Anstice aCast - Candid Conversations on Modern Marketing: Recent Episodes
Sheenah Rogers-Pfeiffer and Marc Binkley
Welcome to the A-Cast! Join us for candid discussions with industry leaders that lift the curtain on what it takes to achieve success, and what they wish every client knew or understood about modern Public Relations, Digital and Social Mastery, Content that Converts, Insights and Research, Customer Influence, Customer Experience (CX / UX), and more.
Ian McGrath, Global Media Director at Pokerstars joined our host Marc Binkley for a fascinating conversation about the power of AND within marketing.
Timestamps
1:33 – Intro to Ian McGrath
5:06 – The power of AND in marketing
8:18 – The customer doesn’t know the difference between performance and brand marketing
11:14 – Customers should be at the centre of strategy, not our classification of marketing tactics
14:27 – Why marketers obsession with small numbers is a problem
16:24 – Is ROI a good metric for marketing?
19:36 – The problem with over segmenting the market and mass personalized ads
24:38 – The strengths and weaknesses of customer journeys and the marketing funnel
29:14 – Why customer experience matters in building physical and digital availability
32:03 – The value of excess share of voice (eSOV) and share of search
38:12 – Find out more about Ian & Pokerstars
Links to Ian's posts
Ian's 'poem' about AND on LinkedIn
Lead generation isn't the only goal
Customer Journeys
Balancing Loyalty and Penetration
Alan Hart, Stef Hamerlinck and Marc Binkley have interviewed hundreds of the world's leading thinkers on business strategy, marketing, and branding. During this entertaining conversation, the three of us share some of the biggest lessons we've learned from those conversations and share what we believe are amazing opportunities for our profession.
Bios
Alan Hart is the Director of Enterprise Brand Strategy & Insights at Capital One and has hosted the Marketing Today podcast since 2014. Alan is also a consultant for marketing leadership and board advisor.
Stef Hamerlinck is a brand strategy consultant and since 2017 has hosted the Let's talk branding podcast.
Here's the Marketingland image that we’re referring to throughout the conversation.
TimeStamps
0:00 – Alan linking business strategy with marketing and brand strategy
2:46 – Why Stef started his podcast on brand strategy
4:20 – Why Alan started his podcast
5:40 – Why Marc started his podcast
7:23 – Our favourite interviews
10:10 – What topic marketers need to learn more about
16:05 – Alan’s perception of why CMO’s want to get away from marketing
17:40 – Stef’s thoughts on how brand strategy fits within marketing and business
19:01 – Why marketing strategy IS business strategy
20:40 – The interplay between brand strategy, marketing strategy and business strategy
24:20 – Some memorable lessons from our podcast interviews
· Stef: Faisal Siddiqui How to build a big brand on a small budget
· Alan: Mark Ritson Diagnosis of a brand
· Alan: Bob Hoffman Advertising for Skeptics
· Alan: Branded Entertainment with GoDaddy’s CMO Fara Howard
· Marc: Kaaren Whitney-Vernon on branded content
30:36 – Why advertising is not strategy
31:55 - Some memorable lessons from our podcast interviews
· Marc: Chris Kneeland are marketers addicted to advertising
· Marc: Eddie Obeng the difference between change and transformation
· Marc: Manoj Jasra why momentum is critical
· Alan: Joe Jackman driving results through reinvention, change and transformation
· Stef: JP Castlin on strategy in complexity and emergence
· Stef: Paul Feldwick on the origins of branding
41:36 – The biggest opportunities and threats to marketing
Additional Links
Roger Martin Marketing and Strategy are one discipline
Roger Martin How strategy really works
The Proper Marketing Club who designed the marketingland image we discussed
The Blanding of Luxury Brands
Marc's interview with Jenni Romaniuk
Marc's interview with Tessa Sproule and Kaite MacGuire on AI and Machine Learning
About Paul
Paul Dyson is the Co-Founder of Accelero and provides independent, unbiased recommendations on how to deliver business growth in the short and long term. Paul and his colleagues at Accelero use econometrics and experience to focus on what matters to drive business results. Paul was formerly the Founder of Data 2 Decisions which was sold to Dentsu. Prior to that, Paul was the Director of R&D @ Kantar Millward Brown which produced a notable report ranking the factors that drive profitability.
Timestamps
0:00 – Teaser
1:15 – Paul’s Bio
3:04 – What marketing leaders can do to optimize a marketing budget before asking for more
5:20 – Why advertising a promotion after a promotion could be wasteful
7:55 – FMCG case study of a company losing share despite using promotions to maintain volume
10:52 – The antidote margin-erasing discount promotions
12:16 – Why it’s important to alternate branding with promotional based messages
16:07 – How marketing leaders can combine data and people to optimize budgets
20:30 - How to integrate media optimization decisions with other business stakeholders
24:15 - Who typically manages the margin impact from price promotions
26:26 – The channels most effective for brand building
27:56 – The strengths and weaknesses of social video versus TV
29:14 – Is the death of TV real or just hype?
30:31 - Good evidence-based benchmarks for setting and allocating marketing budgets
33:55 - Is an advertising-sales ratio of 5% of revenue a good benchmark to use?
36:00 – What is excess share of voice (eSOV), how it influences market share and how it can be used to set marketing budgets
40:30 – Why it’s important to define your own category and how to do it
43:54 – How audience attention metrics can impact a brand’s share of voice
45:18 – Why market mix modelling can trump audience attention metrics and ad fraud
47:51 – Why creative is THE silver bullet and how marketers can use it to improve returns on their budget
51:56 – Why measuring the ROI of advertising is so challenging
54:20 – Which market mix modelling KPIs are good predictors of sales and ROI
56:28 – How to correlate digital data with business impact
58:16 – Case study: Brand size is a factor of ad performance
1:00:00 – Tips and suggestions to start setting a proper budget
1:02:00 – Why brands should invest more in creativity and how to pretest creative ideas
1:03:50 – How to find out more about Paul
Links
Paul on LinkedIn
Accelero
WARC article: Why marketers need to look 5 years forward
Kantar Report on Ad Profitability Multipliers
Bio
Jenni Romaniuk joins our host Marc Binkley for an in-depth discussion on memory, marketing myths, category entry points and building distinctive assets. Jenni is an expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Jenni is the International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2 - revised.
Timestamps
0:00 – Intro
1:46 – Jenni Romaniuk Bio
3:19 – How memory works for brand building and the trouble with customer centricity
7:16 – The imperfection of memory recall for brands using celebrity endorsers
9:45 – The myth of word of mouth marketing
12:15 – An alternative view of what advertising actually is
13:36 – Why Tesla doesn’t need to advertise …
15:01 – … and why Coke does need to advertise
16:30 – Why growth depends on expanding your customer base, not primarily building loyalty
17:39 – Why growing through loyalty is not a real choice for brands to make
20:21 – What is the Law of Buying frequency (Negative Binomial Distribution) and why every packaged good marketer needs to know it.
26:02 – Why the marketing funnel is holding marketers back & why you can’t count on heavy buyers
30:15 – Why B2B marketers also need to prioritize expanding their customer base
33:52 - The 3 critical features of effective creative
40:20 – The importance of category entry points and why brand awareness is not specific enough
44:44 – Where share of search fits into the mix of marketing metrics
46:55 – The difference between distinctiveness and differentiation
49:36 – How category entry points build paths for creating customer value
51:22 – Why brand distinctiveness is important for building recall in category entry points
52:52 – Why differentiation isn’t a requirement to create value
58:10 – Why differentiation is unnecessary to grow a brand
1:01:00 – Examples of distinctive assets
1:05:02 – Why marketers should manage multiple distinctive assets
1:08:25 – What to consider when choosing a distinctive asset
1:12:07 – Why execution matters when building distinctive assets
1:12:52 – Two take-aways for every marketer
1:13:53 – How to find out more about Jenni
Links
Ehrenberg-Bass Institute
How Brands Grow Part 2 - revisedBuilding Distinctive Brand Assets
Jenni on LinkedIn
Jenni's website
Mark Ritson joins our host Marc Binkley in a wildly entertaining and frank conversation about why brand building matters and how you can get executives to buy in to it.
Bio
Mark Ritson has a PhD in Marketing and professor on the MBA programmes of leading business schools including London Business School and MIT. He’s also a brand consultant for LVMH, Johnson & Johnson, Subaru, DeBeers, Sephora, WD40 and numerous others. Mark has written a column on marketing for almost 20 years, winning the PPA Business Columnist of the Year three times. He teaches the Marketing Week Mini MBAs in Marketing and Brand Management.
Timestamps
0:00 – The Central Nervous System for Good Brand Building
1:25 – Intro to Mark Ritson
3:57 – What we miss out on when we focus exclusively on ROI / ROAS
5:45 – The right budget split between brand and tactical
6:58 – Why time and benchmarks matter for brand building
10:10 – Why we often get ‘strategy’ wrong and how we can get better
13:06 – Why 80% of marketers get the strategic brief wrong
14:17 – Does the strategic process change in B2B v. B2C & what LinkedIn got wrong about their own brand positioning
18:57 – 7 steps to get executive buy-in on long-term brand building
26:16 – Where did the list come from?
27:00 - How to set brand benchmarks and how frequently should they be tracked?
30:38 – How to lead a long-term brand plans and get budgets to support it
37:15 – Marketing strategy is not rocket science, but you can’t skip steps
38:53 – A short summary of marketing bullshit: Simon Sinek, Gary Vee, Maslow, PEST, SWOT, USP
42:08 – The trouble with a lot of post-secondary marketing programs
46:04 – How long-term brand builders assess progress & success
51:14 – How to find out more about Mark
Links
Ritson's Articles in Marketing Week Magazine
MiniMBA in Marketing
Mark on LinkedIn
Top 10 Marketing BS
Effies Case Studies
Ritson v. Sharp – Targeting vs. Sophisticated Mass Marketing
Marketing Week - The Question
Join Marc Binkley and Paul Dervan as they explore the National Lottery's brand strategy to build and grow their business through the use of distinctive brand assets.
Paul's Bio
Paul is currently the CMO of the National Lottery in Ireland and author of the business book Run with Foxes: Make Better Marketing Decisions. He was formerly the Head of Marketing Effectiveness at Alternatives and Sr. Director of global brand strategy for Indeed.
Timestamps
2:36 – What are distinctive assets?
6:02 – Nike: A case study in building and sweating distinctive assets
7:31 – How distinctive assets fit into key marketing metrics and ROI
10:21 – Why Ireland’s National Lottery uses 6 distinctive assets
13:38 – Branding yes, but we still need to sell tickets
17:36 – The strength and speed of unique, flexible distinctive assets
23:40 – Why old distinctive assets might be a brand managers best friend
26:00 - Blending the individual distinctive assets into a cohesive brand ID system
28:12 – The big insight that drove the choice for the waterslide
30:22 – Why constraints can be liberating for creative directors
32:35 - how to link the brand memory structures to moments in the customer journey
37:35 – How category entry points are useful for driving incremental revenue streams
40:03 – Why category entry points are practical for identifying competitors
42:56 – How to choose a new distinctive asset
46:44 – How distinctive assets work together to build memory
48:35 – Why their brand tracking was so effective
52:18 – The link between building brand equity and sales activations
Links
National Lottery Waterslide Video
10s Waterslide cutdown v1
10s waterslide cutdown v2
Paul's "Obsession" post on LinkedIn
Telus - Hippopotamus Distinctive Asset
Paul's book - Run with Foxes
Paul on LinkedIn
Jenni Romaniuk - Distinctive Assets
Karen Nelson-Field – Attention
Tim Ambler – Marketing Metrics
Are marketers addicted to advertising? Is there a better way to lead growth and innovation? Our host Marc Binkley explores questions like these and some potential solutions with the always engaging Chris Kneeland.
Bio
Chris is the CEO of Cult Collective, one of North America's premiere engagement marketing firms. He's also the Co-Founder of The Gathering, on of the best marketing conferences in North America and Co-Founder of Communo, a marketing talent outsourcing agency.
Time Stamps
0:49 – Intro to Chris Kneeland
4:38 – Why Chris believes advertisers are addicted to advertising
9:32 – Discounting is only one lever for marketers to increase revenue and customer benefits
15:09 – Why marketing has devolved to just advertisers
17:26 – What makes Southwest Airlines a unique brand
21:25 – Why the sales funnel is a flawed mental model
26:20 – How we might get into a customer’s initial consideration set without advertising
29:44 – The genius of Elon Musk’s approach to positioning Tesla
32:51 – The inspiration for Cult Brands and The Gathering
36:12 – Cult Brand Principle #1 – Culture
39:40 - Cult Brand Principle #2 – Co-Creation
45:20 - Cult Brand Principle #3 – Relatable
49:11 - Cult Brand Principle #4 – Creation of rites and rituals
57:00 - Cult Brand Principle #5 – Congregate
1:07:48 – How to find out more about Chris and Cult
Links
Pricing Thermometer
https://cultideas.com/white-papers
https://cultideas.com/philosophy
https://www.linkedin.com/in/chris-kneeland-838b2921/
Communo
McKinsey Consumer Decision Journey
Tesla Plaid
The value of Elon Musk tweet
NFL Superbowl viewership
How Glossier turned itself into a billion-dollar beauty brand
Bio
Dr. Mark Szabo joins our host Marc Binkley to discuss his book and research on executive decision making in complex conflicts.
Mark is VP Research & engagement at Anstice, a bespoke marketing agency based in Calgary, Alberta. Mark got his PhD in executive decision making while researching solutions for stakeholder management in oil and gas pipeline projects. Following his research, Mark published his solutions in a book titled Fight different – the power of focal thinking in systemic conflicts his fin complex conflicts. Mark is also a lawyer and has earned an MBA.
Timestamps
1:44 - Introducing Dr. Mark Szabo
2:45 - How Mark got a Phd in executive decision making for complex conflicts
5:14 - What is the difference between complex and complicated conflicts
8:50 - Why simplifying complexity is the naturally wrong response
12:02 - Why it matters to know the difference between complex conflicts and negotiations
14:28 - An example of complex conflicts: Costal Gas Link pipeline
17:05 - Why its important to focus thinking on people with power rather than people with influence
20:26 - Why organizations need different soft skills to manage complex conflicts
22:27 - Tools for complex conflicts: don't control the situation
23:39 - Tools for complex conflicts: control your openness to change
26:13 - Tools for complex conflicts: map the human landscape
28:42 - Tools for complex conflicts: identify the moments that matter
31:33 - Tools for complex conflicts: add research
34:00 - Tools for complex conflicts: align people by values
34:44 - Tools for complex conflicts: separating power from influence
37:25 - Tools for complex conflicts: scenario planning and probabilities
40:08 - Tools for complex conflicts: vision and patience
45:22 - What you can do to better manage complex conflicts today
49:24 - Find out more about Mark
Links
Mark on LinkedIn
Mark's book: Fight Different - The Power of Focal Thinking
Anstice
David Ian Gray is a seasoned retail consultant who shares his thoughts with Marc about 8 myths of retail marketing that need to be reconsidered. David is the Founder & Strategist at DIG360, a national retail advisory headquartered in Vancouver. They are a consulting firm that helps retail executives transform and adapt to the changing retail landscape and customer behaviours. He's recognized as am expert on retail and shopping trends and has taught at the London Business School and is a lecturer on marketing management at the BC Institute of Technology.
Timestamps
1:40 – Introduction to David Ian Gray and the 8 myths of retail marketing
3:55 – Myth #1: Everything is customer driven
5:40 – Why McDonalds digital kiosks and Shoppers Drug Mart self-checkout are not customer driven
8:17 – Your business is customer driven – so which customer are you talking about?
11:08 – Black Friday offers don’t appeal to all customers
12:30 - Myth #2: We’re data-driven decision makers
19:45 - Myth #3: We need a Millennials strategy, they are totally unique
24:53 - Myth #4: young shoppers don’t like stores
30:55 – Myth #5: The death of retail and the battle for a true omni-channel experience
32:32 – Myth #6: The Digitization of retail (and AI) is the answer
37:23 – The adaptiveness of the retail industry
39:02 - Myth #7 - Shoppers demand brands with a purpose (sustainability)
43:50 – The habits and discipline brands need to build purposeful brands
45:02 – Myth #8 – Now that COVID is waning, there will be a return to normal
50:25 – A new opportunity for retail brands
51:40 – How to find out more about David Ian Gray
Links
David on LinkedIn
DIG360.ca
The business of retail podcast
A compelling argument why human oversight and leadership is needed to manage the impact of artificial intelligence and machine learning on decision making and content consumption.
Bio
Tessa Sproule & Katie MacGuire joined our host Marc Binkley to share insights about their work in Artificial Intelligence and Machine Learning. As the co-founders of Vubble, a video recommendation platform, Katie and Tessa have built proprietary AI technology to “read” video and contextually tag it with descriptive metadata, analyze audiences of existing video content and then surface new video recommendations to people most likely to enjoy it based on the metadata.
Timestamps
1:37 – Introduction to Katie MacGuire and Tessa Sproule
3:33- What Vubble does
6:38 – How Katie and Tessa went from broadcasting to artificial intelligence
11:00 – How recommendation engines change people’s consumption behaviour
13:24 – An overview of artificial intelligence (AI) and machine learning (ML)
14:29 – How Google uses people to train machines – ReCaptcha
15:43 – Content and Collaborative Filtering: two subsets of machine learning
18:13 – The pitfalls of AI predictions and where humans need to intervene
21:05 - The opportunity for Vubble’s AI & ML platform
29:16 – How KPIs influence interest graphs, rabbit holes and filter bubbles
33:29 - Why we need humans to keep machine recommendations in check
38:02 – How cultural influences can change AI recommendations
42:15 - Why content nutrition labels are needed to create informed citizens
48:15 – The importance of auditing data sets
50:44 - The link between emotional content and video views
54:03 – A global project to govern AI tech and why human diversity can help
1:02:44 – Why business leaders need to understand AI / ML to avoid bad decisions
1:10:00 – How to find out more about Tessa and Katie
Links
Katie on LinkedIn
Tessa on LinkedIn
Example of a content nutrition label
Canadian Diversity of Content project
Vubblepop.com
What makes B2B marketing effective? Find out why acquisition is more important than loyalty, why B2B creative should be more emotional, why financial metrics are critical and why brand awareness is a terrible measure of performance. Please join our host Marc Binkley for this incredible interview with Peter Weinberg, one of the worlds most important voices in B2B marketing.
Bio
Peter Weinberg is the Head of Development and co-founder of The B2B Institute at LinkedIn which is a think tank that partners with leading experts to research the future of B2B marketing. Along with partners like global thought leaders Jenni Romaniuk, Les Binet, Peter Field, Mark Ritson and Rory Sutherland, they study the laws of growth in B2B and work with LinkedIn's largest clients to put these principles into practice.
Timestamps
1:26 – Introduction to Peter Weinberg
2:33 – What is the LinkedIn B2B Institute
4:38 - A background on the world’s leading marketing effectiveness databases
8:07 – What makes the IPA and Ehrenberg-Bass data so meaningful
9:30 – The differences, and similarities between B2B and B2C marketing
16:18 – Acquisition or loyalty? Answers to the most controversial debate in B2B marketing
18:44 – The one way to grow B2B (or B2C) brands - the double jeopardy law
20:40 – The trouble with word of mouth
23:56 – Wide reach v. going deep on niche audiences
27:22 - How the length of purchase cycle effects B2B marketing
30:27 - The place for Account Based Marketing (ABM) in the B2B landscape
34:10 – The common sense approach to B2B growth
36:00 – Why Share of Voice matters and why Click Thru Rate doesn’t
37:40 – The financial metrics marketers need to track
41:31 – The revenue opportunity of the 95:5 mental model
44:10 - The benefit of realizing nobody cares about your brand
45:31 - The 3 rules of effective creative in B2B marketing
48:47 – Why brand awareness isn’t the best idea for marketers
51:10 – Why all marketers need to track Category Entry Points instead of awareness
52:48 – What’s next and how to connect with Peter
Other Links
Peter on Linkedin
B2B Marketing Institute
Ehrenberg-Bass Institute for Marketing Science
IPA - Institute of Practitioners in Advertising
Article: Measuring things that matter
Article: B2B marketers bet big on going long
Article: 3 Rules for more effective B2B Marketing
Blockbuster Marketing for B2B
B2B Playbook
Are best practices really the best idea? Ron Tite joins Marc Binkley for a great conversation about how leaders unlock creativity by ignoring short-sighted metrics and lead growth by through a better way of thinking about corporate purpose.
Background on Ron
Named one of the top 10 Creative Canadians by Marketing Magazine. He's the CEO and founder of the Brand Agency named Church & State with clients like Walmart, Doordash, Manulife. Ron is Host & producer the hit podcast called “The Coup”, author of Think Do Say a book about creating momentum through organizational alignment and co-author of Everyone’s an Artist which explores the battle of attention through lessons from artists like musicians and painters. Finally, Ron is also an in-demand keynote speaker on the topics of his books as well as how to lead creative disruption and brand storytelling.
Timestamps
1:17 – Introducing Ron Tite
3:30 – The challenges facing brands and marketers
5:57 – Why building trust and differentiation are different today than before
9:26 – Why some metrics are myopic
11:40 – Short termism, the failure of digital and why brands are becoming more old school
18:19 – The problem with the “next big thing”
21:08 – The opportunity for more impact despite having less data
24:54 – Why earning customer trust is important for brands
27:06 – Why marketers are ignoring best practices and taking more creative risks
30:50 – The meatball bath bomb: unlocking creativity through brand experiences
35:10 – Why the order of Think > Do > Say matters
37:05 – The role of purpose in marketing
38:46 – What marketers get wrong about their corporate purpose
44:14 – How leaders can align their people to corporate purpose AND inspire creativity
47:07 – Find out more about Ron
Other Links
RonTite.com
Ron Tite on LinkedIn
Church & State
Think. Do. Say. on Amazon
Meatball Bath Bomb
The Coup Podcast
Bob Hoffman Ad Tech Weasels
The downside of short-termism by Peter Field
George Lois Story about launching Tommy Hilfiger
Brand purpose. The biggest lie the ad industry ever told? by Tom Roach
If you want to learn about how brands can use content to augment their marketing, connect with customers and expand their reach Kaaren Whitney-Vernon is one of the best in the world to learn from.
Kaaren is keynote speaker with a passion for understanding where content and audiences are moving. As SVP of Shaftesbury XR she leads the Emmy award winning immersive and branded entertainment division. Kaaren and her team create branded content stories and games in digital, virtual, augmented and mixed reality. She's also CEO/Founder of Shift2 – an agency that works with companies who want to reach millennials and drive profit by becoming executive producers of scripted, branded series
Kaaren has worked with companies like P&G, L’Oreal, Coca-Cola, Walmart, RBC and Nokia. In an engagement with with Kotex, they produced the global hit digital series Carmilla that's gained over 100+ million views on YouTube which has spun into an entire entertainment brand unto itself.
Kaaren is also judge for Experiential & Innovative Media of the Canadian Marketing Association and a member of the Forbes Agency Council.
Timestamps:
0:37 – Intro to Kaaren Whitney-Vernon
3:42 – What is branded content?
5:36 – What’s new with branded content?
8:20 – Is branded content a replacement to traditional ad models?
10:58 – The RedBull content marketing commitment
12:53 – How leaders can succeed with a branded content program
15:30 - The importance of brand ID system in content marketing
17:30 – Where do you find funding for a branded content program
19:57 – How to think about KPIs for branded content
22:59 – How storytelling can help brands connect with purpose
27:05 – Don’t bet on viral, the importance of paid distribution for branded content
30:20 – The incredible partnership opportunity for branded content
32:12 – The opportunity for on-demand content consumption
33:55 – Aha moments: Audience First
34:53 - Aha moments: Telling stories across media
37:32 - Aha moments: Immersive audience experiences
42:52 - Aha moments: VR for strong emotional connections
49:26 – Two steps for building a branded content program
50:59 – The exciting opportunities in branded content
Links
Kaaren on LinkedIn
Shaftesbury
Carmilla
The D Cut
V Morgan is Dead
MsLabelled
Upstairs Amy
Brand Storytelling
How Kotex became an Executive Producer
Branded content with Kaaren
Branded content is the future
QBs practicing with VR
Dr. Eddie Obeng is the founder of Pentacle a Virtual Business School and creator of QUBE - a 'virtual reality' platform that runs the business school. Eddie is the author of 9 books roughly outlining how and why organizations need to transform and specifically on capabilities like innovation, leadership, project management, organizational design, change management, business strategy. He's a regular contributor to publications like Financial Time and Project Management Today. Eddie is an demand speaker who presents on global stages like TED, TEDx, Google Zeitgeist, London Business Form, Gartner IT forum. He's a former member of the UK government’s Design Council, Professor at the Henley Business School and former Director of Hult International Business School for Executive Education.
I hope you enjoy this conversation with Eddie as much as I did.
Timestamps
1:15 – Intro to Eddie Obeng
3:55 – Hopes & Fears: A tool for agenda setting
7:20 – A summary of Eddie’s TEDTalk: The World After Midnight
10:24 – COVID: The line in the sand between change and transformation
12:50 – Why we respond rationally to a world that no longer exists
16:08 – Change and transformation are as different as caterpillars and butterflies
21:50 – Leading change: go where the fear is
24:02 –JFK and Cortez: creating a vision for change
25:40 – How leaders can persuade transformation, why logic isn’t as effective as we believe and why leading with fear isn’t sustainable in the long term
32:30 – Why there is resistance to innovative new ideas and the power of self-persuasion
37:54 – Why using fear to lead change isn’t faster in the long run
39:20 – The key to complex transformation: go slow to go fast
41:35 – Why QUBE helps organizations transform, not just change
44:05 – What makes the world of QUBE inclusive and unique
48:45 – Transformation isn’t just for small niche brands
52:49 – Tips for people who want to lead transformation
56:32 – The 5 futures in the post covid life
Links
Eddie on LinkedIn
Pentacle Virtual Business School
Gartner IT Symposium: Persuasion
TED Talk: Smart failure for a fast changing world
TEDx: The future of work at the time of disruption
Google Zeitgeist: How are grown-ups going to learn?
Eddie's books
In this episode, our host Marc Binkley interviews James Hankins, Founder at Vizer Marketing & Strategy Consulting. In 2020, James' novel ideas on Share of Search, the Hankins Hexagon and Digital Availability were featured by Marketing Week, IPA and WARC. James was recognized for his contribution of leading change in the marketing world when he was named as one of Marketing Week's Change Makers in 2020.
Prior to starting his own consulting company, James was the Strategy Director and Head of Integrated Planning at a number of agencies. He is a contributor at Marketing Week Magazine, WARC and Mentor at IPA (International Practitioners of Advertising). Finally, he's an In-demand speaker on all of the topics we’ll be discussing today.
Timestamps
1:40 – Introducing James Hankins
4:04 – The shortcomings of the traditional purchase journeys like the AIDA sales funnel, McKinsey’s consumer decision journey and growth through customer loyalty
10:46 – The problem the Hankins Hexagon tries to solve
13:19 – The nodes and metrics of the Hankins Hexagon
21:46 – How the Hankins Hexagon can help increase marketing effectiveness
25:05 - What is Share of Search and where does it fit in the customer journey?
29:55 - How exactly to use Share of Search
35:51 – The challenges with Share of Search data and how to overcome data variability
38:08 – How search data insights can be used as an opportunity for any company
40:01 – How to use Share of Search if you’ve got more than 4 competitors
41:32 – An example for how SaaS companies can use Share of Search to track impact
43:41 – Digital Availability: digital ads may not be advertising at all
48:25 – Why digital ads are more like physical stores than advertising
51:10 – How some Direct-To-Consumer (DTC) brands manage Digital Availability
54:33 - The three different levers to grow brands: Mental, Physical and Digital Availability
58:52 – Find out more about James Hankins
Links and References
https://www.linkedin.com/in/james-cp-hankins/
https://theeqplanner.wordpress.com/
https://www.warc.com/newsandopinion/news/why-marketers-should-embrace-share-of-search-as-a-metric/43942
https://www.warc.com/newsandopinion/news/why-the-availability-duo-needs-to-become-a-trio/44529
https://www.marketingweek.com/forget-funnels-new-model-path-to-purchase/
https://www.warc.com/newsandopinion/opinion/seven-powerful-research-insights-that-brands-need-to-know-in-2021/4020
Dan White joins host Marc Binkley for an in-depth discussion about his brilliant Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies. Dan and Marc use the most well-researched concepts and models in marketing science to outline how effective marketing campaigns are designed. Those new to marketing will find this conversation a very practical shorthand for campaign planning. Those of you with more experience in marketing will find several rich ideas to add to your toolbox and enhance what you're already doing.
Bio
Dan is a seasoned marketer with 30 years of experience. He's currently a Brand Consultant & Trainer, formerly head of Expertise @ Kantar Market Research Firm, former CMO of Millward Brown Strategic Marketing & Management Consulting
Timestamps
0:48 – Intro to Dan White and The Smart Marketing book
3:48 – Who could benefit from the Smart Marketing book
5:47 – What motivated Dan to write a book
7:52 - How brands become memorable in a customer mind
11:16 – A modern approach to brand management
12:29 – How small brands or challenger brands can compete against a large competitor
14:33 – How to set advertising budgets using market share and excess Share of Voice (eSOV)
20:54 – A second way to set advertising budgets using cost per acquisition
26:14 – 7 steps to assess creative ideas
27:35 - Assess Creative: Does it resonate
33:06 – Assess Creative: Choosing a role for a brand
35:30 – Assess Creative: Brand associations and links
36:27 – Assess Creative: Distinctive assets
40:51 - Assess Creative: Generate discussion
42:47 - Assess Creative: Inspire creativity
45:13 - Assess Creative: Easily adapted
49:54 – Reach and frequency optimal ad response curves
56:33 - The long and short of multi-media campaign strategy
58:52 – Principles for maximizing ad budgets throughout the year
Links
Dan on LinkedIn
The Smart Marketing Book on Amazon
Dan's LinkedIn post about Ad Exposure and Response Curves
https://www.smartmarketing.me/
Illustrations from Dan
Cadbury’s Gorilla Ad
Ehrenberg-Bass Institute’s Distinctive Asset Grid
The most ‘ownable’ distinctive assets
To say Beri is an accomplished creative is an understatement. He's the Chief Creative Officer at The Gate San Francisco with over 150 awards to his name, including D&AD pencil, Effie Gold, IPA Grand Prix and has been honoured with leading the Agency of the Year 3 years in a row. If that weren't enough, he's also the interim CMO at the retail brand Dormeo USA. I met Beri through Mark Ritson's fantastic MiniMBA program, where we studied the discipline of marketing.
I hope you enjoy this wonderful conversation as much as I did.
Timestamps
0:58 – Intro to Beri Cheetham
3:48 – The role of a Chief Creative Officer (CCO) in and the structure of creative teams
9:14 – How the CCO role changes between a brand and an agency across the entire customer experience
13:54 – Why creative has such an enormous impact on marketing effectiveness and profitability
17:30 – How creatives can benefit from learning about marketing as a discipline through academic training
21:47 – Why a better understanding of business problems makes creative better
25:40 – How creatives convert spreadsheet data into influencing public perception
28:00 - Where does the big idea come from?
33:38 – Why diversity is critical in understanding your company’s market orientation
35:30 – Why business decisions should include creative teams early in the process
38:38 - Why a brief is important for every campaign and every company
40:25 – How you know when you’ve got a great idea
44:09 - How an organizations culture affects the quality of creative
46:20 – Why it’s important to balance instinct with data to maximize creative effectiveness
51:40 – In the digital world, is there still room for long format content?
Links to Beri
Beri On LinkedIn
Mark Ritson's MiniMBA
Kantar's Top 10 Drivers of Advertising Profitability
Examples of Beri's Work
In 1999, Joe Pine co-authored the book The Experience Economy: Work Is Theatre and Every Business a Stage which went on to become an international bestseller, published in 15 languages, and named one of the 100 best business books of all time.
Simply stated, The Experience Economy recognizes that experiences are a distinct economic offering. Experiences are different from commodities, goods, and services. Businesses remain competitive and profitable by moving up an economic ladder from commodity to good to service to experience and now, transformations. If they don't continue to innovate, businesses will fall back down the ladder and become commodities, and there, the lowest price wins.
Timestamps:
1:17 - Introduction to Joe Pine
2:52 - The concept of The Experience Economy
5:07 - How did you see the experience economy coming?
6:22 - What makes this concept so durable?
8:40 - Are there any industries that can't benefit from The Experience Economy?
11:05 - Transformations - The newest stage of The Experience Economy
13:05 - The internet - The great commoditizer
14:12 - Why digital transformation is commoditizing organizations
17:30 - Why e-commerce retailers should hire staff for online customer service
20:04 - Examples of e-commerce brands who've designed great online experiences
23:15 - Is the Chinese e-commerce landscape a good place to look for inspiration?
25:04 - How do companies invest rebuilding or refreshing in capabilities for The Experience Economy?
27:09 - Why organizations find it hard to see the transformative opportunities in front of them
28:56 - The importance of purpose and vision in creating the right mindset for innovation
33:13 - How you can start thinking about applying The Experience Economy
36:37 - What would you do differently if you charged admission?
39:30 - What can companies do to create an experience platform?
44:28 - Examples of transformations
48:34 - Why companies should think about their data-flywheel
51:20 - Find out more about Joe
References:
Harvard Business Review Article: Welcome to the Experience Economy
How to Find Joe
https://www.linkedin.com/in/joepine/
https://twitter.com/joepine
https://strategichorizons.com/
Books By Joe
- The Experience Economy: Updated
- Authenticity: What consumers really want
- Infinite Possibility: Creating customer value on the digital frontier
- Mass Customization: The new frontier in business competition
Mike Morrison started his career as an influencer with a blog called Mikes Bloggity while working as a university instructor, columnist, TV producer, and regular contributor to radio and TV programs across Canada. As his career as an influencer evolved, he began working with larger brands like Travel Alberta, Netflix, Marks, Harmony, Ritz, Ford, and Telus.
Mike is the creator of SocialWest, which grew to become Canada's largest social media conference and then had to reinvent the experience when he moved it online to SocialAtHomeduring the pandemic. If that weren't enough, he's also the best-selling author of Calgary By Bike guide.
Timestamps
0:49 - Introduction
4:20 – How Mike got into influencer marketing
5:38 – The negative connotation of influencers
6:50 – How to assess influence
8:50 – The nuances of influencer marketing
10:44 – Fake followers and metrics that matter
12:42 – Where does influencer marketing fit in a holistic marketing strategy
14:20 - Influencers are Content Creators
15:55 – What made the partnership with Marks so successful
21:25 – How multiple influencers can be embedded into campaigns
24:30 – How brands can gain better control of influencer content
31:38 - How to create better partnerships with influencers
34:20 – How digital channels and the pandemic are changing content marketing
37:55 - Why brands should include influencers in strategic planning
You can follow Mike on
Twitter https://twitter.com/mikesbloggity
Instagram https://www.instagram.com/mikesbloggity/
Facebook https://www.facebook.com/MikesBloggityBlog/
Website https://mikesbloggityblog.com/about_bloggity/
Marc Binkley can be found here.
Graham Robertson is an award-winning brand advisor who helps corporate executives find new growth areas. He’s the author of the bestselling book Beloved Brands and has worked with organizations like the NFL Players Association, Shell, Reebok, Acura, Pfizer and Miller on brand strategy, positioning, and activation plans.
Timestamps:
0:43 - Introduction
1:52 – Why Listerine won 4 Effie awards for advertising effectiveness
3:46 – How we should think about a brand
7:14 – Brand management balance between short-term tactical ads and long-term brand building
9:25 – How Apple uses the soft sell to build brand
11:20 – The two biggest lessons all marketers should learn
13:20 – The Tom Brady gut check: why rational thought kills ideas and how instinct can improve decision making
17:38 – A brand positioning process that works
19:20 – The 4 stages of the benefits ladder
21:44 – Why brand strategy should include everyone in an organization
22:50 – How brand and culture affect both product-led and experience-led companies
25:15 – Why it takes 5 – 10 years to build an overnight sensation
26:35 – Why customer relationships are more like sports teams
Connect with Graham
Beloved Brands Website
Graham on LinkedIn
Beloved Brands Book
Dr. Grace Kite helps brands measure and manage their marketing effectiveness and evaluate the impact of revenue. As the Founder of Gracious Economics, Grace and her team have helped hundreds of business leaders understand the right marketing mix by untangling the effectiveness of their growth levers including advertising, pricing, availability, and the economy. Grace has a PhD in Economics, is a regular contributor to Marketing Week magazine, is a technical judge for the IPA. Her client work has led to 10 IPA effectiveness awards and a Cannes Grand Prix.
You can reach Grace on LinkedIn here
0:45 – Introduction
1:50 – What is econometrics is and what do econometricians do?
3:25 – The difference between data science and econometrics.
5:10 – How an economist ended up in marketing.
9:00 – Why discounting and brand building both work
12:45 – When, in a brand’s life, should you start brand building
14:30 – Does all brand-building work?
16:35 – How brand-building works
19:45 – The importance of a media mix to improve ROI
23:14 – Are digital video ads as effective as traditional TV ads
25:35 – The two tasks of online ads
30:50 – The problem with last-click attribution
32:25 – How to think differently about digital ads
36:00 – Defining share of search and
39:50 - How brands can use Share of Search
42:40 – Where Share of Search fits in a customer’s path to purchase
Grace's Marketing Week articles
Gracious Economics
Host Marc Binkley talks with Marty Neumeier about how companies can create better balance between short term needs and long term goals. Marty is the Director of CEO branding at Liquid Agency, Founder and Parter of a branding masterclass certification program called Level C and author of 8 books including Zag, considered one of the 100 best business books of all time.
1:29 - Wicked Problems - balance short term results with long term goals
3:43 - The Problem with discounting
4:57 - Using strategy to compete
9:43 - How to stay focused on the future
13:16 - How purpose inspires the right kind of innovations
17:56 - Why design is so useful for brands
21:44 - Design thinking for innovation
24:33 - The new C-Suite
27:41 - Why Marketing Directors shouldn't manage branding
29:44 - Why brand training is important
33:21 - Agile Strategy & Swarming
43:24 - Developing Chief Branding Officer (CBO)
46:32 - How CEOs and CBOs can work together to run a company
In today's episode of the a-Cast, host Marc Binkley interviews Duncan Blair, the Director of Marketing at Article, the Canadian ecommerce giant. Article is a direct to consumer (DTC) online furniture retailer and for the past two years has been the fastest growing company in Canada. Duncan leads over 40 people in marketing to support their sales growth which is currently over $100M in revenue.
Duncan began his career in New Zealand with an early stage TelCom startup. After moving to Canada, he worked on the agency side before becoming one of the first marketers at Article in early 2016. Since then, Duncan has had the opportunity to jump on the rocket ship that is Article and support the development of its brand and this new DTC business model.
In this interview, Duncan shares his thoughts on many of the pressing issues facing modern marketers. Listen to this podcast to hear more on topics like the difference between traditional retail and DTC business model, the importance of customer loyalty, the cost of customer acquisition, finding the right media mix, attribution modelling and how to measure marketing performance.
Time Stamps
4:00 - What is driving Article's Growth?
6:52 - Are the last mile delivery teams part of your marketing team?
8:39 - A story that highlights Article's branded customer experience
12:10 - What makes DTC so unique?
16:11 - DTC's unique opportunities compared to traditional retailers
19:00 - Unique risks with the DTC model
22:26 - Advantages with Digital Media
26:30 - How design thinking can influence customer experience
31:20 - Shifting the perception of marketing from an expense to an investment
36:00 - How to balance attribution models like ROAS with Lifetime Value
42:13 - Budgeting for eComm
Professor Chengyi Lin is a professor of strategy at INSEAD, one of the worlds leading business schools. Chengyi's work focuses on digital transformation and business innovation. Professor Lin’s research and consulting interest primarily focuses on the topics of digital transformation and innovation for global and multi-national organizations. His research and teaching explores the drivers of successful execution of companies’ digital strategy, the impact of corporate innovations and the effectiveness of strategic initiatives.
In this podcast, Professor Lin shares lessons and insights from the response by Chinese ecomm giants to the Covid-19 lockdown. We cover a lot of ground in this episode including the speed and scale of their response, how to balance effectiveness and efficiency, how to create innovative and resilient companies, where leaders can get innovative ideas from, how to use the gig economy to acquire new talent and capabilities and the importance of listening to customers.
Please leave a review, like or comment to let us know what you think of the show!
Time Stamps
2:00 - What makes China so interesting to study for businesses.
4:14 - How do these changes apply beyond the covid pandemic period?
6:52 - Is it fair to compare the Chinese ecomm response to Canada, US and UK?
11:10 - How can customer's online shopping experience improve during times of high risk for physical shopping?
13:23 - How businesses can take advantage of increased talent pool and gig economy.
17:16 - What can we learn from strategic pivots like JD.com's venture into to telehealth.
22:28 - How do leaders balance control with empowerment.
24:20 - Is efficiency helping or hurting innovation?
26:40 - Three ways that companies could use this covid environment to test & learn from new innovative ideas.
31:08 - How leaders can manage during this transformative period.
32:20 - Three ways that can help leaders develop a more resilient business.
References
HBR - In the face of lockdown, China's ecommerce giants deliver
HBR - Delivery Technology is Keeping Chinese Cities Afloat Through Coronavirus
INSEAD - 11 Leadership Guidelines for the Digital Age
INSEAD - A Sustainable Future for Food
Ali Baba
JD.Com
Tour of Ali Baba's Freshippo online grocery
BCG Growth Share Matrix
Captain David Marquet's Turn the Ship Around
Welcome to the digital transformation edition of the a-Cast.
Today your host Marc Binkley interviews Manoj Jasra. Manoj is the CMO and CDO of Northland Properties which owns dozens of great brands including the NHL's Dallas Stars, Sandman Hotels, Chop Steakhouse, Revelstoke Mountain Resort and many others. Prior to joining Northland, Manoj was the VP of customer Experience at Shaw and the Head of Digital at WestJet. In addition, Manoj is very involved as a board advisor to several digital and AI companies.
Manoj is a pioneer in the digital marketing space with a rich history of modernizing businesses through digital strategies. In this interview, Manoj gives a fantastic definition about what digital transformation is and removes a lot of confusion about why it's important for any business. He makes a strong case why momentum is more important than perfection. Through three great stories from experiences leading digital transformation projects at Shaw, WestJet and now, Northland he shares powerful insights that any business leader can learn from. Finally, Manoj offers a checklist of 7 key considerations for anyone starting their next digital transformation project.
Please leave a review, like or comment to let us know what you think of the show!
Timestamps
1:24 - A short history of Manoj's career
8:04 - Defining digital transformation
9:58 - Momentum over perfection
13:57 - Digital Transformation Case Study #1 - The WestJet app
21:00 - Digital Transformation Case Study #2 - Shaw's tech stack
28:06 - Digital Transformation Case Study #3 - Planning Northland's transformation
32:34 - 7 tips for digital transformation
In today's episode of the a-Cast, host Marc Binkley interviews Word of Mouth Marketing hall of fame inductee, Geno Church. Geno is the Captain of the creative consulting firm called The Shared Ship. The Shared Ship works with individuals and organizations to transform their internal community as well as build movements of external community advocates.
Prior to The Shared Ship, Geno was the Director of Discovery and Strategy at Brains on Fire. During that time he worked on a number of radically innovative projects and high profile clients to help connect brands and customers through word of mouth movements. Geno is in demand as a keynote speaker and author of two spectacular books called Brains on Fire and The Passion Conversation.
In this interview, Geno shares his thoughts on the power of truly connecting with people. Geno expands on several great topics like the difference between storytelling and advertising, why real life connection is better than online communities, the Fiskar's brand community he helped build, the connection between employees and external customers and how marketers can better incorporate the use of community in their marketing toolkit.
Listen to this podcast and let us know what you think!
Time Stamps
1:24 - How did you get to this point in your career?
17:00 - The big challenge facing marketers today
20:31 - The difference between an advertising guy and a story maker
26:37 - How brands can manage the perceived 'loss of control'
33:38 - The connection between employee and customer communities
40:28 - The difference between the bottom line and The Fight.
44:08 - Word of Mouth isn't just about social media
51:32 - Can you build a great brand without a great culture?
59:29 - Tips on starting your own movement
References
Brains on Fire company
Dear Pirates for Good
First things First Manifesto
The Invisible Hook - The Hidden Economics of Pirates
WOMMA - Word of Mouth Marketing Association
Shownotes
1:10 - the difference between impressions and impact
3:00 - the gap between media impressions and business impact
5:41 - the role of numbers in business
7:12 - why the point of data isn't data
8:43 - the difference between relevance and customization
12:26 - personalization is not the goal
15:01 - why content and context both matter
18:56 - why marketers need to care about ad placement
22:18 - the challenge of measuring impact
27:40 - why marketers are smartly driving into a ditch
References
IPA report - The Crisis in Creative Effectiveness
WARC - The Seven Deadly Sins in Advertising
David Phillips on LinkedIn
NLogic's Website
If you’re like us, you want to get as many assets out of every photo and video shoot. That used to be an easy task when companies only needed couple of images for print ads and a 30 second commercial for TV. For decades the ‘MadMen’ mantra had ruled the shoot. The right (single) message, to the right people (your choice of TV, print, direct mail or OOH), the right number of times (the rule of thumb 3 frequency).
Today, a ‘simple’ shoot isn’t so simple. There is a lot to consider and to get it right, we need to spend more time than ever before in pre-production planning.
Let’s use a video campaign to illustrate this point. When the video is shot, we’ll need to think about how it will be optimized for 9x16 Instagram Stories, 4x5 Facebook newsfeed sound off environment, 16x9 skippable YouTube TruView ads and passive TV consumers. Take all the other supporting assets for Pinterest, Blogs, Vlogs, LinkedIn, email, etc. and I think you can see how complicated this can get.
So how do you turn a photo shoot into a content moment?
How do you get dozens or even hundreds of assets to fill your content marketing strategy?
Listen to your host and Anstice Digital Director Marc Binkley in this conversation with content strategist and producer Noah Fallis as they discuss dozens of questions like these. If you’re a Canadian and have been on the internet in the last 5 years, there’s a good chance you’ve seen Noah’s work. As the founder of Glean Content Agency, Noah and his incredible team have devised the content strategy and production for clients like SportChek, Canadian Tire, CTV and Honda to name a few.
Show Notes:
1:44 - Does the size of a company change the needs of their content requirements?
2:29 - what is content marketing?
4:01 - Are there different types of content for different purposes?
5:38 - How do you get the most out of a content moment?
7:41 - Is there one tip you can offer to people planning a content shoot?
9:13 - How do you choose a content producer?
11:34 - How do you keep your brand consistent across all content?
14:22 - How do you create content for each platform?
16:20 - How do you balance brand, content, audience and platform?
19:53 - Do all digital videos have to be short format?
The growth of video content marketing has been explosive. A recent study from eMarketer reports that for the first time in history, time spent with digital video in 2019 has surpassed that of traditional TV viewing.
In addition, the engagement with video posts on Facebook are on average 59% higher than any other type of content on Facebook. Marketers like us don’t need convincing that video is an important tool.
Yet, when it comes to content marketing with video, there are many burning questions that we still wrestle with. Some of these may include:
How do you choose a video production service?
How do you start the process of producing a video?
How has technology changed the video content marketing industry?
Are cheap video content creators better?
Join our host and Anstice CEO Sheenah Rogers-Pfeiffer in this conversation with Emmy award winning video director and producer John Cameron to get insights to these questions. As the founder of Meta Productions, John and his talented team have won many awards and accolades for their impressive work with clients like ESPN, Zappos, Infiniti, Nicki Minaj, Ariana Grande, Tron Legacy and Game of Thrones.
Show Notes:
2:15 – Predicting the growth of video.
3:45 – how has the video industry changed?
5:38 – how to inform clients on the value of video
9:45 – how to start the process of building a video
13:15 – how to avoid problems with branded video content
23:49 – Are there similarities between a CardiB music video and a commercial ad?
26:10 – how to get the most out of your video content budget
32:25 – The evolution of video use on different channels
On this episode of the A-Cast, host Sheenah Rogers-Pfeiffer sits down with Allan Klassen, Chief Customer Experience Officer at Brookfield Residential, to take a deep dive into customer experience and dissect how it is transforming organizational and brand success. They look critically at the real estate industry to evaluate what CX opportunities exist in the industry and how we can bridge the gap between the builder and customer journey. Where do we start? Allan states, “look in the mirror.”
About Allan Klassen
Allan brings over 35 years of experience in the housing industry to the CXO role, in which he is leading cultural transformation for one of North America’s leading home builders and developers. A passionate and driven leader, Allan lives by his personal philosophy: “live authentically, lead with a caring heart and serve others passionately.”
Brookfield Website
In this podcast, we discuss how leaders can successfully lead through digital transformation while balancing the culture of their organization with the technology that's driving change.
Thanks to today's guests
Tynan Allen from CultureING (formerly Illuminate) works with companies to build strong cultures in organizations
Sean Leonard from Active Demand helps companies with lead generation through automation and personalization.
Timeline
3:10 - Defining automation, artificial Intelligence & machine learning
5:40 - How to prepare culture for change
12:15 - New opportunties for people in marketing
17:00 - The impact of artificial intelligence on a company's ability to make decisions
19:20 - How leaders can navigate a team through digital transformation
27:25 - The areas that digital transformation is happening today
30:20 - How leaders start to adapt their culture for digital transformation today
35:35 - What kind of training is needed for employees to continue creating value for their companies and customers
44:50 - The importance of measuring employees on brand purpose and values
50:45 - The importance on using tools for improvement and adding value
55:30 - One business lesson you'll never forget
Links & Resources
Ross Sparkman - Strategic Workforce Planning
World Economic Forum - The Future of Jobs Report
Execution - The art of getting things done
About Andria Adams, APR, Director of Public Relations, Anstice Communications
Andria Adams is a recipient of national public relations and marketing industry awards for her work in issues / crisis management and social advocacy.
She has led the public relations department at Anstice Communications for the past two years and relies on her extensive experience in strategic communications, issues / crisis management, media relations, and stakeholder engagement to direct successful public relations for clients across North America.
She has provided expertise to a roster of industry-leading clients, including AIMCo, Saskatchewan Ministry of Agriculture, AltaCorp, The Calgary Airport Authority, W Hotels, Ford Motor Company, Direct Energy, Classroom Champion, Canadian Breast Cancer Foundation, and more.