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Back in January I had the good fortune to get seated next to someone I’ve long admired — Carl Fremont — on our return flight from CES. If you’ve been to CES you know it’s non-stop learning about what’s trending. And my non-stop flight next to Carl made for even more learning as we recapped what we’d each just experienced, and then he was kind enough to share his own projections for the future of the media and advertising industry. I immediately understood why Quigley-Simpson had made Carl CEO just months before. So, for this episode of Insider Interviews I asked him to share a lot of those thoughts so more people outside of row 8 could benefit from his insights.
Carl has held senior roles in the media/marketing industry for decades, and explained how his longest tenure – 16 years with Lester Wunderman – gave him skills that are still applicable today. Hear how the former Chief Digital Officer for MEC and Chief Media Officer for Digitas describes direct marketing and performance marketing, and the importance of brands optimizing every channel possible – including how to capitalize on eCommerce.
Long an advocate of supporting women and diversity in the industry, Carl discusses how this transformative time is also a time to embrace change in order to evolve and benefit business. He shares a moving story of his own diverse background and how a discovery of his father’s past dovetails with his own unique hobby tied to vintage radios.
We are all fortunate that Carl loves sharing knowledge, and listeners will benefit from priceless marketing and advertising advice. And yes, I found an opportunity or two to sing to him….
Please listen – and share – Carl Fremont’s thoughts on advertising trends, common brand pitfalls and diversity including:
- Is “direct marketing” different from DTC?
- How the pandemic accelerated the emergence of alternative channels for businesses
- Creating a harmonious consumer experience
- What you can do to speed up purchasing path
- Authenticity: How to build it and what it truly means
- Mistakes brands make and how you can avoid them
- The pros and cons of third-party eCommerce platforms
- Considerations for building your own eCommerce platform
- The holistic approach to promoting your brand
- What omnichannel really means
- Influencers: Does scale matter here?
- Diverse creative staff to reflect diverse consumers
- How mentoring benefits companies – and oneself.
Social Media Links:
Resources mentioned in the episode
- Being Direct: Making Advertising Pay (1998) by Lester Wunderman
“We’ve been practicing direct to consumer skills since our founding. We just didn’t call it “DTC”. “Direct marketing” does not mean you abandoned brand.”
“We need to always make sure that we’re giving opportunities, that we’re mentoring, that we’re helping to grow the industry with a more diverse background.”
“I love looking back and looking forward. I believe a lot of lessons can be obtained about moving forward from looking back.”