The Digital Edge by Incubeta

Incubeta
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Welcome to The Digital Edge, Incubeta’s podcast exploring the latest in digital marketing. In each episode our host Lisa Morton, Incubeta's Global Marketing Director, sits down with industry experts to discuss trends, strategies, and innovations that drive business growth. From AI and data unification to performance measurement, gain insights that go beyond the basics and discover the tools you need to stay ahead. The Digital Edge is your go-to for actionable insights in a fast-evolving digital landscape. Head to the Incubeta website for more expert insights: https://bit.ly/4emPZpE

Episodes

  1. MAR 3

    The Digital Edge S2 Ep.3 | How to Build an AI-Powered Brand for the Future with Amy Crowther

    In this episode of The Digital Edge, host Mark Reed-Edwards chats with Amy Crowther, President, Americas for Incubeta, to explore the evolving landscape of digital marketing. From her career path starting in the UK to leading global strategy in Australia and the US, Amy shares her unique perspective on building agencies that are fit for the future.The conversation dives deep into the intersection of AI and humanity, discussing why true digital transformation requires moving beyond silos toward total connectivity. Amy explains how brands can navigate the "messy starting point" of AI integration by focusing on systems, road-mapping, and foundational data.FAQs: Q: How do you build an integrated, AI-powered agency fit for the future?A: Building an agency for the future requires a shift away from silos and toward total connectivity. It involves creating a foundation where the "right hand talks to the left hand," integrating media, data, and creative teams. This ensures that AI isn't just a "shiny object" for speed, but a tool used within a clear system and roadmap focused on profitable growth and client-centricity.Q: How does data-driven creative impact digital marketing performance? A: Data acts as a vital feedback loop for creative strategy. By testing specific hypotheses - such as using eye-tracking to determine if faces in ads distract from the product - brands can see dramatic shifts in efficiency. For example, ensuring brand consistency across all assets can lead to a 4x to 6x impact on media performance, while optimizing ad composition based on real-time data can significantly increase engagement rates.Q: Why does human behavior remain the "grounding" element in an AI-driven world?A: While the mechanics of advertising and the tools for buying media have changed, fundamental human decision-making remains the same. People still make choices based on visceral feelings, habits, and nostalgia. Success requires using AI to enhance efficiency without losing the proven storytelling techniques that connect with the human brain and establish long-term brand memory.Q: How do leaders maintain a competitive edge in an industry moved by AI?A: Maintaining a competitive edge means surrounding yourself with deep expertise to keep pace with the rapid rate of innovation in systems and connectivity. It requires a "team-first" mentality, where leaders acknowledge that modern marketing is as much about organizational change as it is about advertising. Success comes from the self-awareness to know where your skills end and where a specialist's expertise begins.

    25 min

  2. FEB 17

    The Digital Edge S2 Ep.2 | Using Enterprise LLMs to Secure Your AI Strategy with Jonathan Greene

    In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Jonathan Greene, Co-Founder and CEO of RocketSource by Incubeta. Together, they explore the data silos and security risks that can emerge as organizations begin adopting large language models (LLMs). Jonathan explains why the solution lies in deploying enterprise-grade LLMs. By using a secure, private, cloud-based solution such as Gemini Enterprise, businesses can bring their internal knowledge together in one place and support more informed, confident decision-making. Listen in as they unpack how enterprise LLMs can help break down silos, organize data effectively, and enable a connected “enterprise hive mind” that improves efficiency and collaboration across the organization. FAQs: Q: Why are data silos and security risks a concern when using consumer LLMs?A: When employees use consumer LLMs independently, data may become siloed, unorganized, and unintentionally exposed. Without a centralized, secure system, organizations risk leaking information and making disconnected AI investments across teams.Q: What is an enterprise LLM?A: An enterprise LLM is a large language model deployed within a private, secure cloud environment that connects to a company’s internal knowledge and data. It enables teams to query trusted information safely and align around a shared system.Q: What is the foundation of building a competitive advantage with AI?A: The foundation is a well-structured internal knowledge base and organized private data. By documenting processes properly and systematizing data, organizations can deploy AI more effectively and unlock greater value.Q: What is the best approach to future-proofing AI architecture?A: The best way to future-proof AI is to keep your knowledge base and private data within cloud infrastructure you control, then connect different AI models to it as needed. This model-agnostic approach allows flexibility while maintaining security and governance.

    29 min

  3. FEB 3

    The Digital Edge S2 Ep.1 | Discover how AI is reshaping Digital Marketing with Michael Ossendrijver

    Discover how AI is reshaping the future of digital marketing in the first episode of The Digital Edge Season 2. Host Mark Reed-Edwards is joined by Michael Ossendrijver, Chief Growth Officer at Incubeta, for a deep dive into the evolving role of artificial intelligence, human intuition, and integrated marketing strategies.In this conversation, Michael shares why curiosity and rapid experimentation are now essential for marketers looking to stay ahead. Together, they explore how breaking down silos between media, creative, and data can unlock real business value - and why 2026 could be a pivotal year for brands ready to rethink traditional models.Whether you’re a marketing leader, strategist, or simply passionate about digital innovation, this episode offers practical insights into building future-ready marketing that balances technology with humanity. FAQs: Q: Why are data silos and security risks a concern when using consumer LLMs?A: When employees use consumer LLMs independently, data may become siloed, unorganized, and unintentionally exposed. Without a centralized, secure system, organizations risk leaking information and making disconnected AI investments across teams.Q: What is an enterprise LLM?A: An enterprise LLM is a large language model deployed within a private, secure cloud environment that connects to a company’s internal knowledge and data. It enables teams to query trusted information safely and align around a shared system.Q: What is the foundation of building a competitive advantage with AI?A: The foundation is a well-structured internal knowledge base and organized private data. By documenting processes properly and systematizing data, organizations can deploy AI more effectively and unlock greater value.Q: What is the best approach to future-proofing AI architecture?A: The best way to future-proof AI is to keep your knowledge base and private data within cloud infrastructure you control, then connect different AI models to it as needed. This model-agnostic approach allows flexibility while maintaining security and governance.

    30 min

  4. 10/30/2025

    The Digital Edge S1 Ep.7 | The Future of Search & AI! What Comes Next?

    In this Advice Line episode of The Digital Edge with Andy Arnett, we dive into essential best practices for brands navigating the evolving landscape of Google and ChatGPT. Andy shares key insights on how the fundamentals of building trust and authority remain crucial, and why E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is still at the core of Google's algorithms. Incubeta is a global marketing agency empowering ambitious brands to outperform. With 18 offices worldwide and over 20 years of experience, we partner with leading brands like L’Oreal, ING, M&S, Les Mills, and Hyundai to transform complexity into clarity and deliver sustainable growth with transformative strategies and award-winning execution.

    12 min

  5. 08/14/2025

    The Digital Edge S1 Ep.6 | Why Your Business Needs a Measurement Strategy with Ash Rane

    In this episode of The Digital Edge, host Lisa Morton, Marketing Director, sits down with Ash Rain, APAC Client Director at Incubeta, to unravel the mysteries of marketing measurement.They dive into the "gold standard" of measurement—the powerful combination of Mixed Media Modeling (MMM), experimentation, and attribution. Ash explains why you can't just rely on one and how weaving them all together is the key to building an accurate reflection of your campaign investments. *You'll learn:* Why "garbage in, garbage out" is the most important lesson for leveraging AI.The critical mindset shift marketing leaders need to make to truly excel.Tangible takeaways for optimizing your approach to measurement and building trust with stakeholders.Tune in to discover how to move beyond basic metrics and start showing the real business impact of your marketing efforts. *Follow Us*Stay in-the-know and follow us on:- LinkedIn: https://www.linkedin.com/company/41646 - Facebook: https://www.facebook.com/IncubetaGlobal - Twitter: https://twitter.com/IncubetaGlobal - Instagram: https://www.instagram.com/incubetaglo... - Website: https://bit.ly/3X46SAo*About Incubeta*Incubeta is a global marketing agency empowering ambitious brands to outperform. With 18 offices worldwide and over 20 years of experience, we partner with leading brands like L’Oreal, ING, M&S, Les Mills, and Hyundai to transform complexity into clarity and deliver sustainable growth with transformative strategies and award-winning execution.

    40 min

  6. 04/23/2025

    The Digital Edge S1 Ep.5 | Showcasing Marketing as a Profit Driver with Damien Bennett

    Join Lisa Morton, Incubeta's Group Marketing Director, as she sits down with Damien Bennett, Incubeta’s UK Chief Strategy Officer. Renowned for building sustainable solutions for key digital marketing challenges, Damien explores how businesses can switch up the narrative around marketing - turning it into a business function worthy of investment, rather than a costly ‘must have’. Follow UsStay in-the-know and follow us on:- LinkedIn: https://www.linkedin.com/company/41646 - Facebook: https://www.facebook.com/IncubetaGlobal - Twitter: https://twitter.com/IncubetaGlobal - Instagram: https://www.instagram.com/incubetaglo... - Website: https://bit.ly/42dl7oX

    48 min

  7. 03/27/2025

    The Digital Edge Ep.4 | The Key to Creative Profitability with Vanessa Bolosier & Jessica Hondolero

    Join Lisa Morton, Incubeta's Group Marketing Director, as she sits down with Vanessa Bolosier, Incubeta’s Creative Strategy Director, and Jessica Hondolero, VP, Creative Solutions at Clinch on The Digital Edge. Both at the forefront of creative execution, Vanessa and Jessica discuss creative solutions that take marketing from a cost center to a profit center - helping businesses grow, accelerate and thrive. Follow UsStay in-the-know and follow us on:- LinkedIn: https://www.linkedin.com/company/41646 - Facebook: https://www.facebook.com/IncubetaGlobal - Twitter: https://twitter.com/IncubetaGlobal - Instagram: https://www.instagram.com/incubetaglo... - Website: https://bit.ly/42dl7oX

    51 min

  8. 03/12/2025

    The Digital Edge Ep.3 | CEO Jacques van Niekerk on Sustainable Growth in 2025 & Outperform Marketing

    Join Lisa Morton, Incubeta's Group Marketing Director, as she sits down with Global CEO of Incubeta, Jacques Van Niekerk on The Digital Edge to discuss the key marketing challenges and strategies for sustainable growth in 2025. Discover how to move beyond "Growth at All Costs" and focus on competitive, long-term success. Learn practical tips for marketers to prove near-term results, build equity, and strengthen relationships with finance and leadership. Get insights on the future of digital marketing, the role of AI, and how to "Outperform" expectations. Don't miss this essential conversation for CMOs and business leaders looking to drive tangible business value. Follow UsStay in-the-know and follow us on:- LinkedIn: https://www.linkedin.com/company/41646 - Facebook: https://www.facebook.com/IncubetaGlobal - Twitter: https://twitter.com/IncubetaGlobal - Instagram: https://www.instagram.com/incubetaglo... - Website: https://bit.ly/42dl7oX

    30 min

  9. 01/15/2025

    The Digital Edge Ep.2 | The Relationship between the CFO and the CMO with Greg Dos Santos

    In today’s episode, we’re diving into a crucial yet often overlooked relationship—the dynamic between the CFO and CMO. Our host, Lisa Morton, is joined by Greg dos Santos, Incubeta’s US Chief Financial Officer, to explore how CFOs and CMOs can better align their priorities, unlock growth opportunities, and drive measurable results together.Want to learn more about this relationship? Check out our article, 'How CMOs Can Win the Affection of the CFO', written by Greg, which dives deeper into this fascinating topic. Follow UsStay in-the-know and follow us on:- LinkedIn: https://www.linkedin.com/company/41646 - Facebook: https://www.facebook.com/IncubetaGlobal - Twitter: https://twitter.com/IncubetaGlobal - Instagram: https://www.instagram.com/incubetaglo... - Website: https://bit.ly/42dl7oX

    32 min

  10. 11/07/2024

    The Digital Edge Ep.1 | The Future of Digital Marketing with Jessica Jacobs

    In the debut episode of The Digital Edge, our host Lisa Morton sits down with Incubeta’s Chief Customer Officer, Jessica Jacobs, to explore the future of digital marketing and what businesses need to focus on to stay ahead in 2025. Join us as we dive into key insights from Incubeta's latest whitepaper, Predicting 2025: Investments for Marketing Profitability. Jessica shares her expert perspective on Measurement, Artificial Intelligence, and Data Unification—three pillars essential for marketing success in the years ahead. Tune in for actionable advice and a glimpse into the digital strategies of tomorrow! Want to learn more on this topic? Download the whitepaper: https://bit.ly/3BBHyta Follow UsStay in-the-know and follow us on:- LinkedIn: https://www.linkedin.com/company/41646 - Facebook: https://www.facebook.com/IncubetaGlobal - Twitter: https://twitter.com/IncubetaGlobal - Instagram: https://www.instagram.com/incubetaglo... - Website: https://bit.ly/42dl7oX

    14 min
  • 10 Episodes

About

Welcome to The Digital Edge, Incubeta’s podcast exploring the latest in digital marketing. In each episode our host Lisa Morton, Incubeta's Global Marketing Director, sits down with industry experts to discuss trends, strategies, and innovations that drive business growth. From AI and data unification to performance measurement, gain insights that go beyond the basics and discover the tools you need to stay ahead. The Digital Edge is your go-to for actionable insights in a fast-evolving digital landscape. Head to the Incubeta website for more expert insights: https://bit.ly/4emPZpE

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