May was Marketing Month on the Unstuck podcast as we heard from advertising agency leaders, a marketing doctor, and two MarTech entrepreneurs.
Agencies represent an important element of Screendragon’s customer base and the Unstuck listenership, so we were delighted to have agency leaders from Leo Burnett and Wieden & Kennedy on the pod. On the MarTech front, we heard about how two different technologies are helping marketing teams use social media posts to transform online ads and how quizzes and surveys power zero party data collection. In one of our most interesting discussions to date, we also learned about how studying hip hop lyrics can shape your marketing strategy – you need to listen to believe!
‘The Danger of Staying Still’ with Emma Montgomery’
Our opening guest in May was our first from down under as we spoke to Emma Montgomery, the amiable CEO of Leo Burnett Australia. Emma’s experience in the agency world isn’t limited to the Australian market as she held senior roles for both Leo Burnett and TBWA on the west and east coasts of the US. She’s now back in her home city of Sydney leading Leo Burnett’s award-winning Australian operation.
Emma’s journey in marketing and advertising was far from straightforward. With a degree in Politics and History, Emma wanted to pursue a career in social policy until she hit a major obstacle when she failed the Australian public service exam. Linear thinking wasn’t Emma’s strength, she was driven by curiosity around behavioral science and critical thinking which led her to a career guidance meeting and a sliding doors moment that changed her life. Hanging on the wall of the office was a job poster for a researcher position at Leo Burnett – Emma applied, got the job, and the rest is history. Listen below to hear about Emma’s life in advertising and why ‘getting stuck isn’t always a bad thing!
‘Social Re-creation’ with Casey Saran
As part of the Unstuck small company feature, Clive introduced social ads platform Spaceback and their founder and CEO, Casey Saran. Having worked for Weather Underground and Google managing programmatic ads, Casey earned vast experience in the functioning of ad systems and discovered why they often deliver unsatisfactory results. It’s common for marketing teams to create generic online ads that run all year round without much time afforded to performance analysis or content changes. This led Casey to set up a creative automation platform called Spaceback.
In the early days of Spaceback, Casey discovered that social posts performed 5x times better than generic ads and that those who engaged on social media were more likely to click on a retargeting ad. Spaceback offers users the opportunity to easily convert social content and posts into programmatic ads so that online ads are kept fresh and current. Listen to the full episode below to hear how Casey’s team are ‘getting social beyond social’!
‘Hip-hop Strategies’ with Dr. Marcus Collins
Many guests on Unstuck have told stories about how they ended up working in marketing by accident without studying the discipline or earning a degree. As suggested by his title, Dr Marcus Collins does not fall into this bracket and became our first guest that can be called a Marketing Doctor!
Marcus is the Chief Strategy Officer at Wieden & Kennedy while also lecturing at the University of Michigan School of Business. In this episode, Marcus explains how we was inspired to do his marketing PHD on hip-hop lyrics and why we can learn a lot about marketing vogue by listening closely to the artist’s lyrics. Marketers are always looking for the next big trend and Marcus found that hip-hop artists are often ahead of the curve! When not studying hip-hop, Marcus keeps busy investigating culture and virality and why some ideas cause ‘cultural contagion’ – this is where marketers need to step up and create contagious content!
‘Zero-party Data’ with Tom Coburn
Our penultimate guest of May was Tom Coburn – an entrepreneur that is building future-proof data collection methods for marketers. Labeled as the ‘world’s first zero party data collection platform’, Jebbit are creating new ways to obtain legally compliant marketing data puts user experience front and center.
Tom explains that people need to be happy to share their information with you to meet the ‘zero party’ standard. Through fun quizzes, interesting surveys, and quirky games, Jebbit are engaging web and mobile visitors in a unique way while procuring high quality contact data. In this episode, Tom explains why Jebbit was formed, how their quiz software works, and why the future of data collection is all just fun and games!
We’re taking a quick break in the first week of June but we’ll be back the following Tuesday with an incredible guest. After winning two Stanley Cups, our guest set up a mental health company after going through personal challenges. Tune in next week to hear his inspiring story!