Waves Social Podcast

This week Mitzi is leaving everyone behind. Plus, White Lotus feels like a build that will never drop, Set Active embraces realness, and YouTube creators are doing something that could revolutionize the industry. More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps: 02:00 – Mitzi is leaving everyone behind.05:00 – Is White Lotus building to a drop that will never come?13:30 – Set Active is embracing realness with their “bloopers” campaign. 20:00 – YouTube creators are hosting the first ever YouTube upfronts. The importance of upsetting the social ads spectrum.27:10 – PepsiCo is acquiring Poppi for nearly $2 billion (despite their recent scandal). 37:00 – We're ready for more brand rivalry. Show notes:1. The SCAN

We're unpacking the latest in sports and social media: Unwell Hydration signs a deal with the NWSL, and Instagram is testing a new algorithm. Plus, we explore the frenzy of NFL free agency and what happened when X went down. Is it too soon to be talking about football? More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps: 03:40 – Decision fatigue: It's real, let's talk about it. 08:30 – Mitzi is making her 17-year-old self proud. 10:00 - Thing 1: NWSL signs a sponsorship deal with Alex Cooper's Unwell Hydration. 13:50 – Can makeup brands and NWSL athlete relationships be authentic? 23:10 – Thing 2: Instagram is testing a new blend algorithm creating a shared feed for you and your friends. 36:30 – Is LinkedIn the hottest social media platform? 38:00 – Thing 3: X went down on the first day of NFL free agency causing chaos.Show notes:The SCAN

From the unexpected launch of Domino's pizza-scented perfume to Instagram exploring a Reels app,  we've got a lot to unpack this week. We also dive into Timothée Chalamet's epic poker night with Cartier, the end of award season, and how we're feeling about the current state of the world. More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps: 02:05 – Timothée Chalamet's SAG acceptance speech 06:23 – Kieran Culkin's Oscars speech (You're rich rich if you have 3 kids!) 10:30 – Award season is behind us. How we're feeling about it.12:56 – Thing 1: Dream of smelling like pizza? Domino's just dropped a pepperoni pizza-scented fragrance. 15:40 – Mike shares his experience as Domino's delivery driver: “Out on time, out to impress!” 20:10 – Mitzi's dream sensory products, thoughts & ideas.24:45 – Thing 2: Instagram may be exploring a separate Reels app. What does this mean for content creators? 35:50 – Thing 3: Timothée Chalamet hosts a poker night with Cartier. If we hosted our own games night, here's what it would look like. Show notes:The SCAN

It's been a busy week on and offline: From Gen Z collectively losing it over the death of an angler fish, to landline phones making a comeback, we're not sure if we're okay. In this episode we also dive into Canada's huge win at the 4 Nations Face-Off, IKEA's creative social media campaign, and key moments from the SAG awards. More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps: 01:00 – The 4 Nations Face-Off and Canada's big win. 07:00 – Mike was right about this year's Super Bowl ads. Also, why were there so many celebrities in random ads?11:40 – Thing 1: Gen Z is losing it over the lone angler fish that swam up to the surface of the ocean. 18:45 – Thing 2: Landline phones are back and kids are loving it. 25:25 – Thing 3: IKEA is sliding into the DMs. U Up?31:00 – Some key moments from the SAG awards. Show notes:- The SCAN

Welcome back! We have a lot to cover this week. Between Love Is Blind drama, NikeSKIMS, and new signals around emotional-impact marketing, this is a jam packed episode. We also share a quick Super Bowl recap, thoughts around Mitzi's first season diving deep into the NFL, the death of Duolingo's beloved owl, and the end of personal style. Let's get into it.More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps: 02:00 – Hockey fights are on the rise lately. Does it create more camaraderie?03:45 – The Drake and Kendrick beef continues. Are we over it or ready to lean into our hater side?05:30 – Love Is Blind drama. 08:20 – We missed our Super Bowl recap, so here are some key moments we wanted to talk (and complain) about. 15:00 – Thoughts around the Super Bowl ads. Did they actually perform well this year?18:00 – Mitzi's recap of her first big NFL year and her favorite team.  27:00 – Thing 1: Duolingo's owl is dead? What's going on with this campaign? 33:30 – Thing 2: NikeSKIMS; what's going on here? And why don't we love it yet?46:00 – Thing 3: Have algorithms completely cooked our personal style? Addressing a larger conversation around what influences us. Show notes:- The SCAN

What a week: The Grammys delivered, Super Bowl campaigns are gearing up, and the White House is inviting “new media” (content creators) to press briefings. Meanwhile, Netflix is coming for everyone. Let's get into it. More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps: 00:30 – This past weekend the Grammys happened and there were some amazing, well deserved wins. 07:30 – Some of our favorite performances from the Grammys. 10:00 – Was this shade against Drake?14:00 – Super Bowl predictions and stories we're following.19:20 – The White House is inviting “new media” (aka content creators) to ask questions during press briefings. 25:00 – Media literacy, independent journalism and sourcing content from outside of your algorithm. 31:00 – Netflix is coming for… Everything. Everyone. 34:40 – What would pull us further into Netflix.Show notes:The SCAN

What a weird week it has been online. TikTok was banned.. And then it wasn't. Meta got rid of fact-checking (we dive into that) and things heat up in the football world. Let's dive in. More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps: 01:00 – TikTok was banned in the US… and then it wasn't.09:00 – While it was going down with TikTok, Meta launched a ton of updates (including a new grid, editing app, and more). 18:00 – Meanwhile, Meta is getting rid of fact-checking. Why it isn't as bad as you might think. 24:20 – Drama from recent football games. 39:00 – Updates from the WAGs of the NFL. 42:00 – Check out our 2025 Trend Report! Linked in the show notes below. Show notes:The SCAN

This week, we welcome our first guest speaker, Alyssa Yuhas, Arcade's Creative Director and resident Futurist. With a background working with online creators to Nike and the United Nations (Canada), Alyssa brings the experience and mindset for compelling results. Together, we break down the 2025 Trend Report and discuss 5 trends, revealing what digital audiences REALLY want this year. From authenticity to shared moments, here's how creators and brands can meet the evolving demands. More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps: 02:05 – What exactly is a futurist? 05:40 – Scan club & Signals: Current, surprising and specific trends.15:08 – Breaking down the 2025 Trend Report.19:25 – Trend 1: People want to be seen.24:15 – Trend 2: People crave realness. How do we keep it real?29:07 – Trend 3: People want shared moments.36:40 – Trend 4: People want to (parallel) play — being alone, together.46:10 – Trend 5: People want ease. Making life more manageable.Show notes:The SCAN

New year, new us? Nah. We're about practical goals that help us take the things we've worked hard on to the next level. On today's episode, we break down the 4-step process we use each year to set goals we can't wait to achieve. We start by sharing our theme for the year, and then we break it down from setting a focus to identifying milestones. Hint: It might be the start of Mitzi's running era and Mike is taking a page from Bruno Mars' book. More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps: 00:15 – How we approach setting goals and themes for 2025 as business and life partners. 02:50 – Mike's theme for the year. 05:40 – Mitzi's theme for the year. 08:00 – After we've set our focus, how do we make this practical?12:00 – Why we missed goals in previous years. 16:00 – Goals for 2025: sleep hygiene, writing, reading, and more.  21:00 – Identifying milestones to hit our goals. 29:10 – The last step: Talking about it (with the right people). Show notes:1. The SCAN

This week, we're celebrating 500 subscribers on YouTube (thank you!). Mike and Mitzi step into the magical world of Harry Potter, for the first time, and we break down Instagram's new “Trial Reels” feature. Plus we share our thoughts on the Golden Globe 2025 Nominations and explore the viral TikTok trend “We Listen and We Don't Judge” that puts relationships to the test. More from us:Mitzi Payne @mmmitziMike Payne @mmmiiikeTimestamps: 04:00 – We hit 500 subscribers on Youtube! Thank you for listening!05:00  – Mike and Mitzi experience Harry Potter for the first time. 12:20 – Check out the Easy Reads podcast and join the community!13:00 – Big Thing 1: Instagram introduces ‘Trial Reels' to test content with non-followers. Should you try this? 19:55 – A trip down memory lane: Mike was a hipster and an emo?22:00 – Mitzi wants to start a reality TV show—but we need a villain. 24:50 – Who would win in a fight at Arcade? (HR did NOT approve this question).27:20 – Big Thing 2: Golden Globe 2025 Nominations are out and we've got opinions.40:58 – Big Thing 3: TikTok's ‘We Listen and We Don't Judge' trend, explained - Relationships are falling apart while others get stronger.Show notes:The SCAN

Seeing double? Sea la vie? This week we're diving into the 2025 Pinterest Predicts report, what we're reading, thoughts around the potential TikTok ban, Fourth Wing (dragon monogamy?), and more. More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps: 00:30 – This week's Big Things!03:00 – What we've been reading (spoiler alert: dragon mates). 08:30 – Big Thing 1: Pinterest Predicts 2024 is out! These are some of our favorite trends. 16:00 – The matching trends and why people are coordinating outfits.18:00 – We have mixed thoughts on the 2025 color of the year…25:30 – Big Thing 2: The TikTok ban is back on the table; here's what we know & what we recommend if the ban goes through.  34:00 – Big Thing 3: The WNBA was one of the fastest rising brands of 2024. 44:50 – Alex Cooper's first product had a cool launch (hydration drinks targeted at women). Show notes:Pinterest Predicts report: https://business.pinterest.com/en-ca/pinterest-predicts/2025/cherry-coded/ The SCAN

This week's episode is the personality hire of episodes; it's fun and light (and just what we needed). From trying to understand what “brat” even means, to the unhinged gifts for celebrity lookalike contests and influencers suing each other for “vibes,” you don't want to skip this episode. More from us:Mitzi Payne @mmmitziP Mike Payne @mmmiiikeTimestamps: 01:00 – Personality stories ONLY this week. 02:30 – Be sure to check out Arcade's TikTok for our Vlogmas!06:00 – Mike & Mitzi explain new slang (Big Thing 1 - the word of the year isn't one word). 20:00 – Thing 2: Influencer, Sydney Nicole Gifford, is suing Alyssa Sheil for copying her aesthetic. This is a slippery slope. 30:00 – Big Thing 3: Lookalike contests are on the rise (with exciting prizes like a literal pack of cigarettes). Why?38:00 – Buffalo fans are built different.Show notes:The SCAN

Beyoncé is gearing up for the NFL Christmas Gameday halftime show, while Volvo and Jaguar's latest ads are bringing the tears (for very different reasons). Plus, Smirnoff appoints Troye Sivan as their new Chief Vibes Officer—what does that even mean? This week on Big Things, we're talking all things holiday hype, brand moves and more. More from us:Mitzi Payne Mike PayneTimestamps: 01:00 – We are living in a winter wonderland ☃️02:30 – Big Thing #1: Beyoncé is performing during the halftime show for the NFL Christmas Gameday on Netflix. 5:20 – Netflix livestreaming attempts (is Netflix gaslighting us?). 8:20 –  NBA's Disney take over: a family-friendly game. 11:40 – Jason Kelce to host a late-night talk show on ESPN. 19:00 – Big Thing #2: Volvo and Jaguar ads make us cry, and it's not for the same reasons.25:00 – Rebrands aren't easy, but this was not it Jaguar.27:50 – Mitzi wants a Volvo. 35:00 – Big Thing #3: Smirnoff announces Troye Sivan as Chief Vibes Officer and charged with keeping the vibes immaculate ✨41:40 – Domingo makes an appearance on SNL again and shows up at the Sabrina Carpenter concert in LA.45:44 – We're in the top 15% of podcasters! Show notes:Volvo commercial: https://www.instagram.com/reel/C_f2Ecuol6t/?igsh=MWNiNGVodWR6MDVtbg==  The SCAN

‘Tis the season: Grammy nominations are out, Gift Guides are dropping (ours included), and brands are beefing over IP. On this week's episode we're talking about Sweetgreen's recent controversy with Market, gift ideas for everyone in your life, and, of course, Beyoncé. More from us:Mitzi PayneMike PayneTimestamps: 03:00 – Big Thing #1: Grammy nominations are out and we have thoughts!09:00 – Beyoncé's nominations, the country music categories, and Drake v Kendrick beef28:00 – Big Thing #2: Sweetgreen launched merch, but it stirred up controversy with NY clothing brand, Market. 33:00 – Can ideas really get “stolen” in marketing? How do you protect IP? And hot takes on RFPs.42:40 – Big Thing #3: The SCAN

Now that Halloween's over we're switching into holiday mode – between our own Christmas decor and planning our annual Arcade holiday party! Since we're in the festive mood, our team is putting together our first ever Gift Guide (linked below). We also chat about our tips for surviving winter in Calgary, campaigns we're loving from Zara and GAP, and trends around Gen Z, movies and nightclubs. More from us:Mitzi Payne @mmmitziP Mike Payne @mmmiiikeTimestamps: 01:00 – Starting to get in the holiday spirit (by buying more Christmas trees). 09:00 – Tips to survive winter in Calgary. 12:20 – Big Thing #1: Zara is starting a pre-owned platform (and we love it). 22:00 – Campaigns we're loving from Zara and GAP.25:00 – Our experiences working in retail. 28:00 – Big Thing #2: Adolescents favorite thing to do = movies. 35:00 – Skibidi?39:00 – TikTok is changing the way Gen Z talks. 43:40 – Big Thing #3: UK nightclubs are going to be extinct by 2030. What are people into instead? Show notes:Arcade's TikTok account: https://www.tiktok.com/@helloarcade The SCAN CLUB Gift Guide: https://scanclub.substack.com/p/gift-guide-what-people-want-for-the Books: How to Winter by Kari Leibowitz, PhD & Wintering by Katherine May Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/Production by Morgan Berna, editing by Oliver Banyard.

Is flag football the future of the NFL? Why is Instagram lowering video quality for certain users? And what's on our Christmas list this year? For this week's Big Things we're talking about social media, marathons, SNL and more. Be sure to subscribe, follow and rate the show if you're enjoying it!More from us:Mitzi Payne @mmmitziP Mike Payne @mmmiiikeTimestamps: 01:00 – What we've been up to and highlights from The Gathering summit (Gary Vee, the NFL, sonic branding, huge brands & more). 10:00 – The most important part of the conference: Our team karaoke picks. 12:00 – Big Thing #1: Why is Instagram lowering the video quality on videos that don't get as many views?16:00 – Ideas to improve your Instagram engagement.20:00 – The role of IG highlights. 23:00 – Mitzi can't stop crying at the New York Marathon. 29:20 – We can't stop singing Domingo (is SNL back on the rise?). 31:40 – On our Christmas list this year. 40:00 – Big Thing #3: Morgan Stanley is now letting investors invest in a portfolio tied to sports. 45:00 – Flag football and the future of the NFL. Show notes:Arcade's TikTok account: https://www.tiktok.com/@helloarcade SCAN

Should we be kind to our future AI overlords? What happened to airline etiquette? And does Mike have a praise kink? That's before we even get into this week's Big Things. We also chat about ByteDance taking over BookTok and Jessica Campbell making history as the first full-time female coach in the NHL. More from us:Mitzi Payne @mmmitziP Mike Payne @mmmiiikeTimestamps: 01:00 – Thing 1: Should you be nice to AI chatbots?03:20 – Gen Z are the nicest to bots & what happens if you're rude. 07:00 – Should you recline your seat on an airplane?12:20 – Tip your servers!22:50 – Thing 2: ByteDance is moving into print. All about their new publication business. 25:00 – The impact #booktok has on print sales & some of our top books right now.  32:00 – Thing 3: Jessica Campbell has made history as the first full-time female coach in the National Hockey League. Why is this good for the game?37:00 – What could the NHL do to attract new fans?41:30 – How the NFL drew women in with WAGS, celebrities, post-game interviews, storytelling and more. Show notes:1. Easy Reads podcast: https://podcasts.apple.com/ca/podcast/easy-reads/id1728312993 Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/Production by Morgan Berna, editing by Oliver Banyard.

This week on Big Things: olive oil is the gift of the season, modern parenting is bad for your health and Instagram doubles down on group chats. We share a teaser about our upcoming holiday gift guide, a shocking stat about working moms and get annoyed about Snapchat (again). More from us:Mitzi Payne @mmmitziP Mike Payne @mmmiiikeTimestamps: 01:00 – What we'll be chatting about today. 01:40 – Thing 1: Olive oil is set to replace bottles of wine this holiday season. 05:00 – What gifts we will be giving this year. 8:50 – Mitzi develops an emotional connection with a chicken.11:12 – The upcoming special addition of SCAN

This week our team convinced us to try the viral Dua Lipa Diet Coke drink and let's just say… It was interesting. We also do a deep dive into LeBron's career and recent debut with his son, Bronny, the upcoming WAGS reality TV show, if everyone really needs a hobby and share a hot take on our kids' art projects. More from us:- Mitzi Payne @mmmitziP - Mike Payne @mmmiiikeTimestamps: 01:30 – What we're talking about today. 03:00 – Dua Lipa's viral Diet Coke drink (our team made us try it). 08:00 – Our next question: Why did Dua Lipa do this?11:00  – Thing 1: LeBron and Bronny play their first game together15:00 – NBA marketing, Michael Jordan and Lebron. 22:00 – Some of LeBron's legacy and family ties. 28:00 – The WAGS reality show picked the wrong team. 31:15 – Thing 2: Does everyone really need a hobby?36:00 – Our hobbies (Mitzi's baking era). 41:50 – A hot take on our kids' art projects.44:00 – Thing 3: Rachel Karten's social media trend report for Q3.46:40 – Brands are hiring for Creative Directors for social media. Why we love this. Show notes:1. SCAN

This week on Big Things: Beyoncé's new Levi's collab feels like it's missing something, Meta's conceptual smart glasses could lead to doxxing, LVMH partners up with F1 and Mitzi might be in her villain era. Thanks for tuning in!More from us:Mitzi Payne @mmmitziP Mike Payne @mmmiiikeTimestamps:02:00 – Why we rely on following signals to inform future marketing trends. 06:00 – The fun art event Mitzi went to this week (and struggled at). 08:20 – Millennials need to watch this new show.12:00 – Thing 1: Beyonce released a collaboration with Levi's and it's just okay. 17:15 – Why didn't Levi's take it all the way?19:00 – What makes a celebrity brand successful and relatable?28:00 – Thing 2: Meta's smart glasses and the feature that could lead to doxxing. 28:00 – Mike has the worst Uber rating on our team. 36:50 – Thing 3: LVMH x F1 announce partnership to begin in 2025 (we saw this coming). 43:00 – The Nike campaign we can't stop thinking about. 45:00 – Is Mitzi in her villain era? 47:35 – Help us pick our next show. Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/Production by Morgan Berna, editing by Oliver Banyard.

Welcome back to Big Things! This week we're taking a deep dive into Nutter Butter's social media strategy, celebrating human error, why college students aren't reading, Amazon's “Red Zone” (NHL's Version) and how Snapchat thinks it's the antidote to everything.More from us:Mitzi Payne @mmmitziP Mike Payne @mmmiiikeTimestamps:04:00 – How the branding for Big Things came together. [clip]05:00 – Personal shoot prep. 08:30 – What we'll be talking about this episode. 09:30 – Giving feedback/working with your partner.11:00 – Thing 1: Nutter Butter is the name on every marketer's lips right now. 24:00 – Gen alpha and snack brands. 22:00 – Celebrating human error. 25:00 – Thing 2: College students aren't reading.29:00 – Thing 3: Amazon will debut an NHL version of the NFL Red Zone. 35:00 – Signal shows streaming services are changing to second screen watching.41:05 –Thing 4: Why do brands keep trying to make AR glasses happen?Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/Production by Morgan Berna, editing by Oliver Banyard.

Welcome back to Big Things! This is our first official episode and we are ready to yap about all the big things happening in marketing, social media, pop culture and sports. From the new NFL season (and WAGS) to Chilis killing it on social media – these are the stories on our radar this week. More from us:Mitzi Payne @mmmitziP Mike Payne @mmmiiikeTimestamps:00:00 – What is Big Things?04:30 – Entrepreneur guilt, taking time off and our fitness era08:10 – The Big Things we're talking about today, first up – NFL is back (and for Mitzi, it means it's WAGS season).16:00 – The WAGS of the NFL (who is who).20:00 – Kendrick Lamar was confirmed as the Super Bowl Halftime performer and Lil Wayne is not happy. 22:30 – Next: Why are clients asking us to be more like Chilis? 26:15 – The pivot from original content, to following trends, to personalizing trends.28:25 – The “unhinged” brand is feeling cringe. 30:40 – SCAN CLUB: What are signals? Our secret trick to stay ahead of the curve on digital marketing trends. 32:50 – Millennials and Gen Z would rather play bingo than go clubbing. Really. 38:00 – Monopoly Go was not good for our marriage. 40:00 – Signal 2: IKEA is entering the resale market. Show Notes:NFL Jackets by Kristin Juszczyk: https://www.instagram.com/kristinjuszczyk/ Linkinbio Newsletter: https://www.milkkarten.net/p/theres-a-reason-chilis-is-all-over Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/Production by Morgan Berna, editing by Oliver Banyard.

Are you listening on a podcast app? Hop over to YouTube for the full video version: https://youtu.be/dnSC-WruYSA Welcome to Big Things! A weekly show where we talk about the big things happening in marketing, social media, pop culture and sports. You can catch the show every Friday on podcast players and YouTube, and be sure to follow us on Instagram for updates on every episode!More from us:Mitzi Payne @mmmitzi Mike Payne @mmmiiikeTimestamps:00:10 – What is Big Things?03:00 – Why we're moving away from Waves and Tea for Lunch.05:30 – Some of our favorite episodes of Waves and what we learned.  11:00 – How Tea for Lunch helped our team think like content creators. 12:30 – Our new era. Show Notes:SCAN

Gaby Bayona is a force in the bridal and modeling industries. The humble entrepreneur has been building her empire since her teens and is now the owner of multiple businesses. After starting out as a seamstress in her mom's bridal business, Gaby discovered a passion for the industry. By the time she graduated high-school she knew she wanted to own her own business. Now, she owns 3 bridal dress brands and a boutique with multiple locations in Canada, as well as a modeling agency based out of Vancouver, BC. We talk with Gaby about what inspired her to take on such an ambitious lifestyle and what moves she's making next. Gaby shares her career journey, explains the strategic reason behind why she created multiple dress brands, how she manages it all and what she thinks is next for the bridal industry. Learn more about Gaby and her companies:Gaby's Instagram : https://www.instagram.com/gabybayona/Gaby's TikTok : https://www.tiktok.com/@gaby.bayonaTruvelle Instagram : https://www.instagram.com/truvellebridal/Laudae Instagram : https://www.instagram.com/laudaebride/Aesling Instagram : https://www.instagram.com/aeslingbride/Lovenote Instagram : https://www.instagram.com/lovenotebride/Stranger Instagram : https://www.instagram.com/strangeragency/Subscribe to Arcade's Newsletter, SCAN

This year, it seems like every company is trying to get involved in sports. It had us wondering, is there really an increased interest in sports or is this a perceived growth we're seeing on our own feeds? We brought in sports marketing expert and Director of Content Strategy for William Raymond Communications, Shahob Mehr, to answer our questions. Shahob shares his journey from being a student, to getting a seat at the table in this incredibly competitive industry. He unveils the hidden layers of the sports industry, exploring topics like: the art of creating compelling social media pathways for athletes and how to build rock-solid relationships. And, he answers our big question: Do all companies need a sports partnership?Learn more about Shahob:Follow Shahob on Instagram: https://www.instagram.com/shahobmehr/ Follow Shahob on LinkedIn: https://www.linkedin.com/in/shahobmehr/ William Raymond Communications: https://www.william-raymond.com/ Subscribe to Arcade's Newsletter, SCAN

Subscribe to Arcade's Newsletter, SCAN

It's the most wonderful time of the year… Marketers hold their breath and pray the Facebook pixel was installed correctly. Hopefully this episode will breathe some levity into your week. We're shaking things up a bit this week–taking some time to have a catch-up and chat through some listener questions we've gotten. From handling tough client feedback and giving mistakes the attention they deserve, to our thoughts on sports brand collabs and sonic branding, this episode is a fun, light listen for marketers trying to finish Q4 strong. Show Notes:01:26 - A bit about today's episode: we're trying something a little different. 01:55 - What Mitzi and Mike have been up to lately: thoughts on Q4, live music and fantasy sports. 16:00 - What do we recommend if you have a social media client who keeps posting on their own? 21:28 - How do you handle tough client feedback? Or when a client is disappointed with something that you do?25:05 - Don't rush through a mistake, give it your attention and care. 31:24 - How to handle feeling rejected when your ideas get shot down. 33:52 - About Scan Club and the signals we've been watching recently.36:51 - SKIMS x the NBA and the rise of sports in marketing culture. 40:27 - Gen Z's sonic branding knowledge and cringing at the term “brand beats.”43:05 - Bringing artists & DJs into the sonic branding conversation.45:30 - Strong branded “sounds” and the stigma of jingles.BuzzcastKeep up to date on the latest podcasting tech & news with the folks at Buzzsprout!Listen on: Apple Podcasts Waves with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/S6 - present Production by Morgan Berna, editing by Harrison Neef.

Katarina (Kate) Terentieva went from studying International Relations, to building Tumblr blogs, to being a Partner and the Chief Creative Officer at Louder. Now, Louder invests in the world's most competitive startups and helps them disrupt at scale. We break it down with Kate to learn about her story, how TikTok helped her grow her brand, her advice on discovering what you're passionate about, what Gen Z wants from advertisers, and how to capture and revive moments past the trend cycle. Kate also explains the difference between becoming a creative or an art director and how to choose what's right for you. Subscribe to Arcade's Newsletter, SCAN

When Lauren Meisner and Jordyn Christensen noticed a gap in the market for influencer news that actually felt relevant, they decided they would be the ones to fill it. Now co-founders of Gen Z media brand, Centennial World, and popular podcast, “infinite scroll,” they join Mike and Mitzi to talk about their journey. The duo shares advice about carving out space in a saturated media landscape for something new, the importance of staying in your lane and why they don't sell to their online community group. They also talk about what media companies are getting wrong with Gen Z and how they've managed to cater their content to Gen Z's distinct media consumption preferences. The episode ends with a discussion around the impact of internet drama on consumer behavior and if influencer marketing is losing its charm. Subscribe to Arcade's Newsletter, SCAN

Entrepreneurship is a rollercoaster of wins and losses. But what if we told you that viewing these losses as opportunities for growth could change everything? In this episode, we're joined again by founder of I Love Ugly, Valentin Ozich, to have a candid conversation about the ups and downs of entrepreneurship. Valentin returns as a follow-up to our interview last year to explain the mindset shift that helped him continue to grow his brand, even when life got really hard. He explores the power of personal growth and self-care, the importance of celebrating life's mundane moments and how to ease up on ourselves. We explore topics including the fascinating world of subconscious reprogramming, how to overcome obstacles, finding clarity in our goals and finding connection. This episode is motivating, uplifting and real. Join us on this inspiring journey of self-discovery and purpose. Learn more about Valentin:I Love Ugly: https://www.iloveugly.com/ I Love Ugly on Instagram: https://www.instagram.com/iloveugly/  Valentin Ozich on Instagram: https://www.instagram.com/valentinozich Subscribe to Arcade's Newsletter, SCAN

What if you could unlock the secret to bring a top performer at a marketing agency? That's exactly what our 2023/2024 social media interns, Andrée Sonnenberg and Chamane Dizon, are looking to discover in this fascinating episode. Andrée and Charmane put Mike and Mitzi in the hot seat, turning the tables to ask them the questions they want to know as students and new marketers. Not just a regular Q&A session, this episode goes deep into what distinguishes a top performer (from people who hire and promote!), how to make an impact without ruffling feathers, tips for becoming a problem-solver and letting yourself lean into the newness of a situation. Mike and Mitzi discuss boundary setting, imposter syndrome, work-life balance and self-care advice. This episode will equip you with practical insights for navigating the marketing industry, no matter what stage you're at!Subscribe to Arcade's Newsletter, SCAN

Jimmy Kim, CEO and co-founder of Sendlane, is known for his expertise in email and SMS marketing. In this episode, he shares his incredible journey from working in the car industry to becoming a digital marketing powerhouse. He shares his top tips for mastering the art of email marketing, particularly for ecommerce brands. Jimmy explains how email is about more than campaigns and automations, diving into the importance of crafting personalized experiences for customers and evolving strategies based on new data. We discuss KPIs, understanding audience behavior and optimizing campaigns. We continue the conversation by delving into the potent combination of copywriting and storytelling in email marketing. With Jimmy's guidance, learn how to weave compelling narratives and create experiences that captivate customers. Then, we wrap things up with a discussion around SMS marketing for acquisition and retention. Join us, and learn from one of the best in the business!Subscribe to Arcade's Newsletter, SCAN

Do you struggle to create and release video content? If you aren't at least dipping your toes into video, you're falling behind. Half of all social media users prefer video over other types of content. 58% of viewers will watch an entire brand video if it's less than 60 seconds long*. So, why aren't all businesses and content creators doing it? In this episode, we're joined by Natasha Pierre, host of the Shine Online Podcast and Video Marketing Coach, to talk about the 5 biggest mindset blocks she sees with creating video. From perfectionism and imposter syndrome, to overwhelm and content planning, we talk about how these mindset blocks show up and how you can overcome them to create impactful video content. Natasha also shares her rationale for creating over 100 podcast episodes in an era where short-form content continues to gain popularity. Take Natasha's 5 Day Video Confidence Challenge! https://shinewithnatasha.com/challenge Subscribe to Arcade's Newsletter, SCAN

[REPOST] Your brand is a whole lot more than the products or services you sell. Your brand is what you stand for, and establishing your core beliefs can help you stand apart from the rest, attract like-minded clients, and better serve your community. Today's guest is Ryan Mack, Chief Commercial Officer at Made In Network. As CCO, his job is a mix of marketing, entertainment, business development, and corporate strategy. Prior to this role, Ryan was the President of Virtue, which is the creative agency of Vice, where he led efforts globally with a specific focus on the Americas. This sums up what he has been doing most recently, but Ryan has a wealth of experience and a diverse body of work, which you'll hear more about in this episode; where it all started, what drew him to content marketing, and what his philosophy looks like today. One of the things that stands out about this interview is Ryan's perspective that the death of social media is bureaucracy. Once there are too many decision-makers on something as simple a tweet, he believes that it stifles creativity and outcomes. Tuning in, you'll hear about his experience with this and how he sought to make social media intentional again by moving to a smaller agency. He speaks about the importance of establishing your core beliefs as a brand and how it can help you become more agile, but don't overthink it! The best brands don't. Ryan offers advice for those just starting out in content creation, emphasizes the power of collaboration, and shares his predictions for the future of digital content. Tune in today to find out more.Find Ryan on LinkedIn: https://www.linkedin.com/in/ryanjmack/ Key Points From This Episode:Find out how Ryan first got started in marketing, sparked by his fascination with the internet.How risk and constant experimentation have served him in his career.Ryan explains how he takes risks based on what is demonstrating traction in the market.What got him interested in creating content: the question, ‘What are we going to say?'Establish your core values as a brand, but don't create bureaucracy around daily mechanics!The opportunities Ryan saw in the rise of social media and how he positioned himself to capitalize on them.Balancing quantifiable results and creative content that aligns with the brand.Ryan talks about some of the most exciting projects he worked on during his time at Carrot.Hear about Ryan's transition from Carrot to Virtue at Vice; competing as a creative agency.From Virtue to Made In Network; he talks about his passion for making “small things medium.”The momentum and traction in episodic, intentional scheduled programming from an entity.Ryan explains why a creator would want to compete with traditional media outlets.What brands can learn about building brand equity from this perspective of creating a media housVenturing into Fashion TechExploring the convergence of fashion tech, entrepreneurship, and fashion business. Listen on: Apple Podcasts SpotifyWaves with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

Have you been wondering how AI will impact the future of digital marketing and content creation? In this episode we talk with Maria Osipova, CMO at Penny AI and one of the lead educators in Gigantic's Generative AI course, to dissect the role AI can and will play in marketing. Gain insight into how these technologies are revolutionizing various sectors, including media, marketing and sales. We delve into the limitations and opportunities of AI in content creation, Maria's favorite ChatGPT plugins and tips for marketers wanting to navigate this new terrain successfully. An episode packed with valuable insights and tips, this is your chance to stay ahead of the curve in the ever-evolving world of AI and marketing.Learn more from Maria: https://gigantic.is/courses/ai-marketing Subscribe to Arcade's Newsletter, SCAN

Are you tired of feeling like your content is at the mercy of social media algorithms? Cameron Uganec, SVP & GM at Thinkific & The Leap, is trying to show creators a better way to monetize online. Cameron is a seasoned expert in building brands and products in the creator economy. In this episode he shares insights on how creators can maximize monetization opportunities and build audience-centric brands. We explore the 3 phases of the creator economy, from the rise of social media influencers to the current entrepreneurial phase, and deep dive into the concept of ‘creator educators.' Cameron explains why it's more beneficial for creators to pursue an educator path rather than chasing influencer status. Cameron unveils his journey, from managing big brand accounts to now empowering content creators at Thinkific. We explore his experiences, insights and predictions for the creator economy, further illuminating the ways this economy is reshaping the digital landscape.Learn more about Cameron:Instagram @maketheleapTikTok @the.leapTwitter @cameronuLinkedIn: https://www.linkedin.com/in/uganec/ The Leap: https://www.theleap.co/ Subscribe to Arcade's Newsletter, SCAN

Ever wondered about the magic behind your favorite brand's unique sounds? Does your brand have a sound? Have you ever really considered it? Every time we add music to our social media videos, or sound effects, we start to build a sound ecosystem around our brand – and that affects how your audience feels. In this episode, we're talking with sonic branding experts, Joe Belliotti and Rebecca Jolly, about the release of their new book: How Music Grows Brands. They break down the science behind sonic branding, how to strategically select sounds and music that fit your brand's target demographic and more. Purchase your copy of How Music Grows Brands: https://www.howmusicgrowsbrands.com/ Subscribe to Arcade's Newsletter, SCAN

Are brand deals dead? Is AI going to replace user-generated content? Should brands invest in creator partnerships? Where are the opportunities for creators to earn an income right now? In this episode, we sit down with Sean Scott, The Partnership Expert, to talk everything creator economy. Sean shares advice for creators looking to land big brand deals and turn their content creation into a lasting career. Sean also shares opportunities creators may not be considering (including a tip MrBeast uses), what channels brands should focus their spending on, guidance around gifting and more. An exclusive offer just for listeners, grab Sean's "Creator Monetization Checklist" for free! This checklist is normally $9: https://thepartnershipexpert.gumroad.com/l/creator-monetization-checklist/WAVESFREEMore from Sean:Website: https://www.thepartnershipexpert.com/ Instagram: @thepartnershipexpertSubscribe to Arcade's Newsletter, SCAN

Do you feel like you're constantly chasing the tide of the digital marketing industry? Trends in the industry seem to move lightning fast and there's no sign of it slowing down. We knew there had to be a better way. In this episode, we're sitting down to talk with Alyssa Yuhas, Futurist, award-winning designer and the Creative Director at Arcade, about scanning. Alyssa implemented this strategy, used by Futurists, at Arcade through a program she calls SCAN CLUB. The process allows marketers to stop “pivoting” and instead lean into curiosity, and intention to craft strategic work that resonates. Alyssa breaks down everything you need to know to start scanning on your own in this episode. More from Alyssa:Website: http://alyssayuhas.com/Instagram: @alyssayuhas[previous episode] The Enduring Power of Curiosity: https://podcasts.apple.com/ca/podcast/s03-s04-the-enduring-power-of-curiosity-with/id1484888104?i=1000510522147[previous episode] What Trends Teach Us About the Future of Brands: https://podcasts.apple.com/ca/podcast/what-trends-teach-us-about-the-future-of-brands/id1484888104?i=1000574870972 Show Notes:2:30 - A bit about Alyssa's background and work. 5:45 - What is a futurist?8:30 - What is scanning? 10:32 - How do you find signals?12:45 - Why it's important to always stay curious. 15:00 - Categorizing “Buckets” and using “STEEPV” to understand signals. 17:00 - What inspired the start of Arcade's SCAN CLUB?21:05 - How signals connect to brand strategy development.24:00 - The massive advantages this system holds for marketers. 27:30 - Examples of scans and trends from “SCAN CLUB.”Mentioned in this episode:SCAN

Since 2005, YouTube has ebbed and flowed in popularity. Now, we're seeing people navigating to the platform in waves, asking for longer-form content. In 2021, YouTube saw enormous growth, with a 46% increase in revenue. Now, over 2.5 billion people access YouTube each month. For creators and brands, it's a huge opportunity. In this episode, we sit down with OG YouTuber Latasha James. Latasha walks us through her 10-year journey on the platform and what it took to make her channel take off. She shares tips for creators and brands looking to get on the platform, grow strategically and see results. Latasha shares strategies for repurposing content from other social media platforms, finding YouTube's role in your funnel, AI's role in content creation, and more. Subscribe to Arcade's Newsletter, SCAN

For years it felt like everyone was moving away from email marketing and newsletter and onto social media. However, with changes to platforms and algorithms, email has seen a resurgence this past year. Creators are flocking to platforms, like Substack, where they can own their audience and curate their message. The only trouble is, how do you actually get your subscribers to navigate with you and engage? Our first guest of Season 6 is Lia Haberman, the mind behind the email newsletter sensation, ICYMI. In this episode, she shares her tips to craft a newsletter that not only gets opened, but actually supports your business goals and builds your brand. Subscribe to Arcade's Newsletter, SCAN

** This episode is sponsored by ilovecreatives. Learn more about ilovecreatives' graphic design course, here: ilovecreatives.com/waves ** Five years ago, we joined forces to start Arcade – our answer to the industry's saturation of generalist marketing agencies. Using a digital first approach, we took on ecommerce clients looking for distinct, results-driven strategic work. Since then, we've scaled our team to almost 20 employees, and worked with over 100 clients including GoDaddy, Tacofino, UCLA Health and John Krasinski's Some Good News. We've produced 6 seasons of Waves, continue to run a weekly live podcast called Tea for Lunch, launched our newsletter, created The Studio… and we're just getting started. In this episode, we break down what it took to make it to 5 years as a digital marketing agency, our top moments and learnings during that time, and why we focus so much on our own social media channels. We do things a bit differently around here, and wouldn't have it any other way. Subscribe to Arcade's Newsletter, SCAN

Back in 2008, up-and-coming artist, Valentin Ozich, started I Love Ugly out of his bedroom with zero experience in business or fashion. The brand experienced rapid growth, going from 0 to $10,000,000 in seven years. They had a flagship store in LA, Melbourne, Sydney, four flagship stores in New Zealand and a major license deal on the table in South Korea. They had seven global distributors with over 200 accounts stocking their products globally, plus an online store that was growing quickly. And then it (almost) all went away. For our season 5 finale, we sat down with Valentin Ozich to talk about his journey with I Love Ugly; the good, the bad and the, well, ugly. We talk about his journey of bouncing back from near-bankruptcy, the importance of working on yourself even more than you work on your business, and the mindset required to achieve ambitious goals and, more importantly, find happiness. Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:When did Valentin get interested in art?What kind of art drew him in?When did Valentin move from street art styles to apparel?How did I Love Ugly get started?Does the name still feel reflective of the brand?What inspired the iconic Zespy pant?Developing a bolder mindset as a business owner. What to do when your product gets a cult following. How to find the right team size. Navigating the really tough times. Why Valentin chose to be honest and vulnerable with the I Love Ugly community. How to handle loneliness as a business owner or entrepreneur. Embracing the intersection where creativity and business meet. Valentin's health and wellness journey. How to show up better at work. How to plan for your problems. What's the best piece of advice Valentin's received?Who is making waves and why?Discussed in this episode:I Love Ugly: https://www.iloveugly.com/ I Love Ugly on Instagram: https://www.instagram.com/iloveugly/ Valentin Ozich on Instagram: https://www.instagram.com/valentinozich/ Aimé Leon Dore: https://www.aimeleondore.com/James Clear - Atomic Habits (book)Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/Ad To The BoneThe digital advertising, AdTech & programmatic advertising podcastListen on: Apple Podcasts Spotify The Proffitt PodcastThe podcast that shows you tips & strategies to create content with confidence!Listen on: Apple Podcasts Spotify

Creator of her namesake intimates brand, Mary Young knew from a young age that fashion was her calling. Sure of her deep values of self-love and sustainability, Mary worked to build a brand that would stay true to these values even as it grew. For episode 57, we sat down with Mary to talk everything MARY YOUNG. We explore her business' growth, how she engages with her community (even as platforms have evolved) and if she ever envisioned what MARY YOUNG what the brand would become. We also talk about the Self-Love Club and what it means to be a truly sustainable brand. Finally, we discuss how business owners can overcome their imposter syndrome to build powerful content platforms that engage their communities. Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:Introducing today's guests, Mary Young. Entrepreneur, speaker and self-love advocate. What sparked Mary's interest in the intimates market?What Mary noticed was missing in the fashion world as far as accessibility for intimates. How Mary got involved in the fashion industry young, starting her first company at age 14 and MARY YOUNG at 23. Did Mary envision her business becoming what it is today?As MARY YOUNG grew, how did Mary keep the company values central to the business?Is sustainability being treated like a trend?What is the Self-Love Club and who can join?Stumbling upon organic stepping stones for your brand.What major steps helped MARY YOUNG grow over the years?The problems with glamorizing fast growth. What inspired The Muses project?We go back to the “Golden Days” of Instagram and talk about dealing with platform evolution. How to overcome imposter syndrome when trying out new platforms. Balancing a namesake brand and a personal life. Where does Mary set boundaries?What's a side of Mary that we don't see in the brand?If Mary could do it all over again, what would she change?Do all business owners, and entrepreneurs, need to be content creators?What's one piece of advice that's stuck with Mary. Who is Mary seeing make waves and why?Discussed in this episode:MARY YOUNG: https://maryyoung.comMARY YOUNG on Instagram & TikTok: @itsmaryyoungMary Young on Instagram: @yungbiscottiPia Baroncini: @piabaronciniWaves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

As the CEO and Chief Creative Office for The Craftsman Agency, Gina has worked with major entertainment brands like Disney to create buzz around new releases. For episode 56, we sit down with Gina to talk about the strategies and difficulties with marketing stories. We explore different storytelling strategies, that don't give away the plot, and creative activations The Craftsman Agency has used to create magical moments. Gina shares how they take these strategies, typically used for TV and movies, and apply them to physical products. We also discuss if there is room for brands on new platforms, like BeReal. Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:Introducing today's guest, Gina Gianatasio Michnowicz from The Craftsman Agency.Starting at the beginning, was Gina always creative? What sparked that passion for her?How did Gina go from a career in HR to working as the CEO and Chief Creative Officer for The Craftsman Agency?What kinds of clients does The Craftsman Agency work with?What drew Gina into the media and entertainment industry?The challenges of marketing a story. How do you not reveal too much?Dealing with the short shelf life of social media campaigns. How The Craftsman Agency comes up with campaigns that resonate across generations. Getting buy-in from clients for creative activations. Working with other agencies: establishing boundaries and understanding objectives. How to apply storytelling to physical products. What Gina likes to see when working with creators. Do platforms like BeReal have space for brands?Gina's tips for marketers looking to work in entertainment. The best piece of advice Gina's been given.Who is making waves online and why?In this episode:The Craftsman Agency: https://www.thecraftsmanagency.com/ Gina: https://www.linkedin.com/in/gina-gianatasio-michnowicz-987380/Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/PPC Ponderings PodcastConsider core questions about digital advertising, in an investigative journalism format.Listen on: Apple Podcasts Spotify How to Build a Successful Membership BusinessInterviews with business owners about how to build and scale a sustainable membership.Listen on: Apple Podcasts Spotify

After working in design for 10+ years (with many notable accomplishments), Alyssa saw a way she could take her work to the next level. She returned to school and began studying a Masters of Design in strategic foresight and innovation. As a future Futurist, Alyssa researches topics around Web3, social media, the creator economy and more to help businesses stay agile, community-oriented and exciting. For episode 55, we sit down with Alyssa to talk about what a Futurist does, how trend scanning can help brands future-proof their business and if it's possible to reverse engineer a trend. We talk about the difference between trends and fads and if it's possible to grow on social media without following trends in this day and age. Alyssa explains the larger societal stories trends tell us and why scanning diverse content is essential. This episode gives marketers and business owners a high-level look at a skillset that can rocket their work to the next level.Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:Introducing today's guests, Alyssa Yuhas. Arcade Studio's Creative Director and future-futurist.What is Alyssa studying in school?What is a “futurist” and what do they do? How does what Alyssa is learning tie into marketing and creative work?Is it possible to reverse engineer a trend to go viral?What is “trend scanning?”How can marketers without access to a futurist apply this thinking to their projects?What trend reports does Alyssa recommend following?What is the “Hype Cycle?”When is it too late to jump on a trend?With the rise of social media and micro trends, has it become easier or harder to follow trends?Is social media actually creating trends or following fads? And what is the difference?Is it possible to get traction online and on social media without following trends?How do you avoid feeling intimidated by new technology? We talk Wed3, the Metaverse and more. What brands are doing a great job trend scanning?Is Kanye West really good at trend scanning or a trend starter?How does all of this tie into Alyssa's work as a Creative Director?What is the best piece of advice Alyssa has been given?Who is Alyssa seeing make waves and why?Discussed in this episode:Alyssa's Instagram: @alyssayuhasAlyssa's Twitter: @alyssayuhasCatch our last interview with Alyssa: https://podcasts.apple.com/ca/podcast/s03-s04-the-enduring-power-of-curiosity-with/id1484888104?i=1000510522147Gartner Hype Cycle: https://www.gartner.ca/en/methodologies/gartner-hype-cycle How to Future: https://www.howtofuture.com/ Systems Thinking: End Hype with Callye KeenCallye shares 15 years experience launching products and growing businesses.Listen on: Apple Podcasts Spotify PPC Ponderings PodcastConsider core questions about digital advertising, in an investigative journalism format.Listen on: Apple Podcasts Spotify

Entrepreneurship has always been in Marissa's DNA. From a young age, she knew she wanted to pursue a career that felt like more than just a job. As life got busier, she needed a tool to help her stay organized but couldn't find a planner to do the job. So, she built her own. For episode 54, we're sitting down with Marissa to talk about her experience creating and growing STIL Classics. Marissa explains the science behind analog vs digital planning, why STIL had to pivot from social media to email marketing and how STIL keeps up with the demands of content creation. Marissa also touches on what her MS diagnosis meant for her health, business and outlook on life. She shares her advice for other entrepreneurs battling chronic pain and illness while building a business. Marissa is passionate, dedicated and a perfect reminder that if the product you want doesn't exist, make it.Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:Was Marissa always entrepreneurial?Did her parents encourage entrepreneurship and organization?What was it like to move to Canada as a kid?What sparked the start of STIL Classics?How Marissa designed a planner that was both functional and fashionable. Digital vs analog planning: Which is better for our brains?Common mistakes people make organizing their schedule. Marketing a niche product: How STIL leveraged social media in the early days. With the changing social media landscape, how has STIL adapted their social media and email marketing strategies?All about email: flows, types of content and connecting with your community. How does STIL incentivize email sign-ups?What is Club STIL?Keeping up with content as a small business. STIL's experience on TikTok.Why content creation is about more than focusing on the sale.  How Marissa's 2017 MS diagnosis changed her life and approach to business. Advice for entrepreneurs battling chronic illness and pain while building a business.How to find the things in life that make you happy in the hard times. One piece of advice that's stuck with Marissa. Who Marissa is seeing making waves? Discussed in this episode:Shop STIL Classics: https://stilclassics.com/ STIL Classics on Instagram and TikTok: @stilclassicsMarissa Cristina on Instagram: @marissacristina Arthur on Instagram: @kokonukWaves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/Small Business PRGet your small business seen and valued without ads, agencies, or connections necessary.Listen on: Apple Podcasts Spotify The Angry DesignerA No-Bull Design Podcast that helps frustrated designers survive & thriveListen on: Apple Podcasts Spotify

In April of 2022, the design-forward home scenting company, vitruvi, made a bold move that shocked their followers; they archived their entire Instagram feed, leaving up only a 3-grid with the phrase, “change is in the air.” Their followers guessed new packaging or the introduction of a brand color, but vitruvi took it a few steps further with an entire rebrand, launched in one day. The rebrand was impossible to ignore on social media, with posts from their 250+ affiliates sporting their new signature “Homebody” sweatshirt going live on the feed. A move that had been two years in the making, vitruvi saw a 50% increase in social media engagement following the launch. For episode 53, we're sitting down with vitruvi's Senior Brand Marketing Manager, Scout Shmygol, to dive deeper into the rebrand. Scout takes us through the process from inspiration to design and launch. We talk about vitruvi's goals with sonic marketing, disruption in the air care space and future-proofing their business. She also lets us in on the major change they made the week of the relaunch. This episode is a perfect case study on the level of thought and care that goes into a successful ecommerce rebrand.Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:How vitruvi went from a Tumblr blog to a Forbes featured business.What was the inspiration behind vitruvi's major rebrand?How vitruvi leaned into what wasn't working to future-proof their branding.Where did the art direction for the rebrand come from?Playing on all the senses for a holistic online brand experience.What is sonic branding?Why did vitruvi archive their Instagram feed before the relaunch?How did vitruvi time their UGC content with their relaunch?How Scout works to avoid blinders as a marketer. What is Natural Habitat and how did vitruvi get Shay Mitchell on the cover?What would they do differently if they could do it all again?Translating a very polished brand to TikTok. The best piece of advice Scout's been given. Who is making waves for Scout and why?Discussed in this episode:vitruvi: https://vitruvi.ca/ vitruvi on IG and TikTok: @vitruvi Scout on IG and TikTok: @scoutshmygolAruliden: https://aruliden.com/ The Defining Decade: https://megjay.com/the-defining-decade/ Fable: https://fablehome.co/ Parade: https://yourparade.com/ Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade.Global Podcast EditorsThe LIVE Global Podcast Editor Chats are twice a month on YouTube. It's a rotating...Listen on: Apple Podcasts Spotify Small Business PRGet your small business seen and valued without ads, agencies, or connections necessary.Listen on: Apple Podcasts Spotify

This week, Mike and Mitzi are in the hot seat as the Arcademy interns take over Waves Social. Nyarout Jock and Addi Ninaber, Arcade Studio's inaugural social media interns, host episode 52 for an all-out AMA with Mike and Mitzi. They ask the burning questions new grads and marketers want to know, from how to get started in the industry to tips for staying resilient in an ever-changing industry. Mike and Mitzi talk about how Arcade Studios and Waves Social got started, their work backgrounds and their top tips for new marketers. Then, Nya and Addi put them to the test with a battle of the brands game. This fun episode's packed with takeaways for anyone considering a marketing, social media or design career.Learn more about the Arcademy*: https://www.instagram.com/p/Ca5Z_smPu8W/*We are currently not accepting intern applications at this time, but stay tuned to @helloarcade to be notified when new spots are available!Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:Welcome to the Waves Social intern takeover! Meet Nya and Addi.What's the story behind Mitzi and Mike merging their companies to create Arcade Studios?Where did the name “Arcade” come from?How did the Arcademy get started?How did Mitzi's experience as an intern shape what the Arcademy is today?How does the team see the Arcademy evolving in the future?Are these the careers Mike and Mitzi envisioned growing up?How does Arcade differ from other marketing agencies?Would Mike and Mitzi work for Arcade if they weren't already?How often does the team revisit annual goals?How has the marketing industry changed since Mike and Mitzi have been working in it? Any predictions for the future?The importance of being resilient as a marketer.Why Mike and Mitzi don't look in their immediate lane for inspiration.Is there a single piece of advice they'd give to someone looking to start a marketing agency?Speed round! Books, go to karaoke song, who would make a better lawyer and more. Battle of the brands.The best piece of advice Mike and Mitzi have been given.Who are Mike and Mitzi seeing make waves and why? Discussed in this episode:Nyarout Jock: @nyaroutjockAddi Ninaber: @addibrielle247 Laundry Service: https://247laundryservice.com/Anomaly: https://anomaly.com/ The Win Without Pitching Manifesto: https://www.winwithoutpitching.com/the-manifesto/Shoe Dog, by Phil KnightThe War of Art: https://stevenpressfield.com/books/the-war-of-art/ Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

After spending 12 years inside the in-house social media marketing world, Mario Moreno Sears knew it was time to mix things up. Armed with his experience working with Guess?, Forever 21, L'Oréal Paris and H&M, Mario was ready to start his entrepreneurial journey. He has since started a D2C brand, We Spill the Tea, launched his own social media agency, Moonrise Social Club, and has gathered more than 160k followers across TikTok and Instagram. His passion for the ever-changing social media landscape has kept him hungry, passionate and teachable. In this episode, we sit down with Mario to discuss what led him down this path and where he sees himself going in the future. Mario shares advice for overcoming imposter syndrome, sharing what you know and making sure you're doing what you love. A true pioneer of the social media industry, this episode shows the power a career in social media can have. Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:Introducing today's guests, Mario Moreno Sears. Social media guru, entrepreneur and educator. Where did Mario get his start in marketing? How Mario got Guess? onto social media. Mario's moves from Guess, to Forever21 and L'Oréal Paris. Navigating the ever changing social media landscape as a marketer.Balancing instinct and research when working in social media. How Mario's passion for inclusivity, diversity and inclusion has affected his roles. How Mario got started on TikTok and what helped him grow. Figuring out your sweet spot with content. Does Mario think creators should niche down?Tips for marketers who want to grow their personal brand.What led Mario to the entrepreneurial path he is on now?What has it been like moving from in-house marketing to operating in the agency space?How Mario is unlearning traditional corporate strategies.How to get your D2C brand noticed. Tips for new brands entering the space. Where did Mario get the inspiration for his Marketing Foundations course?How Mario is working to overcome imposter syndrome.Who's Mario seeing making waves and why? Where to connect with Mario.Discussed in this episode:Mario on TikTok: @followmarioMario on Instagram: @followmarioWe Spill the Tea: https://wespillthetea.com/ Moonrise Social Club: https://moonrisesocialclub.com/ Marketing Foundations Course: https://moonrisesocialclub.com/products/marketing-foundations-e-learning-masterclass Glennda Baker on TikTok: @glenndabakerWaves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

For episode 50 of the Waves Social podcast, we are joined by the co-founders of THE NEW SAVANT, Ingrid Nilsen and Erica Anderson. We talk about their respective journeys, from working in tech and content creation to running a D2C brand that builds one-of-a-kind olfactory experiences. Ingrid shares her decade-long journey growing her YouTube channel to over 3.5M followers and 6M across platforms, her experience interviewing President Obama and choosing to retire from content creation to explore a new path. Erica shares her experience working with MTV News, becoming one of the original Twitter employees and working at Google and Vox Media before deciding to go into business with Ingrid. True forces to be reckoned with, Ingrid and Erica show what it means to never settle for being predictable.Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:Meet today's guests, Ingrid Nilsen and Erica Anderson of The New Savant; a candle brand that's disrupting the fragrance industry. How did Erica and Ingrid meet?What were their respective careers like before starting TNS? First, we dive into Ingrid's career in content creation.Erica's former career in the tech world, working with companies like: MTV News, Twitter, Google, Vox Media and more. What was it like for Ingrid to interview President Obama?Discussing the responsibilities creators have as role models, spokespeople and members of their communities. How TNS is working to disrupt the fragrance industry. What does it take to do a major career pivot?How Ingrid approached the creative process.How TNS is driving sales through organic social content and social selling. Elitism in the scent industry and how TNS is investing in their community's education. Customer retention strategies they're trying. What's it like to create a fragrance?Why did they choose to make candles over another medium?How their unique backgrounds help them to build scents unlike any other brand. Balancing a romantic and professional relationship.The best pieces of advice Ingrid and Erica have been given. Who is TNS seeing making waves online?Discussed in this episode:THE NEW SAVANT: ​​https://thenewsavant.com/ THE NEW SAVANT on Instagram: @thenewsavantErica Anderson on Instagram: @ericaamericaIngrid Nilsen on Instagram: @ingridnilsenIngrid Nilsen on YouTube: https://www.youtube.com/c/ingridnilsenIngrid interviews Obama: https://www.youtube.com/watch?v=8c2Ro54Alkk  The Cripecast Podcast: https://cripescast.podbean.com/ Kackie Reviews Beauty: https://www.youtube.com/c/KackieReviewsBeauty Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/