Two MSU College of Communication Arts grads sit down 30 years apart for the first in-person episode of the show, breaking down what it actually takes to build a 34-year career that ends in the CMO seat across three different industries. I'm joined in-studio by Casey Hurbis, former CMO of BetMGM & Rocket Mortgage, 30-plus-year marketing veteran, MSU College of Communication Arts class of '93, and a sitting member of the MSU CAS Alumni Board. Casey graduated from the same program I just walked out of, 32 years before me. In this episode we cover: - Why Casey told an entire MSU freshman advertising class that if they are not already proficient in AI by graduation, they are behind, and what "proficient" actually means to a hiring CMO - The 17 years he spent at BBDO Detroit on Chrysler retail, and why he tells every young marketer that without performance marketing in your foundation, the flashy brand work will never come - The hiring filter he uses for entry-level roles, why the resume only gets you in the room, and what the 10-15% that actually wins the job looks like (hint: it is not a fourth internship) - The "yes before no" decision framework that took him from never having been on a production set to leading the Charlie Sheen Fiat shoot two weeks into a new role, and later to seven Super Bowl campaigns - The behind-the-scenes story of the Rocket Mortgage "Certain Is Better" Super Bowl spot with Tracy Morgan, the COVID outbreak that shut the set down three days in, and the 3 AM Saturday edit that won USA Today Ad Meter number one - Why he says networking is "more about the farming than the hunting," and the LinkedIn habit every student should start the day after high school graduation - The advice he would give 22-year-old Casey finishing his MSU advertising degree today, and the one mindset shift that separates the young pros who climb from the ones who stall Casey brings 34 years of receipts to this conversation. If you are a student or in the first 0-3 years of an advertising or marketing career, this is one to watch end-to-end. Subscribe to get more actionable advice from the best in advertising & marketing! Follow the show on Instagram for more daily value and insights: https://www.instagram.com/thebroxtendigitalshow/ ⏱ Chapters 00:00 Intro 02:15 Third-generation Detroit, MSU, and how a neighbor with Tigers tickets sold him on advertising 04:25 No LinkedIn, no email: how you got an agency job in 1992 07:50 Serving on the MSU CAS Alumni Board and why he gives time before money 10:55 "You're already too late on AI": the message he delivered to MSU classes two years ago 13:40 The 1999 internet moment, the 2011 mobile moment, and why AI is the next one 16:25 Start at an agency: why 17 years at BBDO on Chrysler retail built the foundation 19:10 Why every young marketer needs performance marketing in their toolkit 21:30 The $50 from mom and dad: how to manufacture experience before your first job 23:35 What a CMO actually looks for in an entry-level hire (it is not the GPA) 28:10 From agency to client side: the Friday-to-Monday Chrysler pivot 31:35 Yes before no: walking onto the Charlie Sheen Fiat shoot with zero production experience 36:20 Life-work balance is b******t, and the "give a shit factor" 41:55 The 2021 Rocket Mortgage Super Bowl spot, COVID on set, and a 3 AM Saturday delivery 48:50 Joining BetMGM with zero gaming experience, and signing Derek Jeter 54:40 Leaving BetMGM, what's next, and "the field has been farming itself" 58:55 The one piece of advice for 22-year-old Casey: networking is farming, not hunting 1:03:00 Rapid fire: AI, LinkedIn day one, soft skills, Buddy's vs. Jets, the '79 Datsun B210 1:11:00 The closer: get started, don't fear the no's, and you cannot lose what you learn 🔗 Connect with Casey - LinkedIn: https://www.linkedin.com/in/caseyhurbis/ #DigitalMarketingPodcast #AdvertisingPodcast #CMO #YoungProfessionals
