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12. Dr. Anastasia Kārkliņa Gabriel - Senior Insights Lead, Reddit
46:44Dr. Anastasia Kārkliņa Gabriel, a cultural theorist and senior insights lead at Reddit, discusses the power of marketing and advertising to shape culture. She emphasizes the importance of purpose-driven marketing and the need for brands to understand their role in society. However, she expresses concern about a shift in discourse that downplays the importance of purpose and profit. Anastasia highlights the intersection of purpose and culture, urging marketers to critically think about their assumptions and biases. She also calls for a greater emphasis on cultural literacy and expanding one's point of reference in the marketing industry. The conversation explores the role of business in solving problems and the increasing trust in businesses compared to political institutions. It emphasizes the importance of critical consciousness and expanding perspectives in the marketing profession. The value of curiosity, cultural intelligence, and embracing discomfort is discussed, along with the need to seek tensions and challenge the status quo. The conversation also highlights brands that successfully embrace culture and change, as well as the power of grassroots movements. Chapters00:00 Introduction and Background01:08 Writing a Book and the Power of Marketing06:20 Challenges in Creating Culture as a Brand09:00 The Intersection of Purpose and Culture12:37 The Role of Brands in Shaping Culture15:04 The Need for Critical Thinking in Marketing21:38 The Damaging Effects of a Lack of Critical Thinking25:07 The Future of Brands and Marketing27:50 The Role of Business in Solving Problems29:03 The Importance of Critical Consciousness30:42 The Value of Curiosity and Cultural Intelligence31:34 Embracing Discomfort and Seeking Tensions32:17 Brands that Embrace Culture and Change35:26 The Power of Grassroots Movements42:36 Bold and Daring Advertising Campaigns
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11. Marisa Thomas - CMO, Good-Loop
43:37Marissa Thomas, CMO of Good Loop, discusses the company's mission to make media more good by focusing on purposeful advertising. Good Loop offers good formats, audience targeting, and measurement to help brands do good and reach audiences in meaningful ways. Marissa shares her love for the industry's reach and the opportunity to communicate better. She also highlights the challenges and misgivings she has, including the industry's focus on self-congratulation and the need for more meaningful conversations and actions. The conversation explores the need for bottom-up change and fresh ideas in the advertising industry, emphasising the importance of giving voice to new perspectives and the value of diversity of thought. The idea of rebalancing back-slapping with a focus on improvement is discussed, along with the suggestion of creating a new awards format to encourage reflection and learning from mistakes.Chapters00:00 Introduction and Overview01:13 Marissa's Background and Good Loop05:41 What Marissa Loves About the Industry08:27 The Power and Reach of Advertising10:27 Realizing the Influence of Marketing12:29 Challenges and Misgivings in Marketing15:21 Practicing What You Preach21:40 The Industry's Focus on Itself27:33 Bottom-up change and fresh ideas29:19 Giving voice to new perspectives31:47 Rebalancing back-slapping and improvement34:13 Creating the 'Who's Done Badly' award36:05 Book recommendation: Brain Surfing37:14 Book recommendation: Mocky Cherry New York Notes40:47 Listening to local radio ads42:18 Favorite campaign: iPod 'A Thousand Songs in Your Pocket'42:51 Advice to 21-year-old self: No one's going to thank you for working at 1AM10. Greg Hahn - Co-Founder & CCO of Mischief USA
36:44In this episode, Greg Hahn, co-founder and CCO of Mischief at No Fixed Address, shares his insights on the advertising industry. He discusses the rapid rise of Mischief and the importance of maintaining a strong culture. Greg emphasizes the need for positivity and gratitude in the industry and the negative impact of excessive competition and pitching. He also highlights the power of creativity in solving interesting problems and the importance of finding your core strength as an agency. Greg's goal is to create a place where people can do the best work of their lives, free from politics and fear. Chapters00:00 Introduction and Background03:28 What Greg Loves08:17 What Greg Hates14:14 Pitching Challenges19:11 Creating Change with Mischief25:24 Advice for Starting an Agency27:42 The Rise of Independent Agencies30:21 Favorite TV Show or Movie31:50 Favorite Recent Campaign32:28 Recommended Books33:34 The Power of Advertising and Propaganda34:11 Advice for a Young Advertising Professional35:27 The Importance of Enjoying the Process36:07 Insights into the World of Mischief9. Brad Hiranaga - Chief Brand Officer, Cotopaxi
49:30Brad Hiranaga, Chief Brand Officer for Cotopaxi, discusses his transition from CPG brands to the outdoor apparel industry and the importance of purpose-driven marketing. He highlights the role of marketing in shaping company culture and being at the forefront of innovation and consumer trends. Brad emphasizes the need for authentic purpose in marketing and the negative impact of opportunistic brands. He advocates for collaboration and partnerships to create a movement for good. Brad's passion for solving social problems and making a positive impact drives his vision for the future of marketing. Chapters00:00 Introduction 01:21 Transition from CPG Brands to Cotopaxi03:01 Passion for Outdoor and Apparel Brands05:02 Love for Marketing and Brand Management06:03 Marketing's Influence on Company Culture07:33 Marketing at the Intersection of Consumer Need, Technology, and Culture08:33 Marketing's Role in Creating Culture and Solving Social Problems09:55 Evolution of Purpose-Driven Marketing11:26 The Shift to Authentic Purpose and Its Challenges16:15 Different Approaches to Purpose for Different Brands19:06 Collaboration and Partnerships for Purpose-Driven Brands20:31 Opportunistic Brands and Lack of Authentic Purpose28:36 Creating a Movement for Good38:58 Codopaxi at Sundance Film Festival39:40 Discussing the show 'Squid Game'40:54 Recommended Books: 'Good is the New Cool' and 'The Subtle Art of Not Giving a F*ck'43:26 Admiration for Maximum Effort and Ryan Reynolds47:18 Advice to Younger Self: Take More Creative Chances8. Michael Sugar - CEO, Sugar23
44:52Michael Sugar, founder of Sugar 23, discusses the intersection of brands and entertainment. He highlights the power of entertainment to move culture and the potential for brands to participate in this space. However, he also acknowledges the challenges brands face in embracing entertainment, such as the need for education and the friction within organizations. Sugar emphasizes the importance of giving CMOs more space and time to innovate and create meaningful connections with audiences. He believes that brands can play a significant role in funding and shaping entertainment, leading to financial returns and brand loyalty.TakeawaysEntertainment has the power to move culture and create meaningful connections with audiences.Brands face challenges in embracing entertainment, including the need for education and overcoming internal friction.CMOs should be given more space and time to innovate and create meaningful connections with audiences.Brands have the opportunity to fund and shape entertainment, leading to financial returns and brand loyalty.Chapters00:00 Introduction to Michael Sugar and Sugar 2304:10 What Michael Sugar Loves About Brands and Entertainment09:08 The Challenges Brands Face in Embracing Entertainment19:28 The Need for Education and Change in the Industry27:05 The Opportunity for Brands to Fund Entertainment35:14 The Change Michael Sugar Would Create in the Industry40:44 Quick Fire Questions7. Cindy Gallop - Founder & CEO, MakeLoveNotPorn
47:27Cindy Gallop, the founder and CEO of Make Love Not Porn, discusses her love for the advertising industry and the brilliance it requires for success. Cindy discusses the challenges and opportunities in the advertising industry, the need for diversity and inclusion, breaking down stereotypes, creating a culture of accountability, and empowering women in the workplace. She also emphasizes the importance of starting your own industry to drive change.Chapters00:00 Introduction to Cindy Gallop02:03 What Cindy Loves about the Industry05:32 The Challenges in the Industry13:08 The Need for Trust in the Industry19:45 The Lack of Diversity in the Industry25:25 Starting Your Own Industry33:03 Creating a New Ad Tech Platform46:08 Advice for Making Change in the Industry00:30 Challenges in the Advertising Industry10:15 The Need for Diversity and Inclusion20:45 Breaking Down Stereotypes30:10 Creating a Culture of Accountability40:20 Empowering Women in the Workplace46:53 Starting Your Own Industry6. Brent Smart - CMO, Telstra
45:14In this episode, Brent Smart, CMO of Telstra, shares his insights on marketing, advertising, and creativity. He discusses his favourite Christmas ad, the importance of creating the conditions for great ideas, and his experience transforming NRMA Insurance. Brent also shares his thoughts on the challenges of network agencies and the need for a new agency model.TakeawaysCreate a culture that is hard on the work but kind to the people to foster creativity.Focus on the strategic fundamentals and brand positioning to create impactful work.Momentum is crucial for success in marketing and advertising.Network agencies face challenges in adapting to the changing industry landscape.A new agency model that combines the strengths of independent creative agencies and network agencies can lead to better results.Chapters00:00 Introduction and Favorite Christmas Ad04:46 Love: Creating the Conditions for Great Ideas07:25 Transforming NRMA Insurance12:05 Building Momentum and Transforming Brands19:19 Hate: Challenges of Network Agencies30:34 Creating a New Agency Model