Insider Interviews with E.B. Moss

Neil Vogel, CEO of People Inc., has done something remarkable in an industry that's been writing its own eulogy for years. He's made legacy media look relevant and publishing thrive. As the head of America's largest magazine publisher—home to People, Travel & Leisure, Better Homes & Gardens and more—he's navigated one of the most turbulent periods in magazine, let alone media, history with a perspective that's refreshingly unsentimental and, frankly, bullish on publishing. The Mindset That Matters What becomes clear quickly is that Neil operates from a different premise than a lot of industry vets. Neil Vogel, CEO, People Inc. He doesn't see change as something to fear or fight. Instead, he sees it as the operating environment: "We're going to happen to things. Things are not going to happen to us." It's a subtle shift, but it changes everything about how you approach strategy. He also refuses to accept the tired narrative that media is dying. "Media is a fantastic business," he told me. "People are on media more now than ever before, and there's more money being spent against media in various ways." The problem isn't media; it's when companies cling to old business models instead of adapting the execution while keeping the core mission intact. The Search Reality Check One of the sharpest insights from our conversation centered on the collapse of search dominance. When Dotdash was independent, 70 percent of traffic came from search. That was their "mall." But the mall blew up. Search traffic dropped to 30 percent of total traffic over time. The expected outcome? Disaster. What actually happened, thanks to Neil's approach? Total traffic grew. They built. They diversified into direct traffic, email, social platforms, Apple News, and owned properties like recipe lockers. A key lesson: "We're not entitled to search traffic, just like we're not entitled to Facebook traffic. You have to earn it." The People Magazine Blueprint The restructuring of People, Inc. offers a masterclass in letting go of control. Before, one print editor-in-chief made every decision across every platform. But these days he wondered how a print editor could understand everything and all platforms, like TikTok. They couldn't. So they decentralized. Execs like Charlotte Triggs now set the brand direction—the ethos that drives all teams—and then fully independent editorial teams handle the magazine, website, Apple News, the app, and yes, Instagram and TikTok. There's no forced repurposing. Each platform team creates natively for their audience. The result: People grew from six or seven million daily visitors to ten million, with explosive growth on social. The Data-Driven Philosophy Neil's Wall Street background shaped how People Inc. approaches analytics, but he's careful not to let math override instinct, noting: "If you don't make stuff people love, it doesn't matter what your math says." The real insight is this: strategic ad placement and clean design mean you can generate more revenue with fewer intrusions on the audience. Better experience. Better margins. That's the math he wants to do.  The Bigger Picture What makes this conversation valuable is that Neil isn't selling a complicated theory. He's demonstrating a mindset: stay forward-looking, embrace change, remain unsentimental, and never stop making things people genuinely want.  Key Moments and Highlights 00:38 From Dotdash to acquiring Meredith: becoming America's largest publisher 01:25 Why media remains a fantastic business despite industry pessimism 04:15 The search shift: 70% dependence became 30%, yet total traffic grew 06:29 Restructuring People magazine with independent platform teams and no forced repurposing 09:41 Data and creative working together: how math serves, not dictates, content decisions Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.

How can mentoring lead to a whole new career? How do dinner conversations and AI come together to drive entrepreneurship? How are some people changing the world as they change gears? Talk about REINVENTION! Well, I did. Meet two more honorees of the Folio: awards named to the Hall of Fame, in this "two-fer" episode on Doug Olson and David Adler, both of whom have gone from being presidents of publishing companies to reinventing themselves...and parts of the industry. First up: Doug Olson. Doug went from a career in the tech side to the publishing side, ultimately running Meredith Magazines (think: "Time," "People," "Better Homes & Gardens"...) to NOW hangin’ with the digital natives doing bling-meets-social media, as Co-CEO of "Bomb Party," with its TikTok-famous jewelry reveals! Bet you didn't see THAT coming. Creating Partnerships He discusses the evolution of Meredith, its major acquisitions, the partnership he headed with Walmart, and how Meredith navigated its own transition -- adding digital to print media. "Reveals" on TikTok Doug also describes his transition to #BombParty, a thriving and unique jewelry company that uses social media to engage customers.    Then there's David Adler. I cannot even keep track of all the ways David has reinvented himself: from launching a magazine on DC society back in the 70s, which he sold 10 years later for a handy profit -- and is now turning those archival images into songs and content! I kid you not. But wait, there's more. He helmed big PR shops, but is perhaps best know for founding one of the best magazines on events, called "BizBash." And now? SO MUCH -- from recently launching an online events mag, "GatheringPoint.news" to yet another startup. gatheringoint.news He highlights how he is an unabashed #AI acolyte and explains how it has revolutionized his latest ventures, supporting creative storytelling and increased efficiency. But David is also stopping to smell "The Roses", making the most of his author father's legacy by helping enable that current box office hit! from "The Roses" Like roses themselves, these guests exemplify the concept of 'perennials,' described by David as individuals who continuously evolve and remain curious, regardless of generational labels. Their stories illustrate the importance of adaptability, lifelong learning, and embracing new technologies in media or just for mental well-being! KEY MOMENTS: 00:00 Meet Doug Olson and David Adler 02:44 Doug Olson: From Tech to Media Mogul to... 05:36 The Better Homes & Gardens / Walmart Omnichannel Strategy 08:03 The Future of Print Publications 11:20 Golfing or Jewelry? Doug Olson's New Venture: Bomb Party 14:56 David Adler: A Perennial Journey Through Media 19:55 Adler on AI and Innovation 24:09 Washington Insider, A Big Screen Legacy and MORE Current Projects Please add a "like" or share this episode to encourage MORE "reinventionists!" And see you at the Folio: Hall of Fame 10/6. Here's Doug's info: LinkedIn Bomb Party Here's David's info: LinkedIn Managing Director- Living Room Labs (start-up) Founder- BizBash www.bizbash.com Author- Harnessingserendipity.com Partner- AdlerEntertainmentTrust.com Owner- Dossierhistoricalphotos.com Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews If you enjoyed this episode, follow Insider Interviews, share with another smart business leader, and leave a comment on @Apple or @Spotify… or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!

A spontaneous chat at Podcast Movement 2025 turned into 15 minutes of pure gold when Peter Ferioli explained how podcasts can now be interactive, with Pantheon joining forces with Spooler Media to lead the way. And to be wow'd at a conference that regularly features the best and the brightest in podcasting, this really stood out. Peter explains Pantheon's effort at launching music-oriented podcasts, netting maybe 10 listeners on day. He and his other partners were not inclined to quit their day jobs. But then when Spotify entered podcasting, suddenly everyone searching for artists was discovering their content alongside the music. Pantheon Podcasts And Pantheon went on to becoming one of the world's biggest music podcast networks with 150 shows featuring top-tier bands like Metallica.  The real turning point -- and where things get exciting?  Peter's now pioneering interactive podcasting with Spooler, a platform created by former Apple Podcasts and Megaphone executives. This isn't just another tech upgrade; it's completely reimagining what audio content can be...and do. But thanks to a combo of  new tech enablements from large language models anticipating conclusions to voice recognition and more, the team has raised the bar on what's possible. Try out the beta version of what the team has dubbed a "Podcast Puzzle" and try a brain game!    Walks and Talks They're enabling everything from choose-your-own-adventure stories that adapt to your location in real-time, to walks through decades of San Francisco with The Grateful Dead, and even talks with Benjamin Franklin using his complete writings. As I proudly punned to Peter, it's "electrifying!" Peter's Take: Compared to how Video has evolved, Audio has stayed the same... Til now. "You have audiobooks, podcasts, music and radio. They're all passive forms of audio... So in this world that we're trying to build out these interactive podcasts... You can ask a voice assistant for the weather. With an interactive podcast can create a story about the weather, even bring in real location data and create a personal narrative around it for you." Key Moments: [03:00] Early podcasting reality check: 10 listeners after a year of detailed work [04:30] Breaking the "sacred" podcast feed rules with multi-genre content [04:46] How Spotify's entry transformed music podcast discovery [07:35] Interactive podcasting revolution with Spooler FM explained [13:36] Mind-blowing AI conversations with Benjamin Franklin [14:28] Real-world application: Grateful Dead puzzle experience in San Francisco Don't miss the app Peter mentions: try Links interactive puzzle at podcastpuzzle.com. And speaking of keeping your mind sharp for puzzles, thanks to More Labs for sponsoring, with 25% off their Morning Recovery, Liquid Focus and Dream Well "tonics" at morelabs.com with code INSIDER. Here's a handy link: 25% Off More Labs https://www.morelabs.com/discount/INSIDER Stay sharp! Use "Insider" at morelabs.com for 25% off! Resources: Peter Ferioli - LinkedIn Pantheon on Spotify Hit Replay the game Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Enjoyed this free episode? My Tip Jar: https://buymeacoffee.com/mossappeal Kind comments, reviews and shares are equally welcome.

What do glassblowing, fintech, and plastic-free diapers have in common? One brilliant disruptor: Jim McKelvey. I had the privilege of interviewing Jim McKelvey, the award-winning, Amazon-beating polymath who co-founded Square (now Block) with Jack Dorsey. But calling him just a fintech entrepreneur or a computer scientist would be like calling Leonardo da Vinci just a painter. This man defies categorization in the most fascinating way possible. "I'm a guy that's had no focus for 30 years," Jim told me with characteristic humility. "I am a transport category pilot. I'm a professional glass artist with industrial designs in MoMA and the Smithsonian. I'm a computer scientist. I was on the Federal Reserve and used to vote on interest rates. That was fun. I built the hardware for Square, which we now call Block. I've started a bunch of other companies...Ugh. Look, basically, what I do is I build tools." His "lack of focus" has actually been his superpower, creating a truly unique lens on innovation, branding, and problem-solving that most specialists simply can't achieve. From Frustration to Billion-Dollar Solutions Our conversation revealed how Jim transforms everyday frustrations into industry-changing innovations. The Square story began with something as mundane as being unable to accept American Express at his glass studio. That simple pain point sparked a billion-dollar disruption that fundamentally changed mobile payments forever.  Jim shared his methodology for spotting opportunities hiding in plain sight and building products that resonate deeply with audiences. More importantly, he explained how he predicts business disasters before they happen – and his track record is impressive! Hint: his accurate predictions about Southwest Airlines and other major corporate meltdowns, made it into his book "The Innovation Stack" years before its current challenges. Then he shares how and why brand associations can make or break a company (hello, Bud Light disaster. Listen for how that motivated his current project, PwrScore.ai.) The Art of Taking Calculated Risks What struck me most about Jim was his fearless approach to high-risk, high-impact projects. "I work on projects that are right now, sort of long shots because I'm in a position where I can take a long shot," he explained. "I've made way, way more money than I ever expected. My wife and I have taken the giving pledge, so we're gonna give all the money away, but in the meantime, I can take crazy risks." That's not just talk – Jim and his wife have literally committed to giving away their entire fortune for the betterment of the world. It's a level of commitment to pro-social behavior that's both inspiring and rare in today's business landscape. Two Game-Changing Projects You Need to Know About Jim pulled back the curtain on his current ventures, and they're both fascinating for completely different reasons. First is PwrScore, a that tool that measures and assesses brand resonance and compatibility using AI to minimize research bias and enhance brand capabilities through better data. The kicker? He's giving it away for free. Yes, really. This isn't some limited trial – it's a genuinely useful tool that most companies would charge thousands for, and Jim is just handing it out because he believes it can help businesses make better decisions. PwrScore.ai The second project might sound unusual, but it could change the world: plastic-free diapers. "Diapers last for a thousand years and they become these horrible microplastics that are bad for the world, and I just thought it could be possible to do it without plastic. So I've been working on it for five years with a team. We're this close to a breakthrough..." Think about it – billions of diapers end up in landfills every year, taking centuries to decompose and creating environmental havoc. If Jim cracks this code, the sustainability impact could be massive.

Thanks to The Podcast Academy, Ti King and I got to attend #PopCon with the intention of evangelizing podcasting (and the Academy, of course! See links for joining, below.) After I got used to the costumed attendees of PopCon, and fan-girled a few anime voice talents and celebrities on site, I got down to business and led a panel of podcasting experts on how to create, market, and monetize a podcast. Guests include Brittany Bigelow of Bigelow Creative, Dawn-Michelle Lewis of Salutations Media, filmmaker and podcast host Vergie Rodriguez, and James Starace of Focus 360/Creator Square.  We covered strategies for podcast concept development, the value of niche topics and micro-influencers, technical execution, and effective marketing strategies. The panel also explained their monetization techniques, from securing brand partnerships to leveraging subscriber models. The whole PopCon event was eye-opening, by the way, with more people lined up to meet the faces behind their favorite voices than the known faces playing TV characters! Ti, who graciously captured the video of the panel, Vergie and I also won Best Podcast awards from the organization! Ti King, E.B. Moss - Podcast Award Winners Next year, we're looking forward to a day dedicated to #podcasting, but for now, take advantage of the wisdom captured by this panel of pros on Making, Marketing, and Monetizing Podcasts! 01:12 Meet the Panelists 02:31 Debating the Definition of a Podcast 04:02 Starting Your Own Podcast 07:46 Technical Tips for Podcasting 12:49 Marketing Your Podcast 16:54 Monetizing Your Podcast 21:15 Navigating the Podcast Advertising Options 22:02 Challenges with Brand Associations and Advertisers 23:36 More Monetization Strategies for Podcasts 24:40 Understanding Podcast Ad Placements and Effectiveness 25:32 The Value of Micro Podcasts and Audience Engagement for Brands 29:19  Subscription Models and Additional Revenue Streams 30:43 Leveraging Press and Visibility for Podcast Growth 34:22 Branding and Consistency in Podcast Production 38:18 Practical Tips for Podcast Launch and Growth 40:42 Best Practices Wrap up Links/Connections: Follow, Connect & Share the Love The Podcast Academy Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews If you enjoyed this episode, follow Insider Interviews, share with another smart business leader, and leave a comment on @Apple or @Spotify… or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!

The first time I heard voices I thought I was losing my mind. AI-generated voices, that is. Because I couldn't believe how "real" they sounded. Listen to the intro to this episode and tell me what YOU think. Then find the little samples of producer Jim Mullen's voice later in this episode! I'm still wrapping my head around all that is possible -- and all that has changed in the world of content creation and media production. That's exactly why I knew I had to bring together two of the most credentialed producers I know to talk about what's really happening behind the scenes with AI in our industry. The Real vs. The AI - A Producer's Perspective Jim Mullen (Mullen Media) and Yossi Kimberg are the real deal – we're talking Seinfeld, Food Network, Super Bowl halftime shows, and decades of work on Lorne Michaels shows. These guys aren't just talking theory; they're actually using these tools in production right now. AI-Generated Yossi Kimberg AI-Generated Jim Mullen What Really Struck Me Yossi's journey into AI started by making masterful still images with Leonardo, as in Leonardo.AI. As he put it: "The idea that text generates an image was beyond imagination. I was just amazed by it." But then he progressed to motion, face-swapping himself into different editing scenarios (find those in this episode, too!), and even bringing children's artwork to life. But learn what happened next that was "a bridge too far" for one particular client. Now, while Yossi's moved on to scripted motion videos all AI-generated, Jim's been experimenting with ElevenLabs for voiceovers, though he hit a hilarious snag on a project about a lack of libraries: "I couldn't get the bot to say 'desert'. It kept saying, New York City has book desserts." Not so funny to me, because once it learns contextual pronunciations, my gigs doing voiceover will dry up like a desert. (Note: I found out just today while producing this episode that I literally lost a job to an AI-generated voice. True story.) The Uncomfortable Truth Both producers agree we're not just approaching a tipping point – we're already there. Yossi believes that within 2-3 years, even the very role of managing AI might become obsolete. The technology is learning to be funny, dramatic, and emotional without human instruction. Jim pointed out something that made my stomach drop: if you can create an entire commercial with AI actors and voices (which is already happening), you eliminate hair and makeup artists, grips, gaffers, location scouts – entire production crews become unnecessary.  As such, we talked about the fear factor. You know how I feel about voiceovers. Though AI helped me immensely in honing these show notes. But it's not just job displacement we're facing; it's questioning our creative thumbprint and what makes us uniquely human in this process. Plus... Copyright and Ownership Minefield We touched on some fascinating legal territory that's still being sorted out. Yossi mentioned reading legal briefs about using copyrighted images in AI training, and the emerging trend of celebrity estates licensing deceased stars' likenesses for AI projects – Steve McQueen's estate is apparently leasing his character for AI-generated content. The whole landscape of intellectual property, name-image-likeness rights, and even the ability to deny you said something ("I didn't say that, it was AI") creates a complicated web that we're all navigating in real time. (I recommend taking a listen to the brilliant Robert Tercek who allays some of those legal fears in this Insider Interviews episode from last year: https://bit.ly/Insider21-Shapiro-Tercek .) The Human Pushback But here's what gives me hope: Yossi shared how his client loved his AI-enhanced children's artwork until clients pushed back, saying it wasn't authentic to what the kids actually created. They pulled back some of the AI elements. It reminded us of the vinyl comeback – sometimes we crave imperfection and...

In 10 quick but memorable minutes I'm sharing my observations and experiences with marketing strategies I had close encounters with over the recent Memorial Day weekend. From an innovative Fresh Direct pop-up, to a Rosé Soirée in the Hamptons with missed promotional opportunities, these are my thoughts on some effective ...and ineffective ... marketing tactics. And I borrow from one of the 22 Immutable Laws of Marketing, by brilliant marketing strategist, Jack Trout. First, learn how my friend Joanne (who happens to be Jack Trout's daughter) and I popped into a pop-up for Fresh Direct. We were in pursuit of coffee but got a surprise stimulating conversation with the interim CMO, instead: Jackson Jeyanayagam. He explained their strategy was to build awareness for their new delivery service and display the quality of their products "IRL."  Fresh Direct PopUp store Learn which of the 22 immutable laws Jackson was aiming to apply; and the overlap with he, that law and AB InBev! Then, we had a blast sampling 20 kinds of rose', but can we remember which one we preferred -- to buy again? Blame the drinking, sure, but I think it was more the missed marketing opportunities at the Soiree.  (TWO really stood out, though, which you can read about in my new Substack Newsletter, "Moss Hysteria"!)  Then, I popped over the next day -- back in NYC -- to check out Cognitiv AI's pop-up at Grand Central, promoting mental health and positive news. It was a blooming success. Learn why.  Overall, great experiences that showed how valuable experiential marketing can be! Key Moments: 00:32 Fresh Direct Pop-Up 03:17 The Importance of Branding and Communication 04:27 Applying Lessons from Ries & Trout's "The 22 Immutable Laws of Marketing" 05:54 Event Marketing: The Rosé Soirée 09:31 Memorable Marketing: Cognitive AI Pop-Up 10:17 Get More in my NEW Newsletter, "Moss Hysteria" on Substack Please Follow, Connect & Share the Love of Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social If you enjoyed this episode, please share with another smart business leader, give me five stars... and leave a comment on @Apple or @Spotify or on @YouTube.  Or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!

It's two exclusive conversations in one episode! During the recent #possible2025 conference in Miami* I conducted two short insider interviews that were long on advertising industry insights. Peter Jones, VP of Revenue at Premion, explained why local advertising is booming, the importance of data-driven strategies, and how omnichannel measurement is revolutionizing campaign attribution Then, Sheila Marmon, Founder and CEO of Mirror Digital discussed the $6.8 trillion buying power of diverse audiences, digital innovation for inclusive marketing, and why brand are best served by connecting with multicultural consumers. Take a listen (or, watch/listen via YouTube ) and you'll understand a couple of powerful market forces reshaping advertising today: the renaissance of local advertising and the still key need for  inclusive audience reach. With local advertising projected to reach $33 billion this year (growing at 16% year-over-year), Peter shares how Premion -- an industry-leading CTV/OTT ad platform with directly-sourced inventory from 125+ premium publishers -- helps advertisers make data-driven decisions that prioritize "outcomes over impressions." Learn also how local and regional advertisers can leverage the same sophisticated targeting and measurement capabilities previously available only to national brands. Did you know they are "TAG Platinum" certified? That, combined with their company approach to business, means all their inventory is brand safe. Peter also teased a pretty impressive case study of a restaurant chain is measuring direct sales impact from their advertising campaigns right off transactions.   In the second segment, Sheila introduces us to the company she runs, "Mirror Digital," which has pioneered connecting brands with diverse audiences across digital platforms for over 13 years. She breaks down the misconception that multicultural audiences are "niche," (um, 43% of the pop is NOT niche!), and their combined $6.8 trillion in buying power – larger than the GDP of any European or Latin American country -- should be pretty enticing to ANY brand advertiser! Oh, and remember, that other little "niche," WOMEN, drive 80% of household purchasing decisions. It might be why Mirror Digital has worked with major brands like General Motors, Verizon, and Amazon. (I did a great interview back in 2021 with Cadillac CMO Melissa Grady Dias and we talked a little more about their approach to inclusivity, which is DEFINITELY still important, despite our political climate.)  Here are some of the key moments: [00:00:29] Peter Jones introduces Premion's focus on local markets and helping regional agencies with scaled buying power [00:01:19] Why local advertising is having its moment and impressive projections for 2025 [00:03:05] The three key factors advertisers need today: inventory, data, and measurement [00:09:28] Jones' mantra of "outcomes over impressions" in advertising strategy [00:11:07] How a restaurant chain measures direct sales transactions from Premion advertising [00:14:52] Sheila Marmon on Mirror Digital's mission of connecting brands with inclusive audiences [00:15:22] Why diverse audiences aren't "niche" (and their $6T (yes, a "T") in  buying power) Follow, Connect & Share the Love Connect with Peter Jones: https://www.linkedin.com/in/jonespeter/  and visit Premion: https://premion.com/ Learn about Mirror Digital and Sheila Marmon: https://www.linkedin.com/in/sheila-marmon-0398074/ Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social *Read my Special Report about Possible: bit.ly/Moss-Whats-Possible If you enjoyed this episode, follow Insider Interviews,

In a never-more-important throwback episode from 2021, hear again from KoAnn Skrzyniarz - who for years has been making a strong case for building Sustainable Brands in global conversations with some of the world’s biggest advertisers. Learn why there's STILL a business -- and social -- value to purpose, perhaps even more so as environmental gains and progress towards sustainability are being undone with 'drill, baby, drill' threats and short-sighted profit-driven agendas. In time for Earth Month, or any time, KoAnn (frequently known by just her first name) shares not just the "whys", but some “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   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 Sustainable Brands itself pivoted during the pandemic to salvage -- and even grow -- their world-class conferences in a VUCA world! (volatility, uncertainty, complexity, and ambiguity!)  Additional Links: SB Brand Transformation RoadmapSM. Sustainable Brands global conferences  (Coming up Oct '25 in San Diego!) Webinar on the ROI of Sustainability (May '25) Find SB on Insta: @SustainableBrands  Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social If you enjoyed this episode, follow Insider Interviews, share with another smart business leader, and leave a comment on @Apple or @Spotify… or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!   Share

What happens when leadership loses its way — and work loses its soul, let alone its staff? In S2 Ep37 the impressive Rishad Tobaccowala, futurist, author, and former Chief Strategy / Growth Officer (now Senior Advisor) of Publicis Groupe joins me on Insider Interviews to offer a refreshingly human take on the future of work. And yes, we have a musical interlude.... The author of “Restoring the Soul of Business” and his latest,  "Rethinking Work," explains what it really takes to stay relevant in marketing -- and business in general. As Rishad says, “Change Sucks. But irrelevance is worse!” First, I found out that we are both quadruple espresso fans, so if you wonder where Rishad gets his energy.... THEN I discovered we both had a thing about MATH that changed our respective trajectories*. But, after comparing our coffee rituals we go full steam into how companies need to evolve old leadership styles —from “bossing” to inspiring. Rishad shares why corporate models are in urgent need of a reset, and how flexibility, curiosity, and a human-centered approach must replace outdated hierarchies. Think “fractional workers” and project-based teams meets AI. Rishad urges organizations to stop clinging to legacy systems and start designing for the future. But, as this is primarily a show about media, marketing and advertising, (he is, after all, being inducted in the Advertising Hall of Fame) he also explores how storytelling goes hand in hand with tech and remains a marketing essential — not despite the data age, but because of it. Discover the "5 Cs" of embracing the future in Marketing. Interestingly, as former Chairman of Razorfish, his imprint may have been made on Anthony Yell, who - per Epi 30 - clearly agrees in Collaboration and merging Creativity with tech and storytelling! Of course, we talk brand purpose -- and that theme actually runs through it all, with Rishad explaining how generosity is not just as a personal value, but a business advantage. He shares how this belief drives the Tobaccowala Foundation’s work in improving access to education and healthcare in India — and why doing good can, and should, be good business. This episode is a frank but, yes, inspiring look at how to rethink work, reimagine leadership, and build companies that serve people — not just profit. *(FYI: Hear how math impacted the journey of Cadillac CMO Melissa Grady, too!) Key Moments:  01:03 Rishad Tobaccowala's Background and Award-Worthy Achievements! 02:57 The Essence of Rishad's Books - "Restoring the Soul of Business" and "Rethinking Work"   03:28 Combining Story and Data in Business 06:21 The Continuing Impact of Pandemic WFH Mentality and the Impact of AI on Work Lifestyles 07:11 Rethinking Work Now and Near Term Future Trends 11:02 Strategies for Embracing Change (Yes it "Sucks" But so Does Irrelevance!) 13:04 Building a Future-Ready Workforce 22:02 Personal Development Thru Continuous Learning 23:46 Mentorship and Leadership Advice Through Musical Metaphors (AKA: E.B. has to Sing Again) 25:37 The Crisis in Modern Leadership 26:07 Boss vs. Leader: Key Differences 32:06 Generosity as a Strategy 37:39 The Tobaccowala Foundation's Mission 39:45 The Future of Marketing and Creativity (Hint: Does Not Fit in the Containers of the Past!)  46:03 Book Summary and Can’t Miss Resources Oh, and you might WIN! ...Add a "like" and a comment on Apple, Spotify or YouTube for this episode, and I'll randomly (okay, those who LOVE the show might have an advantage!) will be entered to win a copy of Rishad's book which I'll announce on or before 4/30/25. BUT to make SURE you get your own, and to learn more about Rishad, visit:  https://rethinking-work.io/whats-inside-2  Follow, Connect & Share the Love Connect with Rishad: https://www.linkedin.com/in/rishadtobaccowala/ Learn about Rishad/Purchase Rethinking Work: https://rethinking-work.io/ Connect with E.B.

Wendy Lund isn’t just a powerhouse in healthcare marketing — she’s also a longtime family friend, thanks to her working alongside my sister Lisa years ago -- also in healthcare marketing -- then becoming neighbors and "besties."  As a result, I also know Wendy is a longtime advocate for women's health, and is as passionate about promoting good information as she is about, well, her dog, Yogi! Yogi And that is one cute dog: spoiler alert in case you miss the video. As Chief Client Officer of Health@WPP, former CEO of GCI Health, and former Chief Communications Officer at Organon, Wendy has been a force in transforming how we talk about — and invest in — women’s healthcare. In May 2025 she’s being honored with the Pinnacle Award by MM+M for her leadership and impact. The Imperative for Information and Innovation around Women's Health - Health@WPP at SXSW  In yet another heartfelt, informative, and often funny conversation apropos Women's History Month, Wendy explains why Health@WPP believes wise innovation, factual and  frequent information around women's healthcare is an imperative. Those are the pillars driving that progress — and why that’s not just good for society, but great for business. 🧠 Innovation: Women’s Health Is a Smart Investment Wendy makes the case that women’s health should be seen as a business opportunity, not just a cause. From underdiagnosed conditions like menopause symptoms to overlooked opportunities in mobility, pain management, and nutrition, she shares how both pharma companies and mainstream brands can make a real difference — and a real impact. She points to emerging tech, from CGMs for glucose management to smarter birth control options, and even a unique innovation from Ford Motor Company — a redesigned seatbelt for women post-mastectomy. Innovation, Wendy explains, must be fueled by insights and empathy. “There are thousands of smaller innovations out there. The business community needs to see them not as one-offs, but as lasting solutions that can revolutionize care.” 📢 Information... and The Fight Against Misinformation Wendy doesn’t shy away from the pitfalls of misinformation in healthcare — especially in a digital age. Or, as I like to say, "Paging Dr. Google!" While social platforms have helped women access critical information, they’ve also opened the floodgates to false and harmful content. Wendy shares how Health@WPP has partnered with platforms like NextDoor to connect neighbors and caregivers around trusted health information — particularly around cancer — and how listening to real people’s concerns is just as critical as broadcasting solutions. “There’s a lot of information women aren’t aware of… We want to make sure they have what they need to take care of themselves — and each other.” 🚨 Imperative: Now Is the Time to Act For Wendy, women’s health is personal — and urgent. She calls on companies in every industry, from QSR to automotive, to look for authentic ways to support women’s well-being. Whether it’s creating an inflammation-free menu, investing in reproductive health, or advocating through empathetic HR policies, the opportunity is real. And yes, she also talks about the role of men as health allies — something that moved both of us deeply. From helping their wives track mammogram dates to sharing stories about caregiving, Wendy reminds us that men are essential to pushing this movement forward. But companies are key, too. In fact, she says: "Everybody has a role to play. We can’t afford to sit back. We have to push forward." ⏱ Key Highlights [00:00:10] Meet Wendy ... and Yogi [00:02:43] How Wendy’s early work at Planned Parenthood and NLN shaped her mission [00:05:35] Why women’s health is smart business: overlooked innovation opportunities [00:11:03] How Organon’s campaigns and podcast empowered real women’s voices [00:16:06] Social media’s double-edged sword in health information

Mack McKelvey, Founder and CEO of SalientMG, joins me to explain why "being uncomfortable" has been a great recipe for success throughout her award-winning career in tech and marketing. With remarkable candor, Mack reveals how disruption propelled her from big tech brands like Lucent, Verisign, and British Telecom to the startup world, where she mastered being an "intrapreneur" before launching her own ventures. While I almost give away what my initials (E.B.) stand for, Mack shares the fun but sobering story behind her own name change—and a realization about "what's in a name." It definitely ties in with how it took a name change for this powerful woman, appropriately featured during Women's History Month, to go to game changer.  She ultimately created SalientMG in order to offer "the kind of firm I could never find when I was on the inside"—a company staffed entirely with senior practitioners who understand the daily realities of startup marketing. This same commitment drove yet another one of her startups just last year, but this time in the form of a  community appropriately called "StartUp Marketer," that democratizes access to marketing expertise with everything from templates to live advisors.  As a fellow podcaster (host of "The Cred"), Mack generously shares both professional insights and personal stories—from her surprising celebrity encounters (think Jude Law to Dave Grohl!) to how her move from Manhattan to Vermont during the pandemic influenced her perspective on work and life. Throughout our conversation, Mack emphasizes what she's learned throughout her career: the importance of staying relevant and adapting to change. Read everything! She also emphasizes that successful marketing isn't just about tactics—it's about understanding the people behind every decision and fostering diverse teams to help drive meaningful outcomes. She's an advocate for underrepresented voices and speaks passionately about her mission to create platforms for women, LGBTQ+, neurodivergent and people of color -- evident from her work, for example, with the non-profit, Creative Spirit -- and giving all people more visibility. "I had a real challenge with representation in technology. I felt like there were a lot of people that we weren't hearing from. But man did they have great ideas and I wanted to build a platform or a way to help these folks get out in market in a meaningful way." Whether you're a startup founder, a marketing professional, or simply someone interested in authentic leadership, Mack's journey from "accidental" tech marketer to industry game-changer offers invaluable insights about intention, representation, and the courage to create what doesn't yet exist. Key Moments: 01:29 The Twists and Turns to Tech In Mack's Career Timeline 08:40 The Importance of Names and Intentional Branding 11:04 SalientMG's Mission and How to Deliver Impact 14:52 Challenges and Opportunities in Tech Marketing 21:16 Innovative Tech Companies to Watch 22:55 The Role of Marketers in Adapting to New Technologies 26:08 The StartUp Marketer Initiative: Democratizing Marketing Expertise 29:43 Supporting Creative Spirit and Inclusion Everywhere 36:42 Personal Stories: Celebrity Encounters 42:15 Pro Advice for Aspiring Marketing Leaders Key Links: Connect with Mack: LinkedIn: https://www.linkedin.com/in/mackmckelvey/ Salient MG: https://salientmg.com/ StartUp Marketer: https://thestartupmarketer.com/ Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social And, as mentioned, catch my other podcast, "It's Quite a Living," too!  If you enjoyed this episode, follow Insider Interviews,

Out-of-home advertising isn’t just about billboards anymore. With data-driven targeting, creative innovations, and deep measurement capabilities, the OOH industry has transformed into a sophisticated media channel that deserves a bigger seat at the table. In this episode of Insider Interviews, I got to explore the great outdoors with David Krupp, Global CEO of Billups, and Jaime Byrdak, CEO of North America, to go beyond the boards and explore how out-of-home ('OOH' and 'DOOH') is making an undeniable impact on today’s media mix. David and Jaime bring decades of experience in the industry, having worked together for 20 years in the industry before bringing their considerable chops to billups, Ben and Heather Billups' eponymous agency -- a name that works pretty darn well for working with billboards!  The company itself is only a couple of decades old but already claims nine patents that solve for the challenges of measurement and capturing data-driven insights in OOH. Probably good reasons it also claimed a spot on the 2024 list of fastest-growing companies among the Inc.5000 of companies "building the future." From their strategic approach to planning and measurement to their creative applications of technology like anamorphic (think: 3D) and AI-powered  optimization, David and Jaime share insights on why OOH is more "in" and relevant than ever -- and how they are making the most of being the largest independent agency in the space. Anamorphic DOOH "Out-of-home is sometimes the first to get cut from a media plan, but it shouldn’t be. We’re proving that it’s measurable, it drives sales, and it deserves a seat at the table." -- Jaime Byrdak It's about staying nimble even with international scale, offering up considerable expertise as "consigliere" for media planners and buyers, and growing relationships both inside with coworkers and outside with customers. "Anybody can buy a billboard. The question is, are you buying the right one in the right place at the right time for the right reasons against the right audience?" -- David Krupp To that point, hear about their leadership philosophies, personal stories (including Jaime’s time as a White Sox ball girl!), and what’s next for the future of OOH. Top Takeaways: OOH is More Than Awareness – While traditionally seen as just a brand awareness tool, out-of-home can now drive sales, foot traffic, and digital engagement thanks to improved data and measurement techniques. Technology is Changing the Game – Innovations like AI-powered planning tools, real-time ad serving, and 3D anamorphic creative are pushing OOH into new territory. Measurement is Critical – Billups has developed patented measurement methodologies to prove ROI, showing how OOH contributes to everything from app downloads to in-store visits. The Power of Independence – As the largest independent out-of-home agency, Billups leverages its flexibility to provide unbiased, data-driven media recommendations. Leadership & Mentorship Matter – Both David and Jaime emphasize the importance of team culture, professional development, and fostering the next generation of OOH experts. Key Moments: [00:00] Get to Know the Great Outdoors & the Evolution of OOH [03:00] Get to Know the Experts: David Krupp and Jaime Byrdak CEOs of billups [07:30] Out-of-Home’s Role in the Media Mix [10:20] How Data & Technology Are Driving Smarter Campaigns [16:00] Measuring the Impact: Proving ROI in OOH [21:45] Creative Innovations: 3D, AI, and What’s Next [28:15] Boards for Good: Billups’ Corporate Mission & Industry Leadership [34:00] The Future of OOH & Leadership Lessons If you enjoyed this episode, follow Insider Interviews for me, and leave a comment on @Apple or @Spotify... or a tip in my jar to help me tip my engineer,  Jim Mullen!: https://buymeacoffee.com/mossappeal!  Connect with David, Jaime and Billups: LinkedIn: https://www.linkedin.com/company/billups/

For my 2025 kickoff of Insider Interviews marketing luminaries Lou Paskalis and David Sable joined me for one of the most candid conversations on the media and ad world that cuts through the "digibabble" - the term David famously coined a few years back. We moved from their personal passions (don't get David started on The Doors!) to how advertising evolved in the tech era... to its future, jam packed with opinions based on their decades of award-winning experience. (Lou, who previously ran global marketing at a couple of small brands you may have heard of, like Bank of America, American Express, and where I first met him, E.J. Gallo, is now the strategic mind behind news assessor Ad Fontes Media, The street cred of David - a top voice on LinkedIn, thanks in part to his terrific blog, "Imagine," stems from being former global CEO/Chairman of Y&R (now VMLY&R) and board member for a ton of big companies like American Eagle and Ethan Allen. He is now Vice-Chairman at the forward-thinking mid-size holdco, Stagwell, where Lou is also an advisor, I discovered!) What informs a lot of the conversation is David's explanation of how Stagwell flipped the traditional agency model on its head: Instead of buying up creative agencies, founder Mark Penn premise to build around tech."... We began by buying tech, aggregating tech and creating a tech platform. Then we went out and wrote in the creative pieces of business." But as David emphasized, "Tech leads the way for everything. But our model, which is the model that's working the best, is that tech is an enabler: Our job is to tell stories and to tell them well." Stories - and art itself, even using the most sophisticated tech and AI - is only a result of the information fed to it. David shares a beautiful analogy about what a Monet envisioned using different brushstrokes on, say, Water Lillies. We have to inform our models to consider "impressionism," just as we have to provide data for use. He says, "Data is a picture of what happened before. That's it. Now, I can interpret it, I can use it, I can I can create algorithms or models, but at the end of the day, data is a picture of what was. It can predict, and AI is going to be better at that, but that's all it is. So it's only as good as the data that it has." And don't get him started on OMNICHANNEL as a buzzword, either. The through line of this episode is to appeal to and follow the consumer. Not jam tech terms or "digibabble" down their throats. Unsurprisingly, Lou agrees, comparing ineffective presentations to Charlie Brown hearing his teacher: "Wah wah. Wah wah. Digital." His point when pitching the CFO could also apply to the consumer: "If you don't contextualize everything into the growth agenda, you might as well not go to the meetings. They don't care what we do, they care how what we do achieves growth." Be human, even in an AI world. That applies to retail, to advertising and, as we learn, the news media. The Future of News Perhaps most compelling was our discussion about the critical importance of news. Insider Interviews followers know this is a clarion call for Lou, which he focused on in his first appearance here last year. Now, backed by Stagwell's staggering study of 50,000 people, Lou shared a startling insight: "The ROI, or return on advertising -- ROAS, on news is higher than any other content vertical you can buy." Marketers are missing out on if they are "news-averse," based on some misguided perceptions about "brand suitability." "11% are self-identified as news junkies who only read or watch the news when they're consuming media. That's 11% more business for any marketer in America in 2025 who will achieve the growth agenda and win by reaching these very influential people." (To learn more, all Insider Interviews fans who are publishers are invited to apply to attend Stagwell's Future of News next meeting at 1WTC on January 29th.)

Fresh from the floor of CES 2025, I grabbed about 10 minutes each with two brilliant minds in technology and innovation who shared fascinating insights about where we're headed in this AI-driven world for a fast but powerful bonus episode. Andrew Klein, who leads creative technology and innovation at PMCI (Publicis Media Content and Innovation Team), dove straight into how generative AI is becoming increasingly woven into our daily lives. Andrew Klein, SVP, PMCI at CES 2025 He painted a vivid picture of our near future, where wearable AI technology won't just sit on our desks but will travel with us through our days via glasses, earbuds, and head-mounted displays. His most striking observation? "I think we're going to have more conversations with AI, potentially, than we would with people. Especially when you think about digital communication." Klein shared fascinating insights about the emerging convergence of crypto and AI, describing a future where we'll essentially subscribe to different AIs like we currently follow social media accounts or news sources. These AI agents, running 24/7, could serve as everything from market analysts to personal companions. When our discussion turned to the critical issue of trust in AI systems, Klein highlighted how major platforms are starting to prioritize transparency by clearly identifying AI-driven interactions.   Albert Thompson, Walton Isaacson, at CES 2025 This focus on trust was echoed and expanded upon by my next guest, Albert Thompson, Managing Director of Digital Innovation at Walton Isaacson, who had just finished moderating a panel on monetization in immersive technologies. Thompson offered a profound observation that really stuck with me: "The world's currency is not technology, it's trust. And that's everywhere from political candidacy to why three ply toilet paper is better than one. ...And when you start to think about news and information, it's whom do we trust?" Thompson drew a fascinating distinction between generations: Boomers understand how things are made because they come from the Industrial Age, while Gen Z knows how nothing is made - they just want it to work. He predicts we'll return to valuing in-person verification, noting that while deepfakes can fool us online, "the one thing a deepfake can't do is walk in the room and fake you out." The episode concludes with my personal note about the Los Angeles wildfires and information about supporting affected communities, including the Grammy-winning composer of my Insider Interviews theme, John Clayton. (You can see a few images of what his home WAS in our episode last year of "It's Quite a Living".) John Clayton and lost compositions Key Segments & Timestamps: [00:01:15] Andrew Klein on Innovations at CES 2025 [00:04:34] The Convergence of Crypto and AI [00:06:40] Trust and Transparency in AI [00:12:13] Albert Thompson on The Future of Technology and Trust [00:17:56] Closing Note about LA Wildfires DONATION RESOURCES: American Red Cross to support the communities in need. World Central Kitchen has mobilized across Southern California, providing sandwiches and water throughout the region.   Los Angeles Fire Department Foundation to go toward equipping firefighters with tools and supplies to contain the infernos. GoFundMe.org started a 2025 Wildfire Relief Fund that will “go directly to people impacted who are seeking help through GoFundMe fund-raisers, and to nonprofit organizations on the ground providing relief. And, as mentioned, I'll be donating a portion of any support of this episode that is sent to buymeacoffee.com/MossAppeal  Connect with E.B. Moss and Insider Interviews: LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social

Navigating the chaos of the advertising world can be daunting (for advertisers AND journalists!), but Jason Brown, Chief Revenue Officer of SpectrumReach, helped simplify our wild industry in this Epi 32 of Insider Interviews – just like he and his team do for their 20,000+ advertisers nationwide. From big-picture strategy to the nitty-gritty of local targeting, Jason shared how the sales arm of Charter Communications delivers on its mission to simplify and supercharge advertising success. How does Spectrum Reach make it all work? Well, think premium inventory, measurable outcomes, and advanced targeting.  Plus a new partnership with Amazon Ads that lets them do all of the above on an even bigger scale.  As Jason put it: "We harness the chaos of bringing in all these different types of inventory into one cohesive buy from end to end." (And the same attitude prevails company-wide, thanks to, for example, their investment in Xumo to help subscribers harness the content discovery maze!) Speaking of helping: Jason explained the Spectrum Reach approach to educating and supporting small businesses -- a lifeblood of local advertising, via a program called 'Pay it Forward' and their Spectrum Ad Academy. That is familiar territory to Jason, though, grew up with a father who went from film producer to community activist and shaped Jason’s perspective on “doing well by doing good.” 'We want local communities to win. We want new businesses to win, and we're going to invest in them.' Plus, his sales and his leadership style is dependent on fostering strong relationships across their 181 sales offices. (It reminded me of the humanistic management approach taken by another of my previous guests, Jarl Mohn, who criss-crossed the country visiting NPR's sales offices, too!) Jason takes pride in how Spectrum News creates loyal communities, which is vital in this media landscape. Of course, we couldn’t talk about advertising without geeking out over the power of local news (a favorite topic of mine – just ask Lou Paskalis, who makes his second Insider Interviews appearance on an upcoming episode).  This episode is packed with insights on everything from simplifying ad buying to building relationships that drive real impact. And if you love a good story, Jason’s got some personal anecdotes that’ll make you smile and maybe even inspire you to think differently about leadership. So, tune in! Whether you're an advertiser, media exec, or just curious about the magic behind the screens, you’ll walk away with actionable takeaways and maybe a new appreciation for how “harnessing chaos” can lead to success. Key Highlights: 00:46 The Professional Journey of Jason Brown – from Out of Home to In Home Screens 02:01 The Spectrum Reach Structure and Mission 03:42 Winning Advertising Strategies and Local at Scale 05:06 Innovations and the Amazon Ads Partnership 08:20 Measurement and Data Accuracy 14:05 Supporting Small Businesses 24:40 Corporate Social Responsibility 26:24 Growing as a Leader and a Father’s Influence 30:42 Favorite Shows (and a Xumo Rationale!) Connect with Jason Brown: https://www.linkedin.com/in/jasonbrown718/ Follow Spectrum Reach: LinkedIn: https://www.linkedin.com/company/spectrum-reach Facebook: https://www.facebook.com/SpectrumReach Instagram: https://www.instagram.com/spectrumreach/ Connect with E.B. Moss and Insider Interviews: LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social If you prefer to WATCH this podcast: YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist E-mail podcasts@mossappeal.com to ask about an executive profile package, or to sponsor an “Inside Scoop” branded segment about your brand! AND,

We’ve heard “doing good” can be good for business. But Chad Hickey, CEO of Givsly, is helping brands do more than “good,” but to align their values with consumers to drive growth and meaningful impact. And in just six years his company has directed over $2 million to nearly 500 nonprofits and likely made 8 out of 10 consumers happier! On this last 2024 episode of Insider Interviews, I couldn't think of a better way to give back to YOU, my valued readers, listeners and watchers, than to have Chad share how Givsly helps companies weave their corporate values into traditional business activities—like events, marketing, and advertising -- and thrive. Because, he emphasizes, “8 out of 10 consumers say, 'I will buy from a brand based on if they support me or shares the same values as me'.  ...If brands aren’t paying attention to that, they’re losing out on business.” I’m one of the 8: I met Chad during a 212NYC holiday party that added a Givsly style “giving back” layer — assembling comfort bags earmarked for the formerly incarcerated. It made my evening — and upped my appreciation for the organization, so I begged Chad to tell me more. So, listen to all his actionable insights, but here’s the topline: Rethinking Events: Making Connections With Meaning We’ve all done the industry happy hours with similar players and same conversations but Givsly will incorporate some way of giving back. “We can merge the traditional world of dinners and concerts with what I think is a more advanced way of speaking to people based on who they are as a person and what they value as a human being, connecting in a deeper way as humans and not just businesspeople." Marketing With Impact: Why Swag Is Out The antidote to of a cabinet full of branded water bottles? Givsly’s “Season Without Swag” initiative, which allows brands to offer donations aligned with a client’s favorite causes. As Chad put it: “It’s not just better for the planet —it’s a better way to use those dollars more efficiently, build relationships, and move people through the marketing funnel faster.”  Advertising That Performs—With Values What about ads? Givsly brings values into advertising with interactive campaigns that let consumers engage while triggering donations to nonprofits. For example, a consumer might scan a QR code on a CTV ad and choose between two charities to support, providing valuable insights for brands. And there are many things to support. A la my previous episode in Season 1 with Sustainable Brands founder, KoAnn, who eschews "CSR" and speaks instead about "business opportunity" when tapping into values, Chad saya: "We don't say 'purpose' and 'cause marketing' and all of those things. It's because it's too narrow. It's bigger than that. Values are something that is in everything that a brands does.   Chad emphasized the effectiveness of this approach: "We firmly believe that we are on the tipping point of the phase of Values Media...and brands having to have value solutions that help them speak to that consumer based on not only what they want to buy, but what they care about is who they are." Beyond Politics: Values That Resonate With Everyone Not every value-based campaign has to be political, or polarizing, Chad reminded me. “Whether it’s sustainability or supporting cancer research, we help brands showcase what they care about in ways that connect to their customers—and their business goals”​ The key, he says, is focusing on authenticity. “Values are embedded in everything brands do. It’s not about February is Black History Month or a one-time initiative—it’s about integrating these values year-round.”​ May your upcoming year be filled with value, health, and a meeting of the minds. Coming in January? Conversations with Spectrum Reach, Lou Paskalis and more! Key Moments: 02:50 - Transforming Events Into Value-Driven Experiences 06:10 - Replacing Swag With Sustainability

I'm heading off to the Sports Business Journal's 25th annual celebration tonight (11/22), toasting "40 Under 40" in Sports Marketing, which includes the CEO of USA Fencing, Phil Andrews. So, in homage, and since his triumphant return from the Olympics and Paralympics which took place after this recording, I'm sharing a replay of our Insider Interviews episode, ICYMI! And, if you were living under a rock, know that history was made. I asked Phil for his recap and he said: "We made history at Paris 2024 on and off the piste, sharing the gold medal lead for the first time and an historic all-American final. Back home we had 35,000 people try Fencing over the Games, moved from 12th to 6th in our media share and have seen 12.7% growth in the business post-Games; while we’ve signed 4 new partners, including a record breaking deal with Italian brand Macron who are seeing the benefits from our expanded presence.” -- Phil Andrews Wow. So, to better understand how niche sports like fencing can not only stay relevant but grow their fanbase, here's Phil Andrews, who I called the British Ted Lasso for bringing a Midas touch to the world of parries and ripostes as CEO. I also encourage you to visit the team News site to really see why Phil is being honored: from promoting the sport to a diverse community to growing sponsorships to innovating ways to increase awareness through sweepstakes and experiential marketing. He is, himself, gold. In advance of the Paris Olympic Games, Phil and I explored how he's applying creative strategies to boost awareness, revenue, and membership in a sport that still takes some explaining. Which he does beautifully. For this audience, he also shares his data-driven approach to attracting sponsors, revealing, "We have to, to be candid, fight dirty a little bit. We don't have the brand of a New York Yankees or even a USA Gymnastics where you're buying brand and eyeballs. But we have data, we have people, and we have a direct road to them." This innovative thinking has led to partnerships with brands like Naked Wines, Avis, and Hilton. Phil even teases an upcoming sponsorship that's perfectly on-point: the "Official Fence of Fencers." Talk about targeted marketing! But it's not all about the money. Phil is passionate about making fencing accessible to all. He discusses USA Fencing's award-winning diversity and inclusion initiatives, including the "Fencing the Gap" program. "The idea of Fencing the Gap is very simple. It's grant funding that we can put towards fencers who otherwise can't afford to play the sport," Phil explains. Get ready for some Olympic-sized insights as Phil breaks down: - The complexities of Olympic sponsorships (it's not as simple as you might think!) vs sponsorships of the NGBs (National Governing Bodies). - How USA Fencing is bringing the Olympic experience to communities across America allowing locals to fence with some greats in 10 cities this summer.  - The surprising connection between fencing and the NCAA (hint: it's not just about the sport) - Why listing women first in team announcements is a small but powerful change. Olympic-bound Team USA Fencing As a bonus, listeners get a glimpse into Phil's personal life, including his connection to me (spoiler: we met last year when I discovered we were related by marriage!). Phil even shares why he told Sports Business Journal in his interview as a "40 Under 40" that Insider Interviews is his go-to podcast!: "A lot of what I've done over my career is taking other people's ideas and applying them into Olympic and Paralympic sport. That's how we've done things differently. And so I find it a great way to listen to, as the title suggests, an insider and apply their ideas to what we do." This "40 under 40" picked Insider Interviews as #1! Whether you're a marketing pro looking for fresh ideas, a sports enthusiast curious about the business behind the games, or just someone who appreciates a good underdog stor...

In a fast run through the Javits Center prepping for 120,000 visitors, here's a BONUS episode with exclusive behind-the-scenes conversations with sponsors of the TCS New York City Marathon! Thanks to NY Road Runners - the creator of the largest marathon in the world -- I spontaneously interviewed five lead NYRR partners about why these brands invest in events. Gain insights from representatives of TCS, New Balance, United Airlines, MasterCard, and Citizens Bank, as they discuss their motivations and the impact of their sponsorship. Highlights include New Balance's massive retail setup, TCS's Future Athlete Project showcasing innovative sports technology, Mastercard's data on the marathon's economic impact on small businesses, United Airlines promotion and travel tech and Citizen's goal to "edutain." Each brand shares unique perspectives, from fostering community involvement to leveraging technology for enhanced health and well-being. Join us for a 15-minute deep dive into the world of marathon sponsorships! Javits Center Prep, United Airlines Tech, Bib Pick Up, New Balance "Run Your Way"   Mastercard and REI REI and Mastercard KEY MOMENTS: 00:18 Sneak Peek at the Javits Center thanks to NY Road Runners 00:52 Interview with TCS and New Balance 02:03 Exploring the Exhibitor Hall 04:30 TCS' Future Athlete Project with a "digital twin" 06:43 Mastercard's Impact on Small Businesses 08:14 United Airlines' Long-Term Sponsorship 10:12 Citizens Bank and Community Engagement Resources: NY Road Runners TCS New Balance United Airlines Mastercard Citizens Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws And, email podcasts@mossappeal.com about an executive profile package or sponsoring the next “Inside Scoop” branded segment to “take five” about your brand or campaign! Please share, rate, like this podcast… and support more free content in my tip jar at:  BuyMeACoffee

Learn why I asked Razorfish Chief Creative Officer, Anthony Yell, for a Vulcan mind meld. He's not your typical CCO. With a reverence -- and professional envy -- for drummers who keep things moving, he is a digital marketer who dances to a different beat: Anthony credits a passion for Legos (!), emblematic of analog games, as an antidote to screen time and keeping him balanced in his work at the digital-first shop. As a multi-Cannes Lion and Clio winner, it must be working. But his understanding and application of cutting-edge digital strategies and tech applied to creative and communication, like Meta's new Orion glasses and neural interfaces, has also made him a sought-after panelist at conferences from SXSW to AdobeMax. This S2 / Epi 30 of Insider Interviews is one of the most info and insights packed, ever. Anthony even shared the crib notes on the four waves of the future of tech from his recent session with Chris Duffey, called: "Future You; Future Proof -- a Creative Playbook for the Next Decade."  Part of that future-proofing for brands, per Anthony, and the key to thriving, is having a marriage of performance with brand purpose. It's the mantra of the new Razorfish. New, because, as Anthony explains, the agency has kept pace with change and evolved its own purpose -- but finding that what's old can be new again, too, resurrecting its original 1995 name brand. And now he ensures that "creativity isn't confined to a single department" but is the lifeblood that flows through every role and responsibility. "Brand purpose isn't just about feeling good. It's about creating meaningful connections with consumers that drive real business results."   Additional key points worth hearing from the Chief Creative Officer's mouth: While he adopts new tech as helpful tools at every turn, Anthony also explains how fostering a culture of collaborative creativity can lead to groundbreaking campaigns and strategies...and what the next generation of career-minded creatives will need to do to thrive. "Creativity isn't just about making things look pretty. It's about solving problems in innovative ways, and is something everyone in the organization can contribute to." Anthony embraces AI as a powerful ally in the creative process vs a threat, recommending a future where AI handles the mundane: "AI isn't replacing creativity; it's amplifying it." He predicts a future where faster connectivity and advanced AR/VR and every other "R" will revolutionize how brands connect with consumers, opening up new realms of creative possibility and forms of communication. This episode isn't just a peek into a creative playbook; it's also a career playbook for anyone looking to navigate that exciting intersection of technology, creativity, and brand purpose in digital marketing. Key Moments: 3:15 Analog Passions: Anthony's love for vintage drums and synthesizers 9:30 Agency Evolution: How Razorfish transformed to focus on brand purpose and performance 16:45 AI as a Creative Catalyst: Leveraging AI to enhance human creativity 17:46 Future You, Future Proof: Takeaways from Anthony’s Adobe Max presentation 22:30 Purpose-Driven Success: blending purpose and performance 26:05: The significance of what “36 billion” means in marketing 28:15 Tech Horizons: How emerging technologies will shape future marketing strategies 34:20 Next-Gen Advice: Anthony's guidance for aspiring creatives in the digital age 35:06 Democratization of MarTech: Adobe Gen Studio for Performance Marketing 40:03 Good News...or Scary?: The Role of Digital Twins *PS: I promised an intro to drummer Jeff Hamilton if Anthony wants lessons in retirement (!), whom I talked about in this episode of my OTHER podcast, "It's Quite a Living" with his bandmate, John Clayton, the composer of THIS show's theme music!  Resources: Anthony Yell - LinkedIn Connect with Insider Interviews: Instagram: https://www.instagram.