What We Discussed:In today's interview with Mark Cohen, we discussed a wide variety of issues:What kind of organization Mesirow is, and what Mark does for them.The role of “Advisory Services” in financial companies.Marketing strategies in the financial services industry.The importance of digital culture in organizations.Utilizing digital technology for efficiency and effectiveness.The future of AI and technology in marketing and the various challenges in its application.Managing relationships between marketers and agencies.The challenges of digital integration for marketers.The importance of digital transformation and cultural change in companies.Strategies for effective client-agency relationships.The role of martech stack in agency services.The significance of AI in marketing and business management.Advice Mark would give to marketers looking to bring a new agency onboard.Mark’s advice for agencies looking to win business from marketers.Strategies for agencies to impress and win business opportunitiesThanks Mark for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Paul Schwalbach, we discussed a wide variety of issues:An in-depth understanding of Pima Community College, including the structure, offerings, and unique aspects of one of Tucson's key educational institutions.How Pima Community College manages its extensive marketing and communications efforts across multiple platforms and departments.How Pima works hand-in-hand with local businesses like Raytheon and Caterpillar to tailor educational programs that meet industry needs.How Pima balances open admissions with maintaining high educational standards and how they've tackled the impact of the pandemic on student enrollment.The transition from traditional marketing methods to modern digital strategies, including the use of geofencing and social media.Paul shares valuable advice for marketers looking to bring on new agencies.Paul’s advice for agencies looking to win business from marketers.Thanks Paul for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Cory Treffiletti, we discussed a wide variety of issues:What kind of organization Rembrand is and Cory’s role within the company.The challenges of traditional video advertising and the need for new solutions.How Rembrand's AI technology works to identify placements, render 3D objects, and seamlessly insert them into videos.The industries and types of advertisers that have adopted Rembrand's technology.Cory's perspective on the current use of AI in marketing and how it can be applied to the creative process.The skills and capabilities needed for successful marketing leaders and CMOs today.Cory's experiences working on the agency side and how that has shaped his approach as a marketer. Challenges facing agencies, including competition from consultants, and the need for greater agility.Advice for marketers on evaluating and working with agencies.Cory's advice for agencies looking to win business from marketers.Thanks Coryfor a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Kathryn Blume, we discussed a wide variety of issues:What kind of organization Hyperbaric Vermont is and what Kathryn does for them.How Hyperbaric Vermont differs from other similar companies.Kathryn Blume's diverse background and path to Hyperbaric Vermont.Importance of marketing and advertising for Hyperbaric Vermont as well as the challenges of marketing on a limited budget.Kathryn Blume's background in environmental studies, theater, and social activism.Influence of past experiences on current work.Role as an ordained minister with the Universal Life Church.Advice for marketers considering bringing a new agency on board.Advice Kathryn would give to any agency that was attempting to win business from her.Thanks Kathryn for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Nick James, we discussed a wide variety of issues:What kind of organization Sinclair is and Nickolas’ role within the company.The challenges of maintaining control and consistency across a large network of social media handles/accounts while allowing for local customization.Implementing new social media tools, style guides, and processes across a decentralized organization.The importance of proper training and change management when rolling out new initiatives.Leveraging user-generated content and emotional storytelling on social media vs. traditional marketing assets.Anticipated future trends in social media, such as personalization, immersive experiences, and AI-powered content customization.Effectively utilizing external marketing agencies for specific initiatives and expertise.Balancing exploring new platforms/trends with staying focused on core audiences and channels.Advice to marketers looking to bring a new agency partner onboard.Advice Nicholas would give to any agency that was attempting to win business from him.Thanks Nickolas for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Michael La Kier, we discussed a wide variety of issues:Michael's role and responsibilities as Vice President of Brand Development for IGA.IGA's unique business model and its support for independent retailers.The shift in IGA's branding strategy to emphasize retailer individuality.Michael’s varied background including advisory work, teaching, CMO position, and role as managing editor at Shopper Matters, and how being a lifelong learner has helped him leverage  experiences across industries.The potential for lamb products in the U.S. market based on his experience with World Select Cuts.The transition from Coca-Cola to startup consultancy and the challenges faced.Response Media's approach to consumer relationships and data usage.The application of analytics in understanding customers at a local level for IGA stores.Community engagement by local IGA store owners and corporate support.IGA's internal teams and use of external agencies for marketing purposes.Challenges facing agencies in the retail sector post-COVID, such as supply chain issues, inflation, and changes in digital marketing.The evolving landscape of agencies and the importance of transparency and business understanding in agency-client relationships.Advice for marketers considering bringing a new agency on board.Advice for agencies trying to win business: understanding the client's business, patience in business development, and empathetic communication strategies.Thanks Michael for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

CIPIO.ai is on a mission to democratize visual content, uniquely combining the power of brand communities and generative AI. The patent-pending Visual Content Platform allows brands to search, discover, manage, create, regenerate, distribute, and collaborate visual content at scale. Visual Content Platform allows Brands to deploy user-generated content and GenerativeAI Content in paid advertising, customer purchase experiences, website engagement, and social media campaigns at a fraction of time and cost. This unique approach has driven growth for esteemed brands such as JBL, Orange Theory Fitness, and Botanic Choice.What We Discussed:In today's interview with Jason Falls, we discussed a wide variety of issues:What CIPIO.ai is and what he does for the company.How influencer marketing has changed over the past 5-10 years.Jason's predictions for the influencer marketing space over the next 3-5 years.Jason’s most notable career highlights and accomplishments he’s most proud of..How CIPIO.ai differs from other platforms, such as CreatorIQ.The biggest challenges Jason expects to face as Executive Vice President of Marketing for CIPIO.ai and how he believes he will address them.Experiences from his past that he can draw upon to navigate the challenges in his current role.Strategies for marketing CIPIO.ai to build awareness, including their target customers and the most effective methods to reach them.His past work with agencies, how he has utilized them to support his business needs, and whether he currently works with any.The advice he would give to a marketer looking to bring an agency onboard.Any advice he would offer to an agency looking to win business from him.Thanks Jason for a great interview! Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed: In today’s interview with Dave Kettner, we discussed a wide variety of issues:  • What kind of organization Virent is and what Dave does for them.  • What it means to create products that are "drop-in replacements" and everything that entails.  • What the competitive landscape looks like for Virent and how they differentiate themselves from similar offerings.  • Being such a niche product, how they go to market.  • The need within the renewable fuels and chemicals industry to create an interest in the consumer to want those products.  • Their focus over the last few years on working with B2C businesses to communicate to and educate their customers on the possibilities out there.  • Virent’s work with Patagonia to successfully manufacture its first fully biobased product, the SugarDown Hoody.  • Their work with Japanese materials maker Toray Industries to mass-produce the world’s first 100% plant-based polyester.  • The challenge of building awareness and educating businesses like Patagonia on what it means to be biobased, and the sustainability advantages associated with that.  • Virent's efforts to commercialize its BioForming® technology and promote that brand name.  • The challenge of building and expanding refining capacity.  • One of the industry's biggest challenges: education and getting people to understand the full dynamics and the opportunities presented.  • Virent’s historic contribution to the aviation industry as their bio-based fuel was used in the first commercial passenger flight using 100% sustainable aviation fuel.Their possible need to work with marketing agencies in the future, something they have not had to do up to this point.Advice he would offer to agencies seeking to win business from him.Thanks Dave for a great interview! 

What We Discussed:In today's interview with John Vincent, we covered a wide range of topics:What The Apex Automotive Group does as an organization and John's role within it.The notable changes that John has observed in the auto dealer industry over the past few years.John's predictions for future changes in the industry over the next decade.The impact of companies like Carvana on dealership business.The concept of Modern Retail Marketing and the possibility of it reaching an inflection point, and if so, when.The need for a shift in the "net to gross" mindset in order for Modern Retail Marketing to be widely adopted.Whether John has an agency to assist him in overseeing all of the marketing activities for Apex Automotive.Any advice he would offer to agencies seeking to win business from him.Advice for marketers who are considering partnering with an agency.Thanks John for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships. Our goal is to help marketers and agencies learn from other marketers across different industries. Today we are speaking with Cassie Donnelly, former Sr. Brand Manager at OLFA North America (she left in Sept. 2023).OLFA North AmericaOLFA North America Inc is the North American subsidiary of OLFA Corporation of Japan, a pioneer of cutting tools worldwide since 1956. OLFA is committed to making tools that improve how people cut by developing products with an unmatched level of sharpness and that are easy and safe to use. The name of “OLFA” comes from two Japanese words, which, when translated, mean “to break a blade”. The OLFA® parallelogram logo is taken from the shape of a snap-off blade.What We Discussed:In today’s interview with Cassie Donnelly, we discussed a wide range of issues, including:What kind of organization OLFA is and what Cassie did for them.Cassie's experience in the industrial manufacturing industry and what has kept her there.The major marketing challenges she faces and how she has overcome them.How she keeps the messaging fresh.The difficulty of convincing a sales-driven organization to recognize the value of marketing.Advice for marketers entering the B2B world for the first time.The importance of positioning in the blade manufacturing industry.How Cassie determines the most effective and unique positioning for OLFA.The differences in marketing between the craft and professional sides of the OLFA brand.The role agencies play in OLFA's marketing efforts and the work they do.Advice for marketers considering partnering with an agency.Any advice she would give to an agency looking to win business from her.Thanks Cassie for a great interview!