Shows
Worthy for Thirty: Where stories of leaders doing good while doing well are told!Ep. 42: Deborah Malone, Founder, The InternationalistHello Everyone - What was the best April Fool’s prank you saw on social media? For today’s episode drop, I had the fortune of sitting down with Deborah Malone, the Founder of the Internationalist to discuss purpose-driven marketing. I met Deborah 10+ years ago at one of her incredible events in partnership with the ANA. In the world of international marketing, staying connected and informed is crucial. That's where The Internationalist steps in. As a marketer-driven resource, The Internationalist has established itself as a trusted source for best practices, industry insights, and thou...2024-04-0337 min
Keep Hope Alive PodcastMiles and Smiles with Deborah Colleen RoseSend us a textDeborah is a lifetime entrepreneur whose experience and expertise lie in areas as a paralegal, mediator, life coach, handwriting therapist and a certified hypnosis practitioner. Being spiritually gifted and a natural intuitive gives her the ability to connect with people on a deeper level and very quickly. Since 2014, Deborah has been the acting Executive Director for the Council of Families for Children, a 501C( 3) devoted to families who have children dealing with mental health issues. Deborah is not only certified through the Council of Families for Coaching b...2023-11-111h 10
TRENDSETTERSUlli Appelbaum Discusses the Need for Strategic Thinking in the Transactional World of Digital MarketingUlli Appelbaum often views himself as a contrarian in today’s transactional world of digital marketing. A true Internationalist, who has lived on several continents and has worked on numerous global brands, he held senior strategy roles at BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro before founding his boutique brand strategy shop, First The Trousers Then The Shoes, Inc. in Minneapolis. Ulli believes that “Tragically, there are too many positioning trainwrecks in the marketing strategy world.” As a result, he has written The Brand Positioning Workbook: A Simple How-To Guide to More Compelling Brand Positionings, Faster. The book appears to...2022-10-1241 min
PEOPLE BEHIND THE BRANDSWilson Controls Insects with Real-Time Digital Innovation and a Data Ecosystem through the Help of TouchéWilson, Canada’s leading insect control brand, was looking for an innovative approach to disrupt the category and grow sales. With support from their Omnicom Media Group agency, Touché in Montréal, they built a data ecosystem that would help consumers predict a wide range of insect invasions based on temperature, humidity, geography, and seasonality … along with a little media help from The Weather Network. Today, Gabrielle Côté and Alexandra Cloutier, both of Touché, tell us about this extraordinary digital initiative that generated limitless message combinations in real time… with record results.2022-09-1426 min
PEOPLE BEHIND THE BRANDSAllianz Creates High Interest & Strong Result in Specialty Insurance through Innovative Digital SolutionsThe Allianz Group is one of the world's leading insurers and asset managers with 126 million private and corporate customers in more than 70 countries. While Allianz customers benefit from a broad range of personal and corporate insurance services, the company also offers many specialty lines. One such example is their extensive coverage for German civil servants-- policemen and -women, teachers, administrative staff. This is wonderful option, but the approach to targeting, media, and overall marketing strategy was quite challenging. Max von Reden, Marketing Manager at Allianz, and Tom Lehmann, Executive Client Service at Omnicom Media Group, talk abou...2022-09-0926 min
TRENDSETTERSAnthony Farina of Biotech Giant CSL Discusses How a Successful Company Continues to Purposefully EvolveAnthony Farina is no stranger to transformation, as he leads the Communications, Brand and Corporate Affairs functions at one of the world’s top biotech companies-- that has grown from 12,000 to 30,000 employees in 100 countries in less than a decade. He created CSL’s first-ever global Communications function, launched its first global brand positioning and employer brand, and transformed its digital and content capabilities. Today we discuss what Anthony fondly calls CSL 2.0 as he considers how a company evolves, stays relevant and continually reinvents itself in an increasingly purpose-driven corporate world.2022-09-0925 min
TRENDSETTERSKristin Fallon of GE Healthcare Discusses the Interconnection between Brand, Culture and StrategyKristin Fallon is the Head of Corporate Brand & Digital Marketing for GE Healthcare, where she is responsible for the company’s brand position, content, media, and channels. She is currently leading the company’s rebrand as part of its planned spin-off. Throughout her career, Kristin has helped non-profits and the private sector meaningfully engage with stakeholders and grow market share—working with start-ups to a giant like GE, as well as international development organizations from NGOs to the UN and World Bank. Today we discuss the intersection of brand, culture, and strategy at this important juncture for GE Healthcare.2022-09-0928 min
TRENDSETTERSThomas Burkhardt of MARCHON EYEWEAR Proves that Mid-Sized Marketers Can Tackle Purpose & SustainabilityOn August 18th, Thomas Burkhardt was named President of MARCHON EYEWEAR, INC., one of the world’s largest manufacturers and distributors of quality eyewear and sunglasses. He most recently served as Marchon’s Chief Marketing Officer and Senior Vice President of Global Brands, Marketing, and Design. His promotion underscores how marketing as a business discipline is essential to driving both innovation and positive transformation throughout any organization. An increasing number of newly named corporate leaders now have a background in marketing. Thomas Burkhardt continues to oversee a portfolio of 6 owned brands and 23 licensed fashion brands including Calvin Klein Jeans a...2022-08-3040 min
PEOPLE BEHIND THE BRANDSHow Scanmarker Defied Traditional Classification to Achieve Outstanding GrowthSometimes, a great product needs to be looked at a little differently to breakthrough or to rise in the ecommerce ranks on Amazon. The extraordinary Scanmarker is one such example. It’s a combination digital highlighter and scanner that can also convert full text to speech and translate up to 40 different languages with a single pen. With overcrowded categories and fierce competition from brands of all sizes, innovation without the right product depiction often ends up lost in the noise. That’s why Scanmarker engaged with ecommerce and retail media agency Channel Bakers to increase its presence in the European region.2022-08-1824 min
PEOPLE BEHIND THE BRANDSMcDonald’s Challenges Germans to Love Breakfast in an Initiative that Breaks TraditionsWhile McDonald's has celebrated a half-century in Germany as one of the restaurant chain’s largest markets, its breakfast offerings have not always been top-of-mind in a country where people traditionally frequent their 40,000 local bakeries. Yet, through an initiative called “Good Morning, Germany,” McDonald’s presented the allure of their breakfast options in ways never done before-- to change habits and drive strong results.2022-08-0427 min
TRENDSETTERSUnderstanding the Global Media Inflation Outlook with AuditStar’s Caroline Lane & Cortex Media’s Manuel ReyesWithout question, inflation is on everyone’s mind today. As a result, two leading media auditing consultancies—AuditStar and Cortex Media—teamed up to provide marketers with a Global Media Inflation Outlook for the second half of 2022 and 2023 to sort through some of the confusion and contention in a highly volatile marketplace. Their 86-page Media Inflation Outlook looks at 15 bellwether countries across the Americas, Europe, and Asia Pacific by assessing overall economic projections, along with a Total Media Market Spend Forecast by type of media, a Media Inflation Forecast, and their own well-informed Media Market Observations.2022-07-1435 min
PEOPLE BEHIND THE BRANDSWalgreens Demonstrates How Data Insights, Performance Modeling & Tailored Messages Create Extraordinary ResultsWhile many brand marketers today talk about how data and technology should be used to bring a more personalized or “human” element to their customer connections, Walgreens, one of the leading retail pharmacies in the US, has not only proved this is indeed possible, but their “Vaccine Readiness Model,” created during the COVID -19 pandemic, has entirely changed the industry dynamic in terms of understanding consumer intentions, gauging predictability, and offering tailored and timely messages.2022-06-1535 min
TRENDSETTERSIf Visual Information is Everywhere, How Does a Brand Stand Out?Luca Iandoli believes that people are constantly immersed in a flow of visual data that shapes and reshapes our perceptions. Companies, brands, and individuals are competing to capture the public's scarce attention by inventing visual formats to stand out, so they can be recognized and remembered. His new book, Elegant Design: A Designer’s Guide to Harnessing Aesthetics, co-authored with Giuseppe Zollo, outlines how designers, inventors, and product managers can create visual imagery that is quick to process, as well as meaningful, distinctive, and memorable in an age characterized by constant information overload.We could add this...2022-05-1636 min
TRENDSETTERSBank of the West’s Melissa Fifield Discusses the “Sustainability Intentions Gap”Bank of the West recently published its first Money Matters Report focused on“Revealing the Sustainability Intentions Gap.” Spearheaded by Melissa Fifield, the bank’s Head of Corporate Social Responsibility (CSR) and Sustainability, the report surveyed business leaders and consumers to determine their thoughts around climate change, as well as the actions they are willing to take to mitigate environmental issues. Marketers will find the insights valuable as (79%) report they are “passionate” about climate change, while 82% admit to buying goods and services from brands that support environmental and/or societal issues at least some of the time.2022-05-0522 min
TRENDSETTERSStrawberryFrog’s Chip Walker Urges Action in ACTIVATE BRAND PURPOSE, his Book with Scott GoodsonWhether fueled by the pandemic, climate issues, or social change, there's been an explosion of interest in purpose-driven marketing. Scott Goodson and Chip Walker, partners at StrawberryFrog, the independent marketing, advertising, and design company, have found that activating purpose is often a significant challenge to brands. As a result, they co-authorized a book, appropriately titled ACTIVATE BRAND PURPOSE, which discusses how their trademarked “Movement Thinking” approach can be applied to purpose. Movement Thinking™, conceived by the authors, is a process that harnesses the concepts of social movements to energize staff, build trust and belief, and ultimately help businesses prosper....2022-04-2133 min
TRENDSETTERSWavemaker’s Whitney Fishman Zember Talks about Tech Trends Shaping This Year and BeyondWhile CES certainly provides an annual glimpse into the Future of Technology, exhibitor innovations not only influence marketing thinking throughout the year, but shape business decisions and even economic growth for the future. Issues of Marketing and Technology have consistently been among the top concerns on marketers’ agenda, according to Annual Internationalist Insights Surveys that rank marketing priorities for the coming year. Without question, no part of marketing or the customer value chain has been left untouched by technology. Everyone wants to know what technologies matter most now. Whitney Fishman Zember has many of the answers. As Managing Part...2022-03-2835 min
PEOPLE BEHIND THE BRANDSSEB Baltics Challenges Cybersecurity Threats with an Inventive Campaign for Banking CustomersSEB is a leading Nordic financial services group with a strong presence in the Baltic region. Addressing customer pain points is a hallmark of SEB, and an extended part of their corporate belief that innovative companies are key to creating a better world. The bank’s latest initiative for Latvia, Lithuania and Estonia focused on cybersecurity – an issue that touches every level of society given how scamming techniques have now become so advanced.2022-03-2134 min
TRENDSETTERSTRENDSETTERS: Zenith’s Jonathan Barnard Outlines How Advertising is Contributing More to the Global EconomyJonathan Barnard is Head of Forecasting and Director of Global Intelligence at Zenith, the ROI Agency, where he is responsible for developing market-leading insight, analysis and thought leadership, as well as coordinating a global network of experts. A veteran of Zenith for twenty-five years, he has tracked more financial swings and business precedents than most. Over the next three years, he expects the ad market to achieve its highest rate of sustained growth since 2000. According to Jonathan Barnard, “As consumers rely ever more on digital technology to connect and entertain them, and to inspire and fulfil their purchases, ad...2022-02-2336 min
TRENDSETTERSANA’s Bob Liodice Outlines the Continuing Evolution of the Business of MarketingIf anyone could characterize the amount of change marketers have experienced or the breadth of their ever-evolving responsibilities, it is Bob Liodice, Chief Executive Officer of the ANA, one of the world’s oldest and largest marketing associations. With a mission to drive growth, ANA serves the marketing needs of its vast member community that collectively represents more than 20,000 brands. Speaking with Bob Liodice on trends is akin to experiencing a condensed session on the evolution of modern marketing. Our conversation continually touches on “hot button” topics ranging from consumer authenticity, purpose, sustainability, and diversity to innovation, measurement, transparen...2022-02-1443 min
TRENDSETTERSBen Jankowski Calls on Marketers to Create the Value that People Really WantBen Jankowski has a knack for posing exactly the right question or directly stating an issue that others may have overlooked. From talking about today’s “terrible digital ad experience” to figuring out how marketers can “create the kind of value that people really want,” his long experience and love for the business of media helps to push the industry forward. He is also part of a new generation of marketers driving ownership and change on important media topics and this work has helped shape leading industry initiatives including brand safety, cross-media measurement, and privacy.2022-02-0733 min
TRENDSETTERSGroupM’s Brian Wieser Discusses How the Pandemic has been a Catalyst for Growth in Ad SpendingBrian Wieser, GroupM’s Global President of Business Intelligence, has been at the center of advertising forecasting and media trend watching for a very long time. As he tracks global advertising expenditures in key media categories— TV, Audio, Cinema, Out of Home, Print, and Digital, Brian Wieser believes that total ad revenue will exceed $1 trillion by 2025, or up significantly from its current $766 billion. He says, “The pandemic has been an extraordinary catalyst for growth.” While his 2021 global ad revenue forecasts reflect a 22.5% increase over the year prior when COVID-19 first began, he anticipates continued growth in 2022— as much as 9.7%. And...2022-01-3134 min
TRENDSETTERSWFA’s Stephan Loerke Calls 2021 a Watershed Year for Marketing & Looks to 2022 for Increased CreativityCEO of the World Federation of Advertisers, Stephan Loerke, believes that we may look back on 2021 as a turning point for the marketing industry on several critical issues. A self-proclaimed optimist, he thinks the past year has laid the foundation for making the ad industry better, fairer, more open, and resilient. He adds, “And that’s a good starting point to embrace with confidence the challenges that 2022 will throw at us.” For Loerke, 2021 was the year that the industry got serious about climate change and the fact that marketing has a key role to play in the solution. His organ...2022-01-2437 min
TRENDSETTERSDoug Wood Tackles the Year of the Tiger by Outlining What Lies Ahead for Brands“As 2022 – the Year of the Tiger – comes roaring in, it’s that time to speculate once again on what lies ahead for marketers,” says Doug Wood. “So, here’s the top ten trends and challenges I see (in no particular order) that if unheeded may make brands the next endangered species (assuming they are not already).” Doug Wood has practiced law for 45 years with a concentration in advertising and marketing. He is a Senior Counsel at Reed Smith and serves as General Counsel to the ANA, the Mobile Marketing Association, and the Ad Council, while advising major brands throughout the wor2022-01-2439 min
TRENDSETTERSThe Zebra’s Stephanie Junge-Filipek Discusses Performance Brand MarketingThe Zebra was started in 2012 with a single goal: to simplify insurance. And in doing so, they’ve become the leading insurance comparison site in the United States. Earlier this year, the Austin, Texas-based company raised $150 Million after doubling its revenue in 2020 to reach “unicorn” status. Stephanie Junge-Filipek is Senior Director of Brand Marketing at The Zebra and builds her role around performance brand marketing and measurement. Named one of The Internationalist’s NEXT 50 in 2019, she has spent a decade in international media planning, buying and optimization for key digital brands, including travel leaders like Trip Advisor, Expedia and Triva2021-11-2934 min
TRENDSETTERSCEO David McKillips Shares How Chuck E. Cheese is Primed for a Bright FutureTaking a legacy brand in a new direction is never easy. Doing so during a pandemic is certainly not for the faint of heart. David McKillips accepted the role of CEO for CEC Entertainment in January 2020; CEC is named for its flagship Chuck E. Cheese brand and incorporates the Peter Piper Pizza and Pasqually's Pizza & Wings brands.2021-11-1130 min
PEOPLE BEHIND THE BRANDSHSBC’s Sarah Mayall & Shelter UK’s Michael Stickland—Banking Services for Society’s Most VulnerableHSBC UK differentiates itself from other banks with the suite of products and services it offers some of society’s most vulnerable people, particularly the homeless. When you don't have a home, it's hard to open a bank account. When you don't have a bank account you have no safe space to keep your money and it is hard to access government benefits and wages.2021-11-0124 min
PEOPLE BEHIND THE BRANDSBen Stuart, CMO of Bank of the West, Discusses the Many Benefits of their 1% for the Planet EffortsBank of the West launched a new brand positioning around sustainable financing by joining forces with 1% For the Planet to launch the first checking account of its kind, designed to empower consumers to take climate action. For every account opened, the Bank donates 1% of net revenues to support environmental non-profits.2021-10-2626 min
PEOPLE BEHIND THE BRANDSRenault Germany’s Media Team Delivers e-Car Growth through InfotainmentE-mobility is a trending topic in Germany given climate issues and an electric car bonus introduced by the government. As every potential car buyer asks questions about electric cars, Renault’s challenge was to remain the best-selling e-car in Germany-- despite high-profile competition and statistics proving that more than 60% of potential buyers are not yet committed to a brand or model of electric car.2021-10-0522 min
PEOPLE BEHIND THE BRANDSScotiabank’s John Rocco Shows How National Scale Can Help Local BusinessJohn Rocco has led a significant initiative to support small businesses during the COVID crisis. And while Scotiabank is one of the largest financial institutions in Canada, he learned through survey information that less than a quarter of small business owners believed that their banks were “very helpful” in terms of needed support.2021-09-2823 min
PEOPLE BEHIND THE BRANDSAllianz Overcomes Data-Privacy Targeting ChallengesMost of us are familiar with term life insurance and have likely gone through the enrollment process. However, diabetics, as a risk group, have a difficult time getting insurance in many countries. Allianz Life Germany is working to eliminate this inequality and launched a unique term life insurance product, which is specifically designed to address diabetics and help them better secure their future.2021-09-1526 min
PEOPLE BEHIND THE BRANDSMaersk’s Marketing Team Discusses a New Course to Completely Reshape a CategoryIt all started with a bold vision for Denmark-based Maersk-- the largest and best-known ocean shipper, responsible for moving one-quarter of all goods and materials around the world. Søren Skou, CEO of A.P. Møller - Mærsk A/S since June 2016, understood how difficult it is for businesses to navigate the world of container shipping. He stated, “Within the next 3-5 years, it should be as easy to ship a container across the world as it is today for consumers to send a parcel.”2021-09-1337 min
TRENDSETTERSShell’s Rahul Malhotra Frames Key Issues of Sustainability for MarketersRahul Malhotra, Head of Brand Strategy and Stewardship at Shell, sincerely believes that corporations can transform the world around us profitably, better, and faster than governments. For the last five and half years, he has been responsible for global brand strategy and architecture for Shell’s brand identity, as well as the company’s brand stewardship and employee ambassadorship. Plus, he has led an extraordinarily successful program to embed Shell’s Purpose into the DNA of employees and into the value propositions for all stakeholders.2021-09-0832 min
PEOPLE BEHIND THE BRANDSGerman Supermarket REWE Pushes the Limits of Traditional Ad Formats with Artificial IntelligenceGerman Supermarket Chain REWE focused their latest TV campaign on fresh, regional fruits and vegetables with an interesting Artificial Intelligence approach to TV advertising. They were able to automatically transcribe and immediately analyze the sentiment in Germany’s #1 cooking-show, “The Perfect Dinner,” to dynamically display a specific ad in the right context within the real time TV program.2021-08-3024 min
PEOPLE BEHIND THE BRANDSFoods of Spain Unites a Nation During the Most Desperate Days of COVIDAs we adjust to life in the second half of 2021, we sometimes forget the sweeping effect that COVID 19 had on specific industries—particularly in some of the European countries that were ravaged by the virus. Here’s a heartwarming case of how Spain helped to raise the importance of its farmers and fisherman… and the significance of its local agri-food sector. Alimentos de España or Foods of Spain proves just how advertising can make a world of difference, and this award-winning program for the Ministry of Agriculture division of the Spanish Government from independent agency, SomosSapiens, helped a majority...2021-08-1826 min
PEOPLE BEHIND THE BRANDSAlexandre Vilela Shares How a Brazilian Telco is Responding to Racism with an “Awareness Keyboard”Many think that anti-racism activism and the #BlackLivesMatter movement is limited to the US. While it has certainly created a new consciousness and increased conversations around the topic, few recognize the worldwide implications… and actions. TIM Brazil is the Brazilian subsidiary of Telcom Italia, an Italian telco that provides telephony services, mobile services, and DSL data services. Their initiative, in response to issues of racism and language, is the “Awareness Keyboard,” an app ranked among the Top 10 in Brazil with nearly 20 million downloads.2021-08-1824 min
PEOPLE BEHIND THE BRANDSWacom Shifts from a Sales Approach in Communications to Helping Media, Entertainment & Education Customers with KnowledgeWacom is a global company with a vision to bring people and technology closer together through natural interface technologies. It is the world's leading manufacturer of interactive pen tablets and displays as well as digital styli and solutions for digital signatures. Amid the pandemic, Wacom made a significant shift to helping their customers in education, media, and entertainment by offering consultancy sessions and transferring extensive company knowledge to their prospects.2021-08-1331 min
PEOPLE BEHIND THE BRANDSMcCormick’s Alia Kemet & Melanie Sifuentes Collaborate to Create Cultural Moments & New Experiences for CustomersFrench’s Mustard, one of the many brands from McCormick & Company, understands the value of National Mustard Day—which occurs the first Saturday in August-- and recognizes the importance of creating awareness around peak Grilling Season. Plus, as a leading global provider of spices, seasonings, flavoring products, and condiments, McCormick is committed to new flavor exploration and defining new tastes.2021-08-0330 min
TRENDSETTERSBelvedere CEO Rodney Williams Discusses Brand Obligations, Sustainability & Consumer ExpectationsPresident & CEO of Belvedere Vodka, Rodney Williams, has set an ambitious company agenda with bold commitments to both new product innovations and operating practices.2021-07-2829 min
PEOPLE BEHIND THE BRANDSGonzalo Sáiz & Bankinter-—Gaining Preference with a Marketing Strategy that Sees Money DifferentlyDuring the COVID pandemic, Bankinter rose to become Spain’s second most visible bank through an idea known as “Bankinter, the Bank that Sees Money the Way You Do.” A two-minute, limited-run commercial became an anthem for the country, but the campaign also used a very clever creative idea to literally make people feel they were part of the currency. Without question, the message resonated with the pride of the Spanish people, particularly during a crisis, and the visibility of Bankinter grew by nearly 1000% during the second week of the campaign.2021-07-2832 min
PEOPLE BEHIND THE BRANDSShawna Miller & Mastercard—Finding New Solutions to Drive Consumer SatisfactionShawna Miller is Vice President of Marketing & Communications for Mastercard Canada, and she thrives on driving brand leadership through breakthrough campaigns, innovative thought leadership and solutions, and strong partner relationships. In fact, a recent award-winning idea that uses Augmented Reality technology came from Canada and was developed end to end in Canada.2021-07-2725 min
PEOPLE BEHIND THE BRANDSTarik Bayar & Finish- Becoming a Brand Ambassador for Water PreservationReckitt’s Finish Automatic Dishwasher Cleaner in Turkey encouraged a country on the brink of becoming “water poor” to understand the value of conservation and sustainability by rethinking forgotten elements of its culture. One of the brand’s efforts also highlighted how traditional definitions of media are changing. Using Hayrats, or water wells that are part of Turkey’s rich history and architecture, Finish was able to weave a meaningful story of the country’s water past, present and future through i-beacon technology to generate overwhelming national attention.2021-07-1540 min
PEOPLE BEHIND THE BRANDSAlly Bank’s CMO, Andrea Brimmer, Talks About Reaching Customers in New WaysAlly bank is an innovator in the digital banking space and a brand that cares about bringing financial literacy to its customers. The company’s goal during the pandemic was to reach COVID-Quarantined consumers in new ways with never-been-done-before approaches.2021-07-1530 min
PEOPLE BEHIND THE BRANDSThe Kia Team Discusses the Turbo-Charged Launch of the K5—Even as Showrooms were ClosedThis series from The Internationalist highlights the people behind brand strategies that have made a difference and provides insights from winning Internationalist case studies.By Deborah Malone, Founder of The Internationalist2021-07-1438 min
TRENDSETTERSJP Kuehlwein Advocates Brand Elevation—the Success Drivers Behind Brands Considered to be Peerless & PricelessJP Kuehlwein has worked throughout the world in a variety of brand, marketing and innovation roles that range from leading the P&L for Pampers in much of Asia to providing premium brand strategy for Procter & Gamble in 16 country and category combinations to becoming the CEO of Frédéric Fekkai and turning around the hair care brand. Five years ago, JP created the Ueber Brands Consultancy and is also now an author and marketing professor. His latest book, Brand Elevation: Lessons in Ueber-Branding, is winning great industry praise as it explains the success drivers behind those brands he considers “peerle...2021-06-2347 min
TRENDSETTERSA Look at the Pros, Cons, Challenges & Opportunities of AMBUSH MARKETING with Chris Chase and Alex Kelham"Ambush marketing" is a controversial marketing practice that pits non-sponsors against rights holders. It is as prevalent as ever, as non-sponsors seek to associate their brands, rightly or wrongly, with significant sporting or entertainment events without needing to pay sponsorship fees.2021-06-2335 min
TRENDSETTERSSimon Dermer Outlines How Issues of Digital Inclusion are Transforming our Online LivesThirteen years ago, Simon Dermer started eSSENTIAL Accessibility, a platform that enables purpose-driven organizations to enhance their digital customer experience for people with disabilities. Since then, he has seen an evolution in accessibility, as well as key shifts in industry response. When he founded eSSENTIAL Accessibility, he spent a lot of time ensuring that marketers understood the size and spending power of the disability market. Now his mission is more about inclusivity, digital usability, and new standards for software and compliance.2021-06-2323 min
TRENDSETTERSMediaCom’s Latha Sundaram Advocates Cultural Agility & Purpose-Driven MarketingOver the course of her 25-year career in media and advertising, Latha Sundaram has become passionate about the role global organizations can play to drive positive social change. While her position as Group Business Leader, Executive Director at MediaCom is to lead purpose-driven marketing and communication strategies for multinational companies, she believes her passion for the “power of people” and her viewpoint as a woman of color and global citizen can have a transformative effect in today’s advertising world.2021-06-0331 min
We Make Fly Fishing Simple12. TOP TROUT FLIESFrom the Woolly Bugger to the Elk Hair Caddis, understanding the nature of flies is indispensable to Fly Fishing.2021-05-2615 min
We Make Fly Fishing Simple11. FLY FISHING VESTS & PACKS:Practical and efficient, vests and packs have been the long-time standard for carrying your gear on the water.2021-05-2607 min
We Make Fly Fishing Simple10. FLY FISHING OUTERWEARAn essential part of ensuring you stay dry, safe, and comfortable while experiencing the challenges of the sport.2021-05-2615 min
We Make Fly Fishing Simple9. FLY FISHING MEMOIRSThese tales and reflections build an appreciation and greater enjoyment of the joys of fly fishing.2021-05-2611 min
We Make Fly Fishing Simple8. FLY FISHING LITERATUREThere are books every angler should read, because they convey the richness and legacy of fly fishing.2021-05-2611 min
We Make Fly Fishing Simple7. FLY FISHING HOW-TO BOOKSTried and true guides that provide the tactics and techniques to improve your knowledge, as well as your skill.2021-05-2609 min
TRENDSETTERSWFA’s Stephan Loerke Provides a New Framework to Help Marketers Lead on Climate Change IssuesStephan Loerke, CEO of the World Federation of Advertisers (WFA), believes that marketers should be leading the charge in sustainability by communicating consumer demands for action internally, while also demonstrating to customers how an organization can help them make more sustainable choices. As a result, the WFA has announced “The Planet Pledge” – an initiative designed to put marketers in a position where they can help lead brands’ responses to climate change, encourage efforts across the wider marketing industry, and help consumers act more sustainably when using their products and services.2021-05-2421 min
TRENDSETTERSRob Rakowitz Discusses Brand Safety’s First-Ever Digital Measurement Report through GARMRob Rakowitz has more than two decades of experience spanning creative, media, research, and strategy functions from both the marketer and agency perspectives. Now he leads the Global Alliance for Responsible Media or GARM-- a never-been-done-before industry alliance that brings together global marketers, media agencies, media owner platforms and industry associations to work together to improve consumer and brand safety in ad-supported digital media.2021-05-0132 min
TRENDSETTERSTRENDSETTERS: Molson Coors’ Brad Feinberg Shares How Analytics and Creativity Can Deliver Breakthrough ResultsAs Molson Coors’ Vice President of Media and Consumer Engagement for North America. Brad Feinberg oversees the Centers of Excellence for Media, Precision Marketing, Creative Services, and Partnerships. His passion for analytics and creativity has led to breakthrough media efforts that have delivered successful results, as well as recognition within the industry and from the Molson Coors Executive Team.2021-04-0533 min
We Make Fly Fishing Simple6- CONSERVATIONWE MAKE FLY FISHING SIMPLE: CONSERVATION. The importance of catch and release, protecting species and maintaining habitats.2021-03-3007 min
We Make Fly Fishing Simple5- FLY LINESWE MAKE FLY FISHING SIMPLE: FLY LINES. Your fly line is key to presenting flies, but also to getting your flies to where the fish are.2021-03-3017 min
We Make Fly Fishing Simple4- MORE ON FLY REELSWE MAKE FLY FISHING SIMPLE: MORE ON FLY REELS. As a fly fishing necessity, we discuss more about the function and significance of reels.2021-03-3022 min
We Make Fly Fishing Simple3- INTRODUCTION TO FLY REELSWE MAKE FLY FISHING SIMPLE: INTRO TO FLY REELS. There’s more to reels than most people recognize. How to start out with choices that build confidence.2021-03-3015 min
We Make Fly Fishing Simple2- FLY RODSWE MAKE FLY FISHING SIMPLE: FLY RODS. Understanding the options, while starting with basics that can make a difference to someone new to the sport.2021-03-3010 min
We Make Fly Fishing Simple1- INTRODUCTIONWE MAKE FLY FISHING SIMPLE: Introduction to an outdoor sport that can become both absorbing and satisfying—when you literally begin at the beginning.2021-03-3008 min
TRENDSETTERSTRENDSETTERS: Current’s Erin Bruehl Discusses the Intersection between Trust and RelevanceErin Bruehl is Director of Communications at Current, a leading U.S. challenger bank created to serve Americans overlooked by traditional banking institutions. With a mission to improve financial outcomes, Current believes that banking should be accessible and affordable for everyone, especially people with a variety of modern lifestyles—from those young and starting out to people who are part of today’s growing Gig Economy.2021-03-2927 min
TRENDSETTERSTRENDSETTERS: BNY Mellon’s CMO Brenda Tsai Discusses Create Value and the Need to “Consider Everything.”Brenda Tsai leads marketing at Bank of New York Mellon with a focus on creating value across the top and bottom line, while developing initiatives that accelerate the firm’s growth strategies.2021-03-2219 min
TRENDSETTERSTRENDSETTERS: Vodafone’s June Sugiyama Discusses Empowering Women and Girls through TechnologyJune Sugiyama has served as the Director of the Vodafone Americas Foundation for over 20 years. During that time, she has seen an extraordinary evolution of initiatives, as well as changes in consumer and corporate attitudes toward ventures that advance the use of technology for social good. As International Women’s Day approaches on Monday, she talks about why the Vodafone Americas Foundation now focuses entirely on empowering women and girls through technology.2021-03-0327 min
TRENDSETTERSAllyson Stewart-Allen Considers World Views of Brand USA and Discusses Brand InternationalizationAllyson Stewart-Allen Considers World ViewsAllyson Stewart-Allen has been considering how the US will be viewed by the rest of the world as an attractive trade and investment destination—even as the country’s domestic agenda takes center stage for a new administration. She also anticipates a US-EU Free Trade Agreement to take priority over a US-UK trade deal. The size of the European Union would be a commercial prize for US companies post-Brexit as a trading bloc with nearly 450 million consumers compared to the UK’s 66 million.2021-02-2527 min
TRENDSETTERSEmerson’s Kathy Button Bell Talks about being Purpose-Led, Profit-Driven and ESG-Centric as Business and Marketing EvolvesEmerson is a $16.8 billion global industrial software and engineering company with over 80,000 employees. Founded in 1890 in St. Louis, Missouri, as a manufacturer of electric motors and fans, over the past 100-plus years, Emerson has grown from a regional manufacturer into a global technology solutions powerhouse. While much growth came through acquisitions, management has worked diligently to create tighter company integration-- mostly through brand solutions and marketing strategy. Emerson’s work in exploring Values to build consistency, defining key Causes that align with various business units, and now identifying Purpose through employee participation has been remarkable.2021-02-1334 min
TRENDSETTERSDoug Wood Looks at 2021 Advertising Legal Issues on the Minds of MarketersAsk Doug Wood what’s on the minds of marketers as they consider advertising legal concerns in 2021, and his answer outlines a broad range of critical topics. He says, “The evergreen subjects – media transparency, privacy, data security, ad taxes, and efforts to regulate the influence of the big digital platforms will continue to be in the top ten. As we move forward, commercial production post-COVID will garner a lot of attention as precautions adopted to address the pandemic may become norms and add costs. Digital fraud will also come to the forefront, as well as brand safety. MRC certification efforts will expan...2021-02-1236 min
TRENDSETTERSSonsoles Gonzalez of Better Not Younger Moves from Big Beauty to Launching a New Brand for Forgotten WomenSonsoles Gonzalez has done what many marketers dream about. After almost 3 decades in senior roles at global beauty giants-- L’Oréal and Proctor and Gamble—she created her own company. She is the Founder and CEO of Better Not Younger, the only haircare brand specifically designed for women over the age of 40.2021-02-0835 min
TRENDSETTERSDanone’s Manos Spanos Discusses a Groundbreaking Program to Fight Food InsecurityManos Spanos, Senior Vice President of Brand Marketing for the Yogurt Business Unit at Danone North America, believes that marketing needs to stand for positive change. “If something is not doable,” he says, “innovate to make it doable.” And while that sounds like a tall order, especially for these times, he has been able to demonstrate what happens when purpose and passion intersect in branding.2021-02-0332 min
TRENDSETTERSSir Martin Sorrell Looks Ahead as Marketers & Agencies Continue to Face Accelerated ChangeSir Martin Sorrell's success has always been built on anticipating what's next for an advertising industry that must continually reinvent itself. His company, S4 Capital, has had quite a year with seven acquisitions to date since the first Covid-19 lockdown began last March. This includes two recent US acquisitions in early January: integrated media agency Decoded and marketing agency Metric Theory. Today we’re talking with him about his views of the advertising and marketing business, new geographic balances and what’s ahead for an industry that needs to validate growth.2021-02-0145 min
TRENDSETTERSWavemaker’s Whitney Fishman Shares How Trends at CES will Affect MarketersWhitney Fishman Zember has been helping brands and businesses understand media and communication trends, as well as technology-driven consumer-based insights, for over fifteen years. As Managing Partner, Innovation & Consumer Technology at Wavemaker US, she uncovers opportunities to harness technology to connect marketers with audiences in new and meaningful ways. Her ability to spot trends is second to none, and she has been tracking developments at CES for years. Whitney’s perspectives are always eye-opening.2021-01-2629 min
TRENDSETTERSTwo High-Profile Forecasters Anticipate What 2021 will Mean for Advertising, Marketing & MediaJonathan Barnard, Head of Forecasting and Global Intelligence at Zenith, and Brian Wieser, Global President of Business Intelligence for GroupM, have been in the business of advertising forecasting, intelligence, and trend watching for an exceptionally long time. Given their experience through numerous financial swings and business precedents, few are more likely to aptly guide the industry after a year like 2020. Jonathan joins us from London, while Brian joins us from Portland… and despite the number of time zones in between, they agree on potential outcomes for several macro issues, but often differ somewhat on a variety of specific industry concerns go...2021-01-0344 min
TRENDSETTERSTransformational Marketer, Perry Kamel, Creates New, Remarkably Purpose-Driven Companyransformational Marketer, Perry Kamel, Creates New, Remarkably Purpose-Driven Company. Perry Kamel has a 30+ year track record for transforming companies—from giants like Siemens ICN and Ciena to his role as Founding Global Managing Director of Accenture Interactive. He has extensive experience in applied innovation, as well as degrees in electrical engineering and in business. If one could apply a personal motto to Perry Kamel, it would be— “He dreams big and leads others to achieve what may have been considered impossible.” He is no stranger to working with cutting edge technology solutions, or the organizational and operational aspects so vital to endurin2020-11-1126 min
TRENDSETTERSHewlett Packard Enterprise’s Adam Benaroya Discusses Rethinking the Digital Customer ExperienceAdam Benaroya has always been a digitally-driven marketer. Today, as Head of Global Media and Performance Marketing at Hewlett Packard Enterprise, he is responsible for the global media program, as well as broader digital- and data-centric Centers of Excellence (COEs), which include audience strategy, biddable media policy and execution, adtech/martech, privacy, and analytics.2020-10-2130 min
TRENDSETTERSSebastian Jespersen, CEO of Vertic, Advocates a New UN Sustainable Development Goal as a Marketer’s Digital ResponsibilitySebastian Jespersen is an innovator, a business strategist, and a breakthrough digital thinker. He has a provocative idea that involves our new digital world and the UN Sustainable Development Goals. In fact, it is an idea that puts marketers at the center and emphasizes how they can make a difference for a more meaningful and safe digital life.2020-10-1423 min
TRENDSETTERSTRENDSETTERS: Kimberly-Clark's Josh Blacksmith Discusses a Pivotal Moment for Consumer-Packaged Goods CompaniesJosh Blacksmith, Senior Director of Global Consumer Relationships and Engagement at Kimberly-Clark, is championing a relatively new endeavor for most Consumer-Packaged Goods (CPG) companies: global first-party data collection and how it can be used to impact meaningful, lifetime customer relationships. This has been an area of significant focus for him from the beginning of his career.2020-10-0934 min
TRENDSETTERSTRENDSETTERS: Kirsten Allegri Williams, CMO of Episerver, says Brands will Win on Digital DifferentiationAs Kirsten Allegri Williams surveys our new marketing world of increased screen time and work from home connectivity, she passionately believes that brands will now win entirely on digital differentiation. “At this moment in history and for the foreseeable future, a brand’s digital presence makes up the entirety of how it reaches customers.”2020-10-0232 min
TRENDSETTERSTRENDSETTERS: Iris Meijer, CMO of Vodafone Business, Talks About Succeeding in Today’s Digital WorldAsk Iris Meijer to describe her role at Vodafone Business, and she’ll likely tell you that she helps customers succeed in a digital world. Vodafone Business is the vibrant enterprise division of British multinational Vodafone, one of world’s largest telecommunications companies. With expertise in connectivity, the Internet of Things and global scale, Vodafone Business serves customers of all sizes-- from thousands of small to medium-sized companies, as well as large multinational customers. As Global CMO and a member of the senior leadership team, Iris Meijer champions a wide variety of programs that help build customer trust and overcome their...2020-09-2229 min
TRENDSETTERSTRENDSETTERS: GSK’s Julie Chan Discusses the Need for Fluidity in Communications Planning TodayJulie Chan believes that now-- more than ever before-- it is important for marketers to understand “fluidity.” A global media expert who is GSK’s Communications Planning Lead for the Pain and Respiratory business categories, she recognizes that the ability to change rapidly must be built into our communications today.2020-08-1026 min
TRENDSETTERSTRENDSETTERS: Yin Woon Rani, CEO of MilkPEP, Introduces a New “Got Milk?” for These Times…Yin Rani’s career has been built on bold strategies, coupled with breakthrough communications. Last October, she accepted the role as Chief Executive Officer of MilkPEP or The Milk Processor Education Program, where she started to address the challenges of the milk industry by using marketing to make a positive impact. Less than six months in her new position, COVID-19 interrupted some of her plans—but certainly not all!2020-08-0724 min
TRENDSETTERSTRENDSETTERS: Michael Moszynski, LONDON Advertising CEO, Demonstrates with an Agency Ad Campaign that the Size of the Idea is What MattersMichael Moszynski believes that an ad agency—at the very least-- should provide businesses with the inspiration to advertise. As CEO of independent creative shop, LONDON Advertising, he is keenly aware that right now every agency is reminding their clients that “those who advertise in a downturn will gain market share over those who do not.” However, he has gone one step further.2020-07-1934 min
TRENDSETTERSTRENDSETTERS: From Top Marketer to Founder, Luis Gallardo Proves the Power of Brand BuildingWhile transformation is unquestionably a critical business survival skill, Luis Gallardo has pioneered the transition from global marketer for one of the world’s top professional services companies to Founder of the largest forum of happiness and well-being experts and thought leaders that now reaches 10 million people across the globe. And he admits he never could have done it without relying on his strategic marketing and brand building skills.2020-07-1339 min
TRENDSETTERSTRENDSETTERS: Orvis President Simon Perkins Talks about his Vision as a Purpose-Driven CompanySimon Perkins was named President of the Orvis company in May. While it remains the world’s oldest mail-order retailer, Orvis has evolved to become a globally recognized fishing, wingshooting, and lifestyle apparel brand that is deeply invested in education and conservation. The company was founded in Manchester, Vermont in 1856 by Charles Orvis, a fly-fishing enthusiast. And while he created his mail-order business to sell fly rods, flies, and other fishing tackle, he believed that fly fishing made his life better and wanted to share the significance of the sport with others.2020-06-3031 min
TRENDSETTERSTRENDSETTERS: “Purpose is More Relevant Now than Ever Before” says Mirella Vitale of The ROCKWOOL GroupTS-VitaleMirella Amalia Vitale, Senior Vice President of Marketing, Communications & Public Affairs at The ROCKWOOL Group admitted early last year that "Everything changed when we aligned around purpose." Today, at a time when everyone’s way of living has been challenged and the nature of cities is changing amid an unforeseen pandemic, she emphasizes that “Purpose is more relevant now than ever before.”2020-06-2635 min
TRENDSETTERSTRENDSETTERS: RB’s Olga Osminkina-Jones Believes Creativity is a Collaborative ProcessOlga Osminkina-Jones has long been a brand builder and a champion of disruptive, cutting-edge marketing with cultural relevance. In her various roles at Pepsi and Danone over the past six years, she has been able to redefine a commodity product as luxury, revitalize a brand's value through both consumer and social insights, and has overturned the common misconception that Millennials don't care about image.2020-06-2331 min
TRENDSETTERSTRENDSETTERS: Shell’s Rahul Malhotra Proclaims, “Purpose is Dead, Long Live Purpose.”As Head of Brand Strategy and Stewardship at Shell, Rahul Malhotra understands how to champion purpose within an organization. His provocative phrase “Purpose is dead. Long live purpose” borrows from the traditional proclamation hailing the continuity of monarchy: “The king is dead, long live the king.” He believes that prior to COVID-19, purpose was a statement for many organizations. “Going forward,” he says, “purpose must truly become part of an organization’s DNA to instill value and trust. Purpose is not a desktop exercise; it has to start with why you exist.”2020-06-1822 min
TRENDSETTERSTRENDSETTERS: Anna Bager Shares her Vision for the Future of Out of Home AdvertisingLast September, Anna Bager was named President & CEO of the Out of Home Advertising Association of America (OAAA), a national trade association that represents the $8+ billion Out of Home (OOH) ad industry. And while her new role would seem particularly challenging with a stay-at-home edict during a global pandemic, this industry sector did not fare as badly as projections anticipated. Interestingly, Out of Home advertising—up until Q1 of 2020—had also experienced 10 years or 66 quarters of growth.2020-06-1428 min
TRENDSETTERSTRENDSETTERS: Hall of Famer Wally Snyder Talks Advertising EthicsWally Snyder has devoted his entire professional career to working on advertising development, regulation and ethics. He served as a trial lawyer and as Assistant Director for Advertising Practices at the Federal Trade Commission (FTC) before joining the American Advertising Federation (AAF) where he served as president and CEO, from 1992–2008. He was inducted into the Advertising Hall of Fame® in 2009. Currently, he serves as Executive Director for the Institute for Advertising Ethics (IAE), which is now part of the AAF.2020-06-0826 minTRENDSETTERSDanone’s Manos Spanos Discusses Brand Storytelling in the Age of AIManos Spanos, SVP and CMO of Brand Marketing for the Yogurt Business Unit at Danone North America, has been motivated throughout his career by the intersection of marketing, innovation, and technology. He has been an early adopter of Artificial Intelligence (AI), algorithms and other technology tools that not only generate efficiencies and sustainable results, but also power content creation and execution.2020-05-2930 min
TRENDSETTERSTRENDSETTERS: Podcaster Rick Tocquigny Shares his Insights on Success Made to LastRick Tocquigny began his career at Procter & Gamble as a brand management trainer, then moved to PepsiCo’s Doritos Brand Team and later transitioned to General Mills as VP Sales and Marketing for Colombo Yogurt. However, he transformed his career a dozen years ago by becoming one of the earliest podcasters with the Life Lessons and Transformed Traveler Network.2020-05-2522 min
TRENDSETTERSDeluxe Corp’s Amanda Brinkman Demonstrates that Small Businesses have Big HeartsAmanda Brinkman believes that small businesses have big hearts. As the Chief Brand and Communications Officer at Deluxe Corp., long known as a maker of checks, she transformed the company by highlighting its small business clients rather than Deluxe itself, while ensuring that the company would become a resource for small business tools and opportunities. She says, “Small business owners love what they do, and they love their communities. They stand up in extraordinary ways. It’s simply their instinct.”2020-05-1830 min
TRENDSETTERSBrad Jakeman is Collaborating with Companies to Help Rethink FoodBrad Jakeman, former President of PepsiCo’s Global Beverage Group, is rethinking food—quite literally. This March, he became the Co-Founder and Managing Partner of Rethink Food, created to provide expertise and investment to companies that support the production, availability and demand for healthier and more sustainable food for all people. Brad Jakeman believes that the food industry is poised for profound disruption in the next 10 years as consumers not only expect higher-quality nutrition through less sugar and fewer pesticides or antibiotics, but also demand a healthier planet by limiting single-use plastics, as one example.2020-05-0934 min
TRENDSETTERSTRENDSETTERS: Tifenn Dano Kwan, CMO of Dropbox, Helps to Shape the Future of WorkAsk Tifenn Dano Kwan about the future of work, and she’ll say, “It’s already here.” As the new Chief Marketing Officer of Dropbox, which brings together file sharing and cloud content with tools for business collaboration, she and her teams around the world are actively ensuring that working remotely can be simpler and more efficient than ever before.2020-04-2926 min
TRENDSETTERSTRENDSETTERS: BlackRock’s Graciela Benveniste Talks About Content, Media and Data Now.Graciela Benveniste recognizes that people are experiencing an inundation of information now. She also admits that consumers now expect brands, particularly financial services, to help with analysis and trends on everything from the global economy to personal finances.2020-04-2831 min
TRENDSETTERSTRENDSETTERS: Anheuser-Busch InBev’s Jodi Harris Reimagines Marketing to Thrive in a Disrupted WorldJodi Harris is Global Vice President, Marketing Culture & Capabilities at Anheuser-Busch InBev, the world’s largest brewer with well over 500 brands and countless beer varieties. She was been instrumental in building the Anheuser Busch marketing culture in the U.S. by igniting a passion for learning and creativity to empower the company’s people and its partners.2020-04-2233 min
TRENDSETTERSTRENDSETTERS: CSL’s Anthony Farina Urges Marketers “To Say What They Stand For”-- Especially Now…Anthony Farina is Chief Communications Officer & Global Corporate Affairs Leader at CSL Behring—now the world’s third-largest biotechnology leader. Earlier this month, CSL Behring announced the formation of a new alliance with Japan’s Takeda Pharmaceutical Company and other international partners to develop a potential plasma-derived therapy for treating COVID-19. He commented that “Unprecedented times call for unprecedented actions. This new alliance brings together the expertise of industry leaders worldwide for scale, sustainability, and reliability.”2020-04-2027 min
TRENDSETTERSTRENDSETTERS: Marla Kaplowitz, 4A’s CEO, Discusses the Value of Agencies Now and in the FutureMarla Kaplowitz understands that the responsibility of leading a trade association means having a laser focus on the needs of its members—especially now. As President & CEO of the 4As, she serves more than 600 member agencies across 1,200 offices, which control more than 85% of total U.S. advertising spend.2020-04-1528 minTRENDSETTERSTRENDSETTERS: ANA’s Bob Liodice on What Matters Now to MarketersBob Liodice, CEO of ANA, has been busy. However, when your membership consists of over one-thousand client-side marketers that represent 20,000 brands and invest more than $400 billion in marketing and advertising annually, you must move quickly in a crisis. The organization has compiled articles, playbooks, recommendations, and best practices—all designed to provide marketers with tools that can help reduce COVID-19’s impact on businesses and brands.2020-04-1121 min
Colored CommentaryInterracial Relationships: Growing Up Biracial (w/ Deborah Hill)Send us a textIn this episode, Markus and Antwuan sit down with special guest Deborah Hill (M. Ed, NCC, LCP) to discuss her experience growing up as a bi-racial child. Deborah brings a unique perspective about the question of "what about the kids" when races mix, and the challenges of social identity._______________________Become an Insider: www.eepurl.com/gufWmvPost Feedback: @coloredcomments (twitter & instagram)Email questions and ideas: coloredcommentary@wearethreaded.org_____________________________Podcast Subscription LinksApple Podcast: coloredcommentary.com/appleS...2019-12-0952 min