This week on “Marketing Today,” Alan spoke with Loren Angelo, vice president of marketing for Audi of America, where he leads marketing positioning and management of the Audi brand in the U.S. In addition, he manages advertising, experiential, CRM, social media, product integration, retail marketing, and research strategies for the carmaker.In the course of their discussion, Angelo touched on the factors that led him to Audi, what it means to him to work for a challenger brand that believes in purpose-led marketing, and the thinking behind the relationships Audi fosters with its partners. And he cited principled authenticity and like-mindedness as being key in a brand's relationship with its consumers. “Consumers look for brands that share their values,” said Angelo. “And if your values are consistent, and you're willing to go out on a limb and defend those values and build a conversation around them, consumers are going to be, as the studies clearly show, more attracted to that brand.” Angelo went on to add, “So I believe that is going to be a key differentiator for brands that are willing to take the brave note and stick up for what they believe in.”Highlights from this week's “Marketing Today” podcast include:Angelo's work with automotive brands on the agency side led to his opportunity at Audi. (1:14)Angelo's take on leading a challenger brand: “I think it's one of the best opportunities in any marketer's career.” (3:14)Audi actively promotes the growth of women in business, film and entertainment, with a focus on pay equity. (6:28)Angelo discusses his strong belief in purpose-led marketing. (9:20)An association with another challenger brand: Audi identified a cultural opportunity in forming its partnership with Major League Soccer. (12:00)Audi has always been a brand that wants to enhance and celebrate the driver's experience while not turning its back on technology. (16:08)Angelo on Audi's leadership and partnerships in the AI space. (21:00)A combination of personal tenacity and finding the right mentors have had a defining influence on Angelo's career. (25:22) References:Audi “Driver” Advertisement - https://www.youtube.com/watch?v=O2B7U3WO9oAAudi & AFI Support More Female Directors - http://blog.afi.com/audi-and-afi-support-female-filmmakers-watch-video/Audi - Defining Progress: Jamie Anderson film - https://www.youtube.com/watch?v=jH-RVZg9aLwAudi “Daughter” Super Bowl Commercial 2017 - https://www.youtube.com/watch?v=1iksaFG6wqMSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Milestones are a big deal — wedding anniversaries, graduations, retirements, promotions…and 100 podcast episodes. That's right, this week marks a major milestone for “Marketing Today” — we're hitting the century mark with our 100th episode. We appreciate all the support and interest we've received for “Marketing Today,” and we look forward to many more episodes to come.This week on “Marketing Today,” Alan talked with Colin McConnell, senior vice president and chief brand officer for Prudential Financial. McConnell has enjoyed an extraordinary 27-year career there, rising from college recruiter to speech writer to being a member of the team that started the company's in-house advertising agency, and then on to his present role leading that agency, which is one of the largest in the financial services category.During the course of his conversation with Alan, McConnell touched on what he feels is a key focus for an effective in-house agency. “I don't think that the best in-house advertising agency is really led by advertising strategy, it's led by marketing strategy,” said McConnell. “And even though it's still an in-house agency, and it has all those resources, it's still a marketing department.”And he talked further about how Prudential Financial positions itself in what is perceived as a low-engagement category: “Somehow, the category, when it comes to packaging products and services that do good for people, has tended to be sleepy,” said McConnell. “So we try to not do that. We try to take fresh angles on old ideas, we try to come up with fresh insights, and we always try to stretch creative into places that people haven't seen before. And I think, so far, we've done a pretty good job.”Highlights from this week's “Marketing Today” podcast include: McConnell describes the long and the short of his 27-year career at Prudential Financial. (1:57)“It's been harder going than most people realized” — McConnell discusses how marcom integration has worked for Prudential Financial. (5:03)“Media is the new creative” — McConnell talks about the Prudential Financial in-house agency and how, from the beginning, they in-sourced media planning and procurement, which is a huge advantage for them. (8:05)“Digital is the air we breathe” — McConnell offers advice on building an in-house agency. (10:36)McConnell on the possible pitfalls of an in-house agency: “Insularity is an issue you have to guard against.” (12:58)“Financial services companies cut to the core of life” — McConnell takes issue with the notion that financial services is a low-engagement category. (16:52)McConnell discusses the origin, history, core purpose, and reputation of Prudential Financial. (21:12)McConnell's belief that we are underprepared for the implications of AI: “The transformational power of AI in marketing is something we all need to pay very, very close attention to.” (31:17)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's “Marketing Today” podcast, Alan talked with Trish Mueller, co-founder of Mueller Retail Consulting. Prior to starting her consultancy, Mueller was chief marketing officer at The Home Depot from 2011 to 2016, where she spearheaded the company's shift from print and traditional media to omnichannel marketing. In 2015, Mueller earned the CMO Club's CMO Marketing Innovation Award. In addition, she presently serves on the board of directors for Dave & Busters.In the course of her discussion with Alan, Mueller talks about her career in marketing and how it led to a focus on leadership and the transformative “lightbulb” moment when she understood it was less about outworking people and more about developing talent. “Instead of doing the work, or leading the people doing the work, or even developing the strategy,” says Mueller. “It really was more about acquiring and then inspiring and empowering people to develop and drive the strategy themselves.” Highlights from this week's “Marketing Today” podcast include:Retail in her blood: Mueller fell in love with selling stuff at an early age. (1:21)The words that led Mueller to study leadership to empower her teams: “If you're working too hard, you should look at your team.” (6:07)Mueller on how curiosity and an avid reading habit have impacted her career: “Whenever I ran into trouble, I would always pick up a book.” (9:16)Mueller's “listening first” approach to mentoring other leaders. (16:18)Spending time with your team outside the office will help you to better understand how to motivate them. (21:37) What to do when you believe in the people on your team, but management doesn't. (36:54)Mueller's biggest challenge as a young CMO was making herself understood. (40:06)The perils of the C-suite: “If you don't do your job, someone will always be happy to do it for you.” (42:37) Mueller's concerns about the impact of technology, privacy concerns, and the perils facing marketers in the future. (50:46)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's “Marketing Today” podcast, Alan talked with Casey Hurbis, chief marketing officer at Quicken Loans, the company that revolutionized the mortgage business and, in the process, grew to employ more than 17,000 team members in Detroit while bearing witness to the resurgence and revitalization of its hometown. Just recently, at the beginning of 2018, Quicken Loans became America's largest lender.Born and raised in Detroit himself, Hurbis has kept the home fires burning as a self-described “Detroit guy.” He attended college in nearby East Lansing at Michigan State University before starting an automotive marketing career, both on the agency side with BBDO Detroit (and later with BBDO Worldwide) and on the client side at Fiat Chrysler, before assuming the chief marketing role at Quicken just 13 months ago. Hurbis has spent his entire professional career in the city he calls home.During the course of his conversation with Alan, Hurbis touched on how important joining forces with partners from the worlds of sports and Hollywood has been for Quicken Loans. “We have equity we can borrow from each other,” says Hurbis. “So we have a lot of these opportunities that are presented to us — I wish we could do them all. But finding the right ones, and being in contextually relevant space, is something we absolutely strive for.”Highlights from this week's “Marketing Today” podcast include:Hurbis talks about his 25-year, Detroit-centric career: “It's been epic.” (1:17)Hurbis tells the story of Quicken Loans becoming America's largest lender and using a Super Bowl spot to proclaim it. (5:57)Working in the cultural space of brand tie-ins involving sports and Hollywood. (8:53)Choosing brand partners: “We've got to make sure, when we do something, it's authentic.” (13:34)Quicken Loans' in-house agency team gives them “the best of both worlds.” (15:01)Quicken Loans is very intentional in the way they recruit talent. (17:53)When he does turn to outside creative partners for creative jump balls, Hurbis is always pulling for his in-house team to win. (21:35)Words from an early-career mentor that inspire Hurbis to this day: “Sometimes in life, babe, you've just got to kiss the chaos.” (24:44) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Jeremy Wacksman, chief marketing officer at Zillow Group, where he also oversees product management and strategy. Wacksman's experience prior to joining Zillow includes leading marketing and product management for Xbox Live. He holds a B.S. in computer engineering from Purdue University and an MBA from the Kellogg School of Management at Northwestern.In his conversation with Alan, Wacksman focused on data and the role it's played in changing the housing market and how Zillow recognized the importance of it to connect with consumers. “It all goes back to bringing transparency to the housing market through access to data,” says Wacksman. “And using that as a tool to drive both awareness for our brands and trust for our brands by consumers.” He goes on to add, “If you go back to our mission, and our strategy from the very beginning, it's about empowering consumers to make those decisions. And when you think about that, then data is a natural place to start.”Highlights from this week's “Marketing Today” podcast include:One commonality throughout Wacksman's career has been a focus on the consumer. (1:41)For Wacksman, similarities between engineering and marketing abound. (6:04)Walksman discusses the thinking behind Zillow's 3D Home product offering. (9:59)The role and impact of data on the housing market. (12:36)“What we really wanted to do was turn the lights on and show as much data as we could about every home.” — Wacksman explains the inspiration behind the founding of Zillow. (14:00)Wacksman reveals methodologies Zillow uses to stay nimble and focused as they grow. (15:59)Wacksman is passionate about unlocking consumer insights and removing roadblocks. (18:40) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Jay Livingston, chief marketing officer at BARK, the company that created the immensely popular BarkBox, which led to its other endeavors: BarkShop and BarkRetail. Livingston joined BARK after a 20-year career at Bank of America, where he held senior leadership roles in every functional area of global marketing and strategy, from digital commerce, consumer/retail, and small business to commercial banking and brand management.After a two-year “hiatus,” which found him immersed in angel investing as well as traveling and restoring automobiles, he is now the CMO at BARK, the wildly successful company that caters to dogs and their owners. BARK is everything Livingston was looking for as he reentered the realm of marketing: A company that was consumer-facing; produced a physical product; not only that, the product had to bring people joy; and, last but not least, the company had to be headquartered in New York. As Livingston relates in the course of his discussion with Alan, BARK has been all of that and more.Highlights from this week's “Marketing Today” podcast include: From banking to barking: Livingston talks about his 20-year career at Bank of America, angel investing, and finding the right fit at BARK. (1:28)Livingston: “We're really all about making dogs happy. So whatever we can come up with that does that we will launch quickly and give it a shot.” (3:32)BARK's growth plan and the challenges of expansion. (6:04)The difficulties of retail for a digital-first company. (7:49)Livingston on not chasing growth: “You've got to stay true to who you are.” (11:36)BARK and the magic of customer engagement. (14:31)Livingston relates some of the best advice he ever received about investing in growth companies. (17:54)Two things that fuel Livingston: (1) Being in NYC, surrounded by people at the top of their games. (2) The idea of creating something and seeing it grow.Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week in “Marketing Today,” Alan talks with Brandon Rhoten, outgoing CMO at Papa John's. Prior to his stint there, he spent almost six years at Wendy's, where he was VP for Marketing, heading up advertising, social media, and digital marketing.During the course of his conversation with Alan, he talks about the importance of establishing a brand voice to connect with consumers. “It sounds cliché,” says Rhoten, “but you've got to establish that voice first. Because that's really what builds everything.” And he goes on to add, “You have to build out tools, and rules, and measurements to understand how you really are reaching and influencing someone and their behavior. And that takes some time.”In the end, though, for Rhoten, the success of a brand hinges on the work: “You just have to be willing to believe in the work. If you're a champion for the work, and for the people doing the work, eventually you win.”Highlights from this week's “Marketing Today” podcast include:Rhoten talks about his experience and background, and, most importantly, how he learned to tell a brand story. (1:34)“We didn't have a lucky moment, we were just ready for the moment.” — The story behind #NuggsForCarter. (5:28)Differentiating yourself in a category not known for differentiation. (13:12)Creating content worth consuming: “The future is moving to a place where the content has more inherent value.” (21:58)Rhoten on managing the customer experience across multiple contact points. (26:53)Advice for marketers seeking to be a change agent. (32:22)Swinging for the fences: The first time Rhoten stood up for work he loved affected his career more than anything else. (34:07)Rhoten on the future of marketing: “It's less about who has the biggest bullhorn and it's more about who has the best thing to say, who has the most interesting thing to say.” (40:13) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Pras Michél, who, as a founding member of Fugees, is a multi-platinum recording artist and Grammy winner, as well as a philanthropist, actor, producer, and entrepreneur. And now he stands on what is perhaps the biggest stage of his life — founder of Blacture, a technology platform designed to provide greater access and a voice for black culture, and to demonstrate and provide increased opportunities for the culture's success.In this wide-ranging, often philosophical, and uniquely insightful discussion, Pras speaks about his vision for Blacture, why he chose to launch it during the 2018 Super Bowl, and its focus on tech, health care, education, entertainment and entrepreneurship, as well as his belief in the message of inclusion inherent in Blacture. “Think of Blacture like a highway,” says Pras. “All Blacture is doing is adding an extra lane to just feed the world with the stories and voices of the people who have been feeling marginalized and been feeling like they can't tell their stories.” He goes on to add, “It's for everyone to enjoy, but now we're focusing on the culture and their voices, so people can learn more.”Highlights from this week's “Marketing Today” podcast include:Pras describes his vision for Blacture: what it is, the thinking behind it, and how he arrived at the name. (1:47)The Blacture Super Bowl commercial: “Simplicity was the way to go.” (6:14)Providing access and a voice: How Blacture will help the black community. (12:59)“A lot of brands understand that they have a diversity issue.” (21:28)Pras' take on how brands can connect with black culture: “It's about being authentic. It has to be real, whatever it is.” (25:19)Pras on his creative process: “A lot of it has to do with intuition, inspiration, and being a student.” (28:12)Pras says that Blacture is a way for him to give back. (31:45)Pras talks about his experience filming “Skid Row,” his strict upbringing, and his love for brands that push the envelope and have a consumer-first mentality. (33:14)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan takes his show on the road. He recently attended The CMO Club's 2018 Spring Innovation & Inspiration Summit in Marina del Rey, California, a conference that brings together leading senior marketing executives for two days of peer learning, problem-solving breakout sessions, and main stage panels. While there, he found the time to have informal discussions with these six CMOs and heads of marketing: Nerissa Sardi — Vice President, Head of Marketing at MediciChris Moloney — Chief Marketing Officer at TaxSlayerSteven Handmaker — Chief Marketing Officer at AssuranceMatt Singer — Vice President of Marketing at JobviteAlex Romanovich — Managing Director and Chief Marketing Officer, USA at FiNCStephanie Anderson — Chief Marketing and Strategy Officer at AI Media GroupIn talking with these six marketing minds, he discovered the challenges they face, insights they uncovered during the Summit, advice that has impacted their careers, their go-to sources for information, and things that they love and hate (or dislike intently). These lightning-round-style discussions make for bite-size marketing nuggets that are equal parts information and inspiration.Highlights from this week's “Marketing Today” podcast include: Nerissa Sardi on keeping up with constant change, her realization that it's often better not to ask permission, and why she's not a fan of everyone thinking they're a marketer. (1:33)Chris Moloney on the delicate balance of brand investment, his emphasis on hiring top talent, and how he loves it when marketing captures emotions and moments at the same level that rock music does. (6:35)Steven Handmaker on the challenge of maintaining focus on what's going to make an impact, how Bruce Springsteen's statement, “Nobody wins unless everyone wins,” has become his personal mantra, and his problem with people's lack of enthusiasm. (11:48)Matt Singer on the importance of staying connected to consumers, his belief that marketing needs to reassert itself within product development cycles, and why he places a premium on authenticity. (17:07)Alex Romanovich on the challenge CMOs face in comprehending different technologies and applying them to their myriad responsibilities, the importance of peer communication, and his distaste for self-promotion. (20:49)Stephanie Anderson on the need for CMOs to prioritize, her belief that less is more, and why, for her, there's still no better source of information than the print edition of The Wall Street Journal. (24:50)To learn more about the CMO Club go to www.thecmoclub.com.Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with two leaders from CarMax: CMO Jim Lyski and CIO Shamim Mohammad. During the course of their discussion, Lyski and Mohammad touch upon the similarities of their backgrounds and the way they utilize their differences to fuel the way they work together. The relationship between the two is well documented, and in the course of their discussion they talk about how CarMax utilizes Agile methodologies, their belief in the importance of cultural fit when recruiting and developing talent, and how their familiarity with each other's role helps drive results for CarMax.At the heart of their approach, and what they believe is a key factor in their success at CarMax, is the importance they place upon the customer experience: “When we are sitting around the table and discussing any initiative,” says Mohammad, “we always make a decision that's going to favor the customer.”Highlights from this week's “Marketing Today” podcast include:Lyski and Mohammad talk about the quantum leaps from where they grew up to their C-Suite presence today. (2:10)Lyski and Mohammad on how they resolve conflict. (6:30)How Agile methodologies work at CarMax — the organization and operation of their teams resemble the structure of an atom. (7:18)Customer experience needs to be deeply integrated into a company's culture. (15:46)Advice for CMOs or CIOs faced with a turnaround situation. (18:51)Communication and trust are key in establishing a collaborative culture. (26:10)“The harder the problem, the more creative you have to be.” (32:33)The future of marketing is now. (36:49) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Joe Mandese, longtime editor in chief of MediaPost, which covers the advertising, technology, media and marketing industries, and founder of Bid/r, a direct-to-consumer-audience exchange fueled by a bidding engine that matches brands with consumers that want them. In his discussion with Alan, Mandese covers a myriad of topics ranging from Cambridge Analytica and privacy issues plaguing Facebook to why journalism is more important than ever and the reasons he founded Bid/r.Mandese is thoughtful, insightful and astute in his assessment of the fragmented media landscape we navigate in today and the impact business and economic models have on it. “The disruptive nature of the media marketplace we've created today, and the economic models associated with it, are disrupting and displacing the very important sources of media for consumers, particularly journalism” says Mandese. “Business and economic models have a profound impact on our access to media, the media we consume, and who we are as human beings.” He goes on to add: “And if we don't think about the economic outcomes of these things, we're going to be in a perilous state as a species.”Highlights from this week's “Marketing Today” podcast include:Mandese discusses his career covering marketing, media, and advertising for the past 39 years and the incredible industrial revolution and evolution he's witnessed. (2:18)The fragmentation and proliferation of choice: Mandese identifies the biggest challenges ahead for brand marketers and agencies. (6:30)Mandese points out how tough it is for entrenched brands in a world of disruption (“It's a superhuman task.”), and he relates an anecdote about fragmentation. (13:42)Mandese provides his take on the Cambridge Analytica and Facebook story. (19:34)Mandese talks about Bid/r, the concept behind it, and his belief that people should have self-sovereignty. (27:48)How much is a consumer's attention worth? (33:38)Media, nutrition and ecology: How reading Marshall McLuhan and Rachel Carson in seventh grade shaped Mandese's worldview. (44:07)Mandese believes we will see a new golden age of marketing where brands that find better ways to create meaning for people's lives will win. (55:06)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

And now for something completely different…This week's episode of Marketing Today was recorded live before an audience and features conversation and performances from Magic Giant, a Los Angeles band that combines equal parts alternative, indie-folk, and pop with infectious spirit and passion to deliver magical, uplifting shows. The band came to Alan's attention at, of all places, a CMO Club Summit in Santa Monica, and a friendship was formed on the common ground of connecting with people in powerful ways.The band has been touring incessantly behind their debut album “In The Wind,” and they are appearing at festivals this spring and summer, including this month at Coachella — Billboard calls them a Top 10 Act to see there.The case can be made that musicians are the original cause marketers, and Magic Giant certainly fits that mold. They have relationships with a cryptocurrency, greening organizations, and a nutrition bar, among others. And the thing tying them together with the brands in those categories is a common ethos. “Not every partnership is going to be the absolute perfect fit,” says Zambricki. “But I do think it has to be a company we believe in and share the same values with.” Highlights from this week's “Marketing Today” podcast include:Magic Giant perform “Set On Fire,” a track from their debut album, “In The Wind.” (1:59)“Ostrich,” mangoes,” and “hope” — Magic Giant members (Austin Bisnow, Zambricki Li, and Zang) introduce themselves and some of their favorite words. (6:24)The missing ingredient: The band discusses how the band came together when Austin and Zambricki met Zang. (10:16)Magic Giant and their creative process: “It's like a Venn diagram. When we all overlap, that's the thing that resonates.” (16:34)Radio, music-streaming sites, licensing and touring: Magic Giant discuss how they get their music to the masses. (22:53)Magic Giant take questions from the audience and perform “Shake Me Up.” (26:24)Magic Giant members relate the powerful personal stories that led them to pursue a musical career. (38:06)Magic Giant perform “The Great Divide.” (45:49)Get their NEW Acoustic Album today!Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week in “Marketing Today,” Alan talks with Molly Catalano, vice president of marketing and communications at Five Guys Burgers and Fries. Catalano joined Five Guys over 13 years ago when the company had just 30 stores. Today, through sustained growth fueled by franchising, Five Guys has over 1,500 locations in 10 countries.At the heart of the Five Guys success story is the importance they place on the customer experience, a flag planted by the founders, the Murrell family, from day one. It's something the company — and Catalano — have never lost sight of. “The hardest part of my job is I don't want to ruin that,” says Catalano. “I never want to do anything marketing-wise that takes away from the purity of the brand, which is that focus on the customer experience.”   Highlights from this week's “Marketing Today” podcast include: Catalano relates the Five Guys story — growing from a single store to an international presence. (1:38)A marketing company that isn't big on advertising: Catalano describes what marketing looks like at Five Guys. (5:19)Catalano talks about the Five Guys in-store experience. (6:30)The Five Guys Mystery Shopping Program has created buy-in across countries and franchises. (8:33)A maniacal focus on the product and the experience. (11:13)Catalano on the recent increase in marketing spend for Five Guys and their use of digital and social. (13:37)Five Guys has found great success in implementing a franchisee task force to drive social and digital efforts. (17:27)Catalano's advice for other heads of marketing. (19:57)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this episode of “Marketing Today,” Alan talks with Manoj Goyal, who joined Marketo as chief product officer in May of 2017 before assuming his present role there as chief technology officer just this year. In his role as CTO, he is responsible for engineering teams that oversee the Marketo engagement platform.During his conversation with Alan, he touches on a wide range of topics, including the difficulty in implementing and driving innovation, which has played a major part in many stops in his career. “The best innovations I've seen are ones that simplify the experience,” says Goyal. “If you can't use it in 10 to 15 minutes, if you can't understand the value in a half hour or less, then it's probably not a great innovation.” Highlights from this week's “Marketing Today” podcast include:Goyal discusses his career and the path that led to Marketo. (1:35)Goyal talks about being named to the Adweek 50 and Marketo's partnership with Google. (4:00)For Goyal, there are three distinct capabilities necessary in an engagement platform. (7:38)“Digital marketing has given us some bad habits.” (12:08)Goyal provides a (very) quick ICP primer — hint: it means Ideal Customer Profile — and discusses how marketers can align around and develop them. (18:19)“How not to boil the ocean” — Goyal shares his perspective on AI. (25:33)Goyal on the difficulty in implementing innovation. (29:37)Goyal is intrigued by the role social and people-based networks are playing in shaping the next generation. (32:36)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Tom Klein, chief marketing officer at MailChimp, the world's largest marketing automation platform. He worked at Nabisco and Chanel before landing at MailChimp, a company he long admired, and he is an authority on digital marketing, e-commerce, and brand marketing.During the podcast, Klein talks about his views on the best use of marketing automation: “I see automation as doing the things automation is good at and, ideally, it's opening a window for a marketing person to really put heart and soul into communication.” Later in his discussion with Alan, Klein touched on where he believes marketing is heading and where automation fits in. “What's fascinating is, in many ways, everybody's being turned into a marketer…all of marketing is being democratized,” says Klein. “I feel like marketing and communication is just going to keep getting better and better. And I think it's up to us to take advantage of those capabilities of our customers, and meanwhile, on the marketing automation front, let the robots do the stuff that the robots are best at.”Highlights from this week's “Marketing Today” podcast include:Klein on his background and how he ended up at MailChimp. (1:23)Klein seems to always finds himself at the intersection of marketing and technology: “Marketing, a lot of times, lives in the future.” (4:32)Klein describes his approach to marketing automation. (5:58)Klein's natural curiosity enables him to move at the pace of change: “I've always been interested in what's new.” (8:03)Klein on where MailChimp is headed as an emerging marketing platform. (11:00)Klein talks about staying true to the brand he inherited: “I had to keep it weird.” (16:20)Klein discusses MailChimp's creative heritage and philosophy — “We lead with culture.” (24:29)Klein on the experiences that have shaped him: “I always find the most defining experiences are my failures.” (30:13)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Raja Rajamannar, Chief Marketing and Communications Officer and President, Healthcare Business at Mastercard. Rajamannar started his career at Asian Paints before moving over to the payment industry, holding numerous positions with Citi as well as two years spent as chairman and CEO of Diners Club of North America. He then spent time in the health care industry at Humana and WellPoint before assuming his current role at Mastercard.Rajamannar and Alan spend a great deal of time discussing the incredible 20-year run and global impact of Mastercard's “Priceless” campaign, which has cut across cultures, manifesting itself in 58 languages and 110 countries. Most recently, Rajamannar and his team shifted the focus of the campaign with its new iteration, “Start Something Priceless,” which launched at this year's Grammy Awards.Rajamannar also talks about the importance of brands being socially aware and standing for something at a time when consumers aren't looking to simply buy something but to buy from a brand that shares their values and that they believe in. “Brands will now start becoming more and more socially aware, socially conscious, and try to do something good for society,” says Rajamannar. “Because that's an expectation from consumers. It's not only because it's a good thing to do, it's what consumers are demanding of their brands.”Highlights from this week's “Marketing Today” podcast include:Rajamannar talks about his background and the career path that led him to Mastercard. (1:47)Tracing the creation and evolution of Mastercard's “Priceless” campaign. (5:34)Tapping into a new cultural truth: Mastercard's decision to move from enabling “Priceless” moments to inspiring “Priceless” movements. (12:06)“Start Something Priceless” launches at the Grammy Awards. (13:26)World Food Programme and Stand Up To Cancer: Rajamannar discusses the philanthropy of Mastercard's Priceless Causes. (22:16)“It's not a passing trend.” — Rajamannar addresses the escalating use of ad-blocking technology. (25:28)Rajamannar offers his advice for marketers stepping into a CMO role. (28:50)Marketers need to understand both creativity and analytics. (35:38)“At the end of the day, the market reality happens where the rubber meets the road, which is where sales happen.” (41:00)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Susan Vobejda, chief marketing officer at The Trade Desk, the fastest-growing demand-side platform (DSP) agencies, aggregators, and their advertisers can use to manage their digital campaigns.Vobejda's career started in finance, but she quickly made the leap to advertising — confessing that advertising seemed so cool to her that she thought it was something she would do without getting paid — beginning at Leo Burnett as an account supervisor. From there, she moved on to stops at Gap Inc., Walmart, Bloomberg, and Tory Burch, among others, before landing in her current role at The Trade Desk.During the course of her conversation with Alan, Vobejda touches on many topics, but perhaps most interesting was her discovery of just how special the people and culture at The Trade Desk are.She and her team were in Ventura, California, for a planning session in December of 2017. While there, they were forced to flee from the Thomas Fire, the largest wildfire in modern California history. She relates how her team — with help from others at The Trade Desk via the company Slack — pulled together to find their way out of the affected area. She describes it as “a tribe in action,” and goes on to say, “It has bonded me to this group of people in a way that I could never have expected.”Highlights from this week's “Marketing Today” podcast include: Vobejda traces her career path from the world of finance to CMO of The Trade Desk: “A crazy spiderweb career.” (1:17)Making a list: What led Vobejda to The Trade Desk. (3:34)Vobejda on team building: Prioritize talent and build for succession. (8:15)Vobejda: “Data and technology are tools for marketers that they can use in unprecedented ways to reach and engage customers.” (11:51)Vobejda's take on programmatic. (13:48)Vobejda talks about an experience during her first three months at The Trade Desk — literally a trial by fire. (17:24)“It's all about the customer” — Vobejda examines the common truths across the industries she's worked in. (22:24)Vobejda's leap from finance to advertising and the lesson it taught her: “You can make anything happen.” (23:39)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

For this week's episode of “Marketing Today,” Alan talks with Cory Treffiletti, CMO of Voicera, a technology company that has created an AI virtual assistant named Eva (Enterprise Voice Assistant). Eva can be invited to meetings and will listen and take notes as well as follow up on identified action items and decisions.Previously in his career, Treffiletti was the head of marketing for the Oracle Data Cloud, SVP and CMO of BlueKai, and was co-founder of numerous startups. Treffiletti also writes a long-running column for MediaPost (every Wednesday for the past 18 years, without fail), one of which, “The Future of AI? Just Watch Your Kids,” he discusses with Alan.During the podcast, Trefffiletti also talks about the importance of building teams that are driven by ideas, not egos. “You can set up any kind of culture, and process and incentives, and organizational structures you want,” says Treffiletti. “But the people that you have and their approach to business, and their balance of ego and humility, is going to define the way that business is grown.”Highlights from this week's “Marketing Today” podcast include:Treffiletti discusses his background and career path. (1:34)Treffiletti draws distinctions between marketing strategies for startups and bigger companies. (2:58)“You should always be learning.” (6:10)Making sure the promise of the brand matches the experience of the brand. (11:07)Humility and authenticity go hand in hand. (13:12)Treffiletti on team building. (17:29)It's OK to make mistakes, just not the same ones over and over again. (22:00)The future of AI according to Teffiletti: Just watch your kids. (24:14)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks artificial intelligence, big data, and entrepreneurism with Carlos Mendez, the founder and CEO of Data Gran. After starting his career in advertising at JWT and then reviving an agency that had been owned by his family for 40 years, Mendez made another leap. With the knowledge gained from his career along with his educational background and entrepreneurial spirit, he decided to launch Data Gran, a company that is putting machine learning and AI into the hands of marketers.For Mendez, it's not so much that AI and big data are taking over marketing, it's providing more efficiency and effectiveness with less waste. “We believe in something called AI augmentation,” says Mendez. “It is how we bring AI to work with people…we don't want to replace people, we want to empower people with information so that they make better decisions.” He goes on to add, “We want to provide the tools so that we make people better.” Highlights from this week's “Marketing Today” podcast include: Mendez discusses how his education and experience led him on the path to founding Data Gran. (1:43)Mendez explains exactly what Data Gran does. (3:40)Making sure people and products are working together: Mendez on his role in working with a team of experts at Data Gran. (7:04)How Data Gran differentiates itself from its competitors in the AI space. (9:06)A business model aimed at helping small companies gain an edge. (10:09)Under the hood with AI, machine learning, and data analysis. (14:18)Getting objectives and goals to mesh. (17:51)Mendez on the challenges, and rewards, of entrepreneurism. (23:48)Mendez is driven by his desire to make an impact on society. (27:03)Hear how Subway customer, Laura Paz, talks about the results of using Data Gran on Marketing Today.Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Adam Pierno, chief strategy officer at Santy and the author of “Under Think It.” Pierno is a living, breathing example of invention and reinvention. He started on the creative side of advertising — where he was an art director and, ultimately, a creative director — before making the leap to strategy. And, when faced with a paucity of solid, comprehensive training materials for his strategy team at Santy, he wrote a book to fill the void.In discussing his approach with the book, Pierno talks about his decision to steer away from what he calls the “jargonization of strategy” in an effort to communicate ideas powerfully and effectively. “Don't use jargon. Use little words,” Pierno says. “People can get their heads around them. People can pick them up and do something else with them on their own…it sets people free. And that's really what ‘Under Think It' is all about, is how to give people your idea in a way that they can do something with it.”Highlights from this week's “Marketing Today” podcast include:Pierno's path from creative to strategy: A little bit of luck and a little bit of weird left turns. (1:20)Pierno discusses the inspiration for his book, the ground it covers, and the research behind it. (5:35)PowerPoint as a strategy tool: It doesn't work; you have to give people something they can use. (18:47)Beware the silos: Strategy is best when it's woven through the fabric of an agency. (21:16)How strategists should think about media. (24:20)A tip for strategists: Express your hidden artist. (27:35)For Pierno, seeing his dad change jobs — and thrive — made him realize that there are second acts in life. (28:49)Pierno: “Brand awareness is going to make a big comeback.” (33:38)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's “Marketing Today,” Alan talks to Allen Adamson, co-founder and managing partner of the marketing company, Metaforce. Adamson is also the author of four books, the latest of which is “Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing World.”During his conversation with Alan, Adamson touches on a wide variety of topics. In addition to talking about the issue facing companies today that serves as the title of his book, he addresses the challenge of people's resistance to change — though, intellectually, they know they should embrace it — and how it affects the companies they work for and lead. “The notion is familiar is comfortable,” says Adamson. “Yesterday is more comfortable than tomorrow. You have to go in with the mindset that human nature is resistant to change.”He later weighs in on how a CMO can be an effective change agent for their company, something he refers to as “See and Seize.” In doing so, Adamson talks about the approach a successful CMO should employ: “The most successful ones need to be champions of what's happening in the marketplace and help the organization evolve. And the most successful ones move fast.”Highlights from this week's “Marketing Today” podcast include:Adamson describes the arc of his career, from agency life to working on the client side and in the world of branding. (1:47)Adamson talks about his latest book and the nature of his collaboration with co-author, Joel Steckel. (4:42)Adamson lists the convergence of factors contributing to the accelerating pace of change facing companies today. (6:59)Cruise Control and The Gravitational Pull of Marty Crane's Chair. (8:59)What happens when companies play too much tennis and not enough golf. (11:50)Adamson relates his version of the Kodak moment; it's not a pretty picture. (15:34)Adamson on his latest book: “It's a business book for business leaders.” (22:19)“What gets me up in the morning is a problem that isn't easy.” (26:05)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with David Baldwin, CEO of Baldwin&, an advertising, design and strategy company in Raleigh, North Carolina. Baldwin is also the CMO of Ponysaurus Brewing Company, a film producer and, most recently, an author. His book, “The Belief Economy — How to Give a Damn, Stop Selling, and Create Buy-in,” takes a look at the seismic shift occurring in the marketing landscape and how brands can reach the next generation of influencers.During the course of the podcast, he offers his take on Millennials and iGen, who he sees as the key players in The Belief Economy, “We better figure out what they're about, we better figure out how they're wired, and we better figure out how to change the way we talk to them.” He goes on to add, “If you are being true to who you are, and you're smart about getting aligned with the people out there who love that, I think you can win.”As to why this book and why now, he says, “I'm a capitalist, man. The point of this book is to help people sell more stuff…It's not about not selling stuff, and it's not about not making money. It's about doing all of that but also having a positive effect while you're doing it.”He drives home his point with a question: “If you have an opportunity to make the world work a little bit better, have a positive effect around the people that use your products — why wouldn't you do that?” Highlights from this week's “Marketing Today” podcast include:Baldwin is many things: an author, a film producer, a brewery founder and an ad guy — but don't call him a do-gooder. (1:24)Baldwin's mother was a media director and he grew up around advertising: “I feel like I've been in advertising since I was 12.” (5:19)Baldwin discusses the impetus and thinking behind his book, “The Belief Economy.” (6:55)Three things brands need to thrive in The Belief Economy. (12:55)According to Baldwin, the popular take on Millennials is wrong — they're not looking for a "participation trophy.” (16:11)“The reason social media was created was to connect human beings.” (20:25)Baldwin makes his case on the need for civility, particularly in America. (26:58) Other resources mentioned: Art & Copy film - http://www.artandcopyfilm.org/The Loving Story film - http://lovingfilm.com/Troll Tax - https://trolltax.org/Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with David Aaker, who is widely recognized as the father of modern branding. He's the vice chairman of Prophet, a global marketing and branding consultancy, and, in 2015, he was inducted into the American Marketing Association's Hall of Fame. He's written 16 books, and the most recent is “Creating Signature Stores: Strategic Messaging that Energizes, Persuades and Inspires.”In explaining his belief in the power of stories as a tool of persuasion, Aaker says, “Stories are so much better at changing perceptions and at changing attitudes and even in gaining attention than are facts.” He goes on to say, “That's how stories persuade, they inhibit counterarguing, they attract attention, and they allow people to deduce their own conclusions.”And, as Aaker explains, the stories companies create and live into provide meaning for their employees, too: “Employees are looking for meaning in their work, and they're looking to be associated with an organization they respect and admire. So it's really important for organizations to provide some kind of higher purpose. And to communicate that higher purpose, stories are a lot better than just assertions.” Highlights from this week's “Marketing Today” podcast include:Aaker reveals the inspiration behind his latest book. (2:37)Aaker cites Barclays as an example of why stories are so much better than facts. (5:01)Aaker defines “signature stories” and how they are different from simple narratives. (7:24)Drawing distinction between a signature story and a brand's purpose. (8:56)Signature stories should be intriguing, authentic and involving. (11:43)“The big challenge is to get people to recognize the power of stories.” (15:53)Aaker shares a signature story of his own. (17:55)“We're engaged in a fight for the soul of capitalism.” (20:37)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week's episode of "Marketing Today," finds Alan talking with Jose Aguilar, global brand management director for Nestlé Nutrition. Aguilar leads Nestlé's billion-dollar super premium infant formula category and also heads up innovation projects, geographic expansion, and renovation of the communications platform for the company. He is a true global executive who has led businesses the world over, from Europe and Asia to the United States and Latin America.In talking about his experience as a global marketer, Aguilar voices his belief in the synergistic importance of a strong understanding of both data and culture. "You need a very deep understanding of the data that you have in front of you. And, actually, one of the key things a global marketer needs to bring to the table is an understanding of the local market."Not surprisingly, coming from someone who places great importance on the emotional intelligence necessary when working with people of different cultures, Aguilar adds, "What I've learned is to be inclusive. I love to have teams that bring different perspectives to the table, that have different backgrounds — from many angles: economic, cultural and social." Highlights from this week's "Marketing Today" podcast include:Aguilar discusses how the impact of early exposure to global marketing led to a career he fell in love with. (1:31)The challenge of building global brands while remaining culturally relevant. (4:43)Teams function better when global brand leaders are sensitive to the cultural differences that exist between different countries. (6:53)Aguilar talks about his experience as a global executive and the perspective it has provided him. (12:45)While Latin American brands are far from dominant on the global stage, Aguilar believes the emotional connections they establish with consumers could serve them well. (18:03)"The center of power is moving east." — Aguilar voices his belief that economic power is tilting toward China and will provide a strong counterpoint to the U.S. and Europe. (22:16)Aguilar believes effective marketers will find success by helping people make smarter, better decisions through organic storytelling. (30:51)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Eric Asche, chief marketing and strategy officer for Truth Initiative, the largest nonprofit public health organization in the United States. Under Asche's stewardship, the nonsmoking initiative “Truth” campaign has taken dead aim at Big Tobacco and was named by Ad Age as one of the Top 15 Ad Campaigns of the 21st Century.During the course of the podcast, Asche touches on the difficulty in taking on the tobacco industry, which has a product that is legal and addictive and spends more on advertising in a day than Truth Initiative spends in a year: “We can't solely rest on the moral high ground,” says Asche, “because that's not the reason why individuals make this type of decision. And so, for us to have an impact on that buy-in behavior, to use a sort of marketing lens, we have to compete and understand how the tobacco industry is positioning themselves in the marketplace and the role the product is playing in the consumer's life. And then, we have to compete with something that's better. That's really the challenge in front of us.” Highlights from this week's “Marketing Today” podcast include:Asche talks about the path of his career and how he ended up at Truth Initiative. (1:37)“Zealous focus on the consumer” is a key factor in the “Truth” campaign's success. (3:41)Asche discusses the use of marketing to get people to not do something. (6:10)The fact that people today are smoking less presents its own set of challenges for Truth Initiative. (9:02)Asche on the “Truth” campaign's role in popular culture — “We need to reward the consumer for paying attention to us.” (11:58)Asche on partnering with authentic people and brands who share the same values. (15:04)Hear what Asche has to say about taking on the tobacco industry. (22:04)Asche is driven by the relentless pursuit of reaching the audience. (29:43)The future of marketing: Asche has his eye on personalization of messaging and microadvertising. (33:38)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week's episode of “Marketing Today” finds Alan talking with Laura Paz, regional senior marketing manager for Subway, who is responsible for their Latin American market and its more than 4,000 shops.In the course of her discussion with Alan, Paz made it clear that the future is now in regard to the use of technology, machine learning and, in particular, AI. “I think that right now, with the technology and everything shifting, we have to test everything,” offered Paz. “I think that technology is that opportunity…that could support all of our teams to achieve better performance.”Highlights from this week's “Marketing Today” podcast include:Growing up in a family of entrepreneurs, Paz learned the value of preparation and perseverance. (1:33)Paz talks about the challenge of balancing motherhood and a family with a career. (2:41)Paz discusses Subway's use of AI, how it works for them, and the success it has enjoyed. (6:15)Paz on the importance of overcoming skepticism regarding the use of AI. (12:13)While admiring big brands like Pepsi, Proctor & Gamble, and Unilever, Paz also looks to startups that offer valuable marketing lessons. (17:11)Paz believes smart data is the future. (19:16)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Tom Fishburne, the founder of Marketoonist, a content marketing agency that employs cartoons to make its point, and the author of “Your Ad Ignored Here.” His work reaches several hundred thousand marketers every week, and Seth Godin calls him the David Ogilvy of cartooning.In discussing his work, Fishburne says, “It's fun for me, as someone who comes from both marketing and cartooning, to think about how cartoons can help solve marketing challenges.”He goes on to add, “Cartoons can ultimately bring empathy to a topic that can otherwise be very technical. Use humor as a bit of a Trojan horse — you get people laughing at certain behaviors or pain points — and it opens up a window to then deliver a deeper message.”Highlights from this week's “Marketing Today” podcast include:Fishburne's decision to move to Prague on a whim cured his aversion to risk and changed his life. (1:36)Fishburne describes his creative process. (3:31)Fishburne reveals the impetus behind his new book, “Your Ad Ignored Here” (6:42)The Jolly Green Giant and the disappearance of the captive audience. (8:27)The Shiny New Thing Syndrome — aka The Squirrel Phenomenon. (11:45)Fishburne finds humor in the friction of adapting. (19:22)The cartoon approach to content marketing. (23:34)Executive hoodies, anyone? Fishburne discusses his admiration for Betabrand (31:54)The future of marketing makes Fishburne think of “Minority Report.” (34:48)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan sits down with Jennifer Saenz, CMO at Frito-Lay. Saenz has a self-described “pretty meaty role” at Frito-Lay, where she oversees the full-portfolio of Frito-Lay brands, including long-term strategy of all the businesses, oversight of communications planning and creation and all creative work that's done, oversight of the innovation pipeline and insights-capability building, and design and analytics.During the podcast, she underscored the importance of asking the right consumer-centric question to optimize a company's brand-building efforts. “You have to start with the consumer,” says Saenz. “You can't really ask the question, ‘What does my brand want to accomplish?' You actually really need to ask the question, ‘Where is my consumer and what do they need from me right now?' And I think if you go in with that perspective first, you're in a much better place to come up with an idea that adds value to their lives that they're willing to listen to.”Highlights from this week's “Marketing Today” podcast include:Saenz got her strong sense of curiosity and aptitude for lifelong learning from her mother. (1:32)“I have, I think, the greatest role in the world.” — Saenz talks about her job as Frito-Lay CMO. (3:39) Saenz discusses her approach to driving the Frito-Lay brands. (5:37)Saenz and The Spotted Cheetah. (7:28)No Choice Doritos and the 2016 election. (11:32)Saenz's take on brand building. (15:22)Storytelling and cultural engagement: Saenz looks at the future of marketing. (19:00)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Augustine Fou, a digital marketing thought leader and cybersecurity and ad fraud researcher. In the course of his conversation with Alan, Fou speaks at great length about the damage rampant fraud is causing in the programmatic arena and how critical it is that industry begins to police itself in earnest to clean things up to provide solutions for a healthy, thriving digital marketing landscape.In talking about ad fraud and programmatic as the culprit, Fou says, “It's way bigger than anyone thinks it is, and that's because the bad guys — who are the bot makers and the hackers — have really good technology. And their bots are able to avoid or basically get by our defenses, and most of our detection.”But Fou does have hope: “If we can solve for fraud, and if we and eliminate fraud, the digital marketing industry is going to look very, very different a year from now — and years from now.”Highlights from this week's “Marketing Today” podcast include:Fou talks about his background and the path of his career. (1:16)Fou provides his perspective on rampant fraud in digital programmatic advertising. (4:06)Digital programmatic advertising needs to clean house in order to survive in the long run. (10:09)Where does responsibility lie for industry transparency? (20:55)Fou believes the onus is on the buyers, too. (22:39)The issues with reselling inventory. (28:27)Fou examines the role of media agencies: “Their financial incentives are not aligned with transparency.” (36:16)Accentuate the positive: Fou ends on a high note. (38:42)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Alegra O'Hare, vice president of global brand communications for Adidas. O'Hare led the Adidas team in the creation of the “Original Is Never Finished” campaign that took home a Grand Prix at Cannes, and she was honored by Adweek in 2017 as a Brand Genius.In the course of her conversation with Alan, O'Hare talks about the value of courage in leading a brand. “You have to embody and show it,” says O'Hare. “I think you really have to transmit it, be authentic and genuine about it — and be championing it. And be celebrating it when it's successful.”That isn't to say O'Hare endorses a “fools rush in” approach when it comes to courage: “It's not about taking risks for risk's sake,” she adds. “It's got to be part of the strategy, it's got to be close to the values of the brand, it's got to make business sense.”Highlights from this week's “Marketing Today” podcast include:O'Hare believes she was defined by both her parents' career paths — businessperson and artist — to become the person she is today. (1:26)The fuel for O'Hare's fire: The pursuit of ideas and the desire to leave a legacy. (3:25)O'Hare discusses her role at Adidas. (4:38)Courage and practical risk-taking. (8:40)The vision and creativity (and collaboration) behind the Adidas Originals brand. (10:43)“Original Is Never Finished.” (12:14)O'Hare lets us in on a campaign secret: The power is in the music coming first. (16:30)O'Hare boils down how to achieve more in your brand-building efforts: Do less. (18:94)Ethical, diverse, sustainable: Three elements that make brands inspirational. (22:59)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week's episode of “Marketing Today” is a change of pace — a podcaster talking to a podcaster. Alan engages in a lively discussion with Drew Neisser, whose Renegade Thinkers Unite podcast has recently reached the 50-episode milestone. Neisser is also the founder and CEO of Renegade, an agency that focuses on helping CMOs develop their innovative and strategic thinking, and the author of “The CMO's Periodic Table: A Renegade's Guide to Marketing.” At the heart of Neisser's marketing approach is a seemingly simple touchstone: strategy. “If the CMO doesn't spend enough time on strategy, they're not going to win,” says Neisser. “And if a CMO has a solid strategy and a big idea, they have an easier job.”But Neisser also believes a marketer has to possess a certain bravery to succeed, especially at a time when their consumers are seeking brands that take a stand: “I'm in the business of giving CMOs the courage to have their brands mean something.”Highlights from this week's “Marketing Today” podcast include:Neisser describes how Ivy League and film school rejections were the best things that ever happened to him. (2:24) Neisser: “I guess you could say I'm in the business of making the most out of difficult situations.” (4:54)On Renegade: “We're in the courage business.” (6:11)Alan and Neisser talk about all-star CMOs. (7:44)Alan and Neisser discuss the difficulties inherent in the CMO role. (12:18)Neisser dishes on content marketing. (20:25)“Story” — The most overused word in the business. (24:56)The power of the shoebox — Neisser talks about brands he admires. (30:23)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week's episode of “Marketing Today” is déjà vu all over again. Alan talks with Bob Hoffman, the first-ever return guest on the “Marketing Today” podcast. Hoffman, famously known as the Ad Contrarian, is an advertising veteran, best-selling author, and sought-after speaker and advisor. His latest book, “BadMen: How Advertising Went from a Minor Annoyance to a Major Menace,” provides Hoffman's view on the state of online advertising.Hoffman casts an unflinching eye on today's marketers, and he doesn't mince words in discussing what he sees as the inherent evil in today's online marketing and the changes that are necessary: “We have to find a new model of online advertising that's not based on tracking, that's not based on surveillance and does not subvert our right to privacy.” He goes on to add, “We've turned the web into a nonstop marketing machine. And advertising used to be about imparting information, but now it's equally about collecting information.” Highlights from this week's “Marketing Today” podcast include:Hoffman explains how his family's sense of humor and skepticism of authority shaped him. (1:38)The need to get marketers to think more clearly and purposefully — and not adhere to the prevailing “wisdom.” (3:14)Hoffman discusses the impetus behind his latest book. (5:16)Hoffman calls for an end to tracking and surveillance marketing. (11:15)“The ad industry, I think, is in the middle of a slow-motion nervous breakdown.” (15:52)Hoffman's take on the problems with consolidation. (20:23)Hoffman on income inequality: “It's all in the hands of category killers.” (23:46)What Hoffman sees for the future of marketing: “I think it's going to be totalitarianism. The marketing industry is going to know everything about us and it's not going to be healthy.” (28:35)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Davis Smith, the founder and CEO of Cotopaxi, and outdoor gear company with a humanitarian mission at its core. It was his experience growing up and later serving missions in countries like the Dominican Republic, Peru, and Bolivia — where he witnessed extreme poverty firsthand — that planted the seeds for his career path, and the eventual founding of Cotopaxi.In describing Cotopaxi, Smith says, “We're a brand. We're a brand that is about inspiring people to go out and do good. We're a brand that believes that capitalism can be a force for good in the world. A brand that believes that businesses need to look beyond their bottom lines to try find ways they can impact their communities and people around the world.”About his values-driven approach, Smith adds, “I'm still learning…but I think if all of us start making these efforts, man, what a wonderful world we'll live in.”Highlights from this week's “Marketing Today” podcast include:Smith talks about witnessing poverty in the Dominican Republic as a child and realizing he wasn't any different than those kids, just luckier. (1:30)The story of Edgar and his shoe-shine kit: A memory that fuels Smith's deep-seated feeling of responsibility. (2:52)Self-examination of his talents led Smith down the entrepreneurial path. (5:57)Doing good through the mechanism of business. (9:58)Smith believes in capitalism as a force for good, and yet he feels it can be incredibly destructive — to people and the planet. (12:34)Cotopaxi builds its do-good mission into every aspect of the brand. (14:47)“People who love the outdoors want to connect to something bigger than themselves. (18:20)Cotopaxi isn't looking to steal share, they want to expand the category. (19:24)Smith describes Cotopaxi as a digitally native vertical brand. (24:26)Smith on the future of marketing: Brands will need to connect with consumers using offline experiences. (31:00)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Douglas Zarkin, who's been vice president and CMO at Pearle Vision since 2012. Under Zarkin's leadership, Pearle won Effies in the Health Care Services category in 2015 and 2016. And in 2017, Zarkin and his team took home a Silver Clio for Pearle's “Small Moments” equity campaign.During his conversation with Alan, Zarkin touches on his drive to make an impact on the trajectory of the companies he works for, the difference between the “need to haves” and the “nice to haves,” and that while he admires the transformative power of Apple, he wonders if they've started to drink their own Kool-Aid (there's a marketing metaphor for you).And despite the fact Amazon has a lot of retailers shaking in their boots, according to Zarkin, it's the marketers willing to face that acid test who will succeed. “Amazon is not a retail killer,” says Zarkin. “What Amazon is, is basically a mirror that any brand that is doing a mediocre job meeting the emotional and rational needs of a consumer need to be looking at themselves through.”Highlights from this week's “Marketing Today” podcast include:Zarkin at the crossroads: how he came to understand the power of truly applying yourself. (1:34)It's true, Zarkin was an Avon Lady. (3:29)Zarkin notes, “Retail is not dead — bad retail is dead.” (5:22)For Zarkin, it's not that happy employees mean happy customers. It's that valued employees mean valued customers. (6:53)Zarkin talks about Pearle Vision's Effie and Clio success. (8:55)Geotargeting is effective and efficient. (10:42)Zarkin on the right way to use digital and big data: “Data doesn't make decisions.” (15:34)Delivering the marketing narrative. (19:36)Zarkin on his admiration for the NFL brand. (21:02)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Horst Stipp. Presently, Stipp is the Executive Vice President of Research and Innovation: Global and Ad Effectiveness at the Advertising Research Foundation (ARF). Prior to his time at ARF, Stipp enjoyed a 40-year career in consumer research for NBC, where his insatiable curiosity found him doing everything from finding ways to optimize the Smurfs to helping the network understand the broad appeal of the Olympics.His years of experience have helped Stipp glean many insights from today's fragmented media landscape, not the least of which is particularly pertinent in the way consumers today enjoy entertainment programming: “On the one hand, it makes it harder to reach a mass audience. But on the other hand, it also makes it easier to target specific audiences because now there are programs directed at smaller segments of the audience, and they can be targeted better.”Highlights from this week's “Marketing Today” podcast include:Stipp discusses his 40+ years at NBC. (1:45)Stipp explains the ABC's of the ARF. (3:30)Stipp's take on the ever-evolving (and increasingly fragmented) media landscape. (5:22)The art and science of media measurement. (11:21) “Narrow targeting on the cheap won't grow your brand.” (15:54)Everything old is new again. (19:48) Neuroscience in the marketing world: Deep insights, without filters, into the way consumers really feel. (21:30)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

For his “Marketing Today” podcast, Alan has interviewed people from across the country and around the world. In this episode, though, he talks with someone who works in the same building — McKinney Chief Creative Officer Jonathan Cude.Cude got his start in advertising as a secretary at an Atlanta ad agency. Then, after a stop at portfolio school, he made his way to Portland and Wieden+Kennedy before arriving at McKinney. He's been awarded just about every industry accolade while working on clients such as Nike, Diet Coke, Audi, and Samsung. In 2015, Adweek named him one of the 50 Vital Leaders in Tech, Media and Marketing.For Cude, the two most important qualities for creatives to possess in advertising are fearlessness and resiliency. Talking about fearlessness, Cude says, “I do believe that the creative people in our industry are artists. But we don't so much get paid for the artistry as we do the ability to withstand the critiquing and pulling apart of ‘our babies.'” As for resiliency, he goes on to add, “To me, being resilient as a creative in advertising is probably the single greatest determining factor in whether or not a person is going to be successful.”Highlights from this week's “Marketing Today” podcast include:From Washington, D.C. to Texas and the world beyond: Cude touches on the experiences that led him to a career in advertising. (1:31)Let your fingers do the walking: Cude's “colorful” first foray into advertising. (6:02)“People care more about themselves than they care about brands.” (9:44)“Creativity…is probably the single greatest differentiator in advertising and marketing.” (12:56)Cude talks about how modern culture and the fragmentation of our media landscape affect the way he pays attention to brands. (22:57)Cude's take on the future of marketing: A hyper-personalized world where no two people experience an ad the same way. (26:08) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Lincoln Bjorkman is the global chief creative officer for Wunderman — a network that has more than 170 offices in over 60 countries. During the course of his conversation with Alan Hart, he discusses the challenges, opportunities and constant change inherent in leading over 2,000 creatives worldwide. And he talks at length about the impact of the digital transformation on the creative role: “It's now the air we breathe,” says Bjorkman. “If you want to be a successful creative…you have to change and grow and learn all the time. You cannot ever be set in your ways — you have to master new tools and new disciplines.”And he believes the future of marketing is about creatives constantly challenging themselves and raising the bar. “The changes are going to be profound…I don't want marketing to go away. And I want agencies to add a lot of value. It (marketing) will only do that if we have someone saying, ‘That's great. What's next? Let's do more. Let's make it better.'”Highlights from this week's “Marketing Today” podcast include:“A little bit of everything all the time.” — Bjorkman describes his role as global CCO of Wunderman. (1:06)Wunderman's mantra: “Creatively Driven. Data Inspired.” Bjorkman talks about the power behind these two short, simple sentences. (3:01)Achieving wantedness: Removing friction to create better engagement and better results in customer experience. (8:55)Bjorkman's view on the creative craft: “Everything has changed.” (11:18)Collision: Bjorkman explains the tools and methodology Wunderman uses to keep up with the speed and complexity of today's creative world.” (13:36)  The “unexpected hack” — What Bjorkman admires in brands and movements. (26:15)The future of marketing: “Nothing is safe.” (29:25)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Paul Smith is the CMO for Tangram, a Los Angeles-based company that designs and creates well-considered, efficient and effective workplaces with the core belief that collaboration and a people-focused approach are the fuel for innovation.During this podcast, Smith talks about what he believes are the keys for success: authenticity and being true to a company's culture. Both of which, for him, go hand in hand.“More and more brands are culture based,” says Smith. “They're a direct reflection of who we hire, how we work, and who we want to recruit. So, when you build your space, it's not just about putting your colors on the wall…it's about creating an environment that enables your people to live and breathe the message and the mission of your organization — and making sure you're authentically living the brand and culture you're trying to promote.”And he touches on something that has defined his approach and fuels him to this day: “The constant desire to keep learning, to keep experimenting, but to do it in such a way that doesn't become a financial burden for an organization.”Highlights from this week's “Marketing Today” podcast include:A shift from look and feel to a human focus: Smith discusses the role of design in a company's goals. (1:37)From logos, fonts and colors to a company's space: Brand authenticity through the physical experience. (4:22)Interior design: Smith talks about managing stakeholders when designing a space. (8:39)Marketing and B2B companies: A two-tiered approach. (10:50)Smith provides insight on the importance of balance in the CMO role. (13:17)  A brand Smith admires: The arc of authenticity that runs through everything Patagonia does. (17:31)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This is the third and final installment of Alan's back-to-school podcast master class in marketing. This week, his conversation is with Byron Sharp, professor of marketing science at the University of South Australia. There, he is also director of the Ehrenberg-Bass Institute, the world's largest research institute studying marketing. Sharp's book, “How Brands Grow: What Marketers Don't Know,” first published in 2011, continues to grow in popularity with marketers and academicians alike. And in this podcast, he and Alan discuss many aspects of the book in detail, including all things brand: from brand growth to brand building and brand loyalty. Their conversation is far ranging, with Sharp touching on such topics as the scientific revolution — “It's a wonderful thing, but it's still got a long way to go.” — and the future of marketing — “The future belongs to the thinking marketers, rather than just the doers.”Highlights from this week's “Marketing Today” podcast include:The reluctant academic: Sharp traces his path to marketing. (1:19)Sharp reveals the genesis of his book, “How Brands Grow: What Marketers Don't Know.” (3:40) Does Sharp believe in brand loyalty? — Spoiler alert: Yes. (5:57)Build and refresh: Sometimes brands just need a nudge. (11:56) Building memory structures that link to the product. (16:54) Don't pull that lever: Price promotions are fool's gold. (24:38) The Ehrenberg-Bass Institute and evidence-based marketing. (34:16) “Don't take anyone's word” — Sharp discusses the scientific revolution. (40:32) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This is the second installment of Alan's back-to-school podcast master class in marketing. He's been providing great insight through his conversations with some of the greatest academic minds in the discipline. Today, his conversation is with Kevin Lane Keller. Keller is the E.B. Osborn professor of marketing at the Tuck School of Business at Dartmouth College. Considered to be one of the best business school professors today, he's the author of “Strategic Brand Management,” which is referred to by many as the “branding bible,” and he is co-author of the classic textbook, “Marketing Management.”Keller's passion for marketing comes through in many of the observations he makes during the podcast, and two aspects of that passion are empathy and curiosity. Growing up, he developed that empathy, which, for him, boils down to “being able to really understand how other people think.” And his curiosity bleeds through when he talks about marketing itself: “If you love marketing, there's always something happening that you want to think about.” Highlights from this week's “Marketing Today” podcast include:Consumer psychology, a competitive nature, and delivering value: Keller enumerates three of the things that attracted him to the discipline of marketing. (1:34)“Painting a picture in the minds of consumers about your brand.” (3:13)The role of purpose in building a brand today. (9:20)“Five Things I Know About Marketing” — Keller articulates his views on brands. (13:50)Keller discusses the challenges of brand architecture. (26:30)Keller keeps his eye on “hall of fame” brands: From P&G and AmEx to Google and Amazon to Uber and Warby Parker. (33:50)“The future of marketing is still going to be an art and a science.” (35:59) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Over the next three weeks, Alan takes us back to school with a podcast master class in marketing. To do this, he'll be talking to some of the greatest academic minds in the discipline. And today his conversation is with Philip Kotler. Considered by many as both “The Marketing Guru” and “The Most Influential Marketer of All Time,” Kotler discusses just a few of the many books he's written on marketing, from “Marketing Management” (now in its 15th edition) to his most recent effort, “Confronting Capitalism.”In speaking about “Confronting Capitalism,” Kotler touches on the danger he foresees in the growing inequality of income that forces many to live paycheck to paycheck and rely on going into debt to purchase the things they need to survive: “There is such high indebtedness of the working class, and that is going to be fatal to the economy.”Highlights from this week's “Marketing Today” podcast include:Kotler talks about why he chose marketing as his profession. (2:26)From a foundational idea to the social impact of marketing to branding: Kotler looks back on the last 50 years. (5:12)“I wanted a thinner book.” — Kotler discusses “Marketing 4.0.” (9:14)What's in a name? No matter what you call it, the role of the CMO is critical to growth. (13:27)“Opportunity identification is everyone's job.” (16:59)“Confronting Capitalism” — Kotler talks about the thinking behind his latest book. (20:18)Seeking fresh answers to big problems. (27:33)Anticipating disruption: Big companies should be the attacker of themselves. (30:50) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Bill Blubaugh, senior brand director of sweets and refreshments at The Hershey Company. In this podcast, they discuss the Jolly Rancher brand and its “A New Media Model to Transform a Brand that Sucks” campaign.In his conversation with Hart, Blubaugh talked about how effective marketing is more than hitting your marks and checking off boxes, it has to connect viscerally. “You have to market to consumers in a way that motivates them,” said Blubaugh. “Because just showing up is only part of the game.” The campaign was personal in a lot of ways for Blubaugh, especially in the way it's impacted his career. “Looking back 18 months after the campaign, it was really kind of a career-defining moment,” said Blubaugh. “For me, now, I feel like these brave new channels, this brave new media model is really not that difficult and not that different, it just requires a different set of skills.”Highlights from this week's “Marketing Today” podcast include:Jolly Rancher, the brand you suck. (1:06)A decision to go where the consumer is. (1:57)Personalized response: One-on-ones with the Fruit Gang. (4:25)Driving the brand in real time. (7:02)“Marketing effectiveness, to me, is just really about motivating people.” (8:14)Blubaugh keeps his eye on brands that have stood the test of time. (11:20)Turning brands over to consumers. (13:55)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Bill Beck, vice president of brand marketing at Whirlpool. In this podcast, they discuss the “Care Counts” campaign.In his conversation with Hart, Beck touches on the factors that combined to create Whirlpool's successful “Care Counts” campaign, but he also talked about the thrill of working on the well-known brands of the Whirlpool family: “These are iconic brands, and you get to work with them and do really, really neat things…whether it's product innovations or new ways to talk about it in-market, it's a lot of fun.”Beck also analyzed both sides of the coin in talking about what he views as one of the biggest challenges and opportunities for marketers today: big data. “Big data is one of the coolest and scariest things out there,” says Beck. “As our world becomes more connected, there's just a ton of data out there. And we as marketers really have a responsibility to understand how we use that in a way that doesn't turn off the consumer but also helps us become effective, and at the same time build brands.”Highlights from this week's “Marketing Today” podcast include:Beck talks about the genesis of Whirlpool's “Care Counts” campaign. (0:53)Whirlpool's campaign partners made the idea even bigger. (5:27) “You gotta feel it in your gut.” (7:10)Beck's career has been defined by great mentors. (9:25)Beck always keeps an eye on Disney — “They've evolved while staying true to who they are.” (11:30)Beck's take on big data. (12:52)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As part of an ongoing series of conversations with 2017 Effie-winning marketers, I spoke with Angela Gusse, marketing director for Pop-Tarts at The Kellogg Company. In this podcast, we discuss the “Pop-Tarts Soda-Mazing” campaign.During the conversation, Gusse talks about her definition of marketing success, which she breaks down quite simply: “For me, marketing is effective when it helps you sell more product, that's fundamentally what we're trying to do.” But, as with most things, there's more to it than that. And, for Gusse, that means a brand also has to overcome barriers prevalent in today's fragmented marketing universe: “Our message has to be interesting and relevant enough to break through the clutter.” In the midst of that clutter, Gusse sees great opportunity, especially in creating ways for consumers to connect with brands they love. “The opportunity for us is to figure out how to advertise in way that breaks through but doesn't feel intrusive,” says Gusse. “I think when you can authentically interact with an experience, consumers love that so much more.”Highlights from this week's “Marketing Today” podcast include:Gusse discusses a campaign created to surprise teens with disruptive content that mixes it up. (1:36)Creating flavor in different ways: Gusse reveals the big decisions that were key to the campaign's success. (3:27)A leap of faith: “It's a little bit of data and a little bit of trust.” (6:01)The passion of Pop-Tarts fans: “When they love something, they become your biggest advocates.” (7:01)Gusse talks about the excitement of seeing work in-market: “It's just really amazing to see the fruit of your labor — live and in person.” (12:33)Living at the speed of marketing: Three-year plans in a six-month world. (18:53)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with George Felix, director of brand communications at KFC. In this podcast, they discuss KFC's “The Return of Colonel Sanders” campaign.Felix describes the North Star of the campaign as a return to what the brand stood for when it was great: Finger lickin' good chicken, red-and-white buckets and the Colonel himself — whether it's the Extra Crispy Colonel or the Colonel intent on launching chicken sandwiches into space.Interestingly, this isn't the first time Felix has played a part in the renaissance of a brand. He discusses his work on the Old Spice “Smell Like a Man” campaign and how what he learned there about decision making played a defining role in his career: “You need to have conviction. You need to trust your instincts — trust your gut. There's not always a silver bullet or a number that's going to answer your question.” Highlights from this week's “Marketing Today” podcast include: Felix talks about the return of the Colonel: “When the brand was at its best, he was front and center. (1:01)Admitting the brand needed to change course. (2:42)“No one person can take the place of Colonel Sanders.” Keeping it unexpected and fresh with multiple actors playing the Colonel. (3:54) The power of iconic brand elements. (4:55)Marketing effectiveness: “Sales overnight and brand over time…it's a tension and a balance.” (8:12)Nike and Shinola: Two brands Felix keeps his eye on. (12:13)Felix believes in a novel approach to marketing — literally. (13:24)Felix's take on the future of marketing: A continuation of breaking out of the mold — on the customer's terms. (14:53)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Jeff Wurtzel, senior brand manager at Mars/Wrigley, who oversees the Extra Gum brand. They discuss Extra Gum's “Unwrapping A Love Story” campaign — everything from the key insight, music choice, and the steps and surprises Wurtzel's team faced along the way.In the course of the interview, Wurtzel identifies two elements that are critical to the success of a brand: The ability to entertain and an eye ever-focused on the future. Speaking about brands, Wurtzel says: “There are so many ways they can entertain and reach and inform…and the opportunity to connect is huge. When you do it right, you can be so highly effective.” As for his eye on the future, Wurtzel opines, “I think the marketplace (consumers) will reward the companies that have the smartest vision and mission, and level of transparency…and I think that consumers, with the power that they have, will continue to ask for it.” Highlights from this week's “Marketing Today” podcast include:You have to give to get: Wurtzel discusses the key insight of the “Unwrapping A Love Story” campaign. (1:33)Moving at the speed of success: “Unwrapping A Love Story” was a high-velocity super smash hit. (4:07)The authenticity of the campaign propelled the effort. (5:02)The proverbial sweet spot: A universal insight that appealed to everyone. (7:04)Two elements in an effective marketing mix: Impact in the marketplace and emotional connection with consumers. (8:43)Growing up, Wurtzel learned how to treat people the right way — with respect. (10:06)That's entertainment! Wurtzel identifies the biggest opportunity for marketers today. (13:03)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Kristina Duncan who, as vice president for global marketing communications at Mattel, oversees all global branding, advertising, retail merchandising and digital creative for the Barbie brand.Duncan and Hart discuss the “Imagine the Possibilities” campaign, an effort that aimed to accomplish two objectives for the Barbie brand: Drive business and change perception. In doing this they had to orchestrate a seismic shift to reintroduce and recommunicate the brand to consumers. The campaign lived into its purpose using this succinct statement as a guide: “The brand exists to inspire and nurture the limitless potential in all girls.” You can witness the delight the campaign delivered here.Duncan also identifies and discusses the key trait responsible for her success — she's the ultimate collaborator: “I've always seen myself as someone who loves to be a great partner and loves to partner with great creatives and smart people,” said Duncan. “That sort of idea of the ultimate collaboration is when I've seen the most success and when I've had the most fun in my career.” Highlights from this week's “Marketing Today” podcast include:Duncan discusses the perceptions the brand faced: Barbie was not considered a great modern role model. To many, she stood for perfection, materialism, and unrealistic body image. (1:39)The key insight: When girls are playing with the Barbie doll, they are imagining everything they can be in the future. (2:41) Aligning on a purpose: “We just knew it was our moment.” (5:10)A new way of working: Creating a movement versus just an ad. (8:56)This campaign created global relevance — across cultures — for Barbie. (10:40)Duncan identifies brands she admires: She looks at brands that do things she wants to do well and brands that reinvent their categories. (15:47)Duncan: “We want to make sure we are a mirror to the world around us.” (17:07)Marketers face a world of blurred lines when communicating with consumers. (19:23)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As Adobe's head of travel and hospitality strategy, Julie Hoffmann leaves no stone — and certainly no piece of data — unturned. After spending 18 years in the Las Vegas trenches working for the likes of MGM Resorts International and Caesars Entertainment, Hoffmann now spends her time at Adobe elevating brands like Marriott, Southwest and Hyatt.Hoffmann possesses an unswerving belief in the power of data. It's that belief, combined with a journey she took to Texas as an 8-year-old and a thirst for innovation, that informs her unique marketing acumen.In this podcast, she talks about accompanying her father to Austin, Texas, where he was developing rehabilitation programs for the blind, helping them to navigate in a sighted world to improve their life. Their shared journey shaped the way she works today, causing her to filter her actions through this lens: “How do you make someone's life better? How do you make the world better?”And Hoffmann's take on how brands need to evolve also serves as something of a modus operandi for her: “Part of innovation is looking at what customers want and then envisioning what they can't even imagine.” Highlights from this week's “Marketing Today” podcast include: Hoffmann discusses her role at Adobe. (1:23)“The era of experience is here.” (2:36)Hoffmann highlights four major themes of the digital landscape. (4:55)Hoffmann discusses emerging tech: Voice-enabled search nears the tipping point. (5:43)Listening and sharing: Data paves the way to a smoother — and more personalized — customer journey. (7:44)Neuroscience and the future: The correct answer always is “anything is possible.” (14:26)Two simple observations on the future of marketing: (1) Process, people and roles have to evolve and (2) We have to allow marketers to become marketers again. (21:24)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.