Scratch

Watch out documentary on the Future of the CMO from this link

Watch our documentary on the Future of the CMO from this link

Watch out documentary on the Future of the CMO from this link

Watch out documentary on the Future of the CMO from this link

In this episode, Eric sits down with Åsa Borg, the Chief Marketing & Commercial Operations Officer at Polestar, the Swedish electric performance car brand that's challenging the automotive industry. Since launching in 2017, Polestar has rapidly expanded to 27 markets globally with their lineup of electric vehicles. Åsa brings her wealth of experience from 20 years at Volvo Cars to this challenger brand, offering unique insights on the difference between marketing for an established brand versus building one from scratch.One of the key takeaways from this conversation is how Polestar approached sustainability—making it core to their brand identity rather than just a marketing message. Åsa shares that transparency is a fundamental value for Polestar, especially in an industry that has historically hidden its environmental impact. We also dive into their decision to bring creative and media capabilities in-house, which has allowed for greater consistency, speed, and control over their brand expression across all 27 markets. Another fascinating aspect of our discussion explores how AI is being integrated into their marketing operations, from improving translation to maintaining brand tonality across markets. If you're interested in automotive marketing, sustainability branding, or building in-house creative capabilities, this episode is packed with valuable insights!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/fSEW2Vl2Sf8  

In this episode, we sit down with Khalid El Khatib, the Chief Marketing Officer of Consumer Reports, one of America's most trusted and oldest consumer advocacy organizations. Khalid unpacks how he's transitioning Conaumer Reports from a “publisher” mindset to a platform strategy that emphasizes product-led growth, user-centric advocacy, and yes, the iconic lab testing (including a cat-hair-laden robotic vacuum test).One of the key takeaways here is how community can be a company's competitive moat, and how bringing in fresh digital tactics doesn't have to mean losing an 88-year legacy of credibility. Another recurring theme is the intergenerational aspect of CR's brand story - how do you engage a loyal but aging membership and a new crop of digitally native consumers at the same time? If you've ever wondered how to future-proof an institution while staying true to its roots, then this conversation is for you!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/K-OrSj6ioiA          

We're excited to sit down with Gastón Tourn, the Chief Growth Officer of Oddbox, a subscription service rescuing produce that would otherwise go to waste. In this conversation, Gastón dives into the importance of genuine storytelling, the fascinating psychology behind “Veg Haters,” and why focusing on customer insight (rather than competitors) unlocks true growth potential.One of the key takeaways from this episode is Gastón's belief that marketers should read fiction writers—like Hemingway—to understand storytelling frameworks that connect on a deeper human level. Another recurring theme is his approach to balancing long-term brand-building with short-term performance—a common challenge for any marketer who needs to do “more with less.” If you've ever wondered how to turn customer complaints into an engaging campaign, or if you simply love the idea of “ugly” fruits and veggies saving the world, then this episode is for you!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/DWQzGdyFj-U    

Check out our new podcast ‘Ripples' on Microcultures from the links

Check out our new podcast ‘Ripples' on Microcultures from the links

Check out our new podcast ‘Ripples' on Microcultures from the links

In this episode, Diana Springer, Group Head of Brand & Marketing at Standard Bank, talks about preserving trust while infusing fresh creativity into Africa's largest financial institution. With a heritage spanning 162 years and 15M+ customers, Standard Bank has every reason to play it safe—yet Diana reveals how her team fosters innovation, internal advocacy, and an emotive brand narrative in a typically functional category.From her agency background (Ogilvy, Saatchi) to the challenges of marketing a global, matrixed financial services group, Diana shares tactics for balancing brand consistency with the need for breakthrough creativity. Whether you're a marketer in a highly regulated industry or just want to hear what it's like taking a heritage brand forward, this conversation will both give you insight and inspiration.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/FqizjfWSSUs  

In this episode, Diana Springer, Group Head of Brand & Marketing at Standard Bank, talks about preserving trust while infusing fresh creativity into Africa's largest financial institution. With a heritage spanning 162 years and 15M+ customers, Standard Bank has every reason to play it safe—yet Diana reveals how her team fosters innovation, internal advocacy, and an emotive brand narrative in a typically functional category.From her agency background (Ogilvy, Saatchi) to the challenges of marketing a global, matrixed financial services group, Diana shares tactics for balancing brand consistency with the need for breakthrough creativity. Whether you're a marketer in a highly regulated industry or just want to hear what it's like taking a heritage brand forward, this conversation will both give you insight and inspiration.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/0KLNVlFIxsQ  

We're back with Scratch! In this episode, we sit down with Abey Mokgwatsane, Chief Marketing Officer of Investec, an international bank and wealth manager that's celebrating its 50th anniversary—and still thinking like a challenger. Abey shares how his team keeps the brand fresh by simplifying complexity, focusing on consistent storytelling, and staying true to the heritage that first propelled Investec into the private banking space. He also explains what it's like to join a new industry as a “super sub” and how that outsider perspective drives authentic innovation.One of the big takeaways from this episode is Abey's focus on “making the complex simple and the simple exciting.” Whether it's building a brand around the iconic zebra or doubling down on Investec's legendary service culture, Abey's mindset proves that consistency doesn't have to mean boring. We also dive into what it means to remain “freshly consistent” instead of “consistently fresh,” a concept that's helped Investec maintain its challenger DNA over five decades of growth.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/EGXZiOWQbsA           

In this episode, we're thrilled to sit down with Sadira Furlow, the Chief Marketing Officer of Tony's Chocolonely, an impact company on a mission to end exploitation in the cocoa industry. Tony's Chocolonely isn't just about making delicious chocolate—they're committed to making systemic change in the chocolate industry by producing ethically sourced chocolate and encouraging others to join their mission.In our conversation, Sadira dives deep into the reality of building a challenger brand that's scaling globally while staying true to its core mission. She shares insights on how Tony's embraces boldness and risk-taking to drive meaningful change, the importance of storytelling in conveying their mission, and how they navigate the challenges of growth without compromising their values. One of the key takeaways from this episode is Sadira's perspective on being unapologetically mission-driven and how that translates into every aspect of their business—from product design to marketing strategies.Another recurring theme is the significance of partnership and clarity when pushing boundaries, and how Tony's fosters a culture that isn't afraid to "call the lawyers" to make a statement. If you're interested in purpose-driven marketing or want to learn how to build a brand that genuinely challenges industry norms, then this episode is for you!Send us a screenshot of your review at media@wearerival.com

In this episode, we're thrilled to sit down with Charl Bassil, the Chief Brand Officer of the BBC, a globally renowned public service broadcaster (yes, the BBC) committed to enriching people's lives through programs and services that inform, educate, and entertain. In our conversation, Charl dives deep into the art of nurturing brands for the long term, emphasizing the responsibility of brand custodians to preserve and grow what has been created. He shares insights on how marketers can think like farmers, cultivating assets that provide value over time rather than hunters seeking short-term gains. We also explore the importance of balancing risks and opportunities in marketing plans and uncover the secrets to gaining more buy-in within an organization.One of the key takeaways from this episode is Charl's perspective on how brands can make people feel like they belong, turning the "others" into part of a community. We also discuss the evolving role of CMOs, the significance of maintaining authenticity in brand messaging, and how to remain relevant in a rapidly changing media landscape. If you're interested in long-term brand growth and making a meaningful impact, then this episode is for you!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/9B9DrYcWnaU          

We're thrilled to sit down with Michael Katz, the CEO of mParticle in this episode. mParticle is a leading customer data platform that helps businesses unify and activate their customer data to drive better marketing outcomes. They specialize in integrating various data sources to create unified customer profiles, enabling companies to deliver personalized and efficient marketing campaigns.In our conversation, Michael dives deep into the evolution of customer data management, sharing insights on how the shift from integration to intelligence is shaping the future of marketing. One of the key takeaways is his emphasis on the importance of building a strong first-party data foundation, which is crucial for businesses navigating the challenges of data privacy and third-party cookie deprecation. Another recurring theme is the collaboration between marketing and IT teams, highlighting the concept that "data is a team sport." MK discusses how aligning these departments can lead to better execution and more effective use of customer data. If you're a marketer looking to stay ahead in the rapidly changing landscape of customer data and marketing technology, then this episode is for you!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/ECTN_VC5760 

In this episode, we're thrilled to sit down with Ben Amanna, the CEO of Boxraw, a pioneering boxing apparel and equipment company that's aiming to revolutionize the sport. Boxraw specializes in high-quality boxing gear and lifestyle apparel, helping people around the world embrace boxing not just as a sport, but as a lifestyle

We're joined by the CEO of Bespoke Beauty Brands, Stacey Tank in this episode. Founded by Toni Ko in 2019, Bespoke Beauty Brands, LLC is reshaping the landscape of affordable luxury beauty. The company blends its deep expertise in color cosmetics with the creative brilliance of artists like KimChi and Jason Wu, while embracing core values of creativity, inclusiveness, and self-acceptance. Stacey gives us a behind-the-scenes look at what has driven the company's success, particularly with the KimChi brand, which has achieved remarkable triple-digit growth year after year. She shares how authenticity and a commitment to building genuine communities lie at the heart of BBB's marketing strategy. In the second half, we dive into the evolving world of beauty retail and how it's being reshaped by challengers & incumbents alike. Stacey explains how social selling is quickly becoming the “third leg of the stool” alongside traditional retail and e-commerce—a shift that has the potential to shake up long-established retail models. She also emphasizes the importance of maintaining a strong innovation pipeline to keep up with the fast-moving beauty industry. Success, Stacey explains, is all about finding the right balance between delivering short-term results and pursuing a long-term vision, while avoiding over-reliance on any single product or sales channel. This conversation is a must-listen for anyone interested in, or working in beauty, innovation, and community-building.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/ecL1gOGWntQ          

We're back with Scratch after the long summer break! For our first episode after the break, we're thrilled to sit down with Andrew Davies, the CMO of Paddle, a leading payment infrastructure provider designed specifically for SaaS companies. Paddle takes care of the tricky stuff—payments, taxes, subscriptions—essentially all the payment logistics, so businesses can focus on what really matters: growth. In our conversation, Andrew dives deep into the art of building a brand-led B2B business and tells us why long-term brand investment is key to true marketing efficiency. One of the key takeaways from this episode is Andrew's insight on how B2B marketers can learn from B2C and lifestyle brands by focusing on people, not just businesses. We also discuss the challenges in educating boards and CEOs about modern marketing approaches, the importance of long-term brand investment, and the evolving role of CMOs as commercial operators. Another recurring theme from this episode (something that we've heard quite a few times now) is the importance of understanding the broader business ecosystem and speaking the language of top business leaders. We also touch on overlooked growth opportunities, the evolving role of CMOs, and how critical it is to align your team on messaging and the overall brand story. If you work for or own a B2B brand, then this episode is for you!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/Jv422AbPnP4          

We're joined by the Co-founder of Hyrox in this episode, Moritz Fuerste. Hyrox is a global fitness race that combines running with functional exercises. Hyrox is experiencing explosive growth in cities worldwide, with participation skyrocketing to over 210,000 athletes across 30 cities in the 2023/24 season and events selling out rapidly. Their origin story stemmed from identifying a gap in the fitness market for a measurable, repeatable sport that is accessible to everyone. Moritz discussed the model his team has used for a community-driven growth strategy that focuses on organic social media and partnerships with local gyms. This approach has allowed Hyrox to educate potential customers about their new product while creating a mutually beneficial relationship with fitness centers.We break down Hyrox's unique marketing playbook, which focuses on event-centric promotion and word-of-mouth marketing over paid digital advertising. Moritz explains how their long purchase cycle is similar to buying a car, and how this has influenced their marketing approach. He also touches on the challenges of balancing mass participation with elite competition in their messaging & comms. As Hyrox continues to grow, they're now focusing on maximizing reach through live streaming of major events, seeing this as a key channel for media exposure. Throughout the episode, Moritz emphasizes the importance of adapting messaging, trying new things, and being willing to make mistakes in building a successful challenger brand.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/m8FSZUGMUP4          

We're joined by the CMO of Fever-Tree, Jeremy Kanter in this episode. Fever-Tree is a global brand that sells premium drink mixers designed to complement the world's finest spirits

In this episode, we are joined by the SVP of Brand Marketing and Communications at Grindr, Tristan Pineiro. Grindr is an online dating & meetup app predominantly used by gay and bisexual men and the trans & queer community. Tristan's marketing philosophy is to understand and align the three brand truths - who you say you are, who people say you are, and who you really are. He emphasizes that finding the authentic, true brand narrative serves as the foundation for a successful marketing function

In this episode, we are joined by the CMO of Tomorrow.io, Dan Slagen. Tomorrow.io is a global weather intelligence brand that provides predictive insights to help major brands and governments mitigate operational risks from weather events. Despite being a Series E company with a marketing team of just 4 people, Dan shares how they have built a major brand around their service through 1- Creative storytelling, 2- Leveraging media coverage, and 3- Establishing "weather intelligence" as a new category altogether (which they now lead) ⛈️.Dan discusses the marketing principles and practices that allow his lean team to punch above their weight

In this episode, we are joined by Andrew Garrihy, a veteran global CMO who spent several years working in senior marketing roles at major Chinese companies like Huawei and Didi. Andrew shares his fascinating experiences navigating the complexities of Chinese business culture as a Western executive. He provides invaluable insights into understanding the mindset and values that shape the Chinese professional environment, such as the emphasis on collective wisdom, respect for hierarchy, and the relentless pursuit of progress.He walks us through the "agile marketing" framework he implemented at Huawei, where they would launch around 50 new smartphone products per year, with about 3 being major flagship launches that required launching across 15 European countries, with only 90 days to plan and execute on all campaigns. This approach included long-term strategic planning with extreme agility, continual testing, and dedicated innovation budgets. Andrew also talks about his new passion project, the CMO Coach, which aims to provide mentorship to emerging marketing leaders to maximize their potential.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/mmRPhJxDZb8

Jose Moreno, the CMO of USA Pickleball, joins us in this episode to share USA Pickeball's journey from a small governing body (with just 4-5 employees a few years ago), to now leading the charge as the fastest-growing sport in America. How did they do this? - By building a strong sense of community around the sport. Jose emphasized the importance of constant listening and adapting to authentically 'build credibility' with their player base, instead of simply dictating from the top down.The brand built credibility in the niche through strategic partnerships with brands from other industries, like Fortune Tires and Skechers. Additionally, Jose shared insights on the challenges of prioritizing and executing as a small marketing team to keep up with the surging demand, cautioning against trying to be "all things to everybody". The conversation is full of useful tips and insights from USA Pickleball's journey to becoming the top contender in the rapidly growing pickleball world, highlighting the significance of community, authenticity, and strategic prioritization.Watch the video version of this podcast on YouTube

Dylan Jones, the CMO of Podium Nutrition joins us in this episode to share the story of Podium - from a small CrossFit supplement brand to an emerging lifestyle performance brand, with ambitions to become the leading nutrition brand for Olympic athletes by the 2028 Los Angeles Olympics. The key? Focusing on lifestyle and entertaining content to build authenticity over traditional product marketing. Dylan talks about the importance of understanding the core "pain points" of a niche audience and creating valuable content & experiences around those points, rather than just “pushing products” like salesmen.Podium established credibility within the CrossFit community through partnerships with influencers like Matt Frazier and Buttery Bros (who also later became equity owners). We learnt that brands should focus on developing a unique personality that entertains customers, not just ‘educates' them. Furthermore, Dylan shares valuable insights on successfully transitioning from a niche market to a broader audience while cautioning against the dangers of "over-partnering." For marketers aiming to build culturally relevant brands with passionate ‘fans', this conversation is packed with practical advice and insights from Podium's journey to becoming culturally relevant.Watch the video version of this podcast on YouTube

In this episode, we are joined by  Bryant Garvin, Head of Marketing & Growth

In this insightful episode, Ashley Boyce, CMO and co-founder of Noteworthy, takes us through their journey of building a perfume brand that dares to be different in the competitive $48bn fragrance category.  Noteworthy is a challenger brand that's empowering consumers to discover their unique signature scent using AI, moving beyond the traditional designer and celebrity endorsements.  In the episode, Ashley discusses the importance of creating products that not only meet a tangible need but also carry a deeper meaning for consumers, similar to Dove's approach to female empowerment. She covers the role of storytelling in altering fixed consumer behaviors and the impact of platforms like TikTok in creating ‘ever-green content'.  With over 14 years of experience at Unilever, she talks us through the differences in challenges & opportunities for challenger v/s incumbent brands.    In the second half of the episode, she talks about the brand's commitment to leveraging customer insights and how the DTC model allows for a more personal and interactive shopping experience. If you're looking for insights on building something that's different & stands out, tune in to this episode. We're sure you'll find something that you can take away & apply.

In this episode of Scratch, the Chief Brand Officer of Who Gives A Crap

NASCAR, a titan in the sports industry, is known for its rich history and thrilling races. Peter shares insights into how NASCAR continues to innovate and remain relevant in a rapidly evolving entertainment landscape.

As marketers, we all want to know what truly drives the growth of challenger brands. We all want to see massive user growth, successful campaigns, and ultimately, we want marketing to have an impact. So why are these so hard to achieve? In this fast-paced, ever-evolving world of marketing, the volume of information can be overwhelming at times and obsolete at others. It's a daunting and steep learning curve for marketers who are on a mission to change their categories or their entire industries. In this week's episode, we take a deep dive into how to market like the best brands in the world and truly set yourself apart as a challenger brand. Distilling the knowledge of 65 episodes of Scratch and 100s of conversations we've had with the best CMOs in the world from PepsiCo to P&G, Beavertown to Bloom & Wild, we decode the 10 core principles of how to market like the best challenger brands in the world. You'll hear from the likes of Gary Vee, Linda Boff, Rory Sutherland, and Jim Stengel on topics ranging from customer centricity to frameworks for innovation and the ability to understand and utilize data correctly. In this special episode, we cover all the timeless principles you need to be a high-performing modern marketer. Use this episode as a reference guide and drop in and out for the chapters and feel free to check out the full episodes all linked below. Welcome to Challenger Marketing Decoded! 

Footer For SimplecastIn this episode, Johny McMahon, the GM & Chief Content Officer of World Chase Tag joins us to discuss how content has been a key pillar in the explosive growth of World Chase Tag. Over the course of 11 years, World Chase Tag has grown to a remarkable level.

In this insightful episode, we join Susan Allen, co-founder of Here We Flo, as she shares the journey of her brand in the ever-evolving personal care market. Here We Flo stands out in the crowded personal care category with its unique focus on sustainable, natural products for period care, sensitive bladders, and sexual wellness. Susan discusses the intricacies of building a unique brand voice in the personal care sector, focusing on authenticity and relatability. She highlights how Hereweflo effectively employs humour, inclusivity, and storytelling to captivate a wide range of customers, especially the Gen Z audience. Additionally, she delves into the brand's deliberate expansion into retail, covering both UK and US markets, highlighting the significance of a physical presence as a vital complement to their online platforms.A significant part of the conversation is dedicated to the role of sustainability in Here We Flo's business model. She talks about how brands need to meet customers where they are in their sustainability journey, and how being sustainable is not an ‘ego thing'.  Join us in this episode to explore  Here We Flo's unique marketing philosophy and discover insights that can help your brand thrive in a competitive market.Watch the video version of this podcast on Youtube▶️: https://youtu.be/_JjI-KKt2jcMentioned in the show: Ruka Hair Hood Greetings WhoGivesaCrap Tube Campaign Chapters:(00:00:00) - Intro(00:03:20) - Favorite challenger brand(00:07:30) - Plans for 2024?(00:09:30) - How does one come up with “good ideas”?(00:13:20) - Effect of ‘culture' on marketing(00:22:39) - Sustainability Behaviour(00:32:00) - How to think above the line?(00:36:17) - Lightning RoundScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he's joined by Susan Allen of Hereweflo in this episode. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Watch the video version of this Podcast on YouTube.Find Susan on LinkedInFind Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we'd love to hear from you.

In this episode of Scratch, Rory McEntee, Marketing Director of challenger fitness brand Gymbox, joins Eric for an engaging discussion on what it takes to cut through the noise as a marketer and have an outsized impact with your campaigns. Rory shares his passion for orchestrating unconventional campaigns that surprise audiences, taking risks that incumbents shy away from.With 20 years under their belt, Gymbox has built a reputation for experience-led classes and irreverent, cheeky marketing. Rory attributes their success to embracing budget constraints and thinking differently. He relies more on instinct than data, noting that the customer is often wrong. His advice to marketers looking to stand out? "Do things you would not normally do. They may scare you, they may not work, but you might just hit on something." He encourages marketers to “ask for forgiveness, not permission”, and progressively build trust with leadership to get creative ideas approved over time. He believes that successful challenger brands are the ones that are unconventional and fresh in their creative campaigns and media choices. Join us in this episode to explore Gymbox's unique marketing philosophy and discover unorthodox insights that can help your brand thrive in a competitive market.Watch the video version of this podcast on Youtube▶️ : https://youtu.be/K8EqSgJw0JEMentioned in the show:Surreal cereal campaign GYMBOX FOOH CAMPAIGNMaybelline Campaign Gymshark Mural depicting Leana Deeb is a mix of paint and real fabricChapters:(00:00:00) - Intro(00:03:30) - Favorite Challenger Brand(00:06:20) - Doing More with Less(00:10:20) - How to do ‘Cool' Stuff?(00:22:30) - Does Marketing Really Drive Business Results?(00:35:25) - Being Idea & Value Led(00:40:30) - Lightning Round"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode, Eric interviews the CMO of some of the world's biggest or fastest-growing challenger brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. Find Rival online at www.wearerival.com, LinkedIn, and Twitter. Watch the video version of this Podcast on YouTube.Find Rory on LinkedIn.Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we'd love to hear from you.

Welcome to another episode of Scratch, where Eric is joined by the brilliant Tom Davies, Marketing Head at Yonder. Yonder is a challenger brand that offers a  modern rewards credit card with no foreign exchange fees, worldwide travel insurance, and many more benefits.Tom & Eric discuss the importance of creativity in marketing and the pivotal role it plays in brand positioning & differentiation. Tom sheds light on how the CEO at Yonder has given him creative freedom that helps them think & act outside the box, moving beyond the often restrictive traditional marketing metrics & measurement models. Tom provides an insightful walkthrough of Yonder's strategic identification of a market gap in the perception of credit within the UK, meticulously crafting its unique selling proposition, offerings, and messaging to seamlessly align with this discerned opportunity.Together, they dive into the innovative campaigns led by Yonder, aimed at resonating with the daily experiences of their audience. Tom highlights the importance of building an internal culture that supports creativity, which in turn, leads to a more dynamic and engaging marketing narrative. They discuss how this open approach not only boosts brand engagement but also fosters a collaborative atmosphere within the marketing team. Through examples like the 'Make it Rain' campaign, Tom illustrates how associating positive, enjoyable experiences with a brand can create a lasting impression beyond conventional marketing metrics. The episode illuminates the delicate balance between nurturing creativity and achieving business growth, offering a wealth of insights for challenger marketers navigating the currents set by their established counterparts.Chapters:(03:00) - What is Yonder?(04:23) - Favorite Challenger Brand(06:25) - Driving Cultural Change Around Credit and Rewards(21:31) - Building an Early-Stage Marketing Practice(26:20) - Building a Community Around the Brand(43:30) - Lightning RoundWatch the video version of this episode on YouTube

Welcome to another episode of Scratch. In this episode,  Eric sits down with the brilliant Tom Rainsford, the Marketing Director of Beavertown Brewery. Beavertown began its journey as a small-scale brewery and has impressively ramped up to an annual beer production of 5 million litres, solidifying its place in the craft beer world. Apart from his monumental success with Beavertown, Tom is also a co-founder of the Giffgaff Mobile Network. His creative prowess extends even further: he's been ranked among Creative Review's 'Top 50 Creative Leaders' and has held positions as a Director of Brand Engagement & culture @Giffgaff.Diving into the conversation, Tom unravels the intricacies of brand positioning and the importance of being culture-forward in advertising. Together, Eric and Tom explore the significance of connecting with consumers on a genuine level. Emphasizing the critical role of authentic brand storytelling, Tom sheds light on the challenges and rewards of crafting unforgettable advertising campaigns.The duo then discusses Beavertown's distinctive branding approach, showcasing the potency of insight-driven creativity. Furthermore, Tom reflects on the pivotal role of community in fostering brand loyalty and engagement, emphasizing the need for brands to resonate deeply with the cultural zeitgeist for enduring success.Watch the video version of this episode on Youtube

Welcome to another episode of Scratch, where Eric is joined by the brilliant Sarah Reynolds, who serves as the CMO at HiBob. Sarah is an award-winning B2B SaaS marketing executive and a well-known diversity and inclusion advocate. They take us on a journey into the realm of inclusive marketing and the significance of LGBTQIA+ leadership within the marketing industry.Together, Sarah & Eric explore the intersection of diversity and marketing strategies.  Sarah places a strong emphasis on the vital role that inclusive marketing plays in establishing a more extensive market presence.  They delve into the various challenges and opportunities faced by a trans, non-binary CMO, underlining the pressing need for increased diversity within the C-suite. They also articulate how inclusive marketing is not only ethically sound but also a smart business strategy.Sarah generously shares their insights on strategies to steer clear of "purpose-washing" and maintain authenticity in brand messaging. They provide invaluable best practices and principles to ensure a brand's purpose aligns seamlessly with its actions. Additionally, they underscore the significance of practicing what you preach by "eating your own dog food." They discuss a systematic approach to fostering an inclusive organizational culture, encompassing both top-down and bottom-up initiatives. We really enjoyed recording this one, and are sure that you'll find Sarah's insights and perspectives truly enlightening. Chapters:(3:40) Favorite challenger brand(7:20) Opportunity for more LGBTQIA+ individuals?(10:40) How to be more inclusive?(18:25) How do you actually drive change in your organization?(32:30) Prioritizing what needs to be done(37:00) Lightning Round"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Watch the video version of this Podcast on YouTube.Find Sarah on LinkedIn.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. Scratch is hosted by Jenna Cummings, and she's joined by Dr. Augustine Fou. In today's special episode of Scratch, Jenna is joined by Dr.Augustine Fou, a leading expert in the area of digital ad fraud. Dr. Fou has been on the front lines of digital marketing for nearly 3 decades assisting government, regulatory bodies, and corporations in how to prevent and detect the nexus of cybercrime and ad fraud.  He joins us to discuss the latest in the Google ad fraud case which was brought to light by the team at Adlytics, who uncovered that Google has been running most of the ads you pay for as an advertiser (50-90%) on a network of third-party websites and mobile apps called "Google Video Partners" (GVP), where it's virtually impossible to skip the ad. This means that as an advertiser, you're paying for views that are not real. Jenna and Dr.Fou explore the implications for marketers, how you can start to build your own checks and balances, and how to not become addicted to phantom volumes when you run ads. This is a must-listen for digital marketers everywhere! Smart link: https://link.chtbl.com/scratch

Welcome to another exciting episode of Scratch, where we had  the pleasure of hosting the brilliant Martin Lindstrom, a Marketing Expert and Author hailing from Lindstrom Company. Martin's reputation precedes him, known for his influential works including "Buyology," "Small Data," and "The Ministry of Common Sense."But that's not all; Martin's influence extends far beyond the pages of his books. As the founder and chairman of Lindstrom Company, he leads a pioneering branding and culture transformation firm that operates across five continents and in over 30 countries. Over the years, he has been the go-to consultant for the crème de la crème of Fortune 100 companies, helping them navigate the ever-evolving landscape of branding and culture.Together, Eric and Martin dive into the world of marketing, exploring the delicate balance between creativity and data-driven science. Martin underlines the crucial role of putting consumers at the heart of your strategy to build a powerful brand. He also highlights the hurdles that creativity encounters in today's ever-evolving marketing landscape.Additionally, Martin shares valuable insights into the role of a Chief Marketing Officer (CMO) in the intricate web of today's business world. Throughout the episode, there's a strong emphasis on the profound impact you can make in the world by aligning your work with a greater purpose. We really enjoyed recording this one, and are sure that you'll find Martin's insights and perspectives truly enlightening. Mentioned in the show:

In the final episode before the summer break, we're joined by Bloom & Wild's Chief Customer Officer, Charlotte Langley.  She reveals the strategies and insights that have driven 20m deliveries and 100k 5-star reviews for the letterbox flower brand.As the CCO, she shares exactly how she approaches the vital role of being the voice of the customer, bridging the gap between commercial needs and customer desires; a responsibility she carries with utmost dedication whilst pairing commercial savvy with creative acumen. Charlotte also shares some of Bloom & Wild's codified principles around team structure, customer centricity, and creative thinking that have allowed Bloom & Wild to become one of the biggest success stories not only in the category but also in the D2C space. What truly sets Bloom & Wild apart is their commitment to going above and beyond for their customers. By employing high-powered data analytics and leveraging their genuine care, they proactively address potential issues like late deliveries and repeatedly “surprise & delight” customers. The future looks bright as the company blooms to encompass broader gifting categories, all whilst preserving the emotional connection that lies at the heart of its exceptional customer experience.Tune in and share this episode with a marketer you know that will love it! 

Welcome to another enlightening episode of Scratch! In this episode, Eric is joined by the brilliant Henry Chilcott, the Chief Marketing Officer at Formula E. Henry unveils the fascinating realms of electric racing and sustainability, sharing valuable insights on what it means to be a challenger in a category dominated by an incumbent. Together, they explore the dynamic interplay between high performance and sustainability, emphasizing its significance in establishing a strong brand identity. Henry sheds light on the strategic approaches and innovative initiatives undertaken by Formula E, highlighting the power of disruption in today's competitive business landscape. Join them as they delve into captivating topics such as audience engagement, content creation, and the broader implications of being an innovator within a sport that has such a foothold in the consumers' minds. Get ready for a thought-provoking discussion filled with valuable takeaways that can help you adapt and scale your marketing strategies. Tune in, we had a lot of fun recording this one!Watch the video version of this podcast on Youtube.[If you're a brand-side marketer and want to join the AMP community, check out the application form here - https://www.wearerival.com/amp-group ]Chapters:(00:00) Intro(4:10) What challenger brand are you passionate about?(7:45) Where is Formula E right now?(11:00) How did you differentiate your brand?(15:30) What role does 'purpose' play in your marketing strategy?(29:30) How do you know when to stick with tradition and when to make changes?(36:30) Media company marketing model(44:00) Lightning roundMentioned in the Show:Drive to Survive: The Impact on F1Formula E's Drive to Survive"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Henry on Linkedin.Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we'd love to hear from you.

In this episode of Scratch, we had the pleasure of talking to Matthew Webster, the Vice President of Global Marketing for Activision and Call of Duty, about the launch of one of the biggest games in the world, Call of Duty: Modern Warfare 2. With a career spanning over 15 years, Matthew has led global marketing at Twitch, Spotify, PlayStation, SoundCloud, and Ticketmaster, and has a wealth of experience in transforming challenger brands into industry giants. He shares his insights on understanding and connecting with your audience through testing, research, and community engagement, and also emphasizes the importance of maintaining a strong in-game experience.Additionally, the conversation touches on the value of strategic partnerships and collaborations within the gaming industry, including working with franchises like World of Warcraft, Diablo, and Overwatch. Matthew highlights the benefits of learning from successful brands and leveraging their expertise to drive innovation and growth. The episode also explores regionalization strategies, influencer marketing, and the importance of staying agile and open to emerging opportunities in the ever-changing landscape of the gaming industry.Watch the video version of this Podcast on YouTube.[If you're a brand-side marketer and want to join the AMP community, check out the application form here}Chapters:[03:20] Intro[04:20] What challenger brand are you most passionate about?[08:20] How do you balance between being relevant and driving scale for a game like Call of Duty?[13:30] What process did you go through when you were new to this role?[24:00] What are the ways that you find to stay on top of all the changes happening in the MarTech Ecosystem?[27:20] A billion-dollar revenue in 10 days, what's next? Where do we go from here?[32:05] What lessons have you learned from COD's launch that can apply to other marketers?[33:40] What is the flywheel for my business?[34:40] Lightning Round"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. Find Matthew on Linkedin.Find Rival online at www.wearerival.com, LinkedIn, and Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we'd love to hear from you.

Welcome to another episode of Scratch, where Eric is joined by the brilliant Jaclyn Ruelle, VP head of Brand @Papa Johns, the mastermind behind Papa Johns exceptional campaigns. Jaclyn unravels the secrets of creating a buzz around your brand and igniting captivating conversations among your consumers.Together, they explore the art of truly understanding your customers and consistently delivering content that sparks their curiosity. Jaclyn emphasizes the significance of strategic communication methods, including new channels which are still growing, in establishing a robust online presence. Moreover, she sheds light on the concept of identifying your brand's "carrier pigeons" – the key individuals who can ignite a ripple effect of excitement and viral discussions.They discuss various metrics to measure ‘talkability'  such as the "Impact ratio”, and  “Attention Score” - a valuable tool for evaluating campaign performance by considering factors such as engagement and media spend. She also talks about recognizing the need for a quick and decisive team to launch impactful campaigns, especially during major events like the Super Bowl. Additionally, they stress the importance of active listening and contributing meaningful insights to discussions, all while extending your brand's reach for a lasting impact.[If you're a brand-side marketer and want to join the AMP community, check out the application form here]Watch the video version of this Podcast on YouTube

Join us for another insightful episode of Scratch, hosted by Eric Fulwiler, with special guest Mark Kirkham, the CMO of PepsiCo International Beverages. PepsiCo is an iconic brand, recognized globally for its diverse portfolio and commitment to societal impact. Mark shares his wealth of marketing knowledge on building a brand that goes beyond just products and stands for a purpose that resonates with its consumers. He emphasizes the importance of being relevant, differentiating your brand, and aligning your actions with your brand's broader mission.Mark also talks about the strategic marketing choices brands need to make to establish themselves as 'iconic', the balance between global scale and local relevance, and how to prioritize in a world filled with marketing opportunities. He underscores the importance of understanding your consumers, learning from failures, and always questioning your brand's relevance to your audience. This episode is packed with invaluable insights into PepsiCo's mission to connect with its consumers on a deeper level. The discussion highlights the significance of purpose-driven branding, customer understanding, and the right cultural fit in the dynamic landscape of marketing consumer goods. Be sure to tune in and learn from one of the best in the business! [If you're a brand-side marketer and want to join the AMP community, check out the application form here]Chapters:[03:57] Intro[05:40] What is the one challenger brand you're passionate about?[09:08] How important is authenticity for challenger brands?[14:25] How does a day look in the life of the CMO of Pepsico?[17:49] How do you get the insight onto ‘what you need to do' to be relevant and iconic?[21:09] How do you use ‘purpose' in your role as a CMO of so many brands?[29:30] How do you actually become iconic?[33:30] Do you have a framework to split investment between splitting things that are actually going to work, and innovating and trying out new things?[39:20] Driving global scale and local relevance at the same time[40:50] If you left Pepsi tomorrow, and started your own company, what would you do in the first 30 days to build an iconic brand from scratch?[43:40] Lightning RoundWatch this episode on Youtube

Join Eric in this insightful episode of Scratch as he interviews Magdalena Hörhager, the VP of Growth at Bitpanda. Bitpanda is a challenger brand that's had a metoeric rise to become one of the most significant and trusted investment platforms in Europe. Magdalena sheds light on Bitpanda's marketing strategies that focus on trust, consistency, differentiation, and cultural relevance.Magdalena emphasizes the importance of having a product that speaks for itself and encourages word-of-mouth marketing and stresses on the need to be agile and creative while setting up tracking and KPIs from the outset. She also discusses why hiring the right people, establishing processes, and organizational structures is a must, along with measuring the effectiveness of campaigns to ensure they resonate with the target audience.The discussion also covers the challenges faced by traditional financial institutions, the impact of regulations on growth, and the value of building a strong brand identity that is culturally relevant. The episode is packed with valuable insights into Bitpanda's mission to make investing accessible to everyone. The discussion underscores the importance of data-driven marketing strategies, having a strong brand identity, and customer-centric approaches in the competitive fintech landscape.[If you're a brand-side marketer and want to join the AMP community, check out the application form here]This episode is a must-listen for those interested in understanding the workings of a successful fintech unicorn and the intricacies of marketing a hyper-growth start-up."Scratch" is a production of Rival, a marketing innovation consultancy that helps businesses grow faster by developing effective strategies and capabilities.Chapters:00:00 - Introduction04:50 - What is BitPanda?06:25 - Ice breaker - What challenger brand are you the most passionate about?08:50 - Scaling to 4 Million Customers13:12 - What are the key pillars in your marketing Playbook?15:50 - What is the balance in being culturally relevant?: Top-Down (Global to Local) or Bottom up (Local to Global)21:25 - What are the things that a head of marketing or CMO of a pre-revenue business should be focused on?24:35 - What advice would you give to early sage marketers?27:14 - What changes in terms of priority after revenue starts coming in?30:45 - What changes with 7-figure customers, and unicorn status- for a marketer?36:30 - How do you make change happen fast?39:00 - Lightning RoundEvery week, Eric interviews the CMO of a challenger brand, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success.Watch the video version of this Podcast on YouTube.Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and in this week's episode, he's joined by Magdalena Hörhager, the VP of Growth at Bitpanda.Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on  LinkedIn and tweet him  @efulwilerSay hi at media@wearerival.com, we'd love to hear from you. 

In this episode, Eric invites Richard Stern, the CEO of TuneIn, to discuss how TuneIn is revolutionizing the radio industry through digital transformation. TuneIn is a challenger brand with a mission to disrupt traditional radio broadcasting, allowing listeners to tune in to shows from anywhere in the world without being restricted by geographical limitations.With 75 million monthly active users, TuneIn has become one of the most widely used streaming audio platforms globally. Richard highlights the importance of offering a better user experience to encourage adoption, using examples from industries like Uber, Casper, and Apple to illustrate how disruption can lead to innovation. He emphasizes that a great product should serve as its own marketing, providing an exceptional user experience that attracts and retains customers.During the podcast, Eric and Richard also discuss the marketing challenges faced by traditional radio broadcasting, the role of brand in the connected home, and the value of companionship provided by radio listening. Tune in to this insightful conversation that highlights TuneIn's mission and the future of radio in the digital realm."Scratch" is a production of Rival, a marketing innovation consultancy that helps businesses grow faster by developing effective strategies and capabilities.Every week, Eric interviews the CMO of a challenger brand, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success.

In this insightful podcast, join us as we delve into the world of sustainable growth and quick commerce with Diego-Tarek de Aristegui. Explore the challenges and opportunities associated with transitioning people's buying habits from brick-and-mortar to online commerce, and learn why business acumen and data visualization have become essential skills for marketers in this rapidly evolving landscape.Diego shares invaluable insights on the importance of quality and customer experience, as well as the importance of establishing a purpose-driven company for long-term success. Learn how to distinguish your brand, strike a balance between short-term and long-term metrics, and avoid the creation of deal addicts through excessive promotions.Throughout the conversation, we talk about how sustainable growth varies based on your place in the market. Don't miss this captivating discussion that will inspire you to think differently and drive meaningful impact in the marketing industry.Scratch is a production of Rival

In this exciting episode, we welcome Sophie Collins, an accomplished marketing leader and CMO at MPB, the world's top platform for reselling camera gear. With her extensive experience as VP of digital for DAZN and a decade-long stint as Managing Director of performance marketing for Neo @ Ogilvy, Sophie shares her insights on how marketing can drive positive change and how businesses can start with an authentic ‘purpose'. She provides valuable advice to marketers who are passionate about making a difference, regardless of their leadership positions. (00:48) Icebreaker - tell us about a challenger brand you really love(03:50) Intro to MPB (08:05)  Where do you start with developing an authentic practical purpose for your brand  (12:09) How closely does authenticity and commercial purpose have to be in your mind? (13:50) How does someone who isn't CMO have an impact? (20:50)  How do you think about marketing in having a positive impact in the world  (24:20)  What organisations and places should  marketers look at to get more into the world of sustainability (26:50) One thing (or two) things people should do differently after they listen to this Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he's joined by Sophie Collins CMO of MPB.  

In this week's episode, we are joined by Kate McCutchen, the CMO of Seedrs  and Global Head of Marketing for Republic Retail. As Republic looks to revolutionise the way ordinary individuals can invest in the best startups and VC funds, Kate is leading the charge with their marketing. Drawing on over 15 years of experience at Apple, Samsung, Amazon Fresh, Square and Away, she has a wealth of insight and experience in what it takes to grow a business in a new market and capture lightning in a bottle, at scale. It was such a masterclass for marketers who are trying to deliver growth at a global level. Amongst other things, we discussed:Why she thinks paint brands like Coat are incredible challengers in a redundant space How to launch businesses like Square, Amazon Fresh and Republic into new markets successfully  The one mindset modern marketers need to have in order to capture the viral moments Mentioned in the show: