Media, Marketing, Advertising and Entertainment executives give an insider’s view of the business of the industry. Compelling conversations on creating TV, advertising, audio, research and more, with host, E.B. Moss.
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In 10 quick but memorable minutes I'm sharing my observations and experiences with marketing strategies I had close encounters with over the recent Memorial Day weekend. From an innovative Fresh Direct pop-up, to a Rosé Soirée in the Hamptons with missed promotional opportunities, these are my thoughts on some effective ...and ineffective ... marketing tactics. And I borrow from one of the 22 Immutable Laws of Marketing, by brilliant marketing strategist, Jack Trout.
First, learn how my friend Joanne (who happens to be Jack Trout's daughter) and I popped into a pop-up for Fresh Direct. We were in pursuit of coffee but got a surprise stimulating conversation with the interim CMO, instead: Jackson Jeyanayagam.
He explained their strategy was to build awareness for their new delivery service and display the quality of their products "IRL."
Fresh Direct PopUp store
Learn which of the 22 immutable laws Jackson was aiming to apply; and the overlap with he, that law and AB InBev!
Then, we had a blast sampling 20 kinds of rose', but can we remember which one we preferred -- to buy again? Blame the drinking, sure, but I think it was more the missed marketing opportunities at the Soiree.
(TWO really stood out, though, which you can read about in my new Substack Newsletter, "Moss Hysteria"!)
Then, I popped over the next day -- back in NYC -- to check out Cognitiv AI's pop-up at Grand Central, promoting mental health and positive news. It was a blooming success. Learn why.
Overall, great experiences that showed how valuable experiential marketing can be!
Key Moments:
00:32 Fresh Direct Pop-Up
03:17 The Importance of Branding and Communication
04:27 Applying Lessons from Ries & Trout's "The 22 Immutable Laws of Marketing"
05:54 Event Marketing: The Rosé Soirée
09:31 Memorable Marketing: Cognitive AI Pop-Up
10:17 Get More in my NEW Newsletter, "Moss Hysteria" on Substack
Please Follow, Connect & Share the Love of Insider Interviews: With Media & Marketing Experts
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If you enjoyed this episode, please share with another smart business leader, give me five stars... and leave a comment on @Apple or @Spotify or on @YouTube.
Or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!
The Power of Local Advertising and Impactful Reach: Premion & Mirror Digital
Season 2 · Episode 38
Tuesday, May 13, 2025 • Duration 23:10
It's two exclusive conversations in one episode! During the recent #possible2025 conference in Miami* I conducted two short insider interviews that were long on advertising industry insights.
Peter Jones, VP of Revenue at Premion, explained why local advertising is booming, the importance of data-driven strategies, and how omnichannel measurement is revolutionizing campaign attribution Then, Sheila Marmon, Founder and CEO of Mirror Digital discussed the $6.8 trillion buying power of diverse audiences, digital innovation for inclusive marketing, and why brand are best served by connecting with multicultural consumers.
Take a listen (or, watch/listen via YouTube ) and you'll understand a couple of powerful market forces reshaping advertising today: the renaissance of local advertising and the still key need for inclusive audience reach.
With local advertising projected to reach $33 billion this year (growing at 16% year-over-year), Peter shares how Premion -- an industry-leading CTV/OTT ad platform with directly-sourced inventory from 125+ premium publishers -- helps advertisers make data-driven decisions that prioritize "outcomes over impressions." Learn also how local and regional advertisers can leverage the same sophisticated targeting and measurement capabilities previously available only to national brands.
Did you know they are "TAG Platinum" certified? That, combined with their company approach to business, means all their inventory is brand safe. Peter also teased a pretty impressive case study of a restaurant chain is measuring direct sales impact from their advertising campaigns right off transactions.
In the second segment, Sheila introduces us to the company she runs, "Mirror Digital," which has pioneered connecting brands with diverse audiences across digital platforms for over 13 years. She breaks down the misconception that multicultural audiences are "niche," (um, 43% of the pop is NOT niche!), and their combined $6.8 trillion in buying power – larger than the GDP of any European or Latin American country -- should be pretty enticing to ANY brand advertiser! Oh, and remember, that other little "niche," WOMEN, drive 80% of household purchasing decisions. It might be why Mirror Digital has worked with major brands like General Motors, Verizon, and Amazon.
(I did a great interview back in 2021 with Cadillac CMO Melissa Grady Dias and we talked a little more about their approach to inclusivity, which is DEFINITELY still important, despite our political climate.)
Here are some of the key moments:
[00:00:29] Peter Jones introduces Premion's focus on local markets and helping regional agencies with scaled buying power
[00:01:19] Why local advertising is having its moment and impressive projections for 2025
[00:03:05] The three key factors advertisers need today: inventory, data, and measurement
[00:09:28] Jones' mantra of "outcomes over impressions" in advertising strategy
[00:11:07] How a restaurant chain measures direct sales transactions from Premion advertising
[00:14:52] Sheila Marmon on Mirror Digital's mission of connecting brands with inclusive audiences
[00:15:22] Why diverse audiences aren't "niche" (and their $6T (yes, a "T") in buying power)
Follow, Connect & Share the Love
Connect with Peter Jones: https://www.linkedin.com/in/jonespeter/ and visit Premion: https://premion.com/
Learn about Mirror Digital and Sheila Marmon: https://www.linkedin.com/in/sheila-marmon-0398074/
Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts
LinkedIn: https://www.linkedin.com/in/mossappeal
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*Read my Special Report about Possible: bit.ly/Moss-Whats-Possible
If you enjoyed this episode, follow Insider Interviews,
Chad Hickey: How Givsly Taps Brand Values to Drive Business Growth
Season 2 · Episode 31
Wednesday, December 18, 2024 • Duration
We’ve heard “doing good” can be good for business. But Chad Hickey, CEO of Givsly, is helping brands do more than “good,” but to align their values with consumers to drive growth and meaningful impact. And in just six years his company has directed over $2 million to nearly 500 nonprofits and likely made 8 out of 10 consumers happier!
On this last 2024 episode of Insider Interviews, I couldn't think of a better way to give back to YOU, my valued readers, listeners and watchers, than to have Chad share how Givsly helps companies weave their corporate values into traditional business activities—like events, marketing, and advertising -- and thrive. Because, he emphasizes,
“8 out of 10 consumers say, 'I will buy from a brand based on if they support me or shares the same values as me'. ...If brands aren’t paying attention to that, they’re losing out on business.”
I’m one of the 8: I met Chad during a 212NYC holiday party that added a Givsly style “giving back” layer — assembling comfort bags earmarked for the formerly incarcerated. It made my evening — and upped my appreciation for the organization, so I begged Chad to tell me more. So, listen to all his actionable insights, but here’s the topline:
Rethinking Events: Making Connections With Meaning
We’ve all done the industry happy hours with similar players and same conversations but Givsly will incorporate some way of giving back.
“We can merge the traditional world of dinners and concerts with what I think is a more advanced way of speaking to people based on who they are as a person and what they value as a human being, connecting in a deeper way as humans and not just businesspeople."
Marketing With Impact: Why Swag Is Out
The antidote to of a cabinet full of branded water bottles? Givsly’s “Season Without Swag” initiative, which allows brands to offer donations aligned with a client’s favorite causes. As Chad put it:
“It’s not just better for the planet —it’s a better way to use those dollars more efficiently, build relationships, and move people through the marketing funnel faster.”
Advertising That Performs—With Values
What about ads? Givsly brings values into advertising with interactive campaigns that let consumers engage while triggering donations to nonprofits. For example, a consumer might scan a QR code on a CTV ad and choose between two charities to support, providing valuable insights for brands. And there are many things to support. A la my previous episode in Season 1 with Sustainable Brands founder, KoAnn, who eschews "CSR" and speaks instead about "business opportunity" when tapping into values, Chad saya:
"We don't say 'purpose' and 'cause marketing' and all of those things. It's because it's too narrow. It's bigger than that. Values are something that is in everything that a brands does.
Chad emphasized the effectiveness of this approach:
"We firmly believe that we are on the tipping point of the phase of Values Media...and brands having to have value solutions that help them speak to that consumer based on not only what they want to buy, but what they care about is who they are."
Beyond Politics: Values That Resonate With Everyone
Not every value-based campaign has to be political, or polarizing, Chad reminded me. “Whether it’s sustainability or supporting cancer research, we help brands showcase what they care about in ways that connect to their customers—and their business goals”
The key, he says, is focusing on authenticity. “Values are embedded in everything brands do. It’s not about February is Black History Month or a one-time initiative—it’s about integrating these values year-round.”
May your upcoming year be filled with value, health, and a meeting of the minds. Coming in January? Conversations with Spectrum Reach, Lou Paskalis and more!
Key Moments:
02:50 - Transforming Events Into Value-Driven Experiences
06:10 - Replacing Swag With Sustainability
Another Parry with USA Fencing’s Phil Andrews: Bonus Replay
Season 2
Friday, November 22, 2024 • Duration 48:21
I'm heading off to the Sports Business Journal's 25th annual celebration tonight (11/22), toasting "40 Under 40" in Sports Marketing, which includes the CEO of USA Fencing, Phil Andrews. So, in homage, and since his triumphant return from the Olympics and Paralympics which took place after this recording, I'm sharing a replay of our Insider Interviews episode, ICYMI!
And, if you were living under a rock, know that history was made. I asked Phil for his recap and he said:
"We made history at Paris 2024 on and off the piste, sharing the gold medal lead for the first time and an historic all-American final. Back home we had 35,000 people try Fencing over the Games, moved from 12th to 6th in our media share and have seen 12.7% growth in the business post-Games; while we’ve signed 4 new partners, including a record breaking deal with Italian brand Macron who are seeing the benefits from our expanded presence.” -- Phil Andrews
Wow. So, to better understand how niche sports like fencing can not only stay relevant but grow their fanbase, here's Phil Andrews, who I called the British Ted Lasso for bringing a Midas touch to the world of parries and ripostes as CEO. I also encourage you to visit the team News site to really see why Phil is being honored: from promoting the sport to a diverse community to growing sponsorships to innovating ways to increase awareness through sweepstakes and experiential marketing. He is, himself, gold.
In advance of the Paris Olympic Games, Phil and I explored how he's applying creative strategies to boost awareness, revenue, and membership in a sport that still takes some explaining. Which he does beautifully.
For this audience, he also shares his data-driven approach to attracting sponsors, revealing, "We have to, to be candid, fight dirty a little bit. We don't have the brand of a New York Yankees or even a USA Gymnastics where you're buying brand and eyeballs. But we have data, we have people, and we have a direct road to them."
This innovative thinking has led to partnerships with brands like Naked Wines, Avis, and Hilton. Phil even teases an upcoming sponsorship that's perfectly on-point: the "Official Fence of Fencers." Talk about targeted marketing!
But it's not all about the money. Phil is passionate about making fencing accessible to all. He discusses USA Fencing's award-winning diversity and inclusion initiatives, including the "Fencing the Gap" program. "The idea of Fencing the Gap is very simple. It's grant funding that we can put towards fencers who otherwise can't afford to play the sport," Phil explains.
Get ready for some Olympic-sized insights as Phil breaks down:
- The complexities of Olympic sponsorships (it's not as simple as you might think!) vs sponsorships of the NGBs (National Governing Bodies).
- How USA Fencing is bringing the Olympic experience to communities across America allowing locals to fence with some greats in 10 cities this summer.
- The surprising connection between fencing and the NCAA (hint: it's not just about the sport)
- Why listing women first in team announcements is a small but powerful change.
Olympic-bound Team USA Fencing
As a bonus, listeners get a glimpse into Phil's personal life, including his connection to me (spoiler: we met last year when I discovered we were related by marriage!). Phil even shares why he told Sports Business Journal in his interview as a "40 Under 40" that Insider Interviews is his go-to podcast!:
"A lot of what I've done over my career is taking other people's ideas and applying them into Olympic and Paralympic sport. That's how we've done things differently. And so I find it a great way to listen to, as the title suggests, an insider and apply their ideas to what we do."
This "40 under 40" picked Insider Interviews as #1!
Whether you're a marketing pro looking for fresh ideas, a sports enthusiast curious about the business behind the games, or just someone who appreciates a good underdog stor...
Marathon Marketers: A Bonus Run Thru the TCS NYC Marathon Expo
Season 2
Saturday, November 2, 2024 • Duration 15:29
In a fast run through the Javits Center prepping for 120,000 visitors, here's a BONUS episode with exclusive behind-the-scenes conversations with sponsors of the TCS New York City Marathon!
Thanks to NY Road Runners - the creator of the largest marathon in the world -- I spontaneously interviewed five lead NYRR partners about why these brands invest in events.
Gain insights from representatives of TCS, New Balance, United Airlines, MasterCard, and Citizens Bank, as they discuss their motivations and the impact of their sponsorship. Highlights include New Balance's massive retail setup, TCS's Future Athlete Project showcasing innovative sports technology, Mastercard's data on the marathon's economic impact on small businesses, United Airlines promotion and travel tech and Citizen's goal to "edutain."
Each brand shares unique perspectives, from fostering community involvement to leveraging technology for enhanced health and well-being. Join us for a 15-minute deep dive into the world of marathon sponsorships!
Javits Center Prep, United Airlines Tech, Bib Pick Up, New Balance "Run Your Way"
Mastercard and REI
REI and Mastercard
KEY MOMENTS:
00:18 Sneak Peek at the Javits Center thanks to NY Road Runners
00:52 Interview with TCS and New Balance
02:03 Exploring the Exhibitor Hall
04:30 TCS' Future Athlete Project with a "digital twin"
06:43 Mastercard's Impact on Small Businesses
08:14 United Airlines' Long-Term Sponsorship
10:12 Citizens Bank and Community Engagement
Resources:
NY Road Runners
TCS
New Balance
United Airlines
Mastercard
Citizens
Connect with Insider Interviews:
Instagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
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And, email podcasts@mossappeal.com about an executive profile package or sponsoring the next “Inside Scoop” branded segment to “take five” about your brand or campaign!
Please share, rate, like this podcast… and support more free content in my tip jar at: BuyMeACoffee
Anthony Yell: Leading Razorfish Creative with Tech & Brand Purpose
Season 2 · Episode 30
Tuesday, October 29, 2024 • Duration 43:12
Learn why I asked Razorfish Chief Creative Officer, Anthony Yell, for a Vulcan mind meld.
He's not your typical CCO. With a reverence -- and professional envy -- for drummers who keep things moving, he is a digital marketer who dances to a different beat: Anthony credits a passion for Legos (!), emblematic of analog games, as an antidote to screen time and keeping him balanced in his work at the digital-first shop.
As a multi-Cannes Lion and Clio winner, it must be working. But his understanding and application of cutting-edge digital strategies and tech applied to creative and communication, like Meta's new Orion glasses and neural interfaces, has also made him a sought-after panelist at conferences from SXSW to AdobeMax.
This S2 / Epi 30 of Insider Interviews is one of the most info and insights packed, ever. Anthony even shared the crib notes on the four waves of the future of tech from his recent session with Chris Duffey, called: "Future You; Future Proof -- a Creative Playbook for the Next Decade."
Part of that future-proofing for brands, per Anthony, and the key to thriving, is having a marriage of performance with brand purpose. It's the mantra of the new Razorfish. New, because, as Anthony explains, the agency has kept pace with change and evolved its own purpose -- but finding that what's old can be new again, too, resurrecting its original 1995 name brand. And now he ensures that "creativity isn't confined to a single department" but is the lifeblood that flows through every role and responsibility.
"Brand purpose isn't just about feeling good. It's about creating meaningful connections with consumers that drive real business results."
Additional key points worth hearing from the Chief Creative Officer's mouth:
While he adopts new tech as helpful tools at every turn, Anthony also explains how fostering a culture of collaborative creativity can lead to groundbreaking campaigns and strategies...and what the next generation of career-minded creatives will need to do to thrive.
"Creativity isn't just about making things look pretty. It's about solving problems in innovative ways, and is something everyone in the organization can contribute to."
Anthony embraces AI as a powerful ally in the creative process vs a threat, recommending a future where AI handles the mundane: "AI isn't replacing creativity; it's amplifying it."
He predicts a future where faster connectivity and advanced AR/VR and every other "R" will revolutionize how brands connect with consumers, opening up new realms of creative possibility and forms of communication.
This episode isn't just a peek into a creative playbook; it's also a career playbook for anyone looking to navigate that exciting intersection of technology, creativity, and brand purpose in digital marketing.
Key Moments:
3:15 Analog Passions: Anthony's love for vintage drums and synthesizers
9:30 Agency Evolution: How Razorfish transformed to focus on brand purpose and performance
16:45 AI as a Creative Catalyst: Leveraging AI to enhance human creativity
17:46 Future You, Future Proof: Takeaways from Anthony’s Adobe Max presentation
22:30 Purpose-Driven Success: blending purpose and performance
26:05: The significance of what “36 billion” means in marketing
28:15 Tech Horizons: How emerging technologies will shape future marketing strategies
34:20 Next-Gen Advice: Anthony's guidance for aspiring creatives in the digital age
35:06 Democratization of MarTech: Adobe Gen Studio for Performance Marketing
40:03 Good News...or Scary?: The Role of Digital Twins
*PS: I promised an intro to drummer Jeff Hamilton if Anthony wants lessons in retirement (!), whom I talked about in this episode of my OTHER podcast, "It's Quite a Living" with his bandmate, John Clayton, the composer of THIS show's theme music!
Resources:
Anthony Yell - LinkedIn
Connect with Insider Interviews:
Instagram: https://www.instagram.
Four Perspectives from Advertising Week
Season 2 · Episode 29
Tuesday, October 15, 2024 • Duration
What do you get when you combine a Grammy winning billionaire rapper with the content marketer of a multi-billion dollar brand... A multicultural content amplifier expert with a free wheelin' media pro?
You get insights from four incredible individuals who gave spontaneous Insider Interviews to me during Advertising Week New York 2024.
Guests and Highlights
1. Kris Magel, VP, Head of Global Agency Partnerships - Freewheel:
Kris discusses his new role and how Freewheel is making things easier for #CTV providers and advertisers.
He explains the company's efforts to “demurkify” the programmatic advertising space and make it more transparent and controllable for both publishers and agencies.
And to really clarify? Catch his analogy to his martini-loving 84-year-old Aunt Pat. Trust me.
2. Percy ‘Master P’ and Hercy Miller: The legendary 5X Grammy Award Winning Rapper, Entrepreneur, Actor, Investor, Author, Filmmaker, Record Producer, Philanthropist and yes, Mogul (!), Master P, along with his NCAA star son Hercy Miller, talk about their latest ventures.
Master P and Hercy Miller with Jeff Hamilton Jacket
Master P shares insights from his new book, "Five Ps to Wealth," and emphasizes the importance of financial literacy. They also discuss their involvement with Jeff Hamilton's branded jackets and the significance of NIL (Name, Image, Likeness) deals for athletes like Hercy. Best quote you can take to the bank: "Product outweighs talent."
3. Jeannine Shao Collins, Chief Client Officer, Kargo: Jeannine highlights the importance of amplifying multicultural content.
Jeannine Shao Collins with Jess King at SeeHer
She shares key takeaways from her panel at the SeeHer event, emphasizing the need for accurate representation and authentic voices in media and why they've made a commitment to supporting diverse publishers. Jeannine also talks about Kargo's innovative ad tech solutions and how they put "the art in the science."
4. Annie Granatstein, VP Content Marketing, Marriott International/Marriott Bonvoy: After Annie told the Brand Innovators audience crowd about her content marketing approach, I had a 1:1 where she explained how she manages heading up global content for more than 36 brands... And about Marriott's brand purpose, which drives contributions to diverse and inclusive content. She shares insights on how they identify traveler passion points and approach sustainability.
Annie also highlights a favorite trend: podcast-video convergence (yay!) using Marriott's "About the Journey" podcast as an example. See Resources.
Key Moments:
[00:02:40] Demurkifying the advertising marketplace -- Kris Magel: Simplifying the complex world of programmatic advertising and helping Aunt Pat not get overserved.
[00:10:13] Financial literacy and securing generational wealth -- Master P and Hercy Miller: The importance of financial literacy, aligning with brands, and leveraging NIL deals.
[00:12:45] Diverse voices and the value for marketers -- Jeannine Shao Collins on the impact of multicultural media and Kargo's role in supporting them.
[00:19:05] Traveler passion points -- Annie Granatstein: Marriott's innovative content strategies, brand purpose and what's trending.
Resources:
FreeWheel: https://www.freewheel.com/
Master P:
IG: @MasterPMiller
TikTok: MasterPOfficial
The 5 Ps to Wealth Book: https://www.amazon.com/dp/B0D77SVH4D
Master P Masterclass: https://masterpmasterclass.com
Kargo: https://www.kargo.com/
Marriott YouTube: https://www.youtube.com/@MarriottBonvoy/podcasts
Connect with Insider Interviews:
Instagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist
LinkedIn: https://www.linkedin.com/in/mossappeal
Threads: https://www.threads.net/@insiderinterviews
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And, email podcasts@mossappeal.
Trends in Out of Home Media: Being Everywhere with OMG President Jill Schnitt
Season 2 · Episode 28
Friday, October 4, 2024 • Duration 19:30
I connected with Jill Schnitt, President of Omnicom’s Outdoor Media Group (OMG), to explore how they’re connecting with audiences on every step of the customer journey through innovative uses of Out of Home (OOH) and Digital Out of Home (DOOH) media.
Jill shares insights on everything from how her team leverages programmatic Digital Out-of-Home (pDOOH!) to the creative campaigns that literally make brands jump out, whether in Times Square or at a gas pump.
Jill breaks down the evolution of OOH, where digital formats and data are reshaping the landscape and the growing role of retail media in OOH strategies to reach consumers enroute to and at the point of purchase. We talk giant Doritos chips on buildings to the Sphere in Las Vegas as examples.
My view of the Luxor wrapped in Doritos!
"Out of home is an 'I made it' moment. Whether you’re a Fortune 100 company or a new DTC brand, it's a moment for brands to put their message out in an authentic and brand-safe way." -- Jill Schnitt
pDOOH!
Jill shares how OMG has developed the first retail-based programmatic product, helping clients reach consumers at critical points in their journey. Learn about the value of proximity to the point of purchase and how data is transforming the way brands connect with their audiences.
She also opens up about balancing life as a new mom and a leader in a rapidly evolving industry and how her travels sparked empathy at work and home. PS: Yes, we talk about brand purpose -- and the role OOH can play there, too.
The Inside Scoop: New Research on DOOH from DPAA and KOCHAVA
Visit dpaasummit.com for "Video Everywhere Summit" tickets
In my quick new mid-show segment, "The Inside Scoop," I share the latest research on DOOH in five minutes flat, with a preview of the upcoming DPAA Video Everywhere Summit (10/15/24 in New York City). Hint: 96% of brands plan to increase their DOOH spend in the coming year!
Key Highlights with Timecodes:
[00:01:25] – Jill explains the wide range of OOH media formats OMG handles, from street-level media to the Sphere in Las Vegas.
[00:03:23] – The shift from static to digital OOH, with 50% of OMG’s media buys now digital.
[00:05:06] – How programmatic DOOH offers brands the flexibility to adjust campaigns in real-time.
[00:07:30] – OMG’s use of first-party data and attribution models to ensure targeted campaigns and measurable outcomes.
[00:10:51] – Creative campaigns like the Dorito takeover of the Luxor in Las Vegas, and how creative thinking elevates OOH impact.
[00:17:49] – 3D and anamorphic billboards: How brands are embracing these dynamic formats to create buzz-worthy moments.
[00:19:30] – How OMG is leveraging retail media and proximity to point of purchase to boost campaigns.
[00:21:00] – Inside Scoop Segment: New research from DPAA reveals 96% of agencies plan to increase spending on DOOH over the next year.
[00:24:30] – Integrating OOH with digital strategies to create seamless consumer touchpoints in omnichannel campaigns.
[31:00] - Driving small business with local targeting
[00:32:54] – How personal – and travel – journeys both affected Jill’s leadership approach at OMG...and how DOOH can affect brand purpose.
Connect with Insider Interviews:
Instagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist
LinkedIn: https://www.linkedin.com/in/mossappeal
Threads: https://www.threads.net/@insiderinterviews
X: https://x.com/InsiderIntervws
Customizing Tailored Brands: Matt Repicky on Marketing Men’s Fashion
Season 2 · Episode 27
Thursday, September 26, 2024 • Duration 33:20
Matt Repicky, Chief Brand Officer of Tailored Brands – known for Men’s Wearhouse and Jos. A. Bank – shares what he’s learned about making iconic brands more culturally relevant. With a career trajectory that included Accenture to Amazon, a stint in Pharma, even leading global brand marketing for the Barbie brand at Mattel, I call Matt a "marketing polymath."
(Don't blink and miss his star turn in "Tiny Shoulders" - the great documentary on evolving Barbie's very shape.)
Learn what Matt's learned -- going from dolls to men. In his current home of the past five years he's been modernizing marketing for men's fashion, which he’s done through keeping tabs on culture and leveraging customer insights, evolving the brand messaging with a refreshing use of humor...
He's taken the Men's Wearhouse from "like" to LOVE. Matt has also switched up the overall Tailored Brands media mix – from heavy direct mail to embracing TikTok and Pinterest and podcasting. When he shared his POV on DOOH I had to pop in with my new segment called, "The Inside Scoop!"
For its launch on Insider Interviews, I happened to speak to Barry Frey, the CEO of trade association, DPAA, for a five minute download on how DOOH is doing attribution and programmatic, to growing the careers of out-of-homers.
And, big reminder: this was only a five minute deep dive. You'll want to head to their Global Video Everywhere conference on 10/15 in NYC for a full day of downloads.
Back to Matt, he described where they are with Retail Media and how they apply the cultural zeitgeist to messaging. Through it all, Matt is proud to lean in to Tailored Brands' purpose-driven campaigns, such their "Threads of Valor" supporting Veterans' organizations, and living his own personal brand through mentorship and supporting LBGTQIA.
And, being true to my personal brand, I manage to inject a little singing and a childhood story about MY Barbie into this otherwise smart and informative conversation!
Key Moments:
00:30 Meet Matt Repicky: Chief Brand Officer at Tailored Brands
01:21 Matt's Career Journey and Marketing Insights – from Accenture to Amazon
03:00 Guiding the Barbie Transformation and Honoring Culture
07:13 Modernizing Men's Wearhouse and Joseph A. Bank
13:25 Exploring Media Trends – From Digital Out of Home to TikTok
15:31 Inside Scoop: Digital Out of Home with Barry Frey
22:08 Tailored Brands' Test & Learn Approach to Media and Customer Engagement
26:35 Brand Purpose – DEIB to Veterans Organizations – to Personal Purpose
30:26 Walk Down Memory Lane – with Song and Childhood Stories
32:10 Applying Experience to Marketing Impact
Connect with Matt Repicky: https://www.linkedin.com/in/mattrepicky
Follow Men's Wearhouse:
Instagram: https://www.instagram.com/menswearhouse
TikTok https://www.tiktok.com/@menswearhouse
Connect with Barry Frey: https://www.linkedin.com/in/barryfrey1/
Connect with Insider Interviews:
Instagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist
LinkedIn: https://www.linkedin.com/in/mossappeal
Threads: https://www.threads.net/@insiderinterviews
X: https://x.com/InsiderIntervws
And, please share, rate, like this podcast.
Support more free content and… BuyMeACoffee
How Number 1 Podcasts Get Made (and found) – Jason Hoch
Season 2 · Episode 26
Thursday, September 5, 2024 • Duration 34:59
Get two insider scoops in Epi 26 on how to create -- then share -- top podcasts: First up, podcast veteran Jason Hoch, creator of many number one shows, shares with host E.B. Moss how he made stuff work at HowStuffWorks.... Then Jason tells how serendipity led him to collaborate with Tenderfoot TV to make the groundbreaking show, Atlanta Monster ...and what he thinks are the ingredients for not just chart-toppers, but compelling stories that are essential listening today.
Jason’s success continued at Imperative Entertainment with Boomtown, (soon to be cross-over IP as a TV show!) which was an eye-opening experience and led him to launch his own company, Wavland, to capture real human narratives.
Boomtown
But first, Jason had to get a passport... then learn why E.B. calls him the Forrest Gump of podcasting....
Since then, the company has already created and delivered the podcast chart topper, “Noble” – a deeply-reported story which resonates with audiences on multiple levels.
'I have an unquenchable thirst for fresh original stories and the people behind them. And if we don't tell these stories soon, they're bound to be lost forever.'
-- Jason Hoch, CEO, Chief Creative Officer, Wavland
Wavland Chart Topping Podcasts
NEXT: It's a brief but brilliant bonus interview with Mathew Passy, the creator of the Podcast Beacon, an NFC device that simplifies the podcast discovery process, making it as easy as a tap on your phone.
In the previous episode of Insider Interviews, also captured during Podcast Movement, discoverability and ease of user experience in finding/listening to podcasts was high on everyone’s wishlist. Mathew's new tech gives us hope for that wish to be a reality.
Key Moments:
00:00 E.B. Moss Delivers More from Podcast Movement
00:23 Meet Jason Hoch: Podcasting Pioneer
02:42 The Rise of How Stuff Works in Podcasting
04:16 The Birth of Narrative Storytelling
04:46 The Apple Visit, Up and Vanished and an Atlanta Monster
08:20 Discovering a World of Audio Storytelling in Boomtown
13:45 Noble: A Respectful Dive into a Scandal
17:56 Business Side of Podcasting
19:44 Brand Purpose and Values
21:07 Creating High-Quality Podcasts
25:15 The Importance of Preserving Stories
28:14 Mathew Passy Helps Podcast Discovery with a Beacon
32:07 Enhancing Podcaster and User Experiences
Connect with Insider Interviews:
Instagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist
LinkedIn: https://www.linkedin.com/in/mossappeal
Threads: https://www.threads.net/@insiderinterviews
X: https://x.com/InsiderIntervws
Jason Hoch:
LinkedIn: https://www.linkedin.com/in/jasonhoch/
Wavland: https://www.wavland.media/
Instagram: https://www.instagram.com/wavlandmedia/
Podcast Beacon: podcastbeacon.com
Mathew Passy:
LinkedIn: https://www.linkedin.com/in/mathewpassy/
Instagram: https://www.instagram.com/mathewpassy/
And, please share, rate, like this podcast.
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