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Every Company Is a Media Company

Saul Colt, founder of the Idea integration Co.

Saul Colt, founder of the Idea integration Co., a Toronto- based B2B agency specializing in comedic advertising, is all too familiar with B2B ads that try to be funny, but often land with a veritable thud.

It's one of the reasons Colt created "Laugh, Think, Cry." It's a marketing formula that skews toward the funny, but within a much larger and all too human context. Colt says it's not enough to give customers and prospects an excuse for laughs. The message must give people a reason to think deeper about the ad, delivered with an emotional punch

Colt joins host Matthew Schwartz to talk about the "Laugh, Think, Cry" model, why every company is a media company — including B2B firms — and the reason why CMOs and marketers shouldn't be so quick to poo-poo marketing stunts.

The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.


"Every Company is a Media Company." Champions of Growth Podcast, 5/1/23.

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comments (1)


May 3, 2023 6:16pm ET

Thanks for having me on your show. I really enjoyed our conversation!