Insider Interviews: Media and Marketing Pros

I strolled CES with thought leaders David Berkowitz, founder of Serial Marketers, AIMG and FOAF, Jeff Minsky, Founder, Mediawhizards, LLC, and longtime media sales pro, Kathy Newberger. In this bonus episode, we touched on a wide range of topics shaping the future of the industry…and covered some literal miles, too. We compared firsthand experiences, some cutting-edge technologies, innovative products, and inspiring activations from global companies. David Berkowitz explained his own AI Marketers Guild and what’s intrigued him – like AI-powered beauty makeovers to AR projected in Zoom rooms. Is there still a place for the IOT of refrigerators?? [00:03:55 → 00:04:10] “Things like a beauty app that analyzes your face and gives you some real insights that maybe you never had. Your dermatologist might not have access to this tech yet, and yet you can get it on a consumer app, which is crazy.” — David Berkowitz But, as David says, “what I think a lot of people miss about CES is it’s ultimately about people’s lives, about people’s lifestyles…like how are we going to shop? How are we going to cook, how are we going to drive? How are we going to communicate with each other?”” Speaking of communicating, Raoul Davis did a great job representing NTT Sonority’s sound zone technology followed by SoundFun’s spokesperson on their helpful TV speaker. Then, I was photo and audio-bombed by Jeff Minsky and invited this longtime CES observer to drop in and discuss trends, of course, including SK’s presence and its sustainability efforts in media. [00:09:59 → 00:10:36] “CES is a microcosm of a global economy. First, we had RCA, Magnavox so America was the core center. Then you had Japan, with Sony and Toshiba, and then you had the rise of Korea. You see China all over the place. Now, SK – a South Korean based multinational conglomerate – has a presence that has to be a million plus dollars.” — Jeff Minsky Finally, as she does so well, Kathy Newberger shared some observations as a first-timer and talked about the strong presence of media and marketing pros at CES and shared highlights from panels and sessions, including savvy insights from “media cartographer” Evan Shapiro. [00:13:27 → 00:13:36] “It was like there were two conferences. There was the conference at the hotels that was about marketing and where I saw just about marketers of every kind and people from every publisher. It was wonderful to run into people, and then there were connections with people that I knew I was going to make.” — Kathy Newberger [00:15:16 → 00:15:37] “Everything about this event made me feel like 2024 is going to be a good year and beyond. The other thing that I noticed was the creativity of the companies on the floor. The products that they create, the glasses that close caption things, the cars that don’t have steering wheels.” — Kathy Newberger Get some exclusive insights and observations on tech and ad trends, straight from a (noisy) CES floor in Las Vegas. But coming up in the next episode, I grabbed quiet time in a CES hotel with other attendees who are shaping trends: Matt Prohaska and Brian Norris on Rebranding News, Catherine Walstad and Aaron Lange on building a different agency model (AND DSP!) and Tamara Zubatiy on tech for brand safety. Connect with and follow Insider Interviews with E.B. Moss: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@mossappeal

Kicking off 2024, my fellow podcaster – but really more known as the expert in shoppable video, Cynthia Nelson – turned the mic on me, inviting me to guest on her show “Let’s Talk About Live Shopping.” Being in the hot seat myself was instructive as I thought back to the many takeaways of my inspiring guests in the media and marketing landscape this past year. Then we vamped about what’s coming down the pike as I head to CES this week! (I encourage listeners to catch the last couple minutes to see if you can spot the AI version of me!) First, Cynthia asked me to reflect on podcasting’s continued evolution. I shared some points from Sounds Profitable’s Bryan Barletta, a past Insider Interviews guest. As we hit the 03:00 mark, I noted the trend research he and Tom Webster recently shared with the help of another past guest, Paul Riismandel of Signal Hill Insights, on how people are consuming podcasts in video form. (Note: People increasingly “listen” on YouTube while multi-tasking, as formats merge.) Around the 06:44 mark, Cynthia asked about the fuzzy definition of the fast moving category of retail media. (Here’s an article I wrote about that.) As lines blur across channels, retail media represents the personalized targeted impressions served to consumers on their path to purchase. This stretches from out-of-home displays driving awareness to retail media networks architected by heir apparents like Walmart and Target (and of course the mac daddy, Amazon.) I passionately relayed the research I could recall from a chock-full interview with Lou Paskalis on news media’s high ROAS and its ability to capture lucrative unduplicated audiences. Yet misperceptions linger, undeservedly tarnishing outlets. Quality checks through firms like Ad Fontes help instill confidence for brands to proudly and safely reinvest in news. And hint: that’s one of the things I’ll be speaking with Matt Prohaska about in a conversation I’ll publish out of CES!* Speaking of speaking at CES… I’ll be spotting the brand marketing and media stars at Brand Innovators, DPAA, Female Quotient and MediaLink, if they’ll have me! Then I’ll walking the (2 million square feet!) floor with some trusted pundit friends, David Berkowitz and Kathy Newberger to capture what we’re seeing in the media area and the always groovy Eureka! Hall of innovation. I’m looking forward to seeing, of course, voice-activation technologies to a soundbar aiming to help distinguish conversation tones as we age. Finally, I’ll share the mic with two brilliant minds from Marketing Architects to hear THEIR takeaways (and don’t miss their terrific b2b podcast, too!) So, definitely expect the first full episodes of ’24 to deliver MORE! Key Moments: 03:00 – Podcasting still gaining awareness as video podcasts grow 06:44 – Defining the expanding world of retail media 09:46 – Voice tech and accessibility interests at CES 13:30 – Study showing news media’s strong ROI but brands hesitant Around 19:00 Is it live or is it Memorex! Points if you know what that is and why I wrote that!

Did you know being “Hispanic” is not a thing in Europe? Just ask Claudia Romo Edelman. While living in many countries — as a Head of Public Relations for the World Economic Forum, to a Marketing Professor in Geneva — she was simply Mexican, no different from how her friends from Venezuela or Guatemala were identified by their own nationalities. Then, Edelman moved to the U.S. and got a new label – “Hispanic” or “Latina.” She’s embraced the description with the same spirit she welcomes any respectful nod to her heritage. For her, it’s all about just making sure she and the LatinX community are part of a broader, more inclusive narrative. In fact, all humans should be respected equally – in society and in marketing. So, she founded “We Are All Human” to advocate for diversity and inclusion. In an incredibly insightful conversation Edelman, we discussed her remarkable journey – from growing up with a professional basketball player-turned economist-turned actor mom (talk about a role model!) to her own impressive path from Special Advisor at the UN to “Founder/Factivist”…. An Empowering Hispanic Star Edelman’s experience gives her a unique perspective on brand purpose, which she eloquently shared during our discussion. One of many fascinating parts of our conversation was about her involvement insuch influential pro-social campaigns such as Product Red and the Sustainable Development Goals (SDGs). She described the significance of these initiatives then what sparked her commitment to elevating the perception of the Hispanic community by founding “We Are All Human” – and supporting the “Hispanic Star” initiative — which aims to unify and empower the Hispanic community. Edelman addressing the Hispanic Marketing Summit held at the UN 12/23 “Purpose-led branding is not just a trend; it’s a necessity for survival in today’s market.” “Understanding the Hispanic community goes beyond language; it’s about respecting and investing in their culture and values.” You’ll learn about the importance of addressing systemic barriers such as education, health, and job opportunities. Her insights into the challenges and opportunities within the Hispanic community were eye-opening but should be of particular interest for brands. Especially given some of the stats she shared about the power of the Hispanic US population as a “factivist!” (Per her book, “Hispanic Stars Rising“, “We are the engine of the U.S. economy. Responsible for 2.6 trillion dollars of GDP, which puts us among the top ten GDPs in the world. Our purchasing power is $1.9 trillion. We are entrepreneurial — 86% of all new businesses launched in the past 10 years were started by Hispanics.”) Authentic Engagement with the Hispanic Community: Edelman emphasized the importance of understanding and respecting cultural nuances. A significant part of our dialogue centered around how brands can authentically engage with the Hispanic population. A genuine investment in community initiatives, rather than superficial marketing tactics, is key to connecting with this demographic. Listen for more of these insights along with some of her personal stories that added an intimate touch to our discussion. Memorable Moments: [00:03:00] Meet Claudia Romo Edelman… where she lived around the world and why she now lives in a gymnasium! [00:04:11] Background on Claudia’s role in global campaigns – from Project Red to UN Sustainable Development Goals [00:07:33] Discussion on and definition of brand purpose [00:11:52] The mission and vision behind the creation of non-profit foundation, “We Are All Human” [00:16:43] The significance and development of the Hispanic S tar initiative and its symbolism [00:20:48] Claudia’s motivation – past, present and future [00:25:54] Comparing podcast plans and the thru line of Hispanic executive women featured on the podcast “A La Latina“ [00:33:00] Using ‘factivism’ in targeting Latino communities [00:34:00] Brand strategies and recommendations for authentic engagement with the Latino community [00:39:00] The future of diversity and inclusion in branding and the need for cultural respect in marketing strategies Resources: Product Red: https://www.red.org/ United Nations https://www.un.org/en/ Sustainable Development Goals https://sdgs.un.org/goals Connect with Claudia on LinkedIn: https://www.linkedin.com/in/claudiaromoedelman/ We Are All Human https://www.linkedin.com/company/weareallhuman/ https://www.instagram.com/weareallhumanorg/ The Hispanic Star – Instagram: https://www.instagram.com/thehispanicstar/ Connect with and follow Insider Interviews with E.B. Moss: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/m

Can branded entertainment be “bingeable?” If it’s engaging and the characters are relatable! What if no one watches? They will if that branded content is made — then promoted — by Leap Media. That’s what I learned from speaking with Chris Pizzurro, Co-Founder and Principal of Leap Media Group, and Michele Fino, Head of Branded Entertainment at Crackle. Here’s how they do it: Chris Pizzurro has had an award-winning career in media, including a dozen years at Turner Broadcasting where he was involved in an early-stage form of branded entertainment. (And, he shared some great stories about working with Ted Turner at TBS!) “We were actually doing branded entertainment in the 2000s with TBS’s Dinner and a Movie.” — Chris Pizzurro For the next dozen years, he was SVP at ad tech services company, Canoe Ventures, which really advanced digital ad insertion, scoring an Emmy® Award and inclusion on five patents while there. From that background, Chris realized that “Clients are willing to pay extra to have their brand associated with entertainment, whether it’s in a movie or adjacent to one.” He’s applying that insight now at Leap Media Group, delivering a brand of their own: the “LFBE” – Long-Form Branded Engagement. Chris describes these “as a subset of branded entertainment and shoppable TV”. “In long-form brand engagement, it’s about involving brands from the outset, creating narratives around them, and incorporating calls to action for tangible ROI.” — Chris Pizzurro In addition to making branded entertainment that is good quality content, Leap’s point of differentiation is putting equal focus on the distribution and promotion of that content to drive awareness, viewership and ROAS — Return on Ad Spend — from tune-in ads on Crackle to host-reads in Peter Greenberg’s radio and podcast show, Eye on Travel. After all, even if a show is well-made, if no one sees it — like “a tree falling in the woods making no sound” — it doesn’t matter how good it is. So, as he has written, “We just don’t buy ad inventory on FAST Channels and make shows that are on FAST Channels, we’re ON shows that are on FAST Channels.” Leap’s shows, created in conjunction with major brands and production companies, include “The Next Turn” from Expedia, “Bigger Bolder Baking” with chef Gemma Stafford, VRBO-sponsored “Cabin Culture” and more.   Chris is joined in the second half of this fun and informative 40-minute episode by Crackle’s, Michele Fino, who brings her own wealth of experience in creating and promoting quality content – from her time helming branded entertainment at a global production company (hint: she can drop the Ryan Seacrest name!), content strategy at a national retailer and marketing at various highly regarded non-profits. She’s crystal clear that: branded entertainment, it’s not just about the content; it’s about creating an experience that extends beyond the show.” “Entertainment is the top of the marketing funnel. It’s about creating experiences that live beyond the show, extending the brand’s presence organically.” — Michele Fino Michele explained all the industry acronyms like AVOD, TVOD, CTV, and FAST. She talked about the value of long-form branded content and Crackle’s role in distributing and promoting shows. But she absolutely emphasized the importance of creating entertaining content that also provides brand messaging. Together, they discussed strategies for ensuring branded entertainment and ads work together, helping brands defray production costs and boost value. She cited the example of featuring DoorDash as a hero brand into their original program, Going From Broke. As always, my guests shared excellent points about personal and brand purpose: Per Michele — apropos Crackle now being part of the socially conscious company, Chicken Soup for the Soul Entertainment, companies can easily just incorporate social messaging subtly into a production in a “purple” kind of way. For example, showing cooking shows using a compost bin or wedding shows including LGBTQ+ couples. E.g.: “In every show where they gift somebody a home, there should be a moment where the person uses their new address to register to vote.” For his part, Chris is a believer in trust and transparency as the hallmark of leaders, and of Leap. TIME CODES [00:0:020] Sort of like an “EGOT” winner: Meet Chris Pizzurro, Principal/Co-Founder Leap Media Group [02:05] Chris’ award-worthy career in media and the evolution of branded entertainment. [00:04:04] From “burned in” ads at Turner to digitally inserted ads at Canoe Ventures [00:06:01] How LEAP creates “LFBE”s [00:07:22] – Applying lessons learned from Ted Turner —

When you think about it, national advertising can definitely build awareness — or brand equity. But as Keith Kazerman, President of Locality Streaming pointed out, every purchase made actually occurs LOCALLY. Hmm. There was a lot more food for thought in Episode “lucky” 13 when I sat down with Keith and his counterpart, Ann Hailer, President, Locality Broadcast. Ann and Keith are like a “Local Ads Power Couple.” They are so on the same page about the of power of pairing broadcast and streaming you’ll hear that they sometimes finish each other’s sentences. We need more of this approach in our fragmented media world, so tune in to also hear how they seamlessly leverage linear and digital to offer up what they call “Precision Reach.” Or, fine-tuned targeting plus scale. Advertisers shouldn’t have to pick, and broadcast still has a very long tail. So, Locality formed out of CoxReps and Gamut a few months back now representing some 300 broadcast stations and more than 150 publishers for the one-two punch of streaming AND broadcast premium and exclusive ad inventory. Here’s what else you’ll hear and learn: [00:02:07] “The state of local TV is fantastic. As we look at content and the relevancy and recency of local news, and local sports with the return of NFL and college football, there is an uptick in viewership and engagement…” — Kazerman [00:06:00] “Broadcast groups leverage all of their owned and operated content in ways that that local content can reach consumers, even if it’s not over the air.” — Hailer Both agree it’s Broadcast AND Streaming, not versus, which is what enables “PRECISION REACH“. [00:8:50] Whether Miami or Cincinnati, it’s a different product of interest in that market. That creative needs to speak to that and reach that audience based on that target and location. [Think of the same home store, but pitching patio furniture vs snowblowers…] [00:09:35] Thriving content verticals include sports, but also News drives trust thanks to local personalities. (Check out my recent episode with Lou Paskalis on this topic, in Epi 12.) [00:13:07] Why Streaming is Prime Time all the time 00:13:01 Measurement and streaming challenges. [00:15:10] Enabling better quality advertising (Locality lends a hand), and how ad tags offer credibility and brand lift. [00:17:25] Recalling moments from their Cynopsis Big TV panel …and my Special Report on Locality on the importance of local advertising. Albert Thompson interviewing Ann Hailer and Keith Kazerman – Cynopsis BIG TV Conf [00:19:37] Politics in local advertising. Where is the $11B in political ad dollars going? Yup. Local at scale. “Yes, we have national campaigns,” said Hailer, “but it happens in local precincts, with local votes, votes in swing states, votes for Senate…” [00:23:31] Change management and mentorship. [00:25:17] Finding champions at work (and yes, I was inspired to sing), and offering respect while persevering.   Help support Insider Interviews with a little donation at https://buymeacoffee.com/mossappeal Connect with Locality: http://locality.com/ Search @WeAreLocality on all Social Channels, including Facebook Ann Pero Hailer: https://www.linkedin.com/in/ann-pero-hailer-b16453a/ Keith Kazerman: https://www.linkedin.com/in/keith-kazerman-8b870382/ Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal “X”: https://www.twitter.com/insiderintervws (And find E.B. on Threads as @mossappeal)

In this bonus episode of Insider Interviews, captured during Advertising Week 2023, I spontaneously interviewed three impressive executives on how each injects the human touch to various aspects of culture in media: Sports, Multicultural and Podcasting content. First, Marissa Solis, SVP of Marketing for the NFL, discusses how the NFL is incorporating AI to generate game highlights, enhance player safety and even to to engage younger audiences, all while still maintaining a human touch on and off the field. “Through the power of AI technology, we were able to take the game in real time and animate it in Toy Story world, so that somebody could be watching the same exact game, but in ‘Andy’s room.’… We’re very excited about the power of the technology, but we know there’s a lot of implications. So we always want to proceed with a bit of caution, again, because we don’t want to ever lose sight of the human element and the positive human outcomes that could come from the technology.”   Next, Bonin Bough, co-founder and Chief Strategy Office of Group Black, emphasizes the importance of reaching all humans through culture and multicultural media investments.“An interesting conversation has been the impact of investing in multicultural and diverse audiences and showing real case studies and real business movement. … I think for too much, we talk about the societal impact and we forget that at the end of the day, the only place that you source growth is from untapped and underinvested in opportunities and communities.” Finally, Kelli Hurley, VP/Global Head of Partnerships at SXM Media, shares insights on injecting the human touch into podcast advertising by partnering with popular personalities like Conan O’Brien and Crime Junkie. “We’re looking at video, we’re looking at social, we’re looking at events, and we are finding a lot of success in building campaigns that really start from the influencer, from the host themselves, and we splinter it out from there.” With a runtime of 20 minutes, this ad hoc episode offers a fascinating glimpse into the intersection of technology and human connection. Please be a human and support Insider Interviews with a little donation at https://buymeacoffee.com/mossappeal Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal “X”: https://www.twitter.com/insiderintervws (And find E.B. on Threads as @mossappeal)

It’s a jam-packed Epi 12 with my longtime industry friend, Lou Paskalis, CEO and Founder of AJL Advisory and strategic advisor to Ad Fontes Media. We had a lively stroll down memory lane (and, yes, I sing to him), reminiscing about working on promotions for E&J Gallo Winery/Food Network years ago to rubbing elbows at Cannes Lions this past year. On the carpet at Cannes 2023. (E.B. and Lou) Then he shared some solid food for thought – especially around the gauntlet he’s become known for throwing down lately: supporting quality journalism through brands investing in the news media. He himself has been making the news with his plain-spoken POV, as evidenced by articles in AdAge to Fast Company, from mentions in the Swisher/Galloway podcast Pivot to being an inaugural honoree of the “Purpose Beyond Profit” awards for his, well, purpose-driven advocacy. Perfectly appropriate edition of “Pearls Before Swine” comic strip, used with permission of the brilliant Stephan Pastis! As a former senior media executive at both American Express and Bank of America, Lou offers tremendous insights into some of the biggest issues facing the media and advertising industry today. With his signature outspoken style, he stressed the need for transparency in programmatic advertising – with some astounding stats that should knock some sense into media buyers, and advised brands should build long-term customer relationships, including around shared values and purpose, rather than rely on just transactional marketing. Then we really got into the meat of it: He explained the indispensable role of journalism in upholding democracy, pointing out that “Journalists are uniquely called out in the first article of the Bill of Rights as having a special role in our democracy to basically keep the government honest and elected officials honest.” However, the proliferation of misinformation and erosion of trust in media poses a dire threat. As Lou says, this crisis calls for “supporting news at a time when truth is under assault and we need more journalists to debunk the lies.” But it’s an uphill battle in the face of the local newspapers dying out despite the deep community engagement of readers. “I’m not here to make your job easier. I’m here to make our message resonant. And we have to break this mindset that scale equals quality, because it absolutely doesn’t.” We went on to discuss his billion dollar challenge to advertisers to be part of the solution, made easier to vet for brand safe environments and political skews thanks to AI-aided companies like Ad Fontes Media – but noted that innovation and adaptation are critical for news organizations to make it through this period of massive change. From 2005 through 2020, there’s been an 80% decline in advertising investments in news, which has led to a 50% decline in people working in newsrooms. There’s a lot more to this conversation with my insightful friend, Lou Paskalis, and I urge a complete listen to grasp his big ideas on brands, journalism, community and democracy with an eye toward pragmatic solutions…and inspire you to pick up the gauntlet!   TIME CODES [00:02:39] E.B. and Lou stroll down Memory Lane…from Gallo to Cannes [00:04:47] Personal passions (Did Lou’s early F1 fascination drive his challenger, fast-thinking mindset?) [00:09:19] Consumers and brand purpose [00:12:57] How the triple bottom line is served with news [00:14:25] How the truth became fungible… [00:17:05] …Leading to shrinking newsrooms and local news deserts [00:22:10] The imperative of local journalism and community engagement [00:25:17] Building a brand for life [00:26:43] The billion dollar challenge… [00:28:51] … And just how advertising dollars support journalism [00:33:08] Media innovation and risks spark news organizations adapting to change [00:37:20] Marketing and changing behavior [00:41:05] AI-powered platform rating and a fan of Comscore [00:42:26] Expounding on Rupert Murdoch’s succession plan. Connect with Lou Paskalis on LinkedIn: https://www.linkedin.com/in/loupaskalis/ Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal “X”: https://www.twitter.com/insiderintervws (And find E.B. on Threads as @mossappeal) You can help sustain this podcast with a little donation to Insider Interviews at https://buymeacoffee.com/mossappeal

Head of marketing for T-Ads, the advertising solutions division of T-Mobile, Cherian Thomas describes the evolution of his rideshare entertainment platform, Octopus, to creating brand love across all digital out of home screens. In this upbeat but informative conversation with the high-energy “Doctor Thomas,” Insider Interviews host E.B. Moss also gets the download on DOOH from DPAA CEO, Barry Frey, to offer listeners and viewers a complete picture of the state of screens today. QUOTES AND TIMESTAMPS 00:02:23 – “By the digitization of out-of-home, we mean a modern-day digital advertising business.” 00:03:10 – “DOOH is becoming very powerful especially with its ability to target audiences, that heretofore was not available.” 00:04:20 – ” I’ve seen these crazy billboards where it almost looks like things are flying off of the screen. It’s really amazing what can happen now with digital billboards.” 00:11:49 – “While trying to market our app to consumers, we had to identify who is the ideal target audience. And then you look and you’re like, wow, that’s the Uber and Lyft rider!” 00:13:56 – “If we can delight riders in their Uber and Lyft journey, well, what’s the next phase?” “The numbers don’t lie: actual consumer spending is four times larger in store than it is online.” 00:16:56 – “The numbers don’t lie: actual consumer spending is four times larger in store than it is online.” 00:18:52 – “Well, it turns out advertisers and brands also have similar pain points when it comes to them spending dollars and getting their brand out there or hitting performance metrics.” Watch the full episode with Cherian Thomas, Head of Marketing for T-Ad on YouTube, too! [00:23:42] Enthusiasm, energy and skateboarding to work. 00:24:14 – “It starts from the top. So everything we do in my world is always ‘How is that good for our customers?’ And I think that’s something really important.” T-Mobile Chief Creative Officer, Peter DeLuca with DPAA CEO, Barry Frey at Cannes 00:25:59 – “I think Peter DeLuca is a legend. And if you think about T-Mobile’s brand, this is the best our brand has ever been. And you don’t get there overnight. You have to be consistent. You have to be honest. You have to deliver. Like we say, dream big and deliver.” 00:28:24 – “We leverage our brand to get our customers amazing deals and delight them.” 00:33:45 – “My favorite product is the T-Mobile SyncUp Kids Watch, which is kind of a smart watch, but all you can do on it are basic things. As a parent, that was a pain point that T-Mobile had solved…This is kind of in our ethos: solving pain points I think is a common theme that’s carried forward in everything that we do.” 00:35:08 – Brand purpose and trust. “One of our promises is “Nada, yada, yada.” Like, that’s our actual Metro by T-Mobile brand campaign right now, because everyone else makes a bunch of promises and the fine print is like “yada, yada, yada, yada.” If that doesn’t say we don’t have any BS here and you can trust us….” 00:37:41 – “If you have a low cost of screen and you have connectivity, why can’t there be a screen at the top of the Vail ski resort to show you information and speed times and fastest slope, the slope is closed, etc. So these are things I’m really excited about. [00:38:30] The growth of Digital Out-of-Home. 00:38:39 – As an industry, I’m excited because the TAM — the Total Addressable Market — for Digital Out-of-Home, is much larger. And that’s always been the challenge with Digital Out-of-Home. …You’ve got a $10 billion industry, but it’s getting bigger and bigger as these macro trends continue.” 00:40:11 – “What does the E.B. stand for?!” Don’t miss the 10/10/23 DPAA Global Summit in New York City’s Chelsea Piers, with speakers from McDonalds, Mastercard, Pepsi and more! You can help sustain this podcast with a little donation to Insider Interviews at https://buymeacoffee.com/mossappeal Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal “X”: https://www.twitter.com/insiderintervws (And find E.B. on Threads as @mossappeal)

A “holistic” approach sounds so virtuous – in a yoga pose kind of way. And when it’s applied to the business of podcasting it takes on an even healthier stance. Three wise guests explained exactly what it takes to approach podcasting as a unique medium and leverage all aspects of it to drive growth. In this episode of Insider Interviews I spoke with three phenomenal experts during the Podcast Movement conference in Denver who explained this holistic approach. Bryan Barletta, Partner, Sounds Profitable Bryan Barletta and partner and research guru Tom Webster have been making waves in the audio industry with their advisory services focused on growing audience and revenue for podcasters. (You heard me speak with Bryan Barletta on Insider Interviews three years ago and with Tom when he was at Edison Research.) Bryan described his aim to carve out a home for all podcast pros, to educate and elevate the industry. He emphasized that podcasting deserves to be treated as its own channel, optimized based on how people listen. “We’re entering the ‘why’ phase: ‘Why uniquely podcasting? Why start here?’,” he posited. The answer? “The ad tech, the mindset, the education is now here. And that’s why we need to treat it as its own channel and not try and tag it onto other channels to find its own value.” Bryan expects now, at 20 years in, we’re finally entering the “2.0 era” where ad tech and mindsets are catching up to podcasting’s distinct value. How can we look at measurement objectively? What is the truth behind “churn”? Bryan describes the biggest opportunities and challenges in the business of podcasting, including the status of programmatic. Then, in an unexpected question tossed at me, we discuss the opportunity for political ad messaging in podcasting…. Sample Slide from “The Podcast Opportunity” Study – Sounds Profitable Paul Riismandel, Chief Insights Officer of Signal Hill Insights Paul Riismandel joined the founder of Signal Hill Insights, Jeff Vidler, last year in the appropriately named role of Chief Insights Officer. The growing company is an audio-focused research firm that provides custom insights for publishers, broadcasters, and advertisers. Paul was very vocal about holistic campaign measurement — versus siloed or, say, just performance-driven approaches — that looks across placements, platforms, and creative together to “really have an apples to apples comparison.” Their bread and butter is brand lift studies – the positive changes that can be attributed to ad exposure. Those studies help spotlight factors like creative and planning to better uncover why a campaign succeeds or stumbles…and matches that with insights around perception and elements like awareness, favorability, consideration, and purchase intent. He also highlighted the key role of creative and its absolute impact on brand lift. Advertisers can easily make assumptions when an ad performed well – or not – in a particular show. It could, Paul notes, perform differently across different podcast genres. Or it could be the creative, if one host or one message just didn’t resonate. Test. Rinse, Repeat! Ken Lagana, EVP of Digital Sales at Audacy Ken Lagana brings the perspective of a multi-platform warrior. After years in digial media, he spent most of the last decade heading up sales for all things audio at content and entertainment company, Audacy – which has production expertise via their Cadence13 and Pineapple Street Studios divisions, extensive OTA (over the air) stations, digital audio and events and, of course, podcast distribution and monetization. As such, it’s not surprising that Audacy is “platform agnostic” and Ken’s definition of “holistic audio” means including both radio and podcasting. But advertisers don’t have to stop there: Hear Ken’s description of the “triangle” of audio campaigns, starting with influential host-reads at the top! (Stay tuned for an Audacy-produced scripted podcast with Amy Poehler as “Dr. Sheila”, which incorporates an actual grocery brand into the narrative and across platforms, as a good example!) Ken believes a tailored approach to audio remains crucial – from custom content creation through branded episodes, and host reads. Advertisers can be confident about brand safety and leverage contextual targeting Attention has become a currency (aCPM), thanks to a dentsu study that showed podcasts command more attention than other digital. TIME STAMPS [00:01:30] Sounds Profitable’s advisory services. [00:02:23] Creating a home at Podcast Movement and providing resources for podcasters. [00:08:48] Podcast research on perceptions and churn. [00:10:55] Why uniquely podcasting? [00:14:30] Programmatic audio in podcasting. [00:18:14] Political advertising in podcasting. [00:23:28] Signal Hill Insights on holistic campaign measurement. [00:24:32] Understanding your target audience [00:28:22] Brand lift via creative customization. [00:29:03] Brand

It’s been a record-setting hot summer. That got me thinking about the environment. And that got me thinking about ESG — the Environmental, Social and Governance factors companies can get valued on — by the Street and by the Consumer. And THAT is part of Brand Purpose. So, what are the ways “purpose” shows up at a company — inside and out? And, how does a company authentically spotlight its brand purpose to that outside world? Over the past eight episodes of this Season 2 of Insider Interviews, that’s exactly what I asked each of my world class media, marketing and advertising industry guests. So, here’s a cool compilation of the wisdom of purpose and marketing pros, pulled from those episodes. You’ll hear again, in this order, from: [3:10] Ad agency legend turned head of the Baglivo Group and higher ed evangelist as CMO of Pace University, Mary Baglivo; [6:25] Head of marketing for the largest B-Corp (listen and learn about that term!) — Danone, NA’s Linda Bethea; [13:45] Queen of fun and experiential marketing, CMO Erin Levzow of Museum of Ice Cream; [16:40] Representing the audio side, Chief Insights Officer of Cumulus Media/Westwood One, Pierre Bouvard; [18:20] Finally, Nicolle Pangis, CEO of Ampersand, the largest TV rep firm in the US., adds very personal insights for how she applied lessons learned about work-life balance just in time to help her survive and help her whole team thrive…and keep the customer satisfied “on purpose”, too. Each of these leaders shares their definition of brand purpose and how gets implemented in organizations and how brands can make a positive difference in society. We talk about the importance of ESG and how to make consumers aware of that meaningful work…and how to feel meaningful at work! Mary Baglivo Linda Bethea Erin Levzow Pierre Bouvard             Nicolle Pangis I encourage you to listen to the full episodes with each of these thoughtful and accomplished media and marketing executives. They share more life — and industry — lessons that offer the insider’s scoop on our business, with a personal touch. You’ll find their contact and company info in the show notes for each episode. You can help sustain this podcast with a little donation to Insider Interviews at https://buymeacoffee.com/mossappeal Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal “X”: https://www.twitter.com/insiderintervws (And find E.B. on Threads as @mossappeal) HLhkG6rrO1PRxZfy97Su  

The Philadelphia Eagles SVP of Marketing, Jen Kavanagh, shared her approach to expanding the club’s brand and engaging with a now international fan base. Get insights on how Jen’s marketing team is turning the Xs and Os of this pro NFL team into dollars and cents and fan xoxos! Grab a seat. Jen Kavanagh tells Insider Interviews host E.B. Moss how marketing the Eagles has changed since their appearance in the #SuperBowl, and the imperative of balancing the star power of individual players with promoting the brand overall. It always comes back, Jen says, to connecting with fans and building relationships that are not just “transactional”. Hear how she strives to build relationships with the club’s 10 million global fans — from watch parties to cause marketing in their home town of Philly. Also: Jen’s journey is a testament to the idea that not all careers are linear and staying open is key in this marketing game. She began in digital, working on multi-platform strategies and translating that into a television environment when she worked for NBCU’s Oxygen. She then worked as a consultant, helping C-suite executives better understand how the coming digital disruption would impact their businesses. Given her lack of specific experience in sports, Jen was initially hesitant to tackle the role, but she leveraged that deep experience in digital marketing and what was zero experience in sports marketing, has gone to overseeing strategic development, original content, digital platforms, community relations, media, data, and insights for the NFL club. And, in five years the passion she developed for the game has turned in to “an obsession.” Jen explains how her marketing team supports the football team — from events at their beloved stadium, “The Linc”, to tackling appropriate messaging and promotions from the US to the newly added countries of the franchise: Ghana, Australia, and New Zealand. For example, they’ve brought in well-known music artists popular in those areas to entertain fans during games and make cultural connections. The team has organized watch parties and flag football pursuits; for New Zealand, E.B. suggested they may need to train U.S. players in the haka! What goes into the decision to feature certain players – like super star Jalen Hurts (and hear about his new graduate degree OFF the field!) vs team initiatives. Hint: they’re driven by the marketing message that the Eagles want to share. For example, if the team wants to highlight leadership, they will focus on the team’s captains. If they want to showcase the experience of being a rookie in the NFL, they will focus on newly drafted players. And if they want to highlight a particular cause, they will find players who authentically align with that cause. She’s buoyed by how both the NFL and the club value the contribution of women and believe in diversity of thought and POVs. Jen and E.B. also discuss the Eagles’ pro-social efforts, such as: supporting young women and #flagfootball and a donation of sports bras, Support of girls’ football … the renown efforts at GREENING their stadium and carbon footprint, …and the Eagles Autism Foundation. Finally, social media marketers will appreciate how they’ve tapped into @YouTube and TikTok to grow new audiences and fans.     And of course E.B. asks Jen if she was involved in getting #TaylorSwift to proclaim her fandom for the Eagles and reveal that her lyric was about the team! Loved this episode? Support more free content from Insider Interviews at https://buymeacoffee.com/mossappeal Key Moments: [00:01:32] Taylor Swift’s Eagles fandom! [00:04:05] Non-linear career paths can lead to great new opportunities [00:08:30] Overview of marketing the Philadelphia Eagles pre- and post-SuperBowl™ ! [00:11:47] Creating cultural connections with new football fans in Ghana, New Zealand and [00:18:05] Eagles’ brand purpose — including Eagles Autism Foundation fundraising and sustainability (Go Green!) [00:20:15] Home town help to curtail gun violence in the Philadelphia area [00:25:22] YouTube and TikTok strategies and content development. [00:28:36] Girls’ access to sports bras to support their pursuit of the sport and the power of women in sports, like star agent, #NicoleLynn [00:32:12] Leadership success and team support (and memorializing Jen’s invite to E.B.!) Connect with Jen on LinkedIn Follow the Eagles: TikTok Instagram YouTube The Lincoln Financial Field Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist Twitter: https://www.twitter.com/insiderintervws LinkedIn: https://www.linkedin.com/in/mossappeal HLhkG6rrO1PRxZfy97Su

In this bonus episode of Insider Interviews, I’m not interviewing anyone. I’m having a brisk 20-minute conversation with Julie Livingston of Want Leverage Communication, discussing the art and value of adding personality to your B2B content — and especially to your company podcast. Taken from Julie’s LinkedIn show, “PR Patter,” these are some of the tips I shared for infusing B2B content with personality and approachability — as your best “never knew what hit ‘em” way to appeal to prospects. I hope you’ll listen to (or watch) the full episode for the details, but here’s the headline: “People buy from people they like” (and also gets you more “likes”!) You’ll learn why humanizing a brand and its executives helps create a better connection with the audience — or prospects. Then we’ll discuss the differences between branded podcasts and B2B podcasts, adding personality, using storytelling, getting good guest …and getting the most out of your host… and even simple tech tips for putting your business in its best light. Remember, there’s a time and a place for sales brochures, and for leveraging audio for technical explanations. But that place is not your podcast. So: Get Emotional. There are great lessons on what drives purchases from an emotional perspective. See this presentation by Binet and Fields on the Principles of B2B Marketing. For my part, I’m not speaking to what drives a B2B buyer — like “fear of losing one’s job” or “fear of missing out”. I’m speaking about the fear of not being oneself. Or rather, the fear many exhibit of vulnerability in a business setting. Where’s the story? Where’s the humor? Where’s the human side? That is what we buy when we feel comfortable with someone. And that is what B2B podcasts can stand to offer a little more of. Branded or B2B? Well, it’s kind of a Venn diagram. Your branded podcast can be for B2B purposes, but it’s often more story-driven content that could easily be B2C — or B2B2C! There are great companies that specialize in crafting endearment of a brand wrapped in a Trojan Horse of great storytelling. I’m all for that. Think the beloved Trader Joe’s show. Or Trailblazers with Walter Isaacson, which is a BTYB from Dell. There’s a reason iHeartMedia just announced Ruby, a studio dedicated to creating branded podcasts, so go on in; the water’s great! This POV is more focused on what I see as the traditional B2B audio content that is courting business customers, most frequently done as an interview to inform, and hopefully entertain — or “edutain.” Know your why — and your what: So, just as I ask all my podcast development clients (did I mention I train companies in launching their B2B podcast?): why do you want to start a podcast? And what’s in it for me as a listener? Those answers will inform the rest of your strategy. Whatever that is, you can afford to make it compelling! If you can’t seat the best spokesperson who may be more junior but effervescent, you can train the bigger brass to be likeable and mic-able. And PS: that begins with having a good mic! And how will you make your guests shine? Because frequently you’ll seat your prospects or customers, so you’ll definitely want to put them in their best light. That takes preparation. Just like my favorite joke about the skeleton who walks into a bar and asks for a drink… and a mop. (Think about it.) Ask your guests for what they’d most like to discuss…but come prepared with personal insights that will humanize them as well in conversation. That’s never to say embarrass anyone; but a little disarming can be fun and delightful to your guests and the listeners. You’ll often find me motivated to sing to my guests. (Yes, I illustrate that in this bonus episode. Why it’s called a bonus.) Do understand the value(s) of creating a B2B podcast Yes, podcasts are great for communicating in a personal way that can explain more complicated ideas, or for reaching your customers even if they’re out for a walk. But given a sea of five million podcasts out there, it’s not the listens or “counts” that count, but how you spin, slice and dice the content. Remember that this podcasting is just another form of your sales collateral. Then, since you’ll be creating some form of show notes or a transcript – and do consider leveraging AI to help you turn your transcription into good show notes and social media posts: like Swell AI, Podium, Listener.fm or Capsho, who spoke with me in Insider Interviews Episode 5 — then take your show notes and turn them into a blog post for your site or social. And so on. And create promo spots or clips to share and post, via a service like Headliner. <– promo code in that link for free two weeks, FYI. Encourage your guests to share on their s

Nicolle Pangis is an evangelizer of balance: between linear and digital television advertising, between tech and creative, between quality data and privacy. And balance between work and life. It’s the “ands” that drive her – apropos the company name of TV ad sales platform, Ampersand, where she has been CEO for the past five years. Insider Interviews podcast host E.B. Moss spoke with Pangis about a range of topics impacting the ad and marketing industry: from the latest advances in media measurement to the importance of embracing retail media networks. Additionally, this fast-moving leader who previously headed up digital shop 24/7 and GroupM’s Xaxis, discussed the ah-ha moments that sparked a commitment to promoting greater work-life balance for both she and her team, and building a more equitable industry. A perfect lead in to this conversation? You’ll hear first from More Labs VP of Marketing, Lydia Boychuk, who walks us through how she drives trial and word of mouth — or “sips to lips” — for their nutritional supplement start up company focused on well-being. Boychuk discusses how she balances retail and DTC marketing with podcast advertising. Speaking of which, “sleep better,” “focus more,” and prevent that post-partying head with 20% off any purchase, thanks to Lydia. Use promo code insider20 at morelabs.com! In the ever-evolving world of TV advertising, Ampersand stands out as the biggest company you’ve never heard of. With the ability to aggregate and activate data on a household level, their potential for creative and technical implementations is vast. But with the industry becoming more fragmented, can they navigate the challenges ahead and continue to deliver relevance without crossing the line into creepiness? Find out in this thought-provoking conversation, which is a must-listen for anyone interested in the evolving landscape of television advertising and marketing in general…and personal well-being! Relevancy of advertising is good; a creepiness factor is bad. – Nicolle Pangis Timestamped summary of this episode: Introduction and how to support Insider Interviews at buymeacoffee.com/mossappeal Insider Interviews podcast host E.B. Moss first speaks briefly with VP Marketing of More Labs, Lydia Boychuk on DTC, Retail Media, and growing awareness for nutritional supplement start-up, More Labs. Then, featured guest Nicolle Pangis, CEO of Ampersand, discusses the latest advances in media measurement to the importance of embracing retail media networks including: 00:16:51 – The Challenge of Measuring Television 00:19:20 – The Importance of Linear Television 00:22:02 – The Power of Television in Attribution 00:24:42 – Technical Creative Implementations 00:29:17 – The Future of Advertising & perceptions of AI and Social Media Additionally, Pangis discusses her Journey to C-Suite 00:41:45 – Wellness & Work-Life Balance 00:44:56 – Leadership & Empathy & Purpose 00:51:11 – Ampersand’s Company Culture 00:54:21 – Changing How TV is Bought: Pangis’ hopes for how to get better at buying television and embrace new ways to do so. Finally, Industry Projections and Pangis’ commitment to promoting work-life balance, building a more equitable industry, and her personal growth as CEO. The resources mentioned in this episode are: Ampersand for television media solutions and data insights to make better-informed advertising decisions. Nicolle Pangis – LinkedIn Andrew Ward on “cord cutting”: https://www.thedrum.com/opinion/2023/04/19/advertiser-s-guide-the-upfronts-5-trends-changing-how-tv-planned-bought-sold E.B.’s personal recommendation for women at the top who want help finding balance? Check out Coach Marie Tanabe: https://www.marietanabecoaching.com/ Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist Twitter: https://www.twitter.com/insiderintervws LinkedIn: https://www.linkedin.com/in/mossappeal Please support Insider Interviews at www.buymeacoffee.com/mossappeal Loved this episode? Support more Insider Interviews at https://buymeacoffee.com/mossappeal

Since Insider Interviews is about giving you the “insider’s scoop” on media and marketing, who better to give us the scoop than the CMO of Museum of Ice Cream, Erin Levzow? In today’s world, we’re often so focused on work, responsibilities, and obligations that we forget to take time to have fun and experience joy. Levzow explains how MOIC became an in-demand destination for reconnecting with your inner child, or with your children, and eat ice cream while doing it! Learn from someone whose job it is to market fun about why joy is so important, mentally and physically. And learn how just raising your hand can spark success. Levzow, whose years of experience marketing everything from Caesars to Del Taco have earned her scores of awards, explains how the museum, under the Figure Eight umbrella, was created by Maryellis Bunn, another inspiring woman who wouldn’t take no for an answer: If that sounds childish, well, Bunn had the last laugh, with lines around the block on any given day. Levzow was cut from similar cloth, even citing a favorite book about improv that preaches the power of saying “Yes, and.” The plucky CMO explains how she applied “yes” throughout her career, even at times when she didn’t “know.” Moss with panelists: Kaye, OK Cupid, Levzow, MOIC, Benders, B Code Media, Bethea, Danone Levzow’s route to this C-suite, a year after winning a “40 Under 40” award, started by first saying yes to half a dozen different gigs and residing in as many states, often with toddlers in tow. She describes her leadership philosophy and how she guides teams with her brand of can-do motivation. She also mentions her love of dance and ballroom competitions. What she doesn’t mention is the personal hurdle she survived just after landing her Museum of Ice Cream role: her husband took a near fatal fall in their home and was actually pronounced dead three times before making it out of ICU. Through it all, Levzow applied her own can-do attitude to him – and to her own spirit – always believing and encouraging he would not just walk again, but thrive. As a post-note, she recently shared a video of his first time back on the dance floor six months later, if a halting version of the Rumba. That was joy. Here’s a topline of our conversation flow: 00:1:55 What’s an “experium”? How and why this combo museum and experience center unites and inspires throughout the entire MoIC portfolio, down to the marketing 00:03:43 On the importance of experiencing joy together. 00:05:05 How a banana forest can lead to mental and physical health. “We want people to set their phones down and look at each other and play together.”… And what dopamine means to the brand. 00:09:00 The personal side: Dancing during her downtime and working her way to the C-Suite 00:11:12 Career experience and advice based on “Figure it out, volunteer, and learn it.” 00:15:30 How a brick and mortar got built, survived and thrived: “Coming out of the pandemic people really needed connection. We welcome everyone and attract a lot of families and young adults (on a date night), as well as tourists.” 00:18:46 Using data to “target for good” not evil: “People don’t mind giving as long as they’re receiving something in return.… A company that sells ice cream, let’s say (!), can target mothers with children who may be looking for something to do during vacation time. By showing them ads for this idea, we could help them bond with their children and provide an enjoyable experience. Data-driven targeting can also be used to target tourists who may be visiting a certain area, helping them have a great experience while visiting the area.” 00:20:20 The media methodology for Museum of Ice Cream (a la podcasting?!) “We do keep an eye on what’s emerging but …we’re very particular about where we spend our time because it is about resources. You can’t be everything to everyone, even though everyone is welcome… and we are an immersive brand, so seeing pictures or video helps explain to someone who may not have any idea what the museum of ice cream is. … And we track and tag everything.” 00:23:30: Is the metaverse a “thing” for MoIC yet? 00:25:10 – Partnerships – from creating a Kendra Scott mini-museum outpost of “Bananas and Baubles” to Black History Month with Ida’s, a local Black-owned ice cream shop, the Wishingrad’s Three Wishes cereal being a “no-brainer.” Kendra Scott x Museum of Ice Cream – South Congress Back Room 00:28:29 Brand purpose must be genuine. – “Don’t say you’re for everyone. Show you’re for everyone. We want to make sure you can see yourself in our advertising. …We often check ourselves and make sure we’re doing the things we set out to do and are true to ourselves.” 00:30:38 Employing and encouraging Radical Candor – the right way — “It is a true form of empathy: if I tell you where you’re at and let me tell you what I’m seeing and let’s talk that through…. I’m never just being dir

In a spontaneous episode I discussed five different aspects of the business of podcasting – from using AI to “audio or video?”, to leveraging the star power and engagement power of podcasting. You’ll hear from: Michael Kaye, Director of Brand & Communications for OkCupid, an online dating app; Brandon Reed, Host, formerly tired dad, and creator of 12 Hour Sound Machines, a viral podcast that helps people sleep; Bona Rai, COO and Co-founder of Capsho, the tool that helped E.B. use AI to generate these very show notes (!); Chris Whitman, Co-founder and Chief Strategy Officer of GlassBox Media, think ‘music label-meets-podcast marketing machine’; A.J. Feliciano, Head of The Roost Podcast Network from Warner Bros Discovery, that started the groundswell of podcasts leveraging video and has his finger on the pulse of monetizing best practices to meet the consumer where they’re consuming content. It’s five inspiring chats that reveal the brilliant possibilities of audio and video for the future including: How OkCupid leverages podcasting for success – earned or owned? The business model behind the 12 Hour Sound Machines podcast What Capsho is, and how this new tool taps AI to help podcasters save time How GlassBox Media cracks the code on growing podcast awareness and ups the value of creator IP A spontaneous interview at the Sounds Profitable event in Austin When is a podcast a video and a video a podcast? How should brands embrace the consumer’s content journey? The Roost tells all. Chapter Summaries/Time Codes: [00:00:01] This is episode 5 of Insider Interviews, with five different guests included. Each of my guests spoke about a different area of the business of podcasting. This was recorded spontaneously right after a panel I conducted during SXSW for Sounds Profitable, featuring one of the panelists and four members of the audio …. [00:01:42] Michael Kaye, director of communications at OkCupid is naturally inclined towards earned, but says: “We’ve seen tremendous impact from both podcast advertising and from earned, pitching our experts to appear on other shows. In 2023, we’ll be looking again at podcast advertising.” [00:03:57] Brandon Reed’s podcast is called 12-Hour Sound Machines. It was created when his newborn couldn’t sleep through the night, now enjoying about 300,000 downloads a day. Reed started by first directly selling to brands, but now he’s on Megaphone, in the Spotify Audience Network so programmatic sales is a really good solution for him. Hear his explanation of why the moments before falling asleep are actually a powerful moment for advertisers…. [00:09:12] Bona Rai is a co-founder of Capsho, a product that uses AI to tap audio files to create SEO-optimized content for podcasts. At just 10 months old they’re already embracing a more robust version of Capsho 2.0 coming this Spring. [Note: I tried out Capsho 1.0 for most of these show notes, with an added “human touch!”] [00:14:15] Chris Whitman describes GlassBox Media like a record label for podcast hosts. Its goal is to grow the value of the IP for the creators across any sort of opportunity from a revenue perspective. “Now we represent around 65 shows, with no end in sight.” [00:18:58] A.J. Feliciano explains that The Roost podcast network is a video-first podcast network. “We have about 90 shows, a third of them are owned and operated. What is it about multiplatform distribution on podcasts that makes it so worthwhile for other podcasters?” [00:21:18] Our thinking around YouTube is that it’s less that it’s about video, and more about the platform itself. Who’s your target audience and where have they been conditioned to go to just consume content? And that’s why we’re seeing podcast-like content bringing such big numbers there. [00:23:54] The Roost podcast will always have a foundation in audio. It can have video, it can be on YouTube. Heck, we might even see a world a year or two where long form content is being distributed on TikTok. [00:24:44] In terms of measurement A.J. says, “A view and a download are counted two separate metrics: A view is :30 seconds of playback on YouTube and then audio download is :60 seconds by unique user. It’s still very much early days and we’re going to have to figure out ways to plug into that back end of YouTube API.” Adding, “We need to properly measure and communicate those returns for the advertising community. What’s the reason why podcasting is so big today? It’s because Direct Response has used it as their primary tool. There’s money to be had –and we can do a lot better on this front. [00:27:50] One of the things that’s helped us build our business is looking beyond the podcast. If you want to properly tackle YouTube and TikTok and other new platforms that will inevitably join the fray into the future, we reall

Pierre Bouvard has some words of wisdom for media buyers out there…if you’re not buying audio (yes, all audio), you’re leaving reach and engagement on the table. As Chief Insights Officer at Cumulus Media/Westwood One, Pierre has seen the proof and has busted the myths surrounding audio advertising—and particularly the misconceptions about AM/FM radio. “Radio is perceived as much smaller than it really is. But the data tells us that ad-supported AM-FM streaming is actually bigger than ad-supported Pandora and Spotify combined. That blows people away.” After stints at Coleman Insights and TiVo, he has become the audio industry’s most revered evangelist and research mind. Now leading Westwood One’s full-service advisory—the Audio Active Group—he provides advertisers with media planning recommendations, creative best practices, and measurement services. This episode will certainly delight the research aficionados—and may just convince the audio skeptics. We also dig into: What we mean when we say ‘audio.’ Pierre breaks down the composition of the entire audio universe. Tactical scoop about media planning tactics and why an omnichannel approach works best. What the heck is ‘eyes on glass’ and what does it tell us about the effectiveness of TV? Pierre’s pragmatic POV on brand purpose reminds brands to go back to basics. While he does a lot of work recommending media, he drops some facts on why creative trumps everything. Why it’s time for advertisers to stop testing and start committing budgets to podcast advertising. (Learn about the “5% rule”!) Plus, hear the story of how Pierre ‘broke the internet’ and E.B.’s voice impression of Bette Midler… Just sayin’. This was a fun (and extremely informative) conversation. I hope this inspires you to learn more about the power of audio advertising. Mentioned in this episode: Dig into these findings on sonic branding Check out the Audio Active blog from Westwood One Learn more about Edison’s Share of Ear. Find Pierre on LinkedIn and on Twitter Follow Insider Interviews and Moss Appeal on: Twitter: @insiderintervws and @mossappeal IG: @insiderinterviews and @mossappeal FB: InsiderInterviewsPodcast and PINTEREST because, yes, it’s a thing! LinkedIn: https://linkedin.com/in/mossappeal Hat tip to Annie Hunt for great show notes and social media support! And, please support this free podcast Insider Interviews at buymeacoffee.com/mossappeal Please support Insider Interviews at www.buymeacoffee.com/mossappeal

Did you know there’s a lot more to Danone than Dannon? Do you know the definition of a B Corp? Oat or Soy… or a new low-sugar non-dairy milk? Linda Bethea, Head of Marketing for Danone North America—a top 15 Food and Beverage company in the US—gives us the insider’s scoop on all of the above and how she markets all TWENTY of Danone’s brands. She is shaping the marketing strategy for some of the most loved CPG products in the country—from Danimals to Evian Water and (my personal favorite) Stok Coffee. Since Danone is the country’s LARGEST B Corp (listen and learn!), we explore the role of brand purpose in marketing today. Something that runs deep at Danone, going back half a century when the CEO started the concept of a “Dual Project” where companies care about societal value as much as shareholder value. Consumers want brands that take a stand and have a strong point of view. Building brands with purpose that positively impact the world is core to everything we do at Danone. Linda has enjoyed an impressive marketing career across CPG categories, from potato chips to liquor, and now leads a massive team that’s moving the Danone name into the future. That means pushing the envelope on product development, navigating the ever-changing marketing landscape, and finding unique brand partnerships that align with the corporate mission… all while continuing to “delight” consumers. Heads up, there will be a lot of (brand)name-dropping in this episode! Linda and I get into: How consumer tastes and trends drive innovation and marketing creativity Linda’s path from soda to spirits to spirited field work that that supercharged her path to leadership and taught her how to negotiate and get things done Cool ways Danone is raising the sustainability bar, like rescuing fruit and repurposing bottles into shoes…and how those efforts influenced her home life Her definition of brand purpose and how proper marketing of it impacts consumer choice and company values What’ my on my plate as an ova-lacto-pesce-vegetarian, and is the demand for plant-based foods today just a trend or…? Why she’s bullish on audio when it comes to winning the consumer attention game (this will really resonate when you catch my NEXT podcast interview — with Pierre Bouvard, Head of Research for Cumulus Westwood One!) How she earned the nickname of The Velvet Hammer… And…what Linda reads and watches with her 13-year-old daughter that makes her a better parent. She’s smart, and inspiring and mission-driven. Don’t miss this conversation with a conscientious consumer marketer and leader. NOTE: If you’ll be at SXSW in March ’22, you can find her speaking with me more about the power of audio, thanks to Sounds Profitable. Ask me for deets. [email protected] Big scoop! Read about the impact of dairy and what Danone is doing to reduce methane. And see their new campaign for Silk “NextMilk”, designed to inspire the next generation of milk drinkers, but made from plants and with 75% less sugar. The #whosnext campaign features plant-based enthusiasts such as Brooklyn Beckham, Sailor Brinkley-Cook, and Myles O’Neal donning their best Silk ‘stache and inviting others to join them. Watch the hit Super Bowl spot from Oikos Listen to the Insider Interviews episode about Sustainable Brands, with founder KoAnn Skrzyniarz Learn about B corp certification Check out The Female Quotient — and get your OWN velvet hammer or mini microphone charm: https://www.thefemalequotient.com/ Social: Connect with Linda on LinkedIn: https://www.linkedin.com/in/linda-bethea-12b7a1 Follow Danone: https://www.instagram.com/danonenorthamerica/ Follow Insider Interviews and E.B. Moss: Twitter: @insiderintervws and @mossappeal IG: @insiderinterviews and @mossappeal FB: InsiderInterviewsPodcast and PINTEREST because, yes, it’s a thing LinkedIn: https://linkedin.com/in/mossappeal And, you can support this podcast here: Support Insider Interviews at www.buymeacoffee.com/mossappeal

How an unconventional journey to the C-suite of major ad agencies led to finding personal brand purpose I remember Mary Baglivo in our Rutgers days as fun but focused. Yup, there are stories I can tell. But the stories we focus on in this episode are how she turned her intellectual curiosity, which skewed more to classes in Art History than Business, into a career that included running three major ad agencies and earning innumerable industry accolades. An aspiring writer trying to make it in New York, Mary took a job at an ad agency. While learning on the go she caught the advertising bug, so much so that she moved from Madison Avenue to grad school followed by an ad agency gig in the Windy City that she couldn’t refuse. That determination, and a knack for helping develop distinctive ad campaigns and insight-based marketing strategies, was recognized pretty quickly and helped her thrive in a male-dominated industry. She ultimately held President and C-level positions at leading global advertising agencies like JWT, Saatchi & Saatchi, and Euro RSCG Chicago. “Defining a ‘brand’ is challenging. Clarifying your own brand is super important. A brand is more than its product attributes, obviously. It’s more than what it looks like. It’s certainly more than what an influencer portrays. It’s definitely got to be emotional, and probably involve all the senses in some way, shape, or form.” After years of developing consumer brands like credit cards and cereal, Mary found her personal brand purpose – using her marketing expertise to help universities, museums, and foundations communicate their purpose. Now, in addition to running the Baglivo Group – with a focus on key client Pace University – she is a sitting board member for multiple organizations, including the New York Women’s Foundation, and is intent on lifting up other women in business! “The key job of a CEO is to make sure that their people are feeling good, are happy and motivated, and have the opportunities to learn.” Mary and I dig into: An explanation of brand purpose and how it differs from but informs brand identity The moving target elements today of a solid brand campaign The increased consumer mandate for purpose and ESG and the question of how/if that can be marketed Can a person be a “brand” and how that applies to good leadership. The best advice she received as a leader How observing and working for people like “the most powerful woman in advertising,” Charlotte Beers, shaped her own leadership style and career Her work with the Block and its impact on diversity messaging through art The time and place for AI – yes, even in classrooms. Mentioned in this episode: Check out the Baglivo Group Find out more about The New York Women’s Foundation and their upcoming Celebrating Women Breakfast 2023 Learn more about the Block Museum SOCIAL: Connect with Mary on LinkedIn: https://www.linkedin.com/in/marybaglivo/ And, you can support this podcast here: Please support Insider Interviews at buymeacoffee.com/mossappeal

Just skim the career path of my first guest for Season 2 of Insider Interviews and you’ll understand why it was worth the wait of my past year on hiatus: It’s Jarl Mohn, former President and CEO of NPR…and E! Entertainment Television, the network he also created! Jarl’s career includes being hand-picked by former radio buddy, Bob Pittman (currently CEO of iHeart Media), to be the first EVP/GM of MTV and VH1. He also spent many years on the boards of The Annenberg School of Communication and Journalism, the EW Scripps Company and Scripps Networks, and KPCC Southern California Public Radio where he honed his love of public radio. And, while Jarl hung up his pundit placard to focus on hanging art as he and his wife Pamela endow museums and support emerging artists, his 50+ years in media and venture capital have taught him a thing or two about content and management. He shares 35 minutes of brilliance and humility — from how his years in foster care sparked an escape route to radio, how quality will separate winners and losers in today’s content wars, and how art can literally change the way we think. We go head to, literally, toe on the big picture of media, right down to why his face is on my feet. Yeah, you’ll have to keep listening for that one. Or watch the video on YouTube, since good content should span all platforms! The following is a highly edited transcript, including a multitude of links to important resources mentioned. Career Path – Radio to Television E.B.: Jarl, you were my first boss in the cable industry. You started E! Entertainment Television and I was there in the Greg Kinnear and Howard Stern days. Can you share a little chronological route to your career? Jarl: I began my career as a disc jockey when I was 15 years old. I ended up ultimately, in New York at WNBC doing afternoons when I was 25 then got into the programming side of the business, became a general manager and bought some radio stations. Then one of the people I had worked with at WNBC, Bob Pittman, hired me, along with Tom Preston at MTV and VH1. So, I got into the cable TV business. Then in 1986 we created E! Entertainment Television. I did a stint with John Malone at Liberty Media as CEO of Liberty Digital, which was used to invest in internet companies and some interactive companies. Then venture capital /early stage angel investing for about 16 years. And then I had been involved in public radio in Los Angeles as a board member of KPCC and had the opportunity to become CEO of NPR nationally, for about six years. I finished up my tour of duty in 2019 and returned to Los Angeles. Radio as Escape from Foster Care EB: You shared with me that you had been in a group home in foster care …. Jarl: It was a very difficult thing to experience. I spend some time with foster youth and young adults in Los Angeles County now and have a chance to talk to a number of them. Almost every one, using different language, wants to know how we survived our PTSD or our trauma. …I hated my existence in that children’s home so much that I discovered radio and listened to it nonstop and fantasized about being one of those cool disc jockeys. So, when I got out at 15, I had a chance to go to engineering school, get my FCC license and began working at a radio station. EB: Radio is, of course we talk about it as theater of the mind. I just read an amazing memoir called A Place Called Home by David Ambroz, who actually works at Amazon now, and overcame similar challenges. You both remind us how we all need to support youth so much better and try to improve that world. The Art of Listening EB: Jarl, I knew you when you still used your DJ name, Lee Masters…I remember you would regularly walk the halls of E! Entertainment Television, chatting with every employee, every day. That meant the world to everyone I’m still part of the past-employee Facebook group. I even did an episode last season of Insider Interviews with Darren G. Davis who was our department coordinator then and now runs a very successful comic book company called Tidal Wave! So, you really created another family for us. Jarl: At every company I worked at I found I learned a lot more about what was happening in the company by just walking and asking, ‘what are you working on? What are you getting the biggest kick out of? What are the challenges? And in doing that every day, cumulatively I think it informed me, really helped me do my job better, and it was also a great deal of fun. EB: You continued that walk the hall approach, but you did it from the skies and the road. Tell us about visiting NPR stations. Jarl: One of my good friends is also a pilot, and suggested we fly to small NPR stations that no one from corporate had ever visited. We hit 15, 17 stations and got to meet donors and listeners and the station employees and have some great local food. Then I drove from Washington, DC. to Los Angeles and I visited another 20 or more radio stations. AM/FM

Get ready! Here’s what to expect for the next season of interviews featuring leading media, marketing and ad execs who share the “insider’s scoop” on the industry. HINT: Expect to hear from renown leaders like Jarl Mohn who ran NPR and Mary Baglivo who ran Saatchi & Saatchi, to NFL marketers like Jen Kavanagh and Marissa Solis, to CMOs like Linda Bethea of Danone. Season 2 of Insider Interviews will be jam packed, so please follow now, or subscribe wherever you like to listen to #podcasts. But all of the Season 1 episodes are still informative for anyone interested in learning from major brands, publishers and media pros! Oh, and if you’re curious, you’ll learn what E.B. was up to in 2022 while Insider Interviews was on hiatus. She’s available for more content marketing for your company, including getting you started with your own B2B podcast!

For the past 44 episodes of Insider Interviews I’ve put a lot of well-known media and marketing folks in the hot seat …And today’s guest is … E.B. Moss. Me. Because as we ring out the old and ring in the new I’ve got some news for you. This nice round number, episode 45, will be temporarily one of the last for Insider Interviews for a while, as I embrace something really new. A fractional (year long) assignment as Senior Vice President of Content and Community at Brand Innovators. They create a community for marketers and and media folks through an incredible number of events and panel discussions, fireside chats, activations, tent poles, content articles, you name it. In looking back to look forward, as I wrote in The Continuum recently, I had some wonderful conversations. After launching with programming pro, Gary Krantz, talking about audio and the evolution of radio and podcasting my very next episode was in March of 2020 was Shelly Palmer, the pundit, who accurately predicted that we all better have our tech set up well to work from home. Check. In episode 7, Claude Silver, the Chief Heart Officer of Vayner Media, emphasized the need in our increasingly isolated environment to build relationships. And then Arra Yerganian educated us in episode 22, about the social determinants of health as we’re so impacted by our surroundings. (I hope you’re creating a safe space for yourself and finding ways to bring joy into your world, even as we have to isolate a little bit longer now.) On the DEI front Robyn Streisand, founder of The Mixx, is doing a terrific job at educating brands on how to embrace diverse communities and market authentically. And then, hats off to KoAnn Skrzyniarz, for building Sustainable Brands and emphasizing brand purpose and the business value of embracing sustainability and purpose-driven messaging. Talk about influencers. That’s what Danielle Wiley of Sway did and really informed us about how to manage what’s been influential and what hasn’t. And it all kind comes together with Joe Jackman in episode 37, talking about reinvention. Because that’s what we’re all doing these days. Marc Kidd and Anna Bager each talked about the out of home ad industry and their headaches during a time when nobody was traveling. Captivate, where Marc is CEO, specialized in elevator advertising, and no one was going into office buildings! So they figured out how to pivot — or reinvent — by expanding their signage to places where people play and live like golf courses and apartment buildings. Anna Bager talked about how out of home signage really helped move public service messaging forward, especially with the healthcare messaging that is so important these days. There were also some really impactful conversations with women in marketing. I want to thank, for example, Melissa Grady, the CMO of Cadillac, as well as Heidi Zak, the co-founder and CEO of third love, as just two examples. And I was able to do articles on both of them for The Continuum. That’s the publication where I was editor in chief for the past year. We published some excellent articles about the need for both brand and demand marketing. That publication will continue to embrace the future. And it’s a very worthy read. But I think as I look forward, and look back, some of Ruth Steven’s words were exactly right and underscores why my move to Brand Innovators will be so timely. Ruth is one of the foremost experts in B2B marketing. And she said in our interview, “Today, the ability of the salesperson to guide a purchase in the buyer’s direction and really understand the needs of that buyer has been eroded. So the marketer needs to step in and provide the educational content.” So my friends, I’m going to keep finding lots of ways to help marketers get their message out and to help connect the seller, the buyer, the media organization and the marketer, and I look forward to being able to continue delivering you that insider scoop. Just from a different venue. With that, I wish you all the very, very best and a happy and especially a healthy 2022, and hope to maintain my relationship with all of you through various forms of content, as well as hopefully at in-person event sooner rather than later. I thank you so much for listening. Post Script: If you haven’t heard it yet, I will pick up my “passion podcast” soon – about my “friends in high places” so please subscribe to It’s Quite a Living now to not miss a forthcoming moment when that relaunches in early 2022. PPS: You can STILL follow me at @mossappeal on social media!

For the past several years, Out of Home advertising (OOH) had back-to-back growth. Then, like so many changes in our daily habits, travel slowed, media habits shifted and signage became less of commodity. But, as Anna Bager, the CEO of the OAAA – the trade association for outdoor advertising recently shared: Part of that is tempering excitement over new technologies with a focus on society’s heightened need for humanity and real connections. The right strategy helps brands ensure they’re reaching consumers where they are, providing an experience that’s contextual and relevant. This conversation with Anna expresses the “what’s old is new again” value of OOH and its ability to offer that “where they are” connection with consumers and provides an experience that’s contextual and relevant, privacy-compliant AND hyper-local! NOTE: It’s a terrific complement to Epi 43 with the CEO of Captivate which focused on how their form of digital place-based advertising — in-elevator media — also had to shift its “place” and pivot during the pandemic. In both cases you’ll hear about the value of both digital engagement and innovation and good old purpose driven messaging. (And if you want to learn about the IAB — Anna’s previous home before her focus on out of home — check out Epi 20 with David Cohen!) We discuss: The evolution of OOH from static hiway signs (think Burma Shave!) to interactive digital takeovers (think Times Square!) How the medium survived the downturn in travel during the peak pandemic months by doubling down on its track record asa public service tool… How OOH supports both “brand and demand” marketing. We wrap with Anna’s personal preferences for cool tools of the future! Social Media Links: Anna Bager LinkedIn Anna on Twitter OAAA on Twitter Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook. And to support more please add to my virtual tip jar! https://www.buymeacoffee.com/mossappeal

Marc Kidd, CEO of Captivate, lost sleep thinking about the lost foot traffic in office buildings when the pandemic hit. After all, his company specializes in programming the video screens in elevators. But, this son of famed NCAA football coach, Roy Kidd (as in Roy Kidd Stadium), is not one to panic at fourth down. In our conversation for Epi 43 he shared how Captivate evolved its Digital Out of Home (DOOH) offerings to include home and play locations, with an upswing in results for sales and marketers alike. “There was a high stakes game on a really bad weather day and I said, ‘Dad, it’s raining, the wind’s blowing. What decision are you going to make about the coin toss?’ He said, ‘You don’t worry about the things you can’t control.’ It has always reminded me that there are things in life you have no control over … like a pandemic.” Marc is not a stranger to having to pivot. Hear what happened when his college plans to work alongside his dad got waylaid… and he briefly considered accounting for a career! Luckily, he found his footing in sports marketing…then broadcasting, giving him the foundation for a storied career that included helping create the NCAA corporate partner program and the Breeders Cup’s World Thoroughbred Championships, WAC corporate partner programs and iHigh.com. Now at Captivate, he had some tough calls to make in the past two years for the greater good, but like all boats when the tide rises he ultimately helped the elevator advertising business stay the course through more innovation. Sample image from Captivate screen content Listen and learn about: How Captivate transfigured awkward social spaces! The evolution of DOOH (Digital Out of Home) itself and its use in brand and awareness marketing The guiding path to advertising effectiveness and strategizing content QR codes and other ways of building real attribution How COVID-19 disruption prompted forward-thinking repositioning Captivate’s 2022 plans, including re-engineered programmatic platforms Staying in the game by evolving through crisis CaptivateScan – a pandemic-inspired innovation for building lobbies Why Marc can twirl a baton!… Attribution Tactic Resources mentioned: GroundTruth Office Pulse Placed Foursquare Kochava Social Media Links: Marc Kidd LinkedIn Marc Kidd Twitter Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook. And to support more please add to my virtual tip jar! https://www.buymeacoffee.com/mossappeal You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at [email protected]. We’re “hear” for you!

Podcast pro Steve Pratt, VP and Co-Founder of the multi-award winning Pacific Content, told me his company no longer makes branded podcasts. They haven’t for a few years. They make “original podcasts with brands.” And win awards doing it for brands like Ford Motor Company, Rocket Mortgage, Morgan Stanley, Slack, and Red Hat. The difference? These are no “thinly veiled infomercials. Instead, Pacific Content works together with their partners to “make a show that’s designed as something that only that brand can make; you give a gift — or create a significant amount of value — for the people that the brand wants to have relationships with.” And that, says Pratt, is how and why a brand makes a show that solves for their specific business problem, AND makes them into “media companies,” too. But don’t forget about the marketing. Good content that isn’t salesy has to go hand in hand with good marketing that doesn’t just try to “interrupt.” So, excuse me (!), but marketers should listen to this informative conversation all about connecting the dots between business objectives and audience preferences via podcasting. Steve should know: his company of “50 passionate podcast nerds” is focused exclusively on original podcasts that promote brands with authenticity and without compromising quality. Steve and I also discuss: How Dell Technologies’ podcast, Trailblazers with Walter Isaacson, became a “masterclass” on disruption and innovation, and sold listeners on Dell without selling products (and you can hear Dell Global Marketer, Rachael Henke, talk about this in Epi 6 from 5/20!) Creating a branded podcast strategy like a Venn Diagram between business goals and listener interests How podcasts drive loyalty Opportunities for “brands as media companies” Branded podcasts vs. Advertising in another podcast: What’s the litmus test? (And when Steve suggests brands call Bart Roselli at VeritoneOne, per episode 41 on effective ad campaigns!) Establishing marketing effectiveness in podcasting Success measurement tactics and KPIs And, since Pacific Content gives good content themselves, don’t miss Steve’s own musings on the future of podcasting, how he did on his 2021 predictions made in our friend James Cridland’s show…and what he’s projecting for 2022! Please share the podcast, and if you liked this episode, feel free to show support in my virtual tip jar at https://buymeacoffe.com/mossappeal — and please follow and engage with Insider Interviews on Twitter, Instagram, and Facebook. Find/Follow Steve and Pacific Content at: Steve Pratt LinkedIn Pacific Content LinkedIn Steve Pratt Twitter Pacific Content Twitter Reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at [email protected]. We’re “hear” for you!

Bart Roselli of Veritone One has seen the audio space grow exponentially in his over 15 years of media, marketing strategy, and account management experience. Now, as SVP Growth, he leverages his breadth of knowledge to enhance agency-media vendor relationships and help ensure client goals are set smartly for the space, and fulfilled across multiple channels of audio opportunities…including having an eye towards integrating Veritone AI technology to enhance performance. After comparing notes on our common ground of NJ to CA lives, in Episode 41 Bart explains the evolution of audio ad tech to how audio is also bought, sold and marketed differently these days. “It’s not a one size fits all media world anymore. It used to be radio, print, and tv. Then digital started to evolve and now you have different tracking elements as we’re moving towards a cookieless space. So marketing has evolved.” Hear how to keep up with all the changes as Bart and I also discuss: How audio marketing has completely evolved in via multi-touchpoints Following the dollars via advances in digital tracking From compliance to engineering, how the backend of Veritone’s digital infrastructure “takes a village” The changes in how people consume media – including the impact of the pandemic on podcasts – and how brands need to fit into lives and attention spans differently Embracing change (a la 37 with Joe Jackman) but why Bart says, “If you’re reading about it in the trades you’re behind” Utilizing artificial intelligence and synthetic voice to super-serve clients (while avoiding “deep fakes!”) Bart’s stance on the brand and demand continuum Tapping data as the modern version of a crystal ball to navigate millions of shows to pick up and coming winners and properly message in the right podcasts The difference between embedded and digital ad insertion – and use cases for each (You can take a deeper dive into ad sales from Bart on the Podcast Advertising Playbook episode with Heather Osgood.) The reality of CPM pricing and measurement And overall remembering: “If you’re not thinking of channels – plural, you’re thinking of audio and your marketing incorrectly and you’re missing a big chunk of audience.” And big news! You can watch the unedited version of this episode now as video on YouTube! (Don’t judge my kitchen.) Resources Mentioned: The Continuum 2020 IAB Brand Disruption Summit Partnership with Children Social Media Links: Bart Roselli LinkedIn Veritone – LinkedIn and Twitter Please share the podcast, and if you liked this episode, feel free to show support at https://buymeacoffe.com/mossappeal and please follow and engage with Insider Interviews on Twitter, Instagram, and Facebook. You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at [email protected]. We’re “hear” for you!  

A milestone! It’s Episode 40 of Insider Interviews! And for that, who better to interview than Cadillac’s Global Chief Marketing Officer, Melissa Grady Dias, who is, herself, marketing a milestone: the launch of what will be the first all electric line of luxury brand vehicles (EVs), starting with the Lyriq! This episode was recorded in September, and since then the new Lyriq has sold out of pre-sale reservations. So how did it get so popular? Why is Cadillac “the maverick” of the GM brands, and how does its marketing deliver on its corporate parent’s promise to be the most inclusive company in the world? For the past two years, Melissa Grady Dias has held the key. She is a marketer’s marketer, a master of math and of insight-driven creative. With a heart. That “brand and demand” combo (as I’ll write more about in The Continuum) is what’s helped infuse those corporate cause-oriented values into everything from gaming tie-ins to 6-second ads, to experiential marketing with Michelin-rated chefs. To hear Melissa be moved by the definition of equity and inclusion is to understand what “drives” (sorry) much of the brand messaging, but messaging that is always backed by data. As she explains: “I try to understand how and where my audience is consuming media, and how they’re entertaining themselves. Then I try to be in those places, but to do it in a different way, so that it really breaks through.” While always in pursuit of an advertising career, (“I used to watch Who’s the Boss and I loved Angela and I wanted to be like her,” she confesses) Melissa almost took a wrong turn. But discovering Database, Direct, and e-Commerce studies in a Masters program led her to expertise in performance marketing and technology. Her passion for good creative added the rest of the fuel. After discussing how she “followed her career north star to OnStar” we took some deep dives into how she is marketing the 125-year old brand, including: What it means to “show up differently” and how the Cadillac marketing team approaches the funnel differently, too (hint: upside down!) With GM looking to go all EV and towards a 0, 0, 0 world (zero emissions, zero crashes, and zero congestion) how Cadillac, historically an innovator brand, is at the forefront of that effort: Just why Cadillac overall — from the Escalade to the XT6 — is like the maverick of GM brands, while still infused with corporate cause-oriented values. “Cadillac is also a bit of a maverick and we’ve always stood for those people who really have big dreams and bold ambitions, but really they’re the change-makers.” Melissa’s reaction to CEO Mary Barra’s statement on making GM one of the most inclusive companies in the world, and how they’re doing that — on social, in a campaign or in how they’re spending money; “Equity is treating everyone the same and fairly. So if there’s a dance everyone’s invited to the dance. Inclusion is being asked to dance.” Campaign development: “When Regina King heard the brand manifesto, she could relate it to her story. And …it inspires me to be a better person, too. That’s how the “Never Stop Arriving” campaign was born: it’s about hitting a moment, celebrating yourself and then thinking ‘Now, how do I keep making the world better? How am I going to keep moving forward?’” How they identify prospects and find them, starting with addressable and digital then filling in as they go up the funnel, right to tentpole events like their Oscars™ or PGA sponsorships; Melissa’s perspective on audience demographics “I’m never saying, ‘where are the 25-54 year olds with a certain income’” and feelings about linear TV to podcasts…even their innovative use of gaming and AR and VR as part of the sales process; (Note – Take a look at Cadillac Live for a unique view of how vehicles can be experienced in our showroom and supply-chain challenged times! And fun fact: More test drives happen on YouTube than in a car dealership! So hear how Cadillac Live deployed a takeover with a “first” on the video site!) Hear how data is handled and respected and leveraged; How experiential comes to life in unexpected ways, like finding inspiration in the Lyriq grill for food recipes!; How future CMOs can follow a similar path to success? Melissa shares a three-point plan of action which, of course, starts with follow your passion. Finally, hear why my heart was pounding – as with most people who experience Super Cruise for the first time – but in my case just from watching their effective long-form celebrity videos about the hands-free driving option! Melissa has described this as the “let go” moment. As voiced by Tiffany Haddish in the video, “Sometimes you gotta grab the wheel and sometimes you just have to let it go.” It’s trust that you’ll get where you need to be. Melissa, who makes it a point to meditate daily, thinks her personal mantra – &#

When I met Pearl Servat three years ago, Visible was brand new in the world of wireless carriers, and Servat was generating content about it. Now she is fairly new in an elevated role as Head of Brand Marketing and Demand Gen for the disrupter division of Verizon Wireless, and gives good content herself in our conversation about driving customer connections. Servat honed her PR chops in the entertainment and brand world under the mentorship of marketing heavy hitters like Pat Kingsley (PMK-BNC), but made the switch, as they say in the world of carriers, to helm “brand and demand” marketing. In Epi 39, she discusses both her own evolution, and that of Visible. Hear how she leverages partnerships with like-minded brand ambassadors and ensures the first all-digital wireless carrier in the US doesn’t forget its mission of kindness and transparency: “I essentially sit at the intersection of where I’ve always loved to be. Between brand building and conversion and acquisition, driving and growth.” Mission First, Marketing Next. Servat explains that Visible’s mission drove her to lead efforts to connect people during some of the scariest days of the pandemic. Hear how a simple email campaign that Visible sent asking how customers were holding up during the pandemic had unexpected impact. Staying true to its DNA, the brand launched the #VisibleActsofKindness campaign and garnered over 2 million organic interactions. Hear her perspective on the importance of both brand and demand marketing, as her title implies, AND experiential marketing — such as when they turned Los Angeles bus stops into mock living rooms, and even ski lifts settings giving customers a tactical connection with the all digital brand in lieu of physical retail locations. “It’s beyond just retaining the consumer for us…We truly try to be as intentional as we can at every touch point with the brand. So, it doesn’t just start and stop with marketing.” Partnerships that Matter Partnerships and brand ambassadorships help extend the reach of the brand. Servat emphasizes the importance of partnering with people who live by the same mission as the company. Potential partners have seen the work Visible is doing and reached out to the company, interested in collaboration—the mission drives these kinds of partnerships. Staying on trend? Servat credits her team, modestly saying she’s not “nearly as hip and cool as they are.” And on working with marquee names like Kevin Bacon and Dan Levy? Well… “When it comes to talent partnerships, we do a significant amount of research…And we only work with talent who walk the walk when it comes to social impact, what they stand for on an ongoing basis, [and] how they connect with their own communities.” To hear more on the early stage Visible marketing efforts, listen to Insider Interviews Epi 10 with then CMO Minjae Ormes. Connect with Servat and Visible Visible: On LinkedIn, Twitter, Facebook, and Instagram Servat: On LinkedIn Connect with E.B. Moss and Insider Interviews at Moss Appeal and on: Twitter: @MossAppeal @InsiderIntervws Instagram @MossAppeal @InsiderInterviews Facebook: Insider Interviews Podcast If you found this helpful, or liked other Insider Interviews episodes, please support us with a review wherever you listen, share this episode, and even add to my digital tip jar to “buy me a coffee!” If I can help you connect your podcast/tv/content dots—or, just want help getting started with a podcast or content marketing strategy, please reach out to me at [email protected].

Katie Kempner may have appeared in the cult-classic films Scam and Class of Nuke ‘Em High, but she’s much better known for her corporate communications credentials. In Epi 38, she switches roles from interviewing others, or landing her clients interviews as a PR phenom, and sits instead in my guest seat. Kempner and I took a few fun minutes at the top to discuss our mutually limited—yet memorable—acting experiences (see bonus image, below), but then dove in to how taking a risk paid her career-making dividends, and her tangible takeaways about earned and owned media today. Stumbling into her Niche When her prospects as an MTV VJ or starlet seemed slim Kempner took a job at a staffing company to avoid having to return to her parents’ home after college. An opening at one of their client’s shops, the then still nascent advertising agency CP+B, changed her career path forever; Kempner talked her way into a role working with their new business division! Kempner stayed with the award-winning agency for almost 20 years, and its acquiring company, MDC, from its roots as a small Miami office to regional powerhouse to a global super machine. But… She always dreamed of starting her own firm. Solid relationships with her employer allowed her to launch Kempner Communications and keep CP+B as her first, and biggest, client. How she lives the “reinventionist” philosophy of one of her current clients and my previous guest, Joe Jackman! (Check out Epi 37 if you missed it.) I am the product of hard work and being in the right place at the right time. Media Evolution Kempner has witnessed the rise in popularity of owned media, and she discusses why she still leans more toward earned media, but… Always one to embrace future concepts, Kempner also discusses the benefits of client-created media and how it can help reach an intended audience. Speaking of audiences, we discussed the shifting audience perspectives as the media world functions with fewer high-profile journalists with readership at scale, and more outlets to tell stories. Listen for Kempner’s recommendations on balancing quantity and quality in earned media. In one way, the proliferation of media is fantastic because there are more places to go. Kempners Tips for Getting Started in Today’s PR World Be a strong communicator Be careful with your words and a scrupulous editor Knowing why you’re crafting a message can help determine where to place it. Knowing what your clients are trying to say helps to determine to whom they’re talking. And personally? Just as she asks of the guests she interviews on Perspectives, Kempner’s answer to what advice she’d offer: “You should speak kindly to yourself…and I don’t mean live in some kind of la-la land where you’re not being realistic, but be good to yourself and be your own best friend.” Connect with Katie Kempner: Online: Kempner Communications On LinkedIn and Twitter Via her podcast, Perspectives with Katie Kempner Connect with E.B. Moss and Insider Interviews at Moss Appeal and on: Twitter: @mossappeal @insiderintervws Instagram: @mossappeal @insiderinterviews Facebook: InsiderInterviews Podcast If you found this helpful, or liked any of my Insider Interviews episodes, please add a review anywhere you listen to podcasts, share this episode, and you can even add to my tip jar to “buy me a coffee!” If I can help you connect your podcast/tv/content dots—or, just want help getting started with a podcast or content marketing strategy, please reach out to me at [email protected]. Bonus Image:  

Not many people – or brands — love change as much as Joe Jackman. The CEO of Jackman Reinvents has been a valued advisor to major retailers like Staples and brands like Flow Water, to B2B companies and to private equity partners. In this episode hear how he uses insights about trends and human behavior to drive change – or reinvention – and why that’s essential for a brand today. Jackman believes that moving from town to town as a kid with his retail exec dad emboldened him and taught him relationship skills. To the envy of any who have experienced “imposter complex,” Jackman has confidently embraced change professionally, moving from creative to CMO to CEO, admittedly making it up as he went along at many of the stops along the way. Learn what’s needed for companies to thrive, and the consequences for those that choose to emulate ostriches. This 40-minute conversation is filled with insights – or, as Jackman calls them when working with clients, “nuggets you can actually hang a strategy off.” I encourage a full listen, but here are some unmissable elements and Jackman Takeaways: Change has been coming fast and furious for many years, but the pandemic has compressed the need for speed to do things differently now; not just in people’s lives, but in the dynamics of the marketplace Jackman Takeaway: “If you’re not changing and evolving, you’re stuck. That would probably be the best scenario. But the more common scenario is you’re moving backwards or, in business terms, you’re waning or dying.” Joe Jackman explained his personal path and how an appreciation of change took him from creative director to business owner after stints helping launch brands like Joe Fresh (no relation!). Jackman Takeaway: “I said, why can’t I be a brand strategist? What do I need to know? Who do I need to learn from? And then, eventually, I just thought, ‘Why can’t I shape strategy at the very highest level?” That attitude led to becoming a “reinventionist” – and the definition thereof: Jackman Takeaway: “It’s a word I made up, but basically the definition is to just be really good at making change happen and to great benefit. The world needs more people with the skills and in the mindset of making change.” Learn which immutable law of marketing he adopted from Al Ries and Jack Trout and built his agency on. Jackman’s concept of reinvention is tied to “invention,” and a brand’s transformation is intrinsically tied to its DNA. We need to collectively “reposition the entire idea of change in our minds as a positive force, and essential. It should be seen as creating the next best, most powerful and relevant version of you or your company.” (He literally wrote the book on this: “Reinventionist Mindset”with a set of five principles for change.) The status quo – especially when paired with success — is a killer. Business model life cycles, executives’ tenures, the length of brands’ relevance, are all compressing. So, since “the future arrives daily,” brands need to figure out step-by-step how to evolve and “get pro athlete good at it or you have it done to you.” Learn how Jackman helped Staples create trial stores that were hybrid workspace meets product sampling; and transformed Rexall, including being the first drugstore in Canada to start offering flu shots. Jackman Takeaway on Retail: “In a world of choice, which is what the internet did to retail, retail was relatively slow to adapt…. There are exceptions, but retail generally sat and was lacking innovation… A lot of disruption was enabled by that sense of ‘oh, maybe one day we’ll evolve, but stores are the thing now…’. If retail leadership was prescient in reading what’s happening, Amazon wouldn’t exist. Casper wouldn’t exist. Netflix wouldn’t exist and there’d be a streaming service called Blockbuster.” Big Jackman Takeaway: “There’s probably only one rule in all of this work in transformation: That you must deeply understand who your customers are and what they care about most. …beyond function, into the world of emotion. Most marketers focus on the means. Understand what the end is.” Jackman gives his definition of a brand and why adopting that helps drive trust. Jackman Takeaway: “A brand equals purpose elevated to experience, delivered consistently. Most companies haven’t got that very well defined, and, and yet, if you look at the evidence, purpose led companies tend to outperform their peers.” Cohesive messaging and linkage between ideas and all advertising is essential to continue the brand message. It takes balance and a strong foundation to leverage both brand awareness and demand marketing (and he explains how it relates to dating!) Jackman Takeaway: “Performance marketing today is important — because it’s data centric and it’s measurable and we can adjust it — …as long as it ladders up to a higher order of purpose. If there&#8217

Shaleen Desai is like a caped crusader for content. This SVP of Adult Animation is super focused on solid stories and shares how he is bringing super heroes and more to animation…and beyond. In his career of 20+ years and counting in Hollywood, Desai has been with Letterman, Viacom/CMT, Fox 21 and gone from working with Jason Bateman at Aggregate to Warner Bros. on “Batman” and other IP. Overall, whether it’s animated or audio his focus is making sure Warner Brothers Animation products will resonate anywhere as just good storytelling! While Insider Interviews listeners heard from Desai in Epi 33 – which was taken from his NATPE ContentCast panel about crossover IP — in this episode 36 Desai gets the chance to go more in-depth around how Warner Bros. Animation and Blue Ribbon Content work with the overall organization to tap top talent — from development to writers to the stars behind the mics. For example, when you hear those words, “I’m Batman” in a forthcoming scripted podcast it might be spoken seriously by Winston Duke on Spotify… or by a campier Jeffrey Wright in a version called Batman the Audio Adventures on HBO Max. [Since this recording earlier in September it was announced that The Audio Adventures will launch on 9/18 — which is (who knew?!) “Batman Day“!] And of course, there’s always animation, with Batman, Caped Crusader headed to Cartoon Network and HBO Max soon. But Desai is focused on more than super heroes. He’s also developing new approaches to content, dabbling in AI and more short digital films and podcasts through Blue Ribbon, and always working to just identify the next good story that can live, well, anywhere! Want to know exactly how the pandemic shifted content consumption of more adult animation? How do they pick which story might live as a cartoon or a podcast? Will it land on Adult Swim or HBO Max …or even Spotify or Freeform? Will Desai hire E.B. for voice work!? And why DO E.B.’s doormen call her “Batgirl”? Learn all this and more from this Hollywood vet and the voiceover wannabe host of this episode. Please find Shaleen on LinkedIn: https://www.linkedin.com/in/shaleen-desai-aa661412/ Please follow E.B. Moss and Insider Interviews on: Twitter: @mossappeal @InsiderIntervws IG: @insiderinterviews @mossappeal Facebook: InsiderInterviewsPodcast If you found this helpful, or liked any of my Insider Interviews episodes, please add a review on Apple, share this episode, and of course to support this show you can “buy me a coffee!”: https://buymeacoffee.com/mossappeal If I can help you connect YOUR podcast/tv/content dots, or just get started with a good #b2b podcast, please reach out to me at [email protected]

Today’s episode could be a lesson plan about B2B Marketing because my guest, Ruth Stevens, has been teaching business to business marketing at NYU, Columbia, and B-schools around the world. And that’s in between being one of the foremost consultants in the space. So, Stevens calls BS on certain approaches to B2B we all better sit up and listen. Hear about the “fails” AND the best practices for what makes customers sit up and listen, too! Stevens went right from business school herself to TimeWarner’s Book of the Month division, “thinking that I was joining one of the great book marketing companies in the world. I learned I was actually in one of the great direct marketing companies in the world.” After seven years of getting schooled in DM she mastered B2B first at Ziff Davis then IBM, simultaneously writing columns as well as teaching others at night. In one example of her “no BS advice” articles, which appear everywhere from Biznology.com to HBR.org, Stevens says, “Don’t Be a Jerk on LinkedIn”, and advises sellers everywhere not to jump to the pitch. (“Building relationships on social media is hard. People get lazy and go straight to being the seller, and skip the personal establishment part. They’re also just sorely tempted by how easy it is to just make a mass pitch using LinkedIn Sales Navigator.”) And, heed Stevens when she notes: Today the ability of the salesperson to guide a purchase in their direction, but also to understand more deeply the needs of the buyer, has been eroded. So the marketer needs to step in and provide the educational content. This has driven the huge rise of B2B content marketing to allow that researcher better understanding of how to solve a problem or how your solution can be helpful, and to guide them toward calling you. Companies’ approach to client retention is also in need of schooling: Another area where I see B2B companies failing, or sub-optimizing, is retention marketing and it just drives me crazy because this is where the bulk of profits arise. Most companies organize it to be the responsibility of someone called ‘account management’, which is an important function, but marketing is not being asked to support it. Stevens feels for the challenges faced by marketers and sellers these days in getting to know or reach know the buyer and ever-expanding buying groups — especially in enterprise purchasing: Marketers need to try to replicate that old relationship building aspect by identifying the members of the buying circle and either find out through outbound calling, for example, or social listening, or infer what their agendas are, because each member of the buying circle usually has a different agenda, different need. And then try to serve those needs on a one-to-one basis. And despite all of our wonderful MarTech and data, it’s really hard to do. That’s also why events (especially virtual events) have taken on an even larger role — as a place researchers can get their questions answered. So, Stevens points out, we need to be even more active at business events than before, and to create our own opportunities, webinars and meetings to build those now more elusive business and sales relationships. The trick there, as with everywhere, as you’ll hear in this episode, is how one shows up at those events or in that content. No pants on a Zoom aside, business presence still needs panache and empathy. You’ll hear many tips and lessons from “Professor Stevens” in this episode, including: How creative still needs to be about education, but in a context that captures attention and builds trust. How and why we stumble when we try to apply traditional consumer creative strategies to B2B and risk sounding “tinny or irrelevant” — but why storytelling is still a “watchword” for B2B. Why it’s wrong for the brand power to be measured by if it helps the salesperson get a meeting: “Asking marketers to base their entire value proposition to the firm on sales results unfairly puts the sales piece of the puzzle into the marketer’s metrics kit. If the marketers are handing good quality leads and generating interest and a perception of value in the marketplace, and the sales team can’t close the deal, then marketing shouldn’t be taking the hit for that… We need other metrics to help marketers understand what they’re delivering and help management.” And, since Stevens also wrote the book on data-driven marketing (literally) she suggests looking at such metrics as cost per lead, or cost for qualified lead. While lead-to-sales conversion rate shouldn’t be marketing’s, “we need an awareness metric. Or maybe a trust metric, that can credit marketing with all of the earlier pre-lead stuff.” Why the goal of B2B marketing is to communicate that &

Jennifer Grimson was brand new to the podcast space when I met her two years ago at the last in-person Podcast Movement event. Fast forward and she became my spontaneous guest for Epi 34 of Insider Interviews discussing her approach to marketing the now successful Micro-Empires Podcast about her path to rebuilding wealth. And, since podcasting adds such a personal touch, she gives us insights about her very personal story from filing for Chapter 13 twice to being having million-dollar + in assets. Grimson explains how she taught herself to rebuild her wealth AND how to build a podcast starting at any point in your life. “I’m living proof of that story…I lost everything. No home, no job, no car, no money, no place to live, and two children to raise. That happened to me twice…and the second time I was 41 years old.” Her A-Ha Moment: “I realized that if I wanted security and to build wealth, it wasn’t just going to be through one thing,” Grimson explained. “I was going to have to create little pockets, which I call ’empires’. And once I got started I was able to create $1.4 million in income producing assets in four years.” Moving Past the Shame “The podcast came about because people kept asking me about how I’d done that; of course I’d kept my story a secret because I was so ashamed of it, like a lot of people who share my story. I wanted to share what I had done, but more importantly, sharing those tools and real steps for anybody to take, whether it’s their mindset or literally taking steps to build wealth.” Lessons Learned: “I think the first lesson is you don’t abandon yourself, which is such a powerful thing. Think about it: I treat my friends and family better than I treat myself. I don’t say things to other people that I say inside my head. And I think that’s true all around. So finding a way, whether you believe it or not, whether you think you deserve it or not, of believing in yourself. … I just had to put blinders on and move forward … It’s not actually rocket science. It might be hard. But it’s not difficult to understand.” After Grimson explained her three lessons of coming from nothing to financial resolution — assess, ask, act — she went on to explain how learning to be a podcaster — or learning ANYTHING — is to dive in. “You’re going to jump in a pool with a bunch of people that are Olympic swimmers. And you’re going to be in there with your floaties on just trying to keep your head above water, but there’re two things that are going to happen: Number one, you cannot be in that environment and not learn. And number two, the experts are not going to let you drown. That’s true about wealthy. That’s true about everybody here at Podcast Movement. People who are successful, 99.9% of the time want to help.” On Creating and Marketing a Podcast? Grimson did not have a media background: “I didn’t even know how to plug in the microphone. I still struggle with that portion of it. But I’ve never really worried about that because there are those Olympic swimmers you can call. I’m never going to be the best at that. What I have to offer is my experience. So that’s what I wanted to focus on. What I learned was that despite the fact that there’s a million podcasts very few of them are actually successful and that they take work. They’re not easy. You have to commit and be really thoughtful about who you’re talking to.” That is about the best lesson one can learn when diving in to podcasting. Does her story have a happy ending? You bet. Right down to her pro-hockey husband, Stu. But it’s all because Grimson, who is fiercely independent, candid, and determined, keeps on swimming. Take a listen. We’ll surface all kinds of tips and inspiration. And like she says, please leave a review for Insider Interviews! Footnotes: Follow Jennifer and MicroEmpires: linkedIn: https://www.linkedin.com/in/jennifer-grimson-7265bb8/ facebook: https://www.facebook.com/MicroEmpiresPodcast Instagram: @microempires Twitter: https://twitter.com/jives3_jennifer Please follow E.B. Moss and Insider Interviews on: Twitter: @mossappeal @InsiderIntervws IG: @insiderinterviews @mossappeal Facebook: InsiderInterviewsPodcast If you found this helpful, or liked any of my Insider Interviews episodes, please add a review on Apple, share this episode, and of course to support this show you can “buy me a coffee!”: https://buymeacoffee.com/mossappeal If I can help you connect YOUR podcast/tv/content dots, or just get started with a good #b2b podcast, please reach out to me at [email protected]

I had the good fortune of being asked by NATPE – the global trade association focused on the business of content, to help produce the first ever conference in the media/marketing industry dedicated to the topic of iterating IP from podcasting to TV and back again. What the heck does that mean? Well, it’s basically around how TV shows are turning into podcasts to find new audiences and podcasting content has turned into TV shows and films. Think Homeland, Dirty John, even Dirty Diana! So of course I made myself one of the moderators (oh, and a did a little co-hosting with actor Amy Hill (“Magnum, P.I.”)). But I wanted my panel to feel a little more like a podcast. So you’ll hear some mini-1:1s with major insights from Steve Wilson, Chief Strategy Officer of QCode Media, Shaleen Desai, SVP of Adult Series for Warner Brothers Animation and their Blue Ribbon Content podcast division, Juleyka Lantigua-Williams (yes, from my “bonus episode,”) of Lantigua-Williams & Co., and Glynn Washington, Host/Executive Producer of Snap Judgment Studios. There’s good news/bad news: This conference streams free on July 14, 2021. If you missed the full four hour event you’ll want to join NATPE and to play that – and their myriad other conference about the content business, on demand. The good news is that at least you can hear some of THIS panel right here. The bad news? The audio is lifted right off of the conference recording. So some of the quality of the sound might not be perfect, but the quality of the content is excellent. With that, hear why I called this a panel of over-achievers who will wow you with their accomplishments, and their insights. Lantigua-Williams: I am the founder of Lantigua-Williams & Co. We’re an independent podcast and film studio, and we adopted the slogan erasing the margins earlier this year, after three years of thinking about what it is that we want to do in the world. And that seemed to fit. We try to tell stories that make it really complicated to put things and people in boxes. Washington: My name is Glynn Washington. I am the host of Snap Judgment and Snap Judgement Studios. We created the shows Spooked, Heaven’s Gate and Snap Judgement. Wilson: I’m Steve Wilson. I’m chief strategy officer at QCode Media. We specialize in making original scripted fiction podcasts. We’re really trying to tell new stories, with amazing creators and see them become the next wave of content that we all love in the world. Desai: I’m Shaleen Desai the senior vice president of Animation at Warner Brothers Animation. I also oversee our company’s scripted podcasts initiative for Warner Media. Transcript: Moss: Steve, you spent 15 years at Apple, you’re a font of knowledge. I think that you’re probably putting that to good use at QCode, which is a relatively newer to the industry. So, I wanted to start with you so that you’d give us some building blocks. What inspired you to join QCode and skip retiring with the ‘gold Apple watch’? Wilson: Well, I certainly did enjoy my time at Apple, working with partners in the content space. I did editorial and partner relations and marketing for apple podcasts for some time. In working with partners, always envisioned myself, going to the publisher side, having the opportunity to, not just be on the platform side, but really work with original stories and amazing partners. Got to work with everyone in the podcast industry, some incredible people, including the panelists here. And, as I looked across the industry, I was fascinated by what QCode was doing. The company that started about two years ago by a former agent named Rob Herting. And Rob had seen time and again how Hollywood can be risk-averse, and it can be challenging, to start new stories. QCode was founded to try to build new properties and audio experiences for people that the world had never heard before. And something I’d point out at the top is it’s interesting in all the media that we consume how, fiction plays a really big role — except for in podcasts; fiction tends to be a smaller portion of podcast consumption, and we really see there’s there being a huge opportunity to expand in that area. So, I just had to jump at the chance to join QCode. Moss: So it’s safe to say that you are bullish on narrative audio. When you and the team are deciding on that content do you do it with an eye to the long tail? How well will it get monetized and will it, you know, play in Peoria and across other platforms? Wilson: Well, it’s a consideration. We want to tell amazing original stories that there are audiences for that can be really niche and specific content and different verticals. We are building content that’s all different genres — sci-fi through even female erotica, like our show with Demi Moore called Dirty Diana. We think broadly about the different interest areas consumers have. And then when it comes

It’s been a busy couple of months for me in podcasting… so I didn’t get to podcasting! Here’s what I mean: This is a BONUS episode…actually a republication of Epi 12 featuring my interview with Juleyka Lantigua-Williams from exactly one year ago. She is a force to be reckoned with, a holder of two masters and embracer of two kids and a proud publisher of a show with 1 million downloads now. Yup, “Latina to Latina” just crossed the million listen mark this week. But there’s more you can hear in my interview with her as part of CONTENTCAST next week! Whaat? Well, I’ve been busy with podcasting…and TV…in producing the first-ever conference about the intersection of those platforms as cross-over IP. That means a HECK of a lot of companies are turning popular podcasts into TV or film content and TV companies are expanding their shows into fan engagement podcasts. Trust me, it’s all the rage. Want to hear it from the experts? Then register for free and catch this huge conference created by NATPE, the global content trade association, on July 14th, 2021: https://natpe.com/contentcast. Just look at the SPEAKERS tab! See what I mean? From Kevin Pollak to Glynn Washington…the heads of SiriusXM to Tegna to iHeartMedia to Triton Digital to…well, you get the picture. Did I mention I also corralled my friend Amy Hill into hosting?(And yes, you heard us chat around a year ago on my other podcast, “It’s Quite A Living!” Keep your friends close….) So, that’s why this is Epi 12 REDUX. What Juleyka had to say a year ago is still important and appropriate today…only the numbers have changed. (But there are also twice as many podcasts published now as there were then! Yup, we also have Edison Research and Nielsen sharing info at ContentCast. Thanks for listening…and learning… and I hope I see you at ContentCast!

In 2020, Danielle Wiley was included in the revered “Top 50” list by Talking Influence. And the agency she founded, Sway Group was selected by Chief Marketer as one of just three influencer agencies of the “2020 Chief Marketer 200”. So it’s a safe bet that she has something to say about #influencermarketing. And that’s what she did, in Epi 32 of Insider Interviews. I’d had the chance to experience Wiley’s thoughts last year when she contributed to The Continuum, a publication about brand + demand marketing, which I’m privileged to edit. In that article she explained how to look at the KPIs of influencer marketing a little bit differently, and the varied ways to determine impact and engagement. We touched on that in this conversation, but a 30-minute conversation gives you a chance to understand much more — not just about this food writer turned marketer, but things like how cause-marketing is another essential ingredient in influencing consumers. And these days, Sway has evolved to embrace that (and she shared case study examples) as well as digital advertising, both programmatic and paid social, and built what was a natural extension: a content studio. One of my favorite discoveries about Wiley (aside from learning about our common roots working at Food Network in the early days!) was that she was a baker and a cheesemonger at one point. I believe that takes the cake for eclectic pasts among my podcast guests. Her culinary chops have served her well, though, as she can name several brands in or around the category as clients, including Igloo, Coleman, and Domino’s. If that didn’t get you hungry to hear more, here’s what else we discussed: Wiley’s evolution from a baker and blogger to early stage expert in social media to our common ground in marketing chefs like Emeril as “c-hunks”! Her observation of the power of engagement with popular bloggers — and the infusion of trust vs. the singular appeal of celebrity In its infancy influencers were treated more like journalists. Brands were just sending them product and expecting that they would get reviews out of it. That worked …for a short period of time. …Then they realized ‘if we’re just sending them a box of Mac & Cheese, we can’t have control over messaging…’. And we started paying them. How the transition from providing product to bloggers to hiring them necessitated greater trust and authenticity in the influencer, and the path to creative content was laid How Sway itself evolved away from the “Hollywood agent” business model to be able to scale and replicate requests — whether for moms of bedwetters or people who picnic with pizza How brands solve for the demand for content tonnage across multiple channels — which sparked the birth of a content studio Why the most important step in the strategic brief is a deep dive into the brand’s KPIs — impressions? engagement? The big thing to remember is that as you increase in following the engagement rate goes down dramatically. What’s a micro or a nano influencer and why does it matter — and the various forms of sponsorship. (Hint: Feel free to sponsor THIS podcast just by buying me a coffee!) The shift from wanting to steer clear of influencers with a point of view, to actively seeking that out — and how the GenZ demand for brand purpose has influenced how brands use influencers! Wiley explained the two initiatives Sway worked on for Stonyfield Farms, for example – tapping eco-conscious influencers and creating a cause-related corporate initiative We took a deeper dive into pro-social initiatives and examples, and the confluence of content channels. (Of course I mentioned the conference I’m producing about the intersection of television and podcasting for example!) And that led to a chat about why Wiley’s family gets a little annoyed about her heavy podcast consumption habit! Find Danielle Wiley at: Twitter: https://twitter.com/danielle_sway LinkedIn: https://www.linkedin.com/in/daniellewiley/ Sway’s social channels are: Twitter: https://twitter.com/SwayGroup LinkedIn: https://www.linkedin.com/company/sway-group Facebook: https://www.facebook.com/swaygroupllc If you found this helpful, or liked any of my Insider Interviews episodes, please add a review on apple, share this episode, and of course, “buy me a coffee!”: https://buymeacoffee.com/mossappeal If I can help you connect YOUR podcast/tv/content dots, or just get started, please reach out to me at [email protected] Please E.B. Moss and Insider Interviews follow on: Twitter: @mossappeal @InsiderIntervws IG: @insiderinterviews @mossappeal Facebook: InsiderInterviewsPodcast

Kathy Doyle embodies the early bird that catches the worm. Early into her freshman year of college she aimed to give the commencement speech for her class in four years’ time. She got the honor — and forty-eight hours later was offered her first job in media. Then, as you’ll hear her describe in this episode, Doyle was part of the earliest team building out The Wall Street Journal Online (yes, I sing the dial up tones for her). Then, being an early riser, she started to listen to podcasts well before Serial was even a thing. And guess what? She was an early-stage employee on the podcast team of Macmillan Publishing. The Macmillan division of morphed out of a prescient move to team up with Grammar Girl podcast phenom Mignon Fogarty – and quickly evolved into the Quick and Dirty Tips Network of short form helpful content. (Perhaps it’s fitting that Doyle’s career was launched with a speech.) Now, with the addition of a narrative network, their podcasts garner millions of monthly listens – and recently also scored an inaugural Ambie Award for their stunning show, Driving The Green Book. Macmillan is the only one of the “big five” publishers with its own podcast network. As Doyle says, “It’s been our vision to serve our authors the best way possible. And audio emerging the way that it did certainly created an opportunity for us to use podcasting as best advantage whether that’s through an audio book excerpt or interviews or guest series…” In a media world where everyone is aiming to flow content cross platform it’s a surprising exclusive advantage. (As a matter of fact, we discuss the conference I’m producing for NATPE about the proliferation of TV brands leveraging podcasting, as well. Please register free to attend ContentCast on July 14th!) While she provided many serious business takeaways, we also learned how one phone call, and frequent dog walking, helped lead to Doyle’s career success, and of the drama of “dial-up days” during early-stage internet jobs. And you won’t believe what’s got Doyle’s gobsmacked about podcasting these days (yes, I checked the spelling, Grammar Girl fans out there): the evolution of the host read ad. I know, I wasn’t expecting that answer either. But you’ll appreciate how she illustrates the issue with an example from a men’s underwear advertiser. In all seriousness, host read ads are a major topic in the business of podcasting as we balance the goal for perceived alignment with an influential personality with personalization enabled by companies like A Million Ads or Frequency. (Note: I’ll discuss the power of influencers in the upcoming Epi 32 with Danielle Wiley of Sway.) For Doyle, the learning was about balance: how to deliver a strong response while preserving the integrity of hosts and authors. But another balancing act is tied to revenue and the competition for ears and ad dollars. Another business consideration is discoverability. That’s where Doyle and team did a wide scale collaboration with Apple for the notable Driving the Green Book. Hear how they did, in fact, leverage cross-platform promotion in innovative ways – from reading lists to playlists. (Note: Hear show producer Juleyka Lantigua Williams on this from Episode 12 of Insider Interviews.) “I think it keeps a lot of us in this industry up at night. We talk about revenue diversification a lot. In fact, I just did a panel for Digital Hollywood on revenue diversification. …You can’t just rely on the ad model anymore. You have to find new ways — like exploiting a podcast into a book or a film and TV. I think it’s going to be fascinating to see how podcasters leverage new tools that are available now through Spotify and apple, which have been available through Stitcher and Luminary, to be strategic about your content and then finding ways to expand and enhance that through a premium subscription. I think three or four years ago, I would’ve said absolutely not, but now I think there’s probably opportunity for that.” “As people expand their listening and really become hooked on some shows that have that have a big ad load then spending a few bucks for a premium subscription to eliminate that might be very attractive.” (This was where I noted that you can support THIS podcast and just “buy me a coffee”. Just sayin’ …. ) But don’t worry; there was more: Doyle also prognosticated on the future of consolidation in podcasting…and shared some of her favorite shows these days. So, make like that early bird, and catch all of Doyle’s words. You’ll be ahead of the curve. More about Macmillan Podcasts: https://linktr.ee/macmillanpodcasts Kathy Doyle on LinkedIn: https://www.linkedin.com/in/kdoyle2/ If you found this helpful, or liked any of my Insider Interviews episodes, please add a review on apple, share this episode, and of course, “buy me a coffee!”: https://buymeacoffee.com/mossappeal If I can help you connect YOUR podcast/tv/content dots, or j

For this quick but special episode of Insider Interviews I was in the guest seat! In highlights from my appearance on Ken Kraetzer’s show, “Talking Business” for CBSI, Ken interviewed ME to get my recommendations about how businesses can get in to the world of podcasting, best ways to leverage social media — and social audio — and why it’s key to create content across all platforms. You’ll understand in just a few minutes how it all comes together for the show I’m producing for trade association, NATPE — their first-ever conference on the intersection of TV and Podcasting! (I’m very proud of this project and working hard to create a chock-full of takeaways agenda for content creators, marketers and producers across both screens.) Ken also got a little bit of my life story — at least my career path, as well as a story about the good-news/bad-news of tech, when I recently confused a “Zoom friend” with an “IRL” friend! You can catch the FULL VIDEO of my interview with Ken on YouTube where we also discuss social audio and social media best practices! https://www.youtube.com/watch?v=L6PU_IDU9iA&t=27s Here are some links to topics discussed: NATPE’s July 14th “ContentCast” Conference David Berkowitz’s Serial Marketers (Start with the newsletter. You’ll thank me.) Erica Keswin on Rituals (Of course I’m going to point you to my podcast episode with her!) Susan McPherson’s book, The Lost Art of Connecting And check out PodcastMovement (I’ll be doing a virtual preso at the August event on B2B podcasting, but read their daily newsletter for great scoop. If you found this helpful, or liked any of my Insider Interviews episodes, feel free to “buy me a coffee!”: https://buymeacoffee.com/mossappeal If I can help you connect YOUR podcast/tv/content dots, or just get started, please reach out to me at [email protected] Please follow on: Twitter: @mossappeal @InsiderIntervws IG: @insiderinterviews @mossappeal Facebook: InsiderInterviewsPodcast  

Bryan Barletta of Sounds Profitable is known for being a guy that explains complicated podcasting ad-tech in a helpful, generous way. Ryan Rose of JoneKiri is an up-and-comer in the industry who has already made a mark by helping talent communicate across multiple platforms. Both started in podcasting. Both quit their day-jobs in podcasting mid-pandemic (!) to launch their own businesses. And both are succeeding wildly. In this conversation they discuss with host E.B. Moss everything from how advertisers can go beyond traditional podcast ad exposure and pricing, to the implications of a “cookie-less world” to the better mousetrap of content marketing cross screen*. These are smart young turks who share a lot of wisdom. We discuss: How Bryan went from McDonalds to History Major to a major force in the developer space before landing in podcasting…and starting Sounds Profitable Why this quote from his recent newsletter post sums up Bryan’s mission…and value: When buyers have a hard time translating tools, metrics, and services between advertising channels we get friction, and friction prohibits more buyers from choosing podcast advertising as a viable channel. But that friction can be soothed with education. How slowing down to focus on that education in the business can help speed up revenue Why Megaphone, Advertisecast and Podcorn got snapped up… And why HotPod and PodNews are read voraciously… The imperative for diverse podcasters and the effort to support them by, e.g., former Insider Interviews guest, Juleyka Lantigua-Williams Our “surprise mystery guest”, Ryan Rose makes his entrance and explains the what (and pronunciation!) of JoneKiri (hint: discipline and passion…) The opportunity for talent to help offer presence across podcasting + + +…all screens! Why a “cookie-less world” is not such a bad thing…especially in the podcasting world. (Guess who answered THAT one?!) Why Bryan thinks Ryan “fits into a category of people that I think are going to be the next and hottest things in the next two years in podcasting” and why Ryan thinks beyond the pre- or mid-roll, and in fact staked his current career on it The world beyond the CPM or CPA Why they think I’m great. (Kind of love that.) There’s a lot more. These are smart guys. You’ll want to listen. Again. And maybe again. You can find Bryan on Twitter and https://soundsprofitable.com/ And Ryan and JoneKiri are on LinkedIn If you found THESE tips valuable from Bryan and Ryan, I don’t mind if you virtually tip ME, and “buy me a coffee“! ( https://www.buymeacoffee.com/mossappeal ). Please let me know if you have a topic or suggestion for a future episode on the business of media, marketing and advertising — or need help creating or marketing your own B2B podcast! *Stay tuned for big news — or ping me — about an upcoming conference I’m coordinating on the intersection of podcasting and all OTHER content screens! [email protected] Please follow on: Twitter: @mossappeal @InsiderIntervws IG: @insiderinterviews @mossappeal Facebook: InsiderInterviewsPodcast PS: This episode publishes on #EarthDay2021, so please also check out Epi 28 for all the good that Sustainable Brands has been doing since 2006.

KoAnn Skrzyniarz has been making a strong case for building Sustainable Brands in global conversations with some of the world’s biggest advertisers. It’s all about the business value of environmental and social purpose. And the data is on her side. In time for Earth Month, or any time, in Epi 28 KoAnn (frequently known by just her first name) shares not just the “whys”, but some recent “hows”: how sustainability has moved the needle for leading brands and how to be resilient in a “VUCA” world. A what? Listen; she’ll explain, and we also discuss: The impetus for creating Sustainable Brands – and if its mission has changed more than 15 years later? What kind of changes has she seen in the brand and media marketplace in terms of embracing brand purpose “Twenty years ago it was not recognized that companies that understood how to innovate for environmental and social benefit were going to be the companies that survived and thrived in the 21st century.” Is Corporate Social Responsibility (CSR) a good description? (Hint: KoAnn explains why it’s more a “business opportunity” and why the ANA [Association of National Advertisers] uses he notion of ‘good growth’. ) How companies should integrate their brand marketers and strategists, the product and service positioning teams AND the sustainability/procurement/diversity teams Is our current focus on brand purpose just another trend? How does it compare to the green rush of the 2007 timeframe or rallying around Hurricane Katrina? Have companies evolved in their mission-driven work? The data supportive of sales driven by environmental and social value propositions; What kinds of brand transformation are happening — and at which companies? How have companies like Clorox and P&G navigated the road to sustainability? And what is a Brand Transformation Roadmap? How has Sustainable Brands itself pivoted during the pandemic to salvage — and even grow — their world-class conferences in a VUCA world! (There it is again!) Additional Links: SB Brand Transformation RoadmapSM. Sustainable Brands global conferences P&G Planet KIND brand Clorox Company social responsibility Twitter: @KoAnn @SustainBrands @mossappeal @InsiderIntervws Insta: @SustainableBrands @InsiderInterviews Insider Interviews Facebook      

When Robyn Streisand went from the client side to her own marketing agency, The Mixx, the opportunity to certify as a woman-owned or LBGT-owned business did not exist. 25 years later, she has helped both brands as well as other agency owners to leverage DEI — Diversity, Equity and Inclusion — in media and marketing. Part of that help came about through her creation of Titanium Worldwide, billed as “the world’s first collective of certified-diverse independent agencies,” to help make DEI more easily “front and center” for clients. Given today’s times with its heightened sensibilities, she couldn’t have been a better move if she’d had a crystal ball. After all, marketing comes down to “People… People Who Need People” to buy things… And embracing people of all stripes and varieties to drive business opportunities is what Streisand does flawlessly. For Episode 27 of Insider Interviews with E.B. Moss, hear what this marketing maven says about: The value of certifications — for business owners to the brands who are seeking diverse suppliers — from WBENC, which certifies businesses as woman-owned and operated, to NGLCC (the ‘LBGT Chamber of Commerce’), to the NMSDC, which has the largest number of certified minority-run businesses; “Now I have a certificate that says I’m woman-owned or I’m gay owned and all of a sudden, it’s a new day. It gave us an opportunity to register our company in these portals that help diverse suppliers get found [by Fortune 1000 companies.]” How the rise in both consumer demand and procurement department mandates that purpose be built into marketing created a bit of a COVID silver lining for The Mixx and Titanium Examples of brands embracing DEI — and how the anniversary of Stonewall sparked the start of more and more inclusive marketing efforts around more and more groups How pressure from the streets is being matched by pressure from The Street — Wall Street! The added pressure to recognize the power of Gen Z which “is coming like a bat outta hell!” The essential need to communicate authentic brand purpose “The benchmarks of success around purpose “must be front and center on brand websites: ‘We see you. We appreciate you. We embrace you. We stand for gender parity, transgender, equality’…all of it. Like, now’s not the time to be living in Alabama.” Where brands are focusing their dollars — or not Advice and caveats for the future, which include: “I think it’s like ripping the band-aid off. You have to start somewhere. But this is a long game. This is about doing the right thing now for the long haul. Invest in diversity, equity and inclusion training programs. Invest in what matters to the broader audience. Talk to people in their voice, and be consistent and authentic about it. It’s not about how much you do, it’s that you do it, do it well, and do it consistently.” Why Streisand describes work around sustainability as the 2.0 of DEI. And don’t miss the answer to the big question: Will I actually dare to sing to a member of the Streisand clan? Please listen, and follow anywhere you like to get your podcasts. And if your business needs help from THIS woman-run business, please reach out to [email protected] for help building a podcast for your business!

Heidi Zak has been in finance, in retail and in tech. Like most women, she’s also been in plenty of dressing rooms trying to find the right bra, leading her to build ThirdLove, one of the largest online bra and underwear companies in America. Close encounters with the NOT ThirdLove kind of shopping experiences, meaning the universal ick-factor of cold hands and awkward measurement moments with in-store underwear salespeople, were part of Zak’s a-ha moment. So, putting all of her professional and personal experience together, she created a brand that disrupted an entire industry — to the great relief of uncomfortable women everywhere. Her first-to-market service as a DTC bra retailer hit some, ah, curves, along the journey but Zak has been named everything from Goldman Sachs’ 100 Most Intriguing Entrepreneurs to a Fortune “40 Under 40”, and more. Part of the accolades stem from how Zak has embraced not just brand marketing but brand purpose. Inclusivity at ThirdLove means being the only brand to offer more than 80 bra sizes, including their unique half cup sizing – and donating over $40 million worth of products to women in need. It has also helped evolve an old school industry previously defined by a narrow concept of beauty with a focus on inclusivity. “We didn’t want to look like any other bra brand which mostly photographed skinny, generally white women with small boobs and generally did it in a really sexy way. So, we set out to build something radically different from scratch…. Back then there were barely any plus size models.” Further iterating on inclusivity, ThirdLove launched a new initiative during COVID-challenged 2020: The TL Effect, to support entrepreneurial women of color. “…Brand purpose has to be authentic, true to who you are and what you stand for, and what you’re building. Otherwise it can fall flat, or a consumer sees through it.” While Zak and I commiserated about finding a proper fitting and comfortable bra I was a bit discomfited to discover that this rock star CEO/mom of two has managed to use her homebound pandemic time to also hyper-organize her home, when I haven’t even organized my sock drawer. In a conversation perfectly apropos Women’s History Month, hear how, in addition to organizing her home, this efficient CEO/co-founder has organized her company for success through adapting to the changes of the pandemic. Envy aside, we discussed: Her path from small town Main Street to Wall Street, Herald Square to Silicon Valley How an encounter with the founders of Lyft drove her to solve another consumer problem, one bra at a time “In 2012, if you look at what had existed [for bra shopping] at that time, there were department stores, Victoria’s Secret and some big box stores. There certainly weren’t online bra brands at the time. And that was the idea: better brand, better product, better online shopping experience for women.” Zak on disruption and her definition of DTC, and why it was important for ThirdLove to “have a direct way to speak to our customer, to educate her, to bring her along the journey, to make her feel really comfortable.” The product evolution — from one bestselling bra to their recently launched Fit Finder — and the pivot required by pandemic-era marketing Navigating manufacturing and funding, especially as a woman seeking financing from primarily men (Note: McKinsey reports women are still only 21% of the C-suite and of those are mostly white women.) Early-stage ThirdLove marketing tactics and positioning How their innovative “try before you buy” program along with ads that asked if women were ‘Ready to graduate from Victoria’s Secret?’ drove 1 million new customers How and why they leveraged podcasting as one of their main ad vehicles in 2015, baffling some investors The pros and cons of linear and OTT TV How ThirdLove spans Black History Month to Women’s History Month and beyond by uplifting women, in all senses of the word “We were trying to figure out how ThirdLove was going to help support and impact change in the broader community. The TL Effect helps give female founders of color a little more of a voice in a crowded marketplace. We launched in June and picked our first recipient, Arra Simms, founder of Kewtie Nails.” How ThirdLove keeps the conversation going with unconscious bias training required for all employees The value of brand purpose to the bottom line Aside from having Katie Couric in the ThirdLove influencer camp, Zak describes her use of micro-influencers: “real women who act as an advocate or a friend to the people who follow them.” We wrapped with Zak projecting which industry, just as she disrupted one, could be ripe for a revision next. Whatever it is I am certain Zak will be first to leverage the next new thing. For those who caught my mid-episode mention of my podcast and content marketing services please reach out for help with podcasting to grow your brand. Click here to reques

In interviewing the Radio Ad Bureau’s CEO, Erica Farber, my worlds collided: it’s a podcast, but about radio, the medium I grew up in and started my career in. Certainly radio IS about community, but it was still surprising to discover zero degrees of separation with Erica and two important people from my past: my dad and my first female boss, Joan Gerberding as well as a recent Insider Interviews guest and radio aficionado, Carl Fremont! Erica and I took the conversation from the evolution of radio to the present, to how it’s defined today – audio? is digital radio still radio? – to its challenges, success stories, and current career opportunities. We discussed: What is radio today? It’s broadcasting, but Radio is also available on any platform: If you want to hear it on your smart speaker…If you’re sitting in front of your computer or in your automobile. It’s multi-platform and available in any form and full of diverse content. It is a companion. It is a trusted source of information, news and entertainment. It’s available 24 seven. And there’s no cost to access it. The ways everything is audio-focused today – with sound and voice; The power of personalities; Why Theater of the Mind is still key to listener engagement/conversion; How radio served — and recovered from — the Pandemic; I’ve never been so proud to say I work in radio as I have since March 2020. No one knew what to do…But radio rose to the occasion and stations did what they do best: they put their arms around their communities, consoled listeners and brought some humor and information. …They said to businesses that were open, ‘let us help you communicate to the market your protocols’. How can we raise money to feed or clothe people, to help people keep their homes? We have example after example of retailers who said that if it wasn’t for local radio they would have lost their business. The role of the RAB as a nonprofit trade association; Overcoming the digital divide and big brand success stories; (Reference: P&G and Radio) What makes good creative (Resources Referenced: The Radio Ranch and Wordsworth & Booth) Radio research; (Resources Referenced: RAB Research, Westwood One ) Trends for the future of radio formats and revenue; (Resources Referenced: Entercom, Beasley) Why radio is a great career and mentoring women (MIWinRadio) in the space…. And yes, host E.B. Moss finds a way to sing in yet another episode….

Joakim (Kim) Wijkstrom, SVP / CMO of Vanda Pharmaceuticals, has learned to “Think Different” and have “Lending Done Human.” He has sent little, teeny Absolut bottle-shaped Christmas sweaters to readers of the New York Times, and leveraged Andy Warhol style pop op to promote schizophrenia drugs. A Swede who grew up in West Africa, Kim also opened the Latin America markets for two TBWA\Chiat\Day clients. If that sounds like the start of a good story, then that’s the point. Because for this marketer it always starts with the story, not the silver bullets. Kim has developed a “cultural curiosity” from both moving around and a liberal arts degree, which has been a big asset in his marketing career: “I think advertising lends itself naturally to someone who is interested in how we shape and creatively express our worldview, how we understand the things around us, how perceptions are shaped. So, I think it made sense for me to land there. But as it turns out, I’m half a humanist, half of something more analytical. Perhaps I was never going to be the next Leonardo…[but] you figure out the way to take whatever you’re equipped with and put it to use where it is best applied.” This attitude is also encompassed in his top performing article in The Continuum, the publication I edit about “brand and demand” marketing. In that, and in this follow-up conversation about the origins of his branding philosophy, Kim sticks with the story that brand always must start with the story! The delivery tactics — what he has called the silver bullets – are secondary. But when you’re talking to a storyteller you cover a lot of ground. We also discuss: How movies are an analogy for Kim’s point of view about storytelling first Why our obsession with technological solutions to everything don’t drive brand loyalty (“You can now have your car tell you that you’re low on milk because your smart refrigerator is coupled with your car, and so forth. But are you going to buy the refrigerator based on that? Do you think it’s a quality refrigerator?”) Why too much emphasis on bells and whistles and focus on demand or performance-driven marketing “offends” him (“Fundamentally, all marketing is for performance purposes… to grow your market share. You need to start with what is it you’re trying to say and why would it be compelling to people, as opposed to just being the method by which you can deliver the message.”) Why even DTC companies’ product is often the story… such as Warby Parker’s design How our obsession with metrics and attribution is not wrong but often misses the point entirely, focused on the ROI, as opposed to just “can you see if it’s working?” (“If people are talking about your TV spot or have a positive reaction to it somehow then that’s probably more important than any sort of little blip of metrics.”) And, just as he learned from hovering around Steve Jobs, Kim offers advice for junior marketers. But wait, as they say, there’s MORE!… Kim also explains the story of Vanda, and his move from marketing men’s suits (Perry Ellis) or financial services (One Main Financial) to pharma. He gives an example of how the same story (for a particular drug) can be extended into different spaces, like digital to video without having to be, well, prescriptive! (And, yes, we discuss the challenge of pharmaceutical advertising and FDA constrictions. But check out their innovative approach to Fanapt for insider insights on how it can still be impactful.) And I finally got to understand what’s behind drug NAMING! So, how did Kim finesse his own “brand story” – or POV about storytelling? Well, that starts with a guy named Steve Jobs. “I was really lucky I got to work on Apple when it came back to TBWA\Chiat\Day … and that was the launch of the now-iconic Apple campaign “Think Different.” I was a junior person then, so I’m not claiming any credit for the campaign…but what was amazing was encountering Steve Jobs and seeing the process by which that campaign came about. That was a ton of learnings about what actually really matters. He couldn’t give a crap about ROI or metrics, frankly. …if people react to it, that’s what matters’. And Apple sells a lot of product. So, it’s not like the brand doesn’t work in selling or performance.” Kim shares the three-point “a-ha” takeaways he got from Jobs. And that, my friends, is how you do a cliffhanger. So, I hope you’ll listen to the full conversation with Kim Wijkstrom. And if his learnings from Apple aren’t enough, wait til you hear what he says marketing an odorless, tasteless product: vodka. Or, how an MRI machine proves out his belief that the brand is what drives ROI. Okay, okay, I’ll also share that he says when you DO add in those tactics for delivering the brand story, he’s still a believer in different forms of direct marketing. … [But] to me, the point of a brand

Thanks to Los Angeles-based agency RPA, “We Are Farmers, buh bi dum dum dum dum dum” has become a bit of a jingle earworm. Great awareness and brand recognition for the insurance company. Joe Baratelli, EVP and Chief Creative Officer of the agency that’s been his home for almost 35 years, walked me through that and other creative concepts and their business results. It starts, he suggests, with the mantra of the organization: People, Relationships and Results. (Note: You can also read a summary of this conversation in the new publication, The Continuum.) Now, in an era of ubiquitous focus on health, though, the AOR of Farmers and Honda wants to expand its portfolio to include more healthcare clientele. Joe also explained how RPA has started to accomplish that — and did well by doing good for UNICEF and the Pediatric Brain Tumor Foundation. It’s heartwarming work and their pillars of focusing on people and relationships definitely shine through. Sample of UNICEF #VaccinesWork art If you’re in advertising or #marketing, this is one to save as a download. Joe and I talk about: How respecting your co-workers AND the audience for the campaigns yields results How they applied that to the UNICEF #VaccinesWork campaign and leveraged our inclination to protect our kids from danger to drive inoculations that protect them from dangers we can’t see. Brilliant! The elements that went into a worldwide campaign and its efficacy in changing minds How marketing #vaccines is similar to…or different from… marketing other clients like Apartments.com, Honda, or Farmers, for example. How DID they evolve their Farmers campaign as times have changed over 10 years on the account? What behavioral scientists can tell you about human nature…to inform creative campaigns How pro bono work, such as for PBTF and the stunning collection of compelling animations they did to ease kids into understanding their diagnosis led to a healthy set of new clients… Oh, and yes, I managed to sing the Farmers jingle.

Arra Yerganian thinks healthcare has always been a little upside down, controlled by physicians instead of the the patients. Ya think? But I misspeak – at least while speaking with Yerganian: he actually banned the word “patients” when he was CMO at both Sutter Health and One Medical. He explained that the word comes from Latin for “‘a place of suffering’ and that should be a temporary state at best.” Instead, he said, “We used the person’s name, so it wasn’t a dehumanizing experience to come into the doctor’s office.” I liked this guy immediately. But there’s more to marketing healthcare than nomenclature. Yerganian is on a mission to raise awareness of the biggest issues impacting health for all of us: our Social Determinants of Health — or SDOH. Basically, if my zip code is wealthier than yours the overall population is likely healthier. I likely am more informed about and have better access to healthier foods or fitness facilities, I might have access to more parks for fresh air, and of course the income to afford anything from childcare to catch up on sleep and even infant mortality rates and so on. So how can we democratize health? For Yerganian, it’s awareness, it’s education, it’s communication. He also notes that, apropos our recent civic dis-ease and disease, “beyond the pandemic, the great challenge that we’ll have is the behavioral health crisis that’s affecting our country.” He shares the details of best practices and how to get on a healthier collective path overall in this Episode 22 of Insider Interviews. (Hint: stand up more for healthy behavior in every sense of the meaning.) NOTE: I’m proud to be Editor in Chief of The Continuum, about awareness and performance marketing. In Issue 2 posting in late January you can also read this interview along with the POVs and suggestions from other notables in the health and wellness marketing space. But, dear listeners, you get the advance insights here when you catch the full conversation with Arra Yerganian. He and I discuss: Discussing standing up for the Social Determinants of Health What are the social determinants of health, and how do they fit this into the world of marketing? How can we track and thus help modify the exposure to environmental ills What are some new approaches in brand marketing and health and wellness, such as driving uptake of tele-health? How can promoting value-based programs reward healthcare providers with incentive payments? How can products or brands, like a sleep aid or gym facility or a yoga mat or bicycle manufacturer, leverage some healthcare data and apply that to their marketing How do you market against patients deferring to Google for diagnosing themselves? And how do you conduct business meetings standing up?! Here’s to a happier, HEALTHIER New Year to you all, with my sincere appreciation for listening, sharing and subscribing wherever you like to listen to Podcasts.

For Episode 21 I spoke with someone who’s been an animated head more times than he can probably count: Paul Hanges is CEO of JibJab, which is famous for its personalized e-cards and satire animations that lets your head be the star! If you haven’t heard of JibJab you may have had YOUR head in the sand; they’re the OG of digital branded content. It was born in 1999 to brothers Evan and Gregg Spiridellis, perhaps best recalled from their 2004 glory days of being featured on everything from The Tonight Show to ABC News for then viral political satire, “This Land.” Hanges, who was promoted from COO 18 months ago, says they’re proud of being dubbed the “original online cockroach” for their longevity and survival of dot-com and economy busts. In our conversation he explains why JibJab is still hot more than 20 years since its inception. They’re even having something of a renaissance with the resurrection of their trademark Year in Review video after a six-year pause. (But how could you NOT do a recap of a year like 2020? For Chief Creative Officer Mauro Gatti and lyricist Scott Emmons it probably almost wrote itself! And I’m proud to offer my big head/floppy jaw cut here for your amusement by way of example!) Hanges also explains the appeal of low-tech animation and their trademark “big heads and floppy jaws,” how they survive as a subscription model and why they walk away from brand dollars if not aligned with their mission – “to make billions of people happy by allowing them to be funny, wherever they’re having that conversation.” Here are the highlights – but do hear all Hanges has to say in this very “animated” conversation: How it all started – yes in the proverbial garage Why, in a world of “deep fakes and augmentation” the appeal of JibJab is the personalization and NOT to replace reality. “We want to provide utility to help people say happy birthday or anniversary or other big moments.” How personal micro networks add up to eyeballs at scale – and 1.3 million paying subscribers; How they’ll leverage the rights to hits like “Old Town” or Mamma Mia the musical, but why they’ll walk away from 95% ofbranded opportunities; Why politics and JibJab do not always make good bedfellows, but why they participated in the Facebook ad boycott in July to stand up to divisiveness; How (self-plug here) they balance “brand+demand,” — as we promote in The Continuum; The big data opportunity they’re sitting on to be a personalized service for people and how they’ve had to be nimble and “pivot” in their production and platform access. And of course, for the last episode of 2020 we have to offer Hanges’ words of wisdom from the past full year as CEO to other new CEOs…and how to embrace your strengths and those of others as well. “I take a step back and look and say, ‘we have a very strong operating team that’s working towards a goal of making billions of people happy.’ …And I’ve been really proud to say I can lead this company with that mission.” Personally, I could not have wrapped up my first year of Insider Interviews podcasts (AND my “It’s Quite a Living” personal podcast) with a better message than to “head” into 2021 with the inspiration of a JibJab to find the humor and spread the joy throughout this holiday season and into 2021. Thank you all for listening and hopefully sharing this podcast. I value your feedback and support. And if I can help you create content that spreads joy or opens revenue doors please visit Moss Appeal or write to me at [email protected]. Happy New Year!

Shelly Palmer: It was fascinating to me to see the speed with which people were willing to adopt bad lighting, accept it, bad camera, angles, bad makeup hair, bad, bad, bad, bad, bad. Everybody’s fine with it. And I think it’s fantastic because the most important thing is that we all get together. Erica Keswin: From a brand perspective, how are you going to be remembered during this time in terms of what you did, what you said, what you supported and how you brought your human to work? Claude Silver: Let’s not deny the fact that you and I are talking through a screen rather than in person and call it what it is, but also communicate trust, empathy and vulnerability. Those are just some of the takeaways from three past episodes of Insider Interviews and as a special little bonus edition for Thanksgiving I am sharing back some of these words of wisdom from Shelly Palmer, Erica Keswin, and Claude Silver, who each happened to talk about how we can create connection and how that helps brands and employees thrive. Especially in tough times like this pandemic. Highlights of the highlights: Palmer: “People are quickly adapting to and evolving into good citizens in video chat. It’s fantastic. …And the other thing I love about what’s happening right now is formality has gone out the window. …They’ve been willing, accepting of technical glitches that you would never have accepted before. It really reminds me dramatically reminds me of the change in video grammar in 1980, oddly enough. …And I think what is most important thing is that we all get together; that we figure out how to be social animals in a time when, when coronavirus is making us forcing us to be less social.” Erica Keswin, Author of “Bring Your Human to Work” -Epi 3 Keswin: Think about communication along a continuum: you have instant message and texts and Slack and email and picking up the phone. We used to be able to walk across the hall or visit people. …Now, from a societal perspective, many of us are defaulting to that technological end of the spectrum during this COVID-19 quarantine. How can you …pick up the phone, turn on the camera…and speak in that human voice, across all mediums of communication. …”If you’re running the meeting make sure you say to your people, ‘you need to take some time to turn it off.’…It really is up to the leaders to model and to push people, to make sure that they’re taking care of themselves. …From a brand perspective, how are you going to be remembered during this time in terms of, you know, what you did, what you said, what you supported and how you brought your human to work?” Claude Silver speaks with E.B. Moss on the role of a Chief Heart Office at VaynerMedia Silver: I believe in people and I think that pretty much anything is accomplishable with vulnerability, with people showing up to be big and authentic and not building walls, but really finding ways to bond with one another and connect. …You know, when you’re on a screen, everyone has the same size square. It has leveled the playing field. And I definitely think that while we have to work a little bit harder to create this connection …On one hand, I do think that brands have a very big responsibility to be as authentic as possible today and not try to pull the wool over anyone’s eyes because we are all reading the same news. We are all in the same climate. We’re in a sea of sameness right now. We’re all in this world together. So don’t try to fluff that. … I don’t think we need to be cotton, candy and Illy gooey. But I also don’t think we need to be showing things that are not attainable today…. Let’s get real about that. I think that there is resiliency, authenticity. I think there’s fine to have a little bit of levity, which we see in these memes on Instagram and everywhere. …like me going to the refrigerator 20 times in one hour, because it’s there. Those are things that I think are they capture human emotion and that’s what it’s about. That’s what it’s always been about. …I would like to think every brand would be mindful of the fact that we are all in this world together. … I would show more ads connecting people together, coming together on a zoom or a squad cast or a hangout, let’s not deny the fact that you and I are talking to a screen rather than in-person but also communicate trust and vulnerability. Again, my thanks to everyone for listening and to all of the 20 interviewees that I’ve spoken to thus far. And if you’d like help with building your own podcast or any content marketing, please reach out to me at [email protected]. I look forward to sharing more in the very near future.

When David Cohen joined the IAB as President, the US was two weeks into stay-at-home mandates. While that may have curtailed in-person conferences the industry association is known for, it upped the focus on all things digital. Not long after, the ante was also upped for Cohen personally when he was named CEO following the 14 year run of Randall Rothenberg. Pressure? Not to hear Cohen, who has helmed major agency divisions and had $20B in media spending under his purview during his days at MAGNA and UM. But pandemic-influenced strategy changes? Definitely. In support of its mission to “empower the media and marketing industries to thrive in the digital economy” – let alone during a COVID economy — Cohen has “brought an unprecedented number of industry captains into their leadership councils and transformed the timeliness of their strategic initiatives.” Those words from Rothenberg’s commendation of Cohen on his promotion sparked a song from me. Of course. No one is safe. But that didn’t curtail a compelling conversation about more serious matters, such as Cohen telling me about the advantages that came with adapting to the digital world as early as the 90’s and how he – and the IAB overall – are continuing to innovate with today’s current technologies for marketers. I also put Cohen in the same hot seat he put recent panelists in when moderating a Reach Conference talk himself, asking what he would most like to see fixed in our current digital eco-sphere. Cohen moderating Reach Conference panel We also discuss: Cohen’s A-ha! Moment – from the Yellow Pages! The lessons he learned after joining the IAB family that every marketing agency should know “Pulse studies” on changes in consumer consumption trends to media buyers/seller polls The IAB’s Brand Disruption Summit How to navigate through your Brand and Demand goals The shift in how digital engagement is being accomplished How IAB is helping in pushing cross-platform forward Like his friend and recent Insider Interviews guest, Carl Fremont, Cohen has a pro-social personal mission. Hear how he — and ANA’s Bill Tucker — are helping push support of disadvantaged children. Resources Mentioned: 2020 IAB Brand Disruption Summit Partnership with Children Social Media Links: David Cohen LinkedIn IAB on Twitter IAB, IAB Tech Lab Insider Interviews is on Twitter, Instagram, and Facebook. Please share the podcast and share how smart you are about media, marketing and advertising! To reach out to be considered for an episode or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss — email [email protected]. We’re “hear” for you!

Sean Cunningham is the son of a radio personality and the husband of grammarian. That may be why he expresses himself so fluidly and works hard to offer clear explanations about the video landscape at the same time. Those personal aspects combined with deep professional experience in the ad industry and as a strategic media advisor help him helm the VAB, the source for insights-driven research and thought leadership about premium video. As its president and CEO, Sean is laser-focused on maximizing outcomes and championing the medium as a must-have for building high-value brands and driving growth. It’s not easy in our changing environment, but the mantra at the organization is to simplify what is a very complex ecosystem and offer insights that help all those in the business of video to thrive. They’ve kept up a steady pace of conferences and reports even during trying times, even as consumers have made a steady diet of video during these at-home days. In Episode 19 of Insider Interviews, Sean tells host E.B. Moss about the definition and best practices around marketing with premium video (spoiler alert: the VAB defines it as multi-screen content that’s professionally produced programming in any form — linear, tablet, laptop, mobile, etc.). Sean and E.B. also discuss: Our radio dads!…and what happens around Sean’s dinner table… The lessons he learned on the agency side that all media sellers should know The role of media in building your brand during the COVID-19 pandemic The power of including authentic messaging around diversity & inclusion VAB and IAB – important bedfellows The changes in consumer habits that marketers need to consider How to put your best foot forward to advance a career in this industry. Resources Mentioned: thevab.com IAB Social Media Links: Twitter – VAB Sean Cunningham LinkedIn Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook. You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at [email protected]. We’re “hear” for you!

Andrea Palmer, now President of Publicis Health Media (PHM) has wanted to be in Healthcare Marketing since her college days despite the field not always getting credit for being dynamic or embracing creativity. With PHM’s reputation for having their “finger on the pulse” (sorry), she’s proven those perceptions wrong and inspired many to follow or stick to the healthcare marketing path. In Episode 18 of Insider Interviews, in which I perhaps sing again (umm, twice, I’m just sayin’) Palmer clearly demonstrates just how creative and important messaging around healthcare can and should be. It’s certainly an area that’s very top of mind with us all these days and Palmer makes it digestible. You’ll pick up on why she rose through the ranks quickly at PHM — the strategic media planning and buying agency within PHCG, and the only global media agency solely dedicated to the health and wellness space. This industry trailblazer of nearly 20 years shares what’s currently happening in the healthcare media space, along with some interesting projections from PHM’s prescient “Disruptors List.” Get the insider scoop on what inspiring innovations emerged from the “Shark Tank”-type element of their industry-convening Health Front, and what we should be concerned about. Palmer is determined to ensure the right information is getting out there and helped drive home PHM’s mission to equip brands AND people with the tools and communications they need to make healthy decisions. We learn why it’s important to create content with conscience and why brands need to listen to other voices than their own. What we talked about: What’s happening in healthcare marketing How a childhood illness put Palmer on the path to healthcare…and college led her to marketing Health trends and disruptors How PHM markets to consumers who’re apprehensive about embracing telehealth How PHM helps its clients with being ‘the resource’ instead of Dr. Google Defining the concept of Content with a Conscience Facing down racism: communicating to diverse audiences and not just “to the mean” How Palmer is advising her clients on approaches to ensure that health message is communicated well and heard by all cohorts and communities Thinking about the bigger picture Pushing for innovation in the health realm The future of healthcare And yes, I find a reason to close with a song…again.   Follow Andrea on Social Media LinkedIn Publicis Health Media LinkedIn Publicis Health Media Facebook Resources mentioned in the episode PHM: Publicis Health Media Health Front 2020 The Healthcare Industry’s Big Disruptors