The Brief with Dylan Hattem

Dylan Hattem
  • 5.0 (1)
  • Marketing

The Brief is a 5–8 minute interview series exploring the modern marketing economy. The platforms, AI tools, agencies, and brands shaping how attention and budgets move. Each episode features a quick, focused conversation with operators and founders across the ecosystem to surface what’s actually working right now. It’s not a deep dive, it’s a signal generator. If you sell into marketing, buy marketing, build for marketers, or allocate budget, this is for you.

  1. May 20

    Keith Soljacich (Publicis Media) & Dylan Hattem

    The conversation with Keith Soljacich covers the role of innovation and technology in marketing, the balance between moonshots and boots on the ground, the agency's role in marketing, and the impact of AI on Gen Z. Keith shares insights on how innovation is driven by consumer behavior and interface changes, the risk tolerance in bringing new innovations to clients, and the importance of agencies in managing change and transformation. Additionally, he discusses the potential benefits of AI for Gen Z in the workforce.

    14 min

  2. May 5

    Trey Pezzetti (PGA Tour) & Dylan Hattem

    In the fast-paced world of sports, keeping fans engaged with timely and personalized content is crucial. But how can organizations scale their content creation without compromising quality? In this podcast, we dive into the innovative approach taken by Trey Pezzetti, the product lead at the PGA Tour, who is harnessing the power of AI to revolutionize content creation. We’ll explore how AI-driven systems are creating over 1,600 pieces of content per tournament, ensuring that every player has a voice, and enhancing the overall fan experience. The PGA Tour features 156 players competing over four days, generating a staggering 30,000 shots each week. This creates a monumental challenge for content teams to cover every player adequately. As Trey Pezzetti explains, while the editorial team excels at covering top storylines and human interest pieces, it’s nearly impossible to provide in-depth coverage for every player without overwhelming resources. Fans crave personalized content about their favorite players. Traditionally, this would require a significant investment in human resources, which isn’t feasible. By leveraging AI, the PGA Tour has developed a system that automates content creation, allowing them to provide tailored content for fans based on their preferences. The content automation system generates various types of content, including round recaps and tournament summaries for every player. This system not only ensures that fans get the information they want but also frees up the editorial team to focus on more significant stories that can drive engagement. Implementing AI isn’t just about increasing content volume; it’s also about driving business value. Trey emphasizes that AI helps the PGA Tour to maintain accurate and timely content, which is crucial for their reputation. For example, when AI generates a statistic about a player’s performance, it’s essential that this information is 100% accurate. Despite the automation, human oversight remains critical. The editorial team is involved in creating content formats and ensuring that all information aligns with the PGA Tour's style guide. This collaboration ensures that while AI handles the heavy lifting of content generation, the human touch remains evident in the storytelling and creativity of the final output. With the Favorite Player Hub, users can select their favorite players and receive personalized updates and content. This feature exemplifies how AI can enhance the fan experience by making it easier for them to engage with the content that matters most to them. Looking ahead, Trey is excited about ongoing experiments with AI, such as automated quality assurance systems that ensure the accuracy of live data presented to fans. These systems will allow teams to focus on strategic initiatives rather than mundane tasks, thus enhancing overall productivity. By automating routine checks and balances, the PGA Tour’s teams can dedicate more time to creative and strategic projects. This shift not only improves efficiency but also raises the baseline for what the team can achieve, allowing them to meet the increasing demands of fans. The PGA Tour’s innovative use of AI in content creation demonstrates a significant shift in how sports organizations can engage with their audiences. By automating content generation, they are not only enhancing the fan experience but also ensuring accuracy and efficiency in their operations. As the sports industry continues to evolve, embracing technology like AI will be crucial in meeting the demands of modern fans.

    13 min

  3. Apr 14

    Rayhaan Rasheed (Confiz) & Dylan Hattem

    In this insightful interview, Rayhaan Rasheed shares his expertise on AI transformation in enterprise companies, focusing on marketing, data literacy, agentic commerce, and the future of brand loyalty in an AI-driven world. Key Topics AI transformation in Fortune 500 companiesData literacy and democratization of AIAgentic commerce and its impact on shoppingTop-down approach to AI adoption in enterprisesFuture of brand loyalty in an AI-enabled world Sound Bites "Adoption must be top-down for success.""Agentic commerce is on every brand's mind.""Loyalty now is about cross-portfolio presence." Chapters 00:00 Introduction to AI Strategy and Transformation 02:55 Understanding AI Readiness in Organizations 05:58 Marketing Teams and Customer Insights 08:57 Agentic Commerce and Its Impact on Brands 11:28 The Future of Brand Loyalty in an AI World keywords AI transformation, enterprise AI, marketing, data literacy, agentic commerce, brand loyalty, Fortune 500, AI tools, customer experience

    12 min

  4. Apr 2

    Olukoya Davis (VEVO) & Dylan Hattem

    What happens when you stop selling—and start thinking like a marketer? In this episode, we sit down with Olukoya Davis, a seasoned sales leader with over two decades of experience, to unpack how a marketing mindset can fundamentally change the way you approach sales. We get into the idea of reverse engineering outcomes—starting with what the client actually needs and working backward to position value in a way that lands. Olukoya breaks down why deeply understanding your audience isn’t optional anymore, and how the best salespeople operate with context, not just a pitch. We also explore why so many brands struggle to show up in culture. The pressure for short-term wins often leads to shallow engagement, while real impact comes from long-term contribution and relevance. That shift—from transactions to relationships—is where modern sales is headed. Finally, we talk about what still matters: curiosity, preparation, and the ability to build genuine relationships. The tools may evolve, but the fundamentals haven’t changed—they’ve just expanded. If you’re in sales, marketing, or anywhere in between, this is a conversation about how to operate with more intention—and ultimately, more effectiveness. Key themes: Thinking like a marketer in a sales roleReverse engineering client outcomesCultural relevance vs. short-term winsRelationship-building as a growth strategyThe role of curiosity in modern sales

    9 min

  5. Mar 24

    Mathew Sweezey (SVP, AI Transformation) & Dylan Hattem

    In this engaging interview, Mathew Sweezey discusses the transformative impact of AI and vibe coding on business and marketing. He explores concepts like invisible infrastructure, callable infrastructure, and enterprise design systems, providing insights into how organizations can adapt to rapid technological changes and leverage AI for faster, more efficient workflows. Key Topics Vibe coding as a new pillar of digital transformationInvisible infrastructure and its risks and opportunitiesCallable infrastructure and its impact on brand experienceAgentic pipelines and AI-driven creative processesThe role of enterprise design systems in business innovation Chapters 00:00 Introduction and Guest Overview 00:19 Mathew Sweezey's Background and Expertise 01:04 Introduction to Vibe Coding and Digital Transformation 01:25 The Concept of Invisible Infrastructure 02:07 The Risks and Rewards of Invisible Infrastructure 03:00 Building on Digital Investments with Vibe Coding 03:28 Guardrails and Enterprise Design Systems 04:15 Callable Infrastructure Explained for Marketers 05:09 Application Abstraction and User Experience 07:02 The Persistence of Websites and Trust 07:51 Ownership of Brand Experiences Outside Traditional Channels 08:34 Organizational Roles in Managing External Brand Experiences 09:30 Google AI Transformation Case Study 10:01 Agentic Pipelines and Creative Automation 11:18 Change Management in AI-Driven Creative Processes 12:02 Advice for Those Feeling Left Behind in AI Adoption 12:55 Practical Tips for Rapid AI Skill Acquisition 13:55 Closing Remarks and Final Thoughts keywords AI transformation, vibe coding, invisible infrastructure, callable infrastructure, enterprise design system, marketing innovation, digital transformation, AI in business, future of work, AI pipelines

    14 min

  6. Mar 17

    Giuseppe “Pino” Rizzo (Cross Pens) & Dylan Hattem

    Ever wonder how historic brands like Cross or Ferrero stay relevant without billions in ad spend or endless resources? Meet Pino, a marketing maestro who's cracked the code on blending tradition with innovation. This chat dives into how legacy companies can keep their charm while navigating the fast-paced digital world—without losing sight of what really matters: the customer. In this episode: How legacy brands like Cross and Ferrero approach innovation with limited resourcesWhy prioritizing the customer and core product wins over chasing every trendThe importance of focus and simplification in a noisy digital landscapeHow to build relevance without constantly being "viral"The role of analog moments in a digital-first worldStrategies for making every digital move count—fewer SKUs, targeted channelsWhy “less is more” can actually boost brand clarity and consumer loyaltyThe challenge of staying top of mind in a resource-constrained environmentPractical tips on balancing digital trends with timeless authenticity Timestamps: 00:00 - Accelerating legacy brands in a digital world 00:36 - Pino’s background and experience across global markets 01:17 - Why classic brands still matter in the digital age 01:55 - The importance of focusing on the consumer’s need for analog moments 02:20 - Prioritization over resources: Big companies vs. smaller teams 03:12 - Personalization and customization in core products 04:05 - The overlooked decision-makers in corporate gifting 04:36 - Combining analog and digital: The future of Pen innovation 05:15 - Managing FOMO and digital overstimulation with limited resources 06:02 - The fatigue of consumers overwhelmed by digital trends 06:52 - The value of focus and less: Making your brand easier to understand 07:22 - Staying relevant without posting constantly 07:34 - How to be top of mind without overextending 08:15 - Rationalizing SKU and channel diversity for relevance 09:24 - The challenge and necessity of TikTok for heritage brands 10:01 - The power of focused, intentional branding 10:18 - Balancing innovation with tradition in a resource-constrained world

    10 min

  7. Mar 10

    Nyle Bayer (Future Proof) & Dylan Hattem

    Summary In this conversation, Dylan Hattem interviews Nyle Baer, the CMO of Future Proof, which runs the world's largest wealth festival and a major conference for AI and wealth management. The conversation starts with branding. Finance events historically look the same ballrooms, suits, stock photos. Future Proof went the opposite direction and built something that looks more like a music festival. The colors in their visual identity were literally eyedroppered from sunset photos taken at their venues in Huntington Beach and Miami. Sponsors pushed back hard in year one, not sure if business would actually get done. It's now one of their biggest differentiators, alongside the fact that their events are entirely outdoors. On content, they invest heavily in AV to capture speaker sessions and distribute them on YouTube. During the event itself, the UGC is so overwhelming that they scrap their editorial calendar entirely and just engage in real time. After the event, they mine that UGC to inform future copy and campaigns rather than trying to manufacture the voice themselves. On resources, they run a small team and hire full-stack marketers so they can ship fast without organizational complexity. Nyle's view is that creativity is what happens when you're forced to do more with less. On AI, they're running a first-principles audit of every job function in the org, mapping out jobs to be done and then figuring out where agents can take on that work. It's a big spreadsheet exercise that's still ongoing, with a mix of customer-facing and back office applications. Takeaways Future Proof hosts the world's largest wealth festival and AI investment event.The brand's bold design differentiates it from traditional finance events.User-generated content plays a crucial role in their marketing strategy.Translating in-person experiences into evergreen content is essential.Creativity thrives in resource-constrained environments.AI tools are being tested across various job functions in the organization.Good design communicates the brand's values effectively.The team focuses on hiring full-stack marketers for efficiency.Nyle emphasizes the importance of capturing and utilizing user-generated content. Titles Revolutionizing Finance Events with Bold BrandingCreating Evergreen Content from Live Experiences Sound Bites "Our brand has evolved over the years.""Good design is good communication.""How do you make this evergreen content?" Chapters 00:00 Introduction to Future Proof and Bold Branding 03:00 Translating IRL Experiences to Evergreen Content 05:48 Balancing Creativity and Technical Strategy 09:06 Exploring AI Tools in Marketing

    9 min

  8. Mar 9

    Max Rivera (Microsoft) & Dylan Hattem

    Summary This interview explores the latest trends in startup marketing, AI-driven tools, and the evolving landscape of human connection in marketing. Gain insights from a seasoned expert on how startups can leverage technology and distribution to stand out. Key Topics The common threads for startups to stand out in marketingThe impact of AI tools on marketing workflowsThe importance of distribution and organic reach for startups Sound Bites "Distribution is now table stakes for founders.""Humans crave human connections again.""Imperfect content fosters genuine human connection." Chapters 00:00 Introduction and Context 00:34 Common Threads for Startup Success 01:10 Leveraging AI for Cost-Effective Marketing 02:05 Distribution as a Critical Success Factor 03:03 AI Tools in Daily Marketing Operations 05:22 Future Trends in Marketing: Human Connection & AI 06:25 The Dumbbell Markets: Polished vs. Imperfect Content 07:37 Closing Remarks and Insights

    7 min
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About

The Brief is a 5–8 minute interview series exploring the modern marketing economy. The platforms, AI tools, agencies, and brands shaping how attention and budgets move. Each episode features a quick, focused conversation with operators and founders across the ecosystem to surface what’s actually working right now. It’s not a deep dive, it’s a signal generator. If you sell into marketing, buy marketing, build for marketers, or allocate budget, this is for you.

Information

  • Creator
    Dylan Hattem
  • Years Active
    2K
  • Episodes
    16
  • Rating
    Clean
  • Copyright
    © 2026 Dylan Hattem