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PODCAST

Scratch: CMO Interviews

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will

business marketing

All Episodes

00:43:01

How Gymbox Delivers Massive Campaigns With Minimal...

Scratch: CMO Interviews ·

2023/11/08

In this episode of Scratch, Rory McEntee, Marketing Director of challenger fitness brand Gymbox, joins Eric for an engaging discussion on what it takes to cut through the noise as a marketer and have an outsized impact with your campaigns. Rory shares his passion for orchestrating unconventional campaigns that surprise audiences, taking risks that incumbents shy away from.With 20 years under their belt, Gymbox has built a reputation for experience-led classes and irreverent, cheeky marketing. Rory

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00:49:15

How Yonder Is Building a Challenger Credit Card to...

Scratch: CMO Interviews ·

2023/10/25

Welcome to another episode of Scratch, where Eric is joined by the brilliant Tom Davies, Marketing Head at Yonder. Yonder is a challenger brand that offers a modern rewards credit card with no foreign exchange fees, worldwide travel insurance, and many more benefits.Tom & Eric discuss the importance of creativity in marketing and the pivotal role it plays in brand positioning & differentiation. Tom sheds light on how the CEO at Yonder has given him creative freedom that helps them think & act

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00:47:56

How Beavertown’s Creative Marketing Disrupted the...

Scratch: CMO Interviews ·

2023/10/11

Welcome to another episode of Scratch. In this episode, Eric sits down with the brilliant Tom Rainsford, the Marketing Director of Beavertown Brewery. Beavertown began its journey as a small-scale brewery and has impressively ramped up to an annual beer production of 5 million litres, solidifying its place in the craft beer world. Apart from his monumental success with Beavertown, Tom is also a co-founder of the Giffgaff Mobile Network. His creative prowess extends even further: he's been ranked

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00:43:33

How Inclusive Marketing is Driving HiBob’s $2.5B...

Scratch: CMO Interviews ·

2023/10/04

Welcome to another episode of Scratch, where Eric is joined by the brilliant Sarah Reynolds, who serves as the CMO at HiBob. Sarah is an award-winning B2B SaaS marketing executive and a well-known diversity and inclusion advocate. They take us on a journey into the realm of inclusive marketing and the significance of LGBTQIA+ leadership within the marketing industry.Together, Sarah & Eric explore the intersection of diversity and marketing strategies. Sarah places a strong emphasis on the vital

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00:47:30

Google's Ad Scam & What it Means for Marketers |...

Scratch: CMO Interviews ·

2023/09/20

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Jenna Cummings, and she’s joined by Dr. Augustine Fou. In today’s special episode of Scratch, Jenna is joined by Dr.Augustine Fou, a leading expert in the area of digital ad fraud. Dr. Fou has been on the front lines of digital marketing for nearly 3 decades assisting government, regulatory bodies, and corporations in how to prevent and

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00:50:37

How to View Branding as a Science with Martin Lindstrom

Scratch: CMO Interviews ·

2023/09/06

Welcome to another exciting episode of Scratch, where we had the pleasure of hosting the brilliant Martin Lindstrom, a Marketing Expert and Author hailing from Lindstrom Company. Martin's reputation precedes him, known for his influential works including "Buyology," "Small Data," and "The Ministry of Common Sense."But that's not all; Martin's influence extends far beyond the pages of his books. As the founder and chairman of Lindstrom Company, he leads a pioneering branding and culture

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00:44:29

How Delightful Customer Experiences Powered Bloom &...

Scratch: CMO Interviews ·

2023/07/28

In the final episode before the summer break, we’re joined by Bloom & Wild’s Chief Customer Officer, Charlotte Langley. She reveals the strategies and insights that have driven 20m deliveries and 100k 5-star reviews for the letterbox flower brand.As the CCO, she shares exactly how she approaches the vital role of being the voice of the customer, bridging the gap between commercial needs and customer desires; a responsibility she carries with utmost dedication whilst pairing commercial savvy with

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00:49:24

Formula E’s CMO on Building the Most Exciting...

Scratch: CMO Interviews ·

2023/07/13

Welcome to another enlightening episode of Scratch! In this episode, Eric is joined by the brilliant Henry Chilcott, the Chief Marketing Officer at Formula E. Henry unveils the fascinating realms of electric racing and sustainability, sharing valuable insights on what it means to be a challenger in a category dominated by an incumbent. Together, they explore the dynamic interplay between high performance and sustainability, emphasizing its significance in establishing a strong brand identity. Henry

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00:39:50

How to Launch One Of The Biggest Games In The World...

Scratch: CMO Interviews ·

2023/06/28

In this episode of Scratch, we had the pleasure of talking to Matthew Webster, the Vice President of Global Marketing for Activision and Call of Duty, about the launch of one of the biggest games in the world, Call of Duty: Modern Warfare 2. With a career spanning over 15 years, Matthew has led global marketing at Twitch, Spotify, PlayStation, SoundCloud, and Ticketmaster, and has a wealth of experience in transforming challenger brands into industry giants. He shares his insights on understanding

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00:45:26

How to Build Brand Buzz with the VP Head of Brand of...

Scratch: CMO Interviews ·

2023/06/07

Welcome to another episode of Scratch, where Eric is joined by the brilliant Jaclyn Ruelle, VP head of Brand @Papa Johns, the mastermind behind Papa Johns exceptional campaigns. Jaclyn unravels the secrets of creating a buzz around your brand and igniting captivating conversations among your consumers.Together, they explore the art of truly understanding your customers and consistently delivering content that sparks their curiosity. Jaclyn emphasizes the significance of strategic communication

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00:51:14

How To Build an Iconic Brand with CMO of PepsiCo...

Scratch: CMO Interviews ·

2023/05/24

Join us for another insightful episode of Scratch, hosted by Eric Fulwiler, with special guest Mark Kirkham, the CMO of PepsiCo International Beverages. PepsiCo is an iconic brand, recognized globally for its diverse portfolio and commitment to societal impact. Mark shares his wealth of marketing knowledge on building a brand that goes beyond just products and stands for a purpose that resonates with its consumers. He emphasizes the importance of being relevant, differentiating your brand, and

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00:42:36

Marketing strategies for Scaling the largest fintech...

Scratch: CMO Interviews ·

2023/05/10

Join Eric in this insightful episode of Scratch as he interviews Magdalena Hörhager, the VP of Growth at Bitpanda. Bitpanda is a challenger brand that’s had a metoeric rise to become one of the most significant and trusted investment platforms in Europe. Magdalena sheds light on Bitpanda’s marketing strategies that focus on trust, consistency, differentiation, and cultural relevance.Magdalena emphasizes the importance of having a product that speaks for itself and encourages word-of-mouth marketing

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00:46:41

Reinventing the $50B Radio Industry for the Digital...

Scratch: CMO Interviews ·

2023/04/12

In this episode, Eric invites Richard Stern, the CEO of TuneIn, to discuss how TuneIn is revolutionizing the radio industry through digital transformation. TuneIn is a challenger brand with a mission to disrupt traditional radio broadcasting, allowing listeners to tune in to shows from anywhere in the world without being restricted by geographical limitations.With 75 million monthly active users, TuneIn has become one of the most widely used streaming audio platforms globally. Richard highlights the

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00:42:06

How To Grow Sustainably in High-Growth Categories

Scratch: CMO Interviews ·

2023/03/22

In this insightful podcast, join us as we delve into the world of sustainable growth and quick commerce with Diego-Tarek de Aristegui. Explore the challenges and opportunities associated with transitioning people's buying habits from brick-and-mortar to online commerce, and learn why business acumen and data visualization have become essential skills for marketers in this rapidly evolving landscape.Diego shares invaluable insights on the importance of quality and customer experience, as well as the

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00:33:31

How Marketing Can Make a Difference with Sophie...

Scratch: CMO Interviews ·

2023/03/15

In this exciting episode, we welcome Sophie Collins, an accomplished marketing leader and CMO at MPB, the world's top platform for reselling camera gear. With her extensive experience as VP of digital for DAZN and a decade-long stint as Managing Director of performance marketing for Neo @ Ogilvy, Sophie shares her insights on how marketing can drive positive change and how businesses can start with an authentic ‘purpose’. She provides valuable advice to marketers who are passionate about making a

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00:39:51

Replicating Lightning in a Bottle Moments and...

Scratch: CMO Interviews ·

2023/03/08

In this week's episode, we are joined by Kate McCutchen, the CMO of Seedrs and Global Head of Marketing for Republic Retail. As Republic looks to revolutionise the way ordinary individuals can invest in the best startups and VC funds, Kate is leading the charge with their marketing. Drawing on over 15 years of experience at Apple, Samsung, Amazon Fresh, Square and Away, she has a wealth of insight and experience in what it takes to grow a business in a new market and capture lightning in a bottle,

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00:40:59

How To Build The Fastest Growing E-Commerce Business...

Scratch: CMO Interviews ·

2023/03/01

In this week's episode, we are joined by Gil Efrati, CMO of Resident. Resident was, at one point, the fastest growing e-commerce brand in North America, and in this episode, Gil explains exactly how you get to that size and scale. Gil has an incredible perspective on the role of data and why being “data-led” is really not a buzz word for Resident but an executable strategy. Hear about how Resident leverages data in their creative campaigns and how brands can differentiate themselves in this crowded

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00:46:44

Community is the Future of Marketing with Mark Schaefer

Scratch: CMO Interviews ·

2023/02/22

In this week's episode, we are joined (for the second time) by Mark Schaefer - author, acclaimed marketing consultant, keynote speaker, podcaster, and university educator. He is the author of 10 books and he joins us today to discuss his latest book, “Belonging To The Brand; Why Community Is The Last Great Marketing Strategy”. In the episode we uncover the 3 mega-trends are that providing the “perfect storm” for community based marketing to win, how to build a sustainable community, and the common

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00:42:17

How to Win in the New “Experience” Era with Adobe's...

Scratch: CMO Interviews ·

2023/02/08

Adam Morgan is the Executive Creative Director Adobe, and with 26 years of experience in the creative industry he's seen many new "eras" of marketing come and go. In this episode we discuss what mindset you need to succeed in the "experience" era, why the next-gen CEO will be a creative, and why he's pushing to have more creative people making business-critical decisions. Aside from leading Adobe's creative efforts, Adam is the author of ‘Sorry Spock, Emotions Drive Business: Proving the value of

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00:38:10

Adapting Your Mindset When Moving from Incumbent to...

Scratch: CMO Interviews ·

2023/02/01

In this week’s episode, Eric talks to Kelly Starman CMO of PartsSource, a leading online healthcare marketplace for mission-critical healthcare products and services. Kelly is a results-focused marketing executive with two decades of driving growth and leading high-performing teams at GE, Athena Health and Phillips. As a result she has a wealth of knowledge on what it takes to be a successful marketer in organisations of different sizes, and how to balance speed and process effectively. It was

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107 results

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