On Scope: The Marketing Podcast

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].

Rupen Desai, former CMO at Dole and current partner at Una Terra Venture, joined host Mike Berberich to discuss how brands can balance the sustainability of the business with that of the planet. The duo covered how marketers can convince executives to move away from a short-term, quarter-over-quarter mindset and embrace a longer view, how brands can begin to wean themselves off the addiction to business growth at any cost, strategies for convincing younger generations that capitalism can be part of the solution when it comes to climate change, and reasons Rupen has hope for the future. On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a new study that indicates consumers want more positivity from brands and how marketers might respond to this revelation. To check out playbooks, tools, research, case studies, and more from the ANA’s Marketing Knowledge Center, head to ana.net/mkc.

Maggie Gross, head of strategy and brand practice leader at Deloitte Digital, joined the show to discuss the marketing heavyweight battle of the century — performance marketing vs. branding. Gross has been a persistent and vocal advocate for branding, arguing that CMOs and senior marketers must do a better job of selling the strategy to the C-suite. On this episode, she and host Mike Berberich discussed the origins of how branding and performance marketing have become pitted against one another, how senior marketers can better sell brand investments to executives, and tips for how to more accurately measure branding efforts. On “This Week in ANA Magazine,” Matthew Schwartz joined the show to share a story on Europe’s Accessibility Act, which is set to take effect later this year, impact global brands, and could serve as a bellwether for future regulations in the U.S. Mike and show producer Ryan Dinger also discussed why they think Super Bowl advertising has lost the plot.

n this episode, David Edelman, author and former CMO at Aetna, joined host Mike Berberich to discuss why the uptake has been slow for brands investing in personalization efforts, despite the proven record of success. The pair also covered the requirements for building a best-in-class personalization system and the five promises brands can make to consumers through personalization, which were lifted from David’s book, Personalized: Customer Strategy in the Age of AI. On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discussed a legal decision from the UK in which sports betting brand Sky Betting & Gaming was dinged by a judge for persistently sending personalized marketing messages to an individual showing clear signs of gambling addiction.To learn how to harness AI for smarter, more personalized consumer experiences, check out the ANA’s new workshop, Artificial Intelligence & The Hyper-Personalized Brand.

Raja Rajamannar, chief marketing and communications officer at Mastercard and an industry icon, joined host Mike Berberich to share tactical tips for how marketing teams can operationally shift their organization’s focus from data to insights and how brands without unlimited budgets can keep up with the breakneck speed of change. Raja also gave an inside look at Mastercard’s day-to-day process for driving innovation forward. On “This Week in ANA Magazine,” editor Matthew Schwartz shared highlights from a story on how Trump’s second presidency is expected to affect the marketing and business world, including the potential effect of tariffs on costs and supply chains and how anti-DEI rhetoric may influence how businesses operate going forward. You can learn more about ANA events and register for the next conference by visiting us here.

On the debut episode of On Scope, Bob Liodice, CEO of the ANA, joined host Mike Berberich to discuss the myriad issues facing the marketing industry, including solutions to complex measurement challenges, how to use AI responsibly, and how marketers can more effectively demonstrate the value of their efforts to the rest of the C-suite. On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discussed a Mediaocean report that shows a Grand Canyon-sized gap between creative development and creative distribution, highlighting a key growth opportunity for any brand that’s willing to capitalize. Mike shared why he remains skeptical of AI as a viable solution to this problem. To join the movement and see what's new at the ANA, visit us here.