Brand Collective – Details, episodes & analysis

Chief Brand and Creative Officer Tim Hoppin discusses the evolution of SAP’s creative culture and brand during a multiyear transformation. We break down the difference between “brand” and “branding,” what it’s like to rebrand a 50-year-old company to stay relevant and modern, and why authenticity and human-centered creativity are more important than ever.

Key Takeaways: 

• We chat about the vulnerability of being creative. 
• We explore brand strategy and why branding is more than just the messaging and the visuals.
• Tim details how creating a safe space for criticism elevates creative culture.

Introducing your new robot assistant. Brooklyn-based AI evangelist Michael Francello explores the ethical use of AI in marketing and how responsibly embracing tech advancements can propel society forward. Tune in to learn about creator consent, the ethics of language and image model training, and how to use AI to do more than just put a cat on a skateboard.

Key Takeaways: 

• We chat about the rights of creators and the importance of consent, compensation, and transparency in AI model training.
• Weigh the value of AI in customizing marketing messages and analyzing data, against the broader societal impacts, like job displacement and mental health.
• Learn how to harness AI responsibly and the importance of skepticism, not cynicism.

Few professionals experience career highs and lows as drastic as creatives who put their heart and soul into their work. Fortunately, Bob Bejan, Microsoft’s Corporate VP of Global Events, Production Studios & Marketing Community, has had a lot of highs — from turning the Ninja Turtles into rock stars (his voice may sound familiar to you) to signing a 5-picture interactive movie deal with Sony (a concept well before its time). Yet despite these impressive accomplishments, Bob firmly believes the quality that defines creative success is the ability to choose excellence in times of adversity. In this episode of the podcast, Bob shares his experience and advice around maintaining your self worth amidst creative criticism, meeting challenges with a positive attitude, and allowing your greatness to shine regardless of mistakes. As Michelangelo would say, cowabunga! 

Key Takeaways: 

• We discuss what it means to be “human first” at work, and how great leaders effectively balance creativity and business strategy.  
• Ever wonder what separates creatives from the pack? Bob shares what he believes is the common thread.
• We learn why experiential marketing has become the “emotional skin” of the Microsoft brand.
• Bob tells us how his background as a theater major and performer has shaped his philosophies as a creative marketer.

Guest Bio: Bob Bejan is the Corporate Vice President of Global Events, Production Studios & Community at Microsoft. He graduated with a degree in theater from University of Pacific and worked as a performer for several years before penning his own musical and writing 150+ jingles for some of today’s leading brands. Bob is responsible for not only transforming the Teenage Mutant Ninja Turtles into a rock band, but also serving as the voice of Michelangelo throughout the “Coming Out of Their Shells” tour. 

After founding interactive motion picture company Interfilm and selling several pictures to Sony, Bob was hired by Warner Bros. to help found Warner Bro’s Interactive and launch the company’s online presence. He then turned his attention and creative talent to the tech industry when he joined Microsoft as its General Manager in 1996. Bob spent twelve years in the agency business, during which time he served as CEO for Publicis Experiential for nearly a decade, before returning to Microsoft in 2014 and again in 2016. Today he is responsible for managing and creating all the brand’s experiential marketing, including overseeing the production of more than 1200 hours of television programming each month via the Microsoft studio.

In this extra special mini episode, we are over the moon to introduce you to our new co-host, Beth Bradley. Beth joins us while our regular co-host, MacKenzie Koss, is on parental leave with her new baby boy.

Take a listen to learn a little bit about Beth, her background in the marketing and creative space, and her history with our long time host, Nick Ross. Welcome to the Brand Collective Podcast, Beth!  

Guest Bio: Beth Bradley has been telling stories as long as she could talk. After stints first as a fashion designer and then a magazine editor, she eventually figured out that she could tell stories professionally as a content marketer. She’s been fascinated by the intersection of art and science in marketing ever since.

Beth works as a Senior Content Strategist, but she also tells stories recreationally and competitively. She has been featured on The Moth Radio Hour on National Public Radio, as a speaker at various film festivals, and as a guest on podcasts including She Explores and Marriott Bonvoy’s About the Journey. She loves hiking, the Broncos, all dogs (her Aussie Ember is the cutest one, just facts), and adventures of all kinds. 

Being discovered by Whole Foods at a local Farmer’s Market. Appearing on Shark Tank 9 months pregnant. Launching a rebrand during a global pandemic. Going viral on TikTok overnight. While any of these events may seem like a wild ride to most, for Texas-based mom of three and Poppi Co-founder Allison Ellsworth, it’s just another day in the life — and she thrives in the chaos. In this episode of the podcast (our 50th, to be exact!), Allison shares her inspiring journey from experimenting with apple cider vinegar in her kitchen to crafting a best-selling soda replacement that landed at #1 on Amazon’s hot new products list. Whether she’s telling a personal story on TikTok or taking a Zoom call from the labor and delivery room, everything Allison does is authentic — and usually a family affair. So grab your favorite Poppi flavor and get ready to enjoy some realness!

Key Takeaways: 

• We talk about what it takes to stay true to your brand vision and identity while undergoing exponential growth.
• Ever wonder what it’s like to appear on Shark Tank? Allison gives us the inside scoop.
• We discuss the challenges and benefits of blending one’s personal and professional lives.
• Allison tells us how she “hacked” the TikTok and Amazon algorithms to sell $2.2 million worth of Poppi last Prime Day.

Guest Bio: 

Allison Ellsworth is the Co-Founder and Chief Brand Officer of Poppi: a delicious, better-for-you soda made with clean ingredients. Struggling with a variety of health issues, she created Poppi after discovering the health benefits of apple cider vinegar (ACV) and experimenting in her kitchen to make it taste great. From the farmers market to a shark tank deal and now in retailers nationwide, Poppi quickly became one of the fastest-growing non-alcoholic beverages in the U.S.

Ellsworth leads the Austin-based beverage company’s overall brand strategy and innovation. She pioneered the brand’s cultural cache and digital-first approach, attracting a loyal community of over 400K followers and celebrity brand fans including Noah Beck, Russell Westbook and J.LO. Within 24 months, Poppi was awarded BevNet’s “campaign of the year”, went viral on Tiktok with 1B+ page views, and ranked #1 on Amazon search for “soda”

Most marketers and creatives work their entire lives in hopes of “going viral,” but for Senior Art Director Dan Meth, the phenomenon has become strangely familiar. So what’s his secret? As he puts it in this episode of the pod, “It’s fun or nothing.” After his first post-college gig creating a mural for the notorious Woodstock ‘99 festival, Dan turned his love of cartoons into a web animation career working with the likes of Disney, Buzzfeed, and Comedy Central. Along the way, he created some of the most hilarious and beloved online shorts of the early aughts, including Nite Fite, Space Cowboy, and Internet People. Tune into this fun and funny episode to hear Dan’s advice on infusing creativity with humor to connect with the masses.

Key Takeaways: 

• We discuss the recipe for creating videos that go viral, and how it’s evolved over time.
• Ever struggle with creativity blockers? Dan reveals his tips for “creative block-knocking.”
• We chat about the best off-the-wall campaigns from brands like Skittles and Old Spice.
• Dan shares his experience working on the cutting edge of sponsored content.

Guest Bio:

Dan Meth’s unpredictable journey into advertising has been fueled by a desire to make people laugh. In his 20+ year career, he’s worked as an illustrator, screenwriter, animator, editor, musician, muralist, and even voice actor. 

Dan grew up in the New York suburbs, obsessed with drawing, music, and comedy. These interests have been the foundation for his professional career. He was an early pioneer in web content, having created numerous viral memetic hits including his cult classic web series The Meth Minute. Dan later worked for most of the online media heavy hitters (Buzzfeed, CollegeHumor, Disney, Google). He’s sold TV pilots and worked on ad campaigns, graphic novels, and art gallery exhibits.

Check out Dan’s animated resume here: https://www.youtube.com/watch?v=W_f2nQm_-uQ

Nobody likes to be told “no” — which is why content producer Josh Shelton prefers to tell creatives “yes, and…” For Josh, solving problems within certain limitations is creatively liberating and has led to some of his best work. In this episode of the podcast (our very first with a producer!), Josh shares his experiences working on big movie sets with Steven Spielberg to filming cheese rolling down hill for Netflix’s We Are the Champions. He discusses his strategy for “synthesizing” conversations and human connection into the creative energy and inspiration needed to bring stories to life. And above all else, Josh reminds us that we’re all just here to have fun.

Key Takeaways:

• We chat about the rise of quick consumption video and how channels like YouTube and TikTok have changed the media landscape and producer role.
• Ever wonder what it’s like to work with big creative personalities like Will Smith and Adam Sandler? Josh gives us the inside scoop.
• We dive into what it takes to identify and communicate a brand’s core values throughout the production process.
• Josh shares why he thinks everyone should be a “good cop” and how he saves his “no’s” for when he really needs them.

Guest Bio: 

Josh Shelton is a multi-hyphenate producer/content creator working with the world’s leading brands and production companies to bridge the gap between brand identity, creative storytelling, and video production logistics. Shelton was nominated for a Sports Emmy as a producer on Netflix’s We Are The Champions and has overseen series for ESPN, MTV, PopTV, and Participant Media. For over a decade, he has been at the forefront of the digital landscape as a YouTube Award and Telly Award Winner, working as a trusted producer/showrunner for SoulPancake on a range of socially conscious branded campaigns. During the pandemic he was tapped by the Global Events and Marketing team at Twitter (1.0) to showrun/direct their marquee virtual events including NewFronts 2021. His original content for @BirdExplores has 1M+ video views on Instagram featuring original songs and videos to inspire parent-child connection. He is currently the lead Content Producer for Sundance Institute & Film Festival.

Even if you don’t believe in kismet, it’s tough to deny that Chelsea Pyne was destined to be creative from the moment her graphic designer dad put her baby picture on the cover of his company’s software packaging. After a close call as a music producer, Chelsea landed her dream job at renowned media and production company SoulPancake, after which she went on to become senior visual designer for GoodRx. In this episode of the podcast, Chelsea shares her thoughts on the differences between art and design and why it’s not only possible but also essential to balance the two. From making “angsty” pop band posters in junior high to navigating mental health challenges mid-career, Chelsea chats about all the ways her feelings have impacted her creativity and vice versa. 

Key Takeaways: 

• We talk about what it’s like to navigate the creative world as an outspoken woman. 
• Ever wonder how mental health impacts creativity? Chelsea opens up about her journey to becoming a more productive designer.
• We learn about Chelsea’s fun creative side project — prepare to be hungry!
• Chelsea discusses her affinity for mission-driven companies and her most meaningful projects to date.

Guest Bio:

Chelsea Pyne is a magic maker + a risk taker. With design pulsing through her veins, she’s grown her craft and career over the past 15 years—with the privilege of starting in high school. Currently at GoodRx, as Senior Visual Designer, she brings creativity and storytelling to the sometimes bland and complex healthcare world. She uses both of her passions, design and social justice, to delight users in online experiences. Chelsea prides herself on being an adaptable designer going from entertainment, ad agency, music, and tech worlds.

We’re excited to share this week’s special live episode from Smartsheet ENGAGE 2023! For the first time ever, we sat down with two guests from two different brands: Denise Southerland, VP of Operational Excellence at Bobbitt, and Lorit Queller, Content Development Manager at iS Clinical. 

In this episode, we dive into the slew of similarities between two seemingly different marketing positions. Denise & Lorit share how both of them have been challenged to continually grow and pivot throughout their careers. These incredible hard working women share an inside look at the moments that have empowered them to become better marketers, leaders, and mentors. 

Listen in as we uncover the trials and tribulations of having confidence in yourself as a woman in marketing, as well as the importance of embracing each and every phase of your unique career journey. You won’t want to miss this one! 

Key Takeaways: 

• Denise & Lorit discuss the importance of continuous improvement.
• We learn the incredibly helpful advice that our guests would give to a mentee if they had the chance.
• Denise & Lorit reveal their unique experiences with imposter syndrome throughout their careers.
• Denise & Lorit share what keeps them motivated outside of their marketing careers.

Guest Bio: 

Denise’s career began in the telecom industry, focused on project management, implementation, and training. After working at carriers like MCI and WorldCom, she joined a new CLEC, overseeing the implementation of corporate voice and data services for multiple US regions. Ready for a transition, Denise found her “home” of 20+ years in the AEC industry working at firms such as Colliers, CBRE, and most recently Stewart, an engineering, planning, and design firm in Raleigh. Joining Bobbitt in 2023, Denise brings a wealth of knowledge and experience in the areas of marketing, communications, business operations, project management, and professional leadership. Her passion is finding opportunities for improvement and creating the most efficient strategies to enhance both the client and employee experience. As a native of Raleigh and Wolfpack alumni, Denise has a passion for seeing the region continue to grow, while maintaining our distinct character. She is a graduate of Leadership Raleigh and has been an active member of TCREW (Triangle Commercial Real Estate Women's Network) for the past 12 years, currently serving on the Board of Directors. 

Lorit Queller, Content Development Manager at Innovative Skincare, the company behind the luxury skincare brand iS Clinical, brings over 12 years of industry experience to the table, including time spent abroad working for an international advertising agency. Her journey with Innovative Skincare began as a graphic designer and has since evolved, with Lorit broadening her skill set into the realm of digital expertise. She played a key role in the launch of several websites, as well as ongoing management. She also adeptly manages the company's email marketing campaigns and continues to design for digital. Beyond the professional realm, Lorit's passion for creativity flourishes in her love for photography, a medium through which she unveils the beauty often overlooked in the world around us.

Even the best marketers would be nervous about furthering the creative vision and campaign success of a brand as memorable and beloved as Farmers Insurance (admit it, the jingle is already stuck in your head). But for self-proclaimed neophile Sia Spaulding, reimagining the tried and true is what advertising is all about — and there’s nothing more exhilarating. In this episode of the podcast, Sia discusses her journey from English and philosophy major at UCLA to Farmers Insurance Director of Advertising, along with the collective knowledge she’s gained along the way. Tune into this action-packed and entertaining episode to hear some of Sia’s favorite quotes, her advice on “sleeping when you’re dead,” and why taking a hypothesis-focused approach is the key to success for everything from creativity to company culture.

Key Takeaways: 

• We discuss why going “back to basics” and evolving what works for new channels, consumer habits, and challenges is the heartbeat of the advertising industry. 
• Think insurance isn’t “sexy”? Think again! Sia talks us through her strategy for keeping brands like Farmers relevant and fresh.
• We dive into the benefits of starting your advertising career on the agency side.
• Sia shares insights from her book, Treading in Toxicity, and ways to establish a company culture of trust and continuous growth.

Guest Bio: 

Sialoren Spaulding is a marketing & advertising professional who has spent over a decade crafting award-winning work that is not only effective but efficient. As a former ad woman turned client, with both an Honors BA and MA in Communication Management, she has a breadth of experience in a variety of verticals, but is particularly well-versed in QSR, e-commerce, and financial services. She is the Director of Advertising for Farmers Insurance by day, and an Adjunct Lecturer at the University of Southern California’s Annenberg School for Communication of Journalism by night.