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This week, Eric talks to David, a giant in the fintech industry, about disruption, why 11:FS produces a huge amount of content and why you should, too.  Reach out to David on LinkedIn. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.  Find Rival online at www.wearerival.com, LinkedIn, Twitter.  Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you.       

This week, Intercom's Anna Griffin talks to Eric about how she sees the role of CMO in challenging the status quo, what she's curious about, and the question every CMO needs to be asking themselves.  Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.  Find Rival online at www.wearerival.com, LinkedIn, Twitter.  Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you.

Introducing Punchy: Marketing News with the gloves off, recorded LIVE each week. This week, Rival's co-founders, Eric Fulwiler, Jenna Cummings and DuBose Cole, discuss TikTok, NFTs and Mayonnaise.  Jenna’s rave this week is about Algorand. Check it out here - https://www.algorand.com/ Listen to Punchy every week. 

This week Eric chats to Mai Fenton of Superscript, a customizable bespoke insurance company for small businesses. Mai joined a few years ago as the first CMO, and oversaw a major rebranding from Digital Risks to Superscript. By 2020, the name Digital Risks no longer represented the brand, as its customer base shifted from purely digital and technology businesses to all kinds of businesses seeking customizable insurance. It was clear the company needed to rebrand to unlock growth opportunities and challenge the insurance market. In today's episode you’ll hear some of Superscript’s engaging radio and podcast spots. To learn more about their rebrand, click here.  Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.  Find Rival online at www.wearerival.com, LinkedIn, Twitter.  Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you. 

 Listen to our live conversation with Professor Rajesh Bhargave and Rival Co-Founders DuBose Cole and Eric Fulwiler as we present the findings and implications from our Q2 report.

As CMO of Temenos, a world-leader in banking software, Martin knows a thing or two about the B2B space.  He argues that marketers need to innovate constantly but, more than anything, need to be focused on the customer experience.  Three things Martin recommends: Don't think about leads, think about your customer Don't think about B2B, think about B2H or to B2P (Business to Human or Business to People) Don't invest in push marketing, instead focus on pull marketing To connect with Martin, find him on LinkedIn To learn more about Temenos, visit their website: https://www.temenos.com/

Rory Sutherland, Vice Chairman of Ogilvy UK and author, talks with Eric and co-host DuBose Cole about everything from payment models to a London shop called Bacon Sandwich. Rory is fascinated by the intersection between behavioral science and advertising. A true advertising legend, Rory's latest book is Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformit (2021).     

Marketing strategist, author and adjunct professor,  Mark Schaefer argues that the CMO must be in charge of the entire customer experience, and how some brands - like Glossier and Everlane - are doing it right.  In a world where isolation and loneliness are on the rise, community is more important than ever. Mark argues that consumers want to believe in the brands they support, that they to want to participate in and to belong to a brand. Belonging is such a human drive - and Mark believes that beyond purpose, companies will need to start using technology to connect to people in deeply personal ways.  For more from Mark, check out his podcast, his  books, and his blog at Businessesgrow.com. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.  Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you. If you prefer to watch this episode, visit (and subscribe!) to Rival's YouTube channel.

This week, Yonca Dervişoğlu talks to Eric about so many things from how she makes sure she has time to spend on her prioritises, how the pandemic has helped her connect to her teams, and how she approaches new roles and new challenges.  Yonca discusses how her family and childhood experience moving from Istanbul to California - with its often unbridled optimism about technology - have shaped her and led her to where she is today, the CMO of many markets for Google, and how this has informed her priorities for EMEA's role in the future of technology. While EMEA can tend towards being overly concerned with new tech, Yonca actively seeks to push the region to embrace a more active role in new technology with a focus on the values particular to it, including privacy and equality.  This is a great conversation for anyone interested in the bigger picture. If you want to hear more from Google's head of marketing for EMEA, you can find Yonca on LinkedIn.     

Bob Moesta talks about how he overcame a disability to be a hugely successful businessman, marketer and educator. Bob is one of the authors of the Jobs-to-be-Done theory, which posits that consumers hire products or services to do jobs in their lives. According to Jobs-to-be-Done, companies need to better understand how their products and services fit into people’s lives.  Bob talks about how to apply the theory to brand-building and reminds marketers that they need to be in lockstep with those creating the product. Bob insists that marketers tend to over-emphasize the who and ignore the when, where and why of consumption.  Bob and Eric could have easily filled three podcasts - so if you want to hear more, send us your questions for Bob at media@wearerival.com and we’ll have a special Q&A episode of Scratch with Bob.  To hear more from Bob, check out his most recent book, Demand-Side Sales, look out for his upcoming Learning to Build, and check out his new podcast The Circuit Breaker. You can reach out to Bob on LinkedIn.

In today’s episode, Dean Aragón joins Eric in a conversation with David Rubin, Chief Marketing and Communications Officer of The New York Times, the storied newspaper with many millions of paid subscribers. The paper’s first CMO in its 100+ year history, David talks about how celebrating the NYT’s product leads to the business’ success.   There was lots of pushback when the New York Times made the controversial decision to place a paywall in front of some of its products back in 2011. But the decision to charge readers for the news paid off and now it has paywalls to aspects of its core product, Cooking, Games, and the newly acquired Athletic. How does the NYT convince customers to pay for their product when there is so much free news out there? The answer comes down to quality. David and his team highlight “how the sausage is made” in the brand’s ad campaigns, emphasizing that subscribing is the best way to help in its journalistic mission, and help maintain the journalism’s unparalleled quality. (And for all your Wordle aficionados, David insists that the game did not become more difficult after being purchased by the Times. Tell that to my mom, David.)

Scott Brinker, known as the “godfather of martech” and currently VP Platform Ecosystem at HubSpot, talks to Eric about everything marketing technology from how to stay on top of it all to how best to implement changes in your organization. Scott explains that the No Code movement represents a fundamental shift towards empowerment of business users and marketers. It’s not just about letting people build software applications without having to code them, it’s about allowing the average person to self-service their ideas.  And while culture change and adoption of new technologies and workflows are necessary, it inevitably requires a huge investment. Scott’s tips for success include: Make sure you’re allocating the space in people’s responsibilities to learn new tools, technologies and approaches Once you have the tools and people know how to use them, you have to make sure from a process re-engineering perspective, you actually look at how people will use these new tools and determine where the constraints are and work to see how to overcome those constraints working collaboratively with the new technology and getting things done.  While Scott admits the world of marketing technology is too large to stay on top of at this point, he also lets us know how he does his best.  To see the famous Marketing Technology Landscape Graphic click here.  For more from Scott visit www.chiefmartec.com Find him @chiefmartec on Twitter or on LinkedIn. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.  Find Rival online at www.wearerival.com, LinkedIn, Twitter.  Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you. 

Rupen Desai, CMO of Dole Sunshine Company, talks about a world in which we stop considering shareholders' profits above all else and start considering the overall global benefits of business decisions to the environment and to human rights. He insists that while profit should not be the end all be all of business, true sustainability does not need to come at its expense. If you are curious about how to shift your business towards being truly purposeful and doing better for the planet and its people, this is the conversation for you. Dole has produced some pretty remarkable advertising in the last few years. To see their Malnutrition Facts campaign: https://www.youtube.com/watch?v=-ZSBEyblzw0. Learn more about Dole’s mission here: https://sunshineforall.com/en/our-promise Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com.  Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you. 

This week, Eric talks to Attest CEO and Co-Founder, Jeremy King, about how data leads to better, smarter business decisions with no guesswork. He argues that with the right data, business leaders and marketers are able to know precisely when certain risks are justified and when they’re not, and they are able to understand their target audience, not just their current customer base. Coming from a background in both science (as an undergraduate) and business (at Harvard Business School, no less), Jeremy approaches business problems in novel ways, recalling cases from both business school and the natural world to gain new perspectives on seemingly unsolvable issues. Rather than operate on intuition and our unspoken but ever-present biases, Jeremy insists that businesses should operate like scientists in a world where data is king and bias is a crime. This conversation will undoubtedly inspire you to see the ways in which data can help you make better decisions. To get in touch with Jeremy, find him on LinkedIn https://www.linkedin.com/in/jeremykingjk/ And to learn more about Reach 2 Academy Trust, visit https://www.reach2.org/  Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you. 

Raja Rajamannar is a true giant in the field of marketing. President of the World Federation of Advertising and CMO of Mastercard since 2013, Raja argues that there is no such thing as brand loyalty. Raja warns marketers not to mistake consumers liking your brand for consumer loyalty to it. What marketers confuse for brand loyalty is merely brand stickiness. Marketers need to understand the true drivers for customer choices in order to leverage them and encourage stickiness. Raja shares his advice for marketers just getting started building their careers. The most important thing is trying to stay ahead of the curve - grounded in commercial realities. The second thing is to have formal internal and external mentors. Third thing is networking, both internally and externally. All of this is facilitated by a strong work ethic, dependability and know-how. If he could start over from the beginning, Raja would spend a lot more time learning about technology and consulting, where marketers gain exposure to multiple industries at once and thus huge amounts of learning.  Raja’s advice for marketers:  Learn: Dedicate time and effort to learning and staying on top of things around them Broaden: you should have multi-industry experiences Broaden: If you’re in the US, leave! Don’t restrict yourself to your surroundings. Broaden: Don’t stay put  in marketing. Stints in sales, finance, technology, data will help you understand your role. You have to be a general manager with deep marketing expertise. To learn more about Raja’s industry-shaping ideas, check out in his latest book, Quantum Marketing.  Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.  Find Rival online at www.wearerival.com, LinkedIn, Twitter.  Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you. 

In this week’s episode, Eric and co-host Dean Aragon are joined by a giant of the marketing world, Jim Stengel, the former CMO of Procter & Gamble, author of Unleashing the Innovators (2017) and Grow (2012), and host of The CMO Podcast. Jim insists that most marketers aren’t curious enough about what’s around the corner, and get too bogged down in short-term priorities. He explains how to balance focusing on today, tomorrow and long-term goals, especially as an incumbent business. (Hint: look at your calendar and leverage your team.)  The conversation includes a discussion of the importance of reputation, trust, and the art of listening, as well as what Jim would spend the first 6 weeks doing at a new role. Finally, Eric, Dean and Jim wrap up by talking about the importance of brand purpose and why it sometimes falls apart. For more from Jim, listen to The CMO Podcast or visit The Jim Stengel Company. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.  Find Rival online at www.wearerival.com, LinkedIn, Twitter.  Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you. 

Soyoung Kang, CMO at eos, a company known for its lip balm, talks about how she embraces the unknown by constantly calibrating and always choosing the option that will teach the most. By embracing the unknown early and always budgeting for experimentation, Soyoung helped eos become a giant on TikTok, where it has nearly 900k followers, and Instagram, where it has 1.7M.  Soyoung and Eric discuss eos’ Bless Your F*ing Cooch Campaign, which pulled directly from a TikTok user’s unsolicited - and very enthusiastic - endorsement of eos’ shea butter shaving cream. This campaign caused sales of the shave cream to truly skyrocket and cemented eos’ place as a social media darling. Eos ran with it, making an ultra-limited edition shaving cream bottle with Carly Joy’s exact instructions on it in lieu of the classic usage directions on the bottle. " She explains the importance of experimentation in marketing and how to do it well: make sure everyone  on your team is on board, identify expectations, and set parameters so you will know if it’s been successful. Soyoung insists that marketers need to understand that they are never in complete control of the narrative - and that the true gift of social media is that it puts brands in conversations with consumers, and this leads to not just better marketing but better products and happier people. Find more from Soyoung on here: https://www.linkedin.com/in/soyoungkang1/  Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.  Find Rival online at www.wearerival.com, LinkedIn, Twitter.  Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you. 

Scott Monty talks about his journey from premed student to marketing expert, and the elephant in the room - his amazing voice. He explains how understanding timeless human nature and psychology is key to effective communication and marketing. He encourages marketers to focus less on the platforms and more on the fundamentals, on storytelling and connecting to people.  Scott deeply believes in the often dismissed importance of taking the time to take stock and acting with integrity and warns of the danger of talking about brand purpose without truly embracing it at all levels of the business. He warns of the danger of “purpose” being the CSR of 2022.  Of the friction between the need to keep up with the latest marketing trends - from NTFs and beyond - to taking stock and doing things well, he says,  “if you are confident in your purpose, in the values that drive your business, then moving quickly shouldn’t be a problem.” We couldn’t agree more.  To hear more more Scott, subscribe to his newsletter at www.timelyandtimeless.com and visit his website at www.scottmonty.com.  www.scottmonty.com Newsletter - www.TimelessTimely.com Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.  Find Rival online at www.wearerival.com, LinkedIn, Twitter.  Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you. 

This week, Eric talks to Chris Skinner of The Finanser. Chris is well known for his extensive writing, speaking and advising on the disruption necessary in the banking and fintech worlds and is a proud self-proclaimed troublemaker because “the more trouble you make the more you can fix things.”  In this week’s conversation with Eric, Chris explains everything from why he focuses his lens so intensely on the future, to why the financial world  isn’t as complicated as it might appear. He also explains the mechanism behind his staggering productivity and offers a truly global perspective on purpose-led banking.  Chris’s next book - Digital For Good, If You Don’t Stand for Something You Fall Down - to be published in the second quarter of 2022 - will provide an in-the-round global perspective on purpose-driven banking and finance.  It’s a conversation you won’t want to miss. For more from Chris visit: The Finanser  and Chrisskinner.global And to learn more about Chris’s children’s book series, Captain Cake and the candy crew, visit www.Captiancake.com. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.  Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you. 

In today’s episode, Eric talks to author, podcaster and content marketing expert, Robert Rose about everything from whether your marketing function can become a profit center to the fate of traditional advertising as we know it. As promised, here are Robert’s recommended business books, his "mini-marketing-MBA": The Practice of Management – Peter Drucker The Management of Marketing Costs – James Culliton Marketing Management – Philip Kotler  Thinking About Management – Theodore Levitt The Marketing Imagination – Theodore Levitt Marketing Myopia (White Paper) – Theodore Levitt Integrated Marketing Communications – Don E. Schultz Innovator’s Dilemma – Clayton Christensen The End of Competitive Advantage – Rita Gunther McGrath Discovery Driven Growth – Rita Gunther McGrath Different – Youngme Moon  For more from Robert Rose, check out his brilliant podcast This Old Marketing with Joe Pulizzi, which has been downloaded more than two million times, or his website.  Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you.