On Scope: The Marketing Podcast

Host, Mike Berberich and Producer, Ryan Dinger
  • 5.0 (1)
  • MARKETING
  • UPDATED WEEKLY

On Scope is the official podcast of the ANA, an association serving the marketing needs of more than 50,000 brands that collectively invest more than $400 billion in marketing and advertising annually. The show is the most authoritative and thought-provoking podcast available on marketing. You’ll hear candid conversations with some of marketing’s smartest and most influential leaders, on topics that matter most to you.

  1. 12H AGO

    How Marketers Can Take Back Marketing with Accenture Song’s Arun Kumar

    Arun Kumar is an accomplished global data and marketing leader with a proven track record of setting strategies and developing products that stimulate business growth while reducing costs. He’s an accomplished public speaker, an advisory board member, and the author of The Data Deluge: Making Marketing Work Better for Brands and People. On this episode of On Scope, the Global Head of Data and AI at Accenture Song joins the show to discuss how marketers can reclaim their data and digital destiny and take back marketing. Along with host Mike Berberich, the conversation begins by an examining an emerging marketing conundrum: Why the industry has ceded virtually all control of its channels to tech giants. From there, the duo discusses how the industry found itself in this unfortunate position and how it might work its way out, why an ongoing lack of coordination between customer service and marketing departments leaves consumers with less-than-ideal brand experiences, and why marketers need to rethink their approach to leveraging data and aim to find a happy medium between broadcast messaging and hyper personalization efforts that often leave consumers feeling — well — a bit creeped out. On “News You Might Have Missed,” Mike and show producer Ryan Dinger discuss an article from Fast Company on the “zombie internet” and a new social media platform developed exclusively for agentic AI bots. They explain why they’re incredulous at the idea that a social media platform built exclusively for chatbots would have any long-term appeal for humans and speculate about the consequences such a thing would have on the advertising ecosystem. Speaking of the zombie internet, it sure is a confusing time for marketers trying to wrap their head around emerging technology, especially when evaluating what is worth their time and what isn’t. You can cut through the noise and better understand where your time and money is best spent with tools from the ANA’s Technology Practice. Check out the practical frameworks, real-world case studies, and peer guidance available to help you make smarter tech choices by visiting www.ana.net/technology.   The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

    54 min

  2. FEB 12

    Lessons from This Year's Super Bowl Ads with Zappi CMO Nataly Kelly

    Every year at the conclusion of the Super Bowl, Zappi conducts a real-time analysis of the ads, generating a robust report on which commercials performed well, which missed the mark, and the lessons marketers can learn from both. Zappi CMO Nataly Kelly joined the On Scope team in ANA Studios to breakdown this year’s analysis, covering all the key takeaways from Super Bowl LX’s slate of ads. Along with host Mike Berberich, Nataly covers which commercials were the best performing across key categories, what this year’s batch of winning ads all have in common, and what brand marketers can learn from another, lesser known tentpole marketing moment that is historically much more effective at connecting with consumers. On “This Week in ANA Magazine,” Mike and ANA Magazine editor Matthew Schwartz discuss a new article on emerging trends within brand-celebrity partnerships. The duo outlines how the traditional model of celebrity endorsements has been completely upended, what the new model looks like, and how brand marketers of all kinds can apply these lessons to their own efforts. We all love a great Super Bowl spot. But on Monday morning, the question is simple: How does this build the brand? The ANA Brand Practice helps you turn creative moments into measurable brand growth, with practical tools, research, and brand leaders who’ve been there. Explore all the resources available to you by visiting www.ana.net/brand.   The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

    56 min

  3. FEB 5

    Why The Puppy Bowl is Advertising's Real Big Game with Twyla Huang-DiSimone

    This Sunday, marketing’s biggest event returns. No, we’re not referring to that event. We’re talking about the Puppy Bowl, obviously. Ahead of this momentous occasion, Twyla Huang-DiSimone, an award-winning partnership marketing executive with more than 20 years of multiplatform media experience, joins the show to discuss why the Puppy Bowl is now a more intriguing advertising opportunity than the Super Bowl. As SVP of revenue marketing at Warner Bros. Discovery, Twyla oversees go-to-market, cross-portfolio positioning for the most exciting and adorable event of the year. She joins On Scope host Mike Berberich for a deep dive into the contextual marketing gold mine that is the Puppy Bowl. Together, the duo covers the history of the Puppy Bowl, how Twyla approaches brand partnerships to ensure all creative is consistent with the tone of the event, how she manages to keep things fresh with brand partners returning year after year, and her advice for any marketer looking to bring the power of contextual advertising to their own brand.   On “News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a Marketing Week survey that shows an alarming number of marketing professionals feel overwhelmed, undervalued, exhausted, and unfulfilled. Mike and Ryan ponder whether the marketing industry itself is at least partly to blame for the conditions that are causing people to feel this way. If this conversation about the Puppy Bowl has you feeling inspired to enhance your own media efforts, then you’ll want to attend the 2026 ANA Media Conference, being held from March 25 to 27 in Nashville, Tenn. While there, you’ll hear from experts at Wyndham, Walmart, LEGO, and Keurig Dr Pepper about how they’ve developed media strategies that drive real business results, with insights on how you can do the same. Check out the full agenda and register to attend by visiting www.ana.net/2026media.   The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

    49 min

  4. JAN 29

    Your Brand Is In Trouble: A Look Into The Future of Marketing with Faith Popcorn

    Faith Popcorn is a futurist to the Fortune 500, best-selling author, and renowned global speaker. The New York Times once dubbed her “the trend oracle” and Fortune has hailed her as the “Nostradamus of marketing.” On this episode of On Scope, she joins the show to give an exclusive look at what she believes the future of marketing will look like. Along with host Mike Berberich, Faith discusses what brands commonly get wrong when thinking about the future, her views on the idea of an “AI apocalypse,” and her shocking prediction for what marketing will look like in ten years.      On “Research Roundup,” Mike sits down with Bill Zengel, SVP of business marketing at the ANA, to review “The Confident B2B Marketer,” a new research report that highlights the qualities that encompass a confident marketer, including the ability to accurately measure the financial performance of marketing efforts. Unfortunately, only 39 percent of marketers currently meet the standards of the confident marketer. Mike and Bill outline the ways in which the other 61 percent of individuals in our industry can join them. Faith Popcorn is a marketing icon, but she’s not the only one. Brand Masters | ICONS brings together CMOs and brand leaders from Applebee’s, McDonald’s, Canva, YETI, Rocket Companies, and more to share how these enduring brands capture imagination and loyalty for long-term growth. Taking place May 18 to 20 in Los Angeles, Calif., this conference will provide the pathway to turning your own brand into an icon. Check out the full agenda and register by visiting www.ana.net/brandmasters.   The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

    47 min

  5. JAN 22

    Introducing the Future Marketer with ANA CEO Bob Liodice

    On the season two premier of On Scope, ANA CEO Bob Liodice returns to discuss the skills and traits that marketers will need in 2026 and beyond. Along with host Mike Berberich, Bob covers the reasons why he is optimistic about the future of marketing, despite growing concerns related to AI and the economy; why he believes brand building is the premier pathway to shareholder growth and how marketers can sell executives on the need for brand investment; the biggest challenge facing each aspect of the marketing industry in 2026; and one thing every marketer has to do in 2026.    On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss an op-ed by Mark Ritson on a phenomenon he dubbed “maximiniflation,” or the process in which brands maximize the price of their product while minimizing the size. The practice has growing consequences for brands, as consumers grow angrier and begin to hold businesses accountable with their wallets. Mike and Ryan discuss some alternative pricing strategies brands might consider instead of leaning into this unpopular trend. If your business wants real connection, then it’s time to partner with the ANA. Become an official ANA sponsor and you will connect with the brands shaping the future of our industry, from Google and Amazon to Meta and TikTok. You can learn more about the fantastic opportunities available to you by visiting www.ana.net/sponsorship. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

    1h 8m

  6. 12/18/2025

    Short-Termism is Killing Your Business and Other Lessons from Season One

    In the season one finale of On Scope, host Mike Berberich and show producer Ryan Dinger reflect on some of the most valuable marketing lessons guests shared in 2025. From balancing short-term tactics with long-term brand building to navigating AI adoption and responsible marketing, you’ll hear valuable insights from former Mastercard CMO Raja Rajamannar, Deloitte Digital’s Maggie Gross, eos’s Soyoung Kang, and more. If your business wants real connection, then it’s time to partner with the ANA. Become an official ANA sponsor and you will connect with the brands shaping the future of our industry, from Google and Amazon to Meta and TikTok. You can learn more about the fantastic opportunities available to you by visiting www.ana.net/sponsorship. The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

    49 min

  7. 12/11/2025

    A Marketer’s Guide to Practical AI Implementation with Caitlin Blewett

    Caitlin Blewett is a fierce believer that bold brands build strong businesses. As the CMO at Genpact — named one of the World’s Best Employers by Forbes for three years straight — she understands how important internal branding can be to driving healthy and productive cultures. Caitlin joins the On Scope podcast to give listeners a behind-the-scenes look at her company’s practical approach to AI implementation, which is powering both their cultural and bottom-line success. Along with host Mike Berberich, Caitlin covers the signals she and her team look for when determining if a function of the business is ready for AI implementation, how marketers can approach maintaining brand differentiation in AI’s growing “sea of sameness,” and how employees of all levels can work to convince leaders caught up in the AI hype cycle that a thoughtful approach is more beneficial. On This Week in ANA Magazine, magazine editor Matthew Schwartz, joins Mike to outline the ways in which several B2B brands are once again borrowing from a B2C playbook by leaning into influencer marketing. Matthew shares real-world examples and best practices for business marketers to keep in mind. The ANA Technology Practice helps marketers make smarter choices about AI and marketing tech, with practical tools, guidance, and peer insights to drive real business impact. Because the right tech doesn’t just automate marketing — it amplifies it. Explore all of the ANA’s technology resources by visiting www.ana.net/technology.   The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

    53 min

  8. 12/04/2025

    You're Thinking About Brand Value Wrong with Alfred DuPuy

    Brand Finance’s Alfred DuPuy is a brand strategy and valuation executive with more than 15 years of experience driving revenue growth, enhancing client relationships, and leading high impact global teams. He is on an ongoing mission to provide clarity to marketers, brand owners, and investors by quantifying the financial value of brands. As a part of that mission, he joins the On Scope podcast to help marketers understand why they’re thinking about brand value all wrong.   Along with host Mike Berberich, Alfred dives into how the concept and formula for brand valuation have both changed over the years, why brand value is viewed as something that is ephemeral until it is time for a merger or acquisition, and how the misconceptions business leaders have about brand value are actively hurting their bottom line.   On the debut of a new segment called Measurement Defined, Kevin Svenningsen, SVP of Measurement for Marketers at the ANA, joins Mike to define and discuss five key retail media terms every marketer needs to know, including “percentage of new buyers,” “upsell,” and more.   Now that you have a better understanding of all the elements that make up your brand’s value, it’s time to drive that value up with the ANA’s Brand-Building Certificate Program. It’s on-demand, self-paced, and taught by marketers who’ve actually built the brands you admire. Explore the program and get started by visiting www.ana.net/brandcertificate.    The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

    55 min
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About

On Scope is the official podcast of the ANA, an association serving the marketing needs of more than 50,000 brands that collectively invest more than $400 billion in marketing and advertising annually. The show is the most authoritative and thought-provoking podcast available on marketing. You’ll hear candid conversations with some of marketing’s smartest and most influential leaders, on topics that matter most to you.

Information

  • Creator
    Host, Mike Berberich and Producer, Ryan Dinger
  • Years Active
    2024 - 2026
  • Episodes
    47
  • Rating
    Clean
  • Copyright
    © Copyright 2026 On Scope: The Marketing Podcast
  • Show Website
    On Scope: The Marketing Podcast