on Marketing Today
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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We've increasingly heard customer success and customer experience used interchangeably, but Heidi Lasker, SVP of Customer Success for the Americas and APAC at Bynder, believes that while they are interconnected, they hold different spaces within a company.
In this episode, Alan and Heidi discuss tools for customer success and how to integrate them within the lifecycle of your customer and user relationship.
In this episode, you'll learn:
- How Bynder excels at customer success
- Why strong cross-functional collaboration is critical to CXHow to deliver the best possible experience through success programs
Key Highlights
- [02:15] Heidi's career journey
- [04:49] The role of Bynder in today's online world
- [06:00] How trends in the market have influenced Bynder's path
- [07:38] Getting control of your asset management
- [10:38] What “good” content operation looks like
- [12:50] How Customer Success is defined today
- [15:38] The interplay between Customer Experience and Customer Success
- [18:20] Community's role with users and customers
- [21:17] Marketing's role in Customer Success
- [24:45] An experience that defines Heidi
- [26:33] Heidi's advice for her younger self
- [27:18] What marketers should be learning more about
- [28:46] Brands Heidi is fascinated by
- [30:20] The biggest opportunity and threat for marketers today
Resources Mentioned:
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Connect with the Guest:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Starting her first company at age 15, Catherine Connelly is all about meeting new people. As the SVP of Marketing for The Meet Group, the top provider of live streaming video and creator economy solutions for a number of the world's top social apps, Catherine relies heavily on that connection to her users for audience engagement and growth.
In this episode, Alan and Catherine discuss her extraordinary career path, iOS changes, The Meet Group's differentiating model for monetization, and the importance of storytelling.
In this episode, you'll learn:
- How to update your tactics for performance marketing
- The future of social media monetization
- The importance of PR and storytelling
Key Highlights
- [0:42] First business at age 15 with her two brothers
- [04:25] Catherine's career path
- [12:24] Having a place to connect with others
- [15:48] Knowing where your users are; how to update your tactics
- [17:04] How iOS changes affect acquisition efforts
- [19:39] Monetization of The Meet Group
- [23:57] Catherine's role at The Meet Group
- [27:45] Best tactics for performance marketing
- [31:38] App Store optimization
- [37:31] PR, storytelling, and making viral or sharable moments
- [42:49] A moment that defines who Catherine is today
- [44:59] Catherine's advice for her younger self
- [47:22] What marketers need to learn more about: macro trends and think scrappy
- [49:54] The companies and causes Catherine follows: Oasis Consortium
- [52:40] The biggest opportunity for marketers today: Apple really makes things up
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Ian Colley has worn many hats, from working as a chicken processor in his college days to his current role as CMO at The Trade Desk. He joins the show to share what he's learned about marketing, communications, and data-driven advertising from the variety of roles he's played.
In this episode, Alan and Ian discuss the open internet and how it allows you to manage your campaign spend more precisely, reach your entire audience, and make data-driven decisions.
- In this episode, you'll learn:
- How to manage your campaign spend more precisely
- Why connected television needs to be a part of your advertising strategy
- The importance of data-driven decisions in advertising
Key Highlights
[02:00] Ian's career path, from large corporation to startup
[04:30] Crossover between communications and marketing
[08:30] The power of the open internet
[10:30] Reaching your entire market with connected television
[13:30] How The Trade Desk helps modern marketers
[15:30] The transformation of journalism
[17:00] An experience that defines Ian
[18:45] Ian's advice for his younger self
[19:30] What marketers should be learning more about
[21:30] Brands Ian is fascinated by
[23:00] The biggest opportunity and threat for marketers today
Resources Mentioned:
- Ian Colley
- The Trade Desk
- The Trade Desk on the Open Internet
- What Matters Videos from The Trade Desk
- Edward Novotny (NY Times Obit)
- Founder-led companies: The Trade Desk, WeWork, Tesla, Amazon, Facebook
- WeCrash video series
- Connected TV
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Jenny Rooney is the Managing Director and Co-Founder of Black Glass CMO House, a new membership club for CMOs focused on empowering, inspiring, and supporting the person behind the title. Before starting CMO House, Jenny spent over a decade with the Forbes CMO Network Team, where she managed content and events critical to executive-level marketing decision-makers.
In this episode, Alan and Jenny discuss defining your unique skills and purpose. Jenny shares that the CMO role is full of nuance, and, to be successful, you have to embrace the “and” that comes with it.
Listen to learn how to uncover your marketing superpowers and harness them for holistic growth.
In this episode, you'll learn:
- The importance of empathy as a CMO
- The power of defining your skills and purpose
- What it means to focus on “and” not “or” as a CMO
Things to listen for:
[01:00] Jenny's career path
[04:00] What differentiates CMO House from other organizations
[07:35] Welcoming diverse perspectives
[09:00] Qualities of great CMOs
[11:00] Weathering challenges in marketing
[15:30] Adapting to new ways of working with tight constraints
[19:30] Clarifying your skills and purpose
[24:00] Approaching the metaverse
[27:30] Using business for good
[31:00] The role of CMOs in driving growth
[34:00] Re-defining creativity
[37:15] Transitioning from CMO to CEO
[40:00] Embracing the nuance of the CMO role
[44:45] What marketers need to learn more about
Resources Mentioned:
- Jenny Rooney
- CMO House
- Black Glass
- Katie Klumper, founder of Black Glass
- Gartner Report on Marketing Spending
- Connie Brams at Unilever as CMO title goes away (Adweek)
- Metaverse & Web3
- Purpose
- ESG
- Growth
- Creativity
- CMO-CEO transition – Jeff Jones, Brian Nichols, Seth Kaufman
- Jenny Rooney on episode 158 of Marketing Today
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Vinoo Vijay, now CMO of Truist Financial, is back on the show to discuss purpose-driven strategic marketing. During his first episode with us, Vinoo shared his story about coming to the US at age seventeen, eventually leading him to be the CMO at H&R Block, Ally, and now Truist.
In this episode, Alan and Vinoo discuss how his team carefully balances technology with touch to create a client experience unlike any other in the banking space. Vinoo shares about developing and positioning the Truist brand, how his team reinforces purpose on a daily basis, and his vision for marketing.
Listen in for Vinoo's advice on weaving your purpose into your daily life and making your strategic marketing efforts a success.
In this episode, you'll learn:
- Empower your team to align their personal purpose with your organization's purpose
- Identify your problem before attempting a solution
- Reinforce your purpose on a daily basis
Things to listen for:
[03:00] Vinoo's career journey and passion for finance
[08:00] Making a positive impact as a company
[11:30] Managing the evolution of Truist
[13:00] Creating a space where people want to be
[15:30] Developing and positioning the Truist brand
[20:45] Reinforcing purpose on a daily basis
[23:00] Aligning personal and organizational purpose
[26:00] Connecting client experience with business needs
[30:00] Vinoo's vision for strategic marketing
[35:30] What CMOs need to do to be successful
[36:15] What marketers should be learning more about
[38:20] The biggest threat and opportunity for marketers today
Resources Mentioned:
- Vinoo Vijay
- Truist
- Truist Purpose Statement
- Truist Ad Campaign
- Truist name
- Technology, Touch, and Trust
- Truist Leadership Institute
- Kim Whitler on Marketing Today – Boards and marketing experience (EP121) and Marketer's Contribution to firm performance (EP287)
Follow the podcast:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Pam Forbus is the CMO of Pernod Ricard, where she focuses on building trusted brands through consumer-centric marketing. Pam is the leader behind many recognizable Absolut campaigns, including #VoteResponsibly and #MixResponsibly. Prior to joining the Pernod Ricard team, Pam spent two decades leading teams at Disney, PepsiCo, and Frito-Lay. Throughout her career, Pam has navigated challenging times, from the ‘08 financial crisis to the COVID-19 pandemic, and has come out stronger on the other side. On the show today, Alan and Pam discuss how the pandemic changed the way she approaches marketing and the importance of responsible marketing, especially for a spirits brand. Pam shares how she successfully builds trusted brands through consumer-centric marketing and how her team is approaching consumer trends, including premiumization and in-home consumption.
In this episode, you'll learn:
- Data-driven decisions are consumer-centric decisions
- How a cross-functional marketing team enables you to adapt to changes
- Lean into your brand's DNA
Key Highlights
- [03:00] Pam's career path
- [09:30] Using data to make consumer-centric decisions
- [12:45] Aligning marketing strategy with what drives purchases
- [17:00] Leaning into your brand's DNA
- [21:00] Consumer trends in the spirits industry
- [27:30] Leveraging a cross-functional marketing team
- [32:30] What makes a CMO/CEO relationship successful
- [35:45] An experience that defines Pam
- [38:00] Pam's advice for her younger self
- [40:00] What marketers should be learning more about
- [44:00] The biggest challenge for marketers today
Resources Mentioned:
- Pam Forbus
- Pernod Ricard
- Gorge Ross & George Read - Signers of Declaration of Independence
- Ann Mukherjee, CEO at Pernod Ricard NA
- Absolut Mix Responsibly
- Absolut RTD in a can
- Jameson Ginger & Lime RTD
- Absolut Sex Responsibly
- Pernod Ricard Conviviality
- Gucci + Adidas Collaboration
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Some people see golf as a sport for the elite, but the truth is 75% of golf courses in the U.S. are open to the public. Golf players are more diverse than ever, and brands like PGA TOUR SuperStore are committed to continuing to make the sport inclusive to all.
Jill Thomas is PGA TOUR SuperStore's CMO and leads her team in modernizing their marketing strategy as their audience grows. Jill has more than 25 years of senior leadership with a consistent record of growth at some of the world's most admired companies, including The Walt Disney Company, Cinnabon, Yum! Brands, Edible Arrangements, and PepsiCo.
In this episode, Jill and Alan talk about the strategies that enable brand growth, Jill's formula for marketing nirvana, and how to reach new audiences. Later on, they discuss what endears brands to us and why you need to lean into evolving technology in your marketing strategy.
In this episode, you'll learn:
- Empathy enables brand growth
- How to achieve personalization at scale
- Right person + right message + right moment
Key Highlights
- [01:00] Two pivotal moments in Jill's career
- [03:30] The importance of a good mentor
- [08:00] Reaching new audiences with golf
- [15:30] Marketing strategies Jill's team used to fuel growth
- [20:00] Connecting with audiences through storytelling and humor
- [23:00] How motherhood has contributed to Jill's success
- [25:00] Jill's advice for her younger self
- [26:30] Achieving personalization at scale
- [29:30] Brands worth admiring
- [32:30] The biggest threat facing marketers
Resources Mentioned:
- Jill Thomas
- PGA TOUR SuperStore
- Mark Irby, former VP Marketing at Publix
- Women's Golf Day
- Father's Day Ad
- Quiet Sign Guy Spoof
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Lisa Stockmon is the Chief Marketing Officer at Banfield Pet Hospitals. Lisa leads the development and execution of Banfield's innovative integrated marketing strategy, ensuring it supports the organization's strategic vision, aligns with its purpose, and drives revenue.
In this episode Alan and Lisa discuss what led to Banfield's recent 400% growth in social followers and 104% increase in content interaction on Instagram. Lisa also shares the role curiosity has played in successfully engaging Gen Z in her marketing strategy.
Listen to learn how to adapt to the shifting market and skyrocket your social growth.
In this episode, you'll learn:
- Ways the pandemic has changed brands' customer bases
- How to strategically leverage influencer marketing on social media
- The importance of open-mindedness and curiosity in marketing
Key Highlights
- [01:00] Lisa's career journey and passion project
- [07:00] Banfield's “b here” marketing strategy
- [09:00] Reaching new demographics of pet owners
- [15:00] Strategically leveraging influencers on social media
- [17:00] Experiences that define Lisa
- [19:00] Lisa's advice for her younger self
- [20:00] What marketers should be learning more about
- [23:00] The biggest opportunity for marketers today
Resources Mentioned:
- Banfield Pet Hospital
- Lisa Stockmon
- Career stops: HBO, Time Warner, Time Warner Cable, Time, Leukemia & Lymphoma Society, City of Hope
- About Banfield Pet Hospital: 1000 locations, 19,000 people
- Banfield Here - #BHere Marketing Strategy
- Banfield Pet Owner Research
- Banfield After Party series (YouTube)
- March Madness Buick Commercials highlighting women athlete performances you didn't see (AgencySpy)
- Progressive Commercials “Becoming Your Parents” -Parking, Home Improvement
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Don McGuire is the Senior Vice President and Chief Marketing Officer at Qualcomm Technologies. Don leads the global marketing organization, supporting Qualcomm's advancement into new and existing markets and growth areas. He's redefining Qualcomm's strategic approach to product marketing, leading to innovative campaigns and collaborative partnerships that are bringing cutting-edge products to market.
On the show today, Alan and Don talk about how Qualcomm has increased its total available market by 7X, what that means for their strategies, and how they're managing the organization through growth. They also talk about the brand strategies they use for their B2C brand, Snapdragon, as well as the enterprise brand of Qualcomm itself.
Listen in to learn how to elevate your brand and prepare for rapid growth.
In this episode, you'll learn:
- Why partnerships can elevate your brand
- How to develop a compelling brand narrative
- Tips for restructuring your marketing organization and leading through change
Key Highlights
- [03:00] Don's journey to Qualcomm
- [06:30] Splitting the Qualcomm and Snapdragon brands
- [12:00] Elevating the Snapdragon brand with a Ferrari partnership
- [18:00] Developing mutually beneficial partnerships
- [22:30] Fueling explosive growth with connectivity
- [28:30] Developing a compelling brand narrative
- [34:30] Restructuring Qualcomm's marketing organization
- [41:00] Experiences that define Don
- [43:30] Don's advice for his younger self
- [44:30] What marketers should be learning more about
- [49:00] The biggest opportunity for marketers today
Resources Mentioned:
- Don McGuire
- Qualcomm
- Snapdragon
- Cristiano Amon, CEO at Qualcomm
- Previous CMO, Penny Baldwin, on Marketing Today
- King Arthur Baking Company CMO, Bill Tine, on Marketing Today
- StockX CMO, Deena Bahri, on Marketing Today
- ESL Gaming | Announcement with Qualcomm
- Ferrari Racing
- Netflix Formula 1: Drive to Survive
- Cutwater Spirits
- Ballast Point Brewery
- Vuori Clothing
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
As the Head of Ad Marketing at Roku, Jordan Rost helps marketers understand shifting media behavior, re-imagine storytelling for the Streaming Decade, and make better ads. Prior to joining Roku, Jordan held leadership roles at Google, Nielsen, Adaptly, and Accenture.
On the show today, Alan and Jordan discuss why buyers should prioritize streaming in their ad strategy, and why Roku expects this year to be the first truly streaming-first Upfront. They also dive into the ways media is changing and how to tailor ad experiences to your audience.
Listen in to learn more.
In this episode, you'll learn:
- How to achieve brand impact and measurability with streaming ads
- The future of Upfronts
- Ways to tailor experiences to your audience
Key Highlights
- [02:30] Jordan's guiding principle on his journey to Roku
- [04:30] Orienting to consumers' perspectives
- [08:30] Opportunities for performance marketing on streaming platforms
- [14:30] The future of Upfronts
- [17:00] Delivering better audience experiences
- [21:00] Incorporating brand stories in streaming naturally
- [23:30] Experiences that define Jordan
- [24:30] Jordan's advice for his younger self
- [25:30] What marketers should be learning more about
- [30:30] The biggest opportunity for marketers today
Resources Mentioned:
- Roku
- Jordan Rost
- Nielsen
- Previous stops in career: Google, Nielsen, Adaptly, Accenture
- Roku Upfronts
- Previous episode with Sweta Patel at Roku
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Connect with the Guest:
Connect with Marketing Today and Alan Hart:
- http://twitter.com/abhart
- https://www.linkedin.com/in/alanhart
- http://twitter.com/themktgtoday
- https://www.facebook.com/themktgtoday/
- https://www.linkedin.com/company/marketing-today-with-alan-hart/
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
David Seigel is the CEO of Meetup, author of Decide and Conquer, Professor of Management at Columbia University, and host of Keep Connected podcast. **He's served as an influential leader at many organizations, including Investopedia, Seeking Alpha, and 1-800-Flowers. David and his team at Meetup are working to cure the loneliness epidemic by connecting people to each other. They've navigated major pivots throughout the pandemic as an in-person-first organization, and David has a lot to share about what he's learned.
On the show today, Alan and David talk about how Meetup adjusted their tactics while remaining true to their mission. Later on, they discuss the power of community in our individual lives and at a business level. David also explains how an engaged community can decentralize your marketing for the better by serving as your most valuable brand ambassadors.
Listen in to learn more.
In this episode, you'll learn:
- The most important aspect of pivoting
- How to decentralize brand marketing
- The power of community
Key Highlights
- [03:00] David's journey to Meetup
- [06:30] How 9/11 led to the creation of Meetup
- [08:45] Navigating the pandemic as an IRL-first organization
- [12:30] Pivoting in the pandemic and beyond
- [15:30] The benefits of virtual Meetups
- [18:00] What you'll find in Decide and Conquer
- [21:00] Lessons David has learned about community
- [24:00] How to decentralize brand marketing
- [30:00] An experience that defines David
- [33:00] David's advice for his younger self
- [35:00] What marketers should be learning more about
- [38:00] The biggest opportunity for marketers today
Resources Mentioned:
- David Siegel
- Meetup
- Decide & Conquer, book by David Siegel
- Keep Connected podcast by Meetup and David
- Kevin Ryan, former CEO at DoubleClick and investor in Meetup
- Adam Neumann, founder of WeWork
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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David Temkin is the Director of Product Management, Ads Privacy, and User Trust at Google. He leads the product management team responsible for ads privacy. His team is focused on delivering privacy-first monetization product changes that are driven by the changing regulatory environment. They are also responsible for transparency control for ads all across Google's ad business.
On the show today, Alan and David talk about his role and what privacy and the combination of privacy and trust mean. Later, David shares his thoughts on how marketers should be thinking about ads privacy and what we need to do to get consumers on board in understanding its importance. At the end they also discuss the removal of third-party cookies and what it means for effectively deploying ad campaigns.
Listen in to learn more.
In this episode, you'll learn:
- What businesses should prioritize when it comes to privacy
- Why marketers can convince their organization to prioritize privacy
- Getting consumers to take privacy seriously
Key Highlights
[01:33] David's journalism career
[02:54] Understanding David's role
[04:34] What to prioritize with privacy
[06:37] Consumer trust with social media
[08:52] Convincing your business to prioritize user privacy
[10:19] Getting consumers to take privacy seriously
[12:45] How Google builds transparency and choice into its ad products
[14:56] The removal of third-party cookies
[18:20] Advice for marketers in a cookie-less world
[20:54] An experience that defines David
[23:42] David's advice for his younger self
[24:15] What marketers should be learning more about
[25:29] The biggest threat and opportunity for marketers
Resources Mentioned:
- David Temkin
- Prior experience: Apple Newton, Brave Software, Brave Browser
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Connect with the Guest:
Connect with Marketing Today and Alan Hart:
- http://twitter.com/abhart
- https://www.linkedin.com/in/alanhart
- http://twitter.com/themktgtoday
- https://www.facebook.com/themktgtoday/
- https://www.linkedin.com/company/marketing-today-with-alan-hart/
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Ricky Engelberg is the Executive Vice President and Chief Marketing Officer at Vista.
Vista is a marketing partner to millions of small businesses around the world. As CMO, he oversees important functions such as customer experience and digital product.
In this episode Alan and Ricky discuss his early career in the entertainment industry in Athens, Georgia, and how that has shaped his career and how he sees the world today. Tune in to hear more about how the experience made him realize the importance of finding your audience and investing in relationships to make them successful.
In this episode, you'll learn:
- The art of finding your audience
- Creating a customer relationship across all product offerings
- What makes a successful partnership
Key Highlights
[01:41] Ricky's early entertainment career
[04:37] Learning how to find the right audience
[09:23] Vista's mission and vision[13:26] Building customer relationships
[15:54] The shift to partnerships in creating brand awareness
[19:12] Vista's partnership with Humberto Leon
[24:40] The ingredients for a successful partnership
[29:22] An experience that makes Ricky who he is today
[31:43] Ricky's advice to his younger self
[34:34] What marketers should be learning more about
[39:19] The biggest threat and opportunity to marketers
Resources Mentioned:
- Ricky Engelberg
- Vista
- Vistaprint
- 99Designs by Vista
- VistaCreate
- Humberto Leon and Chifa Restaurant partnership (NY Times)
- Power forward with Celtics Sports Partnership
- Liverpool Football Club partnership
- Washington Commanders Football team
- Web3 - FWB
- Liquid Death
- Marvel & Disney
- Supreme
- Palace
- GoPuff
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Lindsay McCormick is the Founder and CEO of Bite, which stands for “Because it's the earth.” They are makers of plastic-free and cruelty-free products on a mission to become the world's most sustainable personal care company.
Lindsay has built Bite into a multi-million dollar company, aiming to remove plastic from our everyday routines. Her first product, toothpaste tablets went viral in 2018, and since then they've added several other products to the Bite brand umbrella.
In this episode Alan and Lindsay discuss her path to founding the company, as well as the moment she turned down a six-figure deal from both Mark Cuban and Kevin O'Leary on Shark Tank.
Listen to the full episode to learn more about filling a market gap and always having an innovative mindset.
In this episode, you'll learn:
- Leaning into “filling the gap”
- Sticking to what's important
- Having a “we can always be better” mindset
Key Highlights
[01:44] Lindsay's favorite outdoor activities
[02:42] The path to founding Bite
[03:55] From TV to toothpaste
[05:52] Bite's mission and vision
[07:11] Adding other products to the brand
[09:25] Becoming an amateur chemist
[11:04] Working two jobs to build Bite
[13:43] Presenting to Shark Tank
[16:12] Marketing products through advocates
[19:45] Experimenting with digital marketing
[21:54] An experience that's made Lindsay who she is
[24:10] Lindsay's advice for her younger self
[24:30] What marketers should be learning more about
[26:11] Brands and organizations Lindsay follows
[27:44] The biggest threat and opportunity for marketers
Resources Mentioned:
- Lindsay McCormick
- Bite
- Video that went viral
- Instagram: @bite
- TikTok: @bite
- Twitter: @bitetoothpaste
- Facebook: @bitetoothpaste
Follow the podcast:
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Did you know that 60% of counties in the US do not have an orthodontist within the county? So, what do those people do when they find themselves needing orthodontic care?
This is the question that John Sheldon set out to answer. John is the Chief Marketing Officer at SmileDirectClub where they are leading the charge with accessibility, increased convenience, and at a lower cost than competitors of orthodontic care.
In this episode, Alan and John discuss how the company started out as a disruptor and is moving towards becoming a challenger against their primary competitor. Listen to the full episode to learn more about the benefits of challenging the market and how the customer experience plays a key role.
In this episode, you'll learn:
- The benefits of challenging the market
- Why you should center innovation around the customer experience
- Where data plays a role in your brand
Key Highlights
- [01:18] How John is responsible for many marriages and divorces
- [02:15] John's path to CMO at SmileDirectClub
- [05:01] Who is SmileDirectClub?
- [07:45] Scaling as a challenger vs. a disruptor
- [10:37] Innovating around the customer experience
- [12:56] How data plays a role in brand story-telling
- [15:04] Investing in TikTok as a marketing strategy
- [20:32] Pivoting with the changing landscape
- [23:45] An experience that defines John
- [25:05] John's advice to his younger self
- [27:15] What marketers should be learning more about
- [29:03] The brands and organizations John follows
- [30:55] The biggest threat and opportunity for marketers
Resources Mentioned:
- John Sheldon
- SmileDirectClub
- New Campaign with Own Character (iSpotTV)
- SmileShops
- Smile Direct Club TV Commercials - iSpot.tv
- SmileDirectClub (@smiledirectclub) Official TikTok | Watch SmileDirectClub's Newest TikTok Videos
- SmileDirectClub (@smiledirectclub) • Instagram photos and videos
- How Brands Grow by Byron Sharp
- Marketing Today with Byron Sharp episode
- Peloton CMO on Marketing Today
- Never Eat Alone by Keith Ferrazzi
- Mastercard Lab for Financial Inclusion
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Smita Wadhawan is the CMO at Simple Practice, a company that provides technology to private practice therapists and other practitioners. They've been around for 10 years and serve over 100 thousand practitioners.
In this episode, Alan and Smita discuss her journey from India to the US and her career path from companies like PayPal and GoDaddy to Simple Practice. During her early years, Smita shares how she learned to embrace a growth mindset and find her own voice—both traits that have served her well as CMO.
Later in the conversation, Smita also shares her view about moving from product marketing to a go-to-market strategy, how to plan that launch, and how good leadership plays a key role. Listen to the full episode to learn more.
In this episode, you'll learn:
- Why you should embrace a growth mindset and find your voice
- How to see product marketing as the foundation for strong marketing
- When to move from product marketing to a go-to-market strategy
Key Highlights
[01:24] Growing up in India
[02:58] Smita's career journey
[05:40] What brought Smita to the US
[07:19] Who Simple Practice serves
[09:36] Smita's first impression of the US
[11:28] Finding her voice
[15:01] Product marketing as the foundation for strong marketing
[17:03] Moving from product marketing to go-to-market strategy
[19:00] How go-to-market works at Simple Practice
[19:56] How Smita thinks about leadership
[23:52] An experience that shaped Smita
[26:28] Smita's advice to her younger self
[27:46] What marketers should be learning more about
[29:48] The brands and organizations Smita follows
[31:50] The biggest threat and opportunity for marketers
Resources Mentioned:
- Smita Wadhawan
- Simple Practice
- Career stops: GE Consumer Finance, PayPal, Ebay, Visa, GoDaddy
- Andrew Low Ah Kee, former GoDaddy leader and mentor, now President of Opendoor
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
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Fabio Baracho, VP of Marketing, and Alejandro Gershberg, Marketing Director at Grupo Modelo, part of Anheuser-Busch InBev, the largest brewery in Mexico.
In this episode, Alan, Fabio, and Alex discuss Grupo Modelo's response to the COVID-19 pandemic in Mexico. A huge part of this response was envisioning “The Match of the Ages” which occurred when the world felt most isolated and cultural gatherings came to a halt.
Soccer is a Mexican cultural icon. Despite any division the country faces, soccer is the great unifier. But during the pandemic, all games were canceled for more than 60 days. As a way to reunite the country and give back to the people, Grupo Modelo created a brand new 90-minute soccer game from scratch with the country's two biggest rivals using 70 years' worth of historical footage.
The game, which aired at zero cost on all major networks, became the highest earned media in the history of the brand. The initiative, El Classico de la Historia, became the first Mexican brand to win a Titanium Lion in the history of the Cannes Lion International Festival of Creativity for Corona brand.
Listen to the full conversation as they discuss the process behind creating the soccer game and how they used the talent and creativity of their employees to help a nation.
In this episode, you'll learn:
- How data can personalize creativity
- When creativity can support a nation
- Why you should reimagine entertainment
Key Highlights
[02:02] How Alex ended up in marketing
[03:44] Fabio's path to marketing
[05:44] The role of VP of Marketing
[07:02] The role of Marketing Director
[08:22] Connecting creativity and data
[10:54] The essence of Grupo Modelo
[13:29] How Grupo Model supported Mexicans during the pandemic
[19:33] Envisioning the “Match of the Ages”
[22:54] Building the equivalent of a virtual Super Bowl
[29:33] Bringing brands together to support a nation
[36:01] Creating a sense of pride for the Mexican people
[40:31] An experience that makes Fabio who he is today
[42:24] An experience that makes Alex who he is today
[44:52] A topic marketers should be learning more about
[49:31] The threats and opportunities facing marketers
Sponsors of this episode:
- Vinovest: zen.ai/marketingtodaywithalanhart
- Earned Media Values: https://earnedmediavalues.com/
Resources Mentioned:
- Grupo Modelo
- Fabio Baracho
- Alex Gershberg
- Grupo Modelo Response to COVID 19 in Mexico
- The Match of the Ages (Overview on YouTube)
- The full match replay on YouTube
- Gustavo Lauria
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Jennifer Veenstra is the Executive Leader of the Deloitte Global CMO program.
In this episode, Alan and Jennifer discuss the Global CMO program, what it includes, as well as the other types of programs Deloitte offers to up-and-coming CMOs. As a part of her role, Jennifer helped conduct Deloitte's 2022 Global Marketing Trends Report where they discovered seven key trends marketers should pay attention to going into the new year. During the conversation, Jennifer helps describe their findings and how each of the seven trends can impact marketers' strategies today.
Later in the episode, Alan and Jennifer dig deep into three of them: building the intelligent creative engine, designing a human-first data experience, and elevating the hybrid experience. Listen to the full episode to learn why they are so important.
In this episode, you'll learn:
- What global marketing trends you should pay attention to
- Balancing human-first with data mining
- Creating a cohesive customer experience
Key Highlights
[01:40] Jennifer was a professional shredder
[02:54] Jennifer's path to Deloitte
[04:20] What is Deloitte's CMO program
[06:12] Seven global marketing trends to watch
[10:34] Building the intelligent creative engine
[15:32] Designing a human-first data experience
[20:00] Elevating the hybrid experience
[22:22] Comparing experiences across industries
[24:28] An experience that defines Jennifer
[26:31] Jennifer's advice to her younger self
[27:05] What marketers should be learning more about
[28:09] The brands and causes Jennifer follows
[29:12] The biggest threat and opportunity for marketers
Resources Mentioned:
- Jennifer Veenstra
- Deloitte Consulting
- Deloitte's Global CMO Program
- NextGen CMO Academy
- Deloitte's 2022 Global Marketing Trends Report
- Building the intelligent creative engine
- Designing a human-first data experience
- Elevating the hybrid experience
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Aaron Wollner is the CMO at Quontic Bank where he is helping lead the charge of becoming the first digital bank in the metaverse.
On the show today, Alan and Aaron discuss his path to becoming CMO, where he got his start, and how multi-variate testing and other analytical approaches led to his belief around how to be data-led in a responsible way. Later, they discuss how Quantic Bank is an adaptive digital bank and how they are pursuing banking in the metaverse.
In this episode, you'll learn:
- How to innovate when you're already digital-first
- The importance of investing in people, not technology
- What's worth measuring and what's not
Key Highlights
[01:30] Aaron's take on being data-driven
[04:00] Aaron's path to becoming CMO
[06:47] What it means to be an adaptive digital bank
[08:02] How Quontic was born
[10:03] How to innovate a digital bank
[11:37] Scaling and growing the market
[14:01] Building brand guidelines
[15:40] Investing in people versus technology
[17:44] Balancing what's worth measuring with what's not
[21:42] An experience that defines Aaron
[24:06] Aaron's advice to his younger self
[26:49] Becoming the first digital bank in the digital metaverse
[28:29] The brands and organizations Aaron follows
[30:46] The biggest threat and opportunity for marketers
Sponsors of this episode:
- Vinovest: zen.ai/marketingtodaywithalanhart
- Earned Media Values: https://earnedmediavalues.com/
Resources Mentioned:
- Aaron Wollner
- Quontic Bank
- Forbes 2022 Best Online Bank
- Multivariate Testing (Wikipedia)
- Bitcoin Rewards Debit Card from Quontic Bank
- Steve Schnall, CEO of Quontic
- Wevo (testing and research partner mentioned)
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
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Ed Dandridge is the Senior Vice President and Chief Communications Officer at the Boeing Company. In this role, he serves on the executive council and oversees all aspects of Boeing's communications.
In this episode, Alan and Ed discuss the many executive roles he has had in the past. They also discuss what attracts him to challenging the assignments like AIG after the financial crisis, or Boeing after the CEO transitions, as well as the max airplane challenges that the company has gone through.
Listen to the full conversation to learn more about how Ed tackles complex business problems and how empathy is a key characteristic of diplomacy.
In this episode, you'll learn:
- Where diplomacy and business intersect
- How to tackle complex business problems
- Why empathy is a key characteristic of diplomacy
Key Highlights
[02:50] Ed's favorite memories living abroad
[05:25] How Ed got into Tufts
[09:13] Hired on at ABC
[11:30] The intersection of diplomacy and business in Ed's career
[17:09] How Ed finds his next challenge
[19:29] What to think about when solving complex business problems
[21:15] What's coming for marketers in 2022?
[24:04] The balance of external vs. internal
[27:49] Ed's advice on retaining top talent
[31:02] Empathy is the heart of diplomacy
[37:05] An experience that defines Ed
[40:15] Ed's advice to his younger self
[41:01] What marketers should be learning more about
[42:14] The brands and organizations Ed follows
[43:23] The biggest threat and opportunity for marketers
Sponsors of this episode:
- Vinovest: zen.ai/marketingtodaywithalanhart
- Earned Media Values: https://earnedmediavalues.com/
Resources Mentioned:
- Ed Dandridge
- Boeing
- Prior companies: AIG, Marsh & McLennan, NAIC, Nielsen, ABC
- Susan G. Komen Foundation
- Executive Leadership Council
- Olivia Pope (fictional character) on Scandal (TV show)
- Peter Zaffino, President & CEO of AIG
- Scott McKenzie, formerly at Nielsen, “Boots on the ground" experience everywhere from board rooms to conflict zones
- Additional CMO Club Interview with Ed Dandridge
Follow the podcast:
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Jeremy King is the CEO and founder of Attest. It's a fast scaling SaaS technology business focused on the market research industry, based in London and New York. Prior to Attest, Jeremy spent nine years with McKinsey & Company. Undoubtedly, research is in his blood.
In this episode, Alan and Jeremy discuss his love of Marine life and how it spurred him to found Attest. Later on, they also talk about some research they jointly executed about purpose. Jeremy observes that “Purpose is the Tesla of marketing”, meaning everyone wants to talk about it, but is it really where marketers should focus?
Listen to the full interview as Alan and Jeremy “get under the hood” on how consumers actually perceive purpose and how marketers should be thinking about it in their strategies.
In this episode, you'll learn:
- How “purpose is the Tesla of marketing”
- Why having different brand differentiators is key
- How to use research to understand your focus
Key Highlights
[01:58] Why Jeremy loves the Peacock Mantis Shrimp
[06:16] How Jeremy ended up founding a research firm
[08:58] What Attest does
[12:48] The Tesla of marketing
[17:01] Differentiating your brand outside of purpose
[19:19] The demographic breakdown
[21:55] How social media plays a role
[27:45] Consumer thoughts on brands' response to the pandemic
[35:05] An experience that defines Jeremy
[38:18] Jeremy's advice to his younger self
[39:09] What marketers should be learning more about
[41:38] The brands and organizations Jeremy follows
[44:08] The biggest threat or opportunity for marketers
Resources Mentioned:
- Jeremy King
- Attest
- Research Dashboard for the Data Discussed in this Episode
- Peacock Mantis Shrimp
- DTC Research
- Shopping Research
- Short Circuit (film), Johnny 5
- Reach2 Academy Trust
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
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Mark Kilens is the VP of Content and Community at Drift where he oversees content, creative projects, events, teams, and much more. He also oversees the Drift community and Drift Insider–which has about 45,000 members today–as well as their two biggest events, Rev Growth and Hyper Growth.
In this episode, Alan and Mark break down Drift's 2021 State of Conversational Marketing report. They also talk about what conversational marketing is, how Drift approaches it, and how marketers need to think about conversation as they build their marketing and sales enablement functions.
Later in the interview, Alan and Mark discuss how Drift is a unique brand and also how Mark sees content service and education actually helping to drive their marketing efforts. Listen to the full conversation to hear more about how to implement a holistic conversational strategy for marketing and sales. What's part of the secret sauce? The buyer should be at the center of everything you do.
In this episode, you'll learn:
- The state of conversational marketing
- The importance of focusing on the buyer
- How to use AI efficiently in your sales journey
Key Highlights [01:38] Mark invented a snow-making machine
[04:11] Mark's path to becoming VP of Content and Community
[07:09] The State of Conversation Marketing report
[09:36] The need to use digital marketing tools and techniques
[13:00] Why you should keep the buyer at the center
[17:14] What marketing looks like in the conversational commerce
[21:00] Showing your personality through AI
[24:41] Why Drift cares about investing in content
[28:12] How content education plays into the lifecycle of a customer
[32:21] An experience that makes Mark who he is today
[34:21] Mark's advice to his younger self
[35:37] What marketers should be learning more about
[39:50] The brands and organizations Mark follows
[41:24] The biggest threat and opportunity for marketers
Resources Mentioned:
- Mark Kilens
- Drift
- HKD Snowmakers
- 2021 State of Conversational Marketing Report
- Adobe case study using Drift
- David Cancel, CEO of Drift on Marketing Today
- Dave Gerhardt, CMO of Drift, Interview on Marketing Today when at Privy
- RevGrowth Virtual Summit
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Biljana Cvetanovski is a partner at McKinsey & Company and leads their marketing and sales practice in the UK, Ireland, and Israel.
In this episode, Alan and Biljana discuss a recent report that McKinsey shared called “The Growth Triple Play—Creativity, Analytics, and Purpose.” During their conversation, they break down the report and discuss how, when combined, those three core elements create extensive results for companies.
Biljana says she has an “impatience for impact and growth” and shares how others can pave the path for growth in their organization.
In this episode, you'll learn:
- The types of investments and capabilities needed to deliver on growth
- Why companies should focus on the growth triple play
- How purpose is defining a lot of what marketers implement
Key Highlights
[01:20] Getting her start in trades
[03:50] A “random walk” through academia
[08:56] McKinsey's research on growth, creativity, analytics, and purpose
[13:15] Combining all aspects for marketing success
[17:02] Integrating talent in the conversation
[19:23] Deepening the idea of purpose and what it means
[21:25] How marketers need to work differently with the growth triple-play
[23:20] What marketers need to be implementing immediately
[25:48] What marketers should be learning more about
[26:22] The biggest threat and opportunity for marketers today
Resources Mentioned:
- Biljana Cvetanovski
- McKinsey Marketing & Sales
- The Growth Triple Play – Creative, Analytics, & Purpose
- Marketing's Moment is now: the C-Suite Partnership to Deliver on Growth
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Connect with the Guest:
Connect with Marketing Today and Alan Hart:
- http://twitter.com/abhart https://www.linkedin.com/in/alanhart
- http://twitter.com/themktgtoday
- https://www.facebook.com/themktgtoday/
- https://www.linkedin.com/company/marketing-today-with-alan-hart/
Support the show: https://www.patreon.com/marketingtoday
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We have two special treats in the RSS feed for loyal marketing listeners - a What if? So What? podcast drop with Alan as a guest and a Bonus episode with the hosts of What if? So What?, Kim Williams-Czopek and Jim Hertzfeld, asking Alan his own questions he asks all his guests.
For this bonus episode, Alan thought it would be fun to turn the tables. So today, Kim and Jim are going to pose questions to Alan.
Episode Highlights:
- Kim asks Alan, you are a seasoned marketer now, but what experience of your past defines and makes up who you are today?
- Alan talks about his personal experience and family background. He and his dad had a great relationship; more importantly, it taught him empathy to better understand people as a marketer. And since then, what is going on in certain situations, he calls it his Spidey sense. The other thing that happened to Alan in his professional career was mentors or people along the way.
- Alan was a psych major in undergrad. Alan had two companies. He sold one, and the other one was struggling. He used to scan documents for coursepacks at the college. One of his colleagues Mandy Hurt, recognized his talent, and she played a very important role in shaping Alan's career.
- Jim asks Alan, what advice would you give to your younger self if you could go back in time and share it?
- It wasn't until grad school Alan learned about networking, and Alan hates that term because it sounds dirty.
- The University of North Carolina, Chapel Hill the Business School there they brought in a speaker, Keith Ferrazzi, who wrote Never Eat alone, which is a book Alan recommended to a lot of people, and he spoke to our class and just knowing what the power of meeting people can do for you; learning from their experiences is also building your network.
- As per Jim, networking is about learning about others, going back to building empathy, understanding how to relate to different people, communicating in different ways.
- Today, Kim asks, what one topic, if not networking, do you believe marketers need to be learning more about?
- Most marketers are not engineers, but there are some, says Alan.
- According to Alan, anything related to system dynamics or systems thinking is the study of complex systems and how they drive specific outcomes.
- Marketing is a complex system, and we are trying to achieve an outcome that is not linear in many cases, and if we could learn from that type of thinking, we could build better marketing systems.
- Jim asks Alan, if you step back from your perspective, what brands, companies, or clothes do you follow or think others should notice?
- Alan praises the marketing approach of Lindt chocolate and how they have maintained consistency across the years.
- There are marketing teams that change things because they get bored with it versus trying to figure out whether the approach is working for their customers or not, says Kim.
- Alan interviewed Raja Rajamanar, the MasterCard CMO, and he calls it "new bride" syndrome, where a new CMO comes in and says, oh, I've got to change everything.
- Kim asks, what is the largest opportunity or threat to marketers today if not new bride syndrome?
- Some of the things that have impressed me the most are those highly successful team's organizations who always have some sort of consistent reflection that goes on to help them focus and figure out how to get to the next level or improve says, Alan.
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What if the key to digital success is getting back to basics? An Interview With Alan Hart.
This is a special feed drop from What if? So what? podcast. Check them out!
In this episode, Kim talks with Alan Hart, creator, and host of “Marketing Today with Alan Hart,” about why he thinks marketing teams need to be blown up, re-organized, and get back to basics to succeed in today's environment.
Connect with Alan Hart, the creator, and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders.
Connect with our hosts Jim Hertzfeld, Principal and Chief Strategist for Perficient, and Kim Williams-Czopek, Director of Digital Strategy at Perficient.
Keywords: digital marketing, personalization, customization, ai
Publish date: Jan 25
Support the show: https://www.patreon.com/marketingtoday
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Jennifer Frommer is the Senior Vice President of Creative Content and Brand Partnerships at Columbia Records, a division of Sony Music.
In this episode, Alan and Jennifer discuss how she broke into the music industry, the brand partnerships she's worked on, which includes products like Beats headphones and musicians like Lil Nas X, Beyonce, Adele, and many others. The brands she's helped partner with include Tiffany & Co., Jaguar, Taco Bell, Pepsi, Samsung, Microsoft, Google, and many more. Needless to say, Jennifer believes the future of differentiating your brand comes with partnering with the musicians and artists your customers love.
Later in the show, they discuss brand partnerships and collaborations, how they work, what works best for brands, how to work with artists, and how those artists' collaborations come together. Listen to find out more about the world of marketing and music.
In this episode, you'll learn:
- The creative, organic integration of brands and music
- The advantage of brands partnering with musicians
- The keys to success for a brand and an artist collaboration
Key Highlights [01:36] Working with Lil Nas X
- [04:12] Getting to be SVP of Creative Content Brand Partnerships
- [06:40] Miracle Whip and Lady Gaga
- [09:34] Lil Nas X and Taco Bell
- [10:32] The current state of branded partnerships
- [12:53] What success looks like
- [20:10] Which brands are executing partnerships well
- [23:49] The importance of mutual trust
- [24:44] An experience that defines Jennifer
- [25:37] Jennifer's advice for her younger self
- [26:40] What marketers should be learning more about
- [27:41] The brands and organizations Jennifer follows
- [28:31] The biggest threat and opportunity to marketing today
Resources Mentioned:
- Jennifer Frommer
- Columbia Records Artists
- Jennifer's LinkedIn Post on Putting Together Deals for Lil Nas X (Links to work included)
- Jimmy Iovine & Interscope Records
- SPIN Magazine
- Tyler the Creator Coca-Cola Commercial
- Lil Nas X is now Taco Bell's Chief Impact Officer
- Balenciaga & Simpsons Brand Video
- Balenciaga & Fortnite Collaboration
- AriZona Iced Tea stays current (Eater.com)
- Taco Bell's Feed the Beat
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Jennifer Davis is the Chief Marketing and Communications Officer at Learfield, which has been around for over 50 years. Learfield works with intercollegiate athletics of the U.S. They offer licensing, multimedia sponsorship management, publishing, audio digital, and social media, data analytics, ticketing, tickets, sales, professional concessions, expertise, branding, and campus-wide business and sponsorship development, as well as venue technology systems for many of the college athletic programs in the United States and the greater ecosystem.
In this episode, Alan and Jennifer discuss college sports and the big business behind them. They also talk about Jennifer's role transition through the pandemic and how she wrote a book called Well-Made Decisions during that transition.
Listen to find out more about why marketers should spend more energy on the decisions they make and how sports marketing plays into the future.
In this episode, you'll learn:
- Spend more energy on making decisions
- How marketers can partner with sports organizations
- The opportunity for growth within sports marketing
Key Highlights
- [02:20] About Jennifer's book
- [04:04] Where Jennifer got her start
- [05:45] What is Learfield?
- [08:33] The first 100 days of onboarding
- [11:44] Current trends in college sports
- [18:51] What are collegiate e-sports?
- [23:54] The growth of B2B brands in sports marketing
- [28:44] How athletes are able to market themselves
- [34:54] An experience that defines Jennifer, makes her who she is
- [39:14] Jennifer's advice to her younger self
- [41:43] What marketers should be learning more about
- [44:12] The brands and organizations Jennifer follows
- [45:48] The biggest threat and opportunity for marketers
Resources Mentioned:
- Jennifer Davis
- Learfield
- Well Made Decisions: Pro Tips for Finishing the Decisions You Start, by Jennifer Davis
- Intercollegiate Fan Report (press release)
- Intercollegiate Fan Report (report)
- LevelNext – The College Esports League
- Allstate's Sponsorship Program
- NCAA adopts iterim name, image and likeness policy
- CLC, a division of Learfield, and OneTeam partner to offer student athletes an opt-in program to participate in licensing programs
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Peter Shankman is a five-time, bestselling author and entrepreneur, and a corporate keynote speaker. He focuses a lot on customer service and the new and emerging customer economy.
In this episode, Alan and Peter discuss his way of thinking and his living with attention deficit hyperactivity disorder (ADHD). Later they transition to PR and then dive down the rabbit hole of Web 3.0, what it is, and what it means for the future of marketing.
Listen to hear more about the Web 3.0 revolution and the next evolution of web technology.
In this episode, you'll learn:
- Why you need to be useful and helpful
- Understanding where blockchain fits in our future
- The importance of creating with your audience in mind
Key Highlights
- [02:22] Describing what Peter does
- [03:40] ADHD as a superpower
- [06:29] Peter's advice for those suffering with ADHD
- [07:44] Thoughts on PR as the only consistent marketing tactic
- [10:58] What's changed in PR?
- [15:11] How blockchain applies to the future
- [20:02] Creating with your audience in mind
- [26:57] Listen to what people have to say
- [29:34] Learning from electric cars
- [31:04] "Hot or not" with Peter
- [36:08] Peter's advice for marketers
- [38:55] An experience that defines Peter, makes him who he is today
- [40:04] Peter's advice for his younger self
- [41:54] What marketers should learn more about
- [42:35] The organizations and brands Peter follows
- [43:15] The biggest threat and opportunity for marketers
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Claire Atkin and Nandini Jammi are the Co-founders of Check My Ads Institute, but you may have heard of them before. Claire writes the popular newsletter Branded, which breaks major stories about the advertising industry's ties to disinformation and hate groups, and Nandini previously Co-founded Sleeping Giants, the social media campaign that led advertisers to flee from Breitbart. Needless to say, both are passionate about combatting disinformation and marketing issues.
In this episode, Alan, Nandini, and Claire discuss the Check My Ads Institute, why it's so important, and the impact it has on marketers. Claire and Nandini are passionate about making marketers aware of the problem they face with ad fraud. It is in every one of our ecosystems, and marketers have to do the hard work to get out in front of it and stop supporting things like disinformation. Listen to learn much more about brand safety and how to become a member of their nonprofit.
In this episode, you'll learn:
- Combating hate speech in ads
- Where disinformation stems from
- What is brand safety laundering
Key Highlights:
- [01:38] Where Nandini and Claire got their start
- [03:00] Nandini and the Breitbart scandal
- [09:30] Claire's crisis of inaction
- [12:05] Why Claire and Nandini started Check My Ads
- [14:04] The struggle with ad tech
- [16:08] Facebook and disinformation
- [19:47] How Check My Ads combats disinformation
- [23:09] Partnering with Check My Ads
- [26:40] Where should marketers start?
- [27:37] Brand safety laundering
- [30:45] Future plans for Check My Ads
- [33:02] The experiences that define Nandini and Claire
- [35:28] Advice to their younger selves
- [37:03] The biggest threat and opportunity for marketers
Resources Mentioned:
- Check My Ads Institute
- Claire Atkin
- Nandini Jammi
- Sleeping Giants (Wikipedia)
- Breitbart was the trigger and resulting work drove 90% revenue loss (Washington Post)
- Check My Ads Institute - Checkmates Membership Program
- Branded Newsletter & Research
- News Deserts tracked at UNC
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Jonathan Yaffe is the CEO and Co-founder of AnyRoad, a data and analytics platform that powers experiential marketing efforts for many of the Fortune 2000 companies.
In this episode, Alan and Jonathan discuss how his career started at RedBull and how it evolved into founding AnyRoad. Jonathan believes that experiential marketing is a pillar of any effective marketing strategy. He says, “experiential programs really change consumer behavior, which leads to revenue growth and increases of brand love.”
Listen to the full episode to learn more about why experiences matter so much in today's environment and why brands are looking at experiential programs as a way to actually build long-term brand loyalty and ultimately increase a customer's lifetime value.
In this episode, you'll learn:
- The value of leaning into experience
- What makes personalization so powerful
- Focus on lifetime value instead of conversion rates
Key Highlights:
- [01:38] Working for RedBull
- [02:43] Transforming from product to experience
- [05:35] Examples of incorporating experience in brand
- [08:32] Changes in the experiential marketing space
- [12:54] What makes personalized experience so powerful
- [15:01] Getting better at capturing and using data
- [17:40] How data is being collected today
- [19:35] What to do with data once you've got it
- [23:35] An experience that defines Jonathan, makes him who he is today
- [26:56] Jonathan's advice to his younger self
- [28:55] What marketers should be learning more about
- [30:16] The brands and organization Jonathan follows
- [33:51] The biggest threat and opportunity for marketers
Resources Mentioned:
- AnyRoad
- Jonathan Yaffe, CEO and Co-founder
- Red Bull
- Marie Kondo
- REI Bike Riding Course
- Kentucky Bourbon Trail
- CHEEZ-IT online store and Chobani merch drops
- Red Bull Flutag Event – Red Bull in San Fran
- Warby Parker expanding to stores (NRF)
- Allbirds expanding to store experiences
- Lululemon and Nike with retail experiences but not about commerce
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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This is a BONUS episode from Marc Binkley and the Anstice aCast podcast where Alan, Marc, and Stef Hamerlinck discuss the year in review of marketing and their respective podcasts.
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In this year-in-review, Alan, Stef, and Marc share the biggest lessons they've learned from interviewing hundreds of the world's leading thinkers in strategy, marketing, and branding.
Alan Hart, Stef Hamerlinck, and Marc Binkley have interviewed hundreds of the world's leading thinkers on business strategy, marketing, and branding. During this entertaining conversation, the three of us share some of the biggest lessons we've learned from those conversations and share what we believe are amazing opportunities for our profession.
Bios
Alan Hart hosts the Marketing Today podcast since 2014. Alan is also a consultant for marketing leadership and board advisor.
Stef Hamerlinck is a brand strategy consultant and since 2017 has hosted the Let's talk branding podcast.
Marc Binkley is VP Strategy & Digital Marketing at Anstice and hosts the Anstice aCast podcast.
Here's the Marketingland image that we're referring to throughout the conversation.
TimeStamps
0:00 – Alan linking business strategy with marketing and brand strategy
2:46 – Why Stef started his podcast on brand strategy
4:20 – Why Alan started his podcast
5:40 – Why Marc started his podcast
7:23 – Our favorite interviews
10:10 – What topic marketers need to learn more about
16:05 – Alan's perception of why CMO's want to get away from marketing
17:40 – Stef's thoughts on how brand strategy fits within marketing and business
19:01 – Why marketing strategy IS business strategy
20:40 – The interplay between brand strategy, marketing strategy, and business strategy
24:20 – Some memorable lessons from our podcast interviews
Stef: Faisal Siddiqui How to build a big brand on a small budget
Alan: Mark Ritson Diagnosis of a brand
Alan: Bob Hoffman Advertising for Skeptics
Alan: Branded Entertainment with GoDaddy's CMO Fara Howard
Marc: Kaaren Whitney-Vernon on branded content
30:36 – Why advertising is not strategy
31:55 - Some memorable lessons from our podcast interviews
Marc: Chris Kneeland are marketers addicted to advertising
Marc: Eddie Obeng the difference between change and transformation
Marc: Manoj Jasra why momentum is critical
Alan: Joe Jackman driving results through reinvention, change, and transformation
Stef: JP Castlin on strategy in complexity and emergence
Stef: Paul Feldwick on the origins of branding
41:36 – The biggest opportunities and threats to marketing
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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George Corbin is a Board Director at Edgewell Personal Care and is the COO of Onriva, a next-generation, AI-powered, travel marketplace.
In this episode, Alan and George talk about his career path, which includes consulting through the boom and bust of the internet, becoming Chief Digital Officer at Marriott, leading their digital transformation, and making his way to a position on Edgewell's board.
Throughout their conversation they discuss lessons learned through leading digital transformation, what that means for the marketing function, and marketers should think about leading a digital transformation. George says, “The best marketers are transformation agents,” and sometimes that means getting really good at being insightful with your customers and looking at the data.
Listen in to hear more about digital transformations and the hot topics board members are currently discussing.
In this episode, you'll learn:
- Getting digital transformation right
- Making your company a growth engine
- Opportunities for marketers on a board
Key Highlights:
- [02:00] George's wrestling match with an octopus
- [04:10] George's start in marketing
- [10:34] Getting digital transformation right
- [18:57] Becoming a board director
- [21:48] Opportunities for marketers at the board level
- [26:11] Shifting to a mind of governance
- [31:20] “Hot or not”—what boards are talking about
- [38:55] George's advice for CMOs
- [45:26] An experience that defines George, makes him who he is today
- [48:33] George's advice to his younger self
- [50:14] What marketers should be learning more about
- [52:07] The brands and organizations George follows
- [55:42] The biggest threat or opportunity for marketers
Resources Mentioned:
- George Corbin
- Edgewell Personal Care
- Onriva
- Marriott
- Mars
- Kim Whitler on Marketing Today discussing marketers on boards
- Kim's research: When and how Board Members with Marketing Experience Facilitate Firm Growth, by Kimberly A. Whitler, Ryan Krause, Donald R. Lehmann
- Stoicism (Wikipedia)
- Obstacle is the Way, Ryan Holliday
- Brands George mentions: Alibaba, Shopify, Onriva
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Grant Johnson is the CMO at Emburse, a spend management company offering solutions that help organizations manage employee expenses, process invoices, and make payments.
In this episode, Alan and Grant discuss his journey to become CMO at Emburse and his philosophy of five Cs for a CMOs playbook—culture, coaching, campaigns, category, and courage.
Grant says that “the only constant in the market is change, and your ability to adapt to it is key to ongoing success.” Listen to the full interview to hear Grant's advice for emerging marketing leaders and how being clear, compelling, and consistent play a major role.
In this episode, you'll learn:
- Category isn't restricted to your product
- The courage of conviction
- Adapting to the change
Key Highlights:
- [01:22] Grant is a nationally ranked tennis player
- [03:00] Grant's career journey
- [05:34] Coming up with the five C's
- [07:34] Talking about culture
- [09:19] Where coaching is important
- [11:05] Coaching the coach vs. coaching the employee
- [12:15] How Grant thinks about campaigns
- [14:55] Thinking about category
- [18:12] Having the courage of conviction
- [19:56] Advice for first-time CMOs
- [23:53] An experience that defines Grant, makes him who he is today
- [25:10] Grant's advice to his younger self
- [26:48] What marketers should be learning more about
- [27:54] The brands and organizations Grant follows
- [29:06] The biggest threat and opportunity for marketers
Resources Mentioned:
- Grant Johnson
- Emburse
- “emburse it” campaign
- Crossing the Chasm, by Geoffrey A. Moore
- Escape Velocity, by Geoffrey A. Moore
- Dave Peterson
- Celonis
- Celonis raises $1B
- Play Bigger, book by Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
- CMO Manifesto, book by John Ellet
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Kalani Leifer is the Founder of COOP Careers and Daniela Toledo is the Senior Account Manager at Wpromote. She's also a graduate of the COOP Careers program.
In this episode, Alan, Kalani, and Daniela talk about COOP Careers, Daniela's journey through the program as a diverse, first-generation college grad, and what motivated Kalani to start this initiative. Kalani says, “Building a career is hard, but it shouldn't be lonely,” and part of their mission is to help fulfill the broken promise of a college degree.
As you listen, you'll hear more about what the program entails and why marketers, CMOs, and marketing organizations should look to programs like COOP Careers. Both Daniela and Kalani believe it helps not only to augment their talent pipeline but a partnership can help diversify their talent.
Listen to the full episode to hear how COOP Careers has changed the lives of many young professionals and how the organization can help your business.
In this episode, you'll learn:
- Why diversification matters
- The power of community support
- How to help the broken hiring system
Key Highlights:
- [01:52] Daniela's journey
- [03:40] How Daniela found the program and what it taught her
- [06:33] Daniela's advice to young businesspeople
- [08:01] Kalani's story
- [12:04] How the program is structured
- [18:58] Where COOP is headed
- [23:50] Advice for companies wanting to diversify
- [28:21] How companies can partner with COOP
- [32:06] An experience that defines Daniela
- [33:11] An experience that defines Kalani
- [36:11] Daniela's advice to her younger self
- [36:45] Kalani's advice for his younger self
- [37:41] The biggest threat and opportunity for marketing
Resources Mentioned:
- COOP Careers
- Kalani Leifer, founder and CEO
- Daniela Toledo, Sr. Account Manager, Wpromote and program graduate
- More about the COOP program
- History of COOP Careers
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Kimberly Whitler is the Frank M Sans Senior Associate Professor of Business Administration at the Darden School of Business at the University of Virginia.
In this episode, Alan and Kim talk about the release of her new book Positioning for Advantage, which has been ranked number one in product management on Amazon. They also discuss what positioning is and what value marketers have to a business. Kim's opinion is to keep it simple. She says, “I think a lot of marketing is about making the choices that put you in the best position to win. A big part of that is you have to execute effectively, and complication often is the enemy of being able to implement.”
Later in the episode, they also discuss influencers and how they can positively impact a business. Kim also shares her opinion on purpose and whether purpose may or may not be something your brand should be focused on.
In this episode, you'll learn:
- How to bring learning to real-life situations
- Creating a sustainable advantage for your organization
- How influencers can be a key element to a marketing plan
Key Highlights:
- [01:34] Kim's worst job ever
- [03:05] From marketing practitioner to academia
- [06:14] Why Kim wrote a book
- [11:13] What do marketers contribute to firm performance?
- [13:12] Creating a sustainable advantage
- [15:11] Forcing marketing choices
- [20:28] How Kim thinks about influencers
- [25:11] Weaponizing word of mouth
- [30:50] An experience that defines Kim, makes who she is today
- [33:40] Kim's advice to her younger self
- [35:14] The brands and organizations Kim follows
- [38:34] The biggest threat and opportunity for marketers today
Resources Mentioned:
- Kimberly Whitler
- Positioning for Advantage: Techniques and Strategies to Grow Brand Value (book)
- Kim's last episode on Marketing Today
- Steve Momper, Darden Publishing
- Halftime (book)
- Stephen Hawking, Wang Junkai and Tencent example
- HBR Article: What Western Marketers Can Learn from China
- OatsOvernight Subscriber Program
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Fara Howard is the CMO of GoDaddy where she oversees all marketing strategy and works with their internal creative team.
In this episode, Alan and Fara talk about one her career background and GoDaddy's brand evolution over the last several years. One of the several charges Fara led has been their experimentation on branded entertainment, launching their docuseries “Made in America”. She describes the experience as truly inspiring, and she shares how it's performing as well as what they're learning from the project.
Later in the show they also discuss GoDaddy's branded pandemic campaign “Open We Stand” and how they were able to launch it so quickly through their internal creative agency. Fara's short answer? “The closer you can bring a creative organization to your business and to your business strategy, the better the work is.”
Listen to the full episode to hear more about how to keep and retain talent within a creative function inside your company as well as how to work with them effectively.
In this episode, you'll learn:
- The value of knowing your customer
- Creating gritty, authentic stories
- How to work with creative teams effectively
Key Highlights:
- [01:36] Fara's first job
- [02:47] Fara's path to CMO
- [05:32] Tips for changing the industry you work in
- [06:58] GoDaddy's strategic journey of transformation
- [09:45] The docuseries “Made in America”
- [12:37] Investing deeply in your customer
- [14:54] The “Open We Stand” campaign
- [18:07] Generating content during the pandemic
- [20:31] Finding and retaining creative talent
- [25:07] Where GoDaddy is going
- [28:37] An experience that defines Fara, makes her who she is today
- [32:23] Fara's advice to her younger self
- [33:50] What marketers should be learning more about
- [35:00] The brands and organizations Fara follows
- [38:55] The biggest threat to marketers today
Resources Mentioned:
- GoDaddy
- Fara Howard
- GoDaddy's docuseries Made in America
- #OpenWeStand integrated campaign – Press Release
- OpenWeStand campaign video with voice over by Donald Sutherland
- GoDaddy and new campaign with Naomi Osaka
- Kinlo brand by Naomi Osaka
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Drew Neisser is the founder of Renegade and CMO Huddles. Most recently he's added author to his list of accomplishments with the publishing of his book Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands.
In this episode, Drew and Alan discuss the concepts in his new book, what makes B2B marketing great, and what makes great marketers in B2B marketing. Drew firmly believes in order to be distinct in the industry and transform your brand it starts from the inside out. He says, “If you don't have your employees behind [the initiative] then you don't have your customers behind it.”
Listen to the full episode to hear more about what it takes to stay distinctive in marketing and how to sell through service.
In this episode, you'll learn:
- How to radically simplify B2B marketing
- Using artfulness for ideation and distinctive marketing
- The value of leading with service
Key Highlights:
- [02:02] Drew's go-to drink
- [03:30] Drew's latest book, Renegade Marketing
- [05:14] The CATS framework
- [10:28] Why new products or marketing initiatives fail
- [13:47] What marketers are doing to stand out
- [16:22] Being distinctive
- [18:30] Leading with service
- [22:09] Radically simplify your metrics
- [25:13] What a culture of experimentation looks like
- [30:04] An experience that defines Drew, makes him who he is today
- [32:41] What is the “Huddle” concept?
- [33:49] Drew's advice to his younger self
- [35:16] What marketers should be learning more about
- [36:34] The brands and organizations Drew follows
- [38:47] The biggest threat to marketers
Resources Mentioned:
- Drew Neisser
- Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands (Book)
- Old Tom Gin (Wikipedia)
- Bar Hill Tom Cat Gin
- Carla Piñeyro Sublett, former CMO at NI and now CMO at IBM
- Brent Adamson, Gartner
- Trish Muller, former CMO at The Home Depot
- CMO Huddles
- Drumshanbo Irish Gun Powder Gin & PJ Rigney Story
- Amass Dry Gin
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Jennie Perry is the CMO at Grove Collaborative, which creates and curates high-performing, planet-first products across many categories. Jennie leads their marketing strategy and is responsible for product marketing and driving consumer engagement and product demand.
Before joining Grove, Jennie spent nine years working in Amazon, most recently as CMO of Prime and Amazon North America, where she led Prime Day and Prime marketing global.
In this episode, Alan and Jennie discuss growth, sustainability and CPG, and why they can be so hard to achieve. Jennie says, “You don't have to sacrifice performance for sustainability. The common misconception out there is that it's a trade-off, but you can't have one without the other.” Listen to the full episode to hear why Grove Collaborative is on a mission to make sustainability more accessible to the public. Tune in to hear the creative ways they are making this a reality
In this episode, you'll learn:
- How to transform products into a force for human and environmental good
- The importance of broadening channel diversity
- Why companies should make sustainability more accessible
Key Highlights:
- [01:44] Wiping out in front of Beyonce and Jay Z
- [04:48] Where Jennie's career all began
- [10:18] What brought Jennie to Grove
- [12:24] Making it easier for customers to buy sustainable products
- [15:35] Tackling sustainability—starting with plastics
- [20:10] Changing packaging to save water
- [23:11] Expanding marketing efforts and channels as a company
- [28:01] Developing a TV campaign
- [30:15] Lessons learned along the way
- [36:00] An experience that defines Jennie, makes her who she is
- [37:14] Jennie's advice for her younger self
- [38:07] A topic marketers should be learning more about
- [39:03] The brands and organizations Jennie follows
- [41:18] The biggest threat to marketers today
Resources Mentioned:
- Grove Collaborative
- Jennie Perry
- Met Gala (Wikipedia)
- Amazon Fashion & Amazon Prime
- Grove launches distribution in Target
- Plastic-free by 2025
- Laundry Sheets
- Cleaning concentrate system
- Grove video ad from internal creative team
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Dea Lawrence is the CMO of Variety, where she oversees PR, media partnerships, creative communications, live media, virtual events, video development, and custom content.
In this episode, Alan and Dea discuss her role as CMO, her previous acting career, and how it helped shape her approach to marketing. Dea says, “we always have to think of what we are going to do next and what's new and different to meet the competition and keep our brands going.”
Later in the conversation they talk about how Variety kept customer interest during the pandemic and virtual events, and how film and the TV industry integrate with marketing.
In this episode, you'll learn:
- How acting prepares you for business
- Keeping customers interested during virtual events
- How film integrates with marketing
Key Highlights:
- [01:24] Dea's acting career
- [04:44] From actor to CMO
- [09:55] How acting prepared her for business
- [13:11] Who is Variety
- [15:00] Transitioning from in-person to virtual events
- [21:30] Why being CMO at Variety is different than most CMO positions
- [23:17] Variety's content studio
- [29:52] Achieving growth in publishing
- [31:20] An experience that defines Dea, makes her who she is today
- [33:32] Dea's advice for her younger self
- [34:50] What marketers should learn more about
- [36:03] The brands and organizations Dea follows
- [37:58] The biggest threat for marketers today
Resources Mentioned:
- Variety
- Dea Lawrence (IMDb Profile | LinkedIn)
- Vampire Lesbians of Sodom, play by Charles Busch
- iFilm and former CEO, Kevin Wendell and now owner of Hotel Esencia
- Variety Virtual Events & Streams
- Variety Content Studio
- Steven Gaydos
- Alex Castro, VP of video
- The Take (Video Show)
- Variety Podcasts
- Smartless podcast (Alan references)
- NFTs
- Scott Galloway
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Mark Penn is the Chairman and CEO of Stagwell, the newest agency holding company with over 10,000 employees in more than 24 countries.
On the show, Alan and Mark discuss his journey from polling in his early teens to being the lead pollster for President Bill Clinton, Hillary Clinton through her Senate races. In addition to these accomplishments, Mark founded his own company, which eventually got acquired by WPP. His latest venture was the creation and build of Stagwell Group and recent merger with MDC to create the newest agency holding company - Stagwell.
Later, they talk about the future of Stagwell — what they are looking toward, their strategy, and why they are a different type of holding company for marketers and brands. Ultimately, Mark believes “digital disruption is both the biggest opportunity and the biggest threat to marketing, and our marketers need to be able to effectively harness the promise of the digital revolution.” Listen to find out how marketers should be thinking about the future.
In this episode, you'll learn:
- The four layers of the “marketing cake”
- The importance of digital-first marketing
- Marrying media and creative to power marketing
Key Highlights:
- [01:28] The first poll Mark ever conducted
- [03:34] Polling for the New York State Democratic party
- [05:00] Mark's career path
- [08:53] Landing Microsoft as a client
- [12:04] Working with MDC
- [18:00] The vision for Stagwell
- [20:27] The four layers of the “marketing cake”
- [25:40] Stagwell's global ambition
- [29:53] An experience that defines Mark, makes him who he is today
- [32:05] Mark's advice to his younger self
- [34:30] What marketers should be learning more about
- [37:50] The brands and organizations Mark follows
- [39:00] The biggest threat and opportunity for marketers
Resources Mentioned:
- Stagwell
- Mark Penn (Wikipedia)
- Penn Schoen (Wikipedia)
- Burson-Marsteller (Wikipedia)
- Microsoft
- Microsoft Super Bowl Ad
- Microsoft Scroogled Ad Campaign
- Stagwell & MDC combination
- Combined set of companies
- Stagwell Media Network announcement
- NewCenter.org
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Deena Bahri is the Chief Marketing Officer at StockX, a Detroit-based technology company providing an online resale marketplace for sneakers, apparel, accessories, and collectibles.
In this episode, Alan and Deena discuss her journey to becoming a CMO, the defining moments in her career, and the lessons motherhood has taught her about leadership and marketing. Deena says, “We're never just sitting back and saying, oh, we've got this covered. We know exactly how to do that.”
Listen to hear Deena's approach to leadership and how she is embracing new opportunities to grow while never losing sight of the customers' needs.
In this episode, you'll learn:
- Forgive yourself when you aren't perfect
- Always seek improvement
- Focus on building trust with your customer
Key Highlights:
- [01:29] What has motherhood taught Deena about marketing?
- [04:51] Deena's journey to StockX
- [06:57] What even is StockX?
- [14:08] Seizing growth opportunities
- [17:45] Marketing to sellers and buyers
- [19:43] Deena's approach to leadership
- [21:40] Defining moments in Deena's life
- [24:49] Advice to her younger self
- [25:53] Don't underestimate data and analytics
- [27:18] Brands to follow
Resources Mentioned:
- StockX
- Deena Bahri
- How StockX works
- StockX report on investment performance
- Food52 | Food 52 Story from content to products
- Texas Legislation of Women's Rights (NPR)
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Molly Sonenberg is creative brand manager at monday.com where she drives the brand's voice and keeps messaging consistent across the brand's channels.
In this episode, Alan and Molly discuss her insatiable need to work, how she ended up at monday.com, and how the company culture seeps through not only the product but their marketing as well. Molly says, “At monday.com we believe sharing knowledge makes you a better leader and leads to increased success for the organization.”
Listen to hear why culture is so important at monday.com and how they approached marketing while the company was going public.
In this episode, you'll learn:
- Sharing information leads to success
- You should be nicer to yourself
- Marketing partnerships are underrated
Key Highlights:
- [03:08] Molly's journey to monday.com
- [05:41] What is monday.com?
- [08:03] Culture defines everything at monday.com
- [12:17] How does culture affect marketing?
- [21:22] How does Molly combat Imposter Syndrome?
- [28:35] Brands to take notice of
- [30:54] What's the biggest threat for marketers today?
Resources Mentioned:
- Monday.com
- Molly Aviva Sonenberg
- Jim Cramer of Mad Money
- Tel Aviv, Israel
- Why Managers Fear a Remote-Work Future (The Atlantic)
- IPO of Monday.com
- Imposter Syndrome
- Meditation – Love-Kindness
- Brands Molly follows: Everlane, Bumble, Bumble Café, Slack updates
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Jackie Yeaney is the CMO at Tableau where she is responsible for empowering and educating people on seeing and understanding their data.
In this episode, Alan and Jackie discuss how she ended up at Tableau, what Tableau is working on, and how they go to market. Jackie has more than 20 years of experience as a marketer, but she started her career as an Air Force officer. Later on, they discuss what she thinks marketers should focus on and the misconceptions and responsibilities of being on a board of directors.
Jackie says that being a successful marketer “has far more to do with being data-driven, understanding your customer and the market better than anyone else, and putting your energy there to target and be relevant.” She believes companies win by doing these things. Not by screaming from the rooftops.
In this episode, you'll learn:
- The importance of seeing and understanding data
- Maintaining brand voice during an acquisition
- How to build trust and relevancy with your audience
Key Highlights:
- [01:58] Jackie's side hustle
- [04:34] Jackie's career journey
- [07:51] Who is Tableau?
- [09:58] Overcoming the fear of being data-driven
- [12:22] Salesforce acquires Tableau
- [14:01] Maintaining Tableau's voice in the acquisition
- [19:24] Building trust and relevancy with your audience
- [23:54] The misconception of being on a board of directors
- [30:12] An experience that defines Jackie, makes her who she is
- [37:04] A topic marketers should be learning more about
- [39:30] The brands and organizations Jackie follows
- [41:42] The biggest threat and opportunity for marketers
Resources Mentioned:
- Tableau
- Jackie Yeaney
- Blind Ambition Fitness (family business)
- Tableau Public
- Salesforce Acquisition of Tableau
- Tableau Covid Hub
- Talkspace
- Avaya
- Brands Jackie follows: Peloton, StitchFix, LinkedIn, AirBnB
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Tim Schroder is the SVP of Marketing at Save A Lot where he focuses on delivering quality foods and customer experience.
In this episode, Alan and Tim cover what Save A Lot is and how they compete in the grocery category. They also discuss modernizing and revamping the company and the brand refresh with a new marketing campaign. When embarking upon a major update of their brand, Tim says, “When I started looking at the competitive landscape and saw what the other big and small grocery chains were doing, I just saw a sea of sameness.” Listen in to hear how Save A Lot leans into modernization and stands out from the crowd.
In this episode, you'll learn:
- How to think about modernization in marketing
- Where you should be listening to your customers
- Staying ahead of the curve of digitization
- The power of music in campaigns
Key Highlights:
- [01:14] Tim's career as a mascot
- [02:20] Tim's journey to marketing at Save A Lot
- [04:11] What is Save A Lot?
- [05:37] What brought Tim to the grocery industry
- [07:24] Their modernization project
- [11:00] The importance of listening to your customers
- [14:02] “Like a lot, a lot” campaign
- [20:04] Breaking out of the sea of sameness
- [22:16] An experience that defines Tim, makes him who he is
- [24:01] Tim's advice to his younger self
- [25:15] What marketers should be learning more about
- [26:02] The brands and organizations Tim follows
- [28:08] The biggest threat and opportunity for marketers
Resources Mentioned:
- Save A Lot
- Tim Schroder
- Jay Clemmons (early manager and mentor)
- Save A Lot Modernization & Investment
- Save A Lot Brand Campaign
- VIA Agency
- Save A Lot Music Video
- J.B. Steenkamp on Marketing Today Podcast
- Brands Tim follows: Apple, Nike, Target, and Chick-fil-a
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Sweta Patel is the Vice President of Engagement Growth Marketing at Roku where she's responsible for increasing user engagement on the Roku Channel. Since joining the company in 2020 Sweta has created campaigns and workflows that drive user loyalty and increase customer lifetime value.
In this episode, Alan and Sweta discuss streaming, the rapid growth in the industry, and how they use the Roku platform to transform marketing. Sweta says, “Not only do you need the traditional business side of marketing, but you really need to be technology forward and data reliant.”
Listen to hear why marketers should engage with streaming providers and how data plays a key role in their success.
In this episode, you'll learn:
- Why data is king
- Why embed marketing into an experience
- The future of data and marketing
Key Highlights:
- [01:38] Sweta is an identical twin
- [02:42] The start of Sweta's career
- [05:51] What has changed in the industry
- [08:20] Roku as a business
- [09:42] What is Roku Channel?
- [11:20] Embedding marketing into the platform
- [15:53] The success of Roku Channel
- [18:08] How marketers can work with Roku
- [20:02] An experience that defines Sweta, makes her who she is today
- [23:20] Sweta's advice for her younger self
- [25:38] A topic marketers should be learning more about
- [27:02] The brands and organizations Sweta follows
- [29:34] The biggest threat and opportunity for marketers
Resources Mentioned:
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Ashish Prashar (or Ash) is the global chief marketing officer at R/GA. He has an interesting background in politics and the creative space.
In this episode, Alan and Ash discuss his corporate experience and how he got his start, which was actually being incarcerated for a year as a teenager. Ash says the experience was more transformative than any other in his life, and it gave him the drive and determination to build his career with a lens toward social reform.
Ash joined R/GA most recently from Publicis Sapient. He and Alan discuss his time in advertising, creative, and his lengthy career in UK politics. Listen to hear how his incarceration and political career inspire his current work at R/GA and the role marketers play in social reform.
In this episode, you'll learn:
- The role of marketing in social reformation
- Taking responsibility for the influence you have
- The power of designing around people
Key Highlights:
- [01:32] Ash's experience being incarcerated
- [10:18] Ash's first job out of prison
- [14:56] Moving from politics to creative
- [20:40] Marketing's role within social reform
- [26:21] How campaigning prepared Ash for CMO
- [30:11] Incorporating the human element
- [34:28] R/GA's focus
- [40:01] Putting the focus back on humans
- [43:40] Ash's defining experience,
- [45:54] Ash's advice to his younger self
- [47:41] What marketers should be learning more about
- [50:10] The brands and organizations Ash follows
- [52:15] The biggest threat to marketers
Resources Mentioned:
- Ashish Prashar
- R/GA
- Donald James, author (Wikipedia)
- Andy Coulson
- Tom Morton, R/GA
- Sean Lyons, R/GA
- Merch Aid
- Just Leadership
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Nital Patel is the Senior Partner of Lippincott, where he works at the intersection of business strategy and customer insights with almost two decades of experience. He works with global brands across industries on different issues such as brand architecture, portfolio, assessment, and positioning.
In this episode, Alan and Nital discuss agile master brand, a new version of brand architecture from Lippincott. They explain what it is and dive into the critical aspects of how to implement and use it in your strategy. Nital pays specific attention to the governance of your brand using this model and setting specific timing and criteria for when you merge an extension into the master plan. Listen in to learn all you need to know about managing an agile brand approach.
In this episode, you'll learn:
- The concept of an agile master brand
- Connecting new ventures
- What you need to manage an agile brand approach
Key Highlights:
- [01:26] Inspiration for a French whiskey brand
- [02:55] Nital's journey to brand marketing
- [04:45] What is an agile master brand
- [07:37] Key elements of a master brand
- [11:27] How connected should a new venture be to the master brand
- [13:42] Managing an agile brand approach
- [18:42] Brands becoming a platform
- [21:20] An experience that defines Nital, makes him who he is today
- [23:29] Nital's advice for his younger self
- [24:30] What marketers should be learning more about
- [25:40] The brands and organizations Nital follows
- [29:09] The biggest threat and opportunity for marketers
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Alanah Joseph is the Senior Marketing Manager at HubSpot, responsible for marketing and operations of the HubSpot podcast network.
In this episode Alanah and Alan discuss her role in driving brand awareness and increasing listenership for its shows and the long-term strategy behind launching a podcast network.
“Just as product requirements have grown and changed over time, so have people's content needs. Alanah and HubSpot believe podcasts will fill that role and that companies and brands will seek out audio for inspiration and solutions to business problems.
Listen as Alanah explains the strategy behind a podcast network and how it elevates content creation to ultimately help customers become better software users and better business practitioners overall.
In this episode, you'll learn:
- Leveraging other creators to help spread your message
- Creating opportunities for growth via collaboration
- Highlighting the human element in marketing
Key Highlights:
- [01:20] Alanah is ambidextrous
- [03:00] How Alanah ended up managing the HubSpot podcast network
- [05:11] Transitioning from written content to audio
- [07:28] HubSpot's long-term content strategy
- [09:25] The vision behind the network
- [11:11] Working with content creators and podcast hosts
- [14:24] What Alanah has learned about workflow and content creation
- [19:20] What (and who) has made Alanah who she is today
- [20:53] Alanah's advice for her younger self
- [21:57] A topic Alanah thinks marketers should be learning more about
- [24:23] The brand and organizations Alanah follows
- [27:11] The biggest threat and opportunity for marketers
Resources Mentioned:
- HubSpot
- HubSpot Podcast Network
- Alanah Joseph
- HubSpot acquires The Hustle (and My First Million Podcast)
- Asana (tool to manage operations)
- Lunchclub CMO and Marketing Today Podcast Episode
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Chelsea Cain Maclin is the CMO of Lunchclub where she leads the company's marketing initiatives that drive brand awareness and user growth. Before joining Lunchclub Chelsea served as the VP of Marketing for Bumble where she has drawn inspiration for her role at Lunchclub.
On the show, Alan and Chelsea talk quite a bit about her background at Bumble and what she is trying to help Lunchclub achieve. Chelsea believes they can leverage technology to unlock human potential opportunities and connections that never would have happened without it. “When you're using AI, it's like sorting through the haystack and finding the needle way faster than humanly possible.”
How do AI, the disintermediation of friends, and marketing all connect? Find out on this episode.
In this episode, you'll learn:
- How to harness your networks and connections
- How dating principles can inform your networking
- Integrating the disintermediation of friends in marketing
Key Highlights:
- [01:36] Chickens and art therapy
- [03:27] Chelsea's path to Lunchclub
- [05:37] What is Lunchclub?
- [08:30] The attraction to Lunchclub
- [12:15] The disintermediation of friends
- [15:45] In-person and virtual networking
- [20:05] The perfect marketing mix
- [23:06] An experience that defines Chelsea, makes who she is today
- [25:26] Chelsea's advice for her younger self
- [26:35] What marketers should learn more about
- [28:06] The brands and organizations Chelsea follows
- [29:15] The biggest threat and opportunity for marketers today
Resources Mentioned:
- Lunchclub
- Chelsea Cain Maclin
- Chelsea joins Lunchclub in May (Forbes)
- Bumble
- Vladimir Novakovski, founder and CEO of Lunchclub
- Never Eat Alone, by Keith Ferrazzi
- Disintermediation of Friends, paper by Michael J. Rosenfeld, Reuben J. Thomas, and Sonia Hausen
- Sensemaking: The Power of the Humanities in the Age of Algorithm, by Christian Madsbjerg
- Musa Tariq, CMO at GoFundMe
Subscribe to the podcast:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Lorraine Barber-Miller is the Chief Marketing & E-Commerce Officer at Philips, a 130-year-old company in the middle of a large marketing transformation.
In this episode, Lorraine and Alan discuss what makes Philips unique and her background at IBM and ADP before she joined Philips. They also discuss the B2B and B2C complexities of Philips as a business and the global marketing transformation she's leading.
Lorraine says, “We are transforming the function at Philips to build world-class capabilities to position Philips as the leading health tech partner to our customers and consumers.” Both marketing and e-commerce play a large role in making this positioning a reality, and they do it by executing five strategic priorities: strengthening and protecting their brand leadership, focusing on customer-centricity, meeting the customer where and how they want to be engaged, leading with data-driven marketing, and recruiting and retaining top talent.
Listen to the full conversation to hear how each of these factors influence the transformation.
In this episode, you'll learn:
- The complexity of having both B2B and B2C business
- What it means to transform to digital-first
- The importance of individual contribution
Key Highlights:
- [01:19] Living on a man-made island in Dubai
- [02:06] Lorraine's career motivations
- [05:25] Joining Philips during the pandemic
- [07:37] Navigating both B2B and B2C business
- [09:45] Driving a marketing transformation
- [15:05] Engaging a 3,000 member team
- [16:34] Where e-commerce fits into the transformation process
- [20:15] Consolidation agency relationships worldwide
- [22:22] Lorraine's advice for marketers leading a transformation journey
- [27:05] Stepping back and seeing the whole picture
- [29:25] A moment that defines Lorraine, made her who she is today
- [30:21] Lorraine's advice to her younger self
- [31:18] What marketers should be learning more about
- [33:13] The brands and organizations Lorraine follows
- [34:00] The biggest threat and opportunity for marketers today
Resources Mentioned:
- Lorraine Barber-Miller
- Philips
- Previous roles at IBM and ADP
- Business Transformation at Philips (Financial Times)
- Philips picks Omnicom Group to consolidate agency relationships (The Drum)
- When More is Not Better, Roger Martin (Book)
- Raja Rajamannar on Marketing Today discussing his new book
Subscribe to the podcast:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Christian Beck is the Executive Partner at Innovatemap, where he focuses on growth strategy and design. He is also the host of the podcast Better Product.
While Christian doesn't consider himself a marketer, he and Alan discuss design, user experience, and how marketing is tied closely to his role. Throughout the rest of their conversation they also touch on how technology scale is outpacing human cognition, why that matters, and what making a good product is all about.
According to Christian, a “better product is marketable, valuable, and usable.” Since technology is evolving rapidly, companies must be really intentional about sticking to the fundamental design principles — designing around human behavior. What can marketers learn from design and vice versa? Listen to the full conversation to find out.
In this episode, you'll learn:
- How technology scale is outpacing human cognition
- Why better product is marketable, valuable, and usable
- The push for community in product spaces
Key Highlights:
- [01:24] Why Christian doesn't see himself as a marketer
- [02:15] Why he started with design
- [06:20] Technology scale outpaces human cognition
- [11:47] Who is Innovatemap? How did it begin?
- [15:10] What makes a good product?
- [18:36] How the Better Product podcast was born
- [22:22] The push for community
- [26:32] An experience that defines Christian, makes him who he is today
- [28:22] Christian's advice for his younger self
- [30:02] What marketers should be learning more about
- [33:58] The brands and organizations Christian follows
- [36:35] The biggest threat and opportunity marketers face
Resources Mentioned:
- Innovatemap
- Christian Beck
- Mike Reynolds
- Share Your Genius
- Better Product Community
- Better Product Podcasts
- Martin Siegel, Indiana University
- Design with Ethics
- Robinhood
- Blockchain (Wikipedia)
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Husband and wife, Philip and Kristen Risk are the Co-founders of Frankly Organic Vodka.
On the show, Alan learns how they met selling luggage, how they maneuvered from sales to marketing, and what brought them to founding a vodka company. They share what's unique about Frankly Organic Vodka and how the liquor industry is not an easy place to survive and thrive. Yet this dynamite couple is doing just fine. Frankly Organic Vodka expanded its distribution from two states to thirteen states in 2020 and will continue to grow into 45 states.
When they first founded the company, they focused on making sure the branding fit their product, values, and messaging: transparent, clean, and delicious vodka. Like they say, “It's straight. Honest. To the point. And memorable.” Listen to the full episode to find out how brand alignment with their product has been key to their success.
In this episode, you'll learn:
- The importance of knowing what you consume
- Doing the research and being transparent
- Aligning your brand with your messaging
Key Highlights:
- [01:53] How Philip and Kristen met
- [03:25] Why start a vodka company?
- [08:12] Starting vodka with juice
- [09:42] What makes Frankly Organic Vodka unique
- [12:02] Branding the vodka
- [13:40] Ups and downs of the journey
- [18:00] Growth and expansion for the company
- [24:28] Shifting go-to-market strategy
- [28:05] Lessons learned
- [29:35] The experiences that defined Kristen and Philip
- [31:25] Advice to their younger selves
- [32:45] What marketers should be learning more about
- [33:20] The brands and organizations Kristen and Philip follow
- [34:21] The biggest threat marketers face
Resources Mentioned:
- Frankly Organic Vodka
- Mission and 100% Real Ingredients
- Philip Risk
- Kristen Risk
- Drizly's Latest Trends in Top Drinks (Forbes)
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Connect with the Guest:
- Kristen LinkedIn: https://www.linkedin.com/in/kristen-risk-4301145a
- Philip LinkedIn: https://www.linkedin.com/in/philip-risk-a8b7305
- Frankly Organic Vodka Instagram: https://www.instagram.com/FranklyOrganicVodka/
- Frankly Organic Vodka Facebook: https://www.facebook.com/FranklyOrganicVodka/
Connect with Marketing Today and Alan Hart:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Meagen Johnson is the SVP of Marketing at Jane.com, a curated fashion marketplace with more than 2,000 brands and thousands of products released daily and only available for 72 hours.
In this episode, Alan and Meagen dive into Meagen's passion for marketing beginning in high school, how she ended up at Jane.com, and the trends she sees in the clothing and fashion industry and social media.
Meagen believes the biggest opportunity for today's marketers is to leverage social commerce not just for sales but also for brand awareness. She says marketers need to push to be different and that “what got you here today is definitely not going to get you where you need to go.” What should you be doing to not fall behind? Test, experiment, try different things to see if they work and align with your brand. How does the concept of “shopetainment” and influencers fit into this? Listen to their conversation to find out.
In this episode, you'll learn:
- How to stand out and drive growth in a competitive marketplace
- The evolution of social commerce
- How being different can feel more personal
Key Highlights:
- [01:20] Why Meagen doesn't eat fruits and vegetables
- [02:55] Falling in love with marketing in high school
- [07:45] What is Jane.com
- [10:01] The competition of marketing to women
- [11:20] Shopetainment: what works and what doesn't work
- [16:00] Breaking down influencers, creators, and affiliates
- [20:39] Meagen's advice for marketers
- [22:35] An experience that defines Meagen, makes her who she is today
- [25:25] Meagen's advice for her younger self
- [26:18] What marketers should be learning more about
- [28:32] The brands and organizations Meagen follows
- [30:11] What Meagen thinks is the best threat and opportunity for marketers
Resources Mentioned:
- Jane.com
- Meagen Johnson
- Jane's Social Commerce Success (glossy.co)
- Facebook Shopping Platform
- Pinterest Shopping
- Influencer, Creators, Affiliates
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Teresa Barreira is the CMO at Publicis Sapient where she works to transform businesses in the constantly evolving world.
In this episode, Alan and Teresa discuss her path to becoming CMO at Publicis Sapient, the new internship program she's launched, and why she believes that diversity and inclusion are not only HR functions.
Along with her passion for D&I awareness, Teresa is passionate about transforming businesses. In her eyes, an organization should be like an operating room, constantly evolving and gleaning expertise and counsel from the experts in the room to accomplish a goal. Marketing plays a large role in driving that change. She says, “marketing is not just about telling a story or managing the brand. It is now about transforming the business.”
Listen to the full conversation to learn how you can also defend, differentiate, and disrupt within your organization and industry.
In this episode, you'll learn:
- Why content is the king and queen of a service company
- Why diversity and inclusion doesn't only belong in HR
- Digital business transformation: defend, differentiate, and disrupt
Key Highlights:
- [01:35] Growing up in Portugal and coming to the States
- [03:38] From medical student to CMO
- [07:16] What Teresa loves about the services division
- [09:25] Selling a service as well as the people
- [10:30] Lessons learned by being your authentic self
- [15:40] Publicis Sapient's internship program
- [22:11] Diversity and Inclusion is a company-wide endeavor
- [26:34] An organization should be an operating room
- [28:00] What is a digital business transformation
- [32:22] Transforming McDonald's
- [37:00] What Teresa says is today's biggest opportunity for marketers
Resources Mentioned:
- Publicis Sapient
- Teresa Barreira
- Past experience: IBM, Accenture, Deloitte
- Services Marketing
- Internship program – 120 students, 9 in marketing, 90% first generation college students
- Tony Wells of USAA on Marketing Today Podcast Episode
- Travis Montaque founder of Holler on Marketing Today Podcast Episode
- Pod Model – Agile Approach
- McDonald's business transformation
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Katherine Calvert is the Chief Marketing Officer of Khoros, a digital engagement platform for social marketing, online communities, and customer care.
In this episode, Alan and Katherine discuss her path to becoming CMO at Khoros and her perspective on customer engagement. She also shares what platforms marketers should consider if they want to create great experiences for their customers and prospects.
Katherine believes “there is a real opportunity for marketing leaders to be the champion within companies to elevate CX,” saying customer experience should be the “north star” by which they lead. Studies show that over 60% of consumers stop doing business with a brand after just one negative instance. On the other hand, 80% of consumers say they will pay more for the same product or service if it comes with a delightful customer experience.
Listen to find out how customer experience is transformational to your company's finances.
In this episode, you'll learn:
- The importance of staying connected
- The financial impact of having good CX
- Utilizing platforms and channels
Key Highlights:
- [01:22] Katherine's brush with Kevin Bacon
- [02:55] Katherine's path to becoming CMO
- [05:32] What you should know about Khoros
- [09:15] Stay connected with your customers
- [15:05] How marketers should think about channels and platforms
- [20:01] Katherine's advice for customer engagement
- [24:15] A defining experience that made Katherine who she is today
- [26:34] Katherine's advice to her younger self
- [27:29] A topic Katherine believes marketers should learn about
- [30:24] The brands and companies Katherine follows
- [32:35] What Katherine says is today's biggest opportunity for marketers
Resources Mentioned:
- Khoros
- Katherine Calvert
- Quicksilver (movie), Kevin Bacon (actor)
- Lithium, Spredfast Merger
- Khoros Smart Social Report
- Sephora, Rothys
Subscribe to the podcast:
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- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
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Scott Hudler is the CMO of Torchy's Tacos, an experiential craft-casual restaurant. In this episode, Alan and Scott explain what that means.
Torchy's was founded a decade ago in Austin, Texas. The concept was an elevated street taco. Today they have over 83 locations in seven states and plan to add a hundred company-owned restaurants in the next five years.
Learn how being individually owned instead of a franchise helped them grow and how they lean heavily on experience and grass roots marketing.
In this episode, you'll learn:
- The intersection between fun and business
- Great customer experience shines through the abundance of choices
- Meeting customers where they want to interact with you
Key Highlights:
- [01:45] Scott's favorite city
- [03:22] The brands Scott has worked for
- [06:01] What made Torchy's the next “right” move
- [07:16] Torchy's backstory
- [12:06] Executing a winning formula
- [14:00] Not a franchise but individually owned
- [17:07] Making the leaps to grow
- [18:35] How the food industry will change post-pandemic
- [20:15] Overcoming the abundance of choices
- [21:41] Experiential marketing at Torchy's
- [26:22] A defining experience that made Scott who he is today
- [30:30] Scott's advice to his younger self
- [31:20] Scott's impactful purchase
- [32:38] The brands and companies Scott follows
- [34:35] What Scott says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Torchy's Tacos
- Scott Hudler
- Michael Rypka (Texas Living Story)
- GJ Hart, CEO, on the Managing Partner internal ownership model
- Airpods Pro
- Todoist (app)
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Odia Kagan is a Partner and Chair of GDPR Compliance and International Privacy at Fox Rothschild LLP, a US national law firm. She has advised more than 200 companies of varying industries and sizes on compliance with GDPR, the California Consumer Privacy Act and other US data protection laws.
In this episode, Odia and Alan discuss why marketers should care about data protection and what they should be paying attention to in the connection between marketing and data. For those unfamiliar with CCPA and CPRA laws, Odia breaks down what each means and why they are relevant to marketing.
Odia says, “Consumer trust is aligned with privacy compliance.” As the interview continues, you'll hear more references to the emerging cookie-less world, consumer trust, and mindfullness that all data collection isn't good data collection.
In this episode, you'll learn:
- Why marketers should care about data protection
- What it means to be a good steward of data
- The relationship between privacy laws and UX design and experience
Key Highlights:
- [01:31] What led Odia to pursue privacy law
- [02:38] Care about data protection
- [05:15] Be transparent about what you do with data
- [10:45] Be mindful of how you share data
- [12:45] What Odia thinks marketers can solve
- [19:36] Breaking down CCPA legislation
- [24:34] Breaking down CPRA legislation
- [31:15] Privacy laws with UX design and experience
- [35:20] Meeting consumer expectation
- [38:00] A defining experience that made Odia who she is today
- [39:10] Odia's advice to her younger self
- [40:00] Odia's impactful purchase
- [41:05] The brands and companies Odia follows
- [42:38] What Odia says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Odia Kagan
- Fox Rothschild (law firm)
- GDPR
- Apple IDFA impact
- Third-party cookies explained
- California Consumer Privacy Act (CCPA)
- California Privacy Rights Act (CPRA)
- Virginia Privacy Legislation
- ICO – Age appropriate design code
Subscribe to the podcast:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Emily Callahan is the Chief Marketing and Experience Officer at ALSAC, the fundraising and awareness organization for St. Jude Children's Research Hospital.
On the show, Emily and Alan discuss St. Jude's origin, how she ended up as the Chief Marketing and Experience Officer, and the inspiration behind St. Jude's partnership with SpaceX. Yes, you read that correctly. St. Jude is going to outer space.
But in between, they also talk about purpose: what it means and how it can empower companies and their partnerships. Emily encourages people to “be a difference maker where you are.” Listen in to find out how that inspires her career, their marketing, and St. Jude's mission.
In this episode, you'll learn:
- Why purpose is the power behind marketing
- St. Jude's partnership to travel to space
- What CMOs can learn from cause marketers
Key Highlights:
- [01:25] Emily's morning routine
- [02:53] Emily's path to Chief Marketing and Experience Officer
- [06:12] All about St. Jude Children's Hospital
- [10:16] What non-profit marketing looks like
- [13:58] Purpose behind marketing
- [17:25] St. Jude is going to space!
- [20:37] Stories of inspiration
- [24:33] What marketers can learn from cause marketers
- [26:11] Emily's career advice
- [28:37] A defining experience that made Emily who she is today
- [30:07] Emily's advice to her younger self
- [31:58] Emily's impact purchase
- [33:28] The brands and companies Emily follows
- [34:50] What Emily says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Emily Callahan
- ALSAC
- St. Jude Children's Research Hospital
- Richard Shadyac, President and CEO at ALSAC
- Edelman
- Susan G. Komen
- Danny Thomas and the history of St. Jude
- St. Jude and Inspiration4 Space Travel
- Jared Isaacman
- Inspiration4
- Chadwick Boseman Visit to St. Jude
- Russell Weiner , President at Domino's
- Domino's $100MM pledge to St. Jude
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Joe Jackman is the CEO & Founder of Jackman Reinvents, the world's first and foremost reinvention company. He's also the author of The Reinventionist Mindset where he talks about principles that help businesses succeed.
In this episode Joe and Alan discuss, you guessed it: change. Specifically reinvention. What it means, and why people resist it. Joe says, “Change is hard. Not only just being comfortable with it but embracing it and then getting good at it.” Throughout the interview you'll hear him speak on how business leaders can make change more acceptable - a positive for their business - and avoid becoming irrelevant.
After listening to this episode, you'll realize that the future is now. Marketing leaders need to adapt before the wave is gone and they're left behind.
In this episode, you'll learn:
- Why people resist change
- The danger of doing the math
- What's necessary to be successful at change
Key Highlights:
- [01:52] Joe's transformational summer
- [06:30] Becoming a reinventionist
- [10:35] The roots of resisting change
- [14:35] Pushing the status quo
- [17:20] Being a part of creating the future
- [19:08] Don't do the math
- [23:24] How to become successful at change
- [28:07] Companies who are embracing change
- [32:32] The benefit of a non-linear path
- [35:45] Where does it come from?
- [40:37] A defining experience that made Joe who he is today
- [42:12] Joe's advice to his younger self
- [44:16] Joe's impact purchase
- [46:10] The brands and companies Joe follows
- [49:35] What Joe says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Joe Jackman
- Jackman
- The Reinventionist Mindset: Five Human Principles that will Lead to Successful Business Transformation (book)
- University of Windsor
- Industrial Design
- Loblaws
- AMA Hall of Legends – Joe Jackman
- Chris Bryant, CMO of Chipotle
- Nick Kokonas, founder of Alinea and Tock
- Medium app
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Kylan Lundeen is the Chief Marketing Officer at Qualtrics where he's helped revenue growth increase up to 50% per year. When Kylan started “meandering” in marketing, he began to realize the importance of growth versus marketing alone. He says, “the job of any marketer is to influence other people to take action and do something”, but you can only do that when you understand growth.
In their conversation, Alan and Kylan discuss skateboards, valuable content creation in a world of distraction, and the power of educating your internal team on what marketing actually does. You'll also hear Kylan's perspective on creating a new category, as well as how he and his team have combatted the marketing competition that is the entertainment industry. Listen in to find out how Kylan thinks marketers should be adapting to the future and what you can do to cut through the noise.
In this episode, you'll learn:
- The benefit of accepting random projects
- Why you should focus on growth vs. marketing
- Overcoming the entertainment competition
Key Highlights:
- [01:26] Kylan's favorite hobby
- [03:30] How Kylan became an accidental marketer
- [06:15] “Meandering” through marketing
- [09:32] Getting banned from Dreamforce
- [11:15] Becoming CMO
- [15:06] Focusing on growth vs. marketing
- [19:05] Appreciating the foundations
- [21:12] Creating a new category
- [29:00] Marketing, clear and simple
- [34:13] Competing with entertainment
- [40:00] Where Kylan gets inspiration
- [45:37] A defining experience that made Kylan who he is today
- [49:35] What Kylan says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Qualtrics
- Kylan Lundeen
- Functional Art
- Skateboards
- Ryan Smith
- Jared Smith
- Dreamforce
- Qualtrics 5 for the Fight
- Andy Rachleff – Benchmark Capital
Subscribe to the podcast:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Bill O'Connor is the Executive Vice President and Chief Sales Officer at Jackson Family Wines. Based in Sonoma County, the heart of California's wine country, the business is one of few family-owned and operated wineries of its kind. Founded in 1983, with a focus on artisanal and old wines with a distinct character and quality, their portfolio includes wines like Kendall-Jackson, La Crema, Freemark Abbey, Murphy Goode, Stonestreet, among many others.
On the show, Alan and Bill talk about the historic partnership between Jackson Family Wines and the home of the Kentucky Derby, Churchill Downs, and what Bill makes about effective partnerships.
In this episode, you'll learn:
- What it's like being a family-owned winery
- How to effectively handle partnerships
- The importance of refining your customer's experience
Key Highlights:
- [02:00] Bill's dream job
- [03:30] The historic partnership with Churchill Downs
- [04:36] Jackson Family Wines' tie to racing
- [11:50] Their wide variety of wine offerings
- [14:02] How Bill thinks about partnerships
- [16:06] Refining the customer experience
- [20:30] Bill's advice for navigating new relationships
- [23:15] A defining experience that made Bill who he is today
- [26:54] Bill's advice for his younger self
- [29:36] Bill's recent impactful purchase
- [31:05] The brands, companies, and causes Bill follows
- [33:03] What Bill says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Jackson Family Wines
- Bill O'Connor
- Churchill Downs & Kendall-Jackson and La Crema Sponsorship
- Stonetreet Farms
- Jess Jackson (Wikipedia)
- Barbara Banke
- Cardinale, La Jota, Freemark Abbey, Hartford Family Winery
- Grounded – Julia Jackson
Subscribe to the podcast:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Denise Broady is the Chief Marketing Officer at Appian, a low-code, solution-focused organization that helps customers become more agile, creative, and connected. Denise's experience as COO and CMO gives her a unique perspective on business and expertise in transitioning between companies and distinctly different jobs. When asked how her COO background influences her current role, she says, “I really love to bring processes and data to the art of marketing.”
On the show, Denise and Alan discuss how she became the CMO at Appian. They talk about her experience transitioning virtually and things to think about for anyone managing their career or taking on a new role.
In this episode, you'll learn:
- The importance of the first 100 days of a new role
- How success centers around accountability and ownership
- Why finding your culture fit matters
Key Highlights:
- [01:55] Denise's journey to becoming CMO at Appian
- [05:55] Denise's experience in both COO and CMO roles
- [09:08] How Denise views ownership of driving sales pipelines
- [11:21] Should the COO role own the sales pipeline?
- [13:55] The first 100 days onboarding in a virtual environment
- [17:45] Denise's advice on peer-to-peer interaction
- [20:17] Denise's advice for managing your career growth
- [25:15] A defining experience that made Denise who she is today
- [27:20] Denise's advice for her younger self
- [29:36] Denise's recent impactful purchase
- [31:10] The brands, companies, and causes Denise follows
- [35:18] What Denise says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Denise Broady
- Appian
- Low-code
- Refugee Camps in and surrounding Vietnam (PBS Story)
- Moo Notebooks
- David Sinclair author of Lifespan
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Nishant Desai, or Nish, is the Director of Technology and Operations at Xaxis, The Outcome Media Company. Nish has 20+ years of experience leading technical partnerships, integrations, and ad operations for thousands of brands, platforms, and partners.
On Marketing Today, Alan and Nish unpack the future of marketing without third-party cookies. With only a year before the change, Nish's advice is, “Don't panic” and look to alternative solutions.
This important interview touches on the events that lead to cookie death, alternative marketplace solutions, and what marketers should be thinking about as this new landscape comes into view. Listen in to learn more about the cookie-less effect on marketers and users.
In this episode, you'll learn:
- Why third-party cookies are ending
- The benefits of a flock-based cookie solution
- The future of a unified ID-based ecosystem
Key Highlights:
- [01:48] Nish's path to advertising, MarTech, and AdTech
- [02:40] How computer science helps MarTech and AdTech
- [0316] The death of cookies
- [05:15] The difference between browser approach and universal idea approach
- [07:44] Google's proposals for browser cookies
- [12:21] Roadblocks to a browser-based or FLoC based solution
- [16:30] Survival of the fittest
- [21:18] Which version is better for users
- [22:30] Who will be successful in the new cookie world
- [24:53] Will there be a growth of data stores?
- [27:03] What marketers should be thinking about to move forward
- [29:42] A defining experience that made Nish who he is today
- [30:46] Nish's advice for his younger self
- [32:35] Nish's recent impactful purchase
- [33:35] The brands, companies, and causes Nish follows
- [34:53] What Nish says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Nish Desai
- Xaxis
- Xaxis Top 10 Trends
- First-party cookies vs. Third-party cookies
- W3C Standards Organization
- FLoC backed by Google
- Universal IDs
- Opposing views of FLoC
- Brand-driven partnerships – Walmart & The Trade Desk
- Bitcoin
- Google AI
- Tesla AI
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
Niklas Bakos is the Founder and Chief Strategy Officer at Adverty, a company that helps put advertisements in video games. In this episode, Alan and Niklas discuss what in-game advertising looks like and how e-sports has exploded in popularity.
The conversation starts with why Niklas founded Adverty. Having spent most of his career in the gaming industry, he saw a huge opportunity for marketers to easily reach their target audiences and do it “at scale.”
They discuss the e-sports revolution, why in-game advertising is more insightful than real-life street advertising, and how a marketer should be thinking about it.
In this episode, you'll learn:
- How mobile gaming is the leading platform for advertising
- How in-game advertisements are more insightful than real-life advertisements
- Why e-sports is the next gaming revolution
Key Highlights:
- [01:12] Niklas's “big fat cat”
- [01:51] Why Niklas founded Adverty
- [03:26] What is Adverty
- [04:27] What in-game advertising looks like
- [09:06] The brain impression algorithm
- [14:37] The future of ad placement and pricing
- [15:48] How to think about e-sports and its future
- [19:00] Why mobile gaming has such a far reach
- [21:12] Who is doing in-game marketing well
- [22:43] The future of e-sports and in-game marketing
- [24:18] An experience that defines Niklas, made him who he is today
- [25:52] Niklas's advice for his younger self
- [26:30] Niklas's recent impactful purchase
- [27:28] The brands, companies, and causes Niklas follows
- [29:28] What Niklas says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Adverty
- Niklas Bakos
- Virtual Reality (VR)
- Augmented Reality (AR)
- Mobile Gaming market size
- eSports
- Counter Strike
- Critical Ops
- League of Legends sponsorship by Mastercard
- OMD and Activision Call of Duty campaign in Critical Ops
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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Kristin Warfield is the VP of Partnerships at Churchill Downs Incorporated, home of the Kentucky Derby since 1875. During her twelve years at the historic racetrack, she has championed significant growth in the track's partnership development and activation efforts. It includes new and expanded relations with Longines, the official timekeeper of the Kentucky Derby and title sponsor of the Kentucky Oaks; Woodford Reserve, the presenting sponsor of the Kentucky Derby; and MassMutual, among many other alliances.
In this episode, Alan and Kristin begin with her trajectory to becoming the VP of Partnerships and why the Kentucky Derby is such a unique experience. Even though people come to the Derby for varied reasons, Kristin believes that “There's a party for everyone,” and makes it her focus to partner with companies to give them the experience they seek.
Alan and Kristin discuss the shifts Kristin had to make to work with partners and what makes a good partner in the first place.
For anyone interested in horse racing, history, fashion, or the relationship between marketing and partnerships to amplify your brand, this episode is for you.
In this episode, you'll learn:
- What makes the Kentucky Derby such a unique experience
- How a digital shift can amplify customer engagement
- What makes a good partnership
- Using partnerships to connect with your customers
Key Highlights:
- [01:41] Kristin's backup career as Bingo the Clown
- [02:55] How Kristin “fell into sports”
- [05:05] Why the Kentucky Derby is a unique sport
- [08:34] How COVID impacted the Derby
- [11:13] Partner shifts to digital and virtual activations
- [15:07] Cross-collaborations with partners
- [16:50] The new Jackson Family Wines partnership
- [18:36] The perfect blend of wine and racing
- [22:01] What makes for a good partnership
- [27:44] Kristin's advice to marketers identifying or negotiating partnership deals
- [29:11] An experience that defines Kristin, made her who she is today
- [30:40] Kristin's advice for her younger self
- [31:05] Kristin's recent impactful purchase
- [32:25] The brands, companies, and causes Kristin follows
- [33:50] What Kristin says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Churchill Downs
- Kentucky Derby
- Kristin Warfield
- NASCAR
- Woodford Reserve
- Vineyard Vines
- Jackson Family Wines
- Barbara Banke
- Kendall-Jackson
- La Crema
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
On this 256th episode of Marketing Today, Alan Hart and Eduardo Luz, Chief Brand and Concept Officer at Panera, discuss the pivots Panera executed during the pandemic, including how they positioned their mobile app and the innovations they implemented in their menu offerings.
Eduardo sees the future of marketing as really honing in and connecting with your consumer. As Panera changed its menu and shifted to what Eduardo calls “warmer offerings,” they started to see the incremental success that has propelled their business forward.
The conversation covers consumer behavior, and Panera's new company value: respect for the planet. To hear how Eduardo thinks about the future of consumer behavior and its impact on marketing, listen to Marketing Today.
In this episode, you'll learn:
- Changes in direct-to-consumer interaction
- How your company positioning impacts success
- Why listening to your consumers is essential
- How Panera shifted during the pandemic
- How Panera leaned on its “promise” to expand its offerings
Key Highlights:
- [01:52] Where Eduardo grew up
- [02:50] How Eduardo ended up in marketing
- [04:42] Shifts in the consumer industry
- [06:25] Eduardo joins Panera at the peak of the pandemic
- [07:46] The role Eduardo was expected to fill
- [11:02] Panera's positioning before the pandemic
- [12:48] How these shifts impacted Panera
- [14:30] Panera's updated menu
- [18:30] Why Panera expanded to pizza
- [22:10] Panera's new value: respect for the planet
- [25:13] The future of Panera
- [27:34] An experience that defines Eduardo, made him who he is today
- [29:18] Eduardo's advice for his younger self
- [30:08] Eduardo's recent impactful purchase
- [30:52] The brands, companies, and causes Eduardo follows
- [32:12] What Eduardo says is today's biggest threat and opportunity for marketers
Resources Mentioned:
- Panera – website, Twitter
- Eduardo Luz – LinkedIn
- Panera CEO - Niren Chaudhary
- Claes Petersson – head chef, Chief Food Innovation Officer
- Value Duets
- Flatbread Pizza
- World Resources Institute – Cool Food Badge
- Chef Jose Andres & Panera – fighting food insecurity
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
On this 255th episode of Marketing Today, Alan Hart talks to Zach Harris, VP of Marketing for the Water Portfolio at PepsiCo Beverages, North America. Throughout the episode, Alan and Zach discuss how to brand water, their new launch of bubly bounce, and their other products like LIFEWTR and Aquafina.
The conversation starts with Zach describing his career at PepsiCo, a company he's been at since he graduated college. He says these experiences have taught him that the role of a brand is really to keep the consumer “at the center of everything you do.” Because without it, you won't gain brand loyalty.
From there Alan and Zach go deep into what it means to have purpose, both in your job and as a company, and how being a visible example of leadership is what ties a community together.
In this episode, you'll learn:
- Why an informal network is important for your career growth
- Why you should be a visible example of leadership in your community
- How to build trust among your customers
- How to market a portfolio of products
- What it truly means to have purpose behind your brand
Key Highlights:
- [01:20] How Zach found his way to marketing in a family of doctors
- [04:03] Why Zach has been at PepsiCo for his entire career
- [06:34] Zach's different cross-functional experiences
- [07:40] How different experiences have prepared Zach for his current role
- [09:30] Zach's passion for mentorship
- [12:33] Being a visible leader in your community
- [15:15] How to market and brand water
- [17:52] What Zach thinks about when marketing the water portfolio
- [20:08] The branding of the LIFEWTR bottle
- [22:18] How Zach thinks about purpose-driven marketing
- [26:45] Driving sales with brand loyalty
- [27:30] The launch of bubly bounce with Michael Buble´
- [32:25] An experience that defines Zach, made him who he is today
- [36:57] Zach's advice for his younger self
- [41:05] A recent impactful purchase Zach made
- [43:30] The brands, companies, and causes Zach follows
- [47:05] What Zach says is the biggest threat and opportunity for marketers today
Resources Mentioned:
- PepsiCo
- Water Portfolio – bubly, LIFEWTR, Aquafina
- Diversity and Engagement at PepsiCo
- Sharon High School in Sharon, MA
- Party City | Marketing Today Episode with Party City CMO
- Co-star Astrology App
- Masterclass
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
In this 254th episode, Alan Hart talks with Ryan George, Chief Marketing Officer at Docupace Technologies, a financial technology company focused on the wealth management industry.
In this episode, Alan and Ryan discuss the B2B marketing space, Ryan's focus on content marketing and building expertise within an organization, and how that can be a natural, self-fulfilling prophecy for your success.
At the beginning of the conversation, they discuss Ryan's transition from public relations to marketing, his role as CMO at Docupace, and how Ryan thinks about B2B marketing in today's world. From his perspective, “leads don't come overnight,” and it's the human connection that creates value and really draws customers to your product.
Throughout the rest of the interview they talk about looking for “the kernel of truth” when people give you feedback, as well as Ryan's desire for people in other departments to make sure employees are engaged and have what they need. To find out how Ryan responds in both situations, take a listen to this episode of Marketing Today.
In this episode, you'll learn:
- Why human connection is so important in B2B marketing
- How the value you create makes a difference
- Why authenticity makes or breaks your connection
- What a “no-ego” marketing strategy looks like
Key Highlights:
- [01:20] How Ryan travels “with muscle” to get interviews
- [02:42] Ryan's career path
- [04:05] Ryan's transition from public relations to marketing
- [04:52] What is Docupace and who do they serve
- [06:28] What it's like to be a CMO at Docupace
- [07:13] How Ryan thinks about B2B marketing today
- [09:29] ABM marketing and seeking insights
- [12:02] Learning drives your content marketing strategy
- [16:29] How Ryan handles feedback on his marketing tactics
- [19:07] Ryan's responsibility around culture and employee development
- [22:43] Operating with a no-ego mentality
- [23:32] An experience that defines Ryan, made him who he is today
- [25:39] Ryan's advice for his younger self
- [26:51] A recent impactful purchase Ryan made
- [29:00] The brands, companies, and causes Ryan follows
- [31:38] What Ryan says is the biggest threat for marketers today
Resources Mentioned:
- Docupace Technologies
- Ryan George
- Demandbase
- Account-Based Marketing
- Pardot
- Salesforce
- The CMO Club
- Crayola Twistable Colors
- Disney+, Amazon Prime, Netflix
- Truman Show (movie)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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In this 253rd episode of Marketing Today, Alan Harts talks with Erica Chan, who leads brand customer experience and insights at Alibaba Group, one of the world's largest B2B e-commerce marketplaces.
On the show, they discuss the almost $24 trillion global B2B e-commerce market and how Alibaba is both globalizing and localizing their brand around the world.
Alan and Erica break down the behemoth of an organization that is Alibaba and their transformation to going global as a brand. Erica says they realized they needed to transform the platform to make it truly “helpful and relevant” to today's businesses. The way the world does business is changing rapidly, and Erica sees digitalization and e-commerce platforms as a “gateway” to making this transition.
Learn more about this, the future of B2B e-commerce, and virtual trade shows in Alan and Erica's discussion on this episode of Marketing Today.
In this episode, you'll learn:
- How to go global while also going local with your brand
- Why going digital and access to e-commerce is now essential for B2B
- Why e-commerce is a gateway to going global
Key Highlights:
- [02:20] Erica's role at Alibaba
- [04:48] Alibaba's organizational structure
- [07:15] Alibaba's transformation
- [09:37] How Erica thinks about globalizing Alibaba's brand
- [12:40] The different ways companies can leverage Alibaba
- [16:48] How the pandemic sped up going digital
- [21:10] Alibaba's virtual trade shows
- [24:04] What marketers should think about in 2021
- [27:17] An experience that defines Erica, made her who she is today
- [28:46] Erica's advice for her younger self
- [29:38] A recent impactful purchase Erica made
- [31:24] The brands, companies, and causes Erica follows
- [33:15] What Erica says is the biggest threat and opportunity for marketers today
Resources Mentioned:
- Alibaba Group
- Alibaba.com
- Jack Ma (founder)
- Made in the USA trade show
- Small business research Alibaba.com (Business Wire)
- Ashley Reichheld from Deloitte on Marketing Today discussing Trust
- Back Market
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On this 252nd episode of Marketing Today, Alan Hart speaks with Raja Rajamannar, the Chief Marketing and Communications Officer at MasterCard.
Alan and Raja discuss Raja's new book, Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers, which demystifies data-driven marketing and identifies emerging opportunities in the digital world.
The conversation begins with the evolution of various marketing paradigms, from product to psychology, to emotion in brand messaging. Raja makes these shifts easy to understand and clarifies how marketers can leverage them in their strategies. Raja says over the years marketing has shifted to four paradigms, and marketing is going to go through “an unprecedented level of disruption as we enter the fifth paradigm.”
Later in the episode, Alan and Raja discuss how today's technology demands greater creativity from brands to stand out. Even more fascinating is how emotions have dominated the marketing industry. Listen to Raja break down this change, what it means for the future of marketing, and more on Marketing Today.
In this episode, you'll learn:
- What quantum marketing is and how to leverage it
- How the evolution of psychology and emotion influence marketing
- Why marketing needs to be re-imagined
- What quantum marketing means for business transformation
- How to break your brand down into the five senses
Key Highlights:
- [01:29] What led Raja to write his book
- [02:50] The definition of quantum marketing
- [06:03] The evolution of marketing paradigms
- [13:33] Why this book matters now
- [15:16] How Raja came up with the five elements of quantum marketing
- [20:21] Examples of quantum marketing transforming businesses
- [29:11] MasterCard's push for multi-sensory marketing
- [37:50] An experience that defines Raja, made him who he is today
- [40:38] Raja's advice for his younger self
- [42:44] A recent impactful purchase Raja made
- [43:25] The brands, companies, and causes Raja follows
- [46:18] What Raja says is the biggest threat and opportunity for marketers today
Resources Mentioned:
- Raja Rajamannar – Episode 86 of Marketing Today
- Mastercard
- Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers (Book)
- Quantum Physics
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On this 251st episode of Marketing Today, host Alan Hart talks to Dan Frohnen, the CMO of Sendoso. This leading sending platform helps companies stand out by giving them new ways to engage with customers through the buyer's journey.
In this episode, Alan and Dan talk about what marketers should be thinking about to help companies deliver a better experience for their customers and their employees.
The conversation starts with Dan's transition from the music industry to the tech industry and finally to his role as CMO at Sendoso. Throughout his career, he learned the importance of customer connectivity. For him, the details matter. It's more than just "spraying them with digital" to get them to act — and more about doing the research and understanding what they're looking for before offering a solution.
Through the rest of the interview, Dan talks about the current state of ABM and how the virtual world has made it even more necessary to be intentional about your outreach.
In this episode, you'll learn:
- What connection means for marketers in a virtual world
- Why the details matter in customer relationships
- Why you should research your customer's intent when they arrive through ABM
Key Highlights:
- [01:26] Dan's transition from music to tech
- [02:21] What Sendoso is, and Dan's role as CMO
- [05:07] The definition of a super sender
- [06:56] How Sendoso connects people in a virtual world
- [10:30] Dan's view of the current state of ABM
- [12:25] Where Dan has seen ABM work well
- [14:09] The trends Paul sees for 2021
- [17:32] An experience that defines Dan, made him who he is today
- [18:55] Dan's advice for his younger self
- [19:50] A recent impactful purchase Dan made
- [20:48] The brands, companies, and causes Dan follows
- [22:11] What Dan says is the biggest opportunity for marketers today
Resources Mentioned:
- Sendoso
- Dan Frohnen
- Super Senders
- Account-based Marketing (ABM)
- Food Insecurity in America
- Find your local food bank
.
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On this 250th episode of "Marketing Today," host Alan Hart speaks with Paul Cowan, the CMO of FreshBooks, a cloud-based accounting solution for small businesses and self-employed professionals. Over the past 20 years, Paul has marketed everything from booze to SaaS products, learning that product experience and marketing go hand-in-hand.
In this episode, Alan and Paul discuss the symbiotic relationship between product experience and marketing while touching on the intersection between marketing and community. They even talk of activism — or really slacktivism — and what it means for businesses.
The conversation begins with an overview of how FreshBooks came to be and how Paul stepped into his CMO role during a company rebrand. Like any good CMO, Paul believes it's important for your customers to understand the pain you address, but it's even more essential for them to understand what makes you different. From a brand standpoint, Paul says marketers need to look internally and find what he calls the "bits of goodness" that exist within the product experience and communicate that to customers.
Paul goes on to explain how to use that pain to build a community, what slacktivism means, and how it impacts business, for better or worse.
In this episode, you'll learn:
- How to take a pain point and use marketing to exploit it
- How to find your company magic and use it as your superpower
- What the symbiotic relationship is between product, customers, marketing, and community
- What role slacktivism plays in marketing and in pushing companies to be purpose-driven
Key Highlights:
- [01:33] Why Paul isn't allowed around chainsaws
- [03:01] What is FreshBooks and Paul's path to becoming CMO
- [05:38] The pain FreshBooks set out to solve
- [07:06] The FreshBooks rebrand
- [11:42] The overlap of product experience and marketing
- [13:27] Using pain points to build network and community
- [19:15] What is slacktivism, and how it applies to purpose-driven companies
- [27:51] An experience that defines Paul, made him who he is today
- [29:31] Paul's advice for his younger self
- [30:17] A recent impactful purchase Paul made
- [31:22] The brands, companies, and causes Paul follows
- [33:03] What Paul says is the biggest opportunity for marketers today
Resources Mentioned:
- com
- Paul Cowan
- FreshBooks Rebrand (Glossy Inc)
- Mike McDerment, founder of FreshBooks
- Slacktivism (Wikipedia)
- #DeleteUber (NY Times)
- Casper, DoorDash SEC Filings
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On this 249th episode of "Marketing Today," host Alan Hart speaks with Jonathon Morgan, the founder and CEO of Yonder, an AI company that helps Fortune 500 communication teams identify and counteract online disinformation about issues that matter to their organization.
In this episode, Morgan talks about the power of groups with extreme ideals and how thought radicalization can mean something different for marketers.
Our conversation starts with understanding Yonder's mission and how the company originated. Early in his career, Morgan conducted internet research, advising the state department on how they could counter the impact of online radicalization worldwide.
Morgan explains that the modern concept of the internet is based on a fundamental premise — "there is wisdom in the crowd." He soon found out, however, that "if you value crowds, you inadvertently value mobs," and that someone who manipulates social platforms can have an immeasurable amount of power in swaying the crowd's thinking.
From there, Morgan provides insights on the pros and cons of social media censoring and how easily misinformation and extremist ideals can leak into mainstream media. Finally, he talks about how the idea of radicalization isn't always a bad thing when it comes to brand marketing.
In this episode, you'll learn:
- The vulnerability of the internet and our social ecosystem
- What contributes to the origins of radical groups and how misinformation can spread
- The difference between good and bad radicalization
- The importance of authentically communicating your company's values
- How to build a coalition for your brand and leverage communication better
Key Highlights:
- [02:16] Yonder's mission and how they got started
- [05:46] How a person can have an incredible influence on the way the public thinks
- [07:44] Motivations behind a mob; looking at the riots on the Capitol
- [11:17] The pros and cons of censoring on social platforms
- [15:21] How radical ideals spread into mainstream media
- [18:40] When radicalization isn't always a bad thing
- [24:00] Jonathon's advice to brand marketers about building a network
- [32:53] How taking a stand is complicated but essential
- [35:02] An experience that defines Jonathon made him who he is today
- [36:27] Jonathon's advice to his younger self
- [37:38] An impactful purchase Jonathon has recently made
- [41:15] The brands, companies, and causes Jonathon follows
- [42:38] What Jonathon thinks is the biggest opportunity for marketers today
Resources Mentioned:
- Yonder
- Jonathon Morgan - CEO of Yonder, his personal site
- The prior episode on Marketing Today with Lisa Roberts, CMO at Yonder
- 4Chan (Wikipedia)
- QAnon (Wikipedia)
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On this 248th episode of "Marketing Today," host Alan Hart speaks with Amir Hirsh, the chief executive officer and founder at Audioburst. This AI-powered audio discovery platform helps connect content consumers with relevant audio clips.
Our conversation starts with how people have a tendency to call Hirsh crazy due to his innovative and forward-thinking. Hirsh discusses how 2020 acted as gasoline on the audio fire and how "audio connects people much stronger and creates brand affinity." In the last year alone, the podcast industry more than doubled in size as more and more people crave content that doesn't hurl visuals at their eyeballs.
We then dive into Hirsh's company Audioburst and how it has "built an AI engine that listens to that vast amount of content," analyzes, and cuts it into short clips to make it more discoverable on the internet. Hirsh explains the massive opportunities that await marketers who can create or participate in their own audio content, as well as sponsor and attach their name to the audio content of others. The power of audio lies in the fact that "it can pretty much follow you throughout your day without interrupting whatever it is that you're doing at that moment in time." No matter how many people call him crazy, Hirsh sticks to the guiding principle that has gotten him here. "As long as you are true to yourself, you'll be a happier and more contributing person in life."
Highlights from this week's "Marketing Today":
- As an entrepreneur that has spent his life in innovation and forward-thinking, Amir has been called crazy plenty of times. 1:13
- 2020 saw the audio industry explode with more people connecting via audio and technology than ever. 2:20
- Podcasting doubled to 5.5 million podcasts in 2020 alone as more and more time has been spent at home. 2:54
- Consuming content through the ears rather than the eyes frees up the consumer to do so much more. 3:40
- Though Amazon was a little bit late to the audio game, it has positioned itself to be the 800lb gorilla in the room. 4:27
- Voice penetration through Alexa will allow Amazon to push audio content at an entirely new level. 5:36
- It's vital for marketers to think about audio as it becomes more available in all industries. 6:40
- People can connect with brands at a much higher rate through audio than just being bombarded with visuals. 7:10
- If you are not moving your ads into the audio dimension, you miss out on half of the consumers' attention span. 8:00
- Amir started Audioburst to help podcasts and other audio connect with internet searchers. 9:27
- By adding as much metadata as possible to the audio clips, Audioburst makes audio much more discoverable. 11:00
- Other than making it accessible, Audioburst aims to make audio easy to use on many different platforms. 11:42
- Currently, Audioburst partners with the likes of Samsung and Hyundai to integrate into multiple industries. 13:31
- Rather than answering questions with an automated voice, Audioburst provides an audio clip from an expert in that field. 15:15
- Audio finds its power in its ability to follow you around throughout the day without interrupting your activities. 16:44
- Brands and marketers should be open to opportunities both in audio and on audio. 17:56
- Opportunities in audio involve brands and marketers creating their own audio content, whether producing or being interviewed. 18:24
- Placing a brand around a playlist, podcast, or audio event is how brands can participate in audio. 19:28
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On this 247th episode of "Marketing Today," host Alan Hart speaks with Julie Roehm, the chief marketing and experience officer at Party City. More than most, Party City had to make a massive pivot in response to the pandemic, as parties became all but outlawed.
We start our conversation talking about Roehm's unusual path to where she is today, actually beginning with a degree in environmental engineering before moving to finance and ultimately marketing. Roehm then explains how each industry taught her to view challenges "as opportunities rather than an obstacle." Next, Roehm dives into the beginning of her marketing career at Ford Motor Company, stating, "that's where I started to get the taste for this out-of-the-box, different way of thinking about marketing." As she made the jump from company to company, Roehm stayed true to her No. 1 rule, "culture eats strategy for lunch."
We then discuss the challenges presented by the pandemic to her current company, Party City, during a time when "pandemic and party were not synonymous." Roehm explains how she was able to set up a same-day delivery service with Hertz in just eight days as her team made an attempt to "get people to see celebration around every corner." People need something to be happy about during the pandemic, and Party City is trying to give it to them. Finally, Roehm talks about the importance of knowing "yourself and the kind of environments you're going to thrive in!"
Highlights from this week's "Marketing Today":
- Julie created The Conversational Podcast in her free time after she successfully flipped an auto body company. 1:27
- Throughout her career, Julie has been able to know some incredibly successful people on a personal level. 2:26
- Julie's Holy Shit moments have given her direction throughout her life, leading to her greatest success. 3:18
- Born in the Midwest as the oldest child, Julie's family moved around a lot before attending Purdue for college. 5:22
- Upon finding out that engineers were paid well, Julie decided to go into engineering at Purdue. 6:26
- After her first year in college, Julie chose civil engineering to buy more time to figure out what she wanted to do. 7:00
- Julie ultimately chose environmental engineering and being accepted into a co-op program. 8:36
- During her time in the co-op program, Julie learned that she did not want to be an engineer, but she did want to be a businesswoman. 9:10
- Once she began attending business school in Chicago, Julie worked for American Airlines as an intern in the New Business and Marketing area. 9:55
- Julie ultimately chose to work in marketing for Ford Motor Company right out of business school. 11:05
- Back in 1999, Julie helped launch the first Ford Focus in the United States. 11:36
- After Mercedes bought Chrysler, Julie made the jump and created the Grab Life by the Horns campaign. 12:00
- Spending under a year at Walmart, Julie decided to start her own consulting company that lasted for five years. 12:56
- Julie was excited to work as CMO for Abra Autobody & Glass because of the incredible culture that had been built. 14:00
- After flipping Abra, one of the board members extended an offer to Julie to come to Party City. 15:50
- Before agreeing to join Party City, Julie made sure to spend time with the executive board to make sure the correct culture was there. 16:33
- With enough skills, training, and confidence, you can do anything, but the culture will be what ultimately launches you to success. 18:10
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On this 246th episode of "Marketing Today," host Alan Hart speaks with Minter Dial, the author of "You Lead: How Being Yourself Makes You a Better Leader." Dial knows and shares what it takes to use your authentic self to lead a successful brand.
We start our conversation by talking about how the ongoing global pandemic has taken away Dial's source of energy, that being, talking and communicating with other people. Dial then dives into his new book, "You Lead: How Being Yourself Makes You a Better Leader," and how he hopes it will "change the way we lead, not just in business, but within ourselves." Inside each and every individual, Dial feels "that everybody has leadership potential," but before a person can lead, they must come to terms with their authentic self.
We then break down the disconnect that exists between being authentic and professional, a lesson that he learned when bringing life to L'Oréal's brand. "Too often, there's no real link between who you are legitimately...and what you're doing professionally." Ultimately, Dial believes that "if you can dial into the kind of person you want to be, then every decision should be orchestrated around making that happen."
Highlights from this week's "Marketing Today":
- Minter has hit a point where his energy isn't always the highest, something he is trying to stay self-aware of. 1:19
- The motivation for Minter's most recent book is his desire to help others be authentic to themselves. 2:33
- Minter hopes to change the way that we lead in both business and within our own lives. 3:12
- After writing 30k words in Croatia, Minter hit a wall when PBS reached out to put his story on TV. 3:55
- Telling a friend about his book idea while on a walk acted as a catalyst to reignite the book. 4:48
- The initial premise of Minter's book was getting to know who you are before chasing who you want to be. 5:15
- Once you have established who you are, you can become the kind of person that works better with others. 6:18
- Many people want to be authentic without knowing why they do these things besides that they are good to do. 6:45
- Originally, the name of Minter's book was supposed to be "Brand NEWS," as in North, East, West, and South. 8:50
- The ability to tell a story turns takes people from a professional into someone who can spread a real light. 11:14
- In reality, on both a personal and brand level, we aren't doing enough work on authentically connecting to our story. 12:25
- Beyond life-altering experiences, it takes time to make that connection with your brand or story. 14:30
- With L'Oreal, Minter learned how to take the brand and bring it to life from the inside out. 15:42
- In order to move forward, there are some things that brands need to unlearn, but stay practical with what they choose to unlearn. 17:26
- It was a challenge for Minter to unlearn the thought that home life has no impact on work. 19:08
- Whether you're the top person or middle management, everyone should carve out some time to figure out who they are. 20:52
- Without a clear vision of who you want to be, it's very hard to get where you want to go. 22:37
- Chief Marketing Officers must face the challenge of aligning the way the company works internally with how it operates externally. 23:43
- You must make policies within your company that align with how efficiently you want it to operate. 26:00
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On this 245th episode of "Marketing Today," host Alan Hart speaks with Mauro Gatti, the chief creative officer at JibJab. Gatti is driven by his love for creativity and a desire to use that creativity to make the world a better place for all living beings that call this planet home.
We start our conversation by diving into Gatti's life growing up in Northern Italy, an area full of workaholics, where he began working in his uncle's butcher shop as a 10-year-old boy. Though he grew up in a small town, Gatti believes that "the best part of Italy is the drive between different cities because there are so many different gems" and "driving around is a great way to discover the real soul of Italy."
Gatti then discusses his meteoric rise in the creative advertising industry that took him from creating artwork for CDs in Italy to his current position as the chief creative officer for JibJab in Los Angeles, California. "We all have a gift. Maradona had that gift, Michael Angelo had that gift," and Gatti's gift is being a creative person. JibJab believes that "creativity can inspire and mobilize people," an important concept in a year that has brought the world to a halt.
Gatti also discusses The Happy Broadcast project in which he does his best to promote the good things that are happening in the world while media outlets seem only to promote the bad. "The challenge is not to erase the past; it's just to create a new present!"
Highlights from this week's "Marketing Today":
- Mauro grew up in a small town out in the country in Northern Italy, a very different place than what most people think of Italy. 1:55
- Growing up in an area where everyone was a workaholic, Mauro's dad taught him how to make a living at only 10-years-old. 3:00
- Alan knows first-hand that Italy looks very different depending on where you are, having proposed to his wife there. 5:52
- Mauro believes that the most amazing part of Italy is the drive between cities because you get to see everything that is not mainstream. 7:10
- Besides a short time when he wanted to be a doctor, Mauro has always been passionate about commercial design and creativity. 9:08
- At the age of 15, Mauro created some illustrations for CDs, which was his first creative position. 10:30
- When most advertising agencies in Europe were still using the same old methods, Mauro saw an opportunity to start a digital advertising agency. 11:23
- With the creation of the first iPhone, Mauro's digital agency became one of Italy's first to create apps. 12:27
- After spending his entire life in Italy, Mauro decided to move to California to lead Story Bots' digital expansion. 13:48
- The creators of Story Bot asked Mauro to work on JibJab before selling the company to Catapult, where he stayed on as Chief Creative Officer. 14:58
- A variety of different projects provide Mauro with an outlet to express his creativity. 18:09
- Though it will always be remembered for the dancing elves, JibJab tries to offer consumers a way to connect and share happiness with loved ones. 19:02
- JibJab believes that there is nothing better than making someone you love happy. 21:20
- Today, JibJab tries to create content that provides laughter in a year that has seemingly halted life for many people. 22:17
- Happiness is very subjective, differing in how it shows itself or how it is defined from person to person. 26:01
- Mauro sees happiness in his work and how it allows him to use his creativity to bring happiness to others. 26:55
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On this 244th episode of "Marketing Today," host Alan Hart speaks with Clayton Ruebensaal, executive vice president of Global B2B Marketing at American Express. Ruebensaal talks about his experience developing brand strategies for premium brands and his vision for the future.
We start our conversation with a dive into Ruebensaal's world-travel experience as a child, having grown up with a father in the foreign service. Ruebensaal discusses how his time spent in so many different cultures shaped his view of the world and brought about his interest in all people.
We then speak on Ruebensaal's journey to the present day and the success that he has had with Ritz Carlton and American Express, where he works now, and attributes that success to his teams' ability to refresh the brand. "We reached into that history and found truths that we could bring to life," Ruebensaal claimed. He then breaks down the challenges that brands face when attempting to revamp and how "the difference between success and failure is the change management."
We then discuss how not only COVID but the death of George Floyd changed the mission at AMEX. Marketers "sit at this intersection between what the business needs and what the consumer needs." Ruebensaal sees that as an opportunity to make a positive impact on the world.
Highlights from this week's "Marketing Today":
- Clayton was born in Georgetown to a military family that took him all over the world to places like Thailand and Israel. 2:19
- With the traveling experience at such a young age, Clayton was still able to feel gratitude. 2:56
- Clayton didn't exactly have a path after graduating from college as a Creative Writing major. 3:45
- After his first advertising internship at an advertising firm, Clayton knew precisely what he wanted to do. 4:30
- Before going to the client side at Ritz Carlton, Clayton ran multiple advertising agencies, then ultimately moving to American Express. 5:10
- At both Ritz Carlton and American Express, there was plenty of need for a refresh in the respective brands' clarity. 5:55
- Before Clayton arrived, the American Express brand and logo hadn't been updated since 1975. 7:27
- Clayton knew that with the arrival of the internet came the need to think bigger for American Express. 7:50
- It takes effective change management to bring a brand to life after years of continuity. 8:47
- Clayton and his team have spent time speaking to AMEX teams all over the world to understand how the brand could help them. 9:38
- Having revamped two big brands, Clayton has found that it's best to start with understanding the problem that needs to be solved. 10:59
- Though the events of 2020 have accelerated things, they have not changed the fundamentals of marketing. 12:45
- What started as a health crisis turned into multiple crises in the economic and cultural sectors. 13:27
- When COVID broke out, Clayton and his team paused to examine where they could be of most assistance. 14:12
- American Express launched its Business Class platform in an attempt to educated businesses on what they could do. 15:37
- Every week, American Express tries to provide education in a different and attractive fashion. 17:16
- Over the last 40 years, business has become sexy and something people love to be a part of. 17:58
- It's incredibly important for marketers to put out organic content that adds value to the company. 19:17
- Useful does not have to mean uninteresting and useful content must be able to compete with everything out there. 21:06
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On this 243rd episode of "Marketing Today," host Alan Hart speaks with Esperanza Teasdale, vice president and general manager of the Hispanic Business Unit for Pepsico Beverages North America. Teasdale is responsible for the overall strategy, engagement, and sales for a Hispanic business unit that brings in over $2 billion per year.
We start our conversation with Teasdale's experience from growing up with two parents that had both immigrated to the US from Ecuador in search of a better life. Since they both had demanding blue-collar jobs, Teasdale "grew up as a latch key kid," taking herself to and from school as a child, essentially responsible for herself. Teasdale then discusses her engineering education, spending time in manufacturing environments after graduation until attaining her MBA and ultimately moving onto sales. Once Teasdale realized that the sales sector wasn't for her, she moved to marketing.
We then dive into the Hispanic business unit and the "untapped potential" that led to its creation. Now and into the future, Teasdale and her team are focused on multicultural marketing, as "everything we do should be multicultural because that is the fabric of our country." Teasdale takes us through the helping hands she received throughout her career as a result of her willingness to be vulnerable. "You don't have to wait for someone to ask you to take a seat; you can take it yourself." Lastly, we discuss the opportunity that marketers have today to think differently about their previously rejected ideas because "the world today is different than it was before!"
Highlights from this week's "Marketing Today":
- As the daughter of immigrants, Esperanza greatly appreciates the sacrifices that her parents made to have a better life. 1:37
- Esperanza's parents came from the hot ecosystem of Ecuador to the cold winter in the US. 2:30
- Equality is something that everyone is trying to achieve in today's world, especially with all that has gone on this year. 3:22
- There were times when Esperanza's parents were injured or sick, and no money came in the door. 3:54
- After studying engineering in her undergrad in college, Esperanza spent quite a bit of time in a manufacturing environment. 6:58
- Esperanza's company paid for her MBA, after which she had her choice of path, ultimately choosing marketing. 7:48
- The Hispanic Business Unit at PepsiCo was created to tap into the previously untapped Hispanic sector. 10:36
- Multicultural marketing has gone through a revolution that parallels the makeup of our country. 12:29
- There is no one-size-fits-all in the melting pot that is the US, even within each culture. 13:13
- P&G has shown to be a champion of diversity and inclusion by driving cultural relevance through its advertising. 16:03
- Heading into the future, we need to be more culturally relevant, and the Hispanic Unit is an example of what the marketing industry should look like. 19:10
- The chaos and uncertainty of 2020 caused PepsiCo to pause during the initial breakout of COVID. 22:10
- Esperanza and her team made sure to study the effects of COVID on the habits of Hispanic consumers. 22:50
- The Hispanic population has shown resilience in its journey to get to the US and this helped maintain optimism in the face of chaos. 24:37
- To promote passionate multicultural youth's ability to vote, PepsiCo launched its Unmute Your Voice Campaign. 26:12
- Esperanza's team is focused on leaning into the communities that need the most help as it enters 2021. 28:06
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On this 242nd episode of "Marketing Today," host Alan Hart speaks with Rob Holland, the CEO at Feedback Loop, a technology growth company that provides rapid consumer feedback through its agile research platform.
We begin the interview with Holland's upbringing in Staten Island and eventually to the West Coast, but wherever he went, it never seemed to be permanent. Holland believes "being comfortable with mobility has been a real game-changer," allowing him to adapt quickly to new environments. We then move to Holland's financial background and how it helped him when making the transition to managerial positions. Though he started in finance and eventually found his way to the marketing side, Holland has "always been connected to the consumer in some way."
Holland then dives into Feedback Loop, defining agile research as a tool that "provides directional guidance early and often to guide decisions that might otherwise be made by opinion or rank, rather than data." Holland has seen first-hand that "the whole idea of getting rapid consumer feedback to solve rapidly changing needs in very dynamic markets has never been greater," and it's not going to go away anytime in the foreseeable future. Lastly, we end our conversation on the current polarizing state of the world and how "it's forcing marketers and brands to take sides in places that they really have no need to get into." Marketing teams need to tread lightly!
Highlights from this week's "Marketing Today":
- Rob grew up in Staten Island before heading to the West Coast after high school, though he has remained a Mets fan. 1:20
- Both sides of Alan's wife's family are your typical Italian family from Staten Island. 1:49
- Throughout his career, Rob has stayed connected to the end-consumers the entire way. 2:38
- Starting in finance, Rob moved into market analytics, where he began to climb the management ladder. 3:16
- Rob's operational finance background gave him an advantage when he made the transition to the management side. 4:11
- Find someone who knows the finance side of the company, as it will always be an advantage. 5:50
- Feedback Loop provides an agile research platform that serves teams that want to do their own research. 6:06
- The Founder of Feedback Loop recognized the lack of ability to get rapid consumer feedback. 7:16
- Over time, Alpha's platform (prior name) evolved and grew with its customers and product development teams. 8:10
- After so much growth, Alpha stopped describing the platform accurately, so the company changed its name to Feedback Loop. 8:56
- Rob has seen the impact of the constantly evolving market on Feedback Loop and the marketing research industry as a whole. 10:48
- Research teams are having a hard time trying to keep up with the shifting market, and that's where Feedback Loop hopes to help. 11:36
- Agile research provides small chunks of information quickly to inform incremental decisions. 12:45
- The rapid feedback provided by Agile Research is most comparable to using windshield wipers during a storm, allowing you to keep moving forward. 13:55
- Product teams and research teams need buffers, and Agile Research provides those controlled parameters. 15:05
- Feedback Loop works with consumer-faced businesses of various sizes across a variety of industries. 17:25
- Farmers Insurance, a client of Feedback Loop, created Toggle, a direct-to-consumer product that allows them to connect to younger generations. 17:48
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On this 241st episode of "Marketing Today," host Alan Hart speaks with Ashley Reichheld, principal at Deloitte. Reichheld discusses the findings of Deloitte's 2021 Global Marketing Trends Report and dives deep into a few of its seven trends.
We start our conversation with Reichheld's background of traveling. She talks about her experiences living and working in over 40 countries across six continents and how it helped her gain insight and perspective into different cultures. From there, we dive into the meat of the interview, Deloitte's 2021 Global Marketing Trends Report. With this report, Deloitte aimed to dispel some of the uncertainty that this past year has brought to marketing.
Reichheld then discusses her favorite trend category, trust, and how "overall, trustworthy companies outperform their competitors by 2 ½ times." For a long time, public trust in corporations and governments has been on the decline and presents both a threat and opportunity to marketing departments worldwide. Deloitte uses its metric, HX Trust ID, which measures trust drivers: humanity, transparency, capability, and reliability. By measuring these four drivers, Deloitte can predict buying tendencies and motivations for consumers and employees. Lastly, we talk about marketing effectiveness and how to know if your efforts are working or not.
Highlights from this week's "Marketing Today":
- Ashley has lived and worked in over 40 countries, picking up an appreciation and empathy for cultural differences. 1:19
- Purpose, human experience, and fusion are the three trends that confused most people. 3:13
- There has been a drop in confidence across the board in C-Suite executives from consumers during 2020. 4:52
- Organizations have had to pivot to better serve their customers and that ability largely affects a customer's continued loyalty. 6:40
- For a long time, trust in companies and the government has been on the decline and has only been exasperated by the pandemic. 8:50
- Trust is the key to continued loyalty from both consumers and employees. 9:51
- By measuring these four drivers, Deloitte can predict buying tendencies and motivations to work for consumers and employees. 11:40
- Deloitte's Global Marketing Trends Report shows a direct link between employee trust and consumer trust. 12:34
- Recent research suggests that governments and corporations can't be both ethical and competent. 14:20
- Being aligned around common goals and being driven by a purpose takes companies further than being driven by incentives. 15:38
- Alan believes that the perfect storm exists when the purpose is aligned with business results. 17:28
- Bringing in the right talent and preparing employees for C-Level positions is one of the biggest challenges in marketing today. 18:04
- Marketing isn't finance, but a finance background isn't useless in marketing. 20:44
- The best way to measure your marketing's effectiveness is to simply turn your marketing off for some time. 22:20
- Because Ashley believes that we are the sum of all experiences, she can't point to just one experience that has helped shape her. 23:04
- Ashley has recently joined the board of The Center for Women & Enterprise to help underserved populations through these difficult times. 25:27
- Trust, or brand promise, both represents the biggest opportunity and threat to marketers today. 26:27
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On this 240th episode of "Marketing Today," host Alan Hart speaks with Rodney Williams, president and CEO of Belvedere Vodka. With a bevy of experience leading successful marketing campaigns across a plethora of industries, Williams is truly an expert when it comes to closing the gap between a product and its consumers.
To start our conversation, Williams discusses his business school experience and the nonprofit sector before he began his journey to become a marketing expert. In school at Northwestern, Williams quickly learned that "you have a strong chance of getting a good grade by joining a group with people that don't think like you." This experience helped him understand a simple fact of life; to truly be successful, you must be open to the perspectives of others.
We then dive into Williams's experience working for large companies like Johnson & Johnson and Procter & Gamble. It was his success at these companies that taught him both "the element of brand-building where you're really fundamentally problem-solving" and not only the importance of "really tapping into what was already there." Williams then takes us into his induction into the Wind and Spirits industry, which eventually led him to his current position at Belvedere.
To end the conversation, we discuss how "the push for social justice has opened up brands in a big way" and how "the need for brands to take a stand and stand up for values that they believe in has never been more important." Williams touches on how the views of different cultures in the corporate business world have changed since he entered the workforce. "We're not there yet, but we're making progress!"
Highlights from this week's "Marketing Today":
- Before business school, Rodney ran a direct mail business in Chicago that hired disadvantaged employees.1:53
- Rodney has stayed in-tune with how the business world affects the communities that it is in. 3:03
- Growing up in Evanston, Illinois, it was a natural fit for Rodney to attend Northwestern's business school. 3:35
- After business school, Rodney worked for J&J and Procter & Gamble in a pursuit to learn sophisticated marketing. 5:32
- Figuring out how to get the brand in the right position where it can connect with its customers is like a game to Rodney. 6:20
- In his time at J&J, Rodney learned the ins and outs of working in an intrapreneurial environment. 6:55
- Over time, Rodney slowly developed into an enhance-growth guy that has been able to take companies over the top. 8:47
- J&J required that 25% of each business under its umbrella's revenue had to be from new products in the last three years. 9:15
- When Rodney arrived at Band-Aid, he was able to take it from stagnant to The New York Times by using Barry Manalo's jingle. 10:22
- The ability to understand the essence of a brand and what it means to the consumers allows a brand to enhance its imagery. 12:26
- A former colleague's call about a dot-com opportunity led Rodney to quit his job and head to the West Coast. 13:04
- Rodney's time working with OnStar eventually led to his entrance into the Wine and Spirits industry. 14:41
- It was the health benefits of wine that initially drew Rodney to interview with his first wine company. 15:58
- Robert Mondavi taught Rodney the importance and value of presentation. 17:20
- Kendall Jackson, the number 1 chardonnay over $10, presented Rodney with an opportunity to launch the biggest product in company history. 18:37
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On this 239th episode of "Marketing Today," host Alan Hart speaks with Rizwan Merchant, CEO at Media Merchant. Merchant is the first guest from Pakistan and brings over a decade of experience in the Pakistani Media Industry. Today, we talk about the 2016 ANA Transparency Report and how these issues are still present today, four years on.
We start our conversation with the exploding media industry in Pakistan, which has gone from less than $100M in advertising expenses to over $550M in just ten years. With that massive growth has come a plethora of problems, not only in Pakistan but also for marketers worldwide. Merchant has seen "exactly what goes on behind the doors." Merchant then takes us through the ANA Transparency Report that came out in 2016, which identified a myriad of problems and fraudulent practices among the agencies that bridge the gap between the media houses and advertisers. The advertisers have forgotten that "agencies are there in the business to make money as well," so their intentions may have nothing to do with the benefit of their client. Advertisers are still losing boatloads of money because of their inability to structure contracts for themselves. Merchant says, "the easiest way to plug that financial outlet is to start paying the media directly instead of going through the agencies."
Merchant suggested that the best way to battle this problem is for clients "to upgrade their knowledge when it comes to the media supply chain." Another problem now is that "many agencies have started to own the media that they are pushing to advertisers." It seems if there is money to be made, agencies will find a way. The onus is on marketers to be smarter and more vigilant.
Highlights from this week's "Marketing Today":
- Rizwan currently lives in Pakistan, part of Southeast Asia, and is a growing market with a booming media industry. 1:45
- The Pakistani media industry has grown from less than $100M in advertising expenses to $550M in the last ten years. 2:30
- An accountant by education, Rizwan joined Mediacom on the finance side when he returned to Pakistan in 2004. 3:35
- In 2015, Rizwan started his media audit agency, Media Merchant. 5:10
- The ANA Transparency Report identified problems with the rebates received by the agencies based on advertiser money. 6:00
- Principal transactions came up in the ANA Transparency report, showing that agencies were buying inventory through holding companies. 6:50
- Agencies were found to be selling free inventory they received from the media houses to their marketing clients. 7:15
- Advertisers were found to be trusting agencies blindly, a failure on the part of the advertisers. 7:47
- Rizwan identified multiple problems that didn't come out in the ANA report. 8:15
- Media Buying Houses came into existence by providing the agencies with multiple suggestions that acted as a financial bomb. 9:20
- The agencies exploited the lack of connection between the advertising clients and the media outlets. 11:50
- While there are specific rules and regulations in different countries, this is still a problem all over the world. 12:24
- With media outlets being drained of their finances, their ability to create content is greatly affected. 14:30
- The relationship between the media and advertising industries the opposite of what it should be right now. 16:00
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On this 238th episode of "Marketing Today," host Alan Hart speaks with Lana Buchanan, vice president of marketing for Beyond Beer at Anheuser-Busch. Buchanan oversees the marketing for everything that does not fall in the category of beer and, as such, has a massive portfolio full of product categories that require different marketing approaches!
We start our conversation with Buchanan's background in the alcohol industry and the horror story that forced her to become an expert cocktail creator. Then Buchanan discusses what it's like working with such an extensive portfolio of products and why she loves it. "With every different category, I get to think differently in terms of the consumer," Buchanan says.
At Beyond Beer, all the separate teams have the same goal, "create an innovation that really fits the needs and the wants of the consumer in the different moments." Buchanan then breaks down different marketing techniques that help them connect with consumers on an emotional level, because at the end of the day, "the most powerful brands are the ones that make you feel something."
We then discuss how Buchanan's time working on Bon Viv and her experience from traveling Europe after college helped her learn how to pivot with the changes in front of her. Lastly, Buchanan dives into the BLM movement and the importance of changing your marketing strategies with the world's continually shifting landscape. "If you don't evolve with the consumer, you're going to get left behind!"
Highlights from this week's "Marketing Today":
- Lana bought a puppy during the pandemic. 1:33
- Lana currently handles everything that is not in the category of beer at Anheuser-Busch. 4:30
- With so many categories, Lana chooses to take a consumer-first approach when handling her extensive portfolio. 5:33
- Between categories, there are similar marketing frameworks that are used, each having its subtle differences. 6:49
- Innovation goes beyond just the business opportunities in growing categories, and Lana must find out what factors are driving that growth. 8:28
- Through small-market tests, each team does their best to see if they can connect to the consumer. 10:38
- Small tests are still brewed in the full tanks but are strictly tested in very small regions for months at a time. 11:34
- When it comes to marketing alcohol, connecting with the consumer at an emotional level is an incredibly important goal. 14:00
- Knowing your target and what they want is one of the most powerful things a marketer can have. 15:42
- Social Club is one of the projects that Lana is most proud of because it challenged the standards that have been created in its category. 17:14
- The business dynamics have already changed 4 or 5 times this year alone because of the pandemic. 19:35
- During her time at Bon Viv, Lana learned how to pivot a marketing plan to connect with what's important at present. 20:20
- With a safety-first mindset, traditional sampling has been adjusted so that consumers can have the experience. 22:41
- Don't be afraid to pivot when something doesn't feel right. 23:52
- After graduation, Lana decided to pass up on multiple job prospects to travel around Europe and get closer to her Russian background. 24:57
- Lana looks back and wishes she had stopped to celebrate the wins more. 26:34
- Lana recognizes the importance of the BLM movement and works to implement change in her team. 29:37
- Too many marketers and agencies are afraid to recognize the change in the world and refuse to evolve. 30:48
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On this 237th episode of "Marketing Today," host Alan Hart speaks with Heidi Zak, the co-founder and CEO of ThirdLove, the 3rd largest online bra and underwear company in the United States. Zak is passionate about making sure all women feel comfortable in their underwear, no matter their shape or size.
Our conversation starts with a glimpse of Zak's past, growing up in a town of just 3,000 people and working at a farmers market. After college, Zak finally found her way to the Big Apple while working in an investment bank's retail division. Zak then talks about the cushy job with Google that pulled her out west, the same cushy job that she decided to leave to start ThirdLove. In a market dominated by men, Zak had a hard time finding investors for her women's bra and underwear company, that is until some men were able to see the "opportunity to do things differently in all aspects."
We then dive into the challenges presented by COVID that forced ThirdLove to "cut back on marketing expenses to focus on efficiency." Zak then tackles the issue of creating content when the world is shut down, claiming, "as a marketer, you're constantly in the cycle of content creation, but sometimes you might not maximize the assets that you've already created." Lastly, Zak discusses ThridLove's support of entrepreneurs with its TL Effect program in an attempt to show everyone that "you can support causes through what you show to the world!"
Highlights from this week's "Marketing Today":
- Heidi grew up in a 3,000-person town just outside of Niagara Falls and learned a lot from her time working at a farmers market. 1:41
- It wasn't until after college that Heidi found her way to the retail group at an investment bank in NYC. 3:01
- Like most college graduates, Heidi had no idea what she wanted to do after school. 4:09
- Banking served as an excellent entryway for Heidi to understand basic business skills that she used to build her own company. 4:32
- Heidi made the switch to the operations side out of a desire to learn more about operating a retail business. 5:12
- A job at Google brought Heidi out to the West Coast, where she got her first taste of entrepreneurship and the startup industry. 5:50
- Heidi quit her job at Google to start ThirdLove with her husband after seeing a need in the market. 6:40
- It was difficult to raise seed money for ThirdLove in a world dominated by men at the time. 7:31
- When COVID hit, ThirdLove hunkered down and prepared for the worst-case scenario. 8:49
- The market for bras has changed a little as more and more people have started working from home. 10:24
- ThirdLove had to cut back the most in the Television marketing sector while becoming more efficient in all other sectors. 11:38
- In the last month or two, ThirdLove has been able to reinvest in mid to upper-funnel marketing. 12:30
- Heidi is always testing out new markets to see where the potential lies for innovation. 13:00
- Creating content became trickier when COVID hit, forcing ThirdLove to do things differently with the same stuff. 14:25
- Leveraging content from customers and the team has allowed the brand to connect with its audience. 15:32
- With so many social movements going on in today's society, ThirdLove has put the elements of inclusivity and diversity at the company's forefront. 16:55
- TL Effect supports a new-business female founder of color by providing mentorship, a monetary grant, and promotion through ThirdLove. 17:55
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On this 236th episode of "Marketing Today," host Alan Hart speaks with Travis Montaque, the founder and CEO of Holler. This messaging technology company uses AI and content to improve consumer communication online. Holler is on the frontline of the ongoing battle to bring human emotion into the world of technology.
The conversation with Montaque begins with his time at Chick-fil-a as a teenager, starting as a cashier and eventually working his way to the role of district manager by the time he was 19-years-old. Montaque was able to make the "fastest transition from Main Street to Wall Street" that I have ever seen, leaving Chick-fil-a to work for a private equity firm at only the age of 20. Montaque then discusses the difficulties of deciding not to accept an offer with Goldman Sachs and instead start Holler and how the pursuit of passion "inspires people around you to invest with whatever they can."
We then dive into Montaque's efforts as a successful black entrepreneur to bring diversity into the corporate environment, but "diversity shouldn't be the end goal, changing the current corporate culture should." Holler is working to create a culture that is inclusive and focused on belonging. Finally, Montaque breaks down this idea of "service, not surveillance" and how big-tech needs to change how it interacts with its consumers if there is to be a relationship of trust heading into the future.
Highlights from this week's "Marketing Today":
- Travis went from working at Chick-fil-a as a teenage cashier to a private equity firm in Miami during college. 1:43
- At an early age, Travis was able to learn valuable lessons through hard work at Chick-fil-a. 4:00
- Travis had aspirations of working on Wall Street but ultimately felt that he couldn't make the impact that he wanted. 4:28
- A side data in Big Tech led Travis to leave his job at Goldman Sachs and start Holler. 5:38
- It was a rough process to explain to his mother the switch to a job that didn't guarantee an income, but it was worth it. 6:58
- Holler uses AI to make consumer conversations online better by providing content that consumers want. 8:19
- Any sticker that you have been able to add to a Venmo note has been provided by Holler. 9:41
- Travis partnered with students in the engineering school to create the prototype, pitched to investors, and hired employees. 10:18
- Until he had the seed money that he needed, Travis had to use inspiration to bring in the investors he was looking for. 12:40
- Initially, focusing on expressive emojis wasn't a thing, but evolving from the initial company brought the ability to share feelings. 14:16
- There has been a rise in categorical messaging, spreading to just about every category you can think of. 16:06
- Body language makes up so much of home emotions are perceived, which led to the use of emojis in Holler's peer-to-peer communication. 17:12
- Holler is expanding into different brands and marketing companies, allowing those companies to connect with their consumers. 18:35
- Share rates have reached up to 21% with some companies, bringing engagement to an all-time high. 21:10
- Travis has achieved a tremendous amount of entrepreneurial success and also happens to be a black man; unique experiences have been had. 24:18
- There is an issue of investment pipelines in industries where institutions only get their resources from the same source. 25:45
- Travis believes that America's entire corporate culture needs to be changed to include diversity at the highest ranks. 28:45
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On this 235th episode of "Marketing Today," host Alan Hart speaks with Steve Schlesinger, founder and CEO of Schlesinger Group, a market research company. Schlesinger has been a part of the family business for over 35 years, working to take the company to greater heights than it has ever seen!
We start our conversation with the history of Schlesinger Group and how Schlesinger's mother's affinity for hard work set the foundation for years to come. Over the last 35 years, Schlesinger Group has experienced multiple chapters of growth. "The goal for us is really to maintain a nimble and agile approach to how we run the business and how we build the business," Schlesinger says regarding that growth. Schlesinger then dives into the recent partnership with the private equity firm Gauge Capital and how that has led to the company doubling in size in just the last 14 months. Schlesinger talks about the best ways to ensure success when growing a business and how it's vitally important to "make sure you have a great team around you."
We then talk about Schlesinger's angel and private investments. When I ask what Schlesinger's criteria are when deciding what businesses to invest in, he says, "at the end of the day, I actually look at the people first, then the idea." Schlesinger knows that people, whether they be employees or clients, are a critical component to any business's success!
Highlights from this week's "Marketing Today":
- Steve lives in New York City and had COVID back in March, but he didn't find out until his knee surgery in May. 1:31
- Taking a year off from grad school at Georgetown, Steve worked in project management for his mother's research company. 2:36
- Steve's mom was a hard worker and really enjoyed talking to people, but that didn't necessarily make her a natural entrepreneur. 4:13
- Growing up in the depression helped Steve's mom set the foundation for her company and her family. 5:10
- In his youth, Steve and his siblings always did what they could to contribute to the business whenever they could. 5:42
- Over the last 35 years, there have been multiple chapters in the family business that has seen drastic change and growth. 6:47
- Bringing in Gauge Capital as a private equity partner helps set the business up for its next chapter as more digitally focused. 7:45
- Finding a private equity partner helped Steve and his partner further craft their strategy moving into the future. 8:29
- Quantitative and online qualitative sectors saw massive growth after partnering with Gauge. 9:40
- Massive growth to different markets all over the world has left gaps that present an opportunity to make the process more seamless. 11:15
- Steve looks at the time horizon in two ways regarding Gauge Capital and the business itself. 12:30
- To help your business grow significantly, make sure you have the right team around you. 13:26
- Keep a good handle on the market and what your clients think of you at all times. 13:55
- Don't let that desire slip away. It's only going to become more challenging as you grow. 14:15
- The Insight industry's future consists of brands utilizing technology to have a greater understanding of consumer demands. 15:13
- After acquiring Market Cube, Steve's business has transformed from a user to a developer. 17:30
- Many industries are trying to leverage tech and create products but have left the critical people component behind. 18:56
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On this 234th episode of "Marketing Today," host Alan Hart speaks with the CMO of NetApp, James Whitemore. Over the last six years, NetApp has made the switch from a traditional data-storage company to a cloud-based storage company, and Whitemore is here to talk all about it.
We start our conversation off with Whitemore's childhood in the U.K. and how an affinity for toying with technology sparked an early interest in the field. Whitemore then outlines his professional journey, starting as a salesman for a mobile phone company in the U.K., which led him to work for big tech in the data storage field in the U.S. Whitemore made the switch to the startup industry and that eventually led him to NetApp. NetApp has been "managing large-scale data storage" for over 30 years in countries all over the world. We then dive into the recent shift into large-scale cloud data storage and how that has affected NetApp's sales and marketing processes.
Whitemore's background in sales helped him make the shift, staying true to the guiding question, "what's the selling experience got to look like for that client?" He has found that there is no cookie-cutter process, and the clients must "pick their own journey." Whitemore then touches on how the shift in technology has forced a change in employee demographics, stating that "we had a lot of people who understand how to use the technology...but if you don't have people that really know how to put it to work," then you're stuck. In a world that is navigating chaos, NetApp is trying to "redefine what enterprise-class cloud storage services should look like!"
Highlights from this week's "Marketing Today":
- James grew up in and around technology, knowing that he wanted to work in tech from a young age. 1:02
- After University in the UK, James began his career selling mobile phones before moving to Colorado to join the storage industry. 1:31
- James became tired of big tech and made the switch over to helping bring startups off the ground. 2:45
- NetApp has been managing large-scale data environments for over 30 years for companies all over the world. 3:21
- Over the last 5 or 6 years, NetApp has switched from storing data in large data centers to storing data in clouds, making data movement much easier. 4:21
- NetApp has had to reinvent the company to serve both the data center and cloud audiences. 5:56
- The entire sales process has changed because the demographics of those sold to has changed with the cloud. 7:01
- Sales cycles have been very predictable for the most part until cloud selling reared its head. 8:26
- James's background in sales has made the switch over to cloud sales smoother. 10:36
- NetApp has had to throw away the classic qualification process, essentially allowing clients to choose their own journey. 12:50
- Marketing organization, funding models, and metrics have had to shift after 20+ years of traditional infrastructure. 13:28
- Many services that had traditionally been outsourced had to be brought in-house because they are core to what NetApp does. 14:24
- It's taken over three years for the company's demographics to change following the shift in technology. 16:23
- The revenue-marketing team is working towards shifting the company mentality from lead generation to revenue generation. 17:37
- NetApp's ability to help its customers transform their companies has skyrocketed with the shift in technology and people. 18:54
- New interest and new buyers are coming in at an incredible rate for a 30-year-old company. 20:16
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On this 233rd episode of "Marketing Today," host Alan Hart interviews Erich Joachimsthaler, founder and CEO of Vivaldi Group. Joachimsthaler's company works to keep its clients ahead of the continually evolving marketing game by remaining innovative at the intersection of purpose and profit.
Originally from Germany, Joachimsthaler shares how academia brought him to Kansas of all places, and eventually landed him in New York, where he lives today. He looked at the option of going straight into the workforce after school in Germany but decided that "success in life is to minimize the time between graduation and retirement." We then discuss how the marketing landscape has changed over the last 10 to 20 years. "The value shifts now the demand side where the consumers are," and can no longer be providing better service alone.
Joachimsthaler then discusses the concept of his new book, The Interaction Field, and how "when everybody participates in an interaction field...everybody benefits." We found ourselves in agreement that "value is creation" and how the road to success involves many helping hands along the way. Nobody does it alone. Amid a global pandemic, collaboration amongst industry leaders is needed now more than ever!
Highlights from this week's "Marketing Today":
- After graduation, Erich made his way to the US to further his education and experience the world. 1:20
- Erich chose Kansas because of his desire to expand upon his small amount of English language. 2:00
- After being a professor for 15-20 years, Erich decided to make his way to New York, thus leaving academics. 2:55
- Vivaldi Group works towards helping new companies grow through innovation in new directions. 4:06
- Erich felt there were new ways of creating values for other companies, and that belief led him to write his new book. 5:37
- Brand marketing recently shifted from the supply side to the demand side, now focusing on the consumers. 6:20
- Everyone in the world lives in an interaction field through network technology in a specific ecosystem. 7:11
- Value is no longer created solely on better service but heavily focuses on the demand side in companies such as Uber. 9:00
- It's no longer about how much money a company pumps into advertising. 10:10
- Around 2008, people began to realize that technologies that come together tend to mature at the same time. 10:42
- There are ways to be successful other than creating a platform by finding the right ecosystem, but innovation must remain successful. 12:35
- Many business models exist today that have proven successful, but these models evolve. 14:30
- McDonald's has evolved its business model from a pipeline model to a platform model because it can directly interact with consumers on their phones. 16:00
- Companies can collect data points through customer interaction on their platforms to increase productivity and profit. 18:56
- Interaction fields create value by sharing collected data with every participant in particular industries. 20:44
- Leaders today must collaborate to benefit everyone and solve significant industry problems. 22:45
- Erich found that motivation came from different sources between Germany and his time in the United States. 26:05
- It's vitally important to put love where your labor is; you will enjoy what you are doing for the rest of your life. 28:00
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On this 232nd episode of "Marketing Today," host Alan Hart interviews the founder of Planable, Xenia Muntean. Planable allows marketing teams to collaborate, and even more importantly, visualize the content that they are creating before posting it online.
Our conversation starts with Muntean's experience growing up in the Republic of Moldova, a post-Soviet country in Eastern Europe. This environment taught Muntean the discipline, resiliency, and work ethic that led her to land on the Forbes 30 Under 30 list, though the journey wasn't always smooth. Muntean says, "it's only a path now looking back, connecting all the dots and looking backward."
She then talks about how the problems with collaboration in her first marketing business led her to create Planable out of necessity. The best part about Planable is "the clarity that the tool gives you around your content." Now, marketing teams all over the world use Planable to help "them simplify their content workflows." Muntean then discusses how Planable is "more about the people than it is about the content itself" and removes miscommunication during collaboration. Finally, we discuss the current state of the world and the challenges that have been presented by the global pandemic. Muntean simply states, in the beginning," uncertainty was the biggest challenge."
Highlights from this week's "Marketing Today":
- Xenia was born and raised in the Republic of Moldova, a post-Soviet country in Eastern Europe. 1:27
- Xenia learned a lot about independence, resilience, and survival from spending her life in such a unique country. 2:08
- The path from Moldova to Forbes 30-Under-30 list was a long one filled with its unique challenges. 3:00
- During her second year in university, Xenia started her first social media marketing business. 3:58
- Collaborating with clients and her team while trying to build incredible content was a very big struggle at first. 4:46
- Planable was built out of a necessity to collaborate on content with both clients and employees. 5:49
- In a country that was not her own, pitching to the venture industry in London was made easier by a welcoming community. 6:52
- Tech Stars was made up of a majority of female CEOs, which made the transition that much more comfortable for Xenia. 7:49
- Xenia built her business on what she could control and didn't pay attention to any bias towards her as a woman. 8:46
- Planable is designed for teams to collaborate on content and is used by companies all over the world. 9:10
- As a workflow system, Planable allows social media teams to visualize and coordinate content before it is ever posted. 10:30
- Planable takes the guessing out of posting content on social media. 11:30
- B2B marketing for Planable relies a lot on inbound marketing and just recently started using influencers. 11:44
- The first season of the People of Marketing Podcast is wrapping up and has proved very difficult but useful as a marketing tool. 13:27
- Xenia has used her podcast to listen to the journeys and challenges that marketing leaders have faced on their way to the top. 14:20
- Planable focuses on the people in the marketing teams rather than the content itself. 15:20
- Though the ongoing pandemic didn't change the product, it did change how Planable had to communicate the product to clients and potential clients. 16:28
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On this 231st episode of "Marketing Today," host Alan Hart interviews Good Man Brand CMO Nancy Richardson. Richardson has held executive positions at companies like Starbucks and Lululemon, and that experience led her to where she is today.
We kick off our conversation talking about Richardson's past, how being born and raised in Hawaii led her to a career that she just wasn't happy with, and how her competitive nature from her soccer-playing days brought her into the marketing field. Holding executive positions for a series of startups and fast-growth companies taught Richardson the value of a dollar. "When you have a company that has a finite amount of money in the bank, you have to be so strategic and work with your partners to keep it alive."
Richardson dives into her ventures. She founded Mom and Pop Shop, a company that pools readily available marketing talent to avoid contracting agencies' overhead. Her desire to provide value inspired her to write "Work Freely," a book about loving life and your job at the same time, with the idea "to create something that can help other people." Next, Richardson talks all about working for Russell Wilson's Good Man Brand, where "impact is the strategy; revenue is the result." Good Man Brand creates clothing and shoes "that are made to flex between home, work, and day." Aligned with a plethora of foundations aimed at changing the world for the better, Richardson and Good Man Brand want to show the world that "doing business and doing good are the same thing!"
Highlights from this week's "Marketing Today":
- Nancy's past as a competitive soccer player and strategy-driven mindset led her to practice kickboxing and jiu-jitsu. 1:43
- Born and raised in Hawaii, Nancy eventually found herself in a banking career that she wanted no part of. 2:22
- Nancy landed her first marketing role at Starbucks, which led her to become VP at Lululemon. 2:45
- Learning how to build a company from the ground up led Nancy to join Good Man Brand. 3:20
- Mom and Pop Shop was built out of necessity to stay agile with readily available marketing talent without the overhead. 5:08
- Work Freely, Nancy's book, shows people how to love their job and their life simultaneously. 6:00
- It took Nancy 3 years to write her book, three years filled with self-doubt and vulnerability. 6:54
- Russel Wilson and his cofounders founded Good Man Brand to create a large-scale positive impact. 7:44
- 3% of every sale is donated to the Why Not You Foundation to enable and power today's youth. 8:30
- Every $100 donated to Friend's of the Children provides mentors for children that need the most help. 9:05
- The Everyday Hero Project aims to lead, inspire, and live by highlighting everyday heroes nominated in their communities. 9:57
- Everyday heroes do what they do to make a positive impact, not so much for the recognition. 10:50
- The goal is to tell a bigger story around being an everyday hero and what that means to those affected. 11:24
- Good Man Brand takes a unique approach when it comes to prioritizing impact over revenue. 12:29
- With impact as a strategy and revenue, as a result, Good Man Brand has reached its target of over 300% growth year-over-year. 13:45
- Doing business and doing good are completely aligned in Good Man Brand, allowing for positive impact and growth. 15:13
- Having the right team and people have allowed Nancy to grow with the mindset of making her role obsolete. 16:24
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On this 230th episode of “Marketing Today,” host Alan Hart interviews Michael De Los Santos, founder of Mike D's BBQ. Mike is a part of the entrepreneurs being profiled on the Discovery Channel Show, I Quit.
We start our conversation with Mike's background and how he found his way into the world of BBQ. With previous experience in the nonprofit sector and fighting for social justice, Mike believes that “if you have food, you can bring anybody in town to the table to talk while they're eating.” Then, Mike dives into his experience on the Discovery Channel reality show, I Quit, and how it has taught him so much about the benefits of networking and being uncomfortable.
Mike approaches his marketing and advertising in two ways; “one, to get sales, and two, to build that brand awareness, so people know who you are.” We talked about Mike's experience as a father when he lost his 6-month old son and how it changed his perspective on life. “Go after all your passions and what makes you happy. Otherwise, you might not get the chance to do that.” Lastly, Mike elaborates on the challenges and opportunities that come with the world's current climate, both from social justice to the pandemic!
Highlights from this week's “Marketing Today”:
- Mike grew up all over the place but made his way to Durham. 1:28
- Becoming a reality star was never something that Mike wanted to do. 2:14
- Mike D's BBQ is a line of sauces and dry rubs that emerged on the scene in 2014 and have exploded ever since. 2:47
- The draw to BBQ came from a love of the North Carolina BBQ that Mike would eat as a kid. 3:28
- Different regions have their own styles of BBQ, and Mike tries to combine the best of all worlds. 4:41
- Before getting into the world of BBQ, Mike and his wife were fighting for economic justice. 6:42
- Getting people together over food is more effective than other methods. 7:54
- It was a difficult transition from a steady paycheck to the life of an entrepreneur with a family. 8:44
- Mike and his wife are very used to working together, so running a business together has been a smooth process. 10:05
- Hispanic and African American roots inspired the unique flavors that one can find at Mike D's BBQ. 11:23
- Brisket is Mike's favorite meat to work with, even though it is usually a Texas thing. 12:24
- Working with the show has given Mike the ability to be comfortable with being uncomfortable. 13:20
- What it was like working with three very outgoing and successful people as an introvert. 14:55
- Now more than ever, businesses have to learn how to pivot when things aren't working. 16:13
- After making his first sale and winning an award, Mike knew that he was onto something and had a business. 17:45
- Having an already-established online business helped Mike D's pivot with the global pandemic. 18:48
- Advertising/marketing to grow sales vs. advertising/marketing to increase brand recognition. 20:23
- Social media ads and brand-awareness sponsorships are working very well right now. 21:02
- Working with NASCAR isn't as difficult when working with the family-owned teams. 22:25
- Living in a military family and moving around all the time prepared Mike to pivot and market himself. 24:41
- Losing his son at only 6-months old changed Mike's perspective on life. 25:34
- Mike's book, My Heart Warrior, chronicled the experience of losing a child through the father's eyes. 27:04
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On this 229th episode of "Marketing Today," host Alan Hart interviews Tony Wells, Chief Brand Officer at USAA.
We begin with an inside look into Wells's basketball days playing alongside David Robinson during The Naval Academy's magical Elite Eight Run. Wells then dives into his unique transition into the corporate world from his military service. "I love this idea of engaging with consumers or members," Wells says regarding his attraction towards the marketing function. After a handful of positions at various top companies, Wells found his home at USAA. "One of the challenges in marketing...is you want to talk to everybody. We've been able to narrow this thing down to those who have served."
We then discuss how and why USAA has brought the function of Diversity & Inclusion under the organization that Wells runs. Wells describes how important it is to the company's future branding because "the pie can get bigger and deeper for everybody when we all seek to win and live and succeed together." Wells believes that if you can put your ego aside and know your role, you can help your team achieve something greater than individual success!
Highlights from this week's "Marketing Today":
- Tony had the opportunity to play in the NCAA Tournament alongside NBA HOF David Robinson. 1:32
- Committing to The Naval Academy was inspired by a plethora of factors. 2:55
- You have the option of going to The Marine Corps out of The Naval Academy, and that's exactly what Tony did. 3:54
- Making a transition from a career in military service to the corporate sector 4:42
- USAA is a brand with a purpose, which made Tony feel at home when he started there. 6:02
- Tony's success can be partly attributed to his ability to speak the same language as those in his company. 8:20
- A promotion to Chief Brand Officer has changed Tony's role in the company, though the storytelling has stayed the same. 9:39
- USAA was formed almost 100 years ago by 25 officers and has experienced a plethora of changes along the way. 10:50
- Tracking a wide range of metrics has allowed USAA to stay connected with its members at a personal level. 12:27
- Customer satisfaction is based on so much more than the numbers. 13:26
- Due to being a member-driven company, USAA has given back massive dividends to its members during the pandemic. 14:25
- COVID has forced all companies to change their marketing techniques, and USAA decided to focus on the things that mattered. 15:53
- Remote production has been a challenge but has allowed USAA to learn about its capabilities. 17:51
- Diversity & Inclusion has been brought into the marketing side of the company, which is unusual in large corporations. 19:15
- It only makes sense that D&I be included in the branding and marketing of a company. 21:40
- Tony's bad and good experiences as a black male have helped fortify his diverse mindset in the boardroom. 23:57
- People want to be their authentic selves at the workplace, and Tony is trying to promote that. 26:22
- Uncomfortable conversations need to be had so that everyone has an opportunity to be successful and included. 29:08
- Technology has caused the marketing and branding space to undergo a dramatic change. 31:39
- Tony's experience playing basketball taught him the importance of playing for the name on the front of the jersey, not on the back. 34:00
- If Tony could go back, he would take more risks on his way up. 35:20
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On this 228th episode of "Marketing Today," host Alan Hart interviews Carrie Seifer, the GM of GlobalWebIndex in North America. The company is a market research SaaS company founded by Tom Smith in 2009 that provides audience insight to publishers, media agencies, and marketers around the world.
We start the conversation about how Seifer 's mindset has shifted throughout her career, going from focusing on the present to centered around where she wanted to go. Seifer then dives into the plethora of complex factors that go into purchasing decisions for Americans in today's world.
There is mistrust across the board in America right now. In fact, "only a third of Americans trust what the government tells them." Seifer and GWI recognize this mistrust and are working to change the fact that "only 9% of Americans feel like they are represented in the advertisement industry." GWI believes that consumer interests, rather than demographics, should be the focus of all businesses. Seifer claims that "we're not seeing shifts in behavior, just more and more of it," and gives some insight into where that behavior is headed in a post-COVID world!
Highlights from this week's "Marketing Today":
- Carrie was interested in what was new and exciting early in her career. 1:50
- Think about where you want to go to avoid moving backward. 2:33
- GWI helps companies all over the world tap into consumer perspectives. 3:35
- The motivations that were behind the American-consumer focus. 5:04
- Purchasing decisions are made based on a plethora of complex factors. 6:05
- Habits that consumers are trending towards right now. 7:00
- Boomers and older consumers have begun to embrace new technology. 8:22
- There is a mistrust of advertisements because consumers don't feel that they are represented. 10:30
- People are tired of hearing fake news on social media and want it policed. 11:30
- There is an opportunity to build trust with consumers, given the state of distrust right now. 12:55
- People seem to be lumped together by generation or other characteristics when, in fact, people are very complex. 14:27
- Common interests, instead of demographics, should be what advertisers consider when making assumptions. 15:58
- Media companies are beginning to question their audience's areas of interest. 18:24
- This consumer data can be used by all leaders to motivate their teams better. 19:50
- Safety is on the mind of everyone right now, which has slowed the mistrust of technology. 21:19
- Everything that happens on a screen can be measured, which makes for smoother adaptation. 24:00
- Carrie's experience door-to-door experience taught her all about the great mix of data and storytelling. 25:36
- Babbling shows guilt, and if you feel it, you need to learn to be more concise. 28:00
- How the Roomba has helped Carrie appreciate the option of outsourcing to technology. 28:56
- Digital concerts are being performed inside of video games, and it's incredibly innovative. 30:57
- Big brands are working towards making technology an equalizer for as many people as possible. 33:00
- The lack of trust across the board may seem like a threat, but it is an amazing opportunity to come out of COVID with more sales. 33:47
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In this 227th episode of "Marketing Today," host Alan Hart interviews Andy Zimmerman, president of Frog, a company that assists leading businesses in designing, engineering, and bringing meaningful products to market.
Zimmerman began his career as a writer traveling with the circus around Europe. "Life is just a circus," he says whenever someone asks him about his past. He likes to think of himself as a storyteller, inspiring clients to try new things and put themselves out there. Zimmerman believes it's essential to "make functional designs but also designs that touch people at an emotional level." We talk about how Frog has spearheaded HBO Max's creation, pushing to create a social platform that is "a combination of Spotify and Netflix." He then talks about how the experience industry has begun to blend and where that takes the industry in a future that includes COVID. "To be a leader, you need to show your vulnerability so that other people feel comfortable to show theirs," and Zimmerman tries to keep that in mind as he leads Frog into a new world!
Highlights from this week's "Marketing Today":
- Andy traveled with the circus as an aspiring writer and novelist. 1:28
- Having such a wide array of experiences has given Andy unique opportunities. 4:02
- Andy has always fallen into the next new thing. 4:59
- The fascinating 50-year history of Frog. 6:28
- How the founder of Frog came to design for Steve Jobs and Apple. 8:15
- Frog has been able to have a massive impact on the world while staying relatively small. 9:45
- Creating HBO max and all the challenges that came with it. 10:15
- HBO Max has added a social element to movie platforms. 11:20
- Aligning with Tuesday Capital has been a mutually beneficial relationship. 12:45
- Frog has been successful at separating themselves from their competition. 15:38
- Service providers have begun to blend for multiple reasons. 17:53
- Design touchpoints are beginning to blur. 20:10
- COVID has led a massive push to digital and ARVR. 21:20
- Definitions of on-site and off-site are beginning to change. 22:55
- Andy had an experience that led to his spiritual awakening. 24:12
- A casual conversation sparked Andy's search for spiritual insight. 25:30
- How religion as a child can shape your beliefs later in life. 27:15
- Don't ever lose who you are as you grow older. 28:50
- Spotify has been the most impactful purchase for Andy this year. 29:45
- Companies that are working to decrease the carbon footprint deserve credit. 31:23
- Bellwether brings an eco-efficient solution to coffee-making that helps 3rd-world farmers. 32:50
- The trend of digital dominance is threatening the world of digital marketers. 34:07
- Discovery challenges that await the retail industry in the future. 36:59
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On this 226th episode of “Marketing Today,” host Alan Hart interviews Ben Proudfoot, founder of Breakwater Studios.
In today's episode, Proudfoot talks all about how brand films can thrive and closing the gap between the brands and the filmmakers. We also discuss how he has been able to produce a multitude of films during the COVID-19 pandemic.
Proudfoot's career as an entrepreneur and filmmaking began after his success as a junior magician in Canada, becoming an international champion at a very young age. We discuss how that success led him to the University of Southern California. Proudfoot shares how his films bring “sometimes ordinary, sometimes extraordinary people's stories to life.”
Proudfoot then discusses how today's younger generations won't trust brands who are not clear about who they are or solely focused on making money. We discuss how the recent deaths of his father and other people in his life have taught him that “our life is so fragile and so short and could be over at any moment...and it's intensely motivating to me.” This discussion teaches many lessons on brand-filmmaking today.
Highlights from this week's “Marketing Today”:
- Becoming a championship magician as a teen. 1:37
- Magic became a career in filmmaking. 3:58
- Changing his mind from a career in magic to one in film. 5:25
- A short viral documentary launched Ben's career. 7:08
- Establishing a relationship with The New York Times. 8:38
- There are a plethora of layers to all of Ben's stories. 11:30
- Sometimes there is no more elegant way to tell a story. 12:50
- Ben can be compared to the anti-Ken Burns. 13:48
- Why Ben chose to do branded films. 15:30
- It is incredibly difficult to make content that serves the brand. 17:57
- How marketers can work directly with filmmakers. 19:10
- The problem is that marketing and advertising get all the money. 22:00
- Bridging the long-term and short-term schools of marketing. 23:20
- Staying neutral will cause your audience to distrust you. 24:45
- Young people don't trust companies that exist to make money. 26:10
- Clarity in brand identity leads to success and options. 28:00
- The pandemic has led to innovation in the film industry. 29:20
- A series of death-related experiences have shaped Ben's driven mindset. 32:15
- Advice that Ben would give to his younger self. 34:30
- An impactful purchase that has cost under $100. 35:53
- Brands and causes that people should be taking note of. 37:05
- The biggest opportunity in today's industry. 38:59
- The biggest threat to filmmakers/brands right now. 39:52
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On this 225th episode of "Marketing Today," host Alan Hart interviews Bill Tine, the vice president of marketing at King Arthur Baking Company.
On the show today, we talk about Tine's refresh of King Arthur Baking's brand, including the process and research that went into the refresh. We also discuss the impact of the current months on his business and the explosive growth that they've had.
We start this episode by talking about some of Tine's favorite recipes. We then dive into our discussion about King Arthur's rebrand, which emphasizes their identity as a baking company. Tine shares insights from the rebranding process, including what they learned from consumer research and the value of their core team. Then we learn about how King Arthur has experienced significant growth during the pandemic. Reflecting on this moment, Tine says, "Baking has become at times a new national pastime." He shares how the company keeps its audience engaged. He says, "It's really the core of our approach that we want to help and inspire." He talks about the importance of building your audience so that you can reach out directly to your consumer. This discussion highlights how a company with a long history can rebrand effectively.
Highlights from this week's "Marketing Today":
- Bill's favorite recipe. 01:24
- Bill's path to King Arthur. 02:13
- King Arthur's name change and a new identity. 04:09
- Rebranding while staying true to a long heritage. 05:30
- The rebranding process and insights along the way. 07:05
- The consumer research that went into the rebrand. 08:41
- Insights from consumer research. 09:50
- The effect of stay-at-home orders on their business. 12:41
- Ways they had to adapt to react to shifts and demands. 15:09
- Engaging with customers on their baker's helpline and beyond. 17:21
- Focusing on driving category growth. 20:28
- Advice for marketers who want to engage customers during this challenging time. 22:11
- Bill reflects on an impactful experience. 23:28
- Bill reflects on advice he would give to his younger self. 26:45
- Bill shares about an impactful purchase he made in the last 6-12 months. 27:59
- Are there any brands, companies, or causes that Bill follows that he thinks other people should take notice of? 29:21
- Bill's take on the top opportunity and threat facing marketers today. 31:45
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During this 224th episode of “Marketing Today,” host Alan Hart interviews Chandar Pattabhiram, the chief marketing officer at Coupa Software.
On the show today, we talk about the shift Pattabhiram is making in his marketing across strategy and programs. He defines 4 Ps around positioning, posture, programs, and people. We dive into each of those components. We also talk about C-suite leadership and how CMOs should be thinking about the role.
Pattabhiram begins by introducing us to Coupa Software, which is a platform to manage business spend. We then talk about Pattabhiram's approach to marketing in the current climate; he says, "if you can operate in that mix of thoughtfulness and hustle, then you can respond to these situations that are in front of us." Then Pattabhiram shares his 4 Ps and talks about creating an advocacy flip, where they're showcasing their customers' resilience. He says, "You can only showcase your brand by showcasing your community." Then we discuss how to be an effective C-suite leader. Pattabhiram tells us about Coupa's inverted org chart and the importance of supporting employees. This discussion provides a new take on how CMOs can pivot thoughtfully in uncertain times.
Highlights from this week's “Marketing Today”:
- Chandar's path to becoming CMO at Coupa. 01:45
- All about Coupa Software. 03:25
- Chandar's approach to adapting marketing in 2020. 05:35
- Chandar's thoughts on posture. 07:22
- The people component of the 4 Ps. 09:36
- The results of these big pivots so far. 11:46
- How to be an effective C-suite leader. 13:02
- Key CMO functions and core responsibilities. 17:05
- Metrics CMOs should be focusing on. 19:01
- Chandar shares a defining experience. 21:21
- Chandar reflects on advice he would give to his younger self. 22:40
- Chandar shares about an impactful purchase he made in the last 6-12 months. 24:02
- Are there any brands, companies, or causes that Chandar follows that he thinks other people should take notice of? 26:38
- Chandar's take on the top opportunity and threat facing marketers today. 28:53
Resources Mentioned:
- Coupa Software
- Chandar Pattabhiram
- Spendsetters: The Road to Resilience
- CTFO – chill the “f” out
- Advice: Build a Personal Board of Directors
- Nike – You Can't Stop Us
- Megan Rapinoe
- Leukemia & Lymphoma Society
- Upgraded Router
- Bluetooth TV adapter to listen privately with two sets of headphones
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During this 223rd episode of “Marketing Today,” host Alan Hart interviews Norm Chait, the Head of Out-of-Home Service at Ubimo.
On the program today, we modernize my definition of out-of-home based on what Ubimo is doing with its location-based intelligence offering and bringing audience understanding, location, and traffic monitoring to an old medium. The updated view Chait shares on what out-of-home should look like today can expand what's possible for marketers.
Chait begins by talking about what attracted him to the out-of-home space and how Ubimo uses location intelligence to understand what people do throughout their day. We then discuss how technology has dramatically changed the out-of-home space by helping marketers understand where a particular audience is originating from and where they're going. Chait says, "it all basically starts and ends with audiences and understanding what these folks are doing and how do we tie them back to a physical location." Then we talk about how marketers can leverage these data points in the out-of-home space and how privacy is handled. He says, "every signal we see, every segment that's built, is based on opt-in data, and it's all based on location services." We then talk about how Ubimo has approached data during COVID and how the current environment presents marketers opportunities to connect with shoppers when they're thinking about shopping.
Highlights from this week's “Marketing Today”:
- What attracted Norm to out-of-home. 01:09
- Learn about Ubimo. 02:49
- How Quotient fits into the mix. 04:26
- Bringing measurement to behavior that would otherwise be a void. 05:49
- How marketers can work with Ubimo. 07:38
- The digital out-of-home DSP. 08:56
- Different elements of the data that can be leveraged to understand the traffic of out-of-home placement. 10:50
- How privacy is handled in this environment. 13:14
- COVID dashboards. 14:29
- How marketers should be thinking about marketing differently during this time. 19:40
- Norm shares a defining experience. 21:52
- Norm reflects on advice he would give to his younger self. 23:29
- Norm shares about an impactful purchase he made in the last 6-12 months. 24:27
- Are there any brands, companies, or causes that Norm follows that he thinks other people should notice? 25:58
- Norm's take on the top opportunity and threat facing marketers today. 27:59
Resources Mentioned:
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During this 222nd episode of “Marketing Today,” host Alan Hart interviews Scott Finlow, the chief marketing officer of PepsiCo's foodservice business.
On the show today, we talk about PepsiCo's push into sustainability, specifically the Beyond the Bottle initiative. We also talk about PepsiCo and their foodservice division's beta testing of SodaStream Professional and many other topics.
Finlow begins by talking about his long career with PepsiCo and the always energizing environment there. We then talk about PepsiCo's impressive sustainability initiatives. Finlow says, "we have a vision of a world where plastic will never become waste." Then we talk about SodaStream as part of the PepsiCo portfolio as well as SodaStream Professional. He says, "we did a ton of work to understand the different ways that people are now drinking water." The insights gained from this research led PepsiCo to see the connection between water consumption and big goals consumers have. Finlow tells us about the significant work PepsiCo is doing to serve communities during COVID-19, and he notes, "it's helped elevate our empathy muscle in terms of understanding people." This discussion highlights the way a mission-driven organization can make a real impact.
Highlights from this week's “Marketing Today”:
- Scott's 21-year career at PepsiCo. 01:23
- Other significant positions in Scott's career. 02:49
- Explaining the foodservice side of the business. 06:41
- PepsiCo's sustainability initiatives. 09:25
- SodaStream Professional's place in PepsiCo's portfolio. 13:03
- The SodaStream Professional experience. 14:52
- Insights that helped launch the SodaStream Professional platform. 16:06
- Beta testing for SodaStream Professional. 18:32
- The impact of COVID-19 at PepsiCo. 20:23
- Partnering with Guy Fieri and Bill Murray. 25:58
- Scott shares a defining experience. 28:02
- Scott reflects on advice he would give to his younger self. 29:48
- Scott shares about an impactful purchase he made in the last 6-12 months. 32:41
- Are there any brands, companies, or causes that Scott follows that he thinks other people should take notice of? 34:45
- Scott's take on the top opportunity and threat facing marketers today. 37:34
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During this 221st episode of “Marketing Today,” host Alan Hart interviews Burke Morley, the vice president of brand and executive creative director of Purple.
On the show today, we talk a lot about content and how content has been vital to Purple's growth. We also discuss Purple's focus on differentiation and innovation in the DTC mattress space, including their “SHIF” (show how it feels) approach.
Morley talks about what sets Purple apart from their competitors in the same space. He says, “we're interested in creating a better sleep experience and a better mattress and not just a better purchasing experience." This focus on innovation connects to Purple's content strategy, which is about owning tactility. Trying to create a visceral sensory experience, Morley says, “we want to show how it feels instead of talking about what it is." We discuss how Purple has weathered the COVID-19 pandemic phenomenally by shifting their strategy and the sales flow from wholesale to DTC. We also discuss Purple's future, and Morley reminds us that, "reach can be bought, but attention has to be earned." This discussion highlights a sensorial approach to marketing and how that strategy can help evolve a growing brand.
Highlights from this week's “Marketing Today”:
- Burke's experience working in many locales. 01:30
- His journey to Purple. 02:08
- The nature of the work he did at iconic brands such as Nike and Sonic. 03:02
- How Purple differentiates itself in the DTC mattress space. 05:24
- How Purple is thinking about content. 07:06
- Taking the brand to the next level and evolving the brand strategy. 11:32
- The impact of the COVID-19 pandemic. 13:23
- Purple's future. 20:00
- Burke shares a defining experience. 24:01
- Burke reflects on advice he would give to his younger self. 27:44
- Burke shares about an impactful purchase he made in the last 6-12 months. 30:48
- Are there any brands, companies, or causes that Burke follows that he thinks other people should take notice of? 32:03
- Burke's take on the top opportunity and threat facing marketers today. 34:36
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During this 220th episode of “Marketing Today,” host Alan Hart interviews Andrew Hally, the chief marketing officer at Bynder.
On the show today, we talk about personalization and whether it's the right move for marketers at this time, whether investing in personalization technology is the right thing to be doing, and what consumers really care about. Hally provides lots of valuable advice to other marketers and CMOs.
Hally talks about how we need to bring more balance to the trend of marketing personalization. He predicts that in a few years, “Marketing attention may be beginning to return to our roots in creative and storytelling and the more emotive side of the game.” We discuss the limits and disadvantages of personalization and the potential drawbacks of investing in more personalization capabilities. We come back to the importance of empathizing with your customer and building a long-term relationship. Hally says, “At the end of the day, brands win because of the stories they tell and the way consumers identify with them," and "Even in this digital day and age, the story probably matters more than anything." This discussion is about finding balance in our marketing strategies and weighing technological tools with traditional creative approaches.
Highlights from this week's “Marketing Today”:
- How a Georgia boy ended up in Boston. 01:14
- Andrew's path to Bynder. 02:20
- All about Bynder. 03:08
- The trend to deliver more personalization. 03:50
- Disadvantages of personalized marketing. 05:15
- Investing in personalization capabilities. 08:05
- How Andrew thinks about the impact of personalization on consumers. 09:39
- Advice for marketers on rebalancing. 12:32
- The role of technology in supporting creative. 14:48
- Advice for other CMOs. 17:12
- Andrew shares a defining experience. 18:45
- Andrew reflects on advice he would give to his younger self. 20:20
- Andrew shares about an impactful purchase he made in the last 6-12 months. 21:54
- Are there any brands, companies, or causes that Andrew follows that he thinks other people should take notice of? 23:25
- Andrew's take on the top threat facing marketers today. 25:47
Resources Mentioned:
- Bynder
- Andrew Hally
- GDPR
- CCPA
- Google Restricts Cookies
- Nielsen on the percent of effectiveness driven by creative
- Gartner 80% of marketers will abandon personalization by 2025
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During this 219th episode of “Marketing Today,” host Alan Hart interviews Marc de Swaan Arons, founder of the Institute for Real Growth.
Today we talk about what the Institute for Real Growth focuses on and what it hopes to achieve for all stakeholders. We discuss how the Institute for Real Growth is helping marketers and CEOs realize that growth potential.
De Swaan Arons begins by describing the journey to founding the Institute for Real Growth, which involved thousands of interviews with brand heads and an initiative to understand the role of marketers in organizations that outperform others in long-term growth. They created an independent organization to meet the needs of CMOs without selling anything. As de Swaan Arons describes it: “We connect those CMOs and other senior growth leaders to benchmarking, research, best practices, experts, but most importantly, other practitioners around the themes of real growth.”
We discuss the importance of driving growth for all stakeholders and shifting away from shareholder primacy. De Swaan Arons says, “The new reality is going to have to be a far more balanced equation of value creation, yes, for shareholders, but also for our colleagues and our communities and our customers." He reminds us that businesses were initially created for communities. Our conversation is about the importance of growth for everyone involved.
Highlights from this week's “Marketing Today”:
- What attracted Marc to Woodstock, NY. 01:29
- How Marc became interested in marketing. 03:00
- The events that led to the founding of The Institute for Real Growth. 05:41
- The Institute for Real Growth's mission. 14:26
- The Institute's progress after one year. 15:06
- Their pivot from in-person meetings to an online program when COVID hit. 17:04
- The Humanizing Growth webcast series. 19:06
- Conclusions from the Initiative for Real Growth. 21:13
- Businesses were initially created for communities. 23:40
- The Institute's focus on CMOs. 26:21
- How CMOs can get engaged with the Institute for Real Growth. 29:35
- The Institute's end goal. 32:04
- Marc shares a defining experience. 35:20
- Marc shares about an impactful purchase he made in the last 6-12 months. 37:32
- Are there any brands, companies, or causes that Marc follows that he thinks
- other people should take notice of? 38:20
- Marc's take on the top threat facing marketers today. 40:49
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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During this 218th episode of “Marketing Today,” host Alan Hart interviews Tim Greulich, managing director at Deloitte and the operational customer experience practice leader.
On the show today, we talk about the latest report from Deloitte Digital called "Creating Human Connection at Enterprise Scale." We discuss why creating a human connection is essential in today's service economy, how companies should be thinking about it, and why it's so hard.
In our discussion of "Creating Human Connection at Enterprise Scale," Greulich begins by discussing the big questions that inspired the report. He provides advice for companies that want to be more human. Greulich says, "I think it's a recognition that people are complex." We can design for this complexity and embrace it. The report found that when companies create strong relationships with their customers, they become more forgiving and price-insensitive over time. Relating to your customer can make you more competitive, and may even provide you with more data. Greulich says, "If used the right way, relating opens up a whole new set of information for your company." We also discuss how this approach impacts your business results and the challenges of building relationships with customers.
Highlights from this week's “Marketing Today”:
- Tim's path to Deloitte. 01:11
- The impetus behind Deloitte's latest report. 04:11
- How companies can be more human. 05:39
- The emotional component to Deloitte's findings. 07:56
- Designing flaws to create “wow” moments. 11:09
- Is designing a great product or service enough? 11:32
- How relationships affect business results. 13:53
- Challenges in building relationships with customers. 15:10
- Turning digital breadcrumb trails into something that comes off as more human. 17:57
- Tim shares a defining experience. 22:00
- Tim reflects on advice he would give to his younger self. 23:02
- Tim shares about an impactful purchase he made in the last 6-12 months. 24:17
- Are there any brands, companies, or causes that Tim follows that he thinks
- other people should take notice of? 25:47
- Tim's take on the top opportunity and threat facing marketers today. 27:54
Resources Mentioned:
- Deloitte and Deloitte Digital
- Creating Human Connection at Enterprise Scale
- Grand Canyon National Park
- #VandyBoys – Baseball Team
- Tim Greulich
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During this 217th episode of “Marketing Today,” host Alan Hart interviews Ziad Ahmed and Shaina Zafar, executives at JUV Consulting.
On the show today, we talk about how these young entrepreneurs began their already remarkable careers and JUV's first big break. We talk about JUV's purpose-driven mission and its unique workforce of Gen Z consultants.
Ahmed and Zafar share how JUV has innovated and grown beyond their expectations. They emphasize their focus on big purpose-driven ideas. Zafar says, "As a purpose-driven company, we always think about people and purpose first." They explain their services and provide the example of fourteen-year-olds consulting with Fortune 500 companies on campaigns that are fundamentally disruptive. They emphasize that JUV is not business as usual, and they do not believe their clients are always right. Ahmed speaks with passion when he says, "I would rather lose every client that we have by speaking truth to power than ever gain a single client by being something that we're not." As they discuss the significant events of 2020, they speak with hope about the future. Ahmed says, "We exist to empower young people. That was always true, and we've always shown up for that." We have an exciting conversation that highlights young entrepreneurs that are genuinely making a unique impact.
Highlights from this week's “Marketing Today”:
- How JUV began. 02:27
- Concerns and worries JUV faced in the first couple of years. 04:13
- JUV's first big break. 06:32
- JUV's services. 08:11
- Shaina's daily life. 09:49
- How they get started with clients. 12:11
- JUV's unique market positioning. 15:19
- The impact of 2020 on JUV. 18:54
- How JUV differentiates itself. 25:34
- Shaina and Ziad reflect on their purpose. 30:28
- JUV's long-term goals. 35:19
- Shaina shares a defining experience. 37:36
- Ziad shares a defining experience. 40:22
- Shaina reflects on advice she would give to her younger self. 43:00
- Ziad reflects on advice he would give to his younger self. 44:56
- Ziad shares about an impactful purchase he made in the last 6-12 months. 46:41
- Shaina shares about an impactful purchase she made in the last 6-12 months. 47:22
- JUV's take on the top opportunity and threat facing marketers today. 49:41
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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During this 216th episode of “Marketing Today,” host Alan Hart interviews Lisa Roberts, the chief marketing officer at Yonder, an AI SaaS company.
Today, we talk about Roberts' long history in Texas and then move into how her work at Yonder applies to recent waves of communication about coronavirus and the protests for racial equality and social justice. We talk about the implications these waves have for brands and marketers and what Roberts thinks we need to be watching.
Roberts shares how Yonder helps brands understand their market by looking at the activity of highly aligned online groups. She says, “If you can understand how ideas originate and take hold online, you can understand the groups and motivation behind those ideas." We talk about how marketers can break down complex conversations to understand where individual narratives emerge and spread. Roberts discusses the reality of what brands will need to go through as they decide how to respond to current events. She reminds us, “There is no playbook for what we're going through right now.” She shares the advice she's giving to brands as they navigate this new territory. This discussion underscores the importance of knowing which conversations to pay attention to today.
Highlights from this week's “Marketing Today”:
- Lisa's long history living in Texas. 01:44
- Yonder's mission. 04:02
- How Yolo got into understanding factions. 06:04
- How marketers can think about breaking down complex conversations. 08:21
- High emotions are impacting the spread of information. 12:47
- The Costco face mask policy. 13:54
- How narratives around protests for racial equality and social justice have been shaped online. 18:49
- Brands need to be thinking about their actions as much as their words. 23:04
- The advice Yonder is giving brands about how to understand factions. 24:47
- Backlash in the NFL over executive actions. 29:47
- Is there an experience in her past that defines who she is today? 30:52
- What is the advice Lisa would give to her younger self? 33:25
- The most impactful purchase she has made in the last 6-12 months of $100 or less. 35:06
- Are there any brands, companies, or causes that Lisa follows that she thinks other people should take notice of? 37:01
- Lisa's take on the top opportunity and threat facing marketers today. 39:52
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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During this 215th episode of “Marketing Today,” host Alan Hart interviews Carla Piñeyro Sublett, chief marketing officer at NI.
On the show today, we talk about Piñeyro Sublett's background. She started at Dell, then became the CMO at Rack Space. We also talk about the year she took off to find ubuntu. Our conversation covers renewal within ourselves and how to bring our work and personal lives together.
Piñeyro Sublett's begins by talking about her year of finding ubuntu when she took a year off from work and focused on reconnecting with the things and people that mattered most to her. She reflects, “I had to figure out who I was without work." We talk about Piñeyro Sublett's career journey and her long tenure at Dell. Then we dive into her current role at NI and its relaunch, which focuses on the impact of the engineer. She says, "We are setting out to elevate the role of the engineer in society and tell their stories." Piñeyro Sublett reflects on how her year off made her more of a heart-led leader. She shares about her approach to organizational change, her passion for bringing more diversity to her industry, and NI's social impact investing. Piñeyro Sublett reminds us that "work and the work that we do is one of our greatest platforms to do good." This an inspiring conversation about valuing connection and leading with a bold vision.
Highlights from this week's “Marketing Today”:
- Carla's year of finding ubuntu. 01:29
- Carla's blog about her year traveling the world with her family. 02:56
- How the year off changed Carla. 03:46
- How Carla's career journey prepared her to be a CMO. 05:16
- Dell's culture when Carla worked there. 06:34
- Carla's role as the first CMO at NI. 07:53
- The relaunch and rebrand of NI. 08:46
- What NI does. 10:34
- The changes Carla is making to the marketing organization. 11:19
- Carla reflects on her roots in sales. 12:53
- How Carla's year off led to her focus on connection. 14:02
- Carla's approach to getting everyone on board with organizational change. 15:01
- Carla's passion for bringing more diversity to her industry. 15:57
- NI's social impact investing in the local community. 18:35
- The Henry Crown Fellowship at the Aspen Institute. 20:11
- Is there an experience in her past that defines who she is today? 21:12
- Carla's go-to drink. 22:12
- What is the advice Carla would give to her younger self? 22:30
- The most impactful purchase she has made in the last 6-12 months of $100 or less. 22:56
- Are there any brands, companies, or causes that Carla follows that she thinks other people should take notice of? 23:28
- Carla's take on the top opportunity and threat facing marketers today. 25:38
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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During this 214th episode of “Marketing Today,” host Alan Hart interviews Zach Peikon, who specializes in senior-level executive search for chief marketing officers, chief growth officers, and other sales and digital leaders at Korn Ferry.
Today, we talk about demystifying the executive search function, the types of characteristics they're looking for in the next generation of CMOs, and the differences required to make the transition from chief marketing officer to GM or CEO.
Peikon shares how he became involved in the world of executive search; then, he provides insights into what CMOs are most concerned about right now and discusses the volatile position CMOs have in the C-Suite. Peikon says, “Digital transformation was critical before and is of even more importance now." We talk about the characteristics of a best-in-class CMO. He says, “Best-in-class CMOs understand how to manage ambiguity, engage and inspire others, develop a strategic vision, and drive results. They're adaptable, confident, and curious. And they're resilient in the face of obstacles and they can work collaboratively across an organization.” Peikon demystifies the executive search process, and we learn how CMOs can position themselves for GM and CEO roles. This discussion offers a valuable perspective on how to differentiate yourself as a marketing leader.
Highlights from this week's “Marketing Today”:
- Zach's path to executive search. 01:33
- How CMOs perceive the challenges and opportunities ahead. 04:22
- How the CMO role is evolving in light of COVID. 06:54
- Defining a best-in-class CMO. 09:24
- What CEOs today want from their CMOs. 11:59
- Demystifying the executive search process. 15:06
- Zach's advice for marketers wanting to move into GM and CEO roles. 17:45
- Zach's thoughts on bringing representatives from marketing into the board room. 20:36
- Is there an experience in his past that defines who he is today? 22:58
- What is the advice Zach would give to his younger self? 25:31
- The most impactful purchase he has made in the last 6-12 months of $100 or less. 27:16
- Are there any brands, companies, or causes that Zach follows that he thinks other people should take notice of? 28:25
- Zach's take on the top opportunity and threat facing marketers today. 30:24
Resources Mentioned:
- Korn Ferry
- research from Deloitte
- Allbirds
- Mack Weldon
- Nike – Never Too Far Down
- Headspace
- LinkedIn Learning
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During this 213th episode of “Marketing Today,” host Alan Hart interviews Dan Lowden, the Chief Marketing Officer at White Ops.
On the show today, we talk about marketing and cybersecurity. We get into fraud and fraud detection, including two significant cases where White Ops was one of the leaders in identifying fraud. You're going to learn a lot about fraud and why marketers should care about it.
Lowden explains some of the complex problems White Ops addresses that marketers need to be thinking about today. He says, "The goal here is to ensure brands from a marketing integrity perspective, from an advertising integrity perspective, are engaging with real humans." We talk about the types of threats White Ops sees right now and how this bad data can affect marketing teams. Lowden says, "Every company in the world right now is being attacked." He encourages us to stand up to these threats. Then he tells two stories about how WhiteOps helped to identify fraud. He emphasizes, “We don't underestimate how smart these bad actors are." Throughout this episode, Lowden makes a case for why stopping fraud is a massive opportunity for marketers.
Highlights from this week's “Marketing Today”:
- Dan's path from being a chef to becoming a marketing CMO. 01:33
- What led Dan into the cybersecurity space. 03:15
- The sophisticated problems White Ops addresses. 04:51
- The growing demand for fraud prevention. 06:43
- Using a tag on your sites to track bots. 14:35
- The story of a group of bad actors WhiteOps helped detect. 16:06
- The economics of cybercrime. 20:04
- The Ice Bucket CTV fraud. 20:57
- Recent investments in White Ops. 25:58
- Marketing White Ops. 27:56
- Is there an experience in his past that defines who he is today? 30:40
- What is the advice Dan would give to his younger self? 32:34
- The most impactful purchase he has made in the last 6-12 months of $100 or less. 34:40
- Are there any brands, companies, or causes that Dan follows that he thinks other people should take notice of? 35:41
- Dan's take on the top opportunity and threat facing marketers today. 37:59
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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During this 212th episode of “Marketing Today,” host Alan Hart interviews Bob Hoffman, returning guest and author of the new book, Advertising for Skeptics.
On the show today, we talk about the main ideas that inspired Hoffman to write Advertising for Skeptics and the delusions he believes the marketing and advertising industries are under. We laugh a lot, and maybe we'll inspire you to get a cocktail after you're done listening.
Hoffman tells us how Advertising for Skeptics came out of his musings on the industry. Hoffman says, “My idea is that we should be skeptical of the things that we accept as common wisdom in the advertising and marketing business, and we should question them.” Then he goes on to talk about the troubling lack of accumulated knowledge in advertising. He says, "If advertising is less effective now than it was fifty years ago, where's the arrow of progress?" He then reluctantly offers advice to people in advertising and marketing cautioning, “The best advice I can give is to be careful.” We then explore various hot topics in marketing today. This discussion with Hoffman will invite you to consider what you think you know about advertising.
Highlights from this week's “Marketing Today”:
- Bob describes Advertising for Skeptics. 02:47
- Bob's mission in writing his latest book. 04:19
- The lack of accumulated knowledge in advertising. 05:54
- What we measure today in advertising. 12:13
- Bob's advice to people in marketing and advertising. 13:21
- Bob's thoughts on GDPR and why enforcement seems impossible. 16:46
- Comparing Byron Sharp and Mark Ritson. 20:20
- COVID-19 advertising. 22:52
- Launching a book during a global pandemic. 24:07
- How Bob fills his time during social distancing. 25:28
- The most impactful purchase he has made in the last 6-12 months of $100 or less. 28:42
- Bob's go-to cocktail during a pandemic. 30:29
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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During this 211th episode of “Marketing Today,” host Alan Hart interviews Evan Horowitz, CEO of Movers+Shakers, a go-to agency for TikTok.
On the show today, we talk about how Movers+Shakers came about, how it's a family business with his partner, and we talk about some of the record-setting campaigns with e.l.f. Cosmetics, among other work.
Horowitz tells us how he started thinking like a marketer while giving campus tours as a Stanford engineering student. Then he shares how the idea for Movers+Shakers came out of the vision that “using original music, using movement, using dance, would be a way to stop the scroll and drive more engagement.”
Horowitz tells us how the viral e.l.f. campaign came about when they created an original song for a TikTok challenge, which leads to a discussion about what works on TikTok. Horowitz says, "I think one of the biggest challenges for brands when they're looking at TikTok is they recognize quickly how different the platform feels from other platforms.” Movers+Shakers is translating brands into culture through music and movement, which is a great fit for TikTok. This episode will help you think about creative ways to create an emotional connection with your customer.
Highlights from this week's “Marketing Today”:
- How Evan started in marketing. 01:14
- Evan's transition from engineer to agency CEO. 02:27
- The beginning of Movers+Shakers. 03:14
- Evan describes running a company with his spouse. 04:38
- Finding TikTok. 06:31
- The elf campaign. 07:37
- The extension of the original song "Eyes. Lips. Face." 09:39
- What works on TikTok. 10:38
- The role of influencers and celebrities in the elf Campaign. 12:26
- The DNA of Movers+Shakers. 13:34
- Is there an experience in his past that defines who he is today? 18:18
- What is the advice Evan would give to his younger self? 20:04
- The most impactful purchase he has made in the last 6-12 months of $100 or less. 20:58
- Are there any brands, companies, or causes that Evan follows that he thinks other people should take notice of? 22:20
- Evan's take on the top opportunity and threat facing marketers today. 23:32
Resources Mentioned:
- Movers+Shakers
- Geoffrey Goldberg, Co-founder
- TikTok
- elf Campaign
- Match.com Mini Musical
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During this 210th episode of “Marketing Today,” host Alan Hart interviews Jake Sorofman, president of MetaCX.
Today, we talk about what it's like to join a company and transition from CMO to president in a global pandemic. We talk about how Sorofman is thinking about company culture. We also discuss MetaCX's founder and the overall vision of the company.
Sorofman describes how his role as chief marketing officer prepared him for his new role at MetaCX. Then he shares his perspective on creating company culture during a global pandemic. He says, "You need to be even more intentional. My feeling is that cultures don't happen by accident." He suggests leaning into the awkwardness of video conferencing and shares that they're engaging their employees in a fun 100 Mile Challenge.
We learn more about MetaCX and why there may be no better time than now for them to launch, given their unique value proposition. Sorofman remarks on the opportunities that are available to us in this unique time. He says, "This is the time of transformation. This is the time of thinking about the things that you couldn't get to when business was robust. It's also a time of thinking about what it's going to look like on the other side." This interview reminds us of the importance of providing value no matter what the circumstances may be.
Highlights from this week's “Marketing Today”:
- Why Jake joined MetaCX. 01:45
- Jake's relationship with MetaCX CEO Scott McCorkle. 03:25
- How the CMO role prepared Jake to take on the additional responsibilities of president. 04:54
- Company culture during the pandemic. 06:37
- Learn about MetaCX and what the company is trying to achieve. 09:29
- The MetaCX customer. 13:33
- Jake's top priority for this year. 14:23
- Building a revenue pipeline during a pandemic. 16:45
- Is there an experience in his past that defines who he is today? 22:39
- What is the advice Jake would give to his younger self? 23:57
- The most impactful purchase he has made in the last 6-12 months of $100 or less. 24:48
- Are there any brands, companies, or causes that Jake follows that he thinks other people should take notice of? 26:24
- Jake's take on the top opportunity and threat facing marketers today. 28:28
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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During this 209th episode of “Marketing Today,” host Alan Hart interviews Kelly Gillease, chief marketing officer at NerdWallet.
Today, we talk a lot about Gillease's experience, which spans about twenty years in startups, travel, EdTech, and search, as well as supporting some of the acquisitions of those startups. We also talk about NerdWallet's venture into using big mass media advertising like TV and brand-building efforts and how she did that. We also highlight Gillease's background and some of the unique things that she's done in her life and her dual degree in both English and economics from UC Berkeley.
Gillease discusses how addressing the public's lack of trust in personal finance companies is a big challenge for Fintech. Providing the best financial advice to establish that trust is how NerdWallet approached mass marketing. Gillease notes the drawbacks of performance marketing when she says, “performance marketing is really limited by demand for the category.” As Gillease shares what her team learned from the research that went into the "Money Talks" campaign, she reflects, "Everybody at different income levels, whether you're well off or just barely making it, gets upset about money." Understanding that emotional connection is essential to the NerdWallet brand, which emphasizes optimism. This interview highlights Gillease's commitment to positive, impactful marketing that helps people address their everyday problems.
Highlights from this week's “Marketing Today”:
- The American Crossword Puzzle Tournament. 01:21
- Kelly's double degree in English and Economics. 04:37
- The initial challenges of her job when she joined NerdWallet. 07:07
- Kelly's experience with mass media advertising. 10:11
- How Kelly's team approached mass marketing. 13:39
- The impact brand efforts had on their business. 15:34
- The “Turn to the Nerds” campaign. 19:39
- The learning plan around the “Money Talks” campaign. 22:40
- The research behind the “Money Talks” campaign. 26:32
- NerdWallet's response to coronavirus. 28:29
- Is there an experience in her past that defines who she is today? 31:51
- What is the advice Kelly would give to her younger self? 33:26
- The most impactful purchase she has made in the last 6-12 months of $100 or less. 36:53
- Are there any brands, companies, or causes that Kelly follows that she thinks other people should take notice of? 38:29
- Kelly's take on the top opportunities or threats facing marketers today. 41:15
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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During this 208th episode of “Marketing Today,” host Alan Hart interviews Kristof Neirynck, chief marketing officer of global brands at Walgreens Boots Alliance.
On the show today, we talk about how Walgreens Boots Alliance has responded to COVID-19. We also talk about Neirynck's portfolio of brands that he manages, store-owned brands, as well as their global CPG portfolio. We talk about the differences in various markets where they're a leader in the U.K. and how they've entered the U.S. market and the Chinese market in recent history. Then we switch gears and talk about his background and career trajectory. We also talk about his love of plants.
Speaking how the Walgreens Boots Alliance has responded to COVID-19 in three stages, Neirynck advises, “These are times when we need to make sure that we bring the relevant products to the market.” He also encourages companies to “Show that you as a brand care and contribute to society.” Neirynck has a perspective on personalization and leveraging first-party data in a CPG environment. He says, "Good personalization is when you don't know that you're being personalized to.” As he reflects about the trajectory of his career, Neirynck suggests, "You need to set audacious goals and go for it." This conversation is about staying relevant, driving growth through marketing, and delivering relevant content.
Highlights from this week's “Marketing Today”:
- Growing up in Belgium. 01:37
- Kristof's career path and how he started as an electronics engineer. 02:33
- The reasons Kristof landed at Walgreens Boots. 06:18
- Walgreens Boots' three-stage response to the COVID-19 crisis. 08:13
- Kristof's take on managing CPG brands as well as store-owned brands. 12:50
- Managing No. 7 in different markets. 17:07
- Capturing the opportunity to leverage first-party data in a CPG environment. 20:31
- Launching your brand in a relevant way in different geographic markets. 26:15
- Kristof's advice for other marketers wanting to enter the Chinese market. 29:10
- Is there an experience in his past that defines who he is today? 30:05
- What is the advice Kristof would give to his younger self? 34:18
- The most impactful purchase he has made in the last 6-12 months of $100 or less. 36:04
- Are there any brands, companies, or causes that Kristof follows that he thinks other people should take notice of? 37:24
- Kristof's take on the top opportunities or threats facing marketers today. 39:00
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During this 207th episode of “Marketing Today,” host Alan Hart interviews Vinoo Vijay, the chief marketing officer at H&R Block.
On the show today, Vijay talks about his background growing up and tells us about his job at H&R Block. We talk about the transformation he's driving there and the advice he has for other marketers in the same role. We also talk about COVID and the response that H&R Block has put into place.
Vijay shares that he attended boarding school at a young age. We then learn about the many achievements that led him to his role at H&R Block. We talk about how H&R Block quickly transformed its business to help clients during the COVID-19 crisis. He says, “If there was ever a moment where needed to help and inspire confidence, it was now.” Vijay shares his approach to leading transformation. He reflects, “I need to find a way to connect people to an idea that is long-term that connects the company towards a transformation.” Throughout this conversation, Vijay brings his focus to how marketing can help a company elevate the client experience and excel at the human relationship.
Highlights from this week's “Marketing Today”:
- The story of how Vinoo went to school in another country, away from his parents, at a young age. 01:29
- Vinoo's path from boarding school to H&R Block. 03:56
- Vinoo's thoughts on working with Jeff Jones. 08:57
- An overview of the financial products and solutions H&R Block offers. 12:58
- The effect of current tax delays on H&R Block. 15:03
- The three mandates Vinoo has focused on in his role. 17:37
- The transformation over the past few years at H&R Block. 19:58
- Advice to other CMOs. 22:57
- Is there an experience in his past that defines who he is today? 25:00
- What is the advice Vinoo would give to his younger self? 28:02
- The most impactful purchase he has made in the last 6-12 months of $100 or less. 29:04
- Are there any brands, companies, or causes that Vinoo follows that he thinks other people should take notice of? 30:43
- Vinoo's take on the top opportunities or threats facing marketers today. 34:22
Resources Mentioned:
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During this 206th episode of “Marketing Today,” host Alan Hart interviews Lauren Sallata, chief marketing officer at Panasonic Corporation of North America.
Today we talk about Panasonic's new campaign launching for the 2020 Olympics, what that partnership means, and how they're going to leverage it both for the marketplace effects as well as with their employees. The interview occurred before the one-year postponement of the 2020 Olympics. We also talk about Sallata's career and her life outside of work in service and foundation work.
Sallata begins by discussing her board service. As we learn about the path her career has taken, Sallata reminds us to "Learn to walk in your customer's shoes." She updates our view of Panasonic as a brand and emphasizes Panasonic's global position. She says, "The red thread that runs through all of our solutions is sustainability and contribution to society." Then we learn about Panasonic's long-term commitment to the Olympic Games. Panasonic's ambitious new ad campaign, #whatmovesus, tells us a lot about where the brand is today and where it plans to be going forward. Sallata also shares some insight into Pansonic's partnership with Harvard Business Review. This conversation shows us how a brand with a long legacy can continue to be innovative and forward-thinking.
Highlights from this week's “Marketing Today”:
- Lauren discusses how she thinks about service outside of work. 01:28
- Lauren shares details about where she has been in her career. 03:10
- How Panasonic is different in North America vs. the rest of the world. 05:37
- Panasonic's long commitment to the Olympics. 08:14
- Pansonic's plans for their 2020 Olympic partnership, #whatmovesus. 09:43
- How employees are getting engaged through #whatmovesus. 13:23
- Lauren describes other objectives for the #whatmovesus campaign. 15:16
- Initial results from Panasonic's partnership with Harvard Business Review. 16:45
- Is there an experience in her past that defines who she is today? 18:50
- What is the advice Lauren would give to her younger self? 20:28
- Are there any brands, companies, or causes that Lauren follows that she thinks other people should take notice of? 23:12
- What are the top opportunities or threats facing marketers today? 24:06
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During this 205th episode of “Marketing Today,” host Alan Hart interviews Leland Maschmeyer, the chief creative and strategy officer at Chobani.
On the show today, Maschmeyer shares what he's doing at Chobani and tells us about this unbelievable creative organization he's now leading at the company. We talk about recent campaign work as well as his philosophy on design and business and the intersection between those two things.
Maschmeyer shares that he built Chobani's internal agency out of a desire to transform Chobani into a creatively-driven culture. Creativity was critical for Chobani's growth plans. He says, "Change requires going through periods of destruction, periods of learning, periods of being unknown." They never wanted to separate their agency from the rest of the organization. Maschmeyer says that his desire to do the best creative work possible has always been at the intersection of design and business. We talk about the strategy they devised for the “Almost Milk” campaign, its visual style, and the campaign's emphasis on usage and occasion. Throughout this conversation, Maschmeyer highlights the critical importance of creativity and how that drives decisions at Chobani.
Highlights from this week's “Marketing Today”:
- Leland shares some background from his early years. 01:25
- How Leland got his start and the path to his role at Chobani. 02:56
- How Leland started one of the best internal agencies in the world. 05:11
- Why Leland's approach works for him and whether he would recommend it to other companies. 16:23
- Leland's experience finding talent. 19:38
- Chobani almost never goes outside the company for creative work. 23:01
- Leland comments on the state of agencies in today's world. 23:48
- Advice for someone just getting started building their in-house agency. 26:36
- All about the oat milk Almost Milk brief. 28:43
- The rich and graphic visual style of the Almost Milk campaign reminiscent of Norman Rockwell. 33:57
- The focus on usage and occasion in the Almost Milk campaign. 35:50
- Is there an experience in his past that defines who he is today? 37:32
- What is the advice Leland would give to his younger self? 40:03
- Are there any brands, companies, or causes that Leland follows that he thinks other people should take notice of? 41:03
- Leland's take on the top opportunities or threats facing marketers today. 43:00
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During this 204th episode of “Marketing Today,” host Alan Hart interviews Sterling Snow, the senior vice president of revenue at Divvy.
Today we talk about the founding story of Divvy and why it was created in the beginning. We also talk about marketing at a high-growth company and what the impact of building your own brand can be on your own company.
Snow tells us how Divvy began and where Divvy customers start their journey. He describes his broad role and predicts that having someone that is singularly responsible for revenue in this way will become a trend. Snow shares Divvy's initial marketing strategy and how the company diversified. His advice to other marketers at high-growth companies is, “You can find these high-efficiency low-cost channels that really allow for quick and efficient growth.”
Snow then emphasizes the importance of how people can use their personal brands to benefit the companies they work for. He says, “I think people underestimate how much impact they can have on their own careers and on the companies, they work for, if they take a little bit of time to put together a content strategy for themselves.” The conversation highlights how starting your own personal brand can help your company.
Highlights from this week's “Marketing Today”:
- Where Sterling grew up and what brought him to Salt Lake City. 01:43
- Divvy is a financial platform that allows companies to automate expense reports and make payments. 02:40
- The impetus to found a payments/expense management company. 03:26
- Where Divvy customers start their journey. 5:04
- How Divvy makes its money. 06:11
- Sterling's responsibilities as Senior Vice President of Revenue. 06:56
- How Sterling approaches the large scope of his role. 07:42
- What led Sterling into the marketing realm. 08:30
- Divvy's marketing strategy. 09:24
- Sterling advises other high-growth marketers. 11:28
- When Divvy was founded. 12:59
- How Divvy has diversified its marketing strategy. 13:16
- How Sterling fuels his ideas. 13:57
- The importance of how people can use their personal brands to benefit the companies they work for. 14:40
- The best way to build your personal brand while highlighting the company. 15:49
- Is there an experience in his past that defines who he is today? 18:25
- How Sterling knows when to take a break. 20:54
- What is the advice Sterling would give to his younger self? 21:48
- Are there any brands, companies, or causes that Reggie follows that he thinks other people should take notice of? 22:54
- The most impactful purchase he has made in the last 6-12 months of $100 or less. 33:52
- Sterling's take on the top opportunities or threats facing marketers today. 25:14
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During this 203rd episode of “Marketing Today,” host Alan Hart interviews Todd Krautkremer, Chief Marketing Officer at Cradlepoint, an entrepreneurial executive with over 25 years of startup experience.
Today we talk about his passion for building growth companies, his transition from computer science to the development side, product management, sales, and marketing, and his CEO role during the 2008 financial crisis. Krautkremer also shares his advice for what marketers should do during this coronavirus pandemic.
Krautkremer starts by discussing his early career work, building some of the biggest data networks for carriers, and becoming a sales manager for the Northeast region. Working at Gearworks as CEO through the 2008 financial crisis taught him skills that served him well in his current role as a CMO. Krautkremer says, “I have empathy for customers. I understand how my partner in sales works, thinks, what they need, and most importantly, I am a better CMO because I understand what our CEO thinks and needs and the pressure that he goes through every day and the role that marketing has to play in really shaping the strategy and driving the go-to-market and seizing the opportunities.”
Krautkremer also delves deep into 5G technology and how marketers should be evolving their methods during the COVID-19 coronavirus pandemic. He says, “Every customer is in some type of emergency response mode. It is either survival for the business. It is either a fundamental shift in how people are working, or it is mounting a response to the crisis that we are dealing in. Our customers at Cradlepoint include a lot of healthcare providers and first responders. So, we have a smattering of all of that. But as a marketeer, if you're not dramatically changing everything that you do at this moment in time, you are behind the 8-ball.”
Highlights from this week's “Marketing Today”:
- Todd describes his upbringing and background in computer science. 01:49
- He joined his first of four startup companies as the only sales representative. 04:23
- What did Todd Krautkremer learn during the 2008 recession? 06:40
- With coronavirus wreaking havoc on marketing plans, marketers should be doing the same with their marketing plans. 9:01
- Todd describes what Cradlepoint does and how they are responding to the current crisis. 10:38
- Cradlepoint is an enterprise-class product providing wireless connectivity and extending into homes. 14:13
- What is the vision of where Cradlepoint wants to go in the future? 15:48
- 5G is going to be fiber-fast but can also literally pop up a network. 17:22
- During the pandemic, Todd advises marketers to have an open-arms approach to engaging the marketplace with your solutions. 19:16
- What experience in Todd's life has helped make him who he is today? 24:20
- What advice would Todd give to his younger self? 28:00
- What is a recent purchase of $100 or less that has been the most impactful for you? 31:00
- Are there any brands, companies, or causes that he thinks marketers should be paying attention to? 32:18
- What does Todd Krautkremer feel is the largest opportunity or threat that marketers face today? 35:22
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During this 202nd episode of “Marketing Today,” host Alan Hart interviews Casey Hurbis, Chief Marketing Officer at Quicken Loans.
Today we talk about the Super Bowl commercial that launched earlier this year and how that came about, the relationship with Jason Momoa, and the company's partnership with the NFL. We also discuss other sports sponsorships and the impact Quicken Loans is having on Detroit.
Hurbis begins by telling us what excites him about Detroit and updating us on Quicken Loan's success as America's largest lender. He provides a behind-the-scenes look into the process of creating an ad for the Super Bowl and building a relationship with Jason Momoa, who had never before taken on a paid endorsement.
Hurbis showcases his team's ambition when discussing their approach to partnerships. He says, "We have a history of doing things that have never been done before." They have also used these sponsorships to improve their community. Hurbis explains, "We want to be able to do good by the community but also shine a spotlight on our city." Then we hear Hurbis's take on running a large in-house agency. This conversation gives us a look into a brand with ambitious campaigns and a commitment to their local community.
Highlights from this week's “Marketing Today”:
- Casey describes what excites him and the company about Detroit. 01:58
- Casey tells us how business is doing. 03:56
- A behind-the-scenes look at his highly-rated Super Bowl commercial. 06:22
- How Casey thinks about sponsorships and their potential. 14:00
- The partnerships Casey has been most excited about with other sponsors. 17:39
- Quicken Loans has one of the largest in-house agencies in the world and they are growing. 22:05
- Casey's advice to other CMOs considering an in-house model. 26:34
- The advice Casey would give to his younger self. 30:56
- The most impactful purchase he has made in the last 6-12 months of $100 or less. 33:52
- Casey's take on the top opportunities or threats facing marketers today. 35:42
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During this 201st episode of “Marketing Today,” host Alan Hart interviews Diego Meller, Co-Founder of Jampp.
We follow up on a previous discussion about ad fraud and the $100 million Uber lawsuit. Meller clarifies the important difference between ad networks and programmatic. He also shares about the pivot Jampp underwent to eliminate fraud. If you're listening today, take this as a warning shot. Think about how you can improve your own efforts in your businesses.
Meller begins by setting the record straight on how ad networks and programmatic function differently. Then learn how Jampp changed its business model because fraud instances were getting more frequent. Every time they researched what was going on, fraud was not the exception, but the rule. Meller offers a fascinating insight into how marketers handled these revelations. "The most frequent scenario that we saw in our customers was a strategy of basically phasing out gradually the crappy traffic and blending it with good traffic." Then Meller provides critical advice that will help marketers avoid ad fraud. He warns, "Buy media that gives you transparency." This conversation reminds us that in the long-term, the market will reward us for doing the right thing.
Highlights from this week's “Marketing Today”:
- Diego sets the record straight on programmatic vs. display ad networks, which was the source of fraud in the Uber lawsuit. 03:35
- Diego describes how his experience with Jampp taught him about both of these worlds. 06:54
- Diego explains why fraud prompted a pivot in the Jampp business model. 07:56
- Key background information listeners need to know about how this ad fraud situation unfolded. 11:19
- Diego shares what other advertisers at the table were saying when they shifted to programmatic. 13:33
- Learn why this pivotal moment could have killed Diego's business. 17:10
- Using the new system, they don't struggle with fraud within their traffic. 18:57
- The prevalence of attribution fraud. 22:22
- The biggest misconceptions of ad fraud today. 24:03
- Diego's advice for combating ad fraud. 25:17
- Diego's opinion on marketers being fired or prosecuted for spending on fraudulent ads. 29:33
- Is there an experience in his past that defines who he is today? 33:27
- What is the advice Diego would give to his younger self? 35:59
- What's the most impactful purchase he has made in the last 6-12 months of $100 or less. 39:44
- What are the top opportunities or threats Diego sees today? 42:13
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During this 200th episode of “Marketing Today,” I look back at the previous 199 episodes and shares highlights from some of his favorite interviews over the past five years.
We begin with Colleen Sellers, who spoke powerfully about being a working mom and the only female interviewed that day. Then we look back at a great conversation with the late Tom Bick, who had amazing one-liners and advice for marketers that got right the point.
Kim Whitler is one of the academics we've had on the show, and we discussed the role of marketers on corporate boards. Then the legendary Phil Kotler told us what has and hasn't changed in marketing over the last fifty years. He remarked, “Every marketing decision also has some possible impact on our resources, on our communities, on our planet.” I also share highlights from my discussions with Kevin Lane Keller, Byron Sharp, and JB Steenkamp. During my second interview with Mark Ritson, he made an incredible endorsement of this podcast. We close out this episode with highlights from my discussion with thought leader Seth Godin, who said, "Marketing...is the act of making change happen." I am thankful for the many friendships formed from these conversations over the past five years and thankful, as ever, for listeners.
Highlights from this week's “Marketing Today”:
- Colleen Sellers defines marketing effectiveness. 01:44
- Hear Colleen's thoughts on how customer insight drives strategy. 02:19
- Colleen Sellers on being a working mom and the only female interviewed that day. 02:50
- Tom Bick demonstrates his mastery of the art and science of marketing. 07:32
- Tom Bick shares what he thought of as the most significant marketing opportunity out there. 10:59
- Tom Bick demonstrates his irreplaceable wit and intelligence as he shares advice for marketers. 13:06
- Kim Whitler on the impact of marketing experience at the board level of companies. 14:49
- Kim Whitler discusses the place of marketers on boards. 17:25
- Phil Kotler describes what hasn't changed in the last 50 years. 19:35
- Phil Kotler describes what has changed over the previous fifty years. 20:03
- Kevin Lane Keller addresses purpose in brand. 23:18
- Byron Sharp discusses his book How Brands Grow. 28:05
- JB Steenkamp describes what inspired his study of private labels. 30:34
- Mark Ritson discusses his passion for educating marketers and makes a big endorsement. 32:57
- Seth Godin sets a new bar for marketers. 37:12
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During this 199th episode of “Marketing Today,” host Alan Hart interviews Rishad Tobaccowala, author of the new book, "Restoring the Soul of Business: Staying Human in the Age of Data."
We discuss Tobaccowala's long career at Publicis Groupe. Then Tobaccowala tells us why he wrote "Restoring the Soul of Business" and what it means to be human in light of all the technology and data that's flying around us as well as the impact storytelling still has.
Tobaccowala shares why he thinks businesses fail when they focus too much on numbers on data. He says, “I believe that it is extremely important that any company, individual, or team, realizes that success is combining what I call the story and the spreadsheet.” Tobaccowala emphasizes that the human element is still very important to business as he reflects, "If a company allows growth, purpose, and connections, it begins to attract talent." When sharing some of the top lessons he learned during his successful career, he advises that we should, “Never underestimate how much of your success is due to things you do not control.” Tobaccowala's thoughts on the leadership marketers need today can help us think about how we can regain support from our boards as we show them the enduring value of connection and creativity.
Highlights from this week's “Marketing Today”:
- Rishad describes himself as a resource who combines a long history in the company, a global perspective, and someone who speaks truth to power. 01:30
- Rishad shares why he had such a long career at Publicis Groupe. 02:51
- The mentors that stood out in Rishad's career. 05:47
- Why Rishad wrote Restoring the Soul of Business. 08:21
- Rishad has always believed that human relationships were important to business. 18:46
- Learn where Publicis is in the development of its AI platform, Marcel. 26:39
- How can executives in the marketing and creative industry restore the soul of their company? 32:20
- What are the top challenges Rishad is hearing from brand and company leaders in 2020? 37:09
- Is there an experience in his past that defines who he is today? 42:14
- Rishad describes the impact of the women in his life. 44:43
- What is the advice Rishad would give to his younger self? 47:55
- Are there any brands, companies, or causes that Rishad follows that he thinks other people should take notice of? 50:49
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During this 198th episode of “Marketing Today,” host Alan Hart interviews Reggie Walker, U.S. Chief Commercial Officer for PwC.
We discuss Walker's background and his long career at PwC. Then Walker takes us through the digital transformation happening within PwC and the impact of technology on professional services today and in the future.
Walker shares the importance of giving employees new skills and technology to transform the way you're running your business, which ultimately impacts client experience. He says, "When you focus on your people, and you build the right skills within them, those are your factors of production that you can then take out and use in multiple ways." When providing advice for peers in other large companies, Walker advises that training employees and setting very clear expectations is essential. As Walker reflects on the future of professional services, he remarks, "Creating more personalized experiences is really what's starting to win the day.” Walker's thoughts on the digital transformation within PwC can help us think about how other businesses can use technology to change the way that we work.
Highlights from this week's “Marketing Today”:
- Reggie provides background about his twenty-seven-year career at PwC. 01:17
- Reggie describes pivotal moments in his career. 03:47
- Reggie tells us about his current role as Chief Commercial Officer for the U.S. at PwC. 04:37
- What was it like to transition from his prior role to his current position? 06:10
- Reggie explains the various components of marketing and sales at PwC. 7:10
- Hear about the transformation initiative happening within PwC. 9:53
- How PwC doubled down on its organization internally. 12:51
- The vision PwC has for taking what they've done to create a unique client experience. 14:35
- Reggie's advice for peers in other companies that are working on large scale change. 16:43
- Reggie discusses the future of professional services. 19:38
- What are the top opportunities or challenges Reggie's clients are bringing to him in 2020? 21:55
- Is there an experience in his past that defines who he is today? 26:59
- What is the advice Reggie would give to his younger self? 29:31
- Are there any brands, companies, or causes that Reggie follows that he thinks other people should take notice of? 31:13
- Where does he see the future of marketing? 34:00
Resources Mentioned:
- Pricewaterhouse Coopers (PwC)
- Reggie Walker bio
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During this 197th episode of “Marketing Today,” host Alan Hart interviews Margaret Molloy, the global chief marketing officer and head of business development at Siegel+Gale. She has over twenty-five years of experience as a marketing executive.
We discuss Molloy's background and what led her to Siegel+Gale. Then we have a wide-ranging discussion about rebranding and the potential benefits of a rebrand, as well as the value of brand simplicity.
Molloy explains when a company should consider a rebrand. She says that when you choose to rebrand, "It should signal a strategic change, not just a cosmetic one." Then she shares some of Siegel+Gale's philosophy when she reflects, "When simplicity is done well, it brings productivity instead of paralysis. It brings confidence instead of confusion. And ultimately, customer trust instead of angst." Molloy also provides a valuable perspective on why brand matters to B2B now more than ever. Her insights into marketing trends and the surging emphasis on customer experience round out this riveting conversation.
Highlights from this week's “Marketing Today”:
- Margaret describes what it's like for her to raise two teenage boys in New York City. 01:38
- Learn about Margaret's career path and how she ended up at Siegel+Gale. 02:58
- Margaret advises listeners on when a company should consider a rebrand. 06:09
- Hear Margaret's take on the potential ROI of rebranding. 09:44
- Margaret outlines the pitfalls dictating the failure and success of a rebrand. 12:44
- How Siegel+Gale thinks about branding and the part simplicity plays in their philosophy. 14:06
- Siegel+Gale's work with B2B. 17:27
- The current state of brand and B2B. 18:21
- Margaret provides highlights from her research on the world's simplest brands and shares her findings of how simplicity pays off for businesses. 25:53
- Margaret compares RyanAir and Southwest. 30:24
- What are the priorities Margaret is seeing from her clients in early 2020? 32:08
- Learn about one of Margaret's personal projects, #wearingirish. 36:52
- Is there an experience in her past that defines who she is today? 39:28
- Are there any brands, companies, or causes that Margaret follows that she thinks other people should take notice of? 41:48
- As a marketer, what does she feel is the biggest opportunity or threat that is facing marketers? 44:34
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During this 196th episode of “Marketing Today,” host Alan Hart interviews Dave Gerhardt, the chief marketing officer of Privy. Gerhardt was formerly the vice president of marketing at Drift, has been featured in numerous national publications, and co-authored the book “Conversational Marketing.”
We discuss how Gerhardt's early interest in working for a startup led him to join Privy at a previous point in his career. Then we learn how Gerhardt leveraged his podcast to land a job at Drift. He shares tons of insight into building out a highly efficient marketing team.
Gerhardt has excellent advice for creating your personal brand and starting a podcast. "If you start with a show first, you can get all the other content with it." In his view, audio drives everything. He adds, "Even if nobody listens to our show, we're going to get enough content to feed our funnel for a year if we do it right and that alone is worth the investment."
Gerhardt also shares why he went all-in on growing his following on LinkedIn and how he moved many of his marketing conversations over to paid subscribers on Patreon. He says, "If you can continue to understand people, and just evolve with whatever comes with that, I think that's how you become successful in the long term.” Gerhardt's passion for marketing comes through as he emphasizes the importance of continuing to learn and focus on creativity as the marketing world shifts.
Highlights from this week's “Marketing Today”:
- Dave shares his background and how he became involved in marketing. 01:30
- Dave describes how his interest in working at a startup led him to join Privy for the first time and where he went after that. 03:26
- Learn how Dave landed a job through a connection he made on his podcast. 05:19
- Learn more about Privy. 08:58
- Dave shares his vision for his marketing build-out at Privy. 11:33
- Dave's theory about how demand gen can work on his team. 15:38
- How to measure brand awareness without a big survey. 17:25
- Why podcasts are the form of marketing you can gain the most leverage from when done right. 19:07
- Learn how Dave is currently using Patreon as a platform. 21:26
- Why he feels that even ten subscribers would make the Patreon experiment worthwhile 25:06
- What's next for Dave at Privy in 2020? 26:10
- Is there an experience in his past that defines who he is today? 28:10
- What advice would he give his younger self if he had to start all over? 29:39
- Are there any brands, companies, or causes that Dave follows that he thinks other people should take notice of? 30:52
- Is there a threat or an opportunity he thinks marketers should be aware of as they enter 2020, or is there something he thinks marketers need to be doing? 32:14
Resources Mentioned:
- Privy
- Privy 2.0 – rebirth story and announcement about Dave rejoining
- Drift
- David Cancel CEO of Drift – Interview on Marketing Today
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During this 195th episode of “Marketing Today,” host Alan Hart interviews Jeremy "JT" Tucker, the new CMO of Planet Fitness. Tucker has worked for world-renowned brands such as Frito-Lay, PepsiCo, Disney, and Nissan.
We discuss JT's background and his first few weeks at Planet Fitness, including his strategy for jumping headfirst into big changes at a new company. Jeremy shares what changes he made quickly after arriving, the actions he saw others taking in the fitness space, and what inspired the successful "Bull Fit" campaign.
Tucker also addresses the importance of approaching marketing from a human and emotive space. He remarks that as they collected research, "We really just wanted to understand the perceptions that kept people from actually coming into a club." When describing the exhilaration of kicking off their ad campaign in Times Square on New Year's Eve, he advises, "There are a lot of crowded big moments out there. It's so hard to breakthrough, but if you're authentic, and it makes sense, you can nail it." Tucker also reflects on the creative aspects of his work when he says, "Good ideas come from anywhere and everywhere." Tucker's optimism and leadership will inspire you to approach your work with curiosity and joy.
Highlights from this week's “Marketing Today”:
- JT's background and how he ended up at Planet Fitness. 01:34
- JT describes opportunities he had to work for brands where brand drives business decisions. 04:51
- JT describes jumping into Planet Fitness during their busy season and the challenges of jumping in headfirst. 06:23
- Learn about the changes JT made very quickly upon joining Planet Fitness. 08:58
- Why JT believes in the business and how he feels Planet Fitness can break down barriers to support regular Americans. 10:59
- Learn about the research that went into the Bull Fit ad campaign. 12:13
- Some of the best social content they've ever created was when they had kids scrub fitspo accounts on Instagram. 14:37
- The importance of addressing marketing from a human and emotive place. 15:54
- They discuss the eight and twelve-minute circuits at Planet Fitness for people who want quick workouts. 16:51
- The rewards of marketing that desires to change behavior in meaningful and purposeful ways. 19:27
- JT tells us about the experience of kicking off their ad campaign on New Year's in Times Square. 21:51
- What's coming next for JT in 2020? 23:51
- Is there an experience in his past that defines who he is today? 26:15
- What advice would JT give his younger self if he had to start all over? 28:02
- Are there any brands, companies, or causes that JT follows that he thinks other people should take notice of? 30:15
- As a marketer, what does he feel the biggest opportunity or threat that is facing marketers? 32:45
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During this 194th episode of “Marketing Today,” host Alan Hart interviews Kevin Frisch, who was recently the CMO of Wag and before that the head of performance marketing, and CRM for Uber. Before Uber, Frisch served as chief marketing officer of GSN Games and Snapfish. Frisch was named to Forbes' CMO Next List 2019: 50 Game-Changing Marketing Leaders.
Frisch discusses the largest ever fraud case, a case between Uber and its suppliers of performance marketing and advertising. Frisch shares what happened, what was the trigger that launched the investigation, how they diagnosed what was going on, and several measurement challenges along the way.
Frisch shares the revelations on ad fraud and the difficulty of finding it only after you have the detailed data, "Until you do that, if you're just relying on the higher-level reporting, you just don't catch it." He advises that "you should start by assuming that, half of what's on the display channels, is fraud." "You can't sort of out-source, and say, here's an anti-fraud tool, let me just run it through that." There is still so much to learn about fraud. Frisch shares a much-needed perspective on how to approach and avoid issues.
Highlights from this week's “Marketing Today”:
- Kevin Frisch's background and pivotal twists along the way. 01:46
- Kevin's path with a series of B2C companies. 04:10
- The culture within Uber during the controversy 06:17
- The role of "Head of Performance Marketing." 07:30
- The intriguing story surrounding the fraud case between Uber and programmatic advertising providers. 08:13
- The discovery and definition of "Attribution Fraud." 11:37
- Actions every marketer should be taking right now, to avoid ad fraud. 16:36
- Should you be using programmatic? 18:06
- Advice on picking better partners and people to help along the way. 19:49
- Uber's purpose and approach to the "Moving Forward" campaign. 20:49
- Defining "Addressable TV" and its usage at Uber. 23:00
- The Results and reactions for "addressable tv." 27:59
- Unique challenges for marketing towards driver-partners. 29:20
- What performance marketers should be doing differently in 2020. 35:45
- An experience of Kevin's past that makes up who he is today. 38:06
- Advice Kevin would give his younger self. 41:19
- What drives Kevin and keeps him going daily. 42:44
- Brands, Companies, or Causes to take notice of. 44:06
- Kevin's vision for the future of marketing. 46:01
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During this 193rd episode of “Marketing Today,” host Alan Hart interviews Dr. Emmanuel Probst, the author of "Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning." He holds a doctorate in consumer psychology and teaches market research at UCLA. He also works for Ipsos, advising clients on how to measure and optimize their marketing efforts.
Probst has been studying "why people buy" for about 15 years and shares with us his definition of "meaning" and what he means when using that term. We discuss his book and the tools and tactics a brand manager has at their disposal.
Probst shares that he got into the industry because he is "curious about people, and I like to understand why people do what they do, and how people make decisions as individuals, but also as a community, as a group, or as a society." He wrote the book because he "wanted to take a different stance at building brands... let's take a step back, understand what consumers, as people want to achieve as individuals, and from there, build brands that fulfill these quests for meaning."
Highlights from this week's “Marketing Today”:
- Emmanuel's background and path to becoming an author and consultant. 01:38
- The reason for writing his book "Brand Hacks." 02:34
- What people are really looking for in brands. 03:48
- The definitions of "meaning," according to Dr. Emmanuel Probst. 04:25
- The nuances for the right to define our own meaning. 06:17
- Three types of "meanings" and examples of each. 07:33
- The importance of "nostalgia" in meaning. 10:17
- How does the approach to "meaning" and "Brand Hacks" compare to other methodologies? 11:47
- An example of one brand that bridges the gap of multiple methodologies. 14:42
- CrossFit and the notion of community. 18:36
- Top recommendations for brands or marketers leading brands. 20:40
- The experiences of Emmanuel's past that defines who he is today. 22:20
- Advice for Emmanuel's younger self. 24:18
- What keeps Emmanuel doing what he does? 25:27
- Brands, Companies, or Causes to take notice of. 27:17
- Biggest opportunity or threat to marketers. 29:51
Resources Mentioned:
- Emmanuel Probst Website
- “Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning” by Dr. Emmanuel Probst
- Ipsos Global
- Paco Rabanne
- Red Bull
- CrossFit
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During this 192nd episode of “Marketing Today,” host Alan Hart interviews Lina Shields, the chief media officer for Lilly USA. Starting in sales and eventually moving into marketing, she's now one of Adage's "Women to Watch in 2019."
Shields originally majored in political science with the intent to work in global policy to "change the world." She shares about the importance of mentoring and advice on how to improve your career and advocate for yourself. She also gives insight into the "next-generation" of the consumer landscape.
Although Sheilds works in the commercial space now with Lilly, her job is to "give information that can help [people] lead healthier and longer lives." Shields quickly learned that doctors and she "had something in common, which was that we were both motivated by the best interest of the patient." "Great marketing is when you understand the core intention of your targeted audience."
Highlights from this week's “Marketing Today”:
- Lina's background in Italy and her journey to the US. 01:10
- 2 Pivotal twists that brought Leena to her current role with Lily. 02:47
- Lina's fascinating internship story: Internship, what is an internship? 06:58
- The experience of a new full-time position in sales. 11:35
- The importance of "breadth of the portfolio" and key connections. 13:46
- Defining the chief media officer role. 15:53
- 3 "big buckets" under the chief media officer role. 18:16
- The "next-generation" consumer landscape and focus of media in marketing. 20:41
- How Lilly is committed to its multi-cultural marketing vision. 25:18
- Lina's approach to mentoring early-career professionals. 31:52
- Three pieces of advice for mentees and early-career professionals. 33:34
- An experience(s) of Lina's past that defines her today. 36:35
- Advice Lina would give herself if she were starting over. 39:55
- Brands, companies, or organizations to take notice of. 43:30
- The future of marketing, according to Lina Shields. 46:36
Resources Mentioned:
- Advertising Age 2019 US Women to Watch
- “3 Days to a Pharmaceutical Sales Job”
- Lilly's Website
- ANA whitepaper on the Chief Media Officer
- Lina Shields on LinkedIn
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During this 191st episode of “Marketing Today,” host Alan Hart interviews Rob Elder, the chief revenue officer at Genius. Genius is the world's largest encyclopedia of lyrics and music. It's a leading brand in music producing popular video series' like "Verified," "Deconstructed," "Genius News," and "Open Mic," reaching over 100 million people monthly across the globe.
Elder started his career at agency Grey Direct as an assistant media planner, then moved into the "sales" side of the business with Sony. He's been with Genius for a little over two years and had the opportunity to drive growth and focus on developing processes to help the startup be successful.
Elder shares his unique journey and the importance of mentors in that journey. He discusses what Genius brings to the music industry and bringing back the "deeper connection and message that the artist is trying to convey." He shares about the power of music, branding, and marketing legitimacy. "Brands are starting to recognize...that if they want something fun, intimate, cool, and that moves the needle with the younger consumer, Genius is the place to do that."
Highlights from this week's “Marketing Today”:
- Rob's background and the path to becoming CRO of Genius. 01:23
- Key mentors that helped Rob along the way and how. 02:10
- The offering "Genius" provides to the music industry. 04:46
- Highlights for Genius over the last two years. 06:50
- The power of music for brand partnerships. 08:58
- A breakdown of Genius' brand and artist relationships. 10:41
- Examples of brand/artist relationships. 12:16
- The future of Genius going forward. 14:43
- Specific partnerships that will "move the needle" for Genius. 16:48
- How data drives the strategy for Genius. 17:26
- The experience of Rob's past that defines who he is today. 18:51
- Advice for the "younger" Rob. 19:40
- Brands, Companies, or Causes to take notice of. 20:44
- Most significant opportunity or threat to marketers. 22:37
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Sky Zone's Josh Cole on marketing and brand partnerships
During this 190th episode of “Marketing Today,” host Alan Hart interviews Josh Cole, the chief marketing officer at Sky Zone. Sky Zone is an active environment with gravity-defying aerial attractions with around 210 locations around the world.
Cole began his career with a short stint in financial services before making a jump into the entertainment industry at Universal Studios parks and resorts division. He joined as the first team, specifically focused on internet marketing. He was involved in starting all of their social media and digital marketing from the beginning. Five years ago, he made the "jump" to Sky Zone to widen his responsibilities and oversee "all things marketing."
Cole discusses his gratefulness that someone took a chance on him. "You got to hire for intangibles. You've got to find someone who is smart, curious, and has the right personality and dig in." He shares the importance and health benefits of "active" play. "We know that we have the highest awareness, but awareness doesn't mean anything unless it turns into visits." Cole discusses the importance of GX (guest experience), research, and branding.
Highlights from this week's “Marketing Today”:
- Josh's background and journey into marketing. 01:18
- A unique story: the big jump from financial services to marketing. 03:39
- The "soaring" business of Sky Zone. 08:21
- The key factors that differentiate Sky Zone from other parks. 11:56
- Three elements for how the "totality of marketing" comes into play. 16:22
- The challenges and opportunities for franchise marketing. 22:29
- Advantages of "Battle-tested" marketers. 27:25
- Sky Zone's partnership with Carnival Cruise Lines. 29:01
- Josh's defining moment/experience that makes up who he is today. 33:58
- Josh's advice for a young marketer starting out. 36:35
- Current brands to be watching. 38:39
- The future of marketing and opportunity for marketers. 41:09
- Linking commerce to culture, naturally. 42:53
Resources Mentioned:
- Sky Zone'sWebsite
- Universal Studios Parks in Osaka, Japan
- Carnival Sky Zone at Sea
- Carnival Panorama
- Shaquille O'Neal Sky Zone Dunk Contest in LA
- Josh Cole on LinkedIn
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During this 189th episode of “Marketing Today,” host Alan Hart interviews Jim Geikie, one of the partners One Better Ventures. This recording took place before a live audience in Durham, NC. Jim spent 18 years Unilever, then joined Burt's Bees, where he led retail strategy, brand marketing, business development. He also led Cree's entry into consumer lighting and the commercial strategy for skincare maker, Lalumiere.
One Better Ventures nurtures and develops consumer brands that have a positive impact on the world. They advise, invest in, and incubate mission-driven ventures with breakthrough sustainable business models.
Jim shares the importance of purpose for the success of companies. "The world is full of problems, and there is nothing more powerful on the planet than business." He discusses the obligation for companies to leave the world a better place as they make profits. One Better Ventures has the ability to "play this nice balance of avoiding work we aren't good at, working a stage that we're good at, and being able to hand off appropriately."
Highlights from this week's “Marketing Today”:
- How purpose directly impacts profit. 03:50
- The way you can get big without "selling out." 07:07
- The high BS meter of consumers. 08:25
- One Better Ventures focus on "growth stage" ventures. 09:05
- 5 things that matter when One Better Ventures looks at in potential companies. 13:02
- One Better Ventures's focus on the health and wellness business. 15:43
- Key "exits" for One Better Venture and 3 important lessons learned. 18:11
- What's next for One Better Ventures? 21:42
Resources Mentioned:
- One Better Ventures
- Milton Freidman
- Phil Harvey Marketing Today episode
- Burt's Bees
- Unilever
- LaLumiere
- Seventh Generation
Support the show: https://www.patreon.com/marketingtoday
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During this 188th episode of “Marketing Today,” host Alan Hart interviews Jennifer Chase, senior vice president of global marketing and shared services for SAS. Chase has been with SAS for over 20 years and talks about the "secret sauce" that keeps her and other employees engaged and behind the company. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.
Chase shares with us how data is helping SAS with their customer experience. She shares her experience on topics of trust, security, and transparency. SAS is helping its customers see that "to do customer experience in a way that is meaningful, you have to start with customer obsession, and you have to learn and know your customer."
Chase shares the importance of trust and "if you can't create a high level of trust with your customers, you are not going to create a high level of customer experience." She talks about the importance of instigating change before your customers are the ones to disrupt your company.
Highlights from this week's “Marketing Today”:
- Why Jennifer has been with SAS for 20+ years. 01:05
- How SAS is helping companies with customer experience. 03:15
- Keys for companies to make sure they are using their data appropriately. 04:59
- How to use trust as a competitive advantage. 06:47
- Examples of successful SAS customer experiences. 08:30
- Five things marketers can do to "future-proof" themselves and their business. 12:21
- AR and VR: The future of customer experience. 15:18
Resources Mentioned:
- SAS
- LinkedIn Post –What I've Learned From 20 Years at SAS
- Internet Summit
Support the show: https://www.patreon.com/marketingtoday
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During this 187th episode of “Marketing Today,” host Alan Hart interviews Christi Olson, head of evangelism for Bing at Microsoft. Olson has led in-house digital marketing at teams at a number of companies for over a decade. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.
Olson, a search practitioner for 15 years, was the first full-time employee at Microsoft to manage search. She left the company to get some "outside" experience before rejoining Microsoft in her current role.
Olson shares with us about Bing search marketing, accessibility and the impact on SEO, voice as a search method and user interface, and trust as it relates to customers. "Most web developers and SEO's don't really think about accessibility first when they're developing a site and content." Olson shares the importance of leveling the playing field for all people in search and "why we should start thinking about it first and foremost and not as an after-the-fact process."
Highlights from this week's “Marketing Today”:
- Christi's background and journey to her current role with Bing at Microsoft. 01:12
- Why Accessibility is so critical at this moment. 02:09
- Ranking factors and accessibility. 05:01
- Good SEO practices to make accessibility a priority. 06:05
- The future of "voice" in search. 08:00
- What marketers should be thinking about when it comes to voice discovery. 10:22
- The "trust" factor: earning customer trust for your products. 13:52
- Microsoft's approach to advertising and trust. 16:10
Resources Mentioned:
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.
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During this 186th episode of “Marketing Today,” host Alan Hart interviews Jared Gardner, from Qualtrics. Gardner has led search, conversion rate optimization, analytics, and content management programs across several vertical markets. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.
At Qualtrics, Gardner focuses on scaling demand generation through unpaid channels. Before Qualtrics, he worked for Red Door Interactive, with clients such as Charles Schwab and Century Link.
Gardner shares his journey from broadcast media to search and optimization. He thought, "digital marketing and the internet is not getting any smaller, so that's gotta be an ok place to work." Qualtrics focuses on an "action every day" mentality. Jared shares the Qualtrics approach for scaling search and conversion.
Highlights from this week's “Marketing Today”:
- Jared's background in broadcast media and journey into search and conversion optimization. 01:12
- The role at Qualtrics 02:00
- Scaling and creating scale at Qualtrics 02:25
- Two key pieces of advice for marketers trying to drive web traffic and conversions. 03:13
- Deciding "what" content to write to drive traffic. 04:53
- Examples of executing optimization 05:55
- The "in" metric for Qualtrics 07:00
- The future of search. 08:31
- The future of conversion. 11:31
Resources Mentioned:
Support the show: https://www.patreon.com/marketingtoday
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During this 185th episode of “Marketing Today,” host Alan Hart interviews Eli Schwartz, an SEO expert and consultant with over a decade of experience. He has led SEO and growth programs for several leading B2B and B2C Companies. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.
Schwartz has worked with clients such as Shutterstock, Blue Nile, Quora, Get Around, Mixpanel, and Zen Desk to help them build and execute global SEO strategies. He led the SEO team at Survey Monkey, building organic search to one of the largest growth drivers at the company.
Schwartz shares how he got into SEO by accident. He talks about how basic SEO strategies aren't keeping up with the changes that Google is making and how "we need to think about Google as another user that can read content." SEO is "a marketing channel," and companies are "wanting to have someone responsible for it, and they are wanting to have someone to grow that channel."
Highlights from this week's “Marketing Today”:
- Eli's background in SEO" 01:09
- Why basic SEO practices just aren't working. 02:16
- E.A.T. and the need for writing good content. 03:33
- The 4-step process for creating great content. 04:21
- The amazing stats around "organic" search. 06:09
- Examples of people "getting it right." 07:14
- Programmatic SEO: the key to knocking it out with SEO. 08:58
- How SEO fits into the marketing mix. 09:40
- The future of search: AI 11:20
Resources Mentioned:
Support the show: https://www.patreon.com/marketingtoday
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During this 184th episode of “Marketing Today,” host Alan Hart interviews Jake Sorofman, the chief marketing officer at Pendo, in front of a live audience. Before Pendo, Sorofman was the vice president and chief of research at Gartner.
In October of 2019, Pendo became a newly minted "unicorn" with a valuation of over $1 billion, and a recent injection of $100 million in venture capital. Sorofman shares more about Pendo and what marketing looks like at scale and exceptionally high growth rates.
The real goal for Pendo was to "build a billion-dollar company, a company that has lasting and enduring value in a community, creates lots of jobs, and delivers value to customers." Pendo is an "integrated set of tools that help digital product teams make better decisions and create better experiences in web and mobile apps." Learn from the incredible growth of Pendo and the experience of Sorofman through that fast growth and an expanding organization.
Highlights from this week's “Marketing Today”:
- The Life of the CMO of a "Unicorn company" 02:39
- What do you do with $100 million? 03:17
- Defining Pendo and its role in the market? 04:21
- The three major target markets for Pendo. 05:19
- The landscape of marketing at Pendo. 07:02
- The importance of "events" in marketing. 07:56
- Jake's insight into "performance marketing" and "brand marketing." 09:03
- Advice for other fast-growth companies. 10:20
- Triple, Triple, Double, Double, Double: the rate of growth for Pendo 10:50
- The four keys to making marketing "more valuable." 11:32
- The importance of discussions at the "executive table." 13:40
- The current "state of talent" in the marketing industry. 14:40
- How to be successful as Chief Marketing Officer. 15:55
- The key to earning the right to your audience's attention. 16:38
- The importance of content marketing in your toolbag. 16:55
Resources Mentioned:
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.
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During this 183rd episode of “Marketing Today,” host Alan Hart interviews John Harrobin, chief marketing officer at Audible. Audible is an Amazon company, founded in the late 1990s out of an oral storytelling tradition. They began as an audiobook medium and have expanded to be a subscription service, including original programming, access to newspapers and magazines, and free short-form content. Harrobin's previous experience includes chief marketing officer at Verizon and working with NBC Universal.
On the show today, Harrobin discusses the audio content market, how his professional background led him to marketing, mentorship, the future of his industry, and the future of marketing in general. He also discusses the importance of diversity in marketing departments and on boards.
Harrobin views marketing as being “right in the center of the action. What I really love is driving growth and launching products. That's where you really get immediate gratification in the form of metrics and customer feedback. Is what you are doing working now? If not, you know how to adjust.” What sets Audible apart? “Our goal, in many cases, is to guide creators, provide them the data, what they should expect with this. Also, help them market, help them reach new audiences, and dimensionalize their own brand… We like to consider ourselves the best partner because we can provide better results through our reach and strength of distribution in marketing. We want to help build their personal brand and work with them on what they want to accomplish with the project, so we want to be fulfilling to the creator, and we want to be easy and fun to work with." His thoughts on the future of marketing are: "The role of marketers is evolving, and I think we just need to recognize it because, I don't know, 20 years from now, we're not going to be wanting to be marketed to in the same way that we are today."
Highlights from this week's “Marketing Today”:
- Where did John start his career? (01:30)
- John shares how his background as a finance consultant led him to marketing. (01:59)
- Did John have any significant mentors along the way? (05:00)
- What is the origin story of Audible? (06:20)
- Why does John think audio has remained such a popular medium? (08:57)
- What does marketing at Audible look like? (12:00)
- What does the future of audio look like? (14:18)
- What are the advantages for a creator working with Audible? (16:05)
- How do Audible's content marketplace and original content work together? (19:56)
- Does John have a specific experience he feels defines him as a person? (23:27)
- What other brands does John admire? (26:45)
- Does John see any big opportunities or threats staring marketers in the face? (29:46)
Support the show: https://www.patreon.com/marketingtoday
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During this 182nd episode of “Marketing Today,” host Alan Hart interviews Soyoung Kang, the chief marketing officer at EOS Products. Soyoung brings a unique perspective and expertise in strategy and brand development.
Kang shares her career journey, which started with a bachelor's degree in architecture from MIT. The journey continued with a transition from consulting at Boston Consulting to vice president at Bath & Body Works, leading to her current role at EOS.
Since joining EOS, Kang's launched a reboot of the core brand, including the creative identity, strategic vision, product pipeline, messaging strategy, and content. She debuted a new campaign called "Make It Awesome," as well as the EOS flavor lab. When asked what the biggest challenge of driving so much change was, Kang said, “the toughest part of it was truly flying the plane while we were building it."
Highlights from this week's “Marketing Today”:
- Soyoung's fascination with Architecture: "It's a personal passion of mine, and it fuels how I like to think about what I bring to my day-to-day." 01:40
- A "little detour" for the Fulbright Fellowship. 04:03
- Recruited into Consulting: "They have a way of thinking that consulting firms see as a strategic potential and a way of breaking down problem-solving." 05:03
- Soyoung's adventure into marketing via strategy. 06:02
- Shifting into a "Head of the Brand" role. 08:05
- "If I consider the first 10 years of my career as learning how to be a strategic thinker, the next 10 years of my career were really understanding how to create brand stories." 08:58
- Soyoung's current role as CMO at EOS: "After leaving Bath & Body Works, I really wanted to take on something that was different in scale." 09:46
- The Unique offering of the EOS brand. 10:40
- Deciding what to tackle as the first CMO for a company. 11:44
- The "First 4 Weeks" strategy: understanding the consumer. 14:35
- The importance of describing your core consumer. 18:19
- Key strategies and "edit points" on messaging through social media. 19:37
- Micro-batch: a unique, new commercial platform. 20:40
- The approach of the EOS "Make It Awesome" brand campaign. 23:26
- The amazing success of EOS brand's first-ever "Tik Tok" campaign. 24:39
- Advice for marketers working with Influencers. 28:50
- A great example of the importance of a Speed-to-Market strategy: the EOS #flavorlab. 29:32
- Starting a new role with tons of change: "The toughest part of it was truly flying the plane while we were building it." 33:02
- The Immigrant experience: the most defining experience of Soyoung's past that makes up who she is today. 34:42
- Advice to your younger self, if starting over. "There are a lot of ways to get to the ultimate goal." 37:06
- Brands, Companies, or Organizations to take notice of. 38:10
- The most attractive opportunities OR pitfalls/threats as a marketer. 39:46
- What is the future of marketing? 41:26
Support the show: https://www.patreon.com/marketingtoday
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During this 181st episode of “Marketing Today,” host Alan Hart interviews Jackson Jeyanayagam, the vice president and general manager of direct to consumer businesses at The Clorox Company. Jeyanayagam's experience spans agencies working with brands like Diageo, P&G, Jordan, and NASCAR to executive digital marketing roles at Chipotle and, most recently, as CMO of Boxed.
Jeyanayagam shares about his career and moves from Chipotle to Boxed to Nutranext and the shift from CMO to general manager. He shares about his approach to growing his teams, the tech stack they are building, and new product launches. “I look for curiosity, empathy, and versatility,” Jeyanayagam on criteria for marketers.
Jeyanayagam shares the important role of digital and social in customer engagement and crisis management. He dives into the critical nature of analytics and performance numbers. Jeyanayagam believes you should always be learning, growing, and working hard to stay ahead of the game.
Highlights from this week's “Marketing Today”:
- Jackson's background in PR, agency work, and path into direct to consumer. 01:35
- Mentors and their importance in your career. 07:15
- The interesting switch to direct-to-consumer. 09:30
- "Sometime, the roles that don't look sexy on paper might be the best roles for you.” 12:19
- Nutranext: the products and the vision. 13:07
- Building the team to be a leader in direct to consumer 14:24
- The "Bulldog" approach to creating a team. 16:05
- Critical aspects of great team members. "I look for curiosity, empathy, and versatility." 17:20
- The differences in running a direct to consumer business. 19:33
- Nutranext's tech stack and approach to new products. 22:53
- The brand approach for Objective Wellness. “We felt like Gen X was a forgotten sandwich generation.” 23:52
- The advantage of building your own tech stack. 25:55
- Surprising challenges when working under a corporate umbrella. 28:22
- The key to being a great Manager/Leader. “A good manager gives you autonomy” 29:53
- The current state of the direct-to-consumer movement. 31:25
- The experience(s) that defines who Jackson is today. 35:04
- What fuels Jackson day-to-day? 39:02
- Brands, companies, or organizations to take note of. 40:07
- The future of marketing. 41:48
Resources Mentioned:
- Nutranext
- Rowan Benecke (mentor)
- Corey Dubrowa(mentor)
- Rainbow Light Supplements
- Natural Vitality
- NeoCell
- Stop Aging Now
- Objective Wellness
- Lexicon Branding
- Peace Direct
Support the show: https://www.patreon.com/marketingtoday
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During this 180th episode of “Marketing Today,” host Alan Hart interviews Kim Feil, chief marketing and strategy officer at Aspire Healthy Energy Drinks. She spent a number of years as a manufacturer, retailer, and consultant in the industry. Most notably, before turning to board service and fast growth start-ups, Feil served as CMO at OfficeMax, Walgreens, and Sara Lee.
Feil discusses the importance of key mentors in her life, specifically the influence her Dad had on her and the Network of Executive Women, an organization focused on empowering women executives and inclusion in the workplace. On the hard road to inclusion and diversity in the workplace, Feil shares, “it's 2019 and the last Fortune 500 company not to have a woman, finally, put a woman on its board.”
Feil gives insight into the startup world through the story of Aspire, a healthy energy drink company that is quickly gaining traction in the industry. Their consumer passion is exceptionally high, and they have been able to move into major markets quickly. Aspire is on track to more than triple again this year and is in 4,600 stores. Feil shares more about their growth plans and "endgame" options.
Highlights from this week's “Marketing Today”:
- Kim's background in journalism and path into marketing. 02:19
- Mentors and their importance in your career. 03:28
- The Network of Executive Women, “more of a group that's been mentors to me.” 03:50
- How to get to the CMO level and stay there. 05:12
- Combating Imposter Syndrome: “It comes down to how, especially for marketers, it's such a combination of art and science.” 06:57
- Kim's career shift into board service, startup, and entrepreneurship. 08:04
- The story of Aspire and what it is. 10:40
- What's the "endgame" for Aspire? 14:58
- The difference in marketing at a large corporation vs. a startup. 15:45
- The importance of Sampling: “Our number 1 marketing strategy.” 16:09
- The biggest challenges and opportunities for big brands and fast-growth companies. 17:58
- Discussing the goal of "Naturally Network." “Their intent was to create an ecosystem of natural and healthier food products.” 19:50
- An experience of Kim's past that defines who she is today. 22:21
- What three things that fuel Kim day-to-day? 25:05
- Brands, companies, or organizations to take note of. 26:44
- The future of marketing. 29:13
Resources Mentioned:
- Aspire Healthy Energy Drinks
- Network of Executive Women
- All S&P 500 companies now have a woman on the board
- Naturally Network
- Skinny Souping
- Simple Mills
Support the show: https://www.patreon.com/marketingtoday
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During this 179th episode of “Marketing Today,” host Alan Hart interviews Tariq Hassan, chief marketing officer at Petco. Petco is a leading specialty retailer that's been serving pets and the people who love them for more than 50 years. Petco currently has about 1,500 locations throughout North America and employs approximately 26,000 people.
On the show today, Tariq Hassan discusses the transformation that is taking place at Petco, the significant investments that they are making into nutrition, and how all of this impacts their employees, which they call their partners.
Hassan shares advice for CMOs looking to get on the same page with their CEOs and organizations. "The line of trust around your leadership table is having shared accountability with your partners, and I think if you want to have aligned trust with your CEO, it starts with being aligned with your leadership team." How does Tariq view career risks? "Sometimes, what is a risk on paper, actually presents itself as the biggest opportunity you have going forward." Also, learn what Tariq Hassan believes is vital about brand ethos: "Brand Ethos is really capturing and understanding what that brand purpose is. But then shaping it, bringing it to life in a way that both your internal organization knows how to activate it, as well as externally making sure your customers know how it is being brought to bear to their benefit."
Highlights from this week's “Marketing Today”:
- What kind of pet does Tariq Hassan have? (01:05)
- How did Tariq Hassan start his career toward Petco? (02:34)
- What advice would Tariq give to improve relationships with employers? (04:36)
- What has Tariq's first year at Petco been like? (06:16)
- What gave Tariq business confidence at Petco? (09:46)
- How does he think about brand ethos? (11:10)
- What has Tariq had to do with partners (employees) to drive change? (15:05)
- How does he think about transformation, and have there been any factors that have been critical to success? (17:00)
- Alan and Tariq discuss the pet market and Petco's involvement in. (21:00)
- How does Tariq think about pet nutrition? (25:03)
- Is there an experience in Tariq's life that has defined who he is today? (27:15)
- What fuels Tariq Hassan to keep going in his career and life? (30:29)
- Are there brands that Tariq thinks we should pay attention to? (31:37)
- Where does Tariq Hassan see the future of marketing going? (34:40)
Support the show: https://www.patreon.com/marketingtoday
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During this episode of “Marketing Today,” host Alan Hart interviews Justin Parnell, the head of Oreo brand marketing and senior director at Mondelez. He has over 15 years of experience building some of the most iconic food and snack brands.
Parnell shares with us not only how to survive but thrive in center-store and grocery. He talks about how you maintain relevance as a 100-year-old cookie as culture changes, as your consumer base changes, and continue to innovate. He also shares how to be successful in zero-based budgeting (ZBB).
Justin discusses the importance of staying relevant in the demanding environment of consumer package goods (CPG). "The brands that do well place a premium on being distinctive." Modern-day marketers have to focus on being able to execute great strategies in a way that makes them distinctive. Parnell shares the necessity for marketers to make an impact on the world in setting the tone for greater inclusivity.
Highlights from this week's “Marketing Today”:
- Justin's background and path towards Mondelez. 01:45
- Pivotal twists along the journey 03:46
- How does a CPG brand thrive and grow in a challenging environment? 06:51
- The importance of being distinctive and willing to evolve. 07:41
- How Oreo has maintained its relevance as a 100-year-old cookie. 09:56
- Successfully incorporating diversity and inclusion in your brand story. 15:42
- Re-defining the "multi-cultural" market. 19:36
- The latest in digital marketing and how marketers should be using those tools. 21:31
- Tips on taking marketing "24/7" 24:42
- What's working to track the younger demographics? 26:20
- The variety of sources for ideas. 30:03
- How to quickly capitalize on shifting your product to the culture. 33:00
- The philosophy for Mondelez on how to approach zero-based budgeting. 35:58
- An experience of Justin's past that defines who he is today. 38:18
- What drives Justin day-to-day? 39:32
- Brands, companies, or organizations to be aware of. 40:50
- What does Justin have to say about the future of marketing? 43:46
Resources Mentioned:
- Oreo Website
- Wiz Khalifa and Sebastian Ad
- Most Stuff Oreo press release
- Mystery Flavor Oreo
- Pop Rocks Oreo
- Zero-Based Budgeting
- My/Mo Mochi Ice Cream – Russell Barnett Marketing Today Episode
Support the show: https://www.patreon.com/marketingtoday
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During this episode of “Marketing Today,” host Alan Hart interviews Dr. Augustine Fou, who is an industry-recognized thought leader in digital strategy and integrated marketing and an ad fraud researcher and auditor for several companies and publishers around the world. He's had 20 years of management consulting experience creating and optimizing marketing strategies across traditional and digital channels.
Fou shares the many myths and misconceptions that marketers have about ad fraud. We tackle some questions like: If you have ad fraud detection, are you safe? Shouldn't I be immune if I'm only paying for performance? And, why don't we hear more from industry trade groups?
Fou helps to define and categorize ad fraud. He walks us through the various ways that fraud occurs. He shares the limited capability of bot detection companies, which are just looking for invalid traffic (IVT), and how the algorithms are not tuned for anything else. Marketers need to know that whatever you are paying on [click, conversion, etc.] is the specific thing the "bad guys" are going to fake. Fou gives us some fantastic tips on how to combat the pervasive fraud throughout the industry.
Highlights from this week's “Marketing Today”:
- How we define Ad Fraud. 02:41
- Categorization of Fraud 05:11
- Limitations of Bot-detection companies and quick ways to detect other types of fraud. 08:43
- Fou's thoughts on estimates of fraud occurring currently in the industry. 10:38
- A discussion on "Asymmetric Warfare." 13:21
- Question 1: I've got fraud detection in place, am I not safe? 17:33
- Question 2: I only pay for performance, so I must be immune to ad fraud. 21:39
- An interesting study looking across 800 mobile exchanges. 22:46
- An Example: the Uber lawsuit. 23:49
- The key lesson for marketers to know and examples of loopholes. 24:39
- The importance of looking at your data and not relying on industry trades alone. 29:03
- A discussion on certifications and accreditations. 30:37
- The importance of auditing. 31:54
- What are the multi-million dollar detection companies not seeing, and why? 35:05
- What should marketers be doing to combat fraud? 40:54
- What does the world look like without ad fraud? 44:39
Resources Mentioned:
- Episode 73 with Dr. Augustine Fou
- Uber lawsuit against Ad Nets and Publishers
- Affiliate fraud from Ad Blocker extensions
- ANA & White Ops report
- Example of in-app fraud from VPN apps
- Background on Ad Fraud with Augustine Fou from The CMO Club
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During this episode of “Marketing Today,” host Alan Hart interviews Catherine Tabor, founder and CEO of Sparkfly, and Nicole West, vice president of digital strategy and product with Chipotle. Chipotle partnered with Sparkfly in 2017 to implement a promotions management platform that streamlined the flow of data in their systems. Due to this partnership, Chipotle has been able to develop an ecosystem with incredible growth.
West shares about her years at Chipotle and their growth during that time. Growth has occurred in teams, tools, and processes that combine to execute their strategy successfully. "Customers are craving a frictionless, digital experience. The more simple and engaging, the better." The things that haven't changed are just as important. They remain a purpose-driven company, focused on delivering excellent customer experience, and providing the best real ingredients prepared by hand every day.
Tabor describes Sparkfly's focus from the beginning as being an "advocate of the brand." Their goal was to put together a closed-loop attribution platform that connected "in-real-time" merchant POS with 3rd party partners. The goal was "wanting to help brands be successful and understand the performance of the programs they are running."
Highlights from this week's “Marketing Today”:
- Nicole shares about Chipotle's growth and digital strategy. 02:31
- What was Chipotle trying to solve with their digital and marketing efforts? 04:49
- What are the considerations for bringing on a new service provider or partner? 06:10
- What was it about Sparkfly that "sparked" your partnership? 07:06
- Catherine shares the "spark" for Sparkfly. 08:25
- The "glue" that holds together numerous activities. 10:25
- What makes Sparkfly "stand out." 11:58
- Nicole shares about the "ally" mentality of Sparkfly. 12:37
- The programs possible at Chipotle due to the partnership with Sparkfly. 14:00
- Why Chipotle stands out as a "digital leader" in the industry. 15:41
- Advice for top-level marketers. 17:40
- Nicole's past experiences that have defined her as a person. 19:47
- Catherine's past experiences that have defined her as a person 21:42
- What advice would Nicole give her younger self? 24:13
- What advice would Catherine give her younger self? 24:35
- Brands, Companies, or Causes to take notice of. 25:25
- Nicole's vision for the future of marketing. 27:06
- Catherine's vision for the future of marketing. 27:49
Resources Mentioned:
Support the show: https://www.patreon.com/marketingtoday
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During this 175th episode of “Marketing Today,” host Alan Hart interviews Wiemer Snijders, author, editor, and curator of the book "Eat Your Greens: Fact-Based Thinking to Improve Your Brand's Health." With an emphasis on a scientific-based, self-learning, Snijders brought together a collection of incredible people to share a variety of perspectives on topics around branding and marketing. Today on the show, Snijders focuses on the creation of the book, what it took to pull it together, and the insights from so many innovative thinkers, especially those that base their findings on scientific facts.
Snijders explains the structure of the "Eat Your Greens" and why he wanted to structure it in an easily digestible way. He wanted to provide a means for people to quickly pick up the book, read some short, topic-based articles, and challenge them to dive into those topics further. It's very much like "looking at a selection of painters from a certain period or style, and indulge on that, and exit a richer person."
Snijders describes the setup to the book and the broad "briefing" for the book. He told people, "you can write about anything; you just have to back it up with facts." The first chapter was designed to focus on the fundamental ways we make choices as consumers. How do you approach the reality that "about 40% of your customers are going to only buy once, in five years?" How does that shape what we do in marketing? Snijders shares about the importance of focusing on evaluating/growing that group of people. "How do you actually measure effective advertising? Snijders shares incredible insights on how to use the limited amount of time we have to share our messages.
Highlights from this week's “Marketing Today”:
- What was the reasoning behind building a compilation book? (01:48)
- How did Wiemer find and pick those that would appear in the book (04:24)
- An interesting answer to whether Wiemer has a favorite chapter. (06:31)
- Whom do we need to hear from next? (07:05)
- The 1st Chapter and "set up" for the book (08:25)
- The fundamental and well-established things in customer choice. (08:55)
- The "banana" visual of distribution. (13:41)
- Focusing on "Value-based" marketing (18:21)
- Why Wiemer focuses on "purpose" and "unique selling propositions." (22:54)
- Why the "Essence of Branding" is so vital. (28:10)
- Exciting insights into consumer purchasing behaviors (30:02)
- What opportunities does Wiemer see for marketers today? (32:09)
- Digging into the idea of "Creative Publicity." (33:27)
- What defines and makes up Wiemers past? (35:47)
- What personally drives Wiemer? (38:27)
- Wiemer's advice to his younger self. (39:58)
- Who should we follow or take notice of? (40:50)
- What does the future of marketing look like? (43:44)
Support the show: https://www.patreon.com/marketingtoday
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During this episode of "Marketing Today,” host Alan Hart interviews Marcus Startzel, Chief Executive Officer at Whitebox. Whitebox is powering the D2C economy, providing an entire eCommerce operation in a single package. They combine all the functions of the eCommerce process into one service, making it easy for a manufacturer or a brand to sell on a global level and shrink their overhead. They just closed a $5 million Series A funding round led by TDF Ventures. Startzel's previous experience includes chief revenue officer at AppNexus, chairman and CEO at MediaGlu, and general manager at Millennial Media.
On the show today, Startzel discusses the direct-to-consumer economy, many of the current trends in D2C, some examples from his client base at Whitebox, what Whitebox is all about, and who is doing D2C well from large companies to smaller digitally-native companies. He also discusses the importance of having powerful awareness campaigns, great reviews, and having strong partners.
Startzel defines Whitebox by saying, "In its simplest form, Whitebox is an eCommerce technology sales and logistics platform. Very plainly spoken, we help our clients sell stuff and move stuff as they engage with consumers." What does it take in Startzel's opinion to succeed in D2C? "The bottom line is you have to have a great product. Great products shine. You could have great marketing that sells an average product. But when you are talking about standing up a direct-to-consumer today and taking it to market, it's got to start with a great product that answers some consumer demand." In terms of advice, Startzel shares, "Be more confident in your talents. You can do much more than you think."
Highlights from this week's “Marketing Today”:
- Where did Marcus start his career? (01:23)
- Marcus shares what transferable skills he learned as a submarine officer. (03:01)
- What is Whitebox? (04:55)
- What role does Whitebox play in the D2C space? (06:16)
- What does it take to stand up for a D2C brand? (11:34)
- Are there other advantages of selling on other platforms other than their own? (14:14)
- What advantages does Whitebox provide to the customer? (19:10)
- Are there any large companies that he feels are playing the D2C game well? (22:09)
- Is there an experience in Marcus's life that has defined who he is today? (26:03)
- What advice would he give to his younger self? (29:56)
- What fuels Marcus Startzel to keep going in his career and life? (30:55)
- Are there brands that he thinks we should pay attention to? (32:17)
- Where does Marcus see the future of marketing going? (33:56)
Support the show: https://www.patreon.com/marketingtoday
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During this episode of “Marketing Today,” host Alan Hart interviews Dara Treseder, Chief Marketing Officer at Carbon. Before Carbon, Treseder was the CMO at GE Ventures, which is GE's corporate venture capital arm and GE's business innovations, focused on new business creation and new marketing development and technology licensing. Before GE, Treseder led various marketing efforts at Apple and Goldman Sachs. Today on the show, the discussion with Treseder revolves around her current role at Carbon, her Nigerian roots, as well as insightful lessons and mentors she has had, along with marketing and product developments.
Dara explains what Carbon is, which is the world's leading digital manufacturing platform, helping companies accelerate product innovation. She talks about the three key things that were critical during her entrance into Carbon: elevating Carbon as a brand, having people understand who Carbon is/what they do/why it matters, help drive growth and make sure the marketing and communication are set up for success. She also shares how Carbon uses technology and innovation to protect football players and how they marketed this idea during a Super Bowl.
What made Treseder such an excellent fit for Carbon? She says, “at the core of who I am, I am an analytical thinker. But I am also a true creative. I love marrying art and science. And I think, you know for the future of marketing, that is what it is all about.” Treseder discusses things that Carbon does to impact the marketplace, “it is all about how can you use data and technology to reach people and how can you communicate and connect with people in a way that truly resonates with them.” What does it take to be as innovative as Carbon has consistently? “The only way you can really create these breakthrough products is innovation across those three elements: the software that you use to design, the hardware that you use to make it, and the material from which the product is actually made.”
Highlights from this week's “Marketing Today”:
- What does Dara miss the most about Nigeria, and what is her favorite food? (01:40)
- Where did Dara start her career? (04:06)
- What was her charter as she was coming into Carbon? (06:50)
- What exactly is Carbon and when was it founded? (07:35)
- Dara talks about her past start-up and what a ‘fat start-up' is? (08:37)
- What drew Dara to Carbon itself? (10:40)
- How are partnerships driving Carbon's business? (12:33)
- How did Dara turn around a Super Bowl in early February so quickly after just joining in December? (15:10)
- Dara discusses a new Carbon bike saddle that they are crafting. (20:31)
- Is there an experience in Dara's life that has defined who she is today? (22:39)
- What advice would she give to her younger self? (27:00)
- What fuels Dara Treseder to keep going in his career and life? (27:43)
- Are there brands that she thinks we should pay attention to? (29:11)
- Where does Dara see the future of marketing going? (30:32)
Support the show: https://www.patreon.com/marketingtoday
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During this episode of "Marketing Today,” host Alan Hart interviews Ashley Daly, president and founder at BeCandylicious. Before becoming an entrepreneur, Daly was the senior vice president of global marketing at Experian Marketing Service. BeCandylicous, a direct-to-consumer fashion brand, is a dream come true for Daly. She discusses growing the sales of BeCandylcious through social media, digital promotion, and word-of-mouth, expanding the company's reach by signing her first retail distribution deal with Dylan's Candy Bar, and what inspires the company's concept of kindness.
Daly talks about turning 40 and wanting to spend more time with her family. She delves into how her passion for design and her over 15 years of marketing experience came together to push her towards creating BeCandylicious. Having a young daughter that likes to dress like her and not finding the right options opened a niche that needed filling for Daly. BeCandylicious makes the clothing in youth sizes also available in adult sizes. With a focus on paying it forward, the brand reinforces positivity and kindness, and the fact that sometimes your clothes can do the smiling for you.
How did technology play a role in Daly's career? "I have always been, throughout my career, at the forefront of technology, doing a lot of education on the benefits of the technology."
Living in an era of high technological advancement has been helpful because, "we have more opportunities than we've ever had because of that technology and we've actually built our website and e-commerce platform on Shopify, where originally I wanted to build something from the ground up." What advice does Daly have for start-ups and entrepreneurs? "An idea is only as good as it is executed. So many people will have ideas. It's those that actually are willing to implement them and put in the hard work and chase after it and make it a reality that separates those from just ideas."
Highlights from this week's “Marketing Today”:
- Why did Ashley Daly leave the world of marketing to start BeCandylicious? (01:31)
- What was Ashley's career path and who helped to spark it? (02:50)
- When did you know that you had a company and not just an idea? (07:41)
- Ashley talks about what BeCandylicious is and how the merging of candy and clothes came about. (12:32)
- How did Ashley respond when she had a few doubters early on? (21:37)
- What is the “Collection of Hope?” (22:24)
- How did Ashley launch BeCandylicious? (26:10)
- In the first three months, BeCandylicious sold to every single state in the United States. (28:55)
- What were the biggest adjustments to becoming an entrepreneur? (30:55)
- How is she focusing on growth now moving forward? (33:37)
- How has feedback influenced the brand? (37:00)
- Does she have any concerns about the marketplace? (40:08)
- Is there an experience in Ashley's life that has defined who she is today? (45:27)
- What advice would she give to her younger self? (46:43)
- What fuels Ashley to keep going in his career and life? (47:00)
- Are there brands that she thinks we should pay attention to? (47:46)
- Where does Ashley Daly see the future of marketing going? (49:16)
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During this episode of “Marketing Today,” Alan Hart interviews Joseph Jaffe, co-founder at the HMS Beagle, author, consultant, keynote speaker, and thought leader on marketing and change. Jaffe's current book, “Built to Suck: The Inevitable Demise of the Corporation...and How to Save It?” addresses the ideas behind why companies are heading towards a collision course with their demise. Jaffe provides tangible ways to address how survival is a gift to right the wrongs to achieve preservation in our capitalist system.
Jaffe talks about the failing of business models and why marketing has to get better, extremely fast. Marketing may still not be enough to save corporations, without capitalism itself evolving. Jaffe also breaks down what he feels are the four pillars of how not to suck, which are: digital disruption, talent resurrection, customer obsession, and corporate citizenship. Digital was always meant to disrupt and turn businesses on their heads.
Jaffe talks about the HMS Beagle and its mission statement to help people adapt, “when we talk about digital, and we talk about social, and we talk about innovation and start-ups, at the end of the day, if you had to try and find one common thread and line that runs right through it would be the ability to change.” Jaffe talks about how companies lose their competitive edge when they are scaling with such a huge global footprint that they struggle to adapt quickly, “‘overhead, in and of itself, has become this cement block that is kind of dragging us down to the bottom of the ocean.” He also talks about how “losing money is the enemy or at least the foil of short-term ROI,” and why meetings that are only creating more meetings without creating tangible solutions are filled with “oxygen invaders” that aren't adding anything and are slowing down the process.
Highlights from this week's “Marketing Today”:
- Where did Joseph start, and how did he get to where he is now? (01:55)
- Why this book and why now? (05:32)
- Are growth and scale a strength or a weakness? (11:03)
- What does he mean by “age," “the nature of public ownership," and “culture”? (18:57)
- Joseph talks about short-term return-on-investment. (26:48)
- What are the four pillars of not sucking? (30:24)
- What is the survival planning canvas, and what value does it provide to companies? (37:10)
- What should marketers do and not do these days? (43:01)
- Is there an experience in Joseph Jaffee's life that has defined who he is today? (48:03)
- Do they have a Nando's in London? (50:30)
- What advice would he give to his younger self? (51:42)
- What fuels Phil to keep going in his career and life? (54:32)
- Are there brands that he thinks we should pay attention to? (57:06)
- Where does Joseph Jaffee see the future of marketing going? (1:00:52)
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During this episode of “Marketing Today,” host Alan Hart interviews Phil Harvey, Chairman DKT International, a non-profit family planning and A.I.D.S. prevention organization. Also, Harvey is a major shareholder of PHE Incorporated, the holding company for Adam & Eve, a mail-order company that sells products for better sex life. Harvey is also the founder of the DKT Liberty Project and an ardent libertarian. Even at his current age of 81-years-old, Harvey still has a few goals that he is after.
Harvey discusses his early years starting a business and a nonprofit organization simultaneously but how the charitable actions that come out of PHE are mostly individually based. Find out how DKT last year was supplying contraceptive products for 44 million couples in the developing world. Understand his beliefs regarding competition as the heart of the capitalist society. He also shared his legal battles for liberty that ended up costing around $2 million and the attacks that he faced as they pertained to sex-related product sales. And probably most important and impactful to me, is the story from his time in India that illustrates the importance of integrity to Harvey.
Phil Harvey discusses why he believes companies shouldn't be forcing themselves to appear to be charitable, “I am generally opposed to trying to turn a commercial corporation into some kind of brand for saving the world. I don't think it is appropriate. It is a distraction, and often it just doesn't work very well." The simplicity and scalability of social marketing, not to be confused with social media like Facebook and Twitter, Harvey explains “social marketing in this context means the use of commercial marketing techniques to achieve social ends.” Find out why Phil Harvey believes that “advertising more specifically, I think is blamed for various societal ills. But I don't agree that marketing, particularly when you use that term, is a troublesome term in the nonprofit world.”
Highlights from this week's “Marketing Today”:
- How is Phil different from the man he was back in 1961? (02:30)
- How has Phil used commerce to do good in the world? (05:56)
- Why did he create a business and a nonprofit business at the same time? (13:01)
- Phil explains the social marketing of DKT (26:14)
- Did Phil face marketing resistance in the nonprofit space? (40:28)
- What does Phil think about the state of business today? (52:05)
- Phil discusses how many of his legal battles that have made it all the way to the supreme court. (55:00)
- Where does this fighting spirit come from? (1:01:43)
- Is he thinking about retirement anytime soon? (1:09:55)
- Is there an experience in Phil Harvey's life that has defined who he is today? (1:11:39)
- What fuels Phil to keep going in his career and life? (1:15:42)
- Are there brands or causes that he thinks we should pay attention to? (1:17:21)
- Where does Phil Harvey see the future of marketing going? (1:23:28)
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During this episode of “Marketing Today,” host Alan Hart interviews Alexandra Dimiziani, co-founder and global managing partner of TwentyFirstCenturyBrand. Dimiziani's previous career experience includes working at Airbnb as first the head of marketing, EMEA based in London, and then as the global marketing director in the San Francisco Bay Area. Dimiziani's experience at Coca-Cola was as the global creative director for still beverages, new products, corporate social responsibility based in Atlanta and then as the marketing content director for Northwest Europe and the Nordics. Dimiziani talks about how her career has benefitted from shifting between advertising and marketing, as well as among other pursuits and interests like working in Rwanda and Burundi, getting her masters in investigative journalism, and writing a novel that led to death threats.
Dimiziani discusses graduating from university at the young age of 19 with a bachelor's in business administration and working at the ad agencies Bozell and DDB. She learned about extreme poverty when backpacking by herself through Ecuador, East Africa, India, and Southeast Asia, gained global awareness and compassion for underprivileged communities, which coincided with her own feelings of being an outsider. Dimiziani shares the vast commercial marketing-meets-community responsibility insight she learned and applied while at Coca-Cola, Airbnb, and while launching TwentyFirstCenturyBrand.
She is driven by personal growth, by going past her limits, gaining an advantage by standing out from the crowd, and being a lateral thinker because she has had such varied real-life experiences. Dimiziani shares, “I believe that's when most innovation truly occurs in this sort of mash-up of insight and understanding across subject areas.” Why do companies need a tight brand narrative centered around purpose? “So, the world understands why it needs the brand, but also what it can hold the brand accountable for. And, so when that narrative goes out into the world and is molded, rightly so, by the community, it is still recognizable.” She discusses TwentyFirstCenturyBrand's most popular offering called the ‘brand blueprint,' which she articulates as, “what a brand aspires to stand for in the hearts and minds of its communities. And that results in a brand narrative that unites the vast and various stakeholder communities...from consumers to employees, to partners, to investors...and acts as the foundational reference that helps the workforce make better, faster decisions that deliver on-brand consistently.”
Highlights from this week's “Marketing Today”:
- When Alexandra Dimiziani isn't advising brands, does she work as a C.I.A. agent? (01:38)
- Alexandra introduces herself and her early work experience. (03:12)
- What was the novel about that Alexandra wrote? (08:50)
- What inspired her move to Coca-Cola? (09:25)
- Alexandra discusses moving to London to get her degree, meeting her husband, and joining Airbnb. (10:56)
- How was Alexandra shaped by getting her degree at 19? (14:28)
- In what ways does Alexandra take strength from her variety of experiences? (17:55)
- What did she learn while working for Airbnb? (21:45)
- How did TwentyFirstCenturyBrand get started and what does it offer? (29:28)
- What are the values of TwentyFirstCenturyBrand? (38:32)
- Is there an experience in Alexandra Dimiziani's life that has defined who she is today? (43:43)
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During this episode of “Marketing Today,” Alan Hart interviews Anas Ghazi, Growth Officer at Kantar. Ghazi's path to Kantar stems from his background in computer programming, his work in data analysis at TransUnion then data analytics and digital marketing platforms at American Express. He then headed to WPP, working on their data alliance initiative, of which he eventually became CEO of, before his current role of driving growth and partnerships at Kantar.
Ghazi discusses growing up in Wembley outside of London, watching a lot of Sylvester Stallone movies and initially becoming an actor. He then talks about transitioning to becoming a data engineer at TransUnion in Chicago and working on portfolio reviews for customer banks. Ghazi also opens up about his move the New York and American Express work, as well as, his early days of digital data at WPP working on the company's data alliance initiative. We also cover the current state of WPP's proposed sale of a majority stake in Kantar and how Kantar is transforming and consolidating under the parent brand.
What did Ghazi do when he went from Chicago at TransUnion over to New York City, the center of the world's financial markets, to work for American Express? “I was a part of the analytics and capabilities group, and for about four weeks where my role was to pretty much oversee the relationships with the credit bureaus.” He quickly was tapped to help the company's digital transformation efforts for risk management and card management units and bringing in data partnerships with outside partners. Anas then made another leap over to WPP, “I started off as a director and then I began doing these partnerships and then began doing expansion and then moved my way up from director to global director to managing director and then to CEO in about three and a half-ish years.” Anas on his latest role at Kantar, “we are in really exciting times at Kantar. We are a data, insight, and consultancy firm. We do all three, and we do them well.”
Highlights from this week's “Marketing Today”:
- Anas Ghazi introduces himself and his experience once pursuing a career in acting. (01:24)
- Anas talks about his business experience at TransUnion. (04:33)
- What was the prompt for Anas to go from TransUnion to American Express? (11:13)
- Has data been the common thread for his career? (14:52)
- Anas talks about his transition into WPP. (17:00)
- What was it that brought Anas over to Kantar? (23:34)
- Multi-skilled people that think outside of the box are often overlooked in the business world. (30:30)
- What types of thoughtful and meaningful work is Kantar doing? (33:02)
- What does the recapitalization of WPP mean? (35:35)
- How can businesses effectively apply diversity reports? (37:26)
- Is there an experience in Anas's life that has defined who he is today? (38:00)
- What advice would he give to his younger self? (45:15)
- What fuels Anas to keep going in his career and life? (46:08)
- Are there brands that we should pay attention to? (46:56)
- Where does Anas see the future of marketing going? (50:48)
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During this episode of “Marketing Today,” Alan interviews Penny Wilson, the chief marketing officer at Hootsuite, the social media software company that enables users to integrate digital profiles and share scheduled content, run online campaigns, and manage analytics. With a degree in computer science, Wilson offers a unique perspective on social media and marketing that is steered by data.
Wilson talks about Hootsuite's growth, going from 10 million users to 18 million users. She also offers her understanding of the importance of being customer-first and helping them add value and mature in their social media usage. Learn why she believes employees are the most important source of information about a company, reasons why marketing will become not just more personalized but also more permission-driven, and what it takes to increase trust in social media.
Wilson defines the type of marketer she is by stating, “I am very data-driven as a marketer. So, I look for tying whatever I do to the results I can drive.” She highlights her marketing approach by sharing, “I use an acronym called ‘ACE,'...A.C.E. The ‘A' stands for ‘advocacy.' The ‘C' stands for putting ‘customers' at the center of everything you do, and then the ‘E' stands for building an ‘ecosystem' so you can really use the information effectively.” If you need a reason why customer service is key to your company, take Penny's word for it, “customers have very practical reasons for giving us their attention on social. They have a moment of need. Customer service is typically ranked as the number reason that they want to talk with a company.”
Highlights from this week's “Marketing Today”:
- Penny Wilson introduces herself and explains her career path. (01:32)
- How does her degree in computer science impact her marketing work? (04:03)
- What was Penny's transition into marketing? (04:37)
- While at Hootsuite, what has Penny been focused on? (08:11)
- Penny shares her perspective on the need for companies to use social media. (09:15)
- What is driving Hootsuite's growth? (15:09)
- What advice does Penny have for marketers as it pertains to privacy? (16:52)
- What does Penny Wilson see as the biggest trends for social media? (18:30)
- Are there any experiences in Penny's past that have helped define who she is today? (21:59)
- What advice would Penny give to her younger self? (25:10)
- What currently fuels Penny to keep going today? (26:13)
- Are there any companies, brands, or organizations that Penny Wilson believes marketers should pay attention to? (27:18)
- What does Penny Wilson feel is the future of marketing? (29:40)
Resources Mentioned:
Support the show: https://www.patreon.com/marketingtoday
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This week on “Marketing Today,” host Alan Hart interviews Penny Baldwin, the senior vice president and chief marketing officer at Qualcomm. Baldwin is actually the first CMO ever at Qualcomm, a leading cellular technology company that specializes in wireless solutions and is an architect of 5G technology. Baldwin's past career experiences include general manager, global brand management, and new technology group marketing at Intel, as well as CMO at McAfee, and senior vice president of global brand strategy and marketing at Yahoo!.
Baldwin talks about the growing excitement and capabilities around 5G technology and what exactly that means to marketers. She clearly explains several 5G capabilities like browsing the web five times faster and being able to download a movie in a minute, and how 5G can be used in entirely different industries like healthcare, retail, and autonomous vehicles. She discusses her early years in advertising and even opens up about her upbringing, having two deaf parents.
Baldwin discusses her wide-ranging advertising and marketing experience by saying, “Once you cross over from the agency side to the client side, you come to realize that marketing is so much more robust than any one discipline or channel.” She continues by stating, “the entire marketing mix needs to be orchestrated on a much bigger stage and no one component apart is more important than the other.” 5G isn't the first time Qualcomm has created a large technological advancement. Baldwin says, “thanks to Mobile GPS, we gave rise to Uber as an entirely new business model. Riding-sharing didn't exist before 4G technology was available.”
Highlights from this week's “Marketing Today”:
- Penny Baldwin introduces herself and how she began her career in advertising. (01:18)
- What was Penny's experience like at tech companies like Yahoo and Intel? (01:54)
- What does Qualcomm do and how does it fit into the global technology ecosystem? (02:36)
- What is 5G and what makes it so transformative? (04:48)
- What does it mean when your brand becomes the industry standard? (07:05)
- How does Penny market all of this advanced technology to the marketplace? (08:01)
- What are some new uses and experiences that 5G will enable? (09:37)
- What does Penny's marketing team organization look like? (12:35)
- What applications in marketing can be related to 5G? (15:20)
- Is there an experience of Penny's past that has made her who she is? (19:37)
- What advice would Penny Baldwin give to her younger self? (21:47)
- What fuels and motivates Penny these days? (22:22)
- Are there any companies, brands, or organizations that Penny Baldwin believes marketers should pay attention to? (23:21)
- What does Penny Baldwin feel is the future of marketing? (24:07)
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Today I'm excited to announce that Marketing Today with Alan Hart will be distributed by AList. AList is an award-winning media platform providing over 1.3 million members of the media and marketing community with insights, trends, data and analysis via their site (alistdaily.com), events and newsletter. Marketing Today will be a prominent part of AList going forward. You will be able to access the show at alistdaily.com staring this Wednesday as well as the show page at marketingtodaypodcast.com. Don't forget to subscribe to Marketing Today with Alan Hart on you favorite podcast app. Lastly, I love to hear from listeners, so please contact me and let me know what you like or if their is a guest you'd like to hear from or topic you would like to be covered. I look forward to hearing from you.
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This episode of “Marketing Today” was recorded live at the 2019 Incite Group Brand Marketing Summit in San Francisco. The topic of this panel discussion was “A Brave New World - Developing a Culture of Marketing Innovation.” Host Alan Hart moderates the discussion that includes Russell Barnett, CMO of My/Mo Mochi Ice Cream, Karen Kelly, marketing director, at The UPS Store, and Alison Herzog, former marketing director, global social business and digital technology at Dell.
The panel discusses the importance of flexibility and the willingness to do something different, why employees have to know what your ‘why' is and buy into it, why innovation is the heart and soul of success, why you should be data-informed instead of data-driven so that you are still following your gut. Also, learn more about why marketing isn't dead, it is just evolving, why you need to give people the chance to spend some money or to fail if that is what it takes, and the importance of getting out of the office for new ideas.
Alison Herzog shares her must-have for marketing innovation when she states, “You have to have a culture of trust. So that anybody can speak up, whether they want to call you to the carpet and say ‘I think that is a terrible idea,' or be willing to throw out things that feel crazy.”
Karen Kelly explains how the guarded gates of innovation can open up when you, “Give people permission to spend some money. Let them try some new tactics. Let your agencies try some new tactics.” Russell Barnett explains how he encourages younger employees by stating, “I want to understand who people want to be when they grow up. Because I am on my way out.”
Highlights from this week's “Marketing Today”:
- All the panelists introduce themselves and offer their must-haves for marketing innovation. (01:28)
- What are the necessary ingredients to drive innovation? (03:38)
- How do they get their marketing ideas? (09:42)
- What do they think of innovation titled roles in marketing teams? (18:06)
- What is their brainstorming process for products and brands? (20:27)
- What is the best way for a marketing team to propose and implement innovative tactics in the corporate world? (22:12)
- How do you structure innovative brainstorms or processes to try to spark the creative synergy or creative thinking? (26:35)
- How does one eager millennial marketer convince one very old school team to go into the modern age? (31:27)
- When will My/Mo Mochi Ice Cream have a two-ball single-serve pack of Mochi balls? (36:10)
- How can you affect change to try new things when you are lower on the totem pole? (37:59)
- How much do you rely on regional test marketing before launching nationally? (39:55)
- What does the future of marketing look like? (42:25)
Resources Mentioned:
- Upcoming Incite Group Brand Marketing Summit – Oct. 21-22 in NYC
- My/Mo Mochi Ice Cream
- The UPS Store
- Dell
Support the show: https://www.patreon.com/marketingtoday
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This week's “Marketing Today” was recorded live at the 2019 Incite Group Brand Marketing Summit in San Francisco. The topic of this panel discussion was “Storytelling Deconstructed: The Hard Data Behind Emotive Creative.” Host Alan Hart moderates the discussion that includes Nathan Thornburgh, Co-Founder and CEO of Roads & Kingdoms, an independent media company, Noah Jacobson, SVP, Corporate Development & Strategy at TapClicks, a technology company that aggregates data sources, and Brian Border, Former Vice President of CRM at Shutterfly, an on-demand printing company.
The conversation covers the evolving relationship that data plays in brand storytelling. Highlights include the importance of engaging with customers and understanding their buying habits, the power of having a clear point of view with your content, what it is like when your story needs to pivot or change all together, and what is needed to connect with consumers in a manner that doesn't feel forced.
Noah Jacobson describes the importance of data by saying, “It really starts with understanding your audience. Understanding what's that story you want to tell. And then once you've got that, the ability to really know what data is required to tell that story.” As the former vice president of CRM at Shutterfly, Brian Border stated, “As a marketing organization, we had to push hard for engagement and storytelling metrics to have a seat at the table when business discussions were happening.” On the topic of having clear and consistent messaging, Nathan Thornburgh shares that “When you are creating something, it's got to have your point of view. Otherwise, there is nothing to grab onto as a viewer or a listener.”
Highlights from this “Marketing Today” conversation include:
- All the panelists introduce themselves. (01:35)
- What advice would Noah give to marketers about data? (03:36)
- How did Brian balance showing conversion and non-conversion-focused content at Shutterfly? (05:20)
- Brian discusses working on making better use of customer data to see who is most likely to make purchases. (10:24)
- Nathan talks about working with Anthony Bourdain. (11:32)
- Just how important is content with a point of view? (13:12)
- How does the data come back into the equation on the distribution side? (15:17)
- Brian discusses a Shutterfly holiday campaign and using data. (16:29)
- What are the watch outs for piecing together the right stories? (19:19)
- Nathan discusses first-ever branded content piece winning an Emmy Award. (22:05)
- How can brands be responsive but not too reactive with storytelling and engagement? (25:46)
- What roles are needed for effective data storytelling? (27:33)
- Brian shares an example of a mistake with display marketing. (30:00)
- How do you avoid confusing customers as your story evolves and changes? (32:00)
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This week on “Marketing Today,” host Alan Hart interviews Navid Jafari, director of marketing and corporate communications at PeerNova, a blockchain and fintech solution provider to financial service market. Jafari tackles blockchain, distributed ledger technology (DLT), and fintech marketing, as well as, influencer marketing in B2B. This was the first of three episodes recorded at Incite Group's Brand Marketing Summit in San Francisco.
Jafari discusses what blockchain is and how it is being leveraged and talks about the podcast that he has launched with PeerNova about all things blockchain, called Chain in the Valley. Jafari on blockchain, “foundationally, it brings a level of trust to the database or application you are building.” He adds that blockchain can be seen as lens or added transparency and visibility to transactions. He also states that, “in order for blockchain to have any value, you need to bring that and you need to couple that with things like cloud technology or things like big data technology in order to actually see any benefits of it.”
Additionally, Jafari discusses how he is implementing the use of B2B marketing influencers. On influencer marketing, Jafari says, “I think what is key about influencer marketing is that it adds credibility to your brand.” Beyond marketing, Jafari also shares a very personal story and transformative experience, which should make us all reflect.
Highlights from this week's “Marketing Today”:
- Navid Jafari introduces himself and explains his career evolution. (01:35)
- What exactly is blockchain and what is it not? (02:28)
- What are the dos of B2B marketing influencers? (06:51)
- An influencer doesn't have to be a person, it can be a brand itself. (09:45)
- Where does Navid find influencers in the B2B world? (10:46)
- How do you engage with influencers? (12:39)
- Has PeerNova been able to create mutually advantageous partnerships? (14:49)
- Don't try to micromanage influencers. (16:55)
- Has there been an experience in Navid's past that made him who he is today? (17:49)
- What advice would Navid give to his younger self? (20:09)
- What drives Navid these days? (21:14)
- Are there any companies, brands, or organizations that Navid believes marketers should pay attention to? (21:39)
- What does Navid feel is the future of marketing? (23:12)
Resources Mentioned:
- PeerNova
- Chain in the Valley podcast
- Upcoming Incite Group Brand Marketing Summit – Oct. 21-22 in NYC
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.
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This week on “Marketing Today,” Alan interviews Mayur Gupta, the chief marketing officer at Freshly. Mayur's experiences include past roles as vice president of growth and marketing at Spotify as well as at Kimberly-Clark as the global head of marketing technology and innovation and then as the global head of the omni channel experiences and platforms.
Gupta talks about the current state and future state of marketing from his unique perspective of an engineer and having obtained a master's degree in computer science. He also shares insight on Freshly's target goal of providing food and wellness to over 100 million people, the importance of having a point-of-view in marketing, and his definition of growth that includes the growth of the brand, the user base, and the user value.
Gupta also delves into the constant changing of ideas and strategy in marketing by saying, “The goal is not to kill that chaos. The goal is not to bring calm. But, it's how you harness that chaos on the internal culture.” He states that the Freshly belief is that “nutrition is the single largest influencer of your well-being” and “the core of Freshly is the intersection of convenience, health and taste, and access/affordability.”
Highlights from this week's “Marketing Today”:
- Mayur Gupta introduces himself and explains growing up in India. (01:10)
- What was Mayur's path into his career? (05:25)
- What were his transitions like between SapientNitro, Kimberly-Clark, and Freshly? (09:00)
- What is Freshly and where can people find it? (12:39)
- Has being a younger CMO affected Mayur's perspective on marketing? (15:49)
- How does he stay current in all that is steadily changing in the field? (19:38)
- How does Mayur describe the state of data, privacy, and fraud in marketing? (22:09)
- What are the biggest technological threats to marketers? (24:38)
- What would it look like for academia to train future marketers? (26:23)
- What has Mayur learned from his various opportunities? (29:16)
- Has there been an experience in Mayur's past that made him who he is today? (31:58)
- What drives Mayur Gupta these days? (35:17)
- Are there any companies, brands, or organizations that Mayur believes marketers should pay attention to? (37:56)
- What does Mayur feel is the future of marketing? (39:28)
Resources Mentioned:
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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This week on “Marketing Today,” host Alan Hart shares a two-part interview with Marc Pritchard, Chief Brand Officer, and Virginie Helias, Chief Sustainability Officer at Procter & Gamble (P&G). Pritchard, who has worked at P&G for an impressive 37 years in multiple capacities, talks about the business justification for sustainability on the heels of the Sustainable Brands Summit in Detroit. Helias also has an amazing 31-year career thus far at P&G, and she discusses programs that deal with sustainability being spread across the company worldwide.
Pritchard talks about a new initiative called Brands for Good, the importance of using the voice of companies and brands as a force for good, particularly with the Brands For Good initiative, and even a personal story of how he came to understand how businesses carry a huge responsibility to the world. Helias talks about the Ambition 2030 program at P&G, the company's work with the World Wildlife Fund's new resource plastic initiative, how P&G has started the Loop pilot program to replace disposable packaging with waste-free packaging, and working towards having no P&G waste winding up in the ocean.
Pritchard talks about the power of brands and companies become socially and environmentally responsible by saying, “What I found is that when companies and brands come together and focus on a common mission, what it allows them to do is hold each other accountable, share best practices, find ways to challenge each other to innovate and it drives much more collective action.” Pritchard shared some interesting statistics about consumers and the brands they choose, “9 out of 10 consumers say they have a more positive image of a company or a brand when it supports a social or an environmental cause. More than half say they make purchase decisions based on shares beliefs with brands.” Helias gives us an immediate way of washing we can all help the environment, “The biggest environmental impact based on life cycle assessment is really the temperature washing machine. It is 80% of the carbon footprint.” Virginie tells us about the goal of Ambition 2030 as being, “Really, what we want to do by 2030 is reinvent the model of consumption.”
Highlights from this week's “Marketing Today”:
- How does Marc Pritchard think about the Sustainable Brands Summit compared to other conferences he has attended? (01:27)
- What is the Brands For Good coalition about? (02:34)
- What did Marc learn from the research that drove why they are getting involved in sustainability? (04:35)
- Who are the other companies that are joined P&G in Brands For Good? (07:45)
- What makes Brands For Good different from what other brands and companies are doing? (10:27)
- Are there any experiences in Marc's past that have helped define who he is today? (16:02)
- What advice would Marc Pritchard give to his younger self? (18:42)
- What does Marc Pritchard feel is the future of marketing? (20:24)
- Virginie Helias introduces herself. (22:53)
- Virginie Helias talks about her role in sustainability at P&G. (23:20:)
- What is the World Wildlife Fund's new resource plastic initiative? (28:11)
- What is involved in the Loop pilot program to replace disposable packaging with waste-free packaging? (31:16)
- What is the end goal of Ambition 2030? (35:52)
- What are the top priorities of a brand leader to make an impact in sustainability? (37:47)
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This week on the “Marketing Today” podcast, Alan talks with KoAnn Skrzyniarz, founder and CEO of Sustainable Brands Worldwide. Skrzyniarz has worked as the founder and president of Organizations That Work, and in the roles of senior vice president, vice president, and group director at Miller Freeman Inc.
Skrzyniarz discusses Sustainable Brands Worldwide's publishing platform's impressive growth, the goals and aims for Sustainable Brands, all the offerings they provide including education, research, content, and events, and the opportunities and threats to current marketers. Also, get a deeper understanding of Sustainable Brands' peer-to-peer corporate member learning group that is made up of about 80 global companies at the commit stage to finding sustainable solutions. The organization's corporate members include National Geographic, Procter & Gamble, Pepsico, Target, CVS Health, 3M, BASF, Cisco, UPS, Dow, and ALDO among others.
Skrzyniarz shares a few of the stats released to Sustainable Brands' efforts: “Today we have about 2 million readers every year that are reading our digital publishing material,” Skrzyniarz says. we have about 35% of our audience that is coming out of brand strategy, marketing, and communications.” Skrzyniarz goes on to explain, “We decided early on that we would have the most leverage if we really targeted trying to drive system shift primarily in consumer-branded companies.”
Tune in next week for Marc Pritchard, chief brand officer, and Virginie Helias, chief sustainability officer at Procter & Gamble. Pritchard and Helias discuss new announcements at Sustainable Brands Summit and new initiatives the company is undertaking around sustainability.
Highlights from this week's “Marketing Today”:
- KoAnn Skrzyniarz discusses herself and how she got her start in her (01:13)
- What was KoAnn's mission with Sustainable Brands? (04:50)
- What is the “theory of change” model that Sustainable Brands has? (06:23)
- What has been the impact of their publishing platform and conferences? (08:19)
- How has their membership evolved? (10:29)
- What are the goals of their events and who are intending? (14:18)
- What does she feel are the great opportunities for brands in sustainability? (16:02)
- What has KoAnn learned about revenue growth and talent decline? (17:17)
- How has the feedback loop been broken by brands? (19:24)
- Are there any companies, brands, or organizations that KoAnn believes marketers should pay attention to? (21:18)
- What advice would KoAnn give to new CMOs? (24:39)
- Has there been an experience in KoAnn's past that made her who she is today? (28:52)
- What advice would she give to her younger self? (30:44)
- What drives KoAnn these days? (31:55)
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This week on the “Marketing Today” podcast, Alan talks with Mark Ritson, adjunct professor of marketing at the Melbourne Business School, who also runs the Mini MBA in marketing program in collaboration with Marketing Week, and writes for Marketing Week as well. Ritson has worked globally as a private marketing consultant for esteemed clients like Baxter, Loewe, McKinsey, PepsiCo, Subaru, Eli Lilly, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay, Unilever, KPMG and WD40. If that wasn’t enough powerful impact, Mark Ritson also spent 13 years as the in-house professor for LVMH, the world's largest luxury group that handles brands like Louis Vuitton, Dom Perignon, and Hennessy.
Ritson uses his enriched wealth of information and his sharp sense of humor to talk about how he has actually incorporated Marketing Today itself into the Mini MBA program, but with one missing piece – the often misunderstood industry topic of brand diagnosis. If you are a fan of the Effie Awards like Alan Hart and Mark Ritson are, you will enjoy hearing what Ritson has learned during the course of his extensive Effie research. Also, find out why Mark Ritson is getting really excited about the idea of “post-digital marketing,” and why Mark feels you are currently listening to the best marketing podcast in the world.
Ritson shares his valuable brand understanding: “You have to go to the place where the brand was born,” says Ritson. “You split up brand management into three distinct slices, the first part diagnosis, the next strategy, the final part tactics.” Ritson goes on to say, “Target customers really want purpose.”
Highlights from this “Marketing Today” conversation include:
- Mark Ritson shares what he has been working on with Marketing Today. (01:58)
- How should people go about diagnosing their brand? (04:44)
- Mark shares his take on social listening with Twitter as an example. (09:40)
- Why is it so hard to get CMOs to talk about how to manage brands? (11:25)
- After brand diagnosis, should the next step be positioning the brand or defining its core purpose? (13:49)
- Brands can support a multitude of causes while also turning a profit. (16:55)
- Purpose watching is, unfortunately, being used as a smokescreen by some companies that aren’t living up to their claimed behavior. (19:58)
- What has Mark learned from his research about the Effie Awards? (22:21)
- What is the difference between distinctiveness and differentiation? (25:47)
- The biggest ROI factor is that you already have scale. (27:37)
- Why aren’t we discussing whether media quality is any good or not? (28:55)
- Why is Mark Ritson so excited about “post-digital marketing?” (30:54)
- Has there been an experience in Mark’s past that made him who he is today? (34:07)
- Is there any advice that Mark would give to his younger self? (37:03)
- What is the most absurd thing that Mark is thinking about now? (37:56)
- Where does Mark get most of his information? (41:34)
- Is there an opportunity that marketers should be capitalizing on right now? (42:57)
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This week on the “Marketing Today” podcast, Alan talks with Jenny Rooney, editor of the CMO Network at Forbes. Rooney, who also runs initiatives at Forbes such as the CMO Summit and the Forbes CMO University Alumni series, has 25 years of experience as a business journalist, including as a reporter and editor of CMO Strategy at Advertising Age, editor-in-chief in sales and marketing management at VNU, contributing editor at Chief Executive Magazine, and senior writer at Business 2.0.
During their discussion, Rooney discusses the role of CMOs, what is taking place in marketing currently, as well as the opportunities, popular developments, and challenges that CMOs are faced with. If you have been just as concerned about the decline of available marketing talent as the industry has, stay tuned for Jenny's insights on what can revive this troubling trend. With her contributions and research into the ever-changing marketing space, Rooney shares what marketing leaders are up against right now.
Rooney shares her take on situations that CMOs are encountering: "CMOs need to be driving business growth," says Rooney. "They say that CMOs are on the hot seat. And I think that is because they are constantly trying to balance short term wins against true long-term brand building." Rooney goes on to state, "we are also judging people based on innovation and change, and to do that as a CMO, I would imagine, you feel sort of this pressure to want to experiment with things and new technologies."
Highlights from this week's "Marketing Today":
- Jenny Rooney discusses herself and how she got her start in her career. (01:15)
- Does Jenny have an interest in working as a CMO? (04:50)
- How does Jenny feel about the state of marketing today? (06:55)
- Does Jenny believe the role of the CMO is changing? (09:54)
- Who is impressing her these days? (12:21)
- What is being done about the talent issue in the industry? (15:14)
- Jenny describes the Forbes CMO University Alumni series. (18:01)
- How does Jenny make sense of all of the things that are influx in the industry? (22:27)
- What is on the horizon for marketing leaders? (26:31)
- Are there any threats to CMOs? (30:05)
- Has there been an experience in Jenny Rooney's past that made her who she is today? (32:59)
- What advice would Jenny give her younger self? (37:08)
- What drives Jenny these days? (38:35)
- Are there any companies, brands, or organizations that Jenny believes marketers should pay attention to? (39:04)
- What does Jenny Rooney see for the future of marketing? (41:10)
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
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In this episode of "Marketing Today," Alan interviews Russell Barnett, the CMO for My/Mo Mochi Ice Cream. This discussion with Barnett is a great opportunity to learn more about challenger brands, strategies in how to lead challenger brands, and how they approach the brand building process.
"A brand is very human. As someone who takes on the mantle of a brand, you sort of have to allow that humanity to come through," Barnett adds. Beyond My/Mo Mochi Ice Cream, He also shares his experiences at stops along his career that spans from Mike’s Hard Lemonade to Popchips among others.
Barnett also shares advice on how to get more creativity out of your digital efforts and how experience is a big part of the brands he manages to this day.
Highlights from this week’s Marketing Today:- 01:30 – Russell Barnett discusses how he got his start in his marketing career.
- 08:06 – What did advertising teach Russell?
- 08:53 – How did Russell get involved with Mike’s Hard Lemonade?
- 12:24 – What was Russell’s experience like with Popchips and plant-based foods?
- 18:37 – You have to be happy about what you put in your body.
- 20:00 – What are the elements that make up the brand at My/Mo Mochi Ice Cream?
- 25:19 – How did My/Mo Mochi keep the product accessible?
- 29:06 – What advice would Russell give to investors?
- 31:59 – Lean in on the experience and create intimate moments with your small brand.
- 36:12 – What does ‘be more creative than the digital domain’ mean?
- 41:44 – Has there been an experience in Russell’s past that made him who he is today?
- 44:05 – What advice would Russell Barnett give to his younger self?
- 26 – Are there things that brands should be doing to be more purposeful?
- 48:17 – What does Russell Barnett see as being the future of marketing?
Resources Mentioned:
Support the show: https://www.patreon.com/marketingtoday
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In this episode of “Marketing Today,” Alan interviews David Yovanno, CEO of Impact, a company operating in the partnership economy. David has spent 19 years in martech and adtech companies such Conversant, Gigya and Marin.
Yovanno shares not just his experience with Impact, but also what exactly the “partnership economy” is and how business partnerships and trusted referral networks can drive revenue. The partnership economy is the formation of alliances with businesses and individuals that have a trusted relationship with customers that you want to acquire.
We also have time to talk about the state of martech and adtech industries. Yovanno added, “consolidation is accelerating. All the new money is going to two companies, Facebook and Google.”
Highlights from this week's Marketing Today:
- 01:50 – David Yovanno discusses how he got his start in his career.
- 06:01 – What are David's concerns with the current state of the marketing agency?
- 10:15 – What is the partnership economy and where does it sit in the industry?
- 14:18 – How can companies get the most out of their partnerships?
- 19:30 – What has David seen work with incentivizing advertising?
- 22:06 – What are some interesting cases of partnerships growing on the Impact platform?
- 25:51 – Has there been an experience in David's past that made him who he is today?
- 31:15 – What advice would David Yovanno give to his younger self
- 32:17 – What drives David Yovanno these days?
- 33:40 – Are there any companies, brands, or organizations that David believes marketers should pay attention to?
- 35:59 – What does David Yovanno see for the future of marketing?
Resources Mentioned:
- BOOST Military Program
- Let My People Go Surfing – Book by Patagonia CEO
Support the show: https://www.patreon.com/marketingtoday
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This week on “Marketing Today,” Alan interviews Don Lane, the Chief Marketing Officer at Saucony, the sneaker and apparel manufacturer. Don's discussion covers his expansive marketing career, including 21 years at the Boston-based agency Arnold, followed by Draft Kings, before his relatively new move to Saucony.
Lane discusses Saucony's new marketing moves from avocado toast sneakers that caught the attention of Jimmy Fallon to Dunkin running shoes for the Boston Marathon. He discusses how these ideas come about and how the company is able to capitalize on the opportunities when they present themselves.
Additionally, Saucony unveils its “Run for Good” positioning as well as useful advice regarding ways to give your brand purpose that customers can connect to. Lane explains, “this world needs brands and politicians and artists and people that stand for goodness, and so that's what we are going to stand for.”
Highlights from this week's Marketing Today:
- 01:10 – Don Lane discusses his father's extensive creative director career.
- 04:29 – What was Don Lane's experience at Arnold like?
- 08:20 – What did Don learn that benefited him at Saucony?
- 11:03 – How did Don start off at Saucony?
- 14:30 – What is Don's go-to methodology for research?
- 17:30 – Where is Saucony getting their product design ideas?
- 20:37 – How did the Saucony/Dunkin Donuts collaboration occur?
- 25:08 – What is the idea behind the “Run for Good” Saucony marketing campaign?
- 32:01 – How does Don think about the creative process and what does it mean to manage it?
- 34:22 – How did Don Lane meet Adam Grant?
- 36:36 – Has there been an experience in Don's past that made him who he is today?
- 39:06 – What advice would Don give to his younger self?
- 40:17 – What fuels Don Lane these days?
- 41:04 – Are there any companies, brands, or organizations that Don believes marketers should pay attention to?
- 44:47 – What does Don Lane see for the future of marketing?
Other Resources:
- Avocado Toast Sneakers
- Dunkin running shoes
- Give and Take: Why Helping Others Drives Our Success by Adam Grant (book)
- Chris Robinson Brotherhood (band)
- VW Drivers Wanted pitch
- VW Ad
- A Craft, a Calling and a Cause: Life in the Glory Years of Advertising by Bill Lane (Father's book)
Support the show: https://www.patreon.com/marketingtoday
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This week on the “Marketing Today,” podcast, Alan talks with Tim Matthews, CMO of security software company, Exabeam, and author of “The Professional Marketer”, a handbook that can teach marketers the critical skills they need to get the job done. Exabeam uses machine learning and analytics to track the complete timeline of a cyber-crime so that security teams catch criminals in the midst of their attack.
In this episode, Matthews, discusses his own journey to the marketing industry which started first in computer science and then sales. His ability to break down technical issues and simplify them was good for sales, so he scaled this skill into a successful marketing career.
Matthews believes that “you can build a good marketer” when he talks about the fundamental skills, such as curiosity and commitment, that he looks for in people as he grows his marketing team.
Highlights from this Marketing Today conversation include:
- Matthews says his technical background has helped him in marketing: “Good marketers really understand their products and their buyers.” 2:46
- Matthews encourages marketers to figure out a way to get into the field to understand what makes buyers tick: “You really don't understand your business until you witness a sale” 3:17
- Matthews on what drove him to write The Professional Marketer: “I was looking for a handbook that could teach marketers the critical skills they needed to do the job.” 5:10
- Matthews' handbook was inspired by a handbook given to professional chefs at the Culinary Institute of America: "They don't teach you recipes...it teaches you fundamental skills and you put these building blocks together.” 7:10
- Matthews: "I would encourage anyone who is thinking of writing a book to write a book!" 7:55
- Matthews says it took 5 drafts to get to a finished result he was happy with: "The first draft wasn't great." 9:22
- Matthews shares his thoughts on hiring people remotely and in different regions to compete with Silicon Valley behemoths: "I've become more open-minded" 11:02
- Matthews provides a recent case study to illustrate the power of curiosity in buyer persona research 13:30
- Matthews provides a recent case study to illustrate the power of curiosity in Conversion Rate Optimization (CRO) 15:15
- Matthews sets a realistic cadence for his team by breaking the annual marketing plan up into 12 monthly plans: “The team likes to be able to cross stuff of their list” 18:20
- Matthews says his summer jobs developed humility in him and hardened him to better withstand the bad days: "I can still feel the heat" 25:06
- Matthews on lessons learned early in his career: "I probably could've failed faster" 28:10
- Matthews on how his competitive drive fuels him: “I want as big a piece of that (TAM) as possible” 29:20
- Matthews shares his respect for the branding and marketing tactics of brands like Tesla, Chipotle & The Ocean Cleanup 30:50
- Matthews shares his thoughts on the future of marketing 34:05
Other Resources:
Support the show: https://www.patreon.com/marketingtoday
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This week on Marketing Today, Alan speaks with Bill Macaitis, a man that needs no introduction. He has been involved in 5 highly successful tech industry exists with companies such as IGN, Salesforce.com, Zendesk, and Slack. He now enjoys teaching tech founders how to grow and scale their business via sophisticated MarTech stacks and a customer-centric approach to marketing. Macaitis' mindset is that B2B marketers should be innovating the go-to-market strategy on the marketing side as much as they do on the product side.
Macaitis recognizes that many B2B companies feel the need to play it safe and take a very bland approach to branding, and this a great opportunity for those willing to take risks to stand out. He tells stories of how his teams at Zendesk and Slack disrupted conventional customer branding opportunities by making simple things such as logos, loading messages and release notes fun and whimsical.
According to Macaitis, “Your brand is the sum of all the little experiences that someone has with your company. Optimizing around each of these experiences, coming up with the right metric, and pivoting” are what leads to a successful recommendation of your product/service.
Highlights from this Marketing Today conversation include:
- Macaitis' first startup experience in the B2C space was a great lesson in bootstrapping (1:40)
- Macaitis brought a Consumer DNA to Salesforce.com (3:20)
- Macaitis' team disrupted the basic pricing and packaging model at Slack (5:40)
- Macaitis encourages B2B companies to take risks to develop an emotional connection with their users (9:30)
- “Everyone does the basics...I like going a few steps further:” Macaitis on using more sophisticated marketing tech stacks (predictive lead scoring, multi-touch attribution, multivariate testing, net promoter score (NPS), etc.) (11:56)
- Macaitis discusses tips for improving multi-touch attribution models (15:15)
- It's a really fun debate: Macatais on brand marketing vs performance marketing (17:42)
- Macaitis on how the B2B space needs more Customer Centricity (22:34)
- Macatis tells us what he loves about helping companies grow (25:15)
- Macaitis discusses qualities he looks for in a Founder (26:35)
- “Be opportunistic:” Macaitis gives sound advice from his career (29:39)
- Macaitis says the focus should be on lifetime revenue and customer centricity ([34:30])
Other Resources:
- Slack Teams Do Amazing Things https://www.youtube.com/watch?v=x6sSa5NpqUI
- Family Ties Show / Alex P Keaton https://www.youtube.com/watch?v=hO0HYcfMlfI
- Sales Automation & Smart Document Tracking https://www.getaccept.com/
- Predictive Lead Scoring - https://infer.com/
Support the show: https://www.patreon.com/marketingtoday
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This week on “Marketing Today,” Alan talks with Amy Fuller, chief marketing and communications officer for Accenture. Fuller has built a career working on world-class brands like Kraft, IBM, Kimberly-Clark, Verizon, and Deloitte while working on both the agency and the client side. Before joining Accenture in 2017, she spent time in various leadership roles at Deloitte, MasterCard, Y&R, and Ogilvy & Mather, among others.
During the course of their discussion, Fuller breaks down the complexity and challenging scope of serving as the chief marketer for a company the size of Accenture while offering observations and thinking that can be applied to an organization of any size. And she discusses formative experiences — from spending time throughout her childhood on an off-the-grid river island between the U.S. and Canada and earning a liberal arts education at Bryn Mawr College to learning how to “thrive with scarcity” while working on the agency side and her experience with the Posse Foundation, which helps diverse groups of college students find academic success — that have influenced her thinking and career.
And Fuller offered her take on the future of marketing: “How you reach people, how you measure your efficacy in doing so, are technical,” says Fuller. “And they're very real and very important. But the human part is not going away. And, if anything, it is getting more important.” Fuller goes on to add, “The more technical we become, the more important the human element becomes. And I think that is the future of marketing — it is the marriage of both.”
Highlights from this week's “Marketing Today” podcast include:
- “Lots of responsibility and no resources, which is the definition of how you learn.” How Fuller's first job helped prepare her for a career in marketing. (1:33)
- Working with world-class brands is the thread woven through Fuller's career. (2:50)
- Fuller: “Understanding what you're really trying to solve — not what you're being told to solve, necessarily, but boring into the true business problem — is the only way you can succeed in marketing. (4:45)
- Fuller discusses the complexity and massive scope of her responsibilities at Accenture. (6:39)
- Fuller: “What Accenture is extremely good at is doing the kind of analysis that builds business cases.” (13:52)
- The why and how of taking a stand on causes in this polarizing time. (17:35)
- Fuller on the articulation of the talent brand at Accenture. (20:17)
- Simple advice for any new CMO: Ask questions and listen to the answers. (24:40)
- Growing up, Fuller learned resiliency and innovation during summers spent on an off-the-grid island on the St. Lawrence River. (26:50)
- What Fuller wishes she'd discovered earlier in her career: Asking for advice and coaching is a sign of strength — and a lot less stressful. (29:19)
Support the show: https://www.patreon.com/marketingtoday
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This week on the “Marketing Today,” podcast, Alan talks with Ty Shay, global chief marketing officer for Norton LifeLock, which was acquired by Symantec two years ago for $2.3 billion. Shay's career as a marketer began somewhat unconventionally. After earning a degree in accounting and serving a brief stint in investment banking, Shay returned to the classroom for a Stanford MBA. After cutting his marketing teeth at P&G, Shay subsequently served in chief marketing roles with SquareTrade and Hotwire before joining LifeLock. He also currently serves on the board of directors for the Ad Council.
During the course of their discussion, Shay explains his concept of marketing jiujitsu and why, sometimes, it's a good idea to “turn off” your marketing efforts. He also talks at length about performance storytelling — its key elements and how it can be successfully implemented — and the impact of losing his father at an early age.
Shay also offered his perspective on the future of marketing: “I think it's going to continue to be about accountability,” said Shay. “I think it's going to continue to be where if you don't really have first-party data and can't really own your data and your customers, I think you're going to be in trouble. So I think you'll continue to see that evolution of marketers. Really, I think, the successful marketers will have to be able to not choose between being a brand marketer or a performance marketer. I think you'll have to be a performance storyteller going forward.”
Highlights from this week's “Marketing Today” podcast include:
- Ty Shay's unconventional path to a career in marketing. (1:23)
- “Let's just turn the marketing off and see what happens.” — Shay explains the secrets of marketing jiujitsu. (5:21)
- Is Ty Shay a marketing Jedi? (12:57)
- “I thought the story they were telling was overly complex.” — Shay on how he utilized performance storytelling when he joined LifeLock. (18:17)
- The three-step framework of performance storytelling. (22:20)
- The two core competencies necessary for successful performance storytelling. (25:47)
- Shay embraces a growth mindset. (37:44)
- Just Do It: Shay admires Nike's work featuring Colin Kaepernick. And he thinks Southwest Airlines and Geico are two brands that “really know who they are.” (42:45)
Links to other resources mentioned:
Mindset: The New Psychology of Success (Book Mentioned)
Support the show: https://www.patreon.com/marketingtoday
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This week on the “Marketing Today,” podcast, Alan talks with Minter Dial, author of “Heartificial Empathy: Putting Heart into Business and Artificial Intelligence,” which is his third book. Previously, he co-authored "Futureproof: How To Get Your Business Ready for the Next Disruption,” and he is the author and filmmaker of “The Last Ring Home,” the story of the grandfather he never knew, who died as a POW during World War II.
Prior to his career as a speaker, consultant, filmmaker, and author, Dial spent 15 years with L'Oreal, where he ran the Redken business in addition to serving in other marketing roles there. During the podcast, Dial talks about his latest book, which he says he didn't really intend to write, and he shares his perspective on what exactly empathy is, how it can benefit businesses, and the implications for its use in artificial intelligence.
And he had this to say about the future of marketing. “With all the opportunities and tools that are out there, making your brand come alive is going to happen through people,” says Dial. “And so there's probably a whole lot more work that needs to happen on the attitudes of the people you recruit, as an entirety in the company, and figuring out ways to make your brand more congruent, to have this greater empathy idea and integrity. And this is going to change the way we do marketing because you can't just focus on ROIs and click-throughs.”
Highlights from this week's “Marketing Today” podcast include:
- “I want to tell stories, connect the dots, and elevate the debate.” –Minter Dial (1:25)
- Dial is inspired to make business more empathic to benefit people. (3:15)
- How Dial thinks about empathy in all its different forms. (4:53)
- For businesses, the benefits of empathy start from within. (10:08)
- “I'm going to miss you, JJ.” — The empathic bot experiment. (18:53)
- “First of all, artificial empathy does not exist — today.” –Minter Dial (25:03)
- Dial's “journey of identity” to learn more about the grandfather he never knew led to a book and a documentary, both called “The Last Ring Home.” (28:55)
- Advice Dial would give his younger self: “Always be open to the experience; never say no.” (34:18)
- “There's never been a more exciting time to be in marketing.” –Minter Dial (44:18)
Links to other resources mentioned:
- The Last Ring Home
- Futureproof: How To Get Your Business Ready For The Next Disruption book
- Intellectual Dark Web – NYT opinion piece describing it
- Lost Connections: Uncovering the Real Causes of Depression and the Unexpected Solutions
Support the show: https://www.patreon.com/marketingtoday
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This week on “Marketing Today,” Alan talks with Nick Cromydas, founder and CEO of Hunt Club, a new type of talent company. Cromydas and his company have built and utilize a network of influencers and, through proprietary technology, they refer people from that network to fill positions at high-growth companies, as well as at larger enterprises.
During the course of their conversation, Cromydas, an investor and entrepreneur, talks about the driving force behind Hunt Club, how his life in tennis has been a key influence in his career, and the kind of talent companies must have to thrive.
Conversely, Cromydas also points out how talent looking to join fast-growth companies can jump off the page. “If you're looking to join a fast-growth entrepreneurial environment,” says Cromydas, “and you have relationships you can leverage and can actually introduce those to the company, or help them and consult for free in certain areas that they need some help with that they don't have the dollars to pay you right now — really thinking about a give-first mentality — the more I think you'll find the world will be opening up from an opportunity perspective.”
Highlights from this week's “Marketing Today” podcast include:
- First rule of Hunt Club: It's OK to talk about Hunt Club. Cromydas relates the idea behind Hunt Club and how his life in competitive tennis helped him discover recruiting is imprinted in his DNA. (1:28)
- What Cromydas learned from losing at tennis. (4:26)
- Cromydas explains the core premise behind Hunt Club: “The best talent lives in our network, and our job is to use technology to power that.” (6:43)
- Adaptability and the ability to learn: Cromydas on the type of people high-growth companies seek. (11:02)
- Cromydas: “Companies and large organizations really need to rethink what types of things they're offering talent in the digital community.” (14:59)
- The cultural shift necessary in bringing the spirit of entrepreneurship to big companies. (19:34)
- Cromydas: “I love the idea of a give-first mentality.” (22:55)
- Do you hear that? Cromydas on the power of the customer's voice. (34:01)
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During the Adobe Summit, Alan had the opportunity to sit down with Donna Tuths, global head at Cognizant Interactive. Equal parts disruptor, pioneer and, innovator, Tuths also spent time at Accenture, Ogilvy & Mather, Organic, and Y&R Wunderman prior to her arrival at Cognizant.
During her conversation with Alan, Tuths talks about her focus on helping clients make the shift from marketing to experience as part of her role in driving solutions at Cognizant Interactive. They also discuss the changing face of creativity, her company's focus on strategy and design, and why Cognizant Interactive found itself making movies on location at the Summit along with their content experts, Mustache.
Highlights from this Marketing Today conversation include:
- Cognizant Interactive believes you need humans to understand humans. (:29)
- Tuths explains the Cognizant operating model. (2:26)
- Lights! Camera! Action! Cognizant Interactive's Hollywood treatment at Adobe Summit provides a deeper understanding of their capabilities. (3:56)
- An eye on the future: Tuths talks about delivering on “living” experiences. (9:17)
- Tuths on what creativity looks like today. (13:41)
- Tuths discusses motherhood and her career. (16:32)
- A bit of both: Tuths finds peace in the design of her home — and a little frustration, too. (19:52)
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As chief product officer at Dun and Bradstreet, Anudit Vikram oversees the company's audience solutions business that utilizes the more than 300 million offline business records in its database for digital marketing and online advertising use cases. As part of building this product for Dun and Bradstreet, he is responsible for overseeing the company's data-driven audience targeting, deterministic data, and verification of audiences in programmatic advertising. Prior to joining Dun and Bradstreet, Vikram spent time at Merkle, nPario, Yahoo and Microsoft, among others.
During this episode of Marketing Today, Vikram talks about the nuance behind the numbers in the offerings of Dun and Bradstreet, the issues of privacy and data protection, as well as how, on a personal level, he tries to never get too high or too low in keeping up with the pace of change.
Highlights from this Marketing Today conversation include:
- Vikram talks about his role at Dun and Bradstreet and provides detail about the audience solutions business. (:29)
- Vikram discusses the simplest way of getting to intent and what sometimes gets missed in the process. (4:46)
- The implications of privacy and data protection for Dun and Bradstreet. (6:53)
- “It depends.” — Vikram's take on the not-so-simple task of bringing marketing and media functions in-house. (8:59)
- Vikram provides perspective on B2B marketers and the data economy. (13:03)
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At the Adobe Summit, Alan sat down with Alan Schulman, managing director and chief creative officer at Deloitte Digital US. Schulman discusses Deloitte Digital's scope of capabilities and offerings: everything from a customer strategy and applied design capability to help clients imagine products and services they don't have but might need to designing and prototype building to its advertising and e-commerce offerings.
In the course of their conversation, Schulman talked about the modern relationship between CMOs and CIOs (“The way you run marketing versus the way you engage the customer is really a team sport.”); the dawning of the age of AI; how being a jazz musician has informed his career as a creative leader; and the velocity of technological change and its impact on culture, content, and creativity.
Highlights from this Marketing Today conversation include:
- Schulman details Deloitte Digital's considerable breadth of offerings. (:48)
- In tandem: How CMOs and CIOs now have to work together. (5:24)
- Siren song: the seduction period of AI and where creative fits in its world. (9:16)
- Ready for your solo? Schulman's jazz background informs how he builds creative teams. (13:17)
- Schulman talks about “content at the speed of culture.” (17:46)
- Schulman: “People say content is king. I say, context is king.” (21:14)
- Three key things for Schulman: purpose, point of view, and personality. (24:11)
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At the Adobe Summit, Alan had the opportunity to talk with Kelly O'Neill and Bill Connolly of Monotype, a foundry that is home to some of the most-recognized fonts in the world, among them are Arial, Gill Sans, and New Times Roman. At Monotype, O'Neill is senior director of product management and Connolly is director of content.
During this conversation, O'Neill and Connolly discuss Monotype's heritage, its evolution into a brand company, and the challenges and opportunities emerging technologies, VR and AR in particular, have provided. They also discuss their companies acquisition of Olapic and how that company aligns with them strategically.
Highlights from this Marketing Today conversation include:
- The Monotype story: its history, its evolution into a brand company, and the challenges it faces in new environments. (:51)
- Monotype's strategic alignment with Olapic. (3:16)
- Monotype has its eye on AR and VR. (8:01)
- Connolly and O'Neill discuss advice they've received, their reliance on LinkedIn for information, and their love for the creative process and contagious passion. (12:24)
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Marketing Today at the Adobe Summit in Las Vegas
The 2019 Adobe Summit took place March 26–28 in Las Vegas, gathering everyone from advertisers, content managers, and analysts to marketers of all stripes: digital, social, e-commerce — you name it.
Marketing Today was there for all three days of the conference, taking the opportunity to speak with attendees who discussed the companies they've created, led, or worked for, their takeaways and perspective on what they saw and heard at the conference, as well as more universal aspects of their life and career — sharing some of the best advice they've received and things they love and hate — or just really dislike.
David Cancel – CEO and Founder at Drift
David Cancel is the epitome of entrepreneurship. He has created companies like HubSpot, Performable, Ghostery, and Compete to bring hypergrowth products to market. Not only that, he is the Entrepreneur in Residence at Harvard Business School and has been featured in The New York Times, Fortune, Wired, and Fast Company.
He is presently the founder and CEO of Drift, the world's first conversational marketing and sales platform. During his discussion with Alan, Cancel provides details on the Drift story — what it is, what it does, and what it provides — and he adds perspective on Drift's latest integration with Marketo, which was announced during the conference. To that end, he describes the use of Conversational ABM (account-based marketing), what the new level of partnership with Marketo will look and feel like, and how users will experience it.
During the podcast, Cancel also touches on how Drift, like Cancel himself, embraces the unconventional. He also discusses his meta way of thinking, why he believes the best advice resides within ourselves, and his passion for seeking out people who are — you guessed it — passionate.
Highlights from this Marketing Today conversation include:
- Cancel on Drift's capabilities, its partnership with Marketo, and Conversational ABM. (:56)
- The look and feel of Drift's integration with Marketo. (3:24)
- The idea behind Drift: “Now we need to focus on the buyer.” (7:49)
- Cancel on driving better engagement: “You have to start with your customer.” (10:47)
- Cancel talks about Drift's “Seeking Wisdom” podcast. (17:30)
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For this week's episode of “Marketing Today,” Alan talks with Alyson Griffin, vice president of global marketing at Intel, where she's recently taken the reins as global marketing lead for Intel's IoT Group.
During the course of their conversation, Griffin talks about her decision to leave pharmacy school in something of a seismic career shift, her subsequent decision to leave HP after 17 years for an opportunity with Intel, and her advice for young marketers. The common thread that ties those elements together: change.
As Griffin explains, “For young marketers, in general, I'd say that change is good. I love change, and some people don't, and I've always kind of scratched my head about that. Going into a different business unit or a different company or a different geography or even a different function…changing like that is really important — to be well-rounded, to get different experiences and different points of view.”
And about change, Griffin goes on to add, “Don't be afraid of it. I've done it a lot in my career, changing, and I think it's just made me a better listener and a better leader.”
Highlights from this week's “Marketing Today” podcast include:
- A funny thing happened on the way to becoming a pharmacist: Griffin talks about her decision to leave pharmacy school for a career in marketing. (1:34)
- An intriguing opportunity — after nearly 17 years at HP, Griffin left to build something at Intel. (5:19)
- Storytelling, Intel's business transformation, and the Great Wall of China. (7:43)
- Griffin's perspective on storytelling. (13:36)
- That's billion with a “B” — Intel's VR partnership with the Smithsonian. (18:48)
- Griffin discusses her new role at Intel leading their IoT Group. (22:47)
- Bringing teams closer together — Intel's reorganization saw the company combining sales and marketing. (26:43)
- Her mother's 43-year career at HP in Silicon Valley served as an inspiration to Griffin, leading her to believe that whatever it was, she could do it. (30:51)
- Griffin on striving to live a balanced life. (33:54)
- “I think marketers really have to think about tying their product to their brand and the purpose of the company as well as the ‘why' for the consumer.” (40:28)
Other resources:VR Teaching Labs
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This week on “Marketing Today,” Alan's guest is Jason Kint, CEO of Digital Content Next, a nonprofit trade organization that plays a strategic role working on behalf of digital content companies in managing direct relationships between consumers and marketers. In doing so, DCN provides research and advocacy in guiding established media companies, including The New York Times, NBC, Condé Nast, and ESPN, as well as digitally native organizations like Slate, Vox, and Business Insider.
During the course of his discussion with Alan, Kint outlines DCN's premium digital advertising marketplace, TrustX, and he discusses the duopoly of Facebook and Google as well as the issue of trust — or lack thereof — when it comes to those two platforms.
In talking about the state of affairs in the digital realm regarding privacy practices and their impact on consumer trust, Kint says, “If you look at the data around user trust, in the digital environment and digital advertising, whether it be banners and buttons or on mobile or any format, it's really, really low relative to television and magazines or any other format. ‘Why is that?' Because consumers have never gotten comfortable with the way the digital advertising experience works, and this idea that they're being tracked across the web only makes that worse.” Kint goes on to add, “And so it's something, as an industry, we have to solve for.”
Highlights from this week's “Marketing Today” podcast include:
- Kint describes the career path that led him to Digital Content Next, and he provides an overview of DCN and its focus on premium publishers. (1:49)
- The great wall of Facebook and Google: Kint discusses the duopoly's impact on content creators. (4:40)
- Kint's take on today's publishing models — and what those models might look like in the future. (8:50)
- What happens when billionaires buy media companies. (12:02)
- DCN's stance on privacy practices. (15:55)
- Kint on DCN's subsidiary, TrustX, and what it offers — “That's exactly what TrustX is focused on: One hundred percent transparency, you know where your ads run, and you know where your money is going.” (19:47)
- Kint: “The pressure and the discussion around journalism and the press, and protecting it as an institution, has fueled me even more so in the last couple of years.” (29:27)
- Kint talks about veteran Filipino journalist, Maria Ressa, and the online news platform, Rappler, she co-founded with three other female journalists. Ressa was among the journalists honored collectively as Time magazine's Person of the Year for 2018. (30:44)
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This week on “Marketing Today,” Alan talks with Stephanie Swingle, chief marketing officer for Mizzen + Main, a company with a new way of making and marketing men's shirts. Swingle made the move from consulting early in her career to working in CPG for Pepsi with a stop in between to earn an MBA from Harvard. After almost five years at Pepsi, she made the leap to the D2C disruptor, Mizzen + Main.
In talking about brands like Mizzen + Main pushing back on the Amazon Effect and the company's ubiquitous endless shelf, Swingle says, “There's going to be higher expectations from consumers for things that they consider differentiated or premium. And part of that comes from the increasing standards of transparency and trust. And I think that's a really exciting place to play, when you can be differentiated on product and experience, and just building something that means so much to the consumer and creates that positive value through the strong experience that you're providing.”
Highlights from this week's “Marketing Today” podcast include:
- Swingle talks about her passion for consumer psychology, her background, and her journey from Big CPG to challenger brand. (1:32)
- The Mizzen + Main founder's story is relatable and meshes with their D2C identity. (5:38)
- Acquisition efficiency and brand experience: Swingle on Mizzen + Main's move to brick and mortar. (9:32)
- “I certainly believe that the case to be made for brick and mortar happens earlier in this day than it did probably five years ago.” (15:24)
- I'm not laughing, you're laughing: Swingle discusses Mizzen + Main's “Textile Dysfunction” campaign. (17:20)
- “This commercial was a stretch.” — Mizzen + Main's relationship with PGA legend Phil Mickelson. (19:58)
- What's next for Mizzen + Main? They're not telling. (26:24)
- “Taking risks in the right way.” (31:03)
- “I'm a card-carrying nerd.” — Swingle reveals what has driven her career. (32:02)
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This week on “Marketing Today,” Alan talks with David Rubin, chief marketing officer at The New York Times.
With perhaps a somewhat unexpected career beginning for a marketer — right after college he spent two years working on Capitol Hill for a Milwaukee congressman and two years in the Treasury Department during the Clinton administration — Rubin subsequently received an MBA from the Wharton School before joining Unilever. During his 13 years at Unilever, Rubin worked in brand building, helping launch Axe body spray and leading the turnaround of their U.S. Hair division. After that, he spent two years at Pinterest as their head of global brand before joining The Times.
During the podcast, Rubin discusses how being a product of the Baltimore public school system shaped the way he builds teams, the Fake News phenomenon, the recent TV-focused work he's overseen in marketing The New York Times, and the paper's shift from an advertising-based business model to one that is subscription-first, and how those two aspects coexist differently now.
“What we find is that the more we grow our consumer base and connection with the end user,” says Rubin, “the better our ad business gets. And that may be counterintuitive, but they come together. Ultimately, what advertisers want is a deeply engaged audience that they can sell their message to in appropriate ways. And The Times has that and has that more than it's ever had. And so, we see the two things as actually more synergistic from a business-model perspective, and that having the consumer-subscription-first mindset lifts all boats.”
Highlights from this week's “Marketing Today” podcast include:
- From Capitol Hill and the Clinton administration to Unilever, Pinterest, and The New York Times, all the roles Rubin has held were meant to create mass impact. (1:20)
- Rubin talks about the TV spot that launched The New York Times campaign, “The Truth Is Hard." (5:40)
- “Quality reporting really does matter” — Rubin discusses the impact of the Fake News phenomenon. (11:22)
- “He said. She said.” Rubin reflects upon the NYT's first extension of “The Truth Is Hard” campaign: “The Truth Has a Voice.” (14:13)
- Raising the bar each time: The New York Times unveils a more overt message with “The Truth Is Worth It.” (16:59)
- From advertising-based to subscription-first: the evolution of The New York Times business model. (24:19)
- Rubin talks cooking and crossword puzzles. (26:37)
- “Journalism happens in real time, and it's messy.” (29:29)
- “We seek the truth, and we help people understand the world.” (32:00)
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In this week's episode of "Marketing Today," Alan talks with Michael Platt, who is the James S. Riepe University Professor at the University of Pennsylvania. He also holds three professorships there: in marketing at the Wharton School; in neuroscience at the Perelman School of Medicine; and in psychology at the university's School of Arts and Sciences. In addition, he is the director of the Wharton Neuroscience Initiative.
In the course of their discussion, Pratt talks at length about an article he co-authored with Leslie Zane, "Cracking the Code on Brand Growth," as well as a yet-to-be-published study regarding people's feelings about and affinities for their smartphones and how that relates to brand choice and loyalty.
He also touches on the risks big brands face in not innovating, the even greater impact neuroscience will have in the future on marketing, advertising and design, and, last but not least, how his polymathic ways fuel his passion.
"I'm very passionate about what I do; I'm very passionate about connecting all these disciplines," says Platt. "One of the things that drew me to Wharton and Penn, however, which is new in terms of opportunity, is really making the science applicable, making it useful for people — whether they're in business or in society in general. How can we take all of what we're doing here in the academy and in the sciences and translate it and make it accessible, so people understand it, so they're interested in it? And actually give them tools to reach their own kind of peak performance and ultimately enhance their own well-being."
Highlights from this week's “Marketing Today” podcast include:
- From anthropology to neuroscience, Platt discusses his background and how he is “trying to understand how our brains decide.” (1:31)
- Marketing, neuroscience, and psychology: Platt on his multidisciplinary balancing act. (7:14)
- “Cracking the Code on Brand Growth” — Platt talks about the article (and podcast) he collaborated on with Leslie Zane. (9:15)
- Platt elaborates on a relational hypothesis of branding. (12:51)
- Platt defines and explains just what a “connectome” is, and he discusses the Human Connectome Project and its implications for marketers. (20:38)
- “In some cases, neuroscience will provide better return on investment than you get if you're just using survey and self-report techniques.” (31:22)
- Don't be a dopamine: Platt explains how Dollar Shave Club's innovative approach gave consumers' brains a jolt. (33:46)
- Platt's ability to move among different disciplines dates back to his high school days. (40:47)
- The future of marketing and its connection to neuroscience. (46:28)
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This week on "Marketing Today," Alan talks with Steve Lucas, the former CEO of Marketo, which was acquired by Adobe in 2018. Now, Lucas is senior vice president of digital experience with Adobe as he continues to lead Marketo as an Adobe company. In addition, Lucas is the author of "Engage to Win: A Blueprint for Success in the Engagement Economy."
In talking about the Engagement Economy, Lucas details the importance of attention and how it is expended. "In particular, attention is absolutely a currency in the Engagement Economy," says Lucas. "Because people, now more than ever, have a finite amount of attention to spend. No matter what you do – even if you never slept – you only have 24 hours of attention. It is a finite resource that we, as humans, have. So we have to carefully choose where we apply our attention."
Lucas goes on to add, "And it is not just a belief, it’s an unequivocal assertion on my part, that people will spend that currency of attention on companies and brands that they believe align with their values."
Alan will be attending the Adobe Summit, along with Steve Lucas, March 26-28 in Las Vegas, NV. Please reach out as they both would love to hear from listeners.
Highlights from this week’s "Marketing Today" podcast include:- Lucas traces the arc of his career and discusses his penchant for risk. (1:44)
- Lucas talks about his new role at Adobe in the wake of the Marketo acquisition. (4:37)
- "Engage to Win" – Lucas on the driving force and motivation behind writing his book. (6:10)
- "A value-driven interaction over an extended period of time." – Lucas reveals how he thinks about and defines engagement. (9:26)
- For Lucas, attention is valuable currency in the Engagement Economy. (13:19)
- Planting the flag: Lucas explains his passion for engagement. (15:16)
- Lucas talks about service marketing. (23:18)
- A diagnosis of Type-1 diabetes at the age of 24 was a defining and transformative experience for Lucas. (34:31)
- Not waiting his turn: Lucas has a deep and burning desire to make a difference. (39:37)
- "Nothing’s ever perfect." – Why Lucas wishes he’d taken more risks earlier in his career. (43:51)
- The future of marketing: Lucas talks about what’s already here and what’s right around the corner. (48:59)
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This week on "Marketing Today," Alan talks with Jan-Benedict Steenkamp, who is the C. Knox Massey Distinguished Professor of Marketing at the University of North Carolina at Chapel Hill, where he has taught for 13 years. This is an encore performance on “Marketing Today” for Steenkamp. In Episode 40, he provided a master class in global branding.
This time on the show, Steenkamp discusses his latest book, “Retail Disruptors: The Spectacular Rise and Impact of Hard Discounters,” which he co-authored with Laurens Sloot. Steenkamp describes the retail war taking place on the U.S. grocery landscape, where we're seeing insurgents like German chains Aldi and Lidl, as well as Trader Joe's, swooping in to take share from established U.S. grocers, particularly regional players. During the podcast, Steenkamp also touches on such topics as private labels, corporate social responsibility, and the future of Tesla.
Highlights from this week's "Marketing Today" podcast include:
- Steenkamp discusses his motivation in writing “Retail Disruptors: The Spectacular Rise and Impact of Hard Discounters.” (1:58)
- Steenkamp talks about hard discounters among grocery retailers and how, while it might be counterintuitive, their smaller size and smaller selection actually leads to increased purchases and greater satisfaction for customers. (3:43)
- Steenkamp defines the threat for U.S. grocery retailers from formidable hard discounters like Aldi and Lidl. Examples of those at risk: regional supermarket chains such as Food Lion and Harris Teeter. (9:54)
- Squeezing the soupy middle: Steenkamp points out how U.S. grocery retailers are facing competition from above and below. (14:43)
- As the retail landscape shakes out, Steenkamp weighs the impact of Amazon on national brands. (17:19)
- A conversation while working as a consultant two decades ago sparked Steenkamp's interest in private labels and hard discounters. (22:55)
- Steenkamp reveals why he wishes he had studied French, Spanish, and Mandarin. (25:24)
- Steenkamp describes how the continuing focus on corporate social responsibility has been spurred on by a new generation of consumers. (27:36)
- Steenkamp's take on the future of Tesla. (32:56)
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This week on “Marketing Today,” Alan talks with Andrew Konya, CEO of Remesh, a company he co-founded in 2014 with the mission to create a technology that could truly represent the will of the people and amplify their collective voice. In that pursuit, Remesh uses AI to enable brands to engage with their audience quickly and more deeply to generate actionable insights, and, during the podcast, Konya is quite illustrative in discussing the methodologies that help Remesh accomplish that.
In the course of their conversation, Konya again and again returns to something both he and his company value above all else: the truth. “It has become my obsession and now our company's obsession,” says Konya “to evaluate everything we do by this one simple question: ‘Does building this bring our customers closer to the truth?'"
Highlights from this week's “Marketing Today” podcast include:
- From the laboratory to the boardroom: Konya talks about his background as a physicist and how an argument between two of his friends led to the creation of Remesh. (1:16)
- Why qualitative research? “Because it was the only thing that got to the truth.” (6:02)
- Konya on the state of Remesh today. (7:09)
- An epidemic of loneliness in Cornwall, England: A solution to a real-world problem illustrates how Remesh works. (8:57)
- Remesh in the world of marketing and advertising. (12:27)
- Konya's analytics journey. (15:04)
- Konya discusses truths he's uncovered along the way with Remesh. (18:07)
- Two constellations of experience: an obsessive pursuit of the truth and an appreciation for the power of collaboration. (27:21)
- It's no surprise that Konya believes in and keeps a close eye on the Center for Social Media Responsibility, the Thoughtful Technology Project, and org. (32:57)
- Konya's optimism: “I think the future of marketing is going to evolve to look a lot like just telling the truth to consumers.” (34:45)
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In this week's episode of “Marketing Today,” Alan talks with Jason Jedlinski, senior vice president and head of consumer products for Gannett and the USA Today Network.
Prior to joining Gannett and USA Today, Jedlinski spent seven years with the Tribune Company as well as serving a brief stint in the world of ad tech. In his current role, he is responsible for everything the consumer sees from Gannett and the USA Today brands.
During the course of their discussion, Jedlinski addressed a number of topics, including his take on the monetization of content, the evolution of digital advertising, and what he means when he talks about the “atomization of content.”
In speaking about the atomization of content, Jedlinski points out ways Gannett and USA Today endeavor to reach consumers with content they're curious about and can use. Not only that, he points out how the interactions consumers have with the content make it that much more vital. “It's really thinking about how we can leverage the information we gather, and the expertise we have, and democratize it and make it accessible as broadly as possible,” says Jelinski. “And how we bring the wisdom of the crowd in to augment that and make it better and help point us to stories that should be told.”
He goes on to add, “Just as we're breaking up this content into these molecular elements, we also need to find ways to get feedback loops with the people reading and consuming and interacting with that content to further make it relevant."
Highlights from this week's “Marketing Today” podcast include:
- Jedlinski's career started in TV news before undergoing a metamorphosis, where a redefined role led him into the world of digital content and consumer products. (1:23)
- “Our go-to-market name for Gannett” — Jedlinski talks about the USA Today Network. (4:38)
- “It's a winner-take-all dynamic” — Jedlinski explains the “atomization of content.” (6:36)
- Jedlinski reveals his thinking on creating and organizing content. (9:50)
- Leveraging location and building stories in different ways. (12:25)
- Voice as the accelerator of change. (15:39)
- Jedlinski on the monetization of content. (21:12)
- Journalism in his blood: Jedlinski actually started a newspaper when he was in grade school. (28:08)
- Jedlinski is proudest of his mentoring efforts to help people learn and develop. (29:41)
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This week on “Marketing Today,” Alan talks with Jill Baskin, CMO at the Hershey Company, where she's been for just over a year now. Previously, Baskin spent 20 years on the agency side before moving to the client side, joining Mondelēz International. There, she worked on brands like Oreo, Halls, Chips Ahoy! and Cadbury Chocolate.
During the course of their discussion, Baskin talks about the reorganization at Hershey and her development of a small but nimble and effective in-house creative agency. And she also discusses the recent campaign work, “Heartwarming the World,” for the Hershey brand itself, what it's like to work with nontraditional partners, and her views on the future of the agency model.
Baskin also talked about the impact creating Hershey's in-house agency has had on people at the company and their partners. “It brings an air of magic to brand management,” says Baskin. “It is so great for the organization. People are so excited by this, and so excited by being more hands-on and more direct and quicker. And for my brand partners, it lets them see the ‘making of the sausage,' which, I think, is not a bad thing.”
Highlights from this week's “Marketing Today” podcast include:
- From selling ads in the Yellow Pages to Hershey Company CMO: Baskin on how she got started and the transitions in her career along the way. (1:29)
- Baskin's focus on reorganization at Hershey: “I saw it as my job to bring everyone together in service of the brands.” (3:24)
- Baskin's take on how an in-house agency should work. (5:03)
- Baskin talks about the ways her in-house agency has been able to move quickly, capitalize on the moment, and connect with consumers. (10:37)
- Hershey's creative collaboration with nontraditional partners. (14:19)
- “Heartwarming the World” — Baskin talks about new work for Hershey that is “really right for the brand.” (18:46)
- Hershey, Mustafa and Ahmad, and the inimitable Bob Williams. (21:05)
- Baskin's high school debating experience has had a lasting impact on her career: “I swear, I've taken it to every job since.” (27:33)
- Baskin on the future of marketing: “I think that we're going to start buying ideas and not whole teams of people.” (33:17)
Links to mentioned resources:
- WestJet 2013 ad: https://youtu.be/zIEIvi2MuEk
- Tenor GIFs examples: https://tenor.com/search/resees-gifs
- Nashville Reese's Super Fan: https://www.tennessean.com/story/news/2018/12/04/reeses-car-nashville-billboard-search/2209258002/
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This week's “Marketing Today,” is an untraditional episode, but it's packed with insight, humor, compassion, and, yes, a marketing lesson or two. Alan sat down to talk with Cal Fussman, journalist, best-selling author, and writer at large for Esquire — where he has served as lead interviewer for the magazine's notable “What I've Learned” series. During the course of his career, he has interviewed and written about famous people from Jimmy Carter, Mikhail Gorbachev, and Ted Kennedy to Jack Welch, Al Pacino, and Muhammad Ali, as well as countless others. His personal essay, “Cocktails Before the Collapse,” written about his time as a sommelier at Windows on the World, the restaurant that sat perched atop the World Trade Center, won a James Beard Foundation Award in 2012.
During the course of their conversation, Fussman touches on many of the powerful experiences and pivotal moments that shaped his life and career. But, perhaps most notably, it was his decision as a second-grader to pick up a pencil, write a letter, lick a stamp, and toss an envelope in a mailbox during one of the darkest times in American history that revealed to him the power of a great question: “I knew, at that time, that a good question could get you to the most powerful person on Earth, and it has guided my life ever since.”
Highlights from this week's “Marketing Today” podcast include:
- A letter sent to a U.S. president in a time of national tragedy set the course for Fussman's career. (1:37)
- Raise your hand: Fussman discusses how our childhood curiosity becomes tempered. (3:53)
- “I'm prepared to improvise.” — Fussman stores questions in his head like a jukebox; he just has to press play. (17:42)
- “There‘s a great marketing story.” Fussman talks about the time Jack Welch took him to lunch. (30:59)
- Breaking down the wall between journalism and marketing. (45:10)
- “Everything that I felt no good at, I've had to somehow master.” (52:24)
- “I've got a baby in the palm of my hand.” — Fussman describes his experience speaking at a hospital. (55:34)
- Fussman is still particular about the way he markets himself. (1:02:17)
- Eureka! Alan and Cal discover “Fussman's gold.” (1:07:56)
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“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
Links to find Cal online:
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This week on “Marketing Today,” Alan talks with Siddarth Taparia, senior vice president and head of marketing transformation at SAP, where his duties include overseeing partner marketing and strategic transformation.
During the course of their discussion, Taparia talks about his 13-year career at SAP, including his transition to marketing. He also discusses the efforts by SAP to transform their brand — both internally and for its clients. In talking about that transformation, Taparia said, “I firmly believe that transformation starts and is successful with people. Everything else is an ingredient. But the thing that really makes it work is that the people have to transform — there has to be a transformational mindset.”
He later added, “Any type of brand transformation is driven by how your customers perceive you, what they think about you, and how they champion your products and solutions.”
Highlights from this week's “Marketing Today” podcast include:
- Taparia discusses his background and his career and transition to marketing at SAP. (1:19)
- How SAP tells its story in the marketplace. (3:53)
- The genesis of SAP's brand transformation. (5:33)
- Making the consumer journey fundamentally better. (10:09)
- SAP and the customer experience: “We are looking at the future of customer experience and that future is being built right in front of our eyes.” (15:36)
- Taparia is focusing on things that bring people together as well as being a role model for his two daughters. (19:49)
- Disruption, dynamic change, and a reckoning regarding the use of personal data: Taparia's take on the future of marketing. (23:39)
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In this week's episode of “Marketing Today,” Alan talks with Ryan Bonnici, chief marketing officer for G2 Crowd. A self-admitted unconventional thinker, Bonnici started his career in an unconventional way — as an international flight attendant. But Bonnici used his time in the air to talk with the executives in first class and gain an understanding of the way they think. More importantly, a connection he made provided him with a conventional opportunity: a job at Microsoft.
In addition to Microsoft, Bonnici has worked for companies like ExactTarget, Salesforce, HubSpot, and now with G2 Crowd. In this freewheeling and frank conversation, Bonnici reveals some of the decisions he's made — that have paid off big — and the thinking behind them. And like a lot of successful marketers, Bonnici believes in taking chances, even if you don't always succeed: “The best way to learn,” say Bonnici, “is just to do and to fail — and to learn from that.”
Highlights from this week's “Marketing Today” podcast include:
- Bonnici discusses his background and career path. (1:15)
- Bonnici says G2 Crowd thinks of itself as the world's largest business commerce marketplace. (6:16)
- “A philosophy of attraction” — Bonnici's thoughts on inbound marketing. (7:31)
- How Bonnici turned $6K into $64 million for HubSpot. (10:08)
- “A little bit naughty, a little bit defiant.” Bonnici reveals his thinking on selling ideas in. (16:22)
- What Bonnici is up to now at G2 Crowd. (21:19)
- Bonnici on the divide between brand-building and performance marketing. (24:04)
- Pay attention when hiring and provide specific and detailed feedback: Bonnici on his approach to team-building. (26:29)
- “An extroverted introvert” — Being bullied as a child gave Bonnici “serious motivation” to succeed. (36:22)
- From fitness and project management to travel and meditation — Bonnici reveals some of the brands he admires. (39:32)
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“Marketing Today with Alan Hart” once again comes to you from Brooklyn, where it was recorded during the Incite Group's Brand Marketing Summit, which took place in October of 2018. This week's episode features a conversation with Kristi Argyilan, who is a senior VP with Target, where she is in charge of media, guest relations, and measurement. She also leads strategic partnerships with media companies like Google, Facebook, Pinterest, and NBCUniversal as well as with Target's agency partners Mother, Deutsch LA, GroupM's Essence, among others.
During the course of the podcast, Argyilan kept returning to the importance of the relationship Target is fostering with Gen Z, which includes partnerships with influencers, the creation and use of video in social media, and members of Gen Z pitching business ideas to Target through its incubator program.
“We're really leaning in on this idea of marketing becoming commerce,” says Argyilan. And we're pushing that technology in whatever way we can.” She goes on to add: “This blurring of marketing and commerce, I think, is super interesting.”
Highlights from this week's “Marketing Today” podcast include:
- Argyilan on Target's massive presence in American shopping and the ways the company relates to different generations of shoppers. (1:29)
- The new rules of marketing engagement: Target pulls in Gen Z influencers using its creation of Crush Con. (3:01)
- Argyilan identifies how Gen Z is different across the board: culturally, geographically, economically, and technologically. (5:20)
- Heyday, Original Use, and Wild Fable: Target is launching brands with and for Gen Z. (6:16)
- Target and @targettag: Using influencer-created video content to connect with Gen Z. (8:18)
- Balancing Target's traditional advertising with video content for a younger generation: The “Tar-zhay” moniker lives on. (10:32)
- The idea of marketing becoming commerce. — Target's incubator program invites Gen Z to pitch business ideas. (13:28)
- “We do us.” — Argyilan on how Target competes with the online onslaught of Amazon. (14:49)
- Target's ethos of inclusivity has helped them appeal to different generations without alienating any of them. (20:33)
- Target's Math & Magic: “We're constantly having to make sure that our machines don't take over where the humans need to be.”
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This week finds “Marketing Today” on the road again. This time the destination was Brooklyn and the Incite Group's Brand Marketing Summit, where Alan Hart moderated a track — Customer Understanding and Personalized Experiences — and took the opportunity to talk with some of the marketers there about their brands: what was top of mind for them, key insights they had about the Brand Marketing Summit, and their thoughts on the customer journey and experience. They also talked about sources they turned to for information, the best pieces of advice they've received, and even things they love and hate.
The four marketers Alan spoke with are:
- Michael Blash, chief commercial officer at Ink Bench
- Alegra O'Hare, VP of global brand communications at adidas
- Casey Hall, former director of social media at Thompson Reuters
- Abinav Varma, president and CEO at UNIBEES
Highlights from this week's “Marketing Today” podcast include:
Michael Blash describes Ink Bench as a company that is “built on active creative collaboration that delivers powerful brain control.” In the process, it helps companies deal with the very real struggle of creating value in the digital supply chain by being better at getting content created, managed, and produced. He also notes, “If you can make a customer a fanatic, you have a customer for life.” Lastly, Blash revealed he has a love/hate relationship with pizza. (1:20)
Alegra O'Hare seemed to think in couplets, of sorts. In discussing what is top of mind for her at adidas, she pointed out two challenges: (1) continuing to challenge the status quo, and (2) balancing brand and KPI. Her take on the customer journey/experience found her thinking about (1) ways to be more surgical with the deliverables they create for campaigns and (2) coordinating between lead agencies and highly skilled specialty shops they partner with. She also revealed two pieces of advice she lives by: (1) do something every day that scares you, and (2) take your time in hiring people. (6:41)
Casey Hall talked about how Thompson Reuters was a big believer in creating employee advocacy for its brand — they seek to use Thompson Reuters employees to humanize the brand and get their brand story out there in a way that is difficult to do through branded channels. As for advice that Hall lives by, he says “find a way to do something you want to do and don't wait for permission.” (10:30)
Abinav Varma discussed UNIBEES' main offering — a mobile app that helps college students find free food(!), special events, and giveaways on campus. In talking about the UNIBEES app, Varma revealed that increasing student engagement is constantly top of mind for his company, something they seem to be succeeding at judging by the stickiness they're seeing as a result of added features they've introduced. He also noted, somewhat tongue-in-cheek, that
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In this week's episode of “Marketing Today,” it's déjà vu all over again. Bob Hoffman, The Ad Contrarian, returns for his third visit on the podcast. Bob and Alan can't decide if it's a case of the third time being a charm or if it's three strikes and you're out. In any case, it's a treat for the listener because Hoffman is, as always, blunt, profane, and hilarious —and he takes no prisoners.
During the course of his conversation with Alan, Hoffman talks about the state of advertising as he sees it, his recent contribution to “Eat Your Greens,” published by the APG as part of their 50 Years of Planning celebration, his take on Facebook, and his new book, “Laughing@Advertising.” The book is a compilation of articles from Hoffman's blog, The Ad Contrarian, and Hoffman describes it as “the silliest, most injudicious and, perhaps, irresponsible marketing book you've ever read.”
But we all know that really means the book is filled in equal measure with incisive analysis and barbed wit coupled with Hoffman's trademark shoot from the lip approach. Or as he likes to say, “I look at my job as being subversive. I think the industry needs some subversive voices who are willing to challenge the aristocrats.”
Highlights from this week's “Marketing Today” podcast include:
- Hoffman on why this book, “Laughing@Advertising,” and why now. (4:56)
- Advertising's Final Solution. (8:38)
- Just in time for the holidays: Hoffman's philosophy of gift-giving. (15:05)
- Hoffman on Facebook's new CMO: “I think that's the worst job in the world.” (17:28)
- Hoffman's perspective on the ANA. (19:52)
- The most absurd thing Hoffman's thinking about right now: What if Martin Sorrel bought back WPP? (25:58)
- Hoffman still reads newspapers — in print. (26:52)
- Missed opportunity: The advertising industry is missing out by not marketing to people over 50. (28:36)
**Let Your Voice Be Heard**
“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
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In this week's episode of “Marketing Today,” Alan talks with George Hammer, chief content officer at IBM. In his conversation with Alan, Hammer discusses current trends in content creation as well as his vision for the way IBM operates in the creative realm and how it has changed “business as usual” at IBM.
Hammer talks about the current trend we're seeing of so many companies bringing create in-house and how the content creation model at IBM — “IBM Originals” — is different. “I believe that we can actually do better,” says Hammer. “And so, for me, no — we're not building an in-house agency. And I think if you just simply think about that, you're missing the opportunity to do something bigger and greater. And there are all sorts of opportunities that are unlocked when you have an IBMer sitting next to an IBMer working together to make something.”
At the same time, Hammer recognizes what outside talent can add to the IBM mix: “There is a great purpose and role all of these external agencies and media companies can play from a talent perspective that will make them not just relevant but essential to a brand's success.”
Hammer also notes, “We are diverse in our creation model because we allow the idea and the talent to dictate which way we go.”
Highlights from this week's “Marketing Today” podcast include:
- Hammer talks about his background and how his experience prior to arriving at IBM impacts the way he operates. (1:16)
- Hammer's first 100 days at IBM. (8:16)
- “In the end, every touch point we have with an audience is an impression. (11:00)
- Hammer's pivot from content marketing to content directing. (13:07)
- Hammer on creating an ecosystem of external creative partners: “We're always looking for the best person.” (15:24)
- The IBM mantra of “make less, matter more.” (17:01)
- Making a great place for creators and better content for people. (19:53)
- Evolving the content craft: IBM's Content Cantina. (22:04)
- Hammer discusses his experience serving on the ANA's CMO Growth Council. (24:46)
- How improv training and performance changed Hammer's perception of winning. (27:26)
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This week's episode of “Marketing Today,” finds Alan talking with Kim Wijkstrom, CMO for OneMain Financial. In his role there, Wijkstrom is responsible for development and execution of the company's brand marketing, and he has overseen OneMain Financial's first-ever brand campaign: “Lending Done Human.”
During the course of his discussion with Alan, Wijkstrom talks at length about what led him to join OneMain Financial, his belief that the company provides a necessary and responsible service, and the company's new brand campaign. He also revisits his time at TBWA Chiat Day, where he worked on some of the world's most iconic brands, including Apple and Absolut Vodka.
Working on Apple set the tone for Wijkstrom's career. “I don't think, at the time, I realized how lucky I was to be thrown into that situation,” says Wijkstrom. “It was more trying to absorb as much as possible from the moment and roll with it and make sure that we could deliver on the relationship.” He goes on to add, “It was one of the most fundamental learning episodes of my career in seeing how, again, the storytelling that comes with brand is key to a business strategy. And then determining what the strategy is has everything to do with the brand, and then brand becomes the story that explains it to the consumer.”
Highlights from this week's “Marketing Today” podcast include:
- Wijkstrom discusses the genesis of his career and his time at TBWA Chiat Day. (1:18)
- What Wijkstrom learned in his role as “cultural translator.” (6:49)
- “If you have a story to tell, it doesn't matter where you tell it.” (9:18)
- “OneMain Financial is the largest consumer financial services company in the U.S. that you've never heard about.” (10:47)
- Wijkstrom talks about the thinking behind OneMain Financial's “Lending Done Human” campaign. (15:42)
- The fully integrated “Lending Done Human” campaign has already changed perceptions of and established trust in OneMain Financial. (21:02)
- His life experiences have made Wijkstrom a cultural omnivore. (24:01)
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In this week's episode of “Marketing Today,” Alan talks with Richard Shotton, author of the book, “The Choice Factory: 25 Behavioural Biases That Influence What We Buy,” which was published earlier this year.
Shotton started in advertising as a media planner, working on brands such as Coke and Lexus, before becoming inspired by the idea of applying behavioral psychology to business problems. Presently, he is head of behavioural science at Manning Gottleib OMD. In addition, he recently founded the consultancy, Astroten.
During his conversation with Alan, Shotton outlines the thinking and methodology that went into writing his book. And he discusses just how much he relishes the freedom to conduct his own experiments to bear out his hypotheses. “What I have most loved is the freedom to go out and run a test to prove a point,' says Shotton, “not to have to rely on other people's findings. It's so easy to set up a psychological experiment. I find that really exciting and liberating — starting a project, not knowing if it's going to work or not, and then generally finding an interesting insight at the end that you can apply. I think that's what I find most exciting about the job.”
Highlights from this week's “Marketing Today” podcast include:
- Shotton talks about why he wrote “The Choice Factory,” and how his fascination with people's motivations led to his career path. (1:17)
- Shotton discusses how he chose the 25 behavioral biases most relevant to advertising for his book. (9:15)
- “People or products that exhibit a flaw become more appealing.” — Shotton on his favorite bias: The Pratfall Effect. (11:48)
- Shotton outlines two key elements of the Fundamental Attribution Error. (14:23)
- The Negative Social Proof. (19:00)
- Our expectations influence how we feel about what we experience: Shotton explains the Expectancy Theory. (23:47)
- In examining consumer behavior, Shotton was surprised to learn people are much more likely to make major life decisions when their age ends in the number 9. ‘9-enders,' they're called. (27:57)
- Shotton is drawn to “creative minds in action,” be they academics, authors, creatives, or people he follows on Twitter. (31:47)
- Shotton: “I think marketers massively overestimate how much people genuinely change.” (32:53)
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In this week's episode of “Marketing Today,” Alan talks with Dave Knox, marketer, consultant, and author. His book, “Predicting the Turn: The High Stakes Game of Business Between Startups and Blue Chips,” was an Atticus Awards Grand Prix winner in 2017.
Knox has worked for Proctor & Gamble and was chief marketing officer at Rockfish. Now, he is co-founder of The Brandery, a startup accelerator, and co-founder and managing partner at Vine St. Ventures, a seed venture capital fund.
During his conversation with Alan, Knox pointed out one reason why a lot of big companies struggle with innovation: “A CEO used to be rewarded for the five-year vision of how they were going to grow the company,” says Knox. “And today they're being measured whether they hit a quarterly number or not. And that's a really dangerous kind of short-term thinking that I think is stifling innovation in a lot of different ways.”
Highlights from this week's “Marketing Today” podcast include:
- Knox talks about his background and why he wrote “Predicting the Turn.” (1:16)
- Innovation: A big business problem or widespread disruption opportunity? Short answer: It's both. (4:47)
- A focus on quarterly earnings hampers the ability of big companies to innovate. (7:17)
- “Just because you're big doesn't mean you can't move fast.” (9:32)
- Two watch-outs in prospective partnerships between big companies and startups. (11:53)
- In the world of venture capitalists, entrepreneurs, and startups, relationships are key. (19:38)
- Advice from a record company executive led to the way Knox's career unfolded. (23:08)
- Fatherhood grounded Knox with a sense of balance. (25:26)
- Knox: “The future of marketing is going to be much more about total customer experience.” (29:03)
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This week's “Marketing Today” features a very special guest. Alan talks with Seth Godin, author of 18 best-selling books, including “Free Prize Inside,” “Purple Cow,” and “The Dip.” And now he's written a new one: “This Is Marketing: You Can't Be Seen Until You Learn to See.”
In his conversation with Alan, Godin discusses his new book and what it's about: creating change and a modern way of thinking about marketing. Godin also touches on Nike and Colin Kaepernik, Brexit, and why, when trying to reach people, it's important not to try to transform them or get them to admit they're wrong, but simply to dance with them.
And while he is a best-selling author and thought leader, Godin considers himself, first and foremost, a teacher. “I decided a bunch of years ago that I was a teacher,” says Godin. “And I decided that the best, most comfortable way for me to teach would be to notice things and try to explain them. And, if I do it well, people will say, ‘Well, of course.' And that's the goal — to uncover the obvious in a way that once people see it, they can't unsee it.”
You can find excerpts from Godin's latest book and a video explaining why he wrote it here.
Highlights from this week's “Marketing Today” podcast include:
- Godin on his new book: “Writing a book is painful. Publishing a book is even more painful.” (1:32)
- The tendency of marketers to race to the bottom. (3:22)
- Godin discusses the ways polarization manifests itself in society and how to think about it. (7:06)
- Focusing on what's easy to measure instead of focusing on what's important — Godin's take on capitalism and culture. (14:29)
- “Stories are more powerful than proof.” (19:36)
- From aerospace servotronic controls to ski bindings: Godin discusses how a chain of events when he was 14 years old led to the way he still builds his projects today. (27:13)
- Godin is fueled by seeing what happens when his work falls into the right hands. (32:04)
- Godin's response to people seeking the next big thing. (38:10)
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This week on “Marketing Today,” we revisit one of our earlier episodes. In it, Alan talks with Kim Whitler, an assistant professor in the marketing department at the University of Virginia's Darden School of Business. Prior to joining the world of academia, Whitler was head of marketing strategy at PetSmart and served as CMO for both Beazer Homes and David's Bridal. She's also written for Forbes on issues facing C-level marketing leaders today.
During the course of their discussion, they talk at length about research Whitler was conducting at the time, the results of which were recently published in the Journal of Marketing in an article titled, “When and How Board Members with Marketing Experience Facilitate Firm Growth.” They also touched on how it's critical for a CMO to not only understand how their competencies should dovetail with their role, but also what their organization's expectations are for them. And lastly, she made this comment on what marketing means for companies seeking to grow: “In a world where growth is more challenged, marketing becomes more important. Because marketers are the engine for growth in the company.”
Highlights from this week's “Marketing Today” podcast include:
- What is marketing performance and how do you measure it? (2:12)
- Whitler discusses the impact marketers have at the board level. (4:06)
- Historically, marketers have been underrepresented on boards. (6:29)
- Whitler gives her take on how a CMO's competencies should sync with their role. (9:51)
- On building a team: Whitler observes that some people's work ethic doesn't match their aspirations and expectations. (18:52)
- Whitler comments on where marketing is headed and what the CMO of the future will look like. (24:32)
- Whitler is fascinated with turnaround brands. (30:42)
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In this week's episode of “Marketing Today,” Alan talks with Julie Eaton, vice president and general manager at Corian Design, a unit of DuPont. Eaton's 23-career at DuPont started in manufacturing and technology before evolving into roles in product leadership, first with Kevlar and now in her current position with Corian Design.
During the course of her conversation with Alan, Eaton discussed the “new” DuPont, the challenges of launching a brand inside a larger company, and how she always strives to bring learning with her to every new role she takes on. And she talked about what it means for Corian Design to transition from product brand to master brand, “As we looked at where we were headed, we saw the possibility to be so much more,” said Eaton. “We are so proud to be a part of DuPont, which continues to stand for innovation and differentiated high-performing products that make a meaningful difference in the world.”
And she added this about Corian Design's new direction, “Architects and designers and consumers create beautiful spaces that are healing, that are calm, that are tranquil, that are fun. And so our orientation is to be a part of that and facilitate that.”
Highlights from this week's “Marketing Today” podcast include:
- Eaton talks about the “new” DuPont and her 23-year career there. (1:14)
- Living at the intersection of strategy and execution. (4:06)
- Leaning into marketing: Eaton on her current role at Corian Design. (6:08)
- With the launch of Corian Design in 2017, there has been a conscious shift from product brand to master brand. (8:03)
- Corian Design and DuPont: “Creating a new capability inside the company.” (10:47)
- Piloting, testing, learning, building: Eaton on efforts in China and India. (12:50)
- Eaton is fueled by her faith, her family…and, oh yeah, running marathons. (18:21)
- Eaton on her admiration for Lauren Bush's FEED, a company with products created to engage people in the fight against hunger. (19:17)
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In this week's episode of “Marketing Today,” Alan talks with Scott Mueller, president at Shopchology, a shopper marketing and insights company. During the podcast, they discuss the “retail apocalypse” and challenge the popular notion that retail is dying, (hint: it's not dying — it's evolving), what modern retail means to both brands and retailers, and Mueller provides insight into the future of retail using real-world examples to make his point. They also talk about an article they collaborated on for Adweek that examines the ways brands can thrive in the rapidly evolving retail industry.
In talking about ways brands can gain traction in that rapidly evolving landscape, Mueller outlines how authenticity is key in connecting with shoppers. “Experience, storytelling — they're everything. They're so important.” says Mueller. “They've always been important, but they're so crucial now — to getting that mix correct, that vibe correct. Defining and animating your story — who you are and why you deserve the time, the consideration, the dollars from that shopper. And that's important for both brands and retailers.”
Mueller goes on to add, “You can't make it up. You can't do it in a way that doesn't have credibility, and it shouldn't feel forced. It should feel natural.”
Highlights from this week's “Marketing Today” podcast include:
- Mueller worked on both the client side and agency side before focusing on shopper marketing. (1:21)
- Shifting sands: Mueller discusses how relationship between brands, retailers, and shoppers have changed over time and how shoppers are now the ones calling the shots. (3:09)
- Retail apocalypse? Mueller on the current state of retail. (5:12)
- Mueller's take on the different ways pop-ups work and what it means for marketers and brands. (12:17)
- Mueller talks about the Nordstrom “service center” in Hollywood and other retail experiments. (17:48)
- How brands — big and small — should tap into the evolving retail landscape. (23:02)
- Getting married and having children have made Mueller a better marketer. (28:29)
- Mueller loves working with the American Underground in Durham. (31:31)
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This is part of a 3-part series of episodes from “Marketing Today”. Host Alan Hart interviews John Thies, the CEO of both Email on Acid and Cause for Awareness (a non-profit). In this interview, Alan and John discuss how to design better email experiences (from the subscriber's perspective). They discuss common beginner mistakes, modern personalization options and other design considerations.
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“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
Highlights from this week's “Marketing Today” podcast include:
- 1:07 – Introducing John Thies and Email on Acid
- 3:27 – Discussing key elements of getting email “right” these days.
- 5:50 – Discussing common mistakes.
- 8:00 – What are other ways to personalize email?
- 10:29 – What advice would you give your younger self?
- 11:26 – Where do you go for information?
- 11:58 – What's one thing you love/dispise?
3 Key Points:
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This is part of a 3-part series of episodes from “Marketing Today”. Host Alan Hart interviews Molly Crawford, VP and Creative Director at Digitas Atlanta. In this interview, Alan and Molly discuss strategies for conveying messaging across multiple marketing channels (email, web, social, etc.). They discuss how to utilize modern personalization elements and ways to balance consistent messaging with the features and audience types for different channels.
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“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
Highlights from this week's “Marketing Today” podcast include:
- 1:03 – Introducing Molly Crawford
- 1:20 – How do you define cross-channel design
- 2:00 – When is it done right?
- 2:45 – What considerations should creatives be thinking about?
- 4:20 – How do you balance consistency with each channel's unique features?
- 5:35 – What are personalization tactics (in email) that work best?
- 6:35 – What are pitfalls to be aware of?
- 7:28 – What advice would you give your younger self?
- 8:35 – What's your best (go-to) source of information?
- 9:20 – What do you love/despise?
3 Key Points:
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This is part of a 3-part series of episodes from “Marketing Today”. Host Alan Hart interviews Craig Evans, Chief Creative Officer at Wunderman. In this interview, Alan and Craig discuss the challenges related to modern creative departments as they deal with marketing across multiple, ever-changing channels and platforms. They also discuss how AI is changing the world of marketing and the boundaries of personalization.
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“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
Highlights from this week's “Marketing Today” podcast include:
- 1:12 – Introducing Craig Evans
- 1:30 – What skills are necessary for cross-channel experience design?
- 2:32 – How are changing technologies changing creative departments?
- 5:20 – Discussing AI and Wunderman's approach to it
- 8:20 – What are some email personalization tactics that work well?
- 9:43 – What advice would Craig give his younger self?
- 10:40 – What is your best (go-to) source of information today?
- 11:40 – What is one thing you love/hate?
3 Key Points:
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This week on “Marketing Today,” Alan hosts two guests. Carrie Bienkowski is CMO with Peapod, the online grocery ordering and delivery service. Prior to her time with Peapod, Bienkowski was based in London as head of fashion for eBay, and, previous to that, she spent 10 years in marketing with Procter & Gamble. Vic Drabicky is the founder and CEO of January Digital, a digital marketing agency, consultancy, and analytics firm working with brands ranging from David's Bridal to Diane von Furstenberg, Oscar de la Renta, and Vineyard Vines.
During the course of their conversation with Alan, Bienkowski and Drabicky reveal the thinking behind the ways they operate and the ways their companies work together. And the dynamic nature of this in-tandem podcast episode leads to greater insight as the Bienkowski and Drabicky build on each other's points.
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“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
Highlights from this week's “Marketing Today” podcast include:
- “Slightly older than the internet.” Bienkowski describes Peapod's origin and evolution. (1:57)
- Bienkowski talks about competition and how Peapod positions itself in the category. (5:12)
- Drabicky on how January Digital's strategy for Peapod helps it reach key customer segments. (9:40)
- Using highly targeted, highly specific media to make sure effectiveness outweighs cost. (11:40)
- Drabicky identifies trends: channels are getting expensive and consumers are getting more protective of their data. (13:25)
- Bienkowski: “If you're not testing, you're not really living.” (15:57)
- Bienkowski is a “modern nomad” — her peripatetic life has had an impact on the arc of her career. (27:14)
- Drabicky and Bienkowski weigh in on the future of marketing. (39:07)
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In this week's episode of “Marketing Today,” Alan talks with Dawn Colossi, the new chief marketing officer at FocusVision. Colossi is a transformative marketer who has experience in the tech and B2B spaces, and she has also spent time in public relations and publishing. During the podcast, Colossi and Alan discuss at length her recent LinkedIn article, “My First 90 Days as a CMO.”
In talking about her article, Colossi reveals her belief that it's an organization's people who power and deliver success. “If I've learned anything in my career and as a professional, it's that the people are really the most important thing of what you do,” says Colossi. “And if you don't have good, engaged, happy people, they're not going to share your passion, and you're never going to get where you're going.”
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“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
Highlights from this week's “Marketing Today” podcast include:
- “Sometimes there's a plan you're not aware of.” Colossi traces the arc of her career. (1:37)
- From focus room setups to full-service research provider: Colossi discusses how FocusVision started and where it is today. (3:56)
- Colossi reveals what motivated her to write “My First 90 Days as a CMO.” (5:39)
- “It's a lack of clarity around what the role actually is.” Colossi on the short tenures prevalent in the CMO ranks. (9:16)
- Understanding the fundamentals: Building a system to generate results over time. (19:45)
- Establishing customer trust sometimes means providing solutions without selling product. (26:09)
- Technology has defined and enabled Colossi's career. (30:54)
Support the show: https://www.patreon.com/marketingtoday
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In this episode of “Marketing Today,” Alan speaks with Chris Moloney, chief marketing officer at TaxSlayer. Prior to joining TaxSlayer, Moloney served as CMO at CAN Capital and CEO at Gremlin Social, and he has held key roles at brands like Wells Fargo Advisors, Scottrade, and Experian.
In this wide-ranging conversation, Moloney shares, among other things, how the original Apple Macintosh computer inspired a sensibility that led to his career in marketing and how the combination of his personal and business lives make him a more effective marketer.
He also talks about how challenger brands can thrive in competition with more established rivals. “If you are a challenger brand,” says Moloney, “take advantage of the fact that bigger companies sometimes move a lot slower and have more bureaucracy, and it takes them a while to make decisions. If you can be nimbler and faster, you can take advantage of market trends much more quickly.”
Let Your Voice Be Heard
“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
Highlights from this week's “Marketing Today” podcast include:
- Moloney talks about his background, what led him to marketing, and his career path. (1:23)
- Moloney reveals three lessons he's learned from his mentors. (8:03)
- Serving two markets well has led to transformational growth for TaxSlayer. (11:16)
- Advice for CMOs looking to drive growth: “You have to master the digital space first.” (11:56)
- Having fun in a category not known for fun: How TaxSlayer goes to market. (13:37)
- Moloney's perspective on creating content that works: “It's a balancing act.” (19:13)
- Moloney discusses how personal touchstones play an important role in his career. (22:58)
- Moloney on the future of marketing: “I think that marketing is going to have to evolve to really go down the path of understanding what emotions that you're evoking in people in a digital world.” (28:46)
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This week on “Marketing Today,” Alan talks with Alex Withers, chief sales and marketing officer for InMotionNow, a creative workflow software platform that powers creative and marketing collaboration in the cloud. Withers is a seasoned digital technology marketing executive with previous experience working at Pepsi, ESPN, United States Golf Association, Financial Times, Sageworks, and LexisNexis.
In his conversation with Alan, Withers discusses the value InMotionNow can bring to marketers, particularly its ability to minimize the amount of time creatives spend on administrative tasks, the importance of data, and his belief that marketers should not lose sight of the power of creativity. InMotionNow recently released the 2018 In-house Creative Management Report, which highlights key trends and challenges internal teams are experiencing. Withers addresses the trend we're seeing of companies bringing creative work in-house and the reasoning behind it: “I think that CMOs are enjoying having creative teams in-house that understand the brand, live the brand day in and day out,” says Withers. “Therefore, they can ramp faster, turn projects quicker. With an outside agency, often they have to bounce between accounts and value props, whereas your in-house team lives and breathes the value prop every day.”
Let Your Voice Be Heard
“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
Highlights from this week's “Marketing Today” podcast include:
- Withers describes the InMotionNow offering and talks about his dual role with the company. (2:03)
- Withers on companies bringing creative work in-house: “It's undeniable…It's now a trend; it's not a single data point.” (4:56)
- “You need data in to create a data argument out.” (9:27)
- Withers talks about the year of the analytical creative: “What we're seeing is a shift toward creative leadership, at least, being more data-driven.” (11:01)
- “A perfect storm to create more.” Withers details the growing demand for creative content. (13:55)
- No wobbly wheels: Withers on the importance of the creative project intake. (17:20)
- Withers' advice for CMOs tackling creative challenges: “Pay attention to the creative organization…If we don't pay attention to the creative, we're really losing the roots that got us into marketing in the first place” (24:44)
- “The best thing that ever happened to marketing was the internet. And the worst thing that ever happened to marketing was the internet.” (30:28)
Resources mentioned in Episode:
- 2018 In-house Creative Management Report by InMotionNow and InSource: https://bit.ly/2MQkAn9
- Cora CGI, the CGI and AR technology to scale retail creative needs: https://cora.creativedrive.com/
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This week on “Marketing Today,” Alan talks with Jascha Kaykas-Wolff, chief marketing officer at Mozilla. Previously, Kaykas-Wolff served as CMO at BitTorrent and Mindjet, and he is the co-host of his own podcast, “This is Your Life in Silicon Valley.”
In his conversation with Alan, Kaykas-Wolff touches on, among other things, trust, data and lean data practices, and what it means for a company to stand for something. Kaykas-Wolff points out that, in this age of data breaches and companies unwittingly sharing consumer information, lack of trust is at a crisis level. “In the U.S., trust is not just declining — it's crashing,” says Kaykas-Wolff. “In the last year, we've had almost a 20 percent decrease in trust, in the popularly informed public, in the U.S. alone. This is a crisis of confidence that the general population has in businesses.” Kaykas-Wolff went on to add, “We're not taking good care of our customers' data, and that impacts the trust that they have in us.”
Highlights from this week's “Marketing Today” podcast include:
- Mozilla is more than just Firefox. It's an organization “fiercely focused” on maintaining an open and accessible internet. (1:52)
- Mozilla's products provide a unique way for them to go to market and allows them to develop a sophisticated brand strategy. (5:09)
- “Magic Growth Equations Don't Exist.” (7:07)
- A wake-up call for marketers: Kaykas-Wolff talks about “Conscience Choosers,” and the economic impact they have. (13:45)
- Kaykas-Wolff on how trust drives business results. (18:22)
- Mozilla's “privacy by design” encompasses four lean-data practices. (22:42)
- Marketing practices and media mix fuel Mozilla's nimble performance. (35:50)
- Kaykas-Wolff wants the people around him to be happy and successful. (45:58)
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“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
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This week's podcast marks an encore presentation, of sorts. Alan talks with Peter Horst, who previously appeared in Episode 25 of “Marketing Today.” In this conversation with Alan, Horst discusses his new book, “Marketing in the #FakeNews Era: New Rules for a New Reality of Tribalism, Activism, and Loss of Trust.” Horst is the former CMO at The Hershey Company, and he has also served in marketing leadership roles at Capital One, General Mills, and TD Ameritrade, among others. Presently, he finds himself writing — in addition to his book, he's a Forbes contributor — as well as consulting, doing board advisory work, and engaging in public speaking.
In his conversation with Alan, Horst addresses the difficulties marketers face in the present-day climate of fractiousness and polarization. “This atmosphere is really the result of a perfect storm of a bunch of forces that are creating a really challenging environment for brands,” says Horst. “The country is deeply polarized across any number of spectrums, whether it's political, socioeconomic, urban/rural, conservative/liberal — the middle has just fallen away. And along with that, there's been this loss of trust.”
Highlights from this week's “Marketing Today” podcast include:
- Horst talks about the ”2.0 version” of his career. (1:31)
- Horst explains the impetus behind the writing of his new book. (2:18)
- Walking the walk: Horst on what brands should do before taking a stand. (7:10)
- From purpose to position: How brands should weigh risk versus relevance. (12:25)
- What the C-Suite should consider when it comes to taking a stand on issues. (18:41)
- Dealing with the “new normal.” (27:12)
- Two areas of concern for Horst: (1) The denigration of collaboration and compromise, and (2) The difficulty in identifying “the truth.” (29:04)
- A “liberal arts” perspective: Brands need to understand the world outside their category. (31:26)
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“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!
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In this week's “Marketing Today,” Alan spoke with Tom Goodwin, author of the book, “Digital Darwinism: Survival of the Fittest in the Age of Business Disruption.” Goodwin is also a sought-after speaker — addressing topics like the future of advertising, digital disruption, and business transformation — and he is head of innovation at Zenith.
In his conversation with Alan, Goodwin touches on how people rely on and attempt to harness new technologies in ways that complicate things but do not provide the radical transformation they are hoping for. “We have this kind of ongoing narrative about how chaotic things are and how the pace of change is worse than ever,” says Goodwin. “I think, sometimes, that means we focus more on the technologies than on our instincts, and we focus more on data than we do on ideas. And somehow we make life more complicated than it needs to be.”
Goodwin goes on to add, “I think we have this wonderful new toolkit, which gives us new possibilities. But, actually, many of the learnings that we've got from the past, many of the techniques and strategies that we've employed before, are largely still appropriate today.”
Highlights from this week's “Marketing Today” podcast include:
- Goodwin, since he isn't a fan of print —"ink on dead trees,” he calls it — was reluctant to write a book, but he responded to the urging of others. (1:26)
- Goodwin on what's not (2:54)
- Rethinking business models: “Every company needs to be honest about the situation they're in.” (5:06)
- Goodwin discusses disruption and paradigm shifts. (10:03)
- Companies that rely on data are focused on the past but change comes from doing things never done before. (15:16)
- “Change actually looks a lot more messy, scrappy and uncomfortable than most companies are prepared to accept.” (17:28)
- Where Goodwin sees big opportunities for Digital Darwinism. (20:08)
- Trends that concern Goodwin: wealth inequality, AI changing people's roles in the economy, and companies operating at lower profit margins. (21:30)
- Goodwin anticipates no radical departure in the future of marketing, but he would like to see marketers get better at using the tools they already have. (28:57)
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This week on “Marketing Today,” Alan talked with Jack Hollis, group vice president and general manager for the Toyota Division at Toyota North America. There he leads all sales, marketing, and market representation as well as guest experience and retention activities for Toyota regional sales offices and distributors. In addition, he retains a role as global marketing advisor for Toyota's Olympic and Paralympic sponsorships.
During the podcast, Hollis talked about the rapid change the automotive category, and Toyota in particular, is seeing and what it means to him. “Toyota is going from an automotive company to what I'm calling ‘the human movement company,'” says Hollis. “And so, the idea of what we want consumers to feel is that we are part of their life, to be part of whatever challenges they may have. And while we can't necessarily say we're going to solve every one, we can sure start — we can sure be at the start of that.”
Hollis goes on to add, “We want that relationship with individuals to tell us what is it that they could use, what is it they need, and help us challenge our team to solve problems.”
Highlights from this week's “Marketing Today” podcast include:
- Hollis spent time playing minor league baseball before finding a different career path. (1:41)
- Hollis discusses his 26-year career arc at Toyota and how its DNA and people are a “core match” for him. (3:13)
- Hollis talks about three important mentors in his career. (8:09)
- Hollis on the power of Toyota's “Let's Go Places” campaign. (12:46)
- “We define mobility as, ultimately, a human right to move.” (19:14)
- Toyota supports the Olympics and Paralympics (24:41)
- Three things that drive Hollis: his faith, his relationship with his family, and his competitive nature. (28:39)
- Hollis admires brands that jump into a category and disrupt it, but then continue to grow. (30:07)
Support the show: https://www.patreon.com/marketingtoday
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In this week's episode of “Marketing Today,” Alan spoke with Zipporah “Zip” Allen, who was named CMO of Pizza Hut in January of this year, after having been with the company since May of 2015. Prior to her time at Pizza Hut, Allen was at McDonald's for eight years. Perhaps most notable in her tenure at McDonald's was the three years she spent as national marketing manager for Australia.
Allen has been very active since assuming her role as CMO. Recently, she led Pizza Hut's agency search, ultimately deciding to join forces with GSD&M in Austin, Texas. And as we head toward fall and the kickoff of another football season, Pizza Hut is kicking off another new partnership. This year, they will be the official pizza sponsor of the NFL. In talking about that new venture during the podcast, Allen noted the connection fans have with the NFL — and sports in general — and why it matters for Pizza Hut. “I think the ‘live' nature of it,” says Allen, “and the fact that it's just this authentic place where consumers are really passionate about it, are the two things that make sports really attractive, especially for a brand like ours.”
Highlights from this week's “Marketing Today” podcast include:
- On the fast track: Allen traces her career path and talks about bringing iconic brands to life. (1:34)
- Allen places great importance on her time in Australia with McDonald's, noting how it sparked great personal and professional growth. (6:29)
- “It's a great time to be in the pizza category.” Allen discusses consumer expectations regarding pizza purveyors and Pizza Hut's $130 million investment to become a more digitally enabled and delivery-focused organization. (8:26)
- “We're all about the fans.” Allen on Pizza Hut being named the official pizza sponsor of the NFL. (11:48)
- In naming GSD&M as its agency of record, Allen believes Pizza Hut found an agency that brings the brand's values to life. (15:48)
- Allen discusses the search that led to choosing GSD&M, and how, in a commoditized category, they are taking Pizza Hut to “a more emotional place.” (17:47)
- A deep appreciation for the sacrifices made by her parents and grandparents: Allen talks about her half African-American/half Filipino heritage. (23:12)
Support the show: https://www.patreon.com/marketingtoday
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For this week's episode of “Marketing Today,” Alan got up close and personal with Brad Wilson, who just happened to be visiting Durham, North Carolina. Wilson is the chief marketing officer at LendingTree, the nation's leading online loan marketplace, with headquarters just down the road in Charlotte, North Carolina. Wilson took over the marketing reins for LendingTree in July of 2017, and there he heads up brand strategy, marketing operations, and consumer engagement.
In the course of his discussion with Alan, Wilson talks in detail about team building and leadership. For him, it's important to be there in the trenches. “You gotta show people you're doing the work, as well,” says Wilson. But he also believes you have to know when to get out of the way and let your people do the work. “If you have the vision right,” says Wilson. “If you know what you're trying to achieve — metrics, aspiration, what have you — and if you get the right people, there's no need to micromanage.”
He goes on to add, “I like to let people have their own canvas and create. Ultimately, I don't care how we get there.”
Highlights from this week's “Marketing Today” podcast include:
- Experiencing waves of change: Wilson traces the chronology of his career. (1:32)
- Wilson views his role as maintaining and accelerating growth — and using purpose and brand to enhance that growth. But also, importantly, to lead. (7:50)
- In talking about the diversification of LendingTree's offerings, Wilson says, “Money is complex, and we're just trying to simplify those decisions.” (10:04)
- Wilson doesn't believe direct response and brand building are mutually exclusive. (12:39)
- Wilson uses Nutrisystem and LendingTree as examples in discussing acquisition and direct response. (18:17)
- Four ways Wilson is driving change at LendingTree. (22:14)
- How Wilson stays current and relevant: Twitter, The Wall Street Journal, and watching his kids consume media. (25:40)
- Wilson discusses his approach to culture and team building at LendingTree. (25:40)
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In this week's episode of “Marketing Today,” Alan's conversation is with Jennifer Halloran, head of brand and advertising at MassMutual. The beginning of Halloran's tenure at MassMutual was marked by a complete rebranding effort across all aspects of the company, including the hiring of two new agencies of record. In a decision to go with a roster model, they chose Johannes Leonardo as their creative lead and named Giant Spoon to handle media responsibilities.
During the course of her conversation with Alan, Halloran talked about the process of hiring those two agencies as well as the campaigns and initiatives MassMutual has launched in the past year. In addition, Halloran touched on adopting and implementing a nimble approach to capitalize on big cultural moments through timely creative and the resulting media opportunities. “I think you really have to be fluid,” said Halloran.” You don't buy a media plan that's set for the year anymore — we call it a blueprint.” She went on to add, “You don't set it in stone at the beginning of the year and say you've got it…we have to move with what's happening with our customers, in culture, and in technology, and you've got to stay on top of it.”
Highlights from this week's “Marketing Today” podcast include:
- Halloran discusses her background, how she thought she'd end up in consulting but instead found herself focusing on one industry, and the monumental effort of rebranding MassMutual. (1:20)
- Halloran describes the complexity of launching MassMutual's rebrand and refresh (6:26)
- Starting from the inside out — Halloran provides insight for fellow marketers faced with relaunching or rebranding a company. (10:01)
- “I didn't want to make them guess.” Halloran on the very different kind of process MassMutual used when looking for an agency of record. (12:56)
- Halloran's advice for others going through an agency search: “Go with your gut on what you know is going to be important.” (21:49)
- Halloran talks about MassMutual's “Adopt a Runner” campaign for the New York City Marathon. (24:05)
- MassMutual's “Unsung” campaign hinged on authenticity. (30:53)
- “That could be me.” MassMutual's “Acts of Mutuality” was a multi-generational story that appealed to something in everyone. (41:26)
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In this week's episode of “Marketing Today,” Alan talks with Mark Barden, the San Francisco–based partner at eatbigfish — a marketing consultancy that coined the term “challenger brand” and that has helped clients like Audi, Sony PlayStation, Charles Schwab, and Callaway Golf transform their brands to achieve new levels of growth. Barden is also the author of “A Beautiful Constraint: How to Transform Your Limitations Into Advantages, and Why It's Everyone's Business,” and he has contributed a chapter to the upcoming book, “Eat Your Greens,” which will be published by the Account Planning Group as part of their 50th anniversary celebration.
In the course of their discussion, Barden talks in great detail about the differences between challenger brands and disruptors, and he places them on a spectrum to better understand those differences. He also makes an observation about what challenger brands must do to succeed.
“It's all about animating a group of people to do their best work,” says Barden. “And that comes down to being clear on what your ideology is, what problems you're trying to fix, what wrongs you're trying to right in the world on behalf of the consumer, the beer-drinking public, the cellphone-using public, the burger-eating public. You're trying to right wrongs on their behalf. And getting clear on that is really powerful. And that's what ideology does — it fuels the relentlessness that you need as a challenger.”
Highlights from this week's “Marketing Today” podcast include:
- Barden talks about how he got started in the challenger brand business and the chapter he contributed (“Why Challenger Brands Matter in the Age of Disruption”) to the book, “Eat Your Greens,” which will be published next month by the Account Planning Group. (1:38)
- Barden on the difference between challenger brands and disruptors, the use of a spectrum analysis to better understand these brands, and how one defines a true challenger brand. (6:57)
- Barden explains how his views diverge from those of Byron Sharp. He also talks about the notoriety of the Scottish CPG brand, BrewDog, and how they used fame to overcome small budgets in achieving growth and success. (17:28)
- Barden makes a point about the importance of ideology (and how it's similar to purpose). (26:03)
- Barden more fully explains the spectrum of challenger brands citing two examples: Southwest Airlines and Warby Parker. (30:41)
- Barden provides four tips for becoming a successful challenger brand. (40:11)
- Three brands Barden finds fascinating: Impossible Foods, Twitch, and American Giant. (46:36)
- In answer to the question, “What is the future of brand-building in the age of Amazon?” Barden observes that brands will have to find a way around Amazon while being baked into it. (52:20)
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This week's “Marketing Today” podcast finds Alan moderating a panel at the recent Brand Marketing Summit in San Francisco, a conference that brings together some of the brightest marketers from the world's biggest brands to talk about the future of marketing. The panel discussion Alan led, “Creating Work that Stands the Test of Time: How to Futureproof Your Brand in a Constantly Evolving Landscape,” featured Margaret Quan, director of customer marketing strategy at eBay, and Valerie Nguyen, partner and co-head of strategy at Wolf & Wilhelmine in New York.
During the panel, Nguyen and Quan talked about brands charting courses as the world rapidly changes around them and what brands must do to remain relevant. The discussion ranged from Quan pointing out that “competition creates greatness in the marketplace,” to Nguyen discussing her belief that “empathy and vulnerability are both really important tools and practices to building great brand strategy.”
Highlights from this week's “Marketing Today” podcast include:
- Quan and Nguyen describe their career paths. (1:30)
- Nguyen on the need to futureproof your brand: “The future's really bright until you're caught in its headlights.” (2:42)
- A Kodak moment? Quan on an iconic brand that failed to pivot with the times. (5:54)
- Building a brand strategy to scale up to the next level: Nguyen talks about Bonobos and how its brand instinct drove the company forward. (9:39)
- Quan: “Take a stand when it's the right thing to do and when it's aligned with your brand and what it stands for.” (15:50)
- Nguyen points out that executing on brand instinct entails hard work. (26:16)
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This week finds Alan and “Marketing Today” on the road again. While at the Brand Marketing Summit in San Francisco, a conference that brings together some of the brightest marketers from the world's biggest brands to talk about the future of marketing, Alan took the time to talk to four of the marketers in attendance. They discussed the challenges facing their brands, the evolution of the customer journey, the measures they take to amplify and strengthen their brands, and even things that they love and/or hate. Not only that, in a moment of self-discovery, Alan realizes that he is actually a millennial and not a member of Generation X. Who knew?
The four marketers Alan spoke with are:
- Ali Osiecki, vice president of marketing at the Greg Norman Company
- Andrew Strickman, senior vice president of brand and marketing at realtor.com
- David Fossas, senior director of brand at WP Engine
- Smita Wadhawan, senior director of U.S. marketing at GoDaddy
Highlights from this week's “Marketing Today” podcast include:
Ali Osiecki on how the Greg Norman Company creates synergy among all of its brands, the new Shark Experience, and the ways the company tries to reach the customer before, during, and after their round of golf. She also reveals the best advice she ever received (“Listen more, talk less.”) and how she loves to geek out over Fortune's “Term Sheet.” (1:14)
Andrew Strickman discusses his focus on increased growth and revenue for realtor.com while keeping his eye on brand awareness and brand clarity. He also touches on a key insight from the Brand Marketing Summit (Brands that are making a connection between their purpose and the consumer are going to win.), some great advice he believes in (“Tell great stories.”), and that while “hate is a strong word” he still definitely hates beets. (6:49)
David Fossas describes what WP Engine is and how its speed-to-market offering allows it to break through in a cluttered market. He also discusses the importance for a brand to create an authentic voice that resonates with its audience, how he looks to the philosopher, Seneca, for inspiration, and how he hates that people don't pick up the phone anymore. (12:27)
Smita Wadhawan talks about the tools GoDaddy offers to help small business owners and how it's moving to become a customer-experience company with packaged solutions. She also discusses the test-and-learn approach that GoDaddy utilizes with its channel mix and their experiments in the social and digital space. Lastly, she believes that “whatever you do, just put your heart into it” are words to live by. (17:38)
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This week on “Marketing Today,” Alan spoke with Loren Angelo, vice president of marketing for Audi of America, where he leads marketing positioning and management of the Audi brand in the U.S. In addition, he manages advertising, experiential, CRM, social media, product integration, retail marketing, and research strategies for the carmaker.
In the course of their discussion, Angelo touched on the factors that led him to Audi, what it means to him to work for a challenger brand that believes in purpose-led marketing, and the thinking behind the relationships Audi fosters with its partners.
And he cited principled authenticity and like-mindedness as being key in a brand's relationship with its consumers. “Consumers look for brands that share their values,” said Angelo. “And if your values are consistent, and you're willing to go out on a limb and defend those values and build a conversation around them, consumers are going to be, as the studies clearly show, more attracted to that brand.” Angelo went on to add, “So I believe that is going to be a key differentiator for brands that are willing to take the brave note and stick up for what they believe in.”
Highlights from this week's “Marketing Today” podcast include:
- Angelo's work with automotive brands on the agency side led to his opportunity at Audi. (1:14)
- Angelo's take on leading a challenger brand: “I think it's one of the best opportunities in any marketer's career.” (3:14)
- Audi actively promotes the growth of women in business, film and entertainment, with a focus on pay equity. (6:28)
- Angelo discusses his strong belief in purpose-led marketing. (9:20)
- An association with another challenger brand: Audi identified a cultural opportunity in forming its partnership with Major League Soccer. (12:00)
- Audi has always been a brand that wants to enhance and celebrate the driver's experience while not turning its back on technology. (16:08)
- Angelo on Audi's leadership and partnerships in the AI space. (21:00)
- A combination of personal tenacity and finding the right mentors have had a defining influence on Angelo's career. (25:22)
References:
- Audi “Driver” Advertisement - https://www.youtube.com/watch?v=O2B7U3WO9oA
- Audi & AFI Support More Female Directors - http://blog.afi.com/audi-and-afi-support-female-filmmakers-watch-video/
- Audi - Defining Progress: Jamie Anderson film - https://www.youtube.com/watch?v=jH-RVZg9aLw
- Audi “Daughter” Super Bowl Commercial 2017 - https://www.youtube.com/watch?v=1iksaFG6wqM
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Milestones are a big deal — wedding anniversaries, graduations, retirements, promotions…and 100 podcast episodes. That's right, this week marks a major milestone for “Marketing Today” — we're hitting the century mark with our 100th episode. We appreciate all the support and interest we've received for “Marketing Today,” and we look forward to many more episodes to come.
This week on “Marketing Today,” Alan talked with Colin McConnell, senior vice president and chief brand officer for Prudential Financial. McConnell has enjoyed an extraordinary 27-year career there, rising from college recruiter to speech writer to being a member of the team that started the company's in-house advertising agency, and then on to his present role leading that agency, which is one of the largest in the financial services category.
During the course of his conversation with Alan, McConnell touched on what he feels is a key focus for an effective in-house agency. “I don't think that the best in-house advertising agency is really led by advertising strategy, it's led by marketing strategy,” said McConnell. “And even though it's still an in-house agency, and it has all those resources, it's still a marketing department.”
And he talked further about how Prudential Financial positions itself in what is perceived as a low-engagement category: “Somehow, the category, when it comes to packaging products and services that do good for people, has tended to be sleepy,” said McConnell. “So we try to not do that. We try to take fresh angles on old ideas, we try to come up with fresh insights, and we always try to stretch creative into places that people haven't seen before. And I think, so far, we've done a pretty good job.”
Highlights from this week's “Marketing Today” podcast include:
- McConnell describes the long and the short of his 27-year career at Prudential Financial. (1:57)
- “It's been harder going than most people realized” — McConnell discusses how marcom integration has worked for Prudential Financial. (5:03)
- “Media is the new creative” — McConnell talks about the Prudential Financial in-house agency and how, from the beginning, they in-sourced media planning and procurement, which is a huge advantage for them. (8:05)
- “Digital is the air we breathe” — McConnell offers advice on building an in-house agency. (10:36)
- McConnell on the possible pitfalls of an in-house agency: “Insularity is an issue you have to guard against.” (12:58)
- “Financial services companies cut to the core of life” — McConnell takes issue with the notion that financial services is a low-engagement category. (16:52)
- McConnell discusses the origin, history, core purpose, and reputation of Prudential Financial. (21:12)
- McConnell's belief that we are underprepared for the implications of AI: “The transformational power of AI in marketing is something we all need to pay very, very close attention to.” (31:17)
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In this week's “Marketing Today” podcast, Alan talked with Trish Mueller, co-founder of Mueller Retail Consulting. Prior to starting her consultancy, Mueller was chief marketing officer at The Home Depot from 2011 to 2016, where she spearheaded the company's shift from print and traditional media to omnichannel marketing. In 2015, Mueller earned the CMO Club's CMO Marketing Innovation Award. In addition, she presently serves on the board of directors for Dave & Busters.
In the course of her discussion with Alan, Mueller talks about her career in marketing and how it led to a focus on leadership and the transformative “lightbulb” moment when she understood it was less about outworking people and more about developing talent. “Instead of doing the work, or leading the people doing the work, or even developing the strategy,” says Mueller. “It really was more about acquiring and then inspiring and empowering people to develop and drive the strategy themselves.”
Highlights from this week's “Marketing Today” podcast include:
- Retail in her blood: Mueller fell in love with selling stuff at an early age. (1:21)
- The words that led Mueller to study leadership to empower her teams: “If you're working too hard, you should look at your team.” (6:07)
- Mueller on how curiosity and an avid reading habit have impacted her career: “Whenever I ran into trouble, I would always pick up a book.” (9:16)
- Mueller's “listening first” approach to mentoring other leaders. (16:18)
- Spending time with your team outside the office will help you to better understand how to motivate them. (21:37)
- What to do when you believe in the people on your team, but management doesn't. (36:54)
- Mueller's biggest challenge as a young CMO was making herself understood. (40:06)
- The perils of the C-suite: “If you don't do your job, someone will always be happy to do it for you.” (42:37)
- Mueller's concerns about the impact of technology, privacy concerns, and the perils facing marketers in the future. (50:46)
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In this week's “Marketing Today” podcast, Alan talked with Casey Hurbis, chief marketing officer at Quicken Loans, the company that revolutionized the mortgage business and, in the process, grew to employ more than 17,000 team members in Detroit while bearing witness to the resurgence and revitalization of its hometown. Just recently, at the beginning of 2018, Quicken Loans became America's largest lender.
Born and raised in Detroit himself, Hurbis has kept the home fires burning as a self-described “Detroit guy.” He attended college in nearby East Lansing at Michigan State University before starting an automotive marketing career, both on the agency side with BBDO Detroit (and later with BBDO Worldwide) and on the client side at Fiat Chrysler, before assuming the chief marketing role at Quicken just 13 months ago. Hurbis has spent his entire professional career in the city he calls home.
During the course of his conversation with Alan, Hurbis touched on how important joining forces with partners from the worlds of sports and Hollywood has been for Quicken Loans. “We have equity we can borrow from each other,” says Hurbis. “So we have a lot of these opportunities that are presented to us — I wish we could do them all. But finding the right ones, and being in contextually relevant space, is something we absolutely strive for.”
Highlights from this week's “Marketing Today” podcast include:
- Hurbis talks about his 25-year, Detroit-centric career: “It's been epic.” (1:17)
- Hurbis tells the story of Quicken Loans becoming America's largest lender and using a Super Bowl spot to proclaim it. (5:57)
- Working in the cultural space of brand tie-ins involving sports and Hollywood. (8:53)
- Choosing brand partners: “We've got to make sure, when we do something, it's authentic.” (13:34)
- Quicken Loans' in-house agency team gives them “the best of both worlds.” (15:01)
- Quicken Loans is very intentional in the way they recruit talent. (17:53)
- When he does turn to outside creative partners for creative jump balls, Hurbis is always pulling for his in-house team to win. (21:35)
- Words from an early-career mentor that inspire Hurbis to this day: “Sometimes in life, babe, you've just got to kiss the chaos.” (24:44)
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In this week's episode of “Marketing Today,” Alan talks with Jeremy Wacksman, chief marketing officer at Zillow Group, where he also oversees product management and strategy. Wacksman's experience prior to joining Zillow includes leading marketing and product management for Xbox Live. He holds a B.S. in computer engineering from Purdue University and an MBA from the Kellogg School of Management at Northwestern.
In his conversation with Alan, Wacksman focused on data and the role it's played in changing the housing market and how Zillow recognized the importance of it to connect with consumers. “It all goes back to bringing transparency to the housing market through access to data,” says Wacksman. “And using that as a tool to drive both awareness for our brands and trust for our brands by consumers.” He goes on to add, “If you go back to our mission, and our strategy from the very beginning, it's about empowering consumers to make those decisions. And when you think about that, then data is a natural place to start.”
Highlights from this week's “Marketing Today” podcast include:
- One commonality throughout Wacksman's career has been a focus on the consumer. (1:41)
- For Wacksman, similarities between engineering and marketing abound. (6:04)
- Walksman discusses the thinking behind Zillow's 3D Home product offering. (9:59)
- The role and impact of data on the housing market. (12:36)
- “What we really wanted to do was turn the lights on and show as much data as we could about every home.” — Wacksman explains the inspiration behind the founding of Zillow. (14:00)
- Wacksman reveals methodologies Zillow uses to stay nimble and focused as they grow. (15:59)
- Wacksman is passionate about unlocking consumer insights and removing roadblocks. (18:40)
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In this week's episode of “Marketing Today,” Alan talks with Jay Livingston, chief marketing officer at BARK, the company that created the immensely popular BarkBox, which led to its other endeavors: BarkShop and BarkRetail.
Livingston joined BARK after a 20-year career at Bank of America, where he held senior leadership roles in every functional area of global marketing and strategy, from digital commerce, consumer/retail, and small business to commercial banking and brand management.
After a two-year “hiatus,” which found him immersed in angel investing as well as traveling and restoring automobiles, he is now the CMO at BARK, the wildly successful company that caters to dogs and their owners. BARK is everything Livingston was looking for as he reentered the realm of marketing: A company that was consumer-facing; produced a physical product; not only that, the product had to bring people joy; and, last but not least, the company had to be headquartered in New York. As Livingston relates in the course of his discussion with Alan, BARK has been all of that and more.
Highlights from this week's “Marketing Today” podcast include:
- From banking to barking: Livingston talks about his 20-year career at Bank of America, angel investing, and finding the right fit at BARK. (1:28)
- Livingston: “We're really all about making dogs happy. So whatever we can come up with that does that we will launch quickly and give it a shot.” (3:32)
- BARK's growth plan and the challenges of expansion. (6:04)
- The difficulties of retail for a digital-first company. (7:49)
- Livingston on not chasing growth: “You've got to stay true to who you are.” (11:36)
- BARK and the magic of customer engagement. (14:31)
- Livingston relates some of the best advice he ever received about investing in growth companies. (17:54)
- Two things that fuel Livingston: (1) Being in NYC, surrounded by people at the top of their games. (2) The idea of creating something and seeing it grow.
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This week in “Marketing Today,” Alan talks with Brandon Rhoten, outgoing CMO at Papa John's. Prior to his stint there, he spent almost six years at Wendy's, where he was VP for Marketing, heading up advertising, social media, and digital marketing.
During the course of his conversation with Alan, he talks about the importance of establishing a brand voice to connect with consumers. “It sounds cliché,” says Rhoten, “but you've got to establish that voice first. Because that's really what builds everything.” And he goes on to add, “You have to build out tools, and rules, and measurements to understand how you really are reaching and influencing someone and their behavior. And that takes some time.”
In the end, though, for Rhoten, the success of a brand hinges on the work: “You just have to be willing to believe in the work. If you're a champion for the work, and for the people doing the work, eventually you win.”
Highlights from this week's “Marketing Today” podcast include:
- Rhoten talks about his experience and background, and, most importantly, how he learned to tell a brand story. (1:34)
- “We didn't have a lucky moment, we were just ready for the moment.” — The story behind #NuggsForCarter. (5:28)
- Differentiating yourself in a category not known for differentiation. (13:12)
- Creating content worth consuming: “The future is moving to a place where the content has more inherent value.” (21:58)
- Rhoten on managing the customer experience across multiple contact points. (26:53)
- Advice for marketers seeking to be a change agent. (32:22)
- Swinging for the fences: The first time Rhoten stood up for work he loved affected his career more than anything else. (34:07)
- Rhoten on the future of marketing: “It's less about who has the biggest bullhorn and it's more about who has the best thing to say, who has the most interesting thing to say.” (40:13)
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This week on “Marketing Today,” Alan talks with Pras Michél, who, as a founding member of Fugees, is a multi-platinum recording artist and Grammy winner, as well as a philanthropist, actor, producer, and entrepreneur. And now he stands on what is perhaps the biggest stage of his life — founder of Blacture, a technology platform designed to provide greater access and a voice for black culture, and to demonstrate and provide increased opportunities for the culture's success.
In this wide-ranging, often philosophical, and uniquely insightful discussion, Pras speaks about his vision for Blacture, why he chose to launch it during the 2018 Super Bowl, and its focus on tech, health care, education, entertainment and entrepreneurship, as well as his belief in the message of inclusion inherent in Blacture. “Think of Blacture like a highway,” says Pras. “All Blacture is doing is adding an extra lane to just feed the world with the stories and voices of the people who have been feeling marginalized and been feeling like they can't tell their stories.” He goes on to add, “It's for everyone to enjoy, but now we're focusing on the culture and their voices, so people can learn more.”
Highlights from this week's “Marketing Today” podcast include:
- Pras describes his vision for Blacture: what it is, the thinking behind it, and how he arrived at the name. (1:47)
- The Blacture Super Bowl commercial: “Simplicity was the way to go.” (6:14)
- Providing access and a voice: How Blacture will help the black community. (12:59)
- “A lot of brands understand that they have a diversity issue.” (21:28)
- Pras' take on how brands can connect with black culture: “It's about being authentic. It has to be real, whatever it is.” (25:19)
- Pras on his creative process: “A lot of it has to do with intuition, inspiration, and being a student.” (28:12)
- Pras says that Blacture is a way for him to give back. (31:45)
- Pras talks about his experience filming “Skid Row,” his strict upbringing, and his love for brands that push the envelope and have a consumer-first mentality. (33:14)
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This week on “Marketing Today,” Alan takes his show on the road. He recently attended The CMO Club's 2018 Spring Innovation & Inspiration Summit in Marina del Rey, California, a conference that brings together leading senior marketing executives for two days of peer learning, problem-solving breakout sessions, and main stage panels. While there, he found the time to have informal discussions with these six CMOs and heads of marketing:
- Nerissa Sardi — Vice President, Head of Marketing at Medici
- Chris Moloney — Chief Marketing Officer at TaxSlayer
- Steven Handmaker — Chief Marketing Officer at Assurance
- Matt Singer — Vice President of Marketing at Jobvite
- Alex Romanovich — Managing Director and Chief Marketing Officer, USA at FiNC
- Stephanie Anderson — Chief Marketing and Strategy Officer at AI Media Group
In talking with these six marketing minds, he discovered the challenges they face, insights they uncovered during the Summit, advice that has impacted their careers, their go-to sources for information, and things that they love and hate (or dislike intently). These lightning-round-style discussions make for bite-size marketing nuggets that are equal parts information and inspiration.
Highlights from this week's “Marketing Today” podcast include:
- Nerissa Sardi on keeping up with constant change, her realization that it's often better not to ask permission, and why she's not a fan of everyone thinking they're a marketer. (1:33)
- Chris Moloney on the delicate balance of brand investment, his emphasis on hiring top talent, and how he loves it when marketing captures emotions and moments at the same level that rock music does. (6:35)
- Steven Handmaker on the challenge of maintaining focus on what's going to make an impact, how Bruce Springsteen's statement, “Nobody wins unless everyone wins,” has become his personal mantra, and his problem with people's lack of enthusiasm. (11:48)
- Matt Singer on the importance of staying connected to consumers, his belief that marketing needs to reassert itself within product development cycles, and why he places a premium on authenticity. (17:07)
- Alex Romanovich on the challenge CMOs face in comprehending different technologies and applying them to their myriad responsibilities, the importance of peer communication, and his distaste for self-promotion. (20:49)
- Stephanie Anderson on the need for CMOs to prioritize, her belief that less is more, and why, for her, there's still no better source of information than the print edition of The Wall Street Journal. (24:50)
To learn more about the CMO Club go to www.thecmoclub.com.
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This week on “Marketing Today,” Alan talks with two leaders from CarMax: CMO Jim Lyski and CIO Shamim Mohammad. During the course of their discussion, Lyski and Mohammad touch upon the similarities of their backgrounds and the way they utilize their differences to fuel the way they work together. The relationship between the two is well documented, and in the course of their discussion they talk about how CarMax utilizes Agile methodologies, their belief in the importance of cultural fit when recruiting and developing talent, and how their familiarity with each other's role helps drive results for CarMax.
At the heart of their approach, and what they believe is a key factor in their success at CarMax, is the importance they place upon the customer experience: “When we are sitting around the table and discussing any initiative,” says Mohammad, “we always make a decision that's going to favor the customer.”
Highlights from this week's “Marketing Today” podcast include:
- Lyski and Mohammad talk about the quantum leaps from where they grew up to their C-Suite presence today. (2:10)
- Lyski and Mohammad on how they resolve conflict. (6:30)
- How Agile methodologies work at CarMax — the organization and operation of their teams resemble the structure of an atom. (7:18)
- Customer experience needs to be deeply integrated into a company's culture. (15:46)
- Advice for CMOs or CIOs faced with a turnaround situation. (18:51)
- Communication and trust are key in establishing a collaborative culture. (26:10)
- “The harder the problem, the more creative you have to be.” (32:33)
- The future of marketing is now. (36:49)
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This week on “Marketing Today,” Alan talks with Joe Mandese, longtime editor in chief of MediaPost, which covers the advertising, technology, media and marketing industries, and founder of Bid/r, a direct-to-consumer-audience exchange fueled by a bidding engine that matches brands with consumers that want them. In his discussion with Alan, Mandese covers a myriad of topics ranging from Cambridge Analytica and privacy issues plaguing Facebook to why journalism is more important than ever and the reasons he founded Bid/r.
Mandese is thoughtful, insightful and astute in his assessment of the fragmented media landscape we navigate in today and the impact business and economic models have on it. “The disruptive nature of the media marketplace we've created today, and the economic models associated with it, are disrupting and displacing the very important sources of media for consumers, particularly journalism” says Mandese. “Business and economic models have a profound impact on our access to media, the media we consume, and who we are as human beings.” He goes on to add: “And if we don't think about the economic outcomes of these things, we're going to be in a perilous state as a species.”
Highlights from this week's “Marketing Today” podcast include:
- Mandese discusses his career covering marketing, media, and advertising for the past 39 years and the incredible industrial revolution and evolution he's witnessed. (2:18)
- The fragmentation and proliferation of choice: Mandese identifies the biggest challenges ahead for brand marketers and agencies. (6:30)
- Mandese points out how tough it is for entrenched brands in a world of disruption (“It's a superhuman task.”), and he relates an anecdote about fragmentation. (13:42)
- Mandese provides his take on the Cambridge Analytica and Facebook story. (19:34)
- Mandese talks about Bid/r, the concept behind it, and his belief that people should have self-sovereignty. (27:48)
- How much is a consumer's attention worth? (33:38)
- Media, nutrition and ecology: How reading Marshall McLuhan and Rachel Carson in seventh grade shaped Mandese's worldview. (44:07)
- Mandese believes we will see a new golden age of marketing where brands that find better ways to create meaning for people's lives will win. (55:06)
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And now for something completely different…
This week's episode of Marketing Today was recorded live before an audience and features conversation and performances from Magic Giant, a Los Angeles band that combines equal parts alternative, indie-folk, and pop with infectious spirit and passion to deliver magical, uplifting shows. The band came to Alan's attention at, of all places, a CMO Club Summit in Santa Monica, and a friendship was formed on the common ground of connecting with people in powerful ways.
The band has been touring incessantly behind their debut album “In The Wind,” and they are appearing at festivals this spring and summer, including this month at Coachella — Billboard calls them a Top 10 Act to see there.
The case can be made that musicians are the original cause marketers, and Magic Giant certainly fits that mold. They have relationships with a cryptocurrency, greening organizations, and a nutrition bar, among others. And the thing tying them together with the brands in those categories is a common ethos. “Not every partnership is going to be the absolute perfect fit,” says Zambricki. “But I do think it has to be a company we believe in and share the same values with.”
Highlights from this week's “Marketing Today” podcast include:
- Magic Giant perform “Set On Fire,” a track from their debut album, “In The Wind.” (1:59)
- “Ostrich,” mangoes,” and “hope” — Magic Giant members (Austin Bisnow, Zambricki Li, and Zang) introduce themselves and some of their favorite words. (6:24)
- The missing ingredient: The band discusses how the band came together when Austin and Zambricki met Zang. (10:16)
- Magic Giant and their creative process: “It's like a Venn diagram. When we all overlap, that's the thing that resonates.” (16:34)
- Radio, music-streaming sites, licensing and touring: Magic Giant discuss how they get their music to the masses. (22:53)
- Magic Giant take questions from the audience and perform “Shake Me Up.” (26:24)
- Magic Giant members relate the powerful personal stories that led them to pursue a musical career. (38:06)
- Magic Giant perform “The Great Divide.” (45:49)
Get their NEW Acoustic Album today!
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This week in “Marketing Today,” Alan talks with Molly Catalano, vice president of marketing and communications at Five Guys Burgers and Fries. Catalano joined Five Guys over 13 years ago when the company had just 30 stores. Today, through sustained growth fueled by franchising, Five Guys has over 1,500 locations in 10 countries.
At the heart of the Five Guys success story is the importance they place on the customer experience, a flag planted by the founders, the Murrell family, from day one. It's something the company — and Catalano — have never lost sight of. “The hardest part of my job is I don't want to ruin that,” says Catalano. “I never want to do anything marketing-wise that takes away from the purity of the brand, which is that focus on the customer experience.”
Highlights from this week's “Marketing Today” podcast include:
- Catalano relates the Five Guys story — growing from a single store to an international presence. (1:38)
- A marketing company that isn't big on advertising: Catalano describes what marketing looks like at Five Guys. (5:19)
- Catalano talks about the Five Guys in-store experience. (6:30)
- The Five Guys Mystery Shopping Program has created buy-in across countries and franchises. (8:33)
- A maniacal focus on the product and the experience. (11:13)
- Catalano on the recent increase in marketing spend for Five Guys and their use of digital and social. (13:37)
- Five Guys has found great success in implementing a franchisee task force to drive social and digital efforts. (17:27)
- Catalano's advice for other heads of marketing. (19:57)
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In this episode of “Marketing Today,” Alan talks with Manoj Goyal, who joined Marketo as chief product officer in May of 2017 before assuming his present role there as chief technology officer just this year. In his role as CTO, he is responsible for engineering teams that oversee the Marketo engagement platform.
During his conversation with Alan, he touches on a wide range of topics, including the difficulty in implementing and driving innovation, which has played a major part in many stops in his career. “The best innovations I've seen are ones that simplify the experience,” says Goyal. “If you can't use it in 10 to 15 minutes, if you can't understand the value in a half hour or less, then it's probably not a great innovation.”
Highlights from this week's “Marketing Today” podcast include:
- Goyal discusses his career and the path that led to Marketo. (1:35)
- Goyal talks about being named to the Adweek 50 and Marketo's partnership with Google. (4:00)
- For Goyal, there are three distinct capabilities necessary in an engagement platform. (7:38)
- “Digital marketing has given us some bad habits.” (12:08)
- Goyal provides a (very) quick ICP primer — hint: it means Ideal Customer Profile — and discusses how marketers can align around and develop them. (18:19)
- “How not to boil the ocean” — Goyal shares his perspective on AI. (25:33)
- Goyal on the difficulty in implementing innovation. (29:37)
- Goyal is intrigued by the role social and people-based networks are playing in shaping the next generation. (32:36)
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In this week's episode of “Marketing Today,” Alan talks with Tom Klein, chief marketing officer at MailChimp, the world's largest marketing automation platform. He worked at Nabisco and Chanel before landing at MailChimp, a company he long admired, and he is an authority on digital marketing, e-commerce, and brand marketing.
During the podcast, Klein talks about his views on the best use of marketing automation: “I see automation as doing the things automation is good at and, ideally, it's opening a window for a marketing person to really put heart and soul into communication.”
Later in his discussion with Alan, Klein touched on where he believes marketing is heading and where automation fits in. “What's fascinating is, in many ways, everybody's being turned into a marketer…all of marketing is being democratized,” says Klein. “I feel like marketing and communication is just going to keep getting better and better. And I think it's up to us to take advantage of those capabilities of our customers, and meanwhile, on the marketing automation front, let the robots do the stuff that the robots are best at.”
Highlights from this week's “Marketing Today” podcast include:
- Klein on his background and how he ended up at MailChimp. (1:23)
- Klein seems to always finds himself at the intersection of marketing and technology: “Marketing, a lot of times, lives in the future.” (4:32)
- Klein describes his approach to marketing automation. (5:58)
- Klein's natural curiosity enables him to move at the pace of change: “I've always been interested in what's new.” (8:03)
- Klein on where MailChimp is headed as an emerging marketing platform. (11:00)
- Klein talks about staying true to the brand he inherited: “I had to keep it weird.” (16:20)
- Klein discusses MailChimp's creative heritage and philosophy — “We lead with culture.” (24:29)
- Klein on the experiences that have shaped him: “I always find the most defining experiences are my failures.” (30:13)
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This week on “Marketing Today,” Alan talks with Raja Rajamannar, Chief Marketing and Communications Officer and President, Healthcare Business at Mastercard. Rajamannar started his career at Asian Paints before moving over to the payment industry, holding numerous positions with Citi as well as two years spent as chairman and CEO of Diners Club of North America. He then spent time in the health care industry at Humana and WellPoint before assuming his current role at Mastercard.
Rajamannar and Alan spend a great deal of time discussing the incredible 20-year run and global impact of Mastercard's “Priceless” campaign, which has cut across cultures, manifesting itself in 58 languages and 110 countries. Most recently, Rajamannar and his team shifted the focus of the campaign with its new iteration, “Start Something Priceless,” which launched at this year's Grammy Awards.
Rajamannar also talks about the importance of brands being socially aware and standing for something at a time when consumers aren't looking to simply buy something but to buy from a brand that shares their values and that they believe in. “Brands will now start becoming more and more socially aware, socially conscious, and try to do something good for society,” says Rajamannar. “Because that's an expectation from consumers. It's not only because it's a good thing to do, it's what consumers are demanding of their brands.”
Highlights from this week's “Marketing Today” podcast include:
- Rajamannar talks about his background and the career path that led him to Mastercard. (1:47)
- Tracing the creation and evolution of Mastercard's “Priceless” campaign. (5:34)
- Tapping into a new cultural truth: Mastercard's decision to move from enabling “Priceless” moments to inspiring “Priceless” movements. (12:06)
- “Start Something Priceless” launches at the Grammy Awards. (13:26)
- World Food Programme and Stand Up To Cancer: Rajamannar discusses the philanthropy of Mastercard's Priceless Causes. (22:16)
- “It's not a passing trend.” — Rajamannar addresses the escalating use of ad-blocking technology. (25:28)
- Rajamannar offers his advice for marketers stepping into a CMO role. (28:50)
- Marketers need to understand both creativity and analytics. (35:38)
- “At the end of the day, the market reality happens where the rubber meets the road, which is where sales happen.” (41:00)
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This week on “Marketing Today,” Alan talks with Susan Vobejda, chief marketing officer at The Trade Desk, the fastest-growing demand-side platform (DSP) agencies, aggregators, and their advertisers can use to manage their digital campaigns.
Vobejda's career started in finance, but she quickly made the leap to advertising — confessing that advertising seemed so cool to her that she thought it was something she would do without getting paid — beginning at Leo Burnett as an account supervisor. From there, she moved on to stops at Gap Inc., Walmart, Bloomberg, and Tory Burch, among others, before landing in her current role at The Trade Desk.
During the course of her conversation with Alan, Vobejda touches on many topics, but perhaps most interesting was her discovery of just how special the people and culture at The Trade Desk are.
She and her team were in Ventura, California, for a planning session in December of 2017. While there, they were forced to flee from the Thomas Fire, the largest wildfire in modern California history. She relates how her team — with help from others at The Trade Desk via the company Slack — pulled together to find their way out of the affected area. She describes it as “a tribe in action,” and goes on to say, “It has bonded me to this group of people in a way that I could never have expected.”
Highlights from this week's “Marketing Today” podcast include:
- Vobejda traces her career path from the world of finance to CMO of The Trade Desk: “A crazy spiderweb career.” (1:17)
- Making a list: What led Vobejda to The Trade Desk. (3:34)
- Vobejda on team building: Prioritize talent and build for succession. (8:15)
- Vobejda: “Data and technology are tools for marketers that they can use in unprecedented ways to reach and engage customers.” (11:51)
- Vobejda's take on programmatic. (13:48)
- Vobejda talks about an experience during her first three months at The Trade Desk — literally a trial by fire. (17:24)
- “It's all about the customer” — Vobejda examines the common truths across the industries she's worked in. (22:24)
- Vobejda's leap from finance to advertising and the lesson it taught her: “You can make anything happen.” (23:39)
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For this week's episode of “Marketing Today,” Alan talks with Cory Treffiletti, CMO of Voicera, a technology company that has created an AI virtual assistant named Eva (Enterprise Voice Assistant). Eva can be invited to meetings and will listen and take notes as well as follow up on identified action items and decisions.
Previously in his career, Treffiletti was the head of marketing for the Oracle Data Cloud, SVP and CMO of BlueKai, and was co-founder of numerous startups. Treffiletti also writes a long-running column for MediaPost (every Wednesday for the past 18 years, without fail), one of which, “The Future of AI? Just Watch Your Kids,” he discusses with Alan.
During the podcast, Trefffiletti also talks about the importance of building teams that are driven by ideas, not egos. “You can set up any kind of culture, and process and incentives, and organizational structures you want,” says Treffiletti. “But the people that you have and their approach to business, and their balance of ego and humility, is going to define the way that business is grown.”
Highlights from this week's “Marketing Today” podcast include:
- Treffiletti discusses his background and career path. (1:34)
- Treffiletti draws distinctions between marketing strategies for startups and bigger companies. (2:58)
- “You should always be learning.” (6:10)
- Making sure the promise of the brand matches the experience of the brand. (11:07)
- Humility and authenticity go hand in hand. (13:12)
- Treffiletti on team building. (17:29)
- It's OK to make mistakes, just not the same ones over and over again. (22:00)
- The future of AI according to Teffiletti: Just watch your kids. (24:14)
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This week on “Marketing Today,” Alan talks artificial intelligence, big data, and entrepreneurism with Carlos Mendez, the founder and CEO of Data Gran. After starting his career in advertising at JWT and then reviving an agency that had been owned by his family for 40 years, Mendez made another leap. With the knowledge gained from his career along with his educational background and entrepreneurial spirit, he decided to launch Data Gran, a company that is putting machine learning and AI into the hands of marketers.
For Mendez, it's not so much that AI and big data are taking over marketing, it's providing more efficiency and effectiveness with less waste. “We believe in something called AI augmentation,” says Mendez. “It is how we bring AI to work with people…we don't want to replace people, we want to empower people with information so that they make better decisions.” He goes on to add, “We want to provide the tools so that we make people better.”
Highlights from this week's “Marketing Today” podcast include:
- Mendez discusses how his education and experience led him on the path to founding Data Gran. (1:43)
- Mendez explains exactly what Data Gran does. (3:40)
- Making sure people and products are working together: Mendez on his role in working with a team of experts at Data Gran. (7:04)
- How Data Gran differentiates itself from its competitors in the AI space. (9:06)
- A business model aimed at helping small companies gain an edge. (10:09)
- Under the hood with AI, machine learning, and data analysis. (14:18)
- Getting objectives and goals to mesh. (17:51)
- Mendez on the challenges, and rewards, of entrepreneurism. (23:48)
- Mendez is driven by his desire to make an impact on society. (27:03)
Hear how Subway customer, Laura Paz, talks about the results of using Data Gran on Marketing Today.
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This week on “Marketing Today,” Alan talks with Adam Pierno, chief strategy officer at Santy and the author of “Under Think It.” Pierno is a living, breathing example of invention and reinvention. He started on the creative side of advertising — where he was an art director and, ultimately, a creative director — before making the leap to strategy. And, when faced with a paucity of solid, comprehensive training materials for his strategy team at Santy, he wrote a book to fill the void.
In discussing his approach with the book, Pierno talks about his decision to steer away from what he calls the “jargonization of strategy” in an effort to communicate ideas powerfully and effectively. “Don't use jargon. Use little words,” Pierno says. “People can get their heads around them. People can pick them up and do something else with them on their own…it sets people free. And that's really what ‘Under Think It' is all about, is how to give people your idea in a way that they can do something with it.”
Highlights from this week's “Marketing Today” podcast include:
- Pierno's path from creative to strategy: A little bit of luck and a little bit of weird left turns. (1:20)
- Pierno discusses the inspiration for his book, the ground it covers, and the research behind it. (5:35)
- PowerPoint as a strategy tool: It doesn't work; you have to give people something they can use. (18:47)
- Beware the silos: Strategy is best when it's woven through the fabric of an agency. (21:16)
- How strategists should think about media. (24:20)
- A tip for strategists: Express your hidden artist. (27:35)
- For Pierno, seeing his dad change jobs — and thrive — made him realize that there are second acts in life. (28:49)
- Pierno: “Brand awareness is going to make a big comeback.” (33:38)
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In this week's “Marketing Today,” Alan talks to Allen Adamson, co-founder and managing partner of the marketing company, Metaforce. Adamson is also the author of four books, the latest of which is “Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing World.”
During his conversation with Alan, Adamson touches on a wide variety of topics. In addition to talking about the issue facing companies today that serves as the title of his book, he addresses the challenge of people's resistance to change — though, intellectually, they know they should embrace it — and how it affects the companies they work for and lead. “The notion is familiar is comfortable,” says Adamson. “Yesterday is more comfortable than tomorrow. You have to go in with the mindset that human nature is resistant to change.”
He later weighs in on how a CMO can be an effective change agent for their company, something he refers to as “See and Seize.” In doing so, Adamson talks about the approach a successful CMO should employ: “The most successful ones need to be champions of what's happening in the marketplace and help the organization evolve. And the most successful ones move fast.”
Highlights from this week's “Marketing Today” podcast include:
- Adamson describes the arc of his career, from agency life to working on the client side and in the world of branding. (1:47)
- Adamson talks about his latest book and the nature of his collaboration with co-author, Joel Steckel. (4:42)
- Adamson lists the convergence of factors contributing to the accelerating pace of change facing companies today. (6:59)
- Cruise Control and The Gravitational Pull of Marty Crane's Chair. (8:59)
- What happens when companies play too much tennis and not enough golf. (11:50)
- Adamson relates his version of the Kodak moment; it's not a pretty picture. (15:34)
- Adamson on his latest book: “It's a business book for business leaders.” (22:19)
- “What gets me up in the morning is a problem that isn't easy.” (26:05)
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This week on “Marketing Today,” Alan talks with David Baldwin, CEO of Baldwin&, an advertising, design and strategy company in Raleigh, North Carolina. Baldwin is also the CMO of Ponysaurus Brewing Company, a film producer and, most recently, an author. His book, “The Belief Economy — How to Give a Damn, Stop Selling, and Create Buy-in,” takes a look at the seismic shift occurring in the marketing landscape and how brands can reach the next generation of influencers.
During the course of the podcast, he offers his take on Millennials and iGen, who he sees as the key players in The Belief Economy, “We better figure out what they're about, we better figure out how they're wired, and we better figure out how to change the way we talk to them.” He goes on to add, “If you are being true to who you are, and you're smart about getting aligned with the people out there who love that, I think you can win.”
As to why this book and why now, he says, “I'm a capitalist, man. The point of this book is to help people sell more stuff…It's not about not selling stuff, and it's not about not making money. It's about doing all of that but also having a positive effect while you're doing it.”
He drives home his point with a question: “If you have an opportunity to make the world work a little bit better, have a positive effect around the people that use your products — why wouldn't you do that?”
Highlights from this week's “Marketing Today” podcast include:
- Baldwin is many things: an author, a film producer, a brewery founder and an ad guy — but don't call him a do-gooder. (1:24)
- Baldwin's mother was a media director and he grew up around advertising: “I feel like I've been in advertising since I was 12.” (5:19)
- Baldwin discusses the impetus and thinking behind his book, “The Belief Economy.” (6:55)
- Three things brands need to thrive in The Belief Economy. (12:55)
- According to Baldwin, the popular take on Millennials is wrong — they're not looking for a "participation trophy.” (16:11)
- “The reason social media was created was to connect human beings.” (20:25)
- Baldwin makes his case on the need for civility, particularly in America. (26:58)
Other resources mentioned:
- Art & Copy film - http://www.artandcopyfilm.org/
- The Loving Story film - http://lovingfilm.com/
- Troll Tax - https://trolltax.org/
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In this week's episode of “Marketing Today,” Alan talks with David Aaker, who is widely recognized as the father of modern branding. He's the vice chairman of Prophet, a global marketing and branding consultancy, and, in 2015, he was inducted into the American Marketing Association's Hall of Fame. He's written 16 books, and the most recent is “Creating Signature Stores: Strategic Messaging that Energizes, Persuades and Inspires.”
In explaining his belief in the power of stories as a tool of persuasion, Aaker says, “Stories are so much better at changing perceptions and at changing attitudes and even in gaining attention than are facts.” He goes on to say, “That's how stories persuade, they inhibit counterarguing, they attract attention, and they allow people to deduce their own conclusions.”
And, as Aaker explains, the stories companies create and live into provide meaning for their employees, too: “Employees are looking for meaning in their work, and they're looking to be associated with an organization they respect and admire. So it's really important for organizations to provide some kind of higher purpose. And to communicate that higher purpose, stories are a lot better than just assertions.”
Highlights from this week's “Marketing Today” podcast include:
- Aaker reveals the inspiration behind his latest book. (2:37)
- Aaker cites Barclays as an example of why stories are so much better than facts. (5:01)
- Aaker defines “signature stories” and how they are different from simple narratives. (7:24)
- Drawing distinction between a signature story and a brand's purpose. (8:56)
- Signature stories should be intriguing, authentic and involving. (11:43)
- “The big challenge is to get people to recognize the power of stories.” (15:53)
- Aaker shares a signature story of his own. (17:55)
- “We're engaged in a fight for the soul of capitalism.” (20:37)
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This week's episode of "Marketing Today," finds Alan talking with Jose Aguilar, global brand management director for Nestlé Nutrition. Aguilar leads Nestlé's billion-dollar super premium infant formula category and also heads up innovation projects, geographic expansion, and renovation of the communications platform for the company. He is a true global executive who has led businesses the world over, from Europe and Asia to the United States and Latin America.
In talking about his experience as a global marketer, Aguilar voices his belief in the synergistic importance of a strong understanding of both data and culture. "You need a very deep understanding of the data that you have in front of you. And, actually, one of the key things a global marketer needs to bring to the table is an understanding of the local market."
Not surprisingly, coming from someone who places great importance on the emotional intelligence necessary when working with people of different cultures, Aguilar adds, "What I've learned is to be inclusive. I love to have teams that bring different perspectives to the table, that have different backgrounds — from many angles: economic, cultural and social."
Highlights from this week's "Marketing Today" podcast include:
- Aguilar discusses how the impact of early exposure to global marketing led to a career he fell in love with. (1:31)
- The challenge of building global brands while remaining culturally relevant. (4:43)
- Teams function better when global brand leaders are sensitive to the cultural differences that exist between different countries. (6:53)
- Aguilar talks about his experience as a global executive and the perspective it has provided him. (12:45)
- While Latin American brands are far from dominant on the global stage, Aguilar believes the emotional connections they establish with consumers could serve them well. (18:03)
- "The center of power is moving east." — Aguilar voices his belief that economic power is tilting toward China and will provide a strong counterpoint to the U.S. and Europe. (22:16)
- Aguilar believes effective marketers will find success by helping people make smarter, better decisions through organic storytelling. (30:51)
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In this week's episode of “Marketing Today,” Alan talks with Eric Asche, chief marketing and strategy officer for Truth Initiative, the largest nonprofit public health organization in the United States. Under Asche's stewardship, the nonsmoking initiative “Truth” campaign has taken dead aim at Big Tobacco and was named by Ad Age as one of the Top 15 Ad Campaigns of the 21st Century.
During the course of the podcast, Asche touches on the difficulty in taking on the tobacco industry, which has a product that is legal and addictive and spends more on advertising in a day than Truth Initiative spends in a year: “We can't solely rest on the moral high ground,” says Asche, “because that's not the reason why individuals make this type of decision. And so, for us to have an impact on that buy-in behavior, to use a sort of marketing lens, we have to compete and understand how the tobacco industry is positioning themselves in the marketplace and the role the product is playing in the consumer's life. And then, we have to compete with something that's better. That's really the challenge in front of us.”
Highlights from this week's “Marketing Today” podcast include:
- Asche talks about the path of his career and how he ended up at Truth Initiative. (1:37)
- “Zealous focus on the consumer” is a key factor in the “Truth” campaign's success. (3:41)
- Asche discusses the use of marketing to get people to not do something. (6:10)
- The fact that people today are smoking less presents its own set of challenges for Truth Initiative. (9:02)
- Asche on the “Truth” campaign's role in popular culture — “We need to reward the consumer for paying attention to us.” (11:58)
- Asche on partnering with authentic people and brands who share the same values. (15:04)
- Hear what Asche has to say about taking on the tobacco industry. (22:04)
- Asche is driven by the relentless pursuit of reaching the audience. (29:43)
- The future of marketing: Asche has his eye on personalization of messaging and microadvertising. (33:38)
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This week's episode of “Marketing Today” finds Alan talking with Laura Paz, regional senior marketing manager for Subway, who is responsible for their Latin American market and its more than 4,000 shops.
In the course of her discussion with Alan, Paz made it clear that the future is now in regard to the use of technology, machine learning and, in particular, AI. “I think that right now, with the technology and everything shifting, we have to test everything,” offered Paz. “I think that technology is that opportunity…that could support all of our teams to achieve better performance.”
Highlights from this week's “Marketing Today” podcast include:
- Growing up in a family of entrepreneurs, Paz learned the value of preparation and perseverance. (1:33)
- Paz talks about the challenge of balancing motherhood and a family with a career. (2:41)
- Paz discusses Subway's use of AI, how it works for them, and the success it has enjoyed. (6:15)
- Paz on the importance of overcoming skepticism regarding the use of AI. (12:13)
- While admiring big brands like Pepsi, Proctor & Gamble, and Unilever, Paz also looks to startups that offer valuable marketing lessons. (17:11)
- Paz believes smart data is the future. (19:16)
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In this week's episode of “Marketing Today,” Alan talks with Tom Fishburne, the founder of Marketoonist, a content marketing agency that employs cartoons to make its point, and the author of “Your Ad Ignored Here.” His work reaches several hundred thousand marketers every week, and Seth Godin calls him the David Ogilvy of cartooning.
In discussing his work, Fishburne says, “It's fun for me, as someone who comes from both marketing and cartooning, to think about how cartoons can help solve marketing challenges.”
He goes on to add, “Cartoons can ultimately bring empathy to a topic that can otherwise be very technical. Use humor as a bit of a Trojan horse — you get people laughing at certain behaviors or pain points — and it opens up a window to then deliver a deeper message.”
Highlights from this week's “Marketing Today” podcast include:
- Fishburne's decision to move to Prague on a whim cured his aversion to risk and changed his life. (1:36)
- Fishburne describes his creative process. (3:31)
- Fishburne reveals the impetus behind his new book, “Your Ad Ignored Here” (6:42)
- The Jolly Green Giant and the disappearance of the captive audience. (8:27)
- The Shiny New Thing Syndrome — aka The Squirrel Phenomenon. (11:45)
- Fishburne finds humor in the friction of adapting. (19:22)
- The cartoon approach to content marketing. (23:34)
- Executive hoodies, anyone? Fishburne discusses his admiration for Betabrand (31:54)
- The future of marketing makes Fishburne think of “Minority Report.” (34:48)
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In this week's episode of “Marketing Today,” Alan sits down with Jennifer Saenz, CMO at Frito-Lay. Saenz has a self-described “pretty meaty role” at Frito-Lay, where she oversees the full-portfolio of Frito-Lay brands, including long-term strategy of all the businesses, oversight of communications planning and creation and all creative work that's done, oversight of the innovation pipeline and insights-capability building, and design and analytics.
During the podcast, she underscored the importance of asking the right consumer-centric question to optimize a company's brand-building efforts. “You have to start with the consumer,” says Saenz. “You can't really ask the question, ‘What does my brand want to accomplish?' You actually really need to ask the question, ‘Where is my consumer and what do they need from me right now?' And I think if you go in with that perspective first, you're in a much better place to come up with an idea that adds value to their lives that they're willing to listen to.”
Highlights from this week's “Marketing Today” podcast include:
- Saenz got her strong sense of curiosity and aptitude for lifelong learning from her mother. (1:32)
- “I have, I think, the greatest role in the world.” — Saenz talks about her job as Frito-Lay CMO. (3:39)
- Saenz discusses her approach to driving the Frito-Lay brands. (5:37)
- Saenz and The Spotted Cheetah. (7:28)
- No Choice Doritos and the 2016 election. (11:32)
- Saenz's take on brand building. (15:22)
- Storytelling and cultural engagement: Saenz looks at the future of marketing. (19:00)
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In this week's episode of “Marketing Today,” Alan talks with Augustine Fou, a digital marketing thought leader and cybersecurity and ad fraud researcher. In the course of his conversation with Alan, Fou speaks at great length about the damage rampant fraud is causing in the programmatic arena and how critical it is that industry begins to police itself in earnest to clean things up to provide solutions for a healthy, thriving digital marketing landscape.
In talking about ad fraud and programmatic as the culprit, Fou says, “It's way bigger than anyone thinks it is, and that's because the bad guys — who are the bot makers and the hackers — have really good technology. And their bots are able to avoid or basically get by our defenses, and most of our detection.”
But Fou does have hope: “If we can solve for fraud, and if we and eliminate fraud, the digital marketing industry is going to look very, very different a year from now — and years from now.”
Highlights from this week's “Marketing Today” podcast include:
- Fou talks about his background and the path of his career. (1:16)
- Fou provides his perspective on rampant fraud in digital programmatic advertising. (4:06)
- Digital programmatic advertising needs to clean house in order to survive in the long run. (10:09)
- Where does responsibility lie for industry transparency? (20:55)
- Fou believes the onus is on the buyers, too. (22:39)
- The issues with reselling inventory. (28:27)
- Fou examines the role of media agencies: “Their financial incentives are not aligned with transparency.” (36:16)
- Accentuate the positive: Fou ends on a high note. (38:42)
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In this week's episode of “Marketing Today,” Alan talks with Alegra O'Hare, vice president of global brand communications for Adidas. O'Hare led the Adidas team in the creation of the “Original Is Never Finished” campaign that took home a Grand Prix at Cannes, and she was honored by Adweek in 2017 as a Brand Genius.
In the course of her conversation with Alan, O'Hare talks about the value of courage in leading a brand. “You have to embody and show it,” says O'Hare. “I think you really have to transmit it, be authentic and genuine about it — and be championing it. And be celebrating it when it's successful.”
That isn't to say O'Hare endorses a “fools rush in” approach when it comes to courage: “It's not about taking risks for risk's sake,” she adds. “It's got to be part of the strategy, it's got to be close to the values of the brand, it's got to make business sense.”
Highlights from this week's “Marketing Today” podcast include:
- O'Hare believes she was defined by both her parents' career paths — businessperson and artist — to become the person she is today. (1:26)
- The fuel for O'Hare's fire: The pursuit of ideas and the desire to leave a legacy. (3:25)
- O'Hare discusses her role at Adidas. (4:38)
- Courage and practical risk-taking. (8:40)
- The vision and creativity (and collaboration) behind the Adidas Originals brand. (10:43)
- “Original Is Never Finished.” (12:14)
- O'Hare lets us in on a campaign secret: The power is in the music coming first. (16:30)
- O'Hare boils down how to achieve more in your brand-building efforts: Do less. (18:94)
- Ethical, diverse, sustainable: Three elements that make brands inspirational. (22:59)
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This week's episode of “Marketing Today” is a change of pace — a podcaster talking to a podcaster. Alan engages in a lively discussion with Drew Neisser, whose Renegade Thinkers Unite podcast has recently reached the 50-episode milestone. Neisser is also the founder and CEO of Renegade, an agency that focuses on helping CMOs develop their innovative and strategic thinking, and the author of “The CMO's Periodic Table: A Renegade's Guide to Marketing.”
At the heart of Neisser's marketing approach is a seemingly simple touchstone: strategy. “If the CMO doesn't spend enough time on strategy, they're not going to win,” says Neisser. “And if a CMO has a solid strategy and a big idea, they have an easier job.”
But Neisser also believes a marketer has to possess a certain bravery to succeed, especially at a time when their consumers are seeking brands that take a stand: “I'm in the business of giving CMOs the courage to have their brands mean something.”
Highlights from this week's “Marketing Today” podcast include:
- Neisser describes how Ivy League and film school rejections were the best things that ever happened to him. (2:24)
- Neisser: “I guess you could say I'm in the business of making the most out of difficult situations.” (4:54)
- On Renegade: “We're in the courage business.” (6:11)
- Alan and Neisser talk about all-star CMOs. (7:44)
- Alan and Neisser discuss the difficulties inherent in the CMO role. (12:18)
- Neisser dishes on content marketing. (20:25)
- “Story” — The most overused word in the business. (24:56)
- The power of the shoebox — Neisser talks about brands he admires. (30:23)
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This week's episode of “Marketing Today” is déjà vu all over again. Alan talks with Bob Hoffman, the first-ever return guest on the “Marketing Today” podcast. Hoffman, famously known as the Ad Contrarian, is an advertising veteran, best-selling author, and sought-after speaker and advisor. His latest book, “BadMen: How Advertising Went from a Minor Annoyance to a Major Menace,” provides Hoffman's view on the state of online advertising.
Hoffman casts an unflinching eye on today's marketers, and he doesn't mince words in discussing what he sees as the inherent evil in today's online marketing and the changes that are necessary: “We have to find a new model of online advertising that's not based on tracking, that's not based on surveillance and does not subvert our right to privacy.” He goes on to add, “We've turned the web into a nonstop marketing machine. And advertising used to be about imparting information, but now it's equally about collecting information.”
Highlights from this week's “Marketing Today” podcast include:
- Hoffman explains how his family's sense of humor and skepticism of authority shaped him. (1:38)
- The need to get marketers to think more clearly and purposefully — and not adhere to the prevailing “wisdom.” (3:14)
- Hoffman discusses the impetus behind his latest book. (5:16)
- Hoffman calls for an end to tracking and surveillance marketing. (11:15)
- “The ad industry, I think, is in the middle of a slow-motion nervous breakdown.” (15:52)
- Hoffman's take on the problems with consolidation. (20:23)
- Hoffman on income inequality: “It's all in the hands of category killers.” (23:46)
- What Hoffman sees for the future of marketing: “I think it's going to be totalitarianism. The marketing industry is going to know everything about us and it's not going to be healthy.” (28:35)
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In this week's episode of “Marketing Today,” Alan talks with Davis Smith, the founder and CEO of Cotopaxi, and outdoor gear company with a humanitarian mission at its core. It was his experience growing up and later serving missions in countries like the Dominican Republic, Peru, and Bolivia — where he witnessed extreme poverty firsthand — that planted the seeds for his career path, and the eventual founding of Cotopaxi.
In describing Cotopaxi, Smith says, “We're a brand. We're a brand that is about inspiring people to go out and do good. We're a brand that believes that capitalism can be a force for good in the world. A brand that believes that businesses need to look beyond their bottom lines to try find ways they can impact their communities and people around the world.”
About his values-driven approach, Smith adds, “I'm still learning…but I think if all of us start making these efforts, man, what a wonderful world we'll live in.”
Highlights from this week's “Marketing Today” podcast include:
- Smith talks about witnessing poverty in the Dominican Republic as a child and realizing he wasn't any different than those kids, just luckier. (1:30)
- The story of Edgar and his shoe-shine kit: A memory that fuels Smith's deep-seated feeling of responsibility. (2:52)
- Self-examination of his talents led Smith down the entrepreneurial path. (5:57)
- Doing good through the mechanism of business. (9:58)
- Smith believes in capitalism as a force for good, and yet he feels it can be incredibly destructive — to people and the planet. (12:34)
- Cotopaxi builds its do-good mission into every aspect of the brand. (14:47)
- “People who love the outdoors want to connect to something bigger than themselves. (18:20)
- Cotopaxi isn't looking to steal share, they want to expand the category. (19:24)
- Smith describes Cotopaxi as a digitally native vertical brand. (24:26)
- Smith on the future of marketing: Brands will need to connect with consumers using offline experiences. (31:00)
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In this week's episode of “Marketing Today,” Alan talks with Douglas Zarkin, who's been vice president and CMO at Pearle Vision since 2012. Under Zarkin's leadership, Pearle won Effies in the Health Care Services category in 2015 and 2016. And in 2017, Zarkin and his team took home a Silver Clio for Pearle's “Small Moments” equity campaign.
During his conversation with Alan, Zarkin touches on his drive to make an impact on the trajectory of the companies he works for, the difference between the “need to haves” and the “nice to haves,” and that while he admires the transformative power of Apple, he wonders if they've started to drink their own Kool-Aid (there's a marketing metaphor for you).
And despite the fact Amazon has a lot of retailers shaking in their boots, according to Zarkin, it's the marketers willing to face that acid test who will succeed. “Amazon is not a retail killer,” says Zarkin. “What Amazon is, is basically a mirror that any brand that is doing a mediocre job meeting the emotional and rational needs of a consumer need to be looking at themselves through.”
Highlights from this week's “Marketing Today” podcast include:
- Zarkin at the crossroads: how he came to understand the power of truly applying yourself. (1:34)
- It's true, Zarkin was an Avon Lady. (3:29)
- Zarkin notes, “Retail is not dead — bad retail is dead.” (5:22)
- For Zarkin, it's not that happy employees mean happy customers. It's that valued employees mean valued customers. (6:53)
- Zarkin talks about Pearle Vision's Effie and Clio success. (8:55)
- Geotargeting is effective and efficient. (10:42)
- Zarkin on the right way to use digital and big data: “Data doesn't make decisions.” (15:34)
- Delivering the marketing narrative. (19:36)
- Zarkin on his admiration for the NFL brand. (21:02)
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In this week's episode of “Marketing Today,” Alan talks with Horst Stipp. Presently, Stipp is the Executive Vice President of Research and Innovation: Global and Ad Effectiveness at the Advertising Research Foundation (ARF). Prior to his time at ARF, Stipp enjoyed a 40-year career in consumer research for NBC, where his insatiable curiosity found him doing everything from finding ways to optimize the Smurfs to helping the network understand the broad appeal of the Olympics.
His years of experience have helped Stipp glean many insights from today's fragmented media landscape, not the least of which is particularly pertinent in the way consumers today enjoy entertainment programming: “On the one hand, it makes it harder to reach a mass audience. But on the other hand, it also makes it easier to target specific audiences because now there are programs directed at smaller segments of the audience, and they can be targeted better.”
Highlights from this week's “Marketing Today” podcast include:
- Stipp discusses his 40+ years at NBC. (1:45)
- Stipp explains the ABC's of the ARF. (3:30)
- Stipp's take on the ever-evolving (and increasingly fragmented) media landscape. (5:22)
- The art and science of media measurement. (11:21)
- “Narrow targeting on the cheap won't grow your brand.” (15:54)
- Everything old is new again. (19:48)
- Neuroscience in the marketing world: Deep insights, without filters, into the way consumers really feel. (21:30)
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For his “Marketing Today” podcast, Alan has interviewed people from across the country and around the world. In this episode, though, he talks with someone who works in the same building — McKinney Chief Creative Officer Jonathan Cude.
Cude got his start in advertising as a secretary at an Atlanta ad agency. Then, after a stop at portfolio school, he made his way to Portland and Wieden+Kennedy before arriving at McKinney. He's been awarded just about every industry accolade while working on clients such as Nike, Diet Coke, Audi, and Samsung. In 2015, Adweek named him one of the 50 Vital Leaders in Tech, Media and Marketing.
For Cude, the two most important qualities for creatives to possess in advertising are fearlessness and resiliency. Talking about fearlessness, Cude says, “I do believe that the creative people in our industry are artists. But we don't so much get paid for the artistry as we do the ability to withstand the critiquing and pulling apart of ‘our babies.'” As for resiliency, he goes on to add, “To me, being resilient as a creative in advertising is probably the single greatest determining factor in whether or not a person is going to be successful.”
Highlights from this week's “Marketing Today” podcast include:
- From Washington, D.C. to Texas and the world beyond: Cude touches on the experiences that led him to a career in advertising. (1:31)
- Let your fingers do the walking: Cude's “colorful” first foray into advertising. (6:02)
- “People care more about themselves than they care about brands.” (9:44)
- “Creativity…is probably the single greatest differentiator in advertising and marketing.” (12:56)
- Cude talks about how modern culture and the fragmentation of our media landscape affect the way he pays attention to brands. (22:57)
- Cude's take on the future of marketing: A hyper-personalized world where no two people experience an ad the same way. (26:08)
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Lincoln Bjorkman is the global chief creative officer for Wunderman — a network that has more than 170 offices in over 60 countries. During the course of his conversation with Alan Hart, he discusses the challenges, opportunities and constant change inherent in leading over 2,000 creatives worldwide. And he talks at length about the impact of the digital transformation on the creative role: “It's now the air we breathe,” says Bjorkman. “If you want to be a successful creative…you have to change and grow and learn all the time. You cannot ever be set in your ways — you have to master new tools and new disciplines.”
And he believes the future of marketing is about creatives constantly challenging themselves and raising the bar. “The changes are going to be profound…I don't want marketing to go away. And I want agencies to add a lot of value. It (marketing) will only do that if we have someone saying, ‘That's great. What's next? Let's do more. Let's make it better.'”
Highlights from this week's “Marketing Today” podcast include:
- “A little bit of everything all the time.” — Bjorkman describes his role as global CCO of Wunderman. (1:06)
- Wunderman's mantra: “Creatively Driven. Data Inspired.” Bjorkman talks about the power behind these two short, simple sentences. (3:01)
- Achieving wantedness: Removing friction to create better engagement and better results in customer experience. (8:55)
- Bjorkman's view on the creative craft: “Everything has changed.” (11:18)
- Collision: Bjorkman explains the tools and methodology Wunderman uses to keep up with the speed and complexity of today's creative world.” (13:36)
- The “unexpected hack” — What Bjorkman admires in brands and movements. (26:15)
- The future of marketing: “Nothing is safe.” (29:25)
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Paul Smith is the CMO for Tangram, a Los Angeles-based company that designs and creates well-considered, efficient and effective workplaces with the core belief that collaboration and a people-focused approach are the fuel for innovation.
During this podcast, Smith talks about what he believes are the keys for success: authenticity and being true to a company's culture. Both of which, for him, go hand in hand.
“More and more brands are culture based,” says Smith. “They're a direct reflection of who we hire, how we work, and who we want to recruit. So, when you build your space, it's not just about putting your colors on the wall…it's about creating an environment that enables your people to live and breathe the message and the mission of your organization — and making sure you're authentically living the brand and culture you're trying to promote.”
And he touches on something that has defined his approach and fuels him to this day: “The constant desire to keep learning, to keep experimenting, but to do it in such a way that doesn't become a financial burden for an organization.”
Highlights from this week's “Marketing Today” podcast include:
- A shift from look and feel to a human focus: Smith discusses the role of design in a company's goals. (1:37)
- From logos, fonts and colors to a company's space: Brand authenticity through the physical experience. (4:22)
- Interior design: Smith talks about managing stakeholders when designing a space. (8:39)
- Marketing and B2B companies: A two-tiered approach. (10:50)
- Smith provides insight on the importance of balance in the CMO role. (13:17)
- A brand Smith admires: The arc of authenticity that runs through everything Patagonia does. (17:31)
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This is the third and final installment of Alan's back-to-school podcast master class in marketing. This week, his conversation is with Byron Sharp, professor of marketing science at the University of South Australia. There, he is also director of the Ehrenberg-Bass Institute, the world's largest research institute studying marketing.
Sharp's book, “How Brands Grow: What Marketers Don't Know,” first published in 2011, continues to grow in popularity with marketers and academicians alike. And in this podcast, he and Alan discuss many aspects of the book in detail, including all things brand: from brand growth to brand building and brand loyalty. Their conversation is far ranging, with Sharp touching on such topics as the scientific revolution — “It's a wonderful thing, but it's still got a long way to go.” — and the future of marketing — “The future belongs to the thinking marketers, rather than just the doers.”
Highlights from this week's “Marketing Today” podcast include:
- The reluctant academic: Sharp traces his path to marketing. (1:19)
- Sharp reveals the genesis of his book, “How Brands Grow: What Marketers Don't Know.” (3:40)
- Does Sharp believe in brand loyalty? — Spoiler alert: Yes. (5:57)
- Build and refresh: Sometimes brands just need a nudge. (11:56)
- Building memory structures that link to the product. (16:54)
- Don't pull that lever: Price promotions are fool's gold. (24:38)
- The Ehrenberg-Bass Institute and evidence-based marketing. (34:16)
- “Don't take anyone's word” — Sharp discusses the scientific revolution. (40:32)
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This is the second installment of Alan's back-to-school podcast master class in marketing. He's been providing great insight through his conversations with some of the greatest academic minds in the discipline. Today, his conversation is with Kevin Lane Keller. Keller is the E.B. Osborn professor of marketing at the Tuck School of Business at Dartmouth College. Considered to be one of the best business school professors today, he's the author of “Strategic Brand Management,” which is referred to by many as the “branding bible,” and he is co-author of the classic textbook, “Marketing Management.”
Keller's passion for marketing comes through in many of the observations he makes during the podcast, and two aspects of that passion are empathy and curiosity. Growing up, he developed that empathy, which, for him, boils down to “being able to really understand how other people think.” And his curiosity bleeds through when he talks about marketing itself: “If you love marketing, there's always something happening that you want to think about.”
Highlights from this week's “Marketing Today” podcast include:
- Consumer psychology, a competitive nature, and delivering value: Keller enumerates three of the things that attracted him to the discipline of marketing. (1:34)
- “Painting a picture in the minds of consumers about your brand.” (3:13)
- The role of purpose in building a brand today. (9:20)
- “Five Things I Know About Marketing” — Keller articulates his views on brands. (13:50)
- Keller discusses the challenges of brand architecture. (26:30)
- Keller keeps his eye on “hall of fame” brands: From P&G and AmEx to Google and Amazon to Uber and Warby Parker. (33:50)
- “The future of marketing is still going to be an art and a science.” (35:59)
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Over the next three weeks, Alan takes us back to school with a podcast master class in marketing. To do this, he'll be talking to some of the greatest academic minds in the discipline. And today his conversation is with Philip Kotler. Considered by many as both “The Marketing Guru” and “The Most Influential Marketer of All Time,” Kotler discusses just a few of the many books he's written on marketing, from “Marketing Management” (now in its 15th edition) to his most recent effort, “Confronting Capitalism.”
In speaking about “Confronting Capitalism,” Kotler touches on the danger he foresees in the growing inequality of income that forces many to live paycheck to paycheck and rely on going into debt to purchase the things they need to survive: “There is such high indebtedness of the working class, and that is going to be fatal to the economy.”
Highlights from this week's “Marketing Today” podcast include:
- Kotler talks about why he chose marketing as his profession. (2:26)
- From a foundational idea to the social impact of marketing to branding: Kotler looks back on the last 50 years. (5:12)
- “I wanted a thinner book.” — Kotler discusses “Marketing 4.0.” (9:14)
- What's in a name? No matter what you call it, the role of the CMO is critical to growth. (13:27)
- “Opportunity identification is everyone's job.” (16:59)
- “Confronting Capitalism” — Kotler talks about the thinking behind his latest book. (20:18)
- Seeking fresh answers to big problems. (27:33)
- Anticipating disruption: Big companies should be the attacker of themselves. (30:50)
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As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Bill Blubaugh, senior brand director of sweets and refreshments at The Hershey Company. In this podcast, they discuss the Jolly Rancher brand and its “A New Media Model to Transform a Brand that Sucks” campaign.
In his conversation with Hart, Blubaugh talked about how effective marketing is more than hitting your marks and checking off boxes, it has to connect viscerally. “You have to market to consumers in a way that motivates them,” said Blubaugh. “Because just showing up is only part of the game.”
The campaign was personal in a lot of ways for Blubaugh, especially in the way it's impacted his career. “Looking back 18 months after the campaign, it was really kind of a career-defining moment,” said Blubaugh. “For me, now, I feel like these brave new channels, this brave new media model is really not that difficult and not that different, it just requires a different set of skills.”
Highlights from this week's “Marketing Today” podcast include:
- Jolly Rancher, the brand you suck. (1:06)
- A decision to go where the consumer is. (1:57)
- Personalized response: One-on-ones with the Fruit Gang. (4:25)
- Driving the brand in real time. (7:02)
- “Marketing effectiveness, to me, is just really about motivating people.” (8:14)
- Blubaugh keeps his eye on brands that have stood the test of time. (11:20)
- Turning brands over to consumers. (13:55)
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As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Bill Beck, vice president of brand marketing at Whirlpool. In this podcast, they discuss the “Care Counts” campaign.
In his conversation with Hart, Beck touches on the factors that combined to create Whirlpool's successful “Care Counts” campaign, but he also talked about the thrill of working on the well-known brands of the Whirlpool family: “These are iconic brands, and you get to work with them and do really, really neat things…whether it's product innovations or new ways to talk about it in-market, it's a lot of fun.”
Beck also analyzed both sides of the coin in talking about what he views as one of the biggest challenges and opportunities for marketers today: big data. “Big data is one of the coolest and scariest things out there,” says Beck. “As our world becomes more connected, there's just a ton of data out there. And we as marketers really have a responsibility to understand how we use that in a way that doesn't turn off the consumer but also helps us become effective, and at the same time build brands.”
Highlights from this week's “Marketing Today” podcast include:
- Beck talks about the genesis of Whirlpool's “Care Counts” campaign. (0:53)
- Whirlpool's campaign partners made the idea even bigger. (5:27)
- “You gotta feel it in your gut.” (7:10)
- Beck's career has been defined by great mentors. (9:25)
- Beck always keeps an eye on Disney — “They've evolved while staying true to who they are.” (11:30)
- Beck's take on big data. (12:52)
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As part of an ongoing series of conversations with 2017 Effie-winning marketers, I spoke with Angela Gusse, marketing director for Pop-Tarts at The Kellogg Company. In this podcast, we discuss the “Pop-Tarts Soda-Mazing” campaign.
During the conversation, Gusse talks about her definition of marketing success, which she breaks down quite simply: “For me, marketing is effective when it helps you sell more product, that's fundamentally what we're trying to do.” But, as with most things, there's more to it than that. And, for Gusse, that means a brand also has to overcome barriers prevalent in today's fragmented marketing universe: “Our message has to be interesting and relevant enough to break through the clutter.”
In the midst of that clutter, Gusse sees great opportunity, especially in creating ways for consumers to connect with brands they love. “The opportunity for us is to figure out how to advertise in way that breaks through but doesn't feel intrusive,” says Gusse. “I think when you can authentically interact with an experience, consumers love that so much more.”
Highlights from this week's “Marketing Today” podcast include:
- Gusse discusses a campaign created to surprise teens with disruptive content that mixes it up. (1:36)
- Creating flavor in different ways: Gusse reveals the big decisions that were key to the campaign's success. (3:27)
- A leap of faith: “It's a little bit of data and a little bit of trust.” (6:01)
- The passion of Pop-Tarts fans: “When they love something, they become your biggest advocates.” (7:01)
- Gusse talks about the excitement of seeing work in-market: “It's just really amazing to see the fruit of your labor — live and in person.” (12:33)
- Living at the speed of marketing: Three-year plans in a six-month world. (18:53)
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As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with George Felix, director of brand communications at KFC. In this podcast, they discuss KFC's “The Return of Colonel Sanders” campaign.
Felix describes the North Star of the campaign as a return to what the brand stood for when it was great: Finger lickin' good chicken, red-and-white buckets and the Colonel himself — whether it's the Extra Crispy Colonel or the Colonel intent on launching chicken sandwiches into space.
Interestingly, this isn't the first time Felix has played a part in the renaissance of a brand. He discusses his work on the Old Spice “Smell Like a Man” campaign and how what he learned there about decision making played a defining role in his career: “You need to have conviction. You need to trust your instincts — trust your gut. There's not always a silver bullet or a number that's going to answer your question.”
Highlights from this week's “Marketing Today” podcast include:
- Felix talks about the return of the Colonel: “When the brand was at its best, he was front and center. (1:01)
- Admitting the brand needed to change course. (2:42)
- “No one person can take the place of Colonel Sanders.” Keeping it unexpected and fresh with multiple actors playing the Colonel. (3:54)
- The power of iconic brand elements. (4:55)
- Marketing effectiveness: “Sales overnight and brand over time…it's a tension and a balance.” (8:12)
- Nike and Shinola: Two brands Felix keeps his eye on. (12:13)
- Felix believes in a novel approach to marketing — literally. (13:24)
- Felix's take on the future of marketing: A continuation of breaking out of the mold — on the customer's terms. (14:53)
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As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Jeff Wurtzel, senior brand manager at Mars/Wrigley, who oversees the Extra Gum brand. They discuss Extra Gum's “Unwrapping A Love Story” campaign — everything from the key insight, music choice, and the steps and surprises Wurtzel's team faced along the way.
In the course of the interview, Wurtzel identifies two elements that are critical to the success of a brand: The ability to entertain and an eye ever-focused on the future. Speaking about brands, Wurtzel says: “There are so many ways they can entertain and reach and inform…and the opportunity to connect is huge. When you do it right, you can be so highly effective.”
As for his eye on the future, Wurtzel opines, “I think the marketplace (consumers) will reward the companies that have the smartest vision and mission, and level of transparency…and I think that consumers, with the power that they have, will continue to ask for it.”
Highlights from this week's “Marketing Today” podcast include:
- You have to give to get: Wurtzel discusses the key insight of the “Unwrapping A Love Story” campaign. (1:33)
- Moving at the speed of success: “Unwrapping A Love Story” was a high-velocity super smash hit. (4:07)
- The authenticity of the campaign propelled the effort. (5:02)
- The proverbial sweet spot: A universal insight that appealed to everyone. (7:04)
- Two elements in an effective marketing mix: Impact in the marketplace and emotional connection with consumers. (8:43)
- Growing up, Wurtzel learned how to treat people the right way — with respect. (10:06)
- That's entertainment! Wurtzel identifies the biggest opportunity for marketers today. (13:03)
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As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Kristina Duncan who, as vice president for global marketing communications at Mattel, oversees all global branding, advertising, retail merchandising and digital creative for the Barbie brand.
Duncan and Hart discuss the “Imagine the Possibilities” campaign, an effort that aimed to accomplish two objectives for the Barbie brand: Drive business and change perception. In doing this they had to orchestrate a seismic shift to reintroduce and recommunicate the brand to consumers. The campaign lived into its purpose using this succinct statement as a guide: “The brand exists to inspire and nurture the limitless potential in all girls.” You can witness the delight the campaign delivered here.
Duncan also identifies and discusses the key trait responsible for her success — she's the ultimate collaborator: “I've always seen myself as someone who loves to be a great partner and loves to partner with great creatives and smart people,” said Duncan. “That sort of idea of the ultimate collaboration is when I've seen the most success and when I've had the most fun in my career.”
Highlights from this week's “Marketing Today” podcast include:
- Duncan discusses the perceptions the brand faced: Barbie was not considered a great modern role model. To many, she stood for perfection, materialism, and unrealistic body image. (1:39)
- The key insight: When girls are playing with the Barbie doll, they are imagining everything they can be in the future. (2:41)
- Aligning on a purpose: “We just knew it was our moment.” (5:10)
- A new way of working: Creating a movement versus just an ad. (8:56)
- This campaign created global relevance — across cultures — for Barbie. (10:40)
- Duncan identifies brands she admires: She looks at brands that do things she wants to do well and brands that reinvent their categories. (15:47)
- Duncan: “We want to make sure we are a mirror to the world around us.” (17:07)
- Marketers face a world of blurred lines when communicating with consumers. (19:23)
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As Adobe's head of travel and hospitality strategy, Julie Hoffmann leaves no stone — and certainly no piece of data — unturned. After spending 18 years in the Las Vegas trenches working for the likes of MGM Resorts International and Caesars Entertainment, Hoffmann now spends her time at Adobe elevating brands like Marriott, Southwest and Hyatt.
Hoffmann possesses an unswerving belief in the power of data. It's that belief, combined with a journey she took to Texas as an 8-year-old and a thirst for innovation, that informs her unique marketing acumen.
In this podcast, she talks about accompanying her father to Austin, Texas, where he was developing rehabilitation programs for the blind, helping them to navigate in a sighted world to improve their life. Their shared journey shaped the way she works today, causing her to filter her actions through this lens: “How do you make someone's life better? How do you make the world better?”
And Hoffmann's take on how brands need to evolve also serves as something of a modus operandi for her: “Part of innovation is looking at what customers want and then envisioning what they can't even imagine.”
Highlights from this week's “Marketing Today” podcast include:
- Hoffmann discusses her role at Adobe. (1:23)
- “The era of experience is here.” (2:36)
- Hoffmann highlights four major themes of the digital landscape. (4:55)
- Hoffmann discusses emerging tech: Voice-enabled search nears the tipping point. (5:43)
- Listening and sharing: Data paves the way to a smoother — and more personalized — customer journey. (7:44)
- Neuroscience and the future: The correct answer always is “anything is possible.” (14:26)
- Two simple observations on the future of marketing: (1) Process, people and roles have to evolve and (2) We have to allow marketers to become marketers again. (21:24)
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As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Ryan Davis, global marketing communications director for Overwatch, a first-person shooter game developed by Blizzard Entertainment.
In this podcast, Davis discusses the thinking behind the launch of Overwatch, the critically acclaimed and commercially successful game that debuted in May of last year. For the main focus of their marketing, Davis and Blizzard went over the top, creating 15-foot-tall action figures, complete with packaging, to promote the game.
While thinking big, Davis also believes in the power of the relationships Blizzard builds with their players and fans. After all, they share a mindset: “We're all gamers. Everybody's really enthusiastic about doing stuff that we really think is cool and the players will love.” He goes on to add, “We're building a relationship with our players and with our fans that we want to be long lasting. We want to be really genuine with them, listen to them and collaborate with them.”
Highlights from this week's “Marketing Today” podcast include:
- Above the noise: Making a big impression in a fragmented media landscape. (2:05)
- Seeding the market: Getting gamers pumped and finding evangelists. (7:45)
- It's a matter of trust: Creating higher-level engagement for marketing effectiveness. (11:49)
- Working with Mr. T Is bound to define your career in some way. (13:08)
- Davis believes in building relationships that pave the way for long-haul success. (15:25)
- Peering into the evolving crystal ball: Davis' take on the future of marketing. (16:45)
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As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Pete Carter who, as marketing director at Procter & Gamble, heads up the Pantene business.
Carter talks in detail about Pantene's “#DadDo” campaign. The 2016 campaign was unveiled, somewhat unconventionally, leading up to and during Super Bowl 50 (the league eschewed the use of a Roman numerals that year to highlight the game's golden anniversary). The campaign utilized a series of how-to videos and in-store activations before culminating in a 30-second spot that did not air during the game. Carter describes it as a Super Bowl spot without the Super Bowl buy.
One aspect of the campaign Carter touches on is that they knew they had a powerful idea but were faced with logistical challenges in getting it in front of people during the advertising industry's highest-profile extravaganza. Ultimately, Carter and Pantene went for it. Carter summed up how they arrived at their decision: “You know what? We're going to do this…we're just going to find a different way.”
They did find a way, and it paid off big. The “#DadDo” campaign took home a 2017 Effie.
Highlights from this week's “Marketing Today” podcast include:
- A natural fit: An overview of Pantene's “#DadDo” campaign. (1:53)
- Basing decisions on judgment, not data. (8:57)
- Carter defines marketing effectiveness: “When the consumer chooses our brand in preference to others. In other words: purchase.” (10:51)
- “Getting people to turn toward our brand.” (14:11)
- “I love creative people, and the way they think,” says Carter. (17:07)
- An ongoing marketing challenge: “We have been susceptible to the shiny, new object.” (22:55)
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Kathleen Dunlop is global marketing director for the Unilever brand, Vaseline. In this week's “Marketing Today” podcast, she talks about “The Vaseline Healing Project,” a social-mission initiative created and developed in collaboration with BBH and the nonprofit organization, Direct Relief. That effort was recognized with a 2017 Effie Award in the Personal Care category.
In her discussion with Alan Hart, she also touches on experiences that have shaped her, particularly her mission to Jordan as part of “The Vaseline Healing Project,” and how efforts there were “literally helping people get back on their feet.” And she talks about brands connecting with consumers through purposeful storytelling with a conscience: “The most powerful stories today, the ones that seem to be connecting the most with the people who buy our products, are the ones about purpose, the ones that take a stand…If you don't take a stand, and people can be indifferent to you, you will find you have no followers.”
Highlights from this week's “Marketing Today” podcast include:
- Dunlop discusses the key insight for “The Vaseline Healing Project.” (0:33)
- The delight in having a product that can help people in difficult circumstances. (4:14)
- Finding the right partners: The team behind “The Vaseline Healing Project.” (6:24)
- Marketing effectiveness: Communicating a brand's purpose with a relevant story to drive business. (8:56)
- Dunlop's formula for success: “Be curious and say yes.” (11:42)
- A challenge facing marketers: The danger is trying to be everything to all people and ending up not being special to anyone. (19:07)
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When it comes to CPG, Mike Senackerib's marketing career has literally run the gamut from soup to nuts. After getting his start working on the Cool Whip brand, he worked on numerous soups and snack brands for Kraft General Foods, Campbell's Soup, and Nabisco. Later, he took a spin as CMO at Hertz before returning to Campbell's as their CMO.
But now he's made the leap: a startup. He's the co-founder and CEO of Farm&Oven, a maker of bakery bites that are packed with two servings of vegetables and a daily dose of probiotics. Senackerib is counting on his partner, Kay Allison, and his expertise as a marketer and food innovator to spell (healthy) snack success.
Senackerib believes it's “a really great time for startups,” especially for foods considered to be healthy, fresh and artisanal. And while he sees “problem solving as fun,” he recognizes that sometimes “the problem is you have to have a solution.” But like all optimistic entrepreneurs, he loves the challenge: “You do have to hustle…and do a lot of networking to find the right connections. The good news is there are a lot of good people out there, and they recommend other good people.”
Highlights from this week's “Marketing Today” podcast include:
- Senackerib's career path: From a classic CPG foundation to startup. (1:33)
- Why a startup? The timing — and the taste — was right. (4:30)
- Senackerib discusses Farm&Oven's e-commerce strategy. (11:01)
- Prioritizing in life and business — Putting the most energy behind the biggest ideas. (19:30)
- Ownership: The ultimate expression of building a business. (21:53)
- Senackerib believes the future of marketing can be found at the intersection of personalization and automation. (26:03)
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Joe Fullman has taken a self-described “eclectic” route to become head of marketing for The Onion and its other properties, including ClickHole and The A.V. Club, and overseeing other enterprises like the Onion Reach Network and Onion Labs. But perhaps most interestingly, it was his failure to get a job selling children's shoes that led to him where he is today.
In talking about the success of The Onion, Fullman makes the ironic point that while humor is critical — obviously — there's more to it than that: “I think that humor is definitely the thing that has made The Onion name successful for the past 30 years. But, really, more than humor, even, it's consistency,” says Fullman. He goes on to add, “We can really innovate when it comes to content without having to change the format too quickly. It's essentially a really conservative institution, from a creative standpoint, because there are formats that we've had since the early days of print that are still going strong — formats of jokes, formats of features. I think that the ability to iterate, sometimes for decades, on a single format has been something that's super valuable.”
But, just to be clear, The Onion is really, really funny.
Highlights from this week's “Marketing Today” podcast include:
- Fullman discusses The Onion and its properties. (2:50)
- “Let's go wild with ideas.” — Fullman talks about Onion Labs. (7:15)
- The Onion makes bigger bets in content marketing. (12:44)
- Fullman breaks down content marketing. (18:56)
- Allowing for experimentation (and failure) at a modest scale: Be (sort of) unafraid. (24:56)
- Fullman's defining moment: If the shoe (store) doesn't fit, try advertising. (28:46)
- Serving the institution of The Onion. (31:35)
- Programmatic creative: It's promising and terrifying — and probably boring. (37:48)
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When Craig Rowley moved over to REI after 25 years on the agency side at creative shops like Carmichael Lynch, Borders Perrin Norrander, and Saatchi & Saatchi, he was already pretty familiar with them — he credits classes he took at REI with helping him summit Mount Rainier.
For him, REI is the perfect fit: a purpose-driven brand that isn't all about the transaction. “Any company that taps into what people are passionate about in a brand: Is there a higher purpose that they stand for? Are they good corporate citizens? Do they treat their employees well? All these things matter,” says Rowley. He goes on to add: “There's a tension in that. You're kind of forcing people to make a choice or take a side. And when you do that sort of thing, I think it gets you noticed and kind of burns you into people's souls.”
Highlights from this week's “Marketing Today” podcast include:
- Rowley talks about creating an agency vibe within a client culture. (3:24)
- Building brands today: “It's not just about selling stuff.” (5:28)
- Purpose-built branding: “It's not for the faint of heart.” (8:09)
- Rowley's take on the experience economy: “People are moving away from buying stuff to buying experiences.” (18:51)
- “Any brand can have a purpose that is meaningful and matters.” (24:39)
- How brands win: Sharing values to create customer loyalty. (28:25)
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Phil Clement is the global CMO for Aon, the leading global provider of risk management, insurance and reinsurance brokerage, and human resource solutions. He's a rare breed: he's been CMO at Aon for more than 12 years — a position with an average tenure of only 23 months. He attributes his longevity to utilizing a consultant's approach in getting people to buy in on ideas and projects and understanding that, as CMO, you are a member of the C-suite team — you can't have a strategy that is divorced or disconnected from the company vision and team alignment.
One key for Clement in leading branding efforts on a global scale is to let the "local jazz" come through when interpreting the "sheet music" of the brand instead of strictly adhering to brand standards: "The essence of brands translates, but it won't always translate in the same exact manner."
He also believes listening is critical in understanding the operational differences among cultures. "You can't spend enough time listening…and the bigger you get, the more important it gets." He goes on to caution, "And unfortunately, it becomes more tempting not to [listen], because it just takes so much time."
Highlights from this week's “Marketing Today” podcast include:
- A shelf life with no expiration date? Clement's 12-year run as CMO is nothing short of amazing. (1:35)
- It's a pretty big deal: Communicating the essence of a global brand across languages and cultures. (7:39)
- Organizing effective marketing: Clement discusses the geography of Aon's marketing offering. (14:42)
- Embracing fluidity in your marketing objectives: “It's a great thing to get comfortable with.” (17:02)
- What's that on your shirt? The sports marketing story of Manchester United and Aon. (21:03)
- Mergers and acquisitions: An underestimated part of marketing mixes. (27:56)
- The future of marketing will be more about problem solving: “As your mix changes, as your needs change, so will your solutions.” (35:57)
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From time to time, we'll be taking a step back to revisit some of our more interesting “Marketing Today” conversations. In this podcast, we hear from Steven Handmaker, CMO for Assurance, one of the largest independent insurance brokerages in the U.S.
Handmaker provides interesting and insightful takes on company culture, technology, and talent. And for him, culture is paramount: “It's all about engaged employees,” he says. He believes engaged employees are immersed and understand their roles, and, more importantly, they understand how their roles lead to company success.
An avowed Bruce Springsteen fan (he quotes him on his LinkedIn page, after all), he brings a little bit of rock and roll to Assurance, too.
“We do have a certain vibe here,” says Handmaker. ”It's a bit of a modern, pop culture, rock star-oriented vibe, which isn't normal for insurance, but that's how we do it.” He goes on to add, “We behave that way, we look that way…and it's just an energetic thing that happens here.”
Maybe, just maybe, The Boss would like working at Assurance.
Highlights from this week's “Marketing Today” podcast include:
- The CMO and company culture. (1:36)
- Handmaker's take on marketing focus: “One eye in the house, one eye out of the house.” (5:41)
- Handmaker discusses the state of B2B marketing: “It's about the buyer's journey.” (6:51)
- The role of technology and Handmaker's approach: “The world isn't spinning backwards.” (10:55)
- Team building: “Talent's the never-ending challenge.” (16:22)
- The future of marketing: “It's freaky, and it's scary out there.” (23:28)
Support the show: https://www.patreon.com/marketingtoday
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Clay Hausmann is the CMO for Aktana, a San Francisco-based company that uses data-driven insights to support life-science sales and marketing teams in providing physicians with the information they need.
Of great interest is Hausmann's marketing approach, which employs screenplay-writing concepts and methodologies to more effectively tell brand stories and develop brand strategies. It's an approach that is almost startling in its organic effectiveness and the impact it can have on a brand. This led him to found Treatment which conducts workshops in the approach.
Not surprisingly, Hausmann is convinced he's got the right idea: “I believe in what I'm doing. Personally, I believe in what these tools and this approach can do to make the marketing experience, the marketing profession better and more genuine for everybody involved.” He goes on to add, “The customer or the consumer really want a relationship with the brand, rather than a transaction with the brand. And the way that you build a relationship is through these story methods rather than a sell sheet.”
Highlights from this week's “Marketing Today” podcast include:
- Applying the rules and techniques of screenwriting to marketing. (4:28)
- The PowerPoint Rebellion: Ditching the deck for a one-page treatment. (8:05)
- The notion of genre: Providing context for a greater understanding of a brand. (9:52)
- Using story structure to identify a brand's totally unique strength. (12:44)
- Brand characteristics: Being truthful to what your company is or what it can be. (19:03)
- Crawling from the wreckage: Hausmann talks about a life-defining moment. (21:50)
- The future of marketing is the story — not the sell sheet. (30:41)
Support the show: https://www.patreon.com/marketingtoday
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Josh London is the chief marketing officer for IDG, the world's largest tech media, data, and marketing services provider. In this podcast, he discusses what it takes to unify the brand for a worldwide company that reaches tech audiences in 97 countries, what he learned at an early internet startup in the ‘90s as well as during his time studying in Italy, and how authenticity is key when building a brand.
And he has this to say about marketing in a modern world: “When you're devising a marketing strategy, especially on a global basis, it's very exciting. We're now living in a borderless world where customers travel across brands and across geographic borders. And a marketer wants to reach them wherever they can find them.”
Highlights from this week's “Marketing Today” podcast include:
- London's career path: How a literature major learned what was possible through technology. (1:12)
- IDG — From house of brands to a united brand offering: Presenting clarity to the marketplace. (3:04)
- Creating a holding company with a brand approach. (5:57)
- Developing a culture where everyone is “singing from the same song sheet.” (8:59)
- London's natural curiosity has taken him down a career path that's “not straight down the middle.” (18:57)
- The future of marketing: “It all comes back to data.” (22:44)
Support the show: https://www.patreon.com/marketingtoday
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It makes all the sense in the world that U.S. Census Bureau CMO Jeff Meisel hails from the American heartland, part of a rural community of ranchers and farmers who count on being counted. More than that, Meisel exhibits a genuine affinity for and attachment to not only our country but data science, too. Which makes him a natural for his role as marketer-in-chief for the Census Bureau.
Meisel started his career in the private sector before heading to the government side as a White House Presidential Innovation Fellow at the U.S. Census Bureau. That led to a short stint at the U.S. Department of Commerce before he found his way back to the Census Bureau and his current role of CMO.
In this podcast, Meisel ranges far and wide, discussing the modern age of the Census Bureau — which will use online gathering of data as a primary channel for the first time in 2020 — while also delivering a mini history lesson on Herman Hollerith's development of early machines that presaged the computer industry and helped modernize the way the census was tabulated in 1890.
All that said, for Meisel, on an elemental level, his role is all about making things more accessible and “helping people who need the data get to it quicker.”
Highlights from this week's “Marketing Today” podcast include:
- Meisel is on a mission to deliver better services for our government. (3:27)
- The Census Bureau and its strong culture of innovation. (7:20)
- Making data easier to use in today's “app economy.” (8:55)
- From data scientists to rock-and-rollers: How people are using census data today. (10:17)
- The U.S. Census Bureau: Increasing data accessibility in the face of daunting scale. (16:06)
- Meisel discusses the census from a customer acquisition perspective. (19:04)
- Meisel speaks up for the USA brand — and smaller brands, too. (25:14)
Support the show: https://www.patreon.com/marketingtoday
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Mark Ritson is an adjunct professor at the Melbourne Business School in Australia, a columnist for Marketing Week, and a brand expert who has served as consultant for brands ranging from PepsiCo, Subaru, and Johnson & Johnson to Sephora, De Beers, and Donna Karan.
In this podcast, Ritson discusses the decision by Adidas to pursue a digital-only strategy with their advertising, his take on programmatic advertising (not a big fan, at all), and how brand risk and brand safety come into play in today's digital advertising landscape.
But perhaps he's at his most incisive and entertaining when he unleashes his mordant wit on marketers. For example: “Marketers are cowards and marketers are herd animals and marketers fundamentally don't know what they're doing.”
Don't worry, he says some nice things, too.
Highlights from this week's “Marketing Today” podcast include:
- Ritson tells us exactly what he thinks about Adidas' digital-only approach to advertising — Hint: He doesn't like it. (4:02)
- Is programmatic advertising broken? At the very least, shouldn't it be smarter? (8:55)
- JPMorgan Chase and their programmatic spend. Kristin Lemkau took a look under the hood — and surprise, surprise. (14:02)
- Brand risk and responsibility: You shouldn't blame the customer if you serve them cold food. (20:22)
- Advice for brand leaders: Understand your brand, understand the market, (and) get your strategy right. (23:27)
- The future of marketing: Ritson peers into his crystal ball. (32:14)
- Alan senses a three-way marketing bromance brewing between Ritson, Byron Sharp and Bob Hoffman. (34:39)
Support the show: https://www.patreon.com/marketingtoday
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Ryan Leslie is a Harvard graduate, a Grammy-nominated recording artist, a record producer, entrepreneur, and founder and CEO of SuperPhone. The startup (still in beta development) allows artists, writers, marketers or entrepreneurs — anyone, really — to connect with their friends, followers or fans directly and independently in a completely new way. Leslie discusses just one facet of SuperPhone, using himself as an example: “What we're building at SuperPhone is an…extension of me, and it becomes a brain in my phone, which remembers contexts and can build and measure metrics…and then it can assign a relationship score based on those metrics.”
During the podcast, Leslie touches on many aspects of his life and career, where it seems he's always ahead of the curve. After he graduated from Harvard (at the age of 19, no less) he pursued his musical ambition, meeting with great success, including that Grammy nomination. He moved on, though, from his label, seeking independence in releasing his music and a better, smarter way of doing things. And the nascent SuperPhone is just another result of the way he operates. As he adds, “First of all, I love building…and to do this on a software level, where we have an objective versus a subjective value is just an incredible journey to be on.”
Highlights from this week's “Marketing Today” podcast include:
- Leslie's decision to go independent. (4:11)
- Balance and the allocation of time: Leslie discusses his Dymaxion Polyphasic Sleep schedule. (5:43)
- How do you communicate with 65,000 people? (10:58)
- SuperPhone: Is it Leslie's greatest creative offering? (14:33)
- The power of conversion and engagement: Defining success for SuperPhone. (19:55)
- Ryan Leslie is widely and wildly available. (28:40)
Support the show: https://www.patreon.com/marketingtoday
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Carolyn Tisch Blodgett began her career working with established brands like American Express, Mountain Dew and the New York Giants before joining category — categories, really — disruptor Peloton, where she is the head of brand marketing. And she is quick to delineate how Peloton's hybrid nature creates an appeal that spans categories. “It's a beautifully designed piece of hardware, but we're not a hardware company. We're a hardware company, a software company, and, really more than anything, a media company.”
In addition to discussing her work with Peloton, Blodgett touches on how brands need to connect with people: “People want to have relationships with brands. And they want brands to be real…really having a voice behind the brand and a personality so that people can connect to it. I think that's what really matters.”
Highlights from this week's “Marketing Today” podcast include:
- Moving from (very) established brands to an insurgent: Blodgett discusses her career path. (1:17)
- Peloton is disrupting multiple industries at once. (3:30)
- The Peloton story unfolds: It's more than the equipment. (8:27)
- The army behind the concept: How Peloton gets it done. (9:45)
- Moving at the pace of business: Focus is vital for a fast-growth company. (14:25)
- Communication is key; listening matters even more. (15:39)
Support the show: https://www.patreon.com/marketingtoday
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Jan-Benedict (J.B.) Steenkamp is the C. Knox Massey Distinguished Professor and Area Chair of Marketing at the UNC Kenan-Flagler Business School. A highly regarded expert in his field, he specializes in global marketing, branding, and emerging markets and strategy. In addition, he is the author of three books, the latest of which is titled “Global Brand Strategy: World-wise Marketing in the Age of Branding.”
In this podcast, Steenkamp, while discussing topics and ideas from his most recent book, provides a sort of toolkit for marketers, including four key takeaways: (1) The need for diverse leadership teams in managing a global brand; (2) Clear accountability and quantifiable metrics; (3) The need for local flexibility within a common framework; and, lastly, (4) How Frank Zappa got it right — we're only in it for the money.
When asked what draws him to marketing, he says, “Marketing is the interface between the company and the customers. And I'm interested in activities that span boundaries…and marketing is such a boundary-spanning activity.” He goes on to add, “I'm really interested in the combination of managerial relevance and academic rigor.”
Highlights from this week's “Marketing Today” podcast include:
- Living in the age of branding. (2:36)
- How we define a global brand. (5:41)
- “COMET” — Five ways global brands provide value to a company. (11:23)
- Five underlying trends: The impact of the digital age on brand strategy. (19:06)
- Brands reside in the minds of people: Whether or not to employ co-creation — and when. (26:37)
- Steenkamp discusses key takeaways from his latest book. (32:53)
Support the show: https://www.patreon.com/marketingtoday
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Richard Socarides has been around the block: A partner with a New York City law firm. A White House special assistant during the Clinton administration, concentrating on civil rights, LGBT rights, criminal justice, and education. Media communications and marketing for Time Warner Inc., including a stint at New Line Cinema. And now, head of public affairs — which includes global marketing, communications, and government affairs — for GLG (Gerson Lehrman Group), a company that Socarides describes as a “learning membership connecting businesspeople trying to solve problems to experts that can solve them.”
In the podcast, Socarides expounds upon learning: “We're helping businesses make money, become more profitable, and connect with clients, but…at the core of what we do is learning. If you're a senior professional today, you know that the era of lifelong learning is really upon us. That what you knew last year, or two years or three years ago, about doing your job is obsolete.” He goes on to add, “The only way to stay ahead of things, the only way to stay innovative, the only way to continue to deliver…is to continue to stay innovative. And the way you stay innovative is to continue to learn.”
Highlights from this week's “Marketing Today” podcast include:
- Socarides discusses what GLG does. (1:25)
- From lawyer to White House to Hollywood to marketing: Socarides' journey has been an interesting one. (5:01)
- Showing people what you do: Socarides discusses GLG's use of video. (13:25)
- Ideas that promote learning for senior professionals and decision makers. (17:29)
- Socarides discusses marketing efforts for B2B microconsulting and learning. (21:03)
- Creating content that pops: Develop, refine, and repeat. (23:51)
Support the show: https://www.patreon.com/marketingtoday
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Andy Donkin joined Under Armour as CMO in August of 2016 after a five-year stint in brand and mass marketing at Amazon. In this podcast, Donkin touches on authenticity and how important it is for brands and marketers, especially in capturing the hearts and minds of younger consumers: “When you talk to kids who actually wear the brand, there's this belief that they can do anything. And we fuel that belief.” He goes on to say, “I think for younger consumers, they tend to look for something that represents them. And I think what we've been able to do through our authenticity is mean something to those kids and those younger adults.”
He also discusses what brands must do to survive and thrive in this modern-day business crucible: “Today, you can burn down a brand in about a week, if you get it wrong. That platform that you're building can be very volatile.” He then adds, “So that means you have to build an organization that's very nimble, very flexible, can learn and adapt quickly, and really become an experimentation engine.”
Highlights from this week's “Marketing Today” podcast include:
- Under Armour: Where it is and where it's going. (4:09)
- Data and apparel: Blending the digital and the physical. (7:15)
- Cultural currency at the intersection of athletics and lifestyle. (9:34)
- Authenticity: Be true to yourself, even if it's controversial. (12:32)
- It's a heartbeat: The role of an internal agency. (17:35)
- What drives Donkin? Innovation, curiosity and giving back. (20:34)
- Common themes of admired brands: A founder who is still involved and a focus on reinvention and risk taking. (22:30)
Support the show: https://www.patreon.com/marketingtoday
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Diana O'Brien is the first-ever CMO at Deloitte. In that role, she believes she's lucky because she's been given responsibility for everything from traditional brand elements to clients, markets, sales, thought leadership, policy, and corporate citizenship, among other things. Basically, everything she “…needs to be successful.”
She touches on many topics in the conversation, but, for her, thought leadership for marketers is key: “We all need great thought leadership. We all need to be looking toward the future, helping and sharing insights that are meaningful to the marketplace.” She goes on to add, “But what I do think can be different and what can help people is understanding how to capture the hearts and minds of people, because that's what marketers need to do.”
She also touches on sense of purpose and the big picture. “I think it's aligning around your purpose. What is it that you're all there to do. For us, that's to make an impact that matters. That's our purpose. We want to do that for our people, our clients and in our communities.
Highlights from this week's “Marketing Today” podcast include:
- O'Brien discusses her unconventional path to CMO. (1:03)
- Breaking down silos: the interconnection of marketing and sales. (7:39)
- Content and thought leadership: capturing the hearts and minds of people. (10:50)
- People and place: what's important in O'Brien's marketing mix. (14:10)
- The strategic decision to use acquisitions to enhance identity and increase capabilities. (18:16)
Support the show: https://www.patreon.com/marketingtoday
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Bob Hoffman is an “Ad Contrarian,” which is also the name of his popular and influential blog, and he's a best-selling author, advisor and sought-after speaker on advertising and marketing. Earlier in his career, he was CEO of two independent advertising agencies. So, needless to say, he knows his way around the block.
In this podcast, Hoffman discusses his perspective on all things advertising, from the watering down of creative to the changing role of account management to the rise of media.
For him, one of the things present-day advertising gets wrong is its lack of focus on creativity: “Advertising isn't as effective as it used to be, and…advertising isn't as creative as it used to be. And I have a very hard time believing that these two things are not related.” He also says, “One of the problems is that it (advertising) has become corporate-tized. And they're investing in everything but creativity. They're investing technology, data and metrics, but they're not investing in creativity. And I think creativity is the real business of advertising…I think creativity has become a support service now in most large agencies, and not the focus of what they're doing.”
Highlights from this week's “Marketing Today” podcast include:
- What's wrong with advertising? (4:31)
- Calendar keepers: The demise of the strategy function in account management. (7:38)
- Planning or Strategy: No matter what you call it, without defined principles, is it really a discipline? (10:31)
- What's “broken” in the creative department? (16:35)
- Are clients to blame for the watering down of creativity in advertising? (20:45)
- The ascendancy of media. (21:31)
- The (sorry) state of the agency model: Blow it up and start over? (27:31)
Support the show: https://www.patreon.com/marketingtoday
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Rand Harbert is CMO of State Farm at a time when the company has reinvented, or at least reimagined, the way insurance is viewed. That is, instead of being there when things go wrong, they want to be a company that is there when things go right. And, in the process, make it clear that they offer a breadth of services that improves the quality of their customers' lives by providing proactive resources.
Harbert also touches upon his attendance at the recent World Economic Forum annual meeting in Davos, discussing topics that were at the forefront there: the recent U.S. presidential election as perceived by international leaders, the impact of digital and data, and the importance of clean energy and the environment.
There is fascinating insight here in this wide-ranging, informative and entertaining podcast with Rand Harbert. Check it out.
Highlights from this week's “Marketing Today” podcast include:
- Insurance as a proactive — not reactive — resource. (1:15)
- Customer relationships across messaging and platforms. (3:59)
- Sports marketing and the last bastion of undisrupted television viewing. (10:13)
- Three takeaways from the World Economic Forum annual meeting in Davos. (13:53)
- Fuel for inspiration and an eye toward the future. (18:06)
Support the show: https://www.patreon.com/marketingtoday
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Linda Boff is the CMO of GE, a behemoth company with over 300,000 employees worldwide. While certainly an established brand, it's a company in transition, and Boff has been leading that charge, not only to evolve but to make things better for people they serve. As she says, “We're five years into what is a huge transformation for the company into what is the world's leading industrial digital company. A company that makes things … but also connects things.” She goes on to add: “What I mean by that is, how can GE, using data, analytics and insights, help our customers be more productive.”
In this podcast, she discusses change, storytelling and her desire to find ways to things that haven't been done before.
Highlights from this week's “Marketing Today” podcast include:
- Getting out of your bubble and listening. (2:41)
- Thinking horizontally and vertically: Challenge and opportunity in dealing with multiple stakeholders. (4:20)
- From industrial mega corp to world's largest digital startup. (6:39)
- Looking for unexpected ways in: Bringing pride, humanity and personality to life. (10:17)
- Looking at B2B through a different lens. (13:45)
- Boff discusses her inspiration: Finding ways to do something that hasn't been done before. (22:14)
Support the show: https://www.patreon.com/marketingtoday
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In this podcast, Esurance CMO Alan Gellman discusses a wide range of marketing topics. But as seems to be the case for so many top marketers, tools and platforms are important, but to drive growth, it all comes down to trying to understand the people you want to reach: “We always — always — hang into that center of ‘Who are these people and how do we deliver for them?' Because as we deliver for the consumer, we deliver for our companies.”
He also says, “Let's never lose sight that, as marketers, our primary charge is to drive growth — but how? It's through insight and depth of understanding of our customers and would-be customers, and that's not just about data … ‘It's what's the humanity that the data brings forward?'”
Finally, Gellman reminds us it's important to find some joy. “If you're not laughing, if you're not having fun, then it's just not worth it.“
Highlights from this week's “Marketing Today” podcast include:
- Storytelling still matters, regardless of the technological platform. (4:07)
- What is my connected life? — Takeaways from CES 2017. (8:30)
- Embracing change to create great possibility. (11:19)
- Sight, sound and motion in the changing media landscape. (14:02)
- Who am I reaching and how? — Storytelling across creative assets and channels of reach. (18:58)
- Brand engagement: Interacting with customers and prospects. (20:27)
- Looking for the white spaces to drive future growth. (28:48)
Support the show: https://www.patreon.com/marketingtoday
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Elizabeth Windram, director of Brand and Advertising at JetBlue, arrived at her destination in marketing after stops in finance and MBA school. For her, it's not just coming up with the big idea so much as it is to trust your instincts and follow through; believing in what your gut is telling you while listening to other viewpoints and making the work better.
“As long as you don't mess with the core insight, you're probably still OK,” says Windram. “Where I won't make changes is if something is fundamentally changing the thing that made it right and that made it work to begin with.”
In addressing the collaboration and differing opinions inherent in bringing an idea to market, she goes on to add, “It's also knowing when you don't have to take someone's opinion. Sometimes it's enough to say, ‘OK, I've heard you and I'm not doing that. And here's why.' But, I think listening, at least, goes a long way.“
Highlights from this week's “Marketing Today” podcast include:
- Trust your gut: Knowing when an idea is good. (4:59)
- Bringing people along: Pushing ideas through in the face of challenges. (8:18)
- Cultural relevancy: Joining in conversations big and small. (9:50)
- From finance to marketing: In retrospect, the journey all makes sense. (10:57)
- It's been said before, but it's not really a job if you love what you do. (13:35)
Support the show: https://www.patreon.com/marketingtoday
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Lisa Baird was named CMO of the United States Olympic Committee in 2009. Prior to that, she served in brand and marketing roles for Proctor & Gamble, GM, IBM and the NFL, among others.
With the Olympic Games occurring years apart, Lisa touches on how she maintains focus on long-term marketing goals: “The better and more articulate and more precise your mission and your purpose is — that needs to act as your long-term guide, says Baird. “You should measure everything you do against ‘Are you fulfilling that mission and purpose?' … Putting the right measurements in place for the long term help you to keep that true north on your compass.”
But even though her goals invariably seem to reside on a distant horizon, she avoids the predictive, instead focusing on something she believes will remain constant: “Marketers who always focus on their customers' or their stakeholders' problems — and listen to them and solve their problems — will always win.”
Highlights from this week's “Marketing Today” podcast include:
- Managing the balancing act of athletes trying to make a living and Olympic sponsors who make things run: Baird talks about IOC Rule 40. (4:47)
- Keeping the flame alive: Maintaining focus on the Olympics during off years. (7:58)
- Who'll win the Olympic jump ball for 2024: Los Angeles, Budapest or Paris? (10:11)
- Trying to please everyone: The art of listening in a sea of stakeholders. (11:49)
- Going for gold: Measuring marketing success in the land of not-for-profit. (14:42)
- Baird discusses sponsor and license partnerships and their role in helping the U.S. reach the medal podium. (16:20)
- You can't always rely on metrics: “Human beings are spontaneous; they can surprise you.” (23:15)
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Seth Kaufman's career traces a steady and seemingly unstoppable ascent at PepsiCo. As an intern, he fell in love with the people, the brands and the culture before taking on (and conquering) challenge after challenge, including brand and innovation initiatives, developing channels strategies in sales, and frontline field work on the snack side — where he embraced and developed his strength as a people leader.
Following his work in the field, he returned to headquarters, rebuilding PepsiCo's media offering in beverages and then running the namesake brand itself. From there, he assumed his current role as CMO PepsiCo North America Beverages.
Seth's enthusiasm, empathy, passion, and appreciation for the people around him shine through in this wide-ranging and freewheeling podcast.
Highlights from this week's “Marketing Today” podcast include:
- Accelerating PepsiCo's transformation journey across three dimensions: portfolio, marketing and talent. (4:55)
- The marketing perfect storm: From PepsiMoji to “Empire” product integration and Kola House. (12:36)
- Pepsi Zero Sugar (and Lady Gaga) take center stage at the Super Bowl. (17:52)
- Investing in talent — both inside and outside the organization — to cultivate business success. (22:02)
- The Big Climb: Staying focused leads to team success. (29:05)
- Taking risks: the agility and vision of big brands like Samsung, Tesla and the NBA. (32:49)
Support the show: https://www.patreon.com/marketingtoday
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Rohit Bhargava is a trend curator, TEDx speaker and the author of five best-selling books, including the recent 2017 edition of “Non-Obvious: How to Think Different, Curate Ideas & Predict the Future” and “Likeonomics.”
When Bhargava analyzes trends, he isn't thinking about the availability of flying cars you can control with your mind, he is operating more in the here and now. He does this because he believes the future is coming at us faster than ever before, “I'm describing something that is happening in the world, and all of my trends are based on something that's happening now. I specifically don't do 10-year predictions… And the reason I do it on such a short term is because I'm really describing the accelerating present.”
He goes on to add: “This is stuff that … is going to accelerate in the next year and therefore really matter for your business.”
Highlights from this week's “Marketing Today” podcast include:
- Kicking ass: Rohit discusses the idea of “Fierce Femininity.” (3:05)
- “Lovable Unperfection” — Imperfection as a source of strength. (5:11)
- The challenge of self-aware data. (6:45)
- “Precious Print” — Physical artifacts still carry value in today's digital world. (10:18)
- What's next? Developing habits to help you identify and understand trends. (12:03)
- Emerging brands: It's in the details. (18:00)
- Rohit shares his idea of “Passive Loyalty.” (19:51)
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Dan Marks is the CMO for Hancock Whitney Bank, a regional player in the Gulf South area with a footprint spanning from Houston, Texas, to Tampa, Florida. In November of 2016, he was honored by the CMO Club with their peer-nominated President's Circle Award.
Dan is always looking to the future and believes in the strength of the marketing stack, which he describes as “the next-generation way to talk about all the technically or digitally enabled technologies that are important to operating today and will become even more important to operating in the future.”
Dan also believes in an agile approach marked by collaboration among segments of the company that aren't part of the marketing team: “For marketing to be successful, we can't operate in a vacuum.”
Highlights from this week's “Marketing Today” podcast include:
- Dan's philosophy regarding teambuilding efforts: Finding the right fit in culture and in values. (5:02)
- Two elements that help manage balance in a company: 1) Building relationships. 2) Good ideas come from everywhere. (7:24)
- Digital innovation and transformation: Getting better at what's relevant to the customer. (11:10)
- Discovering new marketing talent: An innate sense of curiosity and the “spirit of the pioneer.” (18:45)
- Fuel for success: Mutual respect, faith and the pursuit of excellence. (20:57)
- Mission-based focus versus short-term success: Finding inspiration in other brands and companies. (22:46)
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Russ Findlay is the head of marketing for the U.S. at Hiscox, an international specialty insurer with a 115-year history. Prior to Hiscox, he worked in consumer packaged goods with companies like Unilever, Pepsi and IHOP. In this podcast, he discusses marketing in general and his career path from CPG to the world of financial services.
For Findlay, working in financial services presents a unique challenge because of the intangible element inherent in the category: “Having a product that you can't see it, you can't hold it, you can't go to a store and look at it — it's something that you have to convey to the consumer and the consumer's mind,” says Findlay. He goes on to add, “That makes storytelling and how you bring the product to life even more important.”
Highlights from this week's “Marketing Today” podcast include:
- CPG and financial services: how the product gets to market is surprisingly similar. (2:00)
- Moving from a role in CPG to financial services: the switch to the “intangible.” (4:20)
- Digging into the marketer's toolbox. (7:38)
- Obstacles as a pathway: going to market in unconventional ways. (10:00)
- Motivating through “positive” risk: the antidote to risk is courage. (12:50)
- Keeping the main thing the main thing: the CMO's role as an influencer. (18:00)
- Rapid change and shifting landscapes: the future of marketing. (28:00)
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Tom Asacker is a keynote speaker and an adviser to executives and companies, and he is the author of five books, including “The Business of Belief.”
He believes many marketers operate under the false assumption that people behave like computers, expecting them to make decisions based simply on the information they supply and then choose their product or service.
According to him, it just doesn't work that way: “When you dig deep enough into it, you find out that human beings are driven by their perceptions and their desires. You add that up and you've got beliefs. Their feelings, their perceptions, their desires are what end up giving them this feeling of knowing,” says Asacker. “Then they look for information to validate that.” He goes on to say, “If you don't understand that … you have absolutely no chance in the marketplace.”
Highlights from this week's “Marketing Today” podcast include:
- How's the water? — Understanding how decisions are made and why consumers do what they do. (1:35)
- Breaking the chains of habit: What is the “something else” that drives people's decision making? (5:15)
- The lightbulb of confusion: Marketers don't understand it's unexpected events that trigger consumer learning. (7:20)
- Can you get 29 million TED Talk views and still be wrong? (12:30)
- Believe your feelings: Doing what your inner voice tells you to do. (17:00)
- New business models: Identifying sustainable value. (18:25)
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Peter Horst is a former CMO at The Hershey Company. Prior to that, he spent 12 years at Capital One and was CMO of TD Ameritrade. He discusses here a range of topics, but he speaks at length on the inherent challenge of applying big data and analytics to human behavior.
“It's going to get increasingly more challenging to maintain that right balance of art and science, of machine speed and human insight,” says Horst. “All the analytics in the world still can't answer the question ‘Why?' And you can run into the risk of horribly missing the boat with the consumer.”
He goes on to add, “We absolutely need to embrace all of what big data and analytics can do, but while also stepping back and bringing in a little bit of skepticism.”
Highlights from this week's “Marketing Today” podcast include:
- Let's get digital: How CMOs should be thinking about digital. (5:30)
- Reach versus targeting: What are you trying to do and what's the tool you need to do it? (10:15)
- Looking through the right end of the telescope: Determining digital's role, brand by brand. (12:00)
- Connecting all the dots: The importance of “whole-brain” marketing. (17:55)
- Seeking a holistic partner: Deciding what kind of agency you want in your marketing mix. (21:20)
- How agencies need to evolve to provide the thought leadership brand marketers seek. (23:10)
- Brands to take notice of: Horst discusses Airbnb. (26:35)
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Laurel Hodge is director of creative strategy at the online image-sharing community, Imgur, which she says is “on a mission to lift people's spirits for a few moments every day.”
But there's a lot more to it than that. Imgur has more than 150 million monthly active users, and among those, 86 percent are millennial men, the most ad-adverse and toughest audience to reach for marketers.
With a new native advertising product called Promoted Posts, Imgur uses its cultural fluency to help brands connect effectively with this coveted target. “We help brands enter this space and connect with them [millennial men] in a way that feels authentic, in a way that they actually appreciate and enjoy,” said Hodge. She later adds, “When you use the language in an authentic way and you actually provide information that people want to hear — or information that is relevant to people — then you'll see some really great results.”
Highlights from this week's “Marketing Today” podcast include:
- “We want to create ads that don't suck.” (3:00)
- Overcoming the culture of ad blocking. (5:25)
- Creating brand engagement with a brand-skeptical audience: Imgur's partnership with eBay. (8:05)
- Three things marketers can do to reach ad-adverse audiences: (1) Localize. (2) Always add value. (3) Respect your audience. (10:25)
- Making an impression: Up-and-coming brands usually do one thing and do it well. (19:23)
- Adding value: Brands have to work harder in a hyper-distracted world. (20:41)
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Molly Swenson is CMO of RYOT, an immersive media company founded in Los Angeles in 2012 and recently acquired by AOL and The Huffington Post.
She's also a badass.
Molly was a White House intern in the Obama administration, performed as a contestant on “American Idol” and designed philanthropic strategies for Kobe Bryant, Shakira and Ben Stiller. More recently, Adweek recognized her as one of 2016's Young Influentials — game changers under the age of 40 in the worlds of media, marketing, technology and entertainment.
Molly believes that VR's impact as a medium for storytelling and the affect it has on people can't be overestimated and calls it “the tip of the spear” for RYOT.
Highlights from this week's “Marketing Today” podcast include:
- The “lightbulb” moment: How RYOT's focus shifted to VR films. (3:19)
- How RYOT judges success: Moving the audience from passive observer to active participant. (5:30)
- Moving into the CMO role: From wearing many hats to choosing the one that fits. (8:46)
- What joining forces with AOL, Verizon and The Huffington Post means to RYOT. (17:00)
- Hacking the advertising ecosystem. (23:06)
- 360-degree video, VR and AR: A down-and-dirty tutorial. (26:35)
- Balancing unfaltering confidence with humility: From Steve Jobs to Kabbalah — and Charlie Chaplin, too. (38:50)
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Rachel Tipograph left her role as global director of digital and social media at Gap after a conversation with her boss where she asked, “How do we drive sales on the web, not annoy people, and even make Gap cool again at the same time?” His reply: “If you figure that out, that's a billion-dollar idea.”
That conversation coupled with her recognition of the seismic upheaval underway in the digital marketing landscape led to the creation of MikMak — the first mobile video shopping network. Hailed as QVC for the Snapchat generation, MikMak works with brands to create short, shoppable, “minimercials” — all hosted by improv comedians. And it operates under the mantra of Watch – Laugh – Shop.
Highlights from this week's “Marketing Today” podcast include:
- Two factors that helped launch MikMak — the explosion of influencer marketing and the unbundling of media. (3:10)
- Why e-commerce shopping should feel more like Netflix and Snapchat than Amazon and Alibaba. (4:45)
- Marketing in the age of ad blockers and overwhelming sentiment against advertising. (5:52)
- Designing the right canvas: A one-size-fits-all approach to marketing just doesn't work. (7:45)
- Putting data and creativity together is the marriage of art and science — the two have to go hand in hand. (9:45)
- Reaching ad-averse populations: You get what you give. (14:30)
- Writing the “book” that defines your brand: Creating content that beckons to key, like-minded influencers. (17:57)
- Learning through (big) mistakes is the fuel that powers Rachel Tipograph to do what she does. (19:30)
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Meaning is the new luxury. It's not logos and labels but products that are made with thought and care — products that are authentic with great stories to tell, according to Bridget Russo, chief marketing officer at Shinola. “We've learned that place matters. For us, our home is Detroit. That story of provenance adds depth to our brand. But it has to be real. It's about finding out what the true, authentic story is and showing that it has greater impact than just selling product,” she said.
Her leadership has helped Shinola position itself as a modern American design brand and a catalyst for economic revitalization. The company reported $100 million in revenue last year, up from $20 million in 2013.
Highlights from this week's “Marketing Today with Alan Hart” podcast include:
How Shinola and the city of Detroit worked together to bring a new luxury product to market. (4:45)
How Shinola is constantly breaking new ground while not forgetting its historical products. (6:59)
Can large, established brands like Walmart take a lesson from Shinola's brand authenticity? (7:48)
How Shinola has used branding based on storytelling. (10:05)
The importance of consistent messaging across every channel. (10:20)
The pressure and excitement of building a brand from the ground up (11:28)
Why marketing will be more and more in the hands of the consumer. (14:45)
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Roll Cast Advisors' Drew Miller believes marketing is all about relationships
Drew Miller, founder and CEO of Roll Cast Advisors in Austin, Texas, thinks marketing done well forms meaningful relationships between companies and people. And meaningful relationships grow and thrive when companies deliver something that's really important to the customer.
“You always want to know your customer, says Drew. “You want to speak in ways and at places that really matter to them. And increasingly do it in a way that it's a two-way street. The days of one-way conversations are long behind us.”
Miller founded Roll Cast Advisors, a marketing and strategy consultancy, a little over a year ago after a 15-year stint in various marketing positions at Dell. Roll Cast Advisors seeks to help high-growth B2B companies create marketing strategies that achieve activation and deliver results.
Highlights from this week's “Marketing Today” podcast include:
How does a fast-growth B2B company determine whether they're ready for marketing? (1:30)
Putting money into marketing without increasing your sales force to achieve smart activation and lift. (5:35)
Deciding where to invest in marketing. (6:20)
What lessons can small companies learn from big companies? (11:02)
The importance of B2B companies understanding what brand is and that it really does matter. (15:18)
How relationships between brands and customers can thrive. Hint: Information is key. (20:37)
Marketers should try to look at things through their customers' eyes. (22:37)
And, finally, what does it mean to keep Austin weird? (25:25)
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Today we are changing the name of our podcast from Avid Impact to Marketing Today with Alan Hart. Join Alan in the coming weeks for interviews with top marketers and thought leaders. Don't miss your change to learn from the best in the industry. Subscribe to Marketing Today with Alan Hart.
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Vishal Khanna, Digital Marketing Director at Wake Forest Innovations, 2015 Content Marketer of the Year sat down with Alan Hart. Vishal discusses how the content marketing at Wake Forest Innovations produced ROI results that beat out IKEA, Marriott, Emerson, CSC and GoPro. The results were 600%+ increase in marketing qualified leads and a doubling in revenue. Content development, SEO, Inbound Marketing and Email all played a role. Find out what you need to know in this episode of the Marketing Today Podcast.
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Steven Handmaker, Chief Marketing Officer of Assurance, one of the largest and most awarded independent insurance brokerage operations in the U.S., sat down with Alan Hart. Steven discusses how Assurance has become recognized as a "best place" to work and what is marketing's role in driving a "rock star" culture. We move to talk about the world of B2B marketing, the future and the war for talent in marketing today. Find out what you need to know in this episode of the Marketing Today Podcast.
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Part 2 with Kimberly Whitler, Forbes contributor and Assistant Marketing Professor at the University of Virginia Darden School of Business, sat down with Alan Hart to discuss her recent research looking at company performance, corporate board composition and the CMO. Did you know purely analytical CMOs are correlated to poor company performance? What is the future of markting leadership? Plus case studies from Buick and Allen Edmonds. Find out what you need to know in this episode of the Marketing Today Podcast.
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Part 1 with Kimberly Whitler, Forbes contributor and Assistant Marketing Professor at the University of Virginia Darden School of Business, sat down with Alan Hart to discuss her recent research looking at company performance, corporate board composition and the CMO. Did you know purely analytical CMOs are correlated to poor company performance? Did you know that marketing experience on the board can increase company performance? Find out what you need to know in this episode of the Marketing Today Podcast.
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Honey Maid is a classic, all-American brand that's been part of families lives since 1925. But by 2013 it was seen as old-fashioned. Our challenge was to re-position Honey Maid as a modern snacking brand for today's families. We drew a parallel between the brand and modern day families, recognizing that despite a lot of change over the years, what defined each of them as wholesome hadn't changed. This is Wholesome moved a nation with its message of love, earned 361 million media impressions and delivered an advertising contribution of 13%.
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Chris Balach, senior brand manager of Extra Gum, sat down with Alan Hart to discuss his recent Effie win. Gum had been in a 2-year decline. Extra, one of the category's largest brands, had been declining for even longer. That changed dramatically when Extra stopped following the conventional gum script and started to infuse the brand with meaning that transcended the category and touched peoples hearts.
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Mark-Hans Richer of Harley-Davidson spoke to Alan Hart about what many scoffed at a few years ago: Take a brand with an aging owner base and made it a must-have product for young adult riders. In 2008 we made some big moves with product introduction of Dark Custom, which -- as a strategic initiative -- has now won a 2015 Gold Effie for sustained success in the market for its 7 year run.
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Tips, advice, and insights from the industry's top, award-winning marketers. “Oscar's problem with the healthcare industry is that it's viewed as inhumane. The industry doesn't really focus on the individual, and it's hard to navigate,” says Veronica Parker-Hahn, Vice President of Marketing at Oscar Insurance speaking to Alan Hart. “And we saw a great opportunity to bring a human component to healthcare.”
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Linda Lee, GE Capital's Global Advertising and Brand Director, sits down with Alan Hart. Linda and the rest of her team recently took home an Effie at this year's Effie Awards Gala in New York, for their work which centered around the financial giant's differential value proposition - the fact that GE does more than simply lend its customers money.
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Fresh off of claiming an Effie at the prestigious Effie Awards Gala in New York, Ana Russell, General Manager of Brand Marketing at Audi of America Inc., sat down with Alan Hart to discuss just what it was about Audi's highly touted, Stay Uncompromised campaign, that made it such a huge success.
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Tips, advice, and insights from the industry's top, award-winning marketers. Alan Hart sits down with Chris Stamper, SVP of Corporate Marketing at TD Bank, to discuss TD's inspiration behind one of the most touching campaigns of the past year.
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Tips, advice, and insights from the industry's top, award-winning marketers. Alex Ho, Executive Director of Marketing at American Greetings, sits down to talk with Alan Hart about the inspiration behind the card company's award-winning World's Toughest Job campaign.
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Alan Hart with various institutions to present a leadership series that highlights accomplished global leaders with invaluable insight and advice, from across various backgrounds and industries. Alan Hart sat down with Mark Tercek, president and CEO of The Nature Conservancy, to understand what makes TNC unique, why they partner with notorious polluters and his reflections on leadership. TNC is one of the world's leading conservation organizations. Mark is also author of Nature's Fortune and a former Goldman Sachs partner before taking the helm at TNC. This initiative is made possible due to a partnership with UNC Kenan-Flagler Business School.
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Tips, advice, and insights from the industry's top, award-winning marketers. Eric Fuller from Pepsi Co. talks with Alan Hart about what made the company's Super Bowl half-time show sponsorship with Beyonce so successful, as well how the company implements brand storytelling, consumer's interaction with media, and leveraging every element of the marketing mix.
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Tips, advice, and insights from the industry's top, award-winning marketers. Diageo's Matt Pechman sits down with Alan Hart to discuss Diageo's highly touted Tonight We Tanqueray campaign, in addition to Tanqueray's rejuvenated growth, how brands can create better experiences, and how brands can secure a creative yet effective campaign.
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Tips, advice, and insights from the industry's top, award-winning marketers. Tom Bick at Oscar Mayer talks to Alan Hart about what made the brand's Say It With Bacon campaign such a success, as well as Oscar's approach to working with partners, long-term brand effectiveness, and how clients "get what they deserve".
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Tips, advice, and insights from the industry's top, award-winning marketers. Vic Walia of Expedia discusses with Alan Hart what it was that made the travel company's Find Yours campaign such a huge hit, as well as how he likes to tell a good story, Expedia's approach to big data, and how to build a brand as an asset.
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Tips, advice, and insights from the industry's top, award-winning marketers. Daryl Evans of AT&T discusses with Alan Hart what made the telecom giant's highly touted It's Not Complicated campaign so successful, as well as a few personal details such as how he defines marketing effectiveness, his view on trends, and what fuels his success.
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Johnson and Johnson's own Colleen Sellers sits down with Alan Hart to shares insights into what made Zyrtec's Muddle No More Campaign such a complete success, as well as how she personally approaches brand planning, her research, and how she feels women in leadership positions can help themselves.
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