On Scope: The Marketing Podcast

JB Smoove is an Emmy award-winning actor known for his role on Curb Your Enthusiasm and his time as a writer for Saturday Night Live. But would you believe that, since he was a kid, he always wanted to be an ad man? Together with Jarrod Moses, founder, CEO, and president of United Entertainment Group, that dream is coming true in the form of The First Darrin, a new creative agency.   JB and Jarrod...

Since joining eos in 2018, Soyoung Kang has watched the brand go from challenger to outright market leader. This was accomplished through a blend of bold creativity, unwavering commitment to inclusion, and deep engagement with the eos community.   Kang, who was recently promoted from CMO to president of eos, joined On Scope to share the secrets behind the brand’s meteoric rise. Along with host Mik...

As streaming reshapes the entire media landscape, live sports advertising is no longer out of reach for brands with modest budgets. On this episode of On Scope, Jennifer Monson, VP of sales at Fubo, joins the show to discuss how connected TV (CTV) is breaking down barriers that once kept many marketers sidelined during major sports moments. Along with host Mike Berberich, Jennifer explains why the...

Last season, the NFL brought all 32 of its teams into a league-wide MarTech stack, enabling them with new capabilities like orchestrated messaging, real-time fan communications, and personalized experiences at scale. The effort increased overall digital interactions with fans by 60 percent, digital reach by 22 percent, and reduced the marketing feedback loop from three days to just three hours. Th...

For years now, the marketing industry has faced a talent gap, especially when recruiting entry-level employees with the technological chops to thrive in a 21st century marketing environment. Dr. Cecilia Dones, founder and principal at 3 Standard Deviations and professor at Columbia Business School, has a unique perspective on this crisis, with experience in both the business and academic worlds. S...

In an environment wherein data is seen as the lifeblood of successful business, why does it seem that so many brands aren’t responding to the overwhelming data that shows inclusive marketing is a proven revenue driver? That was the question the On Scope team set out to answer with this week’s guest, Lola Bakare. You see, Lola knows a thing or two about inclusive marketing. In fact, her book Respon...

With no shortage of talent in the marketing and advertising industry, it’s a wonder that we don’t produce more amazing creative work. For Caleb Goodman, COO and partner at Rethink — the 2024 Cannes Lions Independent Agency of the Year — the missing elements are emotional intelligence and human understanding. You see, Goodman believes that the people behind creative decisions are getting in their o...

As the founder and CEO of We First — a brand consultancy specializing in the strategy and storytelling of purpose and focused on creating sustained business values for companies — Simon Mainwaring has always had one of the longest views in the room. For years, he has wondered why business leaders remain so inert when it comes to addressing the biggest challenges facing modern society, watching the...

As the Co-Founder of Agency Mania Solutions, Bruno Gralpois specializes in empowering Fortune 500 brands to build stronger relationships with their agency partners. During an appearance on the On Scope podcast, Bruno discussed key takeaways from the ANA’s report, “The Cost of the Pitch,” specifically highlighting how agency reviews often wind up costing more than the perceived value they provide....

Stephani Estes, chief media officer at Goodway Group, believes marketers have a foundational misunderstanding about data, often burning resources on measuring things that don’t actually drive effective decision making. She joined host Mike Berberich on the On Scope podcast to shed light on how marketers can move away from these wasteful measurement efforts. She covered the differences between data...

Ad Age once referred to Scott Brinker as the “Godfather of MarTech.” That reputation is well earned, as Scott has built an entire career on being one of the foremost experts on marketing and technology in the entire industry. On this episode of On Scope, Scott — who serves as VP of platform ecosystem at Hubspot and is the editor of chiefmartec — shared his thoughts on how marketers can get a handl...

Last year, Stephanie McCarty, CMO at Taylor Morrison, went viral on LinkedIn with a post on her beef with ad agencies. The post struck a chord, with 5,200 likes, 1,111 comments, and 170 reposts. But for Stephanie the screed was more than just her thoughts — it was a reflection of her actions. Fed up with what she dubbed a broken client-agency model, she began building out her team’s in-house capab...

Last year, Mastercard underwent a massive corporate restructuring. As EVP of Global Product and Marketing for the brand, Greg Boosin oversaw the entire thing, implementing new processes, reorganizing priorities, and managing the human emotions that come from such a large change. As a result, Greg learned a thing or two about how to bust silos and get the entire organization, scattered across multi...

HP’s 2024 Work Relationship Index uncovered some disturbing trends among employees and their relationships with work. Among them, a whopping 50 percent of people report spending time on tasks they feel are completely meaningless. That’s a recipe for an unproductive, disengaged workforce. However, Antonio Lucio, CMO and corporate affairs officer at HP, believes the solution to this looming crisis m...

As a former investment banker, Rose Jia knows a thing or two about what it takes to sell finance-minded executives on marketing ideas. Now serving as Amazon Prime Video’s Head of Customer Lifecycle, she spends her days relentlessly driving transformation and customer growth. She joined the On Scope podcast to share her thoughts on what marketers can do to make their practice an indispensable aspec...

During his acceptance speech as ANA’s 2024 B2B Marketer of the Year, The Cigna Group CMO Lou Aversano issued a call-to-action for the marketing community: It’s time for marketers to respect consumers’ ability to use facts, evidence, and reason to come to their own conclusions. He joined the On Scope podcast to discuss this idea further, outlining some of the issues that seem to plague marketers an...

Andrew Lipsman is an expert on retail media and other key technological trends in the media, advertising, and commerce ecosystem. He is also a self-described “AI skeptic” who joined the show to share a cautionary tale around the increasingly popular technology. He and host Mike Berberich made the case for why the marketing and business world might be overhyping AI, covering what laypeople typicall...

Starting a new brand from scratch might sound like a dream to some marketers and a nightmare to others. But it is exactly what Sherry Graziano was tasked with when she signed on at Truist Bank back in 2019, right as the company was formed from a merger between BB&T and SunTrust Banks. She joined On Scope host Mike Berberich to discuss how she tackled the challenge head on, capitalizing on the...

Doug Zarkin has spent his career helping brands deliver experiences that make them impossible to ignore. His book, Moving Your Brand Out of The Friend Zone, offers a master class on nuanced strategies that elevate the brand beyond surface-level connections to deeper, more engaged customer relationships. He joined host Mike Berberich to discuss how brands can empower frontline customer service empl...

USAA has been putting on a clinic when it comes to PR and marketing collaboration. In this episode, USAA CMO Francesco Lagutaine and Chief Corporate Affairs Officer Lindsey O’Neill joined the show to give listeners an inside look at what the secret to their success is, especially when so many brands are falling short on getting marketing and PR in sync. Along with host Mike Berberich, the duo disc...

Anne Bahr Thompson is an accomplished author and a brand purpose pioneer. In her book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit, she deftly laid out the case for purpose and provided valuable insights for how brands can better execute on it. She joined host Mike Berberich in the ANA Studio to discuss how brands are currently failing to meet the moment on the purpose fro...

Rich Antoniello has been making waves in the music industry for the last 20 years. But his latest venture with UPROXX Studios might just upend the way marketers think about branded content and music entirely. He joined host Mike Berberich to discuss all things marketing and music, including why many brands seem to get it wrong when it comes to working with musicians, how unexpected partnerships mi...

As the founder of MLA Consulting, Maarten Albarda is a bit like a doctor for brands. He’s looking beyond the surface-level symptoms that slow down the marketing practice and aiming to get to the root cause of disorganization and inefficiency. He joined host Mike Berberich to discuss his approach for “diagnosing” the issues hampering his clients and dove into the steps he then takes to make their m...

Liberty Mutual CMO Jenna Lebel and Bandits & Friends Founder and Co-Chief Creative Officer Danny Gonzalez joined the show to discuss why insurance brands seem to be so good at humor while other brands kind of suck at it. Along with host Mike Berberich, the trio opined on where most brands go wrong when it comes to crafting humorous creative, what the process of character development and world...

Corey Elliott, EVP of local market intelligence at Borrell Associates Inc., joined host Mike Berberich for a lively discussion on all things small business. The duo covered how small business marketing strategies have evolved in the digital age, the consequences of over-indexing on social media, the perils of striving for instant gratification, and how artificial intelligence fits into small- and...