Arts

Brand-Side

Brand-side is a series of interviews with marketing, operations, and design leaders from the world’s best brands. Learn what life is like in-house vs agency-side, how big creative ideas come to life, and how to lead and nurture creative teams.Episodes will cover topics such as the in-housing movement, new brand and agency models, creative excellence, and emerging creative tech.

Latest Episodes:

Why It Pays to Approach Campaigns w/ a Design Mindset with MullenLowe Aug 02, 2021

Show notes

The devil is in the details…
It’s the little things that will make or break that big campaign you’re about to launch.
If you want to make sure you nail these details, you need to approach it with a design mindset.
That’s how João Paz, Head Of Design at MullenLowe US, has approached his maker space where he’s taking the attention to detail the design industry does for branding and applying it towards campaigns.
And it’s paying off.
In this episode, we discuss:
How to approach a campaign with a detail-oriented design mindset
Why brands fail to understand their real competition (Spoiler: It’s the internet)
Why customers can see right through disingenuous causes
Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

Telling Brand Stories w/ Mattel Jul 12, 2021

Show notes

You can't compete in today's marketplace if you're just making long commercials. Viewers are savvy, and they pick up on that.
So, how can you tell culturally sensitive stories that turn a brand's product into a living, breathing piece of entertainment?
On this episode of Brand-side, we sat across the mic from Christopher Keenan, SVP and Executive Producer, Global Content Development and Production at Mattel, to discuss how to master the art of brand storytelling.
What we talked about:
- How cultural nuances play into content creation
- Best practices for creating long-form content
- Tips for succeeding in brand storytelling
Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website.
Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

Sustainable CPG Best Practices With Cleancult w/ Gerardo Mellado Jun 14, 2021

Show notes

Cleanliness took on a new meaning during the pandemic.
With cleaning supplies in high demand, how can sustainable CPG brands make an impact in the market?
On this episode of Brand-side, we sit down with Gerardo Mellado, Brand Director at Clean Cult to discuss the company’s branding strategies and their mission.
What we talked about:
Cleancult’s recent rebrand
How to maintain customers
Educating the community as a CPG brand
Check out these resources we mentioned during the podcast:
https://www.linkedin.com/in/gerardomelladovisualdesign/
https://www.cleancult.com/
Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website.Listening on a desktop & can’t see the links? Just search for [Brand-side] in your favorite podcast player.

Finding Fans of CPG Brands w/ Kat Bethmann May 24, 2021

Show notes

Due to the pandemic, digital Marketing has become even more essential to Consumer Packaged Goods brands.
Kat is a Marketing Communications Manager at Suja Juice; a brand that uses a High Pressure Process (HPP) to produce fresh and nutritious juices.
Kat shares the following:
What inspired her to pursue marketing communications.
What it’s like to transition from a digital marketing agency to the Suja Juice brand.
The Suja Juice background and how they nurture and grow their community.
Check out the resources below for more information:
kat@sujajuice.com
https://www.linkedin.com/in/katwardellb
https://www.sujajuice.com/
@lovesuja
Celtra’s website
Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website.
Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

A Spoonful of Magic w/ Dhiya Choudary Apr 26, 2021

Show notes

“Making room for everybody doesn’t mean taking room away from anybody.” – Dhiya Choudary.
Dhiya is a Creative Director at Magic Spoon that is disrupting the cereal industry. Here’s what we discussed:
Dhiya’s advertising career and a few of her favorite campaigns to work on
What it’s like to move from agency life to the brand-side
Differences between in-house and agency pitches
The building blocks of a strong brief
A day in the life of Magic Spoon
Tips for working remotely
Scaling digital content as a DTC (Direct to Consumer) company
How to capitalize on UGC (user-generated content)
How to navigate industry diversification
Check out these resources we mentioned during the podcast:
Dhiya’s LinkedIn profile
Dhiya’s Instagram profile
Dhiya’s direct email address
Magic Spoon’s website
Celtra’s website
Link It Black talent diversification movement
Third Eye Collective mentorship platform
Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website.
Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

Marketing With Giveback w/ Abbey Robertson Mar 29, 2021

Show notes

What if every time you promoted your brand, the world became a little better place?
For companies that incorporate giveback, it does.
On this episode of Brand-Side, I talk with Abbey Robertson, Brand Manager at Parks Project, which helps preserve America's greatest landscapes apparel and homegoods.
Abbey and I discussed:
-How to balance a product message with a giveback story
-Replicating the emotional experience of a brick-and-mortar store online
-Why traditional approaches to influencer marketing may not work, and what does
Find this interview and many more by subscribing to BRAND-SIDE on Spotify, Apple Podcasts, or our website.
Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

Storytelling, Entertainment & Social Media With MacKenzie Green Mar 22, 2021

Show notes

People are visual beings. We see better than we hear.
So how do you create compelling visual aids to explain your creative ideas?
On this episode of Brand-Side, I talk with MacKenzie Green, an award-winning marketer and branded entertainment maverick who is currently the Social Media Director at BET+, a new streaming platform that focuses on black culture and stories.
MacKenzie and I discussed:
What innovation is and what it isn't
How to approach diverse audiences in marketing
Tips for doing a personal audit to improve your craft as a marketer
Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.
Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

 Experiential, Pandemic Pivots & Everything in Between With Smile Direct Club featuring Leigh Finney Mar 15, 2021

Show notes

The brand side is anything but boring. But a lot of marketing professionals somehow think it is.
On this episode of Brand-Side, I interview Leigh Finney. Leigh is the associate creative director at SmileDirectClub, a teledentistry company that makes at-home teeth straightening easier and more affordable. But she got her start in the agency world.
It took Leigh a week — just one week — after her move to SmileDirectClub to be smitten with working in-house. In this interview, we delved deep into her story.
Leigh and I talked about:
Lessons Leigh learned on the journey from marketing to advertising to the brand side.
The best things about being in-house
Whether or not brands can recreate strong, impactful experiences online
Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.
Listening on a desktop & can’t see the links? Just search for BRAND-SIDE in your favorite podcast player.

Predictions for the Future of In-House Marketing w/ Laura Cunningham Mar 01, 2021

Show notes

More and more brands are creating in-house agencies. Is this approach the future of marketing?Many organizations associate time-efficiency and cost-savings with taking the marketing department in house. But a lot of those same organizations are finding it a challenge to attract the caliber of talent that an agency can secure.
Could external agency partners complement an in-house team? How will the work-from-home model affect the agency vs. in-house discussion?
On this episode of BrandSide, I interview Laura Cunningham. Laura is the integrated marketing manager at Stitch Fix, an online personal styling service that uses algorithms and data to make individualized clothing recommendations.
We talked about:
Aside from keeping the team motivated, what makes a successful in-house agency?
The day-to-day life of an integrated marketing manager
How brands can differentiate themselves in an online direct-to-consumer world
Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website

Performance Marketing x Creative with Public Goods Feb 02, 2021

Show notes

You know who did very well early on in the COVID-19 pandemic? Companies that sold things like hand sanitizer and toilet paper. Those everyday things that we all took for granted, but found ourselves unable to get at our local stores, or even online?
But what do you do when you get banned from Facebook for advertising those products? You innovate, create new ways of advertising, and try to figure out a way to get around the censors.
On this episode of BrandSide, I interview Myles Pindus. Myles is the performance marketing manager at Public Goods, a subscription based D2C company focused on everyday household items like groceries, home goods, and personal care products.
We talked about:
Getting banned from advertising their best selling items on Facebook at the onset of the pandemic
Creating subversive storytelling that skirted around the censors
The relationship between marketing and creative, and why it’s so crucial for product performance marketing.
Find this interview and many more by subscribing to BRAND-SIDE on Spotify, on Apple Podcasts, or on our website.

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