Brand-Side

Sure you think about it: striking out on your own, building an agency that you want to work in as a creative, and shaping a vibrant and healthy work culture that is defined by purpose. But what does it take and what are the challenges? The rewards? Our guests today did just that after spending successful careers at some of the top agencies in the business. And they are building their agency…. from a boat in Brooklyn, NY. JOÃO COUTINHO and MARCO PUPO have launched Atlantic New York- a new, creative-lead agency working with brands like Prime Video and Yahoo. They have accomplished so much in their short tenure at the helm and they came to share their journey with us. We discuss: The evolution of their partnership and their international careers Their genesis story of how they made the leap to start their own shop The new agency- client relationship and pitch process they are working with The future of the agency model and the challenges of entrepreneurship

How can meaningful inclusion make a measurable difference and create lasting importance? In media and technology this is as important as ever and driving economic inclusion for creators is the key to real success for the industry. The move to conducting business equitably is a progessive cycle and generates continuous re-investment in underrepresented communities. This is exactly the life and work that Travis Montaque, CEO and founder of Holler and Group Black, is leading. He grew Group Black, a media collective,from 8 to over 200 companies in the first year alone. He lays out the how and why for us on the show this week. We discuss: Black entrepreneurship: why creators are key to successful inclusion and where investors should be putting their dollars Being truly inclusive is just smart: what do the recent blockbusters in media- Encanto, Squid Games, Black Panther- tell us about economic success? How companies can meaningfully invest in inclusion and diversity that also spurs more wealth for communities- access, opportunities and infrastructure

With all the shifts in online shopping in the past few years, e-commerce and marketing is finally leveling up. Today's guest Hafiz Huda, Executive Creative Director at Zulily, is one of those pioneers and leaders in not just storytelling, but curating a unique experience in this realm. With experiences in innovative narrative campaigns, partnerships and diversifying media, he shares some highlights and also what is coming-up next. We discuss: List shopping or chore shopping vs. an online discovery experience Retail storytelling and the shop early model Shifts in E-commerce advertising and marketing

With all the shifts in online shopping in the past few years, e-commerce and marketing is finally leveling up. Today's guest Hafiz Huda, Executive Creative Director, Zulily, is one of those pioneers and leaders in not just storytelling, but curating a unique experience in this realm. With experiences in innovative narrative campaigns, partnerships and diversifying media, he shares some highlights and also what is coming-up next. We discuss: List shopping or chore shopping vs. an online discovery experience Retail storytelling and the shop early model Shifts in E-commerce advertising and marketing

Does every company now need an NFT product strategy? Anyone want a bite of the world's first NFP, “non-fungible pizza?” What about a trip to pick up a few things in the Wendyverse? Are these branded spaces on the metaverse brilliantly raising brand profiles? Or is it just a virtual reality game that will fade like most marketing stunts? Only time will tell, but luckily we get into some predictions and more with MacKenzie Green, Vice President, Social Media at Clique Brands. She is back for her second turn on our podcast to share what she has been up to since we last had her on the show. We discuss: The metaverse- who is getting in on the game? Fashion, luxury retail and NFTs Blending Web3 with the real world and the next phase of community building

A good agency tells a client's story, but a GREAT agency learns to tell its own. This is just one of the pieces of wisdom that Jeff Sweat, Founder of Sweat & Co and all around renaissance man, shares with us this week. From a start in journalism as one of the first reporters on the tech beat, to published novelist, to content marketing, PR and advertising maven- we hear about a unique journey that has told the stories of many remarkable campaigns and agencies. We discuss: Storytelling: What do we mean and when do we overuse it? PR isn't something you do at the end of the process. How can PR become baked into a product or brand? How to be famous in 6 easy steps…really.

Boutique creative agencies have a distinct advantage in giving their clients cutting-edge, innovative, and top tier campaigns. Join us as we chat with Raul Mandru, Founder of RXM Creative, and hear the backstories on some of their most fascinating campaigns and brand work. In the world of RXM, creatives come together organically and with purpose to craft compelling, memorable work where PR-factor is already built in the strategy and the idea. We discuss: What you get from a boutique agency vs. the big guys How studying the product, the founders, and the history of a brand helps create great work The metaverse and NFTs as good experimentation for artists and the arts

The line between fine art, branding, and the commercial world has never been the same since the Pop Art movement of the 1970's. In this episode, we're delving deep into how art and consumerism intersect with Kristin Simmons, a fine artist with a background in creative advertising. Kristin embarked on her career on the agency-side while always maintaining her artist sensibility. Now she is a full-time artist and fresh off her provocative and expansive exhibit “Obsessions and Confessions” on the 7th floor of Berdof Goodman's in New York City. She spoke with us about society's obsession with consumerism and how that has influenced the social satire she engages in through her work. We also discussed the NFT space, Web3's impact on art and marketing, and Kristin's new NFT Project. Join us as we dive into: The exciting intersection of fine art and commerce Pop influence and creating art that is provocative and thoughtful How the nascent NFT space is surprisingly welcoming for women Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Today's top creative directors need an arsenal of unusual skills. In an omnichannel global market, successful campaigns have to be adaptable, vibrant, and customer-focused — and don't always have the luxury of a huge budget. In this episode, we're delighted to chat with Martín Rossetti, the Senior Creative Director at Wish, who began his incredibly fun and illustrious career in the film industry. He worked behind the scenes on Michael Moore and ESPN documentaries, was attacked by a cheetah in Africa, found himself at the Cannes Film Festival, and now helms Wish's revolutionary and massively effective creative department. Join us as we dive into: The importance of storytelling, from filmmaking to brand trailblazing Martín's madly ambitious and wildly successful 2018 World Cup marketing campaign How Wish leverages their data and in-house presence to create super agile performance marketing content that customers love Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.   

From the printing press to radio to the internet, massive rewards await the first to figure out how to leverage exciting new technologies to engage an audience. So, it stands to reason that savvy brands and creators are scrambling to gain a foothold in today's burgeoning Web 3.0 gold rush. But before you start frantically producing NFTs, you need to ask: Am I making this content for the sake of making it — or is it delivering real value to my audience? An expert in finding that value, today's guest, Matt Cimaglia, CEO and co- founder of Alteon, has built a career capitalizing on emerging technologies. In this episode, he draws on his expertise to demystify the world of Web 3.0. Join us as we discuss: How Matt has identified and capitalized on emerging tech trends throughout his career How Web 3.0 and NFTs are giving creators more control over their content How to get started with NFTs Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

The Wild West of marketing could be back.  Does this mean an end to TikTok influencers and a new horizon of growth marketing strategies? Today, I spoke with Angelo Sasso, SVP, Customer Engagement at Tidal, about his journey in growth marketing and the future of the profession.  Join us as we discuss: The marketing advice Angelo lives by  Why growth marketing is successful and insights into its future Common pitfalls growth teams fall into Resources: Creative Automation for Dynamic Product Ads  Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.  

In advertising, image is everything.  Yet in a world quickly getting onboard with DEI, only 0.1% of agencies are founded by women.  Today, I had the opportunity to speak with Madonna Badger , Chief Creative Officer and Founder at Badger Agency, about her journey in changing advertising by recognizing shortcomings in DEI and reshaping conversations around unconscious bias.  Join us as we discuss: Madonna's journey through the advertising industry Navigating conversations on diversity in casting and hiring Why brands are starting to see the value of DEI in their advertising Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.  

In the last few years, performance marketing creative has exploded in popularity.  Yet for many organizations, there are still plenty of misconceptions about how to best incorporate and integrate it to the larger marketing strategy.  To help demystify performance marketing, today I'm speaking with Sharon Romang, VP, Creative at Headlight, who has a vast wealth of experience in the space.  Join us as we discuss: Why performance marketing thrives when applied across multiple channels Some of the ways Sharon has applied performance marketing to help her client's unique needs The communication between teams and mindset necessary to maximize the benefits of performance marketing   Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.  

It's the most wonderful time of the year for marketers and creatives: Super Bowl! With the ad industry buzzing about Super Bowl commercials left and right, I sat down with Jones Krahl, Executive Creative Director at Deloitte Digital and Ryan Sichelstiel, Senior Customer Success Manager at Celtra with a popular TikTok (follow @ry_sic) to rank, debate, and discuss this year's commercials for the big game. We cover: - Jones' Super Bowl PSA for She Can Stem with The Today Show hosts - Overall thoughts on Super Bowl commercials and what goes into producing them - Our takes on the Super Bowl ads by brands like Rakuten, Busch Light, Budweiser, Quaker Oats, Lay's, Bud Light Seltzer, and many more. Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Don't be ashamed of the organizational problems that you have; and definitely don't hide them. Not only are problems always going to be present, but they're the first step to strategy. We speak with Rodrigo Maroni, CSO at Wunderman Thompson NY, discusses strategy, how to quantify inspiration data, and advice to marketers everywhere. In this episode, we discuss: - The transition into strategy & Wunderman Thompson - Researching the connection between brand growth & inspiration - The role of strategy in marketing & where it's headed - Thoughts on Metaverse & future mega trends in advertising Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Culture comes from the margins. But, in advertising, creatives take that culture and put it front-and-center. And whether that's good or bad depends on how they join the cultural conversation. My guest today is Elizabeth Paul, CSO at The Martin Agency, who joins the show to discuss how brands and agencies can become better stewards of popular culture. We cover: - The importance of mission and purpose to any organization - How marketers can engage popular culture responsibly and elevate the diverse voices creating it - How Elizabeth put this into action in a campaign for Old Navy Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Never participate in anything where replacing you is easy. Before your immortalize your brand in music videos — or anywhere else — there's a question you must ask: Are we replaceable? That's the philosophy powering Michelle Gabe, Director of Marketing at Truff, where she relies on the company's unique market position and its founders' equally unique personal aesthetic to foster a formidable word-of-mouth marketing machine. In this episode, we discuss: - The drastic change in consumer shopping behaviors and how to respond - Why, once you move brand-side, you get things done - The problem with impressions as a KPI Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Fashion is a notoriously difficult industry to break into. The market is saturated. The competition is fierce. It's a wonder anyone finds success. So, a recent immigrant ascending from a fashion internship to launching a disruptive handbag line in less than 6 years — in a pandemic, no less — is jaw-dropping. That's why I'm excited for the chance to learn from someone who pulled off such a remarkable feat. Today's guest is Luciana Rozenberg, the Founder of Naissant, a Brooklyn-based handbag brand recently featured in Forbes Magazine and a music video for a Grammy-winning artist. Rozenberg shares her journey launching a product line in the midst of a global crisis and shares tips and tricks for authentically connecting with her customers In this episode, we discuss: - Effective storytelling to build brand awareness - Launching an organic marketing plan during a pandemic - Shifting your marketing plan based on customer feedback - Social Media as a tool for featuring product functionality - The risks of department store retail and how to decide when it's time to go wholesale - The role celebrity marketing plays out in brand marketing - Protecting your brand during rapid growth Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Consumer packaged goods are an enormous product category with players spanning the gamut from Goliath household names to smaller but fast-growing challenger brands. Regardless of size, creating a brand that consumers can fall in love with is the lifeblood of every CPG marketer. Today's guest, Lindsay Martin , VP Marketing at Reed's Inc , is someone CPGs big and small turn to when they need experience and expertise in branding and marketing. In this episode, we discuss: -The differences and similarities in marketing for giant CPG-staples and scrappy upstarts -Why highly targeted marketing efforts can compete with large campaigns -The value in eking out a niche Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Behind every innovative idea defining a brand, there is a creative who heard a hundred “no's” before they ever heard one “yes.” If you want to innovate, you need the tenacity to bounce back from every “no” with another solution. Today's guest, Theodor Arhio , Executive Director of Innovation at TBWA Chiat Day Los Angeles , is someone with the kind of tenacity to start an ad-agency sitcom where each episode created a real campaign for a real brand client. In this episode, we discuss: -Theodor's innovative ad-agency sitcom -Why mistakes aren't the enemy, doing nothing is -How to balance the need for diverse input with leadership Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Marketers are given millions of dollars to get their brand message out to millions of people. That's a lot of power, and there's a lot of social responsibility tied up in it. According to today's guest, Nobles Crawford, Senior Media Manager at Reckitt, that's a big reason why this industry has incredible cultural importance. Brands have the potential to build a more equitable and inclusive society, and in this episode, Nobles shares what marketers should be doing with that opportunity. What we talked about: -Demanding accountability from social media platforms -How privacy initiatives impact media strategy -Conducting a risk assessment on creative ideas to drive innovation Nobles Crawford's LinkedIn Profile can be found here: https://www.linkedin.com/in/noblesc/ Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website.Listening on a desktop & can't see the links? Just search for BRAND-SIDE in your favorite podcast player.

The devil is in the details… It's the little things that will make or break that big campaign you're about to launch. If you want to make sure you nail these details, you need to approach it with a design mindset. That's how João Paz, Head Of Design at MullenLowe US, has approached his maker space where he's taking the attention to detail the design industry does for branding and applying it towards campaigns. And it's paying off. In this episode, we discuss: How to approach a campaign with a detail-oriented design mindset Why brands fail to understand their real competition (Spoiler: It's the internet) Why customers can see right through disingenuous causes Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

You can't compete in today's marketplace if you're just making long commercials. Viewers are savvy, and they pick up on that. So, how can you tell culturally sensitive stories that turn a brand's product into a living, breathing piece of entertainment? On this episode of Brand-side, we sat across the mic from Christopher Keenan, SVP and Executive Producer, Global Content Development and Production at Mattel, to discuss how to master the art of brand storytelling. What we talked about: - How cultural nuances play into content creation - Best practices for creating long-form content - Tips for succeeding in brand storytelling Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website. Listening on a desktop & can't see the links? Just search for BRAND-SIDE in your favorite podcast player.

Cleanliness took on a new meaning during the pandemic. With cleaning supplies in high demand, how can sustainable CPG brands make an impact in the market? On this episode of Brand-side, we sit down with Gerardo Mellado, Brand Director at Clean Cult to discuss the company's branding strategies and their mission. What we talked about: Cleancult's recent rebrand How to maintain customers Educating the community as a CPG brand Check out these resources we mentioned during the podcast: https://www.linkedin.com/in/gerardomelladovisualdesign/ https://www.cleancult.com/ Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website.Listening on a desktop & can't see the links? Just search for [Brand-side] in your favorite podcast player.

Due to the pandemic, digital Marketing has become even more essential to Consumer Packaged Goods brands. Kat is a Marketing Communications Manager at Suja Juice; a brand that uses a High Pressure Process (HPP) to produce fresh and nutritious juices. Kat shares the following: What inspired her to pursue marketing communications. What it’s like to transition from a digital marketing agency to the Suja Juice brand. The Suja Juice background and how they nurture and grow their community. Check out the resources below for more information: kat@sujajuice.com https://www.linkedin.com/in/katwardellb https://www.sujajuice.com/ @lovesuja Celtra’s website Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website. Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

“Making room for everybody doesn’t mean taking room away from anybody.” – Dhiya Choudary. Dhiya is a Creative Director at Magic Spoon that is disrupting the cereal industry. Here’s what we discussed: Dhiya’s advertising career and a few of her favorite campaigns to work on What it’s like to move from agency life to the brand-side Differences between in-house and agency pitches The building blocks of a strong brief A day in the life of Magic Spoon Tips for working remotely Scaling digital content as a DTC (Direct to Consumer) company How to capitalize on UGC (user-generated content) How to navigate industry diversification Check out these resources we mentioned during the podcast: Dhiya’s LinkedIn profile Dhiya’s Instagram profile Dhiya’s direct email address Magic Spoon’s website Celtra’s website Link It Black talent diversification movement Third Eye Collective mentorship platform Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website. Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

What if every time you promoted your brand, the world became a little better place? For companies that incorporate giveback, it does. On this episode of Brand-Side, I talk with Abbey Robertson, Brand Manager at Parks Project, which helps preserve America's greatest landscapes apparel and homegoods. Abbey and I discussed: -How to balance a product message with a giveback story -Replicating the emotional experience of a brick-and-mortar store online -Why traditional approaches to influencer marketing may not work, and what does Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website. Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

People are visual beings. We see better than we hear. So how do you create compelling visual aids to explain your creative ideas? On this episode of Brand-Side, I talk with MacKenzie Green, an award-winning marketer and branded entertainment maverick who is currently the Social Media Director at BET+, a new streaming platform that focuses on black culture and stories. MacKenzie and I discussed: What innovation is and what it isn't How to approach diverse audiences in marketing Tips for doing a personal audit to improve your craft as a marketer Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website. Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

The brand side is anything but boring. But a lot of marketing professionals somehow think it is. On this episode of Brand-Side, I interview Leigh Finney. Leigh is the associate creative director at SmileDirectClub, a teledentistry company that makes at-home teeth straightening easier and more affordable. But she got her start in the agency world. It took Leigh a week — just one week — after her move to SmileDirectClub to be smitten with working in-house. In this interview, we delved deep into her story. Leigh and I talked about: Lessons Leigh learned on the journey from marketing to advertising to the brand side. The best things about being in-house Whether or not brands can recreate strong, impactful experiences online Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website. Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

More and more brands are creating in-house agencies. Is this approach the future of marketing?Many organizations associate time-efficiency and cost-savings with taking the marketing department in house. But a lot of those same organizations are finding it a challenge to attract the caliber of talent that an agency can secure. Could external agency partners complement an in-house team? How will the work-from-home model affect the agency vs. in-house discussion? On this episode of BrandSide, I interview Laura Cunningham. Laura is the integrated marketing manager at Stitch Fix, an online personal styling service that uses algorithms and data to make individualized clothing recommendations. We talked about: Aside from keeping the team motivated, what makes a successful in-house agency? The day-to-day life of an integrated marketing manager How brands can differentiate themselves in an online direct-to-consumer world Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website

You know who did very well early on in the COVID-19 pandemic? Companies that sold things like hand sanitizer and toilet paper. Those everyday things that we all took for granted, but found ourselves unable to get at our local stores, or even online? But what do you do when you get banned from Facebook for advertising those products? You innovate, create new ways of advertising, and try to figure out a way to get around the censors. On this episode of BrandSide, I interview Myles Pindus. Myles is the performance marketing manager at Public Goods, a subscription based D2C company focused on everyday household items like groceries, home goods, and personal care products. We talked about: Getting banned from advertising their best selling items on Facebook at the onset of the pandemic Creating subversive storytelling that skirted around the censors The relationship between marketing and creative, and why it’s so crucial for product performance marketing. Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Creative automation is the future of design. There, I said it! As more consumer data comes out supporting the need for varied digital assets, design teams have added pressure to create more content, edit and distribute to scale. With creative automation, design teams are gifted more time to ideate, collaborate and create instead of worrying about mundane tasks needed to scale content such as re-sizing, file types, etc. In this episode, I interview David Ricculli, Creative Solutions Consultant at Celtra, about creative automation. We talked about: Myth busting creative automation misconceptions How scale can affect creatives ability to collaborate Why creatives need to be in the state of ‘play’ Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Guess what? Your creative team has under a month to launch a radio station. With even more parameters around production and a severely decreased timeline. Your choices are to scream and quit — or rise to the occasion and make something absolutely unique that you and your team are rightly proud of. In this episode, I interview Abby McBeth, Associate Creative Director at Pandora, about creativity during our at-home cultural phenomenon. What we talked about: Abby’s agency/advertising career decisions Why we are all missing music right now Changes that COVID-19 has caused for creatives Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

What's the biggest difference between working at an agency vs. in-house? According to Paulie Dery, VP Creative & Brand Strategy at YETI, it’s about going to bed with different anxieties in your stomach.  Everyone wants to do great creative. But when you're working in-house, it's your department, your budget, and your idea. It all falls in your lap. Paulie joins the podcast to discuss all things brand-side. He shares how going in-house differs from working at creative agencies, what brands need to do to make in-house agencies successful, and of course, the work, campaigns, and ideas Paulie and his team are creating for YETI. Here's what we discussed with Paulie: The key differences between an agency's relationship with a client and an in-house team's relationship to the entire business The importance of tracking data and using it to pivot in real-time How data plays into the art-and-copy model of advertising Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website. 

The best brands in the world have a hidden secret: in-house agency teams. These unsung heroes work behind the scenes to create amazing work but often don't get a lot of recognition. It's usually the external agencies that receive all the accolades. But times are changing. Agency talent is starting to move in-house. And in-house teams are growing in talent and capacity. It's an exciting time. So we thought, what if we started a podcast highlighting the stories of all of the in-house creatives out there? Enter, BRAND-SIDE. A series of interviews with marketing, operations, and design leaders from the world’s best brands. We'll be sharing what life is like in-house vs agency-side, how big creative ideas come to life, how data and creative teams work together in-house, and how to lead and nurture creative teams. Find this interview and many more by subscribing to BRAND-SIDE, on Apple Podcasts, Spotify, or celtra.com.