Tag Archives: branding

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:

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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


Marketing NPR – The Insider Scoop from CMO Michael Smith



Michael Smith joined National Public Radio as chief marketing officer at a time when the nation — and the world — had just entered crisis mode. In addition to adapting to his new job he’s needed to shift the company’s marketing message, outreach and the very stance the brand has taken over the past years. Part of that shift was motivated by more digital audio listening given more at-home workers during our pandemic. The parallel motivation was to amplify more multicultural voices and drive greater diversity within the halls of the company itself. 

In Episode 15, Michael shares his observations, his approach and some insider scoop from his winged-back chair in New Jersey. For example, he explains how different audiences respond to NPR’s content. Michael tells us that “among regular users when we look at people of color versus white listeners, their satisfaction levels are actually higher. So it’s an exciting thing in the sense that if we can get more people to know that we’re there and to get us into their consideration set, when they come, I think they’re going to love it.” 

Michael had primarily been focused on network video, developing strategies to reach younger and more diverse audiences on streaming platforms for Cooking Channel, and Food Network — where he and I worked together during the last big crisis for the country, 9/11! He has quickly learned to apply his know-how to linear radio and on demand audio.

“When they start to know some of these shows where there are young, diverse hosts, a Sam Sanders or [they get to know the] hosts of Pop Culture Happy Hour, that creates so much more engagement than when they just see the three block letters, NPR.”

The fast 35-minute discussion includes suggestions all brands can appreciate from a world-class marketer like Michael Smith. We talked about:
  • The challenges most media companies are facing right now
  • How to move from linear to on demand streaming digital platforms
  • Balancing linear, podcasting and the NPR One app
  • How has Coronavirus Daily evolved as a show…and the ongoing need for that content?
  • How NPR itself has evolved since its origins in the 60s, and why its signature audio style is intentionally like a mental “exhale”
  • Working with the sponsorship team, NPM
  • Michael’s optimism — and any pessimism — for the future.

Follow Michael on LinkedIn. Follow NPR on Twitter.

Follow Insider Interviews on Twitter, Instagram and Facebook. And reach out to be considered for an episode or for your own bespoke podcast series produced and/or hosted by E.B. Moss. 

Michael’s “studio” chair

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!

 


Lawrence M. Kimmel: Direct (Marketing) from the Heart – Epi 13



How do you circulate a message that even the Pope shares — and ultimately get 2 billion impressions across hundreds of countries around the world? Ask Lawrence M. Kimmel. His Rung-UP team created the #WeRemember campaign for World Jewish Congress. What marketing advice would this former Chairman of the Direct Marketing Association give politicians to help them appeal more to the public? And, what does Larry think are standout marketing tactics these days?

I asked Larry all of that – and he answered specifically and thoughtfully in Epi 13 of Insider Interviews. He also shares what led him to create Rung-UP, a strategic marketing consultancy…and why he calls it the first “C2C” agency.

You’ll immediately value Larry’s creative vision, branding and marketing expertise when you hear him discuss these elements as well:

  • How the current pandemic is affecting global consumer behavior  
  • His personal experiences that impacted his evolution into a mission-driven clientele — and lessons from his father, Howard Kimmel, who put his lifeblood into building affordable housing
  • Rung-UP’s work with the World Jewish Congress and how he came about the campaign #WeRemember
  • Why a C2C approach is so important for those in the “C-Suite”
  • His tips on branding and marketing a politician
  • How advertising has changed and become more complicated throughout the years
  • Why both traditional and digital channels are important in advertising
  • Instagram stories or TikTok? And will he still embrace Facebook? Is there a place for traditional direct mail?
  • His predictions for consumer behavior in the future
  • The ripple effect of brands’ response to consumer buying habits
  • His recommendations for companies who need to do better in bringing more of a multicultural team — and what young entrants to a career in media should focus on.

Be informed and inspired by Larry Kimmel, who is living and working this reality: “If we can do well for the world and make a living at the same time, it’s even better.”

Social Media Links:

Twitter @kimmelsCorner

Linkedin @LawrenceKimmel

Rung-UP’s Linkedin @Rung-UP