Marketing Disrupted

Our podcast series explores the evolving demands for CMOs and their organizations to thrive in the age of digital disruption.

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01 | Who is the new CMO?

In this inaugural episode, some of the giants of the industry talk to Brent and Amber about the changing face of marketing and the new responsibilities of CMOs: to evolve and adapt to ever-shifting marketing models. Jeffrey Hayzlett, CEO of The Hayzlett Group and Chairman of C-Suite Network, discusses why the main role of the modern CMO is to "deliver on promises made" if they’re going to create exceptional customer experiences.

Betsey Chung, SVP and Chief Marketing Officer at TD Bank Group, talks about how TD keeps up with the digital and technological evolution that seems to change the game on a daily basis. Plus, a feature interview with Theresa McLaughlin, Global CMO of TD, who talks about why—despite the importance of data and the explosion of technology—she still believes her main job is to be the company’s chief storyteller.

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02 | Balancing data and desire

Amber and Brent talk to Justin De Graaf, Head of Ads Research and Insights at Google, about how the tech giant makes its money and drives the global economy. They ask him a simple question: How should marketers best use Google? Justin shows them how data can be used to help marketers shape their creative message. He introduces the concept of Six Needs, how customers want to be thrilled, impressed, educated, reassured, helped and surprised.

They also talk to lawyer and privacy expert Éloïse Gratton, a partner at Borden Ladner Gervais LLP, about whether a company like Google can have too much information, and how marketers can walk the line between innovation and privacy. And Sara Clodman, VP of Public Affairs at the Canadian Marketing Association and Loni Stark, Senior Director of Strategy and Product Marketing for Adobe, both talk about finding the balance between better understanding consumers’ desires and keeping their information secure.

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03 | Brands online: Marketing, tech and social media

Brent and Amber lead a feature interview with Lara Skripitsky, VP & Chief Technology Officer at McDonald's Restaurants of Canada, on all the ways technology and digital tools are helping the world’s most iconic brand enhance its customer experience. She talks about everything from mobile apps to touch screen kiosks, and how they’re changing the way the fast food giant measures its marketing success in this bold new technological era.

They also talk to Diana Helander, Head of Marketing for the Twitter Developer Platform, about enhancing customer engagement on social media and how Twitter can help marketers solve problems in real time while strengthening their brands.

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04 | The art and science of marketing and gaming

Brent and Amber talk to Randy Weyersberg, VP, Ontario Lottery and Gaming Enterprise Brand and Marketing, about everything from how he helps OLG get out the word about the big jackpots, to partnering with sports teams and live music to engage customers, and why OLG is betting big on technology to help overcome barriers to purchase, especially with the under 35 set.

They also speak to Jeremiah Owyang, Founding Partner of Kaleido Insights, about new types of data like wellness tech, facial recognition and biometric data that can help measure consumer interest in real time.

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05 | Walking the walk

Corporate social responsibility (CSR) is no longer a nice-to-have, but a must-have in any marketing strategy. Brent and Amber talk to Brian Solis, author, speaker and Principal Analyst at Altimeter Group, about the role that CSR plays in reinforcing brand purpose, employee engagement and how to embed CSR in an effective marketing strategy. And Michael Masserman, Head of Global Social Impact at Lyft, talks about why improving lives is as important to his company as the bottom line, whether it’s committing to sustainability, driving people to polls or providing transportation to distressed communities.

They also speak to Alexander Lvovich, Managing Director at Volvo Car Canada, on taking ethical stances on hard topics—Vision 2020 means committing to zero deaths or significant accidents by the year 2020—and why this is the most important strategy the car company uses to build meaningful experiences with customers.

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06 | The little companies that could

In this episode, Brent and Amber speak with Christopher Riccobono, Founder, and Aaron Sanandres, CEO and Co-Founder, of UNTUCKit, a company that solved a little-discussed problem most men had: finding perfect length shirts. UNTUCKit is part of a new wave of consumer disruption brands, like Warby Parker and Endy, that took on some big, established competitors and quickly scaled.

How do these brands continue to grow? Must they disrupt themselves? And why is this a necessary skill going forward, in a market where the next big thing is almost always unforeseen? They also talk to Arati Sharma, Director of Product and Offline Marketing at Shopify, about how the e-commerce giant grew so big, so fast, and why she believes selling successfully online still requires the in-person touch.

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07 | What does it all mean?

In the final episode of Marketing Disrupted, Amber and Brent talk to Guy Kawasaki, bestselling author, marketing guru and former Apple executive, about best practices for marketers today, and what he learned working with Steve Jobs: that the message hasn’t changed, just the means of delivery.

As well, Jeffrey Hayzlett, CEO of The Hayzlett Group and Chairman of C-Suite Network, and Brian Solis, author, speaker and Principal Analyst at Altimeter Group discuss what CMOs are doing wrong and what they need to do differently to make it in today’s market. They also discuss what they think the future of marketing disruption looks like.

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Meet the hosts

Meet the guests

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