Insider Interviews with E.B. Moss

E.B. Moss
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  • MARKETING
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Insider Interviews with E.B. Moss

Insights and information on the business of media, marketing, advertising and entertainment through personal conversations between senior executives and marketing executive host, E.B. Moss. From the competition in creating television, best practices in audience targeting and research, and trends in voice and audio, to outdoor, retail and everything in between: Insider interviews draw out the leaders and the lessons.

  1. NOV 2 · BONUS

    Marathon Marketers: A Bonus Run Thru the TCS NYC Marathon Expo

    Get the scoop on sponsoring the MARATHON in 15 minutes flat! Insider Interviews host, E.B. Moss, raced through the Javits Center as New York Road Runners were helping their partners prep to receive 100K + visitors to grab bibs, bags and prizes in advance of the TCS New York City Marathon! Hear quick takeaways from: New Balance, United Airlines, Tata Consultancy Services, Mastercard and Citizens (with Artie Athas of NYRR leading it off and Bree Fowler weighing in on the value of a good sponsorship!) they discuss their motivations and the impact of their sponsorship. Highlights include New Balance's massive retail setup, TCS's Future Athlete Project showcasing innovative sports technology, Mastercard's data on the marathon's economic impact on small businesses, United Airlines promotion and travel tech and Citizen's goal to "edutain." Each brand shares unique perspectives, from fostering community involvement to leveraging technology for enhanced health and well-being, as their goal for marathon sponsorships! KEY MOMENTS: 00:18 Sneak Peek at the Javits Center thanks to NY Road Runners 00:52 Interview with TCS and New Balance 02:03 Exploring the Exhibitor Hall 04:30 TCS' Future Athlete Project with a "digital twin" 06:43 Mastercard's Impact on Small Businesses 08:14 United Airlines' Long-Term Sponsorship 10:12 Citizens Bank and Community Engagement

    15 min

  2. OCT 29

    Leading Razorfish Creative with Tech & Brand Purpose

    Hear why Insider Interviews host E.B. Moss asked Razorfish Chief Creative Officer, Anthony Yell, for a Vulcan mind meld. The multi-Cannes Lion and Clio winner is not your typical CCO. With a reverence -- and professional envy -- for drummers who keep things moving, he is a digital marketer who dances to a different beat: Anthony credits a passion for Legos (!), emblematic of analog games, as an antidote to screen time and keeping him balanced in his work at the digital-first shop. His understanding and application of cutting-edge digital strategies and tech applied to creative and communication, like Meta's new Orion glasses and neural interfaces, has also made him a sought-after panelist at conferences from SXSW to Adobe Max. In this episode jam-packed with insights, Anthony even summarized the four waves of the future of tech from his recent session with Chris Duffey, called: "Future You; Future Proof -- a Creative Playbook for the Next Decade." Part of that future-proofing for brands, per Anthony, and the key to thriving, is having a marriage of performance with brand purpose. It's the mantra of the new Razorfish. New, because, as Anthony explains, the agency has kept pace with change and evolved its own purpose -- but finding that what's old can be new again, too, resurrecting its original 1995 name brand. And now he ensures that "creativity isn't confined to a single department" but is the lifeblood that flows through every role and responsibility. "Brand purpose isn't just about feeling good. It's about creating meaningful connections with consumers that drive real business results." Additional key points: • While he adopts new tech as helpful tools at every turn, Anthony also explains how a culture of collaborative creativity can lead to groundbreaking campaigns and strategies...and what the next generation of career-minded creatives will need to do to thrive. • Anthony embraces AI as a powerful ally in the creative process vs a threat, recommending a future where AI handles the mundane: "AI isn't replacing creativity; it's amplifying it." • He predicts a future where faster connectivity and advanced AR/VR and every other "R" will revolutionize how brands connect with consumers, opening up new realms of creative possibility and forms of communication. Key Moments: 3:15 Analog Passions: Anthony's love for vintage drums and synthesizers 9:30 Agency Evolution: How Razorfish transformed to focus on brand purpose and performance 16:45 AI as a Creative Catalyst: Leveraging AI to enhance human creativity 17:46 Future You, Future Proof: Takeaways from Anthony’s Adobe Max presentation 22:30 Purpose-Driven Success: blending purpose and performance 26:05: The significance of what “36 billion” means in marketing 28:15 Tech Horizons: How emerging technologies will shape future marketing strategies 34:20 Next-Gen Advice: Anthony's guidance for aspiring creatives in the digital age 35:06 Democratization of MarTech: Adobe Gen Studio for Performance Marketing 40:03 Good News...or Scary?: The Role of Digital Twins Follow here, rate and please share. And, you can support this free content at www.buymeacoffee.com/mossappeal !

    43 min

  3. OCT 15

    Advertising Week Perspectives from Four Media Pros

    This jam-packed episode has Master P to Marriott, CTV streamliners to multicultural innovators. Get insights from four incredible individuals who gave spontaneous Insider Interviews to host E.B. Moss during Advertising Week New York 2024. Guests and Highlights 1. Kris Magel, Freewheel: Kris, who recently joined Freewheel, discusses his new role and how Freewheel is making things easier for CTV providers and advertisers. He explains the company's efforts to “demurkify” the programmatic advertising space and make it more transparent and controllable for both publishers and agencies. 2. Percy ‘Master P’ and Hercy Miller: The legendary rapper and mogul Master P, along with his son Hercy Miller, talk about their latest ventures. Master P shares insights on his new book, "The Five P's to Wealth," and emphasizes the importance of financial literacy. They also discuss their involvement with Jeff Hamilton's branded jackets and the significance of NIL (Name, Image, Likeness) deals for athletes like Hercy. Best quote to take to the bank: "Product outweighs talent."  3. Jeannine Shao Collins, Kargo Chief Client Officer, highlights the importance of amplifying multicultural content. She shares key takeaways from her panel at the SeeHer event, emphasizing the need for accurate representation and authentic voices in media. Jeannine also talks about Kargo's innovative ad tech solutions and their use of "art in science." 4. Annie Granatstein, VP Content Marketing, Marriott International/Marriott Bonvoy, told a Brand Innovators crowd about storytelling and good content marketing tactics, then explained in a 1:1 how she manages global content for more than 36 brands... And about Marriott's brand purpose, which drives contributions to diverse and inclusive content and a focus on traveler passion points like sustainability. Annie also highlights the growing trend of podcast-video convergence, using Marriott's "About the Journey" podcast as an example. Key Takeaways [00:02:40] Demurkifying the advertising marketplace -- Kris Magel: Simplifying the complex world of programmatic advertising and helping Aunt Pat not get overserved. [00:10:13] Financial literacy and securing generational wealth -- Master P and Hercy Miller: The importance of financial literacy, aligning with brands, and leveraging NIL deals. [00:12:45] Diverse voices and the value for marketers -- Jeannine Shao Collins on the impact of multicultural media and Kargo's role in supporting them. [00:19:05] Traveler passion points -- Annie Granatstein: Marriott's innovative content strategies, brand purpose and what's trending. Follow here -- and please share -- or learn more at www.MediaMarketingPodcast.com

  4. OCT 4

    Trends in Out of Home Media: Being Everywhere with OMG President Jill Schnitt

    I connected with Jill Schnitt, President of Omnicom’s Outdoor Media Group (OMG), to explore how they’re connecting with audiences on every step of the customer journey through innovative uses of Out of Home (OOH) and Digital Out of Home (DOOH) media. Jill shares insights on everything from how her team leverages programmatic Digital Out-of-Home (pDOOH!) to the creative campaigns that literally make brands jump out, whether in Times Square or at a gas pump. Jill breaks down the evolution of OOH, where digital formats and data are reshaping the landscape and the growing role of retail media in OOH strategies to reach consumers enroute to and at the point of purchase. We talk giant Doritos chips on buildings to the Sphere in Las Vegas as examples.  My view of the Luxor wrapped in Doritos! "Out of home is an 'I made it' moment. Whether you’re a Fortune 100 company or a new DTC brand, it's a moment for brands to put their message out in an authentic and brand-safe way." -- Jill Schnitt pDOOH! Jill shares how OMG has developed the first retail-based programmatic product, helping clients reach consumers at critical points in their journey. Learn about the value of proximity to the point of purchase and how data is transforming the way brands connect with their audiences. She also opens up about balancing life as a new mom and a leader in a rapidly evolving industry and how her travels sparked empathy at work and home. PS: Yes, we talk about brand purpose -- and the role OOH can play there, too.   The Inside Scoop: New Research on DOOH from DPAA and KOCHAVA Visit dpaasummit.com for "Video Everywhere Summit" tickets In my quick new mid-show segment, "The Inside Scoop,"  I share the latest research on DOOH in five minutes flat, with a preview of the upcoming DPAA Video Everywhere Summit (10/15/24 in New York City). Hint: 96% of brands plan to increase their DOOH spend in the coming year! Key Highlights with Timecodes: [00:01:25] – Jill explains the wide range of OOH media formats OMG handles, from street-level media to the Sphere in Las Vegas. [00:03:23] – The shift from static to digital OOH, with 50% of OMG’s media buys now digital. [00:05:06] – How programmatic DOOH offers brands the flexibility to adjust campaigns in real-time. [00:07:30] – OMG’s use of first-party data and attribution models to ensure targeted campaigns and measurable outcomes. [00:10:51] – Creative campaigns like the Dorito takeover of the Luxor in Las Vegas, and how creative thinking elevates OOH impact. [00:17:49] – 3D and anamorphic billboards: How brands are embracing these dynamic formats to create buzz-worthy moments. [00:19:30] – How OMG is leveraging retail media and proximity to point of purchase to boost campaigns. [00:21:00] – Inside Scoop Segment: New research from DPAA reveals 96% of agencies plan to increase spending on DOOH over the next year. [00:24:30] – Integrating OOH with digital strategies to create seamless consumer touchpoints in omnichannel campaigns. [31:00] - Driving small business with local targeting [00:32:54] – How personal – and travel – journeys both affected Jill’s leadership approach at OMG...and how DOOH can affect brand purpose. Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws

    20 min

  5. SEP 26

    Customizing Tailored Brands: Matt Repicky on Marketing Men's Fashion

    Matt Repicky, Chief Brand Officer of Tailored Brands – known for Men’s Wearhouse and Jos. A. Bank – shares what he’s learned about making iconic brands more culturally relevant. With a career trajectory that included Accenture to Amazon, a stint in Pharma, even leading global brand marketing for the Barbie brand at Mattel, Insider Interviews host E.B. Moss calls Repicky a "marketing polymath." Learn what he’s learned -- going from dolls to men. In Repicky’s current home of the past five years he's been modernizing marketing for men's fashion, which he’s done through keeping tabs on culture and leveraging customer insights, evolving the brand messaging with a refreshing use of humor. Repicky has also switched up the Tailored Brands media mix – from heavy direct mail to embracing TikTok and Pinterest and podcasting. When he shared his POV on DOOH, Moss intro’d a new segment called, "The Inside Scoop." In its inaugural appearance on Insider Interviews, Barry Frey, CEO of trade association DPAA, gave a five minute download on how DOOH is doing attribution and programmatic, to growing the careers of out-of-homers. (Those seeking a deeper dive should attend their full day Video Everywhere conference in New York.) Repicky continued with their considerations of Retail Media and how he applies learnings from the cultural zeitgeist to Tailored Brands’ messaging. Through it all, Repicky is proud to lean in to Tailored Brands purpose-driven campaigns, such as supporting Veterans' organizations, and living his personal brand through mentorship and supporting LBGTQIA.

    33 min

  6. SEP 5

    How #1 Podcasts Get Made - and Found: Jason Hoch and Mathew Passy

    Get two insider scoops in Epi 26 on how to create -- then share -- top podcasts: First up, podcast veteran Jason Hoch, creator of many number one shows, shares with host E.B. Moss how he made stuff work at HowStuffWorks.... Then Jason tells how serendipity led him to collaborate with Tenderfoot TV to make the groundbreaking show, Atlanta Monster ...and what he thinks are the ingredients for not just chart-toppers, but compelling stories that are essential listening today. Jason’s success continued at Imperative Entertainment with Boomtown, (soon to be cross-over IP as a TV show!) which was an eye-opening experience and led him to launch his own company, Wavland, to capture real human narratives. Boomtown But first, Jason had to get a passport... then learn why E.B. calls him the Forrest Gump of podcasting.... Since then, the company has already created and delivered the podcast chart topper, “Noble” – a deeply-reported story which resonates with audiences on multiple levels.   'I have an unquenchable thirst for fresh original stories and the people behind them. And if we don't tell these stories soon, they're bound to be lost forever.' -- Jason Hoch, CEO, Chief Creative Officer, Wavland Wavland Chart Topping Podcasts   NEXT: It's a brief but brilliant bonus interview with Mathew Passy, the creator of the Podcast Beacon, an NFC device that simplifies the podcast discovery process, making it as easy as a tap on your phone.  In the previous episode of Insider Interviews, also captured during Podcast Movement, discoverability and ease of user experience in finding/listening to podcasts was high on everyone’s wishlist. Mathew's new tech gives us hope for that wish to be a reality.       Key Moments: 00:00 E.B. Moss Delivers More from Podcast Movement 00:23 Meet Jason Hoch: Podcasting Pioneer 02:42 The Rise of How Stuff Works in Podcasting 04:16 The Birth of Narrative Storytelling 04:46 The Apple Visit, Up and Vanished and an Atlanta Monster 08:20 Discovering a World of Audio Storytelling in Boomtown 13:45 Noble: A Respectful Dive into a Scandal 17:56 Business Side of Podcasting 19:44 Brand Purpose and Values 21:07 Creating High-Quality Podcasts 25:15 The Importance of Preserving Stories 28:14 Mathew Passy Helps Podcast Discovery with a Beacon 32:07 Enhancing Podcaster and User Experiences Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws Jason Hoch: LinkedIn: https://www.linkedin.com/in/jasonhoch/ Wavland: https://www.wavland.media/ Instagram: https://www.instagram.com/wavlandmedia/ Podcast Beacon: podcastbeacon.com Mathew Passy:  LinkedIn: https://www.linkedin.com/in/mathewpassy/ Instagram: https://www.instagram.com/mathewpassy/   And, please share, rate, like this podcast. Support more free content and… BuyMeACoffee

    35 min

  7. AUG 28

    CNN and NPR Executives on Amplifying Trust Thru Audio

    Steve Lickteig has the monumental task of ensuring that CNN’s podcasting content is as compelling and trustworthy as its news broadcasts. Gina Garrubbo leverages the value of NPR being one of the most trusted brands in the world to entice sponsors. These two highly respected executives spoke with me spontaneously during the recent Podcast Movement conferences held in Washington, DC, on all things podcasting for a well-rounded Episode 25 of Insider Interviews. The Multifaceted Role of a Podcast Executive When asked about his daily responsibilities, Steve Lickteig explained how an Executive Producer has to be multifaceted: "It'll be a mix of editorial, listening to shows and giving notes, conceiving of new shows or new ideas within shows... plus meeting with the sales and marketing sides of the organization." Given the need for synergy between the editorial and business aspects of podcasting, "You have to know everything — from making the show to understanding the download numbers and marketing attached to it." For example, he emphasized that because listeners are “making a very conscious decision to listen to that show" that intentionality translates to high engagement and trust, which are invaluable for both content creators and advertisers. The payoff has been clear, as he shared his pride over the growth of such shows as “Chasing Life with Dr. Sanjay Gupta” and especially creating a franchise off the popularity of “5 Things.” Those, along with shows like Anderson Cooper’s “All There Is” (and, as I got to mention in reference to my brother - who worked on the show for 15 years!, "The Situation Room"), offer brands lifestyle content that feel “safe” if they are headline-averse. Balancing Content and Advertisements The good news is that CNN attracts a bevy of advertisers. The challenge Steve and I – and later Gina and I – discussed is the industry having to ensure podcasts keep a governor on their ad load. CNN’s approach with their podcasts is to try to keep it low to maintain a listener-friendly experience without turning podcasts into commercial radio. Elevating Public Media with Gina Garrubbo Gina Garrubbo, CEO of National Public Media, illuminated how NPR handles sponsorships in a way that's respectful to both the content and the audience. "Rather than a commercial interruption, you’ll hear that NPR's programming is made possible by client X who brings you Y," she explained. This approach aligns with NPR's mission to provide fact-based journalism – importantly, without a paywall -- creating what Gina calls a "halo effect." That serves their highly curious and engaged audience well – those “who want to understand the world around them," she said. That kind of environment is attractive to creators, and she was thrilled to share the news of Ira Glass and "This American Life" joining the stable recently, to the SRO attendees' equal pleasure with his keynote with fellow NPR podcaster, Rachel Martin, at Podcast Movement! Ira Glass Keynotes Podcast Movement with NPR's Rachel Martin "Eighty percent of our audience says that they consider NPR personally important to them," Gina shared, That enthusiastic audience also infers significant trust and appreciation on NPR's sponsors, pointing out the impact verified through various brand lift studies. Brand Safety and Trust Talking about brand safety, Gina pointed out that NPR does not shy away from covering hard news but maintains a respectful and non-combative tone. "We don’t pit guests against each other, and there's a lack of sensationalism," she explained. This makes NPR a safer environment for sponsors, even amid a turbulent political landscape. And, by the way, they don’t even take political advertising!

    20 min

  8. AUG 13

    Premion Explains the CTV Ad-Vantage

    Content USED TO BE "king". But according to Premion, the Customer rules over all in the land of CTV, streaming and local Advertising. Learn about all the advantages of streaming media. New research out of Premion and Advertiser Perceptions revealed significant trends in ad spend shifting towards streaming and away from traditional media channels and increases in CTV budgets overall. (See links and download their survey results for free, here!)   Their former head of sales, John Vilade, has a knack for explaining complex concepts like targeting, programmatic buying, and brand safety in a way that's warm and relatable. That dovetails with Premion’s goal of simplifying streaming advertising for local and national spot advertisers -- acting as a 'liberator' for local advertisers, making advanced advertising techniques accessible.    We also touched on the competitive landscape, including how Premion has innovated with their own demand-side platform to enhance inventory acquisition and control. The discussion on FAST channels spotlights just how much they’ve grown (see above: "Customer is the Judge"!) and how crucial they're becoming for advertisers. John’s take on the political advertising landscape was interesting especially considering the power of local there, too; he shared more stats and facts from the Premion Political team's research with Campaigns & Elections.  John's extensive career journey took him from leveraging his New Jersey roots to land his first ad sales gig in Waco, Texas (you’ll have to hear that story!), on to his impactful roles at NBC (with a nod to David Zaslav for making a smart hire) and then Hulu. John's career has kept pace with the dynamic shifts in our industry, leading him to be really savvy about OTT and CTV in today’s market.  His jokes about earning his grey hair notwithstanding, he is a bona fide beloved industry resource. But as he explains, he has always been a voracious consumer of trade publications as a way to keep a step ahead, and to help his customers thrive. Premion, is part of the larger Tegna organization, which houses LockedOn Podcast Network and more.  On a personal note, I still didn’t get to why John owns a hay farm in Texas but I appreciate that he is a big Dead head! This adds a layer of understanding as to who he is as a person, but it's his belief in “purpose” (which he defines as maintaining a promise between giver and receiver), whether in business transactions or personal interactions, that reveals just what drives him in life and at work. John leaves us with valuable advice on career growth (think "empathy") and staying ahead in the ever-evolving media landscape... oh and which Detroit Tiger player he is cheering on and why! Don't miss this episode filled with insights, personal stories, and professional wisdom.  The personal and the professional insights of John Vilade, Premion KEY MOMENTS: 00:00 Introduction and the new “Royal Family” (of Content) 00:50 John Vilade's Career Journey and Fun Facts 04:59 Understanding Premion and Its Role in OTT Advertising 07:11 Budgets and Eyes Shift to Streaming and CTV 12:36 Programmatic Advertising and Brand Safety 18:46 Premion's Innovations and Market Differentiation 21:49 Why the Fast Rise of FAST Channels 23:46 Political Advertising in Local and Streaming Campaigns 26:15 Personal Insights and Mentorship 33:44 Brand Purpose and Personal Values 36:12 What We Want to Watch Next! Connect with John: https://www.linkedin.com/in/johnvilade/  Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.

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Insights and information on the business of media, marketing, advertising and entertainment through personal conversations between senior executives and marketing executive host, E.B. Moss. From the competition in creating television, best practices in audience targeting and research, and trends in voice and audio, to outdoor, retail and everything in between: Insider interviews draw out the leaders and the lessons.

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