Rank #1: Foot Locker's Jed Berger: 'The marketing industry is in for an evolution'
In the past few years, Foot Locker has been making headlines for its aggressive push to modernize, and according to the company's CMO, Jed Berger, that innovation has pushed their marketing department to start thinking about their customers in a new way. From investing in a handful of consumer startups, to rethinking their retail spaces, to launching their own incubator, the company has been working towards what it will be the next evolution of the retail industry. For Berger, this forward-thinking push means that how the company is marketing itself has to evolve as well. Now, Berger is getting involved in the products from the design stage to ensure that the consumer draw is built-in, and sees himself as more of a business partner, than a marketer. On this week's episode of Making Marketing, Shareen Pathak sits down with Berger to discuss the changing role of marketing at Foot Locker, why the company chose to incubate and invest in new brands and the shift of the overall marketing industry.
Jul 25 2019
Rank #2: ‘I always wanted to put on a show’: Y&R global CEO David Sable on being in the public eye
David Sable, Y&R global CEO and chairman of the board, is a pillar of the Madison Avenue set. The former Wunderman executive is known for his love of magic tricks and showmanship -- something that's been ingrained in him from the start. On this week's Starting Out, Sable talks about growing up as a rabbi's son, paleontology as a career choice and how he's climbed the ladder.
Nov 30 2017
Rank #3: ‘Advertising’s a weird industry’: Wieden+Kennedy’s Neal Arthur on stumbling into a career
As managing director of Wieden+Kennedy, Neal Arthur is an independent spirit who grew up as the only black kid in his California neighborhood. At Wieden and Kennedy, his independence found a home. On today’s episode, Arthur talks about stumbling into advertising, and how the independence at Wieden+Kennedy fuels tough creative decisions.
May 17 2018
Rank #4: DTC furniture brand Burrow’s Alex Kubo: Facebook still has some value but it’s become more challenging
Burrow is a digital-born luxury furniture company, that, like most DTC brands, put most of its marketing eggs in the Facebook basket. But it soon realized that it can't simply rely on social media to drive sales. Burrow's head of intelligence, Alex Kubo joins us on this episode.
Jun 06 2019
Rank #5: Razorfish co-founder Jeff Dachis on his days of being a provocateur
Jeff Dachis is the founder of diabetes management app One Drop and co-founder of Razorfish. On this episode of Starting Out, Dachis discusses his career path, from his days of being a self-described provocateur in downtown New York to starting a new venture after being diagnosed with diabetes.
Mar 08 2018
Rank #6: Lerer Hippeau investor Caitlin Strandberg: Venture funding isn't to be spent on Facebook ads
Before startup founders woo thousands of customers, they often try to convince investors to get onboard with their company's mission.
As a principal investor at Lerer Hippeau, an early-stage venture capital fund based in New York, Caitlin Strandberg is on the other side of the table.
The fund has invested widely, including in DTC brands like Allbirds, Casper, Everlane and Lola.
Strandberg joined the Modern Retail Podcast to talk about how the VC game has changed since the rebirth of direct-to-consumer companies, what she considers a waste of venture dollars and why early growth (in percentage, not in raw numbers) is key to gauging a company's potential.
Jan 02 2020
Rank #7: Modern Retail Podcast: 2020 will bring a DTC shakeout -- and a better understanding of the human cost of growing a brand
This week, it's a look ahead at what 2020 may have in store for retail.
Modern Retail reporters Cale Weissman and Anna Hensel join host Shareen Pathak for a roundtable discussion about the beats and developments they know so well, from how Walmart and Target will seek to challenge Amazon to whether venture funding for direct-to-consumer startups will dry up.
Dec 19 2019
Rank #8: Buffy's Paul Shaked: There's Facebook-first mentality in the marketing industry
When sustainable bedding brand Buffy, launched in late 2017, it looked like the archetypical direct-to-consumer company: online presence, purpose-driven marketing and no middlemen. However, that didn't last very long. In one of their earliest rejections of the direct-to-consumer tropes, Buffy did not take any VC capital. Instead, the founders opted for a few angel investments, and bootstrapped the rest of its funding strategy. According to Paul Shaked, Buffy's co-founder and vp of growth, growing has been at the core of Buffy's mission since day one, so shortly after launch they moved into selling third-party on Amazon, and then into physical retail. Now that the company has reached a point of scale it is happy with, it is starting to explore non-Instagram and more non-digital forms of marketing as a way to continue growing. In this week's episode of Making Marketing, Shaked sits down with Shareen Pathak to discuss the many tropes of a DTC brand, Buffy's approach to marketing and why it's investing in its own editorial platform.
Jul 11 2019
Rank #9: Mizzen and Main’s Kevin Lavelle: The DTC space will see 'a lot of carnage.'
There is no lack of success stories in the direct-to-consumer markets. But there are also questions being asked of how long the industry can sustain itself. With a plethora of new brands launched every day, built on VC money with tall growth targets, it's fair to ask if a shakeout is coming. Kevin Lavelle, founder and CEO of Mizzen and Main, a brand that sells men’s performance wear dress shirts, thinks a carnage is it's on the cards. Lavelle talks about building a brand, advertising on platforms versus TV and what’s in the future of the DTC space.
Apr 11 2019
Rank #10: Hims' Andrew Dudum: A DTC shake out is coming
One year old men's healthcare DTC brand is attempting to disrupt healthcare. The company, which is centered around removing the friction from treating common health issues such as erectile disfunction and hair loss, uses a combination of affordable product lines and education in an attempt to get men talking more freely about their health. They're also trying to branch out beyond men: Hims has also launched a female-focused counterpart, appropriately titled Hers, hopes to solve this issue of access to birth control and time spent waiting in line at the pharmacy. The products, paired with the opportunity to have 24-hour access to physicians, have helped Hims to raise about $100 million in funding, and, if the rumors are true, of a new round of funding may just raise the valuation to a whopping $1 billion. On this week's episode of Making Marketing, Shareen Pathak sits down with Hims founder and CEO, Andrew Dudum, to discuss using humor as a marketing strategy for touchy topics, the impending DTC bubble burst and making the move into female wellness.
Feb 14 2019
Rank #11: Richard Edelman: 'We would have been choked by the holding companies'
Richard Edelman, president and CEO of Edelman, inherited the family business from his father 40 years ago. Since then, he has expanded the company to 29 different countries, while remaining independent and family-held. Edelman discusses growth, challenges and marketing challenges in this episode of Starting Out: Cannes Edition.
Jun 21 2018
Rank #12: Liberty Mutual’s Emily Fink: Our customer's expectations are being shaped by DTC brands
The direct-to-consumer era is changing consumer behavior and expectations across categories, be it retail or insurance. Liberty Mutual has felt this shift, and in its new products as well as marketing is attempting to change in line with those expectations. Emily Fink, CMO at Liberty Mutual, joins us on this episode.
May 02 2019
Rank #13: P&G’s Marc Pritchard: ‘We needed to start having a discussion about unconscious bias’
Marc Pritchard, chief brand officer at Procter & Gamble, made waves in the marketing industry by starting a conversation about unconscious racial bias, a step aligned with the principles that define his leadership -- humility and transparency. On this week’s Starting Out, Pritchard talks about having a role model in his father, his career path from a cafe busboy to an executive position at P&G and why it's important to discuss unconscious bias.
Jan 04 2018
Rank #14: Ogilvy & Mather’s John Seifert You’re only as good as others give you permission to be
From college dropout to the worldwide CEO of Ogilvy & Mather, John Seifert’s career seems like the plot of a movie. Seifert joined the agency for a summer job during his sophomore year at the University of Southern California 38 years ago -- and never left. On this episode of Starting Out, Seifert discusses his path to one of the largest agencies in the world.
Mar 22 2018
Rank #15: How Equinox Media CEO Jason LaRose is using workout videos to create a media business
Equinox took the gym and turned it into a premium product. Now the company is looking to do the same with the fitness instruction videos you watch online -- think high-end camera work instead of vertical video shot on an iPhone, featuring some of their 6,000 instructors and full-fledged classes.
Equinox Group is serious enough about it that they've put a new division of the company, Equinox Media, to the task.
"We're really running a half fitness club, half production studio every single day," Equinox Media CEO Jason LaRose said on this week's episode of Making Marketing.
In this, LaRose said, they're responding to trends among existing customers -- who in surveys say they want to spend more time with the brand -- and Americans as a whole. "When you see a $4 trillion wellness economy, when you see gym or club memberships at an all-time high in this country while you also see digital content going through the roof, I think you're on to something where you really need to follow the consumer."
In this week’s episode of Making Marketing, LaRose talked about starting a content-making company from scratch, how stores today are more about marketing than bringing in revenue and why media will be a customer acquisition tool.
Nov 14 2019
Rank #16: VC Eric Hippeau: Marketing is at risk of being commoditized
Eric Hippeau, managing partner at Lerer Hippeau Ventures, has invested in many entrepreneurial projects over the years. When looking for his next investment, one of the first things Hippeau considers is the passion and life experience of its founders. He joins us for a conversation on the Making Marketing podcast by Digiday.
Aug 02 2018
Rank #17: Omnicom’s Jonathan Nelson: 'As you run a larger company, it’s harder to say we’re all equal'
Jonathan Nelson is the CEO at Omnicom Digital, a global marketing and communications holding company that employs about 84,000 people around the world. Nelson is a true veteran of digital. He founded Organic in 1983 and has seen some serious highs and serious lows in the business of advertising -- including having his staff quit after delivering on their first big assignment. What happened after, and more, on this episode of Starting Out.
Feb 08 2018
Rank #18: The reality of dying ad agencies
Adapt or die. It’s something most business say they practice but rarely do. An exception is Tracy Wong, the founder of Wongdoody, a 25-year-old creative agency whose acquisition by Indian IT and consulting giant Infosys was announced in April. On this episode, he discusses changing models, being irrelevant, democratic cultures and more. This episode of Making Marketing was originally published on June 7, 2018
Aug 09 2018
Rank #19: Deloitte Digital’s Alicia Hatch: We are ready to put skin in the game
Consultancies are turning into agencies as agencies grapple for a seat at the table. Alicia Hatch, CMO of Deloitte Digital, the $1 billion ad agency that sits within Deloitte, has insight into why consultancies are built for the modern CMO. On this week's episode of Making Marketing, Hatch discussed the pressures on today’s CMO, why Deloitte believes in having skin in the game, and why in-house doesn’t scare her.
Mar 21 2019
Rank #20: TBWA's Nancy Reyes: 'When you earn something, it’s the best feeling you have'
Nancy Reyes is the managing director of TBWA\Chiat\Day in New York. Reyes grew up in Long Island City in New York amid rundown houses and warehouses. Her mother was a housekeeper, and her father drove taxis. On this episode of Starting Out, Reyes discusses her path to becoming a leader who values working for everything in life.
Apr 26 2018