ANA Podcast Network: Recent Episodes
Association of National Advertisers
The ANA (Association of National Advertisers) is the largest marketing association in the U.S. With over 1,800 corporate members, hundreds of events per year, a robust marketing library, and on-demand training, the ANA is all about driving growth for you, your brand, and the marketing industry.
In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Raja Rajamannar, chief marketing and communications officer at Mastercard and president of the company’s healthcare solution, about the “Fifth Paradigm” of marketing.
That’s how Rajamannar describes the dozens of technologies ranging from robotics to the metaverse that he says will have a profound impact on how brands engage with their audiences. It’s the central thesis of his new book, Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow’s Consumers.
Rajamannar provides some major takeaways from the book and shares his thoughts on how marketers can strengthen their relationship with the C-suite and whether CMOs face an existential crisis.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Donna Lee Ubertalli discusses with host Ken Beaulieu the latest campaigns from Dana-Farber, the importance of brand value, how the organization supports local communities, and more.
The future has always been uncertain, but it feels like that uncertainty has increased dramatically over the last few years. The growing dichotomy of an evolving, tech-enabled future and a volatile market further stressed by failing institutions has left many marketers unsure of how to proceed. Shiva Mirhosseini, member of the Board of Directors for AAA and the chairwoman of the ANA Marketing Futures Committee, discussed this schism, and the mindset marketers need to adapt to answer the challenge at hand. She also described the beginnings of a new marketing playbook, one that could stand the test of time.
It has been more than four months since Russia invaded the sovereign nation of Ukraine. Thousands of Ukrainian soldiers and civilians have perished, millions of people have been displaced, and several cities, towns, and villages have been leveled beyond recognition.
Through the hell that is war, the Ukrainian Marketing Association (UMA) has endured and today stands as a beacon of light in an otherwise dark time for the country. Representing more than 1,000 marketers and over 100 marketing organizations across Ukraine, this professional membership group plays a critical role in advancing the marketing industry in Eastern Europe and raising awareness of trends in marketing and advertising.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, UMA President Iryna Lylyk joins host Ken Beaulieu to discuss how the organization is maintaining some semblance of normalcy, what’s she’s hearing from members, why the women of Ukraine are a constant source of pride, and more.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the Time To Vote movement with J.J. Huggins, who handles public relations and communications for Patagonia, and Bart Myers, CEO of Countable.
In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Laura Korchinski, VP of account services and head of the U.S. operation at Visual Latina, a global agency whose clients include Coca-Cola, Kellogg’s, and Mondelez International. While some brands recognize the need to change their marketing strategies to cater to profound changes in demographic, identify, and community, Korchinski says that other companies continue to traffic in stereotypes and fail to acknowledge that no culture is a monolith.
Artificial intelligence word generation is one of the newest developments that are shaking up how many marketers approach their business. Don’t believe me? Consider the fact that I didn’t write that last sentence; an algorithm did. Katrin Ribant, CEO of Multifaktorial and angel investor to the AI platform Anyword, shared how that particular platform was “trained” and gave us a behind-the-scenes look at how it works. We also discussed what new advancements could come on the back of AI voice generation, and the threat of inherent bias in AI systems.
In an age of political polarization and disinformation, companies looking to build trust with stakeholders would be wise to consider the advice of Dr. Yoram Solomon. Not only has he been studying trust for more than a decade, he wrote The Book of Trust, considered the most comprehensive tome ever written on the topic. He is also author of the book series Can I Trust You? and hosts The Trust Show podcast.
Trust is the foundation of everything, Dr. Solomon admits. Research shows that a trustworthy salesperson can sell the same product for a 29.6 percent higher price than an untrustworthy salesperson, while a trustworthy leader can increase productivity by 64 percent. Moreover, trustworthy CEOs generate 286 percent better shareholder returns than those considered untrustworthy.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Dr. Solomon to learn why trust is rapidly eroding throughout the country, the habits of the most trusted organizations, the role trust plays in driving brand purpose, and more.
In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Jason Cerok, partner at McKinsey & Co., about how CMOs and marketers can get a better handle on martech. As their tech stack grows, marketers often suffer from “analysis paralysis” and have trouble connecting all the digital dots. Cherok shares five key building blocks for data martech enablement and talks about how marketers can bring a lot more stability to what can often be an unwieldy situation.
In our latest episode of ANA Champions of Growth, host Matthew Schwartz speaks with Brian Solis, VP-global innovation evangelist at Salesforce, about digital empathy, or how brands connect with the person behind the data. Taking a human approach to distributing branded content — and being less in thrall to the algorithm — is fine. But digital empathy is more an opportunity for marketers to reset their priorities when it comes to how they communicate with their audiences and reach new ones. Solis discusses what’s behind digital empathy, how marketers learn how to express it, and why artificial intelligence (AI) is not the cure-all for messaging in a post-digital age.
In our latest episode of ANA Champions of Growth, host Matthew Schwartz speaks with Brian Solis, VP-global innovation evangelist at Salesforce, about digital empathy, or how brands connect with the person behind the data. Taking a human approach to distributing branded content — and being less in thrall to the algorithm — is fine. But digital empathy is more an opportunity for marketers to reset their priorities when it comes to how they communicate with their audiences and reach new ones. Solis discusses what’s behind digital empathy, how marketers learn how to express it, and why artificial intelligence (AI) is not the cure-all for messaging in a post-digital age.
The practice of innovation is mythicized in many organizations. Many consider it ephemeral, something artsy-type folks do in big conference rooms amid a storm of post-it notes. In reality, innovation is a process like any other, grounded in concrete, repeatable steps that just about anyone can learn, and ultimately perfect. So, if that’s the case, why are so many marketers struggling to drive meaningful innovation within their organizations? Our guest today has a pretty good idea. Tony Ulwick, CEO, and founder of Strategyn, has developed a process he calls “Outcome-driven Innovation,” which starts with customer needs, and ends with solutions that move the needle for brands. Tony and I unpacked why innovation efforts so often go astray and discuss the steps marketers can take to truly master the practice.
It has been more than four months since Russia invaded the sovereign nation of Ukraine. Thousands of Ukrainian soldiers and civilians have perished, millions of people have been displaced, and several cities, towns, and villages have been leveled beyond recognition.
Through the hell that is war, the Ukrainian Marketing Association (UMA) has endured and today stands as a beacon of light in an otherwise dark time for the country. Representing more than 1,000 marketers and over 100 marketing organizations across Ukraine, this professional membership group plays a critical role in advancing the marketing industry in Eastern Europe and raising awareness of trends in marketing and advertising.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, UMA President Iryna Lylyk joins host Ken Beaulieu to discuss how the organization is maintaining some semblance of normalcy, what’s she’s hearing from members, why the women of Ukraine are a constant source of pride, and more.
For the first time in nearly a decade, United Airlines has launched a major national ad campaign. Titled “Good Leads the Way,” the multi-pronged, integrated campaign is a case study in how to evangelize a brand’s purpose through great storytelling.
Developed in partnership with the creative agency 72andSunny, the inspiring and well executed campaign shines a light on the airline’s large ambitions and its mission to be a force for good on their planes and in the world. The creative also shares how the airline is meeting the needs of its employees, customers, and local communities.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Maggie Schmerin, managing director and head of global advertising and social media at United, provides insight on the purposeful campaign with host Ken Beaulieu.
We speak with Jennifer Mulholland and Jeff Shuck, co-founders of Plenty Consulting, to learn why wellbeing is a fundamental key to a purpose-driven organization, the importance of being led by “conscious leaders,” why it’s so critical for leaders to clarify what they truly care about before tackling purpose initiatives, and more.
The practice of innovation is mythologized in many organizations. Many consider it ephemeral, something artsy-type folks do in big conference rooms amid a storm of post-it notes. In reality, innovation is a process like any other, grounded in concrete, repeatable steps that just about anyone can learn, and ultimately perfect. So, if that’s the case, why are so many marketers struggling to drive meaningful innovation within their organizations? Our guest today has a pretty good idea. Tony Ulwick, CEO, and founder of Strategyn, has developed a process he calls “Outcome-driven Innovation,” which starts with customer needs, and ends with solutions that move the needle for brands. Tony and I unpacked why innovation efforts so often go astray and discuss the steps marketers can take to truly master the practice.
In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Mary Engle, executive vice president of policy at BBB National Programs, about how CMOs can enhance their brand safety efforts. As the metaverse ascends, brands and organizations will have to make some tough decisions about how to engage consumers virtually while at the same time maintain their brand integrity in what is largely an unregulated environment. The metaverse adds to a dizzyingly complex landscape for CMOs when it comes to brand safety and making sure their advertising doesn’t end up adjacent to vituperative content online or misleading information.
For months, the metaverse has been the talk of the marketing world; an impressive feat from something that technically doesn’t exist yet. Jason Velliquette, Head of Digital for R3, joined the podcast to explain what a true metaverse will look like, and how brands can start to prepare for that virtualized future. He also described the mindset marketers should take when exploring new trends and technologies and shared some of his favorite metaverse activations to date.
Champions of Growth Podcast - How Brands Enhance Their Sustainability Efforts by Association of National Advertisers
Purpose has become something of a fad and a victim of its own success. That is the premise of an article from Harvard Business Review titled “What Is the Purpose of Purpose?”. Written by four thought leaders in the space, the article surmises that purpose remains a confusing subject, and that companies too often struggle to authentically articulate and act on their reason for being beyond turning a profit.
To help executive leaders make sense of purpose and its role in driving business strategy, the article lays out a framework for evaluating three types of purpose and what companies typically get wrong about each of them. Anchored in great examples across industry sectors, the piece also presents a five-step process for finding a corporate purpose, including questions to help reach consensus on the most effective definition.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses key aspects of the article with two of the authors: Jonathan Knowles, founder of the strategic advisory firm Type 2 Consulting, and Hannah Groves, a former global CMO of State Street and a nonexecutive director of Aberdeen.
In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Danny Nail, director of global ABM and Center of Excellence Leader at Salesforce, and Gemma Davies, head of global ABM and executive engagement at ServiceNow, about how CMOs sharpen their account-based marketing (ABM) strategies.
In this episode of Champions of Growth, Mathew Sweezey, director of market strategy at Salesforce, and partner in the Salesforce futures lab, joins host Matthew Schwartz to discuss how CMOs can bolster their content marketing strategy and where every company is a media company, like it or not.
When the Weather Channel was acquired by IBM to become the Weather Company, many in the industry thought it was a curious move at the time. However, when overlaying massive amounts of weather data on top of the tech giant’s already considerable repository, an entirely new dimension of insights emerged. Sheri Bachstein, CEO of the Weather Company and General Manager of IBM Watson, discussed what it was like to be behind the scenes during the acquisition and transformation of the Weather Company, explained the concept of “Selfless Innovation,” and shared stories from her time as a storm chaser.
Beyond Profit - Deloitte’s Chief Purpose Officer by Association of National Advertisers
Beyond Profit - Building a Strong Employer Brand by Association of National Advertisers
The term “digital native” gets thrown around a lot, but our guest today truly personifies the term. George Popstefanov, founder and CEO of digital agency PMG, learned coding—in a foreign language, no less—when he was just a kid, and was part of his university’s second-ever class of e-business majors. George discussed the advantages digitally native companies have when entering non-digital spaces, shared PMG’s “three horizons of innovation,” explained his take on the Great Resignation, and more.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Jed Selkowitz, SVP and CMO at Americares, to discuss the organization’s response in Eastern Europe and how brands can support the relief effort.
No industry has experienced cataclysmic change as a result of COVID-19 quite as much as the healthcare industry. Remote doctors’ visits went from niche offering to table stakes literally overnight, and that’s just the tip of the iceberg. However, our guest today is leading a change in healthcare that began long before the pandemic. Brian Deffaa, CMO of LifeBridge Health, has been on a mission to bring innovation to the healthcare industry for years. He discussed the reasons for disruption that go beyond the pandemic, offered tips marketers could learn from the healthcare industry, and shared the incredible story behind his passion to bring high-quality healthcare to everyone.
In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Matthew Lieberman, CMO of PwC U.S. and Mexico, about how CMOs can reverse the decline in CMO tenure, learn to become businesspeople first and marketers second, and take on more of a leadership role throughout the enterprise.
Our guest today works for an organization with disruption in its DNA. Colin Mitchell is the Chief Innovation Officer at Vice Media Group and Co-President of Virtue. Colin shared his unique perspective of running a creative agency inside of a media company and discussed some of the typical innovation hurdles he helps marketers clear every day. We also talked about the Vice Verse, Vice Media Group’s brand new foray into the Metaverse, and why the rise of the metaverse will eventually make the social media revolution feel like a mere ripple.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the Good-Loop platform with cofounder and CEO Amy Williams, and gets her thoughts on the disconnect between how brands talk about purpose and the messaging they convey to consumers.
Advancing Diversity, Equity and Inclusion (DEI) is one of the toughest challenges facing the marketing and advertising industries. It’s also an ample opportunity for brands and organizations to shed antiquated thinking and shift their mindset when it comes to how they engage multiple stakeholders, ranging from employees to suppliers to partners.
In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Natasha Miller Williams, head of diversity and inclusion at food company Ferrara, and Bill Duggan, group executive VP at the ANA, about how CMOs and brand managers create a strategic framework for DEI and develop a keener sense of belonging throughout the enterprise.
It's our 50th episode!
Dr. Bronner’s prides itself on making a positive impact on the planet through regenerative and sustainable business practices. Well known for its unique label, which broadcasts the founder’s “All One” philosophy of life, peace, and tolerance, Dr. Bronner’s executes its purpose through six cosmic principles. They include “Treating employees like family,” “Do Right By Customers,” and “Fund and Fight for What’s Right.”
The remarkable evolution of Dr. Bronner’s from radical vision to industry leader is brought to life in the book Honor Thy Label, by Gero Leson, VP of special operations at the company. Since 2005, Gero has become a pioneer in the movement to socially just and environmentally responsible supply chains. He joined Ken Beaulieu, host of the Beyond Profit Podcast, to discuss the company once described as a for-profit with the DNA of a nonprofit.
Why don’t more B2B companies go deeper with branding? With buyers increasingly in control of the purchasing process, B2B companies need to shift more of their ad dollars to branded advertising so they could tell their story and better distinguish their value. B2B marketers who stick with the status quo and continue to rely on lead-gen advertising may be at risk, as their customers and prospects look to connect on a more human level.
In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Doug Novack, managing director, business and industrial markets at Google, and Peter Dewey, managing director and partner at global management consulting firm BCG, about how B2B firms can enhance their branding efforts, create more of an integrated approach to customer engagement, and drive better marketing outcomes.
The United States Postal Service is older than the US itself, but that doesn’t stop the agency from continually evolving how it serves customers and advertisers alike. In recent years, technology has changed what’s possible in direct mail marketing, giving marketers options beyond coupons and promotions. Chris Karpenko, Executive Director of Brand Marketing at the United States Postal Service, discussed the changes to direct mail marketing over the years, shared some new innovations being rolled out by the company, and gave us an idea of what the Postal Service could look like in 5 to 10 years.
For more information, visit: www.uspsmailjourney.com www.uspsdelivers.com
B2B. B2C. It’s getting harder to delineate between the two disciplines. Do marketers need a new nomenclature (and change of thinking) when it comes to how to engage with their audiences? In our latest episode, host Matthew Schwartz talks with Dean Aragon, CEO & Vice-Chairman of Shell Brands International AG, about how CMOs can start to build a brands-for-humans strategy and why doing so could spell bigger marketing budgets.
This week on "Beyond Profit," we are joined by Nicolas Chidiac, brand and customer experience strategy lead at Razorfish North America, shares his thoughts on why skepticism around purpose is growing, how brands can meet consumers’ purpose expectations, and much more.
Over the past 10 years, data has become a superpower for marketers. But, as a certain web slinger’s uncle once said, “with great power comes great responsibility,” and let’s be honest – brands haven’t always been the most responsible with the oceans of data at their disposal. Ceding control to tech giants like Apple and Google has left our industry in limbo, as third-party cookies are set to disappear, completely upending the current ecosystem. Our guest today says it’s time for marketers to take back control of their destiny. Arun Kumar is the CTO of IPG and the CEO of Kinesso, a data-driven marketing platform. Arun shared his opinion on how our industry became so dependent on a handful of tech companies, and what marketing leaders can do about it.
Inspiring people to connect in a more meaningful way is core to the marketing and branding efforts at Cox Communications, the largest private telecom company in the U.S. Behind the work of Gaston Vaneri, SVP of brand, Cox is bringing people closer together to build a better future through broadband applications and services.
This week on Beyond Profit, a podcast of the ANA Center for Brand Purpose, Gaston joins host Ken Beaulieu to discuss Cox’s brand positioning and how it’s bringing people closer and changing the reputation of the telecom industry.
We all could use a laugh nowadays...right?!
In our latest episode, host Matthew Schwartz talks to Jenna Lebel, CMO at Liberty Mutual Insurance, and Steve Cody, founder of PR and marketing agency Peppercomm (and a stand-up comedian) talk about using comedy in marketing and advertising and why finding the funny can be serious business.
The marketing world is often siloed into two groups: the business side and the creative side. But today’s guest is proof that when those two sides combine, there’s the potential for magic—or at least really great marketing. Thas Naseemuddeen is the CEO of Omelet, an independent creative agency that specializes in bridging the gap between creative freedom and business strategy to deliver results for their clients. Thas discussed the personal and organizational challenges to combining creativity and business savvy, and shared the “secret sauce” behind the agency’s success.
It’s a streaming world. Marketers just live in it. In the latest edition of the Champions of Growth Podcast, we discuss the rapid growth of streaming TV and how Netflix, Hulu, HBO Max et al. are having an impact on how brands develop, budget, and distribute their advertising. And while streaming networks are commanding a lot more time and attention, it’s also important that marketers not write off linear TV just yet.
Melissa Anderson, cofounder and president of Public Good, sits down with host Ken Beaulieu to learn more about the organization, how brands can start a social movement by becoming braver, the keys to driving action for a purpose-driven campaign and measuring success, and much more.
Marketing research is a vital tool in any marketer’s kit, and today’s guest has created a research firm unlike any other. Duane Varan, founder of MediaScience, has invested every penny of profit back into the business, creating a company that rivals, and often surpasses, the amount of research being done by top universities around the world. In total, the team at MediaScience has authored more than 100 academic publications, a staggering amount for a non-academic institution. Duane explained the role neuroscience plays in his research, discussed the company’s latest venture, HARK Connect, and shared some fascinating facts about one of his favorite subjects: Chicago crime boss Al Capone.
This week on "Beyond Profit" host Ken Beaulieu catches up with author and purpose pioneer Thomas Kolster to discuss growing consumer cynicism toward brand claims about the good they do, the evolution of purpose, and the importance of responding to cultural movements.
In the latest edition of the Champions of Growth Podcast, we explore the customer experience (CX).
For CMOs, the customer experience seems pretty straightforward: Make sure consumers have an easy, “frictionless” time engaging with the brand, from the in-store experience to call centers to return policies. It’s a lot more challenging than it sounds and CMOs continue to struggle with how to calculate CX returns.
How do marketers change the tune — and convince C-level executives there’s real value in delivering a differentiated customer experience?
General Motors, maker of the Chevrolet, Buick, GMC, and Cadillac brands, is hitching its wagon to an all-electric fleet by 2035.
To bring its vision to life with consumers and customers and create a social movement around electric vehicles, GM is turning to entertainment marketing with the help of Los Angeles-based Branded Entertainment Network.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu welcomes Sarah Schrode, head of entertainment and influencer marketing at GM, and Erin Schmidt, chief product placement officer at Branded Entertainment Network, to discuss GM’s path forward, the value of entertainment marketing, and more.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu welcomes Dan Grimm, distinguished executive in resident at the Rutgers Institute for Corporate Social Innovation, to discuss its important work and how brands and businesses can become forces for good.
Third-party cookies may be sticking around for a while longer, but the writing is on the wall for digital marketers—their world is about to change. However, while tech giants like Facebook and Google determine what the future of digital advertising will look like, marketers don’t have to wait on the sidelines. Stephanie Bohn, Global Chief Brand Officer at VidMob, joined the podcast to discuss the company’s latest report – “The Essential Guide to Signal Loss for Digital Marketers.” This report acts as both an explainer for what’s happening in the world of digital consumer tracking, and an introduction to a new kind of first-party data: Creative Data.
In the latest edition of the Champions of Growth Podcast, we take a look at the various efforts by the ANA Educational Foundation to promote a career in marketing and advertising and what CMOs and brand mangers can do to boost their recruiting and retention strategies.
Moving onto a new social platform can be a harrowing experience for any brand. A lack of understanding of the platform, inauthentic messaging, or plain tone deafness can spell disaster for a business looking to reach their consumers in these spaces. So, when Nerf took the plunge and joined Tik Tok, they knew they had a challenge ahead of them. Teaming with Tik Tok advertising maestros, Movers+Shakers, Nerf set out to find someone native to the platform to lead the way for them; in other words, their very own Chief Tik Tok officer.
This week we catch up with Kat Krieger, senior director of MarComm and membership at Together for Safer Roads, and Walle Mafolasire, founder and CEO at Givelify, to learn more about their inspirational work and purpose journeys. Lana McGilvray, CEO and founder of Purpose Worldwide, also joins us on a stacked Beyond Profit.
Joseph Jaffe, host of Joseph Jaffe is Not Famous, returns for part II of our very special episode of the Marketing Futures podcast. In it, Joe discusses how he’s leveraging cryptocurrency to deepen engagement with his digital community, and what marketers could learn from this burgeoning technology space. Finally, he explains why diversity, equity, and inclusion is the path to the future for businesses and people alike.
MotivBase CEO Ujwal Arkalgud joins host Ken Beaulieu to discuss the critical nature of his work, why brands should understand the language they use in storytelling, the role meaning plays in driving brand purpose, two trends we should keep an eye on, and more.
Marketers need a new meal plan. And fast.
The gradual end of third-party cookies is upending the world of addressable media. Host Matthew Schwartz is joined by MediaMath's Joe Zawadzki, Forrester Research's Joanna O'Connell, and ANA's Bill Tucker to discuss what a cookie-less world means for marketers and how they get ahead of it.
Joseph Jaffe is an author, CEO, futurist, disruptor, and now, a late-night talk show host. During the pandemic, he launched “Corona TV” to give himself—and the marketing world—something to do. Now, over 150 episodes later, the newly rebranded “Joseph Jaffe is Not Famous” is a show about hope, positivity, optimism, and, if there’s time for it, marketing. This jack of all trades discussed the creator economy, streaming, cryptocurrency, diversity, and more in a special two-part series of the Futures Podcast.
Cubist Martini founder Brad Brinegar drops in to chat with host Ken Beaulieu to discuss the expectations of Gen Zers, how brands can achieve sustained growth through a focus on purpose and values, and more.
Personalization in marketing is nothing new; since the dawn of the internet, brands have been able to customize messaging to specific groups or even individuals. However, we haven’t always used this engagement superpower for good. Many brands have been guilty of getting a little too personal and creeping out their customers in the process. But today’s guest says there’s a bright future for personalization as a cornerstone to modern marketing. Mike Barclay of MoEngage joined the pod to discuss the highs and lows of personalization, and what brands born before the dawn of the internet can do to get in on the personalization game.
Harjot Singh Saluja, cofounder and CEO of Reach Mobile, shares the backstory on the launch of the company, the importance of being a values-driven business, its partnerships with nonprofits, and more.
In 2020, upwards of 845,000 weddings were canceled due to COVID-19. However, many brave couples decided their love couldn't wait, even if their friends and families couldn't be there with them to celebrate. Jared the Galleria of Jewelry stepped up to help these of couples make their dreams come true with a seamless and personalized virtual wedding platform, complete with customizable invitations, streaming, and celebrity advice and officiants. Alan Gravely, VP of Marketing and eCommerce for Signet Jewelers, took us behind the scenes and explained how the platform and campaign came together within a matter of days.
In the latest edition of the Champions of Growth Podcast, we take a look at the ongoing proliferation of in-house agencies and how the trend is upending traditional agency-client relations.
Abby Hirschhorn, cofounder of Human Intelligence, explains why the most successful brands are human-to-human centric, how to discover a brand’s purpose, and the benefits of being a purposeful brand.
It’s safe to say that 2020 was a surreal year for everyone, but for Dave Mering, founder of the Mering Agency, a Shipyard company, that doesn’t begin to describe it. His agency works almost exclusively with brands in the travel and tourism industry, and as the world began to shut down due to COVID 19, 100 percent of his clients pulled all advertising, as consumers were asked to stay home. Dave and his agency faced massive challenges, but with agile operation and innovative thinking, they were able to create compelling work that kept tourist destinations top of mind without actually encouraging them to travel.
Brian Tomlinson, director of research of the CEO Investor Forum at Chief Executives for Corporate Purpose, discusses why companies that score high on corporate purpose metrics outperform their low-scoring counterparts on common measures of financial performance, market valuation, and shareholder value creation.
Today’s guest is Erich Joachimsthaler, CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.
In the latest edition of the Champions of Growth Podcast, Brent Miller, senior director, global LGBTQ+ equality; creative content and partnerships at Procter & Gamble, and Lisa Kenney, CEO of Reimagine Gender, discuss the rapidly evolving changes in gender-related marketing and what they mean for consumer-facing brands and organizations.
Author Minter Dial discusses his new book, "You Lead: How Being Yourself Makes You a Better Leader", how brands can hit on the right purpose, why having a chief ethics officer raises red flags, and more.
Our industry has a diversity problem. The lack of equity and inclusion on marketing teams – particularly leadership – is why today’s guest stopped waiting for a seat at a table and built her own. Selle Evans is the founder and CEO of Masterly Business Solutions, a marketing agency focused on leveraging personalization to grow brands. Selle and Mike discussed the power of personalization, common mistakes companies make in their early stages, and the romantic power of Mix CDs.
Youth activism is on the rise. From climate change and inequality to health care and immigration, young people are making their voices heard on the most pressing issues of our time.
For the past decade, Seth Maxwell has played a lead role in empowering youth to champion causes they care deeply about, just like he has. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Maxwell joins host Ken Beaulieu to discuss his work building the next generation of socially conscious activists through his two nonprofit organizations: Thirst Project and Legacy Youth Leadership.
“Transformation” is a word that comes up quite a bit in the marketing world, and with good reason. Consumers, technology, and society at large are evolving at such a rapid pace, making minor adjustments and updates to your brand is no longer sufficient. Our guest for this episode, CFA Institute CMO Michael Collins, is no stranger to the “dirty work” of transformation. Michael shared how he reinvented the marketing function at CFA Institute and streamlined a team of 120 marketers working in dozens of regions across the globe.
Over the past 15 years, 20 percent of all newspapers in this country have shuttered, and more than 1,300 communities now are classified as local “news deserts,” fueled by a staggering decline in revenue and ad spending and the advent of non-traditional news sources. Data also shows there are 47 percent fewer journalists in the U.S. than in 2005, and consumer trust in the media is fading like newspaper bureau offices. To combat this decline, the Boston-based advertising agency Allen & Gerritsen launched Protect Our Press, in partnership with Boston Globe Media. The initiative aims to reinvest ad spending in local newsrooms and have agencies, brands, and publishers pledge their participation or commitment. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu welcomes three guests to discuss the state of local journalism and the advent of Protect Our Press: Andrew Graff, CEO at Allen & Gerritsen; Kayvan Salmanpour, chief commercial officer at Boston Globe Media; and Chris Scott, enterprise editor at The Lowell Sun in Lowell, Mass.
Patagonia needs little introduction. It is one of the most socially conscious and successful brands in the world. As part of its evolution, the company recently changed its purpose statement to: “We’re in the business to save our home planet.” In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Patagonia’s director of philosophy, Vincent Stanley, explains what that purpose means for a company in business to sell clothes, how the brand redefines responsible business in a time of ongoing social and ecological crisis, and the next steps in Patagonia’s journey to make a difference.
Mastercard’s chief marketing and communications officer, Raja Rajamannar, believes marketing is facing a bona fide crisis, and only a complete reinvention will allow marketers to be successful. He provides a detailed path forward in his new book Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers. Few marketers are as qualified as Rajamannar to talk about the transformation of marketing and the power of brand purpose. The president of the World Federation of Advertisers, Rajamannar was named by Forbes as one of the most influential CMOs in the world, and his work has been taught at more than 40 leading management schools around the world. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Rajamannar joins host Ken Beaulieu to discuss Mastercard’s focus on purpose, the key takeaways from his book, and the lessons he’s learned as a giant of the marketing industry.
Mailchimp’s latest campaign, “Big Change Starts Small,” developed in partnership with the creative agency Kin, highlights an adaptable model for corporate citizenship that businesses can adopt to improve their own communities. This unique initiative is about growing and educating small do-gooders everywhere — the epitome of using purpose to drive action. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Lain Shakespeare, senior head of corporate citizenship at Mailchimp, and Kwame Taylor-Hayford, cofounder of Kin, join host Ken Beaulieu to discuss the thought process behind Big Change Starts Small and the rise of corporate citizenship.
IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.
Over the past two decades, J.C. Lapierre has held many positions at PwC, but her current roles as chief communications officer and strategy leader have earned her a seat at the table with other U.S. business leaders. Host Ken Beaulieu catches up with J.C. to discuss the company’s purpose, its diversity and inclusion efforts, how the company is driving positive change, and more.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu is joined by Lisa McLeod as she discusses her latest book, Selling with Noble Purpose, as well as the rise of the purpose movement, storytelling, and more.
While many of us would like to erase the past year from our memory banks, the world did see a greater focus from brands to become more purposeful in 2020. Join host Ken Beaulieu as he discusses the year that was with Jeff Fromm, author of The Purpose Advantage.
In 2020, as the world was on lockdown, consumers reignited an old relationship – with their TV, that is. Today, we’re joined by Bob Ivins and Jo Kinsella of TVSquared to discuss the rebirth of television, and what it means to advertisers. Bob and Jo explained why Direct-to-Consumer brands are turning to TV in droves and gave their opinions on when we might finally see fully-addressable TV ads.
Host Leah Marshall welcomes Adrienne Ingoldt, interim CMO at Jack in the Box to discuss Jack’s unique approach to marketing innovation, creativity and Brand Experience.
Saying goodbye to 2020! On this year's last episode, we catch up with Whitney Dailey, VP at Porter Novelli, who leads purpose marketing at the agency, to discuss its latest research and the obstacles that often prevent business executives from taking a stand on social issues.
What if I told you that every computer system on the planet had roots that stretched all the way back to 350 BC? Aristotle, a Greek philosopher who laid the foundation for much of modern Western thought, developed the concept of binary logic – that everything is either A or not-A, or to put it in more familiar terms, 1s and 0s. And while this system has served us well through the late 20th and early 21st centuries, the development of AI and Machine Learning has exposed a dangerous flaw in binary logic – collecting data in this black and white, yes or no fashion has perpetuated bias in AI systems.
Our guest today is Twain Liu, an inventor, engineer, and the former UBS board observer for more than 20 major tech investments. Twain discussed why binary logic is insufficient when trying to replicate the human thought process in machines and explained how da Vinci’s Vitruvian Man and R2D2 from Star Wars, both played a pivotal role in her journey to developing a more human AI.
With a focus on experiential marketing, Nestle USA employs brand activation marketing strategies that drive business and brand growth through innovation, creativity and experience. Jamey Sunshine, head of experiential marketing center of excellence at Nestle USA joins Gena Casciano, director of brand activation marketing at the ANA for a candid discussion.
Emily Callahan, CMO at ALSAC - the $1.7 billion fundraising and awareness foundation of St. Jude's Children's Hospital joins Ken Beaulieu to discuss ALSAC’s marketing operations, innovation, how purpose guides her 150-person team, collaborations with other organizations, and more.
Moen, the leading consumer faucet brand in North America, is determined to help preserve and protect the planet’s most valuable resource and improve how people interact with it through a project called “Mission Moen.” In fact, the brand is looking to help conserve one trillion gallons of water over the next decade through its leading-edge technologies and education. In this episode host Ken Beaulieu catches up with Mark-Hans Richer, chief marketing and innovation officer at Fortune Brands Global Plumbing Group, to discuss Moen’s commitment to water conservation, how business leaders can address pressing problems, and more.
Marketers are constantly struggling to take the oceans of data at their disposal and figure out what to do with it. Adding to the challenge are data privacy laws like GDPR and CCPA, which threaten to turn brands’ first-party data from an asset to a liability. To provide our listeners with some clarity on the subject, we spoke with Affinity Answers, a marketing data science company that focuses on identifying and activating the right data for brands.
Sree, Josh, and Jack of Affinity Answers discussed the difference Deterministic vs. probabilistic, offered tips for working with data scientists, and stressed why marketers should pivot their data focus from “knowing” to “understanding.”
Artificial Intelligence touches just about every facet of our modern lives, and its effect on marketing cannot be overstated. So, when you want to learn about what’s now, new, and next in AI, who do you turn to other than the folks that are building it? Today we’re joined by Antonio Maiorino and Alberto Mario Pirovano of Helixa, to talk about the evolving world of marketing automation, from next-gen chatbots to natural language processing. The two shared a peek behind the curtain on new developments in the company and discussed what other innovations could come from cracking the code of processing natural language.
Founder and chief playmaker of Life is Good Playmakers, Steve Gross, joins host Ken Beaulieu to discuss this life-changing program which creates safe and loving environments for over 1 million kids a year to learn, heal, and thrive.
From its inception, the Marketing Futures Podcast has always championed diversity and inclusion, recognizing their vital role in innovation, and creating a better tomorrow in general. Today, we have the pleasure of speaking with someone who’s helping brands live their ideals. Our guest for this episode is Terrence Clark, President and CEO at The New York & New Jersey Minority Supplier Development Council. Terrence certifies businesses owned by ethnic minorities, works to put them in the position to take advantage of market opportunities, and connects those companies with a network of major corporate members looking to diversify their supply chain. Learn how the NYNJMSDC accelerates the development of ethnic minority-owned companies, and how brands can play a role in diversifying the industry.
Host Ken Beaulieu welcomes Curaleaf CMO Jason White on this episode of "Beyond Profit" where they discuss the company's purpose, its marketing strategy, bias in advertising and much more.
Former chief ethics officer at AirBnB Rob Chestnut joins the podcast to discuss his new book, "Intentional Integrity: How Smart Companies Can Lead an Ethical Revolution" and to discuss why acting with integrity is a business advantage.
Spark, a New Zealand-based telecom company in the midst of a rebrand, created a truly inspiring app that sits at the nexus of purpose and next-gen technology. Kupu uses AI-powered machine learning to understand objects in photos and translate them into te reo, the language of the indigenous Māori people, in real time. Our guest, Dan Wright of Colenso BBDO, shared the inspiration behind the Kupu app, explained the tech behind it, and discussed the importance of this app, not just for the Māori people, but for all New Zealanders.
“Kupu by Spark” is an ANA ECHO Award-winner in four categories: Technology and Communications, Best Use of Mobile, Best Campaign for CSR/Social Good, and Best Use of Emerging Technologies. The ANA Awards program celebrates great marketing and innovative thinking from the industry’s leading brands. For more information on the ECHO Awards, go to echoawards.org. For more information on the ANA Awards program in general, go to ana.net/awards.
People who are deaf or hard of hearing lack the innate ability to know what's going on around them because much of that situational awareness is driven by the ability to hear. Corrine Feight and Kristen Bell of Area 23 set out to find a way to help this community through technology and began a fateful journey that culminated in the creation of “See Sound.” See Sound by Wavio uses AI-powered machine learning to listen for common household sounds, such as glass breaking or a baby crying. Once detected, the technology sends a tailored smartphone notification to the user. Corrine and Kristen discussed the inspiration for the project, explained how AI was “trained” to recognize and differentiate sounds, and described the meeting that took See Sound from idea to reality.
See Sound is the ANA Multicultural Excellence Award Grand Prize Winner in the People with Disabilities category. The ANA Awards program celebrates great marketing and innovative thinking from the industry’s leading brands. For more information, go to ana.net/awards.
Judy Sroufe, VP of brand marketing and communications at Standard Textile, joins the podcast to discuss the how the company defined its purpose, gained internal consensus for it, and the lessons learned along the way.
Estrella Jalisco, an beer under the Anheuser-Busch family of brands, noticed that the autocomplete function when typing "Mexicans are" in the Facebook search bar revealed very negative results that did not reflect the truth about Mexican culture. The brand embarked on a mission to change the negative stereotypes through “Share for Good,” a next-generation content marketing campaign, partnering with Mexican artists, filmmakers, designers, and creators to unleash a tidal wave of positive, inspiring content about Mexican people and culture.
This is the inaugural episode in partnership with the ANA Awards program, which celebrates great marketing and innovative thinking from the industry’s leading brands. For more information on ANA Awards, visit ana.net/awards.
In the 20th episode of Beyond Profit, host Ken Beaulieu catches up with Nikki Crumpton, chief strategy officer at BeenThereDoneThat, to discuss the agency’s work during the COVID-19 pandemic, the importance of staying true to your purpose in a crisis, how to drive a purpose strategy, and more.
Paul Robinson, the ANA’s Director of Commerce & Content Marketing sits down with Geoff Colon, the Head of the Brand Content Studio at Microsoft to discuss the challenges of hiring and retaining talent, how to balance the need for generalists and specialists and creating bench strength within the marketing organization.
For the majority of the U.S. workforce, the past three months have been a complete paradigm shift in what’s considered “business as usual.” Millions of us are, for the first time in our careers, working entirely remotely, and brands across the country are scrambling to establish a “new normal.” But what if your entire workforce was remote to begin with?
Marketing Futures spoke with Russ Perry, the founder of Design Pickle, a member of Inc.’s 500 fastest growing companies in 2019, about what it’s like to manage a staff of more than 400, of which only a small handful live and work in the company’s headquarter city of Scottsdale, Arizona. Russ discussed what the first few weeks of the COVID-19 crisis were like for Design Pickle, and shared advice for leaders looking to maintain creativity and camaraderie from afar.
In Episode 19 of the Beyond Profit Podcast, host Ken Beaulieu catches up with Alicia Tillman, CMO at SAP, to discuss how purpose guides decision-making, the brand’s response to the crisis, how marketing will evolve, and more.
Author Rishad Tobaccowala believes the key to creating and sustaining a great company is to balance technology and human thoughts, interactions, and feelings in the workplace. Tobaccowala joins host Ken Beaulieu on the latest episode of "Beyond Profit" as he discusses his book "Restoring the Soul of Business: Staying Human in the Age of Data."
This latest episode of "Beyond Profit" sees host Ken Beaulieu sitting down with DoSomething CEO Aria Finger to discuss the organization’s remarkable response to the COVID-19 crisis, how it partners with brands to extend the scope and impact of its campaigns, and more.
In an age where consumer attention spans are at an all-time low, something curious is happening: under the right circumstances, consumers are spending hours - even days - immersed in lush fictional worlds such as Harry Potter, Game of Thrones, and The Avengers. However, world building isn't just for blockbuster entertainment franchises. When executed well, brands can create immersive worlds of their own, significantly driving brand loyalty in the process. We spoke with Tara Deveaux and Shawn Shahani of Wild Card about a new study on world building and consumer behavior. They shared what marketers could learn from Hollywood producers, and gave tips on creating a world of engagement around your brand.
In the latest episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu sits down with Paul Alexander, chief marketing and communications officer at Eastern Bank, to learn how purpose drives the brand, the company’s commitment to giving back, its spirit of volunteerism, and more. (This episode was recorded earlier this year.)
“Innovation occurs when what’s needed meets what’s possible.”
Ted McConnell, SVP of Business Development at Lucid, is no stranger to innovation. Throughout his illustrious career, Ted found himself time and again pushing the envelope on behalf of global brands, including shepherding the creation and implementation of Hawkeye, P&G’s in-house programmatic buying operation, 10 years ago.
Ted shared his thoughts on what brands need to do to enable innovation to thrive within their organizations, discussed the challenges of balancing consumer data privacy and effective advertising, and explained how playing with music synthesizers helped him understand data and technology.
It’s no secret that a strong brand can drive bottom-line results and sustained growth. The proof can be found in brands that are purposeful — that contribute to the well-being and quality of life of consumers.
Host Ken Beaulieu welcomes Stephanie Rath, VP of marketing and brand management at the YMCA of the USA, on Beyond Profit to discuss brand-building for good, how brands can forge partnerships with nonprofits, and the blurring lines between nonprofits and for-profit organizations.
Scott Goodson, CEO of StrawberryFrog, sits down with host Ken Beaulieu to discuss what brands can do to elevate their do-good efforts, what commonalities the most purposeful companies share, and more.
Influencer marketing is one of the hottest trends in the industry right now. Brands are teaming up with celebrities, artists, athletes, and more to reach consumers in a way that feels genuine and native to the social platforms they spend all their time on. But all too often, brands jump into these relationships without the proper vetting, which can lead to disaster.
At the 2019 ANA influencer conference, we spoke with Richard Plansky and Benedict Hamilton of Kroll, a corporate investigation company, about brand safety in influencer marketing. Richard and Ben discussed the right way for brands to approach influencer vetting, shared some influencer horror stories, and shed light on one of the biggest misconceptions brands have about “micro-influencers.”
Founder & CEO of RESET Digital, Charles Cantu, sat down with SAP's Head of Global Influencer Marketing, Ursula Ringham, at the ANA Influencer Marketing Conference, to discuss influencers and the power of storytelling.
It’s 2020, and still one of the most popular topics among marketers is digital transformation. According to a study by Deloitte, 87% of companies think digital will disrupt their industry, but only 44% feel they’re prepared for such a disruption. That’s why today, we’re talking with Chris Aarons, one of the co-authors of the Digital Helix: Transforming Your Organization's DNA to Thrive in the Digital Age. Chris shared why tech alone isn’t going to cut it, and talked about the importance of intellectual curiosity, and constantly looking for new learnings and strategies.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu sits down with Kylie Wright-Ford, CEO of the Reputation Institute, to discuss the importance of maintaining a strong brand reputation, how purpose plays into the equation, and what marketers can do to build brand trust.
IBM's CMO and SVP of digital sales, Michelle Peluso sits down with ANA's SVP of data and technology, Mark Kaline to discuss artificial intelligence, blockchain, and achieving data-informed agile marketing at scale.
Over the past 20 years, few organizations have been as committed to helping companies embrace purpose as Chief Executives for Corporate Purpose, or CECP. This CEO-led coalition, founded by the late actor and philanthropist Paul Newman and other business leaders, believes that being a force for good through business not only leads to a better world but determines company success. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu sits down with Daryl Brewster, CEO of the CECP, to learn about the challenges of investing in society, why CEOs are embracing purpose more than ever, how to best communicate do-good efforts, and more.
It’s a new year, full of possibilities, which makes it the perfect time to welcome Dr. Joseph Riggio to the Marketing Futures Podcast. Dr. Riggio is an expert in cognitive and neuroscience, and an executive trainer and consultant for 30 years. He breaks down “carrot” vs. “stick” motivation, and why “FOMO” (fear of missing out) might be every marketer’s favorite buzzword but is a terrible way to base your long-term strategy. Instead, Dr. Riggio recommends “Possibility-Based Marketing,” which leverages joyful emotions and consumer aspirations to influence purchase decisions. Finally, he shares why the “Hero’s Journey” – the narrative structure of myths dating back centuries—is the key to driving meaningful, lasting brand loyalty.
Allionce Group CEO Mark Giovino joins the show to discuss how brands are maximizing partnership opportunities with zoos and aquariums, which help fund critical conservation and educational efforts, as well as the benefits to brands seeking to be a force for good and a force for growth.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu welcomes Joseph Jaffe, author of "Built to Suck."
Jaffe explains why corporations are suffering from serious suckage, what they can do to move from survival to thrival, and the importance of having a higher meaning than making profits.
It’s one thing to be agile and innovative when your business is a 10-person startup, “growth hacking” its way to success. It’s another thing entirely when your business has more than 17,000 employees, and a family of more than 20 brands, many of which are household names. David Lee and Ryan Reis of MillerCoors gave the Marketing Futures Podcast a behind-the-scenes look at what it takes to make bold ideas work in a multi-billion-dollar company, and discussed why some ideas that seem like “no-brainers” from the outside look at lot different from within.
CVS Health CMO Norm de Greve joins host Ken Beaulieu to discuss the importance of taking a stand, how the company benefited from banning tobacco, its latest advertising campaign, and more.
The fourth installment in the Future of Brand Activation miniseries features the first Chief Innovation Officer to grace the Marketing Futures Podcast: Lisa Hurwitz, CMO and CIO of Grassroots Cannabis. Lisa welcomed us inside the Grassroots "Herbmobile" to share what it's like growing a brand for the long-term in the midst of the "gold rush" market of legal cannabis. She discussed the challenges of re-educating consumers about cannabis after decades of stigmatization, and what a typical day looks like for the head of marketing and innovation in an emerging market.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Deb Malone, founder of The Internationalist, talks about companies that are making a world of difference outside the U.S., her key takeaways from a new purpose playbook she wrote for the ANA, her concern about the rise of purpose-washing, and more.
We all get by with a little help from our friends. Today, we're talking with Joel Walker, Group Creative Director at BlueChip Marketing, as our miniseries on the Future of Brand Activation rolls on. Joel and his team have worked with brands ranging from challengers fighting for market share, to category leaders looking to evolve with the times, helping to infuse their marketing with the innovation necessary to drive growth.
Learn what Joel looks for when hiring new team members, and which trend he thinks is about to flip the industry on its head.
For decades, Barbie has been one of the most iconic toy brands on the planet. However, recently the doll that played an integral role in the childhood of millions began to struggle to keep pace with the changes in society, and relevance (and sales) suffered as a result.
Enter: Lisa McKnight, a 20-year veteran at Mattel, who stepped up to bring the Barbie brand into a new era, creating new revenue streams in the process. Lisa shared her journey that led her to become the Global Head of the Barbie brand, and discussed the key insights that led to the transformation of an icon.
In 2018, Unilever brands that took action to support positive change for people and the planet grew 69 percent faster than the rest of the business. They also delivered 75 percent of the company’s growth. Jim Stengel, a former global marketing officer at P&G and a member of the Marketing Hall of Fame, knows all about the power of purpose. In this episode of Beyond Profit, Stengel, president and CEO of The Jim Stengel Company, discusses life at P&G, why purpose isn’t easy, the missing piece of the purpose puzzle, and much more.
The Marketing Futures Podcast is proud to present a special miniseries on The Future of Brand Activation, recorded on-site at the 2019 Brand Activation Marketing Conference in Orlando, FL. The miniseries showcases brands that are driving growth using key elements of Brand Activation, including influencer marketing, commerce marketing, content marketing, and more.
In 2014, Alvaro Luque was hand-picked to become the first president and CEO of Avocados from Mexico, a not-for-profit organization charged with coordinating the marketing activities for all major Mexican avocado farmers. Just six months later, the brand introduced itself to the world on the largest possible stage for advertising: the Super Bowl. In each of the five years since, Avocados from Mexico has taken either the No. 1 or No. 2 spot on Merkle’s “Digital Bowl Report,” which evaluates Super Bowl advertisers’ digital marketing efforts. Luque shared his philosophy behind the brand’s bold debut strategy, and discussed the omnichannel activations that amplified the brand’s Super Bowl efforts beyond the TV screen.
Kantar’s Leslie Pascaud joins host Ken Beaulieu as she discusses the company’s purpose research, the importance of sparking a purpose movement, the challenges of identifying a purpose that is true to a brand, and much more.
Innovation takes many forms -- using cutting-edge technology to engage customers, forging unconventional partnerships to bring your brand into new spaces, and taking a bold stand on something you believe in, to name a few. We were lucky enough to speak with the head of marketing for Bacardi, a brand doing all of the above and more.
Ned Duggan, Global SVP of Marketing at Bacardi, talked company culture, the importance of music to Bacardi's brand, and why the company is vowing to eliminate the use of 1 billion single-use plastic straws by 2020.
In the quest to keep up with technological advancements, brands are beginning to enter the world of venture capitalism to "get in on the ground floor" of the next game-changing innovation. But what type of partnerships make sense for brands, whose objectives aren't quick profit, but learnings and competitive advantages? And how does a brand even enter this space?
We spoke with Jessica Peltz of MDC Ventures, who shared her journey into the world of Corporate VC, and discussed some tech developments marketers should keep an eye on.
In this episode of Beyond Profit (formerly known as "ANA Center for Brand Purpose Podcast"), purpose pioneer Carol Cone talks about how she built a business around purpose, brands making a big impact on society, the rise of “purpose-washing,” and whether purposes does indeed drive business growth.
The Hershey Company, celebrating its 125-year anniversary in 2019, was founded by Milton S. Hershey, a serial entrepreneur on a mission to “democratize chocolate,” which at the time was considered a luxury good. Over the years, what began as a simple candy bar has become a globally recognized family of brands, an amusement park, a school, and an entire town. But even a brand as established and beloved as Hershey isn’t impervious to disruption. We spoke with Charlie Chappell, Head of Integrated Media and Comms Planning at The Hershey Company, about the company’s philosophy on innovation, what it took to “digitally transform” its legacy media strategy, and some of the hits—and misses—that the brand experienced along the way.
Artificial Intelligence is already a significant part of most marketers’ toolkits. Whether it’s email automation, product recommendation, programmatic media buying, or data analytics, AI touches a majority of the marketing function. But did you know that the commercial application of AI is still 10 years behind what the technology is actually capable of? We spoke with Michael Trapani, Director of Marketing at IBM Watson Marketing, about the “now, new, and next” of AI, including the future of personalization, the importance of data security, and what the next decade of AI developments has in store for marketers.
David Hessekiel, president of Engage for Good, joins the ANA CBP podcast and explains how his organization and acclaimed Halo Awards program have evolved in an era of social good and why brands are more eager than ever to share stories about their do-good efforts.
A recent study that looked at the 3,000 largest publicly traded companies in the U.S. found that businesses that hire and retain a diverse workforce across the ethnicity, gender, and sexual orientation spectrum were better at developing innovative products and services. We spoke with Netta Jenkins, VP of Global Inclusion at The Mosaic Group and Ask Applications, about the importance of not only hiring, but training and empowering underrepresented employees. Netta shared how brands could take active steps to create an inclusive environment for their employees, and laid out the business benefits that come from a broad and dynamic marketplace of ideas.
Host Doug Wood welcomes Cassidy Sehgal, Data Protection Officer and Associate Counsel at L'Oréal USA as they discuss the privacy issues confronting the industry, challenges in measurement and viewability, as well as Sehgal's experience as an in-house counsel at a major advertiser.
Programmatic technology is still largely a mystery to many marketers. Considered the Holy Grail by some, and Pandora’s Box by others, one thing is clear: it has completely transformed the way advertisers reach consumers through digital media.
The ANA Marketing Futures Podcast set out to shed some light on the subject with our very special guest Matt Sweeney, CEO of Xaxis, the largest programmatic platform on the planet. Sweeney pulled back the curtain to reveal how Xaxis approaches issues like brand safety, visibility, and bot fraud. He also discussed how everyone in the digital supply chain—from agencies, to brands, to platforms like Xaxis—can be better partners in shaping the Future of Programmatic.
Individuals born in 2010 and beyond belong to “Generation Alpha.” This group will grow up with an unprecedented amount of exposure to technology, in a world of virtual assistants, mixed realities, and AI-enhanced human capabilities. ANA’s own Mike Berberich spoke with Laura Macdonald, Head of Consumer, North America at Hotwire Global, about their new report on this group of future consumers. Laura discussed the challenges and opportunities marketers will face when attempting to engage and build relationships with this new generation, and shared case studies of brands who were already making inroads with both children and their millennial parents.
It's never too early to prepare for the future—are you ready for Generation Alpha?
Author Jeff Fromm joins ANA's Ken Beaulieu to chat about how purpose spurs millennials.
The Marketing Futures Podcast returns with a “live” episode from NYC Media Labs in Brooklyn, NY, as part of the first-ever Marketing Futures Conference. We spoke to an all-star panel, including actor and gamer Evan Parke, and Andre and Josh Lopes—better known as “ThatsWet” and “Cheeseaholic”—two YouTube gamers who amassed a following of more than 400,000 in just two years. The group discussed the nature of the relationship between gamers and fans, the importance of authentic storytelling in influencer marketing, and the difference between “gaming” and “eSports.”
For more on the future of marketing, visit marketingfutures.ana.net
Welcome to the inaugural episode of the Marketing Futures Podcast! This series will serve as a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing.
Join Charles Cantu, CEO and founder of Reset Digital, as he discusses the emerging market of legal cannabis with Tiki Barber, former running back for the NY Giants and founding member of Grove Group Management.
Want to learn more about the future of marketing? Check out marketingfutures.ana.net or reach out to the team at marketingfutures@ana.net.
Check out a sneak preview of the ANA Marketing Futures Podcast Series, with host Charles Cantu, CEO of Reset Digital.
Charles sat down and talked to Tiki Barber, former NY Giant and current founding member of Grove Group Management, which provides financial, technical, and marketing support for brands in the emerging market of legal cannabis.
Check back on Wednesday, January 30 for the full episode, and see what else we're up to at marketingfutures.ana.net
Anne Bahr Thompson, the author of "Do Good", joins ANA's Ken Beaulieu to chat about the topic of Brand Purpose.
For the inaugural ANA Government Relations & Legal Podcast, ANA General Counsel, Doug Wood of Reed Smith LLP interviews Chris Sloan, Assistant Vice President & Senior Corporate Counsel at Liberty Mutual on their partnership with USOC and other pressing issues facing advertising legal counsel.