Insider Interviews with E.B. Moss

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Neil Vogel, CEO of People Inc., has done something remarkable in an industry that’s been writing its own eulogy for years. He’s made legacy media look relevant and publishing thrive. As the head of America’s largest magazine publisher—home to People, Travel & Leisure, Better Homes & Gardens and more—he’s navigated one of the most turbulent periods in magazine, let alone media, history with a perspective that’s refreshingly unsentimental and, frankly, bullish on publishing.The Mindset That MattersWhat becomes clear quickly is that Neil operates from a different premise than a lot of industry vets.

Neil Vogel, CEO, People Inc.He doesn’t see change as something to fear or fight. Instead, he sees it as the operating environment:

“We’re going to happen to things. Things are not going to happen to us.”

It’s a subtle shift, but it changes everything about how you approach strategy.

He also refuses to accept the tired narrative that media is dying. “Media is a fantastic business,” he told me. “People are on media more now than ever before, and there’s more money being spent against media in various ways.” The problem isn’t media; it’s when companies cling to old business models instead of adapting the execution while keeping the core mission intact.

The Search Reality CheckOne of the sharpest insights from our conversation centered on the collapse of search dominance. When Dotdash was independent, 70 percent of traffic came from search. That was their “mall.” But the mall blew up. Search traffic dropped to 30 percent of total traffic over time. The expected outcome? Disaster.

What actually happened, thanks to Neil’s approach? Total traffic grew. They built. They diversified into direct traffic, email, social platforms, Apple News, and owned properties like recipe lockers.

The key lesson:

“We’re not entitled to search traffic, just like we’re not entitled to Facebook traffic. You have to earn it.”

The People Magazine BlueprintThe restructuring of People, Inc. offers a masterclass in letting go of control. Before, one print editor-in-chief made every decision across every platform. But these days he wondered how a print editor could understand everything and all platforms, like TikTok.

They couldn’t. So they decentralized. Execs like Charlotte Triggs now set the brand direction—the ethos that drives all teams—and then fully independent editorial teams handle the magazine, website, Apple News, the app, and yes, Instagram and TikTok. There’s no forced repurposing. Each platform team creates natively for their audience. The result: People grew from six or seven million daily visitors to ten million, with explosive growth on social.

The Data-Driven PhilosophyNeil’s Wall Street background shaped how People Inc. approaches analytics, but he’s careful not to let math override instinct, noting:

“If you don’t make stuff people love, it doesn’t matter what your math says.”

The real insight is this: strategic ad placement and clean design mean you can generate more revenue with fewer intrusions on the audience. Better experience. Better margins. That’s the math he wants to do.

The Bigger PictureWhat makes this conversation valuable is that Neil isn’t selling a complicated theory. He’s demonstrating a mindset: stay forward-looking, embrace change, remain unsentimental, and never stop making things people genuinely want. Key Moments and Highlights 00:38 From Dotdash to acquiring Meredith: becoming America’s largest publisher * 01:25 Why media remains a fantastic business despite industry pessimism * 04:15 The search shift: 70% dependence became 30%, yet total traffic grew * 06:29 Restructuring People magazine with independent platform teams and no forced repurposing * 09:41* Data and creative working together: how math serves, not dictates, content decisions

Connect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
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What’s the potential and current impact of AI for the creative industries? I spoke with Joaquin Cuenca, co-founder and CEO of Freepik, about their suite of AI tools and their role in enhancing human creativity. And, Alexia Adana, Creative Director at Edelman, who elaborates on how she combines AI with human creativity for clients and her own artistic endeavors. Enjoy, and please share this episode – out just in time for #InternationalPodcastDay!Joaquin emphasizes that AI should be seen as a supportive tool to elevate creative processes, rather than a replacement for human creators. He argues, ‘We are the sum of our experiences. And that makes us unique.’ He explains the benefits of Freepik’s tools for reducing the time needed to execute creative ideas… but stresses the irreplicability of humans based on our individuality, even as AI continues to advance. Basically, AI is a tool for creators, not a replacement, because AI cannot replicate unique human experiences.

Following this, Alexia highlights the significance of human artistry and personal storytelling in using AI tools to generate immersive and engaging experiences. She points out “in the world of copyright with AI you have to show human authorship. So if you’re creating a story or a film that’s a hundred percent generated by AI, you can’t copyright or trademark that. So, I’m documenting my whole process – showing where it’s from my vision, it’s from my sketches.”

The conversation concludes with the vision of a synergistic future where AI tools enhance creative processes without devaluing the human touch.

Key Moments:

02:11 The Role of AI in Creativity

03:19 Human Uniqueness vs. AI

04:47 FreePik’s AI Tools and Their Impact

08:56 Copyright and Legalities in AI

14:31 Future of Jobs…and Creativity in the AI Era

15:38 Voiceover Job Reclaimed from AI

16:21 Regionalizing Ads with AI

17:16 Alexia Adana journey from Footlocker to Edelman

20:51 Microsoft sAI Project at Edelman

27:08 BloomChild: An Artist’s AI Journey

30:16 The Future of Human-Generated Art

Links:FreepikAlexia AdanaConnect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
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If you enjoyed this episode, follow Insider Interviews, share with another smart business leader, and leave a comment on @Apple or @Spotify… or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!

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How can mentoring lead to a whole new career? How do dinner conversations and AI come together to drive entrepreneurship? How are some people changing the world as they change gears? Talk about REINVENTION!Well, I did. Meet two more honorees of the Folio: awards named to the Hall of Fame, in this “two-fer” episode on Doug Olson and David Adler, both of whom have gone from being presidents of publishing companies to reinventing themselves…and parts of the industry.First up: Doug Olson.Doug went from a career in the tech side to the publishing side, ultimately running Meredith Magazines (think: “Time,” “People,” “Better Homes & Gardens”…) to NOW hangin’ with the digital natives doing bling-meets-social media, as Co-CEO of “Bomb Party,” with its TikTok-famous jewelry reveals! Bet you didn’t see THAT coming.

Creating PartnershipsHe discusses the evolution of Meredith, its major acquisitions, the partnership he headed with Walmart, and how Meredith navigated its own transition — adding digital to print media.

“Reveals” on TikTokDoug also describes his transition to #BombParty, a thriving and unique jewelry company that uses social media to engage customers.

Then there’s David Adler. I cannot even keep track of all the ways David has reinvented himself: from launching a magazine on DC society back in the 70s, which he sold 10 years later for a handy profit — and is now turning those archival images into songs and content! I kid you not.

But wait, there’s more. He helmed big PR shops, but is perhaps best know for founding one of the best magazines on events, called “BizBash.” And now? SO MUCH — from recently launching an online events mag, “GatheringPoint.news” to yet another startup.

gatheringoint.newsHe highlights how he is an unabashed #AI acolyte and explains how it has revolutionized his latest ventures, supporting creative storytelling and increased efficiency. But David is also stopping to smell “The Roses”, making the most of his author father’s legacy by helping enable that current box office hit!

from “The Roses”Like roses themselves, these guests exemplify the concept of ‘perennials,’ described by David as individuals who continuously evolve and remain curious, regardless of generational labels. Their stories illustrate the importance of adaptability, lifelong learning, and embracing new technologies in media or just for mental well-being!

KEY MOMENTS:00:00 Meet Doug Olson and David Adler

02:44 Doug Olson: From Tech to Media Mogul to…

05:36 The Better Homes & Gardens / Walmart Omnichannel Strategy

08:03 The Future of Print Publications

11:20 Golfing or Jewelry? Doug Olson’s New Venture: Bomb Party

14:56 David Adler: A Perennial Journey Through Media

19:55 Adler on AI and Innovation

24:09 Washington Insider, A Big Screen Legacy and MORE Current Projects

Please add a “like” or share this episode to encourage MORE “reinventionists!” And see you at the Folio: Hall of Fame 10/6.Here’s Doug’s info:LinkedIn

Bomb Party

Here’s David’s info:LinkedIn

Managing Director- Living Room Labs (start-up)Founder- BizBash www.bizbash.comAuthor- Harnessingserendipity.comPartner- AdlerEntertainmentTrust.comOwner- Dossierhistoricalphotos.comConnect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
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A spontaneous chat at Podcast Movement 2025 turned into 15 minutes of pure gold when Peter Ferioli explained how podcasts can now be interactive, with Pantheon joining forces with Spooler Media to lead the way. And to be wow’d at a conference that regularly features the best and the brightest in podcasting, this really stood out.Peter explains Pantheon’s effort at launching music-oriented podcasts, netting maybe 10 listeners on day. He and his other partners were not inclined to quit their day jobs. But then when Spotify entered podcasting, suddenly everyone searching for artists was discovering their content alongside the music.

Pantheon PodcastsAnd Pantheon went on to becoming one of the world’s biggest music podcast networks with 150 shows featuring top-tier bands like Metallica.

The real turning point — and where things get exciting? Peter’s now pioneering interactive podcasting with Spooler, a platform created by former Apple Podcasts and Megaphone executives. This isn’t just another tech upgrade; it’s completely reimagining what audio content can be…and do.

But thanks to a combo of new tech enablements from large language models anticipating conclusions to voice recognition and more, the team has raised the bar on what’s possible. Try out the beta version of what the team has dubbed a “Podcast Puzzle” and try a brain game!

Walks and TalksThey’re enabling everything from choose-your-own-adventure stories that adapt to your location in real-time, to walks through decades of San Francisco with The Grateful Dead, and even talks with Benjamin Franklin using his complete writings. As I proudly punned to Peter, it’s “electrifying!”

Peter’s Take: Compared to how Video has evolved, Audio has stayed the same… Til now.

“You have audiobooks, podcasts, music and radio. They’re all passive forms of audio… So in this world that we’re trying to build out these interactive podcasts… You can ask a voice assistant for the weather. With an interactive podcast can create a story about the weather, even bring in real location data and create a personal narrative around it for you.”

Key Moments: [03:00] Early podcasting reality check: 10 listeners after a year of detailed work * [04:30] Breaking the “sacred” podcast feed rules with multi-genre content * [04:46] How Spotify’s entry transformed music podcast discovery * [07:35] Interactive podcasting revolution with Spooler FM explained * [13:36] Mind-blowing AI conversations with Benjamin Franklin * [14:28] Real-world application: Grateful Dead puzzle experience in San Francisco*

Don’t miss the app Peter mentions: try Links interactive puzzle at podcastpuzzle.com.And speaking of keeping your mind sharp for puzzles, thanks to More Labs for sponsoring, with 25% off their Morning Recovery, Liquid Focus and Dream Well “tonics” at morelabs.com with code INSIDER. Here’s a handy link: 25% Off More Labshttps://www.morelabs.com/discount/INSIDERStay sharp! Use “Insider” at morelabs.com for 25% off!Resources: Peter Ferioli – LinkedIn * Pantheon on Spotify * Hit Replay the game*

Enjoyed this free episode? My Tip Jar: https://buymeacoffee.com/mossappealKind comments, reviews and shares are equally welcome.

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What do glassblowing, fintech, and plastic-free diapers have in common? One brilliant disruptor: Jim McKelvey.I had the privilege of interviewing Jim McKelvey, the award-winning, Amazon-beating polymath who co-founded Square (now Block) with Jack Dorsey. But calling him just a fintech entrepreneur or a computer scientist would be like calling Leonardo da Vinci just a painter. This man defies categorization in the most fascinating way possible.

“I’m a guy that’s had no focus for 30 years,” Jim told me with characteristic humility. “I am a transport category pilot. I’m a professional glass artist with industrial designs in MoMA and the Smithsonian. I’m a computer scientist. I was on the Federal Reserve and used to vote on interest rates. That was fun. I built the hardware for Square, which we now call Block. I’ve started a bunch of other companies…Ugh. Look, basically, what I do is I build tools.”

His “lack of focus” has actually been his superpower, creating a truly unique lens on innovation, branding, and problem-solving that most specialists simply can’t achieve.

From Frustration to Billion-Dollar SolutionsOur conversation revealed how Jim transforms everyday frustrations into industry-changing innovations. The Square story began with something as mundane as being unable to accept American Express at his glass studio. That simple pain point sparked a billion-dollar disruption that fundamentally changed mobile payments forever.

Jim shared his methodology for spotting opportunities hiding in plain sight and building products that resonate deeply with audiences. More importantly, he explained how he predicts business disasters before they happen – and his track record is impressive! Hint: his accurate predictions about Southwest Airlines and other major corporate meltdowns, made it into his book “The Innovation Stack” years before its current challenges. Then he shares how and why brand associations can make or break a company (hello, Bud Light disaster. Listen for how that motivated his current project, PwrScore.ai.)

The Art of Taking Calculated RisksWhat struck me most about Jim was his fearless approach to high-risk, high-impact projects. “I work on projects that are right now, sort of long shots because I’m in a position where I can take a long shot,” he explained. “I’ve made way, way more money than I ever expected. My wife and I have taken the giving pledge, so we’re gonna give all the money away, but in the meantime, I can take crazy risks.”

That’s not just talk – Jim and his wife have literally committed to giving away their entire fortune for the betterment of the world. It’s a level of commitment to pro-social behavior that’s both inspiring and rare in today’s business landscape.

Two Game-Changing Projects You Need to Know AboutJim pulled back the curtain on his current ventures, and they’re both fascinating for completely different reasons.

First is PwrScore, a that tool that measures and assesses brand resonance and compatibility using AI to minimize research bias and enhance brand capabilities through better data. The kicker? He’s giving it away for free. Yes, really. This isn’t some limited trial – it’s a genuinely useful tool that most companies would charge thousands for, and Jim is just handing it out because he believes it can help businesses make better decisions.

PwrScore.aiThe second project might sound unusual, but it could change the world: plastic-free diapers.

“Diapers last for a thousand years and they become these horrible microplastics that are bad for the world, and I just thought it could be possible to do it without plastic. So I’ve been working on it for five years with a team. We’re this close to a breakthrough…”

Think about it – billions of diapers end up in landfills every year, taking centuries to decompose and creating environmental havoc. If Jim cracks this code, the sustainability impact could be massive. (Hint #2: Catch my previous episode with the founder of Sustainable Brands for more.)

The Renaissance EntrepreneurWhat makes Jim truly special isn’t just his business acumen – it’s his genuine curiosity about everything. He flies “small, crappy airplanes” for fun, creates glass art displayed in world-renowned museums, and casually mentions voting on Federal Reserve interest rates like it’s a weekend hobby.

This broad range of experiences gives him perspectives that pure business specialists simply can’t match. When he talks about innovation, he’s not just drawing from MBA case studies – he’s pulling from art, aviation, monetary policy, and manufacturing.

Why This Conversation MattersWhether you’re in media, marketing, or building the next big thing, Jim’s approach to problem-solving offers a masterclass in thinking differently. He doesn’t just spot trends – he creates them by identifying problems everyone else has accepted as unsolvable.

His insights on brand compatibility, disaster prediction, and sustainable innovation are particularly relevant right now. Plus, his commitment to giving away his wealth while still actively building and creating is a refreshing take on success and legacy.

This episode is packed with inspiring stories, clever insights, and tactical wisdom that will help you rethink what’s possible in your own work. Jim McKelvey proves that true innovation comes from embracing diverse interests, taking calculated risks, and always asking “what if we could do this better?”

A Series of LegendsThis interview is one of several featuring winners of the Eddie & Ozzie Award who are being inducted into the Folio: Legends Hall of Fame this October.What’s the common thread among these industry legends? Each has reinvented themselves or their company in remarkable ways.Be sure to watch for upcoming episodes with Neil Vogel, David Adler, and other Hall of Fame inductees. You won’t want to miss this any of these legends!For all their brief profile award interviews, visit the award site.Key Moments:00:00 Jim McKelvey’s Eerily Accurate Business Predictions

02:15 Hall of Famer but a Career with No Focus — On Purpose

03:02 The Plastic-Free Diaper Project

03:36 Giving Away his Fortune

05:55 Giving Away his Power (Score).ai Tool

08:05 What Makes for Dangerous Brand Associations

11:17 Writing the Book on Innovation

14:17 Why McKelvey Only Solves Unsolved Problems

15:12 Trading News Consumption for Data Capture

16:30 Humble Pie, Hobbies and Heroes

CONNECT AND SHARE: Check out PwrScore.AI to test your brand’s affinities. * Learn about Invisibly: https://www.invisibly.com/learn/*

Enjoyed this free episode? Make like Jim and give your money away! 😉My Tip Jar: https://buymeacoffee.com/mossappealKind comments, reviews and shares are equally welcome.

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Thanks to The Podcast Academy, Ti King and I got to attend #PopCon with the intention of evangelizing podcasting (and the Academy, of course! See links for joining, below.) After I got used to the costumed attendees of PopCon, and fan-girled a few anime voice talents and celebrities on site, I got down to business and led a panel of podcasting experts on how to create, market, and monetize a podcast.Guests include Brittany Bigelow of Bigelow Creative, Dawn-Michelle Lewis of Salutations Media, filmmaker and podcast host Vergie Rodriguez, and James Starace of Focus 360/Creator Square.

We covered strategies for podcast concept development, the value of niche topics and micro-influencers, technical execution, and effective marketing strategies. The panel also explained their monetization techniques, from securing brand partnerships to leveraging subscriber models.

The whole PopCon event was eye-opening, by the way, with more people lined up to meet the faces behind their favorite voices than the known faces playing TV characters! Ti, who graciously captured the video of the panel, Vergie and I also won Best Podcast awards from the organization!

Ti King, E.B. Moss – Podcast Award WinnersNext year, we’re looking forward to a day dedicated to #podcasting, but for now, take advantage of the wisdom captured by this panel of pros on Making, Marketing, and Monetizing Podcasts!

01:12 Meet the Panelists
02:31 Debating the Definition of a Podcast
04:02 Starting Your Own Podcast
07:46 Technical Tips for Podcasting
12:49 Marketing Your Podcast
16:54 Monetizing Your Podcast
21:15 Navigating the Podcast Advertising Options
22:02 Challenges with Brand Associations and Advertisers
23:36 More Monetization Strategies for Podcasts
24:40 Understanding Podcast Ad Placements and Effectiveness
25:32 The Value of Micro Podcasts and Audience Engagement for Brands
29:19 Subscription Models and Additional Revenue Streams
30:43 Leveraging Press and Visibility for Podcast Growth
34:22 Branding and Consistency in Podcast Production
38:18 Practical Tips for Podcast Launch and Growth
40:42 Best Practices Wrap up

Links/Connections:

Follow, Connect & Share the LoveThe Podcast AcademyConnect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
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The first time I heard voices I thought I was losing my mind. AI-generated voices, that is. Because I couldn’t believe how “real” they sounded. Listen to the intro to this episode and tell me what YOU think. Then find the little samples of producer Jim Mullen’s voice later in this episode! I’m still wrapping my head around all that is possible — and all that has changed in the world of content creation and media production. That’s exactly why I knew I had to bring together two of the most credentialed producers I know to talk about what’s really happening behind the scenes with AI in our industry.The Real vs. The AI – A Producer’s PerspectiveJim Mullen (Mullen Media) and Yossi Kimberg are the real deal – we’re talking Seinfeld, Food Network, Super Bowl halftime shows, and decades of work on Lorne Michaels shows. These guys aren’t just talking theory; they’re actually using these tools in production right now.

AI-Generated Yossi KimbergAI-Generated Jim MullenWhat Really Struck MeYossi’s journey into AI started by making masterful still images with Leonardo, as in Leonardo.AI. As he put it:

“The idea that text generates an image was beyond imagination. I was just amazed by it.”

But then he progressed to motion, face-swapping himself into different editing scenarios (find those in this episode, too!), and even bringing children’s artwork to life. But learn what happened next that was “a bridge too far” for one particular client.

Now, while Yossi’s moved on to scripted motion videos all AI-generated, Jim’s been experimenting with ElevenLabs for voiceovers, though he hit a hilarious snag on a project about a lack of libraries:

“I couldn’t get the bot to say ‘desert’. It kept saying, New York City has book desserts.”

Not so funny to me, because once it learns contextual pronunciations, my gigs doing voiceover will dry up like a desert. (Note: I found out just today while producing this episode that I literally lost a job to an AI-generated voice. True story.)

The Uncomfortable TruthBoth producers agree we’re not just approaching a tipping point – we’re already there. Yossi believes that within 2-3 years, even the very role of managing AI might become obsolete. The technology is learning to be funny, dramatic, and emotional without human instruction.

Jim pointed out something that made my stomach drop: if you can create an entire commercial with AI actors and voices (which is already happening), you eliminate hair and makeup artists, grips, gaffers, location scouts – entire production crews become unnecessary.

As such, we talked about the fear factor. You know how I feel about voiceovers. Though AI helped me immensely in honing these show notes. But it’s not just job displacement we’re facing; it’s questioning our creative thumbprint and what makes us uniquely human in this process. Plus…

Copyright and Ownership MinefieldWe touched on some fascinating legal territory that’s still being sorted out. Yossi mentioned reading legal briefs about using copyrighted images in AI training, and the emerging trend of celebrity estates licensing deceased stars’ likenesses for AI projects – Steve McQueen’s estate is apparently leasing his character for AI-generated content. The whole landscape of intellectual property, name-image-likeness rights, and even the ability to deny you said something (“I didn’t say that, it was AI”) creates a complicated web that we’re all navigating in real time.

(I recommend taking a listen to the brilliant Robert Tercek who allays some of those legal fears in this Insider Interviews episode from last year: https://bit.ly/Insider21-Shapiro-Tercek .)The Human PushbackBut here’s what gives me hope: Yossi shared how his client loved his AI-enhanced children’s artwork until clients pushed back, saying it wasn’t authentic to what the kids actually created. They pulled back some of the AI elements. It reminded us of the vinyl comeback – sometimes we crave imperfection and authenticity. He thinks we’ll find our middle ground once this trend becomes trite.

Practical AdviceFor anyone starting out, Jim recommends experimenting with the free trials but warns against buying credits with “one-trick ponies” – platforms that only do one gimmicky thing. Yossi suggests testing the same prompt across different platforms since each has unique strengths.

The tools they’re using: ElevenLabs (voice), Runway, Kling, Higgsfield, Leonardo.ai (images), and the premium Veo3 — for dialogue-driven video at $250/month. I was simply wow’d by the basics of NotebookLM that I used in my intro. But I hope you’ll still call ME for doing the real deal as a human.

The Big QuestionAs we face this rapid evolution, seems many will become “AI wranglers” rather than traditional producers. The question isn’t whether this technology will change everything – it’s how we adapt while maintaining the humanity that makes content actually connect with people.

I have a feeling we’ll need to revisit this conversation in six months because everything will be dramatically different again.

The real producersKey Moments & Time Codes:[01:36] – AI voices fool me twice – shame on me — on client websites

[05:13] – Yossi’s journey from Leonardo still images to motion graphics

[08:34] – Scholastic project: bringing children’s artwork to life

[11:12] – Jim’s Eleven Labs experiments and the “desserts” problem

[13:58] – Discussion of celebrity estate licensing for AI (Steve McQueen example)

[18:57] – Who gets replaced first: voice actors, then editors

[25:01] – Too much of a good thing: Client pushback on AI-enhanced artwork

[28:17] – Tool recommendations and experimentation advice

Follow, Connect & Share the LoveConnect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
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In 10 quick but memorable minutes I’m sharing my observations and experiences with marketing strategies I had close encounters with over the recent Memorial Day weekend. From an innovative Fresh Direct pop-up, to a Rosé Soirée in the Hamptons with missed promotional opportunities, these are my thoughts on some effective …and ineffective … marketing tactics. And I borrow from one of the 22 Immutable Laws of Marketing, by brilliant marketing strategist, Jack Trout. First, learn how my friend Joanne (who happens to be Jack Trout’s daughter) and I popped into a pop-up for Fresh Direct. We were in pursuit of coffee but got a surprise stimulating conversation with the interim CMO, instead: Jackson Jeyanayagam. * He explained their strategy was to build awareness for their new delivery service and display the quality of their products “IRL.”*

Fresh Direct PopUp storeLearn which of the 22 immutable laws Jackson was aiming to apply; and the overlap with he, that law and AB InBev! Then, we had a blast sampling 20 kinds of rose’, but can we remember which one we preferred — to buy again? Blame the drinking, sure, but I think it was more the missed marketing opportunities at the Soiree.*

(TWO really stood out, though, which you can read about in my new Substack Newsletter, “Moss Hysteria”!) * Then, I popped over the next day — back in NYC — to check out Cognitiv AI’s pop-up at Grand Central, promoting mental health and positive news. It was a blooming success. Learn why.

Overall, great experiences that showed how valuable experiential marketing can be!

Key Moments:00:32 Fresh Direct Pop-Up
03:17 The Importance of Branding and Communication
04:27 Applying Lessons from Ries & Trout’s “The 22 Immutable Laws of Marketing”
05:54 Event Marketing: The Rosé Soirée
09:31 Memorable Marketing: Cognitive AI Pop-Up
10:17 Get More in my NEW Newsletter, “Moss Hysteria” on Substack

Please Follow, Connect & Share the Love of Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
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Blusky: https://bsky.app/profile/mossappeal.bsky.social

If you enjoyed this episode, please share with another smart business leader, give me five stars… and leave a comment on @Apple or @Spotify or on @YouTube. Or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!

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It’s two exclusive conversations in one episode! During the recent #possible2025 conference in Miami I conducted two short insider interviews that were long on advertising industry insights.Peter Jones, VP of Revenue at Premion, explained why local advertising is booming, the importance of data-driven strategies, and how omnichannel measurement is revolutionizing campaign attribution Then, Sheila Marmon, Founder and CEO of Mirror Digital discussed the $6.8 trillion buying power of diverse audiences, digital innovation for inclusive marketing, and why brand are best served by connecting with multicultural consumers.*

Take a listen (or, watch/listen via YouTube ) and you’ll understand a couple of powerful market forces reshaping advertising today: the renaissance of local advertising and the still key need for inclusive audience reach.

With local advertising projected to reach $33 billion this year (growing at 16% year-over-year), Peter shares how Premion — an industry-leading CTV/OTT ad platform with directly-sourced inventory from 125+ premium publishers — helps advertisers make data-driven decisions that prioritize “outcomes over impressions.” Learn also how local and regional advertisers can leverage the same sophisticated targeting and measurement capabilities previously available only to national brands.

Did you know they are “TAG Platinum” certified? That, combined with their company approach to business, means all their inventory is brand safe. Peter also teased a pretty impressive case study of a restaurant chain is measuring direct sales impact from their advertising campaigns right off transactions.

In the second segment, Sheila introduces us to the company she runs, “Mirror Digital,” which has pioneered connecting brands with diverse audiences across digital platforms for over 13 years. She breaks down the misconception that multicultural audiences are “niche,” (um, 43% of the pop is NOT niche!), and their combined $6.8 trillion in buying power – larger than the GDP of any European or Latin American country — should be pretty enticing to ANY brand advertiser! Oh, and remember, that other little “niche,” WOMEN, drive 80% of household purchasing decisions. It might be why Mirror Digital has worked with major brands like General Motors, Verizon, and Amazon.

(I did a great interview back in 2021 with Cadillac CMO Melissa Grady Dias and we talked a little more about their approach to inclusivity, which is DEFINITELY still important, despite our political climate.)

Here are some of the key moments:[00:00:29] Peter Jones introduces Premion’s focus on local markets and helping regional agencies with scaled buying power

[00:01:19] Why local advertising is having its moment and impressive projections for 2025

[00:03:05] The three key factors advertisers need today: inventory, data, and measurement

[00:09:28] Jones’ mantra of “outcomes over impressions” in advertising strategy

[00:11:07] How a restaurant chain measures direct sales transactions from Premion advertising

[00:14:52] Sheila Marmon on Mirror Digital’s mission of connecting brands with inclusive audiences

[00:15:22] Why diverse audiences aren’t “niche” (and their $6T (yes, a “T”) in buying power)

Follow, Connect & Share the LoveConnect with Peter Jones: https://www.linkedin.com/in/jonespeter/ and visit Premion: https://premion.com/Learn about Mirror Digital and Sheila Marmon: https://www.linkedin.com/in/sheila-marmon-0398074/

Connect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
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Read my Special Report about Possible: bit.ly/Moss-Whats-Possible* If you enjoyed this episode, follow Insider Interviews, share with another smart business leader, and leave a comment on @Apple or @Spotify… or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!** Share

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In a never-more-important throwback episode from 2021, hear again from KoAnn Skrzyniarz – who for years has been making a strong case for building Sustainable Brands in global conversations with some of the world’s biggest advertisers. Learn why there’s STILL a business — and social — value to purpose, perhaps even more so as environmental gains and progress towards sustainability are being undone with ‘drill, baby, drill’ threats and short-sighted profit-driven agendas.In time for Earth Month, or any time, KoAnn (frequently known by just her first name) shares not just the “whys”, but some “hows”: how sustainability has moved the needle for leading brands and how to be resilient in a “VUCA” world. A what?Listen; she’ll explain, and we also discuss: The impetus for creating Sustainable Brands * What kind of changes has she seen in the brand and media marketplace in terms of embracing brand purpose*

“Twenty years ago it was not recognized that companies that understood how to innovate for environmental and social benefit were going to be the companies that survived and thrived in the 21st century.”

Is Corporate Social Responsibility (CSR) a good description? (Hint: KoAnn explains why it’s more a “business opportunity” and why the ANA [Association of National Advertisers] uses he notion of ‘good growth’. )
How companies should integrate their brand marketers and strategists, the product and service positioning teams AND the sustainability/procurement/diversity teams
Is our current focus on brand purpose just another trend? How does it compare to the green rush of the 2007 timeframe or rallying around Hurricane Katrina? Have companies evolved in their mission-driven work?
The data supportive of sales driven by environmental and social value propositions; What kinds of brand transformation are happening — and at which companies?
How have companies like Clorox and P&G navigated the road to sustainability? And what is a Brand Transformation Roadmap?
How Sustainable Brands itself pivoted during the pandemic to salvage — and even grow — their world-class conferences in a VUCA world! (volatility, uncertainty, complexity, and ambiguity!)

Additional Links: SB Brand Transformation RoadmapSM. * Sustainable Brands global conferences (Coming up Oct ’25 in San Diego!) * Webinar on the ROI of Sustainability (May ’25)*

Find SB on Insta:@SustainableBrands

Connect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
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What happens when leadership loses its way — and work loses its soul, let alone its staff? In S2 Ep37 the impressive Rishad Tobaccowala, futurist, author, and former Chief Strategy / Growth Officer (now Senior Advisor) of Publicis Groupe joins me on Insider Interviews to offer a refreshingly human take on the future of work.And yes, we have a musical interlude….The author of “Restoring the Soul of Business” and his latest, “Rethinking Work,” explains what it really takes to stay relevant in marketing — and business in general. As Rishad says,

“Change Sucks. But irrelevance is worse!”

First, I found out that we are both quadruple espresso fans, so if you wonder where Rishad gets his energy…. THEN I discovered we both had a thing about MATH that changed our respective trajectories*. But, after comparing our coffee rituals we go full steam into how companies need to evolve old leadership styles —from “bossing” to inspiring. Rishad shares why corporate models are in urgent need of a reset, and how flexibility, curiosity, and a human-centered approach must replace outdated hierarchies. Think “fractional workers” and project-based teams meets AI.

Rishad urges organizations to stop clinging to legacy systems and start designing for the future. But, as this is primarily a show about media, marketing and advertising, (he is, after all, being inducted in the Advertising Hall of Fame) he also explores how storytelling goes hand in hand with tech and remains a marketing essential — not despite the data age, but because of it.

Discover the “5 Cs” of embracing the future in Marketing. Interestingly, as former Chairman of Razorfish, his imprint may have been made on Anthony Yell, who – per Epi 30 – clearly agrees in Collaboration and merging Creativity with tech and storytelling!

Of course, we talk brand purpose — and that theme actually runs through it all, with Rishad explaining how generosity is not just as a personal value, but a business advantage.

He shares how this belief drives the Tobaccowala Foundation’s work in improving access to education and healthcare in India — and why doing good can, and should, be good business.

This episode is a frank but, yes, inspiring look at how to rethink work, reimagine leadership, and build companies that serve people — not just profit.

*(FYI: Hear how math impacted the journey of Cadillac CMO Melissa Grady, too!)

Key Moments: 01:03 Rishad Tobaccowala’s Background and Award-Worthy Achievements!

02:57 The Essence of Rishad’s Books – “Restoring the Soul of Business” and “Rethinking Work”

03:28 Combining Story and Data in Business

06:21 The Continuing Impact of Pandemic WFH Mentality and the Impact of AI on Work Lifestyles

07:11 Rethinking Work Now and Near Term Future Trends

11:02 Strategies for Embracing Change (Yes it “Sucks” But so Does Irrelevance!)

13:04 Building a Future-Ready Workforce

22:02 Personal Development Thru Continuous Learning

23:46 Mentorship and Leadership Advice Through Musical Metaphors (AKA: E.B. has to Sing Again)

25:37 The Crisis in Modern Leadership

26:07 Boss vs. Leader: Key Differences

32:06 Generosity as a Strategy

37:39 The Tobaccowala Foundation’s Mission

39:45 The Future of Marketing and Creativity (Hint: Does Not Fit in the Containers of the Past!)

46:03 Book Summary and Can’t Miss Resources

Oh, and you might WIN! …Add a “like” and a comment on Apple, Spotify or YouTube for this episode, and I’ll randomly (okay, those who LOVE the show might have an advantage!) will be entered to win a copy of Rishad’s book which I’ll announce on or before 4/30/25. BUT to make SURE you get your own, and to learn more about Rishad, visit: https://rethinking-work.io/whats-inside-2

Follow, Connect & Share the LoveConnect with Rishad: https://www.linkedin.com/in/rishadtobaccowala/Learn about Rishad/Purchase Rethinking Work: https://rethinking-work.io/

Connect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
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Wendy Lund isn’t just a powerhouse in healthcare marketing — she’s also a longtime family friend, thanks to her working alongside my sister Lisa years ago — also in healthcare marketing — then becoming neighbors and “besties.” As a result, I also know Wendy is a longtime advocate for women’s health, and is as passionate about promoting good information as she is about, well, her dog, Yogi!YogiAnd that is one cute dog: spoiler alert in case you miss the video.

As Chief Client Officer of Health@WPP, former CEO of GCI Health, and former Chief Communications Officer at Organon, Wendy has been a force in transforming how we talk about — and invest in — women’s healthcare. In May 2025 she’s being honored with the Pinnacle Award by MM+M for her leadership and impact.

The Imperative for Information and Innovation around Women’s Health – Health@WPP at SXSW In yet another heartfelt, informative, and often funny conversation apropos Women’s History Month, Wendy explains why Health@WPP believes wise innovation, factual and frequent information around women’s healthcare is an imperative. Those are the pillars driving that progress — and why that’s not just good for society, but great for business.

🧠 Innovation: Women’s Health Is a Smart InvestmentWendy makes the case that women’s health should be seen as a business opportunity, not just a cause. From underdiagnosed conditions like menopause symptoms to overlooked opportunities in mobility, pain management, and nutrition, she shares how both pharma companies and mainstream brands can make a real difference — and a real impact.

She points to emerging tech, from CGMs for glucose management to smarter birth control options, and even a unique innovation from Ford Motor Company — a redesigned seatbelt for women post-mastectomy. Innovation, Wendy explains, must be fueled by insights and empathy.

“There are thousands of smaller innovations out there. The business community needs to see them not as one-offs, but as lasting solutions that can revolutionize care.”

📢 Information… and The Fight Against MisinformationWendy doesn’t shy away from the pitfalls of misinformation in healthcare — especially in a digital age. Or, as I like to say, “Paging Dr. Google!”
While social platforms have helped women access critical information, they’ve also opened the floodgates to false and harmful content.

Wendy shares how Health@WPP has partnered with platforms like NextDoor to connect neighbors and caregivers around trusted health information — particularly around cancer — and how listening to real people’s concerns is just as critical as broadcasting solutions.

“There’s a lot of information women aren’t aware of… We want to make sure they have what they need to take care of themselves — and each other.”

🚨 Imperative: Now Is the Time to ActFor Wendy, women’s health is personal — and urgent. She calls on companies in every industry, from QSR to automotive, to look for authentic ways to support women’s well-being. Whether it’s creating an inflammation-free menu, investing in reproductive health, or advocating through empathetic HR policies, the opportunity is real.

And yes, she also talks about the role of men as health allies — something that moved both of us deeply. From helping their wives track mammogram dates to sharing stories about caregiving, Wendy reminds us that men are essential to pushing this movement forward.
But companies are key, too. In fact, she says:

“Everybody has a role to play. We can’t afford to sit back. We have to push forward.”

⏱ Key Highlights [00:00:10] Meet Wendy … and Yogi * [00:02:43] How Wendy’s early work at Planned Parenthood and NLN shaped her mission * [00:05:35] Why women’s health is smart business: overlooked innovation opportunities * [00:11:03] How Organon’s campaigns and podcast empowered real women’s voices * [00:16:06] Social media’s double-edged sword in health information * [00:17:46] Why men are underestimated allies in women’s health * [00:21:39] Collaborating with NextDoor to reach real communities * [00:27:00]* The Ford seatbelt story …and how every brand can find its health tie-in for a win-win.

🎧 Listen + ConnectIf you care about purpose-driven marketing, gender equity in healthcare, or just want to hear from one of the most thoughtful leaders in the business, this episode is a must.Connect with Wendy Lund: https://www.linkedin.com/in/wendy-lund/Connect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
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Blusky: https://bsky.app/profile/mossappeal.bsky.social

💡 And if your company wants help developing its own podcast, reach out to me at mossappeal.com.
🎶 Theme music by Grammy-winning John Clayton.

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Mack McKelvey, Founder and CEO of SalientMG, joins me to explain why “being uncomfortable” has been a great recipe for success throughout her award-winning career in tech and marketing.With remarkable candor, Mack reveals how disruption propelled her from big tech brands like Lucent, Verisign, and British Telecom to the startup world, where she mastered being an “intrapreneur” before launching her own ventures.

While I almost give away what my initials (E.B.) stand for, Mack shares the fun but sobering story behind her own name change—and a realization about “what’s in a name.” It definitely ties in with how it took a name change for this powerful woman, appropriately featured during Women’s History Month, to go to game changer.

She ultimately created SalientMG in order to offer “the kind of firm I could never find when I was on the inside”—a company staffed entirely with senior practitioners who understand the daily realities of startup marketing.

This same commitment drove yet another one of her startups just last year, but this time in the form of a community appropriately called “StartUp Marketer,” that democratizes access to marketing expertise with everything from templates to live advisors.

As a fellow podcaster (host of “The Cred”), Mack generously shares both professional insights and personal stories—from her surprising celebrity encounters (think Jude Law to Dave Grohl!) to how her move from Manhattan to Vermont during the pandemic influenced her perspective on work and life.

Throughout our conversation, Mack emphasizes what she’s learned throughout her career: the importance of staying relevant and adapting to change. Read everything! She also emphasizes that successful marketing isn’t just about tactics—it’s about understanding the people behind every decision and fostering diverse teams to help drive meaningful outcomes. She’s an advocate for underrepresented voices and speaks passionately about her mission to create platforms for women, LGBTQ+, neurodivergent and people of color — evident from her work, for example, with the non-profit, Creative Spirit — and giving all people more visibility.

“I had a real challenge with representation in technology. I felt like there were a lot of people that we weren’t hearing from. But man did they have great ideas and I wanted to build a platform or a way to help these folks get out in market in a meaningful way.”

Whether you’re a startup founder, a marketing professional, or simply someone interested in authentic leadership, Mack’s journey from “accidental” tech marketer to industry game-changer offers invaluable insights about intention, representation, and the courage to create what doesn’t yet exist.

Key Moments:01:29 The Twists and Turns to Tech In Mack’s Career Timeline08:40 The Importance of Names and Intentional Branding11:04 SalientMG’s Mission and How to Deliver Impact14:52 Challenges and Opportunities in Tech Marketing21:16 Innovative Tech Companies to Watch22:55 The Role of Marketers in Adapting to New Technologies26:08 The StartUp Marketer Initiative: Democratizing Marketing Expertise29:43 Supporting Creative Spirit and Inclusion Everywhere36:42 Personal Stories: Celebrity Encounters42:15 Pro Advice for Aspiring Marketing LeadersKey Links:Connect with Mack: LinkedIn: https://www.linkedin.com/in/mackmckelvey/ * Salient MG: https://salientmg.com/ * StartUp Marketer: https://thestartupmarketer.com/*

Connect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
Threads: https://www.threads.net/@insiderinterviews
Blusky: https://bsky.app/profile/mossappeal.bsky.social

And, as mentioned, catch my other podcast, “It’s Quite a Living,” too!

If you enjoyed this episode, follow Insider Interviews, share with another smart business leader, and leave a comment on @Apple or @Spotify… or a tip in my jar to help me tip my engineer, Jim Mullen!: https://buymeacoffee.com/mossappeal! And if you prefer to watch this podcast:

Thanks!!

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Out-of-home advertising isn’t just about billboards anymore.With data-driven targeting, creative innovations, and deep measurement capabilities, the OOH industry has transformed into a sophisticated media channel that deserves a bigger seat at the table. In this episode of Insider Interviews, I got to explore the great outdoors with David Krupp, Global CEO of Billups, and Jaime Byrdak, CEO of North America, to go beyond the boards and explore how out-of-home (‘OOH’ and ‘DOOH’) is making an undeniable impact on today’s media mix.

David and Jaime bring decades of experience in the industry, having worked together for 20 years in the industry before bringing their considerable chops to billups, Ben and Heather Billups’ eponymous agency — a name that works pretty darn well for working with billboards! The company itself is only a couple of decades old but already claims nine patents that solve for the challenges of measurement and capturing data-driven insights in OOH. Probably good reasons it also claimed a spot on the 2024 list of fastest-growing companies among the Inc.5000 of companies “building the future.”

From their strategic approach to planning and measurement to their creative applications of technology like anamorphic (think: 3D) and AI-powered optimization, David and Jaime share insights on why OOH is more “in” and relevant than ever — and how they are making the most of being the largest independent agency in the space.

Anamorphic DOOH

“Out-of-home is sometimes the first to get cut from a media plan, but it shouldn’t be. We’re proving that it’s measurable, it drives sales, and it deserves a seat at the table.” — Jaime Byrdak

It’s about staying nimble even with international scale, offering up considerable expertise as “consigliere” for media planners and buyers, and growing relationships both inside with coworkers and outside with customers.

“Anybody can buy a billboard. The question is, are you buying the right one in the right place at the right time for the right reasons against the right audience?” — David Krupp

To that point, hear about their leadership philosophies, personal stories (including Jaime’s time as a White Sox ball girl!), and what’s next for the future of OOH.

Top Takeaways:1. OOH is More Than Awareness – While traditionally seen as just a brand awareness tool, out-of-home can now drive sales, foot traffic, and digital engagement thanks to improved data and measurement techniques. 2. Technology is Changing the Game – Innovations like AI-powered planning tools, real-time ad serving, and 3D anamorphic creative are pushing OOH into new territory. 3. Measurement is Critical – Billups has developed patented measurement methodologies to prove ROI, showing how OOH contributes to everything from app downloads to in-store visits. 4. The Power of Independence – As the largest independent out-of-home agency, Billups leverages its flexibility to provide unbiased, data-driven media recommendations. 5. Leadership & Mentorship Matter – Both David and Jaime emphasize the importance of team culture, professional development, and fostering the next generation of OOH experts.

Key Moments:* [00:00] Get to Know the Great Outdoors & the Evolution of OOH * [03:00] Get to Know the Experts: David Krupp and Jaime Byrdak CEOs of billups * [07:30] Out-of-Home’s Role in the Media Mix * [10:20] How Data & Technology Are Driving Smarter Campaigns * [16:00] Measuring the Impact: Proving ROI in OOH * [21:45] Creative Innovations: 3D, AI, and What’s Next * [28:15] Boards for Good: Billups’ Corporate Mission & Industry Leadership * [34:00] The Future of OOH & Leadership Lessons

If you enjoyed this episode, follow Insider Interviews for me, and leave a comment on @Apple or @Spotify… or a tip in my jar to help me tip my engineer, Jim Mullen!: https://buymeacoffee.com/mossappeal!

Connect with David, Jaime and Billups:LinkedIn: https://www.linkedin.com/company/billups/

Instagram: https://www.instagram.com/billups/

Connect with E.B. Moss and Insider Interviews: With Media & Marketing ExpertsLinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
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For my 2025 kickoff of Insider Interviews marketing luminaries Lou Paskalis and David Sable joined me for one of the most candid conversations on the media and ad world that cuts through the “digibabble” – the term David famously coined a few years back.We moved from their personal passions (don’t get David started on The Doors!) to how advertising evolved in the tech era… to its future, jam packed with opinions based on their decades of award-winning experience.

(Lou, who previously ran global marketing at a couple of small brands you may have heard of, like Bank of America, American Express, and where I first met him, E.J. Gallo, is now the strategic mind behind news assessor Ad Fontes Media, The street cred of David – a top voice on LinkedIn, thanks in part to his terrific blog, “Imagine,” stems from being former global CEO/Chairman of Y&R (now VMLY&R) and board member for a ton of big companies like American Eagle and Ethan Allen. He is now Vice-Chairman at the forward-thinking mid-size holdco, Stagwell, where Lou is also an advisor, I discovered!)

What informs a lot of the conversation is David’s explanation of how Stagwell flipped the traditional agency model on its head: Instead of buying up creative agencies, founder Mark Penn premise to build around tech.”… We began by buying tech, aggregating tech and creating a tech platform. Then we went out and wrote in the creative pieces of business.” But as David emphasized,

“Tech leads the way for everything. But our model, which is the model that’s working the best, is that tech is an enabler: Our job is to tell stories and to tell them well.”

Stories – and art itself, even using the most sophisticated tech and AI – is only a result of the information fed to it. David shares a beautiful analogy about what a Monet envisioned using different brushstrokes on, say, Water Lillies. We have to inform our models to consider “impressionism,” just as we have to provide data for use.

He says,

“Data is a picture of what happened before. That’s it. Now, I can interpret it, I can use it, I can I can create algorithms or models, but at the end of the day, data is a picture of what was. It can predict, and AI is going to be better at that, but that’s all it is. So it’s only as good as the data that it has.”

And don’t get him started on OMNICHANNEL as a buzzword, either. The through line of this episode is to appeal to and follow the consumer. Not jam tech terms or “digibabble” down their throats. Unsurprisingly, Lou agrees, comparing ineffective presentations to Charlie Brown hearing his teacher: “Wah wah. Wah wah. Digital.” His point when pitching the CFO could also apply to the consumer:

“If you don’t contextualize everything into the growth agenda, you might as well not go to the meetings. They don’t care what we do, they care how what we do achieves growth.”

Be human, even in an AI world. That applies to retail, to advertising and, as we learn, the news media.

The Future of NewsPerhaps most compelling was our discussion about the critical importance of news. Insider Interviews followers know this is a clarion call for Lou, which he focused on in his first appearance here last year. Now, backed by Stagwell’s staggering study of 50,000 people, Lou shared a startling insight: “The ROI, or return on advertising — ROAS, on news is higher than any other content vertical you can buy.” Marketers are missing out on if they are “news-averse,” based on some misguided perceptions about “brand suitability.”

“11% are self-identified as news junkies who only read or watch the news when they’re consuming media. That’s 11% more business for any marketer in America in 2025 who will achieve the growth agenda and win by reaching these very influential people.”

(To learn more, all Insider Interviews fans who are publishers are invited to apply to attend Stagwell’s Future of News next meeting at 1WTC on January 29th.)

But he also raised important concerns about modern journalism:

“Today, in desperation to get digital eyeballs there may be a different person writing the headline for the article than who wrote the article… We need product innovation in news, but we need advertisers to understand the importance of driving their business and supporting our democracy.”

Prognostications not PredictionsFor Lou “the nuclear engine” driving advertising in 2025 will be “the symbiosis between connected TV, or what we call CTV, retail media networks… and podcasts.” He explained how advertisers are looking to connect “the upper funnel that CTV gives you and podcast and the lower funnel opportunities in the retail media networks.”

For David, it’s simply:

“I think the world craves simplicity and I think we’ll see a lot more around simplicity as we go forward.”

Key Takeaways: How connected TV, retail media, and podcasts are creating the perfect storm for advertising success * Why technology should enable storytelling, not replace it * The surprising ROI of news media advertising * How to translate digital complexity into real business growth * The delicate balance between tech capabilities and human insight*

Time Codes:01:05 Lou Paskalis introduction

01:47 David Sable’s background

03:58 Personal insights and The Doors

06:00 Exploring “digibabble”

09:03 Modern retail evolution

12:16 Human-centric marketing

15:52 Technology’s role

21:47 AI in marketing

22:49 Ethics and governance

24:26 Creative directors’ evolution

25:34 Media consumption patterns

31:28 Supporting quality journalism

44:22 Future predictions …and closing thoughts on Los Angeles Wildfires to support the composer of the Insider Interviews theme.

Connect with E.B. Moss and Insider Interviews:LinkedIn: https://www.linkedin.com/in/mossappealInstagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
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Blusky: https://bsky.app/profile/mossappeal.bsky.social

The episode concludes with my personal note about the Los Angeles wildfires and information about supporting affected communities, including the Grammy-winning composer of my Insider Interviews theme, John Clayton. (You can see a few images of what his home WAS in our episode last year of “It’s Quite a Living”.)

John Clayton and lost compositionsDONATION RESOURCES:American Red Cross to support the communities in need.

World Central Kitchen has mobilized across Southern California, providing sandwiches and water throughout the region.

Los Angeles Fire Department Foundation to go toward equipping firefighters with tools and supplies to contain the infernos.

GoFundMe.org started a 2025 Wildfire Relief Fund that will “go directly to people impacted who are seeking help through GoFundMe fund-raisers, and to nonprofit organizations on the ground providing relief.

And, as mentioned, I’ll be donating a portion of any support of this episode that is sent to buymeacoffee.com/MossAppeal

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Fresh from the floor of CES 2025, I grabbed about 10 minutes each with two brilliant minds in technology and innovation who shared fascinating insights about where we’re headed in this AI-driven world for a fast but powerful bonus episode.Andrew Klein, who leads creative technology and innovation at PMCI (Publicis Media Content and Innovation Team), dove straight into how generative AI is becoming increasingly woven into our daily lives.

Andrew Klein, SVP, PMCI at CES 2025He painted a vivid picture of our near future, where wearable AI technology won’t just sit on our desks but will travel with us through our days via glasses, earbuds, and head-mounted displays. His most striking observation?

“I think we’re going to have more conversations with AI, potentially, than we would with people. Especially when you think about digital communication.”

Klein shared fascinating insights about the emerging convergence of crypto and AI, describing a future where we’ll essentially subscribe to different AIs like we currently follow social media accounts or news sources. These AI agents, running 24/7, could serve as everything from market analysts to personal companions. When our discussion turned to the critical issue of trust in AI systems, Klein highlighted how major platforms are starting to prioritize transparency by clearly identifying AI-driven interactions.

Albert Thompson, Walton Isaacson, at CES 2025This focus on trust was echoed and expanded upon by my next guest, Albert Thompson, Managing Director of Digital Innovation at Walton Isaacson, who had just finished moderating a panel on monetization in immersive technologies. Thompson offered a profound observation that really stuck with me:

“The world’s currency is not technology, it’s trust. And that’s everywhere from political candidacy to why three ply toilet paper is better than one. …And when you start to think about news and information, it’s whom do we trust?”

Thompson drew a fascinating distinction between generations: Boomers understand how things are made because they come from the Industrial Age, while Gen Z knows how nothing is made – they just want it to work.

He predicts we’ll return to valuing in-person verification, noting that while deepfakes can fool us online, “the one thing a deepfake can’t do is walk in the room and fake you out.”

John Clayton and lost compositionsKey Segments & Timestamps:[00:01:15] Andrew Klein on Innovations at CES 2025[00:04:34] The Convergence of Crypto and AI[00:06:40] Trust and Transparency in AI[00:12:13] Albert Thompson on The Future of Technology and Trust[00:17:56] Closing Note about LA WildfiresDONATION RESOURCES:American Red Cross to support the communities in need.

World Central Kitchen has mobilized across Southern California, providing sandwiches and water throughout the region.

Los Angeles Fire Department Foundation to go toward equipping firefighters with tools and supplies to contain the infernos.

And, as mentioned, I’ll be donating a portion of any support of this episode that is sent to buymeacoffee.com/MossAppeal

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Navigating the chaos of the advertising world can be daunting (for advertisers AND journalists!), but Jason Brown, Chief Revenue Officer of SpectrumReach, helped simplify our wild industry in this Epi 32 of Insider Interviews – just like he and his team do for their 20,000+ advertisers nationwide. From big-picture strategy to the nitty-gritty of local targeting, Jason shared how the sales arm of Charter Communications delivers on its mission to simplify and supercharge advertising success.How does Spectrum Reach make it all work?

Well, think premium inventory, measurable outcomes, and advanced targeting. Plus a new partnership with Amazon Ads that lets them do all of the above on an even bigger scale.

As Jason put it:

“We harness the chaos of bringing in all these different types of inventory into one cohesive buy from end to end.”

(And the same attitude prevails company-wide, thanks to, for example, their investment in Xumo to help subscribers harness the content discovery maze!)

Speaking of helping: Jason explained the Spectrum Reach approach to educating and supporting small businesses — a lifeblood of local advertising, via a program called ‘Pay it Forward‘ and their Spectrum Ad Academy. That is familiar territory to Jason, though, grew up with a father who went from film producer to community activist and shaped Jason’s perspective on “doing well by doing good.”

‘We want local communities to win. We want new businesses to win, and we’re going to invest in them.’

Plus, his sales and his leadership style is dependent on fostering strong relationships across their 181 sales offices. (It reminded me of the humanistic management approach taken by another of my previous guests, Jarl Mohn, who criss-crossed the country visiting NPR’s sales offices, too!) Jason takes pride in how Spectrum News creates loyal communities, which is vital in this media landscape.

Of course, we couldn’t talk about advertising without geeking out over the power of local news (a favorite topic of mine – just ask Lou Paskalis, who makes his second Insider Interviews appearance on an upcoming episode).

This episode is packed with insights on everything from simplifying ad buying to building relationships that drive real impact. And if you love a good story, Jason’s got some personal anecdotes that’ll make you smile and maybe even inspire you to think differently about leadership.

So, tune in! Whether you’re an advertiser, media exec, or just curious about the magic behind the screens, you’ll walk away with actionable takeaways and maybe a new appreciation for how “harnessing chaos” can lead to success.

Key Highlights:00:46 The Professional Journey of Jason Brown – from Out of Home to In Home Screens
02:01 The Spectrum Reach Structure and Mission
03:42 Winning Advertising Strategies and Local at Scale
05:06 Innovations and the Amazon Ads Partnership
08:20 Measurement and Data Accuracy
14:05 Supporting Small Businesses
24:40 Corporate Social Responsibility
26:24 Growing as a Leader and a Father’s Influence
30:42 Favorite Shows (and a Xumo Rationale!)

Connect with Jason Brown:https://www.linkedin.com/in/jasonbrown718/

Follow Spectrum Reach:LinkedIn: https://www.linkedin.com/company/spectrum-reachFacebook: https://www.facebook.com/SpectrumReachInstagram: https://www.instagram.com/spectrumreach/

If you prefer to WATCH this podcast: YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist

E-mail podcasts@mossappeal.com to ask about an executive profile package, or to sponsor an “Inside Scoop” branded segment about your brand!
AND, please share and review this podcast… and support more free content in my tip jar at: www.BuyMeACoffee.com/mossappeal

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We’ve heard “doing good” can be good for business. But Chad Hickey, CEO of Givsly, is helping brands do more than “good,” but to align their values with consumers to drive growth and meaningful impact. And in just six years his company has directed over $2 million to nearly 500 nonprofits and likely made 8 out of 10 consumers happier!On this last 2024 episode of Insider Interviews, I couldn’t think of a better way to give back to YOU, my valued readers, listeners and watchers, than to have Chad share how Givsly helps companies weave their corporate values into traditional business activities—like events, marketing, and advertising — and thrive. Because, he emphasizes,

“8 out of 10 consumers say, ‘I will buy from a brand based on if they support me or shares the same values as me’. …If brands aren’t paying attention to that, they’re losing out on business.”

I’m one of the 8: I met Chad during a 212NYC holiday party that added a Givsly style “giving back” layer — assembling comfort bags earmarked for the formerly incarcerated. It made my evening — and upped my appreciation for the organization, so I begged Chad to tell me more. So, listen to all his actionable insights, but here’s the topline:

Rethinking Events: Making Connections With MeaningWe’ve all done the industry happy hours with similar players and same conversations but Givsly will incorporate some way of giving back.

“We can merge the traditional world of dinners and concerts with what I think is a more advanced way of speaking to people based on who they are as a person and what they value as a human being, connecting in a deeper way as humans and not just businesspeople.”

Marketing With Impact: Why Swag Is OutThe antidote to of a cabinet full of branded water bottles? Givsly’s “Season Without Swag” initiative, which allows brands to offer donations aligned with a client’s favorite causes. As Chad put it:

“It’s not just better for the planet —it’s a better way to use those dollars more efficiently, build relationships, and move people through the marketing funnel faster.”

Advertising That Performs—With ValuesWhat about ads? Givsly brings values into advertising with interactive campaigns that let consumers engage while triggering donations to nonprofits. For example, a consumer might scan a QR code on a CTV ad and choose between two charities to support, providing valuable insights for brands. And there are many things to support. A la my previous episode in Season 1 with Sustainable Brands founder, KoAnn, who eschews “CSR” and speaks instead about “business opportunity” when tapping into values, Chad saya:

“We don’t say ‘purpose’ and ’cause marketing’ and all of those things. It’s because it’s too narrow. It’s bigger than that. Values are something that is in everything that a brands does.

Chad emphasized the effectiveness of this approach:

“We firmly believe that we are on the tipping point of the phase of Values Media…and brands having to have value solutions that help them speak to that consumer based on not only what they want to buy, but what they care about is who they are.”

Beyond Politics: Values That Resonate With EveryoneNot every value-based campaign has to be political, or polarizing, Chad reminded me. “Whether it’s sustainability or supporting cancer research, we help brands showcase what they care about in ways that connect to their customers—and their business goals”

The key, he says, is focusing on authenticity. “Values are embedded in everything brands do. It’s not about February is Black History Month or a one-time initiative—it’s about integrating these values year-round.”

May your upcoming year be filled with value, health, and a meeting of the minds. Coming in January? Conversations with Spectrum Reach, Lou Paskalis and more!

Key Moments:02:50 – Transforming Events Into Value-Driven Experiences

06:10 – Replacing Swag With Sustainability

12:45 – How Advertising With Impact Breaks Through Noise

19:25 – Aligning Brand and Consumer Values Year-Round

Listen now to learn how brands can grow by tapping into what matters most to their consumers.

Connect with Chad Hickey: LinkedInConnect with Givsly: https://www.givsly.com/

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I’m heading off to the Sports Business Journal’s 25th annual celebration tonight (11/22), toasting “40 Under 40” in Sports Marketing, which includes the CEO of USA Fencing, Phil Andrews. So, in homage, and since his triumphant return from the Olympics and Paralympics which took place after this recording, I’m sharing a replay of our Insider Interviews episode, ICYMI!And, if you were living under a rock, know that history was made. I asked Phil for his recap and he said:

“We made history at Paris 2024 on and off the piste, sharing the gold medal lead for the first time and an historic all-American final. Back home we had 35,000 people try Fencing over the Games, moved from 12th to 6th in our media share and have seen 12.7% growth in the business post-Games; while we’ve signed 4 new partners, including a record breaking deal with Italian brand Macron who are seeing the benefits from our expanded presence.” — Phil Andrews

Wow. So, to better understand how niche sports like fencing can not only stay relevant but grow their fanbase, here’s Phil Andrews, who I called the British Ted Lasso for bringing a Midas touch to the world of parries and ripostes as CEO. I also encourage you to visit the team News site to really see why Phil is being honored: from promoting the sport to a diverse community to growing sponsorships to innovating ways to increase awareness through sweepstakes and experiential marketing. He is, himself, gold.In advance of the Paris Olympic Games, Phil and I explored how he’s applying creative strategies to boost awareness, revenue, and membership in a sport that still takes some explaining. Which he does beautifully.For this audience, he also shares his data-driven approach to attracting sponsors, revealing, “We have to, to be candid, fight dirty a little bit. We don’t have the brand of a New York Yankees or even a USA Gymnastics where you’re buying brand and eyeballs. But we have data, we have people, and we have a direct road to them.”

This innovative thinking has led to partnerships with brands like Naked Wines, Avis, and Hilton. Phil even teases an upcoming sponsorship that’s perfectly on-point: the “Official Fence of Fencers.” Talk about targeted marketing!

But it’s not all about the money. Phil is passionate about making fencing accessible to all. He discusses USA Fencing’s award-winning diversity and inclusion initiatives, including the “Fencing the Gap” program. “The idea of Fencing the Gap is very simple. It’s grant funding that we can put towards fencers who otherwise can’t afford to play the sport,” Phil explains.

Get ready for some Olympic-sized insights as Phil breaks down:– The complexities of Olympic sponsorships (it’s not as simple as you might think!) vs sponsorships of the NGBs (National Governing Bodies).
– How USA Fencing is bringing the Olympic experience to communities across America allowing locals to fence with some greats in 10 cities this summer.
– The surprising connection between fencing and the NCAA (hint: it’s not just about the sport)
– Why listing women first in team announcements is a small but powerful change.

Olympic-bound Team USA FencingAs a bonus, listeners get a glimpse into Phil’s personal life, including his connection to me (spoiler: we met last year when I discovered we were related by marriage!). Phil even shares why he told Sports Business Journal in his interview as a “40 Under 40” that Insider Interviews is his go-to podcast!:

“A lot of what I’ve done over my career is taking other people’s ideas and applying them into Olympic and Paralympic sport. That’s how we’ve done things differently. And so I find it a great way to listen to, as the title suggests, an insider and apply their ideas to what we do.”

This “40 under 40” picked Insider Interviews as #1!Whether you’re a marketing pro looking for fresh ideas, a sports enthusiast curious about the business behind the games, or just someone who appreciates a good underdog story, this episode delivers gold medal-worthy insights.

En garde, ready, listen!

Highlights:[0:00:03] Meet Phil Andrews, the CEO of USA Fencing, and his Ted Lasso-like career
[00:04:57] Phil explains NGBs, the three types of fencing – saber, foil, and epee—and their cool origins
[0:10:26] How partnerships with CrossFit and Rogue Fitness revamped USA Weightlifting and drove female participation and revenue
[0:19:57] Launch of “Fencing Across America” initiative with surprise athlete visits and influencer help this summer
[00:24:09] How big nationwide events and data-driven marketing is attracting sponsors
[00:31:29] Unraveling the complexities of Olympic sponsorships
[00:37:42] USA Fencing’s award-winning diversity and inclusion efforts
[00:40:27] “Fencing the Gap” grows participation by all
[00:43:15] Personal connections and Phil’s personal brand…and advice for aspiring marketers and leaders

Find Phil at: https://www.linkedin.com/in/philandrews2/Team USA – Instagram: https://www.instagram.com/usafencing/

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In a fast run through the Javits Center prepping for 120,000 visitors, here’s a BONUS episode with exclusive behind-the-scenes conversations with sponsors of the TCS New York City Marathon!Thanks to NY Road Runners – the creator of the largest marathon in the world — I spontaneously interviewed five lead NYRR partners about why these brands invest in events.Gain insights from representatives of TCS, New Balance, United Airlines, MasterCard, and Citizens Bank, as they discuss their motivations and the impact of their sponsorship. Highlights include New Balance’s massive retail setup, TCS’s Future Athlete Project showcasing innovative sports technology, Mastercard’s data on the marathon’s economic impact on small businesses, United Airlines promotion and travel tech and Citizen’s goal to “edutain.”

Each brand shares unique perspectives, from fostering community involvement to leveraging technology for enhanced health and well-being. Join us for a 15-minute deep dive into the world of marathon sponsorships!

Javits Center Prep, United Airlines Tech, Bib Pick Up, New Balance “Run Your Way”Mastercard and REIREI and MastercardKEY MOMENTS:

00:18 Sneak Peek at the Javits Center thanks to NY Road Runners
00:52 Interview with TCS and New Balance
02:03 Exploring the Exhibitor Hall
04:30 TCS’ Future Athlete Project with a “digital twin”
06:43 Mastercard’s Impact on Small Businesses
08:14 United Airlines’ Long-Term Sponsorship
10:12 Citizens Bank and Community Engagement

Resources:NY Road Runners

TCS

New Balance

United Airlines

Mastercard

Citizens

Connect with Insider Interviews*:Instagram: https://www.instagram.com/insiderinterviews*

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Learn why I asked Razorfish Chief Creative Officer, Anthony Yell, for a Vulcan mind meld.He’s not your typical CCO. With a reverence — and professional envy — for drummers who keep things moving, he is a digital marketer who dances to a different beat: Anthony credits a passion for Legos (!), emblematic of analog games, as an antidote to screen time and keeping him balanced in his work at the digital-first shop.As a multi-Cannes Lion and Clio winner, it must be working. But his understanding and application of cutting-edge digital strategies and tech applied to creative and communication, like Meta’s new Orion glasses and neural interfaces, has also made him a sought-after panelist at conferences from SXSW to AdobeMax.

This S2 / Epi 30 of Insider Interviews is one of the most info and insights packed, ever. Anthony even shared the crib notes on the four waves of the future of tech from his recent session with Chris Duffey, called: “Future You; Future Proof — a Creative Playbook for the Next Decade.”

Part of that future-proofing for brands, per Anthony, and the key to thriving, is having a marriage of performance with brand purpose. It’s the mantra of the new Razorfish. New, because, as Anthony explains, the agency has kept pace with change and evolved its own purpose — but finding that what’s old can be new again, too, resurrecting its original 1995 name brand. And now he ensures that “creativity isn’t confined to a single department” but is the lifeblood that flows through every role and responsibility.

“Brand purpose isn’t just about feeling good. It’s about creating meaningful connections with consumers that drive real business results.”

Additional key points worth hearing from the Chief Creative Officer’s mouth: While he adopts new tech as helpful tools at every turn, Anthony also explains how fostering a culture of collaborative creativity can lead to groundbreaking campaigns and strategies…and what the next generation of career-minded creatives will need to do to thrive.*

“Creativity isn’t just about making things look pretty. It’s about solving problems in innovative ways, and is something everyone in the organization can contribute to.”

Anthony embraces AI as a powerful ally in the creative process vs a threat, recommending a future where AI handles the mundane: “AI isn’t replacing creativity; it’s amplifying it.”
He predicts a future where faster connectivity and advanced AR/VR and every other “R” will revolutionize how brands connect with consumers, opening up new realms of creative possibility and forms of communication.

This episode isn’t just a peek into a creative playbook; it’s also a career playbook for anyone looking to navigate that exciting intersection of technology, creativity, and brand purpose in digital marketing.

Key Moments:3:15 Analog Passions: Anthony’s love for vintage drums and synthesizers

9:30 Agency Evolution: How Razorfish transformed to focus on brand purpose and performance

16:45 AI as a Creative Catalyst: Leveraging AI to enhance human creativity

17:46 Future You, Future Proof: Takeaways from Anthony’s Adobe Max presentation

22:30 Purpose-Driven Success: blending purpose and performance

26:05: The significance of what “36 billion” means in marketing

28:15 Tech Horizons: How emerging technologies will shape future marketing strategies

34:20 Next-Gen Advice: Anthony’s guidance for aspiring creatives in the digital age

35:06 Democratization of MarTech: Adobe Gen Studio for Performance Marketing

40:03 Good News…or Scary?: The Role of Digital Twins

*PS: I promised an intro to drummer Jeff Hamilton if Anthony wants lessons in retirement (!), whom I talked about in this episode of my OTHER podcast, “It’s Quite a Living” with his bandmate, John Clayton, the composer of THIS show’s theme music!

Resources:Anthony Yell – LinkedIn

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What do you get when you combine a Grammy winning billionaire rapper with the content marketer of a multi-billion dollar brand… A multicultural content amplifier expert with a free wheelin’ media pro?You get insights from four incredible individuals who gave spontaneous Insider Interviews to me during Advertising Week New York 2024.Guests and Highlights1. Kris Magel, VP, Head of Global Agency Partnerships – Freewheel:

Kris discusses his new role and how Freewheel is making things easier for #CTV providers and advertisers.

He explains the company’s efforts to “demurkify” the programmatic advertising space and make it more transparent and controllable for both publishers and agencies.

And to really clarify? Catch his analogy to his martini-loving 84-year-old Aunt Pat. Trust me.

2. Percy ‘Master P’ and Hercy Miller: The legendary 5X Grammy Award Winning Rapper, Entrepreneur, Actor, Investor, Author, Filmmaker, Record Producer, Philanthropist and yes, Mogul (!), Master P, along with his NCAA star son Hercy Miller, talk about their latest ventures.

Master P and Hercy Miller with Jeff Hamilton JacketMaster P shares insights from his new book, “Five Ps to Wealth,” and emphasizes the importance of financial literacy. They also discuss their involvement with Jeff Hamilton’s branded jackets and the significance of NIL (Name, Image, Likeness) deals for athletes like Hercy. Best quote you can take to the bank: “Product outweighs talent.”

3. Jeannine Shao Collins, Chief Client Officer, Kargo: Jeannine highlights the importance of amplifying multicultural content.

Jeannine Shao Collins with Jess King at SeeHerShe shares key takeaways from her panel at the SeeHer event, emphasizing the need for accurate representation and authentic voices in media and why they’ve made a commitment to supporting diverse publishers. Jeannine also talks about Kargo’s innovative ad tech solutions and how they put “the art in the science.”

4. Annie Granatstein, VP Content Marketing, Marriott International/Marriott Bonvoy: After Annie told the Brand Innovators audience crowd about her content marketing approach, I had a 1:1 where she explained how she manages heading up global content for more than 36 brands… And about Marriott’s brand purpose, which drives contributions to diverse and inclusive content. She shares insights on how they identify traveler passion points and approach sustainability.

Annie also highlights a favorite trend: podcast-video convergence (yay!) using Marriott’s “About the Journey” podcast as an example. See Resources.

Key Moments:[00:02:40] Demurkifying the advertising marketplace — Kris Magel: Simplifying the complex world of programmatic advertising and helping Aunt Pat not get overserved.
[00:10:13] Financial literacy and securing generational wealth — Master P and Hercy Miller: The importance of financial literacy, aligning with brands, and leveraging NIL deals.
[00:12:45] Diverse voices and the value for marketers — Jeannine Shao Collins on the impact of multicultural media and Kargo’s role in supporting them.
[00:19:05] Traveler passion points — Annie Granatstein: Marriott’s innovative content strategies, brand purpose and what’s trending.

Resources:FreeWheel: https://www.freewheel.com/

Master P:

- IG: @MasterPMiller
- TikTok: MasterPOfficial
- The 5 Ps to Wealth Book: https://www.amazon.com/dp/B0D77SVH4D
- Master P Masterclass: https://masterpmasterclass.com

Kargo: https://www.kargo.com/

Marriott YouTube: https://www.youtube.com/@MarriottBonvoy/podcasts

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I connected with Jill Schnitt, President of Omnicom’s Outdoor Media Group (OMG), to explore how they’re connecting with audiences on every step of the customer journey through innovative uses of Out of Home (OOH) and Digital Out of Home (DOOH) media.Jill shares insights on everything from how her team leverages programmatic Digital Out-of-Home (pDOOH!) to the creative campaigns that literally make brands jump out, whether in Times Square or at a gas pump.

Jill breaks down the evolution of OOH, where digital formats and data are reshaping the landscape and the growing role of retail media in OOH strategies to reach consumers enroute to and at the point of purchase. We talk giant Doritos chips on buildings to the Sphere in Las Vegas as examples.

My view of the Luxor wrapped in Doritos!

“Out of home is an ‘I made it’ moment. Whether you’re a Fortune 100 company or a new DTC brand, it’s a moment for brands to put their message out in an authentic and brand-safe way.” — Jill Schnitt

pDOOH!Jill shares how OMG has developed the first retail-based programmatic product, helping clients reach consumers at critical points in their journey. Learn about the value of proximity to the point of purchase and how data is transforming the way brands connect with their audiences.

She also opens up about balancing life as a new mom and a leader in a rapidly evolving industry and how her travels sparked empathy at work and home. PS: Yes, we talk about brand purpose — and the role OOH can play there, too.

The Inside Scoop: New Research on DOOH from DPAA and KOCHAVAVisit dpaasummit.com for “Video Everywhere Summit” ticketsIn my quick new mid-show segment, “The Inside Scoop,” I share the latest research on DOOH in five minutes flat, with a preview of the upcoming DPAA Video Everywhere Summit (10/15/24 in New York City). Hint: 96% of brands plan to increase their DOOH spend in the coming year! Key Highlights with Timecodes:[00:01:25] – Jill explains the wide range of OOH media formats OMG handles, from street-level media to the Sphere in Las Vegas.

[00:03:23] – The shift from static to digital OOH, with 50% of OMG’s media buys now digital.

[00:05:06] – How programmatic DOOH offers brands the flexibility to adjust campaigns in real-time.

[00:07:30] – OMG’s use of first-party data and attribution models to ensure targeted campaigns and measurable outcomes.

[00:10:51] – Creative campaigns like the Dorito takeover of the Luxor in Las Vegas, and how creative thinking elevates OOH impact.

[00:17:49] – 3D and anamorphic billboards: How brands are embracing these dynamic formats to create buzz-worthy moments.

[00:19:30] – How OMG is leveraging retail media and proximity to point of purchase to boost campaigns.

[00:21:00] – Inside Scoop Segment: New research from DPAA reveals 96% of agencies plan to increase spending on DOOH over the next year.

[00:24:30] – Integrating OOH with digital strategies to create seamless consumer touchpoints in omnichannel campaigns.

[31:00] – Driving small business with local targeting

[00:32:54] – How personal – and travel – journeys both affected Jill’s leadership approach at OMG…and how DOOH can affect brand purpose.

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Matt Repicky, Chief Brand Officer of Tailored Brands – known for Men’s Wearhouse and Jos. A. Bank – shares what he’s learned about making iconic brands more culturally relevant. With a career trajectory that included Accenture to Amazon, a stint in Pharma, even leading global brand marketing for the Barbie brand at Mattel, I call Matt a “marketing polymath.” (Don’t blink and miss his star turn in “Tiny Shoulders” – the great documentary on evolving Barbie’s very shape.)

Learn what Matt’s learned — going from dolls to men. In his current home of the past five years he’s been modernizing marketing for men’s fashion, which he’s done through keeping tabs on culture and leveraging customer insights, evolving the brand messaging with a refreshing use of humor…

He’s taken the Men’s Wearhouse from “like” to LOVE. Matt has also switched up the overall Tailored Brands media mix – from heavy direct mail to embracing TikTok and Pinterest and podcasting. When he shared his POV on DOOH I had to pop in with my new segment called, “The Inside Scoop!”

For its launch on Insider Interviews, I happened to speak to Barry Frey, the CEO of trade association, DPAA, for a five minute download on how DOOH is doing attribution and programmatic, to growing the careers of out-of-homers. *And, big reminder: this was only a five minute deep dive. You’ll want to head to their Global Video Everywhere conference on 10/15 in NYC for a full day of downloads. Back to Matt, he described where they are with Retail Media and how they apply the cultural zeitgeist to messaging. Through it all, Matt is proud to lean in to Tailored Brands’ purpose-driven campaigns, such their “Threads of Valor” supporting Veterans’ organizations, and living his own personal brand through mentorship and supporting LBGTQIA.*

And, being true to my personal brand, I manage to inject a little singing and a childhood story about MY Barbie into this otherwise smart and informative conversation!

Key Moments:00:30 Meet Matt Repicky: Chief Brand Officer at Tailored Brands

01:21 Matt’s Career Journey and Marketing Insights – from Accenture to Amazon

03:00 Guiding the Barbie Transformation and Honoring Culture

07:13 Modernizing Men’s Wearhouse and Joseph A. Bank

13:25 Exploring Media Trends – From Digital Out of Home to TikTok

15:31 Inside Scoop: Digital Out of Home with Barry Frey

22:08 Tailored Brands’ Test & Learn Approach to Media and Customer Engagement

26:35 Brand Purpose – DEIB to Veterans Organizations – to Personal Purpose

30:26 Walk Down Memory Lane – with Song and Childhood Stories

32:10 Applying Experience to Marketing Impact

Connect with Matt Repicky: https://www.linkedin.com/in/mattrepicky

Follow Men’s Wearhouse:

Instagram: https://www.instagram.com/menswearhouse

TikTok https://www.tiktok.com/@menswearhouse

Connect with Barry Frey: https://www.linkedin.com/in/barryfrey1/

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Get two insider scoops in Epi 26 on how to create — then share — top podcasts: First up, podcast veteran Jason Hoch, creator of many number one shows, shares with host E.B. Moss how he made stuff work at HowStuffWorks…. Then Jason tells how serendipity led him to collaborate with Tenderfoot TV to make the groundbreaking show, Atlanta Monster …and what he thinks are the ingredients for not just chart-toppers, but compelling stories that are essential listening today.Jason’s success continued at Imperative Entertainment with Boomtown, (soon to be cross-over IP as a TV show!) which was an eye-opening experience and led him to launch his own company, Wavland, to capture real human narratives.

BoomtownBut first, Jason had to get a passport… then learn why E.B. calls him the Forrest Gump of podcasting….

Since then, the company has already created and delivered the podcast chart topper, “Noble” – a deeply-reported story which resonates with audiences on multiple levels.

‘I have an unquenchable thirst for fresh original stories and the people behind them. And if we don’t tell these stories soon, they’re bound to be lost forever.’— Jason Hoch, CEO, Chief Creative Officer, Wavland

Wavland Chart Topping PodcastsNEXT: It’s a brief but brilliant bonus interview with Mathew Passy, the creator of the Podcast Beacon, an NFC device that simplifies the podcast discovery process, making it as easy as a tap on your phone. In the previous episode of Insider Interviews, also captured during *Podcast Movement, discoverability and ease of user experience in finding/listening to podcasts was high on everyone’s wishlist. Mathew’s new tech gives us hope for that wish to be a reality.*

Key Moments:

00:00 E.B. Moss Delivers More from Podcast Movement

00:23 Meet Jason Hoch: Podcasting Pioneer

02:42 The Rise of How Stuff Works in Podcasting

04:16 The Birth of Narrative Storytelling

04:46 The Apple Visit, Up and Vanished and an Atlanta Monster

08:20 Discovering a World of Audio Storytelling in Boomtown

13:45 Noble: A Respectful Dive into a Scandal

17:56 Business Side of Podcasting

19:44 Brand Purpose and Values

21:07 Creating High-Quality Podcasts

25:15 The Importance of Preserving Stories

28:14 Mathew Passy Helps Podcast Discovery with a Beacon

32:07 Enhancing Podcaster and User Experiences

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Steve Lickteig has the monumental task of ensuring that CNN’s podcasting content is as compelling and trustworthy as its news broadcasts. Gina Garrubbo leverages the value of NPR being one of the most trusted brands in the world to entice sponsors. These two highly respected executives spoke with me spontaneously during the recent Podcast Movement conferences held in Washington, DC, on all things podcasting for a well-rounded Episode 25 of Insider Interviews.The Multifaceted Role of a Podcast Executive

When asked about his daily responsibilities, Steve Lickteig explained how an Executive Producer has to be multifaceted: “It’ll be a mix of editorial, listening to shows and giving notes, conceiving of new shows or new ideas within shows… plus meeting with the sales and marketing sides of the organization.” Given the need for synergy between the editorial and business aspects of podcasting, “You have to know everything — from making the show to understanding the download numbers and marketing attached to it.” For example, he emphasized that because listeners are “making a very conscious decision to listen to that show” that intentionality translates to high engagement and trust, which are invaluable for both content creators and advertisers.

The payoff has been clear, as he shared his pride over the growth of such shows as “Chasing Life with Dr. Sanjay Gupta” and especially creating a franchise off the popularity of “5 Things.” Those, along with shows like Anderson Cooper’s “All There Is” (and, as I got to mention in reference to my brother – who worked on the show for 15 years!, “The Situation Room”), offer brands lifestyle content that feel “safe” if they are headline-averse.

Balancing Content and Advertisements

The good news is that CNN attracts a bevy of advertisers. The challenge Steve and I – and later Gina and I – discussed is the industry having to ensure podcasts keep a governor on their ad load.

CNN’s approach with their podcasts is to try to keep it low to maintain a listener-friendly experience without turning podcasts into commercial radio.

Elevating Public Media with Gina Garrubbo

Gina Garrubbo, CEO of National Public Media, illuminated how NPR handles sponsorships in a way that’s respectful to both the content and the audience. “Rather than a commercial interruption, you’ll hear that NPR’s programming is made possible by client X who brings you Y,” she explained. This approach aligns with NPR’s mission to provide fact-based journalism – importantly, without a paywall — creating what Gina calls a “halo effect.” That serves their highly curious and engaged audience well – those “who want to understand the world around them,” she said.

That kind of environment is attractive to creators, and she was thrilled to share the news of Ira Glass and “This American Life” joining the stable recently, to the SRO attendees’ equal pleasure with his keynote with fellow NPR podcaster, Rachel Martin, at Podcast Movement!

Ira Glass Keynotes Podcast Movement with NPR’s Rachel Martin“Eighty percent of our audience says that they consider NPR personally important to them,” Gina shared, That enthusiastic audience also infers significant trust and appreciation on NPR’s sponsors, pointing out the impact verified through various brand lift studies.

Brand Safety and Trust

Talking about brand safety, Gina pointed out that NPR does not shy away from covering hard news but maintains a respectful and non-combative tone. “We don’t pit guests against each other, and there’s a lack of sensationalism,” she explained. This makes NPR a safer environment for sponsors, even amid a turbulent political landscape. And, by the way, they don’t even take political advertising!

The Future of Podcast Discoverability

When asked about the challenges facing the podcast industry, Gina echoed Steve’s sentiments on discoverability. “Honestly, I am praying that AI will help solve this because, as you see it here at Podcast Movement, there’s going to be 20 new podcasts published this week alone. How does the listener find them?” she pondered. Like Steve, she sees a future where technology plays a crucial role in bridging these gaps.

Key Takeaways Intentional Listening: The unique, intentional nature of podcast listening creates a highly engaged and trusting audience. “There’s nothing more intentional than listening to a podcast,” Steve said. * Balanced Ad Load: Be mindful to keep it listener-friendly with limited pre-rolls and mid-rolls. * Trust and High-Quality Journalism: Both companies have an unwavering commitment to fact-based journalism which results in greater trust and appreciation from their audience and a brand safe environment for sponsors. * Sponsor Integration: NPR’s approach to sponsorship ensures it blends seamlessly with content, creating a “halo effect” for brands that align with their mission. “Rather than a commercial interruption, you will hear that NPR’s programming is made possible by client X who brings you Y,” Gina explained. * Discoverability and AI*: Both leaders see technology, particularly AI, as a potential solution to the industry’s discoverability challenges with hopes that AI will help consumers find the content they want more easily but WON’T replace the human voice as that content any time soon.

Chapters:00:38 Meet Steve Lickteig from CNN Audio

02:17 The Personal Touch in Podcasting

04:36 Balancing Content and Ad Loads

07:29 The Value of Dedicated Audiences

11:29 The Future of Podcast Advertising

17:00 The Importance of Trust in News…and Media

18:09 The Rise of AI-Generated Videos

19:14 Challenges and Strategies in Video Podcasting

20:45 Engagement Tactics for Audio and Video Content

23:11 Gina Garrubbo explains the value of NPR’s Sponsorship Model

35:13 The Future of Podcast Discoverability

36:41 Understanding the New Attention Metrics

38:59 Discover Who’s Coming to the NEXT Episode!

Coming up on the next episode from Podcast Movement… a NOBLE creator!Resources:Podcast MovementBumper Listener Engagement Metrics

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A witty and wise conversation with John Vilade, head of sales at Premion, began with a chat about changes in the royal family: as in the old “Content is King” adage...and why John bows to the customer. That led to a deep dive into the “ad-vantages” of streaming media.John explained new research out of Premion and Advertiser Perceptions that revealed significant trends in ad spend shifting towards streaming and away from traditional media channels and increases in CTV budgets overall. (See links!) He has a knack for explaining complex concepts like targeting, programmatic buying, and brand safety in a way that's warm and relatable. That dovetails with Premion’s goal of simplifying streaming advertising for local and national spot advertisers -- acting as a 'liberator' for local advertisers, making advanced advertising techniques accessible. We also touched on the competitive landscape, including how Premion has innovated with their own demand-side platform to enhance inventory acquisition and control. The discussion on FAST channels spotlights just how much they’ve grown (see above: "Customer is the Judge"!) and how crucial they're becoming for advertisers. John’s take on the political advertising landscape was interesting especially considering the power of local there, too; he shared more stats and facts from the Premion Political team's research with Campaigns & Elections. John's extensive career journey took him from leveraging his New Jersey roots to land his first ad sales gig in Waco, Texas (you’ll have to hear that story!), on to his impactful roles at NBC (with a nod to David Zaslav for making a smart hire) and then Hulu. John's career has kept pace with the dynamic shifts in our industry, leading him to be really savvy about OTT and CTV in today’s market. His jokes about earning his grey hair notwithstanding, he is a bona fide beloved industry resource. But as he explains, he has always been a voracious consumer of trade publications as a way to keep a step ahead, and to help his customers thrive. He's the right man for the job at Premion, which is part of the larger Tegna organization, home also to LockedOn Podcast Network and more. On a personal note, I still didn’t get to why John owns a hay farm in Texas but I appreciate that he is a big Dead head! This adds a layer of understanding as to who he is as a person, but it's his belief in “purpose” (which he defines as maintaining a promise between giver and receiver), whether in business transactions or personal interactions, that reveals just what drives him in life and at work.John leaves us with valuable advice on career growth (think "empathy") and staying ahead in the ever-evolving media landscape... oh and which Detroit Tiger player he is cheering on and why!Don't miss this episode filled with insights, personal stories, and professional wisdom. The personal and the professional insights of John Vilade, PremionKEY MOMENTS:00:00 Introduction and the new “Royal Family” (of Content)00:50 John Vilade: Head of Sales at Premion -- Fun and facts from his Career Journey04:59 Understanding Premion and Its Role in OTT Advertising07:11 Budgets and Eyes Shift to Streaming and CTV12:36 Programmatic Advertising and Brand Safety18:46 Premion's Innovations and Market Differentiation21:49 Why the Fast Rise of FAST Channels23:46 Political Advertising in Local and Streaming Campaigns26:15 Personal Insights and Mentorship33:44 Brand Purpose and Personal Values36:12 What We Want to Watch Next!Connect with John: https://www.linkedin.com/in/johnvilade/ Connect with Insider Interviews:Instagram: https://www.instagram.com/insiderinterviewsFacebook: https://www.facebook.com/InsiderInterviewsPodcast/YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylistLinkedIn: https://www.linkedin.com/in/mossappealThreads: https://www.threads.net/@insiderinterviews X: https://x.

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In this bonus episode of Insider Interviews, I'm narrating an article I published in trade pub, The Customer, on how podcasting drives real love... and emotional connections. I'll describe a personal story about how my podcast actually helped a friend find love! But it's really more about the importance of humanizing content and creating brand appeal. I explain my approach that generates this kind of response form guests:Getting Angie Hicks, John Vilade, Cherian Thomas and Lou Paskalis to laugh!Learn about the power of branded podcasts in raising brand affinity and engagement, supported by research from Signal Hill Insights. And the article -- and this episode -- highlights the effectiveness of podcasts in creating deep, parasocial bonds with audiences and exactly why authenticity and quality production are critical for building brand loyalty.Research and quotes are included from Sounds Profitable, Signal Hill Insights, JAR Audio's Jen Moss, Heather Osgood of True Native Media... and you'll learn who I personally fangirl about. (Are you listening, James Cridland?! See you at Podcast Movement 8/19/24!) Read along at https://bit.ly/PodcastingForLove or watch the video on my YouTube playlist of Insider Interviews. Or just do what resonates in those ears: sit back and listen! Brand Lift ResearchIf you love Insider Interviews, please add a review on Apple, Spotify or your favorite platform... and share the love of this show with friends! Key Moments:00:00 Introduction and Episode Overview00:45 A Personal Story: How Podcasting Drives Love02:26 The Power of A Personal Touch in Podcasting04:22 The Impact of Branded Podcasts on Brand Fans and Listeners06:51 The Physical and Emotional Connection of Sound08:42 Building Brand Love Through Good Production and Quality Ads09:43 Conclusion and How to get your OWN Branded Podcast from Moss Appeal!Connect with Insider Interviews:Instagram: https://www.instagram.com/insiderinterviewsFacebook: https://www.facebook.com/InsiderInterviewsPodcast/YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylistLinkedIn: https://www.linkedin.com/in/mossappealThreads: https://www.threads.net/@insiderinterviews“X”: https://www.twitter.com/insiderintervws(And you can support this free podcast at https://www.buymeacoffee.com/mossappeal orhttps://truefans.fm/fans/mossappeal )

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Ever wonder how niche sports like fencing stay relevant and grow their fanbase? In Epi 23 of Insider Interviews, I chat with Phil Andrews, who I call the British Ted Lasso for bringing a Midas touch to the world of parries and ripostes as CEO of USA Fencing. Fresh from transforming USA Weightlifting, Phil is now wielding his marketing saber to make fencing a "thing" with record-setting results.In time to understand the sport in advance of the Paris Olympic Games, Phil and I explore how he's applying creative strategies to boost awareness, revenue, and membership in a sport that still takes some explaining. Which he does beautifully.For this audience, he also shares his data-driven approach to attracting sponsors, revealing, "We have to, to be candid, fight dirty a little bit. We don't have the brand of a New York Yankees or even a USA Gymnastics where you're buying brand and eyeballs. But we have data, we have people, and we have a direct road to them."This innovative thinking has led to partnerships with brands like Naked Wines, Avis, and Hilton. Phil even teases an upcoming sponsorship that's perfectly on-point: the "Official Fence of Fencers." Talk about targeted marketing!But it's not all about the money. Phil is passionate about making fencing accessible to all. He discusses USA Fencing's award-winning diversity and inclusion initiatives, including the "Fencing the Gap" program. "The idea of Fencing the Gap is very simple. It's grant funding that we can put towards fencers who otherwise can't afford to play the sport," Phil explains.Get ready for some Olympic-sized insights as Phil breaks down:- The complexities of Olympic sponsorships (it's not as simple as you might think!) vs sponsorships of the NGBs (National Governing Bodies).- How USA Fencing is bringing the Olympic experience to communities across America allowing locals to fence with some greats in 10 cities this summer. - The surprising connection between fencing and the NCAA (hint: it's not just about the sport)- Why listing women first in team announcements is a small but powerful change.Olympic-bound Team USA FencingAs a bonus, listeners get a glimpse into Phil's personal life, including his connection to me (spoiler: we met last year when I discovered we were related by marriage!). Phil even shares why he told Sports Business Journal in his interview as a "40 Under 40" that Insider Interviews is his go-to podcast!: "A lot of what I've done over my career is taking other people's ideas and applying them into Olympic and Paralympic sport. That's how we've done things differently. And so I find it a great way to listen to, as the title suggests, an insider and apply their ideas to what we do."This "40 under 40" picked Insider Interviews as #1!Whether you're a marketing pro looking for fresh ideas, a sports enthusiast curious about the business behind the games, or just someone who appreciates a good underdog story, this episode delivers gold medal-worthy insights.En garde, ready, listen!Highlights:[0:00:03] Meet Phil Andrews, the CEO of USA Fencing, and his Ted Lasso-like career [00:04:57] Phil explains NGBs, the three types of fencing - saber, foil, and epee—and their cool origins[0:10:26] How partnerships with CrossFit and Rogue Fitness revamped USA Weightlifting and drove female participation and revenue[0:19:57] Launch of "Fencing Across America" initiative with surprise athlete visits and influencer help this summer[00:24:09] How big nationwide events and data-driven marketing is attracting sponsors[00:31:29] Unraveling the complexities of Olympic sponsorships[00:37:42] USA Fencing's award-winning diversity and inclusion efforts[00:40:27] "Fencing the Gap" grows participation by all[00:43:15] Personal connections and Phil's personal brand...and advice for aspiring marketers and leadersFind Phil at: https://www.linkedin.com/in/philandrews2/Team USA - Instagram: https://www.instagram.

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At an age when most are consumed with after-school activities, 17-year-old Braden Blacker is consumed with generating a billion-views a month. The entrepreneurial high schooler is disrupting the creator marketing industry, managing staggering monthly viewership for top influencers like The Botez Sisters and Sketch, across platforms like YouTube and Twitch. Listen to Braden to understand how to maximize visibility and influence in the digital media world.And in an almost impossible feat, Evan Shapiro has corralled the comparative sizes and revenue of every media entity onto a single sheet of paper, making this cartographer a media maven about where the money is and where it may be going. Listen to Evan to learn about CTV (connected TV) and the where ad money is coming from... and going to -- like YouTube and Amazon -- in the streaming world.In this must-listen episode, you'll first hear from media maven Evan, on some key shifts in the streaming and connected TV ad landscape, why "interoperability" is essential for CTV platforms looking to compete with giants like Google and Amazon...and he describes the influx and opportunities around ad dollars from small and mid-sized businesses into CTV ... IF traditional media companies innovate and collaborate around data to enhance user experience.If you want some of the retail media budget on connected television, you have to move fast. Collaboration around data is key to improving user experience. -- Evan ShapiroThe conversation then pivots Braden, who explains how being the child of successful entrepreneurial media executives -- Andy Blacker and Liz Sarachek Blacker, and nephew of Peter Blacker -- sparked the same spirit in him by age 8! He went on to be a viral marketing entrepreneur himself, while still juggling classes. Despite his young age, Braden offers profound insights, stressing passion and tireless effort as nonnegotiable: Stick to the path, keep working hard, and you can't give up. What if Mr. Beast gave up when he was making zero money? There were years when Mr. Beast didn't make any money. So if you haven't put in your time, if you haven't put in your college tuition, which is like your two to four years of really sitting down and grinding at it, then don't complain. That's my biggest thing. Don't complain unless you've felt some pain, you know? -- Braden BlackerAs a true digital native, Braden understands the keeping tabs on trends and trying and revising assets to see what resonates. For anyone looking to understand streaming's future, influencer marketing's evolution, and the mindset driving Gen Z's brightest stars, this is an episode packed with invaluable insights.Key Moments:01:47 Media Cartographer, Evan Shapiro on Securing the CTV Future05:40 Meet Braden Blacker: The Teenage Media Prodigy08:31 Braden's Journey: From Childhood to Media Management14:01 Building a Career in Social Media and Influencer Management17:40 Insights and Advice for Aspiring Creators23:36 Advice on Digital Marketing Best Practices from a Digital Native Follow Evan Shapiro on LinkedIn and check out his cartography: https://linktr.ee/ESHAPTVFollow Braden on LinkedIn and on Instagram at @ItsBAEBAKRConnect with Insider Interviews:Instagram: https://www.instagram.com/insiderinterviewsFacebook: https://www.facebook.com/InsiderInterviewsPodcast/YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylistLinkedIn: https://www.linkedin.com/in/mossappeal“X”: https://www.twitter.com/insiderintervws(And you can support this free podcast at https://www.buymeacoffee.com/mossappeal orhttps://truefans.fm/fans/mossappeal ) Share

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Can AI revolutionize media without sacrificing creativity and jobs? My latest episode was recorded spontaneously at the Streaming Media Conference in New York, starting with media cartographer Evan Shapiro to explain and caution us about the current media landscape, especially regarding connected TV challenges.Evan, who helmed and shaped the conference, walks the innovation talk, opting to spark debate and dialogue instead of the usual talking head format. "We wanted this to be a collision of different points of view and honest conversations about the real problems the media universe is facing right now," Evan explained. Per his keynote conversation with Paramount Advertising COO Steve Ellis, Evan stressed how interoperability will be the lifeblood of premium CTV content to stay competitive against tech giants like Google, Amazon, and Walmart...or face big changes in business."The notion of interoperability now is just table stakes. If you're gonna compete against Google and Amazon on connected television, that's how you're gonna have to operate."Catch Evan's POV on that, the new Nielsen Gauge, and more in his extensive content offerings: https://linktr.ee/ESHAPTVNext, Robert Tercek joined to tackle some of the most controversial topics in artificial intelligence and media, from legal battles over using copyrighted works for training LLMs to fears of AI displacing jobs.Robert is a renowned strategist, global authority on digital innovation, award-winning author, and educator -- AND the co-host of The Futurists podcast (which is emblematic of his approach to digital creativity and embracing AI.) He says the media industry has often reacted to technological advances (remember Hollywood’s reaction to the VCRs?) with trepidation, but he challenges dystopian views, saying AI should be seen as a powerful tool, not a threat."My recommendation is you should lean into AI. Right now is a great time to get smart about it. This is a tool that potentially can give you superpowers."Providing an unexpected master class in copyright history and best practices, his was a passionate plea for embracing change and innovation."Half of humanity is below average as writers. If ChatGPT can make that half consider themselves better writers, then that's a net win for humanity."And as I joked, "and a net loss for me as a writer?" (Note: These show notes were partly AI-assisted!) Not to worry, as he believes unique human qualities like curiosity remain irreplaceable, even as AI levels the playing field. (Don't miss my discussion on synthetic voice in Epi 20 with John Rosso, as well.) Read about Robert at: https://roberttercek.com/And subscribe now so you don't miss Part 2 with more insights from Evan, joined by 17-year-old Braden Blacker who is already leveraging digital media full time to “disrupt the creator economy.” These engaging discussions offer a balanced perspective on ensuring CTV, AI, and content advances enhance, not hurt, human creativity. Listen, learn, and join us in welcoming the future. Key Moments:01:13 Media Cartographer, Evan Shapiro with candid Media Industry Insights03:36 Creating Debates for a More Compelling Conference08:58 Robert Tercek on AI and Media, Copyright Changes and Jobs15:41 The Positive Potential of AI21:12 Blended Authorship and Copyright Evolution26:03 AI's Role in Creative Expression, and the Future of Writing31:28 Synthetic Voices and AI in Media35:53 Opportunities and Ethical Considerations in AIConnect with Insider Interviews:Instagram: https://www.instagram.com/insiderinterviewsFacebook: https://www.facebook.com/InsiderInterviewsPodcast/YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylistLinkedIn: https://www.linkedin.com/in/mossappeal“X”: https://www.twitter.com/insiderintervws(And find E.B. on Threads as @mossappeal)

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To learn about how audio and advertising is evolving -- in an enjoyable way -- there's really no one better to hear from than John Rosso. While I'll forever be grateful that perhaps helping him pivot to avoid a close encounter with potato salad (you'll just have to listen to understand) led me to work for him at then Citadel Media, he has since continued to hold pivotal roles and helped shape the audio landscape.For example, during his current tenure as President/CEO of Triton Digital, the company has acquired a cutting edge service to aid in contextual ad buying and just launched open market capabilities with the Magnite Clearline platform. Oh, and improved upon audience attribution for podcasting."If you want to not just know how many listeners or how many downloads your podcast has, but you want to go a layer deeper, much deeper and understand the demography, the socioeconomics, the behaviors and intents of your audience, we have a product that does that."See what I mean? Certainly Triton Digital's streaming rankers are well known, but their technological advancements in audio have been game-changing; if you're in media or marketing you won't want to miss his take on the their innovative contributions to content management, ad technology, and audience measurement. Rosso also walks us through the nuances of programmatic audio advertising and how it's transforming from a secondary stream to a dominant force in the industry. We also dissect the emerging trends, including the rise of programmatic guaranteed deals with local advertisers, and the complexities of ad placement in a fragmented podcasting world and the integration of linear broadcast spots into digital ecosystems.Ever wonder how to navigate the terrain of YouTube as best practices for podcasters? Or what's best among various ad formats. Do you have an opinion on synthetic voice? We do! What about the place for radio as a medium for public service, particularly during unforeseen events like the New York earthquake? Hear what New Yorker's were listening to!This interview is a must-catch for anyone interested in the future of audio content and advertising. Tune in to John's expertise for an episode that's as informative as it is fun.Key Moments:01:16 The Evolution of Media and a Media Career: From Radio to Digital Audio03:47 Demystifying Triton Digital: The Backbone of Online Audio06:48 Pioneering Ad Insertion and Programmatic Advertising09:58 Global Reach, Local Impact: Triton's Diverse Audio Ecosystem12:31 Monetization and Trends in Digital Audio: From Local to Global16:44 Contextual Advertising and Brand Suitability20:29 The Future of Audio: Synthetic Voices and AI Developments29:11 Best Practices for Audio Advertisers35:24 Radio's Public Service Power and Personal InsightsAbout John RossoAs President and CEO of Triton Digital, John Rosso oversees Triton’s global operations delivering advertising technology and audience measurement solutions that serve the entire audio ecosystem, including radio, streaming, social audio, podcasting and more. Prior to joining Triton Digital, John previous served as President of Citadel Media, one of the largest commercial radio networks, where he directed all activities and achieved significant operational and financial performance improvement. John has also held senior roles in sales, affiliate marketing, and technology at the ABC Radio division of The Walt Disney Company. A frequent speaker on the topics of online audience measurement and ad technology, John is active in a wide array of broadcasting and digital media industry initiatives and serves as a member of the board of directors of the Radio Advertising Bureau.Triton Digital on Facebook: https://www.facebook.com/tritondigital.connect and X: @tritondigitalConnect with Insider Interviews:Instagram: https://www.instagram.com/insiderinterviewsFacebook: https://www.facebook.com/InsiderInterviewsPodcast/

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Hear from the Angie behind Angi - the home services powerhouse formerly known as Angie's List. Imagine being a shy recent college grad and launching a service business -- by knocking on doors.... Now imagine evolving it into an international corporation. Angie Hicks describes this remarkable entrepreneurial story – and why she is encouraging others on their own business path – in the skilled trades. Oh, and why she would never encourage anyone to try to hang wallpaper with their spouse!Marketers will appreciate this informative conversation around Angie's 25+ year story of brand building, innovative growth strategies, and how tenacity can make all the difference in scaling a startup into an industry leader. It's fun to hear how Angie applied scrappy early stage local marketing tactics -- and the difference it made when she placed her first major media with an NPR sponsorship that helped explode the brand's early visibility! Everybody said that little ad wasn't going to work, but you know what? It worked. And the phone started ringing, and we started selling memberships. And within the year, a thousand homeowners had joined in Columbus. Maybe I was a fearless marketer that I was willing to try anything.Gotta love audio. It’s part of why Angie is now hosting her own podcast, "Trade Up with Angi," which I'm proud to have produced through Moss Appeal, with Steve Lack as expert editor.Trade Up with Angi Podcast art - Epi 1Why? The Angi goal was, and is, to help homeowners get home projects done well. But it's also to help home service professionals grow their business, and podcast lets Angie, now Chief Customer Officer, continue her customer conversations and spotlight some inspiring pros who speak to how rewarding – and well-paid -- the trades can be. We talk a lot about being entrepreneurs, but we don't talk enough about the local plumber being an entrepreneur, which they absolutely are.From Angi's corporate milestones – including the rebrand in 2021 – we truly get the insider’s scoop on leadership philosophies to brand evolution, nurturing connections, and the power of grit, ingenuity and keeping people at the core of your business. But it's clear her warmth and approachability are hand carved into Angi's community-focused culture. I loved hearing Angie's personal musings on a growth mindset, purpose-driven leadership, the value of building relationships, and just when she realized she needed to build a relationship with an expert for her own home projects! People in the trades really like what they do and I think that's something we should be talking about more, especially with GenZ: it's really important for them that they find real value and satisfaction in their career, and I think the trades can be a great option. And, I do not think AI is gonna take over the trades any time soon. -- Angie HicksChapters:0:00 - Angie's Origin Story: From Door-to-Door in Ohio to IPO3:45 - Early Marketing Wins: Newspapers, Trade Shows and NPR08:54 - Launching 'Trade Up With Angi' Podcast (with Moss Appeal!)9:04 - Making it Personal: Staying Connected Through Team & Customer Relationships11:36 - Angie's Own Evolution: From Co-Founder to Chief Customer Officer13:57 - Strategic Rebrand: Unveiling Angi and Expanded Service Offerings20:47 - The Value of Considering the Skilled Trades, Being a Part of the Community and Leading with Purpose

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Some of podcasting's pros shared what's new in the industry that's making life easier for creators, advertisers and fans! While at Podcast Movement Evolutions in Los Angeles, I spoke with Justine Benjamin of AdsWizz/Simplecast, Todd Cochrane of Blubrry Podcasting, and Sam Sethi - who I know and love from his own co-hosting of PodNews Weekly Review podcast, but now also the founder of a whole new way to monetize podcasts.Here's what you'll learn from these on-the-fly conversations with industry trailblazers who are shaping the future of podcasting:First up, Justine Benjamin, the global head of marketing for Adswizz and Simplecast, part of the SiriusXM family, helps simplify the complex ecosystem of podcast technology. She discusses the strategic union of Adswizz's enterprise-level monetization platforms with Simplecast's podcast hosting and distribution services. Justine's insights on global trends and the need for education to bridge the ad dollar gap in podcasting are invaluable. "We want to make sure that the challenges that you're facing, whether it be around brand safety or loss of IDs, and how you meet that with contextual targeting, all of these things that really matter and are solving issues that we're having today in podcast advertising." -- Justine Benjamin, AdsWizzHear what wow'd her during some of the sessions at Podcast Movement -- including takeaways from Tom Webster's research presentation and the findings from Edison Research as well (summed up in this article from PodNews.)Next, podcast hall of famer Todd Cochrane, CEO of Blubrry Podcasting (where this show is hosted -- but got no comp for this!), describes their new AI-driven production tools designed to streamline podcast planning, production, and promotion."We're approaching a new era where listeners and people that watch video are going to be looking for trustworthy sources of information because there's going to be such a plethora of AI generated content that people are going to be seeking genuine voices. And you want to be part of that genuine voices group as over the next two or three years, where you're not going to know what to trust. But when you see someone speaking or you hear someone speaking and get to know them, I think it's different." -- Todd Cochrane, CEO, Blubrry PodcastingAnd looks like (sounds like?) the new 'Vid2Pod' service will be a game-changer for YouTube-first creators, allowing them to effortlessly transform video content into bona fide audio podcasts. He also shares his optimistic outlook on podcast growth and the unique opportunities for creators in today's market.Then, Sam Sethi, entrepreneur and podcast industry aficionado, introduces us to 'TrueFans'—one of the new platforms enabling microtransactions for podcasters -- supporting a 'third way' for creators to earn revenue, alongside advertising and subscriptions. Sam demystifies the concept of 'sats' (fractions of Bitcoin) and the 'value for value' model, which allows direct financial appreciation from fans to creators."We wanted to create a new third way of monetizing for creators... microtransactions being the new one." -- Sam Sethi, TrueFans He also discusses the potential of a new advertising model that rewards listeners for their time and attention, fundamentally changing the way we think about podcast monetization. (Very forward thinking! And hint: don't think "podcast apps"; think "RSS Marketplace"!)This episode is a must-listen for anyone interested in the intersection of technology, monetization, and the future of podcasting. Join me, E.B. Moss, to understand the latest trends and tools that are redefining the podcast industry, one microtransaction at a time.TIMESTAMPS:01:11 Epi 18 of Insider Interviews: A Deep Dive into Podcasting Innovations

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Another Podcast Movement show is coming up -- the "Evolutions" version, out of Los Angeles, with a focus on creators. I'll be sharing some takeaways from that conference in an upcoming episode. But in the meantime, here's a repeat episode to get you in the mood, with still highly valuable info gathered in June '23 during the main PodcastMovement conference - with a focus on the business and production.You'll hear all about how a “holistic” approach applied to the business of podcasting helps leverage all aspects of it to drive growth. In this episode of Insider Interviews I spoke with three phenomenal experts during the conference in Denver who explained this holistic approach.Bryan Barletta, Partner, Sounds Profitable Bryan Barletta and partner and research guru Tom Webster have been making waves in the audio industry with their advisory services focused on growing audience and revenue for podcasters. (You heard me speak with Bryan Barletta on Insider Interviews three years ago and with Tom when he was at Edison Research.)Bryan described his aim to carve out a home for all podcast pros, to educate and elevate the industry. He emphasized that podcasting deserves to be treated as its own channel, optimized based on how people listen. “We’re entering the ‘why’ phase: ‘Why uniquely podcasting? Why start here?’,” he posited. The answer?“The ad tech, the mindset, the education is now here. And that's why we need to treat it as its own channel and not try and tag it onto other channels to find its own value.” Bryan expects now, at 20 years in, we're finally entering the “2.0 era” where ad tech and mindsets are catching up to podcasting's distinct value. How can we look at measurement objectively? What is the truth behind “churn”? Bryan describes the biggest opportunities and challenges in the business of podcasting, including the status of programmatic. Then, in an unexpected question tossed at me, we discuss the opportunity for political ad messaging in podcasting....Sample Slide from "The Podcast Opportunity" Study - Sounds ProfitablePaul Riismandel, Chief Insights Officer of Signal Hill InsightsPaul Riismandel joined the founder of Signal Hill Insights, Jeff Vidler, last year in the appropriately named role of Chief Insights Officer. The growing company is an audio-focused research firm that provides custom insights for publishers, broadcasters, and advertisers.Paul was very vocal about holistic campaign measurement -- versus siloed or, say, just performance-driven approaches -- that looks across placements, platforms, and creative together to “really have an apples to apples comparison." Their bread and butter is brand lift studies – the positive changes that can be attributed to ad exposure. Those studies help spotlight factors like creative and planning to better uncover why a campaign succeeds or stumbles...and matches that with insights around perception and elements like awareness, favorability, consideration, and purchase intent. He also highlighted the key role of creative and its absolute impact on brand lift. Advertisers can easily make assumptions when an ad performed well – or not – in a particular show. It could, Paul notes, perform differently across different podcast genres. Or it could be the creative, if one host or one message just didn’t resonate. Test. Rinse, Repeat!Ken Lagana, EVP of Digital Sales at AudacyKen Lagana brings the perspective of a multi-platform warrior. After years in digial media, he spent most of the last decade heading up sales for all things audio at content and entertainment company, Audacy – which has production expertise via their Cadence13 and Pineapple Street Studios divisions, extensive OTA (over the air) stations, digital audio and events and, of course, podcast distribution and monetization.As such, it’s not surprising that Audacy is “platform agnostic” and Ken’s definition of “holistic audio” means including both ra...

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Before she became an expert in video commerce, Cynthia Nelson participated in developing some of the first e-commerce and shopping sites, which paved the way for platforms like Amazon. Now in Epi 17 of Insider Interviews with E.B. Moss she offers practically a master class in the evolving world of shoppable video -- or as she prefers to call it (and hear why): "video commerce."After a stint in early Silicon Valley days (think pre-eBay/HSN!) Cynthia tackled a new approach to packaging content for Spanish-speaking parents with a TV meets 360-platform, Todo Bebe. And now, through her current consultancy, Luminación, she's bringing all her content, culture, and commerce expertise together, and advising on best practices of making video shoppable. “Why “video commerce”? Because it's not just shoppable video. It's live shoppable video. It's one-to-one shoppable. It's VOD. It's advertising -- ads that are shoppable.”Listeners will learn the importance of a well-thought-out strategy in the still growing area of video commerce, with examples like Walmart as a company that learned to strategically approach shoppable video after rigorous testing and adjustments. And hear why there's a big role for #AI in video commerce -- with impact on creative development, analytics, and customer interaction. We discuss Cynthia's recent investments, including BINJ, an advertising MarTech platform, and Recurved, a tool automating pro forma financial projections for startups. There's a little envy as Cynthia explains how she has launched her "digital nomad" lifestyle... but even that is representative of a core skillset that brands need, too: being nimble. Learn why it's also important to be adaptable, form partnerships, maintain resilience as an entrepreneur. It doesn't take a lot of tech (see Talk Shop Live example), but it does take patience and strategy. And, as discussed in all Insider Interviews episodes, what is the role of genuine brand purpose? For Cynthia Nelson, who was awarded with the first Pioneer Prevention Award -- for changing health disparity among underserved populations through content -- purpose is part of her personal brand as well. This is an essential episode for companies who will need to learn to navigate the fast growing area of digital shopping and keep connected to customers. TIMESTAMPS00:13 Defining Video Commerce01:52 Cynthia Nelson's Journey in E-commerce (hint: think HSN!)03:26 Exploring the Early Days of E-commerce to Firsts in the TV Content Landscape03:42 Cynthia's Consultancy and Current Work08:37 Case Study: Walmart's Path to Success in Video Commerce12:31 The Impact of Video Commerce on Human Connection16:05 The Role of AI in Video Commerce18:49 Investments in Tech Companies21:04 Lessons from Entrepreneurial Experiences25:57 Brand Purpose and Health Disparity29:24 The Importance of Partnering with Other CompaniesKey Takeaways: Video commerce is a multifaceted approach that goes beyond just shoppable video, encompassing live events, VOD, and interactive advertising. Strategic patience and testing are crucial for brands to succeed in video commerce, as demonstrated by Walmart's multi-year experimentation. AI and analytics play a pivotal role in personalizing the shopping experience, enhancing customer engagement, and optimizing creative content. Embracing brand purpose authentically can lead to impactful partnerships and meaningful connections with consumers, especially in multicultural markets.Connect with Cynthia Nelson:LinkedIn: https://www.linkedin.com/in/cynthianelson/https://luminacionlc.com/Follow and Connect with E.B. and Insider Interviews:Instagram: https://www.instagram.com/insiderinterviewsFacebook: https://www.facebook.com/InsiderInterviewsPodcast/YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylistLinkedIn: https://www.linkedin.com/in/mossappeal“X”: https://www.twitter.com/insiderintervws

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CES (now an acronym, but AKA the Consumer Electronics Show) has grown beyond just a cool tool and tech showcase to being a place ripe for conversations on cool marketing and ad tech. It was a watershed moment for the attendee count of my media industry cohort, with many remarking that it was like a reunion from the old cable conference days. I took advantage of seeing friends before leaving Las Vegas to have three enlightening discussions: From Prohaska Consulting and E.W. Scripps’ effort to Rebrand the News and rehabilitate its brand safety perceptions, to Marketing Architects’ construction of proprietary software and its All-Inclusive TV business model, to Barometer’s ability to highlight podcasting’s potential through AI, each of these companies are driving a necessary evolution.“Too many companies have provided too big of an easy button to let buyers just block news. It’s just a media planning miss that people aren’t doing their jobs properly from a reach and frequency and delivering ROI.” - Matt Prohaska, Prohaska ConsultingNo Alternative Facts About Quality NewsSegment 1: I chat with Prohaska Consulting CEO Matt Prohaska and Brian Norris, Chief Revenue Officer of E.W. Scripps about an initiative they’re working on called “Rebranding News.” Their new research shows that one third of U.S. marketers are completely blocking news from their media buys over perceived brand safety issues. [ DOWNLOAD at Prohaskaconsulting.com] However, blocking entire news categories means missing out on reaching valuable, engaged audiences and quality journalism.Brian credits Scripps with delivering “unbiased news from the middle” to what are increasingly "younger, more affluent, multicultural streaming audiences.” He explained that Scripps helps advertisers “combat polarization” with context to make informed brand safety decisions, instead of just completely accepting or rejecting news. Matt and Brian explain the importance of educating advertisers how not all news content is created equal, and there are plenty of brand safe, non-biased news environments for advertising. (Hear more on this subject in Epi 12 with advisor Lou Paskalis, too.)Key Takeaway: Blocking all news content can negatively impact reach, frequency and ROI. Brands should take a more nuanced, contextual approach to determining brand safety rather than avoiding news altogether. There is quality journalism worth supporting.“I don’t think that there’s been a more important time, for viewers, consumers, audiences to have access to great, accurate and truthful news.” - Brian Norris, E.W. ScrippsRethinking the Agency Model and Streamlining Streaming BuysSegment 2: Listen to why I spoke with Catherine Walstad, VP of Media and Aaron Lange, SVP of Technology from Marketing Architects....in a bedroom! (Any way that you can catch a quiet conversation during CES dictates the where.) We discuss their unique “all-inclusive TV” agency model where they make significant in-house investments in creative, strategy, analytics and proprietary technology so their clients only pay for media costs. Catherine and Aaron also explain the increasingly complex streaming TV landscape with new publishers and platforms launching all the time. That drove Marketing Architects to build their own customizable demand-side platform to simplify the supply chain, get clients better rates, and drive performance.“We like to call ourselves misfits because I feel like our goal has been to disrupt the traditional agency model.” - Catherine Walstad, Marketing ArchitectsKey Takeaway: The streaming TV supply chain is complex, but software innovation can help simplify and consolidate for efficiency. Non-traditional agency models focused solely on performance are emerging.It's the Sighs That MattersSegment 3: I catch up with Tamara Zubatiy, Co-Founder of Barometer, an AI-powered platform providing brand safety, suitability and contextual targeting right now ...

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I strolled CES with thought leaders David Berkowitz, founder of Serial Marketers, AIMG and FOAF, Jeff Minsky, Founder, Mediawhizards, LLC, and longtime media sales pro, Kathy Newberger.In this bonus episode, we touched on a wide range of topics shaping the future of the industry...and covered some literal miles, too. We compared firsthand experiences, some cutting-edge technologies, innovative products, and inspiring activations from global companies.David Berkowitz explained his own AI Marketers Guild and what’s intrigued him – like AI-powered beauty makeovers to AR projected in Zoom rooms. Is there still a place for the IOT of refrigerators??[00:03:55 → 00:04:10]"Things like a beauty app that analyzes your face and gives you some real insights that maybe you never had. Your dermatologist might not have access to this tech yet, and yet you can get it on a consumer app, which is crazy."— David Berkowitz But, as David says, "what I think a lot of people miss about CES is it's ultimately about people's lives, about people's lifestyles...like how are we going to shop? How are we going to cook, how are we going to drive? How are we going to communicate with each other?""Speaking of communicating, Raoul Davis did a great job representing NTT Sonority's sound zone technology followed by SoundFun's spokesperson on their helpful TV speaker.Then, I was photo and audio-bombed by Jeff Minsky and invited this longtime CES observer to drop in and discuss trends, of course, including SK's presence and its sustainability efforts in media. [00:09:59 → 00:10:36]"CES is a microcosm of a global economy. First, we had RCA, Magnavox so America was the core center. Then you had Japan, with Sony and Toshiba, and then you had the rise of Korea. You see China all over the place. Now, SK - a South Korean based multinational conglomerate - has a presence that has to be a million plus dollars."— Jeff MinskyFinally, as she does so well, Kathy Newberger shared some observations as a first-timer and talked about the strong presence of media and marketing pros at CES and shared highlights from panels and sessions, including savvy insights from “media cartographer” Evan Shapiro.[00:13:27 → 00:13:36]"It was like there were two conferences. There was the conference at the hotels that was about marketing and where I saw just about marketers of every kind and people from every publisher. It was wonderful to run into people, and then there were connections with people that I knew I was going to make."— Kathy Newberger [00:15:16 → 00:15:37]"Everything about this event made me feel like 2024 is going to be a good year and beyond. The other thing that I noticed was the creativity of the companies on the floor. The products that they create, the glasses that close caption things, the cars that don't have steering wheels."— Kathy Newberger Get some exclusive insights and observations on tech and ad trends, straight from a (noisy) CES floor in Las Vegas. But coming up in the next episode, I grabbed quiet time in a CES hotel with other attendees who are shaping trends: Matt Prohaska and Brian Norris on Rebranding News, Catherine Walstad and Aaron Lange on building a different agency model (AND DSP!) and Tamara Zubatiy on tech for brand safety.Connect with and follow Insider Interviews with E.B. Moss:Instagram: https://www.instagram.com/insiderinterviewsFacebook: https://www.facebook.com/InsiderInterviewsPodcast/YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylistLinkedIn: https://www.linkedin.com/in/mossappealThreads: https://www.threads.net/@mossappeal

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Kicking off 2024, my fellow podcaster - but really more known as the expert in shoppable video, Cynthia Nelson - turned the mic on me, inviting me to guest on her show “Let’s Talk About Live Shopping.” Being in the hot seat myself was instructive as I thought back to the many takeaways of my inspiring guests in the media and marketing landscape this past year. Then we vamped about what's coming down the pike as I head to CES this week! (I encourage listeners to catch the last couple minutes to see if you can spot the AI version of me!)First, Cynthia asked me to reflect on podcasting’s continued evolution. I shared some points from Sounds Profitable’s Bryan Barletta, a past Insider Interviews guest. As we hit the 03:00 mark, I noted the trend research he and Tom Webster recently shared with the help of another past guest, Paul Riismandel of Signal Hill Insights, on how people are consuming podcasts in video form. (Note: People increasingly “listen” on YouTube while multi-tasking, as formats merge.)Around the 06:44 mark, Cynthia asked about the fuzzy definition of the fast moving category of retail media. (Here's an article I wrote about that.) As lines blur across channels, retail media represents the personalized targeted impressions served to consumers on their path to purchase. This stretches from out-of-home displays driving awareness to retail media networks architected by heir apparents like Walmart and Target (and of course the mac daddy, Amazon.)I passionately relayed the research I could recall from a chock-full interview with Lou Paskalis on news media’s high ROAS and its ability to capture lucrative unduplicated audiences. Yet misperceptions linger, undeservedly tarnishing outlets. Quality checks through firms like Ad Fontes help instill confidence for brands to proudly and safely reinvest in news. And hint: that's one of the things I'll be speaking with Matt Prohaska about in a conversation I'll publish out of CES!*Speaking of speaking at CES...I'll be spotting the brand marketing and media stars at Brand Innovators, DPAA, Female Quotient and MediaLink, if they'll have me! Then I'll walking the (2 million square feet!) floor with some trusted pundit friends, David Berkowitz and Kathy Newberger to capture what we're seeing in the media area and the always groovy Eureka! Hall of innovation. I'm looking forward to seeing, of course, voice-activation technologies to a soundbar aiming to help distinguish conversation tones as we age. Finally, I'll share the mic with two brilliant minds from Marketing Architects to hear THEIR takeaways (and don't miss their terrific b2b podcast, too!)So, definitely expect the first full episodes of '24 to deliver MORE!Key Moments: 03:00 - Podcasting still gaining awareness as video podcasts grow 06:44 - Defining the expanding world of retail media 09:46 - Voice tech and accessibility interests at CES 13:30 - Study showing news media's strong ROI but brands hesitant Around 19:00 Is it live or is it Memorex! Points if you know what that is and why I wrote that!

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Did you know being “Hispanic” is not a thing in Europe? Just ask Claudia Romo Edelman.While living in many countries -- as a Head of Public Relations for the World Economic Forum, to a Marketing Professor in Geneva -- she was simply Mexican, no different from how her friends from Venezuela or Guatemala were identified by their own nationalities. Then, Edelman moved to the U.S. and got a new label – "Hispanic" or "Latina." She's embraced the description with the same spirit she welcomes any respectful nod to her heritage. For her, it's all about just making sure she and the LatinX community are part of a broader, more inclusive narrative. In fact, all humans should be respected equally – in society and in marketing. So, she founded “We Are All Human” to advocate for diversity and inclusion.In an incredibly insightful conversation Edelman, we discussed her remarkable journey – from growing up with a professional basketball player-turned economist-turned actor mom (talk about a role model!) to her own impressive path from Special Advisor at the UN to “Founder/Factivist”....An Empowering Hispanic StarEdelman’s experience gives her a unique perspective on brand purpose, which she eloquently shared during our discussion. One of many fascinating parts of our conversation was about her involvement insuch influential pro-social campaigns such as Product Red and the Sustainable Development Goals (SDGs). She described the significance of these initiatives then what sparked her commitment to elevating the perception of the Hispanic community by founding "We Are All Human" – and supporting the "Hispanic Star" initiative -- which aims to unify and empower the Hispanic community.Edelman addressing the Hispanic Marketing Summit held at the UN 12/23"Purpose-led branding is not just a trend; it's a necessity for survival in today’s market.""Understanding the Hispanic community goes beyond language; it’s about respecting and investing in their culture and values."You’ll learn about the importance of addressing systemic barriers such as education, health, and job opportunities. Her insights into the challenges and opportunities within the Hispanic community were eye-opening but should be of particular interest for brands. Especially given some of the stats she shared about the power of the Hispanic US population as a “factivist!” (Per her book, "Hispanic Stars Rising", "We are the engine of the U.S. economy. Responsible for 2.6 trillion dollars of GDP, which puts us among the top ten GDPs in the world. Our purchasing power is $1.9 trillion. We are entrepreneurial — 86% of all new businesses launched in the past 10 years were started by Hispanics.")Authentic Engagement with the Hispanic Community:Edelman emphasized the importance of understanding and respecting cultural nuances. A significant part of our dialogue centered around how brands can authentically engage with the Hispanic population. A genuine investment in community initiatives, rather than superficial marketing tactics, is key to connecting with this demographic. Listen for more of these insights along with some of her personal stories that added an intimate touch to our discussion.Memorable Moments:[00:03:00] Meet Claudia Romo Edelman... where she lived around the world and why she now lives in a gymnasium![00:04:11] Background on Claudia’s role in global campaigns – from Project Red to UN Sustainable Development Goals[00:07:33] Discussion on and definition of brand purpose[00:11:52] The mission and vision behind the creation of non-profit foundation, "We Are All Human"[00:16:43] The significance and development of the Hispanic Star initiative and its symbolism[00:20:48] Claudia’s motivation – past, present and future[00:25:54] Comparing podcast plans and the thru line of Hispanic executive women featured on the podcast "A La Latina"[00:33:00] Using 'factivism' in targeting Latino communities

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Can branded entertainment be "bingeable?" If it's engaging and the characters are relatable! What if no one watches? They will if that branded content is made -- then promoted -- by Leap Media. That's what I learned from speaking with Chris Pizzurro, Co-Founder and Principal of Leap Media Group, and Michele Fino, Head of Branded Entertainment at Crackle. Here's how they do it:Chris Pizzurro has had an award-winning career in media, including a dozen years at Turner Broadcasting where he was involved in an early-stage form of branded entertainment. (And, he shared some great stories about working with Ted Turner at TBS!)"We were actually doing branded entertainment in the 2000s with TBS's Dinner and a Movie." -- Chris PizzurroFor the next dozen years, he was SVP at ad tech services company, Canoe Ventures, which really advanced digital ad insertion, scoring an Emmy® Award and inclusion on five patents while there.From that background, Chris realized that "Clients are willing to pay extra to have their brand associated with entertainment, whether it's in a movie or adjacent to one." He's applying that insight now at Leap Media Group, delivering a brand of their own: the "LFBE" - Long-Form Branded Engagement. Chris describes these "as a subset of branded entertainment and shoppable TV". "In long-form brand engagement, it's about involving brands from the outset, creating narratives around them, and incorporating calls to action for tangible ROI." -- Chris PizzurroIn addition to making branded entertainment that is good quality content, Leap's point of differentiation is putting equal focus on the distribution and promotion of that content to drive awareness, viewership and ROAS -- Return on Ad Spend -- from tune-in ads on Crackle to host-reads in Peter Greenberg's radio and podcast show, Eye on Travel. After all, even if a show is well-made, if no one sees it -- like “a tree falling in the woods making no sound” -- it doesn't matter how good it is. So, as he has written, "We just don't buy ad inventory on FAST Channels and make shows that are on FAST Channels, we're ON shows that are on FAST Channels."Leap's shows, created in conjunction with major brands and production companies, include "The Next Turn" from Expedia, "Bigger Bolder Baking" with chef Gemma Stafford, VRBO-sponsored “Cabin Culture” and more. Chris is joined in the second half of this fun and informative 40-minute episode by Crackle's, Michele Fino, who brings her own wealth of experience in creating and promoting quality content – from her time helming branded entertainment at a global production company (hint: she can drop the Ryan Seacrest name!), content strategy at a national retailer and marketing at various highly regarded non-profits. She's crystal clear that: branded entertainment, it's not just about the content; it's about creating an experience that extends beyond the show.""Entertainment is the top of the marketing funnel. It's about creating experiences that live beyond the show, extending the brand's presence organically." -- Michele FinoMichele explained all the industry acronyms like AVOD, TVOD, CTV, and FAST. She talked about the value of long-form branded content and Crackle's role in distributing and promoting shows. But she absolutely emphasized the importance of creating entertaining content that also provides brand messaging.Together, they discussed strategies for ensuring branded entertainment and ads work together, helping brands defray production costs and boost value. She cited the example of featuring DoorDash as a hero brand into their original program, Going From Broke.As always, my guests shared excellent points about personal and brand purpose: Per Michele -- apropos Crackle now being part of the socially conscious company, Chicken Soup for the Soul Entertainment, companies can easily just incorporate social messaging subtly into a production in a "purple" kind of way.

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When you think about it, national advertising can definitely build awareness -- or brand equity. But as Keith Kazerman, President of Locality Streaming pointed out, every purchase made actually occurs LOCALLY. Hmm. There was a lot more food for thought in Episode "lucky" 13 when I sat down with Keith and his counterpart, Ann Hailer, President, Locality Broadcast.Ann and Keith are like a “Local Ads Power Couple.” They are so on the same page about the of power of pairing broadcast and streaming you'll hear that they sometimes finish each other’s sentences. We need more of this approach in our fragmented media world, so tune in to also hear how they seamlessly leverage linear and digital to offer up what they call "Precision Reach." Or, fine-tuned targeting plus scale.Advertisers shouldn't have to pick, and broadcast still has a very long tail. So, Locality formed out of CoxReps and Gamut a few months back now representing some 300 broadcast stations and more than 150 publishers for the one-two punch of streaming AND broadcast premium and exclusive ad inventory.Here's what else you'll hear and learn:[00:02:07] "The state of local TV is fantastic. As we look at content and the relevancy and recency of local news, and local sports with the return of NFL and college football, there is an uptick in viewership and engagement..." -- Kazerman[00:06:00] "Broadcast groups leverage all of their owned and operated content in ways that that local content can reach consumers, even if it's not over the air." -- Hailer Both agree it's Broadcast AND Streaming, not versus, which is what enables "PRECISION REACH".[00:8:50] Whether Miami or Cincinnati, it's a different product of interest in that market. That creative needs to speak to that and reach that audience based on that target and location. [Think of the same home store, but pitching patio furniture vs snowblowers...][00:09:35] Thriving content verticals include sports, but also News drives trust thanks to local personalities. (Check out my recent episode with Lou Paskalis on this topic, in Epi 12.)[00:13:07] Why Streaming is Prime Time all the time00:13:01 Measurement and streaming challenges.[00:15:10] Enabling better quality advertising (Locality lends a hand), and how ad tags offer credibility and brand lift.[00:17:25] Recalling moments from their Cynopsis Big TV panel ...and my Special Report on Locality on the importance of local advertising.Albert Thompson interviewing Ann Hailer and Keith Kazerman - Cynopsis BIG TV Conf[00:19:37] Politics in local advertising. Where is the $11B in political ad dollars going? Yup. Local at scale. "Yes, we have national campaigns," said Hailer, "but it happens in local precincts, with local votes, votes in swing states, votes for Senate..."[00:23:31] Change management and mentorship.[00:25:17] Finding champions at work (and yes, I was inspired to sing), and offering respect while persevering. Help support Insider Interviews with a little donation at https://buymeacoffee.com/mossappealConnect with Locality: http://locality.com/Search @WeAreLocality on all Social Channels, including FacebookAnn Pero Hailer: https://www.linkedin.com/in/ann-pero-hailer-b16453a/Keith Kazerman: https://www.linkedin.com/in/keith-kazerman-8b870382/Connect with Insider Interviews:Instagram: https://www.instagram.com/insiderinterviewsFacebook: https://www.facebook.com/InsiderInterviewsPodcast/YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylistLinkedIn: https://www.linkedin.com/in/mossappeal“X”: https://www.twitter.com/insiderintervws(And find E.B. on Threads as @mossappeal)

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In this bonus episode of Insider Interviews, captured during Advertising Week 2023, I spontaneously interviewed three impressive executives on how each injects the human touch to various aspects of culture in media: Sports, Multicultural and Podcasting content.First, Marissa Solis, SVP of Marketing for the NFL, discusses how the NFL is incorporating AI to generate game highlights, enhance player safety and even to to engage younger audiences, all while still maintaining a human touch on and off the field. "Through the power of AI technology, we were able to take the game in real time and animate it in Toy Story world, so that somebody could be watching the same exact game, but in 'Andy's room.'...We're very excited about the power of the technology, but we know there's a lot of implications. So we always want to proceed with a bit of caution, again, because we don't want to ever lose sight of the human element and the positive human outcomes that could come from the technology." Next, Bonin Bough, co-founder and Chief Strategy Office of Group Black, emphasizes the importance of reaching all humans through culture and multicultural media investments."An interesting conversation has been the impact of investing in multicultural and diverse audiences and showing real case studies and real business movement. ... I think for too much, we talk about the societal impact and we forget that at the end of the day, the only place that you source growth is from untapped and underinvested in opportunities and communities."Finally, Kelli Hurley, VP/Global Head of Partnerships at SXM Media, shares insights on injecting the human touch into podcast advertising by partnering with popular personalities like Conan O'Brien and Crime Junkie. "We're looking at video, we're looking at social, we're looking at events, and we are finding a lot of success in building campaigns that really start from the influencer, from the host themselves, and we splinter it out from there."With a runtime of 20 minutes, this ad hoc episode offers a fascinating glimpse into the intersection of technology and human connection. Please be a human and support Insider Interviews with a little donation at https://buymeacoffee.com/mossappealConnect with Insider Interviews:Instagram: https://www.instagram.com/insiderinterviewsFacebook: https://www.facebook.com/InsiderInterviewsPodcast/YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylistLinkedIn: https://www.linkedin.com/in/mossappeal“X”: https://www.twitter.com/insiderintervws(And find E.B. on Threads as @mossappeal)

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It’s a jam-packed Epi 12 with my longtime industry friend, Lou Paskalis, CEO and Founder of AJL Advisory and strategic advisor to Ad Fontes Media. We had a lively stroll down memory lane (and, yes, I sing to him), reminiscing about working on promotions for E&J Gallo Winery/Food Network years ago to rubbing elbows at Cannes Lions this past year.On the carpet at Cannes 2023. (E.B. and Lou)Then he shared some solid food for thought – especially around the gauntlet he’s become known for throwing down lately: supporting quality journalism through brands investing in the news media. He himself has been making the news with his plain-spoken POV, as evidenced by articles in AdAge to Fast Company, from mentions in the Swisher/Galloway podcast Pivot to being an inaugural honoree of the "Purpose Beyond Profit" awards for his, well, purpose-driven advocacy.Perfectly appropriate edition of "Pearls Before Swine" comic strip, used with permission of the brilliant Stephan Pastis!As a former senior media executive at both American Express and Bank of America, Lou offers tremendous insights into some of the biggest issues facing the media and advertising industry today. With his signature outspoken style, he stressed the need for transparency in programmatic advertising – with some astounding stats that should knock some sense into media buyers, and advised brands should build long-term customer relationships, including around shared values and purpose, rather than rely on just transactional marketing. Then we really got into the meat of it:He explained the indispensable role of journalism in upholding democracy, pointing out that "Journalists are uniquely called out in the first article of the Bill of Rights as having a special role in our democracy to basically keep the government honest and elected officials honest." However, the proliferation of misinformation and erosion of trust in media poses a dire threat. As Lou says, this crisis calls for "supporting news at a time when truth is under assault and we need more journalists to debunk the lies." But it’s an uphill battle in the face of the local newspapers dying out despite the deep community engagement of readers."I'm not here to make your job easier. I'm here to make our message resonant. And we have to break this mindset that scale equals quality, because it absolutely doesn't."We went on to discuss his billion dollar challenge to advertisers to be part of the solution, made easier to vet for brand safe environments and political skews thanks to AI-aided companies like Ad Fontes Media – but noted that innovation and adaptation are critical for news organizations to make it through this period of massive change.From 2005 through 2020, there's been an 80% decline in advertising investments in news, which has led to a 50% decline in people working in newsrooms. There’s a lot more to this conversation with my insightful friend, Lou Paskalis, and I urge a complete listen to grasp his big ideas on brands, journalism, community and democracy with an eye toward pragmatic solutions...and inspire you to pick up the gauntlet! TIME CODES[00:02:39] E.B. and Lou stroll down Memory Lane...from Gallo to Cannes[00:04:47] Personal passions (Did Lou’s early F1 fascination drive his challenger, fast-thinking mindset?)[00:09:19] Consumers and brand purpose[00:12:57] How the triple bottom line is served with news[00:14:25] How the truth became fungible...[00:17:05] ...Leading to shrinking newsrooms and local news deserts[00:22:10] The imperative of local journalism and community engagement[00:25:17] Building a brand for life[00:26:43] The billion dollar challenge...[00:28:51] ... And just how advertising dollars support journalism[00:33:08] Media innovation and risks spark news organizations adapting to change[00:37:20] Marketing and changing behavior[00:41:05] AI-powered platform rating and a fan of...

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Head of marketing for T-Ads, the advertising solutions division of T-Mobile, Cherian Thomas describes the evolution of his rideshare entertainment platform, Octopus, to creating brand love across all digital out of home screens. In this upbeat but informative conversation with the high-energy "Doctor Thomas," Insider Interviews host E.B. Moss also gets the download on DOOH from DPAA CEO, Barry Frey, to offer listeners and viewers a complete picture of the state of screens today.QUOTES AND TIMESTAMPS 00:02:23 - "By the digitization of out-of-home, we mean a modern-day digital advertising business." 00:03:10 - "DOOH is becoming very powerful especially with its ability to target audiences, that heretofore was not available." 00:04:20 - " I've seen these crazy billboards where it almost looks like things are flying off of the screen. It's really amazing what can happen now with digital billboards." 00:11:49 - "While trying to market our app to consumers, we had to identify who is the ideal target audience. And then you look and you're like, wow, that's the Uber and Lyft rider!" 00:13:56 - "If we can delight riders in their Uber and Lyft journey, well, what's the next phase?""The numbers don't lie: actual consumer spending is four times larger in store than it is online." 00:16:56 - "The numbers don't lie: actual consumer spending is four times larger in store than it is online." 00:18:52 - "Well, it turns out advertisers and brands also have similar pain points when it comes to them spending dollars and getting their brand out there or hitting performance metrics." Watch the full episode with Cherian Thomas, Head of Marketing for T-Ad on YouTube, too![00:23:42] Enthusiasm, energy and skateboarding to work. 00:24:14 - "It starts from the top. So everything we do in my world is always ‘How is that good for our customers?’ And I think that's something really important." T-Mobile Chief Creative Officer, Peter DeLuca with DPAA CEO, Barry Frey at Cannes00:25:59 - "I think Peter DeLuca is a legend. And if you think about T-Mobile's brand, this is the best our brand has ever been. And you don't get there overnight. You have to be consistent. You have to be honest. You have to deliver. Like we say, dream big and deliver." 00:28:24 - "We leverage our brand to get our customers amazing deals and delight them." 00:33:45 - "My favorite product is the T-Mobile SyncUp Kids Watch, which is kind of a smart watch, but all you can do on it are basic things. As a parent, that was a pain point that T-Mobile had solved...This is kind of in our ethos: solving pain points I think is a common theme that's carried forward in everything that we do." 00:35:08 - Brand purpose and trust. "One of our promises is “Nada, yada, yada.” Like, that's our actual Metro by T-Mobile brand campaign right now, because everyone else makes a bunch of promises and the fine print is like “yada, yada, yada, yada.” If that doesn't say we don't have any BS here and you can trust us....” 00:37:41 - "If you have a low cost of screen and you have connectivity, why can't there be a screen at the top of the Vail ski resort to show you information and speed times and fastest slope, the slope is closed, etc. So these are things I'm really excited about. [00:38:30] The growth of Digital Out-of-Home. 00:38:39 - As an industry, I'm excited because the TAM -- the Total Addressable Market -- for Digital Out-of-Home, is much larger. And that's always been the challenge with Digital Out-of-Home. ...You've got a $10 billion industry, but it's getting bigger and bigger as these macro trends continue." 00:40:11 - "What does the E.B. stand for?!”Don't miss the 10/10/23 DPAA Global Summit in New York City's Chelsea Piers, with speakers from McDonalds, Mastercard, Pepsi and more! You can help sustain this podcast with a little donation to Insider Interviews at https://buymeacoffee.com/mossappeal

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A “holistic” approach sounds so virtuous – in a yoga pose kind of way. And when it’s applied to the business of podcasting it takes on an even healthier stance. Three wise guests explained exactly what it takes to approach podcasting as a unique medium and leverage all aspects of it to drive growth. In this episode of Insider Interviews I spoke with three phenomenal experts during the Podcast Movement conference in Denver who explained this holistic approach.Bryan Barletta, Partner, Sounds Profitable Bryan Barletta and partner and research guru Tom Webster have been making waves in the audio industry with their advisory services focused on growing audience and revenue for podcasters. (You heard me speak with Bryan Barletta on Insider Interviews three years ago and with Tom when he was at Edison Research.)Bryan described his aim to carve out a home for all podcast pros, to educate and elevate the industry. He emphasized that podcasting deserves to be treated as its own channel, optimized based on how people listen. “We’re entering the ‘why’ phase: ‘Why uniquely podcasting? Why start here?’,” he posited. The answer?“The ad tech, the mindset, the education is now here. And that's why we need to treat it as its own channel and not try and tag it onto other channels to find its own value.” Bryan expects now, at 20 years in, we're finally entering the “2.0 era” where ad tech and mindsets are catching up to podcasting's distinct value. How can we look at measurement objectively? What is the truth behind “churn”? Bryan describes the biggest opportunities and challenges in the business of podcasting, including the status of programmatic. Then, in an unexpected question tossed at me, we discuss the opportunity for political ad messaging in podcasting....Paul Riismandel, Chief Insights Officer of Signal Hill InsightsPaul Riismandel joined the founder of Signal Hill Insights, Jeff Vidler, last year in the appropriately named role of Chief Insights Officer. The growing company is an audio-focused research firm that provides custom insights for publishers, broadcasters, and advertisers.Paul was very vocal about holistic campaign measurement -- versus siloed or, say, just performance-driven approaches -- that looks across placements, platforms, and creative together to “really have an apples to apples comparison." Their bread and butter is brand lift studies – the positive changes that can be attributed to ad exposure. Those studies help spotlight factors like creative and planning to better uncover why a campaign succeeds or stumbles...and matches that with insights around perception and elements like awareness, favorability, consideration, and purchase intent. He also highlighted the key role of creative and its absolute impact on brand lift. Advertisers can easily make assumptions when an ad performed well – or not – in a particular show. It could, Paul notes, perform differently across different podcast genres. Or it could be the creative, if one host or one message just didn’t resonate. Test. Rinse, Repeat!Ken Lagana, EVP of Digital Sales at AudacyKen Lagana brings the perspective of a multi-platform warrior. After years in digial media, he spent most of the last decade heading up sales for all things audio at content and entertainment company, Audacy – which has production expertise via their Cadence13 and Pineapple Street Studios divisions, extensive OTA (over the air) stations, digital audio and events and, of course, podcast distribution and monetization.As such, it’s not surprising that Audacy is “platform agnostic” and Ken’s definition of “holistic audio” means including both radio and podcasting. But advertisers don’t have to stop there: Hear Ken’s description of the “triangle” of audio campaigns, starting with influential host-reads at the top! (Stay tuned for an Audacy-produced scripted podcast with Amy Poehler as “Dr. Sheila”,

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It's been a record-setting hot summer. That got me thinking about the environment. And that got me thinking about ESG -- the Environmental, Social and Governance factors companies can get valued on -- by the Street and by the Consumer. And THAT is part of Brand Purpose. So, what are the ways "purpose" shows up at a company -- inside and out? And, how does a company authentically spotlight its brand purpose to that outside world? Over the past eight episodes of this Season 2 of Insider Interviews, that's exactly what I asked each of my world class media, marketing and advertising industry guests. So, here's a cool compilation of the wisdom of purpose and marketing pros, pulled from those episodes.

You'll hear again, in this order, from:

[3:10] Ad agency legend turned head of the Baglivo Group and higher ed evangelist as CMO of Pace University, Mary Baglivo; [6:25] Head of marketing for the largest B-Corp (listen and learn about that term!) -- Danone, NA's Linda Bethea; [13:45] Queen of fun and experiential marketing, CMO Erin Levzow of Museum of Ice Cream; [16:40] Representing the audio side, Chief Insights Officer of Cumulus Media/Westwood One, Pierre Bouvard; [18:20] Finally, Nicolle Pangis, CEO of Ampersand, the largest TV rep firm in the US., adds very personal insights for how she applied lessons learned about work-life balance just in time to help her survive and help her whole team thrive...and keep the customer satisfied “on purpose”, too.

Each of these leaders shares their definition of brand purpose and how gets implemented in organizations and how brands can make a positive difference in society. We talk about the importance of ESG and how to make consumers aware of that meaningful work...and how to feel meaningful at work!

Mary Baglivo

Linda Bethea

Erin Levzow

Pierre Bouvard

Nicolle Pangis

I encourage you to listen to the full episodes with each of these thoughtful and accomplished media and marketing executives. They share more life -- and industry -- lessons that offer the insider's scoop on our business, with a personal touch. You'll find their contact and company info in the show notes for each episode.

You can help sustain this podcast with a little donation to Insider Interviews at https://buymeacoffee.com/mossappeal Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal "X": https://www.twitter.com/insiderintervws (And find E.B. on Threads as @mossappeal) HLhkG6rrO1PRxZfy97Su

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The Philadelphia Eagles SVP of Marketing, Jen Kavanagh, shared her approach to expanding the club’s brand and engaging with a now international fan base. Get insights on how Jen's marketing team is turning the Xs and Os of this pro NFL team into dollars and cents and fan xoxos! Grab a seat. Jen Kavanagh tells Insider Interviews host E.B. Moss how marketing the Eagles has changed since their appearance in the #SuperBowl, and the imperative of balancing the star power of individual players with promoting the brand overall. It always comes back, Jen says, to connecting with fans and building relationships that are not just "transactional". Hear how she strives to build relationships with the club's 10 million global fans -- from watch parties to cause marketing in their home town of Philly.

Also:

Jen's journey is a testament to the idea that not all careers are linear and staying open is key in this marketing game. She began in digital, working on multi-platform strategies and translating that into a television environment when she worked for NBCU's Oxygen. She then worked as a consultant, helping C-suite executives better understand how the coming digital disruption would impact their businesses. Given her lack of specific experience in sports, Jen was initially hesitant to tackle the role, but she leveraged that deep experience in digital marketing and what was zero experience in sports marketing, has gone to overseeing strategic development, original content, digital platforms, community relations, media, data, and insights for the NFL club. And, in five years the passion she developed for the game has turned in to "an obsession.” Jen explains how her marketing team supports the football team -- from events at their beloved stadium, “The Linc”, to tackling appropriate messaging and promotions from the US to the newly added countries of the franchise: Ghana, Australia, and New Zealand.

For example, they’ve brought in well-known music artists popular in those areas to entertain fans during games and make cultural connections. The team has organized watch parties and flag football pursuits; for New Zealand, E.B. suggested they may need to train U.S. players in the haka!

What goes into the decision to feature certain players - like super star Jalen Hurts (and hear about his new graduate degree OFF the field!) vs team initiatives.

Hint: they're driven by the marketing message that the Eagles want to share. For example, if the team wants to highlight leadership, they will focus on the team's captains. If they want to showcase the experience of being a rookie in the NFL, they will focus on newly drafted players. And if they want to highlight a particular cause, they will find players who authentically align with that cause.

She’s buoyed by how both the NFL and the club value the contribution of women and believe in diversity of thought and POVs. Jen and E.B. also discuss the Eagles' pro-social efforts, such as:

supporting young women and #flagfootball and a donation of sports bras,

Support of girls' football ... the renown efforts at GREENING their stadium and carbon footprint, ...and the Eagles Autism Foundation.

Finally, social media marketers will appreciate how they’ve tapped into @YouTube and TikTok to grow new audiences and fans.

And of course E.B. asks Jen if she was involved in getting #TaylorSwift to proclaim her fandom for the Eagles and reveal that her lyric was about the team!

Loved this episode? Support more free content from Insider Interviews at https://buymeacoffee.com/mossappeal

Key Moments: [00:01:32] Taylor Swift's Eagles fandom!

[00:04:05] Non-linear career paths can lead to great new opportunities

[00:08:30] Overview of marketing the Philadelphia Eagles pre- and post-SuperBowl™ !

[00:11:47] Creating cultural connections with new football fans in Ghana, New Zealand and

[00:18:05] Eagles' brand purpose -- including Eagle...

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In this bonus episode of Insider Interviews, I’m not interviewing anyone. I’m having a brisk 20-minute conversation with Julie Livingston of Want Leverage Communication, discussing the art and value of adding personality to your B2B content -- and especially to your company podcast. Taken from Julie's LinkedIn show, "PR Patter," these are some of the tips I shared for infusing B2B content with personality and approachability -- as your best “never knew what hit ‘em” way to appeal to prospects. I hope you’ll listen to (or watch) the full episode for the details, but here's the headline: "People buy from people they like" (and also gets you more “likes”!) You'll learn why humanizing a brand and its executives helps create a better connection with the audience -- or prospects. Then we'll discuss the differences between branded podcasts and B2B podcasts, adding personality, using storytelling, getting good guest …and getting the most out of your host… and even simple tech tips for putting your business in its best light. Remember, there’s a time and a place for sales brochures, and for leveraging audio for technical explanations. But that place is not your podcast. So: Get Emotional. There are great lessons on what drives purchases from an emotional perspective. See this presentation by Binet and Fields on the Principles of B2B Marketing. For my part, I'm not speaking to what drives a B2B buyer -- like "fear of losing one's job" or "fear of missing out". I'm speaking about the fear of not being oneself. Or rather, the fear many exhibit of vulnerability in a business setting. Where's the story? Where's the humor? Where's the human side? That is what we buy when we feel comfortable with someone. And that is what B2B podcasts can stand to offer a little more of. Branded or B2B? Well, it's kind of a Venn diagram. Your branded podcast can be for B2B purposes, but it's often more story-driven content that could easily be B2C -- or B2B2C! There are great companies that specialize in crafting endearment of a brand wrapped in a Trojan Horse of great storytelling. I'm all for that. Think the beloved Trader Joe's show. Or Trailblazers with Walter Isaacson, which is a BTYB from Dell. There’s a reason iHeartMedia just announced Ruby, a studio dedicated to creating branded podcasts, so go on in; the water's great! This POV is more focused on what I see as the traditional B2B audio content that is courting business customers, most frequently done as an interview to inform, and hopefully entertain -- or "edutain."

Know your why -- and your what: So, just as I ask all my podcast development clients (did I mention I train companies in launching their B2B podcast?): why do you want to start a podcast? And what's in it for me as a listener? Those answers will inform the rest of your strategy. Whatever that is, you can afford to make it compelling! If you can't seat the best spokesperson who may be more junior but effervescent, you can train the bigger brass to be likeable and mic-able. And PS: that begins with having a good mic! And how will you make your guests shine? Because frequently you'll seat your prospects or customers, so you'll definitely want to put them in their best light. That takes preparation. Just like my favorite joke about the skeleton who walks into a bar and asks for a drink... and a mop. (Think about it.) Ask your guests for what they'd most like to discuss...but come prepared with personal insights that will humanize them as well in conversation. That's never to say embarrass anyone; but a little disarming can be fun and delightful to your guests and the listeners. You'll often find me motivated to sing to my guests. (Yes, I illustrate that in this bonus episode. Why it’s called a bonus.) Do understand the value(s) of creating a B2B podcast Yes, podcasts are great for communicating in a personal way that can explain more complicated ideas, or for reaching your customers even if they’re out for a walk.

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Nicolle Pangis is an evangelizer of balance: between linear and digital television advertising, between tech and creative, between quality data and privacy. And balance between work and life. It’s the “ands” that drive her – apropos the company name of TV ad sales platform, Ampersand, where she has been CEO for the past five years. Insider Interviews podcast host E.B. Moss spoke with Pangis about a range of topics impacting the ad and marketing industry: from the latest advances in media measurement to the importance of embracing retail media networks. Additionally, this fast-moving leader who previously headed up digital shop 24/7 and GroupM’s Xaxis, discussed the ah-ha moments that sparked a commitment to promoting greater work-life balance for both she and her team, and building a more equitable industry. A perfect lead in to this conversation? You'll hear first from More Labs VP of Marketing, Lydia Boychuk, who walks us through how she drives trial and word of mouth -- or "sips to lips" -- for their nutritional supplement start up company focused on well-being. Boychuk discusses how she balances retail and DTC marketing with podcast advertising. Speaking of which, "sleep better," "focus more," and prevent that post-partying head with 20% off any purchase, thanks to Lydia. Use promo code insider20 at morelabs.com! In the ever-evolving world of TV advertising, Ampersand stands out as the biggest company you've never heard of. With the ability to aggregate and activate data on a household level, their potential for creative and technical implementations is vast. But with the industry becoming more fragmented, can they navigate the challenges ahead and continue to deliver relevance without crossing the line into creepiness? Find out in this thought-provoking conversation, which is a must-listen for anyone interested in the evolving landscape of television advertising and marketing in general...and personal well-being!

Relevancy of advertising is good; a creepiness factor is bad. - Nicolle Pangis

Timestamped summary of this episode:

Introduction and how to support Insider Interviews at buymeacoffee.com/mossappeal

Insider Interviews podcast host E.B. Moss first speaks briefly with VP Marketing of More Labs, Lydia Boychuk on DTC, Retail Media, and growing awareness for nutritional supplement start-up, More Labs.

Then, featured guest Nicolle Pangis, CEO of Ampersand, discusses the latest advances in media measurement to the importance of embracing retail media networks including:

00:16:51 - The Challenge of Measuring Television 00:19:20 - The Importance of Linear Television 00:22:02 - The Power of Television in Attribution 00:24:42 - Technical Creative Implementations 00:29:17 - The Future of Advertising & perceptions of AI and Social Media Additionally, Pangis discusses her Journey to C-Suite 00:41:45 - Wellness & Work-Life Balance 00:44:56 - Leadership & Empathy & Purpose 00:51:11 - Ampersand's Company Culture 00:54:21 - Changing How TV is Bought: Pangis' hopes for how to get better at buying television and embrace new ways to do so.

Finally, Industry Projections and Pangis' commitment to promoting work-life balance, building a more equitable industry, and her personal growth as CEO.

The resources mentioned in this episode are:

Ampersand for television media solutions and data insights to make better-informed advertising decisions.

Nicolle Pangis - LinkedIn

Andrew Ward on "cord cutting": https://www.thedrum.com/opinion/2023/04/19/advertiser-s-guide-the-upfronts-5-trends-changing-how-tv-planned-bought-sold

E.B.'s personal recommendation for women at the top who want help finding balance? Check out Coach Marie Tanabe: https://www.marietanabecoaching.com/

Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/

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Since Insider Interviews is about giving you the “insider’s scoop” on media and marketing, who better to give us the scoop than the CMO of Museum of Ice Cream, Erin Levzow? In today's world, we’re often so focused on work, responsibilities, and obligations that we forget to take time to have fun and experience joy. Levzow explains how MOIC became an in-demand destination for reconnecting with your inner child, or with your children, and eat ice cream while doing it! Learn from someone whose job it is to market fun about why joy is so important, mentally and physically. And learn how just raising your hand can spark success. Levzow, whose years of experience marketing everything from Caesars to Del Taco have earned her scores of awards, explains how the museum, under the Figure Eight umbrella, was created by Maryellis Bunn, another inspiring woman who wouldn’t take no for an answer: If that sounds childish, well, Bunn had the last laugh, with lines around the block on any given day. Levzow was cut from similar cloth, even citing a favorite book about improv that preaches the power of saying “Yes, and.” The plucky CMO explains how she applied “yes” throughout her career, even at times when she didn’t “know.” Moss with panelists: Kaye, OK Cupid, Levzow, MOIC, Benders, B Code Media, Bethea, Danone Levzow’s route to this C-suite, a year after winning a “40 Under 40” award, started by first saying yes to half a dozen different gigs and residing in as many states, often with toddlers in tow. She describes her leadership philosophy and how she guides teams with her brand of can-do motivation. She also mentions her love of dance and ballroom competitions. What she doesn’t mention is the personal hurdle she survived just after landing her Museum of Ice Cream role: her husband took a near fatal fall in their home and was actually pronounced dead three times before making it out of ICU. Through it all, Levzow applied her own can-do attitude to him – and to her own spirit – always believing and encouraging he would not just walk again, but thrive. As a post-note, she recently shared a video of his first time back on the dance floor six months later, if a halting version of the Rumba. That was joy. Here's a topline of our conversation flow: 00:1:55 What’s an “experium”? How and why this combo museum and experience center unites and inspires throughout the entire MoIC portfolio, down to the marketing

00:03:43 On the importance of experiencing joy together.

00:05:05 How a banana forest can lead to mental and physical health. “We want people to set their phones down and look at each other and play together.”... And what dopamine means to the brand.

00:09:00 The personal side: Dancing during her downtime and working her way to the C-Suite

00:11:12 Career experience and advice based on “Figure it out, volunteer, and learn it.”

00:15:30 How a brick and mortar got built, survived and thrived: “Coming out of the pandemic people really needed connection. We welcome everyone and attract a lot of families and young adults (on a date night), as well as tourists.”

00:18:46 Using data to “target for good” not evil: “People don’t mind giving as long as they’re receiving something in return.... A company that sells ice cream, let’s say (!), can target mothers with children who may be looking for something to do during vacation time. By showing them ads for this idea, we could help them bond with their children and provide an enjoyable experience. Data-driven targeting can also be used to target tourists who may be visiting a certain area, helping them have a great experience while visiting the area.”

00:20:20 The media methodology for Museum of Ice Cream (a la podcasting?!) “We do keep an eye on what's emerging but ...we're very particular about where we spend our time because it is about resources. You can't be everything to everyone, even though everyone is welcome... and we are an immersive brand,

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In a spontaneous episode I discussed five different aspects of the business of podcasting – from using AI to “audio or video?”, to leveraging the star power and engagement power of podcasting. You’ll hear from:

Michael Kaye, Director of Brand & Communications for OkCupid, an online dating app;

Brandon Reed, Host, formerly tired dad, and creator of 12 Hour Sound Machines, a viral podcast that helps people sleep;

Bona Rai, COO and Co-founder of Capsho, the tool that helped E.B. use AI to generate these very show notes (!);

Chris Whitman, Co-founder and Chief Strategy Officer of GlassBox Media, think 'music label-meets-podcast marketing machine';

A.J. Feliciano, Head of The Roost Podcast Network from Warner Bros Discovery, that started the groundswell of podcasts leveraging video and has his finger on the pulse of monetizing best practices to meet the consumer where they're consuming content.

It's five inspiring chats that reveal the brilliant possibilities of audio and video for the future including:

How OkCupid leverages podcasting for success - earned or owned?

The business model behind the 12 Hour Sound Machines podcast

What Capsho is, and how this new tool taps AI to help podcasters save time

How GlassBox Media cracks the code on growing podcast awareness and ups the value of creator IP A spontaneous interview at the Sounds Profitable event in Austin

When is a podcast a video and a video a podcast? How should brands embrace the consumer's content journey? The Roost tells all.

Chapter Summaries/Time Codes: [00:00:01] This is episode 5 of Insider Interviews, with five different guests included. Each of my guests spoke about a different area of the business of podcasting. This was recorded spontaneously right after a panel I conducted during SXSW for Sounds Profitable, featuring one of the panelists and four members of the audio .... [00:01:42] Michael Kaye, director of communications at OkCupid is naturally inclined towards earned, but says: "We've seen tremendous impact from both podcast advertising and from earned, pitching our experts to appear on other shows. In 2023, we'll be looking again at podcast advertising." [00:03:57] Brandon Reed's podcast is called 12-Hour Sound Machines. It was created when his newborn couldn't sleep through the night, now enjoying about 300,000 downloads a day. Reed started by first directly selling to brands, but now he's on Megaphone, in the Spotify Audience Network so programmatic sales is a really good solution for him. Hear his explanation of why the moments before falling asleep are actually a powerful moment for advertisers.... [00:09:12] Bona Rai is a co-founder of Capsho, a product that uses AI to tap audio files to create SEO-optimized content for podcasts. At just 10 months old they're already embracing a more robust version of Capsho 2.0 coming this Spring. [Note: I tried out Capsho 1.0 for most of these show notes, with an added “human touch!”] [00:14:15] Chris Whitman describes GlassBox Media like a record label for podcast hosts. Its goal is to grow the value of the IP for the creators across any sort of opportunity from a revenue perspective. "Now we represent around 65 shows, with no end in sight.” [00:18:58] A.J. Feliciano explains that The Roost podcast network is a video-first podcast network. “We have about 90 shows, a third of them are owned and operated. What is it about multiplatform distribution on podcasts that makes it so worthwhile for other podcasters?” [00:21:18] Our thinking around YouTube is that it's less that it's about video, and more about the platform itself. Who's your target audience and where have they been conditioned to go to just consume content? And that's why we're seeing podcast-like content bringing such big numbers there. [00:23:54] The Roost podcast will always have a foundation in audio. It can have video, it can be on YouTube. Heck,

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Pierre Bouvard has some words of wisdom for media buyers out there…if you’re not buying audio (yes, all audio), you’re leaving reach and engagement on the table. As Chief Insights Officer at Cumulus Media/Westwood One, Pierre has seen the proof and has busted the myths surrounding audio advertising—and particularly the misconceptions about AM/FM radio. “Radio is perceived as much smaller than it really is. But the data tells us that ad-supported AM-FM streaming is actually bigger than ad-supported Pandora and Spotify combined. That blows people away.” After stints at Coleman Insights and TiVo, he has become the audio industry’s most revered evangelist and research mind. Now leading Westwood One’s full-service advisory—the Audio Active Group—he provides advertisers with media planning recommendations, creative best practices, and measurement services. This episode will certainly delight the research aficionados—and may just convince the audio skeptics. We also dig into:

What we mean when we say ‘audio.’ Pierre breaks down the composition of the entire audio universe.

Tactical scoop about media planning tactics and why an omnichannel approach works best.

What the heck is ‘eyes on glass’ and what does it tell us about the effectiveness of TV?

Pierre's pragmatic POV on brand purpose reminds brands to go back to basics.

While he does a lot of work recommending media, he drops some facts on why creative trumps everything.

Why it’s time for advertisers to stop testing and start committing budgets to podcast advertising. (Learn about the "5% rule"!)

Plus, hear the story of how Pierre ‘broke the internet' and E.B.'s voice impression of Bette Midler... Just sayin'.

This was a fun (and extremely informative) conversation. I hope this inspires you to learn more about the power of audio advertising. Mentioned in this episode:

Dig into these findings on sonic branding

Check out the Audio Active blog from Westwood One

Learn more about Edison’s Share of Ear.

Find Pierre on LinkedIn and on Twitter

Follow Insider Interviews and Moss Appeal on:

Twitter: @insiderintervws and @mossappeal

IG: @insiderinterviews and @mossappeal

FB: InsiderInterviewsPodcast and PINTEREST because, yes, it's a thing!

LinkedIn: https://linkedin.com/in/mossappeal Hat tip to Annie Hunt for great show notes and social media support! And, please support this free podcast Insider Interviews at buymeacoffee.com/mossappeal Please support Insider Interviews at www.buymeacoffee.com/mossappeal

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Did you know there's a lot more to Danone than Dannon? Do you know the definition of a B Corp? Oat or Soy... or a new low-sugar non-dairy milk? Linda Bethea, Head of Marketing for Danone North America—a top 15 Food and Beverage company in the US—gives us the insider's scoop on all of the above and how she markets all TWENTY of Danone's brands. She is shaping the marketing strategy for some of the most loved CPG products in the country—from Danimals to Evian Water and (my personal favorite) Stok Coffee. Since Danone is the country's LARGEST B Corp (listen and learn!), we explore the role of brand purpose in marketing today. Something that runs deep at Danone, going back half a century when the CEO started the concept of a “Dual Project" where companies care about societal value as much as shareholder value. Consumers want brands that take a stand and have a strong point of view. Building brands with purpose that positively impact the world is core to everything we do at Danone. Linda has enjoyed an impressive marketing career across CPG categories, from potato chips to liquor, and now leads a massive team that’s moving the Danone name into the future. That means pushing the envelope on product development, navigating the ever-changing marketing landscape, and finding unique brand partnerships that align with the corporate mission... all while continuing to “delight” consumers.

Heads up, there will be a lot of (brand)name-dropping in this episode! Linda and I get into:

How consumer tastes and trends drive innovation and marketing creativity Linda's path from soda to spirits to spirited field work that that supercharged her path to leadership and taught her how to negotiate and get things done Cool ways Danone is raising the sustainability bar, like rescuing fruit and repurposing bottles into shoes...and how those efforts influenced her home life Her definition of brand purpose and how proper marketing of it impacts consumer choice and company values What' my on my plate as an ova-lacto-pesce-vegetarian, and is the demand for plant-based foods today just a trend or...? Why she’s bullish on audio when it comes to winning the consumer attention game (this will really resonate when you catch my NEXT podcast interview -- with Pierre Bouvard, Head of Research for Cumulus Westwood One!) How she earned the nickname of The Velvet Hammer... And...what Linda reads and watches with her 13-year-old daughter that makes her a better parent.

She's smart, and inspiring and mission-driven. Don't miss this conversation with a conscientious consumer marketer and leader.

NOTE: If you'll be at SXSW in March '22, you can find her speaking with me more about the power of audio, thanks to Sounds Profitable. Ask me for deets. podcasts@mossappeal.com

Big scoop!

Read about the impact of dairy and what Danone is doing to reduce methane. And see their new campaign for Silk "NextMilk", designed to inspire the next generation of milk drinkers, but made from plants and with 75% less sugar.

The #whosnext campaign features plant-based enthusiasts such as Brooklyn Beckham, Sailor Brinkley-Cook, and Myles O’Neal donning their best Silk ‘stache and inviting others to join them.

Watch the hit Super Bowl spot from Oikos

Listen to the Insider Interviews episode about Sustainable Brands, with founder KoAnn Skrzyniarz

Learn about B corp certification

Check out The Female Quotient -- and get your OWN velvet hammer or mini microphone charm: https://www.thefemalequotient.com/

Social: Connect with Linda on LinkedIn: https://www.linkedin.com/in/linda-bethea-12b7a1 Follow Danone: https://www.instagram.com/danonenorthamerica/ Follow Insider Interviews and E.B. Moss: Twitter: @insiderintervws and @mossappeal

IG: @insiderinterviews and @mossappeal

FB: InsiderInterviewsPodcast and

PINTEREST because, yes, it's a thing

LinkedIn: https://linkedin.com/in/mossappeal And,

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How an unconventional journey to the C-suite of major ad agencies led to finding personal brand purpose I remember Mary Baglivo in our Rutgers days as fun but focused. Yup, there are stories I can tell. But the stories we focus on in this episode are how she turned her intellectual curiosity, which skewed more to classes in Art History than Business, into a career that included running three major ad agencies and earning innumerable industry accolades. An aspiring writer trying to make it in New York, Mary took a job at an ad agency. While learning on the go she caught the advertising bug, so much so that she moved from Madison Avenue to grad school followed by an ad agency gig in the Windy City that she couldn’t refuse. That determination, and a knack for helping develop distinctive ad campaigns and insight-based marketing strategies, was recognized pretty quickly and helped her thrive in a male-dominated industry. She ultimately held President and C-level positions at leading global advertising agencies like JWT, Saatchi & Saatchi, and Euro RSCG Chicago. “Defining a ‘brand’ is challenging. Clarifying your own brand is super important. A brand is more than its product attributes, obviously. It’s more than what it looks like. It’s certainly more than what an influencer portrays. It’s definitely got to be emotional, and probably involve all the senses in some way, shape, or form.” After years of developing consumer brands like credit cards and cereal, Mary found her personal brand purpose – using her marketing expertise to help universities, museums, and foundations communicate their purpose. Now, in addition to running the Baglivo Group – with a focus on key client Pace University – she is a sitting board member for multiple organizations, including the New York Women’s Foundation, and is intent on lifting up other women in business! “The key job of a CEO is to make sure that their people are feeling good, are happy and motivated, and have the opportunities to learn.” Mary and I dig into:

An explanation of brand purpose and how it differs from but informs brand identity

The moving target elements today of a solid brand campaign

The increased consumer mandate for purpose and ESG and the question of how/if that can be marketed

Can a person be a “brand” and how that applies to good leadership.

The best advice she received as a leader

How observing and working for people like “the most powerful woman in advertising,” Charlotte Beers, shaped her own leadership style and career

Her work with the Block and its impact on diversity messaging through art

The time and place for AI – yes, even in classrooms.

Mentioned in this episode: Check out the Baglivo Group Find out more about The New York Women’s Foundation and their upcoming Celebrating Women Breakfast 2023 Learn more about the Block Museum

SOCIAL: Connect with Mary on LinkedIn: https://www.linkedin.com/in/marybaglivo/

And, you can support this podcast here: Please support Insider Interviews at buymeacoffee.com/mossappeal

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Just skim the career path of my first guest for Season 2 of Insider Interviews and you’ll understand why it was worth the wait of my past year on hiatus: It’s Jarl Mohn, former President and CEO of NPR...and E! Entertainment Television, the network he also created! Jarl’s career includes being hand-picked by former radio buddy, Bob Pittman (currently CEO of iHeart Media), to be the first EVP/GM of MTV and VH1. He also spent many years on the boards of The Annenberg School of Communication and Journalism, the EW Scripps Company and Scripps Networks, and KPCC Southern California Public Radio where he honed his love of public radio. And, while Jarl hung up his pundit placard to focus on hanging art as he and his wife Pamela endow museums and support emerging artists, his 50+ years in media and venture capital have taught him a thing or two about content and management. He shares 35 minutes of brilliance and humility -- from how his years in foster care sparked an escape route to radio, how quality will separate winners and losers in today’s content wars, and how art can literally change the way we think. We go head to, literally, toe on the big picture of media, right down to why his face is on my feet. Yeah, you’ll have to keep listening for that one. Or watch the video on YouTube, since good content should span all platforms! The following is a highly edited transcript, including a multitude of links to important resources mentioned. Career Path – Radio to Television E.B.: Jarl, you were my first boss in the cable industry.

You started E! Entertainment Television and I was there in the Greg Kinnear and Howard Stern days. Can you share a little chronological route to your career?

Jarl: I began my career as a disc jockey when I was 15 years old. I ended up ultimately, in New York at WNBC doing afternoons when I was 25 then got into the programming side of the business, became a general manager and bought some radio stations. Then one of the people I had worked with at WNBC, Bob Pittman, hired me, along with Tom Preston at MTV and VH1. So, I got into the cable TV business. Then in 1986 we created E! Entertainment Television. I did a stint with John Malone at Liberty Media as CEO of Liberty Digital, which was used to invest in internet companies and some interactive companies. Then venture capital /early stage angel investing for about 16 years.

And then I had been involved in public radio in Los Angeles as a board member of KPCC and had the opportunity to become CEO of NPR nationally, for about six years. I finished up my tour of duty in 2019 and returned to Los Angeles. Radio as Escape from Foster Care EB: You shared with me that you had been in a group home in foster care ....

Jarl: It was a very difficult thing to experience. I spend some time with foster youth and young adults in Los Angeles County now and have a chance to talk to a number of them. Almost every one, using different language, wants to know how we survived our PTSD or our trauma. ...I hated my existence in that children's home so much that I discovered radio and listened to it nonstop and fantasized about being one of those cool disc jockeys. So, when I got out at 15, I had a chance to go to engineering school, get my FCC license and began working at a radio station.

EB: Radio is, of course we talk about it as theater of the mind. I just read an amazing memoir called A Place Called Home by David Ambroz, who actually works at Amazon now, and overcame similar challenges. You both remind us how we all need to support youth so much better and try to improve that world. The Art of Listening EB: Jarl, I knew you when you still used your DJ name, Lee Masters...I remember you would regularly walk the halls of E! Entertainment Television, chatting with every employee, every day. That meant the world to everyone I’m still part of the past-employee Facebook group. I even did an episode last season of Insider Interviews with Darren G.

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Get ready! Here's what to expect for the next season of interviews featuring leading media, marketing and ad execs who share the "insider's scoop" on the industry.

HINT: Expect to hear from renown leaders like Jarl Mohn who ran NPR and Mary Baglivo who ran Saatchi & Saatchi, to NFL marketers like Jen Kavanagh and Marissa Solis, to CMOs like Linda Bethea of Danone. Season 2 of Insider Interviews will be jam packed, so please follow now, or subscribe wherever you like to listen to #podcasts. But all of the Season 1 episodes are still informative for anyone interested in learning from major brands, publishers and media pros!

Oh, and if you're curious, you'll learn what E.B. was up to in 2022 while Insider Interviews was on hiatus. She's available for more content marketing for your company, including getting you started with your own B2B podcast!

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For the past 44 episodes of Insider Interviews I've put a lot of well-known media and marketing folks in the hot seat ...And today's guest is ... E.B. Moss. Me. Because as we ring out the old and ring in the new I've got some news for you. This nice round number, episode 45, will be one of the last for Insider Interviews for a while, as I embrace something really new. A brand new role as Senior Vice President of Content and Community for Brand Innovators. I'm thrilled to join this company, which has done such a great job for the past 10 years of creating a community for marketers and helping build relationships between those marketers and media folks. They've done it through an incredible number of events and panel discussions, fireside chats, activations, tent poles, content articles, you name it. I will help further that community and also build new products. So, stay tuned as they say. And join us! In looking back to look forward, as I wrote in The Continuum recently, I had some wonderful conversations. After launching with programming pro, Gary Krantz, talking about audio and the evolution of radio and podcasting my very next episode was in March of 2020 was Shelly Palmer, the pundit, who accurately predicted that we all better have our tech set up well to work from home. Check.

In episode 7, Claude Silver, the Chief Heart Officer of Vayner Media, emphasized the need in our increasingly isolated environment to build relationships. And then Arra Yerganian educated us in episode 22, about the social determinants of health as we're so impacted by our surroundings. (I hope you're creating a safe space for yourself and finding ways to bring joy into your world, even as we have to isolate a little bit longer now.) On the DEI front Robyn Streisand, founder of The Mixx, is doing a terrific job at educating brands on how to embrace diverse communities and market authentically. And then, hats off to KoAnn Skrzyniarz, for building Sustainable Brands and emphasizing brand purpose and the business value of embracing sustainability and purpose-driven messaging. Talk about influencers.

That’s what Danielle Wiley of Sway did and really informed us about how to manage what's been influential and what hasn't. And it all kind comes together with Joe Jackman in episode 37, talking about reinvention. Because that's what we're all doing these days. Marc Kidd and Anna Bager each talked about the out of home ad industry and their headaches during a time when nobody was traveling. Captivate, where Marc is CEO, specialized in elevator advertising, and no one was going into office buildings! So they figured out how to pivot -- or reinvent -- by expanding their signage to places where people play and live like golf courses and apartment buildings. Anna Bager talked about how out of home signage really helped move public service messaging forward, especially with the healthcare messaging that is so important these days. There were also some really impactful conversations with women in marketing. I want to thank, for example, Melissa Grady, the CMO of Cadillac, as well as Heidi Zak, the co-founder and CEO of third love, as just two examples. And I was able to do articles on both of them for The Continuum. That's the publication where I was editor in chief for the past year. We published some excellent articles about the need for both brand and demand marketing. That publication will continue to embrace the future. And it's a very worthy read. But I think as I look forward, and look back, some of Ruth Steven's words were exactly right and underscores why my move to Brand Innovators will be so timely. Ruth is one of the foremost experts in B2B marketing.

And she said in our interview,

“Today, the ability of the salesperson to guide a purchase in the buyer's direction and really understand the needs of that buyer has been eroded. So the marketer needs to step in and provide the educational content.”

So my friends,

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For the past several years, Out of Home advertising (OOH) had back-to-back growth. Then, like so many changes in our daily habits, travel slowed, media habits shifted and signage became less of commodity. But, as Anna Bager, the CEO of the OAAA - the trade association for outdoor advertising recently shared: Part of that is tempering excitement over new technologies with a focus on society’s heightened need for humanity and real connections. The right strategy helps brands ensure they’re reaching consumers where they are, providing an experience that’s contextual and relevant. This conversation with Anna expresses the "what's old is new again" value of OOH and its ability to offer that "where they are" connection with consumers and provides an experience that’s contextual and relevant, privacy-compliant AND hyper-local! NOTE: It's a terrific complement to Epi 43 with the CEO of Captivate which focused on how their form of digital place-based advertising -- in-elevator media -- also had to shift its "place" and pivot during the pandemic. In both cases you'll hear about the value of both digital engagement and innovation and good old purpose driven messaging. (And if you want to learn about the IAB -- Anna's previous home before her focus on out of home -- check out Epi 20 with David Cohen!) We discuss:

The evolution of OOH from static hiway signs (think Burma Shave!) to interactive digital takeovers (think Times Square!)

How the medium survived the downturn in travel during the peak pandemic months by doubling down on its track record asa public service tool...

How OOH supports both "brand and demand" marketing.

We wrap with Anna's personal preferences for cool tools of the future! Social Media Links:

Anna Bager LinkedIn Anna on Twitter OAAA on Twitter

Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook. And to support more please add to my virtual tip jar! https://www.buymeacoffee.com/mossappeal

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Marc Kidd, CEO of Captivate, lost sleep thinking about the lost foot traffic in office buildings when the pandemic hit. After all, his company specializes in programming the video screens in elevators. But, this son of famed NCAA football coach, Roy Kidd (as in Roy Kidd Stadium), is not one to panic at fourth down. In our conversation for Epi 43 he shared how Captivate evolved its Digital Out of Home (DOOH) offerings to include home and play locations, with an upswing in results for sales and marketers alike. “There was a high stakes game on a really bad weather day and I said, ‘Dad, it’s raining, the wind's blowing. What decision are you going to make about the coin toss?’ He said, ‘You don't worry about the things you can't control.’ It has always reminded me that there are things in life you have no control over ... like a pandemic.” Marc is not a stranger to having to pivot. Hear what happened when his college plans to work alongside his dad got waylaid... and he briefly considered accounting for a career! Luckily, he found his footing in sports marketing...then broadcasting, giving him the foundation for a storied career that included helping create the NCAA corporate partner program and the Breeders Cup’s World Thoroughbred Championships, WAC corporate partner programs and iHigh.com. Now at Captivate, he had some tough calls to make in the past two years for the greater good, but like all boats when the tide rises he ultimately helped the elevator advertising business stay the course through more innovation. Sample image from Captivate screen content Listen and learn about:

How Captivate transfigured awkward social spaces!

The evolution of DOOH (Digital Out of Home) itself and its use in brand and awareness marketing

The guiding path to advertising effectiveness and strategizing content

QR codes and other ways of building real attribution

How COVID-19 disruption prompted forward-thinking repositioning

Captivate's 2022 plans, including re-engineered programmatic platforms

Staying in the game by evolving through crisis

CaptivateScan - a pandemic-inspired innovation for building lobbies

Why Marc can twirl a baton!...

Attribution Tactic Resources mentioned: GroundTruth Office Pulse Placed Foursquare Kochava Social Media Links:

Marc Kidd LinkedIn Marc Kidd Twitter

You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at podcasts@mossappeal.com. We’re “hear” for you!

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Podcast pro Steve Pratt, VP and Co-Founder of the multi-award winning Pacific Content, told me his company no longer makes branded podcasts. They haven't for a few years. They make “original podcasts with brands." And win awards doing it for brands like Ford Motor Company, Rocket Mortgage, Morgan Stanley, Slack, and Red Hat. The difference? These are no "thinly veiled infomercials. Instead, Pacific Content works together with their partners to "make a show that's designed as something that only that brand can make; you give a gift -- or create a significant amount of value -- for the people that the brand wants to have relationships with.” And that, says Pratt, is how and why a brand makes a show that solves for their specific business problem, AND makes them into "media companies," too. But don’t forget about the marketing. Good content that isn’t salesy has to go hand in hand with good marketing that doesn’t just try to “interrupt.” So, excuse me (!), but marketers should listen to this informative conversation all about connecting the dots between business objectives and audience preferences via podcasting. Steve should know: his company of “50 passionate podcast nerds” is focused exclusively on original podcasts that promote brands with authenticity and without compromising quality.

Steve and I also discuss:

How Dell Technologies’ podcast, Trailblazers with Walter Isaacson, became a “masterclass” on disruption and innovation, and sold listeners on Dell without selling products (and you can hear Dell Global Marketer, Rachael Henke, talk about this in Epi 6 from 5/20!)

Creating a branded podcast strategy like a Venn Diagram between business goals and listener interests

How podcasts drive loyalty

Opportunities for “brands as media companies”

Branded podcasts vs. Advertising in another podcast: What’s the litmus test? (And when Steve suggests brands call Bart Roselli at VeritoneOne, per episode 41 on effective ad campaigns!)

Establishing marketing effectiveness in podcasting

Success measurement tactics and KPIs

And, since Pacific Content gives good content themselves, don’t miss Steve’s own musings on the future of podcasting, how he did on his 2021 predictions made in our friend James Cridland’s show...and what he’s projecting for 2022! Please share the podcast, and if you liked this episode, feel free to show support in my virtual tip jar at https://buymeacoffe.com/mossappeal -- and please follow and engage with Insider Interviews on Twitter, Instagram, and Facebook. Find/Follow Steve and Pacific Content at:

Steve Pratt LinkedIn Pacific Content LinkedIn Steve Pratt Twitter Pacific Content Twitter

Reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at podcasts@mossappeal.com. We’re “hear” for you!

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Bart Roselli of Veritone One has seen the audio space grow exponentially in his over 15 years of media, marketing strategy, and account management experience. Now, as SVP Growth, he leverages his breadth of knowledge to enhance agency-media vendor relationships and help ensure client goals are set smartly for the space, and fulfilled across multiple channels of audio opportunities...including having an eye towards integrating Veritone AI technology to enhance performance. After comparing notes on our common ground of NJ to CA lives, in Episode 41 Bart explains the evolution of audio ad tech to how audio is also bought, sold and marketed differently these days. "It's not a one size fits all media world anymore. It used to be radio, print, and tv. Then digital started to evolve and now you have different tracking elements as we're moving towards a cookieless space. So marketing has evolved." Hear how to keep up with all the changes as Bart and I also discuss:

How audio marketing has completely evolved in via multi-touchpoints

Following the dollars via advances in digital tracking

From compliance to engineering, how the backend of Veritone’s digital infrastructure “takes a village”

The changes in how people consume media – including the impact of the pandemic on podcasts – and how brands need to fit into lives and attention spans differently

Embracing change (a la 37 with Joe Jackman) but why Bart says, “If you’re reading about it in the trades you’re behind”

Utilizing artificial intelligence and synthetic voice to super-serve clients (while avoiding “deep fakes!”)

Bart’s stance on the brand and demand continuum

Tapping data as the modern version of a crystal ball to navigate millions of shows to pick up and coming winners and properly message in the right podcasts

The difference between embedded and digital ad insertion – and use cases for each (You can take a deeper dive into ad sales from Bart on the Podcast Advertising Playbook episode with Heather Osgood.)

The reality of CPM pricing and measurement

And overall remembering: “If you’re not thinking of channels – plural, you’re thinking of audio and your marketing incorrectly and you’re missing a big chunk of audience.” And big news! You can watch the unedited version of this episode now as video on YouTube! (Don't judge my kitchen.)

Resources Mentioned:

The Continuum 2020 IAB Brand Disruption Summit Partnership with Children

Social Media Links:

Bart Roselli LinkedIn Veritone – LinkedIn and Twitter

Please share the podcast, and if you liked this episode, feel free to show support at https://buymeacoffe.com/mossappeal and please follow and engage with Insider Interviews on Twitter, Instagram, and Facebook. You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at podcasts@mossappeal.com. We’re “hear” for you!

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A milestone! It's Episode 40 of Insider Interviews! And for that, who better to interview than Cadillac's Global Chief Marketing Officer, Melissa Grady Dias, who is, herself, marketing a milestone: the launch of what will be the first all electric line of luxury brand vehicles (EVs), starting with the Lyriq! This episode was recorded in September, and since then the new Lyriq has sold out of pre-sale reservations. So how did it get so popular? Why is Cadillac “the maverick” of the GM brands, and how does its marketing deliver on its corporate parent's promise to be the most inclusive company in the world? For the past two years, Melissa Grady Dias has held the key. She is a marketer's marketer, a master of math and of insight-driven creative. With a heart. That "brand and demand" combo (as I’ll write more about in The Continuum) is what’s helped infuse those corporate cause-oriented values into everything from gaming tie-ins to 6-second ads, to experiential marketing with Michelin-rated chefs. To hear Melissa be moved by the definition of equity and inclusion is to understand what "drives" (sorry) much of the brand messaging, but messaging that is always backed by data. As she explains:

“I try to understand how and where my audience is consuming media, and how they're entertaining themselves. Then I try to be in those places, but to do it in a different way, so that it really breaks through.”

While always in pursuit of an advertising career, (“I used to watch Who's the Boss and I loved Angela and I wanted to be like her,” she confesses) Melissa almost took a wrong turn. But discovering Database, Direct, and e-Commerce studies in a Masters program led her to expertise in performance marketing and technology. Her passion for good creative added the rest of the fuel. After discussing how she “followed her career north star to OnStar” we took some deep dives into how she is marketing the 125-year old brand, including:

What it means to “show up differently” and how the Cadillac marketing team approaches the funnel differently, too (hint: upside down!) With GM looking to go all EV and towards a 0, 0, 0 world (zero emissions, zero crashes, and zero congestion) how Cadillac, historically an innovator brand, is at the forefront of that effort: Just why Cadillac overall -- from the Escalade to the XT6 -- is like the maverick of GM brands, while still infused with corporate cause-oriented values.

"Cadillac is also a bit of a maverick and we’ve always stood for those people who really have big dreams and bold ambitions, but really they’re the change-makers."

Melissa’s reaction to CEO Mary Barra’s statement on making GM one of the most inclusive companies in the world, and how they’re doing that -- on social, in a campaign or in how they’re spending money;

“Equity is treating everyone the same and fairly. So if there's a dance everyone's invited to the dance. Inclusion is being asked to dance.”

Campaign development:

"When Regina King heard the brand manifesto, she could relate it to her story. And ...it inspires me to be a better person, too. That's how the “Never Stop Arriving” campaign was born: it's about hitting a moment, celebrating yourself and then thinking ‘Now, how do I keep making the world better? How am I going to keep moving forward?’"

How they identify prospects and find them, starting with addressable and digital then filling in as they go up the funnel, right to tentpole events like their Oscars™ or PGA sponsorships; Melissa’s perspective on audience demographics “I’m never saying, ‘where are the 25-54 year olds with a certain income’” and feelings about linear TV to podcasts...even their innovative use of gaming and AR and VR as part of the sales process;

(Note – Take a look at Cadillac Live for a unique view of how vehicles can be experienced in our showroom and supply-chain challenged times! And fun fact: More test drives happen on YouTube than in a car de...

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When I met Pearl Servat three years ago, Visible was brand new in the world of wireless carriers, and Servat was generating content about it. Now she is fairly new in an elevated role as Head of Brand Marketing and Demand Gen for the disrupter division of Verizon Wireless, and gives good content herself in our conversation about driving customer connections. Servat honed her PR chops in the entertainment and brand world under the mentorship of marketing heavy hitters like Pat Kingsley (PMK-BNC), but made the switch, as they say in the world of carriers, to helm "brand and demand" marketing. In Epi 39, she discusses both her own evolution, and that of Visible. Hear how she leverages partnerships with like-minded brand ambassadors and ensures the first all-digital wireless carrier in the US doesn't forget its mission of kindness and transparency: “I essentially sit at the intersection of where I've always loved to be. Between brand building and conversion and acquisition, driving and growth.” Mission First, Marketing Next.

Servat explains that Visible’s mission drove her to lead efforts to connect people during some of the scariest days of the pandemic. Hear how a simple email campaign that Visible sent asking how customers were holding up during the pandemic had unexpected impact. Staying true to its DNA, the brand launched the #VisibleActsofKindness campaign and garnered over 2 million organic interactions. Hear her perspective on the importance of both brand and demand marketing, as her title implies, AND experiential marketing -- such as when they turned Los Angeles bus stops into mock living rooms, and even ski lifts settings giving customers a tactical connection with the all digital brand in lieu of physical retail locations.

“It's beyond just retaining the consumer for us...We truly try to be as intentional as we can at every touch point with the brand. So, it doesn't just start and stop with marketing.” Partnerships that Matter

Partnerships and brand ambassadorships help extend the reach of the brand. Servat emphasizes the importance of partnering with people who live by the same mission as the company. Potential partners have seen the work Visible is doing and reached out to the company, interested in collaboration—the mission drives these kinds of partnerships. Staying on trend? Servat credits her team, modestly saying she’s not “nearly as hip and cool as they are.” And on working with marquee names like Kevin Bacon and Dan Levy? Well...

“When it comes to talent partnerships, we do a significant amount of research...And we only work with talent who walk the walk when it comes to social impact, what they stand for on an ongoing basis, [and] how they connect with their own communities.” To hear more on the early stage Visible marketing efforts, listen to Insider Interviews Epi 10 with then CMO Minjae Ormes.

Connect with Servat and Visible

Visible: On LinkedIn, Twitter, Facebook, and Instagram Servat: On LinkedIn

Connect with E.B. Moss and Insider Interviews at Moss Appeal and on:

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@MossAppeal @InsiderIntervws

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Facebook: Insider Interviews Podcast If you found this helpful, or liked other Insider Interviews episodes, please support us with a review wherever you listen, share this episode, and even add to my digital tip jar to “buy me a coffee!” If I can help you connect your podcast/tv/content dots—or, just want help getting started with a podcast or content marketing strategy, please reach out to me at podcasts@mossappeal.com.

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Katie Kempner may have appeared in the cult-classic films Scam and Class of Nuke 'Em High, but she’s much better known for her corporate communications credentials. In Epi 38, she switches roles from interviewing others, or landing her clients interviews as a PR phenom, and sits instead in my guest seat. Kempner and I took a few fun minutes at the top to discuss our mutually limited—yet memorable—acting experiences (see bonus image, below), but then dove in to how taking a risk paid her career-making dividends, and her tangible takeaways about earned and owned media today. Stumbling into her Niche

When her prospects as an MTV VJ or starlet seemed slim Kempner took a job at a staffing company to avoid having to return to her parents’ home after college. An opening at one of their client’s shops, the then still nascent advertising agency CP+B, changed her career path forever; Kempner talked her way into a role working with their new business division! Kempner stayed with the award-winning agency for almost 20 years, and its acquiring company, MDC, from its roots as a small Miami office to regional powerhouse to a global super machine. But... She always dreamed of starting her own firm. Solid relationships with her employer allowed her to launch Kempner Communications and keep CP+B as her first, and biggest, client. How she lives the "reinventionist" philosophy of one of her current clients and my previous guest, Joe Jackman! (Check out Epi 37 if you missed it.)

I am the product of hard work and being in the right place at the right time. Media Evolution

Kempner has witnessed the rise in popularity of owned media, and she discusses why she still leans more toward earned media, but... Always one to embrace future concepts, Kempner also discusses the benefits of client-created media and how it can help reach an intended audience. Speaking of audiences, we discussed the shifting audience perspectives as the media world functions with fewer high-profile journalists with readership at scale, and more outlets to tell stories. Listen for Kempner’s recommendations on balancing quantity and quality in earned media.

In one way, the proliferation of media is fantastic because there are more places to go. Kempners Tips for Getting Started in Today’s PR World

Be a strong communicator Be careful with your words and a scrupulous editor Knowing why you’re crafting a message can help determine where to place it. Knowing what your clients are trying to say helps to determine to whom they’re talking.

And personally? Just as she asks of the guests she interviews on Perspectives, Kempner’s answer to what advice she’d offer: “You should speak kindly to yourself...and I don't mean live in some kind of la-la land where you're not being realistic, but be good to yourself and be your own best friend.” Connect with Katie Kempner:

Online: Kempner Communications On LinkedIn and Twitter Via her podcast, Perspectives with Katie Kempner

Connect with E.B. Moss and Insider Interviews at Moss Appeal and on: Twitter:

@mossappeal @insiderintervws

Instagram:

@mossappeal @insiderinterviews

Facebook: InsiderInterviews Podcast If you found this helpful, or liked any of my Insider Interviews episodes, please add a review anywhere you listen to podcasts, share this episode, and you can even add to my tip jar to “buy me a coffee!” If I can help you connect your podcast/tv/content dots—or, just want help getting started with a podcast or content marketing strategy, please reach out to me at podcasts@mossappeal.com. Bonus Image:

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Not many people – or brands -- love change as much as Joe Jackman. The CEO of Jackman Reinvents has been a valued advisor to major retailers like Staples and brands like Flow Water, to B2B companies and to private equity partners. In this episode hear how he uses insights about trends and human behavior to drive change – or reinvention – and why that’s essential for a brand today. Jackman believes that moving from town to town as a kid with his retail exec dad emboldened him and taught him relationship skills. To the envy of any who have experienced “imposter complex,” Jackman has confidently embraced change professionally, moving from creative to CMO to CEO, admittedly making it up as he went along at many of the stops along the way. Learn what’s needed for companies to thrive, and the consequences for those that choose to emulate ostriches. This 40-minute conversation is filled with insights – or, as Jackman calls them when working with clients, “nuggets you can actually hang a strategy off.” I encourage a full listen, but here are some unmissable elements and Jackman Takeaways:

Change has been coming fast and furious for many years, but the pandemic has compressed the need for speed to do things differently now; not just in people's lives, but in the dynamics of the marketplace

Jackman Takeaway: “If you're not changing and evolving, you’re stuck. That would probably be the best scenario. But the more common scenario is you're moving backwards or, in business terms, you're waning or dying.”

Joe Jackman explained his personal path and how an appreciation of change took him from creative director to business owner after stints helping launch brands like Joe Fresh (no relation!).

Jackman Takeaway: “I said, why can't I be a brand strategist? What do I need to know? Who do I need to learn from? And then, eventually, I just thought, ‘Why can't I shape strategy at the very highest level?”

That attitude led to becoming a “reinventionist” – and the definition thereof:

Jackman Takeaway: “It’s a word I made up, but basically the definition is to just be really good at making change happen and to great benefit. The world needs more people with the skills and in the mindset of making change.”

Learn which immutable law of marketing he adopted from Al Ries and Jack Trout and built his agency on. Jackman’s concept of reinvention is tied to “invention,” and a brand’s transformation is intrinsically tied to its DNA. We need to collectively “reposition the entire idea of change in our minds as a positive force, and essential. It should be seen as creating the next best, most powerful and relevant version of you or your company.” (He literally wrote the book on this: “Reinventionist Mindset”with a set of five principles for change.) The status quo – especially when paired with success -- is a killer. Business model life cycles, executives' tenures, the length of brands’ relevance, are all compressing. So, since “the future arrives daily,” brands need to figure out step-by-step how to evolve and “get pro athlete good at it or you have it done to you.” Learn how Jackman helped Staples create trial stores that were hybrid workspace meets product sampling; and transformed Rexall, including being the first drugstore in Canada to start offering flu shots.

Jackman Takeaway on Retail: “In a world of choice, which is what the internet did to retail, retail was relatively slow to adapt.... There are exceptions, but retail generally sat and was lacking innovation... A lot of disruption was enabled by that sense of ‘oh, maybe one day we’ll evolve, but stores are the thing now...’. If retail leadership was prescient in reading what's happening, Amazon wouldn't exist. Casper wouldn't exist. Netflix wouldn't exist and there’d be a streaming service called Blockbuster.” Big Jackman Takeaway: “There's probably only one rule in all of this work in transformation: That you must deeply understand who your cus...

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Shaleen Desai is like a caped crusader for content. This SVP of Adult Animation is super focused on solid stories and shares how he is bringing super heroes and more to animation...and beyond. In his career of 20+ years and counting in Hollywood, Desai has been with Letterman, Viacom/CMT, Fox 21 and gone from working with Jason Bateman at Aggregate to Warner Bros. on "Batman" and other IP. Overall, whether it's animated or audio his focus is making sure Warner Brothers Animation products will resonate anywhere as just good storytelling! While Insider Interviews listeners heard from Desai in Epi 33 - which was taken from his NATPE ContentCast panel about crossover IP -- in this episode 36 Desai gets the chance to go more in-depth around how Warner Bros. Animation and Blue Ribbon Content work with the overall organization to tap top talent -- from development to writers to the stars behind the mics. For example, when you hear those words, "I'm

Batman" in a forthcoming scripted podcast it might be spoken seriously by Winston Duke on Spotify... or by a campier Jeffrey Wright in a version called Batman the Audio Adventures on HBO Max. [Since this recording earlier in September it was announced that The Audio Adventures will launch on 9/18 -- which is (who knew?!) "Batman Day"!] And of course, there's always animation, with Batman, Caped Crusader headed to Cartoon Network and HBO Max soon.

But Desai is focused on more than super heroes. He's also developing new approaches to content, dabbling in AI and more short digital films and podcasts through Blue Ribbon, and always working to just identify the next good story that can live, well, anywhere!

Want to know exactly how the pandemic shifted content consumption of more adult animation?

How do they pick which story might live as a cartoon or a podcast?

Will it land on Adult Swim or HBO Max ...or even Spotify or Freeform?

Will Desai hire E.B. for voice work!? And why DO E.B.'s doormen call her "Batgirl"?

Learn all this and more from this Hollywood vet and the voiceover wannabe host of this episode. Please find Shaleen on LinkedIn: https://www.linkedin.com/in/shaleen-desai-aa661412/ Please follow E.B. Moss and Insider Interviews on: Twitter: @mossappeal @InsiderIntervws

IG: @insiderinterviews @mossappeal

Facebook: InsiderInterviewsPodcast If you found this helpful, or liked any of my Insider Interviews episodes, please add a review on Apple, share this episode, and of course to support this show you can “buy me a coffee!”: https://buymeacoffee.com/mossappeal If I can help you connect YOUR podcast/tv/content dots, or just get started with a good #b2b podcast, please reach out to me at podcasts@mossappeal.com

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Today's episode could be a lesson plan about B2B Marketing because my guest, Ruth Stevens, has been teaching business to business marketing at NYU, Columbia, and B-schools around the world. And that's in between being one of the foremost consultants in the space. So, Stevens calls BS on certain approaches to B2B we all better sit up and listen. Hear about the "fails" AND the best practices for what makes customers sit up and listen, too! Stevens went right from business school herself to TimeWarner's Book of the Month division, "thinking that I was joining one of the great book marketing companies in the world. I learned I was actually in one of the great direct marketing companies in the world." After seven years of getting schooled in DM she mastered B2B first at Ziff Davis then IBM, simultaneously writing columns as well as teaching others at night.

In one example of her "no BS advice" articles, which appear everywhere from Biznology.com to HBR.org, Stevens says, "Don't Be a Jerk on LinkedIn", and advises sellers everywhere not to jump to the pitch. ("Building relationships on social media is hard. People get lazy and go straight to being the seller, and skip the personal establishment part. They're also just sorely tempted by how easy it is to just make a mass pitch using LinkedIn Sales Navigator.")

And, heed Stevens when she notes: Today the ability of the salesperson to guide a purchase in their direction, but also to understand more deeply the needs of the buyer, has been eroded. So the marketer needs to step in and provide the educational content. This has driven the huge rise of B2B content marketing to allow that researcher better understanding of how to solve a problem or how your solution can be helpful, and to guide them toward calling you. Companies' approach to client retention is also in need of schooling:

Another area where I see B2B companies failing, or sub-optimizing, is retention marketing and it just drives me crazy because this is where the bulk of profits arise. Most companies organize it to be the responsibility of someone called 'account management', which is an important function, but marketing is not being asked to support it.

Stevens feels for the challenges faced by marketers and sellers these days in getting to know or reach know the buyer and ever-expanding buying groups -- especially in enterprise purchasing: Marketers need to try to replicate that old relationship building aspect by identifying the members of the buying circle and either find out through outbound calling, for example, or social listening, or infer what their agendas are, because each member of the buying circle usually has a different agenda, different need. And then try to serve those needs on a one-to-one basis. And despite all of our wonderful MarTech and data, it's really hard to do. That's also why events (especially virtual events) have taken on an even larger role -- as a place researchers can get their questions answered. So, Stevens points out, we need to be even more active at business events than before, and to create our own opportunities, webinars and meetings to build those now more elusive business and sales relationships.

The trick there, as with everywhere, as you'll hear in this episode, is how one shows up at those events or in that content. No pants on a Zoom aside, business presence still needs panache and empathy. You'll hear many tips and lessons from "Professor Stevens" in this episode, including:

How creative still needs to be about education, but in a context that captures attention and builds trust.

How and why we stumble when we try to apply traditional consumer creative strategies to B2B and risk sounding "tinny or irrelevant" -- but why storytelling is still a "watchword" for B2B.

Why it's wrong for the brand power to be measured by if it helps the salesperson get a meeting: "Asking marketers to base their entire value proposition to the firm on sales...

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Jennifer Grimson was brand new to the podcast space when I met her two years ago at the last in-person Podcast Movement event. Fast forward and she became my spontaneous guest for Epi 34 of Insider Interviews discussing her approach to marketing the now successful Micro-Empires Podcast about her path to rebuilding wealth. And, since podcasting adds such a personal touch, she gives us insights about her very personal story from filing for Chapter 13 twice to being having million-dollar + in assets. Grimson explains how she taught herself to rebuild her wealth AND how to build a podcast starting at any point in your life. "I'm living proof of that story...I lost everything. No home, no job, no car, no money, no place to live, and two children to raise. That happened to me twice...and the second time I was 41 years old."

Her A-Ha Moment:

"I realized that if I wanted security and to build wealth, it wasn't just going to be through one thing," Grimson explained. "I was going to have to create little pockets, which I call 'empires'. And once I got started I was able to create $1.4 million in income producing assets in four years."

Moving Past the Shame

"The podcast came about because people kept asking me about how I'd done that; of course I'd kept my story a secret because I was so ashamed of it, like a lot of people who share my story. I wanted to share what I had done, but more importantly, sharing those tools and real steps for anybody to take, whether it's their mindset or literally taking steps to build wealth."

Lessons Learned:

"I think the first lesson is you don't abandon yourself, which is such a powerful thing. Think about it: I treat my friends and family better than I treat myself. I don't say things to other people that I say inside my head. And I think that's true all around. So finding a way, whether you believe it or not, whether you think you deserve it or not, of believing in yourself. ... I just had to put blinders on and move forward ... It's not actually rocket science. It might be hard. But it's not difficult to understand."

After Grimson explained her three lessons of coming from nothing to financial resolution -- assess, ask, act -- she went on to explain how learning to be a podcaster -- or learning ANYTHING -- is to dive in.

"You're going to jump in a pool with a bunch of people that are Olympic swimmers. And you're going to be in there with your floaties on just trying to keep your head above water, but there're two things that are going to happen: Number one, you cannot be in that environment and not learn. And number two, the experts are not going to let you drown. That's true about wealthy. That's true about everybody here at Podcast Movement. People who are successful, 99.9% of the time want to help."

On Creating and Marketing a Podcast?

Grimson did not have a media background: "I didn't even know how to plug in the microphone. I still struggle with that portion of it. But I've never really worried about that because there are those Olympic swimmers you can call. I'm never going to be the best at that. What I have to offer is my experience. So that's what I wanted to focus on. What I learned was that despite the fact that there's a million podcasts very few of them are actually successful and that they take work. They're not easy. You have to commit and be really thoughtful about who you're talking to."

That is about the best lesson one can learn when diving in to podcasting.

Does her story have a happy ending? You bet. Right down to her pro-hockey husband, Stu. But it's all because Grimson, who is fiercely independent, candid, and determined, keeps on swimming. Take a listen. We'll surface all kinds of tips and inspiration. And like she says, please leave a review for Insider Interviews!

Footnotes: Follow Jennifer and MicroEmpires:

linkedIn: https://www.linkedin.com/in/jennifer-grimson-7265bb8/

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I had the good fortune of being asked by NATPE – the global trade association focused on the business of content, to help produce the first ever conference in the media/marketing industry dedicated to the topic of iterating IP from podcasting to TV and back again. What the heck does that mean? Well, it’s basically around how TV shows are turning into podcasts to find new audiences and podcasting content has turned into TV shows and films. Think Homeland, Dirty John, even Dirty Diana! So of course I made myself one of the moderators (oh, and a did a little co-hosting with actor Amy Hill (“Magnum, P.I.”)). But I wanted my panel to feel a little more like a podcast. So you’ll hear some mini-1:1s with major insights from Steve Wilson, Chief Strategy Officer of QCode Media, Shaleen Desai, SVP of Adult Series for Warner Brothers Animation and their Blue Ribbon Content podcast division, Juleyka Lantigua-Williams (yes, from my “bonus episode,”) of Lantigua-Williams & Co., and Glynn Washington, Host/Executive Producer of Snap Judgment Studios. There’s good news/bad news: This conference streams free on July 14, 2021. If you missed the full four hour event you’ll want to join NATPE and to play that - and their myriad other conference about the content business, on demand. The good news is that at least you can hear some of THIS panel right here. The bad news? The audio is lifted right off of the conference recording. So some of the quality of the sound might not be perfect, but the quality of the content is excellent.

With that, hear why I called this a panel of over-achievers who will wow you with their accomplishments, and their insights. Lantigua-Williams: I am the founder of Lantigua-Williams & Co. We're an independent podcast and film studio, and we adopted the slogan erasing the margins earlier this year, after three years of thinking about what it is that we want to do in the world. And that seemed to fit. We try to tell stories that make it really complicated to put things and people in boxes.

Washington: My name is Glynn Washington. I am the host of Snap Judgment and Snap Judgement Studios. We created the shows Spooked, Heaven's Gate and Snap Judgement.

Wilson: I’m Steve Wilson. I'm chief strategy officer at QCode Media. We specialize in making original scripted fiction podcasts. We're really trying to tell new stories, with amazing creators and see them become the next wave of content that we all love in the world.

Desai: I’m Shaleen Desai the senior vice president of Animation at Warner Brothers Animation. I also oversee our company's scripted podcasts initiative for Warner Media.

Transcript:

Moss: Steve, you spent 15 years at Apple, you're a font of knowledge. I think that you're probably putting that to good use at QCode, which is a relatively newer to the industry. So, I wanted to start with you so that you'd give us some building blocks. What inspired you to join QCode and skip retiring with the 'gold Apple watch'?

Wilson: Well, I certainly did enjoy my time at Apple, working with partners in the content space. I did editorial and partner relations and marketing for apple podcasts for some time. In working with partners, always envisioned myself, going to the publisher side, having the opportunity to, not just be on the platform side, but really work with original stories and amazing partners. Got to work with everyone in the podcast industry, some incredible people, including the panelists here. And, as I looked across the industry, I was fascinated by what QCode was doing.

The company that started about two years ago by a former agent named Rob Herting. And Rob had seen time and again how Hollywood can be risk-averse, and it can be challenging, to start new stories. QCode was founded to try to build new properties and audio experiences for people that the world had never heard before.

And something I'd point out at the top is it's interesting in all the media that we consume how,

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It's been a busy couple of months for me in podcasting... so I didn't get to podcasting! Here's what I mean: This is a BONUS episode...actually a republication of Epi 12 featuring my interview with Juleyka Lantigua-Williams from exactly one year ago. She is a force to be reckoned with, a holder of two masters and embracer of two kids and a proud publisher of a show with 1 million downloads now. Yup, "Latina to Latina" just crossed the million listen mark this week. But there's more you can hear in my interview with her as part of CONTENTCAST next week! Whaat? Well, I've been busy with podcasting...and TV...in producing the first-ever conference about the intersection of those platforms as cross-over IP. That means a HECK of a lot of companies are turning popular podcasts into TV or film content and TV companies are expanding their shows into fan engagement podcasts. Trust me, it's all the rage. Want to hear it from the experts? Then register for free and catch this huge conference created by NATPE, the global content trade association, on July 14th, 2021: https://natpe.com/contentcast. Just look at the SPEAKERS tab! See what I mean? From Kevin Pollak to Glynn Washington...the heads of SiriusXM to Tegna to iHeartMedia to Triton Digital to...well, you get the picture. Did I mention I also corralled my friend Amy Hill into hosting?(And yes, you heard us chat around a year ago on my other podcast, "It's Quite A Living!" Keep your friends close....) So, that's why this is Epi 12 REDUX. What Juleyka had to say a year ago is still important and appropriate today...only the numbers have changed. (But there are also twice as many podcasts published now as there were then! Yup, we also have Edison Research and Nielsen sharing info at ContentCast.

Thanks for listening...and learning... and I hope I see you at ContentCast!

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In 2020, Danielle Wiley was included in the revered “Top 50” list by Talking Influence. And the agency she founded, Sway Group was selected by Chief Marketer as one of just three influencer agencies of the “2020 Chief Marketer 200”. So it's a safe bet that she has something to say about #influencermarketing. And that's what she did, in Epi 32 of Insider Interviews. I'd had the chance to experience Wiley's thoughts last year when she contributed to The Continuum, a publication about brand + demand marketing, which I'm privileged to edit. In that article she explained how to look at the KPIs of influencer marketing a little bit differently, and the varied ways to determine impact and engagement. We touched on that in this conversation, but a 30-minute conversation gives you a chance to understand much more -- not just about this food writer turned marketer, but things like how cause-marketing is another essential ingredient in influencing consumers. And these days, Sway has evolved to embrace that (and she shared case study examples) as well as digital advertising, both programmatic and paid social, and built what was a natural extension: a content studio.

One of my favorite discoveries about Wiley (aside from learning about our common roots working at Food Network in the early days!) was that she was a baker and a cheesemonger at one point. I believe that takes the cake for eclectic pasts among my podcast guests. Her culinary chops have served her well, though, as she can name several brands in or around the category as clients, including Igloo, Coleman, and Domino's.

If that didn't get you hungry to hear more, here's what else we discussed:

Wiley's evolution from a baker and blogger to early stage expert in social media to our common ground in marketing chefs like Emeril as "c-hunks"! Her observation of the power of engagement with popular bloggers -- and the infusion of trust vs. the singular appeal of celebrity

In its infancy influencers were treated more like journalists. Brands were just sending them product and expecting that they would get reviews out of it. That worked ...for a short period of time. ...Then they realized 'if we're just sending them a box of Mac & Cheese, we can't have control over messaging...'. And we started paying them.

How the transition from providing product to bloggers to hiring them necessitated greater trust and authenticity in the influencer, and the path to creative content was laid How Sway itself evolved away from the "Hollywood agent" business model to be able to scale and replicate requests -- whether for moms of bedwetters or people who picnic with pizza How brands solve for the demand for content tonnage across multiple channels -- which sparked the birth of a content studio Why the most important step in the strategic brief is a deep dive into the brand's KPIs -- impressions? engagement?

The big thing to remember is that as you increase in following the engagement rate goes down dramatically.

What's a micro or a nano influencer and why does it matter -- and the various forms of sponsorship. (Hint: Feel free to sponsor THIS podcast just by buying me a coffee!) The shift from wanting to steer clear of influencers with a point of view, to actively seeking that out -- and how the GenZ demand for brand purpose has influenced how brands use influencers! Wiley explained the two initiatives Sway worked on for Stonyfield Farms, for example - tapping eco-conscious influencers and creating a cause-related corporate initiative

We took a deeper dive into pro-social initiatives and examples, and the confluence of content channels. (Of course I mentioned the conference I'm producing about the intersection of television and podcasting for example!) And that led to a chat about why Wiley's family gets a little annoyed about her heavy podcast consumption habit!

Find Danielle Wiley at:

Twitter: https://twitter.com/danielle_sway

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Kathy Doyle embodies the early bird that catches the worm. Early into her freshman year of college she aimed to give the commencement speech for her class in four years’ time. She got the honor -- and forty-eight hours later was offered her first job in media. Then, as you’ll hear her describe in this episode, Doyle was part of the earliest team building out The Wall Street Journal Online (yes, I sing the dial up tones for her). Then, being an early riser, she started to listen to podcasts well before Serial was even a thing. And guess what? She was an early-stage employee on the podcast team of Macmillan Publishing. The Macmillan division of morphed out of a prescient move to team up with Grammar Girl podcast phenom Mignon Fogarty – and quickly evolved into the Quick and Dirty Tips Network of short form helpful content. (Perhaps it’s fitting that Doyle’s career was launched with a speech.) Now, with the addition of a narrative network, their podcasts garner millions of monthly listens – and recently also scored an inaugural Ambie Award for their stunning show, Driving The Green Book.

Macmillan is the only one of the “big five” publishers with its own podcast network. As Doyle says, “It’s been our vision to serve our authors the best way possible. And audio emerging the way that it did certainly created an opportunity for us to use podcasting as best advantage whether that's through an audio book excerpt or interviews or guest series...” In a media world where everyone is aiming to flow content cross platform it’s a surprising exclusive advantage. (As a matter of fact, we discuss the conference I’m producing for NATPE about the proliferation of TV brands leveraging podcasting, as well. Please register free to attend ContentCast on July 14th!)

While she provided many serious business takeaways, we also learned how one phone call, and frequent dog walking, helped lead to Doyle’s career success, and of the drama of “dial-up days” during early-stage internet jobs.

And you won’t believe what's got Doyle’s gobsmacked about podcasting these days (yes, I checked the spelling, Grammar Girl fans out there): the evolution of the host read ad. I know, I wasn’t expecting that answer either. But you’ll appreciate how she illustrates the issue with an example from a men’s underwear advertiser.

In all seriousness, host read ads are a major topic in the business of podcasting as we balance the goal for perceived alignment with an influential personality with personalization enabled by companies like A Million Ads or Frequency. (Note: I’ll discuss the power of influencers in the upcoming Epi 32 with Danielle Wiley of Sway.)

For Doyle, the learning was about balance: how to deliver a strong response while preserving the integrity of hosts and authors. But another balancing act is tied to revenue and the competition for ears and ad dollars.

Another business consideration is discoverability. That’s where Doyle and team did a wide scale collaboration with Apple for the notable Driving the Green Book. Hear how they did, in fact, leverage cross-platform promotion in innovative ways – from reading lists to playlists. (Note: Hear show producer Juleyka Lantigua Williams on this from Episode 12 of Insider Interviews.)

“I think it keeps a lot of us in this industry up at night. We talk about revenue diversification a lot. In fact, I just did a panel for Digital Hollywood on revenue diversification. ...You can't just rely on the ad model anymore. You have to find new ways -- like exploiting a podcast into a book or a film and TV. I think it's going to be fascinating to see how podcasters leverage new tools that are available now through Spotify and apple, which have been available through Stitcher and Luminary, to be strategic about your content and then finding ways to expand and enhance that through a premium subscription. I think three or four years ago, I would've said absolutely not,

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For this quick but special episode of Insider Interviews I was in the guest seat! In highlights from my appearance on Ken Kraetzer's show, "Talking Business" for CBSI, Ken interviewed ME to get my recommendations about how businesses can get in to the world of podcasting, best ways to leverage social media -- and social audio -- and why it's key to create content across all platforms. You'll understand in just a few minutes how it all comes together for the show I'm producing for trade association, NATPE -- their first-ever conference on the intersection of TV and Podcasting! (I'm very proud of this project and working hard to create a chock-full of takeaways agenda for content creators, marketers and producers across both screens.)

Ken also got a little bit of my life story -- at least my career path, as well as a story about the good-news/bad-news of tech, when I recently confused a "Zoom friend" with an "IRL" friend! You can catch the FULL VIDEO of my interview with Ken on YouTube where we also discuss social audio and social media best practices! https://www.youtube.com/watch?v=L6PU_IDU9iA&t=27s Here are some links to topics discussed:

NATPE's July 14th "ContentCast" Conference

David Berkowitz's Serial Marketers (Start with the newsletter. You'll thank me.)

Erica Keswin on Rituals (Of course I'm going to point you to my podcast episode with her!)

Susan McPherson's book, The Lost Art of Connecting And check out PodcastMovement (I'll be doing a virtual preso at the August event on B2B podcasting, but read their daily newsletter for great scoop. If you found this helpful, or liked any of my Insider Interviews episodes, feel free to "buy me a coffee!": https://buymeacoffee.com/mossappeal If I can help you connect YOUR podcast/tv/content dots, or just get started, please reach out to me at podcasts@mossappeal.com Please follow on:

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Bryan Barletta of Sounds Profitable is known for being a guy that explains complicated podcasting ad-tech in a helpful, generous way. Ryan Rose of JoneKiri is an up-and-comer in the industry who has already made a mark by helping talent communicate across multiple platforms. Both started in podcasting. Both quit their day-jobs in podcasting mid-pandemic (!) to launch their own businesses. And both are succeeding wildly. In this conversation they discuss with host E.B. Moss everything from how advertisers can go beyond traditional podcast ad exposure and pricing, to the implications of a "cookie-less world" to the better mousetrap of content marketing cross screen*. These are smart young turks who share a lot of wisdom. We discuss:

How Bryan went from McDonalds to History Major to a major force in the developer space before landing in podcasting...and starting Sounds Profitable Why this quote from his recent newsletter post sums up Bryan's mission...and value:

When buyers have a hard time translating tools, metrics, and services between advertising channels we get friction, and friction prohibits more buyers from choosing podcast advertising as a viable channel. But that friction can be soothed with education.

How slowing down to focus on that education in the business can help speed up revenue Why Megaphone, Advertisecast and Podcorn got snapped up... And why HotPod and PodNews are read voraciously... The imperative for diverse podcasters and the effort to support them by, e.g., former Insider Interviews guest, Juleyka Lantigua-Williams Our "surprise mystery guest", Ryan Rose makes his entrance and explains the what (and pronunciation!) of JoneKiri (hint: discipline and passion...) The opportunity for talent to help offer presence across podcasting + + +...all screens! Why a "cookie-less world" is not such a bad thing...especially in the podcasting world. (Guess who answered THAT one?!) Why Bryan thinks Ryan "fits into a category of people that I think are going to be the next and hottest things in the next two years in podcasting" and why Ryan thinks beyond the pre- or mid-roll, and in fact staked his current career on it The world beyond the CPM or CPA Why they think I'm great. (Kind of love that.)

There's a lot more. These are smart guys. You'll want to listen. Again. And maybe again.

You can find Bryan on Twitter and https://soundsprofitable.com/

And Ryan and JoneKiri are on LinkedIn

If you found THESE tips valuable from Bryan and Ryan, I don't mind if you virtually tip ME, and "buy me a coffee"! ( https://www.buymeacoffee.com/mossappeal ).

Please let me know if you have a topic or suggestion for a future episode on the business of media, marketing and advertising -- or need help creating or marketing your own B2B podcast! *Stay tuned for big news -- or ping me -- about an upcoming conference I'm coordinating on the intersection of podcasting and all OTHER content screens! Podcasts@mossappeal.com

Please follow on:

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IG:

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PS: This episode publishes on #EarthDay2021, so please also check out Epi 28 for all the good that Sustainable Brands has been doing since 2006.

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KoAnn Skrzyniarz has been making a strong case for building Sustainable Brands in global conversations with some of the world’s biggest advertisers. It's all about the business value of environmental and social purpose. And the data is on her side. In time for Earth Month, or any time, in Epi 28 KoAnn (frequently known by just her first name) shares not just the "whys", but some recent “hows”: how sustainability has moved the needle for leading brands and how to be resilient in a “VUCA” world. A what? Listen; she'll explain, and we also discuss:

The impetus for creating Sustainable Brands – and if its mission has changed more than 15 years later? What kind of changes has she seen in the brand and media marketplace in terms of embracing brand purpose

"Twenty years ago it was not recognized that companies that understood how to innovate for environmental and social benefit were going to be the companies that survived and thrived in the 21st century."

Is Corporate Social Responsibility (CSR) a good description? (Hint: KoAnn explains why it's more a "business opportunity" and why the ANA [Association of National Advertisers] uses he notion of ‘good growth’. ) How companies should integrate their brand marketers and strategists, the product and service positioning teams AND the sustainability/procurement/diversity teams Is our current focus on brand purpose just another trend? How does it compare to the green rush of the 2007 timeframe or rallying around Hurricane Katrina? Have companies evolved in their mission-driven work? The data supportive of sales driven by environmental and social value propositions; What kinds of brand transformation are happening -- and at which companies? How have companies like Clorox and P&G navigated the road to sustainability? And what is a Brand Transformation Roadmap? How has Sustainable Brands itself pivoted during the pandemic to salvage -- and even grow -- their world-class conferences in a VUCA world! (There it is again!)

Additional Links: SB Brand Transformation RoadmapSM. Sustainable Brands global conferences P&G Planet KIND brand Clorox Company social responsibility

Twitter: @KoAnn @SustainBrands @mossappeal @InsiderIntervws

Insta: @SustainableBrands @InsiderInterviews

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When Robyn Streisand went from the client side to her own marketing agency, The Mixx, the opportunity to certify as a woman-owned or LBGT-owned business did not exist. 25 years later, she has helped both brands as well as other agency owners to leverage DEI -- Diversity, Equity and Inclusion -- in media and marketing. Part of that help came about through her creation of Titanium Worldwide, billed as "the world’s first collective of certified-diverse independent agencies," to help make DEI more easily “front and center” for clients. Given today's times with its heightened sensibilities, she couldn't have been a better move if she'd had a crystal ball. After all, marketing comes down to “People... People Who Need People” to buy things... And embracing people of all stripes and varieties to drive business opportunities is what Streisand does flawlessly. For Episode 27 of Insider Interviews with E.B. Moss, hear what this marketing maven says about:

The value of certifications -- for business owners to the brands who are seeking diverse suppliers -- from WBENC, which certifies businesses as woman-owned and operated, to NGLCC (the 'LBGT Chamber of Commerce'), to the NMSDC, which has the largest number of certified minority-run businesses;

"Now I have a certificate that says I'm woman-owned or I'm gay owned and all of a sudden, it's a new day. It gave us an opportunity to register our company in these portals that help diverse suppliers get found [by Fortune 1000 companies.]”

How the rise in both consumer demand and procurement department mandates that purpose be built into marketing created a bit of a COVID silver lining for The Mixx and Titanium

Examples of brands embracing DEI -- and how the anniversary of Stonewall sparked the start of more and more inclusive marketing efforts around more and more groups

How pressure from the streets is being matched by pressure from The Street -- Wall Street!

The added pressure to recognize the power of Gen Z which "is coming like a bat outta hell!"

The essential need to communicate authentic brand purpose

"The benchmarks of success around purpose “must be front and center on brand websites: ‘We see you. We appreciate you. We embrace you. We stand for gender parity, transgender, equality'...all of it. Like, now's not the time to be living in Alabama.”

Where brands are focusing their dollars -- or not

Advice and caveats for the future, which include:

“I think it's like ripping the band-aid off. You have to start somewhere. But this is a long game. This is about doing the right thing now for the long haul. Invest in diversity, equity and inclusion training programs. Invest in what matters to the broader audience. Talk to people in their voice, and be consistent and authentic about it. It's not about how much you do, it's that you do it, do it well, and do it consistently.”

Why Streisand describes work around sustainability as the 2.0 of DEI.

And don't miss the answer to the big question: Will I actually dare to sing to a member of the Streisand clan? Please listen, and follow anywhere you like to get your podcasts. And if your business needs help from THIS woman-run business, please reach out to podcasts@mossappeal.com for help building a podcast for your business!

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Heidi Zak has been in finance, in retail and in tech. Like most women, she’s also been in plenty of dressing rooms trying to find the right bra, leading her to build ThirdLove, one of the largest online bra and underwear companies in America. Close encounters with the NOT ThirdLove kind of shopping experiences, meaning the universal ick-factor of cold hands and awkward measurement moments with in-store underwear salespeople, were part of Zak’s a-ha moment. So, putting all of her professional and personal experience together, she created a brand that disrupted an entire industry -- to the great relief of uncomfortable women everywhere. Her first-to-market service as a DTC bra retailer hit some, ah, curves, along the journey but Zak has been named everything from Goldman Sachs’ 100 Most Intriguing Entrepreneurs to a Fortune “40 Under 40”, and more.

Part of the accolades stem from how Zak has embraced not just brand marketing but brand purpose. Inclusivity at ThirdLove means being the only brand to offer more than 80 bra sizes, including their unique half cup sizing – and donating over $40 million worth of products to women in need. It has also helped evolve an old school industry previously defined by a narrow concept of beauty with a focus on inclusivity.

“We didn’t want to look like any other bra brand which mostly photographed skinny, generally white women with small boobs and generally did it in a really sexy way. So, we set out to build something radically different from scratch.... Back then there were barely any plus size models.”

Further iterating on inclusivity, ThirdLove launched a new initiative during COVID-challenged 2020: The TL Effect, to support entrepreneurial women of color. "...Brand purpose has to be authentic, true to who you are and what you stand for, and what you're building. Otherwise it can fall flat, or a consumer sees through it.” While Zak and I commiserated about finding a proper fitting and comfortable bra I was a bit discomfited to discover that this rock star CEO/mom of two has managed to use her homebound pandemic time to also hyper-organize her home, when I haven’t even organized my sock drawer. In a conversation perfectly apropos Women’s History Month, hear how, in addition to organizing her home, this efficient CEO/co-founder has organized her company for success through adapting to the changes of the pandemic. Envy aside, we discussed:

Her path from small town Main Street to Wall Street, Herald Square to Silicon Valley How an encounter with the founders of Lyft drove her to solve another consumer problem, one bra at a time

“In 2012, if you look at what had existed [for bra shopping] at that time, there were department stores, Victoria’s Secret and some big box stores. There certainly weren't online bra brands at the time. And that was the idea: better brand, better product, better online shopping experience for women.”

Zak on disruption and her definition of DTC, and why it was important for ThirdLove to “have a direct way to speak to our customer, to educate her, to bring her along the journey, to make her feel really comfortable.” The product evolution -- from one bestselling bra to their recently launched Fit Finder -- and the pivot required by pandemic-era marketing Navigating manufacturing and funding, especially as a woman seeking financing from primarily men (Note: McKinsey reports women are still only 21% of the C-suite and of those are mostly white women.) Early-stage ThirdLove marketing tactics and positioning How their innovative “try before you buy” program along with ads that asked if women were ‘Ready to graduate from Victoria's Secret?’ drove 1 million new customers How and why they leveraged podcasting as one of their main ad vehicles in 2015, baffling some investors The pros and cons of linear and OTT TV How ThirdLove spans Black History Month to Women's History Month and beyond by uplifting women,

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In interviewing the Radio Ad Bureau's CEO, Erica Farber, my worlds collided: it's a podcast, but about radio, the medium I grew up in and started my career in. Certainly radio IS about community, but it was still surprising to discover zero degrees of separation with Erica and two important people from my past: my dad and my first female boss, Joan Gerberding as well as a recent Insider Interviews guest and radio aficionado, Carl Fremont! Erica and I took the conversation from the evolution of radio to the present, to how it's defined today – audio? is digital radio still radio? – to its challenges, success stories, and current career opportunities. We discussed:

What is radio today?

It's broadcasting, but Radio is also available on any platform: If you want to hear it on your smart speaker...If you’re sitting in front of your computer or in your automobile. It’s multi-platform and available in any form and full of diverse content. It is a companion. It is a trusted source of information, news and entertainment. It's available 24 seven. And there's no cost to access it.

The ways everything is audio-focused today - with sound and voice; The power of personalities; Why Theater of the Mind is still key to listener engagement/conversion; How radio served -- and recovered from -- the Pandemic;

I've never been so proud to say I work in radio as I have since March 2020. No one knew what to do...But radio rose to the occasion and stations did what they do best: they put their arms around their communities, consoled listeners and brought some humor and information. ...They said to businesses that were open, 'let us help you communicate to the market your protocols'. How can we raise money to feed or clothe people, to help people keep their homes? We have example after example of retailers who said that if it wasn't for local radio they would have lost their business.

The role of the RAB as a nonprofit trade association; Overcoming the digital divide and big brand success stories; (Reference: P&G and Radio) What makes good creative (Resources Referenced: The Radio Ranch and Wordsworth & Booth) Radio research; (Resources Referenced: RAB Research, Westwood One ) Trends for the future of radio formats and revenue; (Resources Referenced: Entercom, Beasley) Why radio is a great career and mentoring women (MIWinRadio) in the space....

And yes, host E.B. Moss finds a way to sing in yet another episode....

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Joakim (Kim) Wijkstrom, SVP / CMO of Vanda Pharmaceuticals, has learned to “Think Different” and have “Lending Done Human.” He has sent little, teeny Absolut bottle-shaped Christmas sweaters to readers of the New York Times, and leveraged Andy Warhol style pop op to promote schizophrenia drugs. A Swede who grew up in West Africa, Kim also opened the Latin America markets for two TBWA\Chiat\Day clients. If that sounds like the start of a good story, then that’s the point. Because for this marketer it always starts with the story, not the silver bullets. Kim has developed a “cultural curiosity” from both moving around and a liberal arts degree, which has been a big asset in his marketing career: “I think advertising lends itself naturally to someone who is interested in how we shape and creatively express our worldview, how we understand the things around us, how perceptions are shaped. So, I think it made sense for me to land there. But as it turns out, I'm half a humanist, half of something more analytical. Perhaps I was never going to be the next Leonardo...[but] you figure out the way to take whatever you're equipped with and put it to use where it is best applied.”

This attitude is also encompassed in his top performing article in The Continuum, the publication I edit about “brand and demand” marketing. In that, and in this follow-up conversation about the origins of his branding philosophy, Kim sticks with the story that brand always must start with the story! The delivery tactics -- what he has called the silver bullets – are secondary.

But when you’re talking to a storyteller you cover a lot of ground. We also discuss:

How movies are an analogy for Kim’s point of view about storytelling first Why our obsession with technological solutions to everything don’t drive brand loyalty (“You can now have your car tell you that you're low on milk because your smart refrigerator is coupled with your car, and so forth. But are you going to buy the refrigerator based on that? Do you think it's a quality refrigerator?”) Why too much emphasis on bells and whistles and focus on demand or performance-driven marketing “offends” him (“Fundamentally, all marketing is for performance purposes... to grow your market share. You need to start with what is it you’re trying to say and why would it be compelling to people, as opposed to just being the method by which you can deliver the message.”) Why even DTC companies’ product is often the story... such as Warby Parker’s design How our obsession with metrics and attribution is not wrong but often misses the point entirely, focused on the ROI, as opposed to just “can you see if it's working?” (“If people are talking about your TV spot or have a positive reaction to it somehow then that's probably more important than any sort of little blip of metrics.”) And, just as he learned from hovering around Steve Jobs, Kim offers advice for junior marketers.

But wait, as they say, there’s MORE!...

Kim also explains the story of Vanda, and his move from marketing men’s suits (Perry Ellis) or financial services (One Main Financial) to pharma. He gives an example of how the same story (for a particular drug) can be extended into different spaces, like digital to video without having to be, well, prescriptive! (And, yes, we discuss the challenge of pharmaceutical advertising and FDA constrictions. But check out their innovative approach to Fanapt for insider insights on how it can still be impactful.) And I finally got to understand what’s behind drug NAMING!

So, how did Kim finesse his own “brand story” – or POV about storytelling? Well, that starts with a guy named Steve Jobs. “I was really lucky I got to work on Apple when it came back to TBWA\Chiat\Day ... and that was the launch of the now-iconic Apple campaign "Think Different." I was a junior person then, so I'm not claiming any credit for the campaign...but what was amazing was encountering Steve Jobs and seei...

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Thanks to Los Angeles-based agency RPA, “We Are Farmers, buh bi dum dum dum dum dum” has become a bit of a jingle earworm. Great awareness and brand recognition for the insurance company. Joe Baratelli, EVP and Chief Creative Officer of the agency that’s been his home for almost 35 years, walked me through that and other creative concepts and their business results. It starts, he suggests, with the mantra of the organization: People, Relationships and Results. (Note: You can also read a summary of this conversation in the new publication, The Continuum.) Now, in an era of ubiquitous focus on health, though, the AOR of Farmers and Honda wants to expand its portfolio to include more healthcare clientele. Joe also explained how RPA has started to accomplish that -- and did well by doing good for UNICEF and the Pediatric Brain Tumor Foundation. It's heartwarming work and their pillars of focusing on people and relationships definitely shine through.

Sample of UNICEF #VaccinesWork art

If you're in advertising or #marketing, this is one to save as a download. Joe and I talk about:

How respecting your co-workers AND the audience for the campaigns yields results How they applied that to the UNICEF #VaccinesWork campaign and leveraged our inclination to protect our kids from danger to drive inoculations that protect them from dangers we can't see. Brilliant! The elements that went into a worldwide campaign and its efficacy in changing minds How marketing #vaccines is similar to...or different from... marketing other clients like Apartments.com, Honda, or Farmers, for example. How DID they evolve their Farmers campaign as times have changed over 10 years on the account? What behavioral scientists can tell you about human nature...to inform creative campaigns How pro bono work, such as for PBTF and the stunning collection of compelling animations they did to ease kids into understanding their diagnosis led to a healthy set of new clients...

Oh, and yes, I managed to sing the Farmers jingle.

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Arra Yerganian thinks healthcare has always been a little upside down, controlled by physicians instead of the the patients. Ya think? But I misspeak - at least while speaking with Yerganian: he actually banned the word "patients" when he was CMO at both Sutter Health and One Medical. He explained that the word comes from Latin for "'a place of suffering' and that should be a temporary state at best." Instead, he said, "We used the person's name, so it wasn't a dehumanizing experience to come into the doctor's office." I liked this guy immediately. But there's more to marketing healthcare than nomenclature. Yerganian is on a mission to raise awareness of the biggest issues impacting health for all of us: our Social Determinants of Health -- or SDOH. Basically, if my zip code is wealthier than yours the overall population is likely healthier. I likely am more informed about and have better access to healthier foods or fitness facilities, I might have access to more parks for fresh air, and of course the income to afford anything from childcare to catch up on sleep and even infant mortality rates and so on. So how can we democratize health? For Yerganian, it's awareness, it's education, it's communication. He also notes that, apropos our recent civic dis-ease and disease, "beyond the pandemic, the great challenge that we'll have is the behavioral health crisis that's affecting our country."

He shares the details of best practices and how to get on a healthier collective path overall in this Episode 22 of Insider Interviews. (Hint: stand up more for healthy behavior in every sense of the meaning.)

NOTE: I'm proud to be Editor in Chief of The Continuum, about awareness and performance marketing. In Issue 2 posting in late January you can also read this interview along with the POVs and suggestions from other notables in the health and wellness marketing space. But, dear listeners, you get the advance insights here when you catch the full conversation with Arra Yerganian.

He and I discuss:

Discussing standing up for the Social Determinants of Health

What are the social determinants of health, and how do they fit this into the world of marketing? How can we track and thus help modify the exposure to environmental ills What are some new approaches in brand marketing and health and wellness, such as driving uptake of tele-health? How can promoting value-based programs reward healthcare providers with incentive payments? How can products or brands, like a sleep aid or gym facility or a yoga mat or bicycle manufacturer, leverage some healthcare data and apply that to their marketing How do you market against patients deferring to Google for diagnosing themselves? And how do you conduct business meetings standing up?!

Here's to a happier, HEALTHIER New Year to you all, with my sincere appreciation for listening, sharing and subscribing wherever you like to listen to Podcasts.

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For Episode 21 I spoke with someone who's been an animated head more times than he can probably count: Paul Hanges is CEO of JibJab, which is famous for its personalized e-cards and satire animations that lets your head be the star! If you haven’t heard of JibJab you may have had YOUR head in the sand; they’re the OG of digital branded content. It was born in 1999 to brothers Evan and Gregg Spiridellis, perhaps best recalled from their 2004 glory days of being featured on everything from The Tonight Show to ABC News for then viral political satire, “This Land.” Hanges, who was promoted from COO 18 months ago, says they’re proud of being dubbed the “original online cockroach” for their longevity and survival of dot-com and economy busts. In our conversation he explains why JibJab is still hot more than 20 years since its inception. They’re even having something of a renaissance with the resurrection of their trademark Year in Review video after a six-year pause. (But how could you NOT do a recap of a year like 2020? For Chief Creative Officer Mauro Gatti and lyricist Scott Emmons it probably almost wrote itself! And I’m proud to offer my big head/floppy jaw cut here for your amusement by way of example!)

Hanges also explains the appeal of low-tech animation and their trademark “big heads and floppy jaws,” how they survive as a subscription model and why they walk away from brand dollars if not aligned with their mission – “to make billions of people happy by allowing them to be funny, wherever they're having that conversation.” Here are the highlights – but do hear all Hanges has to say in this very “animated” conversation:

How it all started – yes in the proverbial garage Why, in a world of “deep fakes and augmentation” the appeal of JibJab is the personalization and NOT to replace reality. “We want to provide utility to help people say happy birthday or anniversary or other big moments.” How personal micro networks add up to eyeballs at scale – and 1.3 million paying subscribers; How they’ll leverage the rights to hits like “Old Town” or Mamma Mia the musical, but why they’ll walk away from 95% ofbranded opportunities; Why politics and JibJab do not always make good bedfellows, but why they participated in the Facebook ad boycott in July to stand up to divisiveness; How (self-plug here) they balance “brand+demand,” -- as we promote in The Continuum; The big data opportunity they’re sitting on to be a personalized service for people and how they’ve had to be nimble and “pivot” in their production and platform access.

And of course, for the last episode of 2020 we have to offer Hanges’ words of wisdom from the past full year as CEO to other new CEOs...and how to embrace your strengths and those of others as well. “I take a step back and look and say, ‘we have a very strong operating team that's working towards a goal of making billions of people happy.’ ...And I've been really proud to say I can lead this company with that mission.” Personally, I could not have wrapped up my first year of Insider Interviews podcasts (AND my “It’s Quite a Living” personal podcast) with a better message than to “head” into 2021 with the inspiration of a JibJab to find the humor and spread the joy throughout this holiday season and into 2021. Thank you all for listening and hopefully sharing this podcast. I value your feedback and support. And if I can help you create content that spreads joy or opens revenue doors please visit Moss Appeal or write to me at podcasts@mossappeal.com. Happy New Year!

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Shelly Palmer: It was fascinating to me to see the speed with which people were willing to adopt bad lighting, accept it, bad camera, angles, bad makeup hair, bad, bad, bad, bad, bad. Everybody's fine with it. And I think it's fantastic because the most important thing is that we all get together. Erica Keswin: From a brand perspective, how are you going to be remembered during this time in terms of what you did, what you said, what you supported and how you brought your human to work? Claude Silver: Let's not deny the fact that you and I are talking through a screen rather than in person and call it what it is, but also communicate trust, empathy and vulnerability. Those are just some of the takeaways from three past episodes of Insider Interviews and as a special little bonus edition for Thanksgiving I am sharing back some of these words of wisdom from Shelly Palmer, Erica Keswin, and Claude Silver, who each happened to talk about how we can create connection and how that helps brands and employees thrive. Especially in tough times like this pandemic.

Highlights of the highlights:

Palmer: “People are quickly adapting to and evolving into good citizens in video chat. It's fantastic. ...And the other thing I love about what's happening right now is formality has gone out the window.

...They've been willing, accepting of technical glitches that you would never have accepted before. It really reminds me dramatically reminds me of the change in video grammar in 1980, oddly enough.

...And I think what is most important thing is that we all get together; that we figure out how to be social animals in a time when, when coronavirus is making us forcing us to be less social.”

Erica Keswin, Author of "Bring Your Human to Work" -Epi 3

Keswin: Think about communication along a continuum: you have instant message and texts and Slack and email and picking up the phone. We used to be able to walk across the hall or visit people. ...Now, from a societal perspective, many of us are defaulting to that technological end of the spectrum during this COVID-19 quarantine. How can you ...pick up the phone, turn on the camera...and speak in that human voice, across all mediums of communication.

...”If you're running the meeting make sure you say to your people, ‘you need to take some time to turn it off.’...It really is up to the leaders to model and to push people, to make sure that they're taking care of themselves.

...From a brand perspective, how are you going to be remembered during this time in terms of, you know, what you did, what you said, what you supported and how you brought your human to work?”

Claude Silver speaks with E.B. Moss on the role of a Chief Heart Office at VaynerMedia

Silver: I believe in people and I think that pretty much anything is accomplishable with vulnerability, with people showing up to be big and authentic and not building walls, but really finding ways to bond with one another and connect.

...You know, when you're on a screen, everyone has the same size square. It has leveled the playing field. And I definitely think that while we have to work a little bit harder to create this connection

...On one hand, I do think that brands have a very big responsibility to be as authentic as possible today and not try to pull the wool over anyone's eyes because we are all reading the same news. We are all in the same climate. We're in a sea of sameness right now. We're all in this world together. So don't try to fluff that. ... I don't think we need to be cotton, candy and Illy gooey. But I also don't think we need to be showing things that are not attainable today.... Let's get real about that.

I think that there is resiliency, authenticity. I think there's fine to have a little bit of levity, which we see in these memes on Instagram and everywhere. ...like me going to the refrigerator 20 times in one hour, because it's there. Those are things that I think are they capture human e...

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When David Cohen joined the IAB as President, the US was two weeks into stay-at-home mandates. While that may have curtailed in-person conferences the industry association is known for, it upped the focus on all things digital. Not long after, the ante was also upped for Cohen personally when he was named CEO following the 14 year run of Randall Rothenberg. Pressure? Not to hear Cohen, who has helmed major agency divisions and had $20B in media spending under his purview during his days at MAGNA and UM. But pandemic-influenced strategy changes? Definitely. In support of its mission to “empower the media and marketing industries to thrive in the digital economy” – let alone during a COVID economy -- Cohen has “brought an unprecedented number of industry captains into their leadership councils and transformed the timeliness of their strategic initiatives.”

Those words from Rothenberg’s commendation of Cohen on his promotion sparked a song from me. Of course. No one is safe. But that didn’t curtail a compelling conversation about more serious matters, such as Cohen telling me about the advantages that came with adapting to the digital world as early as the 90’s and how he – and the IAB overall – are continuing to innovate with today’s current technologies for marketers. I also put Cohen in the same hot seat he put recent panelists in when moderating a Reach Conference talk himself, asking what he would most like to see fixed in our current digital eco-sphere.

Cohen moderating Reach Conference panel

We also discuss:

Cohen’s A-ha! Moment – from the Yellow Pages! The lessons he learned after joining the IAB family that every marketing agency should know "Pulse studies" on changes in consumer consumption trends to media buyers/seller polls The IAB’s Brand Disruption Summit How to navigate through your Brand and Demand goals The shift in how digital engagement is being accomplished How IAB is helping in pushing cross-platform forward Like his friend and recent Insider Interviews guest, Carl Fremont, Cohen has a pro-social personal mission. Hear how he -- and ANA's Bill Tucker -- are helping push support of disadvantaged children.

Resources Mentioned:

2020 IAB Brand Disruption Summit Partnership with Children

Social Media Links:

David Cohen LinkedIn IAB on Twitter IAB, IAB Tech Lab

Insider Interviews is on Twitter, Instagram, and Facebook.

Please share the podcast and share how smart you are about media, marketing and advertising! To reach out to be considered for an episode or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss -- email podcasts@mossappeal.com. We’re “hear” for you!

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Sean Cunningham is the son of a radio personality and the husband of grammarian. That may be why he expresses himself so fluidly and works hard to offer clear explanations about the video landscape at the same time. Those personal aspects combined with deep professional experience in the ad industry and as a strategic media advisor help him helm the VAB, the source for insights-driven research and thought leadership about premium video. As its president and CEO, Sean is laser-focused on maximizing outcomes and championing the medium as a must-have for building high-value brands and driving growth.

It’s not easy in our changing environment, but the mantra at the organization is to simplify what is a very complex ecosystem and offer insights that help all those in the business of video to thrive. They've kept up a steady pace of conferences and reports even during trying times, even as consumers have made a steady diet of video during these at-home days.

In Episode 19 of Insider Interviews, Sean tells host E.B. Moss about the definition and best practices around marketing with premium video (spoiler alert: the VAB defines it as multi-screen content that's professionally produced programming in any form -- linear, tablet, laptop, mobile, etc.).

Sean and E.B. also discuss:

Our radio dads!...and what happens around Sean's dinner table... The lessons he learned on the agency side that all media sellers should know The role of media in building your brand during the COVID-19 pandemic The power of including authentic messaging around diversity & inclusion VAB and IAB - important bedfellows The changes in consumer habits that marketers need to consider How to put your best foot forward to advance a career in this industry.

Resources Mentioned:

thevab.com IAB

Social Media Links:

Twitter - VAB Sean Cunningham LinkedIn

Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook.

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Andrea Palmer, now President of Publicis Health Media (PHM) has wanted to be in Healthcare Marketing since her college days despite the field not always getting credit for being dynamic or embracing creativity. With PHM's reputation for having their “finger on the pulse” (sorry), she’s proven those perceptions wrong and inspired many to follow or stick to the healthcare marketing path.

In Episode 18 of Insider Interviews, in which I perhaps sing again (umm, twice, I’m just sayin’) Palmer clearly demonstrates just how creative and important messaging around healthcare can and should be. It's certainly an area that’s very top of mind with us all these days and Palmer makes it digestible. You’ll pick up on why she rose through the ranks quickly at PHM -- the strategic media planning and buying agency within PHCG, and the only global media agency solely dedicated to the health and wellness space. This industry trailblazer of nearly 20 years shares what’s currently happening in the healthcare media space, along with some interesting projections from PHM's prescient “Disruptors List.” Get the insider scoop on what inspiring innovations emerged from the “Shark Tank”-type element of their industry-convening Health Front, and what we should be concerned about.

Palmer is determined to ensure the right information is getting out there and helped drive home PHM’s mission to equip brands AND people with the tools and communications they need to make healthy decisions. We learn why it’s important to create content with conscience and why brands need to listen to other voices than their own.

What we talked about:

What’s happening in healthcare marketing How a childhood illness put Palmer on the path to healthcare...and college led her to marketing Health trends and disruptors How PHM markets to consumers who’re apprehensive about embracing telehealth How PHM helps its clients with being ‘the resource’ instead of Dr. Google Defining the concept of Content with a Conscience Facing down racism: communicating to diverse audiences and not just “to the mean” How Palmer is advising her clients on approaches to ensure that health message is communicated well and heard by all cohorts and communities Thinking about the bigger picture Pushing for innovation in the health realm The future of healthcare

And yes, I find a reason to close with a song...again.

Follow Andrea on Social Media

LinkedIn Publicis Health Media LinkedIn Publicis Health Media Facebook

Resources mentioned in the episode

PHM: Publicis Health Media

Health Front 2020

The Healthcare Industry’s Big Disruptors

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Marissa Solis was about six months in to a big new role at one of the biggest snack companies in the world when one of the world's biggest crisis hit. That's not hyperbole. As the new head of all marketing initiatives, media, sports, and partnerships for the core brands of Frito-Lay North America, including Doritos, Cheetos, Tostitos, and dips, it was definitely not hyperbole. That was Marissa's new reality and she had to help smoothly and quickly do the equivalent of turning a battleship. But this dynamo had previously been tapped to lead the creation of a cross-functional Hispanic Business Unit at PepsiCo and had helped double beverage sales among U.S. Hispanic consumers in a short time, so she was the right woman to face down a pandemic. Her throughline -- and recipe for success? It always has to start with the consumer.

In Episode 17 Marissa explains her whirlwind responsibilities, the massive changes facing brands today, and how those Frito-Lay brands speak to specific audiences. We also talk about how COVID-19 has impacted campaigns from a Super Bowl sponsorship to a new direct to consumer approach. This is a great reminder for brands about the need to engage with consumers where they are. And right now, that is at home...with a pro-social commitment to community. For example, a big Cinco de Mayo campaign was planned and poised to roll out to retail...and instead quickly became Salsa for Cinco benefitting the Hispanic community -- which has been disproportionately affected by the pandemic. Listen to the evolution of the #AmplifyBlackVoices campaign which included letting PepsiCo ad space be used instead by Black artists to showcase their work.

There's much to digest in this episode! So grab a bag of chips, click play, and enjoy!

What also talked about:

The importance of being agile in today's marketing world Pivoting to the direct to consumer space The “Pantry Stock Phenomenon” The different personalities of Frito-Lay brands Today's marketing renaissance Details on the benefits of Salsa for Cinco and #AmplifyBlackVoices campaigns PepsiCo’s commitment to diversity and inclusion in the workplace Engaging consumers where they are How Marissa and her family adjusted to the new normal!

Follow Marissa:

Linkedin @Marissa Solis

Resources Mentioned:

www.snacks.com

Salsa For Cinco with Mario And Courtney Lopez

Doritos Amplifies Black Voices

@mossappeal

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Tom Webster, SVP of Edison Research, describes his job as "telling the stories of numbers." He definitely make numbers come alive, and he's a great storyteller overall. So you’re generally okay with Tom as your guest if you didn’t discuss podcast topics in advance. My industry acquaintance may be self-effacing, but he has a steel trap mind for the insights Edison regularly uncovers about all things audio, and he shared quite a few in our ad hoc but fascinating conversation for Insider Interviews. The custom market research company helmed by Larry Rosin may be best known as the sole providers of exit polling data during U.S. elections, but Tom is best known for his big research reveals on webinars (now Zoom presentations) or at conferences. Research junkies lean in to hear which platform has the biggest “share of ear” and how differently are consumers engaging with Alexa. Basically, he’s the go-to guy for sharing and interpreting our evolving involvement with radio, podcasting, voice...even IoT and our social media habits.

As Tom describes it, “I make sure that the data that we collect on behalf of our clients is understood contextualized, put into action and valued, and that people come back for more.” Here’s what’s “more” about Tom and a topline of our discussion: Little known fact? Tom likes words as well as numbers. This former English Lit professor is also the principal author of some widely cited studies and the co-author of The Infinite Dial, America's longest-running research series on digital media consumption, and The Mobile Commerce Revolution.

In Episode 16, Tom shares some insider scoop from Edison's audio research – and his considered POV on the current state of radio broadcasting and the growth of podcasting (including some tips that can help you grow your own podcast).

[00:01 – 03:25] Opening Segment

More about Tom Webster, his role in Edison Research and a moving from academia to a marketing career

[03:26 – 17:20] The Insider Scoop on Audio Research

About Edison Research's broader offerings – like that exit poll and vote count data – and Tom’s area of focus: Audio More insider scoop from Tom WebsterVoice vs. Audio

The growth of "smart speakers." Where are we – if anywhere -- with an FM chip for mobile phones? The general state of radio The uptake on podcasting (Joe Rogan notwithstanding)

Tom talks about some Edison partnerships (and E.B. held back “insider” jokes about her old boss, John Rosso of Triton Digital!)

[17:21 – 25:40] Diverse Voices

The diversity in podcast listeners and podcast content Growing your podcast in today’s competitive market:

Having a distinct voice Showing your unique, distinct point of view

How Tom is sharing HIS unique POV, via his own newsletter I Hear Things

[25:41 – 31:27] Closing Segment

Tom's go-to resource gathering platforms

Feedly Twitter

The Tom and Tamsen team: "freenoting"with his wife, Tamsen Webster Final thoughts

E.B. and Tom on the first (last?) VOICE panel at CES 1/20

Resources Mentioned:

Find Your Red Thread with Tamsen Webster The Top 30 U.S. Podcasts Q2 2020 article by Edison Research Podcast Consumer Tracker The Joe Rogan Experience National Public Radio iHeartRadio TuneIn The Infinite Dial Triton Digital The Smart Audio Report The Spoken Word Audio Report Latino Podcast Listener Report Lake Wobegon Effect

You can connect with Tom on LinkedIn and Twitter. Subscribe to his I Hear Things newsletter. Listen to The Freenoter with Tom Webster and Tamsen Webster.

Follow Edison Research on Twitter, LinkedIn, Facebook, and Instagram. You can also visit their website https://www.edisonresearch.com/ Please share the podcast if you liked this episode, and Follow Insider Interviews on Twitter, Instagram, and Facebook. And reach out to be considered for an episode -- or suggest questions or a guest --...

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Michael Smith joined National Public Radio as chief marketing officer at a time when the nation -- and the world -- had just entered crisis mode. In addition to adapting to his new job he’s needed to shift the company’s marketing message, outreach and the very stance the brand has taken over the past years. Part of that shift was motivated by more digital audio listening given more at-home workers during our pandemic. The parallel motivation was to amplify more multicultural voices and drive greater diversity within the halls of the company itself. In Episode 15, Michael shares his observations, his approach and some insider scoop from his winged-back chair in New Jersey. For example, he explains how different audiences respond to NPR's content. Michael tells us that "among regular users when we look at people of color versus white listeners, their satisfaction levels are actually higher. So it's an exciting thing in the sense that if we can get more people to know that we're there and to get us into their consideration set, when they come, I think they're going to love it."

Michael had primarily been focused on network video, developing strategies to reach younger and more diverse audiences on streaming platforms for Cooking Channel, and Food Network -- where he and I worked together during the last big crisis for the country, 9/11! He has quickly learned to apply his know-how to linear radio and on demand audio. "When they start to know some of these shows where there are young, diverse hosts, a Sam Sanders or [they get to know the] hosts of Pop Culture Happy Hour, that creates so much more engagement than when they just see the three block letters, NPR.” The fast 35-minute discussion includes suggestions all brands can appreciate from a world-class marketer like Michael Smith. We talked about:

The challenges most media companies are facing right now How to move from linear to on demand streaming digital platforms Balancing linear, podcasting and the NPR One app How has Coronavirus Daily evolved as a show...and the ongoing need for that content? How NPR itself has evolved since its origins in the 60s, and why its signature audio style is intentionally like a mental “exhale” Working with the sponsorship team, NPM Michael's optimism -- and any pessimism -- for the future.

Follow Michael on LinkedIn. Follow NPR on Twitter.

Follow Insider Interviews on Twitter, Instagram and Facebook. And reach out to be considered for an episode or for your own bespoke podcast series produced and/or hosted by E.B. Moss.

Michael's "studio" chair

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This episode is made up of two discussions about podcasting: A casual conversation with RAIN News president, Brad Hill around fun moments from the industry and projections for its success... and a more formal discussion -- actually a few segments grabbed from RAIN's Global Podcast Leadership Summit.

Insider Interviews host, E.B. Moss was the moderator on a panel about podcast advertising, featuring Art19's Lex Friedman and Targetspot's Dave Sosson -- and a few of their insights were captured here.

You'll learn how the summit had to pivot -- and lessons for good zooming -- as well as: the kinds of media categories that podcasters are selling against -- think paid social -- and how they compare; how host read ads are great, but how do they fit in to a targeted buy Interesting projections from the IAB and the new categories opening up for -- and of -- podcast advertisers SHOULD there be a "PAB" And what is "giide"?

NOTE: Read RainNews.com to catch more takeaways from all the 8 sessions of the recent summit.

And ask E.B. about using giide.fm for your media company!

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How do you circulate a message that even the Pope shares -- and ultimately get 2 billion impressions across hundreds of countries around the world? Ask Lawrence M. Kimmel. His Rung-UP team created the #WeRemember campaign for World Jewish Congress. What marketing advice would this former Chairman of the Direct Marketing Association give politicians to help them appeal more to the public? And, what does Larry think are standout marketing tactics these days? I asked Larry all of that - and he answered specifically and thoughtfully in Epi 13 of Insider Interviews. He also shares what led him to create Rung-UP, a strategic marketing consultancy...and why he calls it the first "C2C" agency.

You'll immediately value Larry's creative vision, branding and marketing expertise when you hear him discuss these elements as well:

How the current pandemic is affecting global consumer behavior His personal experiences that impacted his evolution into a mission-driven clientele -- and lessons from his father, Howard Kimmel, who put his lifeblood into building affordable housing Rung-UP's work with the World Jewish Congress and how he came about the campaign #WeRemember Why a C2C approach is so important for those in the "C-Suite" His tips on branding and marketing a politician How advertising has changed and become more complicated throughout the years Why both traditional and digital channels are important in advertising Instagram stories or TikTok? And will he still embrace Facebook? Is there a place for traditional direct mail? His predictions for consumer behavior in the future The ripple effect of brands’ response to consumer buying habits His recommendations for companies who need to do better in bringing more of a multicultural team -- and what young entrants to a career in media should focus on.

Be informed and inspired by Larry Kimmel, who is living and working this reality: "If we can do well for the world and make a living at the same time, it's even better."

Social Media Links:

Twitter @kimmelsCorner

Linkedin @LawrenceKimmel

Rung-UP’s Linkedin @Rung-UP

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Get the "insider scoop" on how to dive in to creating a place in the podcasting world. The talented Juleyka Lantigua-Williams, Founder/CEO of Lantigua Williams & Co., an award-winning and Peabody-nominated digital media studio, walked us through her anxiety through her achievements. While she's humble enough to just describe herself as someone who builds teams that create podcasts, those teams have turned out hit after hit in three short years. But Lantigua-Williams has the chops, from 20 years of experience as a writer, reporter, editor, syndicated columnist, book editor/scout, lecturer, and audio producer! The differentiator for this company? Its mission to support and amplify the creators and stories "from the margins" - which often means by and about women of color. These shows include Latina to Latina, which just passed 100 episodes, 70 Million, and Feeling My Flo. But Lantigua-Williams also does consulting and white-label production services for clients like Macmillan Podcasts (Driving the Green Book), the Phi Beta Kappa Society, WHYY, KQED, and Civil Beat. Another secret weapon for success is Juleyka's authenticity and generosity. She's set a tone of sharing -- which you'll hear candidly in this conversation and can read in her posts on the company site and elsewhere, like this very guide to "centering marginalized people in your podcast." Listen and learn the ins and outs of producing a show and starting a company as Juleyka shares her knowledge and expertise including:

How Juleyka embraces her BFF, named "Insomnia", and sidekick, Perfectionism The path from intern to producer to company founder - as a "hyphenated American" The first step to starting any company Staying true to Juleyka's vision for her company How some shows came about (umm, conversations around astronauts menstruating in space?) and upcoming projects Supporting women of color Getting to "scale" and getting revenue

Follow on Social Media

Twitter @JuleykaLantigua LinkedIn Twitter @LanWilCo

Resources mentioned: Lantigua Williams & Co

Podcasting Seriously

Truth be Told by Tanya Moseley

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Back in January I had the good fortune to get seated next to someone I’ve long admired -- Carl Fremont -- on our return flight from CES. If you’ve been to CES you know it’s non-stop learning about what’s trending. And my non-stop flight next to Carl made for even more learning as we recapped what we’d each just experienced, and then he was kind enough to share his own projections for the future of the media and advertising industry. I immediately understood why Quigley-Simpson had made Carl CEO just months before. So, for this episode of Insider Interviews I asked him to share a lot of those thoughts so more people outside of row 8 could benefit from his insights. Carl has held senior roles in the media/marketing industry for decades, and explained how his longest tenure – 16 years with Lester Wunderman – gave him skills that are still applicable today. Hear how the former Chief Digital Officer for MEC and Chief Media Officer for Digitas describes direct marketing and performance marketing, and the importance of brands optimizing every channel possible – including how to capitalize on eCommerce. Long an advocate of supporting women and diversity in the industry, Carl discusses how this transformative time is also a time to embrace change in order to evolve and benefit business. He shares a moving story of his own diverse background and how a discovery of his father’s past dovetails with his own unique hobby tied to vintage radios. We are all fortunate that Carl loves sharing knowledge, and listeners will benefit from priceless marketing and advertising advice. And yes, I found an opportunity or two to sing to him.... Please listen – and share – Carl Fremont’s thoughts on advertising trends, common brand pitfalls and diversity including:

Is “direct marketing” different from DTC? How the pandemic accelerated the emergence of alternative channels for businesses Creating a harmonious consumer experience What you can do to speed up purchasing path Authenticity: How to build it and what it truly means Mistakes brands make and how you can avoid them The pros and cons of third-party eCommerce platforms Considerations for building your own eCommerce platform The holistic approach to promoting your brand What omnichannel really means Influencers: Does scale matter here? Diverse creative staff to reflect diverse consumers How mentoring benefits companies – and oneself.

Social Media Links:

Linkedin @carlfremont Quigley-Simpson Twitter @Quigley_Simpson

Resources mentioned in the episode

Being Direct: Making Advertising Pay (1998) by Lester Wunderman

Quotes

"We've been practicing direct to consumer skills since our founding. We just didn't call it "DTC". "Direct marketing" does not mean you abandoned brand."

-Carl Fremont

“We need to always make sure that we’re giving opportunities, that we’re mentoring, that we’re helping to grow the industry with a more diverse background.”

-Carl Fremont

“I love looking back and looking forward. I believe a lot of lessons can be obtained about moving forward from looking back.”

-Carl Fremont

Carl Fremont's father's radio

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Normally I come out with a new episode of "Insider Interviews" every Thursday, but did you know that I also have another podcast? It's sort of my personal passion project and it's called "It's Quite a Living", and it's with "my friends in high places". They're really casual conversations about some high profile people who happen to be my friends. Now, that one comes out every other Tuesday. So I've decided to make "Insider Interviews" -- the B2B one speaking with those in media marketing and advertising -- come out every other Thursday...at least through the summer. Of course, if an eager sponsor* wants me to produce more frequently bring it on! Otherwise, you'll hear Episode 11 NEXT Thursday. Frankly, it's been a LOT to create, host and post two podcasts a week, even though I love it -- especially during our current times, and especially since I seem to be developing a reputation for singing to my guests. Listeners understand that.... But do stay subscribed because you won't want to miss the CEO of Quigley Simpson, Carl Fremont, who will be my very interesting next guest!

And now you have some time in between to catch up on the past 10 episodes with amazing folks like Minjae Ormes of Visible, Claude Silver of Vayner Media, Sree Sreenivasan (don't miss his #NYTimesReadalong on Sundays!), Rachael Henke of Dell Technologies, and guests from NYI, Tidal Wave Productions, Krantz Media and more! I'm very, very proud of what we've been able to do together to bring you great content about the industry. And I really appreciate all of the great ratings you've given me and the subscribing and sharing. You can listen just about anywhere you like (although Pandora is still a hold out, I'm just sayin'.) Thank you for telling everyone in the industry. It means a lot to me. *And, if you want to sponsor an episode of EITHER podcast, or suggest a guest for "Insider Interviews", please reach out at podcasts@mossappeal.com. I'm "hear" for you! E.B.

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My work is creating content that drives change. Mostly for businesses. But I have always shared my perspective through content: journalism, blogs, podcasts -- even just journaling. I had to balance the "best practices" of regularity in my podcast publishing schedule, with bigger things in mind. The crisis in America. I only had Tuesday available to record for this week, which was #BlackOutTuesday. And, on top of that, today - the Thursday I publish - is also the memorial for a martyr to racism, George Floyd. If you - as most listeners to this podcast - work in media, marketing or advertising, chances are you know of Minjae Ormes. Most recently global head of partnerships for YouTube, and for the past couple of years chief marketing officer of disruptive phone service from Verizon, Visible. She personally has been visible for her innovative, and appropriately "disruptive" approaches to marketing the new service, but more recently she's been seen in various trades and on panels describing how they've embraced broadcast TV campaigns for the first time. That said, Minjae is also widely respected as a mentor to women in business, and a role model as leader. E.B. and Minjae Ormes after our first interview in 2019 Her thoughtful comments - both in this interview as well as in sharing more of her personal journey the first time I interviewed her in March of 2019 -- on learning to adapt to new cultures and countries are as insightful as her marketing approaches are. So, since she made the time for me on her actual birthday this week, we made sure to discuss not just her shift from event marketing to mass media, etc., but -- like in my last episode with Sree Sreenivasan -- the absolute need to embrace empathy in our professional and personal paths.

I think you'll get her tone from this quote: "How do we first and foremost create the kinds of experiences that people expect now across the industry? Just the simplicity, the seamlessness, but also the humanity with which you show up as a brand and a business."

She also explains their pandemic pivot: "going into April, our traffic and some of the KPIs were actually picking right back up, which told us that phone services are one of those things that people rely on, no matter what happens, if not more so now. It's been an interesting exercise, both in listening, but also... as all of us as marketers can't really do create a production the way we used to it created spaces for us to think about what's old is new and new is old again, and different ways to ultimately listen to consumers and what they're telling us implicitly and explicitly for us to follow their lead."

Another visible difference in Minjae's approach? Making a difference in people's lives. Literally. Hear her description of their pro-social campaign, #VisibleActsofKindness, and the story of one customer that moved her most, plus how they supported volunteers forced to immediately return from Peace Corps volunteering.

A final note, while Visible's difference is that it has no brick and mortar locations, many of its parent company retail stores were looted and stripped bare during protests this week. Verizon also just donated $10 million to social justice organizations, including the Urban League and NAACP. So to honor the legacy of necessary change that we will hopefully learn from the death of Floyd, I am publishing on his memorial date so these words might inspire some to consider how they listen, and how they market to all people, with respect.

https://www.facebook.com/GLBLCTZN/videos/3013614902067591/

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As we crave connection during these isolating times, Sree Sreenivasan has stepped up to bring people around the world together, sometimes several times a day. While almost 80 straight days in a row of recording his Global COVID-19 show drove his family to furlough him from his own home during livestreaming hours, this social and digital media expert, known by many as “@Sree”, has an expanded family of connections that faithfully gather round for a dose of positivity. And every Sunday, they tune-in again for his New York Times “readalong,” now five years running, with his own scintillating and scholarly guests perusing the paper and op-eds alongside him. So, that's 80 days in a row and literally twice on Sunday. Did I mention his 21 years of conducting Social Media Weekend gatherings to educate on the latest tools and tactics? How about his frequent appearances on radio, or CNBC as a tech-expert?

Hear why this the former chief digital officer for The Metropolitan Museum of Art is now focused on the art of generous content both altruistically and, candidly, as a business development vehicle for his digital marketing and virtual event business. Less generous, perhaps, in his opinion of social ISSUES, Sree’s stories – from adjusting to new countries and his quirky love of comic strip Calvin and Hobbes to how he adopted new communication tactics to connect people through every crisis of the past two decades – are equally passionate. The throughline is also his ardent belief in journalistic integrity, veracity and humanism.

We joke about how his livestreams and social sharing are the perfect outlet for a man who likes to talk, but with Sree, people want to listen. He’s learned the art of that, too.

Listen to the inaugural Marshall Loeb visiting professor at Stonybrook University, and former Columbia University journalism professor, Sree Sreenivasan, and you’ll hear why.

We also discuss:

His humble and sometimes humiliating path to acculturating to America The evolution and promise of his Global COVID-19 Show How reading the New York Times out loud on Facebook Live become bigger than he could have imagined How he competes with – or defers to his wife, Roopa How that love for Calvin and Hobbes has played a role in his life

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The world of comic books and graphic novels is serious fun. Meaning, both serious and fun. From a serious shift in the revenue model as paper product has gone digital and the edutainment factor of non-fiction hand-drawn histories, to the wildly wicked fantasies spawned by Barbarella type heroines to fictionalized lives of heroes among us. Darren G. Davis, president of one of the leading producers of both the serious and the fun books, TidalWave Productions, made a spontaneous appearance for Episode 8 of Insider Interviews with E.B. Moss – who was actually his former boss at the start of his career in entertainment, and now counts herself as a friend to the seriously funny founder! In an office surrounded by framed super heroes, acquired during his days at DC Comics, and signed comic book covers from his biographical spins on everyone from Hillary Clinton to Barbara Walters, Davis both reminisced about our days at E! and his path forward from there, dished the dirt, and shared breaking news of stranger than fiction comics to come. Hint: Thought you’d heard the last of Stormy Daniels?....

Davis described the evolution of some of the iconic titles he’s created or developed over the past 20 years, including the top-selling “10th Muse” for Image Comics, and the niche he carved out in the fiction world via successful collaborations with iconic larger than life real characters ranging from William Shatner (Star Trek) and Adam West (Batman), to Vincent Price, William Nolan (Logan's Run), Roger Corman, and now even the infamous Tiger King!

Listen for some of these moments, but it’s a breezy 35-minutes and you’ll want to hear all the fairly unfiltered anecdotes of this side of the content business:

03:45 Leveraging an E! internship to a network ad sales career to marketing “B” movies (including his first encounter with Leprechaun the movie, which made its way years later into a comic book) to repping artists -- and how it all came together to create a new career; 08:00: From the muse of Olivia Newton John to learning to love the WWF 09:30: The difference between a comic book and a graphic novel :11:40: Phone messages from Batman and making misadventures for Adam West 13:00: How Julie Newmar ended up back in time as Catwoman meets super-secret spy 15:25: How to wear multiple hats and learn to pivot as a manager 17:10: How to calm the tempest of Stormy Daniels’ angry manager (or lawyer) and wind up as friends – and business partners 20:25: Turing women ranging from Condoleezza, and Sarah to Hillary and Stormy into a female force series (Hint: listen here for the breaking news!) to showcase the positivity in what they've accomplished – and the inspiration for it from the master, Stan Lee; 23:15: The origins and value of comic books as educational – and taking a non-partisan stance, even when drawing on Obama to Bush; 27:25: How Nook and Google and other platforms fill in the pages of lost print ads 29:00: A not so serious discussion of fantasy super powers 30:20 A serious discussion of celebrations and creations during COVID times 33:00: The evolution of a “best worst idea”... twice

And...best ending ever? Davis pays tribute to Moss as SuperMentor.

PS: You heard this here first, too: He promises to put me in a comic some day!

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Phrases with the word “heart” in them are too many to count; it’s our most treasured reference as it aligns with love, soul, happiness...basically anything positive (unless tied to “attack”.) But tie it to “Silver” and you have a whole added meaning for positivity, because then you’re talking about Claude Silver, Chief Heart Officer of VaynerMedia, a full service digital agency "built for the now." It’s a fairly unique title, but trust media trend-shaper Gary Vaynerchuk (AKA Gary Vee) to assign that role to his “number two” person. And so, I couldn’t help but bookend my podcast interview with Silver with a serenade, because her actual job is to encourage "courageous conversations" to ensure the whole company works towards the goals of empathy, heart, speed, hustle, and winning. Silver’s background in positive psychology and leadership positions in strategy at leading ad agencies in the US and UK make her uniquely qualified to inspire healthy attitudes at work, among all people, and encourage transparency. With that mindset, I braved a tune or two, but in between asked some serious questions. Here are the time codes and topics we covered, but I encourage you to hear all the parts in between, because, as the song goes, one is silver and the other’s gold: 5:50: Silver describes a day in her life as the person in charge of “people and experience” 7:20: The difference between classic “HR” and the VaynerMedia approach 10:30: How to “scale culture” 13:00: The VaynerMedia difference versus other agency holding companies 17:00: What VaynerMedia looks for in candidates 19:00: Ageism – at Vayner? In the industry overall? 21:30: Career Pivots 25:35: Silver’s suggestions for brands in a COVID-19 world – and beyond 31:30: Silver’s (s)heroes and thoughts on leadership 35:10: Personal thoughts on parenting today

And, you might want to fast-forward starting at 36:30, because that’s where I sing to Silver again....

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Rachael Henke’s short title is just “brand” at Dell Technologies. Her formal title is long, but it’s a big job, for a big company: Director of Global Brand Advertising Content and Customer Engagement Storytelling. That means, per Henke, “everything we do is to elevate the brand.” While most everyone has heard of “Dell,” her job is to ensure everyone knows the larger entity – created from the merger with EMC some three years ago -- is actually “Dell Technologies” and that it’s gone from primarily computers to being “an end to end essential technology partner”. While computers are, as Henke says, “still a very critical part of our business, we really want to focus [on the] B2B space, showing how we’re driving innovation and emerging technologies across areas like cloud storage and AI.” For Henke, that means that while being part of the brand team for a 150,000-person global company is impressive enough, she’s also, necessarily, a woman who can use “hyperconverged infrastructure solutions” in a sentence. But it’s still a human-oriented brand, evidenced from top-down actions like Michael Dell donating $100 million dollars to pro social initiatives during our current COVID-19 crisis. So, in Episode 6 of Insider Interviews, Henke explains how her team approaches brand storytelling – turning complicated offerings into human-oriented content. Here’s a topline of our conversation, edited for clarity:

“Every day is different”: Henke’s days involve “conversations about what products are going to launch... and how that will turn into the vision where we're going... a lot of conversations around messaging and with customers to understand how our technology gets used.”

Applying Those Conversations To Content: Like TV spots that take the figurative (“is your business going in circles?”) and make it literal, like spokesperson/actor Jeffrey Wright going in circles and upstairs and coming back to the starting point, their B2B brand campaigns aim to showcase how they deliver on solutions, what’s innovative, “and connecting that solution to work for sales teams, too...And If there's a consumer campaign that works really well, it provides lift to our business side as well.”

That applies to small business as well: One example is working with ad agency MediaCom and audio company Entercom to create a virtual podcast conference, The PodFerence, to spotlight podcasts on relevant topics for customers.

Rinse and Repeat: Henke names brands and marketers she “keeps an eye on” and describes her own goals to balance creative and data: “One of the challenges that any brand marketer has is how the heck do you measure brand advertising, because you're not necessarily tied to a click, a call, a transactional sale. So we do a lot of measurement ...and also make sure we're not just looking at data in a silo [but working together with other divisions.]”

The Media and Marketing for Tomorrow: Will one of the world’s largest tech companies continue to put budget in linear? Henke is bullish on balancing linear and digital, especially when it comes to now on paused live sports. “It’s really timely to ask that because we are a PGA sponsor and have Dell Technologies Match Play which was supposed to take place in March. But I still feel like sponsorships will still be something strong and that we will continue because let's face it, people want sports more than ever.” We’re looking at continuing with linear, but figuring out where are people still watching? I think CTV and On Demand will absolutely be part of that mix as well.

For the future? “We truly believe that because of what has happened globally companies are looking at how they digitally transform in a way that makes sense, but also in a practical way. ...We want to make sure that our brand is there to be that partner for our customers as they need to make changes because the world will be different.

Balance and Togetherness: Balance – between divisions as well as between work and ho...

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Those tracking the uptake of podcasting, such as Triton, Edison Research and Podtrac, have encouraged advertisers to embrace the medium, especially since it hit critical mass of 100 million+ monthly listeners! But what about brands who want their OWN podcast for B2B purposes? In 15 minutes I’ll walk you through the WHY and the HOW of creating a B2B podcast for your company. And if you’re still overwhelmed let me know and we’ll handle it all for you! Here’s the scoop and the Episode 5 topline: Why a B2B podcast?

You have to be everywhere your customer may be, including in their ears, even if you’re speaking to a vendor, an agency or a potential new hire. “Picture a company’s most savvy seller whispering about a value proposition in the prospect’s ear”! Humanize an executive to drive trust and transparency Leverage the best platform for explanatory journalism! Attract employees by painting an audio picture of the company environment, like Xandr did with their Unsponsored Content show, or provide a thought-provoking platform to spotlight divisions or clients, such as the Floor 9 podcast from IPG Media Lab does!

Caveats:

Expectations should be managed: this is a longtail marketing tactic with a limited pool of listeners Start with the strategy! WHO do you want to have listen? WHY? WHAT with your content me? As Gimlet Managing Director, Matt Lieber, was cited, “What makes for a successful branded podcast are a lot of the things that make for a successful podcast period. If a brand wants to make a commercial that’s 20 minutes long, it will fail.”

The What:

Most B2B podcasts are interview style, except for those companies who may have a high-profile personality at the helm. (Think Gary Vee of Vayner Media!) What informative content is endemic to your brand’s expertise? (Example: ReWork podcast on productivity, from SaaS platform Basecamp).

Recording a B2B podcast for A+E and The Knot

How will you grow your podcast to help you grow business? (Example: The Wealth Without Wall Street team invites high profile guests , like Pat Flynn, in their work wheelhouse, and appear as guests on other podcasts, too like this episode of Dave Jackson’s School of Podcasting!)

The HOW:

It starts with your microphone! There are lots of suggestions you can easily Google, but here’s a snapshot: You might have had a studio at your offices...even an editor... but as we #WFH think bedroom! Think closet! Think where can you find sound absorption...Listen to Shelly Palmer’s advice to me and the sound difference in Epi 2 of Insider Interviews. You can record on an editing platform like Squadcast or Descript... then you’ll need to UPLOAD the audio file to a hosting site. If you want to try Blubrry use MOSSAPPEAL as your promo code for a discount, or look at Libsyn, BuzzSprout, Captivate and more. ..MARKET THYSELF! More hints and suggestions are in this 15 minute dump and download, from my experience to you.

And again, I’m here to help. If you’re in the media/marketing world with a senior executive who is guest-worthy please drop me a line or reach out on social media! If you want help creating your own podcast from scratch, happy to exec produce or host! LMK! E.B.

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As VP of data and research for NYI - the ad sales interconnect in the country's biggest DMA, Betsy Rella likes finding the stories in the numbers – the takeaways she extrapolates from surveys and data sets that NYI can use to grow the advertising business. And, at a time when the world, literally, is home and when those numbers say that New Yorkers are consuming more video than ever, that information is key. Since everyone in media/marketing is also playing catch up on their knowledge base and business insights, I asked Rella for a download on trends in consumption and a 101 on how media buys are planned and sold differently these days.

Always wanted a solid definition of "Impression-Based Buying"? You got it.

How that differs from "Holistic Media Planning"? Done. We also talked about the very definition of TV today, how media companies need to assess all the ways and places people are consuming video (and whatever they call TV), the rise of CTV ("connected TV") and why Cuomo Prime Time is consistently topping the ratings along with all kinds of news programs.

It's actually a little beyond a "101", so get the "201" on today's shifts in media buying and planning from a data and research exec who has worked at ABC, Lifetime, MTV, Weather Channel, Ispos and TiVo! Listen to the full podcast, and please subscribe wherever you love to listen (And speaking of RATINGS - a bunch of stars for Insider Interviews with E.B. Moss on Apple would be appreciated!) Key takeaways: On TV: "You could be watching on your TV set, you could be watching on your phone, you could be watching on your computer, you could be watching on your iPad. And Nielsen classifies different types of households: a home that is a cable home or an over the air home or a broadband only home. But people are still buying TV sets. So, in some ways it's still TV, but there’s more content is available, whether it's through ad-supported cable networks or paid channels.

On Impression-based Buying: "With the dawn of new technologies, phones, tablets and so on, and the ability for consumers to engage with content on all these platforms, the game has changed as has the need for advertisers to flight campaigns across these multiple platforms. Because, of course, if you can't measure it, you can't sell it! If you look at Nielsen data, overall time spent with video is relatively flat over the last two years. But what's changed is how people are viewing: we see a decline in live plus time shifted TV, but an increase in viewing on connected devices, smart phones and tablets. So, this begs the question, how do you measure all the viewing across these many platforms so you can report back to the client in a more unified way? Using impressions unifies linear and digital, and also eliminates any ratings discrepancies from using different universes."

On TV Consumption as we #StayHome: "Usage levels have surged across multiple day parts and it's not just adults -- we're seeing growth in teens and 18 to 34s as well. Ratings are up, of course, for news networks across the board, not only in early morning, but all dayparts, even overnight. as we're seeing people staying up later than they were before. We're seeing live TV up. DVR playback up. And streaming in New York is up 44%. That's a pretty big number and was measured just a few weeks ago."

On the Need for and Challenge of Holistic Media Planning: "Right now you get TV in one place, digital in another place. Ideally you would have one platform where everything's feeding into it in terms of your TV piece, your digital piece, your OTT piece, your set top box, video on demand piece. Part of it involves legacy thinking and workflows that have existed for decades, and quite honestly, the systems themselves. It all needs to feed into one platform so you're not operating on a siloed basis."

On Advertising and Brand Marketing Now: "Consumers say they want brands to share information on how they're supporting their staff ...

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Ironically, at a time when we cannot physically touch, adding a human touch is more essential than ever -- especially at work, even while we WFH. I turned to Erica Keswin, a “workplace strategist,” bestselling author and advisor to major companies aiming to improve performance by improving relationships.

There are plenty of tech stack suggestions for working from home, but once the software or the scanners are set up, how do we tackle the human side of remote work now and pivot in how we communicate?

Zooming in on Workplace Strategies with Erica Keswin and E.B. Moss

As a deeper dive to her recent webinar with The Female Quotient on some of the tenets of her last book, Bring Your Human to Work, Keswin shared more suggestions that companies can bank on. While her advice spans all industries, frankly everything a brand marketer does in today's COVID-19 environment has to be run through the lens of humanity.

The following time codes are points in the podcast of particular interest:

(2:30) “The definition of being human means honoring relationships -- with colleagues, your boss, the people that work for you, your customers.” (4:30) The impact of technology on our relationships – good and bad: “When ‘left to our own devices’ we're not connecting”. (7:55) Why bringing your human to work helps employee attraction and customer retention (8:30) Why communicating a brand’s values has to “get off the walls and into the halls”; in other words, from a framed set of platitudes to a select set of three or four values that are reflected by all it does and guideposts for marketing decisions. (10:05) The imperative of speaking in a human voice across all mediums of communication and why defaulting to the technological end of the spectrum are not best practices during socially distanced times. (12:00) How to start: tap all employees -- and even companies -- to gauge if values are resonating (15:20) Why even with the ability to connect these days through Zooms or Teams, it’s still best practices to “mind your meetings” and not be beholden to “business as usual” for the sake of having a meeting. (16:30) A refresher on the “three Ps”: purpose, presence and protocols. (18:25) Finally, Keswin, who will detail this is a forthcoming book, explains why a company needs to have rituals – like a “corporate habit” with a higher level of meaning -- which employees can count on.

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One of the smarter ideas I’ve had recently was to invite the even smarter Shelly Palmer to guest on this episode of the Insider Interviews podcast. I had an ulterior motive: I’d been challenged by my work-from-home (WFH) tech set up and he is the go-to guy for keeping us all on point.

Palmer, of CNN, CNBC, Fox 5 NY contributor fame, advises companies on their “digital transformation” and was also a LinkedIn Top Voice in Technology. And I needed help. Our conversation went from scientific explanations to fun anecdotes about his own podcast on the Westwood One network, Think About This with Shelly Palmer and Ross Martin, to the topic of his most recent interactive online chat, hosted on his new tech-focused social network, PGX: what a post-Corona Virus society might look like. Palmer is not shy about airing strong opinions without much prompting.

You'll hear thoughts, recommendations and advice on:

On Choosing One Tech Tool Over Another: (“In some cases, it’s just personal preference. In others it has to do technologically with where you are and what you're trying to do.” He uses Zoom for meet-ups with 150 or so attendees and Webinar Jam for one-to-many.)

On Adapting to Technology: (“People have been accepting of technical glitches that they never would have before... like when smartphones [drove] vertical video. It’s been fascinating to see how fast people are willing to adopt bad lighting, camera angles, and bad hair. It's fantastic because the most important thing is that we figure out how to be social animals in a time when COVID-19 is forcing us to be less social.”

On Using A Personal Tech Stack More Personally: ("If you're working for a bigger corporation, they'll likely dictate the VPN and office suite you're going to use. [A good choice] for small collaborative companies is Google Suite and have Slack running to interact with clients without having to send email. But a lot of clients are using Microsoft Teams. But when you're working totally by yourself right now, the most important thing you can do, I think, is send an email or a text message to everybody you know in the world -- and find out how they're doing.”)

On AI (replacing for journalists?!), and “Truthiness” in media, and if we will continue to Zoom like crazy?: That you’ll have to listen to the podcast for. Bonus: you’ll learn which recording platform I picked too.

And visit shellypalmer.com for his very robust list of resources for your own WFH tech set up. Whether or not it involves a podcast.

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With more media consumption projected during our current crisis -- and radio and podcast hosts perceived as companions -- I thought it was a fitting time to speak with someone who has spent an entire career in audio – from on-air in college to the C-Suite of major radio networks, to delivering multiplatform content aligned with high wattage personalities: Gary Krantz, chief executive officer of Krantz Media Group LLC (KMG).

Proof positive? One of the last times I hung out with Gary was alongside classic rock legends like Alice Cooper, Jimmy Page and Brian May, in London. But I digress....

Conal Byrne of iHeart Podcast Network with Gary Krantz

Krantz has taken entertainment companies and brands from conventional broadcast to digital business models and helped fuel the radio careers of such notables as Carson Daly, Ryan Seacrest and Rachel Maddow. In a conversation for Insider Interviews podcast, he explains how he leveraged his stick-to-itiveness to go from unpaid “gopher” to ultimately help run MJI Broadcasting (later acquired by iHeartMedia, where he became executive vice president of their Premiere division), on to president of Air America to chief digital media officer at Westwood One. We learn how his gut instincts led him to syndicate some of the biggest names and events on air and ultimately adding to the utopian landscape of podcasting, with the launch of half a dozen new podcasts, some in conjunction once again with iHeart, including The Fred Minnick Show and Politicon, hosted by Clay Aikens.

You'll want to listen to the whole conversation to get the inside scoop on radio from the 70s to today, and making moves in podcasting and syndication.

Here are the pictures, as promised in the episode!

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These days, every video provider is looking to land ad dollars with a one-two punch of broad but targeted reach for brand awareness, matched with proof of performance -- or business outcomes -- via addressability or attribution. A+E Networks calls the combo "Precision + Performance." In this bonus episode of Insider Interviews I thought it was important to get some terminology down for future episodes dealing with the business of television today. So, Ethan Heftman, senior vice president of Precision + Performance took me through the group's approach to me and also discussed A+E's first-to-market guarantees to advertisers of some select business outcomes. (The following overview of the conversation has been edited for clarity and brevity.)

I asked Heftman for specifics, starting with the way A+E defines attribution. "For us, it's … tying a media exposure on A+E Networks to a specific business outcome," he explained. "It's going beyond simply the discussion of what type of media metric we delivered [like an "impression"] to what type of action or behavior that impression caused. For example, is it fueling a behavior at the top of the funnel -- the awareness area -- or the middle, the consideration area. Or, is it impacting the bottom of the funnel, a sale or specific outcome type?"

A+E markets its Precision + Performance product as impacting outcomes in each of those three areas, versus just the expected top-of-funnel. Historically, "television hasn't been properly credited with outcomes in the real action area: driving a web visit, driving a store visit, driving a specific sale," Heftman said.

Next, Heftman explained A+E's view of precision and performance. "Precision is our advanced audience targeting tools; that is, through the use of advanced data sets — whether it's MRI, set-top-box data from an MVPD..., Axiom or Polk data, or first-party data that an advertiser provides us," he explained. "Performance are the tools that we use to discuss, find, and prove specific outcomes within that purchase funnel. The better job you do of identifying and finding those discreet audience segments, the better job you do of picking dayparts and programs that deliver against them, the better outcomes you will have."

Sort of like this: If I'm watching Married at First Sight on their Lifetime network -- and I'm not saying I do...well maybe I do -- A+E is willing to guarantee to the national retailer that advertises in that show and other Lifetime or A+E programming, that by precisely targeting people like me with some fancy data they can show that people like me went into that store or visited the retailer's site (performance). Guaranteed.

You really should listen to the entire episode for Heftman's explanations and insights. He also shared the categories that perform well and which platforms A+E can precision target (hint: all) and measure performance across (ditto!): "We've always been able to talk about performance outcomes in the digital space, in the OTT space. We believe that the real game-changer is being able to have that conversation in the linear space and then marry that with the existing conversation in digital and over the top."

A version of this bonus episode of Insider Interviews with E.B. Moss originally posted on MediaVillage 3/5/20.

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I'm a radio brat. We hijacked the common military slang for those who moved around a lot. In our case it was my Dad getting hired and the next bigger radio market...and the next bigger radio market. So, being "raised in radio" explains a little about the origins of this podcast - interviewing those in the media, marketing, advertising and entertainment industry. Because after following in my dad's footsteps to a radio career, I also found my own footing in television, publishing...and, yup, digital audio.

But just for backstory, my fledgling radio career in local New Jersey stations DID lead to a decent career in doing voiceovers in San Francisco...and even landing the same agent as Casey Kasem in Hollywood! But that's where it stopped...until I went behind the scenes, marketing radio, then television at E!, Lifetime and Food networks...and guess what? Then audio companies, too, like Westwood One and AdLarge.

That led me I began writing about the media and marketing industry ...and then as Managing Editor/Head of Content Strategy for Jack Myers' MediaVillage most recently I began interviewing everyone from agency leaders like Sir Martin Sorrell and brand experts like Bozoma Saint John; from the chief marketing officers of SAP to Sam’s Club, the NFL to Hershey’s.... All of this has helped me gain a pretty good understanding of not just how to speak with executives in almost any area, but to really recognize that today, companies all have to be able to embrace audio AND television AND print AND social media to get their business message out there. So that's what I’ll doing: using audio, and some long form show notes with lots of links to help you navigate information and interesting stories from thought leaders in all areas of the industry... with a little insight on who they are personally... and hopefully a little fun along the way. And, if you ever want to talk local radio from South Jersey to Southern California, let me know! If you have a suggested executive to profile, let me know! If you read that I'll be interviewing someone (I'll post via Twitter and other platforms), let me know what questions you want me to ask!

And all I ask is that I you listen to this all new Insider Interviews podcast, with me, E.B. Moss, and subscribe, share and, most of all enjoy!

E.B.

Insider Interviews with E.B. Moss: Recent Episodes

E.B. Moss