Marketing Today with Alan Hart (Alan B. Hart)
Explorez tous les épisodes de Marketing Today with Alan Hart
| Date | Titre | Durée | |
|---|---|---|---|
| 26 Jun 2019 | 159: How to Diagnose a Brand by Mark Ritson | 00:47:00 | |
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:
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| 13 Apr 2022 | 307: Prioritizing Ad Privacy with Google’s David Temkin | 00:27:25 | |
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:
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:
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Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 11 May 2022 | 311: How to Skyrocket Your Social Growth with Banfield Pet Hospital’s Lisa Stockmon | 00:20:50 | |
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:
Key Highlights
Resources Mentioned:
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| 14 Jun 2017 | 47: 12 years and counting: Aon CMO Phil Clement is on a long run | 00:39:30 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 30 Oct 2019 | 177: Ad Fraud Myths and Misconceptions with Augustine Fou | 00:53:20 | |
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”:
Resources Mentioned:
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| 02 Oct 2019 | 173: Merging Art and Science with Dara Treseder at Carbon | 00:32:43 | |
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”:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 16 Sep 2020 | 225: Recipe for Brand Refresh with King Arthur Baking's Bill Tine | 00:34:09 | |
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":
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| 25 Jan 2017 | 30: Seth Kaufman focuses on culture and team to create success at PepsiCo | 00:41:53 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 07 Mar 2018 | 85: Susan Vobejda finds a home at The Trade Desk | 00:31:25 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 31 Jan 2017 | 31: U.S. Olympic Committee CMO Lisa Baird is in it for the long run | 00:29:31 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 09 Sep 2020 | 224: C-suite Leadership with Coupa Software CMO Chandar Pattabhiram | 00:32:05 | |
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”:
Resources Mentioned:
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| 30 Sep 2020 | 227: Design, VC, and Business with Frog President Andy Zimmerman | 00:38:25 | |
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":
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| 10 Jul 2019 | 161: Pritchard and Helias on Global Sustainability at Procter & Gamble | 00:44:16 | |
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”:
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| 27 May 2020 | 209: NerdWallet Brand, Measurement, and Insights with CMO Kelly Gillease | 00:43:47 | |
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”:
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| 18 Nov 2015 | 16: Corporate Boards, Future CMOs and Impact on Company Performance | 00:17:09 | |
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. Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 28 Jun 2017 | 49: The Onion’s Head of Marketing Joe Fullman: Playing it for laughs — seriously | 00:42:59 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 03 May 2023 | 362: Operating in the White Space and Creating a New Category with Jason Andree, CMO at Nufabrx | 00:33:37 | |
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:
Key Highlights:
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| 30 Dec 2020 | 240: Unlocking Brand Growth with Belvedere Vodka CEO Rodney Williams | 00:53:23 | |
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":
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| 01 May 2019 | 151: Ty Shay on performance storytelling and marketing jiujitsu | 00:45:44 | |
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:
Links to other resources mentioned: Mindset: The New Psychology of Success (Book Mentioned)
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 11 Mar 2020 | 198: Digital Transformation at PwC with Reggie Walker | 00:36:13 | |
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”:
Resources Mentioned:
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| 02 Nov 2022 | 336: The Importance of Winning Over Gen Z and Inspiring Action with DeNora Getachew, CEO of DoSomething.org | 00:42:17 | |
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:
Key Highlights
Resources Mentioned:
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| 13 Nov 2019 | 179: Transformation of Petco with Tariq Hassan | 00:38:03 | |
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”:
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| 24 Apr 2019 | 150: Author Minter Dial is always seeking to ‘elevate the debate’ | 00:48:02 | |
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:
Links to other resources mentioned:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 04 Dec 2019 | 182: Four Billion Views on TikTok and More with the CMO of EOS Products Soyoung Kang | 00:43:15 | |
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”:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 12 Feb 2020 | 194: Historic Ad Fraud at Uber with Kevin Frisch | 00:48:05 | |
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”:
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| 15 Dec 2021 | 290: Becoming a Transformation Agent with Onriva’s George Corbin | 00:58:09 | |
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:
Key Highlights:
Resources Mentioned:
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| 27 Jul 2022 | 322: Unlocking App Data with Apptopia’s Jonathan Kay | 00:36:16 | |
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:
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:
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Connect with the Guest:
Connect with Marketing Today and Alan Hart:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 13 Oct 2021 | 281: Unexpected lessons in leadership and marketing with StockX CMO Deena Bahri | 00:30:52 | |
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:
Key Highlights:
Resources Mentioned:
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| 19 Aug 2020 | 221: Comfort in Trying Times with Purple's Burke Morley | 00:37:01 | |
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”:
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| 11 Jan 2023 | 346: The Power of Breakthrough Creative with Geoff Tanner, Chief Commercial and Marketing Officer at J.M. Smucker Co. | 00:40:38 | |
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:
Key Highlights
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| 13 May 2020 | 207: Leadership and transformation with H&R Block's Vinoo Vijay | 00:36:21 | |
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”:
Resources Mentioned:
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| 07 Jul 2021 | 267: The Financial Impact of Customer Connection with Khoros’s Katherine Calvert | 00:34:02 | |
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:
Key Highlights:
Resources Mentioned:
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| 09 Dec 2020 | 237: ThirdLove Agility and Empowerment through Tough Times with co-founder Heidi Zak | 00:34:00 | |
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":
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| 28 Aug 2019 | 168: Anas Ghazi from Kantar on WPP, Growth & Data | 00:52:54 | |
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”:
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| 29 Jun 2022 | 318: The Path to Customer Success with Bynder’s Heidi Lasker | 00:28:58 | |
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:
Key Highlights
Resources Mentioned: Follow the podcast:
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| 27 Feb 2019 | 138: Steve Lucas of Marketo discusses the 'Engagement Economy' | 00:52:28 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 17 Dec 2021 | BONUS: Our Biggest Marketing Lessons and Opportunities with Alan Hart and Stef Hamerlinck | 00:49:06 | |
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. ---- 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 Hosted on Acast. See acast.com/privacy for more information. | |||
| 28 Mar 2018 | 88: Marketo CTO Manoj Goyal talks marketing automation, sales acceleration, engagement platforms, and innovation | 00:38:43 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 12 Aug 2020 | 220: The shift to creative with Bynder's CMO Andrew Hally | 00:28:36 | |
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”:
Resources Mentioned:
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| 06 Apr 2022 | 306: Earning the Customer Relationship with Vista’s Ricky Engelberg | 00:43:47 | |
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:
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:
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| 13 Jul 2022 | 320: Being a Category of One with Morgan Stanley’s Alice Milligan | 00:32:39 | |
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:
Key Highlights
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| 05 Jul 2017 | 50: Hungry for a startup: Mike Senackerib wants to bring joy to healthy | 00:28:56 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 18 Sep 2019 | 171: Can We Save the Corporation with Joseph Jaffe | 01:04:21 | |
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”:
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| 02 Mar 2022 | 301: The 7 Global Marketing Trends You Need to Know with Deloitte’s Jennifer Veenstra | 00:31:35 | |
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:
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:
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| 08 Nov 2017 | 69: Davis Smith believes doing good and building a great business can go hand in hand | 00:33:54 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 09 Feb 2022 | 298: Where Purpose Matters Most with Attest’s Jeremy King | 00:46:54 | |
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:
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:
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| 09 Aug 2017 | 56: Jeff Wurtzel unwraps Extra Gum’s winning campaign | 00:16:12 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 21 Oct 2020 | 230: "I Quit" TV Show Star, Mike D's BBQ | 00:36:12 | |
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”:
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| 17 Nov 2021 | 286: Investing Deeply in Your Customer with GoDaddy’s CMO Fara Howard | 00:40:46 | |
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:
Key Highlights:
Resources Mentioned:
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| 28 Dec 2022 | 344: The Data of Decision Making with Greg Dolan, CEO at Keen Decision Systems | 00:38:53 | |
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:
Key Highlights
Resources Mentioned:
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| 22 Dec 2020 | 239: Media Assurance & Transparency Still a Global Issue with Rizwan Merchant | 00:44:05 | |
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":
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| 15 Mar 2023 | 355: Brand at its Best and Focusing on Fundamentals with Heather Stern, CMO at Lippincott | 00:41:58 | |
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:
Key Highlights
Resources Mentioned:
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| 08 Jan 2020 | 189: Jim Geikie on creating a positive impact with One Better Ventures | 00:23:37 | |
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”:
Resources Mentioned:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 10 Oct 2018 | 117: Craig Evans, Chief Creative Officer at Wunderman Seattle | 00:13:35 | |
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. 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:
3 Key Points:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 25 Jan 2023 | 348: Having the Bravery to be a Change-Maker with Andrea Brimmer, Chief Marketing & Public Relations Officer at Ally Financial | 00:35:32 | |
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:
Key Highlights
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| 12 Sep 2018 | 112: For Alex Withers of InMotionNow, data is king — but he still believes in the importance of creative | 00:33:46 | |
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:
Resources mentioned in Episode:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 07 Feb 2018 | 81: Allen Adamson and the challenge of a world that is spinning faster | 00:32:30 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 30 Sep 2016 | Avid Impact Podcast becomes Marketing Today with Alan Hart | 00:00:36 | |
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. Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 26 Aug 2020 | 222: Beyond the Bottle with PepsiCo's Scott Finlow | 00:39:39 | |
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”:
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| 29 Jul 2022 | Renegade Marketers Unite: Two Drews Tackle Top CMO Challenges | 00:31:21 | |
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 See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 24 Jun 2020 | 213: Battling Bot Fraud with White Ops CMO Dan Lowden | 00:40:03 | |
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”:
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| 15 Nov 2017 | 70: Bob Hoffman: The Ad Contrarian strikes again | 00:32:27 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 19 Jun 2019 | 158: Jenny Rooney Editor of the Forbes CMO Network on the state of marketing | 00:44:01 | |
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":
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| 06 Mar 2019 | 139: Professor Michael Platt connects neuroscience with brand choice and loyalty | 00:48:10 | |
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:
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| 10 Apr 2019 | 146: Alan Schulman’s jazz sensibility and creative vision | 00:28:19 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 16 Feb 2022 | 299: Tackling Complex Business Problems with Boeing’s Ed Dandridge | 00:45:37 | |
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:
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:
Resources Mentioned:
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| 19 Sep 2018 | 113: Chris Moloney of TaxSlayer blends the personal and professional to create marketing success | 00:31:39 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 10 Oct 2018 | 116: Molly Crawford, VP/Group Creative Director at Digitas | 00:10:36 | |
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. 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:
3 Key Points:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 03 Mar 2021 | 249: What Radicalization Means to a Brand Marketer with Yonder CEO Jonathon Morgan | 00:44:52 | |
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:
Key Highlights:
Resources Mentioned:
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| 19 Feb 2020 | 195: Planet Fitness with new CMO Jeremy Tucker | 00:37:12 | |
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”:
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| 20 Jul 2022 | 321: Brand Building and Revitalization with Ferrero’s Mark Wakefield | 00:40:09 | |
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:
Key Highlights
Resources Mentioned:
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| 18 Jan 2023 | 347: The Business Benefits of Continued Education with Michelle Boockoff-Bajdek, CMO at Skillsoft | 00:43:37 | |
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:
Key Highlights
Resources Mentioned:
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| 25 Nov 2020 | 235: Leading 2X Growth with Steve Schlesinger in the Market Research Industry | 00:36:33 | |
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":
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| 27 Apr 2022 | 309: The Power of Streaming Ads with Roku’s Jordan Rost | 00:31:19 | |
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:
Key Highlights
Resources Mentioned:
Follow the podcast:
Connect with the Guest: Connect with Marketing Today and Alan Hart:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 25 Sep 2019 | 172: Creating Clothing for Kindness with Ashley Daly of BeCandylicious | 00:50:48 | |
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”:
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| 25 Jan 2022 | Bonus: What if? So what? podcast interview of Alan Hart | 00:35:51 | |
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 See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 02 Sep 2020 | 223: Modernizing OOH with Ubimo's Norm Chait | 00:30:07 | |
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”:
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| 15 May 2019 | 153: Bill Macaitis on scaling brands like Slack, Zendesk, & Salesforce | 00:37:37 | |
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:
Other Resources:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 20 Jan 2021 | 243: Hispanic Business at PepsiCo with Esperanza Teasdale | 00:53:48 | |
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":
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| 16 Nov 2022 | 338: Shaping the future of engineering and technology with Ana Villegas, CMO at Affinipay | 00:40:16 | |
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:
Key Highlights
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| 15 Feb 2017 | 33: Esurance CMO believes embracing change creates great possibility | 00:35:18 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 17 Jul 2019 | 162: Mayur Gupta on Freshly, Spotify and harnessing chaos | 00:42:10 | |
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”:
Resources Mentioned: Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 20 Sep 2017 | 62: Kevin Lane Keller always wants to be rigorous and relevant | 00:39:56 | |
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:
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| 10 Oct 2018 | 118: John Thies, CEO & Co-founder of Email on Acid | 00:13:21 | |
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. 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:
3 Key Points:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 13 Dec 2017 | 75: Tom Fishburne: “Everything I know about marketing I’ve learned from drawing cartoons” | 00:38:54 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 03 Jan 2018 | 76: Laura Paz champions the use of AI in Subway’s Latin American markets | 00:21:09 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 06 Sep 2017 | 60: Bill Blubaugh and the brand you suck — that doesn’t suck | 00:15:54 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 29 Aug 2018 | 110: Peter Horst discusses Marketing in the #FakeNews Era | 00:37:39 | |
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:
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!
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 17 Aug 2022 | 325: Building the Marketing Roadway for the Next Generation of Campers with Kampgrounds of America’s Whitney Scott | 00:41:35 | |
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:
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:
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| 30 Jun 2021 | 266: Standing Out in the Crowd with Torchy’s Tacos Scott Hudler | 00:36:44 | |
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:
Key Highlights:
Resources Mentioned:
Subscribe to the podcast:
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| 03 Jul 2019 | 160: KoAnn Skrzyniarz, “Be Bold, Not Perfect” | 00:35:14 | |
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”:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 21 Jun 2017 | 48: It’s all about the climb: Marketing VP Craig Rowley takes REI higher | 00:31:51 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 31 Jan 2018 | 80: David Baldwin is “a creative guy with options” | 00:33:02 | |
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:
Other resources mentioned:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 11 Jan 2017 | 28: Martech and "the spirit of the pioneer" with Hancock Whitney Bank CMO Dan Marks | 00:27:29 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 23 Jan 2019 | 133: Cal Fussman on the art and power of asking great questions | 01:22:30 | |
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:
**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! Links to find Cal online: Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 16 Dec 2020 | 238: Beyond Beer at Anheuser-Busch with Lana Buchanan | 00:32:21 | |
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":
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| 31 Mar 2021 | 253: The Gateways to Going Global with Your Brand with Alibaba's Erica Chan | 00:35:08 | |
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:
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Resources Mentioned:
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| 23 May 2018 | 96: Jay Livingston’s career has gone to the dogs, and he is loving every minute of it | 00:28:03 | |
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:
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| 21 Aug 2019 | 167: CMO at Hootsuite, Penny Wilson, on Social & Privacy | 00:32:07 | |
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”:
Resources Mentioned: Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||
| 03 May 2017 | 44: Jeff Meisel of the U.S. Census Bureau knows what counts | 00:29:16 | |
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:
Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information. | |||