Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. In today's episode, we record at our first live event (Zag Out) and wrap up the top Challenger themes of the year and what the key takeaways are for your brand. It was an incredible conversation in front of a live audience and we debated everything from if Crocs are cool or not to if we should be investing in Pickleball... tune in for a special Scratch ...
Dec 14, 2022•33 min•Ep. 40
In this week’s episode, Eric talks with Richard Davies, CEO of Allica Bank and ex CEO of Revolut and OakNorth. Richard has helped build three unicorn challengers in the fintech space (the third being as a non-exec for World Remit), but he’s also spent time at big incumbent banks. He has a unique perspective on not only what it takes to build a unicorn, but also what the biggest differences are between how incumbents and challengers go to market and approach growth. Eric and Richard also dig into...
Dec 07, 2022•42 min•Ep. 39
In this week’s episode, Eric talks to Maja Neable, Senior Vice President, Chief Marketing Officer Banking & Chief Data & Analytics Officer at BMO Financial Group about let’s say… one of the more innovative marketing campaigns we’ve seen recently! In spring 2022 BMO decided to tap in to the gaming community by creating a discord to help educate and advice this community on personal finance matters. There is a lot of insight into how you create an innovative environment for your team, and ...
Nov 30, 2022•37 min•Ep. 38
Welcome to another episode of Scratch! In this week's episode Eric Fulwiler is joined by Coenraad Jonker, Co Founder & CEO of Tyme Bank, the leading challenger bank in South Africa with 6 million customers. Tyme has just expanded in the Philippines to help 52.1 million unbanked citizens. At Singapore Fintech Festival, our conversation covered the origin of Tyme, how they built a successful challenger product and brand and how they plan to become a true rival brand. This is a fascinating conv...
Nov 23, 2022•55 min•Ep. 37
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com , LinkedIn , Twitter . Find Eric on LinkedIn and tweet him @efulwiler . Say hi at media@wearerival.com , we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilit...
Nov 16, 2022•59 min•Ep. 36
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com , LinkedIn , Twitter . Find Eric on LinkedIn and tweet him @efulwiler . Say hi at media@wearerival.com , we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilit...
Nov 09, 2022•32 min•Ep. 35
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com , LinkedIn , Twitter . Find Eric on LinkedIn and tweet him @efulwiler . Say hi at media@wearerival.com , we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilit...
Nov 02, 2022•42 min•Ep. 34
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com , LinkedIn , Twitter . Find Eric on LinkedIn and tweet him @efulwiler . Say hi at media@wearerival.com , we’d love to hear from you. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilit...
Oct 19, 2022•40 min•Ep. 33
Grab your free e-book here! In this week's episode, DuBose talks to David Aaker, Vice Chairman at Prophet. David is a legend in this field, and he shares his knowledge on creating a strong brand purpose for your company, no matter what you offer. Can all brands have a social purpose? Does work across different sectors and where do you even start looking for what fits your brand? To find out more and to connect with David Aaker, follow the links below: LinkedIn: https://www.linkedin.com/in/davida...
Oct 05, 2022•42 min•Ep. 32
In this week’s episode, Eric talks to Sam Dulka , Associate Vice President of Global Business Marketing at Dubai Economy and Tourism. Tune in for a really interesting conversation about how Dubai has established itself as a challenger brand in the last few years and how you have to find channels of meaningful influence with the audience you are trying to reach. The team at Dubai tourism think of Dubai as a product, relating it back to Apple but with different features. There are some really good...
Sep 21, 2022•36 min•Ep. 31
In this week’s episode, Eric talks to John Sheldon , CMO of challenger brand SmileDirectClub and owner of one of the best Linkedin headers we’ve seen…John describes himself as a “CMO and innovation Leader, a customer data 'truffle pig', and someone who’s focused on creating irrational brand love.” Love it. There’s a TON of great advice and insight in this episode on what it takes to not just build a successful challenger brand, but also build a successful challenger marketing team. Hint: it all ...
Sep 07, 2022•42 min•Ep. 30
Learn more about how to stand out and why every contact matter by listening to this week's conversation with Grant Johnson of Emburse. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com , LinkedIn , Twitter . Find Eric on LinkedIn and tweet him @efulwiler . Say hi at media@wearerival.com , ...
Aug 10, 2022•43 min•Ep. 29
Riley is a sustainable menstrual product company that operates on a subscription model, whereby individuals manage mensutral health needs, coupled with a strong B2B model, whereby companies stock period products in employee toilets. This break from the traditional in-store purchase model requires a change of culture and a destigmatisation of women’s issues and women’s health - and Riley is up for the challenge. Learn more at https://weareriley.com Scratch is a production of Rival, a marketing in...
Jul 26, 2022•42 min•Ep. 28
Reach out to Deniz on LinkedIn and learn more about Platform XIT here . Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com , LinkedIn , Twitter . Find Eric on LinkedIn and tweet him @efulwiler . Say hi at media@wearerival.com we’d love to hear from you. Scratch is a production of Rival, a m...
Jul 13, 2022•43 min•Ep. 27
This week, Eric talks to David, a giant in the fintech industry, about disruption, why 11:FS produces a huge amount of content and why you should, too. Reach out to David on LinkedIn . Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com , LinkedIn , Twitter . Find Eric on LinkedIn and tweet ...
Jun 29, 2022•47 min•Ep. 26
This week, Intercom's Anna Griffin talks to Eric about how she sees the role of CMO in challenging the status quo, what she's curious about, and the question every CMO needs to be asking themselves. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com , LinkedIn , Twitter . Find Eric on Linke...
Jun 15, 2022•35 min•Ep. 25
Introducing Punchy: Marketing News with the gloves off, recorded LIVE each week. This week, Rival's co-founders, Eric Fulwiler, Jenna Cummings and DuBose Cole, discuss TikTok, NFTs and Mayonnaise. Jenna’s rave this week is about Algorand. Check it out here - https://www.algorand.com/ Listen to Punchy every week. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard ...
Jun 01, 2022•35 min
This week Eric chats to Mai Fenton of Superscript, a customizable bespoke insurance company for small businesses. Mai joined a few years ago as the first CMO, and oversaw a major rebranding from Digital Risks to Superscript. By 2020, the name Digital Risks no longer represented the brand, as its customer base shifted from purely digital and technology businesses to all kinds of businesses seeking customizable insurance. It was clear the company needed to rebrand to unlock growth opportunities an...
May 18, 2022•45 min•Ep. 24
Listen to our live conversation with Professor Rajesh Bhargave and Rival Co-Founders DuBose Cole and Eric Fulwiler as we present the findings and implications from our Q2 report. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard , GE , Shell , Hyperloop , Adobe , PepsiCo , and Papa Johns . If you’re interested in learning more about marketing from successful CMO...
May 12, 2022•1 hr 7 min
As CMO of Temenos, a world-leader in banking software, Martin knows a thing or two about the B2B space. He argues that marketers need to innovate constantly but, more than anything, need to be focused on the customer experience. Three things Martin recommends: Don't think about leads, think about your customer Don't think about B2B, think about B2H or to B2P (Business to Human or Business to People) Don't invest in push marketing, instead focus on pull marketing To connect with Martin, find him ...
May 11, 2022•42 min•Ep. 23
Rory Sutherland, Vice Chairman of Ogilvy UK and author, talks with Eric and co-host DuBose Cole about everything from payment models to a London shop called Bacon Sandwich. Rory is fascinated by the intersection between behavioral science and advertising. A true advertising legend, Rory's latest book is Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformit (2021) . Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilitie...
May 04, 2022•48 min•Ep. 22
Marketing strategist, author and adjunct professor, Mark Schaefer argues that the CMO must be in charge of the entire customer experience, and how some brands - like Glossier and Everlane - are doing it right. In a world where isolation and loneliness are on the rise, community is more important than ever. Mark argues that consumers want to believe in the brands they support, that they to want to participate in and to belong to a brand. Belonging is such a human drive - and Mark believes that be...
Apr 27, 2022•42 min•Ep. 21
This week, Yonca Dervişoğlu talks to Eric about so many things from how she makes sure she has time to spend on her prioritises, how the pandemic has helped her connect to her teams, and how she approaches new roles and new challenges. Yonca discusses how her family and childhood experience moving from Istanbul to California - with its often unbridled optimism about technology - have shaped her and led her to where she is today, the CMO of many markets for Google, and how this has informed her p...
Apr 20, 2022•43 min•Ep. 20
Bob Moesta talks about how he overcame a disability to be a hugely successful businessman, marketer and educator. Bob is one of the authors of the Jobs-to-be-Done theory, which posits that consumers hire products or services to do jobs in their lives. According to Jobs-to-be-Done, companies need to better understand how their products and services fit into people’s lives. Bob talks about how to apply the theory to brand-building and reminds marketers that they need to be in lockstep with those c...
Apr 13, 2022•49 min•Ep. 19
In today’s episode, Dean Aragón joins Eric in a conversation with David Rubin, Chief Marketing and Communications Officer of The New York Times, the storied newspaper with many millions of paid subscribers. The paper’s first CMO in its 100+ year history, David talks about how celebrating the NYT’s product leads to the business’ success. There was lots of pushback when the New York Times made the controversial decision to place a paywall in front of some of its products back in 2011. But the deci...
Apr 07, 2022•36 min•Ep. 18
Scott Brinker, known as the “godfather of martech” and currently VP Platform Ecosystem at HubSpot, talks to Eric about everything marketing technology from how to stay on top of it all to how best to implement changes in your organization. Scott explains that the No Code movement represents a fundamental shift towards empowerment of business users and marketers. It’s not just about letting people build software applications without having to code them, it’s about allowing the average person to s...
Mar 30, 2022•43 min•Ep. 17
Rupen Desai, CMO of Dole Sunshine Company, talks about a world in which we stop considering shareholders' profits above all else and start considering the overall global benefits of business decisions to the environment and to human rights. He insists that while profit should not be the end all be all of business, true sustainability does not need to come at its expense. If you are curious about how to shift your business towards being truly purposeful and doing better for the planet and its peo...
Mar 23, 2022•43 min•Ep. 16
This week, Eric talks to Attest CEO and Co-Founder, Jeremy King, about how data leads to better, smarter business decisions with no guesswork. He argues that with the right data, business leaders and marketers are able to know precisely when certain risks are justified and when they’re not, and they are able to understand their target audience, not just their current customer base. Coming from a background in both science (as an undergraduate) and business (at Harvard Business School, no less), ...
Mar 16, 2022•44 min•Ep. 15
Raja Rajamannar is a true giant in the field of marketing. President of the World Federation of Advertising and CMO of Mastercard since 2013, Raja argues that there is no such thing as brand loyalty. Raja warns marketers not to mistake consumers liking your brand for consumer loyalty to it. What marketers confuse for brand loyalty is merely brand stickiness. Marketers need to understand the true drivers for customer choices in order to leverage them and encourage stickiness. Raja shares his advi...
Mar 09, 2022•43 min•Ep. 14
In this week’s episode, Eric and co-host Dean Aragon are joined by a giant of the marketing world, Jim Stengel, the former CMO of Procter & Gamble, author of Unleashing the Innovators (2017) and Grow (2012), and host of The CMO Podcast . Jim insists that most marketers aren’t curious enough about what’s around the corner, and get too bogged down in short-term priorities. He explains how to balance focusing on today, tomorrow and long-term goals, especially as an incumbent business. (Hint: lo...
Mar 02, 2022•46 min•Ep. 13
