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PODCAST

The Marketing Architects

Marketing Architects

Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

business marketing

All Episodes

27:39

The Long & Short of Measurement with Matt Hultgren

The Marketing Architects ·

2025/12/16

Measuring marketing's impact is hard. There's no silver bullet. And if someone tells you there is, they're probably selling you something that only tracks clicks.This week, Elena, Angela, and Rob are joined by Chief Analytics Officer Matt Hultgren to tackle one of marketing's most persistent challenges: measurement. They explore why so many campaigns fail before they even launch, how to balance short-term performance with long-term brand building, and why the best marketers use multiple models to

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8:56

Nerd Alert: Do Retailer Exclusives Actually Work?

The Marketing Architects ·

2025/12/11

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore whether "only at Target" labels actually drive sales or if they backfire. They reveal how exclusive features can sometimes make products less appealing when customers see them as trivial or disconnected from real value.Topics

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43:33

Confessions of a Reformed Performance Marketer with...

The Marketing Architects ·

2025/12/09

Only 15% of brand assets are truly distinctive. GoodRx broke their industry’s mold with a prairie dog sidekick and singing cowgirl. But behind the bold creative lies a data-driven philosophy that challenges everything performance marketers think they know.This week, Elena, Angela, and Rob sit down with Ryan Sullivan, CMO of GoodRx. Ryan shares his evolution from hardcore performance marketer to someone who questions the very foundations of digital attribution. Learn why he's skeptical of multi-touch

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9:18

Nerd Alert: You Won't Like This Episode

The Marketing Architects ·

2025/12/04

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how telling people a product isn't for them can boost interest among the right audience. They discuss why exclusion signals expertise and how persuasive framing builds stronger connections with core customers than traditional persuasive

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34:35

Debunking "Attention" with Marc Guldimann

The Marketing Architects ·

2025/12/02

Elderly intoxicated people pay 33% more attention to ads than sober viewers but remember half as much. That's just one reason why optimizing solely for attention can backfire spectacularly.This week, Elena, Angela, and Rob are joined by Marc Guldimann, CEO of Adelaide. Marc explains why Byron Sharp is right about attention being wasteful when misused, but wrong about dismissing it entirely. The team explores how attention should measure media quality, not creative sensationalism or audience

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23:15

10 Ways to Not Be a Boring Brand Next Year

The Marketing Architects ·

2025/11/25

Hyper-targeting is paying more to ignore your future customers. That's the reality most brands face today. They've optimized themselves into tiny corners while competitors copy each other into oblivion. That’s just one tip of many in this week’s episode.Elena, Angela, and Rob tackle why marketing feels so bland and how to fix it. They share 10 research-backed strategies to stand out in 2026, from expanding your audience to investing in underpriced media. Plus, hear which brands broke through the

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9:55

Nerd Alert: Skippable vs. Non-Skippable Ads

The Marketing Architects ·

2025/11/20

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how skippable and non-skippable ads affect brand recall, salience, and conversions. They discover that the choice between ad types matters less than how engaging your creative is, and that the skip button creates surprising attention

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28:58

Finding the Efficiency/Effectiveness Balance

The Marketing Architects ·

2025/11/18

Budget explains 89% of profit variation in award-winning campaigns. ROI? Just 11%. Yet 65% of senior marketers still believe ROI is the biggest contributor to success.This week, Elena, Angela, and Rob discuss new research from Les Binet and Will Davis that reveals a major misunderstanding at the heart of modern marketing. For years, marketers have obsessed over efficiency: optimizing clicks, proving short-term ROI, and doing more with less. The team breaks down why budget and reach matter more than

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9:17

Nerd Alert: When Sports Advertising Works

The Marketing Architects ·

2025/11/13

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob reveal why advertising during major sporting events often backfires. Clutter and distraction crush ad effectiveness before and during events. The sweet spot? Right after, when buzz lingers but noise clears.Topics covered: [01:00] "Going for Gold:

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28:02

So You Think You're Distinctive?

The Marketing Architects ·

2025/11/11

Less than half of ads are correctly attributed to the right brand after viewing. And it takes two to three years of consistent investment before a brand asset truly feels like it belongs to you.This week, Elena, Angela, and Rob explore what it actually means to build distinctive brand assets. They dig into Mark Ritson's latest column for Marketing Week, break down the research on what makes assets memorable, and share why most marketers quit way too soon. Plus, test your own knowledge with a

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8:42

Nerd Alert: When Ads Hit Their Breaking Point

The Marketing Architects ·

2025/11/06

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how consumer response to advertising behaves more like a phase transition than a smooth curve. They discuss saturation points, tipping points, and why some channels scale differently than others.Topics covered: [01:00] "Symmetry Scaling

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37:57

Why AI Won't Kill "Brand"

The Marketing Architects ·

2025/11/04

OpenAI just launched its first global brand campaign. And instead of using algorithms or AI-driven stunts, they turned to the most old-school playbook of all: TV ads. Shot on film. With human directors. Real actors. 30-second spots about everyday moments tied back to ChatGPT.This episode, Elena and Rob break down OpenAI's new TV campaign and what it reveals about the enduring power of brand in an AI-driven world. They discuss why even the most advanced tech companies still need emotional

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10:40

Nerd Alert: Why We Can't Stop Watching TV

The Marketing Architects ·

2025/10/30

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore why Americans watch over 40 hours of TV and video weekly. They examine how viewing habits evolved from 1992 to 2017, revealing that despite digital disruptions, total viewing time keeps growing—and 92% still happens on TV sets, not

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30:10

Perfecting Digital Marketing Effectiveness with Kevin...

The Marketing Architects ·

2025/10/28

Most digital marketers treat brand building like performance marketing. They run two-day tests, allocate 0.2% of budget, or recycle performance creative for reach campaigns. It fails every time.This week, Elena, Angela, and Rob are joined by Kevin Goodwin, SVP of Strategy and Growth at New Engen. Kevin shares how his agency evolved from pure performance marketing to embracing effectiveness principles, why digital gets unfairly dismissed by brand marketers, and the specific ways marketers sabotage

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6:57

Nerd Alert: The Paradox of Choice

The Marketing Architects ·

2025/10/23

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore situations where more product options overwhelm consumers and where they help. They reveal how task difficulty, preference uncertainty, and shopping goals determine whether large assortments drive satisfaction or paralyze

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31:37

The Effectiveness of Audio

The Marketing Architects ·

2025/10/21

Nielsen finds radio paired with TV can boost ROI by 20%. Podcast ads deliver 70% recall and drive purchase action for 22% of listeners immediately after hearing an ad.This week, Elena, Angela, and Rob explore why audio is such a powerful marketing tool. They share how Marketing Architects' roots in radio shaped their advertising philosophy, explain why sound creates lasting memories and emotional connections, and discuss the future of audio from smart speakers to AI-driven experiences.Topics

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9:55

Nerd Alert: The Downsides of Being a 'Lifestyle Brand'

The Marketing Architects ·

2025/10/16

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how lifestyle brands compete for limited consumer self-expression. Once people express themselves through one brand, their appetite for additional identity-driven brands declines.Topics covered: [01:00] "Competing for Consumer Identity

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25:56

The Practicalities of Combining Brand and Sales

The Marketing Architects ·

2025/10/14

Performance marketing has crowded out brand building. One executive even admitted, "We're great at performance marketing, but our brand sucks." Nike learned this the hard way when they pivoted too hard toward performance and lost what made them famous.This week, Elena, Angela, and Rob tackle marketing's most persistent divide: brand versus performance. They explore why organizations still separate these teams despite evidence they work better together, how TV bridges both goals, and practical ways

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9:50

Nerd Alert: The Power of an "Underdog" Brand

The Marketing Architects ·

2025/10/09

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore why underdog brand stories resonate with consumers and drive purchase intent. They reveal how combining disadvantage with determination creates powerful brand connection, especially when purchases feel personal. Topics covered: [01:00]

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30:49

How to Capitalize on Live Sports Season

The Marketing Architects ·

2025/10/07

Over the next few years, the US is hosting global sporting events unlike anything we've seen before. The FIFA World Cup, LA Olympics, and ongoing NFL season create massive opportunities for brands to connect with audiences.This week, Elena, Angela, and Rob break down live sports advertising strategy. Learn why sports should be the seasoning, not the meal, and how to balance premium pricing with reach efficiency across today's fragmented media landscape.Topics covered: [02:00] How sports buying has

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231 results

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