Kathleen Dunlop is global marketing director for the Unilever brand, Vaseline. In this week's “Marketing Today” podcast, she talks about “The Vaseline Healing Project,” a social-mission initiative created and developed in collaboration with BBH and the nonprofit organization, Direct Relief. That effort was recognized with a 2017 Effie Award in the Personal Care category. In her discussion with Alan Hart, she also touches on experiences that have shaped her, particularly her mission to Jordan as part of “The Vaseline Healing Project,” and how efforts there were “literally helping people get back on their feet.” And she talks about brands connecting with consumers through purposeful storytelling with a conscience: “The most powerful stories today, the ones that seem to be connecting the most with the people who buy our products, are the ones about purpose, the ones that take a stand…If you don't take a stand, and people can be indifferent to you, you will find you have no followers.” Highlights from this week's “Marketing Today” podcast include:Dunlop discusses the key insight for “The Vaseline Healing Project.” (0:33)The delight in having a product that can help people in difficult circumstances. (4:14)Finding the right partners: The team behind “The Vaseline Healing Project.” (6:24)Marketing effectiveness: Communicating a brand's purpose with a relevant story to drive business. (8:56)Dunlop's formula for success: “Be curious and say yes.” (11:42)A challenge facing marketers: The danger is trying to be everything to all people and ending up not being special to anyone. (19:07)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.

When it comes to CPG, Mike Senackerib's marketing career has literally run the gamut from soup to nuts. After getting his start working on the Cool Whip brand, he worked on numerous soups and snack brands for Kraft General Foods, Campbell's Soup, and Nabisco. Later, he took a spin as CMO at Hertz before returning to Campbell's as their CMO. But now he's made the leap: a startup. He's the co-founder and CEO of Farm&Oven, a maker of bakery bites that are packed with two servings of vegetables and a daily dose of probiotics. Senackerib is counting on his partner, Kay Allison, and his expertise as a marketer and food innovator to spell (healthy) snack success.Senackerib believes it's “a really great time for startups,” especially for foods considered to be healthy, fresh and artisanal. And while he sees “problem solving as fun,” he recognizes that sometimes “the problem is you have to have a solution.” But like all optimistic entrepreneurs, he loves the challenge: “You do have to hustle…and do a lot of networking to find the right connections. The good news is there are a lot of good people out there, and they recommend other good people.” Highlights from this week's “Marketing Today” podcast include:Senackerib's career path: From a classic CPG foundation to startup. (1:33)Why a startup? The timing — and the taste — was right. (4:30)Senackerib discusses Farm&Oven's e-commerce strategy. (11:01)Prioritizing in life and business — Putting the most energy behind the biggest ideas. (19:30) Ownership: The ultimate expression of building a business. (21:53)Senackerib believes the future of marketing can be found at the intersection of personalization and automation. (26:03)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.

Joe Fullman has taken a self-described “eclectic” route to become head of marketing for The Onion and its other properties, including ClickHole and The A.V. Club, and overseeing other enterprises like the Onion Reach Network and Onion Labs. But perhaps most interestingly, it was his failure to get a job selling children's shoes that led to him where he is today.In talking about the success of The Onion, Fullman makes the ironic point that while humor is critical — obviously — there's more to it than that: “I think that humor is definitely the thing that has made The Onion name successful for the past 30 years. But, really, more than humor, even, it's consistency,” says Fullman. He goes on to add, “We can really innovate when it comes to content without having to change the format too quickly. It's essentially a really conservative institution, from a creative standpoint, because there are formats that we've had since the early days of print that are still going strong — formats of jokes, formats of features. I think that the ability to iterate, sometimes for decades, on a single format has been something that's super valuable.”But, just to be clear, The Onion is really, really funny.Highlights from this week's “Marketing Today” podcast include:Fullman discusses The Onion and its properties. (2:50)“Let's go wild with ideas.” — Fullman talks about Onion Labs. (7:15)The Onion makes bigger bets in content marketing. (12:44)Fullman breaks down content marketing. (18:56)Allowing for experimentation (and failure) at a modest scale: Be (sort of) unafraid. (24:56)Fullman's defining moment: If the shoe (store) doesn't fit, try advertising. (28:46)Serving the institution of The Onion. (31:35)Programmatic creative: It's promising and terrifying — and probably boring. (37:48)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.

When Craig Rowley moved over to REI after 25 years on the agency side at creative shops like Carmichael Lynch, Borders Perrin Norrander, and Saatchi & Saatchi, he was already pretty familiar with them — he credits classes he took at REI with helping him summit Mount Rainier.For him, REI is the perfect fit: a purpose-driven brand that isn't all about the transaction. “Any company that taps into what people are passionate about in a brand: Is there a higher purpose that they stand for? Are they good corporate citizens? Do they treat their employees well? All these things matter,” says Rowley. He goes on to add: “There's a tension in that. You're kind of forcing people to make a choice or take a side. And when you do that sort of thing, I think it gets you noticed and kind of burns you into people's souls.”Highlights from this week's “Marketing Today” podcast include:Rowley talks about creating an agency vibe within a client culture. (3:24)Building brands today: “It's not just about selling stuff.” (5:28)Purpose-built branding: “It's not for the faint of heart.” (8:09)Rowley's take on the experience economy: “People are moving away from buying stuff to buying experiences.” (18:51)“Any brand can have a purpose that is meaningful and matters.” (24:39)How brands win: Sharing values to create customer loyalty. (28:25)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.

Phil Clement is the global CMO for Aon, the leading global provider of risk management, insurance and reinsurance brokerage, and human resource solutions. He's a rare breed: he's been CMO at Aon for more than 12 years — a position with an average tenure of only 23 months. He attributes his longevity to utilizing a consultant's approach in getting people to buy in on ideas and projects and understanding that, as CMO, you are a member of the C-suite team — you can't have a strategy that is divorced or disconnected from the company vision and team alignment.One key for Clement in leading branding efforts on a global scale is to let the "local jazz" come through when interpreting the "sheet music" of the brand instead of strictly adhering to brand standards: "The essence of brands translates, but it won't always translate in the same exact manner." He also believes listening is critical in understanding the operational differences among cultures. "You can't spend enough time listening…and the bigger you get, the more important it gets." He goes on to caution, "And unfortunately, it becomes more tempting not to [listen], because it just takes so much time."Highlights from this week's “Marketing Today” podcast include:A shelf life with no expiration date? Clement's 12-year run as CMO is nothing short of amazing. (1:35)It's a pretty big deal: Communicating the essence of a global brand across languages and cultures. (7:39) Organizing effective marketing: Clement discusses the geography of Aon's marketing offering. (14:42)Embracing fluidity in your marketing objectives: “It's a great thing to get comfortable with.” (17:02)What's that on your shirt? The sports marketing story of Manchester United and Aon. (21:03)Mergers and acquisitions: An underestimated part of marketing mixes. (27:56)The future of marketing will be more about problem solving: “As your mix changes, as your needs change, so will your solutions.” (35:57)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.

From time to time, we'll be taking a step back to revisit some of our more interesting “Marketing Today” conversations. In this podcast, we hear from Steven Handmaker, CMO for Assurance, one of the largest independent insurance brokerages in the U.S.   Handmaker provides interesting and insightful takes on company culture, technology, and talent. And for him, culture is paramount: “It's all about engaged employees,” he says. He believes engaged employees are immersed and understand their roles, and, more importantly, they understand how their roles lead to company success.An avowed Bruce Springsteen fan (he quotes him on his LinkedIn page, after all), he brings a little bit of rock and roll to Assurance, too.“We do have a certain vibe here,” says Handmaker. ”It's a bit of a modern, pop culture, rock star-oriented vibe, which isn't normal for insurance, but that's how we do it.” He goes on to add, “We behave that way, we look that way…and it's just an energetic thing that happens here.” Maybe, just maybe, The Boss would like working at Assurance.Highlights from this week's “Marketing Today” podcast include:The CMO and company culture. (1:36)Handmaker's take on marketing focus: “One eye in the house, one eye out of the house.” (5:41)Handmaker discusses the state of B2B marketing: “It's about the buyer's journey.” (6:51)The role of technology and Handmaker's approach: “The world isn't spinning backwards.” (10:55)Team building: “Talent's the never-ending challenge.” (16:22)The future of marketing: “It's freaky, and it's scary out there.” (23:28) Support the show: https://www.patreon.com/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.

Clay Hausmann is the CMO for Aktana, a San Francisco-based company that uses data-driven insights to support life-science sales and marketing teams in providing physicians with the information they need. Of great interest is Hausmann's marketing approach, which employs screenplay-writing concepts and methodologies to more effectively tell brand stories and develop brand strategies. It's an approach that is almost startling in its organic effectiveness and the impact it can have on a brand. This led him to found Treatment which conducts workshops in the approach.Not surprisingly, Hausmann is convinced he's got the right idea: “I believe in what I'm doing. Personally, I believe in what these tools and this approach can do to make the marketing experience, the marketing profession better and more genuine for everybody involved.” He goes on to add, “The customer or the consumer really want a relationship with the brand, rather than a transaction with the brand. And the way that you build a relationship is through these story methods rather than a sell sheet.”Highlights from this week's “Marketing Today” podcast include:Applying the rules and techniques of screenwriting to marketing. (4:28)The PowerPoint Rebellion: Ditching the deck for a one-page treatment. (8:05)The notion of genre: Providing context for a greater understanding of a brand. (9:52)Using story structure to identify a brand's totally unique strength. (12:44)Brand characteristics: Being truthful to what your company is or what it can be. (19:03)Crawling from the wreckage: Hausmann talks about a life-defining moment. (21:50)The future of marketing is the story — not the sell sheet. (30:41)Support the show: https://www.patreon.com/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.

Josh London is the chief marketing officer for IDG, the world's largest tech media, data, and marketing services provider. In this podcast, he discusses what it takes to unify the brand for a worldwide company that reaches tech audiences in 97 countries, what he learned at an early internet startup in the ‘90s as well as during his time studying in Italy, and how authenticity is key when building a brand.And he has this to say about marketing in a modern world: “When you're devising a marketing strategy, especially on a global basis, it's very exciting. We're now living in a borderless world where customers travel across brands and across geographic borders. And a marketer wants to reach them wherever they can find them.”Highlights from this week's “Marketing Today” podcast include: London's career path: How a literature major learned what was possible through technology. (1:12)IDG — From house of brands to a united brand offering: Presenting clarity to the marketplace. (3:04)Creating a holding company with a brand approach. (5:57)Developing a culture where everyone is “singing from the same song sheet.” (8:59)London's natural curiosity has taken him down a career path that's “not straight down the middle.” (18:57)The future of marketing: “It all comes back to data.” (22:44)Support the show: https://www.patreon.com/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.

It makes all the sense in the world that U.S. Census Bureau CMO Jeff Meisel hails from the American heartland, part of a rural community of ranchers and farmers who count on being counted. More than that, Meisel exhibits a genuine affinity for and attachment to not only our country but data science, too. Which makes him a natural for his role as marketer-in-chief for the Census Bureau.Meisel started his career in the private sector before heading to the government side as a White House Presidential Innovation Fellow at the U.S. Census Bureau. That led to a short stint at the U.S. Department of Commerce before he found his way back to the Census Bureau and his current role of CMO. In this podcast, Meisel ranges far and wide, discussing the modern age of the Census Bureau — which will use online gathering of data as a primary channel for the first time in 2020 — while also delivering a mini history lesson on Herman Hollerith's development of early machines that presaged the computer industry and helped modernize the way the census was tabulated in 1890.All that said, for Meisel, on an elemental level, his role is all about making things more accessible and “helping people who need the data get to it quicker.”Highlights from this week's “Marketing Today” podcast include:Meisel is on a mission to deliver better services for our government. (3:27) The Census Bureau and its strong culture of innovation. (7:20)Making data easier to use in today's “app economy.” (8:55)From data scientists to rock-and-rollers: How people are using census data today. (10:17) The U.S. Census Bureau: Increasing data accessibility in the face of daunting scale. (16:06)Meisel discusses the census from a customer acquisition perspective. (19:04)Meisel speaks up for the USA brand — and smaller brands, too. (25:14)Support the show: https://www.patreon.com/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.

Mark Ritson is an adjunct professor at the Melbourne Business School in Australia, a columnist for Marketing Week, and a brand expert who has served as consultant for brands ranging from PepsiCo, Subaru, and Johnson & Johnson to Sephora, De Beers, and Donna Karan.In this podcast, Ritson discusses the decision by Adidas to pursue a digital-only strategy with their advertising, his take on programmatic advertising (not a big fan, at all), and how brand risk and brand safety come into play in today's digital advertising landscape. But perhaps he's at his most incisive and entertaining when he unleashes his mordant wit on marketers. For example: “Marketers are cowards and marketers are herd animals and marketers fundamentally don't know what they're doing.”Don't worry, he says some nice things, too. Highlights from this week's “Marketing Today” podcast include:Ritson tells us exactly what he thinks about Adidas' digital-only approach to advertising — Hint: He doesn't like it. (4:02)Is programmatic advertising broken? At the very least, shouldn't it be smarter? (8:55)JPMorgan Chase and their programmatic spend. Kristin Lemkau took a look under the hood — and surprise, surprise. (14:02) Brand risk and responsibility: You shouldn't blame the customer if you serve them cold food. (20:22) Advice for brand leaders: Understand your brand, understand the market, (and) get your strategy right. (23:27)The future of marketing: Ritson peers into his crystal ball. (32:14)Alan senses a three-way marketing bromance brewing between Ritson, Byron Sharp and Bob Hoffman. (34:39)Support the show: https://www.patreon.com/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.

Ryan Leslie is a Harvard graduate, a Grammy-nominated recording artist, a record producer, entrepreneur, and founder and CEO of SuperPhone. The startup (still in beta development) allows artists, writers, marketers or entrepreneurs — anyone, really — to connect with their friends, followers or fans directly and independently in a completely new way. Leslie discusses just one facet of SuperPhone, using himself as an example: “What we're building at SuperPhone is an…extension of me, and it becomes a brain in my phone, which remembers contexts and can build and measure metrics…and then it can assign a relationship score based on those metrics.”During the podcast, Leslie touches on many aspects of his life and career, where it seems he's always ahead of the curve. After he graduated from Harvard (at the age of 19, no less) he pursued his musical ambition, meeting with great success, including that Grammy nomination. He moved on, though, from his label, seeking independence in releasing his music and a better, smarter way of doing things. And the nascent SuperPhone is just another result of the way he operates. As he adds, “First of all, I love building…and to do this on a software level, where we have an objective versus a subjective value is just an incredible journey to be on.”Highlights from this week's “Marketing Today” podcast include:Leslie's decision to go independent. (4:11)Balance and the allocation of time: Leslie discusses his Dymaxion Polyphasic Sleep schedule. (5:43)How do you communicate with 65,000 people? (10:58)SuperPhone: Is it Leslie's greatest creative offering? (14:33)The power of conversion and engagement: Defining success for SuperPhone. (19:55)Ryan Leslie is widely and wildly available. (28:40)Support the show: https://www.patreon.com/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.

Carolyn Tisch Blodgett began her career working with established brands like American Express, Mountain Dew and the New York Giants before joining category — categories, really — disruptor Peloton, where she is the head of brand marketing. And she is quick to delineate how Peloton's hybrid nature creates an appeal that spans categories. “It's a beautifully designed piece of hardware, but we're not a hardware company. We're a hardware company, a software company, and, really more than anything, a media company.”In addition to discussing her work with Peloton, Blodgett touches on how brands need to connect with people: “People want to have relationships with brands. And they want brands to be real…really having a voice behind the brand and a personality so that people can connect to it. I think that's what really matters.” Highlights from this week's “Marketing Today” podcast include:Moving from (very) established brands to an insurgent: Blodgett discusses her career path. (1:17)Peloton is disrupting multiple industries at once. (3:30)The Peloton story unfolds: It's more than the equipment. (8:27)The army behind the concept: How Peloton gets it done. (9:45)Moving at the pace of business: Focus is vital for a fast-growth company. (14:25)Communication is key; listening matters even more. (15:39)Support the show: https://www.patreon.com/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.

 Jan-Benedict (J.B.) Steenkamp is the C. Knox Massey Distinguished Professor and Area Chair of Marketing at the UNC Kenan-Flagler Business School. A highly regarded expert in his field, he specializes in global marketing, branding, and emerging markets and strategy. In addition, he is the author of three books, the latest of which is titled “Global Brand Strategy: World-wise Marketing in the Age of Branding.”In this podcast, Steenkamp, while discussing topics and ideas from his most recent book, provides a sort of toolkit for marketers, including four key takeaways: (1) The need for diverse leadership teams in managing a global brand; (2) Clear accountability and quantifiable metrics; (3) The need for local flexibility within a common framework; and, lastly, (4) How Frank Zappa got it right — we're only in it for the money.When asked what draws him to marketing, he says, “Marketing is the interface between the company and the customers. And I'm interested in activities that span boundaries…and marketing is such a boundary-spanning activity.” He goes on to add, “I'm really interested in the combination of managerial relevance and academic rigor.”Highlights from this week's “Marketing Today” podcast include:Living in the age of branding. (2:36)How we define a global brand. (5:41)“COMET” — Five ways global brands provide value to a company. (11:23)Five underlying trends: The impact of the digital age on brand strategy. (19:06)Brands reside in the minds of people: Whether or not to employ co-creation — and when. (26:37)Steenkamp discusses key takeaways from his latest book. (32:53)Support the show: https://www.patreon.com/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.

Richard Socarides has been around the block: A partner with a New York City law firm. A White House special assistant during the Clinton administration, concentrating on civil rights, LGBT rights, criminal justice, and education. Media communications and marketing for Time Warner Inc., including a stint at New Line Cinema. And now, head of public affairs — which includes global marketing, communications, and government affairs — for GLG (Gerson Lehrman Group), a company that Socarides describes as a “learning membership connecting businesspeople trying to solve problems to experts that can solve them.”In the podcast, Socarides expounds upon learning: “We're helping businesses make money, become more profitable, and connect with clients, but…at the core of what we do is learning. If you're a senior professional today, you know that the era of lifelong learning is really upon us. That what you knew last year, or two years or three years ago, about doing your job is obsolete.” He goes on to add, “The only way to stay ahead of things, the only way to stay innovative, the only way to continue to deliver…is to continue to stay innovative. And the way you stay innovative is to continue to learn.” Highlights from this week's “Marketing Today” podcast include:Socarides discusses what GLG does. (1:25)From lawyer to White House to Hollywood to marketing: Socarides' journey has been an interesting one. (5:01)  Showing people what you do: Socarides discusses GLG's use of video. (13:25)Ideas that promote learning for senior professionals and decision makers. (17:29)  Socarides discusses marketing efforts for B2B microconsulting and learning. (21:03)  Creating content that pops: Develop, refine, and repeat. (23:51)Support the show: https://www.patreon.com/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.

Andy Donkin joined Under Armour as CMO in August of 2016 after a five-year stint in brand and mass marketing at Amazon. In this podcast, Donkin touches on authenticity and how important it is for brands and marketers, especially in capturing the hearts and minds of younger consumers: “When you talk to kids who actually wear the brand, there's this belief that they can do anything. And we fuel that belief.” He goes on to say, “I think for younger consumers, they tend to look for something that represents them. And I think what we've been able to do through our authenticity is mean something to those kids and those younger adults.”He also discusses what brands must do to survive and thrive in this modern-day business crucible: “Today, you can burn down a brand in about a week, if you get it wrong. That platform that you're building can be very volatile.” He then adds, “So that means you have to build an organization that's very nimble, very flexible, can learn and adapt quickly, and really become an experimentation engine.”Highlights from this week's “Marketing Today” podcast include:Under Armour: Where it is and where it's going. (4:09)Data and apparel: Blending the digital and the physical. (7:15)  Cultural currency at the intersection of athletics and lifestyle. (9:34)  Authenticity: Be true to yourself, even if it's controversial. (12:32)  It's a heartbeat: The role of an internal agency. (17:35)  What drives Donkin? Innovation, curiosity and giving back. (20:34)  Common themes of admired brands: A founder who is still involved and a focus on reinvention and risk taking. (22:30)Support the show: https://www.patreon.com/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.

Diana O'Brien is the first-ever CMO at Deloitte. In that role, she believes she's lucky because she's been given responsibility for everything from traditional brand elements to clients, markets, sales, thought leadership, policy, and corporate citizenship, among other things. Basically, everything she “…needs to be successful.”She touches on many topics in the conversation, but, for her, thought leadership for marketers is key: “We all need great thought leadership. We all need to be looking toward the future, helping and sharing insights that are meaningful to the marketplace.” She goes on to add, “But what I do think can be different and what can help people is understanding how to capture the hearts and minds of people, because that's what marketers need to do.”She also touches on sense of purpose and the big picture. “I think it's aligning around your purpose. What is it that you're all there to do. For us, that's to make an impact that matters. That's our purpose. We want to do that for our people, our clients and in our communities.Highlights from this week's “Marketing Today” podcast include:O'Brien discusses her unconventional path to CMO. (1:03)Breaking down silos: the interconnection of marketing and sales. (7:39)Content and thought leadership: capturing the hearts and minds of people. (10:50) People and place: what's important in O'Brien's marketing mix. (14:10)The strategic decision to use acquisitions to enhance identity and increase capabilities. (18:16)Support the show: https://www.patreon.com/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.

Bob Hoffman is an “Ad Contrarian,” which is also the name of his popular and influential blog, and he's a best-selling author, advisor and sought-after speaker on advertising and marketing. Earlier in his career, he was CEO of two independent advertising agencies. So, needless to say, he knows his way around the block.In this podcast, Hoffman discusses his perspective on all things advertising, from the watering down of creative to the changing role of account management to the rise of media.For him, one of the things present-day advertising gets wrong is its lack of focus on creativity: “Advertising isn't as effective as it used to be, and…advertising isn't as creative as it used to be. And I have a very hard time believing that these two things are not related.” He also says, “One of the problems is that it (advertising) has become corporate-tized. And they're investing in everything but creativity. They're investing technology, data and metrics, but they're not investing in creativity. And I think creativity is the real business of advertising…I think creativity has become a support service now in most large agencies, and not the focus of what they're doing.”Highlights from this week's “Marketing Today” podcast include:What's wrong with advertising? (4:31)Calendar keepers: The demise of the strategy function in account management. (7:38)Planning or Strategy: No matter what you call it, without defined principles, is it really a discipline? (10:31)What's “broken” in the creative department? (16:35)Are clients to blame for the watering down of creativity in advertising? (20:45)The ascendancy of media. (21:31)The (sorry) state of the agency model: Blow it up and start over? (27:31)Support the show: https://www.patreon.com/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.

Rand Harbert is CMO of State Farm at a time when the company has reinvented, or at least reimagined, the way insurance is viewed. That is, instead of being there when things go wrong, they want to be a company that is there when things go right. And, in the process, make it clear that they offer a breadth of services that improves the quality of their customers' lives by providing proactive resources.Harbert also touches upon his attendance at the recent World Economic Forum annual meeting in Davos, discussing topics that were at the forefront there: the recent U.S. presidential election as perceived by international leaders, the impact of digital and data, and the importance of clean energy and the environment.There is fascinating insight here in this wide-ranging, informative and entertaining podcast with Rand Harbert. Check it out. Highlights from this week's “Marketing Today” podcast include:Insurance as a proactive — not reactive — resource. (1:15)Customer relationships across messaging and platforms. (3:59)Sports marketing and the last bastion of undisrupted television viewing. (10:13)Three takeaways from the World Economic Forum annual meeting in Davos. (13:53)Fuel for inspiration and an eye toward the future. (18:06)Support the show: https://www.patreon.com/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.

Linda Boff is the CMO of GE, a behemoth company with over 300,000 employees worldwide. While certainly an established brand, it's a company in transition, and Boff has been leading that charge, not only to evolve but to make things better for people they serve. As she says, “We're five years into what is a huge transformation for the company into what is the world's leading industrial digital company. A company that makes things … but also connects things.” She goes on to add: “What I mean by that is, how can GE, using data, analytics and insights, help our customers be more productive.”In this podcast, she discusses change, storytelling and her desire to find ways to things that haven't been done before.Highlights from this week's “Marketing Today” podcast include:Getting out of your bubble and listening. (2:41)Thinking horizontally and vertically: Challenge and opportunity in dealing with multiple stakeholders. (4:20)  From industrial mega corp to world's largest digital startup. (6:39)  Looking for unexpected ways in: Bringing pride, humanity and personality to life. (10:17)  Looking at B2B through a different lens. (13:45)  Boff discusses her inspiration: Finding ways to do something that hasn't been done before. (22:14)Support the show: https://www.patreon.com/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 podcast, Esurance CMO Alan Gellman discusses a wide range of marketing topics. But as seems to be the case for so many top marketers, tools and platforms are important, but to drive growth, it all comes down to trying to understand the people you want to reach: “We always — always — hang into that center of ‘Who are these people and how do we deliver for them?' Because as we deliver for the consumer, we deliver for our companies.”He also says, “Let's never lose sight that, as marketers, our primary charge is to drive growth — but how? It's through insight and depth of understanding of our customers and would-be customers, and that's not just about data … ‘It's what's the humanity that the data brings forward?'”Finally, Gellman reminds us it's important to find some joy. “If you're not laughing, if you're not having fun, then it's just not worth it.“Highlights from this week's “Marketing Today” podcast include:Storytelling still matters, regardless of the technological platform. (4:07)What is my connected life? — Takeaways from CES 2017. (8:30)  Embracing change to create great possibility. (11:19)  Sight, sound and motion in the changing media landscape. (14:02)  Who am I reaching and how? — Storytelling across creative assets and channels of reach. (18:58)  Brand engagement: Interacting with customers and prospects. (20:27)  Looking for the white spaces to drive future growth. (28:48)Support the show: https://www.patreon.com/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.

Elizabeth Windram, director of Brand and Advertising at JetBlue, arrived at her destination in marketing after stops in finance and MBA school. For her, it's not just coming up with the big idea so much as it is to trust your instincts and follow through; believing in what your gut is telling you while listening to other viewpoints and making the work better.“As long as you don't mess with the core insight, you're probably still OK,” says Windram. “Where I won't make changes is if something is fundamentally changing the thing that made it right and that made it work to begin with.”In addressing the collaboration and differing opinions inherent in bringing an idea to market, she goes on to add, “It's also knowing when you don't have to take someone's opinion. Sometimes it's enough to say, ‘OK, I've heard you and I'm not doing that. And here's why.' But, I think listening, at least, goes a long way.“ Highlights from this week's “Marketing Today” podcast include:Trust your gut: Knowing when an idea is good. (4:59)Bringing people along: Pushing ideas through in the face of challenges. (8:18) Cultural relevancy: Joining in conversations big and small. (9:50)From finance to marketing: In retrospect, the journey all makes sense. (10:57)It's been said before, but it's not really a job if you love what you do. (13:35)Support the show: https://www.patreon.com/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.

Lisa Baird was named CMO of the United States Olympic Committee in 2009. Prior to that, she served in brand and marketing roles for Proctor & Gamble, GM, IBM and the NFL, among others. With the Olympic Games occurring years apart, Lisa touches on how she maintains focus on long-term marketing goals: “The better and more articulate and more precise your mission and your purpose is — that needs to act as your long-term guide, says Baird. “You should measure everything you do against ‘Are you fulfilling that mission and purpose?' … Putting the right measurements in place for the long term help you to keep that true north on your compass.”But even though her goals invariably seem to reside on a distant horizon, she avoids the predictive, instead focusing on something she believes will remain constant: “Marketers who always focus on their customers' or their stakeholders' problems — and listen to them and solve their problems — will always win.”Highlights from this week's “Marketing Today” podcast include:Managing the balancing act of athletes trying to make a living and Olympic sponsors who make things run: Baird talks about IOC Rule 40. (4:47)Keeping the flame alive: Maintaining focus on the Olympics during off years. (7:58)Who'll win the Olympic jump ball for 2024: Los Angeles, Budapest or Paris? (10:11)Trying to please everyone: The art of listening in a sea of stakeholders. (11:49)Going for gold: Measuring marketing success in the land of not-for-profit. (14:42)Baird discusses sponsor and license partnerships and their role in helping the U.S. reach the medal podium. (16:20)You can't always rely on metrics: “Human beings are spontaneous; they can surprise you.” (23:15)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.

Seth Kaufman's career traces a steady and seemingly unstoppable ascent at PepsiCo. As an intern, he fell in love with the people, the brands and the culture before taking on (and conquering) challenge after challenge, including brand and innovation initiatives, developing channels strategies in sales, and frontline field work on the snack side — where he embraced and developed his strength as a people leader.Following his work in the field, he returned to headquarters, rebuilding PepsiCo's media offering in beverages and then running the namesake brand itself. From there, he assumed his current role as CMO PepsiCo North America Beverages.Seth's enthusiasm, empathy, passion, and appreciation for the people around him shine through in this wide-ranging and freewheeling podcast.Highlights from this week's “Marketing Today” podcast include:Accelerating PepsiCo's transformation journey across three dimensions: portfolio, marketing and talent. (4:55)The marketing perfect storm: From PepsiMoji to “Empire” product integration and Kola House. (12:36)Pepsi Zero Sugar (and Lady Gaga) take center stage at the Super Bowl. (17:52)Investing in talent — both inside and outside the organization — to cultivate business success. (22:02)The Big Climb: Staying focused leads to team success. (29:05)Taking risks: the agility and vision of big brands like Samsung, Tesla and the NBA. (32:49)Support the show: https://www.patreon.com/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.

Rohit Bhargava is a trend curator, TEDx speaker and the author of five best-selling books, including the recent 2017 edition of “Non-Obvious: How to Think Different, Curate Ideas & Predict the Future” and “Likeonomics.”When Bhargava analyzes trends, he isn't thinking about the availability of flying cars you can control with your mind, he is operating more in the here and now. He does this because he believes the future is coming at us faster than ever before, “I'm describing something that is happening in the world, and all of my trends are based on something that's happening now. I specifically don't do 10-year predictions… And the reason I do it on such a short term is because I'm really describing the accelerating present.”He goes on to add: “This is stuff that … is going to accelerate in the next year and therefore really matter for your business.”Highlights from this week's “Marketing Today” podcast include:Kicking ass: Rohit discusses the idea of “Fierce Femininity.” (3:05)“Lovable Unperfection” — Imperfection as a source of strength. (5:11) The challenge of self-aware data. (6:45) “Precious Print” — Physical artifacts still carry value in today's digital world. (10:18)What's next? Developing habits to help you identify and understand trends. (12:03)Emerging brands: It's in the details. (18:00)Rohit shares his idea of “Passive Loyalty.” (19:51) 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.

Dan Marks is the CMO for Hancock Whitney Bank, a regional player in the Gulf South area with a footprint spanning from Houston, Texas, to Tampa, Florida. In November of 2016, he was honored by the CMO Club with their peer-nominated President's Circle Award.Dan is always looking to the future and believes in the strength of the marketing stack, which he describes as “the next-generation way to talk about all the technically or digitally enabled technologies that are important to operating today and will become even more important to operating in the future.”Dan also believes in an agile approach marked by collaboration among segments of the company that aren't part of the marketing team: “For marketing to be successful, we can't operate in a vacuum.”Highlights from this week's “Marketing Today” podcast include:Dan's philosophy regarding teambuilding efforts: Finding the right fit in culture and in values. (5:02)Two elements that help manage balance in a company: 1) Building relationships. 2) Good ideas come from everywhere. (7:24)Digital innovation and transformation: Getting better at what's relevant to the customer. (11:10)Discovering new marketing talent: An innate sense of curiosity and the “spirit of the pioneer.” (18:45)Fuel for success: Mutual respect, faith and the pursuit of excellence. (20:57)Mission-based focus versus short-term success: Finding inspiration in other brands and companies. (22:46)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.

Russ Findlay is the head of marketing for the U.S. at Hiscox, an international specialty insurer with a 115-year history. Prior to Hiscox, he worked in consumer packaged goods with companies like Unilever, Pepsi and IHOP. In this podcast, he discusses marketing in general and his career path from CPG to the world of financial services.For Findlay, working in financial services presents a unique challenge because of the intangible element inherent in the category: “Having a product that you can't see it, you can't hold it, you can't go to a store and look at it — it's something that you have to convey to the consumer and the consumer's mind,” says Findlay. He goes on to add, “That makes storytelling and how you bring the product to life even more important.”Highlights from this week's “Marketing Today” podcast include:CPG and financial services: how the product gets to market is surprisingly similar. (2:00)Moving from a role in CPG to financial services: the switch to the “intangible.” (4:20)Digging into the marketer's toolbox. (7:38)Obstacles as a pathway: going to market in unconventional ways. (10:00)Motivating through “positive” risk: the antidote to risk is courage. (12:50)Keeping the main thing the main thing: the CMO's role as an influencer. (18:00)Rapid change and shifting landscapes: the future of marketing. (28:00)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.

Tom Asacker is a keynote speaker and an adviser to executives and companies, and he is the author of five books, including “The Business of Belief.”He believes many marketers operate under the false assumption that people behave like computers, expecting them to make decisions based simply on the information they supply and then choose their product or service.According to him, it just doesn't work that way: “When you dig deep enough into it, you find out that human beings are driven by their perceptions and their desires. You add that up and you've got beliefs. Their feelings, their perceptions, their desires are what end up giving them this feeling of knowing,” says Asacker. “Then they look for information to validate that.” He goes on to say, “If you don't understand that … you have absolutely no chance in the marketplace.”Highlights from this week's “Marketing Today” podcast include:How's the water? — Understanding how decisions are made and why consumers do what they do. (1:35)Breaking the chains of habit: What is the “something else” that drives people's decision making? (5:15)The lightbulb of confusion: Marketers don't understand it's unexpected events that trigger consumer learning. (7:20)Can you get 29 million TED Talk views and still be wrong? (12:30)Believe your feelings: Doing what your inner voice tells you to do. (17:00)New business models: Identifying sustainable value. (18:25)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.

Peter Horst is a former CMO at The Hershey Company. Prior to that, he spent 12 years at Capital One and was CMO of TD Ameritrade. He discusses here a range of topics, but he speaks at length on the inherent challenge of applying big data and analytics to human behavior.“It's going to get increasingly more challenging to maintain that right balance of art and science, of machine speed and human insight,” says Horst. “All the analytics in the world still can't answer the question ‘Why?' And you can run into the risk of horribly missing the boat with the consumer.”He goes on to add, “We absolutely need to embrace all of what big data and analytics can do, but while also stepping back and bringing in a little bit of skepticism.” Highlights from this week's “Marketing Today” podcast include:Let's get digital: How CMOs should be thinking about digital. (5:30)Reach versus targeting: What are you trying to do and what's the tool you need to do it? (10:15)  Looking through the right end of the telescope: Determining digital's role, brand by brand. (12:00)  Connecting all the dots: The importance of “whole-brain” marketing. (17:55)  Seeking a holistic partner: Deciding what kind of agency you want in your marketing mix. (21:20)  How agencies need to evolve to provide the thought leadership brand marketers seek. (23:10)  Brands to take notice of: Horst discusses Airbnb. (26:35)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.

Laurel Hodge is director of creative strategy at the online image-sharing community, Imgur, which she says is “on a mission to lift people's spirits for a few moments every day.”But there's a lot more to it than that. Imgur has more than 150 million monthly active users, and among those, 86 percent are millennial men, the most ad-adverse and toughest audience to reach for marketers.With a new native advertising product called Promoted Posts, Imgur uses its cultural fluency to help brands connect effectively with this coveted target. “We help brands enter this space and connect with them [millennial men] in a way that feels authentic, in a way that they actually appreciate and enjoy,” said Hodge. She later adds, “When you use the language in an authentic way and you actually provide information that people want to hear — or information that is relevant to people — then you'll see some really great results.”Highlights from this week's “Marketing Today” podcast include:“We want to create ads that don't suck.” (3:00)Overcoming the culture of ad blocking. (5:25)  Creating brand engagement with a brand-skeptical audience: Imgur's partnership with eBay. (8:05)  Three things marketers can do to reach ad-adverse audiences: (1) Localize. (2) Always add value. (3) Respect your audience. (10:25)Making an impression: Up-and-coming brands usually do one thing and do it well. (19:23)  Adding value: Brands have to work harder in a hyper-distracted world. (20:41)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.

Molly Swenson is CMO of RYOT, an immersive media company founded in Los Angeles in 2012 and recently acquired by AOL and The Huffington Post.She's also a badass.Molly was a White House intern in the Obama administration, performed as a contestant on “American Idol” and designed philanthropic strategies for Kobe Bryant, Shakira and Ben Stiller. More recently, Adweek recognized her as one of 2016's Young Influentials — game changers under the age of 40 in the worlds of media, marketing, technology and entertainment.Molly believes that VR's impact as a medium for storytelling and the affect it has on people can't be overestimated and calls it “the tip of the spear” for RYOT.  Highlights from this week's “Marketing Today” podcast include:The “lightbulb” moment: How RYOT's focus shifted to VR films. (3:19)How RYOT judges success: Moving the audience from passive observer to active participant. (5:30)Moving into the CMO role: From wearing many hats to choosing the one that fits. (8:46)What joining forces with AOL, Verizon and The Huffington Post means to RYOT. (17:00)Hacking the advertising ecosystem. (23:06)360-degree video, VR and AR: A down-and-dirty tutorial. (26:35)Balancing unfaltering confidence with humility: From Steve Jobs to Kabbalah — and Charlie Chaplin, too. (38:50)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.

Rachel Tipograph left her role as global director of digital and social media at Gap after a conversation with her boss where she asked, “How do we drive sales on the web, not annoy people, and even make Gap cool again at the same time?” His reply: “If you figure that out, that's a billion-dollar idea.”That conversation coupled with her recognition of the seismic upheaval underway in the digital marketing landscape led to the creation of MikMak — the first mobile video shopping network. Hailed as QVC for the Snapchat generation, MikMak works with brands to create short, shoppable, “minimercials” — all hosted by improv comedians. And it operates under the mantra of Watch – Laugh – Shop.Highlights from this week's “Marketing Today” podcast include:Two factors that helped launch MikMak — the explosion of influencer marketing and the unbundling of media. (3:10)Why e-commerce shopping should feel more like Netflix and Snapchat than Amazon and Alibaba. (4:45)Marketing in the age of ad blockers and overwhelming sentiment against advertising. (5:52)Designing the right canvas: A one-size-fits-all approach to marketing just doesn't work. (7:45)Putting data and creativity together is the marriage of art and science — the two have to go hand in hand. (9:45)Reaching ad-averse populations: You get what you give. (14:30)Writing the “book” that defines your brand: Creating content that beckons to key, like-minded influencers. (17:57)Learning through (big) mistakes is the fuel that powers Rachel Tipograph to do what she does. (19:30)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.

Meaning is the new luxury. It's not logos and labels but products that are made with thought and care — products that are authentic with great stories to tell, according to Bridget Russo, chief marketing officer at Shinola. “We've learned that place matters. For us, our home is Detroit. That story of provenance adds depth to our brand. But it has to be real. It's about finding out what the true, authentic story is and showing that it has greater impact than just selling product,” she said.Her leadership has helped Shinola position itself as a modern American design brand and a catalyst for economic revitalization. The company reported $100 million in revenue last year, up from $20 million in 2013.Highlights from this week's “Marketing Today with Alan Hart” podcast include:How Shinola and the city of Detroit worked together to bring a new luxury product to market. (4:45)How Shinola is constantly breaking new ground while not forgetting its historical products. (6:59)Can large, established brands like Walmart take a lesson from Shinola's brand authenticity? (7:48)How Shinola has used branding based on storytelling. (10:05)The importance of consistent messaging across every channel. (10:20)The pressure and excitement of building a brand from the ground up (11:28)Why marketing will be more and more in the hands of the consumer. (14:45)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.

Roll Cast Advisors' Drew Miller believes marketing is all about relationshipsDrew Miller, founder and CEO of Roll Cast Advisors in Austin, Texas, thinks marketing done well forms meaningful relationships between companies and people. And meaningful relationships grow and thrive when companies deliver something that's really important to the customer.“You always want to know your customer, says Drew. “You want to speak in ways and at places that really matter to them. And increasingly do it in a way that it's a two-way street. The days of one-way conversations are long behind us.”Miller founded Roll Cast Advisors, a marketing and strategy consultancy, a little over a year ago after a 15-year stint in various marketing positions at Dell. Roll Cast Advisors seeks to help high-growth B2B companies create marketing strategies that achieve activation and deliver results.Highlights from this week's “Marketing Today” podcast include:How does a fast-growth B2B company determine whether they're ready for marketing? (1:30)Putting money into marketing without increasing your sales force to achieve smart activation and lift. (5:35)Deciding where to invest in marketing. (6:20)What lessons can small companies learn from big companies? (11:02) The importance of B2B companies understanding what brand is and that it really does matter. (15:18)How relationships between brands and customers can thrive. Hint: Information is key. (20:37)Marketers should try to look at things through their customers' eyes. (22:37)And, finally, what does it mean to keep Austin weird? (25:25)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.

Today we are changing the name of our podcast from Avid Impact to Marketing Today with Alan Hart. Join Alan in the coming weeks for interviews with top marketers and thought leaders. Don't miss your change to learn from the best in the industry. Subscribe to Marketing Today with Alan Hart.Support the show: https://www.patreon.com/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.

Vishal Khanna, Digital Marketing Director at Wake Forest Innovations, 2015 Content Marketer of the Year sat down with Alan Hart. Vishal discusses how the content marketing at Wake Forest Innovations produced ROI results that beat out IKEA, Marriott, Emerson, CSC and GoPro. The results were 600%+ increase in marketing qualified leads and a doubling in revenue. Content development, SEO, Inbound Marketing and Email all played a role.  Find out what you need to know in this episode of the Marketing Today Podcast. 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.

Steven Handmaker, Chief Marketing Officer of Assurance, one of the largest and most awarded independent insurance brokerage operations in the U.S., sat down with Alan Hart. Steven discusses how Assurance has become recognized as a "best place" to work and what is marketing's role in driving a "rock star" culture. We move to talk about the world of B2B marketing, the future and the war for talent in marketing today. Find out what you need to know in this episode of the Marketing Today Podcast.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.

Part 2 with Kimberly Whitler, Forbes contributor and Assistant Marketing Professor at the University of Virginia Darden School of Business, sat down with Alan Hart to discuss her recent research looking at company performance, corporate board composition and the CMO. Did you know purely analytical CMOs are correlated to poor company performance? What is the future of markting leadership? Plus case studies from Buick and Allen Edmonds. Find out what you need to know in this episode of the Marketing Today Podcast.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.

Part 1 with Kimberly Whitler, Forbes contributor and Assistant Marketing Professor at the University of Virginia Darden School of Business, sat down with Alan Hart to discuss her recent research looking at company performance, corporate board composition and the CMO. Did you know purely analytical CMOs are correlated to poor company performance? Did you know that marketing experience on the board can increase company performance? Find out what you need to know in this episode of the Marketing Today Podcast.Support the show: https://www.patreon.com/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.

Honey Maid is a classic, all-American brand that's been part of families lives since 1925. But by 2013 it was seen as old-fashioned. Our challenge was to re-position Honey Maid as a modern snacking brand for today's families. We drew a parallel between the brand and modern day families, recognizing that despite a lot of change over the years, what defined each of them as wholesome hadn't changed. This is Wholesome moved a nation with its message of love, earned 361 million media impressions and delivered an advertising contribution of 13%.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.

Chris Balach, senior brand manager of Extra Gum, sat down with Alan Hart to discuss his recent Effie win. Gum had been in a 2-year decline. Extra, one of the category's largest brands, had been declining for even longer. That changed dramatically when Extra stopped following the conventional gum script and started to infuse the brand with meaning that transcended the category and touched peoples hearts.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.

Mark-Hans Richer of Harley-Davidson spoke to Alan Hart about what many scoffed at a few years ago: Take a brand with an aging owner base and made it a must-have product for young adult riders. In 2008 we made some big moves with product introduction of Dark Custom, which -- as a strategic initiative -- has now won a 2015 Gold Effie for sustained success in the market for its 7 year run.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.

Tips, advice, and insights from the industry's top, award-winning marketers. “Oscar's problem with the healthcare industry is that it's viewed as inhumane. The industry doesn't really focus on the individual, and it's hard to navigate,” says Veronica Parker-Hahn, Vice President of Marketing at Oscar Insurance speaking to Alan Hart. “And we saw a great opportunity to bring a human component to healthcare.”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.

Linda Lee, GE Capital's Global Advertising and Brand Director, sits down with Alan Hart. Linda and the rest of her team recently took home an Effie at this year's Effie Awards Gala in New York, for their work which centered around the financial giant's differential value proposition - the fact that GE does more than simply lend its customers money.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.

Fresh off of claiming an Effie at the prestigious Effie Awards Gala in New York, Ana Russell, General Manager of Brand Marketing at Audi of America Inc., sat down with Alan Hart to discuss just what it was about Audi's highly touted, Stay Uncompromised campaign, that made it such a huge success.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.

Tips, advice, and insights from the industry's top, award-winning marketers. Alan Hart sits down with Chris Stamper, SVP of Corporate Marketing at TD Bank, to discuss TD's inspiration behind one of the most touching campaigns of the past year.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.

Tips, advice, and insights from the industry's top, award-winning marketers. Alex Ho, Executive Director of Marketing at American Greetings, sits down to talk with Alan Hart about the inspiration behind the card company's award-winning World's Toughest Job campaign.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.

Alan Hart with various institutions to present a leadership series that highlights accomplished global leaders with invaluable insight and advice, from across various backgrounds and industries. Alan Hart sat down with Mark Tercek, president and CEO of The Nature Conservancy, to understand what makes TNC unique, why they partner with notorious polluters and his reflections on leadership. TNC is one of the world's leading conservation organizations. Mark is also author of Nature's Fortune and a former Goldman Sachs partner before taking the helm at TNC. This initiative is made possible due to a partnership with UNC Kenan-Flagler Business School.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.

Tips, advice, and insights from the industry's top, award-winning marketers. Eric Fuller from Pepsi Co. talks with Alan Hart about what made the company's Super Bowl half-time show sponsorship with Beyonce so successful, as well how the company implements brand storytelling, consumer's interaction with media, and leveraging every element of the marketing mix.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.