Shows
Scratch: CMO InterviewsHow to Institutionalise Innovation with Maja Neable of BMOIn this week’s episode, Eric talks to Maja Neable, Senior Vice President, Chief Marketing Officer Banking & Chief Data & Analytics Officer at BMO Financial Group about let’s say… one of the more innovative marketing campaigns we’ve seen recently! In spring 2022 BMO decided to tap in to the gaming community by creating a discord to help educate and advice this community on personal finance matters. There is a lot of insight into how you create an innovative environment for your team, and how to navigate meet your customers where they are - they might even be on the di...2022-11-3036 min
Scratch: CMO InterviewsHow to Get Marketing a Bigger Seat at the Table with Allison MacLeod CMO of FlywireScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyper...2022-11-1658 min
Scratch: CMO InterviewsHow to develop the non-marketing skills needed to be a CMO with Mosala Phillips of Old Mutual LimitedScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyper...2022-11-0931 min
Scratch: CMO InterviewsHow to grow a business at the right cost, not all costs with Rand Fishkin of SparkToroScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from...2022-11-0242 min
Scratch: CMO InterviewsHow to market the future with Rob Miller of HyperloopTTScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from...2022-10-1939 min
Scratch: CMO InterviewsHow to Adapt to Constant Change with Sam Dulka of Dubai Economy & TourismIn this week’s episode, Eric talks to Sam Dulka, Associate Vice President of Global Business Marketing at Dubai Economy and Tourism. Tune in for a really interesting conversation about how Dubai has established itself as a challenger brand in the last few years and how you have to find channels of meaningful influence with the audience you are trying to reach. The team at Dubai tourism think of Dubai as a product, relating it back to Apple but with different features. There are some really good pieces around adapting to change and why all marketers have to keep th...2022-09-2136 min
Scratch: CMO InterviewsHow to Build a Customer-Centric Marketing Strategy with John Sheldon of SmileDirectClubIn this week’s episode, Eric talks to John Sheldon, CMO of challenger brand SmileDirectClub and owner of one of the best Linkedin headers we’ve seen…John describes himself as a “CMO and innovation Leader, a customer data 'truffle pig', and someone who’s focused on creating irrational brand love.” Love it. There’s a TON of great advice and insight in this episode on what it takes to not just build a successful challenger brand, but also build a successful challenger marketing team. Hint: it all comes down to how well you understand and can consistently deliver on the needs o...2022-09-0742 min
Scratch: CMO InterviewsHow to Own a Point of Differentiation in a Crowded Market with Grant Johnson of EmburseLearn more about how to stand out and why every contact matter by listening to this week's conversation with Grant Johnson of Emburse.Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.
Scratch is a produ...2022-08-1043 min
Scratch: CMO InterviewsHow to Launch a Challenger Brand with Fiona Parfrey of RileyRiley is a sustainable menstrual product company that operates on a subscription model, whereby individuals manage mensutral health needs, coupled with a strong B2B model, whereby companies stock period products in employee toilets. This break from the traditional in-store purchase model requires a change of culture and a destigmatisation of women’s issues and women’s health - and Riley is up for the challenge. Learn more at https://weareriley.comScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produ...2022-07-2741 min
Scratch: CMO InterviewsHow “Share of Heart” Leads to Share of Market with Deniz Güven of Platform XITReach out to Deniz on LinkedIn and learn more about Platform XIT here. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com we’d love to hear from you.
Scratch is a production of Rival, a marketin...2022-07-1342 min
Scratch: CMO InterviewsHow to Build a Brand to Disrupt an Industry with David Brear of 11:FSThis week, Eric talks to David, a giant in the fintech industry, about disruption, why 11:FS produces a huge amount of content and why you should, too. Reach out to David on LinkedIn.Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d lov...2022-06-2946 min
Scratch: CMO InterviewsHow to Drive Brand-Led Growth in B2B with Anna Griffin of IntercomThis week, Intercom's Anna Griffin talks to Eric about how she sees the role of CMO in challenging the status quo, what she's curious about, and the question every CMO needs to be asking themselves. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d lov...2022-06-1535 min
Scratch: CMO InterviewsHow to Land a Successful Rebrand with Mai Fenton of SuperscriptThis week Eric chats to Mai Fenton of Superscript, a customizable bespoke insurance company for small businesses. Mai joined a few years ago as the first CMO, and oversaw a major rebranding from Digital Risks to Superscript. By 2020, the name Digital Risks no longer represented the brand, as its customer base shifted from purely digital and technology businesses to all kinds of businesses seeking customizable insurance. It was clear the company needed to rebrand to unlock growth opportunities and challenge the insurance market.In today's episode you’ll hear some of Superscript’s engaging radio and podcast spot...2022-05-1845 min
Scratch: CMO InterviewsHow to Compete in the Future of Marketing with Mark SchaeferMarketing strategist, author and adjunct professor, Mark Schaefer argues that the CMO must be in charge of the entire customer experience, and how some brands - like Glossier and Everlane - are doing it right. In a world where isolation and loneliness are on the rise, community is more important than ever. Mark argues that consumers want to believe in the brands they support, that they to want to participate in and to belong to a brand. Belonging is such a human drive - and Mark believes that beyond purpose, companies will need to start using technology to...2022-04-2741 min
Scratch: CMO InterviewsHow to Make Martech Work For Your Team with Scott Brinker of HubSpotScott Brinker, known as the “godfather of martech” and currently VP Platform Ecosystem at HubSpot, talks to Eric about everything marketing technology from how to stay on top of it all to how best to implement changes in your organization.Scott explains that the No Code movement represents a fundamental shift towards empowerment of business users and marketers. It’s not just about letting people build software applications without having to code them, it’s about allowing the average person to self-service their ideas. And while culture change and adoption of new technologies and workflows are neces...2022-03-3043 min
Scratch: CMO InterviewsHow to Balance Profit with People and Planet with Rupen Desai of DoleRupen Desai, CMO of Dole Sunshine Company, talks about a world in which we stop considering shareholders' profits above all else and start considering the overall global benefits of business decisions to the environment and to human rights. He insists that while profit should not be the end all be all of business, true sustainability does not need to come at its expense. If you are curious about how to shift your business towards being truly purposeful and doing better for the planet and its people, this is the conversation for you.Dole has produced some pretty...2022-03-2343 min
Scratch: CMO InterviewsHow to Run Your Marketing Like a Scientist with Jeremy King of AttestThis week, Eric talks to Attest CEO and Co-Founder, Jeremy King, about how data leads to better, smarter business decisions with no guesswork. He argues that with the right data, business leaders and marketers are able to know precisely when certain risks are justified and when they’re not, and they are able to understand their target audience, not just their current customer base.Coming from a background in both science (as an undergraduate) and business (at Harvard Business School, no less), Jeremy approaches business problems in novel ways, recalling cases from both business school and the na...2022-03-1643 min
Scratch: CMO InterviewsHow to Succeed in a New Era of Marketing with Raja Rajamannar of MastercardRaja Rajamannar is a true giant in the field of marketing. President of the World Federation of Advertising and CMO of Mastercard since 2013, Raja argues that there is no such thing as brand loyalty. Raja warns marketers not to mistake consumers liking your brand for consumer loyalty to it. What marketers confuse for brand loyalty is merely brand stickiness. Marketers need to understand the true drivers for customer choices in order to leverage them and encourage stickiness.Raja shares his advice for marketers just getting started building their careers. The most important thing is trying to stay...2022-03-0942 min
Scratch: CMO InterviewsHow to Activate Your Brand Purpose for Profit with Jim Stengel of The CMO PodcastIn this week’s episode, Eric and co-host Dean Aragon are joined by a giant of the marketing world, Jim Stengel, the former CMO of Procter & Gamble, author of Unleashing the Innovators (2017) and Grow (2012), and host of The CMO Podcast. Jim insists that most marketers aren’t curious enough about what’s around the corner, and get too bogged down in short-term priorities. He explains how to balance focusing on today, tomorrow and long-term goals, especially as an incumbent business. (Hint: look at your calendar and leverage your team.) The conversation includes a discussion of the importance of repu...2022-03-0246 min
Scratch: CMO InterviewsHow to Harness the Viral Power of TikTok with Soyoung Kang of eosSoyoung Kang, CMO at eos, a company known for its lip balm, talks about how she embraces the unknown by constantly calibrating and always choosing the option that will teach the most. By embracing the unknown early and always budgeting for experimentation, Soyoung helped eos become a giant on TikTok, where it has nearly 900k followers, and Instagram, where it has 1.7M. Soyoung and Eric discuss eos’ Bless Your F*ing Cooch Campaign, which pulled directly from a TikTok user’s unsolicited - and very enthusiastic - endorsement of eos’ shea butter shaving cream. This campaign caused sales o...2022-02-2347 min
Scratch: CMO InterviewsHow to Focus on Marketing Fundamentals with Scott MontyScott Monty talks about his journey from premed student to marketing expert, and the elephant in the room - his amazing voice. He explains how understanding timeless human nature and psychology is key to effective communication and marketing. He encourages marketers to focus less on the platforms and more on the fundamentals, on storytelling and connecting to people. Scott deeply believes in the often dismissed importance of taking the time to take stock and acting with integrity and warns of the danger of talking about brand purpose without truly embracing it at all levels of the business. H...2022-02-1634 min
Scratch: CMO InterviewsHow to Stay Ahead of the Disruption Curve with Chris SkinnerThis week, Eric talks to Chris Skinner of The Finanser. Chris is well known for his extensive writing, speaking and advising on the disruption necessary in the banking and fintech worlds and is a proud self-proclaimed troublemaker because “the more trouble you make the more you can fix things.” In this week’s conversation with Eric, Chris explains everything from why he focuses his lens so intensely on the future, to why the financial world isn’t as complicated as it might appear. He also explains the mechanism behind his staggering productivity and offers a truly global perspectiv...2022-02-0950 min
Scratch: CMO InterviewsHow to Build a Media Company Around Your Brand with Robert RoseIn today’s episode, Eric talks to author, podcaster and content marketing expert, Robert Rose about everything from whether your marketing function can become a profit center to the fate of traditional advertising as we know it.As promised, here are Robert’s recommended business books, his "mini-marketing-MBA":The Practice of Management – Peter DruckerThe Management of Marketing Costs – James CullitonMarketing Management – Philip Kotler Thinking About Management – Theodore LevittThe Marketing Imagination – Theodore LevittMarketing Myopia (White Paper) – Theodore LevittIntegrated Marketing Communications –...2022-02-0243 min
Scratch: CMO InterviewsHow ‘Batshit Crazy’ Advertising Can Actually Work with Abba Newbery of HabitoAbba came to Habito from a background in media and is now proud to make “batshit crazy mortgage ads” that speak to Habito’s strong purpose of setting people free from the hell of getting a mortgage. Abba explains that everything they do creatively comes from customer insights and admits that they do it “in a ludicrous manner.” There are, for example, TV ads showing animated characters being gruesomely killed by their mortgages, and the admittedly gorgeous print campaign depicting the mortgage kama sutra, and the erotic novel called The Road to Completion that promises “to put the moans back into yo...2022-01-2646 min
Scratch: CMO InterviewsHow To Build a Trusted Brand with Tina Cassidy of GBHTina Cassidy, CMO of GBH talks to Eric about the rebranding of Boston’s public broadcaster and the largest creator for public media in America. Trust is not only central to GBH as a company, it is central to GBH’s mission as a source of trusted news and information. It goes without saying that we find ourselves in an ever-changing information landscape where news is no longer traditionally produced or consumed, and the news media is increasingly seen as divided and divisive. Building trust with this new generation of consumers has been central to Tina’s mission at GBH. T...2022-01-1938 min
Scratch: CMO InterviewsHow To Build Community Around Your Brand with James Kyd of XeroThis week, James Kyd of Xero talks about how the online accounting platform with over 3 million customers has successfully built a community around the brand. By fostering a deep commitment to understanding the “real human costs” of running a business, Xero has nurtured a community composed mostly of accountants and small business owners. This dedication to understanding and addressing consumers’ needs is highlighted in Xero’s brilliant Behind Small Business Campaign, which tells the real stories and motivations of the people behind Britain’s small businesses. James and Eric talk about how Xero’s marketing function remains innovative. H...2022-01-1241 min
Scratch: CMO InterviewsHow to Take a Take a Brand from Start-Up to IPO with Jasper Martens and Rachael Oku of PensionBeeIn this week’s episode, Eric talks to the nicest people in the business, Jasper Martens and Rachael Oku from PensionBee, about how the company has managed to stay true to its customers along the journey from launching as a small fintech start-up to going public. Rachael and Jasper talk about how letting their brand purpose guide both their company culture and marketing has given their brand a distinct voice that resonates so well with so many. Watch how PensionBee uses its own employees and real customers in their IPO marketing, as they do in nearly all their customer-facing ma...2021-12-0847 min
Scratch: CMO InterviewsHow To Build A Sonic Brand with Dean Aragón and Jane Keate of ShellIn today’s episode, Eric talks to the brains behind one of the world’s biggest brands, Shell. Jane Keate, Shell’s Global Brand Standards and Assurance Manager, and Dean Aragón, CEO & Vice Chairman of Shell Brands International, explain how a brand as massive and well-known as Shell connects to its employees, customers and external stakeholders through its all-in approach to sonic branding, and how building a distinctive yet flexible sound helps deepen and humanize the brand’s identity while also fulfilling marketing’s ROI goals. We talk about the way Shell’s sonic branding adapts for use, geography, an...2021-11-2443 min
Scratch: CMO InterviewsHow to Make NFTs Work For Your Brand with Gary VaynerchukGary Vaynerchuk is truly an epic interview with so much insight and foresight into the world of business and branding. Eric and Gary go back over a decade, as Eric was one of Gary’s first hires for VaynerMedia back in 2010, and would go on to launch VaynerMedia in EMEA in 2016. In today’s catch up, Gary and Eric talk about NFTs, and how harnessing their power can turn your marketing function into a profit generator. Gary sheds some fascinating light on what some still see as a subject irrelevant to marketing, and the whole interview is really worth a li...2021-11-1734 min