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’. Using a case study format, each episode will dive deep into a specific initiative or campaign to understand how and why it worked (or didn’t). This is not another “talking head” podcast. We will interview the CMOs of top brands, but will also talk to members of their internal teams or externals partners. We’ll get into the nitty gritty: the details of the planning, execution, and the results so we can deliver simple, clear, and actionable lessons for all marketers. We hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers, ‘from scratch’ every day.