Outsmart: Recent Episodes
TEAM LEWIS
Gain insider agency insights on crafting campaigns that deliver. Join us biweekly on Thursdays as we deep dive into the trends that are defining the future of marketing. Your hosts, TEAM LEWIS VPs of Growth Strategy and Paid Media, Nicole Allen and Rex Petrill, will be joined by in-house experts, clients, and partners to break down how brands can outsmart the competition and win with compelling omni-channel creative campaigns that last.
On our final Outsmart episode of Season 2, Nicole and Rex look back on their podcasting journey throughout 2022.
In this episode we chat through:
- Highlights from the first two seasons of Outsmart
- How accurate the predictions from our premiere episode turned out
- Five trends that marketers should expect heading into 2023
On this episode of Outsmart, Nicole and Rex chat with their last guest of 2022, Mark Tay, who leads content marketing in the APAC region at TEAM LEWIS.
In the episode we explore:
- Creating an adaptable, but structured framework for content creation
- The importance of research and planning in a content strategy
- Bringing empathy into your content, from ideation and creation to execution and distribution
On this episode of Outsmart, Nicole Allen and Rex Petrill are joined by Claude Springer. As the Area Director of Social at Meltwater and an advisor for SupportRoom, a workplace mental health platform, Claude has a unique perspective on social media.
In the episode we dive into:
- Top findings from Meltwater’s latest State of Social Survey
- How social has become intertwined with modern society
- The intricate relationship between social media and mental health
This week on Outsmart, Nicole Allen and Steph Proos are back for the 2nd part of our special series with Social Media & Digital Content Manager at ASTROGLIDE, Emily Davis.
In the episode we discuss:
- Strategic approaches to partnering with influencers
- Being nimble on social to capitalize on trending moments in time
- How consumer behaviors inform product innovation
This week on Outsmart, Nicole and guest host Steph Proos chat with Social Media & Digital Content Manager at ASTROGLIDE, Emily Davis.
In the episode we explore:
- The delicate dance around advertising restrictions for taboo products
- Creating strategic solutions when typical promotion avenues are limited
- Letting your audience’s behavior influence your social strategy per platform
On this episode of Outsmart, hosts Rex and Nicole explore what it means to innovate creatively with TEAM LEWIS Global Head of Innovation, Andy Martinus.
In the episode we dive into:
- Why innovation doesn’t always mean looking at the next shiny thing
- The ongoing shift from Web 2 to Web 3
- Brands who are getting innovation right, and who has gotten it wrong
This week on Outsmart, your hosts Rex and Nicole dive into all things content marketing with Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuse.
In the episode we discuss:
- Viewing content costs through the buying team’s perspective
- How AI can improve your content marketing workflows
- Perception vs reality of the future of AI in marketing
On this episode of Outsmart, your hosts Rex and Nicole chat with SVP of Integrated Strategy at TEAM LEWIS, Rebekah Crispin, who specializes in connecting the dots across complex organizations.
In the episode we explore:
- Balancing micro and macro views to achieve business goals
- The importance of building mutual trust across teams from day one
- Understanding and aligning organizational and individual stakeholder perspectives and motivations
This week on Outsmart, your hosts Nicole and Rex welcome Jen Campbell to the show. Jen is a personal brand strategist who helps people use their values and personal story to drive more impact, influence and income online.
In this episode we chat through:
- Differentiating your personal brand from your employer’s brand
- Striking a balance between being relatable and being professional
- Key questions to ask yourself when building your personal brand
Your hosts are back for another season of Outsmart! Listen in as Nicole and Rex sit down with Vanishaa Doshi, an account director at TEAM LEWIS who specializes in ethical communications.
In this episode we dive into:
- The value of transparent communication in PR
- Understanding brand perception through the lens of your audience
- How to ensure inclusivity is woven into your communications
Resources Mentioned:
- 4 Basic Principles of Ethical Communications
In our season finale of Outsmart, your hosts Nicole Allen and Rex Petrill sit down with our Executive Vice President of EMEA & APAC, Yvonne van Bokhoven.
In this episode we explore:
- The art of balancing global trends in hyperlocal markets
- Keeping situational fluency top of mind when expanding a brand globally
- Similarities in organizational and cultural trends across Europe and the US
In this week’s episode of Outsmart, your hosts Nicole Allen and Rex Petrill sit down with our Senior Vice President of Public Relations at TEAM LEWIS, Megan Maguire.
In this episode we dive into:
- Authentically connecting with audiences across moments of time
- The art of the taking a tasteful pause during global events
- Brands that are winning at moment marketing
In this week’s episode of Outsmart, your hosts Nicole Allen and Rex Petrill chat with our VP of Performance Marketing at TEAM LEWIS, Melissa Marcelleti.
In this episode we talk through:
- Why you really don't need a lot of data to make a data-driven decision
- How to view data in the context of your business objectives
- Adapting your marketing funnel for a non-linear customer journey
In this week’s episode of Outsmart, your hosts Nicole Allen and Rex Petrill sit down with our Vice President of Digital at TEAM LEWIS, Johnson Lee, to discuss marketing in pop culture through the lens of the popular Netflix show, Emily in Paris.
In this episode we explore:
- What the creators get right about agency life – and where they fall off
- Celebrating fresh perspectives to maintain relevance and drive growth
- The importance of situational fluency across global campaigns
In this week’s episode of Outsmart, your hosts Nicole Allen and Rex Petrill kick back and chat strategy with TEAM LEWIS Managing Director of SEO, Nicole Grodesky.
In this episode we discuss:
- How SEO integrates into an omnichannel marketing strategy
- Going back to basics to create long-lasting content that drives traffic
- The power in understanding and quantifying the value of SEO
Resources:
- TEAM LEWIS SEO Services
In this week’s episode of Outsmart, your hosts Nicole Allen and Rex Petrill sit down with TEAM LEWIS Founder and CEO, Chris Lewis to talk modern leadership.
In this episode we dive into:
- The role of vulnerability and trust in leadership
- Transforming the modern workplace to a place of wellness
- Modern leadership techniques to keep up with Gen-Z
In this week’s episode of Outsmart, your hosts Nicole Allen and Rex Petrill chat with TEAM LEWIS Executive Creative Director, Simon Billington.
In this episode we talk through:
- How creativity fosters audience connection
- Using logic & instinct to drive creative
- Striking a balance between moving at pace and driving results
Resources
- TEAM LEWIS Creative Services
In this week’s episode of Outsmart, your hosts Nicole Allen and Rex Petrill sit down with the SVP of Operations at TEAM LEWIS, Hillary Werronen to talk people, process and tech when it comes to an employee-centered growth strategy.
In this episode we discuss:
- Future-proofing staffing models for competitive markets
- Leveraging organizational integration to increase retention
- The importance of flexibility when scoping a statement of work
Resources
- TEAM LEWIS Services
In this week’s episode of Outsmart, your hosts Nicole Allen and Rex Petrill sit down with Matt Robins, Head of Research and Insights at TEAM LEWIS.
In this episode we explore:
- Leveraging always-on research in your marketing strategy
- How to connect the dots with first-party data
- Gen Z’s digital-first impact on the research community
Resources
- 2021 Global Marketing Engagement Index
- TEAM LEWIS Research
In this week’s episode of Outsmart, your hosts Nicole Allen and Rex Petrill put TEAM LEWIS Paid Media Director, Jillianne Ferullo, in the hot seat to help us prepare for the 2022 paid media landscape.
In this episode we discuss:
- How to adapt with the ever-changing paid media ecosystem
- New best practices around testing
- How to tackle first-party data collection
Resources:
- TEAM LEWIS Paid Media
In the premiere episode of Outsmart, Nicole Allen and Rex Petrill discuss predictions for the marketing industry in 2022.
In this episode our hosts unpack:
- Meeting your audience where they are
- Community building through empathy and authenticity
- The creative imperative for flexibility and contingency planning
Resources Mentioned
- 2022 Marketing Predictions Blog