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PODCAST

TRENDSETTERS

TRENDSETTERS lives at the heart of the Internationalist mission as it spotlights a person and an idea in international marketing. Over the last decade, we have amassed hundreds of profiles of extraordinary individuals and their groundbreaking work on our website. We’ve learned that there’s interest in hearing the voices of these marketers directly, which has now given life to our TRENDSETTERS podcast series.

business marketing

All Episodes

29:12

P&G's Taide Guajardo and ISBA's Phil Smith Aim to...

TRENDSETTERS ·

2024/06/25

The World Health Organization (WHO) reports that one out of every thirteen people have enough hearing or vision impairment to depend on captioning and descriptive audio for their media use. By 2050, WHO also anticipates that 2.5 billion people will be living with some degree of hearing loss. While these statistics may seem overwhelming, the Ad Access Alliance, a group led by ISBA and Union des Marques, under the aegis of the WFA, with founding member Procter & Gamble, is joining foreces with

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43:54

Lana McGilvray of Purpose Worldwide Offers Insights...

TRENDSETTERS ·

2024/06/20

Lana McGilvray is the co-founder and CEO Of Purpose Worldwide, a communications consultancy that specializes in helping clients define and connect purpose to growth. In an era of accountability, particularly in marketing, even the most noble missions must be associated with economic outcomes. Given her broad experience with brands, associations, nonprofits, and tech companies, Lana discusses the biggest challenges in pursuing a committed purpose agenda. She also offers insights on how notions of

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29:26

Parity CEO Leela Srinivasan Champions Research on...

TRENDSETTERS ·

2024/06/09

Parity was created in 2020 to close the gender income and opportunity gap in professional sports, and CEO Leela Srinivasan has been in her role for a year. To help revolutionize the financial model for women athletes and create meaningful opportunities for brands, she has championed what may be the most extensive study of women’s sports fandom to date. In partnership with SurveyMonkey,Parity surveyed 14,000+ consumers in 7 countries to find out who’s watching women’s sports, why, and what they think

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37:53

Michael Kelly of World Bicycle Relief Discusses a...

TRENDSETTERS ·

2024/05/31

Michael Kelly has worked in digital media and communications strategy roles at consumer packaged goods and technology companies for much of his career. Now, he has accepted a “dream job” as Communications Director of World Bicycle Relief. While he’s a cycling enthusiast, he’s also passionate about the mission to provide bicycles to remote regions of the world so individuals have transport to education, paid work, and healthcare services—helping these secluded communities to thrive. In addition to

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24:22

Shell’s Rahul Malhotra Outlines How AI has Equipped...

TRENDSETTERS ·

2024/05/22

Rahul Malhotra is responsible for global brand strategy and architecture for the Shell brand family, which includes overseeing brand identity, brand stewardship, employee ambassadorship, and brand purpose. Over 125 years old and valued at over $50 billion, the Shell brand is one of the world's top 23 most valuable brands, and its yellow and red scallop shell logo is one of the most recognizable symbols around the globe. Shell follows a single brand strategy and employs roughly 3000 empowered

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38:46

CSL’s Anthony Farina Talks About Brand Value, the...

TRENDSETTERS ·

2024/05/05

For the past decade, Anthony Farina, Chief Communications & Brand Officer of biotech giant CSL, has been part of the company’s extraordinary evolution. From his beginnings as the first communications leader in CSL’s century-long history, he has helped champion a purpose-driven ethos or “promise,” which enabled the CSL family to unify as one global brand as it doubled in size through acquisitions. Now, CSL has achieved another brand milestone. The biotech leader is the #1 Fastest-Growing Brand

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31:44

AIMM’s Gilbert Dávila Asks Brands to Close the Gap...

TRENDSETTERS ·

2024/04/28

Gilbert Dávila is among the most sought-after experts on multicultural marketing in the United States today. After spending 25 years working as a senior marketing executive and multicultural market expert at Procter & Gamble, Coca-Cola, The Walt Disney Company, and others, he co-founded DMI Consulting in 2010. He also co-founded AIMM, The Alliance for Inclusive and Multicultural Marketing, in 2016 with a passion-driven mission to help CMOs and their teams realize the full multicultural market

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37:06

Dr. Anastasia Kārkliņa Gabriel, Author of Cultural...

TRENDSETTERS ·

2024/04/26

Dr. Anastasia Kārkliņa Gabriel believes that brands reflect culture and actively shape societal norms and values. Her new book, Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy, demonstrates how marketers can create programs that resonate effectively with audiences and meaningfully impact society. Her book is devoted to helping marketers view culture more critically and act on that cultural knowledge to find answers for their own brands and businesses. Dr. Gabriel says

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46:28

Brian Wieser of Madison and Wall Raises His Forecast...

TRENDSETTERS ·

2024/04/07

Few can boast of a professional life that includes investment banker, equity research analyst, long-time agency executive, and developer of two of the global advertising industry's most widely relied upon data sets. Brian Wieser has devoted much of his career to understanding trends in media spending, its overall effect on advertising budgets, and what this means not only to marketers but to investors. His strategic advisory firm,Madison and Wall, is just over one year old, and Brian is raising

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33:43

SeeHer’s Christine Guilfoyle Champions the Positive...

TRENDSETTERS ·

2024/03/23

SeeHer is a powerful global initiative supported by the ANA and led by Christine Guilfoyle. It champions the positive representation of women in marketing and media. A new edition of the report, Global Perceptions of Progress on Gender Equality, conducted by SeeHer in partnership with Dentsu, showed some surprising results, including disillusionment in the U.S. market. While 90% of Americans believe media and marketing can create change by helping shape gender roles, they perceive barriers to still

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30:02

Senny Boone Discusses What Marketers Can Do When...

TRENDSETTERS ·

2024/03/23

As a leader in self-regulation, the ANA, through the Center for Ethical Marketing, helps businesses build brand and consumer trust through best practices, guidelines, guidance, compliance services, and committees. The Center seeks to educate, elevate, and advance accountability for the industry and mediate consumer complaints. Senny Boone, Senior Vice President of the Center for Ethical Marketing, has three decades of communications law experience spanning marketing, fundraising, and privacy issues,

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32:10

Liz Kneebone Tells How Sustainable and Inclusive...

TRENDSETTERS ·

2024/02/27

Liz Kneebone has spent much of her career focused on environmental, social, and governance issues, as well as playing an active role in stakeholder engagement and change management. Today, as Vice President of the Society and Sustainability Collective, an ANA initiative, she believes sustainable, inclusive marketing practices are a significant growth driver for all organizations across every industry. Liz advocates that marketers and their supply chain partners are responsible for driving a

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41:51

Martin Puris Foresees a Creative Revolution in...

TRENDSETTERS ·

2024/02/27

Martin Puris believes we are approaching a second Creative Revolution in Advertising. He plans to be part of it—just as he was instrumental in the first Creative Revolution during the Golden Age of Advertising when he founded Ammirati & Puris with his partner Ralph Ammirati in the 1970s. Famous for finding the right words to convey the Big Idea, Martin Puris, as a copywriter, coined such iconic brand concepts as “The Ultimate Driving Machine” for BWM and “The Antidote for Civilization” for

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39:33

AEF’s Gord McLean Shares his Vision for the Future of...

TRENDSETTERS ·

2024/02/11

The AEF is the ANA Educational Foundation, and its mission is to connect today’s advertising and marketing communities with academia. AEF educates and inspires the next generation of talent while advancing the understanding of marketing and advertising in society.According to Gord McLean, President & CEO of AEF, “Our future marketing and advertising leaders are not just looking for a job, they are looking for a meaningful career that will make a positive impact on society."Today we discuss the

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24:49

Engage Responsibly's Anita McGorty Discusses Online...

TRENDSETTERS ·

2024/02/11

Fifty-two percent of Americans have experienced online hate. And violence attributed to hate speech has increased worldwide. Expressions of racism, homophobia, xenophobia, misogyny, and other forms of targeted harassment against vulnerable groups and individuals can make the connectedness of social media become toxic.Anita McGorty, Executive Vice President of Engage Responsibly, talks about how this ANA-led nonprofit dedicated to online hate education provides resources for businesses and consumers

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63:19

Sir Martin Sorrell Discusses the Global Complexities...

TRENDSETTERS ·

2024/02/02

Sir Martin Sorrell possesses the exceptional ability to seamlessly integrate macro geopolitical issues and technological trends with his deep understanding of marketing, advertising, and media. Plus, he has decades of experience interpreting the significance of an industry’s evolution, first-hand. Certainly, one of the many things that drives him as a CEO is being forthright about current realities. Following his annual January visits to both CES and the World Economic Forum, he shared his views

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30:23

Passionate Advocate for Ad Agencies, Marla Kaplowitz...

TRENDSETTERS ·

2024/01/21

Marla Kaplowitz has spent a long career at ad agencies…. And now as CEO of the 4A's (American Association of Advertising Agencies), she is helping her members navigate the constantly changing agency world. She sees her role as ensuring that agencies remain relevant, compete successfully, and have the resources to flourish.Today, she anticipates how events in 2024 will impact the business, interprets the milestones of the past year, and shares several insights from critical 4A's research and recent

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27:34

AdVentures Americas Founders Explain Why They Are...

TRENDSETTERS ·

2024/01/21

Two long-time friends and international media professionals had a simple idea that is now changing how both clients and agencies can access strategic marketing solutions—whether within North America or throughout the world.Called AdVentures Americas for its US home base, Oliver Eills (Founder & CEO) and Patrick Williams (Managing Partner), both originally from the UK and Ireland, have spent the last several decades providing multinational media solutions for some of the world’s best-known

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42:19

ANA’s Bob Liodice Talk About Dynamic Change,...

TRENDSETTERS ·

2024/01/18

Bob Liodice, chief executive officer of the ANA, certainly understands both the challenges and opportunities marketers face today. As he anticipates the key issues and trends of 2024, Bob considers both large, defining topics like the effect of AI on the industry and how a central ANA tenet like “growth” is continuing to develop, as well as tactical solutions like new efficiencies available to the media supply chain. With his comments on current realities involving a range of subjects from the

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39:49

WFA’s Stephan Loerke Discusses Why Marketers “Need to...

TRENDSETTERS ·

2024/01/06

Stephan Loerke, CEO of the World Federation of Advertisers (WFA), is unquestionably an optimist when he talks about the potential for marketing to drive outcomes and even reshape business goals. However, he is also tremendously pragmatic when he discusses the importance of embracing key marketing initiatives. He believes that CMOs “need to lead,” and given the global complexities of the year ahead, clearly, he asserts, “the time to lead is now.” With his passion for championing climate issues and

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146 results

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