On Scope: The Marketing Podcast

Rita Ramakrishnan is an executive coach with more than 15 years’ experience leading people strategy and helping neurodivergent executives turn their cognitive differences into competitive advantages. Through the years, she has developed a keen understanding of how team structures can be designed to maximize the strengths of all individuals, but especially those who are neurodivergent.On this episode of On Scope, Rita, who is the founder and CEO at Iksana Consulting, joins host Mike Berberich to discuss what brands and business leaders can do to tap into the superpowers of their neurodivergent workforce, an increasingly critical business imperative, as more than half of gen Z now identify as neurodivergent. Together, Mike and Rita discuss the specific advantages of creating a work environment where neurodivergent employees can thrive, what steps companies can take to create this type of environment, and how those lower down on the corporate ladder can convince leadership that making accommodations for neurodivergent individuals is not about entitlement but rather about maximizing the potential of the entire team.On “News You Might Have Missed,” Mike and show producer Ryan Dinger discuss an article from ADWEEK on the persistent gender wage gap in advertising, with a new study showing women working at ad agencies still earn 5 percent less than their male counterparts, despite ongoing efforts to achieve pay equity. Mike and Ryan acknowledge that this issue probably exists on the brand side, as well, before hypothesizing on why the industry continues to struggle to make progress, highlighting the culture they both experienced when working at agencies and speculating about the need to rethink leadership models in business.If the conversation with Rita has you wondering how to get the most out of your own team, then you’ll want to check out the ANA’s Marketing Training and Development Center, which helps build capabilities through open workshops, both online and in-person, and certification programs. Learn more by visiting us at www.ana.net/mtdc. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Gravity Research’s Joanna Piacenza has a knack for driving enterprise growth through research-backed thought leadership and integrated marketing strategy. As VP of thought leadership and marketing, she excels at translating proprietary research into executive-ready narratives and strategic communications.On this episode of On Scope, Joanna joins host Mike Berberich to share recent research from her organization indicating that 2026 looks to be a year of playing it safe for marketers and explain why that just may be the riskiest move a brand can make.Together, Joanna and Mike cover the role AI has played in marketers opting to play it safer this year, what Joanna is hearing from Fortune 500 executives about their concerns for 2026 that hasn’t shown up in public discourse yet, and her advice for how marketers can take risks without upsetting brand stakeholders.On “This Week in ANA Magazine,” Matthew Schwartz, editor of the publication, joins Mike to spotlight an article on the proliferation of creator partnerships in marketing. Together, the pair underscore some of the best practices needed to make these activations succeed and highlight some of the KPIs marketers should consider.If your business wants real connection, then it’s time to partner with the ANA. Become an official ANA sponsor and you will connect with the brands shaping the future of our industry, from Google and Amazon to Meta and TikTok. You can learn more about the fantastic opportunities available to you by visiting www.ana.net/sponsorship. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Since 2021, when the Supreme Court rejected an NCAA appeal of its antitrust lawsuit, student athletes have been able to receive compensation for licensing their name, image, and likeness (NIL) in business partnerships. This watershed moment not only changed the college sports landscape, but also opened up the door to a new and exciting opportunity for brand advertisers increasingly under pressure to connect with consumers. Now, just five years after that landmark court decision, NIL partnerships are big business, with the total investment in these deals exceeding $2.5 billion in 2025 alone. However, the space is still nascent, with many marketers stumbling to figure out how to best maximize these new partnerships.Ahead of March Madness, Solly Fulp and Grant Jones, both of Learfield — a media, data, and technology services company with an unparalleled footprint in college sports — join the On Scope team to break down everything marketers need to know about the current state and future of NIL partnerships.With host Mike Berberich running point, Solly and Grant cover some of the less obvious characteristics brands should be looking for in student athlete partners, how brands might maintain stability with NIL partners during transfer portal chaos, and their one piece of advice on what every brand marketer needs to be doing to maximize the ROI of their NIL agreements.On “News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a Zappi report that found that an alarming number of women think brands aren’t investing in ads that genuinely reflect them, with many calling the efforts “performative.” The pair speculates about where brands are going wrong on this front and offers some insight into how they might get back on track.NIL changed college sports marketing fast. The brands that will win now are the ones who understand the landscape, set smart standards, and move early. That’s the point of ANA Practices. Members come together to raise the bar in AI, Brand, Media, Measurement, B2B, and more, so teams can lead change instead of chasing it. Check out the resources from the ANA Practices and get involved by visiting www.ana.net/leadership. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

With more than 20 years of experience working as an executive at NBC, MTV Networks, and major advertising agencies with accounts such as Miller Lite, Uncle Ben’s, and Dole Foods, Dr. Mara Einstein knows a thing or two about media and marketing. Now working as a self-proclaimed marketing critic, Dr. Einstein, who authored the book, HOODWINKED: How Marketers Use The Same Tactics As Cults, believes marketers have become way too focused on the digitally driven attention economy, often to the detriment of their own brands.On this episode of On Scope, Dr. Einstein joins host Mike Berberich to outline exactly why it is that she thinks attention at all costs is a net negative for the marketing practice. She covers why thinking about digital as a strategy instead of a tactic is misguided, how marketers might convince executives that harder-to-measure analog channels viewed more favorably by consumers might be worth a larger investment, and shares the fascinating story of a cosmetic brand that moved off social media entirely and saw a huge surge in business as a result.On “News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a new GetResponse survey of more than 2,400 consumers indicating that they think new customers get all the love from brands, despite most brands reporting a 50/50 split on spending on new customers versus retaining existing ones. The pair hypothesize about what brands are doing to enhance existing relationships with consumers and express skepticism that the tactics are truly about building the relationship rather than just trying to upsell. They also note a huge disconnect in the number of consumers who are interested in high-end luxury programs and the number of brands that offer them.Dr. Mara Einstein feels strongly that digital fixation is pulling brands off course. If you agree with that assessment, it’s time to rethink your team’s approach. The ANA Talent and Marketing Operations Practice helps you develop sharper skills, build stronger teams, and identify smarter ways of working, while still delivering stellar business results. Explore the resources and start getting smarter by visiting www.ana.net/talent. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Arun Kumar is an accomplished global data and marketing leader with a proven track record of setting strategies and developing products that stimulate business growth while reducing costs. He’s an accomplished public speaker, an advisory board member, and the author of The Data Deluge: Making Marketing Work Better for Brands and People.On this episode of On Scope, the Global Head of Data and AI at Accenture Song joins the show to discuss how marketers can reclaim their data and digital destiny and take back marketing. Along with host Mike Berberich, the conversation begins by an examining an emerging marketing conundrum: Why the industry has ceded virtually all control of its channels to tech giants. From there, the duo discusses how the industry found itself in this unfortunate position and how it might work its way out, why an ongoing lack of coordination between customer service and marketing departments leaves consumers with less-than-ideal brand experiences, and why marketers need to rethink their approach to leveraging data and aim to find a happy medium between broadcast messaging and hyper personalization efforts that often leave consumers feeling — well — a bit creeped out.On “News You Might Have Missed,” Mike and show producer Ryan Dinger discuss an article from Fast Company on the “zombie internet” and a new social media platform developed exclusively for agentic AI bots. They explain why they’re incredulous at the idea that a social media platform built exclusively for chatbots would have any long-term appeal for humans and speculate about the consequences such a thing would have on the advertising ecosystem.Speaking of the zombie internet, it sure is a confusing time for marketers trying to wrap their head around emerging technology, especially when evaluating what is worth their time and what isn’t. You can cut through the noise and better understand where your time and money is best spent with tools from the ANA’s Technology Practice. Check out the practical frameworks, real-world case studies, and peer guidance available to help you make smarter tech choices by visiting www.ana.net/technology. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Every year at the conclusion of the Super Bowl, Zappi conducts a real-time analysis of the ads, generating a robust report on which commercials performed well, which missed the mark, and the lessons marketers can learn from both.Zappi CMO Nataly Kelly joined the On Scope team in ANA Studios to breakdown this year’s analysis, covering all the key takeaways from Super Bowl LX’s slate of ads. Along with host Mike Berberich, Nataly covers which commercials were the best performing across key categories, what this year’s batch of winning ads all have in common, and what brand marketers can learn from another, lesser known tentpole marketing moment that is historically much more effective at connecting with consumers.On “This Week in ANA Magazine,” Mike and ANA Magazine editor Matthew Schwartz discuss a new article on emerging trends within brand-celebrity partnerships. The duo outlines how the traditional model of celebrity endorsements has been completely upended, what the new model looks like, and how brand marketers of all kinds can apply these lessons to their own efforts.We all love a great Super Bowl spot. But on Monday morning, the question is simple: How does this build the brand? The ANA Brand Practice helps you turn creative moments into measurable brand growth, with practical tools, research, and brand leaders who’ve been there. Explore all the resources available to you by visiting www.ana.net/brand. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

This Sunday, marketing’s biggest event returns. No, we’re not referring to that event. We’re talking about the Puppy Bowl, obviously. Ahead of this momentous occasion, Twyla Huang-DiSimone, an award-winning partnership marketing executive with more than 20 years of multiplatform media experience, joins the show to discuss why the Puppy Bowl is now a more intriguing advertising opportunity than the Super Bowl.As SVP of revenue marketing at Warner Bros. Discovery, Twyla oversees go-to-market, cross-portfolio positioning for the most exciting and adorable event of the year. She joins On Scope host Mike Berberich for a deep dive into the contextual marketing gold mine that is the Puppy Bowl. Together, the duo covers the history of the Puppy Bowl, how Twyla approaches brand partnerships to ensure all creative is consistent with the tone of the event, how she manages to keep things fresh with brand partners returning year after year, and her advice for any marketer looking to bring the power of contextual advertising to their own brand. On “News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a Marketing Week survey that shows an alarming number of marketing professionals feel overwhelmed, undervalued, exhausted, and unfulfilled. Mike and Ryan ponder whether the marketing industry itself is at least partly to blame for the conditions that are causing people to feel this way.If this conversation about the Puppy Bowl has you feeling inspired to enhance your own media efforts, then you’ll want to attend the 2026 ANA Media Conference, being held from March 25 to 27 in Nashville, Tenn. While there, you’ll hear from experts at Wyndham, Walmart, LEGO, and Keurig Dr Pepper about how they’ve developed media strategies that drive real business results, with insights on how you can do the same. Check out the full agenda and register to attend by visiting www.ana.net/2026media. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Faith Popcorn is a futurist to the Fortune 500, best-selling author, and renowned global speaker. The New York Times once dubbed her “the trend oracle” and Fortune has hailed her as the “Nostradamus of marketing.” On this episode of On Scope, she joins the show to give an exclusive look at what she believes the future of marketing will look like.Along with host Mike Berberich, Faith discusses what brands commonly get wrong when thinking about the future, her views on the idea of an “AI apocalypse,” and her shocking prediction for what marketing will look like in ten years. On “Research Roundup,” Mike sits down with Bill Zengel, SVP of business marketing at the ANA, to review “The Confident B2B Marketer,” a new research report that highlights the qualities that encompass a confident marketer, including the ability to accurately measure the financial performance of marketing efforts. Unfortunately, only 39 percent of marketers currently meet the standards of the confident marketer. Mike and Bill outline the ways in which the other 61 percent of individuals in our industry can join them.Faith Popcorn is a marketing icon, but she’s not the only one. Brand Masters | ICONS brings together CMOs and brand leaders from Applebee’s, McDonald’s, Canva, YETI, Rocket Companies, and more to share how these enduring brands capture imagination and loyalty for long-term growth. Taking place May 18 to 20 in Los Angeles, Calif., this conference will provide the pathway to turning your own brand into an icon. Check out the full agenda and register by visiting www.ana.net/brandmasters. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

On the season two premier of On Scope, ANA CEO Bob Liodice returns to discuss the skills and traits that marketers will need in 2026 and beyond. Along with host Mike Berberich, Bob covers the reasons why he is optimistic about the future of marketing, despite growing concerns related to AI and the economy; why he believes brand building is the premier pathway to shareholder growth and how marketers can sell executives on the need for brand investment; the biggest challenge facing each aspect of the marketing industry in 2026; and one thing every marketer has to do in 2026. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss an op-ed by Mark Ritson on a phenomenon he dubbed “maximiniflation,” or the process in which brands maximize the price of their product while minimizing the size. The practice has growing consequences for brands, as consumers grow angrier and begin to hold businesses accountable with their wallets. Mike and Ryan discuss some alternative pricing strategies brands might consider instead of leaning into this unpopular trend.If your business wants real connection, then it’s time to partner with the ANA. Become an official ANA sponsor and you will connect with the brands shaping the future of our industry, from Google and Amazon to Meta and TikTok. You can learn more about the fantastic opportunities available to you by visiting www.ana.net/sponsorship.The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

In the season one finale of On Scope, host Mike Berberich and show producer Ryan Dinger reflect on some of the most valuable marketing lessons guests shared in 2025. From balancing short-term tactics with long-term brand building to navigating AI adoption and responsible marketing, you’ll hear valuable insights from former Mastercard CMO Raja Rajamannar, Deloitte Digital’s Maggie Gross, eos’s Soyoung Kang, and more.If your business wants real connection, then it’s time to partner with the ANA. Become an official ANA sponsor and you will connect with the brands shaping the future of our industry, from Google and Amazon to Meta and TikTok. You can learn more about the fantastic opportunities available to you by visiting www.ana.net/sponsorship.The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Caitlin Blewett is a fierce believer that bold brands build strong businesses. As the CMO at Genpact — named one of the World’s Best Employers by Forbes for three years straight — she understands how important internal branding can be to driving healthy and productive cultures. Caitlin joins the On Scope podcast to give listeners a behind-the-scenes look at her company’s practical approach to AI implementation, which is powering both their cultural and bottom-line success.Along with host Mike Berberich, Caitlin covers the signals she and her team look for when determining if a function of the business is ready for AI implementation, how marketers can approach maintaining brand differentiation in AI’s growing “sea of sameness,” and how employees of all levels can work to convince leaders caught up in the AI hype cycle that a thoughtful approach is more beneficial.On This Week in ANA Magazine, magazine editor Matthew Schwartz, joins Mike to outline the ways in which several B2B brands are once again borrowing from a B2C playbook by leaning into influencer marketing. Matthew shares real-world examples and best practices for business marketers to keep in mind.The ANA Technology Practice helps marketers make smarter choices about AI and marketing tech, with practical tools, guidance, and peer insights to drive real business impact. Because the right tech doesn’t just automate marketing — it amplifies it. Explore all of the ANA’s technology resources by visiting www.ana.net/technology. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Brand Finance’s Alfred DuPuy is a brand strategy and valuation executive with more than 15 years of experience driving revenue growth, enhancing client relationships, and leading high impact global teams. He is on an ongoing mission to provide clarity to marketers, brand owners, and investors by quantifying the financial value of brands. As a part of that mission, he joins the On Scope podcast to help marketers understand why they’re thinking about brand value all wrong. Along with host Mike Berberich, Alfred dives into how the concept and formula for brand valuation have both changed over the years, why brand value is viewed as something that is ephemeral until it is time for a merger or acquisition, and how the misconceptions business leaders have about brand value are actively hurting their bottom line. On the debut of a new segment called Measurement Defined, Kevin Svenningsen, SVP of Measurement for Marketers at the ANA, joins Mike to define and discuss five key retail media terms every marketer needs to know, including “percentage of new buyers,” “upsell,” and more. Now that you have a better understanding of all the elements that make up your brand’s value, it’s time to drive that value up with the ANA’s Brand-Building Certificate Program. It’s on-demand, self-paced, and taught by marketers who’ve actually built the brands you admire. Explore the program and get started by visiting www.ana.net/brandcertificate. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Danilo Tauro has built a career on his ability to connect people and processes to emerging technologies that drive growth and future-proof business strategies. A veteran who has worked with leading organizations like P&G, Amazon, and Uber, he now serves as a senior advisor at McKinsey & Co. and managing partner of the brand-new VC firm, CartographAI. With years of experience evaluating emerging MarTech tools, Danilo shares his best tips and insights for how marketers can spot both red and green flags when it comes to assessing tech solutions. Along with host Mike Berberich, Danilo covers how marketers can go beyond the vendor demo and see what is actually useful about a tech tool or platform and how it suits their specific needs, his top five questions to ask tech vendors when evaluating new tools, and how marketers can be a better partner for tech solution providers. On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss new Gartner research that indicates only 5 percent of marketers are realizing significant gains on business outcomes with their generative AI efforts, speculating that the technology’s promise of complete industry overhaul might be overblown. Want even more tips to better evaluate and select MarTech tools for your brand? Check out the ANA’s Technology Practice, which helps marketers make smarter choices about AI and other technologies by providing practical tools, guidance, and peer insights. Explore the portfolio of resources by visiting www.ana.net/technology. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Paul Boruta is a two-time startup founder and advertising industry veteran with a deep passion for AI and marketing technology. In 2017, he founded Slingwave to tackle some of the most complex challenges in marketing analytics, attribution, and media optimization to empower businesses in making informed marketing investment decisions. He joins the show to break down incrementality in marketing and discuss how to set up experiments that actually work. Along with host Mike Berberich, Paul covers why the industry is wrong to be so fixated on multi-touch attribution, how organizations can use incrementality to their advantage, and what the difference is between interesting datapoints and those that are meaningful to driving business outcomes. On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss a blockbuster podcast partnership between Spotify and Netflix, speculating on what the new deal means for brands partnering with content creators and debating whether this news means every brand needs to be in the podcast space or not. If our conversation with Paul has you itching to turn every marketing test into campaign traction, then you need to check out the ANA’s Certified ANA Marketing Professional (CAMP) program. Through a series of self-paced training modules, you’ll learn the frameworks, analytics, and real-world skills to turn your data insights into activations that drive tangible business growth. Learn more about how you can get certified by visiting www.ana.net/camp. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

With more than 20 years working for major brands like MasterCard all the way down to new startups, Jay Mandel has seen it all in marketing. With a career spent helping companies and leaders move past performative marketing into accountable, purpose-driven systems that align people and profit, he has his finger squarely on the pulse of our industry. And that’s why marketers should take notice when he sounds alarm bells, like he did earlier this year when he wrote that the burnout marketers are currently experiencing is due to industry-wide structural failures. Jay, who is the founder of the Marketing Accountability Council, joins the On Scope podcast to discuss the growing trend of marketers feeling burnt out or disenfranchised, often focusing on performative work tasks versus those that drive real results. Along with host Mike Berberich, Jay unpacks how our industry arrived at this moment, why modern marketing feels more like a grift than a means for building relationships with customers, and how both marketing leaders and those that report up to them can address and repair these issues. On This Week in ANA Magazine, editor Matthew Schwartz joins Mike to discuss a new article on the ins and outs of zero click search, an emerging and increasingly important trend that marketers need to be on top of. Matthew shares some tips for how marketers might prepare for this new AI-powered search reality. If your marketing efforts are starting to feel stale, it’s time for some new inspiration. ANA National Industry Conferences put you in the room with the CMOs and marketing leaders who are creating real progress for our industry and driving tangible growth for their brands. See what’s coming up on the 2026 calendar by visiting www.ana.net/conferences. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Earlier this year, The Ad Council launched its “Agree to Agree” campaign, which seeks to reduce gun violence affecting children and teens by fostering common ground and civil dialogue. As Ro Patrick, VP at The Ad Council, explains, the campaign was born from research that showed both gun owners and non-gun owners alike felt strongly about the need to protect children from gun violence. Ro joins the On Scope podcast to discuss how the campaign came to life and what other brands can learn from The Ad Council’s research-based approach of addressing a social issue in a time of high political tension and division. Along with host Mike Berberich, Ro covers how she and her team were able to depoliticize the messaging around gun violence, how other brands might approach identifying social issues they can take a stand on without getting caught in the political fray, and the importance of building coalitions and amplifying existing voices as a strategy for brands entering into these types of conversations. On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss a WPP Media report that found 84 percent of purchases are made by people already biased toward a brand, highlighting the importance of long-term brand building and challenging assumptions about the actual effectiveness of performance marketing. Want to turn brand trust into your biggest advantage? Check out ANA’s Marketing Data Principles, your blueprint for using data ethically and driving growth the right way. You can learn more by visiting www.ana.net/DataPrinciples. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Earlier this year, Morning Consult expanded access to its proprietary AI-powered market research tool — which is powered by the organization’s more than 80 million consumer interviews — to users beyond its client base. By doing so, the organization is democratizing market research by providing brands big and small the ability to dive deep into market research. Michael Ramlet, CEO and co-founder of Morning Consult, joined the On Scope podcast to discuss this tool, while also speaking to the broader impact AI will have on market research and how unlocking access to consumer insights for more people will change the way marketing strategies are built, curated, and executed. Along with host Mike Berberich, Michael covers the importance of democratized data, how his organization handles inherent bias baked into AI systems, what the future of synthetic audiences looks like, and why humans will continue to have a key role in all of this. On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss an Adobe forecast that shows holiday spending will reach $253.4 billion this year, a 5.3 percent increase over 2024. They speculate about who might be spending more this holiday season, given economic uncertainty in the marketplace, and share thoughts about how marketers might take advantage of this apparent spending windfall coming in Q4. Insight is only power if you know how to use it. That’s what separates good marketers from great ones. The Certified ANA Marketing Professional program (CAMP) gives you the edge, the strategy, the analytics, and the know-how to turn data into growth. Get started on your certification by visiting www.ana.net/camp. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Despite being more than 50 years old, email continues to be perhaps the most powerful tool in the marketer’s belt. And according to Scott Cohen, CEO at InboxArmy and an email marketing veteran with more than 20 years of experience, that won’t be changing any time soon.Scott joins the show to discuss why — despite its efficacy across virtually all verticals — email doesn’t get the love or respect it deserves from marketers. Along with host Mike Berberich, Scott covered some of the under-the-radar ways that email can be used to drive business results, what AI’s role in email should be now and in the future, and why email will continue to be a dominant channel — even with gen Z and gen Alpha.On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discussed Gap Inc.’s new foray into influencer and creator marketing via a self-service affiliate and advocate platform. The pair shared their thoughts on what this means for the future of influencer marketing and how Gap might preserve brand safety with this new model.If this episode got you thinking about how much potential sits in your email list, the 2025 ANA Impact Pulse Report is a must-read. Formerly called The Response Rate Report, this annual study shows how email stacks up against channels like paid search, social, and direct mail, and why it continues to lead in engagement and ROI. You’ll see how other marketers are performing, where response rates are trending, and how to use that data to make smarter marketing decisions. Get the full report by visiting www.ana.net/impactpulse2025. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

While leading Louis Vuitton’s brand strategy in Japan, Katherine Melchior Ray developed what she calls the “brand fulcrum,” a strategic framework that transformed how the luxury giant navigated cultural tensions and embraced innovation without sacrificing its hold on tradition. Katherine, who has since authored the best-selling book Brand Global Adapt Local and is now the president of Globe Ally, joined the On Scope podcast to break down what the brand fulcrum is and how it can be applied to any brand’s marketing strategy. Along with host Mike Berberich, she outlined how tensions between innovation and tradition can be transformed from opposing forces into complementary strengths, the biggest mistakes she sees brands make when they begin to expand, the difference between knowing about a new trend on social and truly understanding it, and how the idea of the brand fulcrum can be operationalized from the C-suite down through the rest of the organization. On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to discuss a major shift in how consumers watch live sports, as they embrace CTV more and more. Matthew highlighted how marketers can leverage this new opportunity with bold, innovative creative approaches and a focus on next-level targeting. If your brand wants more than visibility and real connection, it’s time to partner with the ANA. ANA sponsorships aren’t about placing your logo on a banner. They’re about joining the conversations that move marketing forward. Share your ideas, build relationships that matter, and be seen where the industry actually happens. Learn more by visiting www.ana.net/sponsorship. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

JB Smoove is an Emmy award-winning actor known for his role on Curb Your Enthusiasm and his time as a writer for Saturday Night Live. But would you believe that, since he was a kid, he always wanted to be an ad man? Together with Jarrod Moses, founder, CEO, and president of United Entertainment Group, that dream is coming true in the form of The First Darrin, a new creative agency. JB and Jarrod join On Scope host Mike Berberich to discuss the opportunity they see in the marketing industry, the power of comedy in advertising and why so many brands seem to miss the mark trying to be funny, how brands can maximize celebrity partnerships, and what they believe the effect of social media will be on the future of advertising. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a new report from Acceleration Community of Companies and USC Annenberg that estimates gen Alpha to have an economic impact of $5.46 trillion by 2029, while also highlighting the outsized influence the generation has across family buying decisions. Mike and Ryan disagree on the level of influence gen Alpha actually has and theorize what might become of brand loyalty programs in light of some of the other characteristics the gen Alpha is showing. If you’re serious about marketing growth, there’s only one place to be. The ANA’s National Industry Conferences put you in the same room as the CMOs and leaders shaping the future. These aren’t just events, they’re where the industry agenda gets written. See what’s upcoming and be in the room by visiting www.ana.net/conferences. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Since joining eos in 2018, Soyoung Kang has watched the brand go from challenger to outright market leader. This was accomplished through a blend of bold creativity, unwavering commitment to inclusion, and deep engagement with the eos community. Kang, who was recently promoted from CMO to president of eos, joined On Scope to share the secrets behind the brand’s meteoric rise. Along with host Mike Berberich, she covered why eos won’t be changing its approach to marketing, despite its new position atop the market; how she has built a culture and corporate structure that allows for marketing activations to rapidly go from ideation to execution; how she was able to convince the C-suite to go all in on taking marketing risks; and the ways in which the brand has been able to successfully partner with creators of all sizes to build a robust and deeply engaged community, while also using social media as an insights engine for marketing. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger share their takes on a new co-marketing partnership between Netflix and AB InBev, speculating about some of the activations that might come from the newly minted relationship and reminiscing about some of their favorite co-marketing efforts from the past. If you’d like to make like Soyoung Kang and build a brand that authentically engages consumers and drives more powerful business results, then you need to check out the tools and resources available through the ANA’s Brand Practice. Smarter brand marketing starts by visiting www.ana.net/brand. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

As streaming reshapes the entire media landscape, live sports advertising is no longer out of reach for brands with modest budgets. On this episode of On Scope, Jennifer Monson, VP of sales at Fubo, joins the show to discuss how connected TV (CTV) is breaking down barriers that once kept many marketers sidelined during major sports moments.Along with host Mike Berberich, Jennifer explains why the future of sports advertising is less about one splashy spot and more about ongoing, precision-based engagement; breaks down the differences between effective CTV and traditional TV creative; and shares her tips for how brands can avoid overwhelming avid fans with impression overload. She also highlights a real-world case study of one brand that started small and scaled effectively with a streaming campaign.On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss Nike’s recent update to its famous “Just do it” tagline, speculating about whether the brand is ignoring a valuable audience and departing from its original mission with the change. Despite the new opportunities in CTV, marketers continue to leave $26.8 billion on the table every year due to programmatic waste. You can tackle this waste head on with the tools, research, and resources available from the ANA Media Practice. Check it out now by visiting www.ana.net/media.The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at [email protected].

Last season, the NFL brought all 32 of its teams into a league-wide MarTech stack, enabling them with new capabilities like orchestrated messaging, real-time fan communications, and personalized experiences at scale. The effort increased overall digital interactions with fans by 60 percent, digital reach by 22 percent, and reduced the marketing feedback loop from three days to just three hours. These impressive results were enough to win the league the 2025 ANA Martech Award for Innovative Team of The Year. Ahead of the 2025 regular season kickoff, Chi Ogbuehi, VP of marketing technology and consumer products at NFL, joined On Scope to provide an in-depth look at how she and her team accomplished this award-winning effort. Along with host Mike Berberich, Chi covered how she was able to onboard 32 organizations behind one tech solution, how the league used new data and tech capabilities to drive eye-popping engagement and acquisition numbers, and her best practices for effectively leveraging data and tech, regardless of the marketing budget. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a Wall St. Journal report that shows companies are reducing the number of managers they employ, creating a leadership vacuum, forcing employees to focus more on highlighting their accomplishments rather than spending time on the actual job, and potentially ushering in an era of even less human interaction at work. If you’re interested in learning more about business-driving strategies, then you’ll want to join the thousands of marketers attending the 2025 ANA Masters of Marketing Conference in Orlando this October. While there, you’ll sharpen your strategy, learn to challenge convention, and get the insights you need to power the industry forward. Check out the agenda and register by visiting www.ana.net/2025masters. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email us at [email protected].

For years now, the marketing industry has faced a talent gap, especially when recruiting entry-level employees with the technological chops to thrive in a 21st century marketing environment. Dr. Cecilia Dones, founder and principal at 3 Standard Deviations and professor at Columbia Business School, has a unique perspective on this crisis, with experience in both the business and academic worlds. She joined On Scope: The Marketing Podcast to provide her perspective on what both sides can do to close the gap and better prepare college students and young professionals for career success. Along with host Mike Berberich, Cecilia broke down what most brands misunderstand about the marketing talent pipeline, highlighted some of the difficulties she has seen students face when transitioning from academia to the working world, and gave her best advice for non-executives working in marketing who want to address the talent issue and help their organizations attract and retain more young professionals. On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to discuss emerging trends with college athletes, NIL deals, and the marketing opportunities this relatively new space presents. He covered potential new regulations around NIL deals, best practices for marketers to consider, and some examples of brands who have activated NIL partnerships with success. Do you want to get involved in fixing the marketing talent gap? Join the AEF Drive for 25 movement and you can help build a career path to prepare students with the marketing and tech skills they need to thrive. To learn more, visit www.aef.com/martech. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email us at [email protected].

In an environment wherein data is seen as the lifeblood of successful business, why does it seem that so many brands aren’t responding to the overwhelming data that shows inclusive marketing is a proven revenue driver? That was the question the On Scope team set out to answer with this week’s guest, Lola Bakare. You see, Lola knows a thing or two about inclusive marketing. In fact, her book Responsible Marketing is regarded as the “single most important book for marketers and business leaders navigating this polarizing moment in corporate history.”She joined host Mike Berberich to share her thoughts on why brands are failing to capitalize on inclusivity and how they might get back on track. She also gave some practical advice on how marketers can embrace the “responsible marketing mindset,” how brands can bounce back effectively when they misstep, and how marketers can sell more inclusive marketing practices to the C-suite.On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a new ad opportunity on Substack, which is going against the AI hype train by leaning into premium content, made entirely by humans — and racking up millions of subscribers in the process. If you’re interested in learning more about brave decision making and business-driving strategies, then you’ll want to join the thousands of marketers attending the 2025 ANA Masters of Marketing Conference in Orlando this October. While there, you’ll sharpen your strategy, learn to challenge convention, and get the insights you need to power the industry forward. Check out the agenda and register by visiting www.ana.net/2025masters.The On Scope team would love to hear from you! If you have a topic or guest idea, you can email us at [email protected].

With no shortage of talent in the marketing and advertising industry, it’s a wonder that we don’t produce more amazing creative work. For Caleb Goodman, COO and partner at Rethink — the 2024 Cannes Lions Independent Agency of the Year — the missing elements are emotional intelligence and human understanding. You see, Goodman believes that the people behind creative decisions are getting in their own way, carrying around baggage from negative past work experiences that sabotages their future endeavors. That’s why he and the Rethink team take a more personal approach to the client-agency relationship, focusing on getting to know their clients as people first and business collaborators second. Caleb joined the On Scope podcast to share more about this unique approach, which has helped Rethink develop successful campaigns with clients like Kraft-Heinz, Coors Light, and Uber. Along with host Mike Berberich, Caleb discussed the most common emotional barriers he believes are blocking the path to stellar creative, why it is so hard for brands and agencies to break out of the status quo and build a more nurturing culture, and his agency’s Relationship Accelerator — a custom process they use to develop deeper interpersonal relationships that lead to stronger work. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a popular fashion brand’s decision to use an AI supermodel in one of its print ads, drawing mixed reactions from the public and harsh criticism from human models. As the conversation with Caleb shows, behind every great campaign is a marketer who knows what to do and a team that makes it happen. Explore the ANA’s Talent and Marketing Organization Practice page to access resources, training, and insights that will help make you and your team stronger. Step up your skills by visiting www.ana.net/talent.The On Scope team would love to hear from you! If you have a topic or guest idea, you can email us at [email protected].

As the founder and CEO of We First — a brand consultancy specializing in the strategy and storytelling of purpose and focused on creating sustained business values for companies — Simon Mainwaring has always had one of the longest views in the room. For years, he has wondered why business leaders remain so inert when it comes to addressing the biggest challenges facing modern society, watching them suffer in private while pretending business as usual is okay in public. On this episode of On Scope, he joins host Mike Berberich to discuss how we arrived at a critical moment in our history. The duo covers what true business leadership looks like in 2025, what the long-term consequences of abdicating the reins of marketing to technology might be, and how our industry can move forward focused on the “We” in a world that continues to reward callous individualism. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a new research report that revealed how creative industries — including marketing — are undervaluing neurodivergent talent, putting long-term business growth in peril. If Simon’s call for courageous leadership sparked something in you, it’s time to channel it. Get started by signing up for the ANA’s Personal Branding for Marketers Virtual Workshop, taking place on September 4, 2025. Learn how to build a personal brand that commands trust, fuels opportunity, and differentiates you in a noisy market. Learn more and register by visiting www.ana.net/personalbrandworkshop.Have a great idea for a topic or guest you’d like to see On Scope? Tell us about know by emailing us at [email protected]. To learn more about We First visit wefirstbranding.com.

As the Co-Founder of Agency Mania Solutions, Bruno Gralpois specializes in empowering Fortune 500 brands to build stronger relationships with their agency partners. During an appearance on the On Scope podcast, Bruno discussed key takeaways from the ANA’s report, “The Cost of the Pitch,” specifically highlighting how agency reviews often wind up costing more than the perceived value they provide. Along with host Mike Berberich, Bruno covered why the agency review is a go-to move for brands and how it’s a misguided philosophy, what contributes to ballooning review period costs, and how to determine if your current agency model is a problem and if it’s truly time for a review. On the debut of a new segment called “Research Roundup,” ANA SVP of Brand and Media Julie Weitzner shared key findings from the Q1 2025 Programmatic Transparency Benchmark study, including some data on the improvements brands have made spending more budget on effective ad impressions and how they managed to do so. If the conversation with Bruno has you rethinking your agency review cycle, it’s time to take the next step by learning how the rest of the industry is managing agency relationships. You can do so by downloading the ANA and 4A’s Client-Agency AOR Relationship Tenure report. Find it by visiting www.ana.net/tenurereport. The On Scope team wants to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Stephani Estes, chief media officer at Goodway Group, believes marketers have a foundational misunderstanding about data, often burning resources on measuring things that don’t actually drive effective decision making. She joined host Mike Berberich on the On Scope podcast to shed light on how marketers can move away from these wasteful measurement efforts. She covered the differences between data, observations, and true insights; unpacked why brave decision making can be a boon to the business over the long-term; and gave some tips for how marketers can better communicate with the C-suite and other departments across the organization. On “This Week in ANA Magazine,” editor Matthew Schwartz joins the show to highlight a new story on brand redemption, citing recent examples of success stories from Gymshark and Office Beacon. Are you ready to become a braver marketer? Then you’ll want to join the thousands of marketing leaders and professionals attending the 2025 ANA Masters of Marketing Conference in Orlando, Fla., from October 21 to 24. Check out the agenda and save your spot by visiting www.ana.net/2025masters. Can’t attend in person? Don’t worry, there’s a virtual option, too. The On Scope team wants to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Ad Age once referred to Scott Brinker as the “Godfather of MarTech.” That reputation is well earned, as Scott has built an entire career on being one of the foremost experts on marketing and technology in the entire industry. On this episode of On Scope, Scott — who serves as VP of platform ecosystem at Hubspot and is the editor of chiefmartec — shared his thoughts on how marketers can get a handle on technology gone wild. Along with host Mike Berberich, Scott covered what he feels are the biggest current challenges with MarTech, how marketers should approach assessing the full stack and selling the investment in necessary tools to a skeptical CFO, and what the acceleration of AI means for marketing technology going forward. On “Marketing News You Might Have Missed,” is fact checking the next frontier in the AI takeover? One social media giant seems to think so, as it rolls out automated community notes. Mike and show producer Ryan Dinger discussed the potential benefits and repercussions of this new feature, including what AI-powered fact checking might mean for brand reputation. Your MarTech stack will be worthless without the right datasets and analysis. You can learn how brands are using AI, clean rooms, and first-party data to personalize smarter, protect privacy, and drive real growth by attending the 2025 ANA Masters of Data Conference. Check out the agenda and register by visiting www.ana.net/dataconf25. The On Scope team wants to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected]. We also accept questions and great cookie recipes.

Last year, Stephanie McCarty, CMO at Taylor Morrison, went viral on LinkedIn with a post on her beef with ad agencies. The post struck a chord, with 5,200 likes, 1,111 comments, and 170 reposts. But for Stephanie the screed was more than just her thoughts — it was a reflection of her actions. Fed up with what she dubbed a broken client-agency model, she began building out her team’s in-house capabilities since 2019, developing a full-funnel, in-house media and creative studio by 2024. On a special bonus episode of On Scope, McCarty went live on LinkedIn with host Mike Berberich to give an inside look at how she accomplished this impressive feat. Along with questions from the audience, Stephanie and Mike discussed the actual process of bringing all marketing capabilities in-house, how she and her team continue to bring in outside perspectives for strategy and creative, and how she was able to get leadership to buy into her bold vision by convincing them it was their idea all along. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Last year, Mastercard underwent a massive corporate restructuring. As EVP of Global Product and Marketing for the brand, Greg Boosin oversaw the entire thing, implementing new processes, reorganizing priorities, and managing the human emotions that come from such a large change. As a result, Greg learned a thing or two about how to bust silos and get the entire organization, scattered across multiple regions, rowing in the same direction. He joined host Mike Berberich on the On Scope podcast to share what he learned. Together, the pair covered how Greg managed to keep the organization focused and in high spirits during the restructuring, his single biggest tip for any marketer or business professional trying to eliminate silos, and his thoughts on how brands can future proof themselves. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed Unilever’s recent acquisition of Dr. Squatch, using the moment as a springboard into a larger conversation on what the trend of big brands buying smaller, scrappier companies might mean for startups going forward. Are you interested in breaking silos between tech and marketing, upskill fast, and lead smarter with AI? Then you don’t want to miss the ANA’s Empowerment AI: Marketing Bootcamp, taking place in Chicago on October 28 and 29, 2025. Check out the agenda and register for this can’t-miss event by visiting www.ana.net/empowermentai. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

HP’s 2024 Work Relationship Index uncovered some disturbing trends among employees and their relationships with work. Among them, a whopping 50 percent of people report spending time on tasks they feel are completely meaningless. That’s a recipe for an unproductive, disengaged workforce. However, Antonio Lucio, CMO and corporate affairs officer at HP, believes the solution to this looming crisis might lie in business leaders finding a way to thoughtfully implement technologies like AI to alleviate the need for employees to work on meaningless tasks, while also striving to lead with empathy, first and foremost. The industry titan joined the On Scope podcast to discuss his organization’s research and the solutions he and his team are working on to make employees happier, healthier, and more engaged. Along with host Mike Berberich, Antonio covered some of the issues he feels are negatively affecting the company-employee relationship right now, what some solutions to those issues might be, how AI might be a means of driving employee engagement rather than a tool for replacing the workforce, and his advice for older individuals in leadership positions who are struggling with being more empathetic to modern day employee expectations and sentiments toward work. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed some good news for a change, highlighting an Ad Age report detailing how predictions of a huge falloff in ad sales and spend in 2025 might be overblown. However, the picture wasn’t all rosy, as forecasts suggest we’re not out of the woods on a potential recession just yet. As a result, Mike and Ryan opine on how now is not the time for marketers to rest on their laurels. Are you looking to enhance your wellbeing and productivity at work? Then you don’t want to miss the Enhancing Wellbeing and Productivity in the Workplace 401 workshop, brought to you by the ANA’s Marketing Training and Development Center. You can learn more about the workshop and save your spot by visiting www.ana.net/productivity. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

As a former investment banker, Rose Jia knows a thing or two about what it takes to sell finance-minded executives on marketing ideas. Now serving as Amazon Prime Video’s Head of Customer Lifecycle, she spends her days relentlessly driving transformation and customer growth. She joined the On Scope podcast to share her thoughts on what marketers can do to make their practice an indispensable aspect of the business model to those who matter most — the people writing the checks. In conversation with host Mike Berberich, Rose covered her “Renaissance Marketer’s Mindset” framework, why economic downturns are the perfect time to go big on brand, and her best advice for marketers to implement an entrepreneurial mindset throughout their organization. On “This Week in ANA Magazine,” editor Matthew Schwartz previewed a new story on how the growing influence of — well — influencers is causing waves in the commercial ad production space, ushering in a new era of content-first video shoots. Are you looking to get skibidi rizz — whatever that means — with your brand’s digital and social media marketing this year? Then you’ll want to check out the 2025 ANA Digital & Social Media Marketing Conference, sponsored by TikTok. Check out the full agenda and save your spot now by visiting www.ana.net/2025digital. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected] check out Rose's book, The Renaissance Marketer’s Shortcut to Get Finance to Say ‘Yes, And’ here.

During his acceptance speech as ANA’s 2024 B2B Marketer of the Year, The Cigna Group CMO Lou Aversano issued a call-to-action for the marketing community: It’s time for marketers to respect consumers’ ability to use facts, evidence, and reason to come to their own conclusions. He joined the On Scope podcast to discuss this idea further, outlining some of the issues that seem to plague marketers and prevent them from getting out of their own way. Along with host Mike Berberich, Lou covered the ways in which marketers have lost the plot on branding, why marketers seem to be chasing their own tail looking for the next innovation, and what is the best path forward for the industry. On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discussed a Forbes editorial that outlined the reasons why a chief of staff might be the most important hire marketing teams can make right now. Looking to get a hands-on walkthrough of Agile sprint execution, with real exercises and expert guidance to help your team move smarter and faster? Then you’ll want to sign for the ANA’s Agile 101 Virtual 90-Minute Workshop by visiting www.ana.net/agileburst. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Andrew Lipsman is an expert on retail media and other key technological trends in the media, advertising, and commerce ecosystem. He is also a self-described “AI skeptic” who joined the show to share a cautionary tale around the increasingly popular technology. He and host Mike Berberich made the case for why the marketing and business world might be overhyping AI, covering what laypeople typically misunderstand about it, why marketers and executives are so eager to embrace AI despite transparency issues, and Andrew’s concerns about agentic AI, which is powered by black box algorithms. The conversation wrapped with some of the AI functions Andrew believes have real, tangible value right now. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed a concerning report that shows marketing and advertising jobs shrunk again in April, marking the fifth straight month for this trend. The pair covered how this ongoing story might create an environment in which brand-side marketers and agency pros are reticent to take creative risks, an unfortunate development when brave decision making is key to standing out from the competition. Did your brand develop a campaign that built authentic relationships with diverse audiences and drove real business growth last year? Submit it for consideration in the ANA’s Multicultural and Inclusive Marketing Excellence Awards by visiting www.anamulticulturalawards.org. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Starting a new brand from scratch might sound like a dream to some marketers and a nightmare to others. But it is exactly what Sherry Graziano was tasked with when she signed on at Truist Bank back in 2019, right as the company was formed from a merger between BB&T and SunTrust Banks. She joined On Scope host Mike Berberich to discuss how she tackled the challenge head on, capitalizing on the opportunity to shape a new brand in her vision. The pair discussed the advantages of disadvantages of launching a brand from zero, how Sherry approached imbuing the new Truist brand through every customer touchpoint, how her team was able to pivot when the pandemic happened just before launch, and Sherry’s tips for managing the emotions and discomfort that came from the massive change of merging two already existing organizations. On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to spotlight a new story on the new media landscape, which is being driven by the rise of news influencers and is changing how people — and particularly young people — engage with content in general. This new reality is forcing brands to lean into more weird content and a trend called “unhinged marketing.” In light of this new trend, Mike and show producer Ryan Dinger discussed some of their favorite examples of unhinged marketing. Learn more about the ANA’s on-demand, self-paced Brand-Building Certificate Program and sign up by visiting www.ana.net/brandcertificate. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Doug Zarkin has spent his career helping brands deliver experiences that make them impossible to ignore. His book, Moving Your Brand Out of The Friend Zone, offers a master class on nuanced strategies that elevate the brand beyond surface-level connections to deeper, more engaged customer relationships. He joined host Mike Berberich to discuss how brands can empower frontline customer service employees to make empathetic choices when dealing with unhappy customers, what many brands get wrong in their approach to customer service, and how to communicate the importance of quality customer interactions at every touchpoint to the C-suite. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed a PQ Media report that suggests media might be facing an extinction level event and hypothesized what brands might do to succeed should traditional and digital media no longer be the boon for marketing that it once was. Don’t miss your chance to attend marketing’s premier annual event! Check out the agenda and register for the 2025 ANA Masters of Marketing Conference by visiting www.ana.net/masters. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

USAA has been putting on a clinic when it comes to PR and marketing collaboration. In this episode, USAA CMO Francesco Lagutaine and Chief Corporate Affairs Officer Lindsey O’Neill joined the show to give listeners an inside look at what the secret to their success is, especially when so many brands are falling short on getting marketing and PR in sync. Along with host Mike Berberich, the duo discussed the origins of the marketing-PR disconnect, how middle managers and associates can affect upward cultural change, and the brand’s annual Army Navy Game activation, which is a masterclass in communications execution. On “This Week in ANA Magazine,” IBM’s new large language model tool, dubbed “Brand Brain,” is raising some eyebrows, but it might be a bellwether for some very powerful AI-powered applications that will soon be added to the marketer’s toolbelt. If you’re an ANA member who wants to learn more about how to get the most out of your membership, you can register for the complimentary “Unlocking the Power of ANA Membership” webinar by visiting www.ana.net/mem-webinar. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Anne Bahr Thompson is an accomplished author and a brand purpose pioneer. In her book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit, she deftly laid out the case for purpose and provided valuable insights for how brands can better execute on it. She joined host Mike Berberich in the ANA Studio to discuss how brands are currently failing to meet the moment on the purpose front. The pair discussed how brands are coming up short, practical advice for marketers to navigate the current social climate, and a few brands Anne believes are excelling with purpose right now. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed research that shows most consumers will abandon a brand after just two negative experiences. If you're an ANA Member, you can learn about the cornucopia of "MemBens" (Member Benefits for the uninitiated) at www.ana.net/mem-webinar The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Rich Antoniello has been making waves in the music industry for the last 20 years. But his latest venture with UPROXX Studios might just upend the way marketers think about branded content and music entirely. He joined host Mike Berberich to discuss all things marketing and music, including why many brands seem to get it wrong when it comes to working with musicians, how unexpected partnerships might be a powerful way forward, and what the future of IP looks like in branded content. The pair also looked at an activation UPROXX did with Qualcomm and popular electronic music duo ODESZA, which left attendees literally crying tears of joy. On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to discuss a new story on what might be a disturbing new trend: fractional CMOs. Find out what they are and what their rapid adoption might mean for the industry going forward. To learn more about the 2025 ANA Digital and Social Media Conference, explore the agenda, and register, visit www.ana.net/2025digital. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

As the founder of MLA Consulting, Maarten Albarda is a bit like a doctor for brands. He’s looking beyond the surface-level symptoms that slow down the marketing practice and aiming to get to the root cause of disorganization and inefficiency. He joined host Mike Berberich to discuss his approach for “diagnosing” the issues hampering his clients and dove into the steps he then takes to make their marketing organization run more smoothly. The pair also discussed the most common barriers to efficiency among marketing teams and their partners and approaches for measuring the “how” of marketing. On Scope producer Ryan Dinger also joined the show to share an exciting update and to discuss a new “rule” for listeners. To check out the full agenda and register for the 2025 ANA In-House Agency Conference, presented by Monday.com, visit www.ana.net/2025in-house. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Liberty Mutual CMO Jenna Lebel and Bandits & Friends Founder and Co-Chief Creative Officer Danny Gonzalez joined the show to discuss why insurance brands seem to be so good at humor while other brands kind of suck at it. Along with host Mike Berberich, the trio opined on where most brands go wrong when it comes to crafting humorous creative, what the process of character development and world building looks like at Liberty Mutual, how the brand has used pop culture to amplify its more traditional advertising efforts, and what it takes to write an effective jingle. On “This Week in ANA Magazine,” Matthew Schwartz discussed a new story examining what might happen with marketing to gen Z if the TikTok ban goes through. He outlined some new strategies brands might consider and highlighted the “Tik-Tok-ification” of media, a term that describes how the video-sharing app has fundamentally changed audiences’ expectations for content, regardless of whether the ban is upheld or not. To check out the wealth of proprietary research, tools, and great content available from the ANA, visit www.ana.net/mkc. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Corey Elliott, EVP of local market intelligence at Borrell Associates Inc., joined host Mike Berberich for a lively discussion on all things small business. The duo covered how small business marketing strategies have evolved in the digital age, the consequences of over-indexing on social media, the perils of striving for instant gratification, and how artificial intelligence fits into small- and medium-sized business building. On “This week in ANA Magazine,” editor Matthew Schwartz highlighted a new article on the history of brand spokescharacters and how these lovable personalities might provide unrealized benefits for B2B brands, sharing some examples of brands who have already deployed them with success. To learn more about the ANA’s lineup of stellar national industry conferences, visit www.ana.net/conferences. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

The rise in use and importance of first-party data has made data clean rooms a true marketing imperative. On this episode of On Scope, Devon DeBlasio, VP of product at InfoSum, joined host Mike Berberich to cover this increasingly important technology, outlining what data clean rooms are and what their ideal state looks like. The pair covered the necessary mental approach for companies deciding how to leverage clean rooms, what partner collaboration might look like, case studies from brands who have used clean rooms with great success, and key watchouts for marketers. On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discussed an interesting filing in which CPG giant Coca-Cola indicated that the company is between a rock and a hard place when it comes to DEI rollbacks, caught between knowing that eliminating these programs will negatively affect its business but also not wanting to reap the wrath of the current administration by failing to comply with new recommendations. Download the ANA’s Ultimate Playbook for Data Clean Rooms and find more information on responsible data use that drives growth while protecting consumer privacy at ana.net/data. The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at

Michael Clinton, author of Roar: into the second half of your life, joined host Mike Berberich to discuss the staggering buying power of the 50-plus demographic, outlining how brands are leaving millions in revenue on the table by ignoring this segment. The pair highlighted some reasons why modern marketers are stuck in an outdated perception of demographics, practical tips for changing the mindset around advertising to the 50-plus crowds, and examples of brands that have gotten it right with their messaging and creative. On “This Week in ANA Magazine,” editor Matthew Schwartz was in studio to discuss a new story on trends in loyalty marketing, which is a growing challenge for brands due to consumers being inundated with loyalty offers. The story provides advice for how marketers can bolster their own loyalty marketing efforts with examples from Chipotle, Verizon, and White Castle.Learn more about ANA training courses by visiting www.ana.net/mtdcThe On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].