Soyoung Kang, CMO at eos, a company known for its lip balm, talks about how she embraces the unknown by constantly calibrating and always choosing the option that will teach the most. By embracing the unknown early and always budgeting for experimentation, Soyoung helped eos become a giant on TikTok, where it has nearly 900k followers, and Instagram, where it has 1.7M. Soyoung and Eric discuss eos’ Bless Your F*ing Cooch Campaign, which pulled directly from a TikTok user’s unsolicited - and very...
Feb 23, 2022•47 min•Ep. 12
Scott Monty talks about his journey from premed student to marketing expert, and the elephant in the room - his amazing voice. He explains how understanding timeless human nature and psychology is key to effective communication and marketing. He encourages marketers to focus less on the platforms and more on the fundamentals, on storytelling and connecting to people. Scott deeply believes in the often dismissed importance of taking the time to take stock and acting with integrity and warns of th...
Feb 16, 2022•35 min•Ep. 11
This week, Eric talks to Chris Skinner of The Finanser. Chris is well known for his extensive writing, speaking and advising on the disruption necessary in the banking and fintech worlds and is a proud self-proclaimed troublemaker because “the more trouble you make the more you can fix things.” In this week’s conversation with Eric, Chris explains everything from why he focuses his lens so intensely on the future, to why the financial world isn’t as complicated as it might appear. He also explai...
Feb 09, 2022•50 min•Ep. 10
In today’s episode, Eric talks to author, podcaster and content marketing expert, Robert Rose about everything from whether your marketing function can become a profit center to the fate of traditional advertising as we know it. As promised, here are Robert’s recommended business books, his "mini-marketing-MBA": The Practice of Management – Peter Drucker The Management of Marketing Costs – James Culliton Marketing Management – Philip Kotler Thinking About Management – Theodore Levitt The Marketi...
Feb 02, 2022•43 min•Ep. 9
Abba came to Habito from a background in media and is now proud to make “batshit crazy mortgage ads” that speak to Habito’s strong purpose of setting people free from the hell of getting a mortgage. Abba explains that everything they do creatively comes from customer insights and admits that they do it “in a ludicrous manner.” There are, for example, TV ads showing animated characters being gruesomely killed by their mortgages, and the admittedly gorgeous print campaign depicting the mortgage ka...
Jan 26, 2022•47 min•Ep. 8
Tina Cassidy, CMO of GBH talks to Eric about the rebranding of Boston’s public broadcaster and the largest creator for public media in America. Trust is not only central to GBH as a company, it is central to GBH’s mission as a source of trusted news and information. It goes without saying that we find ourselves in an ever-changing information landscape where news is no longer traditionally produced or consumed, and the news media is increasingly seen as divided and divisive. Building trust with ...
Jan 19, 2022•38 min•Ep. 7
This week, James Kyd of Xero talks about how the online accounting platform with over 3 million customers has successfully built a community around the brand. By fostering a deep commitment to understanding the “real human costs” of running a business, Xero has nurtured a community composed mostly of accountants and small business owners. This dedication to understanding and addressing consumers’ needs is highlighted in Xero’s brilliant Behind Small Business Campaign , which tells the real stori...
Jan 12, 2022•41 min•Ep. 6
In this wide-ranging conversation, Eric talks to Zaid Al-Qassab , CMO of Channel 4. With his rich career history, Zaid offers insight into the burning issues on the minds of every marketer, from in-house vs. agency, how to market in a post-third party data world, and how to marry the best of the challenger and incumbent models. While Channel 4 has two in-house agencies, 4creative - a full-service creative agency that produces more than 600 ads for Channel 4 every year - and 4Studio, a new digita...
Jan 05, 2022•49 min•Ep. 5
In this week’s episode, Eric talks to the nicest people in the business, Jasper Martens and Rachael Oku from PensionBee , about how the company has managed to stay true to its customers along the journey from launching as a small fintech start-up to going public. Rachael and Jasper talk about how letting their brand purpose guide both their company culture and marketing has given their brand a distinct voice that resonates so well with so many. Watch how PensionBee uses its own employees and rea...
Dec 08, 2021•48 min•Ep. 4
In this week’s episode of Scratch, Eric talks to GE CMO, Linda Boff, and Global Head of Brand Marketing, Zara Mirza, about GE’s Purpose Campaign and how discovering and amplifying its brand purpose keeps a global company like GE in touch with its many employees, teams, partners, investors, and customers. Eric’s favorite video to come out of the Purpose Campaign is the brilliantly produced Employee Takeover by Chief Test Pilot, Jon Ohman, which you can watch here . Not only is it fun and informat...
Dec 01, 2021•47 min•Ep. 3
In today’s episode, Eric talks to the brains behind one of the world’s biggest brands, Shell. Jane Keate, Shell’s Global Brand Standards and Assurance Manager, and Dean Aragón, CEO & Vice Chairman of Shell Brands International, explain how a brand as massive and well-known as Shell connects to its employees, customers and external stakeholders through its all-in approach to sonic branding, and how building a distinctive yet flexible sound helps deepen and humanize the brand’s identity while ...
Nov 24, 2021•44 min•Ep. 2
Gary Vaynerchuk is truly an epic interview with so much insight and foresight into the world of business and branding. Eric and Gary go back over a decade, as Eric was one of Gary’s first hires for VaynerMedia back in 2010, and would go on to launch VaynerMedia in EMEA in 2016. In today’s catch up, Gary and Eric talk about NFTs, and how harnessing their power can turn your marketing function into a profit generator. Gary sheds some fascinating light on what some still see as a subject irrelevant...
Nov 17, 2021•34 min•Ep. 1
Introducing Scratch, a podcast by Rival. Learn what the world's most successful marketers do differently.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 CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it ou...
Oct 19, 2021•1 min
