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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

30:38

Dave Knox Shares How Brands Can Benefit from...

TRENDSETTERS ·

2022/12/07

According to Dave Knox, “the leaders of yesterday have to learn the rules of an entirely new game of business in order to maintain their position as the leaders of tomorrow.” He combines his marketing talent with an entrepreneurial instinct to continually rethink today’s fast-changing business world. A Procter & Gamble alum, a brand builder, an investor, an entrepreneur, and author, he is now the Executive Director of Blue North, a community for entrepreneurs, creators, and builders in the

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34:48

Pete Blackshaw, an “Urgent Optimist,” Sees the...

TRENDSETTERS ·

2022/11/21

Pete Blackshaw operates that the heady nexus of marketing innovation, digital transformation, and entrepreneurial thinking. Throughout his career, Pete has been a marketer at Procter & Gamble and Nestle, an entrepreneur, a digital guru, an author, a data analyst, and a community service leader. He now serves as CEO of Cintrifuse, the Cincinnati-based startup community and investment fund that boasts backers like as P&G and Kroger. Cincinnati has been named among the Most Sustainable Cities in the

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34:32

Novartis’ Katherine Freeley Believes Marketing...

TRENDSETTERS ·

2022/11/03

Katherine Freeley has worked for major agencies as well as large multinational marketers—from Colgate Palmolive to now Novartis… as Global Head Media & Digital Procurement. While she’s always been a driver of digital transformation in Global Marketing and Media, she is also a passionate believer that marketing procurement can play a far more meaningful role in both achieving brand goals and enabling more rewarding client-agency relationships. For Katherine, it all begins with simplification and

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41:05

Ulli Appelbaum Discusses the Need for Strategic...

TRENDSETTERS ·

2022/10/12

Ulli Appelbaum often views himself as a contrarian in today’s transactional world of digital marketing. A true Internationalist, who has lived on several continents and has worked on numerous global brands, he held senior strategy roles at BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro before founding his boutique brand strategy shop, First The Trousers Then The Shoes, Inc. in Minneapolis. Ulli believes that “Tragically, there are too many positioning trainwrecks in the marketing strategy

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25:01

Anthony Farina of Biotech Giant CSL Discusses How a...

TRENDSETTERS ·

2022/09/09

Anthony Farina is no stranger to transformation, as he leads the Communications, Brand and Corporate Affairs functions at one of the world’s top biotech companies-- that has grown from 12,000 to 30,000 employees in 100 countries in less than a decade. He created CSL’s first-ever global Communications function, launched its first global brand positioning and employer brand, and transformed its digital and content capabilities. Today we discuss what Anthony fondly calls CSL 2.0 as he considers how a

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28:04

Kristin Fallon of GE Healthcare Discusses the...

TRENDSETTERS ·

2022/09/09

Kristin Fallon is the Head of Corporate Brand & Digital Marketing for GE Healthcare, where she is responsible for the company’s brand position, content, media, and channels. She is currently leading the company’s rebrand as part of its planned spin-off. Throughout her career, Kristin has helped non-profits and the private sector meaningfully engage with stakeholders and grow market share—working with start-ups to a giant like GE, as well as international development organizations from NGOs to the UN

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40:23

Thomas Burkhardt of MARCHON EYEWEAR Proves that...

TRENDSETTERS ·

2022/08/30

On August 18th, Thomas Burkhardt was named President of MARCHON EYEWEAR, INC., one of the world’s largest manufacturers and distributors of quality eyewear and sunglasses. He most recently served as Marchon’s Chief Marketing Officer and Senior Vice President of Global Brands, Marketing, and Design. His promotion underscores how marketing as a business discipline is essential to driving both innovation and positive transformation throughout any organization. An increasing number of newly named

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35:24

Understanding the Global Media Inflation Outlook with...

TRENDSETTERS ·

2022/07/14

Without question, inflation is on everyone’s mind today. As a result, two leading media auditing consultancies—AuditStar and Cortex Media—teamed up to provide marketers with a Global Media Inflation Outlook for the second half of 2022 and 2023 to sort through some of the confusion and contention in a highly volatile marketplace. Their 86-page Media Inflation Outlook looks at 15 bellwether countries across the Americas, Europe, and Asia Pacific by assessing overall economic projections, along with

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36:15

If Visual Information is Everywhere, How Does a Brand...

TRENDSETTERS ·

2022/05/16

Luca Iandoli believes that people are constantly immersed in a flow of visual data that shapes and reshapes our perceptions. Companies, brands, and individuals are competing to capture the public's scarce attention by inventing visual formats to stand out, so they can be recognized and remembered. His new book, Elegant Design: A Designer’s Guide to Harnessing Aesthetics, co-authored with Giuseppe Zollo, outlines how designers, inventors, and product managers can create visual imagery that is quick

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22:22

Bank of the West’s Melissa Fifield Discusses the...

TRENDSETTERS ·

2022/05/05

Bank of the West recently published its first Money Matters Report focused on“Revealing the Sustainability Intentions Gap.” Spearheaded by Melissa Fifield, the bank’s Head of Corporate Social Responsibility (CSR) and Sustainability, the report surveyed business leaders and consumers to determine their thoughts around climate change, as well as the actions they are willing to take to mitigate environmental issues. Marketers will find the insights valuable as (79%) report they are “passionate” about

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33:57

StrawberryFrog’s Chip Walker Urges Action in ACTIVATE...

TRENDSETTERS ·

2022/04/21

Whether fueled by the pandemic, climate issues, or social change, there's been an explosion of interest in purpose-driven marketing. Scott Goodson and Chip Walker, partners at StrawberryFrog, the independent marketing, advertising, and design company, have found that activating purpose is often a significant challenge to brands. As a result, they co-authorized a book, appropriately titled ACTIVATE BRAND PURPOSE, which discusses how their trademarked “Movement Thinking” approach can be applied to

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35:27

Wavemaker’s Whitney Fishman Zember Talks about Tech...

TRENDSETTERS ·

2022/03/28

While CES certainly provides an annual glimpse into the Future of Technology, exhibitor innovations not only influence marketing thinking throughout the year, but shape business decisions and even economic growth for the future. Issues of Marketing and Technology have consistently been among the top concerns on marketers’ agenda, according to Annual Internationalist Insights Surveys that rank marketing priorities for the coming year. Without question, no part of marketing or the customer value

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36:50

TRENDSETTERS: Zenith’s Jonathan Barnard Outlines How...

TRENDSETTERS ·

2022/02/23

Jonathan Barnard is Head of Forecasting and Director of Global Intelligence at Zenith, the ROI Agency, where he is responsible for developing market-leading insight, analysis and thought leadership, as well as coordinating a global network of experts. A veteran of Zenith for twenty-five years, he has tracked more financial swings and business precedents than most. Over the next three years, he expects the ad market to achieve its highest rate of sustained growth since 2000. According to Jonathan

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43:04

ANA’s Bob Liodice Outlines the Continuing Evolution...

TRENDSETTERS ·

2022/02/14

If anyone could characterize the amount of change marketers have experienced or the breadth of their ever-evolving responsibilities, it is Bob Liodice, Chief Executive Officer of the ANA, one of the world’s oldest and largest marketing associations. With a mission to drive growth, ANA serves the marketing needs of its vast member community that collectively represents more than 20,000 brands. Speaking with Bob Liodice on trends is akin to experiencing a condensed session on the evolution of modern

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33:18

Ben Jankowski Calls on Marketers to Create the Value...

TRENDSETTERS ·

2022/02/07

Ben Jankowski has a knack for posing exactly the right question or directly stating an issue that others may have overlooked. From talking about today’s “terrible digital ad experience” to figuring out how marketers can “create the kind of value that people really want,” his long experience and love for the business of media helps to push the industry forward. He is also part of a new generation of marketers driving ownership and change on important media topics and this work has helped shape

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34:45

GroupM’s Brian Wieser Discusses How the Pandemic has...

TRENDSETTERS ·

2022/01/31

Brian Wieser, GroupM’s Global President of Business Intelligence, has been at the center of advertising forecasting and media trend watching for a very long time. As he tracks global advertising expenditures in key media categories— TV, Audio, Cinema, Out of Home, Print, and Digital, Brian Wieser believes that total ad revenue will exceed $1 trillion by 2025, or up significantly from its current $766 billion. He says, “The pandemic has been an extraordinary catalyst for growth.” While his 2021

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37:00

WFA’s Stephan Loerke Calls 2021 a Watershed Year for...

TRENDSETTERS ·

2022/01/24

CEO of the World Federation of Advertisers, Stephan Loerke, believes that we may look back on 2021 as a turning point for the marketing industry on several critical issues. A self-proclaimed optimist, he thinks the past year has laid the foundation for making the ad industry better, fairer, more open, and resilient. He adds, “And that’s a good starting point to embrace with confidence the challenges that 2022 will throw at us.” For Loerke, 2021 was the year that the industry got serious about

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39:21

Doug Wood Tackles the Year of the Tiger by Outlining...

TRENDSETTERS ·

2022/01/24

“As 2022 – the Year of the Tiger – comes roaring in, it’s that time to speculate once again on what lies ahead for marketers,” says Doug Wood. “So, here’s the top ten trends and challenges I see (in no particular order) that if unheeded may make brands the next endangered species (assuming they are not already).” Doug Wood has practiced law for 45 years with a concentration in advertising and marketing. He is a Senior Counsel at Reed Smith and serves as General Counsel to the ANA, the Mobile

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34:59

The Zebra’s Stephanie Junge-Filipek Discusses...

TRENDSETTERS ·

2021/11/29

The Zebra was started in 2012 with a single goal: to simplify insurance. And in doing so, they’ve become the leading insurance comparison site in the United States. Earlier this year, the Austin, Texas-based company raised $150 Million after doubling its revenue in 2020 to reach “unicorn” status. Stephanie Junge-Filipek is Senior Director of Brand Marketing at The Zebra and builds her role around performance brand marketing and measurement. Named one of The Internationalist’s NEXT 50 in 2019, she

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30:38

CEO David McKillips Shares How Chuck E. Cheese is...

TRENDSETTERS ·

2021/11/11

Taking a legacy brand in a new direction is never easy. Doing so during a pandemic is certainly not for the faint of heart. David McKillips accepted the role of CEO for CEC Entertainment in January 2020; CEC is named for its flagship Chuck E. Cheese brand and incorporates the Peter Piper Pizza and Pasqually's Pizza & Wings brands.

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146 results

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