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IN CLEAR FOCUS is a weekly podcast offering fresh perspectives on marketing and advertising from experienced practitioners and notable thought leaders. With topics relevant to B2C and B2B marketers, we discuss strategy, branding, media, creative, and analytics. And there's a monthly book club featuring exclusive interviews with authors and discounts on featured titles. Level up your marketing with IN CLEAR FOCUS. New episodes every Tuesday, wherever you listen to podcasts.
225 Episodes
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IN CLEAR FOCUS: Guest Kate Wolff is CEO of Lupine Creative, co-chair of Do The WeRQ, and co-founder of LumiTerra. Kate shares how her career journey in advertising led her to establish Lupine Creative and co-found Do The WeRQ, an organization dedicated to increasing LGBTQIA+ representation in the industry. Kate also discusses the challenges of launching a new sustainable product, the LumiCup, and offers advice for professionals looking to make an impact aligned with their interests and beliefs.
IN CLEAR FOCUS: Matt Bourn and Sebastian Munden, authors of the new book, "Sustainable Advertising," share insights on how agencies and brands can transition to more sustainable practices. Starting with a five-point action plan, our conversation also explores the role of strategy and research in developing sustainable advertising, and how agencies can evaluate partners' sustainability efforts. Listeners save 25 percent when ordering directly from KoganPage.com - use code BIGEYE25 at checkout.
IN CLEAR FOCUS: Our guest this week is Jillian Gibbs, founder and CEO of Advertising Production Resources. Jillian discusses the changing landscape of video production and shares insights from her new book, "The Marketer's Guide to Creative Production." Addressing how brands can improve their content creation processes and implement more sustainable techniques, we also discuss the first Production Ready Masterclass, which provides marketers with practical, hands-on learning experiences.
IN CLEAR FOCUS: Our guest this week is Jack Shannon, co-founder and CEO of Recess, a platform reimagining sampling for consumer packaged goods brands. Jack shares the platform's evolution and explains how Recess connects brands with experiential marketing events across a broad range of venues, driving targeted and measurable activations. We dive into Recess's targeting capabilities, integration with retail media networks, and new features that can enhance brands' marketing with retailer data.
IN CLEAR FOCUS: Olivia Scott and guests explore the Barbie movie's enduring impact, discussing its marketing strategies, brand collaborations, and cultural significance. Olivia, a UCF student interning with Bigeye's strategy team, discusses the film's exploration of femininity, empowerment, and brand collaborations. Bigeye team members Sandra Marshall, Rhett Withey, and Savannah Santiago weigh in on creative marketing, the success of brand collaborations, and Barbie's appeal across generations.
IN CLEAR FOCUS: Kunle Campbell is the author of the Bigeye Book Club selection for March, "E-commerce Growth Strategy," and co-founder of Octillion Capital Partners, a digital-first house of “good-for-you” CPG brands. Kunle discusses first principles in e-commerce, the significance of customer-centric strategies, and integrating customer feedback for improved online experiences. We also examine how to build online communities and enhance customer retention. Save 25% with promo code BIGEYE25.
IN CLEAR FOCUS: AI pioneer Peter Voss discusses the evolution from "narrow AI" tools such as ChatGPT towards Artificial General Intelligence (AGI). Sharing his journey from engineer to AI innovator, Peter explains how his company, AIGO.ai, has developed a "chatbot with a brain." Hear how its cognitive AI, with advanced understanding and memory, revolutionizes customer service with hyper-personalized interactions. We also discuss potential use cases for personalizing advertising and marketing.
IN CLEAR FOCUS: Gabby Morris is an award-winning designer whose work inspires change. Currently the Regenerative Futures lecturer at Glasgow School of Art, Gabby describes recent projects, including an immersive experience called "Dish the Dirt" and her Kickstarter "Grounded Wisdom," a tarot-inspired card deck. Reflecting on her experiences, Gabby underscores the need for educational approaches that cultivate optimism, creativity, and systemic thinking for regenerative futures.
IN CLEAR FOCUS: Our guest is Gina Perrelli, a retention marketing expert and the co-founder of Stay Ai, a subscription app for Shopify brands. Gina explains why she views subscriptions as a performance channel and how Stay's platform can help DTC marketers optimize their programs. Gina discusses changing customer expectations and the potential for subscription models across various product categories, highlighting the importance of testing and customer feedback in refining retention strategies.
IN CLEAR FOCUS: This week's guests, Paul Randle and Alexis Eyre, discuss their book, "Sustainable Marketing: The Industry's Role in a Sustainable Future." They explain why it's imperative for marketers to shift from a focus on revenues toward balancing commercial, societal, and environmental goals. The authors also describe how their framework, the Sustainable Marketing Compass, can help brands and agencies in their transition. Save 25% off "Sustainable Marketing" with code BIGEYE25 at checkout.
IN CLEAR FOCUS: Ashley Stanford is EVP at digital ticketing solution TicketSocket and the Co-Founder of Ice Cream Social, an incentive-based social sharing platform. Our conversation reflects Ashley's 15-year career in digital marketing strategy. We discuss what being selected for the NBCUniversal Sports Tech Accelerator Program meant for Ice Cream Social's development, secrets of successful Influencer marketing campaigns, and tips for attributing results from online and offline activations.
IN CLEAR FOCUS: Whitney Dunlap-Fowler shares her expertise in integrating cultural insights into consumer research. She discusses working with brands as a freelance strategist at Touch of Whit Creative, emphasizing the significance of understanding broad cultural forces and specific multicultural nuances influencing consumer behaviors and preferences. We also discuss the challenges and opportunities presented by AI and the importance of gaining broad skillsets in the market research industry.
IN CLEAR FOCUS: Award-winning marketer and entrepreneur Kim Lawton discusses marketing in regulated categories like alcohol and cannabis, highlighting state-specific regulations and compliance challenges. Kim describes the operational differences she faces as Chief Possibilities Officer at Inspira and CEO at Enthuse, focusing on marketing operations plus integrating technology and AI. We also discuss Kim's work in philanthropy through the Enthuse Foundation, aiding women entrepreneurs.
IN CLEAR FOCUS: The first episode of our new season features Jarie Bolander, engineer-turned-marketer, entrepreneur, and author. Jarie discusses what he's dubbed "story-driven marketing," explaining the role and impact of stories in business. Jarie shares his journey from engineering to entrepreneurship, emphasizing the importance of narrative in marketing and communication. He also discusses how storytelling can help pitch business ideas and connect with potential investors.
IN CLEAR FOCUS: Jenny Li Fowler, Director of Social Media Strategy at MIT, discusses her new book, "Organic Social Media." Jenny explains the differences between strategy and tactics, creating more effective organic social strategies and aligning social media with organizational goals. Jenny also shares practical advice for social media managers on audience engagement, platform selection, and content creation. Save 25% on Jenny's book at KoganPage.com: use promo code BIGEYE25 at checkout.
IN CLEAR FOCUS: Applied behavioral economist Melina Palmer, CEO of The Brainy Business, discusses her new book, "The Truth About Pricing: How to Apply Behavioral Economics So Customers Buy." Melina shares her insights into pricing psychology and determining customer value, explaining perceived value, dynamic pricing, and the pitfalls of low pricing strategies. Learn effective pricing and the impact of psychology on sales and business success. Access the free book chapter offer in the transcript.
IN CLEAR FOCUS: In the second of two conversations, Julian Bleecker discusses how the Near Future Laboratory helps organizations envision future scenarios using Design Fiction. Julian explains why imagination is essential for solving existential challenges and how it will help us shape the future. We also discuss Solarpunk, regenerative design, the future of work, and how Design Fiction can be applied to enrich marketing and advertising with immersive research and creative storytelling methods.
IN CLEAR FOCUS: Julian Bleecker explains the development of Design Fiction, a method he pioneered for imagining future scenarios through the creation of tangible artifacts. Julian discusses some of the ways the practice can help guide decision-making and its uses in strategy and communication. Julian invites listeners to explore this interdisciplinary approach through publications and the Near Future Laboratory, a community applying Design Fiction principles to a broad range of projects.
IN CLEAR FOCUS: Mark Shayler is the author of December's Bigeye Book Club selection, “You Can't Make Money from a Dead Planet.” In this episode, Mark discusses practical examples of achieving sustainability without compromising business success. We discuss the circular economy, regenerative agriculture, the impact of climate anxiety, and communicating sustainability messages effectively. Listeners receive a 25 percent discount on Mark's book at KoganPage.com: use promo code BIGEYE25 at checkout.
IN CLEAR FOCUS: Jenni Romaniuk is the International Associate Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. In this encore episode, she discusses her book, Better Brand Health: Measures And Metrics For A ‘How Brands Grow’ World. Jenni shares insights about how brands grow, why small brands should adjust expectations when assessing brand metrics, and ways in which advertising can most effectively create category buyer memories.
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