Marketing science pioneer and UC DavisProfessor Prasad Naik reveals the power of cross-media orchestration, why mathematical models are transforming modern marketing, and why investing in your weakest media channels could be your smartest strategy.
Cross Media Orchestration for Creative Excellence
🎯 Five Point ContraMinds Summary
- Why math models are reshaping marketing: and how they amplify creative thinking rather than replace it
- Media channels reinforce each other: the surprising reason you should invest more in your weakest media channels
- Beyond awareness: Why sales and margins are the only metrics that truly matter to the C-suite
- Breaking silos: How to structure marketing teams for both analytics and creativity
- Future-ready marketing: Orchestrating media, math, and creative excellence in perfect harmony
In conversation with
Swami, Professor Prasad Naik challenges conventional marketing wisdom by revealing how mathematical models are transforming brand building and media allocation. Drawing from his groundbreaking research, he demonstrates why brands should invest more in seemingly less effective channels to create powerful synergistic effects - comparing media interplay to chemical catalysts that amplify impact without direct attribution. Through compelling examples like
MasterCard's "Priceless Possibilities" campaign and Apple's sophisticated media strategy, Naik presents a vision for future marketing departments that seamlessly blend analytical rigor with creative excellence.
For Show Notes, Selected Links and ResourcesKey Timestamps04:03 - 08:44 How Did a Chemical Engineer Master Marketing?08:44 - 14:11 The Secret to Mix Marketing Right14:11 - 19:29 More Marketing Money For Less Effective Channels19:29 - 20:32 Making Sense of Your Marketing Budget20:32 - 25:19 Marketing: Short Term Wins vs Long Term Game25:19 - 31:05 What Makes Mastercard’s Marketing Click31:05 - 34:19 Getting Marketing Stakeholders to See Eye to Eye34:19 - 38:28 Building Your Dream Marketing Team38:28 - 46:43 Who Should Watch Marketing Spends?46:43 - 51:29 The Power of Integrated Marketing Communication51:29 - 55:28 Skills Future Marketers Must Possess55:28 - 1:00:45 Accretive Effects of Cross Media Consumption1:00:45 - 1:07:15 Co-founding the MSBA Course at UC Davis1:07:15 - 1:12:57 What is Success?1:12:57 - 1:13:45 Advice for Marketing Students1:13:45 - 1:16:27 Best Advice Prof. Prasad Has Ever Received1:16:27 - 1:21:04 Buddha, Chengis Khan, Shivaji, Dalai Lama & Schrodinger1:21:04 - 1:26:04 What Prof. Prasad Believes That Other’s Seldom Do1:26:04 - 1:28:31 Closing
About Prof. Prasad NaikProfessor Prasad Naik is a Chancellor's Fellow at UC Davis and co-founder of the Marketing Dynamics Conference who bridges marketing science and creative strategy through groundbreaking research. His work in integrated marketing communications and media optimization, published in prestigious journals like Marketing Science and Nature Reviews, has transformed how brands approach media allocation.
This episode was made possible by the great folks at
MovingWalls.Moving Walls provides a global Adtech platform built by Out-of-home advertising experts, automating the process of planning, buying, executing and measuring OOH campaigns, with a presence across four continents and seven markets. Moving Walls processes more than 10 billion data points and measures more than 100,000 media sites across the globe. In 2017, APAC CIO Outlook listed us as one of the “10 Most Promising Digital Technology Solutions Providers”. Moving Walls is also a Tie50 winner, a listing of 50 most enterprising startups globally. Visit to learn more.
