Tag Archives: mossappeal

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


Tom Webster with the Insider Scoop on Audio Research



Tom Webster, SVP of Edison Research, describes his job as “telling the stories of numbers.” He definitely make numbers come alive, and he’s a great storyteller overall. So you’re generally okay with Tom as your guest if you didn’t discuss podcast topics in advance.

My industry acquaintance may be self-effacing, but he has a steel trap mind for the insights Edison regularly uncovers about all things audio, and he shared quite a few in our ad hoc but fascinating conversation for  Insider Interviews.

The custom market research company helmed by Larry Rosin may be best known as the sole providers of exit polling data during U.S. elections, but Tom is best known for his big research reveals on webinars (now Zoom presentations) or at conferences. Research junkies lean in to hear which platform has the biggest “share of ear” and how differently are consumers engaging with Alexa. Basically, he’s the go-to guy for sharing and interpreting our evolving involvement with radio, podcasting, voice…even IoT and our social media habits.

As Tom describes it, “I make sure that the data that we collect on behalf of our clients is understood contextualized, put into action and valued, and that people come back for more.” Here’s what’s “more” about Tom and a topline of our discussion: Little known fact? Tom likes words as well as numbers. This former English Lit professor is also the principal author of some widely cited studies and the co-author of The Infinite Dial, America’s longest-running research series on digital media consumption, and The Mobile Commerce Revolution.

In Episode 16, Tom shares some insider scoop from Edison’s audio research – and his considered POV on the current state of radio broadcasting and the growth of podcasting (including some tips that can help you grow your own podcast).

[00:01 – 03:25] Opening Segment

  • More about Tom Webster, his role in Edison Research and a moving from academia to a marketing career

[03:26 – 17:20] The Insider Scoop on Audio Research

  • About Edison Research’s broader offerings – like that exit poll and vote count data – and Tom’s area of focus: Audio
  • More insider scoop from Tom WebsterVoice vs. Audio
    • The growth of “smart speakers.”
    • Where are we – if anywhere — with an FM chip for mobile phones?
    • The general state of radio
    • The uptake on podcasting (Joe Rogan notwithstanding)
  • Tom talks about some Edison partnerships (and E.B. held back “insider” jokes about her old boss, John Rosso of Triton Digital!)

[17:21 – 25:40] Diverse Voices

  • The diversity in podcast listeners and podcast content
  • Growing your podcast in today’s competitive market:
    • Having a distinct voice
    • Showing your unique, distinct point of view
  • How Tom is sharing HIS unique POV, via his own newsletter I Hear Things

[25:41 – 31:27] Closing Segment

  • Tom’s go-to resource gathering platforms
  • The Tom and Tamsen team: “freenoting”with his wife, Tamsen Webster
  • Final thoughts

 

 

E.B. and Tom on the first (last?) VOICE panel at CES 1/20

Resources Mentioned:

You can connect with Tom on LinkedIn and Twitter. Subscribe to his I Hear Things newsletter. Listen to The Freenoter with Tom Webster and Tamsen Webster.

Follow Edison Research on Twitter, LinkedIn, Facebook, and Instagram. You can also visit their website https://www.edisonresearch.com/

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

And 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, please reach out at podcasts@mossappeal.com. I’m “hear” for you!

 


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!

 


Lantigua-Williams with the Scoop on Launching a Podcast Company



Get the “insider scoop” on how to dive in to creating a place in the podcasting world. The talented Juleyka Lantigua-Williams, Founder/CEO of Lantigua Williams & Co., an award-winning and Peabody-nominated digital media studio, walked us through her anxiety through her achievements. While she’s humble enough to just describe herself as someone who builds teams that create podcasts, those teams have turned out hit after hit in three short years. But Lantigua-Williams has the chops, from 20 years of experience as a writer, reporter, editor, syndicated columnist, book editor/scout, lecturer, and audio producer!
The differentiator for this company? Its mission to support and amplify the creators and stories “from the margins” – which often means by and about women of color. These shows include Latina to Latina, which just passed 100 episodes, 70 Million, and Feeling My Flo. But Lantigua-Williams also does consulting and white-label production services for clients like Macmillan Podcasts (Driving the Green Book), the Phi Beta Kappa Society, WHYY, KQED, and Civil Beat.
Another secret weapon for success is Juleyka’s authenticity and generosity. She’s set a tone of sharing — which you’ll hear candidly in this conversation and can read in her posts on the company site and elsewhere, like this very guide to “centering marginalized people in your podcast.”
Listen and learn the ins and outs of producing a show and starting a company as Juleyka shares her knowledge and expertise including:
    • How Juleyka embraces her BFF, named “Insomnia”, and sidekick, Perfectionism
    • The path from intern to producer to company founder – as a “hyphenated American”
    • The first step to starting any company
    • Staying true to Juleyka’s vision for her company
    • How some shows came about (umm, conversations around astronauts menstruating in space?) and upcoming projects
    • Supporting women of color
    • Getting to “scale” and getting revenue
Follow on Social Media

 

Resources mentioned:

Lantigua Williams & Co

Podcasting Seriously

Truth be Told by Tanya Moseley

 


CMO Minjae Ormes with the Scoop on Making a Visible Difference



My work is creating content that drives change. Mostly for businesses. But I have always shared my perspective through content: journalism, blogs, podcasts — even just journaling. I had to balance the “best practices” of regularity in my podcast publishing schedule, with bigger things in mind. The crisis in America. I only had Tuesday available to record for this week, which was #BlackOutTuesday. And, on top of that, today – the Thursday I publish –  is also the memorial for a martyr to racism, George Floyd

If you – as most listeners to this podcast – work in media, marketing or advertising, chances are you know of Minjae Ormes. Most recently global head of partnerships for YouTube, and for the past couple of years chief marketing officer of disruptive phone service from Verizon, Visible. She personally has been visible for her innovative, and appropriately “disruptive” approaches to marketing the new service, but more recently she’s been seen in various trades and on panels describing how they’ve embraced broadcast TV campaigns for the first time. That said, Minjae is also widely respected as a mentor to women in business, and a role model as leader.

E.B. and Minjae Ormes after our first interview in 2019
Her thoughtful comments – both in this interview as well as in sharing more of her personal journey the first time I interviewed her in March of 2019 — on learning to adapt to new cultures and countries are as insightful as her marketing approaches are. So, since she made the time for me on her actual birthday this week, we made sure to discuss not just her shift from event marketing to mass media, etc., but — like in my last episode with Sree Sreenivasan — the absolute need to embrace empathy in our professional and personal paths.
  • I think you’ll get her tone from this quote: “How do we first and foremost create the kinds of experiences that people expect now across the industry? Just the simplicity, the seamlessness, but also the humanity with which you show up as a brand and a business.”
  • She also explains their pandemic pivot: “going into April, our traffic and some of the KPIs were actually picking right back up, which told us that phone services are one of those things that people rely on, no matter what happens, if not more so now. It’s been an interesting exercise, both in listening, but also… as all of us as marketers can’t really do create a production the way we used to it created spaces for us to think about what’s old is new and new is old again, and different ways to ultimately listen to consumers and what they’re telling us implicitly and explicitly for us to follow their lead.”
  • Another visible difference in Minjae’s approach? Making a difference in people’s lives. Literally. Hear her description of their pro-social campaign, #VisibleActsofKindness, and the story of one customer that moved her most, plus how they supported volunteers forced to immediately return from Peace Corps volunteering.
A final note, while Visible’s difference is that it has no brick and mortar locations, many of its parent company retail stores were looted and stripped bare during protests this week. Verizon also just donated $10 million to social justice organizations, including the Urban League and NAACP. So to honor the legacy of necessary change that we will hopefully learn from the death of Floyd, I am publishing on his memorial date so these words might inspire some to consider how they listen, and how they market to all people, with respect.

 

What Is It Like to Be a Girl of Color?

These middle school girls in Brooklyn are speaking up about being a girl of color in America.

Posted by Global Citizen on Tuesday, June 2, 2020

 


The Scoop from Sree on Good Talks, Listening and Journalistic Integrity



As we crave connection during these isolating times, Sree Sreenivasan has stepped up to bring people around the world together, sometimes several times a day. While almost 80 straight days in a row of recording his Global COVID-19 show drove his family to furlough him from his own home during livestreaming hours, this social and digital media expert, known by many as “@Sree”, has an expanded family of connections that faithfully gather round for a dose of positivity.

And every Sunday, they tune-in again for his New York Times “readalong,” now five years running, with his own scintillating and scholarly guests perusing the paper and op-eds alongside him. So, that’s 80 days in a row and literally twice on Sunday. Did I mention his 21 years of conducting Social Media Weekend gatherings to educate on the latest tools and tactics? How about his frequent appearances on radio, or CNBC as a tech-expert?

Hear why this the former chief digital officer for The Metropolitan Museum of Art is now focused on the art of generous content both altruistically and, candidly, as a business development vehicle for his digital marketing and virtual event business. Less generous, perhaps, in his opinion of social ISSUES, Sree’s stories – from adjusting to new countries and his quirky love of comic strip Calvin and Hobbes to how he adopted new communication tactics to connect people through every crisis of the past two decades – are equally passionate. The throughline is also his ardent belief in journalistic integrity, veracity and humanism.

We joke about how his livestreams and social sharing are the perfect outlet for a man who likes to talk, but with Sree, people want to listen. He’s learned the art of that, too.

Listen to the inaugural Marshall Loeb visiting professor at Stonybrook University, and former Columbia University journalism professor,  Sree Sreenivasan, and you’ll hear why.

We also discuss:

  • His humble and sometimes humiliating path to acculturating to America
  • The evolution and promise of his Global COVID-19 Show
  • How reading the New York Times out loud on Facebook Live become bigger than he could have imagined
  • How he competes with – or defers to his wife, Roopa
  • How that love for Calvin and Hobbes has played a role in his life