DiscoverMarketing Upheaval
Marketing Upheaval

Marketing Upheaval

Author: Creative Outhouse

Subscribed: 19Played: 451


Over the last few years, what’s changed in marketing? Everything. Marketing Upheaval is a bi-weekly podcast where Creative Outhouse founder, Rudy Fernandez, talks to marketing leaders about what’s changing, what’s working and why we shouldn’t panic. Each episode is an enlightening 30-minute conversation with experts from different industries sharing their personal stories. Visit If your business is changing and you need creative that gets you noticed, we’re your people.
43 Episodes
Health messaging is part of every brand's communication now. So how do we develop campaigns with behavior change messaging to promote public health? How do we speak to people's minds and hearts? To get them to do what's best for them, even when they'd rather not? Learn more here. Hey folks, this is Rudy Fernandez from Creative Outhouse. With COVID-19, health messaging is part of every brand's communication now. So how do we develop messaging that encourages healthy behaviors?How do we speak to people's minds and hearts?To get them to do what's best for them, even when they'd rather not?How do we keep COVID-19 from becoming an all-out political war on messaging?In this episode Jana Leigh Thomas from Porter Novelli and I talk about this. At Creative Outhouse we've worked with Porter Novelli on public health campaigns for a long, long time for the CDC, health associations and hospitals. Health is an emotionally charged topic and it's one of our specialties. Because we specialize in creative that's not only powerful, but is based on the science of human behavior and behavior change.This is an important episode, so check it out. And let us know what you think here: Thomas on Public HealthWelcome to Marketing Upheaval. My guest is Jana Leigh Thomas , Executive Vice President at Porter Novelli , Jana is an expert in public policy, particularly when it comes to public health and behavior change. For most of her 20+ year career, Jana has worked on public health initiatives from a local, national, global scale. We've worked together on many public health projects that influence behavior, and we're going to talk about one of those today. Public Health communications seems like a good topic in the middle of a pandemic. In this episode we cover:Public Health Messaging for Consumer CampaignsInformation is Not MotivationBehavior Change and ValuesThe Story We Tell OurselvesCreative Outhouse Case Study: Autism Awareness Campaign - for Healthcare ProvidersChanging the Narrative for Behavior ChangeLeadership During COVID-19Public Health MessagingBehavior Change Marketing OmniChannel MarketingThe Branding of Schitt's CreekCheck our website to see images, transcripts and detailed show notes from each episode: the full transcript for this episode at: help with your marketing creative or integrated marketing campaign? Email us at the show (
On this episode, Dr. Marni Bender, a clinical psychologist, talks about how fear and anxiety are driving the general public's behavior and what marketers can do to affect positive behavior change. Creative Outhouse specializes in behavior change and this episode shows how similar psychology and marketing can be. Well, anxiety has gone through the roof as you can imagine. For people who already had anxiety, it has been exacerbated tremendously— especially anxiety around health issues. With COVID, many people are very afraid of getting infected or losing family members, things like that. But also, I’m seeing people who haven't typically struggled with anxiety in the past. IN addition to health anxiety, we’re seeing issues about financial security. But there's also been a sort of a vague uneasiness overall about what is happening in the world; like it feels as if the world is falling apart for a lot of people and they don't have a lot of security or safety about what's coming in the future.  Behavior Change Marketing Starts With WhyRudy FernandezSo how does that manifest itself?Dr. Marni BenderIn terms of basic symptoms, it's a lot of physical symptoms like upset stomach, headaches, general muscle tightness, that makes it hard to just relax. And that comes out a lot of times in anger, fighting, just an irritability with others. It also tends to make people want to control things or avoid things. When people get anxious, they get very avoidant of things that make them anxious because it makes your anxiety go away. Or they get very controlling.  Again, that's a way to give them to reduce their anxiety. If they have a sense of control, it's often an illusion of control.Rudy FernandezSo it's a binary either nothing or try to control what are some of the things they try to control that are sort of irrational?Dr. Marni BenderI would say it's actually not binary. It's a matter of degree. But I see what you're saying like people seem to have the opposite response either controller or avoid, but how much they do it is certainly a matter of degree. We all probably do that a little bit. But the more extreme we get, the more problems we tend to have functioning in life. A simple example would be people that are extremely ordered. if something gets out of place,Rudy FernandezLike organizing a spice rack or whatever…Dr. Marni BenderYes, exactlyRudy FernandezAnd what kind of things are they avoiding?Dr. Marni BenderIt can be seeing people. It can be taking care of their health, dealing with their personal finances, people tend to start getting into financial trouble... They don't want to pay attention to it. So they either ignore it and just start incurring lots of debt. Or they will almost go to the other extreme of like, I don't have a problem and spend willy nilly shopping and things like that.We're Missing Clear MessagingRudy FernandezYou brought up something that I've noticed. We are all still trying to feel around for what is the best way or what is a comfortable way to engage with friends, for example. We had some other friends over and we sat outside. When we went inside to get food, they came inside with us.  It was awkward because we’re thinking, “there’s a reason we're in the heat.” So it's really trying to figure that out your social interactions, and you're right sometimes It's like, let's just avoid social interactions. And it's a weird balance right now.Full transcript here:  Support the show (
This episode contains mind-blowing insights into the Pharmaceutical industry, targeting HR managers, personalized healthcare marketing vs. privacy and a new term for you, “Monkey Math.” Whether you’re in marketing or not, this episode will be eye opening about the medicines you take and the unnecessary costs. Hey everyone. This is Rudy Fernandez from Creative Outhouse. This conversation with Kyra Hagan is eye opening. For starters, she talks about how 25 – 30 cents of every dollar a company or organization spends on healthcare goes to pharmaceuticals. And many times, there’s what Kyra calls “monkey math”. So there’s a lot of waste. So how you do you get the message to people that there’s a problem and you can solve it? How has he new world of healthcare changed messaging and tactics? Well, that’s why you’re here, isn’t it? Welcome to Marketing Upheaval. My guest is Kyra Hagan, Vice President of Marketing at RxBenefits. RxBenefits is a technology-based company that helps midsize employers get better pricing on prescriptions for their employees. Kyra has more than 20 years of healthcare IT experience and has a unique perspective on what's going on in the world of prescription drugs, and how mid-sized employers are managing that part of their coverage they offer their employees. We’re talking about that and how she engages her audiences, what's changed with the COVID crisis, and what she sees on the horizon.Rudy: So let's start with RxBenefits. Who exactly is your customer?Kyra: Well, RxBenefits actually has three customers. We partner with Employee Benefits Consultants, often called brokers, to bring an optimized pharmacy benefit to self-insured employers of all sizes. At the end of the day, we end up servicing the broker, the HR manager or the benefit leaders inside of that organization and all of the organizations’ employees and their family members, who we call members.Rudy: So what is the problem that RxBenefits solves for them?Kyra: Pharmacy is a critical benefit. It's highly utilized by employees, but it's also very costly. And I think today, about 25 - 30 cents of every healthcare dollar that an organization is spending on healthcare benefit is going to prescription drugs, with no sign of a slowdown. Unfortunately, not all of that spending is beneficial. A lot of dollars inside the system are wasted due to poorly negotiated pharmacy buying contracts, lack of clinical oversight and really poor customer value or poor customer service and explanation of the benefits. We exist to help employers bridge those gaps so they can balance the economic and the clinical value of the benefit. That tends to lower the overall cost of the pharmacy benefit by an average of about 26%.Rudy: That sounds like an easy sell. What kind of barriers could you possibly have that if you say, we're trying to lower your cost for pharmaceuticals, your cost per employee or however you measure that, right?Kyra: Unfortunately, there's a false perception in the marketplace from HR leaders that lowering cost in the Pharmacy Benefits means lowering coverage. View the rest of the transcript and show notes at: the show (
Hey everyone. This is Rudy Fernandez from Creative Outhouse. At Creative Outhouse we create brilliant content and integrated marketing campaigns. Just go to Creative and click on Creative Work if you don’t believe me. This episode with Kathryn Smith of MedShape is really enlightening. MedShape supplies foot and ankle surgeons with advanced devices for surgeries. Most ortho procedures were stopped for a few months. So who would have a better overall picture of how that’s starting to pick up than the people who supply the materials for surgery? And their customers are primarily Doctors. So I wanted to hear what’s changed in terms of how to market to an audience that’s always part of the marketing mix in healthcare. I learned a lot talking to Katherine and you will too. So enjoy. Welcome to Marketing Upheaval.My guest today is Kathryn Smith, Director of Marketing for MedShape. Kathryn holds a doctorate in Bioengineering from Georgia Tech. So I have a lot of questions about that career path. She’s been with MedShape for more than nine years. MedShape makes advanced medical devices using foot and ankle surgeries. The COVID-19 crisis brought about 80% of medical procedures to a halt, and foot and ankle surgeries are among those procedures. We’re going to talk about marketing in this environment and what it looks like moving forward. Transcript:From Bio-engineering to MarketingRudy: So, first question is personal. What stands out to me is you have a PhD in Bioengineering. And now you’re a Director of Marketing. So tell me about that journey.Kathryn: I think that’s the number one question I get all the time. I got my PhD in Bioengineering. I started with MedShape after I graduated, working on the R&D side, actually as a Postdoc, which is a typical position. After you get your PhD you go on to do further research and publish. MedShape is a unique company in that we’re very research focused, for our size. We probably have more PhDs on staff than a typical medical device company. And so I started out doing benchtop research around our products, collecting data to publish. So I started working more with our surgeons or surgeon customers on these studies, spending more time out in the field in surgeries. As we started to launch more products and helping train the surgeons on the products and then get feedback for our pipeline. That eventually transitioned into a marketing role. I started out as a marketing associate, and then have been the marketing director for about 6 years now.I didn’t know anything about marketing when I started. I’ve definitely learned a lot along the way. What I have learned is, marketing medical devices is very similar to being a researcher. If you’re a scientist, you’re collecting data and then you’re trying to figure out how best to tell the story around your data. Be it in a presentation or conference presentation or in a paper and marketing medical devices or marketing in general is the same thing. You’re crafting the story around your products. And given my technical background, I think that’s definitely proven to be beneficial for me and the technical nature of our products to be able to understand the data around it and then be able to figure out how to effectively communicate it to our customers.View the full transcript and images at: the show (
Hey folks, this is Rudy Fernandez from Creative Outhouse. So how you been?Yeah, me too. But hey, here’s a positive observation about the last two months. Look how fast the world took action. And not just leaders. But all of us. We united and took action together on a dime. Everyone’s behavior changed because it was the right thing to do. That’s just one of the observations from my guest, John J. Wall. He has some great insights into what we’re all experiencing. He also shared some secrets about how to look at all that data you’re collecting.Before we start, I wrote a piece about improving your SEO and here’s the cool thing about it. I’m not an SEO expert. Okay, that’s not a good sell. Okay, here’s what I did. I wrote a piece using the basic rules of SEO that our advisors gave us. And in the process, the blog instructs you on how to write a piece that will improve your SEO, Get it? It’s meta, Whatever. It’s fun and informational. So check it out at Anyway, you’re gonna love this conversation with the super insightful John J. Wall. Welcome to Marketing Upheaval.John J. Wall on Digital MarketingMy guest is John J. Wall. John is a partner at Trust Insights, a marketing analytics and data company that helps marketers collect data and measure their digital marketing. John’s also the co host and producer of Marketing Over Coffee, one of the top marketing podcasts on the planet. John speaks frequently about machine learning and AI. And his podcast has been featured in Forbes API. One day when our podcast goes up, we want it to be just like his. So thanks for joining us, John.Why Words MatterSo I do want to talk about AI. But first I want to talk about a piece you wrote recently, called The Great Shutdown. It’s about the current COVID-19 health crisis. And you brought up this notion that words matter, and pointed out how we need to describe this economic downturn and how we describe it matters. Can you tell me more about that?John:Yeah, sure. And I’m so excited that you brought that up. There were two big things that hit me on that. One is that this downturn that we’re facing right now is really unique. It’s frightening and terrifying because it is an economic hit. And it’s kind of classic recession, and some people talking about depression. But there’s a change in that this is the first one of these that we’re going through that’s not caused by Wall Street shenanigans and greed. The last three or four of these have been the real estate market getting too greedy, the savings and loans not being smart enough to save themselves. It’s all the way back to the depression, which was just, you know, pyramid scheme stocks. This time, we’ve decided that we’re going to try and save lives, and we’re going to shut things down to help people survive and get through this. So that struck me is really unique.Read the rest at: the show (
Hey folks, this is Rudy Fernandez from Creative Outhouse. In this episode we're going to talk about consumerism in healthcare marketing. Here's how fast things have changed. Richard Schwartz, who's a brilliant healthcare strategist, told me that he often types in the beginning of statements into Google to see what people are searching for. Whenever he would type in the phrase "doctors are", he would get words like overpaid, overrated, quacks, lots of negative. Do that now, and the first option that appears is "heroes". That's one thing about healthcare. You don't appreciate it until you really, really need it. So a salute to those folks out there risking their lives for us. Sorry it took this for us to really appreciate you.We recorded this episode with Miranda Madar a few weeks ago. In the top part, we talked about consumerism in healthcare and how healthcare and marketing need to improve the patient experience and go beyond just telling people how great they are. We also talked about women in leadership roles and Miranda has some really good things to say. It's a great conversation. Check it out. Welcome to Marketing Upheaval.Chief Marketing Officer at Resurgens OrthopedicsThanks for listening to Marketing Upheaval. My guest is Miranda Madar, the Chief Marketing Officer at Resurgens Orthopedics, the largest orthopedic practice in the southeast. Miranda has an impressive consumer marketing background. She has held both agency and client side roles, and has worked on several award winning campaigns across multiple categories. She was previously the global communications manager at the Coca Cola company, and was recently honored as a Hall of Fame woman to watch in medical marketing and media. We're going to talk about consumerism in healthcare, and the changing landscape of women in leadership.Consumerism in Healthcare: Is it a Consumer Product?Rudy: I want to start with healthcare marketing and consumerization. The trend in healthcare has been towards consumerism to treat it more like a consumer product. And it's been going on for a few years with ratings online consumers being more active in the decision. Have you respond to this?Miranda: Some of the main challenges that I see is, you know, we often say we're not selling widgets. So we can't have flash sales or bogos, or even create impulse buying moments. We have to hope that people injured themselves or that their pain becomes unbearable enough for them to seek out treatment. That's really pretty morbid.So there's also that unspoken, but very relatable barrier of confusion around insurance, with so many health plans and referral requirements, rising premiums, all of that, that they have to deal with, and sort through. People are afraid to go to the doctor, particularly if it's something that could be elective. Something that they don't really need but they probably should have, or if it can take them out of work for a long period of time. You know, it's just maybe not worth the effort or they just don't want to go through the trouble of exploring their options. And buying a product or buying a Coke for example, just doesn't seem that hard. Plus, you get that instant satisfaction wheras healthcare is a really long term investment.Full transcript at: the show (
Hey folks, it’s another week of uncertainty and not great news. If ever we needed a holiday like April 20th, it would be this year. It's cannabis day. And even for those of us who don't partake, it may be a good day to just raise a glass or do whatever you do to relax just for a little while. The cannabis industry is truly unique is history, how it is regulated, the stigmas and perceptions. There's just nothing like it. Johnathan McFarlane has been a pioneer navigating these unexplored waters. He shares a lot about this booming multi-billion dollar industry that's just getting started. You're going to get a lot out of this episode. Welcome to Marketing Upheaval. My guest is Johnathan McFarlane, Director of Strategy at Hybrid Marketing, a Colorado based marketing agency that specializes in the cannabis industry. Johnathan has a digital marketing background and also worked client-side as a CMO for a cannabis related manufacturer in Canada. We're going to talk about the cannabis industry. Read the full transcript at: for more insights on:The Unique Cannabis IndustryMarketing in the Cannabis IndustryMarketing RestrictionsSocial media and cannabis marketingOptimizing creative marketing tacticsFederal legality of cannabisOperational challengesCannabis industry growthCannabis Target AudiencesTarget Audience: Senior CitizensCannabis vs. opioid useMedicinal use vs. recreationCannabis vs. Alcohol useBehavior change marketing in the cannabis industryCannabis industry stereotypesThe pothead stigmaCreative marketing strategiesChanging minds about cannabisBrand differentiation in the cannabis industryUnique characteristics of cannabis productsCannabis and Inbound MarketingTarget Audiences: Bud TendersTarget Audience: Amateur vs. AficianadoMarketing in a new nicheRestrictions lead to creative thinkingIf you liked this episode, don't hog it, pass it around, share it with friends. That's what it's for. Check out Hybrid Marketing and or Johnathan McFarlane at his LinkedIn profile. You can find out more at along with our previous episodes. Thanks to Susan Cooper for producing the show. To Gopal Swamy for creating our earcon and to Jason Shablik for always taking my calls when I have an audio question. And to you for listening and having such great taste in podcasts. Well, that's it for this episode of Marketing Upheaval. And remember, if the current state of marketing has you confused, don't worry. It will all change. See ya.Visit: the show (
We're in another week of this paused world waiting to see what the future might bring. Today Jay Acunzo joins our show. Jay runs Marketing Showrunners and creates a lot of great content. It's especially appropriate now becuase none of us knows exactly what the "after" of all this will look like. And when you're in uncharted territory, that's when you need creative thinking. You need to ask the right questions that will inform smart decisions. And you need to remember and stay true to timeless principles rather than tactics and trends. Jay talks about all that. I wrote a short piece on it, here: Kickstart Your Creative Thinking on our website, you can find a free creative brief template to get you started on any project: Creative Brief Template solves problems and finds opportunities. And now is the time to get your creative minds going and make things that will make a difference. And this week's guest is a perfect person to talk to you about it. Welcome to Marketing Upheaval. I’m really excited to talk to Jay Acunzo. I've learned a lot just from the enormous amount of fantastic content he generates. Jay is the founder of runs Marketing Showrunners that teaches marketers how to make their own branded podcasts and video series. Before that Jay has been a leader at Google, ESPN, HubSpot and NextView, and started with just one podcast called Unthinkable. Now he produces six different series with hundreds of thousands of downloads. He's a sought-after speaker on marketing and has written a book called Breaking the Wheel. I've been looking forward to this conversation. Great Marketing isn’t about who arrives. It’s about who stays.Rudy Fernandez: Thanks for joining us, Jay. You create a lot of content. Do you even sleep?Jay: No, I would say no, but for a different reason. And that I have a one year old.Rudy: Yeah, I can't believe how much great stuff you put out. And it's all it's all varied topics. But you have one consistent mantra, and that is great marketing isn't about who you attract. It's about who stays. Tell me about that philosophy Jay: I think we're living through a really interesting time. I don't know if this is a shift in reality or shifting our thinking or both. But the shift is marketing used to focus entirely on grabbing attention. Read the rest of the transcript at Support the show (
Hey everyone, I hope you're all saying healthy and safe. I'm thinking a lot about the people who are sick, and the people who are on the front lines. I also know a lot of healthcare workers and people who work at grocery stores who are on the front lines, and I'm reaching out to them daily to see if there's any way I can make their lives easier right now. And like you, were all sitting around wondering what the world is going to look like moving forward. So stay tuned for that. And this episode we recorded at the end of February, just when we were all realizing the magnitude of all this. It's a special episode for me, and I think it will be for all of you. Jeff Silverman is a marketing consultant and an ad hoc CMO. And we'll talk more on that later. Jeff is one of those people who always has a laser sharp insight into things happening in the marketing world. He and I talk a lot and every time we do, I've learned something. And I usually think ah, I should be recording this. So I finally did. And in this episode, we talked about the trends of consultancies and agencies. That's something you ought to listen to. Jeff even wrote a fantastic piece on it. You can review it for free on our website. It has data to back up his ideas. Jeff also talked about the changing roles of CMOs and what agencies must do to survive. You're gonna love this episode. I know I did. Welcome to Marketing Upheaval by Creative Outhouse.Read “Consultants vs. Agencies: Who Will Prevail?”Welcome to Marketing Upheaval. My guest is Jeff Silverman, Principal of Silverman 1 Consulting. Jeff has had a long and successful career as a strategist and brand expert, and his work with every kind of company from Global 2000 to startups. He's also seen the client and agency side. Jeff has worked inside organizations as an ad hoc CMO, and he's someone I turned to, when I need to know what's happening out there. His insights are usually different than most people's I talked to. Also, he's usually right. Today we're going to talk about agencies versus consultancies and the future of CMOs. Thanks for joining me, Jeff. Rudy:So the first thing we've talked a lot about is the changing nature of marketing. And we both grew up in a traditional ad agency culture, and structure. So let's start there. You've worked on both sides, agency and client. So what are the general trends you see on the agency side?Jeff:When you look at the United States, everybody in his brother can be in the agency business. There are 14-15,000 advertising agencies and as many as 40,000 marketing service firms. When you count things like media buying companies, PR firms, digital shops, it's a category where there's only now organic growth, that's kind of the equivalent to CPI. It grows 1-2% a year. Maybe a little bit more when you count in digital, but digital is still now low growth. It's become more commoditized than ever. Because most all these agencies are still chasing, you'd say the same type of client mix with the same service offering and procurement on the client side. They're great at negotiating agencies down in terms of their rates, their compensation, there's no more margin left in the business. And one of the challenges I think, for agencies is, it's very difficult for them to invest in innovation to develop new offerings. Full transcript here. Support the show (
Hey everyone, this is Rudy Fernandez from Creative Outhouse. I hope everyone is staying healthy and safe. I’ve been trying to figure out what to compare this pandemic to some other event for context and I can’t find one. this new territory for all of us. And like you I don’t know what’s next or what the other side of this looks like. All I know to do is keep moving forward. Keep doing the things I know how to do and look for ways I can use what I do to make other people’s lives better. No, there’s no blueprint on how to move forward in terms of business. But there are some things you can do to make sure your brand weathers this storm and continues to serve your employees and customers. I’ve written a  document entitled "Branding in a Time of  Disruption" that  you can read for free on our site. I  think you’ll find it helpful I Ling Matthews Thompson is herself a force of nature. She's the SVP and Chief Marketing and Communications Officer at the Trust for Public Land. Her passion for the outdoors and what they mean to communities is evident in our conversation. Here's a clip about getting inner city children access to more parks. See Trust for Public Land's tips for getting outside during this COVID-19 crisis here: to Marketing Upheaval. My guest is I Ling Matthews Thompson, Senior Vice President and Chief Marketing Officer at the Trust For Public Land. I Ling has also held leadership positions at the Nature Conservancy and The Outdoor Industry Association. A good part of her career has been in getting more people to have access to parks and recreation, and getting our representatives to support that. We're going to talk about how to get more people to go outside and have more places to enjoy the outdoors.Transcript:Rudy: Let's start with the Trust for Public Land. They create parks and protect land for people. So how do they do that?I Ling: Yeah, the Trust for Public Land has been around for about 47 years and one of the mainstays of our mission has been about connecting people to the outdoors by creating parks or open spaces, trails, protecting large scale forests and areas where people can get outside. Fast forward 47 years, we actually go into communities and create parks and open spaces. We are looking at how we can find open spaces and parks, in urban environments where real estate is at a premium and you can't really shoehorn in a park. So we're getting creative and we're looking at school yards that right now are barren asphalt. And we're working with school districts to transform those school yards into green vibrant areas where kids can play and the surrounding community is able to come out and enjoy those spaces. And we also work on creating access in some iconic national parks. ....So we do some pretty cool stuff. Yeah, I have to say, I'm excited to be here and be part of this mission.Read the full transcript: the show (
Jason Marraccini and Nicole Wheeler from Treehorn Cider join us to share their triumphs and setbacks of starting a hard cider business while keeping their marketing jobs. Their journey includes how they learned to pivot and uncover their true brand voice.Hey everyone, this is Rudy Fernandez from Creative Outhouse. I want to start by saying thank you to all our listeners. We have listeners in big cities like Atlanta, New York, San Francisco, but also St. Francis, Kansas and Boardman, Oregon. And thank you to our international listeners in Germany, France, Israel, and even a handful of listeners in Tunisia. Thanks for listening, everyone. But now we want to hear from you. We want to know what you think of the show. What else you'd like to hear? Which episodes had the biggest impact? So Email us at So let's start the show. Welcome to Marketing Upheaval. My guests are Jason Marraccini and Nicky Wheeler, founding partners of Treehon Cider in Marietta, Georgia. Both have had successful marketing careers and then a few years ago decided hey, why don't we make a cider? Treehorn is still early on in its growth but it's fanbase is growing. We're here to talk about marketing a new product in a new category, the booze business and what it takes to turn an idea into a company all while keeping your day job. Also, we're going to drink some hard apple cider. So welcome, folks. Thank you.So how did you go from thinking, "hey, this might be a neat idea" to "we're going to do this"?Jason Marraccini: When we tell the story. I like to say that it's my wife's fault. So my wife, Davina who who works for the EPA was at a sustainable small business conference in Asheville. And one of the presenting small businesses was a hard cider operation. When she came back and we were just kind of debriefing after the kids were in bed, she was just really taken with, you know, what a cool, business model. Cider was kind of taking off, small footprint, very, obviously, because she's with the EPA, you know, the eco-friendly end of it is important. But we got to talking about it. And then we went out to dinner and over a few bottles of wine with friends of ours who ended up being our business partners, just really couldn't get the ideas out of our head that ciders taking off. We have apple crop in Georgia. Nobody's doing it yet, but it seems like a hot market segment. And we bounce it off some, some friends of ours in the restaurant industry, and they all seem to agree that like, wow, yeah, if there was a local product, it would do really, really well, just on the basis of being local, even if it wasn't, I hate to say that. But even if it wasn't great, yeah, and obviously, that's very important to us that it is a great product.Rudy: It is a great product, by the way, I'm drinking it.Jason: But yeah, that's kind of where the idea came from. And then it sort of got momentum. From there, we put together a business plan. We went and looked for some outside investment money, which we raised, in the grand scheme of things, pretty quickly. I feel like I mean, probably over the course of like four or five months, and then off we went.Read the full Transcript and see behind the scenes images here: the show (
Husani Oakley, Chief Technology Officer of Deutsch joins us to discuss how to create 21st century creative teams, the role of a technologist and how a diverse team is required for an agency’s survival.Deutsch’s newly-minted Chief Technology Officer, Husani Oakley joins Marketing Upheaval to talk about how to create truly innovative teams, the role of a technologist on creative teams and has a great internal communications case study for AB Inbev. Husani is a brilliant and engaging guy and we want thank him for letting Marketing Upheaval be the first to talk to him after the announcement of his new position. This was a terrific episode.Hey, thanks for listening. Before we begin the episode, I want to tell you all we have an affiliate partner, Buzzsprout. one of the first things we did when we started this podcast was sign up with Buzzsprout. It makes getting your podcast out into the world easy. Buzzsprout gets your podcasts on every major platform like Apple podcast, Spotify, Google Podcast, Stitcher, all the rest. And they also have videos and tips on improving and promoting your podcast. Go follow link on the show notes for this episode or on our website, and if you sign up with Buzzsprout through that link, you get a $20 Amazon gift card. So check out Buzzsprout if you’re starting a podcast and you want the world to hear your voice. Buzzsprout will make that happen.This is Rudy Fernandez from Creative Outhouse. This episode with Husani Oakley really answered some nagging questions in my mind about how to structure teams. There are skill sets from the past that are still valuable in trying to solve client problems. But also a lot of times they're not enough. Husani has created teams for the 21st century by going outside of our industry to create something that feels absolutely right for our modern world. I learned a lot from talking to him and I think you will too. Check it out. Welcome to Marketing Upheaval.Rudy: Welcome to Marketing Upheaval. My guest is Husani Oakley, the newly minted Chief Technology Officer at Deutsch, New York. Husani has founded startups, been Director of Technology at Wieden + Kennedy and others. He has been director of a dance studio, and to the White House to talk about LGBTQ and Tech has a background in music and along the way has helped brands like Nike, ESPN, InBev, Siemens, Delta and Target create innovative Technology. You know, just a regular guy. So as you might expect, we have a lot to cover. So thank you for joining me, Husani.View the full transcript, images and shownotes at: the show ( - Let's get your podcast launched! Start for FREEDisclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.
Hey, everyone, this is Rudy Fernandez from Creative Outhouse. If you're in marketing, Sharon Toerek is someone you want on your side. She's an attorney who specializes in legal challenges Marketing Agencies run into. For example, she talks about the kinds of legal documents you should have ready to go anytime you pitch or approach a new client, and where people in marketing make their biggest mistakes. This episode will make you ask questions like, “Hmm, if a freelancer does work for me, who owns that work?” Well, you know, if you don't have your legal agreements in order, you won't like the answer to that question. Sharon is also the host of the Innovative Agency Podcast, where she talks to the heads of agencies about the trends they see coming. As someone who's an expert in our industry without actually being in it, Sharon gives a unique point of view on what she sees happening. We'll check it out. Welcome to Marketing Upheaval.Rudy: Welcome to Marketing Upheaval. My guest is , Sharon Toerek, founder of Toerek Law in Cleveland, Ohio, and host of the Innovative Agency Podcast. Sharon is an attorney who specializes in helping marketing and advertising people with legal issues such as intellectual property, social marketing, compliance, vendor relationship contracts and so on. Her podcast helps agency heads answer the question: What's next? And I was a guest on her podcast. So I'm very excited to turn the tables and ask her some questions. So thanks for joining me here.Sharon: It's my pleasure. Yes, nice to be on this side of the microphone.Rudy: So you're an attorney, but why the specialization in marketing?Read the full transcript at:, thanks for listening. Before we begin the episode, I want to tell you all we have an affiliate partner, Buzzsprout. one of the first things we did when we started this podcast was sign up with Buzzsprout. It makes getting your podcast out into the world easy. Buzzsprout gets your podcasts on every major platform like Apple podcast, Spotify, Google Podcast, Stitcher, all the rest. And they also have videos and tips on improving and promoting your podcast. So if you’re thinking shoot, if he can do a podcast I can too well, you’re right. Go follow link on the show notes for this episode or on our website, and if you sign up with Buzzsprout through that link, you get a $20 Amazon gift card. So check out Buzzsprout if you’re starting a podcast and you want the world to hear your voice. Buzzsprout will make that happen.Support the show ( - Let's get your podcast launched! Start for FREEDisclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.
David Lemley, founder of Retail Voodoo joins us to discuss retail and Better For You Brands. A pioneer in retail with a purpose, talks about the upsurge in healthier products and how to create a brand for long-term success.Hey everyone, this is Rudy Fernandez from Creative Outhouse. On this episode I spoke with David Lemley, the Founder and Chief Strategist at Retail Voodoo, the brand building firm that focuses on the Better For You category. It's a category that's just boomed over the last few years as consumers look for healthier ways of eating and living. David's worked with big brands like Starbucks and REI and Kind Bars to name a few. And he really digs in deep to figure out what it takes to build a strong and lasting brand. He outlines his systematic approach in his book, Beloved & Dominant Brands. It's a thoughtful analysis and process. You can find a link to it on our website with this podcast. So you're ready to learn some valuable stuff with David Lemley. Welcome to Marketing Upheaval. Welcome to Marketing Upheaval. My guest is David Lemley, president of Retail Voodoo, a retail brand building firm that focuses on the Better For You category. David has helped some well known brands become well, well known. He worked with a team to help Starbucks go from 800 stores to infinity.He's worked with REI, Nike Town, Kind Bars and many others. Retail is one of those worlds where sales transactions are King. But David is a pioneer in retail with a purpose. He's an expert in retail brands that have great sales, but also improve lives. His book, beloved dominant brands touches on that and we're going to talk about today. For complete transcripts, images and detailed shownotes for this episode, click:, thanks for listening. Before we begin the episode, I want to tell you all we have an affiliate partner, Buzzsprout. one of the first things we did when we started this podcast was sign up with Buzzsprout. It makes getting your podcast out into the world easy. Buzzsprout gets your podcasts on every major platform like Apple podcast, Spotify, Google Podcast, Stitcher, all the rest. And they also have videos and tips on improving and promoting your podcast. So if you're thinking shoot, if he can do a podcast I can too well, you're right. Go follow link on the show notes for this episode or on our website, and if you sign up with Buzzsprout through that link, you get a $20 Amazon gift card. So check out Buzzsprout if you're starting a podcast and you want the world to hear your voice. Buzzsprout will make that happen.Support the show (
Katrin Zimmermann, Managing Director of TLGG joins us to discuss the future of our digital world. Hey everyone, this is Rudy Fernandez from Creative Outhouse. Katrin Zimmermann is the managing director of TLGG Consulting in New York, a strategic digital consulting agency. But more than that, she's someone who really understands the overall landscape of digitization. Our conversation was about what we can all expect to see in the ever-changing digital world. There are a couple of times in the conversation where I was just blown away, especially when she talked about privacy issues. We also talked about trends and counter trends, and how she started the Innovation Hub at Lufthansa. I really enjoyed the conversation and you will to check it out. Welcome to Marketing Upheaval.My guest is Katrin Zimmermann, the managing director of TLGG Consulting in New York, a strategic digital consulting agency. Katrin is an expert at identifying disruptive trends in the digital space and is somewhat of a disrupt herself. She was formerly at Lufthansa, where she co-founded their Innovation Hub. We're going to talk about digital disruption, the future of digitization, and what that means for how companies engage with customers. We’ll talk about AI and whether or not any of us will have jobs after this. Thanks for joining me, Katrin.Since you're in this every day, what do you see as the biggest disruptive trends in the marketplace? And how are they going to change the way you reach potential customers and engage with existing customers?Katrin:I think one of the biggest trends that we're seeing that are being disruptive, is definitely the "what" and the "how" regarding data. And I know that that is a bit of a theme for a while now. But there's very few who have figured it out. If we connect the different data lakes or data buckets that we having within organizations but also across traditional boundaries,  to create new types of interaction, new types of personalization, new types of individualization to optimize for convenience and values of different stakeholder groups that we are addressing. But it's also about the how we are doing this. Many organizations, many cities and even governments are struggling, of how this new opportunity comes about how we’re protecting consumers? How we’re allowing them to, you know, experience new opportunities? This trend is one that will define us for a while and will lead to some society discussion on how we want to treat this. Just recently, there was some legal discussion about, facial recognition laws and what is being allowed in the US. We have a rise in some protection discussion, and that we see to see consumers being protected, that is definitely one. And then every trend has a counter trend and whereas a data enables us to have great experiences through technology with companies and between each other, etc, etc. That's also the counter trend of a need and the wish and a hope for more human interaction. And so I see that is something on the rise where the impact and the destructiveness of that trend is yet to be seen.Complete show notes and transcript available at: the show (
Thanks for joining us for Season 2 of Marketing Upheaval. In this episode our founder and host, Rudy Fernandez shares his point of view on the marketing landscape from the abundance of invisible creative to the over-thinking a brand. If you like what he has to say, drop us a line or contact us on our website - www.creativeouthouse.comHey everyone, it's 2020. That's fun to say. Anyway, I hope you had a chance to listen to our guests from 2019. I can tell you I learned a lot from them. In fact, I can point to at least one piece of business we won. By using the knowledge we gained from our guests. I can also tell you that I steal some of their lines in meetings, and it makes me sound very smart. So let's get going with what we hope to see change in 2020.Well, we're calling this episode "what to look out for in 2020". Yeah, it's not terribly original is it? Which brings me to the first thing to look out for. And this is something that I hope will change. Let me tell you story. I went to a conference last year, and I saw something that exemplified what I don't like about where marketing is going. You know, like you I'm equally fascinated and confused by our changing world. A lot of changes a great. Some, not so much. Anyway, I was at this conference, and one presenter showed to digital ads for a nursing degree. One had a photo with a blue filter and a smiling hospital worker with the headline, "Advance your nursing career.” The other had a different hospital worker with a blue tinted photo, and a headline that said, “Online MSN in nursing.”And he grinned and he asked the audience, “Which of these ads do you think performed better?” People shouted their theories for one or the other. “The one on the right, it's more targeted!” “The one on the left shows more diversity!” Meanwhile, all I could think was, “They're both equally boring.” I just see it too often: invisible, creative. It's not horrible. It's just nothing. It has no point of view, no human connection. It's just a data point of stock shot and an hour of someone who has Adobe suites time. What causes it? I think fear, fear and the wrong idea of how to use data. The fear? That's obvious, it comes from the fact that marketing jobs from the CMO down aren't always the most secure jobs in the world. A lot of times people operate in this state of fear. And when you're in a state of fear, all your decisions are going to be risk averse. If you work for an agency, you know what I'm talking about, how many times have you been trying to get work approved, and your client is making decisions exclusively based on what she thinks her boss might like? And she's scared of her boss. Has that situation ever brought about a groundbreaking piece of communication? Rather than make a judgment call, we try to justify decisions by throwing out numbers. That's in case someone asks why they made a certain decision. They can say it wasn't me it was the numbers. Of course you need data to make a smart decision. I'm not saying that. These days, we don't just use data we hide behind it. Like that guy who thought that because one boring ad did 10% better than the other boring ad that it was a great ad. It wasn't, it was crap. The truth is will never have the actual data you need. What's it going to take for everyone that I want to buy this thing that I'm selling? We're never going to know exactly. Read the rest on our website: the show (
Hey, this is Rudy Fernandez from Creative Outhouse. This mini episode will launch our new healthcare series. We all know that the COVID crisis has been devastating to providers. We’re going to talk about that in these episodes, but the crisis has also accelerated some much needed change. We’re going to talk about that, too. Most importantly I’m going to talk about where marketing for providers has been and where it needs to go. Most providers have marketing departments full of expert strategists and brilliant communicators. But for too long they are treated like order takers. Well, marketing folks, this is your time to shine and show what you can do. Because we are entering a new era in healthcare communications and the providers who are going to succeed moving forward will be the ones who embrace the new world in which marketing plays a vital role. It’s time for the marketing departments to demonstrate what they can do. And what that is, in many instances is as important as what the medical folks do. Yup I said that. Welcome to Marketing Upheaval.Before I begin, here’s a quick plug if healthcare and healthcare marketing is your bag,  like mine check out some previous healthcare episodes, like our conversation about Public Health Marketing with Jana Thomas, our talk about the consumerization of healthcare with Miranda Madar and the two great episodes on role of providers in communities with the CMO of Bon Secours Mercy Health, Sandra Mackey (Part 1 and Part 2).  You can find those at So let’s get started.I’ve been involved healthcare marketing for all of my career. And It is by far the most fascinating category. I love it. No industry goes through more changes, touches more lives, or has the that crazy mix of science and emotion two things you need for great creative, than healthcare.Upheaval has been the norm in healthcare for the last several years. I would say it was in crisis before the crisis, and frankly providers were resistant to change. And then, COVID hit, and the healthcare industry found itself in uncharted waters, in a fog… with sea monsters everywhere…. And a hole in the boat.  I think I’ve extended that metaphor a little too far.With providers struggling with how to get their procedures going and trying to figure out how they will proceed operationally, a lot of them think this is not the time to be marketing.  But I’d like to challenge that notion. In fact this is exactly the time. First let’s talk about what’s going on.Contact Us - www.creativeouthouse.comI’m ready to see marketing within provider organizations take a bigger role and not only improve the patient volume, but the patient health and well-being as well.  If you are, too, reach out to us and let’s talk. Full transcript & images at: the show (
Hey everyone, this is Rudy Fernandez from Creative Outhouse. What a pleasure it was to speak with Xenia Muntean, the CEO of Planable. It's a content review and marketing collaboration platform. She had some sharp insights into how companies need to rethink how they get their social media content done. Like let's face it, social media can continue to be handled in a loose way. It's officially reached the grownup stage and requires the same type of processes and review is more established media and Xenia had some smart thoughts and solutions to that. I enjoyed her thinking and the conversation you will to check it out. Welcome to Marketing Upheaval.Rudy Fernandez  0:47  Welcome to Marketing Upheaval. My guest is Xenia Muntean, co founder of Planable, a social media collaboration and approval platform for agencies and large brands. She was named in the Forbes 30 Under 30 list for 2019. She frequently speaks about social media content trends, including at Cannes. Xenia, is an expert on creating social media programs and has a lot of insights into content distribution and collaboration and how it could be better. So this is gonna be a great conversation. Thanks for joining me.Xenia Muntean  1:19  Well, thank you so much for inviting me as well. I'm excited to do this.Rudy 1:23  Well, first thing, before we talk about Planable, and social media content, you've had just, I think, an extraordinary meteoric career. I think you started your first social media company when you were still at university, I believe.Xenia 1:39  Yeah, that was an agency. So we're doing a lot of social media content production for our brands, and I started it during my second year of university.Rudy  1:48  So you started in Moldova, where you're from? And then went to Romania. And now it's just, it's just taken off.Xenia  1:58  Yeah, your research is very much on point.Rudy  2:01  Congratulations. So do you find that your age is a benefit when you approach new business? Xenia  2:11  Yeah, that's a good question. I think, you know, in the beginning, I was thinking that people are going to oppose more to talking with me because I'm very young. I don't think it hurts anything. Because I'm building a software company. We are social media marketers, they are young as well. So I think it's even better. I think it helps. Because we're on the same page. You know, we are millenials. We don't like to work in Microsoft Outlook and Microsoft Office. You know, we - they can resonate with me and my mission at Planable.Rudy 2:48  Yeah, that's right. I think the younger generations have a much better handle on it. Xenia 2:52  Yeah, I agree. Yeah.Rudy   2:54  So tell listeners about Planable. Just so they know a little bit more about the company and what it does. Xenia   2:59  So I started Planable, as you mentioned, after I had my own Social Media Marketing Agency, and I started the company together with my co founders, because all of us worked in the industry. And we were, frankly, a bit frustrated with how everyone was working in the industry. For the people that are not very familiar with how social media content planning happens....For the complete transcript and show notes, visit: the show (
Hey everyone, this is Rudy Fernandez from Creative Outhouse. In this episode we talked about creating a brand framework with Ed Farley. He knows a bit about that since he's lead branding for global brands like Anheuser Busch and Humana, United Way and Edelman Financial, four totally different industries. But the approach to create a strong global brand remains the same and eat, whether it's beer or insurance or financial services. He talks about creating a brand framework and how to balance the art and science when you're building your story. Check it out. Welcome to Marketing Upheaval.Rudy: Welcome to Marketing Upheaval. My guest is Ed Farley, the global brand strategist who has been head of branding for huge brands like United Way, Humana and Anheuser Busch and has managed brands that extend across the US and around the world. And we're going to talk about that and what it takes to do that. Well, thanks for joining me, Ed, really excited to have you on the podcast.Ed Farley: Hey, it's great to be here. Thanks.Rudy: So you've seen marketing from a big global point of view. And obviously, you've seen these brands evolve over time. Often we talk about what's changed in marketing. But there are some things that have to stay true in terms of branding. And given your your scope and your understanding of branding. What do you think some things are, some elements that ought not change in order to have a strong brand?Ed: It's an interesting question, because for industries, as you had mentioned, I constantly needed to walk around and in re-educate folks with whom I work on what is brand strategy, right? It's not branding, it's a strategy but doesn't need to change is the idea that you need a strategy to inform great work, great messaging, great consumer experience. And that's really all about a disciplined approach to create a brand strategy. And so what I would encourage everyone to do is think about how that strategy gets created and what kind of rigor and discipline goes into that strategy.Rudy: When you say, you have to maintain that rigor to go into brand strategy, what are the some of the steps to make that happen?Ed: A lot of people are talking about purpose-driven brand strategy. And that's important because reality of that is that in today's global marketplace, we've shifted from business to consumer marketing to consumer to business B to C to B to C to B. And so brands are now engaged in daily conversations with consumers who demand experiences on their own terms, and influence others to buy or not to buy. It has an impact on products and services and sales channel partners. And we've really got to remember that it all begins with a story, a story that has meaning and it resonates with audiences with whom you want to do business. You've got to establish the context of your brand strategy. And that requires some evaluation. The first type of evaluation that I would suggest is to understand your own perspective. Understand your own legacy, your history, get your stakeholder and leadership input into your brand strategy, understand your unified ambition, and your mission and vision and values....To see the rest of the transcript, images and show notes, visit: the show (
Hey everyone, this is Rudy Fernandez from Creative Outhouse. This is Part Two with Sandra Mackey, the Chief Marketing Officer of Bon Secours Mercy Health, a large nonprofit hospital system that’s in seven states. We’re entering a whole new era of hospital business and hospital marketing. And these two episodes address them. In Episode Two, we talked about how hospitals can become the Center for Community Health, what competition from companies like Walmart will mean and how you can use marketing to improve patient experience. And of course, how you do all this while maintaining patient privacy. Anyway, check it out. Welcome to Marketing Upheaval.Rudy Fernandez  0:51 What do you think are some major changes in terms of how a brand like let’s say Bon Secours Mercy Health brands itself? What’s changed? In terms of how you engage people with that brand,Sandra Mackey  1:04 So Bon Secours Mercy Health is the parent company of two brands that sit underneath it. One is Bons Secours. The other one is Mercy Health. And so we look at sort of the individual attributes that those two brands bring. And again, we start with research and understanding what drives consumers. What are their current perceptions? And where do we have an opportunity to influence those perceptions of services that are provided by the health system. And so for starting there, and truly unpacking the things that drive consumers, it helps us to market to consumers in a way that is about engagement, rather than what we think they want to hear that will move the needle. And one example of that is I think, in the industry, it’s been a long recognized practice in the industry that there’s promotion of awards, “we’re the best in this”, “we’re the number one in that.” We don’t say one of how many, by the way – it could be one of a thousand.. Rudy Fernandez  2:09 Yes, no, the chest thumpy stuff. Yes.Sandra Mackey  2:12 Yeah, exactly. In the top three…of three. You know, there’s a lot of self promotion around the health system that has occurred over time that I think consumers have gotten used to, based on research that we’ve done, consumers express fatigue around that type of marketing. Because there are so many of those awards recognitions out there. And I think that consumers start to question what does that really mean? Does that translate to a better experience? You know, who’s taking these surveys? Lots of questions that come up in their mind. And at the end of the day, what we have learned from that type of research is that those awards and recognitions are more about the health system than they are about the consumer. We have a shift in that philosophy. And we have really, you know, taken a completely new direction in the way that we engage with consumers. And what a concept we actually talk about the consumer, not about ourselves. Yeah, we want to be able to demonstrate that we understand what their greatest needs are and where they’re coming from and what they have gone through before they get even come through the door. And so our approach to branding has really taken on more of a consumer voice, I’d say than then we’ve ever done within our health system.View the complete transcript, images and show notes at: the show (
Download from Google Play
Download from App Store