In Part 2 of "What Brands Say About Us", co-hosts and marketing strategists Sean Patrick and Lindsay Waugh dig deeper into how our relationships with brands reflect who we are—and how that’s changing in today’s world. From Starbucks and Lululemon to IKEA and No Frills, they explore how political climates, economic realities, and personal values influence brand loyalty and self-expression.

This episode dives into:

• Why some brands feel like trusted friends worth defending

• How consumers balance value brands like Mark’s with luxury splurges

• What Gen Z’s curated “high-low” lifestyle means for marketers

• The myth of the brand “silver bullet” and the importance of test-and-learn

• Why brand leaders need long-term thinking in a short-term world

Whether you’re a strategist, brand builder, or just fascinated by the psychology of branding, this episode offers smart, real talk about what it really takes for a brand to stay relevant and loved.

Why do we really buy what we buy?

In this episode of The Two Marketeers podcast, Sean Patrick and Lindsay Waugh go deep on the messy truth about branding: it’s not just about what brands say—it’s about what they say about you. From badge brands that scream status to “quiet luxury” that whispers exclusivity, the conversation dives into how brands become part of our identity, self-worth, and even our emotional reward system.

Whether it’s your morning Starbucks ritual, the quiet confidence of a Celine bag, or proudly rocking high-low style with Walmart and Warhol, this episode uncovers how brand choices reflect who we are, who we wish we were, and how we want the world to see us.

Expect cultural hot takes, marketing confessions, and insights into:

• The psychology of luxury and quiet branding

• How brand loyalty simplifies decision-making in a world of choice overload

• Why brands act like social currency—from high school to middle age

• What your “value brand” actually says about your taste

And just when it gets comfortable? Lindsay throws in a political curveball that cuts the convo right at the good part. (Don’t worry—Part Two is coming.)

Happy listening, Marketeers!

Freelancing—it’s not all coffee shops and “freedom,” folks. In this episode of The Two Marketeers podcast, Sean Patrick and Lindsay Waugh get real about the rollercoaster ride that is going solo. Sean spills the tea on going freelance twice (yes, he went back for more) and shares what it’s like to leap from agency life to corporate gigs and then to running your own show. Meanwhile, Lindsay talks about how her entrepreneurial spirit and love for novelty made freelancing an awesome choice for her. 

But it’s not all sunshine and flexible schedules. Sean and Lindsay pull back the curtain on the reality of freelancing: the sacrifices, the responsibility, and that heavy dose of accountability you can’t dodge when it’s your name on the line. The good news? They also share the wins—like the thrill of calling the shots and building a business that truly reflects their values.

It’s a candid, no-BS chat about the highs, lows, and everything in between. Whether you’re freelancing curious or already living the hustle, this one’s for you.

In this episode of The Two Marketeers, Sean Patrick and Lindsay Waugh dive headfirst into a topic every marketer and creative professional has faced: too many cooks in the kitchen. When deadlines are tight, budgets are squeezed, and creativity feels like it’s on life support, how do you decide how many people—and who—you really need to get the job done?

Join Sean and Lindsay as they unpack:

• Why fewer, highly skilled team members can be more effective than a crowded room.

• The importance of accountability and defining roles in high-pressure situations.

• How bespoke freelance teams bring agility, expertise, and a sense of ownership that elevates the final product.

• The challenges of training the next generation in a world that values efficiency over exposure.

This conversation is packed with insights for anyone managing teams, collaborating with clients, or trying to navigate the creative crisis in today’s marketing landscape. As Lindsay says, “How many cooks do you need? Ask the chef.”

Listen now to learn how to set your kitchen—and your team—up for success.

In this episode, Sean and Lindsay, co-hosts of The Two Marketeers podcast, dive headfirst into the “creativity crisis" and the concept of time. They uncover how the magic of making truly happens when you respect time, embrace iteration, and lean into a little creative chaos. 

They explore why time management isn’t just about meeting deadlines—it’s about giving ideas room to breathe and evolve. From missteps to masterpieces, Sean and Lindsay champion the power of practice, experimentation, and, yes, even making a few glorious mistakes along the way.

Hear their unapologetic take on pushing back against “ASAP” culture and prioritizing upfront strategy and discovery. Because sometimes, slowing down is the secret to speeding up success. Whether you’re a seasoned creative or a client whisperer, this episode is packed with bold insights on making your best work, not your fastest work.

Get ready to rethink your relationship with time, creativity, and the craft itself. Let’s make time work for the work!

In this episode, The Two Marketeers hosts Lindsay Waugh and Sean Patrick dive deep into the age-old marketing challenge of "doing more with less." As the pressure mounts to deliver high-impact creative work with shrinking budgets, timelines, and resources, the two marketing experts explore how to embrace constraints as an opportunity rather than a threat. They discuss the role of AI and automation tools, cautioning against using them as a crutch to replace human creativity and nuance. Instead, Lindsay and Sean emphasize the importance of nurturing one's own creative spirit, developing taste and discernment, and carving out the necessary time and mental space to produce truly innovative work.

This conversation touches on the vulnerability that often accompanies creative problem-solving and how the willingness to feel challenged can actually be a strength. Sean and Lindsay share strategies for championing great creative within organizations and maintaining a mindset of using constraints to fuel ingenuity.

Happy listening, Marketeers! You will come away with a renewed appreciation for the human element of marketing and advertising, and practical tips for doing more with less in an increasingly fast-paced, resource-constrained world.

Welcome back to the Two Marketeers podcast! The hosts, Sean Patrick and Lindsay Waugh, are kicking off Season 5, and they couldn't be more excited. As Sean mentioned, this is their 90th episode, which is a huge milestone. Can you believe it? 90 episodes over the course of 5 seasons - it's been quite a journey.

When Sean and Lindsay first started this podcast, they had no idea it would grow into what it is today. They were just two marketing professionals who wanted to have honest, insightful conversations about the industry they're so passionate about. Over the years, they've covered a wide range of topics - from the latest marketing trends and strategies, to the role of creativity and innovation. And now, as they enter their 5th Season, they find themselves facing a new challenge: the rise of artificial intelligence and its impact on the creative process.

This season, their theme is "creativity crisis" - that uneasy feeling that the work they do, the ideas they generate, and the campaigns they craft could potentially be replicated, or even replaced, by AI technology. It's a topic that's been weighing heavily on both of their minds, and they know it's something many other marketers and creatives are grappling with as well. When Sean and Lindsay first started exploring this idea, Lindsay admits she felt a bit vulnerable. The thought of AI being able to produce content, develop strategies, and even come up with creative concepts faster and more efficiently than humans was, frankly, a little terrifying. I mean, what does that mean for their jobs? For their industry? For the future of marketing as they know it? But as they dug deeper, something shifted. Rather than seeing AI as a threat, they started to view it as an opportunity. Yes, the technology is advancing at a rapid pace, and yes, it has the potential to disrupt the way they work. But instead of running from it, they decided to lean into it. To explore how they, as marketers and creatives, can harness the power of AI to enhance and elevate their own skills and capabilities.

Over the course of this season, Sean and Lindsay will be diving into topics like the role of AI in content creation, how machine learning can inform marketing strategy, and what the future of creative agencies might look like. They'll be doing research, sharing their own experiences, and providing their listeners with some valuable insights and actionable takeaways. Because, at the end of the day, Sean and Lindsay believe that creativity and innovation will always be at the heart of marketing. And while AI may change the way they work, it doesn't have to replace the human element. In fact, they think it has the potential to make them better, smarter, and more efficient marketers.

So buckle up, Marketeers, because this is going to be one wild ride. Sean and Lindsay can't wait to share it with you. Happy listening!

Welcome to the finale of Season 4, Marketeers! We've made it. Four years, four seasons and 89 episodes later, The Two Marketeers podcast is wrapping up yet again. Don't worry; they only break for the summer, so you'll see them return, fresh and ready to rock, in the fall of 2024. 

Co-hosts Sean Patrick and Lindsay Waugh dedicated this finale episode to the top three things they've learned while producing The Two Marketeers podcast. After being made all too aware that an entire season and promotional plan for a podcast can be created in under an hour using AI, Sean and Lindsay wanted to share with their listeners the value of going through it. Enjoy listening, Marketeers, and see you next season. 

Welcome to part 2 of a two-part episode titled "Is Effectiveness Killing Creativity?" In this two-parter, co-hosts Sean and Lindsay explore the relationship between creativity and effectiveness and unpack how we got to today's over-engineered creative process and the need for measurement control over creativity. This episode dives further into how taking accountability for what motivates us as creative people can enable us to thrive as creative thinkers in marketing. 

Enjoy, Marketeers!

Welcome to another episode of The Two Marketeers podcast! This is a special one, so buyers should beware. Have you ever wanted an up-close glimpse into the brains of co-hosts Sean Patrick and Lindsay Waugh? Well, ask, and you shall receive.

In this episode, titled 'Is Effectiveness Killing Creativity,' Sean and Lindsay explore the relationship between creativity and effectiveness and unpack how we got to today's over-engineered creative process and need for measurement control over creativity. From digital to analytics and measurement, they call out and question it all in relation to creativity and ask some complex, possibly unanswerable, questions... Can creativity truly thrive and flourish in the handcuffs of today's environment? And, in turn, what will happen to human creativity as we know it? 

Buckle up, Marketeers, and happy listening. This one is a wild ride.  

Marketeers, it was love at first sight! Or sip? Or snack? In any case, as soon as Sean and Lindsay, co-hosts of The Two Marketeers podcast, saw the latest campaign from Kraft Heinz, produced by their internal agency, The Kitchen, they knew they had to dive in. As seen in Strategy Online, the Kraft Heinz brand is having fun with beer marketing cliches for its LTO freebie. In the article titled "KD makes a case for being at The Beer Store", Strategy states, "KD’s latest campaign puts a twist on a time-honoured cottage tradition by helping locals stock their vacation getaway pantries for the Victoria Day long weekend, rolling out the “KD 2-4,” the first ever 2-4 of KD mac ‘n cheese cups, created in partnership with The Beer Store. Starting Friday (May 17, 2024), consumers can get their hands on a free 24-pack of KD Cups while supplies last.

“As many Canadians head to the cottage for the long weekend in May, stopping at the Beer Store for their 2-4 is an unheralded tradition,” says Brian Neumann, head of brand communication, Kraft Heinz Canada. “We took the opportunity to piggyback on this consumer behaviour with the KD 2-4, 24 cups of Canada’s favourite Mac & Cheese in our most convenient snackable format.”

Neumann adds that KD cups were a perfect fit to provide easy snacking on long weekends for Gen Z consumers searching for “cravings and convenience. He adds that the product also allows consumers to enjoy it without having to spend extra time in the kitchen during their long weekend." Happy listening, Marketeers, as Sean and Lindsay guide you along this long weekend road trip, one bite at a time.

For reference:

Strategy Online, "KD makes a case for being at The Beer Store"

In April 2024, Contagious sent out its weekly newsletter, the 'Contagious Edit: Your Weekly Dose of Contagious Thinking,' which immediately caught the eye of The Two Marketeers as it discussed the virtues of churning stuff out.

The newsletter states, "In his 2018 book, Atomic Habits, James Clear tells a story about a photography teacher that holds a useful lesson for creative types.

Clear had come by the story in another book, called Art & Fear, which was published in 1985. The authors of that work had — for not especially interesting reasons — obscured the truth of the tale by omitting the name of the teacher in question and changing the locale to a ceramics class. But after Clear got in touch with them — and then spoke with some of the teacher’s former students — he learned the facts behind the fable, and this is apparently how it really happened.

Jerry Uelsmann was a successful artist who taught a film photography class at the University of Florida. On the first day of class one year, Uelsmann divided his students into two groups. He told the first group that they would be the ‘quantity’ group, and he would grade them on how many photos they submitted by the end of term. The other group, he said, was the ‘quality’ group, and they only had to produce one photograph all semester, but it had to be near-perfect to earn an A.

When it came time for Uelsmann to review his students’ photographs, he saw that the best compositions almost all came from the quantity group. While the students in the quality group had fussed over one or a few pictures, the quantity group were clicking away like an arthritic ankle in winter, and apparently became better photographers for it.

Former psychology professor Dean Keith Simonton spent decades studying human greatness in art and science, and he also found that, when it comes to creative endeavours, there is great value in volume.

After researching the lives of more than 2,000 eminent scientists, Simonton told the LA Times in 1988 that the single most important quality these great thinkers shared was probably ‘the willingness to produce a tremendous amount of work — often on seemingly trivial or useless projects — without fear of failure.’

In 1997 Simonton published a paper that articulated this finding as the ‘equal-odds rule’, which states that ‘the relationship between the number of hits (ie, creative successes) and the total number of works produced in a given time period is positive, linear, stochastic, and stable.’

The relationship between quality and quantity is not written in stone. A 2008 paper by Aaron Kozbelt, for example, found that classical composers produced their greatest concentration of hit songs around five years after their productivity peak, which suggests things like experience and expertise have a role to play. And common sense would suggest that you have to pay at least some attention to the quality of your ideas and compositions to eventually hit paydirt.

Still, it’s a fairly reliable rule of thumb that you need to have a lot of ideas to have great ones."

Join The Two Marketeers in this episode as they debate the quality vs. quantity of ideas and how to become a master of more. Happy listening!

Let’s talk about the thing that makes creative people squirm: pricing.

In this raw and revealing episode of The Two Marketeers Podcast, Lindsay Waugh and Sean Patrick unpack the messy, emotional, often awkward relationship creatives have with charging money for their genius. From accidental budgeting expert to agency veteran turned freelance strategist, Sean shares the lessons learned (and insight from dollars left on the table) along the way.

The Two Marketeers are ripping open the outdated belief that time equals value and digging into why value-based pricing is the model creative professionals need—but rarely use right. From scope creep nightmares to undercharging without even knowing it, they explore what it takes to price your work with confidence, clarity, and a bit of swagger.

If you’ve ever dreaded the “so what’s your rate?” conversation, this one’s for you. It’s honest. It’s uncomfortable. It’s the real cost of creative work—finally talked about out loud.

Welcome to a less-than-brief conversation all about the brief! As creative strategy people in the marketing and advertising industry, The Two Marketeers co-hosts, Sean Patrick and Lindsay Waugh, are obsessed with the brief. And rightfully so! The brief is the kick-off to brilliant (and, unfortunately, mediocre) work. But, it should NOT be the beginning of the work being done. In this episode, Sean and Lindsay discuss and debate the role of the brief, all that has to go into creating one, and what to do in the absence of a great one, or let's be real, one at all. 

Happy listening, Marketeers! Then, get out there and craft better briefs. 

For reference: 

MarketingWeek, "Mark Ritson: The idea that marketers need to be creative is a load of baloney, we’re useless at it."

Watch out, The Two Marketeers are fired up! Co-hosts Sean Patrick and Lindsay Waugh take this episode to unpack a controversial article published in CMSWire with the headline, "AI Will Replace 95% of Creative Marketing Work". And as you may imagine, Sean and Lindsay call BS. The article, linked below, starts by stating, "Goodbye, marketing. Hello, AI. Or AGI. OK, that's totally dramatic. But it's kinda what a top executive in the generative AI space says. Sam Altman, CEO of OpenAI, the creator of ChatGPT, says in the new book, "Our AI Journey" that AI will mean that 95% of what marketers use agencies, strategists, and creative professionals for today will easily, nearly instantly and at almost no cost be handled by the AI — and the AI will likely be able to test the creative against real or synthetic customer focus groups for predicting results and optimizing. Again, all free, instant, and nearly perfect. Images, videos, campaign ideas? No problem." As with any new technology birthed into the world, it begins with collective excitement and intrigue, quickly followed by the fear that, once again, technology is set to take over the world and make us all unemployable. As Lindsay so eloquently states, bologna. Tune into this lively discussion with The Two Marketeers as they debate and discuss the role of AI, what it is good for and what human elements it cannot replace-at least today. For reference:

CMSWire > "Sam Altman: AI Will Replace 95% of Creative Marketing Work"

In this episode of The Two Marketeers, co-hosts Sean Patrick and Lindsay Waugh dive into a recent article from Ad Age that sheds light on a critical shift in the advertising industry. Agencies are increasingly pressured to sell their cookie-cutter proprietary processes over their people, talent and creative chops. Sean and Lindsay unpack the why behind this trend and its implications, discussing its impact on agency culture, creativity, and client relationships.

Sean and Lindsay offer insightful advice to agencies facing this challenge, suggesting that while having a process to sell is important, it's crucial to look at the bigger picture. They strongly (ha!) advocate for agencies to change the narrative about what best-in-class agency talent looks like. Instead of focusing solely on processes, agencies should prioritize getting the right people (as full-time or contract resources) and creative capabilities, emphasizing the collective value they bring to clients beyond a one-page process.

Join Sean and Lindsay as they explore how agencies can adapt to this changing landscape, redefine their value and how they make choices (and money!) for the future of the ad industry. 

For reference: 

Ad Age, "Why Agencies are Obsessed with Pitching on Process Instead of Talent"

On this topic, The Two Marketeers cannot remain silent any longer! That's right; the world has reached a 'tipping point' where tip culture is spiralling out of control. Across North America, no matter what businesses you patronize, you'll likely be prompted to offer a tip. However, the rapidly changing tipping culture raises questions about its fairness and effectiveness.

As Forbes states, "A recent survey by Bankrate found that roughly 66% of Americans have a negative view of tipping. Around 30% of respondents think that tipping culture is "out of control," with more companies encouraging customers to tip at their counters than ever before. Patrons find the pre-entered tip screens aggravating (32%) and think businesses should pay their employees more rather than rely on gratuity (41%)."

Sean and Lindsay, co-hosts of The Two Marketeers Podcast, are taking a step back and putting their personal opinions aside in this episode (ya, right!) to examine tip culture from a brand experience design perspective. They candidly discuss consumer sentiment around tipping and the desired consumer takeaway from the experience, especially in the 'moment of truth'—the last mile of the consumer journey.

Listen and weigh in on Linkedin, Marketeers. This is going to be a fun one!

For reference:

Forbes, "Tipflation: Americans Think Tipping Culture Is ‘Out Of Control’ And Workers Should Be Paid More" 

Welcome back, Marketeers, to the second part of a two-part episode where co-hosts Sean Patrick and Lindsay Waugh watch and discuss a documentary titled, 'Kill Your Darlings'. Kill Your Darlings is a documentary film about the world of modern advertising and the creative talent defining it. The film investigates and examines this 150-year-old industry through the eyes of a young female creative and features interviews with advertising legends, creative marketers and new talent in the creative industry.

Picking up where they left off in part one, Sean and Lindsay share their points of view on flaws in the current state of the marketing and advertising industry and discuss ways of fixing them. Happy listening, Marketeers!

For reference: Watch 'Kill Your Darlings' on YouTube

Hello Marketeers! Welcome to the first of a two-part episode where The Two Marketeers podcast co-hosts Sean Patrick and Lindsay Waugh watch and discuss a documentary titled, 'Kill Your Darlings'.

Kill Your Darlings is a documentary film about the world of modern advertising and the creative talent defining it. The film investigates and examines this 150-year-old industry through the eyes of a young female creative and features interviews with advertising legends, creative marketers and new talent in the creative industry.

In true Two Marketeers fashion, Sean and Lindsay have a lively conversation about the current state of the advertising industry and their roles within it. Have a listen and enjoy!

For reference: Watch 'Kill Your Darlings' on YouTube

2024... we're bringing new material, bringing new material. Or is Lindsay still as obsessed with granola bars as always!?! Tune in to find out!

This episode of The Two Marketeers Podcast kicks off with Lindsay bringing forward a stat from Amazon that the majority of searches within the platform are product, no brand, first. Which begs the question of how brands influence consumers in the moment of purchase and beyond? That fundamental question then sends Sean and Lindsay back down the brand rabbit hole to debate and discuss the role of brands in today's world and how brands can deliver exceptional consumer experiences when much of the experience appears to be out of their control. Sean raises an even more critical question: what happens when the brand experience goes awry?

Happy listening, Marketeers!

Welcome to part 2 of the episode, "When Creative Becomes Everyone's Job," where Aleena Mazhar Kuzma, SVP and Managing Director of FUSECreate, joins co-hosts Sean and Lindsay. Part 2 picks up where part 1 left off, with Aleena diving into what it takes to rebrand and launch the new positioning of an agency during the early days of the COVID-19 pandemic. 

This episode closes out with Lindsay's burning question. Listen to discover what she was dying to pick Aleena's brain about. Sneak peek, it has to do with the industry obsession, as well as Lindsay's personal obsession, with working with independent agencies. Happy listening!

The Two Marketeers are kicking off 2024 with a bang and an exceptional guest! In this episode, Aleena Mazhar Kuzma joins co-hosts Sean and Lindsay. Aleena has grown up in the ever-evolving and dynamic advertising and marketing business and now leads FUSE Create, an independent creative agency in Toronto. Her passion for the business surrounds creative problem-solving and working with incredibly smart and talented people, partners and clients. As SVP and Managing Director, Aleena works closely with teams to create work that Turns Heads, fills them with pride, and makes an impact for the brands she works with.

Through the years, Aleena has worked on campaigns that break the status quo for brands like CIBC, Ricola, Hilton, Proximo Spirits, Maple Leaf Foods, and many others. She also sits on the board of People of Colour in Advertising and Marketing (POCAM), working to make the marketing industry a more inclusive space for people of colour.

This conversation is so rich that The Two Marketeers have broken it down into two episodes. Welcome to part one of this two-part episode titled "When Creative Becomes Everyone's Job." Happy listening!

Join us on the latest episode of the Two Marketeers podcast, where your hosts, marketing and strategy experts Sean Patrick and Lindsay Waugh, delve into a hot-button topic of the moment: the Pay Transparency Act. In this episode, Sean and Lindsay unravel the layers of this groundbreaking legislation and break down the pluses and minuses of the Pay Transparency Act from their personal and professional points of view. As advocates for fair compensation and transparency, Sean and Lindsay share their expertise on what this legislation means for knowledge workers who must continuously understand and fight for their true value.

Take advantage of this engaging discussion that promises to equip you with industry insights needed to thrive in the era of increased transparency and value based pricing.

In this episode of The Two Marketeers podcast, Lindsay and Sean come for the brands that all sound like they share the same group chat. You know the ones: cheeky, chummy, and desperate to be your bestie — whether they’re slinging soap or selling mortgages. Inspired by a spicy viral post from strategist Joe Burns, they’re unpacking the epidemic of copy-paste quirkiness that’s taken over brand comms.

When every brand tries to be “fun,” is anyone actually saying anything? Why are billion-dollar companies talking like your meme-loving roommate — and more importantly, is it working?

Listen up as The Two Marketeers break down how this bland brand voice trend took over, what’s driving it, and how to stop your brand from sounding like everyone else at the party.

Expect hot takes, agency confessions, and no holding back as they call out the difference between authentic and just… algorithm-friendly.

Grab your AirPods. This one gets juicy.

For reference: Joe Burns > Linkedin: Your Cool Friend™ https://www.linkedin.com/feed/update/urn:li:activity:7297588935617138689/

Sonder & Tell > Bestie, can we chat xoxo

https://sonderandtell.substack.com/p/bestie-can-we-chat-xoxo?utm_medium=web

This episode of The Two Marketeers podcast is part two of a riveting two-part series. In part two, co-hosts Sean Patrick and Lindsay Waugh continue to explore the ever-evolving relationship between strategy and creative in the marketing and advertising industry. 

Lindsay recollects the first time in her career as a strategist when strategy and creative truly came together and stopped being frenemies. For Lindsay, this is the moment when the value of strategy shifted. The Two Marketeers boldly state that it's time to erase the line, as strategists must embrace their creativity to excel at their role, and the best creatives are strategic thinkers. 

Let's do this, Marketeers!

This episode of The Two Marketeers podcast is part one of a riveting two-parter. Co-hosts Sean Patrick and Lindsay Waugh dive deep into the intricate dance between strategy and creative in this two-part saga. As The Two Marketeers, Sean and Lindsay have seen creative and strategy roles evolve significantly over the last 20 years. The big question is, how much have they grown and changed, and what does that mean for the people in those roles in the marketing and advertising industry?

Enjoy the conversation, Marketeers!

Welcome to another episode of The Two Marketeers podcast! This is the first episode in Season 4 that dives into a more personal side of The Two Marketeers around how they've designed how they both work and live. They compare their work/life experiences both pre and post-freelance.

This episode starts with Sean and Lindsay asking each other the critical question, "What's the biggest difference in how you work now (as a freelancer) compared to when you were last an employee?" Intrigued to find out the answers? Sneak peek: ever heard of busy and bored?

Tune in to find out what on earth that means. Happy listening, Marketeers!

In this episode of The Two Marketeers podcast, co-hosts Sean Patrick and Lindsay Waugh go back in time... to design school. As she thinks back, Lindsay's number one takeaway from her design school experience is the extreme resilience learned from selling ideas. Sean states that he's not a salesperson, and Lindsay disagrees. They discuss how strategy is both the thinking and the selling of ideas. But in today's world of shrinking budgets, ideas are not enough. You need to do more with less. Strategy enables you to design more meaningful ideas that move businesses and brands forward. Key message: Design smarter, not cheaper, ideas.

For reference:

Brand Master Podcast, Strategy in Experiential Design (W/ Paula Murray)

The Two Marketeers are back LIVE in the studio for the kick-off of Season 4! Who would've thought!?!

In this episode, The Two Marketeers introduce the theme of Season 4, which is… DA-DA-DAAAA Designing Experiences! Throughout Season 4, The Two Marketeers will explore two sides of designing experiences. The first is how strategy helps brands and marketers design more meaningful experiences for their audiences. The second is the more personal side of experience design, where co-hosts Sean and Lindsay will bring forward their point-of-view on modern ways of working and how people have the power to design how they work and live.

Let's do this, Marketeers!

Another season comes to a close, Marketeers!

In this Season 3 finale of The Two Marketeers podcast, hosts Sean and Lindsay reflect on their journey over the past 10 months and share one key learning each of them will remember most.

First, Lindsay shares her insights on the pervasive obsession with progress and forward motion experienced by individuals and brands alike. Sean labels this obsession "MOMENTUMMMM" and then brings his unique perspective to the table, emphasizing his pursuit of quality over quantity in both work and life.

Wrapping up their third season, The Two Marketeers provide thought-provoking and, dare we say, wise perspectives that will leave listeners inspired and motivated to give themselves the space they need to rest, recharge and reframe over the summer.

See you in Fall 2023, Marketeers!

This year, another new study was released on the potentially harmful effects of alcohol consumption, encouraging people to rethink their drinking habits. Well, one marketeer (you guess which one!) was having none of it.

As the months rolled on and debates continued on the impact of alcohol on the human body, experts have come out yet again undecided. Meanwhile, in social circles, people have been latching on to either side of the debate with either a strong, "I told you so!" or "I simply can't believe it!". This ongoing back-and-forth has prompted Sean and Lindsay, co-hosts of The Two Marketeers podcast, to dedicate this episode to data.

Sean and Lindsay explore how people take media headlines and quoted statistics as gospel without doing much further research to understand the context of the information they are seeing. They discuss why it is essential to go beyond the headlines and do more research to challenge our own biases and form our own opinions.

Join Sean and Lindsay for this passionate episode, with a drink in hand or not, and walk away with the idea that we shouldn't straight up believe everything we read and, more so, that we each should challenge everything we think.

Cheers, Marketeers!

For reference:

World Health Organization Study, "No level of alcohol consumption is safe for our health"

This episode of The Two Marketeers Podcast was inspired by a recent Contagious article of the same name that states, "In the process of chasing cool, brands have lost the purpose of analysing culture. Most of the signals considered ‘trends’ today are really nothing more than frivolous entertainment."

Which in Lindsay and Sean's opinion is painfully accurate.

With the rise of social media, the term 'trend' no longer means what it used to. In fact, it has become so ubiquitous many argue it has lost all meaning. From macro-trends to micro-trends, tidal behavioural shifts to hashtags of the day on TikTok, brands and the people who market them are feeling overwhelmed in trying to keep up. It's exhausting. Especially when it comes to brand strategy. Don't get Lindsay started...

Tune in as hosts Sean and Lindsay discuss the implications of our social-first trend-obsessed world of 'fast trends' and what brands and the people who market them can do to survive.

For reference:

Contagious, "Trends have lost all meaning"

Doritos,  'Doritos creates ‘triangle hunt’ contest to win over Gen Z'

AdAge Pride Month, "PRIDE MONTH GUIDE FOR BRANDS—NAVIGATING LGBTQ+ MARKETING AMID THE CULTURE WARS"

Book, "Non-Obvious"

In this fun and fascinating episode of The Two Marketeers podcast, your hosts Sean Patrick and Lindsay Waugh dive headfirst into the world of retail and consumer behaviour. Join them as they unravel the trending story behind #LululemonDupes and its unexpected benefit for the renowned athleisure brand.

Drawing inspiration from the thought-provoking article published on Fast Company, Sean and Lindsay dissect the evolution of the Lululemon dupe phenomenon. They explore the impact of social media on the consumer mindset, shedding light on how influencers and savvy shoppers have fueled the rise of affordable alternatives to Lululemon's popular Align leggings.

Sean and Lindsay explore the implications of the Lululemon dupe trend for brand loyalty, ponder the challenges faced by established brands when they come up against the emergence of affordable substitutes, and question whether these dupes are merely a passing fad or a sign of changing consumer expectations.

Tune in to this episode of The Two Marketeers as Sean Patrick and Lindsay Waugh provide their expert insights, engaging in lively discussions and debates about the marketing strategies that can help brands adapt to this new era of consumer behaviour. If you're interested in understanding the power of social media trends and their impact on brand perception, this episode is not to be missed!

For reference:

Fast Company, "Lululemon’s brilliant dupe strategy should be duplicated by every brand"

First of all, did you know that Apple started a bank!? Well, it's true, and customers are quickly buying in. But that's a topic for another time...

In this episode of The Two Marketeers podcast, co-hosts Sean Patrick and Lindsay Waugh argue that perhaps come-one-come-all brainstorms aren't always the best path to the best ideas. Free chips and drinks are not the answer.

The Two Marketeers discuss how effective brainstorms require an actual plan with clear objectives and focused outcomes. And when everyone in the room has a voice, there's an opportunity to challenge our own biases. They also talk about how important equity and diversity are to making sure participants feel seen and heard, creating an environment that encourages productive and progressive creative thinking.

Tune in to hear their thoughts on how to get the most out of your brainstorming sessions and how to generate ideas that are strategically aligned with the business challenges you are trying to tackle.

For reference:

FckOatly "Why hater-debunking FckOatly.com is more than a PR play"

This episode of The Two Marketeers podcast explores the Multiplier Effect in marketing—aka the critical (and often ignored) balance between brand and performance. Sean and Lindsay dive into a new report by WARC that challenges how we define marketing success today, spotlighting how brand marketing’s long-term impact is consistently undervalued compared to the short-term sugar highs of performance metrics.

We’re talking about the “messy middle” of consumer decision-making, the cracks in how marketing gets measured, and why it’s time to ditch the silos between brand and performance once and for all.

As WARC puts it:

Built with insights from a first-of-its-kind coalition of advertising effectiveness experts—including Analytic Partners, BERA.ai, Prophet, and System1—this report argues that the strongest returns come from using brand equity as an accelerant for commercial performance.

In other words? When brand and performance finally start playing on the same team, you unlock exponential growth.

Happy listening, Marketeers. 

See The Multiplier Effect by WARC here > https://page.warc.com/the-multiplier-effect-report

We know, we know, you've hit the jackpot on your newest, biggest and brightest idea! Well, get ready to fall out of love.

On this episode of The Two Marketeers podcast, co-hosts Sean and Lindsay explore the harsh yet critical reality of falling out of love with your brilliant ideas.

Sean and Lindsay discuss the importance of recognizing when an idea isn’t right or just isn't right right now and how to move on from it. Or huck it in the 'ideas bucket' for later, as Lindsay so eloquently puts it. The Two Marketeers share tips on how to pressure test your ideas to help you weed through what will work, what won't work, and answer why to both.

So if you’re ready to learn about the highs and lows of idea generation, join us. It's a love affair not to be missed.

Vulnerability alert!

In September 2022, as you may or may not have seen plastered all over your FYP, The Two Marketeers launched TikTok as a new platform to play in for Season 3.

Spoiler... it did not go well.

In this episode, Sean and Lindsay go full transparency on their six-month TikTok experience. From pulling Lindsay out of content idea rabbit holes to pushing Sean to be creative in real-time, The Two Marketeers talk about their self-described fail and all the vulnerability that comes with it. To quote Lindsay: "It was a really fun experience, I'm so glad we're not doing it anymore."

Good news: it was an eye-opening and learning-filled adventure where the key learning is that the Two Marketeers just aren't ready for this hugely popular platform, and from an analytics standpoint, TikTok isn't ready for them.

This episode will take you on an emotional roller coaster ending in three key takeaways for your business should you decide to dip your toe in something new.

How, How, How. This is a question ingrained in us in our everyday lives of DIY culture. How did you do that? How did that happen? How can I do that myself? How do we do this right and move the needle?

When trying to build a successful brand, it's easy to get overwhelmed and caught up in the 'how' vs stepping back to fully understand 'what' you are trying to do and, more importantly, 'why' you're doing it.

In this episode of The Two Marketeers Podcast, Sean and Lindsay step back from the uncertainty of 'how' to remind listeners that addressing the better questions of 'what' and 'why' will provide the answers necessary to move forward with confidence and conviction. Ultimately informing and simplifying 'how' to get the job done. Don't drown in the how and hold yourself back from achieving your what and fulfilling your why.

Ask better questions, Marketeers, and you will figure out how to get it done.

Ok Marketeers, let's get messy – with beauty (and Gen Z).

In this episode of The Two Marketeers Podcast, co-hosts Sean and Lindsay continue their ongoing fascination with Gen Z, exploring their refreshingly unexpected perceptions and behaviours on beauty and how it's impacting the beauty and wellness industry. From the growing demand for realness and authenticity to glossy on their terms, Sean and Lindsay debate how Gen-Z is changing how we think about well-being.

Tune in to hear Sean and Lindsay's insights and advice on how brands can stay ahead of the game by understanding the fascinating and diverse mindsets of Generation Z.

For reference:

Well+Good, "The Glossy Wellness Industry Is Getting a Dose of Gen Z Realness"

It's time for The Two Marketeers to put AI (artificial intelligence) writing tools to the test. And the test continues! The below podcast episode description was written with the Open AI Playground platform.

Query: Please write a podcast episode description for The Two Marketeers podcast talking about co-hosts Sean Patrick and Lindsay Waugh testing out AI writing tools for strategy work.

Result: In this episode of The Two Marketeers, hosts Sean Patrick and Lindsay Waugh explore the world of AI writing tools and their potential for strategy work. From the latest AI-driven writing tools to the implications of using AI to craft strategy, Sean and Lindsay discuss the pros and cons of using AI to help with their work. They also test an AI writing tool and share their experiences and insights. Join Sean and Lindsay as they dive into the world of AI writing tools and explore the possibilities of using them for strategy work.

So, Marketeers, what do you think? Did AI nail the description, or is the human element missing?

Listen and stay tuned, as Sean and Lindsay have only begun to scratch the surface of AI and strategy.

It's back, baby! Say hello again to the beloved Zellers from our Canadian childhoods.

It has been almost a decade since this iconic Canadian brand closed its doors, but for Zellers, it's time for a new adventure. In this episode, Sean and Lindsay discuss the relaunch of Zellers by HBC and alongside fellow retailer The Hudson's Bay. They explore how the brand can be reimagined for the modern Canadian consumer and discuss the challenges of bringing a beloved brand back to life. From The Two Marketeers perspective, Zellers has the potential to become a significant player in the Canadian retail market, based both on the state of the economy and consumers' evolved shopping habits and expectations.

Listen and let The Two Marketeers know: Are you excited to see this brand legacy rebooted in 2023? Comment, rate and subscribe to The Two Marketeers Podcast.

It's that time of year again, Marketeers! The Edelman Trust Barometer has landed for 2023. Spoiler alert, as you may imagine, trust is in the gutter—funny headline for a dismal outlook on optimism.

The 2023 Edelman Trust Barometer is the firm’s 23rd annual trust and credibility survey. As Edelman states this year, "A lack of faith in societal institutions triggered by economic anxiety, disinformation, mass-class divide and a failure of leadership has brought us to where we are today – deeply and dangerously polarized."

Top learnings from the report:

- Business is the only institution seen as competent and ethical.

- Fifty-three percent of respondents globally say that their countries are more divided today than in the past.

- CEOs are obligated to improve economic optimism and hold divisive forces accountable.

So what's a company to do in a society where business is the only institution seen as competent and ethical? Brands, it's time to lean in.

Sean wraps up this episode by sharing the opportunity he sees for brands in this climate by answering two key questions.

"Trust" us, this episode is worth a listen.

For reference:

2023 Edelman Trust Barometer, "Navigating a Polarized World"

As the new year kicks off, The Two Marketeers have noticed a shift in headlines from the classic "New Year, New You" to "Recession! Recession! Recession!" With the ever-changing global economic landscape, the fear of recession is a real threat and consumers have adjusted their spending habits accordingly, creating a 'consumer recession' that has changed the shopping mindset of many.

Brands need to understand how this consumer recession has impacted shoppers and their habits, and create strategies to best support them during this state of perma-crisis.

Join The Two Marketeers as they talk all things consumer recession and share the Top 3 actions brands can take to remain competitive in a challenging economy and help their customers navigate the difficult times ahead.

For reference:

NielsenIQ article, "Most consumers believe the recession is here"

The 2022 Most Contagious Report: Free download here

Hello, 2023!

It's a new year, and The Two Marketeers are all excited about getting intimate. With brands, that is. Although both Sean and Lindsay admit to never having heard the words 'brand' and 'intimacy' together before now, they are already hooked.

In this episode of The Two Marketeers Podcast, Sean shares his recent discoveries on what brand intimacy is, why it's relevant right now, and why he's fallen head over heels with the idea. Lindsay – ever the level-headed strategist – is intrigued but questions its staying power. Is it the next buzzword? Or a game changer for brands?

Find out in this first episode of 2023, and get ready to get intimate!

Happy New Year, Marketeers

For reference: 

MBLM, "Brand Intimacy 2022 Study" 

Success Story Podcast, "Mario Natarelli, Managing Partner at MBLM | How Brand Intimacy Can Make or Break Your Business"

It's a wrap, 2022!

In this episode, hosts Lindsay and Sean discuss the top three things they've learned about marketing's impact on the human experience and vice versa. A shift they made at the beginning of Season 3 of The Two Marketeers Podcast. They share their insights and experience, both personal and professional, and lessons learned when developing and guiding best-in-class brands of any size.

The Two Marketeers talk about the importance of listening, the power of reflection, and the need for empathy. Join us as they explore what they've learned about themselves, our society, and the human experience in 2022.

Happy holidays and 'see' you in the New Year, Marketeers!

Sales vs. Marketing: Frenemies or Soulmates?

In this episode of The Two Marketeers Podcast, Sean Patrick and Lindsay Waugh tackle one of the most misunderstood power struggles in business: the ongoing battle (or maybe love affair?) between sales and marketing. With over 30 years of combined experience, these two marketing pros pull back the curtain on what really happens when businesses say they “need marketing” but are actually drowning in sales problems.

From sales enablement myths to the future of marketing as a company-wide mindset, Sean and Lindsay break down the tiers of marketing functions, the role of brand in short- vs. long-term growth, and how to sniff out when a client just isn’t ready to change. Expect real talk, a few spicy truths, and a whole lot of insight for marketers, sales leaders, and anyone tired of the siloed approach to growth.

Whether you’re trying to boost your brand, align your sales and marketing teams, or figure out why your website still isn’t converting, this episode is your no-BS guide to redefining what marketing really means in a sales-driven world.

When it comes to the brands we love and trust, loyalty is what we’re giving. Question is, what does it take to not only win us, but keep us? The Two Marketeers take the perspective of both consumer and marketer to understand what it takes for today’s loyalty programs to meet the diverse needs and growing expectations of the ever-evolving consumer.

Rewards programs are nothing new. We have grown to love our points, perks, and even promotions. In a world where brands can and often do understand us better than ever, the competition is fierce, with the consumer now in power.

Join Sean and Lindsay, as they share recent human experiences that both question and celebrate the new role and power of brand loyalty in 2022.

For reference:

Forbes, "Building Your Loyalty Program For The Future"

The Wise Marketer, "Forrester Study Shows Customer Loyalty Is Entering a New Season of Growth"

Nova Scotia Buzz, "Sobeys Answers Your Top 10 Questions About Switching To The Scene+ Program From Air Miles"

Qualifio, "What is brand loyalty and why is it important in a cookieless world?"

Calling all pet owners, pet parents and marketers of 'fur baby' brands, this one's for you!

Join Lindsay, Sean and special guest Nero, Sean's precious pup, as The Two Marketeers share all they've learned over the last few years about the exploding and lucrative Fur Baby market.

In this episode, Sean and Lindsay not only bring the fascinating, and polarizing, research they've done on the future of 'pet wellness' and the pet industry, but also discuss their real-world experiences and perspectives as a pet owner and a pet shoppers respectively.

Never before has the human experience been so critical in understanding how to position and build a pet brand.

Snuggle up with your furry friend and enjoy, Marketeers!

For reference:

Common Thread, "Pet Industry Trends, Growth & Statistics in 2022 and Beyond: Unleashing Your Ecommerce Pet Marketing Strategies"

Euromonitor International, "Top Five Trends in Pet Care"

UCF Today, "Opinions: Pets Are Not People"

Brand equity vs. brand value. Have you ever taken the time to truly think about how they differ?

It may seem like a simple word swap, but the difference is critical to understanding and valuing the power of positive perception of your brand in the minds of consumers.

In Episode 3, Season 3 of The Two Marketeers podcast, Sean and Lindsay highlight the distinction between a brand's equity and its value. And how creating positive human experiences is essential to building trust – therefore equity – in the long-term. At a time when consumer trust is low and competition is fierce, the case for building brand equity to raise and sustain brand value is a strong one.

The Gig Economy. Yup. You've probably heard of it, talked about it, considered it even. Or, like The Two Marketeers, you're living it.

It's a hot topic these post-pandemic days and its recent growth is notable to say the least. Why? Well, there are a some key factors in the current marketing landscape that Lindsay and Sean talk about about and compare notes on in this episode.

Join full-on freelance Marketeers Sean and Lindsay, as share their own freelance experiences and how answering the question, "How much are you worth?" is a daunting and necessary task for anyone in the Gig Economy.

For reference:

Forbes, "3 Reasons Businesses Are Tapping Into The Gig Economy"