In Clear Focus: Recent Episodes
Bigeye
In Clear Focus provides a unique perspective on the business of advertising. The show is produced by Bigeye, an audience-focused, creative-driven, full-service advertising agency based in Orlando, Florida. Weekly podcasts explore trends in audience research, branding, creative, media, and analytics.
IN CLEAR FOCUS: Columbia Business School professor Paul Ingram explains why shared values are the most powerful force in authentic brand-consumer relationships. Drawing from his book, "What Do You Really Stand For?", Paul reveals how to uncover core values, apply value homophily for consumer segmentation, and the benefits of aligning internal culture with external messaging. Learn practical frameworks to build strong, resilient brands rooted in genuine human connection and intrinsic motivation.
IN CLEAR FOCUS: Visha Kudhail is the author of our featured book for August: "Authentic Marketing." In this episode, Visha explains why authenticity should be an always-on operating model, not a social media trend. As AI content floods feeds, consumers crave genuine connection. Discover how to move past vanity metrics, turn data into real human insight, and embrace brand flaws. Hear how authentic marketing builds measurable competitive advantage and lasting trust in an era of digital fatigue.
IN CLEAR FOCUS: Most new products fail by solving technical problems over consumer needs. Sally Kemkers of consultancy Untapped Innovation reveals how to bridge R&D and marketing. Discussing her new book, "Untapping Innovation," we discover how to drive human-led innovation using The Hero's Journey, uncover hidden habits, and write product stories that align cross-functional teams. Sally also explains how semiotics can help design future-focused products that truly resonate with consumers.
IN CLEAR FOCUS: Bigeye's strategy intern Hannah Rugar shares insights on the American Mom in 2026 from our report, The Trusted Voice Economy. Discover who holds household purchasing authority, why 71% of consumers trust peer creators over brand ads, and how nano-creators drive real engagement. We also hear how moms use AI to reduce mental load, and explore how zero-transaction partnerships and authentic community connections can help consumer brands earn lasting trust in 2026.
IN CLEAR FOCUS: Stephan Reschke, Head of Branding at Dart Design in the Netherlands, explains why traditional archetype models fail in an era of agentic AI. He introduces the PRISM model to help marketers adapt their brand personality for machine-driven discovery. Discover why brands must now be legible to AI assistants while remaining lovable to humans and learn how to translate your identity into a digital "Brand Soul," shift from visual to verbal cues, and stay competitive as search evolves.
IN CLEAR FOCUS: Guest Anne Huntington Sharma, CEO of Huntington Learning Center, explores brand stewardship in an age of AI-led disruption. Discover how a nearly 50-year-old heritage brand is reinventing its identity to connect with millennial parents while preserving accumulated trust. Learn about balancing franchise collaboration with compliance, integrating artificial intelligence tools like agentic tutors, and leveraging both physical and digital experiences to drive results.
IN CLEAR FOCUS: Mike Hower, author of "Sustainability Storytelling: Communicate Trust, Brand Value, and Better Business," explains why silence costs brands. He reveals how companies can overcome "greenhushing" and navigate the risks of greenwashing. Discover Mike's Four C's framework—context, compelling, credible, and compliant—to align legal and marketing teams, and learn how radical transparency and treating sustainability as a core strategy can communicate trust and drive value.
IN CLEAR FOCUS: Chelsea Clark, CEO of Momfluence, explains what brands get wrong about influencer marketing. Moms control 85 percent of purchases, but influencers from this group remain underleveraged. Learn why smaller creators often outperform mega-influencers, the value of "brief-less" campaigns, and how to spot fake followers. Discover why treating creators as salespeople instead of creatives hurts campaigns and how prioritizing authentic resonance over raw reach drives real brand awareness.
IN CLEAR FOCUS: Lindsay Pinchuk, host of the Dear FoundHer podcast and consultant, shares how to leverage community strategy for sustainable growth. Drawing from her success building Bump Club and Beyond, Lindsay explains why audiences crave connection, not just product pitches. Discover her actionable SWEEP framework to amplify your message across multiple channels and hear how to forge authentic zero-transaction partnerships to turn passive followers into highly engaged, loyal brand advocates.
IN CLEAR FOCUS: Behavioral branding strategist and author of "The Divided Brain: Understanding Human Behaviour in Branding and Business," Paul Larche explains why logical marketing often fails. He reveals how the subconscious "old brain" makes decisions that the "new brain" simply rationalizes. Learn to navigate resistance to change, leverage loss aversion, and use his Brand Value Canvas. Discover why feeling precedes facts and how to avoid AI manipulation by understanding human behavior.
IN CLEAR FOCUS: Tiffany Rose Goodyear, founder of Scentex, explores scent in brand strategy. Because olfaction bypasses rational thought and links directly to emotion and memory, it offers an unmatched opportunity for connection. Learn why Western culture historically ignored smell, how color theory informs fragrance design, and how to execute immersive scentscapes at live events. Discover how to move beyond sight and sound to create multi-sensory experiences that drive real action.
IN CLEAR FOCUS: June's Bigeye Book Club selection is "Neuromarketing: Practical Insights for Improving Customer Engagement." Author Katie Hart explains why, when 95 percent of purchase decisions are non-conscious, traditional research often asks the wrong questions. Learn how neuromarketing reveals real consumer behavior, why the brain processes images faster than text, and the physiological impact of 2D screens. We also discuss Katie's practical framework for transforming B2B and B2C strategies.
IN CLEAR FOCUS: Marc Robertz-Schwartz, author of "The RED APPLES Way," explains why core values are a business's most durable competitive advantage. Drawing from 16 years of agency ownership, Marc reveals why companies get mission and vision backward. Discover the RED APPLES framework, learn how to build an employee-first culture that survives economic crashes and AI disruption, and find out why values-driven leadership is essential for long-term growth and a successful agency exit.
IN CLEAR FOCUS: Alia J. Daniels, COO of Revry and President of PrismRiot, discusses the power of privacy-first advertising. She explains why reaching LGBTQ+ and multicultural consumers is a business imperative, not a charitable exercise. Discover the massive addressability gap in programmatic media, why Revry walked away from The Trade Desk to protect audience data, and how a privacy-by-design exchange connects brands to diverse audiences at scale without ever compromising user trust.
IN CLEAR FOCUS: Adam Ortman, founder of Kinetic319, explains why traditional media attribution is struggling in a fragmented world. He introduces the Marketing Efficiency Ratio (MER) as a powerful solution. Learn how comparing total business revenue against marketing spend provides a clearer view of overall health. Discover how to build "analytical surround sound" and use MER to confidently justify upper-funnel marketing investments to your executive team.
IN CLEAR FOCUS: Our guest this week is Kamila Miller, author of "Data-Driven Marketing Strategy." Kamila explains the critical difference between being "data-heavy" and truly data-driven, revealing how collecting data just to justify past decisions creates what she calls "sophisticated nonsense." Learn how to craft actionable personas, spot AI red flags, and use data-driven marketing to lower the cost of being wrong, all while taking creative risks that drive measurable business growth.
IN CLEAR FOCUS: Our guest this week is Jonathan Kazarian, the Founder and CEO of Accelevents. He explains why saturated digital channels make face-to-face connections more valuable than ever, arguing that a modern event strategy must be a long-term brand-building investment, not just a demand-generation tactic. Discover how to co-host field events, optimize registration experiences, and integrate data into your CRM to accelerate pipeline and drive business growth in the connection economy.
IN CLEAR FOCUS: For the first episode of our 23rd season, creative executive and brand strategist Femi Corazon reveals how storytelling drives behavior change. She explains why facts fail to change minds because people act on identity, not just information. Discover the three elements of effective narratives and how to build true cultural resonance by turning insights into action. Plus, learn how creative leaders can successfully navigate AI and deliberately design team resilience.
IN CLEAR FOCUS: Nik Hall of REViVE Marketing Partners explains why the era of keyword-stuffing on Amazon is over. He reveals how Amazon's AI shopping assistant, Rufus, is shifting product discovery from search volume to intent-driven conversation. Learn how to adapt your listings, why product quality and authentic reviews matter more than ever, and how to protect your brand's pricing integrity. Discover the strategies high-growth CPG brands need to win in Amazon's AI shopping revolution.
IN CLEAR FOCUS: Innovation expert Paul Sloane returns to discuss his new book, "The Art of Unexpected Solutions." He explains why our obsession with certainty stifles creativity and how embracing serendipity sparks breakthroughs. Learn how to use lateral thinking to challenge assumptions, leverage "topical mischief" for PR wins, and identify outlier customers. Discover practical ways to break out of routine, experiment fearlessly, and even harness AI to generate truly unexpected ideas.
IN CLEAR FOCUS: John Gumas, President of Commit Agency, and originator of Challenger Brand Marketing® explains how under-resourced companies can out-strategize industry giants. He reveals why guessing is the most dangerous mistake challenger brands make. Learn how the Discovery process can triangulate customers, stakeholders, and competitors to uncover the real reasons people buy. Hear a travel insurance success story, stop relying on assumptions, and build winning campaigns based on data.
IN CLEAR FOCUS: Marketing strategist and consultant Rich M. Smith explains why many CEOs secretly distrust marketing and how to fix it. He reveals how applying behavioral science can decode consumer decisions and overcome executive cognitive biases like confirmation bias. Learn why startups face a traction problem, how to translate marketing metrics into "CEO-speak," and how a systematic approach to experimentation can turn your marketing strategy into a trusted engine for true business growth.
IN CLEAR FOCUS: Henry J. DeVries, author of "Persuade with a Story" explains why traditional business storytelling is broken. He reveals why your brand should act as the mentor, not the hero, while your client battles their "nemesis" problem. Discover the eight meta-story archetypes hardwired into the human brain to attract high-paying clients. Plus, learn how to build authority, close more deals, and drive lead generation by mastering the ultimate sales strategy: marketing with a book.
IN CLEAR FOCUS: Jackson Wightman, "Minister of Propaganda" at Proper Propaganda, explores the evolving landscape of tech PR. As AI and Large Language Models like ChatGPT replace traditional search, Jackson explains why performance marketing alone falls short. Discover how to optimize for Generative Engine Optimization (GEO), the rising importance of niche forums over tier-one media, and why brand building is critical for new market entry. Master the new rules of AI-driven reputation management.
IN CLEAR FOCUS: Fab Giovanetti, author of this month's Bigeye Book Club selection, "The Customer-Driven Marketing Handbook", explains why chasing quick wins hurts brands. She explores how customer-driven marketing shifts the focus from persuasion to relationship building. Discover the three pillars of trust, how to avoid the "privacy personalization paradox," and the power of shared rituals. Plus, learn to combat the scourge of "viralitis" and build plans that convert audiences into advocates.
IN CLEAR FOCUS: Gilad Bechar, founder and CEO of Moburst, explains why treating mobile as an afterthought costs brands growth. He discusses the shift to a mobile-first strategy, detailing how App Store Optimization outpaces traditional mobile marketing tactics. Gilad also explains why organic users retain at higher rates, how startups serve as testing labs for enterprise brands, and the ways AI is revolutionizing all marketing workflows from initial briefs to final reporting.
IN CLEAR FOCUS: This week's guest, international brand strategist Stef Hamerlinck, explores the resurgence of brand mascots. Supported by data revealing characters outperform logos, Stef shares his framework for assessing a mascot's effectiveness, based on distinctiveness, entertainment, and playability. He also explains how generative AI is democratizing character creation and why mascots need a brand universe to succeed. Learn how to build distinctive brand assets that drive real growth.
IN CLEAR FOCUS: This week's guest, Pete Sena of The Resonance Studio, joins host Adrian Tennant to discuss the shift from demographics to what Pete calls "vibe marketing." Pete breaks down his V.I.B.E. framework: Velocity, Identity, Boundaryless, Emotion, and explains how AI acts as a creative sparring partner rather than a replacement. Listen and learn how to become a "Centaur marketer," drastically reduce time-to-market, and why AI adoption is ultimately a change management challenge.
IN CLEAR FOCUS: Professor Sarah Montano discusses her new book, "Retail Marketing: Contemporary Approaches to Retailing in the Digital and Experience Economy." Sarah explains why brands must master "phygital" experiences and third place community building to survive. She explores the impact of the cost-of-living crisis, ethical consumption challenges, and success stories like Jellycat. Learn how to navigate the digital and experience economy while maintaining authentic human connections.
IN CLEAR FOCUS: George Swetlitz, co-founder of RightResponse AI, reveals why more people read consumer reviews than visit websites. He discusses utilizing AI-powered reputation management to transform unstructured data into strategic intelligence that outperforms simple star ratings. Learn how personalized automation can triple review conversions, optimize multi-location operations, why "fake personalization" fails, and how to transform customer reviews into actionable marketing strategies.
IN CLEAR FOCUS: Strategic advertising executive Chantal Sagnes discusses the future of advertising and marketing agency leadership and her career spanning top agencies like GSD&M. She shares insights on transitioning from independent shops to global holding companies, the nuances of running high-stakes pitches, and her current role as a fractional Managing Director. Chantal also explores the "pitch crew" model and offers advice for aspiring leaders navigating the evolving industry.
IN CLEAR FOCUS: Brand strategist John Elbing of Standpoint explains why people don't care about your story, they care about how you fit into theirs. John introduces his "Storybuilding" methodology, a canvas-based approach that helps companies find their foundational story before crafting marketing messages. He breaks down the three stages of encountering a brand—Recognition, Perception, and Projection—and shares how to use AI as a sparring partner to achieve authentic customer-centricity.
IN CLEAR FOCUS: In our first episode of 2026, B2B marketer Devin Bramhall discusses why traditional content playbooks are failing. The former CEO of Animalz, Devin argues for a "human-centered" reset, moving away from keyword-stuffing and toward community-driven growth. Sharing insights from her new book, "B2B Content Marketing Strategy," Devin details how to align message, messenger, and channel. Learn how to develop living profiles and "CEO-proof" your strategy to earn executive buy-in.
IN CLEAR FOCUS: Guest Robyn Jackson Malone, CEO of RJ Communications, joins us to discuss the increasingly important role of trust in health communications. Robyn argues that brands have a responsibility to fill the widening information gap authentically. She critiques "window dressing" diversity efforts, advocates for genuine equity, and highlights the critical role of patient advocacy. We also discuss the "You Don't Know Jack About MS" initiative and Pfizer's "I Can Do Both" campaign.
IN CLEAR FOCUS: Jean-Pierre Lacroix, co-founder of Shikatani Lacroix Design, and the author of "ThinkBlink Manifesto," reveals why consumers decide emotionally and validate rationally. He explains the "BLINK Factor" and why incremental marketing fails. Jean-Pierre also outlines his seven-tenet framework for moving from features to feelings and building sustainable emotional brand advantages. Learn how to use strategic design, behavioral science, and AI to win the critical moment of purchase.
IN CLEAR FOCUS: In a zero-click world, reputation can shift instantly. Our guest, Kathleen Lucente, CEO of Red Fan Communications, reveals how to turn PR into a measurable revenue driver. She details the "crisis trinity" of speed, transparency, and messaging, and how to avoid the "announcement trap" during M&A. We discuss why brands need an authority reality check to survive in the AI era, and how to identify hidden thought leaders to help build credibility and weather social media storms.
IN CLEAR FOCUS: Our guest this week is strategy consultant Kyle Austin Young, who discusses his new book, "Success is a Numbers Game." Kyle explains Probability Hacking: a framework to systematically de-risk goals. We also explore Kyle's 'Success Diagram,' discuss why "Bic For Her" pens failed, and hear how to use keyword research to validate market needs. Learn how to identify potential bad outcomes and tilt the odds in your favor, whether you're launching a product or training for a marathon.
IN CLEAR FOCUS: Jon-Stephen Stansel, the author of the Bigeye Book Club selection, "The 10 Principles of Social Media Marketing," explains why human judgment remains essential: "AI can do a lot, but it doesn't have taste." Jon also discusses timeless principles for effective social media, drawn from his work on franchises such as "The Lord of the Rings." Learn why social media is not a one-person job, how to create a consistent brand voice, and why there's no such thing as a boring brand.
IN CLEAR FOCUS: Forget chasing big-name podcasts. This week's guest, publicist Christina Lenkowski, reveals why the real money is in guesting on niche shows packed with your ideal audience. She explains how to use podcast guesting as powerful earned media to be someone prospects "know, like, and trust." Learn the secrets to a successful pitch, the importance of service over self-promotion, how to avoid common mistakes, and why this strategy is a long-game for generating warm, qualified leads.
IN CLEAR FOCUS: Thom Mozloom of The M Network discusses why brands like Bud Light and Cracker Barrel face backlash. He argues their marketers don't understand, or even like, their core audience. Thom explains how to navigate controversy with honesty and why values-driven marketing, not just purpose-led, is key to building loyalty. He also shares fresh research on news consumption and why he believes attention spans haven't shrunk but tolerance for bad content has.
IN CLEAR FOCUS: Jessica Gillingham, author of "Tech-Enabled Hospitality," explores how tech is reshaping hospitality marketing and the guest journey. She discusses the challenge of marketing to digital natives who expect a seamless journey from search to booking. Jessica explains how data silos and reliance on OTAs prevent true personalization and building direct guest relationships. Learn how marketers can create loyalty beyond points and shift from per-night transactions to customer LTV.
IN CLEAR FOCUS: For our 300th episode, strategist Ulli Appelbaum, author of "The Science of Brand Associations," reveals why brand associations are the operating system of marketing. He explains how brands exist as memory networks, and why their strength predicts 80% of future purchases. Ulli also discusses his evidence-based framework, grounded in neuroscience, for building stronger associations that drive growth and command premium prices. Hear why advertising should reinforce brand memory through associations.
IN CLEAR FOCUS: Guest Amanda Patterson, founder of Rocket Fuel Labs, discusses the rise of fractional CMOs and shares practical tips on developing effective marketing for startups and scaleups. Drawing from her experience scaling MINDBODY from $30M to $200M, Amanda details a data-driven "bottoms-up" plan for efficient growth. She explains why "brand builds demand," the underrated power of customer journey mapping, and how to de-risk marketing spend for quick wins in a high-stakes environment.
IN CLEAR FOCUS: Veteran copywriter Nick Usborne explains how to combat "brand drift" with a story-first, AI-powered content strategy. Nick introduces his Story Aligned framework, arguing that a brand's unique story is its only defensible moat against the "sameness trap." He reveals why marketers must lead with story when prompting AI. Learn how to use structured prompts to scale content while preserving the human touch and authentic brand communication that builds lasting trust.
IN CLEAR FOCUS: To mark Hispanic Heritage Month, strategists Kathy Guzmán Galloway and Alex Santiago join host Karen Jimenez to explore how brands can authentically connect with Hispanic consumers. They discuss why cultural context matters more than literal translation, the importance of diverse teams, and how consumer immersions uncover deep insights. Learn why "multicultural is mainstream" and how to move beyond superficial tactics to build genuine relationships with this influential audience.
IN CLEAR FOCUS: Sorin Patilinet of PepsiCo and author of "Marketing Effectiveness" shares his scientific approach to brand growth. Sorin explains why marketers must look beyond just advertising to all levers of effectiveness, from pricing to packaging. He introduces his Engineering Marketing Framework, discusses why brands grow through penetration, not loyalty, and explores the balance between creativity and analytics. Hear Sorin's evidence-based principles for creating sustainable brand growth.
IN CLEAR FOCUS: Jen Moss of JAR Podcast Solutions explains how brands can create podcasts audiences love. Jen reveals why most branded podcasts fail—they're boring and too promotional—and shares her "JAR" (Job, Audience, Result) system for success. Using case studies from clients like Amazon, she details how to offer true value instead of a sales pitch. Learn how to choose between audio and video, engage specific audiences, and achieve measurable business results through strategic storytelling.
IN CLEAR FOCUS: Hollywood executive turned tech CEO Steven Puri of The Sukha Co shares his playbook for leading remote creative teams. Drawing lessons from producing special effects for blockbuster films like Independence Day, Steven reveals the science behind "flow states" and how to create conditions for deep, meaningful work. He discusses overcoming procrastination, the creative power of working on "the other thing," and why leaders must protect uninterrupted time for their teams to thrive.
IN CLEAR FOCUS: Kristen Sweeney, founder of B2B content agency Every Little Word, joins us to explore common content strategy challenges and how brands can overcome internal roadblocks. She shares how to identify and empower internal subject matter experts, extract authentic thought leadership, and repurpose content effectively. Kristen also offers practical insights for marketing teams seeking to scale their content efforts without compromising quality.
IN CLEAR FOCUS: Author and ad tech veteran Ari Paparo joins the podcast to discuss his new book, "Yield: How Google Bought, Built and Bullied Its Way to Advertising Dominance." Hear how Google became the center of the digital ad ecosystem by controlling the publisher ad server, ad exchange, and ad network. Ari also reveals how the company leveraged its power with secret initiatives like 'Project Bernanke' and what the ongoing antitrust trial and a potential breakup could mean for the industry.
IN CLEAR FOCUS: Kevin Perlmutter, author of the new book, "Brand Desire," returns to discuss emotional insights in brand strategy. Kevin shares his Limbic Sparks methodology, emphasizing a shift from "about us" to "for you" thinking. Learn how brands can uncover shared emotional motivations, craft compelling benefits, and design experiences that truly resonate. Discover how to avoid clichés, apply emotional intelligence, and lead with a customer-centric mindset for lasting brand evolution.
IN CLEAR FOCUS: Richard White, CEO of AI meeting assistant Fathom, discusses his counterintuitive marketing strategy that generated 70% of signups via word-of-mouth. Richard explains why he waited nearly five years to hire a marketer, focusing instead on creating "superfans" through a robust free product and exceptional customer delight. He shares why marketing is "rocket fuel" that can be disastrous without product-market fit and details the future of AI in transforming meeting productivity.
IN CLEAR FOCUS: Nicole Powell, founder of Halcon Marketing Solutions, reveals how neuromarketing uncovers the subconscious drivers behind purchasing decisions. Nicole explains how to create "magnetic" brand messaging by focusing on emotion over logic. She contrasts neuromarketing with traditional research, discusses common marketing mistakes, and details the cyclical relationship between brand strategy and marketing tactics. Learn how to build a strategically relevant brand that resonates.
IN CLEAR FOCUS: Shane H. Tepper, co-founder of AI Friendly, details how generative AI impacts brand discoverability and why now is a "peak ideas person" moment for creative professionals. He outlines the shift from traditional SEO to Generative Engine Optimization (GEO), where AI synthesizes real-time responses. Shane also highlights the importance of adapting content for AI platforms, leveraging third-party validation, and prioritizing continuous relevance for brands in an evolving landscape.
IN CLEAR FOCUS: Kate Hardcastle MBE, aka "The Customer Whisperer," is the author of "The Science of Shopping," exploring how consumer psychology and innovation are reshaping retail. Kate discusses "The Buyerarchy of Needs," emotional drivers, digital transformation, personalization, and the theatrical evolution of brick-and-mortar stores. Learn key pricing strategies and the biggest mistakes brands make in consumer engagement, emphasizing the importance of listening and building authentic trust.
IN CLEAR FOCUS: Jay Mandel, founder of the Marketing Accountability Council, makes a return appearance to address the erosion of consumer trust in today's marketing landscape. Jay explains why the traditional playbook is dead, sharing outdated tactics for the "marketing graveyard." He discusses strategic restraint, using examples from Nike and Lush, and warns of the "Great Attention Heist" in the AI era. Learn how accountability, transparency, and value can build sincere, lasting brands.
IN CLEAR FOCUS: Guests Shanté Micah and Joshua Moody, co-founders of Good News, reveal how earned media builds unmatched credibility in today's fragmented attention landscape. They discuss the Good News Blueprint for systematic PR success, outdated practices to avoid, data-driven audience targeting, and creating compelling pitches under 200 words. Listen now to discover strategies for turning earned media coverage into lasting business assets.
IN CLEAR FOCUS: Marcus Sheridan, the author of "Endless Customers: A Proven System to Build Trust, Drive Sales, and Become the Market Leader," explores thriving in the zero-click economy where customers get answers without visiting websites. Marcus discusses four pillars from his book: addressing "the big five" topics, leveraging video content, creating seller-free experiences, and humanizing brands. Discover strategies for building trust when AI recommendations dominate the zero-click landscape.
IN CLEAR FOCUS: Kate Mackie, EY partner and the author of July's Bigeye Book Club selection "B2B Marketing Fundamentals," explores four pillars of success: brand, reputation, relationships, and revenue. Kate discusses why brand matters in B2B Marketing, managing complex buyer journeys, leveraging AI for connected data, and translating marketing impact into business language. Kate shares her proven strategies for building stronger B2B brands and driving measurable revenue outcomes.
IN CLEAR FOCUS: John Gargiulo, founder and CEO of Airpost.ai, explores how AI is revolutionizing video ad creation for brands. With 400,000+ UGC clips and advanced computer vision, Airpost enables professional video ads at scale. John discusses the shift from static to dynamic content, maintaining authenticity in AI-generated ads, and why he believes AI agents will replace traditional agencies within the next decade. Discover how brands can unlock consistent, high-quality video content creation.
IN CLEAR FOCUS: For Juneteenth and Pride Month, Bigeye Strategy intern Wilberline Previlon explores inclusive marketing. We revisit podcast interviews wth thought leaders, including Pepper Miller and Sonia Thompson, and rediscover how understanding history, language, and identity can shape authentic brand strategies. We hear from Sandy Skees about the difference between being an ally, advocate, or activist, and why cultural nuance is essential for connecting with LGBTQIA+ and minority audiences.
IN CLEAR FOCUS: Professor Mohamed Zaki of Cambridge University discusses his new book “Data-Driven Customer Experience Transformation.” Mohamed explores the shift from product-centric to customer-centric business models, distinguishing customer satisfaction from delight, and leveraging AI and data analytics to predict customer behavior. Mohamed also shares his insights on omnichannel experiences, personalization strategies, and real-world case studies, including Caterpillar's CX transformation.
IN CLEAR FOCUS: Honorable Paul Johnson and Larry Aldrich, authors of "What's Right with America," challenge fear-driven narratives dominating media. They discuss how optimism drives innovation, the power of individual agency over collective thinking, and the economic strengths of the United States. The conversation explores marketing lessons from their data-driven approach to countering pessimism, the importance of entrepreneurship, and how brands can tap into shared American values rather than divisions.
IN CLEAR FOCUS: Recorded at Coverings 2025, North America's largest tile and stone trade show, Seth Segura discusses Bigeye's creative direction for the event branding. Interior designers Marc Thee and Carmina Ozeata explore innovative materials, sustainability trends, and evolving design approaches. Marc explains his "positive energy" tile collection, while Carmina highlights artisanal techniques. The conversation reveals how Coverings inspires professionals and supports their design practice.
IN CLEAR FOCUS: Peter Wilken, known as "the father of Brand DNA," shares insights from his 30+ years of experience, working with iconic brands like Coca-Cola, BMW, and Disney. Peter explains his "Dim Sum Strategy" approach to brand building, the concept of "owning territory in the mind," and the vital components of Brand DNA. He discusses balancing long-term brand building with short-term performance marketing, adaptable frameworks for different market stages, and navigating business turbulence.
IN CLEAR FOCUS: Chris Peterson, author of "Red & Blue Customers" and co-founder of Lifemind.ai, explores how worldviews influence consumer behavior. Chris outlines purchase values that distinguish liberal and conservative customers, how popular brands align with different perspectives, and reveals the secrets of effective ad creative strategies for both groups. Chris also reveals how fear shifts buying patterns and discusses how understanding these dynamics builds stronger brand connections.
IN CLEAR FOCUS: Jean-Éric Pelet, author of "Consumer Behaviour: Understanding Consumers in a Digital Landscape," explores technology's impact on consumer psychology and decision-making. Jean-Éric shares insights on website color psychology, sensory marketing, and China's advanced digital ecosystem. He also discusses emerging technologies, such as voice commerce and AR, and previews his new biometric hospitality project, which adjusts environments based on guests' physical and emotional states.
IN CLEAR FOCUS: Nick Valenti, CEO of NYC and San Diego-based agency Mādin, shares successful marketing strategies for bringing European sports to American audiences. Nick discusses launching San Diego FC without traditional brand assets and reveals how their Chrome Ball Tour unified 18 cities. Nick also reveals the strategy behind the "Sensory Overload" campaign for the F1 Las Vegas Grand Prix and reflects on why emotional brand storytelling and community-building are crucial for sports marketing.
IN CLEAR FOCUS: Tom Woodnutt of Feeling Mutual discusses the evolution of online qualitative research. Tom explains how asynchronous methods yield authentic insights by allowing participants to share in real-world contexts without the social pressure of focus groups. He explores maintaining engagement, AI's impact on research, and the “qual at scale” trend. While embracing AI as a powerful tool, Tom emphasizes the irreplaceable human intuition that makes great qualitative research possible.
IN CLEAR FOCUS: Strategic foresight consultants Scott Smith and Susan Cox-Smith discuss Foom, an immersive strategic simulation for exploring AI futures. Unlike static scenario planning, Foom creates environments where teams experience real-time consequences of decisions. As participants navigate progress toward Artificial General Intelligence, this "escape room for strategy" reveals insights about decision-making, coalition-building, and managing uncertainty in emerging technology landscapes.
IN CLEAR FOCUS: Emeric Ernoult, the CEO of Agorapulse, discusses social media management. From pioneering the first social inbox to developing ROI tracking tools, Emeric shares insights on measuring social media effectiveness, leveraging employee advocacy, and achieving 4-10x reach through strategic content distribution. Learn how this bootstrapped company grew to $20M+ revenue, helping brands streamline multi-platform management while proving social media's impact on bottom-line results.
IN CLEAR FOCUS: Alan Barker, author of “The Complete Copywriter,” explores the evolving craft of copywriting. Alan shares four core competencies: curiosity, mental mobility, design thinking, and objectivity. He distinguishes between copy, which sells - and content, which informs. He discusses managing creative risk and emphasizes customer-focused conversations over interruption marketing. Hear why human imagination gives copywriters an edge over AI in crafting compelling marketing narratives.
IN CLEAR FOCUS: Satej Sirur, CEO of Rocketium, discusses how AI is transforming creative operations for brands like Amazon and Walmart. Satej explains how Rocketium combines creative automation, brand governance, and analytics to streamline content production while maintaining brand consistency. Satej also shares insights on using AI to improve creative workflows, how performance analytics reveal unexpected insights, and why autonomous AI agents may soon monitor campaign performance 24/7.
IN CLEAR FOCUS: Andrew Geoghegan, CMO at William Grant & Sons and author of the new book "Effective Brand Building," shares frameworks for brand growth. Andrew explains why consumers don't care about brands, the importance of organizational awareness, his 6C's audit approach, and strategies for different brand stages. Using case studies, he illustrates principles for balancing short-term results with long-term brand equity while navigating measurement challenges and media consolidation.
IN CLEAR FOCUS: Mona Kinal, CMO at G2A.com, discusses digital entertainment marketing. She shares the strategy behind G2A's evolution from gaming to a broader marketplace and the use of the Explorer and the Caregiver archetypes in brand communications. Mona discusses the uses of AI at G2A.com, key partnerships, and combining traditional media with innovative channels. Mona also highlights opportunities using AR to create, immersive marketing experiences that engage digital engagement audiences.
IN CLEAR FOCUS: Lisa Avvocato, VP at Sama, explores AI in retail and how it's reshaping customer experiences. She outlines five key areas where AI drives revenue and cuts costs: personalized recommendations, search relevance, virtual fitting rooms, inventory management, and AI agents. Lisa contrasts luxury retailers Nordstrom and Bloomingdale's with Amazon, emphasizing brand-aligned implementation. Hear why Lisa advises marketers to prioritize solving specific problems over chasing AI trends.
IN CLEAR FOCUS: This week's guest, Corey Morris, the CEO of Voltage and author of "The Digital Marketing Success Plan," discusses his START planning framework for effective digital marketing. Corey explains why strategy must precede tactics, the dangers of "checklist SEO," and how to connect marketing metrics to business outcomes. He shares insights on AI's impact on search marketing, the importance of brand foundation, and a case study where an investment of $80K generated $1.2M in revenue.
IN CLEAR FOCUS: William Beutler, founder of Beutler Ink, explores the role of Wikipedia for brands. He explains why brands must approach Wikipedia ethically, how to navigate its guidelines, and best practices for managing a company’s presence. Bill shares insights on WikiWatch, AI’s impact on Wikipedia, and the risks of misinformation. Learn why Wikipedia remains a critical, yet challenging, platform for brand reputation management.
IN CLEAR FOCUS: Nick Bennett, co-founder of TACK and author of "B2B Influencer Marketing," discusses the evolution of creator partnerships in B2B marketing. Nick shares insights on building authentic relationships, measuring ROI, and leveraging LinkedIn effectively. He emphasizes the growing importance of micro-influencers, video content, and maintaining authenticity in an AI-driven landscape. Learn how B2B brands can develop successful influencer strategies and foster a creator-first mindset.
IN CLEAR FOCUS: Guest Shaheen Samavati, CEO of VeraContent, discusses multilingual content marketing. She shares insights on the challenges brands face managing global content, the importance of cultural adaptation, SEO considerations, and AI's impact on the industry. Our conversation also covers quality control, influencer marketing, and how best to measure campaign success. Learn how Shaheen's team at VeraContent helps brands navigate the complexities of international content.
IN CLEAR FOCUS: Jeff Greenfield, co-founder and CEO of Provalytics, discusses AI-driven marketing attribution in a privacy-first world. As third-party cookies and user-level tracking decline, Jeff explains how the Provalytics platform combines marketing mix modeling with the granularity of multi-touch attribution. Learn how marketers can measure effectiveness across channels, including "no-click" media like CTV and podcasts, while maintaining privacy compliance and gaining actionable insights.
IN CLEAR FOCUS: Marketing expert and futurist Rohit Bhargava makes a return appearance to discuss his latest book, “Non-Obvious Thinking: How to See What Others Miss.” Discover how Rohit's SIFT framework (Space, Insights, Focus, Twist) uncovers hidden opportunities and innovative solutions. Rohit shares compelling examples of non-obvious thinking in action, from questioning map accuracy to leveraging AI in creative work, while offering practical strategies for seeing beyond conventional wisdom.
IN CLEAR FOCUS: Jordan Morrow, SVP of Data and AI Transformation at AgileOne and the "Godfather of data literacy," discusses the intersection of AI and data literacy. Jordan shares insights on the four levels of analytics, the "three C's" of data literacy, and practical steps for organizations to build data confidence. As the author of "Be Data Literate," Jordan emphasizes that while not everyone needs to be a data scientist, understanding data is crucial in today's AI-driven business world.
IN CLEAR FOCUS: Ron Levac, Chief Innovation Officer at Spectrio, explores the transformation of retail through digital signage and Retail Media Networks (RMNs). As brick-and-mortar stores influence 80 percent of purchases, Ron reveals how retailers can leverage digital displays, AI, and data analytics to enhance customer experiences. Learn how emerging technologies like MicroLED are revolutionizing in-store advertising, and why RMNs are projected to capture over 20% of media spend by 2027.
IN CLEAR FOCUS: Peter Benei, remote work expert and AI marketing practice lead at Intercept Scale, explores the evolution of marketing leadership. Benei shares frameworks from his book "Leadership Anywhere," including the Transparent Leadership Triangle and Asynchronous Communication Matrix. He discusses AI adoption in marketing, highlighting implementation challenges and opportunities. Learn how transparency, remote leadership strategies, and AI are transforming modern marketing teams.
IN CLEAR FOCUS: Rich Kahn, co-founder and CEO of Anura.io, delves into ad fraud, projected to cost businesses $100B this year. Rich shares insights on identifying fraudulent traffic, including Sophisticated Invalid Traffic (SIVT), using advanced detection techniques. He emphasizes third-party certification, cohesive fraud prevention strategies, and why marketers must reject fraud as a business cost. Explore how vigilance and Anura’s solutions can protect budgets and improve ad performance.
IN CLEAR FOCUS: Lynn Daniel, founder and CEO of The Daniel Group, shares insights on differentiating B2B customer experiences. He discusses building trust through communication, leveraging feedback with phone surveys and AI tools, and improving frontline engagement. Learn how understanding the 'why' behind customer satisfaction and responding promptly can transform business success. Lynn describes actionable strategies for growth and shares a real-world success story of improved loyalty.
IN CLEAR FOCUS: Cairo Kenan Marsh, founder of Tokyo-based marketing consultancy relativ*, explores evolving consumer loyalty trends and relationship-driven marketing strategies. Drawing from his experience with Fortune 500 companies and independent brands, Cairo discusses the shift from transactional marketing to authentic brand relationships. He shares insights on balancing data science with creativity and demonstrates how relationship-focused strategies drive successful outcomes.
IN CLEAR FOCUS: In this week's episode, Carolyn Lowe, the founder and CEO of ROI Swift, shares practical Amazon marketplace strategies for brand success. Drawing from her own experience managing a $2B division at Dell and advising established e-commerce businesses and startups, Carolyn discusses profitability tactics, advertising approaches, and emerging opportunities on the platform. Learn how brands can optimize listings, protect against competition, and leverage Amazon's B2B potential.
IN CLEAR FOCUS: Kian Bakhtiari, the author of December's Bigeye Book Club selection, “Marketing for Social Change,” discusses how brands can drive meaningful social impact. Kian explores moving beyond performative activism to authentic change, strategies for maintaining momentum, and the evolution of marketing from driving consumption to creating positive social outcomes. He shares practical insights for marketers seeking to balance stakeholder interests while remaining true to their values.
IN CLEAR FOCUS: A conversation with Simon Kingsnorth, the author of November's Bigeye Book Club selection, “Marketing in Web 3.0.” Discover how AI, the metaverse, and Web 3.0 are reshaping marketing strategies. Simon shares insights on effective AI implementation, community building in decentralized platforms, and practical steps for brands entering virtual environments. Hear why human creativity remains essential as marketing evolves and how to prepare for the future of digital engagement.
IN CLEAR FOCUS: Northwestern University professor and former Baxter International Chairman and CEO Harry M. Kramer, Jr. discusses his new book "Your Values-Based Legacy," examining how legacy building is a lifelong journey. Drawing from executive and academic experience, Harry shares how connections, community, and choices shape meaningful impact. The conversation explores generational approaches to social impact, value-driven leadership, and practical steps for creating lasting positive change.
IN CLEAR FOCUS: Benjamin Johnson, CEO of Particle41, discusses technology optimization for business growth. From a periodic table of business tools to application modernization, Ben shares insights from his 20+ years of experience, including tech stack assessment, custom solutions versus off-the-shelf software, fractional CTO services, and practical approaches to legacy system updates. The conversation includes case studies, AI, and how emerging technologies can impact business transformation.
IN CLEAR FOCUS: Kyle Roof, noted SEO expert and creator of Page Optimizer Pro, discusses the science of SEO. We hear his journey from attorney to SEO innovator, including his "Lorem Ipsum" experiment. Kyle discusses insights from 400+ tests, emphasizing SEO's mathematical nature and balancing technical optimization with quality content. We examine his testing methods, findings on grammar and links, e-commerce platforms' impact on SEO, and AI's role in the field, plus advice for SEO beginners.
IN CLEAR FOCUS: Swag.com co-founder Jeremy Parker has transformed the promotional products industry. We explore his entrepreneurial journey, Swag.com's growth strategies, and insights on market research and product curation. Jeremy shares how he adapted his marketing approaches and used customer feedback. We also discuss how Swag.com grew to $40 million in sales and his new venture, Swag.Space. Jeremy also shares his views on the future of branded merchandise in corporate culture and marketing.
IN CLEAR FOCUS: In the first episode of our seventeenth season, guest Stefan F. Dieffenbacher discusses innovation strategies for business growth. With 90 percent of innovation initiatives failing, Stefan shares insights from his book, "How To Create Innovation" and introduces us to the UNITE framework. We learn why Stefan favors the Jobs To Be Done approach over traditional Buyer Personas, how the Culture Canvas fosters innovation, and ways that AI can be used to support true differentiation.
IN CLEAR FOCUS: Jason Greenwood of Greenwood Consulting discusses B2B e-commerce, highlighting its complexities compared to B2C. He notes many B2B brands lag behind in digital capabilities, facing challenges like outdated data management and internal resistance. Jason shares a case study that illustrates how streamlining processes can improve efficiency. Hear why Jason predicts rapid B2B e-commerce growth, driven by Millennial buyers' digital expectations and today's B2B customer demands.
IN CLEAR FOCUS: Tom Burgess, president of SnippMedia, discusses how financial media networks (FMNs) leverage banks' first-party data to present targeted offers within banking apps, creating unique advertising opportunities. Tom explains SnippMedia's campaign process and performance metrics, sharing insights on targeting capabilities and A/B testing. He also explores the future of FMNs, encouraging marketers to explore this innovative approach for reaching new audiences and driving brand growth.
IN CLEAR FOCUS: Brett Townsend, SVP of Strategy at Quester and co-author of "Insights on the Brink," discusses today's consumer research. He emphasizes the need to evolve beyond academic approaches, improve storytelling, and leverage emotional data. Brett advocates for better collaboration between insights professionals and agency teams, and shares strategies for capturing consumer narratives, integrating System 1 and System 2 thinking to drive more impactful insights and business decisions.
IN CLEAR FOCUS: Xenia Muntean, CEO of Planable, discusses effective strategies for streamlining content review and marketing collaboration. She explores common challenges in social media management, the importance of accurate content previews, and effective workflow solutions. Xenia shares insights on entrepreneurship and the integration of AI in marketing tools. Fresh perspectives for marketers, agencies, and aspiring entrepreneurs looking to optimize their content creation processes.
IN CLEAR FOCUS: Michael Begg, CEO of AMZ Advisers, discusses effective strategies for launching and scaling brands on Amazon. He explores common challenges brands face, the importance of setting appropriate budgets for advertising, and effective pricing strategies. Mike shares insights on international expansion, particularly into Latin American markets, and the complexities of multi-platform e-commerce. The episode offers valuable perspectives for brands looking to thrive on Amazon and beyond.
IN CLEAR FOCUS: Greg Brooks, CMO at SearchTides, explores SEO's future in the AI era. He discusses evolving strategies, AI's impact on content and search, and the importance of expert-driven material. We examine e-commerce SEO challenges, social search trends, and the rise of AI-powered small firms. Greg also offers fresh insights on adapting to algorithm changes and using AI to stay competitive. This episode provides key perspectives beyond SEO for marketers in today's digital landscape.
IN CLEAR FOCUS: Gordon Glenister, the author of "Influencer Marketing Strategy," discusses the evolution of this dynamic field. He shares effective campaign development tactics, success stories, and legal considerations. Gordon examines employee advocacy as an emerging trend and offers insights on leveraging internal talent as influencers. Learn how brands can navigate the influencer landscape, maximize ROI, and prepare for future developments in this increasingly important area of marketing.
IN CLEAR FOCUS: Barbara Wardell and Ernesto Cullari discuss geofencing advertising for small and medium-sized businesses. They explain practical applications, benefits, and misconceptions of GPS-based targeting. Barbara and Ernesto share their insights on foot traffic studies, ad creative importance, and effectiveness metrics - offering tips for successful pilot projects. Expert perspectives on leveraging geofencing technology to drive customer visits and make data-informed business decisions.
IN CLEAR FOCUS: Jeff Umbro, CEO of The Podglomerate, discusses podcast marketing for brands and businesses. He explores advertising strategies, host-read ads, and branded podcasts. Jeff shares insights on audience growth, measuring success, and cross-promotion. He also addresses common mistakes, thought leadership, and AI's impact on podcasting. Listen for fresh perspectives on maximizing podcast strategies for brand awareness and engagement, emphasizing clear goals and targeted content.
IN CLEAR FOCUS: Michael Beach, CEO of Cross Screen Media and author of "Screen Wars," discusses the evolution of convergent TV advertising. He explains the shift from linear to streaming, audience-based planning, and the role data analytics plays in convergent TV. Michael also shares practical advice for maximizing reach and data-driven insights that point to the future of TV consumption. Valuable perspectives on navigating the changing landscape of video advertising and audience engagement.
IN CLEAR FOCUS: Caroline Florence, author of our featured book "Data Storytelling in Marketing," discusses transforming data into compelling narratives. She outlines a five-step roadmap for effective data storytelling, emphasizing emotion's role in persuasion. Caroline offers advice for marketers to enhance their skills, sharing a De Beers case study to illustrate data-driven insights' impact. Learn how to leverage data storytelling for more effective marketing communication and decision-making.
IN CLEAR FOCUS: Mitch Duckler, Managing Partner at FullSurge, discusses his book "The Future-Ready Brand." He explores how CMOs navigate societal trends and emerging technologies, including brand purpose, wellness shifts, and Gen Z marketing. We discuss AI in marketing, extended reality, and Web3 opportunities. Mitch emphasizes the need for CMOs to experiment with new technologies and adapt to rapid changes. Learn innovative strategies for future-proofing brands in a rapidly evolving landscape.
IN CLEAR FOCUS: Praveen Nara, CEO of Tech.us, explores AI's impact on retail marketing and advertising. Praveen discusses leveraging AI for personalized consumer experiences, ethical use guidelines, and AI's future in marketing. He shares insights on hyper-personalization strategies for retailers, AI's role in engaging different generations, and its broader societal impact. A conversation bridging the gap between cutting-edge AI technology and practical applications in retail and advertising.
IN CLEAR FOCUS: Dr. Sachiko Scheuing, Acxiom's European Privacy Officer and author of our featured book, "How to Use Customer Data," discusses effectively balancing data protection and marketing. Sachiko shares insights on navigating complex privacy laws, implementing robust data security, and fostering collaboration. Sachiko introduces the MaRCS protection check and recommendations for thriving in the evolving data regulation landscape, bridging the gap between marketing and privacy concerns.
IN CLEAR FOCUS: To celebrate Global Focus Group Day, an interview with consumer behavior strategist Jeanne Corrigan. Jeanne discusses focus groups' history and their enduring relevance in brand strategy and advertising research. We explore how technology and COVID-19 have transformed qualitative research, and Jeanne considers the role AI will play in shaping market research's future. Jeanne also shares insights from recent focus groups and offers advice for brand managers and aspiring researchers.
IN CLEAR FOCUS: Our guest this week is Nick Asbury, one of the UK's most-awarded copywriters, discussing his new book, "The Road to Hell: How Purposeful Business Leads to Bad Marketing and a Worse World." We explore the history of purpose in business, its detrimental impact on advertising effectiveness over the past 15 years, and the potential risks for brands aligning with causes. Nick shares fresh insights on shifting from purpose-led branding towards more effective, humor-based advertising.
IN CLEAR FOCUS: Matthew Herbert, co-founder and co-CEO of SaaS research platform Tracksuit, discusses measuring brand awareness and marketing effectiveness, building on insights from co-founder James Hurman's presentation, “The Awareness Advantage” at Cannes Lions last week. Matt shares advice on balancing brand building with performance marketing and suggests key metrics for product launches. He also addresses measuring brand perception across touchpoints and previews Tracksuit's new features.
IN CLEAR FOCUS: In this week's episode, guest Priscilla McKinney, CEO of Little Bird Marketing and the author of “Collaboration is the New Competition,” shares her insights on shifting mindsets in marketing and advertising. Learn about Priscilla's proven framework for successful collaboration and the concept of "itchy backs," illustrated with real-world examples. Discover how to identify opportunities, overcome challenges, and build partnerships with a transformational approach to collaboration.
IN CLEAR FOCUS: Guest Matt Swalley, co-founder and Chief Business Officer at Omneky, discusses his AI-driven advertising technology startup. Matt explains how Omneky's platform leverages AI and computer vision to generate and optimize personalized digital ad creative at scale, showcasing several client success stories. Matt also discusses the future of AI in advertising, provides practical advice for developing AI strategy, and addresses concerns about AI's impact on employment in the industry.
IN CLEAR FOCUS: Kathy Guzmán Galloway, a seasoned CPG strategist known to her clients as The Clarity Wizard, shares insights on her unique brand positioning framework and the impact of consumer research on effective brand strategy. Kathy discusses the role of multicultural marketing in brand positioning and future trends shaping the CPG space. Learn how brand positioning can help tell compelling brand stories and stay relevant in today's rapidly changing consumer landscape.
IN CLEAR FOCUS: Jim Pietruszynski, the CEO of the Chicago-based branding agency Soulsight, explains how to uncover and leverage the hidden, emotional drivers of consumer behavior. With over three decades of experience working with iconic CPG brands, including Nike, Campbell's, and Coors, Jim shares his expertise on some of the ways brands can understand the powerful emotions that drive consumer choices and how MOVE, Jim's new research framework, yields deeper insights for brand development.
IN CLEAR FOCUS: Our guest this week is Cody Schneider, the co-founder and CEO of Swell AI. Cody discusses how AI is revolutionizing content creation and marketing and explains how Swell AI's platform automates workflows, repurposes content, and streamlines distribution. Cody believes businesses must become media companies, using interviews and AI tools to build trust and drive discovery, and shares examples of brands implementing this approach. We also preview some upcoming Swell AI features.
IN CLEAR FOCUS: Guest Dr. Anastasia Kārkliņa Gabriel is the author of "Cultural Intelligence for Marketers." Anastasia shares her insights on building inclusive marketing strategies through "the four Cs" of cultural intelligence: culture, communication, critical consciousness, and community. We discuss moving from performative to genuine inclusivity, examining DTC brand Billie and Dove's "Real Beauty" campaigns. Save 25% on Anastasia's book at KoganPage.com by entering code BIGEYE25 at checkout.
IN CLEAR FOCUS: Guests Nicole Munsey and Dana Keilman, co-founders of consumer insights consultancy Morning Light Strategy, discuss the largely untapped potential of the 50-plus market, which they characterize as “The NextGen Consumer.” Debunking common myths and misconceptions about this audience, Dana and Nicole explain how their research identifies extended ecosystems of family decision-makers, the relevance of emerging trends such as AgeTech, and their new partnership with AARP.
IN CLEAR FOCUS: Guests Nicole Munsey and Dana Keilman, co-founders of consumer insights consultancy Morning Light Strategy, discuss the largely untapped potential of the 50-plus market, which they characterize as “The NextGen Consumer.” Debunking common myths and misconceptions about this audience, Dana and Nicole explain how their research identifies extended ecosystems of family decision-makers, the relevance of emerging trends such as AgeTech, and their new partnership with AARP.
IN CLEAR FOCUS: Guest Pat LaCroix discusses his career in advertising and the transition to brand-side roles with CVS Health and Bose. Today, Pat is the EVP of Strategic Partnerships at Seekr Technologies, an AI company that offers content evaluation solutions. Pat discusses how Seekr's AI platform analyzes brand safety and suitability for advertisers and, in this election year, explains Seekr's unique 'civility' score. Pat provides unique insights at the intersection of AI and marketing.
IN CLEAR FOCUS: Guest Kate Wolff is CEO of Lupine Creative, co-chair of Do The WeRQ, and co-founder of LumiTerra. Kate shares how her career journey in advertising led her to establish Lupine Creative and co-found Do The WeRQ, an organization dedicated to increasing LGBTQIA+ representation in the industry. Kate also discusses the challenges of launching a new sustainable product, the LumiCup, and offers advice for professionals looking to make an impact aligned with their interests and beliefs.
IN CLEAR FOCUS: Matt Bourn and Sebastian Munden, authors of the new book, "Sustainable Advertising," share insights on how agencies and brands can transition to more sustainable practices. Starting with a five-point action plan, our conversation also explores the role of strategy and research in developing sustainable advertising, and how agencies can evaluate partners' sustainability efforts. Listeners save 25 percent when ordering directly from KoganPage.com - use code BIGEYE25 at checkout.
IN CLEAR FOCUS: Our guest this week is Jillian Gibbs, founder and CEO of Advertising Production Resources. Jillian discusses the changing landscape of video production and shares insights from her new book, "The Marketer's Guide to Creative Production." Addressing how brands can improve their content creation processes and implement more sustainable techniques, we also discuss the first Production Ready Masterclass, which provides marketers with practical, hands-on learning experiences.
IN CLEAR FOCUS: Our guest this week is Jack Shannon, co-founder and CEO of Recess, a platform reimagining sampling for consumer packaged goods brands. Jack shares the platform's evolution and explains how Recess connects brands with experiential marketing events across a broad range of venues, driving targeted and measurable activations. We dive into Recess's targeting capabilities, integration with retail media networks, and new features that can enhance brands' marketing with retailer data.
IN CLEAR FOCUS: Olivia Scott and guests explore the Barbie movie's enduring impact, discussing its marketing strategies, brand collaborations, and cultural significance. Olivia, a UCF student interning with Bigeye's strategy team, discusses the film's exploration of femininity, empowerment, and brand collaborations. Bigeye team members Sandra Marshall, Rhett Withey, and Savannah Santiago weigh in on creative marketing, the success of brand collaborations, and Barbie's appeal across generations.
IN CLEAR FOCUS: Kunle Campbell is the author of the Bigeye Book Club selection for March, "E-commerce Growth Strategy," and co-founder of Octillion Capital Partners, a digital-first house of “good-for-you” CPG brands. Kunle discusses first principles in e-commerce, the significance of customer-centric strategies, and integrating customer feedback for improved online experiences. We also examine how to build online communities and enhance customer retention. Save 25% with promo code BIGEYE25.
IN CLEAR FOCUS: AI pioneer Peter Voss discusses the evolution from "narrow AI" tools such as ChatGPT towards Artificial General Intelligence (AGI). Sharing his journey from engineer to AI innovator, Peter explains how his company, AIGO.ai, has developed a "chatbot with a brain." Hear how its cognitive AI, with advanced understanding and memory, revolutionizes customer service with hyper-personalized interactions. We also discuss potential use cases for personalizing advertising and marketing.
IN CLEAR FOCUS: Gabby Morris is an award-winning designer whose work inspires change. Currently the Regenerative Futures lecturer at Glasgow School of Art, Gabby describes recent projects, including an immersive experience called "Dish the Dirt" and her Kickstarter "Grounded Wisdom," a tarot-inspired card deck. Reflecting on her experiences, Gabby underscores the need for educational approaches that cultivate optimism, creativity, and systemic thinking for regenerative futures.
IN CLEAR FOCUS: Our guest is Gina Perrelli, a retention marketing expert and the co-founder of Stay Ai, a subscription app for Shopify brands. Gina explains why she views subscriptions as a performance channel and how Stay's platform can help DTC marketers optimize their programs. Gina discusses changing customer expectations and the potential for subscription models across various product categories, highlighting the importance of testing and customer feedback in refining retention strategies.
IN CLEAR FOCUS: This week's guests, Paul Randle and Alexis Eyre, discuss their book, "Sustainable Marketing: The Industry's Role in a Sustainable Future." They explain why it's imperative for marketers to shift from a focus on revenues toward balancing commercial, societal, and environmental goals. The authors also describe how their framework, the Sustainable Marketing Compass, can help brands and agencies in their transition. Save 25% off "Sustainable Marketing" with code BIGEYE25 at checkout.
IN CLEAR FOCUS: Ashley Stanford is EVP at digital ticketing solution TicketSocket and the Co-Founder of Ice Cream Social, an incentive-based social sharing platform. Our conversation reflects Ashley's 15-year career in digital marketing strategy. We discuss what being selected for the NBCUniversal Sports Tech Accelerator Program meant for Ice Cream Social's development, secrets of successful Influencer marketing campaigns, and tips for attributing results from online and offline activations.
IN CLEAR FOCUS: Whitney Dunlap-Fowler shares her expertise in integrating cultural insights into consumer research. She discusses working with brands as a freelance strategist at Touch of Whit Creative, emphasizing the significance of understanding broad cultural forces and specific multicultural nuances influencing consumer behaviors and preferences. We also discuss the challenges and opportunities presented by AI and the importance of gaining broad skillsets in the market research industry.
IN CLEAR FOCUS: Award-winning marketer and entrepreneur Kim Lawton discusses marketing in regulated categories like alcohol and cannabis, highlighting state-specific regulations and compliance challenges. Kim describes the operational differences she faces as Chief Possibilities Officer at Inspira and CEO at Enthuse, focusing on marketing operations plus integrating technology and AI. We also discuss Kim's work in philanthropy through the Enthuse Foundation, aiding women entrepreneurs.
IN CLEAR FOCUS: The first episode of our new season features Jarie Bolander, engineer-turned-marketer, entrepreneur, and author. Jarie discusses what he's dubbed "story-driven marketing," explaining the role and impact of stories in business. Jarie shares his journey from engineering to entrepreneurship, emphasizing the importance of narrative in marketing and communication. He also discusses how storytelling can help pitch business ideas and connect with potential investors.
IN CLEAR FOCUS: Jenny Li Fowler, Director of Social Media Strategy at MIT, discusses her new book, "Organic Social Media." Jenny explains the differences between strategy and tactics, creating more effective organic social strategies and aligning social media with organizational goals. Jenny also shares practical advice for social media managers on audience engagement, platform selection, and content creation. Save 25% on Jenny's book at KoganPage.com: use promo code BIGEYE25 at checkout.
IN CLEAR FOCUS: Applied behavioral economist Melina Palmer, CEO of The Brainy Business, discusses her new book, "The Truth About Pricing: How to Apply Behavioral Economics So Customers Buy." Melina shares her insights into pricing psychology and determining customer value, explaining perceived value, dynamic pricing, and the pitfalls of low pricing strategies. Learn effective pricing and the impact of psychology on sales and business success. Access the free book chapter offer in the transcript.
IN CLEAR FOCUS: In the second of two conversations, Julian Bleecker discusses how the Near Future Laboratory helps organizations envision future scenarios using Design Fiction. Julian explains why imagination is essential for solving existential challenges and how it will help us shape the future. We also discuss Solarpunk, regenerative design, the future of work, and how Design Fiction can be applied to enrich marketing and advertising with immersive research and creative storytelling methods.
IN CLEAR FOCUS: Julian Bleecker explains the development of Design Fiction, a method he pioneered for imagining future scenarios through the creation of tangible artifacts. Julian discusses some of the ways the practice can help guide decision-making and its uses in strategy and communication. Julian invites listeners to explore this interdisciplinary approach through publications and the Near Future Laboratory, a community applying Design Fiction principles to a broad range of projects.
IN CLEAR FOCUS: Mark Shayler is the author of December's Bigeye Book Club selection, “You Can't Make Money from a Dead Planet.” In this episode, Mark discusses practical examples of achieving sustainability without compromising business success. We discuss the circular economy, regenerative agriculture, the impact of climate anxiety, and communicating sustainability messages effectively. Listeners receive a 25 percent discount on Mark's book at KoganPage.com: use promo code BIGEYE25 at checkout.
IN CLEAR FOCUS: Jenni Romaniuk is the International Associate Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. In this encore episode, she discusses her book, Better Brand Health: Measures And Metrics For A ‘How Brands Grow’ World. Jenni shares insights about how brands grow, why small brands should adjust expectations when assessing brand metrics, and ways in which advertising can most effectively create category buyer memories.
IN CLEAR FOCUS: Carl Klevbo, lead analyst at MyTelescope, explains how and why share of search has emerged as an accessible way to measure brand awareness and forecast market dynamics. We discuss the origins of share of search, its benefits over conventional research methods, and the correlation between brands’ share of search and market share. Carl provides examples of share of search in action and how the MyTelescope SaaS platform is supporting agency strategists and account planners.
IN CLEAR FOCUS: Guest Jim Kraus is the President of the Buyer Persona Institute. In this episode, Jim explains the concept of Buyer Personas and unpacks the significance of buying insights for high-consideration purchase decisions. Jim walks listeners through the qualitative research process originated by the Buyer Persona Institute, known as the Five Rings of Insight, and describes case studies illustrating how profiles and Buyer Personas can make B2C and B2B marketing more effective.
IN CLEAR FOCUS: Award-winning creative strategist Alex Santiago discusses his experiences with the 4A's Multicultural Advertising Internship Program, becoming a creative director at Publix Supermarkets, and establishing his own agency. Alex's approach to strategy focuses on human connections, captured in his book, "Stop Asking For Logos," which offers insights for entrepreneurs and creative professionals seeking to navigate the complexities of integrated marketing with empathy and clarity.
IN CLEAR FOCUS: Marketing Week columnist and brand strategist Helen Edwards is the author of "From Marginal To Mainstream." Helen discusses why marginal behaviors, practiced by small population segments, differ from trends and how they can drive product innovation and category growth. Helen also offers strategies for identifying behaviors that have mainstream potential. Listeners receive a 25 percent discount on "From Marginal To Mainstream" at KoganPage.com: use promo code BIGEYE25 at checkout.
IN CLEAR FOCUS: Scott Smith and Susan Cox-Smith of strategic foresight consultancy Changeist are co-authors of "Future Cultures: How To Build A Future-Ready Organization Through Leadership." Scott and Susan explain the practice of strategic foresight and how to be better prepared for a range of potential futures by embracing creative thinking and innovative methodologies. Listeners receive a 25 percent discount on "Future Cultures" at KoganPage.com by using the promo code BIGEYE25 at checkout.
IN CLEAR FOCUS: Seasoned marketing executive and serial entrepreneur Mark Stouse discusses the importance of analytics and having a single source of truth for informed business decision-making. Mark explains how his platform, ProofAnalytics.ai, aids businesses in tracking progress and making strategic decisions supported by artificial intelligence. Mark also reflects on the critical differences between being data-driven and analytics-led, sharing leadership insights from his forthcoming book.
IN CLEAR FOCUS: The first episode of our 13th season examines connected packaging with Jenny Stanley of Appetite Creative. Jenny explains how smart packaging bridges the gap between physical and digital commerce, enabling CPG brands to engage with consumers in innovative ways. We discuss how connected packaging provides invaluable data to improve marketing strategies and supply chain processes. Plus, new creative possibilities for brands and smart packaging's role in sustainability messaging.
IN CLEAR FOCUS: Marking the final episode of this season, Bigeye insights intern Miguel Zarzuela hosts the podcast, examining the complexities of US Hispanic identity. Miguel explores the history of Hispanic Heritage Month and engages in lively conversation with special guests Dr. Antoinette Perez, Andrea Diaz, and Romulo Zuzunaga. Hear how to avoid common stereotypes and misconceptions, and learn how brands can authentically market to and connect with the diverse US Hispanic community.
IN CLEAR FOCUS: This week's guest is programmatic media expert Lewis Rothkopf, CRO at Pairzon. Without relying on third-party cookies, Pairzon's customer data platform facilitates precise audience targeting for omnichannel, DTC, and physical retailers. Lewis explains the importance of first-party data and how Pairzon's platform tracks consumer actions after ad exposure. We also discuss the role that machine learning and AI play in Pairzon, illustrated by real-world examples and case studies.
IN CLEAR FOCUS: Robert Rose is the author of "Content Marketing Strategy," October's Bigeye Book Club selection. In this episode, Robert explains why coordinated communication and well-managed operations are key to establishing a successful content marketing strategy. We discuss the value of thinking like a media company, team structure, and outsourcing. Listeners receive a 25 percent discount on "Content Marketing Strategy" at KoganPage.com by using the promo code BIGEYE25 at checkout.
IN CLEAR FOCUS: Guest Katie King is the author of "AI Strategy for Sales and Marketing." In this encore episode, Katie offers practical advice on how agencies can leverage AI, providing case studies illustrating how AI in marketing is impacting several different industry sectors, plus a practical framework for managing the introduction of AI tools. Listeners receive a 25 percent discount on "AI Strategy for Sales and Marketing" at KoganPage.com by using the promo code BIGEYE25 at checkout.
IN CLEAR FOCUS: Market research innovators Holland Martini and Maria Vorovich, the co-founders of GoodQues, discuss why they're on a mission to humanize research data. Learn how their unorthodox methods yield emotionally intelligent insights, the benefits of conducting taste tests in bars, and how using storytelling makes data more 'sticky.' Holland and Maria also address the role of AI in research and discuss examples where techniques drawn from psychotherapy yielded deeper consumer insights.
IN CLEAR FOCUS: Bioethicist Dr. Jessica Pierce joins us to discuss her newest book, “Who's A Good Dog?” Our conversation addresses US dog ownership and pet care marketing, the trend of humanizing pets, and the ethical considerations it raises. Dr. Pierce also introduces us to three 'C's that she believes are essential for a fulfilling human-dog relationship: Collaboration, Curiosity, and Compassion. A must-listen episode for all dog owners and anyone responsible for pet product marketing.
IN CLEAR FOCUS: A thought-provoking discussion with Pepper Miller, author of "Let Me Explain Black Again," about Black Americans' lived experiences. Pepper sheds light on some of the historical misunderstandings about Black consumers and common missteps in multicultural marketing. Pepper also explains the growing influence of Black Millennials and the shift in societal consciousness surrounding race, calling for more accurate, respectful representations of the Black community in advertising.
IN CLEAR FOCUS: Dr. Andrea Laurent-Simpson of SMU discusses Bigeye's 2023 US Pet Owners Study, revealing that 97 percent consider their pets family members. Hear how owners derive personal happiness and emotional support from having pets, and why the data reflects consumers' desire for healthier lifestyles, holistic well-being, and the growing number of child-free or involuntarily childless individuals who treat their pets as family. Download the full report at bigeyagency.com/pets-23
IN CLEAR FOCUS: As advertising grapples with the challenge of capturing and holding viewers' attention, Lumen Research has emerged as an industry leader, providing innovative solutions to help brands develop effective creative and plan media more efficiently. Bill Forelli, Lumen's VP of Sales for North America, explains the components of Lumen Research's suite of attention measurement, targeting, and activation tools and discusses the impact they can have on clients' campaign performance.
IN CLEAR FOCUS: This week's guest is Lydia Michael, CEO of multicultural marketing consultancy Blended Collective. Lydia discusses her new book, Brand Love, explaining the eight stages of brand love, the importance of incorporating emotional and rational drivers, and the power of multisensory marketing. We also examine how brands like Warby Parker and Trader Joe's cultivate meaningful customer relationships. For a 25 percent discount on Brand Love, use promo code BIGEYE25 at KoganPage.com.
IN CLEAR FOCUS: Greg Dolan of Keen Decision Systems joins us to demystify Marketing Mix Modeling. Greg explains how Keen's AI-driven model offers real-time insights and simulations, facilitating financial optimization and long-term brand value creation. Greg emphasizes the need for continuity in marketing, citing case studies that illustrate how going dark can result in loss of profitable demand. Learn how MMM supports decision-making with Keen's predictive and prescriptive planning outputs.
IN CLEAR FOCUS: With 43 million rental units in the US, it's crucial to stand out from the crowd. Bigeye's Tom Mahoney and Rhett Withey discuss property marketing strategies for today's competitive housing market and share insights about building successful multi-family and student housing brands. Learn about Bigeye's 4-step process for creating distinctive property brands, including logo creation, designing color palettes, and drawing inspiration from nature and neighborhood elements.
IN CLEAR FOCUS: An interview with Jay Mandel, author of Brand Strategy in Three Steps: A Purpose-Driven Approach to Branding, Bigeye's featured book for July. Jay discusses how, after leaving corporate America, he spent five years teaching, consulting, and coaching - and why he wanted to reflect on his experiences in this book. Blending marketing principles with personal insights, and guided by candor, curiosity, and collaboration, Jay explains how to adopt a more meaningful marketing mindset.
IN CLEAR FOCUS: Experts in sustainable development, retail, innovation, and consumer behavior explore the challenges and opportunities for marketing sustainability. We discuss topics including the shift to a purpose-driven economy, the advertising industry's impact on carbon emissions, and ways in which brand marketers can influence eco-friendly consumer choices with verifiable claims. To receive a 25 percent discount on books published by Kogan Page, use promo code BIGEYE25 at KoganPage.com.
IN CLEAR FOCUS: Brainsights' CEO Kevin Keane discusses leveraging consumer brain data for creative effectiveness and optimizing brand integrations through salience, storytelling, and support. Based on consumer research, Kevin also reveals new data on the power of audio branding and explains how brands can imbue fresh meaning with the strategic use of sonic assets to support memory activation. We also discuss the roles of extrinsic and intrinsic attention and the future of insights and data.
IN CLEAR FOCUS: Josh Bernoff, author of "Build a Better Business Book," shares insights about writing and publishing successful business books. Josh offers tips for planning, outlining chapters, and eliminating writer's block. He discusses co-authoring, ghostwriting, and publishing models. Josh also provides expert advice on promotion and timing marketing efforts effectively. For readers and aspiring authors alike, this is a rare opportunity to hear from an accomplished industry insider.
IN CLEAR FOCUS: Solitaire Townsend, co-founder of change agency Futerra, joins us to discuss her book, The Solutionists: How Businesses Can Fix The Future. Solitaire shares insights about creating effective sustainability marketing and offers guidance on communications using a practical framework based on psychographics. We also explore a new green claims directive and the role of social media creators in promoting sustainability. Use promo code BIGEYE25 for a 25% discount at KoganPage.com.
IN CLEAR FOCUS: Dr. Emmanuel Probst, Global Lead, Brand Thought-Leadership at Ipsos, discusses his book, Assemblage: The Art and Science of Brand Transformation. Emmanuel explains why, to be successful, brands need to focus on three dimensions: shaping expectations, harnessing context, and demonstrating empathy. We also discuss contextual brand tracking and how understanding the occasions that drive the choice of one brand over another can be more beneficial than analyzing the competitive set.
IN CLEAR FOCUS: Exploring the rapid adoption of Artificial Intelligence in marketing, we revisit conversations with recent guests, including Katie King, Renee Hartmann, Nick Wolny, Dave Kaye, Paul Sloane, Rohit Bhargava, and Martin Oxley. Conversations examine the ways in which AI is being used in sales and marketing, retail, consumer research, translation, and content creation with relevant examples and case studies. Links to the books mentioned in this episode are provided in the transcript.
IN CLEAR FOCUS: A discussion about evidence-based marketing with Richard Bambrick, founder of Bamboozled, a UK-based research agency. Richard shares the importance of testing distinctive brand assets and a four-stage process for doing so. He also explains his approach to measuring brand health and how it differs from traditional awareness tracking. Plus, we learn about Bamboozled's focus on action-oriented insights and how they can help brands make better-informed marketing decisions.
IN CLEAR FOCUS: Martin Oxley, Managing Director of buzzback, discusses the evolving landscape of consumer research. Martin talks about the importance of understanding emotions in decision-making, the role of AI in research, and global collaborations in the industry. He also shares his personal experiences working with clients such as BMW, L'Oreal, and Verizon. Stay tuned to hear how his playlist was inspired by Dolly Parton and the key lessons he has learned throughout his career in this field.
IN CLEAR FOCUS: Jenni Romaniuk is the International Associate Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. In the second part of our podcast interview about Jenni's new book, Better Brand Health, we dive deeper into Category Entry Points (CEPs), the 7Ws Framework, and metrics, including mental market share, mental penetration, network size, and share of mind. Hear Jenni unpack key concepts for understanding and improving brand health.
IN CLEAR FOCUS: Jenni Romaniuk is the International Associate Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. In the first of two episodes discussing her new book, Better Brand Health: Measures And Metrics For A 'How Brands Grow' World, Jenni shares insights about how brands grow, why small brands should adjust expectations when assessing brand metrics, and the ways that advertising can most effectively create category buyer memories.
IN CLEAR FOCUS: Sandy Skees, author of the new book, Purposeful Brands, discusses brand purpose, sustainability, and ESG communications. We examine how marketers can foster positive environmental and social outcomes and why Sandy believes businesses must commit to their purpose in order to create a flourishing planet and equitable society. IN CLEAR FOCUS listeners can claim a 25 percent discount on Purposeful Brands at KoganPage.com by using the promo code BIGEYE25 at the checkout.
In Clear Focus: Inside Coverings 2023, North America's largest tile and stone trade show. Recorded during the event, three guests join host Adrian Tennant to discuss the latest trends, innovations, and technologies in the tile and stone industry, Bigeye's role in creating marketing materials for Coverings, and how attending the event benefits designers such as Christina Rexford, who shares her excitement about new products, innovations, and some of her favorite exhibitors.
In Clear Focus: Dr. Rachel Lawes returns to discuss the newly expanded second edition of her book, Using Semiotics in Marketing, which takes readers on a complete journey from identifying business problems to publishing and debriefing. Learn how to develop publishable semiotics research by following the step-by-step guides in the book. In Clear Focus listeners can claim a 25 percent discount on Using Semiotics in Marketing at KoganPage.com by using the promo code BIGEYE25 at the checkout.
In Clear Focus: We delve into Bigeye's national pet ownership study alongside Dr. Andrea Laurent-Simpson, examining the legal recognition of animals as sentient beings. We also investigate the impact of social media, with Bigeye's Savannah Santiago explaining how she selects pet influencers. And we learn about medical breakthroughs that could extend the lifespans of dogs and humans. The multifaceted aspects of pet ownership and advertising: download the full report at bigeyagency.com/pets-23
IN CLEAR FOCUS: Concluding our tenth podcast season, a look back at some of the topics and books featured in the Bigeye Book Club. IN CLEAR FOCUS listeners can claim a 25 percent discount on all our selections at KoganPage.com by using the promo code BIGEYE25 at the checkout. You can also find full transcripts and links to resources on our website at https://www.bigeyeagency.com/insights/#podcast. We return with the eleventh season of IN CLEAR FOCUS on Tuesday, April 18.
In Clear Focus: Dr. Andrea Laurent-Simpson of SMU discusses Bigeye's 2023 US Pet Owners Study, revealing that 97 percent consider their pets family members. Hear how owners derive personal happiness and emotional support from having pets, and why the data reflects consumers' desire for healthier lifestyles, holistic well-being, and the growing number of child-free or involuntarily childless individuals who treat their pets as family. Download the full report at bigeyagency.com/pets-23
In Clear Focus: Expert Dave Kaye talks about his love for qualitative research. Dave discusses his mobile-based ethnographic research platform, Field Notes, which allows researchers to capture consumers' lives through their smartphones using video, photos, text, and screen recording features. We also explore some case studies and talk about how Dave's business, Peek Content, guarantees high-quality videos for clients seeking to gain a deep understanding of people's lives and behaviors.
In Clear Focus: This week's podcast guest Renee Hartmann is the co-author of the Bigeye Book Club selection for March, Next Generation Retail: How To Use New Technology To Innovate For The Future. In this episode, Renee discusses how retailers and brand marketers can embrace new technologies to respond to consumers' changing demands. IN CLEAR FOCUS listeners can claim a 25 percent discount on Next Generation Retail at KoganPage.com by using the promo code BIGEYE25 at the checkout.
In Clear Focus: Rohit Bhargava is the co-author of The Future Normal, a new book featuring 30 non-obvious ideas and consumer trends that will shape the next decade. Rohit joins us on the day of the book's publication to discuss how he identifies and curates non-obvious ideas, and how his background in ad agency strategy influences his approach to writing. Rohit also explains what motivated him to establish his own publishing company, IdeaPress, and why he's positive about the future of humanity.
In Clear Focus: Sonia Thompson is a recognized expert on inclusive marketing. In this encore episode, Sonia shares her experiences as a Black woman that led her to notice how brands and retailers struggled to engage people who didn't fit into what has been considered mainstream. Sonia discusses the success of Rihanna's Fenty brand and Target's focus on co-creating with Black employees and suppliers. Sonia also addresses common misconceptions about the Black community and representation in ads.
In Clear Focus: Combining food ideas and tips for an attainable eco-friendly lifestyle, Marley's Menu is a web-based collection of recipes that promote sustainable living. It's the brainchild of our guest this week, Marley Goldin, who labels herself as a mom, foodie, creator, and qualified environmental scientist. Marley shares her personal story about career switching, discusses food waste and sustainability, and offers insights about the business side of influencer marketing.
In Clear Focus: Michael Solomon is an expert on consumer psychology and why people buy. He joins us to discuss his new online course focused on consumer engagement. Called Engage! How To Turn Your Bored Customers Into Brand Fanatics, the online course provides six hours of tuition. Michael gives us a taste of what to expect from the course and provides some examples drawn directly from the content. Listeners can save $100 with promo codes provided in the transcript accompanying this episode.
In Clear Focus: Guest Paul Sloane is the author of Lateral Thinking For Every Day: Extraordinary solutions to ordinary problems, this month's Bigeye Book Club selection. Paul shares practical ways for marketing professionals to harness lateral thinking, explaining techniques for generating fresh, unexpected ideas and tackling problems more creatively. ICF listeners can claim a 25 percent discount on Lateral Thinking For Every Day at KoganPage.com by using the promo code BIGEYE25 at checkout.
In Clear Focus: Guest Chris Harvey is the founder of Activate Research, based in the UK, and an expert in helping market researchers yield deeper consumer insights. Chris has developed research methods that leverage consumer psychology, especially behavioral science, to help better understand, predict, and influence target audience behaviors. He shares some of his favorite models and frameworks that can help researchers look for new ways to understand - and change - consumer behaviors.
In Clear Focus: Guest Katie King is the author of AI Strategy for Sales and Marketing, this month's Bigeye Book Club selection. Katie offers practical advice on how creative agencies can use AI, providing inspiring case studies illustrating how AI is already impacting sales, marketing, and CX across several different industry sectors. In Clear Focus listeners can claim a 25 percent discount on AI Strategy for Sales and Marketing at KoganPage.com by using the promo code BIGEYE25 at checkout.
In Clear Focus: Making his third appearance on the podcast, Nick Wolny is the Senior Editor of the Financial Independence Vertical at NextAdvisor, in partnership with Time. Nick's career includes freelance writing, business consulting, and he's a leading voice on LGBTQ+ capitalism. Nick joins us for a lively discussion about the evolution of the creator economy, and how new AI tools such as DALL-E and ChatGPT will impact marketers and creators in 2023.
In Clear Focus returns for a tenth season, with thought leaders discussing issues affecting advertisers and marketers. New episodes will explore the impact of artificial intelligence on the industry, the evolution of the creator economy, and innovations in retail media and technology. In this preview, Karsten Kjems and Anton Sherar of Sonic Minds discuss audio branding. Dr. Andrea Laurent-Simpson reflects on the humanization of pet products ahead of the release of a national study from Bigeye.
In Clear Focus: Guest Timothy Hughes is the author of Social Selling: Techniques to Influence Buyers and Changemakers, this month's Bigeye Book Club selection. Tim discusses how personal tech and digital media have changed the way business is conducted, and how organizations can harness social media strategically to convert relationships into sales online. IN CLEAR FOCUS listeners can claim a 20 percent discount on Social Selling at KoganPage.com by using the promo code BIGEYE20 at checkout.
In Clear Focus: In this encore, our guest is Dr. Rachel Lawes, the author of Using Semiotics In Retail, a Bigeye Book Club selection. Rachel discusses how retailers and brand marketers can use commercial semiotics to provide fresh insights into consumers' wants and desires, spark revenue-generating ideas, and analyze under-performing stores. IN CLEAR FOCUS listeners can claim a 20 percent discount on Using Semiotics In Retail at KoganPage.com by using the promo code BIGEYE20 at checkout.
In Clear Focus: Elevating brand storytelling with sound. We examine the evolution of audio branding. Dallas Taylor of podcast Twenty Thousand Hertz reveals the story behind the iconic Netflix sonic identity, Jon Rhuff and Yeosh Bendayan of Push Button Productions explain how jingles are composed, and author Laurence Minsky discusses his book, Audio Branding: Using Sound to Build Your Brand. IN CLEAR FOCUS listeners can save 20 percent on Audio Branding with code BIGEYE20 at KoganPage.com.
In Clear Focus: With 166 million Americans shopping for deals, a special episode to coincide with the most important shopping week of the year. Previous guests Doug Stephens, Devora Rogers, Ibrahim Ibrahim, and Ksenia Newton discuss how retail is evolving. We discuss trends in shopping behaviors: the growing importance of social media for brand discovery, logistical challenges facing omnichannel brands, why stores are like media and their potential for re-invention as community spaces.
In Clear Focus: A special episode to coincide with this month's Bigeye Book Club selection, Inclusive Marketing: Why representation matters to your customers and your brand. This week, previous podcast guests discuss the benefits and potential pitfalls of including all of a brand's prospects and customers in the design process - from product development to marketing, advertising, and in-store experiences. Hear perspectives from Black, white, Hispanic, male, female, and non-binary identities.
In Clear Focus: The consequences of climate change are evident globally. It's clear that action needs to be increased to achieve the goals of the Paris Agreement. Our guests today are innovators working in an emerging marketplace focused on carbon reduction. Dr. Toby Green is the co-founder and director of MyCarbon, and Dr. John Whittle is the director of strategy. We discuss the roles marketing and advertising can play in helping businesses and individuals accelerate the move toward Net Zero.
In Clear Focus: The advertising industry is constantly changing - yet managing change is hard. Our guest today believes that we can adapt to change more easily by leveraging the science of behavioral economics. Melina Palmer is the author of a new book, What Your Employees Need and Can’t Tell You, which sets out a roadmap for managers tasked with instituting organizational change by reflecting how our brains work. The transcript includes a link to a free chapter of Melina's book.
In Clear Focus: Our guest is Jerry Daykin, an internationally recognized expert in inclusive marketing. Reflecting on his personal experiences as a gay man, Jerry speaks to the business benefits of representing marginalized groups of consumers and discusses how brands should approach activations during Pride Month. In Clear Focus listeners can claim a 20 percent discount when ordering Jerry's new book, Inclusive Marketing, at KoganPage.com, using the promo code BIGEYE20 at the checkout.
In Clear Focus: Our guest is Jerry Daykin, an internationally recognized expert in inclusive marketing. Reflecting on his personal experiences as a gay man, Jerry speaks to the business benefits of representing marginalized groups of consumers and discusses how brands should approach activations during Pride Month. In Clear Focus listeners can claim a 20 percent discount when ordering Jerry's new book, Inclusive Marketing, at KoganPage.com, using the promo code BIGEYE20 at the checkout.
In Clear Focus: Cindy Casper is a seasoned consumer marketing researcher and the Principal of boutique consultancy, Casper Insights. Cindy discusses how her career in marketing research began with ad effectiveness testing and explains the role that secondary, syndicated data can play. We discuss Cindy's innovative approach to customer segmentation and the creation of authentic personas for collegiate clients. Cindy also shares her go-to tool for results analysis and data visualization.
In Clear Focus: Cindy Casper is a seasoned consumer marketing researcher and the Principal of boutique consultancy, Casper Insights. Cindy discusses how her career in marketing research began with ad effectiveness testing and explains the role that secondary, syndicated data can play. We discuss Cindy's innovative approach to customer segmentation and the creation of authentic personas for collegiate clients. Cindy also shares her go-to tool for results analysis and data visualization.
In Clear Focus: The author of this month's Book Club selection, Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies is Christina Inge. Confused about goals, KPIs, and metrics? Christina shares strategies applicable to brands and ad agencies and explains how ancient military tactics can inspire innovation in marketing. IN CLEAR FOCUS listeners can claim a 20 percent discount on Christina's book, Marketing Matrics, by using the promo code BIGEYE20 at KoganPage.com.
In Clear Focus: The author of this month's Book Club selection, Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies is Christina Inge. Confused about goals, KPIs, and metrics? Christina shares strategies applicable to brands and ad agencies and explains how ancient military tactics can inspire innovation in marketing. IN CLEAR FOCUS listeners can claim a 20 percent discount on Christina's book, Marketing Matrics, by using the promo code BIGEYE20 at KoganPage.com.
In Clear Focus: An encore episode with Dr. Andrea Laurent-Simpson, the author of Just Like Family: How Companion Animals Joined The Household. Andrea explains why most pet owners regard their animals as members of the family and suggests how pet product manufacturers and marketers should approach the emergence of the "multispecies family." Andrea uses contemporary advertisements to illustrate how dogs and cats are increasingly identified and treated as legitimate members of the household.
In Clear Focus: An encore episode with Dr. Andrea Laurent-Simpson, the author of Just Like Family: How Companion Animals Joined The Household. Andrea explains why most pet owners regard their animals as members of the family and suggests how pet product manufacturers and marketers should approach the emergence of the "multispecies family." Andrea uses contemporary advertisements to illustrate how dogs and cats are increasingly identified and treated as legitimate members of the household.
In Clear Focus: Making a return visit to Bigeye's podcast, our guest this week is Ksenia Newton of Brandwatch. Ksenia explains how she triangulates different sources of data, including social listening, to derive fresh consumer insights about shopping behaviors in-store and online. Ksenia shares insights from her recent Brandwatch reports and makes some predictions about how inflationary pressures might impact this year's Holiday shopping season, based on what she's seeing in research.
In Clear Focus: Celebrating Hispanic Heritage Month, guest hosts Camila Swanson and Jorge Sedano reflect on their own experiences as multicultural consumers. Including candid interviews with friends and family members, the team examines influencer marketing and how Hispanic consumers are depicted in ads. We hear why ads in Spanish-language media can be more memorable, and the ways Hispanic consumers most commonly retain their families' cultures and traditions.
In Clear Focus: Nancy Harhut is the Chief Creative Officer of an agency leveraging behavioral science to drive more leads and conversions. In this episode, we discuss Nancy's new book, Using Behavioral Science in Marketing, and learn how advertising professionals and brand marketers can benefit from applying key principles to campaigns. IN CLEAR FOCUS listeners can claim a 20 percent discount on the book by purchasing directly at KoganPage.com and using the promo code BIGEYE20 at checkout.
In Clear Focus: As consumers shift toward using more mobile and connected technology, and changes in Apple's iOS, brands are on notice to find new ways to track and measure engagement. With cookies no longer reliable identifiers, how can we target users and measure the success of campaigns? Bigeye's VP of Media and Analytics, Tim McCormack, and Analytics Manager, Maegan Trinidad, discuss why they believe advertisers need to get creative if we want to continue targeting audiences effectively.
IN CLEAR FOCUS: Melanie Deziel is an award-winning branded content creator and author of the bestselling book, The Content Fuel Framework. Melanie discusses how she became the first editor of branded content at The New York Times and shares what she's learned about the art and science of creating engaging and effective inbound marketing. We discuss Melanie's framework and learn how individuals and teams can easily generate up to 100 content marketing story ideas on any given topic.
In Clear Focus: Andrew Jenkins is the author of Social Media Marketing for Business: Scaling an integrated social media strategy across your organization, this month's Bigeye Book Club selection. Reflecting case studies from his time client-side and agency-side, Andrew shares practical tips, social tools, and content strategies applicable to organizations of any size. IN CLEAR FOCUS listeners can claim a 20 percent discount at KoganPage.com by using the promo code BIGEYE20 at checkout.
IN CLEAR FOCUS: The Inflation Reduction Act promises billions of dollars for green energy investments, but how can marketers and advertising professionals encourage consumers to adopt more sustainable behaviors? In this encore episode, applied consumer neuroscience expert Michael Smith joins us to discuss his book, Inspiring Green Consumer Choices: Leverage neuroscience to reshape marketplace behavior. Michael offers insights and practical tips for communicating the benefits of greener choices.
In Clear Focus: In this encore episode, qualitative researcher Jon Cohen explains why we can't trust what people say - and how their answers can lead us astray. Jon shares lessons learned from a career in consumer insights and discusses key ideas and frameworks in his book, Asking for Trouble. Jon demonstrates how researchers can ask better questions and listen harder to get closer to consumer truths - leveraging insights to develop more imaginative creative ideas and compelling communications.
In Clear Focus: In today's episode, we revisit conversations with three guests from our current season: Simon Bailey, co-author of Myths of Branding; Miri Rodriguez, author of Brand Storytelling; and Rick Parkhill, founder of the annual Brand Storytelling event and co-creator of a new Brand Film certification course. IN CLEAR FOCUS listeners can claim a 20 percent discount on Myths of Branding and Brand Storytelling at KoganPage.com by using the promo code BIGEYE20 at checkout.
In Clear Focus: Many physical retail developments are failing to attract the crowds required to be sustainable, impacted by both online shopping and changing consumer behaviors. This month's Bigeye Book Club selection, Future-Ready Retail, examines how brands can develop winning strategies to create engaging stories that recruit and retain customers. The book's author, Ibrahim Ibrahim, is a futurist, retail strategist, and designer. In this episode, Ibrahim discusses key ideas in his book.
In Clear Focus: In this encore, our guest is a successful business leader with international experience. Voted Number One Woman in Tech, Dr. Christine Bailey joined us to discuss topics from her book, Customer Insight Strategies. Christine provided a practical framework for leveraging four types of data to help make marketing more remarkable, with case studies drawn from B2B and B2C brands. Christine offered advice for women working in martech, and explains why we all need to feed our brains!
In Clear Focus: Bigeye recently released ENVISION 2022, an on-demand video exploring key findings from our report, Retail Disrupted. This week's podcast is an extended interview with ENVISION guest Doug Stephens, a retail futurist, author, and CEO of Retail Prophet. During our interview, Doug shared his thoughts on luxury retail's resilience among Asian consumers, Amazon's experiments with physical store concepts, and social and sustainability issues around retailing in the metaverse.
In Clear Focus: Rebecca Brooker is the co-founder of Queer Design Club, an organization celebrating work that happens at the intersection of queer identity and design worldwide. Rebecca talks about growing up queer in Trinidad, the difficulties she faced with her US work visa, and the circumstances that inspired her to co-found Queer Design Club. We discuss some of the results of the second Queer Design Count and learn what attendees of the first-ever Queer Design Summit on July 7 can expect.
In Clear Focus: Celebrating Pride month, our guest is Graham Nolan, the co-founder of Do The WeRQ, an organization on a mission to increase queer creativity, representation, and share of voice within the advertising industry. Graham identifies some of the Pride campaigns that have caught his eye this month and reflects on why rainbow-washing seems less prevalent this year. We also discuss some of the greatest challenges faced by people identifying as LGBTQIA+ working in the industry.
In Clear Focus: Our guest is Mike Stevens, the author of The Direct To Consumer Playbook: The stories and strategies of the brands that wrote the DTC rules, this month's Bigeye Book Club selection. Reflecting stories from the founders of Tails.com, Huel, and Casper, Mike shares valuable insights about what works in the DTC space today. IN CLEAR FOCUS listeners can claim a 20 percent discount on The Direct To Consumer Playbook at KoganPage.com by using the promo code BIGEYE20 at checkout.
In Clear Focus: Our guest is Jerry Daykin, an internationally recognized expert in inclusive marketing. Reflecting on his personal experiences as a gay man, Jerry speaks to the business benefits of representing marginalized groups of consumers and discusses how brands should approach activations during Pride Month. In Clear Focus listeners can claim a 20 percent discount when pre-ordering Jerry's new book, Inclusive Marketing, at KoganPage.com, by using the promo code BIGEYE20 at the checkout.
In Ckear Focus: Bigeye recently released ENVISION 2022, an on-demand video exploring key findings from our report, Retail Disrupted. This week's podcast is an extended interview with ENVISION guest Andy Sheldon, founder of the direct-to-consumer consultancy Think Straighter. During our interview, Andy shared insights from his tenure as Chief Creative Officer at Home Shopping Network and discussed where he sees untapped opportunities for DTC brands to leverage social livestream shopping.
The LGBTQ economy is changing advertising, and provides many creators with a viable alternative to traditional employment. Guest Nick Wolny is a prolific writer and the founder of Camp Wordsmith, a business and writing incubator for entrepreneurs. Nick offers advice for anyone considering becoming an independent creator, and explains the LGBTQ economy is pushing the importance of values and ethics within brands. Nick also shares his views on artificial intelligence-based writing tools.
In Clear Focus: Bigeye recently released ENVISION 2022, an on-demand video exploring key findings from our report, Retail Disrupted. This week's podcast is an extended interview with ENVISION guest Ingrid Milman-Cordy, who leads digital marketing and e-commerce for Seattle-based Nuun Hydration. During our interview, Ingrid shared surprising insights about channel strategy, Nuun's e-commerce tech stack, and why she believes the metaverse and Web3 offer brand marketers exciting opportunities.
In Clear Focus: Our guest this week is Devora Rogers, the co-author of Influencing Shopper Decisions, this month's Bigeye Book Club selection. Devora discusses how retail and brand marketers can use agile neuroscience and two new metrics - usage and influence - to provide fresh insights into shoppers’ needs, priorities, and context. IN CLEAR FOCUS listeners can claim a 20 percent discount on Influencing Shopper Decisions at KoganPage.com by using the promo code BIGEYE20 at checkout.
In Clear Focus: Melina Palmer is a Behavioral Economics consultant whose podcast, The Brainy Business: Understanding the Psychology of Why People Buy, is listened to in over 160 countries. We discuss Melina's book, What Your Customer Wants and Can't Tell You, and how advertising professionals can benefit from understanding framing, priming, and herding. Melina provides practical applications of Behavioral Economics that maximize the impact of advertising and marketing.
In Clear Focus: A conversation with Kevin Perlmutter, Founder and Chief Strategist of Limbic Brand Evolution. Kevin explains how he established his brand strategy and neuromarketing consultancy, and shares some of the ways he helps brands increase consumer desire, engagement, and loyalty with emotional insights. We discuss the use of agile consumer neuroscience research tools to evaluate creative, and Kevin recommends three books that can help apply neuromarketing concepts to brand strategy.
In Clear Focus: In October, Bigeye published an exclusive report, Retail Disrupted, and recently released ENVISION 2022, a video exploring key findings. This week's pod is an extended interview with ENVISION guest Syama Meagher, the founder and Chief Executive Officer of Scaling Retail, an innovative business consultancy. During our interview, Syama shared new insights about traditional and digital fashion - and why she believes the metaverse and Web3 offer retailers exciting opportunities.
In Clear Focus: Friday, April 22 is Earth Day. While many profess a desire to help fight climate change by engaging in more sustainable behaviors, there's often a gap between people's expressed intentions and their actual behaviors. Applied consumer neuroscience expert Michael Smith joins us to discuss his book, Inspiring Green Consumer Choices. Hear what Michael believes marketers and advertising creatives need to do to encourage more consumers to purchase sustainable products and services.
IN CLEAR FOCUS: Our guest is Marc Guldimann, a digital media pioneer whose company Adelaide is on a mission to bring fairness and transparency to the digital marketplace by quantifying the true quality of media through the lens of attention. We discuss Adelaide's brand advertising model, The Attention Pathway, published with the ANA, and how Adelaide's Attention Unit (AU) can help media buyers evaluate quality, identify efficiencies, and invest in higher quality media at a fairer value.
In Clear Focus: Our guest is Faris Yakob, the author of Paid Attention: Innovative Advertising for a Digital World, this month's Bigeye Book Club selection. Faris explains what attention is, what the latest research reveals about how it works in humans, and the important role it plays in advertising. Faris also discusses his planning model, the Media Pyramid. In Clear Focus listeners can claim a 20 percent discount on Paid Attention at KoganPage.com by using the promo code BIGEYE20 at checkout.
In Clear Focus: Since Facebook changed its corporate name to Meta, there's been an increased interest in the metaverse. Our guest this week is Matt Garrepy, Chief Digital Officer of Solodev, a cloud services company headquartered in Orlando. Matt explains some of the technologies that underpin virtual worlds like Decentraland and discusses why they could become primary channels for consumer engagement and transactions. Matt also forecasts future roles for NFTs in retail and brand marketing.
In Clear Focus: Our guest this week is Dr. Andrea Laurent-Simpson, the author of Just Like Family: How Companion Animals Joined The Household. Andrea explains why a majority of pet owners regard their animals as members of the family and suggests how pet product manufacturers and marketers should approach the emergence of the "multispecies family." Andrea uses contemporary advertisements to illustrate how dogs and cats are increasingly identified and treated as legitimate members of the household.
In Clear Focus: Our guest this week is Dr. Rachel Lawes, the author of Using Semiotics In Retail, this month's Bigeye Book Club selection. Rachel discusses how retailers and brand marketers can use commercial semiotics to provide fresh insights into consumers' wants and desires, spark revenue-generating ideas, and analyze under-performing stores. In Clear Focus listeners can claim a 20 percent discount on Using Semiotics In Retail at KoganPage.com by using the promo code BIGEYE20 at checkout.
In Clear Focus: David Courtier-Dutton, the CEO of SoundOut, joins us to discuss the art and science that lies behind some of the most effective sonic logos in the US today. David explains how consistently using brand music creates a Pavlovian trigger: when people hear it, even in isolation, a flood of emotions that they associate with the brand is immediately triggered in the brain. We also learn how marketers can ensure that a sonic logo maps precisely to a brand’s archetypes and values.
In Clear Focus: In 2020, Black Americans' buying power totaled $1.6 trillion or 9 percent of the nation's total - despite being 13 percent of the population. These consumers are willing to shift around 30 percent of their current spending to companies that better address their needs. Inclusive marketing expert Sonia Thompson returns to the podcast for a lively conversation about Black History Month and offers practical advice for brands seeking to develop authentic, truly inclusive marketing.
In Clear Focus: An innovative new film-making certification that's designed to equip storytellers with the skills they need to meet the growing demand for branded media. The program is the brainchild of our two guests this week: Rick Parkhill of Brand Storytelling and Dr. Stephen Marshall of East Tennessee State University. Learn how course students are briefed directly by industry partners including Discovery, Univision, Southwest Airlines, and Intel, plus hear feedback from the first cohort.
In Clear Focus: Elevating brand storytelling with sound as we examine the evolution of audio branding. Dallas Taylor of podcast Twenty Thousand Hertz reveals the story behind the iconic Netflix sonic identity, Jon Rhuff and Yeosh Bendayan of Push Button Productions explain how jingles are composed, and author Laurence Minsky discusses his book, Audio Branding: Using Sound to Build Your Brand. IN CLEAR FOCUS listeners can save 20 percent on Audio Branding with code BIGEYE20 at KoganPage.com.
IN CLEAR FOCUS: Our guest this week is Miri Rodriguez, the author of Brand Storytelling, this month's Bigeye Book Club selection. Miri discusses how brands can use stories to connect with consumers on a deeper level. Miri also shares how she prototypes stories based on design thinking principles and reveals some storytelling magic tricks. IN CLEAR FOCUS listeners can claim a 20 percent discount on Brand Storytelling by going to KoganPage.com and using the promo code BIGEYE20 at checkout.
In Clear Focus: The fourth in a series of podcast episodes accompanying Bigeye’s study, Retail Disrupted: What Shoppers Want From Brands Today. Based on a national survey of over 1,500 US shoppers, it's clear that consumers are demanding more from retail experiences - in-store and online - than ever before. In this podcast, we discuss how retail is evolving in 2022, explore key data points from the report, and consider what the findings mean for retail, brand, and direct-to-consumer marketers.
In Clear Focus: Our podcast guest is Simon Bailey, co-author of Myths of Branding, this month's Bigeye Book Club selection. Simon discusses some of the false myths that abound in branding. From the titular belief that a brand is just a logo, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - hear why these couldn't be further from the truth. For a 20 percent discount on Myths of Branding, go to KoganPage.com and use promo code BIGEYE20 at checkout.
In Clear Focus: The creator economy is disrupting advertising, and provides many creators with a viable alternative to traditional employment. Guest Nick Wolny is a prolific writer and the founder of Camp Wordsmith, a business and writing incubator for entrepreneurs. Nick offers advice for anyone considering becoming an independent creator, and explains why creative content side hustles have been embraced among Gen Z. Nick also shares his views on artificial intelligence-based writing tools.
In Clear Focus: Bigeye's senior strategist Dana Cassell joins us to kickstart the new year and our ninth season of the podcast. Dana discusses the importance of auditing all a brand's assets and explains Bigeye's five-step process. Learn why brand audits start with internal branding, move to external branding, and need to incorporate customer experience. Dana offers advice on determining which KPIs managers need to monitor to track a brand's health. Link to free audit guide in the show notes.
A preview of season 9 of IN CLEAR FOCUS including contributions from experts on strategy, sonic branding, and the creator economy. This season will also see the launch of the Bigeye Book Club. Join us for lively conversations and fresh perspectives on the business of advertising IN CLEAR FOCUS every Tuesday from January 11, 2022.
IN CLEAR FOCUS: Melanie Deziel is an award-winning branded content creator and author of the bestselling book, The Content Fuel Framework. Melanie discusses how she became the first editor of branded content at The New York Times and shares what she's learned about the art and science of creating engaging and effective inbound marketing. We discuss Melanie's framework and learn how individuals and teams can easily generate up to 100 content marketing story ideas on any given topic.
In Clear Focus: Qualitative researcher Jon Cohen joins us to explain why we can't trust what people say - and how their answers can lead us astray. Jon shares invaluable lessons learned from his career in consumer insights and discusses key ideas and frameworks in his book, Asking for Trouble. Jon demonstrates how researchers can ask better questions and listen harder to get closer to consumer truths - leveraging insights to develop more imaginative creative ideas and compelling communications.
In Clear Focus: The third in a special series of podcasts reflecting consumer insights from Bigeye's national study, Retail Disrupted. In this episode, we identify the factors that most influence consumers' brand choices and look at COVID-19's impact on people's attitudes toward recycling, upcycling, and sustainability. To consider what the findings mean for retail and direct-to-consumer marketers, we're joined by experts Ksenia Newton, Chantal Schmelz, Michael E. Smith, and Brandon Frank.
In Clear Focus: Projective techniques are powerful consumer insights tools - but are often misunderstood. Our guests, Dr. John Whittle and Nigel Roth share ways in which projectives can uncover consumers' deepest motivations, responses, and how they really feel about brands. We discuss real-world case studies and hear recommendations on how and when to use different projectives. A fascinating dive into techniques that encourage participants' imagination, expression, and free association.
IN CLEAR FOCUS: The second in a special series of podcasts reflecting insights from Bigeye's national study, Retail Disrupted, looks at the role that smart speakers and displays play in consumers' shopping behaviors. We also learn which consumers are most likely to use augmented reality apps to support their purchasing decisions. Discussing the findings are antitrust expert Tim Hwang, retail futurist Doug Stephens, and Justin Hadaegh from the mobile shopper survey platform, MFour.
In Clear Focus: While many people profess a desire to help fight climate change by engaging in more sustainable behaviors, there's often a gap between people's expressed intentions and their actual behaviors. In this week's podcast, applied consumer neuroscience expert Michael Smith joins us to discuss his new book, Inspiring Green Consumer Choices. Hear what Michael believes marketers and advertising creatives need to do to encourage more consumers to purchase sustainable products and services.
In Clear Focus: Celebrating Bigeye's 100th episode, we take a closer look at direct-to-consumer brands. Host Adrian Tennant catches up with 4 previous guests to find out how COVID-19 supply chain disruptions and changing consumer behaviors have impacted their DTC businesses since they first appeared on the podcast. Listen in for lively conversations with Liz Mazzei of Provenance Meals, Delaney Doria of Luma & Leaf, Olivia Canlas of Meowbox, and Brandon Frank of Pacific Packaging Components.
In Clear Focus: The first in a series of podcast episodes accompanying Bigeye’s 2021 study, Retail Disrupted: What Shoppers Want From Brands Today. Based on a national survey of over 1,500 US shoppers, it's clear that consumers are demanding more from retailers than ever before. In this pod, we explore key data points from the report with retail futurist Doug Stephens and influencer marketing expert Paige Garrett and discuss what the findings mean for retail and direct-to-consumer marketers.
In Clear Focus Encore: As millions of views of "unboxing" videos on social media demonstrate, packaging is an important part of the customer experience. Industry expert Brandon Frank explains how evolving consumer attitudes are leading brands to embrace sustainable packaging solutions. Brandon shares the inside story of innovative packaging his company, Pacific Packaging Components, developed for premium beauty brand Drunk Elephant, and his role as a member of Credo's Clean Beauty Council.
In Clear Focus Encore: Pet marketing services agency Bigeye's podcast features Olivia Canlas, the co-founder and CEO of Meowbox, a pawpular direct-to-consumer cat treat and toy subscription. Olivia shares how she first had the idea for Meowbox and why social media has been purrfect for growing the brand. Olivia talks candidly about challenges during COVID, the importance of being part of an extended network of female entrepreneurs, and brainstorming pawsitively ameowzing creative box themes.
In Clear Focus: Celebrating Hispanic Heritage Month, Bigeye insights interns Camila Swanson and Jorge Sedano reflect on their own experiences as multicultural consumers. Including candid interviews with friends and family members, the team examines influencer marketing and how Hispanic consumers are depicted in ads. We hear why ads in Spanish-language media can be more memorable, and the ways Hispanic consumers most commonly retain their families' cultures and traditions.
In Clear Focus Encore: Demographic segmentation is the foundation of traditional marketing - but does it still work? A consumer behavior psychologist and professor of marketing, Michael Solomon discusses his book, "The New Chameleons" highlighting fundamental shifts in terms of how we think about customers. Michael explains generational differences, targeting "markets of one", and predicts which consumer behaviors accelerated by the COVID-19 lockdowns and economic changes will persist.
In Clear Focus: Bigeye's forthcoming national study reveals that among those who follow influencers, 9-in-10 purchase a product after seeing it used or recommended by an influencer. Paige Garrett, Assistant Vice President at RVD Communications in New York, explains how influencer marketing is reshaping retail and why it redefines the shopper's path to purchase. Paige also shares which tactics yield the most positive ROI and predicts where influencer marketing is headed in the coming years.
In Clear Focus: Chantal Schmelz is a facilitator, strategist, lecturer, and marketer based in Zurich, Switzerland. Chantal explains how she uses the LEGO® SERIOUS PLAY® Method to break down barriers between participants and generate breakthrough ideas. Chantal shares consumer insights based on her work in Europe and the Philippines, and contrasts e-commerce in developed countries with what she sees in the developing world - plus how WEConnect connects women-owned businesses with buyers globally.
In Clear Focus: Bigeye's guest this week is Ksenia Newton of Brandwatch. Ksenia explains how she triangulates different sources of data, including social listening, to derive fresh consumer insights about shopping behaviors in-store and online. Ksenia shares insights from recent Brandwatch reports and makes some predictions about this year's holiday shopping season, based on what she's seeing in her research. We also preview the results of Bigeye's upcoming study about US shopping behaviors.
In Clear Focus: This week's podcast guest offers fresh ideas and insights to generate "customers for life". Customer service expert and author John D. Hanson explains how to wow today's customers, based on extensive research into the practices of industry leaders including Amazon, American Express, Nordstrom, Ritz-Carlton, and others. In an age of increasingly digitized customer service automation, John suggests seven ways that firms can differentiate with service excellence online and offline.
In Clear Focus: Doug Stephens is an internationally recognized retail futurist. His new book, Resurrecting Retail, explores the challenges today's big-box retailers face from online giants like Amazon and niche, direct-to-consumer brands. We discuss how retailers are responding with innovative, immersive shopping experiences that bring customers back to physical stores. Doug identifies the emerging technologies that will shape the future of shopping for the remainder of this decade and beyond.
In Clear Focus: This week's guest is a content strategist who believes traditional Buyer Personas often fail to deliver the results marketers expect. Adrienne Barnes shares her process for creating the "Best Buyer Personas" and explains how her research pointed to improvements that eliminate many subconscious biases that traditional Persona development practices introduce. Adrienne also discusses some of the practical ways in which Personas can help align the work of sales and marketing teams.
In Clear Focus: With an eye on the future, we talk with Thomas Klaffke, an expert in identifying and interpreting consumer signals. As Head of Research at TrendWatching, Thomas explains the process of mapping out global, meaningful consumer trends and insights. We also discuss Business of Purpose, a new platform for business professionals which Thomas also leads - and what a societal shift from carefree consumerism to a more purpose-driven economy will mean for the future of brands and commerce.
In Clear Focus: Trends are the currency of our cultural lives in a global economy built on cycles of disruption and innovation. For the first episode of season 8, we're joined by Dr. Devon Powers, the author of On Trend: The Business of Forecasting The Future. Devon shares her insights about the global agencies and professionals whose job it is to identify, explain, predict, and manufacture consumer trends. We discuss how these patterns can influence how we all live, work, play, shop, and learn.
A preview of season 8 of IN CLEAR FOCUS including contributions from experts on trend forecasting, customer experience, consumer insights, ecommerce, and direct-to-consumer brands. This season includes results from Bigeye's upcoming national study on consumer retail. Lively conversations and fresh perspectives on the business of advertising IN CLEAR FOCUS every Tuesday from August 10, 2021.
Gender: Beyond The Binary - Reflecting data from Bigeye's national study on gender, three members of the LGBTQIA+ community join us for a discussion about consumer products. We hear how brands are embracing nonbinary and unisex products, especially in fashion and beauty, and discuss Gillette's controversial 2019 "The Best a Man Can Be" campaign. We also learn which consumers are most and least likely to think gendered products are different enough to warrant different versions for men and women.
In Clear Focus: Coinciding with the launch of Bigeye's new website and #TheBigeyeLens campaign, this week's episode explores connections between human eyesight and trend forecasting. We're joined by two guests: Doctor of Optometry, Dr. Amanda Stebbins in Orlando, and Thomas Klaffke, the Head of Research at TrendWatching, based in Berlin, Germany. With an eye on the future, we hear about the latest advances in correcting vision, and how COVID has accelerated disruptive innovations in retailing.
In Clear Focus: Dubbed “the busiest man on the internet”, Tim Hwang joins us to discuss his book, Subprime Attention Crisis. Tim explains how and why he believes the programmatic display advertising ecosystem resembles financial markets prior to the subprime mortgage crash of 2008. We talk about security vulnerabilities when sharing ad data, geofencing, and Washington's increasing scrutiny of Big Tech. Tim also provides his unique insights into the uses and abuses of artificial intelligence in advertising.
In Clear Focus: Melanie Deziel is an award-winning branded content creator and author of the bestselling book, The Content Fuel Framework. Melanie discusses how she became the first editor of branded content at The New York Times and shares what she's learned about the art and science of creating engaging and effective inbound marketing. We discuss Melanie's framework and learn how individuals and teams can easily generate up to 100 content marketing story ideas on any given topic.
In Clear Focus: Celebrating Pride month, our guest is Graham Nolan, an agency communications expert and the co-chair of Do The WeRQ, an organization on a mission to increase queer creativity and representation within the advertising industry. Graham shares his own coming-out story and explains why Gen Z's digital natives are the most DEI-aware cohort ever. We discuss some of the challenges still faced by LGBTQIA+ people working in the industry and Graham shares what lies ahead for Do The WeRQ.
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In Clear Focus: Melina Palmer is a Behavioral Economics consultant whose podcast, The Brainy Business: Understanding the Psychology of Why People Buy, is listened to in over 160 countries. We discuss Melina's new book, What Your Customer Wants and Can't Tell You, and how advertising professionals can benefit from understanding concepts including framing, priming, and herding. Melina provides practical applications of Behavioral Economics that maximize the impact of advertising and marketing.
In Clear Focus: Our guest, Delaney Doria leads Brand and Product Development for a new skincare brand, Luma & Leaf. Delaney explains the creation of the brand - from an initial idea to a market launch. We discuss the role of consumer research, ingredient selections, formulating, product naming, and packaging design. Delaney shares challenges COVID-19 presented, the quality assurance and testing procedures required for skincare products, and predicts how retail experiences will evolve.
In Clear Focus: June is Pride Month, and this week's podcast features three members of the LGBTQIA+ community in a discussion about gendered language, the importance of chosen names, and the use and misuse of neopronouns. Our guests, who each write and teach professionally, share how their experiences as people identifying as transgender and non-binary have changed their relationship with - and use of - the English language, and how small changes can make our communications more inclusive.
In Clear Focus: Our guest this week is a successful business leader with international experience. Voted Number One Woman in Tech, Dr. Christine Bailey joins us to discuss topics from her new book, Customer Insight Strategies. Christine provides a practical framework for leveraging four types of data to help make marketing more remarkable, with case studies drawn from B2B and B2C brands. Christine offers advice for women working in martech, and explains why we all need to feed our brains!
In Clear Focus: Mitch Joel is an entrepreneur with experience in the music industry, publishing, and digital marketing, and the author of two best-selling books. Mitch also created and hosts the longest-running business podcast in the world, Six Pixels of Separation. During our discussion, Mitch reflects on the evolution of digital shopping behaviors accelerated by COVID-19, makes the case for Big Tech to be subject to government regulation, and shares his secret for avoiding "pod fade".
In Clear Focus: Pre-pandemic, 73 percent of US adults surveyed said they were interested in healthy eating, meditation, or fitness. Podcast guest Liz Mazzei is Marketing Director at Provenance Meals. Liz discusses how she has repositioned the Brooklyn-based farm-to-table meal company as a premium health and wellness brand. As Provenance launches nationally, Liz shares her insights about advertising reach and frequency - and reveals the one tactic she believes is essential for DTC success.
In Clear Focus: When it comes to delivering effective customer experiences, 9 in 10 marketers believe humans are more effective than automation. In this week's episode, CX expert John Gusiff of Customer Centric Solutions LLC discusses some of the ways in which brands can harness customer experience strategy for growth. John shares his research methodologies and how Design Thinking and Jobs To Be Done frameworks have informed his approach to designing differentiated customer experiences.
In Clear Focus: Launching season 7, brand marketing strategy expert Sonia Thompson joins us to discuss inclusive marketing. Widespread support for the Black Lives Matter movement signaled changes in consumers' expectations of brands' values. As the demographic makeup of the US continues to evolve, Sonia explains how brands can develop cultural intelligence, avoid making performative statements, and suggests ways to approach inclusive marketing strategies thoughtfully and authentically.
In Clear Focus: 2020 was a year of turmoil, uncovering never-before-seen challenges for marketers. In the last year, companies have had to modify their marketing strategies to keep up with shifting consumer habits. But what does this mean for the remainder of 2021 and beyond? Bigeye’s Senior Strategist Dana Cassell explains how brands should approach their marketing strategies with empathy and agility, capitalize on short-term opportunities, and prioritize digital conversion funnels.
In Clear Focus: Gen Z and Y consumers in the US see gender as a continuum rather than the binary of male or female. To discuss issues raised in Bigeye's national study, Gender: Beyond The Binary, we're joined by Michael Solomon, consumer behavior psychologist; Dr. Christia Spears Brown, child development expert; Sonia Thompson, CEO of Thompson Media Group and expert in inclusive and multicultural marketing; and Ari Dennis, who identifies as nonbinary and is embracing gender-creative parenting.
In Clear Focus: Demographic segmentation is the foundation of traditional marketing - but does it still work? A consumer behavior psychologist and professor of marketing, Michael Solomon discusses his book, "The New Chameleons" highlighting fundamental shifts in terms of how we think about customers. Michael explains generational differences, targeting "markets of one", and predicts which consumer behaviors accelerated by the COVID-19 lockdowns and economic changes will persist post-pandemic.
In Clear Focus: This week, we’re talking to tattooed, lipstick-wearing, letter-loving Latina designer, Kathie Baptista. An integral part of Bigeye's creative team, Kathie explains her creative process and shares her favorite projects. She discusses her personal career journey and why it's important to keep exploring creative avenues throughout life. Kathie also shares her sources of inspiration and offers practical advice to students considering careers in graphic design and advertising.
In Clear Focus this week: Telemedicine has seen greater adoption since the onset of COVID-19. This week's guest is Jessica Neyer, VP of Strategy at Mend, a patient engagement platform. Jessica shares Mend’s newest offering, the enhanced waiting room, in which content is available for patients to view as they wait for their provider. Jessica explains how brands can utilize the Netflix-like library of content and advertising on this platform to directly target captive audiences.
In Clear Focus: Record numbers of people adopted shelter animals as pets during COVID-19, driving demand for pet products. Guest Sarah Salva is the Director of Marketing Brand Development for Bigeye's client, H&C Animal Health. Sarah shares H&C's pet product marketing and development process, discusses why cat and dog parents need to be treated differently, and how important marketing research is in designing product packaging and producing advertising campaigns that resonate with pet parents.
In Clear Focus this week: As streaming video services demand the creation of more content at lower costs, we discuss the disruptive potential of virtual production technology. Guest Tim Moore is CEO of Vū Studio in Tampa, one of only a handful of spaces worldwide equipped to support this new process. Vū uses massive LED screens and game engine software to create virtual and extended reality environments that can be captured in-camera, eradicating the need for CGI in post and location travel.
In Clear Focus this week: Previewing Bigeye's study, Gender: Beyond The Binary. Child development expert Christia Spears Brown discusses our report findings, reflecting society's evolving views on gender identity and expression. We learn why humans are obsessed with gender differences, how categorization leads to stereotyping, and why fathers tend to be the "gender police''. Dr. Brown shares practical tips for raising kids to avoid gender stereotypes and create a less gender-obsessed future.
In Clear Focus this week: Dallas Taylor, Creative Director of Defacto Sound and host of the Twenty Thousand Hertz podcast, joins Bigeye to explore sonic branding. Hear how Dallas and his team approach sound design for clients like Disney and HBO, and what it's like to work on shows like Game of Thrones and Westworld. Dallas also shares Twenty Thousand Hertz's production process, and we go behind-the-scenes to learn how the iconic Netflix sonic logo was developed, including unique audio clips.
In Clear Focus: Kevin Keane, CEO of Brainsights, explains how his agency uses neuroscience to understand consumers' responses to advertising at a nonconscious level. We learn how gaining insights directly from consumers' brain activity can help brands de-bias their marketing content. Data from a recent Brainsights study shows the value of color-blind casting: Not only is there no downside to casting BIPOC individuals in ads, but Caucasians actually respond more favorably than non-Caucasians.
In Clear Focus: Eric Ortiz, EVP at Magical Brands, shares how his marketing team navigates domestic regulations around cannabis, CBD, and hemp-based products on a state-by-state basis. Eric speaks candidly about the practical challenges facing the industry, and the importance of the MORE Act, which would decriminalize marijuana at a federal level. Eric offers practical advice for cannabis and CBD brands looking to engage consumers and remain compliant with social platforms' advertising rules.
In Clear Focus: Emotions are central to human decision-making, but research has traditionally lacked the tools to accurately capture and assess them. Building on her experience as a quantitative researcher, and studies in neuroscience, Lana Novikova has developed a tool that decodes human emotions from unstructured data. In this week's podcast, we hear how Heartbeat AI provides marketing researchers with unique insights that can be applied to the creative development of advertising campaigns.
In Clear Focus: Bigeye discusses the growth of payment technology company Fattmerchant with the company's VP of Marketing, Mason Dorner. Sharing some of the tactics that have made Fattmerchant a poster child for Central Florida's tech community, Mason outlines his team's structure, marketing technology stack, and his personal philosophy for keeping ahead in a highly competitive industry. Mason also reflects on differences between performance and brand campaigns for high-growth companies.
In Clear Focus: Female entrepreneurship in the US has increased by over 30 percent since 2007. In this episode, five female entrepreneurs leading flourishing businesses share their founding stories. We hear from a direct-to-consumer pioneer who created a top-ranked cat subscription box, a beauty industry professional creating a CBD line, an Influencer-turned-CEO, a journalist who found a new creative outlet in podcasting, and an advertising matchmaker connecting podcast producers to sponsors.
In Clear Focus this week: As millions of views of "unboxing" videos on social media demonstrate, packaging is an important part of the customer experience. Industry expert Brandon Frank explains how evolving consumer attitudes are leading brands to embrace sustainable packaging solutions. Brandon shares the inside story of innovative packaging his company, Pacific Packaging Components, developed for premium beauty brand Drunk Elephant, and his role as a member of Credo's Clean Beauty Council.
In Clear Focus this week: Direct-to-consumer multivitamin brand Ritual's Senior Director of Marketing, Claire Knebl, discusses the evolution of the company. Claire explains how her previous role with Glossier has influenced the way she approaches building the Ritual brand. Sharing the challenges of managing a distributed team during the pandemic, Claire reveals lessons learned in 2020 and offers practical advice for students and recent graduates seeking to secure their first marketing role.
In Clear Focus this week: Bigeye discusses the results of a Market Research Society report with its author, Dr. Marie-Claude Gervais. Co-founder of Versiti in London, UK, Dr. Gervais conducts research with traditionally underrepresented groups in society. She explains the roots of many market researchers' unconscious biases, the benefits of engaging with minority audiences, and suggests practical steps we can take to ensure consumer research is truly diverse, inclusive, and representative.
In Clear Focus this week: Bigeye celebrates the first decade of Orlando-based consumer lifestyle and hydration brand Corkcicle. The podcast features Amanda Nelson, Corkcicle's VP of Ecommerce, and Morgan Jenkins, Director of Content Marketing. We learn what led to the company's founding, how Corkcicle develops new products, and the structure of its MarTech stack. In Clear Focus listeners can use the code BIGEYE20 to receive 20 percent off an order at Corkcicle.com. Offer valid through 12/31.
In Clear Focus this week: Audio branding experts Jon Rhuff and Yeosh Bendayan of Push Button Productions in Orlando invite us to be the first to record a show in their new, dedicated podcast studio. Jon and Yeosh discuss how they work with clients and share some case studies. We learn the neuroscience of why jingles are so memorable and how COVID-19 inspired Push Button's innovative "Studio in a Box." Plus, Jon and Yeosh offer tips for agencies to ensure successful, creative audio projects.
In Clear Focus this week: Some of the secrets of successful podcast advertising are revealed by industry expert Heather Osgood, the host of The Podcast Advertising Playbook and founder of True Native Media. With the medium seeing a boost in listenership this year, Heather explains how her company connects podcast producers with advertisers, why she is excited about Spotify's big investments in podcasting, and offers practical tips for media planners looking to add podcast ads to their buys.
In Clear Focus: Bigeye's podcast features Ted Murphy of IZEA, which provides influencer marketing software and services. On the pod, Ted shares his entrepreneurial background from his first venture, a t-shirt printing company, to interactive agency MindComet, and the revolutionary but controversial Pay Per Post. Regarded as “the father of influencer marketing”, Ted talks candidly about challenges faced during COVID, startup funding strategies, and shares his take on social media and fake news.
IN CLEAR FOCUS: Bigeye's podcast features Chris Harrold, SVP of Marketing and Creative at Mohawk Fine Papers. We learn the history of the NY family-owned paper makers whose purpose is to make print more beautiful, effective, and memorable. Chris shares the story of Mohawk's new Renewal line which uses non-traditional fibers including hemp. We discuss how designers use paper to amplify brands' qualities and reflect on why younger designers find paper so appealing in a screen-based world.
In Clear Focus this week: Audience analysis agency Bigeye discusses Netflix's controversial docu-drama, The Social Dilemma. Alexander Bryson, Content and Product Marketing Executive with Pulsar, a social listening platform, discusses global responses to the show. Guest Dwight Bain of LifeWorks Group explains what we can do to avoid becoming addicted to social media, and why The Social Dilemma presents an opportunity to have important conversations that restore fractured family relationships.
In Clear Focus this week: CBD marketing agency Bigeye's podcast reveals results from its 2020 National Study of CBD Use. Beauty brand expert Alexandra McClay joins us to discuss key findings from the study. Alex shares her personal experiences of building a new beauty line and reflects on consumers' concerns about the quality control of Cannabidiol-based products. We also discuss what Martha Stewart’s endorsement of CBD could mean for the long-term adoption and growth of this dynamic category.
In Clear Focus this week: Pet marketing services agency Bigeye's podcast features Olivia Canlas, the co-founder and CEO of Meowbox, a pawpular direct-to-consumer cat treat and toy subscription. Olivia shares how she first had the idea for Meowbox and why social media has been purrfect for growing the brand. Olivia talks candidly about challenges during COVID, the importance of being part of an extended network of female entrepreneurs, and brainstorming pawsitively ameowzing creative box themes.
In Clear Focus this week: Bigeye's podcast features Rob Bloom. Building on his career working in top advertising agencies, Rob has made the move to an in-house role as Creative Director at Universal Orlando Resort. Rob discusses how the pandemic has impacted his team's creative work and how they are navigating working from home. Rob explains his personal career journey, where he finds inspiration, and gives practical advice for anyone interested in pursuing a career in advertising.
In Clear Focus this week: Using online marketing research tools and techniques for consumer insights. We revisit an interview with Mike Klotz of Cint, who explains how quantitative research can help us understand consumers' evolving purchasing behaviors and sentiments towards brands and advertising. Stephen Cribbett and Terri Sorenson from Further join the podcast to discuss the benefits of asynchronous market research online communities, or MROCs, for generating qualitative insights at scale.
In Clear Focus this week: Multifamily marketing agency Bigeye's podcast explores the design and fabrication of signage for multifamily and mixed-use developments. From lease-up to resident engagement, expert Steven Hauck of Poblocki Sign Co explains the importance of pre-planning and identifying branding and wayfinding signage needs early on. Steve explains the permitting process, provides "dos" and "don'ts" for visual design and discusses new opportunities afforded by digital solutions.
In Clear Focus this week: Bigeye's podcast reflects on the state of film and TV production. Jenelle Jordan, in-house Production Manager for the global online film and television crew directory ProductionHUB, explains how filmed entertainment, video production, and live events have had to adapt to meet many challenges the coronavirus has presented. Jenelle predicts which new production practices will continue post-pandemic, and offers sound advice for anyone considering entering the industry.
In Clear Focus this week: Lively debate among members of Bigeye's team sharing their takes on marketing news that made the headlines. Tim McCormack, VP of Media and Analytics, dissects CVS's new media exchange and what it means if more retailers become media vendors. Rhett Withey, Art Director, tells us what he thinks about KFC's decision to ditch its tagline in the face of COVID-19. And Rachel Woloshin, Agency Content Manager, breaks down the epic battle between TikTok and the US government.
In Clear Focus this week: The executive team of On Street Media presents their unique out-of-home advertising solution. Bruce O'Donoghue, Brian Miller, and Cynthia Bieler explain the benefits of the company's static street panel technology, what makes its form factor so distinctive, and the types of campaigns that have outperformed other forms of traditional media. We learn about the origin of the SSP, challenges the company faced, and On Street Media's growth in markets beyond Florida.
In Clear Focus this week: Replaying one of our most listened-to episodes with Dwight Bain of Life Works Group. Learn how to develop mental resilience in the face of what the World Health Organization calls an “infodemic.” Dwight explains why learning self-care is key to managing stress during the continuing outbreak and avoiding "Pandemic Panic." His message is as relevant right now as it was when we first recorded the interview in early April. The show notes include links to online resources.
In Clear Focus: Bigeye's Senior Strategist, Dana Cassell, joins the podcast to examine how grocery shopping has changed during the pandemic. We discuss significant changes in consumer behavior - who is shopping, where, how often, and how much is being spent today compared to before COVID-19. We consider how the rapid adoption of online shopping, curbside pickup, and delivery may influence direct-to-consumer models and the long-term implications for CPG brands and the foodservice industry.
In Clear Focus: Stephen Cribbett and Terri Sorenson from human insights company Further join Bigeye to explore qualitative marketing research agency tools and techniques. Learn how qualitative research differs from quantitative and the benefits of asynchronous market research online communities, or MROCs, compared to in-person research. We discuss the differences between North American and European approaches to marketing research and the continuing impact of COVID-19 on consumers' lives.
In Clear Focus this week: Content marketing agency Bigeye reflects on growing podcast listenership in the US. As Bigeye team members share some of their favorite podcasts, we hear how shows were first discovered, and why particular episodes were chosen for inclusion in our Spotify playlist. Featured selections reveal the origins of scary folklore, debate why things went wrong when The Warrior joined World Championship Wrestling, and explore the exciting potential of gene editing in medicine.
In Clear Focus this week: Bigeye's VP of Client Service, Sandra Marshall, reflects on her nine years with the agency. Sandra shares her secrets for developing and retaining successful client-agency relationships and offers advice for graduates and career-changers seeking their first agency AM position. Looking back at almost a decade with the agency, Sandra discusses the strategic approach to client development that has positioned Bigeye among the top advertising agencies in the Southeast.
In Clear Focus this week: Full service marketing agency Bigeye examines advertising for communities of color. Multicultural pioneer George Zwierko offers tips for targeting Hispanic audiences and Reema Elghossain of the 4A's talks about the benefits of creating diverse, equitable, and inclusive agencies. Darius Lana, Associate Director of Marketing at Pearson, and Bigeye's Digital Marketing Specialist Maegan Trinidad share their experiences of the Multicultural Advertising Internship Program.
In Clear Focus this week: Full-service marketing agency Bigeye's podcast takes a look at the impact of the coronavirus pandemic on consumer research, travel, and dining. Research executive Mike Klotz of Cint, Professor of Marketing Dr. Yael Zemack-Rugar of UCF, travel management expert Ben Scott, and culinary PR professional Holly Kapherr reflect on how consumer behaviors have dramatically changed during the crisis - and predict which newly-formed habits might "stick" in a post-COVID world.
In Clear Focus this week: Full-service marketing agency Bigeye's podcast features internationally-renowned author and account management expert Sarah Ritchie. Sharing what she learned from interviewing over 1,000 agency professionals around the world, Sarah identifies the skills that all account managers need to cultivate. Based on her experience, Sarah also offers practical advice for developing long-lasting relationships and ways to avoid the most common causes of client-agency breakups.
In Clear Focus this week: Social media marketing agency Bigeye's podcast features Kristen Wiley, CEO of Statusphere. We discuss influencer marketing and the importance of authenticity in our present moment. Kristen shares tips for developing impactful influencer strategies and reflects on what she has learned during her experience as an agency employee, startup founder, and in-demand industry commentator. Kristen also offers great advice for students and graduates on landing agency jobs.
In Clear Focus this week: Media planning and buying agency Bigeye's podcast features Craig Swygert of Clear Channel Outdoor. Craig discusses the impact of COVID-19 and why outdoor ads represent a unique opportunity as the country reopens. Reflecting on his 27 years of advertising experience, Craig shares top tips for developing impactful out-of-home creative, and highlights tools available to advertisers and agencies that support media planning and maximize campaign effectiveness.
In Clear Focus this week: Brand marketing agency Bigeye's podcast features Luis González. As Senior Brand Designer at InVision, Luis faces the challenge of branding a suite of products designed for designers. Luis shares his perspectives on remote teams, using InVision in his own workflow, and the products that support his own creative process. We talk about the importance of diversity, equity, and inclusion, and Luis's personal project inspired by and dedicated to his young son.
In Clear Focus this week: Media planning and buying agency Bigeye's podcast features Tim McCormack, VP of Media and Analytics. In spite of high levels of user engagement online, Tim explains why advertising rates across major news and social platforms actually fell throughout March and April. We also discuss how this paradoxical situation has presented opportunities for brands to gain extra share of voice, and why connected TV has emerged as an especially cost-efficient media selection.
In Clear Focus this week: Marketing strategy agency Bigeye's podcast features Darius Lana. Concurrently, a student, teacher, and advertising practitioner, Darius discusses how the pandemic has impacted education, and ways in which online courses can be designed to maximize student engagement. Darius explains his personal career journey, the challenges minority groups face when considering advertising as a career, and the contribution of the 4A's Multicultural Advertising Internship Program.
In Clear Focus this week: What the future of travel could look like after COVID-19. Travel management expert Ben Scott joins us to examine how the pandemic has created unique challenges for the industry and suggests some practical ways in which marketers can reassure travelers and hotel guests nervous about exposure to the coronavirus. Ben also predicts some dramatic and long-lasting changes to air travel that could become airline passengers' new reality.
In Clear Focus this week: With the hospitality and senior living industries among the hardest hit by the COVID-19 crisis, we examine how the pandemic is creating a unique set of challenges with regards to ensuring financial stability and meeting organizational needs. For a special edition of the podcast, we are joined by three experienced leaders from the business intelligence and data management software platform ProfitSword.
In Clear Focus this week: How COVID-19 is impacting consumer behavior. Dr. Yael Zemack-Rugar, Assistant Professor of Marketing at UCF's College of Business, talks about generating and testing new theories about consumer psychology. How do subconscious emotions play into our purchase behaviors and decision-making? Dr. Zemack-Rugar explains how helping consumers attain their goals can create a win-win situation, rewarding brands with improved long term customer loyalty and engagement.
In Clear Focus this week: The impact of COVID-19 on restaurants. The restaurant industry has been hit especially hard by the coronavirus outbreak. This week, Holly Kapherr of The Culinati Podcast talks about some of the ways enterprising restaurateurs have found creative solutions to serve customers by experimenting with new formats. Holly also discusses what the post-COVID period will look like for the industry and innovative ways in which restaurants are supporting other local businesses.
In Clear Focus this week: Monitoring consumer behaviors during COVID-19. To navigate the pandemic and avoid marketing missteps, understanding consumers' evolving purchasing behaviors and sentiments towards brands and advertising is more important than ever. Our guest this week is Michael Klotz, Director of Client Development at Cint. An expert in consumer insight generation, Mike explains how we can understand new behaviors and markets better through research, data, and analytics.
In Clear Focus this week: Advertising in podcasts. Stephen Pickens is Director of Sales for AdvertiseCast, a network that allows podcasters to monetize their content by partnering with major brands. With US podcast listenership seeing a compound annual growth rate of 20 percent, Stephen explains how podcast advertising works. We learn about new opportunities to target listeners dynamically and hear what COVID-19 and social distancing might mean for podcast listenership in the long-term.
In Clear Focus this week: How to combat ‘Pandemic Panic’ and boost personal immunity. Dwight Bain of Life Works Group explains why learning self-care is key to managing stress during the COVID-19 outbreak. Dwight offers practical tips for developing mental resilience - and explains why he believes many organizations will come out of the current situation even stronger. The show notes include links to online resources.
In Clear Focus this week: COVID-19 and sport. Every major US sporting event has been suspended or canceled because of the coronavirus. Our guest this week is Kara Baker, Director of Digital Partnership and Operations at the Golf Channel. Hear how her team is responding to shifting priorities and changes to signature events as a consequence of COVID-19. Kara shares practical tips for keeping remote teams connected and productive while maintaining a work-life balance.
In Clear Focus this week: A sneak preview of Bigeye’s upcoming 2020 National Study of CBD Use. In the US, around 15% of adults regularly use products containing CBD. Year-on-year sales of CBD products grew by 706 percent in 2019. To examine this booming market, we hear from three experts with unique perspectives on the CBD industry. Learn how the retailing and use of CBD-based products are evolving and why the category represents such a significant opportunity.
In Clear Focus this week: Transcending language and cultural barriers with sound-based branding. We're joined by Laurence Minsky, a marketing expert and the co-author of “Audio Branding: Using Sound to Build Your Brand.” Larry discusses the theory and practice of creating entire sonic languages and how they can be leveraged for long-term brand-building. The show notes link to the case studies discussed in the episode.
In Clear Focus this week: Hispanics make up around 18 percent of the total US population, yet there's a disparity between the proportion of ad spend allocated to Hispanic media and the number of Hispanics living in the US. Multicultural advertising expert George Zwierko of Rumbo Marketing joins us to explain the characteristics of Hispanic consumers, where they spend their time, and how they engage with brands. We discuss popular misconceptions, dispel some urban legends, and identify what influences Hispanics’ estimated $1.7 trillion in purchasing power.
In Clear Focus this week: the $800 billion grocery wars. Amazon announced this week that it is opening its first full-size, cashierless grocery store. Bigeye’s Senior Strategist, Dana Cassell, joins us to examine the current state of grocery shopping and key challenges facing the industry. We look at the ways traditional grocery chains are employing technology to engage with shoppers, experimenting with new store formats, and testing delivery options.
In Clear Focus this week: as new research reveals consumers’ growing desire to be compensated for sharing their personal data, we evaluate the viability of the business model that underpins the Internet. Virna Sekuj, Strategic Insights Manager at GlobalWebIndex, joins us to discuss digital consumerism. We learn how evolving attitudes towards personal data are raising privacy concerns and why the premiumization of in-real-life experiences is a growing trend.
In Clear Focus this week: evidence-based measurement of marketing effectiveness. Bigeye’s Senior Strategist, Dana Cassell, joins us to discuss a novel meta-analysis of almost 6,000 award-winning campaigns and their ROI. Conducted by advertising strategist Mark Ritson, the research study identifies ten drivers of marketing effectiveness.
In Clear Focus this week: brand safety and online advertising. Jonathan Marciano of online ad verification service CHEQ discusses the challenges of bringing full transparency to the digital advertising ecosystem. We discuss some of the unintended consequences of keyword blacklists that negatively impact publishers and consumers, and Jonathan explains how artificial intelligence is being used to improve brand safety solutions.
In Clear Focus this week: modeling the consumer mind with Daniel Burstein of MECLABS Institute. Focused on understanding online behaviors, Daniel walks us through the Institute’s patented conversion heuristic and offers practical tips to help optimize customer touch points for conversion. We discuss the benefits of adopting a customer-centric mindset and reflect on how the growing adoption of smart devices, wearables, and the Internet of Things will impact digital consumerism.
In Clear Focus this week: consumer trends. Bigeye's Senior Strategist, Dana Cassell, examines the business of identifying, analyzing, and predicting trends in consumer culture. We discuss Data Abundance and Ungendering - two trends identified in Rohit Bhargava's new book, "Non-Obvious Megatrends," and assess how marketers can benefit from successfully identifying and tapping into what's trending.