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KoAnn on Building Sustainable Brands – Epi 28

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KoAnn Skrzyniarz has been making a strong case for building Sustainable Brands in global conversations with some of the world’s biggest advertisers. It’s all about the business value of environmental and social purpose. And the data is on her side.

In time for Earth Month, or any time, in Epi 28 KoAnn (frequently known by just her first name) shares not just the “whys”, but some recent “hows”: how sustainability has moved the needle for leading brands and how to be resilient in a “VUCA” world. A what?

Listen; she’ll explain, and we also discuss:

  • The impetus for creating Sustainable Brands – and if its mission has changed more than 15 years later?
  • What kind of changes has she seen in the brand and media marketplace in terms of embracing brand purpose

“Twenty years ago it was not recognized that companies that understood how to innovate for environmental and social benefit were going to be the companies that survived and thrived in the 21st century.”

  • Is Corporate Social Responsibility (CSR) a good description? (Hint: KoAnn explains why it’s more a “business opportunity” and why the ANA [Association of National Advertisers] uses he notion of ‘good growth’. )
  • How companies should integrate their brand marketers and strategists, the product and service positioning teams AND the sustainability/procurement/diversity teams
  • Is our current focus on brand purpose just another trend? How does it compare to the green rush of the 2007 timeframe or rallying around Hurricane Katrina? Have companies evolved in their mission-driven work?
  • The data supportive of sales driven by environmental and social value propositions; What kinds of brand transformation are happening — and at which companies?
  • How have companies like Clorox and P&G navigated the road to sustainability? And what is a Brand Transformation Roadmap?
  • How has Sustainable Brands itself pivoted during the pandemic to salvage — and even grow — their world-class conferences in a VUCA world! (There it is again!)

 Additional Links:

SB Brand Transformation RoadmapSM.

Sustainable Brands global conferences 

P&G Planet KIND brand

Clorox Company social responsibility

Twitter:

@KoAnn

@SustainBrands

@mossappeal

@InsiderIntervws

Insta:

@SustainableBrands 

@InsiderInterviews

Insider Interviews Facebook

 

 

 

Robyn Streisand, CEO, The Mixx: DEI as Key Marketing Ingredient

advertising, business, diversity, Episodes, marketing, Uncategorized, , , , , , , , , , , , , , , , , , , , , , ,

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When Robyn Streisand went from the client side to her own marketing agency, The Mixx, the opportunity to certify as a woman-owned or LBGT-owned business did not exist. 25 years later, she has helped both brands as well as other agency owners to leverage DEI — Diversity, Equity and Inclusion — in media and marketing. Part of that help came about through her creation of Titanium Worldwide, billed as “the world’s first collective of certified-diverse independent agencies,” to help make DEI more easily “front and center” for clients.

Given today’s times with its heightened sensibilities, she couldn’t have been a better move if she’d had a crystal ball. After all, marketing comes down to “People… People Who Need People” to buy things… And embracing people of all stripes and varieties to drive business opportunities is what Streisand does flawlessly. 

For Episode 27 of Insider Interviews with E.B. Moss, hear what this marketing maven says about:

  • The value of certifications — for business owners to the brands who are seeking diverse suppliers — from WBENC, which certifies businesses as woman-owned and operated, to NGLCC (the ‘LBGT Chamber of Commerce’), to the NMSDC, which has the largest number of certified minority-run businesses;

“Now I have a certificate that says I’m woman-owned or I’m gay owned and all of a sudden, it’s a new day. It gave us an opportunity to register our company in these portals that help diverse suppliers get found [by Fortune 1000 companies.]”

  • How the rise in both consumer demand and procurement department mandates that purpose be built into marketing created a bit of a COVID silver lining for The Mixx and Titanium

  • Examples of brands embracing DEI — and how the anniversary of Stonewall sparked the start of more and more inclusive marketing efforts around more and more groups

  • How pressure from the streets is being matched by pressure from The Street — Wall Street!

  • The added pressure to recognize the power of Gen Z which “is coming like a bat outta hell!”

  • The essential need to communicate authentic brand purpose

“The benchmarks of success around purpose “must be front and center on brand websites: ‘We see you. We appreciate you. We embrace you. We stand for gender parity, transgender, equality’…all of it. Like, now’s not the time to be living in Alabama.”

  •  Where brands are focusing their dollars — or not

  • Advice and caveats for the future, which include:

“I think it’s like ripping the band-aid off. You have to start somewhere. But this is a long game. This is about doing the right thing now for the long haul. Invest in diversity, equity and inclusion training programs. Invest in what matters to the broader audience. Talk to people in their voice, and be consistent and authentic about it. It’s not about how much you do, it’s that you do it, do it well, and do it consistently.”

  • Why Streisand describes work around sustainability as the 2.0 of DEI.

And don’t miss the answer to the big question: Will I actually dare to sing to a member of the Streisand clan?

Please listen, and follow anywhere you like to get your podcasts. And if your business needs help from THIS woman-run business, please reach out to podcasts@mossappeal.com for help building a podcast for your business!

RPA’s Joe Baratelli on Doing Good (Marketing) to Do Well

advertising, business, Episodes, health, marketing, Uncategorized, , , , , , , , , , , , , , , , , , ,

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Thanks to Los Angeles-based agency RPA, “We Are Farmers, buh bi dum dum dum dum dum” has become a bit of a jingle earworm. Great awareness and brand recognition for the insurance company. Joe Baratelli, EVP and Chief Creative Officer of the agency that’s been his home for almost 35 years, walked me through that and other creative concepts and their business results. It starts, he suggests, with the mantra of the organization: People, Relationships and Results.

(Note: You can also read a summary of this conversation in the new publication, The Continuum.)

Now, in an era of ubiquitous focus on health, though, the AOR of Farmers and Honda wants to expand its portfolio to include more healthcare clientele. Joe also explained how RPA has started to accomplish that — and did well by doing good for UNICEF and the Pediatric Brain Tumor Foundation. It’s heartwarming work and their pillars of focusing on people and relationships definitely shine through.

Sample of UNICEF #VaccinesWork art

If you’re in advertising or #marketing, this is one to save as a download.
Joe and I talk about:

  • How respecting your co-workers AND the audience for the campaigns yields results
  • How they applied that to the UNICEF #VaccinesWork campaign and leveraged our inclination to protect our kids from danger to drive inoculations that protect them from dangers we can’t see. Brilliant!
  • The elements that went into a worldwide campaign and its efficacy in changing minds
  • How marketing #vaccines is similar to…or different from… marketing other clients like Apartments.com, Honda, or Farmers, for example.
  • How DID they evolve their Farmers campaign as times have changed over 10 years on the account?
  • What behavioral scientists can tell you about human nature…to inform creative campaigns
  • How pro bono work, such as for PBTF and the stunning collection of compelling animations they did to ease kids into understanding their diagnosis led to a healthy set of new clients…

Oh, and yes, I managed to sing the Farmers jingle.

JibJab’s CEO on Strong Brands and Floppy Jaws

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For Episode 21 I spoke with someone who’s been an animated head more times than he can probably count: Paul Hanges is CEO of JibJab, which is famous for its personalized e-cards and satire animations that lets your head be the star! If you haven’t heard of JibJab you may have had YOUR head in the sand; they’re the OG of digital branded content. It was born in 1999 to brothers Evan and Gregg Spiridellis, perhaps best recalled from their 2004 glory days of being featured on everything from The Tonight Show to ABC News for then viral political satire, “This Land.”

Hanges, who was promoted from COO 18 months ago, says they’re proud of being dubbed the “original online cockroach” for their longevity and survival of dot-com and economy busts. In our conversation he explains why JibJab is still hot more than 20 years since its inception. They’re even having something of a renaissance with the resurrection of their trademark Year in Review video after a six-year pause. (But how could you NOT do a recap of a year like 2020? For Chief Creative Officer Mauro Gatti and lyricist Scott Emmons it probably almost wrote itself! And I’m proud to offer my big head/floppy jaw cut here for your amusement by way of example!)

Hanges also explains the appeal of low-tech animation and their trademark “big heads and floppy jaws,” how they survive as a subscription model and why they walk away from brand dollars if not aligned with their mission – “to make billions of people happy by allowing them to be funny, wherever they’re having that conversation.”

Here are the highlights – but do hear all Hanges has to say in this very “animated” conversation:
  • How it all started – yes in the proverbial garage
  • Why, in a world of “deep fakes and augmentation” the appeal of JibJab is the personalization and NOT to replace reality. “We want to provide utility to help people say happy birthday or anniversary or other big moments.”
  • How personal micro networks add up to eyeballs at scale – and 1.3 million paying subscribers;
  • How they’ll leverage the rights to hits like “Old Town” or Mamma Mia the musical, but why they’ll walk away from 95% ofbranded opportunities;
  • Why politics and JibJab do not always make good bedfellows, but why they participated in the Facebook ad boycott in July to stand up to divisiveness;
  • How (self-plug here) they balance “brand+demand,” — as we promote in The Continuum;
  • The big data opportunity they’re sitting on to be a personalized service for people and how they’ve had to be nimble and “pivot” in their production and platform access.

And of course, for the last episode of 2020 we have to offer Hanges’ words of wisdom from the past full year as CEO to other new CEOs…and how to embrace your strengths and those of others as well. “I take a step back and look and say, ‘we have a very strong operating team that’s working towards a goal of making billions of people happy.’ …And I’ve been really proud to say I can lead this company with that mission.”

Personally, I could not have wrapped up my first year of Insider Interviews podcasts (AND my “It’s Quite a Living” personal podcast) with a better message than to “head” into 2021 with the inspiration of a JibJab to find the humor and spread the joy throughout this holiday season and into 2021.
 Thank you all for listening and hopefully sharing this podcast. I value your feedback and support. And if I can help you create content that spreads joy or opens revenue doors please visit Moss Appeal or write to me at podcasts@mossappeal.com.

Happy New Year!

Frito-Lay SVP Marissa Solis on Pivoting Big Brands

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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

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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!