Avsnitt
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Sally Percy, journalist and author of “21st Century Business Icons: The Leaders Who Are Changing Our World,” joins host Matthew Schwartz to discuss how senior marketers bolster their leadership skills, why remote work is changing the so-called “70/20/10” rule of communications, and the increasingly key role empathy plays among successful leaders.
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Chris Comstock, chief growth officer at software firm Claravine, joins host Matthew Schwartz to discuss how marketers bolster their data standards, why embracing failure is a path to success, and what the pending demise of third-party cookies means for brand advertisers and consumer engagement.
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Saknas det avsnitt?
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Greg Boosin, EVP of global B2B and product marketing at Mastercard, joins host Matthew Schwartz to break down the ANA’s 2023 Marketing Capabilities Framework. The document provides a roadmap for how marketers navigate an increasingly complicated terrain as well as how to sharpen their career path. “It’s not a Monopoly Board,” Boosin says, referring to the Framework “It’s a template to shoehorn into your [company’s] marketing capabilities.”
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Ryan Kutscher, founder and CEO of ad agency Launch Party, joins host Matthew Schwartz to discuss how B2B marketers recalibrate their ad-creative strategy, why less is more when it comes to quality content, and the marketing benefits of listening to the Broken Record Podcast hosted by legendary music producer Rick Rubin.
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Bill Duggan, group EVP at the ANA, joins host Matthew Schwartz to discuss the results of the “ANA Programmatic Media Supply Chain Transparency Study.” The report, which was released in December 2023, shows that marketers incur an awful lot of waste in programmatic ad buying, and could save $22 billion in efficiency gains. Indeed, just 36 percent of every dollar invested by an advertiser that enters a DSP (digital signal processing) effectively reaches the targeted consumer. Duggan offers several tips to help marketers optimize their investments in programmatic media and provides the key questions that marketers need to ask sellers, so they don’t get burned.
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Francesco Lagutaine, chief marketing, communications officer at M&T Bank, and Jacqueline Kolek, senior partner and chief innovation officer at PR and marketing agency Peppercomm, join host Matthew Schwartz to discuss the long-standing relationship between M&T Bank and Peppercomm and why it’s increasingly important crucial that brand managers view their PR agencies as partners and not vendors.
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Peter Prodromou, president of marketing and PR agency Boathouse, joins host Matthew Schwartz to talk about how the rise of generative AI is affecting marketing communications as well as agency-client relations. “There’s an opportunity for organizations to blend generative AI with human storytelling and for using AI to be smarter rather than just placing content,” says Prodromou, whose clients include Mass General Brigham, Project Liberty, and Eversource. Amid the onslaught of AI, he adds, marketers must be clear on what the most important metrics are for boosting engagement and driving growth. “Use [AI] to assess the data and come up with better insights.”
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Gilbert Dávila, co-founder of AIMM and President and CEO of Dávila Multicultural Insights, joined host Matthew Schwartz to discuss where the marketing industry’s diversity, equity and inclusion (DEI) efforts go from here and how companies brace for what’s expected to be a turbulent year. The president of the Society of Human Resource Management was quoted in The Guardian late last year saying that DEI policies within U.S. companies will “come under full-out attack in 2024.”
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As the pressure for marketing accountability grows, creativity is getting to be a much tougher sell to upper management. Ann Marie Kerwin, Americas Editor at marketing research firm WARC, joins host Matthew Schwartz, to discuss WARC’s new study, titled “Building a Culture of Creative Effectiveness.” The study provides a road map for brand managers who are eager to make a business case for the value of marketing and advertising and develop a valid framework for their entire organization.
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Ed See and Robert Tas, partners at McKinsey, join host Matthew Schwartz to discuss the results of their recent survey titled: “The Power of Partnership: How The CEO–CMO Relationship can Drive Outsize Growth.” The survey, based on the responses from more than 100 C-level executives and 21 CEOs from B2B and B2C companies of all sizes and across multiple industries, offers some salient and actionable advice for how chief marketers foster a more productive relationship with their CEO. Seldom a beacon of corporate synergy, the dynamic between CEOs and CMOs seems to be getting worse, as upper management ratchets up the pressure on marketers to spike both the top and bottom lines.
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Avoid groupthink. Don’t get sucked under the marketing bubble. Recognize that it’s impossible for brands to be all things to all people. These are just a few tips for marketers who are grappling with dramatic and rapid changes in advertising and consumer behavior, compliments of Allen Adamson, cofounder of Metaforce.com, and author of the recently released “Seeing the How: Transforming What People Do, Not Buy, To Gain Market Advantage.” Adamson, former chairman, North America of branding agency Landor, joins host Matthew Schwartz to talk about why it’s incumbent upon brand managers to “zoom out” on their audiences to bolster consumer engagement and generate better returns.
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Doug Novack, managing director of U.S. business and industrial markets at Google, joins host Matthew Schwartz to discuss the ongoing debate throughout the B2B field about performance marketing versus brand advertising, the rapidly growing role of generative AI in both branding and lead generation efforts, and why it’s incumbent upon B2B companies to pivot to a full-funnel marketing strategy.
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Erika Katz, head of brand marketing and studio at New York Road Runners (NYRR), joins host Matthew Schwartz to discuss the NYRR’s rebranding campaign that launched earlier this year, getting the message out for the upcoming New York City Marathon (November 5), and making sure the event’s marketing and advertising efforts resonate with a global audience.
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Mike Rosen, chief revenue officer at National CineMedia (NCM), which sells ads for movie theaters, joins host Matthew Schwartz to talk about the company’s new advertising services, why brands tend to underestimate the value of running in-theater spots, and whether movie theaters may be in for some reinvention.
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Josh Ingram, founder and principal of MOST Wanted Co, which specializes in employee communications, joins host Matthew Schwartz to discuss why it’s crucial that employees feel that they can be themselves at work, how employers can tap into their workers’ side hustles, and the benefits of both mentoring and reverse-mentoring.
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Jerri DeVard, founder and board member of BECA, the Black Executive CMO Alliance, joins host Matthew Schwartz to discuss the apparent backsliding within the marketing and ad industries when it comes to diversity, equity, and inclusion, the danger for companies that give diversity short shrift and how CMOs and marketers develop new business models to build a more equitable workplace.
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Sandeep Chennakeshu, COO of digital-imaging radar company Uhnder and author of the recently published “Your Company Is Your Castle: Proven Methods for Building a Resilient Business,” joins host Matthew Schwartz for a wide-ranging discussion regarding how marketers can demonstrate their value and spike the top and bottom lines. Chennakeshu, former CTO of Sony Ericsson, discusses why it's crucial that companies develop a common set of metrics for sales and marketing executives, how marketers align corporate culture with business strategy, and the growing onus on CMOs to spot the “gorilla in the room,” or a market disruption that can rattle their company.
The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.
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It’s okay not to feel okay. It’s part of the overriding message of a $65 million, multi-year mental health initiative by the Ad Council. The effort is mobilizing the advertising, media, and marketing industries to address mental health issues facing communities across the country. About half of Americans (48 percent) say they’re getting help or treatment, according to a study conducted in May to June 2022 and released by the Ad Council, while 43 percent do not feel comfortable talking to people close to them about their emotions and how they are feeling. Heidi Arthur, chief campaign development officer at the Ad Council, joins host Matthew Schwartz to talk about the campaign, working with brand partners to get the message out, and using the power of music to facilitate difficult conversations about mental health.
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Jim Williams, CMO of Uptempo, which provides marketing software, joins host Matthew Schwartz to talk about the most effective ways for B2B marketers to update their operating models, align advertising strategy with execution, and communicate the benefits of marketing to an ever-growing number of stakeholders.
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Diedre Small-Landau, EVP business equity at Mediabrands and Sheryl Dayija, founder and CEO of BRIDGE, join host Matthew Schwartz to talk about where diversity, equity and inclusion (DEI) currently stands throughout the marketing industry, what role CMOs and marketers need to play in driving real change, and why the time for philosophizing about DEI is long past its expiration date.
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