Tag Archives: advertising

Best-of from Palmer, Keswin and Silver: Creating Human and Brand Connections



Shelly Palmer: It was fascinating to me to see the speed with which people were willing to adopt bad lighting, accept it, bad camera, angles, bad makeup hair, bad, bad, bad, bad, bad. Everybody’s fine with it. And I think it’s fantastic because the most important thing is that we all get together.

Erica Keswin: From a brand perspective, how are you going to be remembered during this time in terms of what you did, what you said, what you supported and how you brought your human to work?

Claude Silver: Let’s not deny the fact that you and I are talking through a screen rather than in person and call it what it is, but also communicate trust, empathy and vulnerability.

Those are just some of the takeaways from three past episodes of Insider Interviews and as a special little bonus edition for Thanksgiving I am sharing back some of these words of wisdom from Shelly Palmer, Erica Keswin, and Claude Silver, who each happened to talk about how we can create connection and how that helps brands and employees thrive. Especially in tough times like this pandemic.

Highlights of the highlights:

Palmer:  “People are quickly adapting to and evolving into good citizens in video chat. It’s fantastic. …And the other thing I love about what’s happening right now is formality has gone out the window.

…They’ve been willing, accepting of technical glitches that you would never have accepted before. It really reminds me dramatically reminds me of the change in video grammar in 1980, oddly enough.

…And I think what is most important thing is that we all get together; that we figure out how to be social animals in a time when, when coronavirus is making us forcing us to be less social.”

Erica Keswin Guests on Insider Interviews
Erica Keswin, Author of “Bring Your Human to Work” -Epi 3

Keswin: Think about communication along a continuum: you have instant message and texts and Slack and email and picking up the phone. We used to be able to walk across the hall or  visit people. …Now, from a societal perspective, many of us are defaulting to that technological end of the spectrum during this COVID-19 quarantine. How can you …pick up the phone, turn on the camera…and speak in that human voice, across all mediums of communication.

…”If you’re running the meeting make sure you say to your people, ‘you need to take some time to turn it off.’…It really is up to the leaders to model and to push people, to make sure that they’re taking care of themselves.

…From a brand perspective, how are you going to be remembered during this time in terms of, you know, what you did, what you said, what you supported and how you brought your human to work?”

Claude Silver on Having a Heart at Work
Claude Silver speaks with E.B. Moss on the role of a Chief Heart Office at VaynerMedia

Silver: I believe in people and I think that pretty much anything is accomplishable with vulnerability, with people showing up to be big and authentic and not building walls, but really finding ways to bond with one another and connect.

…You know, when you’re on a screen, everyone has the same size square. It has leveled the playing field. And I definitely think that while we have to work a little bit harder to create this connection

…On one hand, I do think that brands have a very big responsibility to be as authentic as possible today and not try to pull the wool over anyone’s eyes because we are all reading the same news. We are all in the same climate. We’re in a sea of sameness right now. We’re all in this world together. So don’t try to fluff that. … I don’t think we need to be cotton, candy and Illy gooey. But I also don’t think we need to be showing things that are not attainable today…. Let’s get real about that.

I think that there is resiliency, authenticity. I think there’s fine to have a little bit of levity, which we see in these memes on Instagram and everywhere. …like me going to the refrigerator 20 times in one hour, because it’s there. Those are things that I think are they capture human emotion and that’s what it’s about. That’s what it’s always been about.

…I would like to think every brand would be mindful of the fact that we are all in this world together. … I would show more ads connecting people together, coming together on a zoom or a squad cast or a hangout, let’s not deny the fact that you and I are talking to a screen rather than in-person but also communicate trust and vulnerability.

Again, my thanks to everyone for listening and to all of the 20 interviewees that I’ve spoken to thus far.

And if you’d like help with building your own podcast or any content marketing, please reach out to me at podcasts@mossappeal.com.

I look forward to sharing more in the very near future.


IAB’s David Cohen with the Pulse of Digital Media & Marketing



When David Cohen joined the IAB as President, the US was two weeks into stay-at-home mandates. While that may have curtailed in-person conferences the industry association is known for, it upped the focus on all things digital. Not long after, the ante was also upped for Cohen personally when he was named CEO following the 14 year run of Randall Rothenberg. Pressure? Not to hear Cohen, who has helmed major agency divisions and had $20B in media spending under his purview during his days at MAGNA and UM. But pandemic-influenced strategy changes? Definitely.

In support of its mission to “empower the media and marketing industries to thrive in the digital economy” – let alone during a COVID economy — Cohen has “brought an unprecedented number of industry captains into their leadership councils and transformed the timeliness of their strategic initiatives.”

Those words from Rothenberg’s commendation of Cohen on his promotion sparked a song from me. Of course. No one is safe. But that didn’t curtail a compelling conversation about more serious matters, such as Cohen telling me about the advantages that came with adapting to the digital world as early as the 90’s and how he – and the IAB overall – are continuing to innovate with today’s current technologies for marketers. I also put Cohen in the same hot seat he put recent panelists in when moderating a Reach Conference talk himself, asking what he would most like to see fixed in our current digital eco-sphere.

Cohen moderating Reach Conference panel

We also discuss:

  • Cohen’s A-ha! Moment – from the Yellow Pages!
  • The lessons he learned after joining the IAB family that every marketing agency should know
  • “Pulse studies” on changes in consumer consumption trends to media buyers/seller polls
  • The IAB’s Brand Disruption Summit
  • How to navigate through your Brand and Demand goals
  • The shift in how digital engagement is being accomplished
  • How IAB is helping in pushing cross-platform forward
  • Like his friend and recent Insider Interviews guest, Carl Fremont, Cohen has a pro-social personal mission. Hear how he — and ANA’s Bill Tucker — are helping push support of disadvantaged children.

Resources Mentioned:

Social Media Links:

Insider Interviews is on Twitter, Instagram, and Facebook.

Please share the podcast and share how smart you are about media, marketing and advertising! To reach out to be considered for an episode or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss — email podcasts@mossappeal.com. We’re “hear” for you!


VAB CEO Sean Cunningham on Why Video “Simply” Works



Sean Cunningham is the son of a radio personality and the husband of grammarian. That may be why he expresses himself so fluidly and works hard to offer clear explanations about the video landscape at the same time. Those personal aspects combined with deep professional experience in the ad industry and as a strategic media advisor help him helm the VAB, the source for insights-driven research and thought leadership about premium video. As its president and CEO, Sean is laser-focused on maximizing outcomes and championing the medium as a must-have for building high-value brands and driving growth.

It’s not easy in our changing environment, but the mantra at the organization is to simplify what is a very complex ecosystem and offer insights that help all those in the business of video to thrive. They’ve kept up a steady pace of conferences and reports even during trying times, even as consumers have made a steady diet of video during these at-home days.

In Episode 19 of Insider Interviews, Sean tells host E.B. Moss about the definition and best practices around marketing with premium video (spoiler alert: the VAB defines it as multi-screen content that’s professionally produced programming in any form — linear, tablet, laptop, mobile, etc.).

Sean and E.B. also discuss:

  • Our radio dads!…and what happens around Sean’s dinner table…
  • The lessons he learned on the agency side that all media sellers should know
  • The role of media in building your brand during the COVID-19 pandemic
  • The power of including authentic messaging around diversity & inclusion
  • VAB and IAB – important bedfellows
  • The changes in consumer habits that marketers need to consider
  • How to put your best foot forward to advance a career in this industry.

Resources Mentioned:

Social Media Links:

Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook.

You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at podcasts@mossappeal.com. We’re “hear” for you!


Andrea Palmer of PHM on Marketing Healthcare – with Innovation and a Conscience



Andrea Palmer, now President of Publicis Health Media (PHM) has wanted to be in Healthcare Marketing since her college days despite the field not always getting credit for being dynamic or embracing creativity. With PHM’s reputation for having their “finger on the pulse” (sorry), she’s proven those perceptions wrong and inspired many to follow or stick to the healthcare marketing path.

In Episode 18 of Insider Interviews, in which I perhaps sing again (umm, twice, I’m just sayin’) Palmer clearly demonstrates just how creative and important messaging around healthcare can and should be. It’s certainly an area that’s very top of mind with us all these days and Palmer makes it digestible. You’ll pick up on why she rose through the ranks quickly at PHM — the strategic media planning and buying agency within PHCG, and the only global media agency solely dedicated to the health and wellness space. This industry trailblazer of nearly 20 years shares what’s currently happening in the healthcare media space, along with some interesting projections from PHM’s prescient “Disruptors List.” Get the insider scoop on what inspiring innovations emerged from the “Shark Tank”-type element of their industry-convening Health Front, and what we should be concerned about.

Palmer is determined to ensure the right information is getting out there and helped drive home PHM’s mission to equip brands AND people with the tools and communications they need to make healthy decisions. We learn why it’s important to create content with conscience and why brands need to listen to other voices than their own.

What we talked about:

  • What’s happening in healthcare marketing
  • How a childhood illness put Palmer on the path to healthcare…and college led her to marketing
  • Health trends and disruptors
  • How PHM markets to consumers who’re apprehensive about embracing telehealth
  • How PHM helps its clients with being ‘the resource’ instead of Dr. Google
  • Defining the concept of Content with a Conscience
  • Facing down racism: communicating to diverse audiences and not just “to the mean”
  • How Palmer is advising her clients on approaches to ensure that health message is communicated well and heard by all cohorts and communities
  • Thinking about the bigger picture
  • Pushing for innovation in the health realm
  • The future of healthcare

And yes, I find a reason to close with a song…again.

 

Follow Andrea on Social Media

 Resources mentioned in the episode

PHM: Publicis Health Media

Health Front 2020

The Healthcare Industry’s Big Disruptors


Frito-Lay SVP Marissa Solis on Pivoting Big Brands



Marissa Solis was about six months in to a big new role at one of the biggest snack companies in the world when one of the world’s biggest crisis hit. That’s not hyperbole. As the new head of all marketing initiatives, media, sports, and partnerships for the core brands of Frito-Lay North America, including Doritos, Cheetos, Tostitos, and dips, it was definitely not hyperbole.

That was Marissa’s new reality and she had to help smoothly and quickly do the equivalent of turning a battleship. But this dynamo had previously been tapped to lead the creation of a cross-functional Hispanic Business Unit at PepsiCo and had helped double beverage sales among U.S. Hispanic consumers in a short time, so she was the right woman to face down a pandemic.

Her throughline — and recipe for success? It always has to start with the consumer.

In Episode 17 Marissa explains her whirlwind responsibilities, the massive changes facing brands today, and how those Frito-Lay brands speak to specific audiences. We also talk about how COVID-19 has impacted campaigns from a Super Bowl sponsorship to a new direct to consumer approach. This is a great reminder for brands about the need to engage with consumers where they are. And right now, that is at home…with a pro-social commitment to community. For example, a big Cinco de Mayo campaign was planned and poised to roll out to retail…and instead quickly became Salsa for Cinco benefitting the Hispanic community — which has  been disproportionately affected by the pandemic. Listen to the evolution of the #AmplifyBlackVoices campaign which included letting PepsiCo ad space be used instead by Black artists to showcase their work.

There’s much to digest in this episode! So grab a bag of chips, click play, and enjoy!

What also talked about:

  • The importance of being agile in today’s marketing world
  • Pivoting to the direct to consumer space
  • The “Pantry Stock Phenomenon”
  • The different personalities of Frito-Lay brands
  • Today’s marketing renaissance
  • Details on the benefits of Salsa for Cinco and #AmplifyBlackVoices campaigns
  • PepsiCo’s commitment to diversity and inclusion in the workplace
  • Engaging consumers where they are
  • How Marissa and her family adjusted to the new normal!

Follow Marissa:

Linkedin @Marissa Solis

Resources Mentioned:

www.snacks.com

Salsa For Cinco with Mario And Courtney Lopez

Doritos Amplifies Black Voices

@mossappeal


Podcast Prognostications At and Around RAIN’s Global Summit – with Brad Hill: Epi 14



This episode is made up of two discussions about podcasting: A casual conversation with RAIN News president, Brad Hill around fun moments from the industry and projections for its success… and a more formal discussion — actually a few segments grabbed from RAIN’s Global Podcast Leadership Summit.

Insider Interviews host, E.B. Moss was the moderator on a panel about podcast advertising, featuring Art19’s Lex Friedman and Targetspot’s Dave Sosson — and a few of their insights were captured here.

  • You’ll learn how the summit had to pivot — and lessons for good zooming — as well as:
  • the kinds of media categories that podcasters are selling against — think paid social — and how they compare;
  • how host read ads are great, but how do they fit in to a targeted buy 
  • Interesting projections from the IAB and the new categories opening up for — and of — podcast advertisers
  • SHOULD there be a “PAB” 
  • And what is “giide”?

NOTE: Read RainNews.com to catch more takeaways from all the 8 sessions of the recent summit.

And ask E.B. about using giide.fm for your media company!