40 episodes

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers?

Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers.

Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.

Scratch: CMO Interviews Rival

    • Business
    • 5.0 • 16 Ratings

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers?

Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers.

Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.

    How Digital Banks Can Cross Over to the Physical World With Coenraad Jonker, Co-Founder and CEO, Tyme Bank

    How Digital Banks Can Cross Over to the Physical World With Coenraad Jonker, Co-Founder and CEO, Tyme Bank

    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.

    • 54 min
    How to Get Marketing a Bigger Seat at the Table with Allison MacLeod CMO of Flywire

    How to Get Marketing a Bigger Seat at the Table with Allison MacLeod CMO of Flywire

    Welcome to another episode of Scratch! In this week's episode Eric Fulwiler is joined by Allison MacLeod, Chief Marketing Officer of Flywire. Flywire is a global payments enablement and software company, on a mission to deliver the world’s most important and complex payments. Flywire has over 2700 clients, supports more than 140 currencies, serves more than 240 countries and territories and employs more than 750 people.

    Allison MacLeod, joined Flywire as the EVP of global Marketing at Flywire, since March 2021 she became the Chief Marketing Officer. Allison is passionate about building and empowering teams and finding the best talent in the industry.

    Money2020 Vegas, we talked all about the role of marketing within Flywire, and how you best build a strong marketing team. We touched on what the role of the CMO will look like going forward. How has it changed, and how you get CEOs to really understand the role of the marketer?

    This is a fascinating conversation, tune in!

    • 58 min
    How to develop the non-marketing skills needed to be a CMO with Mosala Phillips of Old Mutual Limited

    How to develop the non-marketing skills needed to be a CMO with Mosala Phillips of Old Mutual Limited

    Welcome to another episode of Scratch! In this week's episode Eric Fulwiler is joined by Mosala Phillips, Chief Marketing Officer of Old Mutual Limited. Old Mutual Limited is the largest insurance company in Africa, and work across 14 markets!

    In this conversation we touch on the balance between creativity and numbers, Mosala's background as an engineer, and what he means by "In God we trust, but everyone else must bring data!".

    This is a fascinating conversation, tune in!

    • 31 min
    How to grow a business at the right cost, not all costs with Rand Fishkin of SparkToro

    How to grow a business at the right cost, not all costs with Rand Fishkin of SparkToro

    In this week's episode of Scratch, Eric Fulwiler is joined by Rand Fishkin, CEO of SparkToro! Many of you will have heard of Rand, he founded SEOMoz back in 2003 as a blog, and he also founded a business around it in 2008.

    He has also written a book called 'Lost and Founder'. This conversation revolves around marketing, but we also cover all things about being an entrepreneur - working smart and not hard, mental health and building teams.

    This is a great listen, tune in!

    • 42 min
    How to market the future with Rob Miller of HyperloopTT

    How to market the future with Rob Miller of HyperloopTT

    How do you design a brand around a product that doesn't actually exist? This is a fascinating conversation with Rob Miller, Chief Marketing Officer at HyperloopTT to hear about where the idea came from, the actual technology and their very special business models with contributors that work part-time in exchange for equity.

    Rob has a fascinating career, and he fills us in on how he ended up where he is today and how HyperloopTT is working to decarbonise the travel industry.

    • 39 min
    How to create purpose-driven branding with David Aaker of Prophet

    How to create purpose-driven branding with David Aaker of Prophet

    DuBose Cole talks to David Aaker, Vice Chairman at Prophet about how you go about building purpose-driven branding.

    • 42 min

Customer Reviews

5.0 out of 5
16 Ratings

16 Ratings

Kpyatt ,

Challenge your Marketing Mindset

I followed Eric over from the 11:FS marketing podcast because he’s an insightful host with smart observations. If you’re a marketer who’s looking for a podcast that’s worth your time each week, Scratch should be on your list. Eric and his guests marry traditional marketing concepts with evolving trends to inspire you to challenge your mindset and become a more modern marketer.

JMarous ,

Have a Challenger Mindset

It is harder than ever for a brand to stand out in such a noisy environment filled with messages, channels and new technologies. Eric cuts through the noise and deciphers what marketers need to do to differentiate, reach audiences and future-proof organizations.

tscottmills ,

Intriguing from the start…

Very well done! Captures immediate attention and Eric does a great job of hosting an in-depth conversation rather than an interview. Content was great, ease of listening was great, can’t wait for the next one!

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