Marketing Today With Alan Hart

During this episode of “Marketing Today,” host Alan Hart interviews Justin Parnell,  the head of Oreo brand marketing and senior director at Mondelez.  He has over 15 years of experience building some of the most iconic food and snack brands.Parnell shares with us not only how to survive but thrive in center-store and grocery.  He talks about how you maintain relevance as a 100-year-old cookie as culture changes, as your consumer base changes, and continue to innovate.  He also shares how to be successful in zero-based budgeting (ZBB).Justin discusses the importance of staying relevant in the demanding environment of consumer package goods (CPG).  "The brands that do well place a premium on being distinctive."  Modern-day marketers have to focus on being able to execute great strategies in a way that makes them distinctive.  Parnell shares the necessity for marketers to make an impact on the world in setting the tone for greater inclusivity.Highlights from this w

During this episode of “Marketing Today,” host Alan Hart interviews Dr. Augustine Fou, who is an industry-recognized thought leader in digital strategy and integrated marketing and an ad fraud researcher and auditor for several companies and publishers around the world. He's had 20 years of management consulting experience creating and optimizing marketing strategies across traditional and digital channels.Fou shares the many myths and misconceptions that marketers have about ad fraud. We tackle some questions like: If you have ad fraud detection, are you safe? Shouldn't I be immune if I'm only paying for performance? And, why don't we hear more from industry trade groups?Fou helps to define and categorize ad fraud. He walks us through the various ways that fraud occurs. He shares the limited capability of bot detection companies, which are just looking for invalid traffic (IVT), and how the algorithms are not tuned for anything else. Marketers need to know that whatever you

During this episode of “Marketing Today,” host Alan Hart interviews Catherine Tabor, founder and CEO of Sparkfly, and Nicole West, vice president of digital strategy and product with Chipotle. Chipotle partnered with Sparkfly in 2017 to implement a promotions management platform that streamlined the flow of data in their systems.  Due to this partnership, Chipotle has been able to develop an ecosystem with incredible growth.West shares about her years at Chipotle and their growth during that time.  Growth has occurred in teams, tools, and processes that combine to execute their strategy successfully.  "Customers are craving a frictionless, digital experience.  The more simple and engaging, the better."  The things that haven't changed are just as important. They remain a purpose-driven company, focused on delivering excellent customer experience, and providing the best real ingredients prepared by hand every day.Tabor describes Sparkfly's focus from the beginning as being

During this 175th episode of “Marketing Today,” host Alan Hart interviews Wiemer Snijders, author, editor, and curator of the book "Eat Your Greens: Fact-Based Thinking to Improve Your Brand's Health." With an emphasis on a scientific-based, self-learning, Snijders brought together a collection of incredible people to share a variety of perspectives on topics around branding and marketing. Today on the show, Snijders focuses on the creation of the book, what it took to pull it together, and the insights from so many innovative thinkers, especially those that base their findings on scientific facts.Snijders explains the structure of the "Eat Your Greens" and why he wanted to structure it in an easily digestible way. He wanted to provide a means for people to quickly pick up the book, read some short, topic-based articles, and challenge them to dive into those topics further. It's very much like "looking at a selection of painters from a certain period or style, and indulge on that, and exit a richer perso

During this episode of "Marketing Today,” host Alan Hart interviews Marcus Startzel, Chief Executive Officer at Whitebox. Whitebox is powering the D2C economy, providing an entire eCommerce operation in a single package. They combine all the functions of the eCommerce process into one service, making it easy for a manufacturer or a brand to sell on a global level and shrink their overhead. They just closed a $5 million Series A funding round led by TDF Ventures. Startzel's previous experience includes chief revenue officer at AppNexus, chairman and CEO at MediaGlu, and general manager at Millennial Media.On the show today, Startzel discusses the direct-to-consumer economy, many of the current trends in D2C, some examples from his client base at Whitebox, what Whitebox is all about, and who is doing D2C well from large companies to smaller digitally-native companies. He also discusses the importance of having powerful awareness campaigns, great reviews, and having strong partners.Startzel defines Whitebox

During this episode of “Marketing Today,” host Alan Hart interviews Dara Treseder, Chief Marketing Officer at Carbon. Before Carbon, Treseder was the CMO at GE Ventures, which is GE's corporate venture capital arm and GE's business innovations, focused on new business creation and new marketing development and technology licensing. Before GE, Treseder led various marketing efforts at Apple and Goldman Sachs. Today on the show, the discussion with Treseder revolves around her current role at Carbon, her Nigerian roots, as well as insightful lessons and mentors she has had, along with marketing and product developments. Dara explains what Carbon is, which is the world's leading digital manufacturing platform, helping companies accelerate product innovation. She talks about the three key things that were critical during her entrance into Carbon: elevating Carbon as a brand, having people understand who Carbon is/what they do/why it matters, help drive growth and make sure the marketing and communication are

During this episode of "Marketing Today,” host Alan Hart interviews Ashley Daly, president and founder at BeCandylicious. Before becoming an entrepreneur, Daly was the senior vice president of global marketing at Experian Marketing Service. BeCandylicous, a direct-to-consumer fashion brand, is a dream come true for Daly. She discusses growing the sales of BeCandylcious through social media, digital promotion, and word-of-mouth, expanding the company's reach by signing her first retail distribution deal with Dylan's Candy Bar, and what inspires the company's concept of kindness.Daly talks about turning 40 and wanting to spend more time with her family. She delves into how her passion for design and her over 15 years of marketing experience came together to push her towards creating BeCandylicious. Having a young daughter that likes to dress like her and not finding the right options opened a niche that needed filling for Daly. BeCandylicious makes the clothing in youth sizes also available in adult sizes. With

During this episode of “Marketing Today,” Alan Hart interviews Joseph Jaffe, co-founder at the HMS Beagle, author, consultant, keynote speaker, and thought leader on marketing and change. Jaffe's current book, “Built to Suck: The Inevitable Demise of the Corporation...and How to Save It?” addresses the ideas behind why companies are heading towards a collision course with their demise. Jaffe provides tangible ways to address how survival is a gift to right the wrongs to achieve preservation in our capitalist system.Jaffe talks about the failing of business models and why marketing has to get better, extremely fast. Marketing may still not be enough to save corporations, without capitalism itself evolving. Jaffe also breaks down what he feels are the four pillars of how not to suck, which are: digital disruption, talent resurrection, customer obsession, and corporate citizenship. Digital was always meant to disrupt and turn businesses on their heads.Jaffe talks about the HMS Beagle and its mission statement to

During this episode of “Marketing Today,” host Alan Hart interviews Phil Harvey, Chairman DKT International, a non-profit family planning and A.I.D.S. prevention organization. Also, Harvey is a major shareholder of PHE Incorporated, the holding company for Adam & Eve, a mail-order company that sells products for better sex life. Harvey is also the founder of the DKT Liberty Project and an ardent libertarian. Even at his current age of 81-years-old, Harvey still has a few goals that he is after.Harvey discusses his early years starting a business and a nonprofit organization simultaneously but how the charitable actions that come out of PHE are mostly individually based. Find out how DKT last year was supplying contraceptive products for 44 million couples in the developing world. Understand his beliefs regarding competition as the heart of the capitalist society. He also shared his legal battles for liberty that ended up costing around $2 million and the attacks that he faced as they pertained to sex-rel

During this episode of “Marketing Today,” host Alan Hart interviews Alexandra Dimiziani, co-founder and global managing partner of TwentyFirstCenturyBrand. Dimiziani's previous career experience includes working at Airbnb as first the head of marketing, EMEA based in London, and then as the global marketing director in the San Francisco Bay Area. Dimiziani's experience at Coca-Cola was as the global creative director for still beverages, new products, corporate social responsibility based in Atlanta and then as the marketing content director for Northwest Europe and the Nordics. Dimiziani talks about how her career has benefitted from shifting between advertising and marketing, as well as among other pursuits and interests like working in Rwanda and Burundi, getting her masters in investigative journalism, and writing a novel that led to death threats.  Dimiziani discusses graduating from university at the young age of 19 with a bachelor's in business administration and working at the ad agencies Bo

During this episode of “Marketing Today,” Alan Hart interviews Anas Ghazi, Growth Officer at Kantar. Ghazi's path to Kantar stems from his background in computer programming, his work in data analysis at TransUnion then data analytics and digital marketing platforms at American Express. He then headed to WPP, working on their data alliance initiative, of which he eventually became CEO of, before his current role of driving growth and partnerships at Kantar.Ghazi discusses growing up in Wembley outside of London, watching a lot of Sylvester Stallone movies and initially becoming an actor. He then talks about transitioning to becoming a data engineer at TransUnion in Chicago and working on portfolio reviews for customer banks. Ghazi also opens up about his move the New York and American Express work, as well as, his early days of digital data at WPP working on the company's data alliance initiative. We also cover the current state of WPP's proposed sale of a majority stake in Kantar and how Kantar is transformi

During this episode of “Marketing Today,” Alan interviews Penny Wilson, the chief marketing officer at Hootsuite, the social media software company that enables users to integrate digital profiles and share scheduled content, run online campaigns, and manage analytics. With a degree in computer science, Wilson offers a unique perspective on social media and marketing that is steered by data.Wilson talks about Hootsuite's growth, going from 10 million users to 18 million users. She also offers her understanding of the importance of being customer-first and helping them add value and mature in their social media usage. Learn why she believes employees are the most important source of information about a company, reasons why marketing will become not just more personalized but also more permission-driven, and what it takes to increase trust in social media.Wilson defines the type of marketer she is by stating, “I am very data-driven as a marketer. So, I look for tying whatever I do to the results I can drive.” S

This week on “Marketing Today,” host Alan Hart interviews Penny Baldwin, the senior vice president and chief marketing officer at Qualcomm. Baldwin is actually the first CMO ever at Qualcomm, a leading cellular technology company that specializes in wireless solutions and is an architect of 5G technology. Baldwin's past career experiences include general manager, global brand management, and new technology group marketing at Intel, as well as CMO at McAfee, and senior vice president of global brand strategy and marketing at Yahoo!.Baldwin talks about the growing excitement and capabilities around 5G technology and what exactly that means to marketers. She clearly explains several 5G capabilities like browsing the web five times faster and being able to download a movie in a minute, and how 5G can be used in entirely different industries like healthcare, retail, and autonomous vehicles. She discusses her early years in advertising and even opens up about her upbringing, having two deaf parents.Baldwin discusse

Today I'm excited to announce that Marketing Today with Alan Hart will be distributed by AList. AList is an award-winning media platform providing over 1.3 million members of the media and marketing community with insights, trends, data and analysis via their site (alistdaily.com), events and newsletter. Marketing Today will be a prominent part of AList going forward. You will be able to access the show at alistdaily.com staring this Wednesday as well as the show page at marketingtodaypodcast.com. Don't forget to subscribe to Marketing Today with Alan Hart on you favorite podcast app. Lastly, I love to hear from listeners, so please contact me and let me know what you like or if their is a guest you'd like to hear from or topic you would like to be covered. I look forward to hearing from you. Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Hosted on Acast. See acast.com/privacy for more information.

This episode of “Marketing Today” was recorded live at the 2019 Incite Group Brand Marketing Summit in San Francisco. The topic of this panel discussion was “A Brave New World - Developing a Culture of Marketing Innovation.” Host Alan Hart moderates the discussion that includes Russell Barnett, CMO of My/Mo Mochi Ice Cream, Karen Kelly, marketing director, at The UPS Store, and Alison Herzog, former marketing director, global social business and digital technology at Dell.The panel discusses the importance of flexibility and the willingness to do something different, why employees have to know what your ‘why' is and buy into it, why innovation is the heart and soul of success, why you should be data-informed instead of data-driven so that you are still following your gut. Also, learn more about why marketing isn't dead, it is just evolving, why you need to give people the chance to spend some money or to fail if that is what it takes, and the importance of getting out of the offi

This week's “Marketing Today” was recorded live at the 2019 Incite Group Brand Marketing Summit in San Francisco. The topic of this panel discussion was “Storytelling Deconstructed: The Hard Data Behind Emotive Creative.” Host Alan Hart moderates the discussion that includes Nathan Thornburgh, Co-Founder and CEO of Roads & Kingdoms, an independent media company, Noah Jacobson, SVP, Corporate Development & Strategy at TapClicks, a technology company that aggregates data sources, and Brian Border, Former Vice President of CRM at Shutterfly, an on-demand printing company.The conversation covers the evolving relationship that data plays in brand storytelling. Highlights include the importance of engaging with customers and understanding their buying habits, the power of having a clear point of view with your content, what it is like when your story needs to pivot or change all together, and what is needed to connect with consumers in a manner that doesn't feel forced.Noah Jacobson describes the importance of data

This week on “Marketing Today,” host Alan Hart interviews Navid Jafari, director of marketing and corporate communications at PeerNova, a blockchain and fintech solution provider to financial service market. Jafari tackles blockchain, distributed ledger technology (DLT), and fintech marketing, as well as, influencer marketing in B2B. This was the first of three episodes recorded at Incite Group's Brand Marketing Summit in San Francisco.Jafari discusses what blockchain is and how it is being leveraged and talks about the podcast that he has launched with PeerNova about all things blockchain, called Chain in the Valley. Jafari on blockchain, “foundationally, it brings a level of trust to the database or application you are building.” He adds that blockchain can be seen as lens or added transparency and visibility to transactions. He also states that, “in order for blockchain to have any value, you need to bring that and you need to couple that with things like cloud technology or t

This week on “Marketing Today,” Alan interviews Mayur Gupta, the chief marketing officer at Freshly. Mayur's experiences include past roles as vice president of growth and marketing at Spotify as well as at Kimberly-Clark as the global head of marketing technology and innovation and then as the global head of the omni channel experiences and platforms.Gupta talks about the current state and future state of marketing from his unique perspective of an engineer and having obtained a master's degree in computer science. He also shares insight on Freshly's target goal of providing food and wellness to over 100 million people, the importance of having a point-of-view in marketing, and his definition of growth that includes the growth of the brand, the user base, and the user value.Gupta also delves into the constant changing of ideas and strategy in marketing by saying, “The goal is not to kill that chaos. The goal is not to bring calm. But, it's how you harness that chaos on the internal culture.

This week on “Marketing Today,” host Alan Hart shares a two-part interview with Marc Pritchard, Chief Brand Officer, and Virginie Helias, Chief Sustainability Officer at Procter & Gamble (P&G). Pritchard, who has worked at P&G for an impressive 37 years in multiple capacities, talks about the business justification for sustainability on the heels of the Sustainable Brands Summit in Detroit. Helias also has an amazing 31-year career thus far at P&G, and she discusses programs that deal with sustainability being spread across the company worldwide.Pritchard talks about a new initiative called Brands for Good, the importance of using the voice of companies and brands as a force for good, particularly with the Brands For Good initiative, and even a personal story of how he came to understand how businesses carry a huge responsibility to the world. Helias talks about the Ambition 2030 program at P&G, the company's work with the World Wildlife Fund's new resource plastic initiative, how P&G has started the Loop pil

This week on the “Marketing Today” podcast, Alan talks with KoAnn Skrzyniarz, founder and CEO of Sustainable Brands Worldwide. Skrzyniarz has worked as the founder and president of Organizations That Work, and in the roles of senior vice president, vice president, and group director at Miller Freeman Inc.Skrzyniarz discusses Sustainable Brands Worldwide's publishing platform's impressive growth, the goals and aims for Sustainable Brands, all the offerings they provide including education, research, content, and events, and the opportunities and threats to current marketers. Also, get a deeper understanding of Sustainable Brands' peer-to-peer corporate member learning group that is made up of about 80 global companies at the commit stage to finding sustainable solutions. The organization's corporate members include National Geographic, Procter & Gamble, Pepsico, Target, CVS Health, 3M, BASF, Cisco, UPS, Dow, and ALDO among others.Skrzyniarz shares a few of the stats released to Sustainable Brands' efforts: “To