Marketing 101

Qualcomm Technologies shared how AI platforms enabled it to deliver award-winning campaigns with inspired storytelling and precision targeting.

Novartis’s Hemant Kumar gave a 101-level overview of how pharma brands might approach maximize advertising on CTV, discussing measurement and partnership strategies designed to enhance brand visibility and improve overall performance beyond driving awareness.

Scott Cohen, CEO at InboxArmy, joins the On Scope podcast to discuss why email continues to be overlooked, despite being the most powerful channel in marketing. He covered underutilized approaches to email marketing, AI’s role in the channel, and why email will continue to dominate — even with gen Z and gen Alpha.

For brands bold enough to play, there is a multi-billion dollar business opportunity through in-game advertising. Ensure your brand is poised to go for the high score with these tips on how to power up your video game presence.

While researching her book, Katherine Melchior Ray, author of Brand Global, Adapt Local, learned exactly why it is so imperative for marketers to study cultures outside of the region or country in which they work and how doing so can create marketing superpowers.

While working for baby clothes startup Hanna Andersson, Katherine Melchior Ray, author of Brand Global, Adapt Local, learned a very valuable lesson conducting market research with Japanese housewives.

Katherine Melchior Ray, president of Globe Ally and author of Brand Global, Adapt Local, believes brands must be exactly a half step ahead of culture — rather than in lockstep or one full step ahead — to have marketing success. She explains why on the On Scope podcast.

Using hard data and real-world case studies, the ANA’s Elliot Lum provides three proof points for how inclusive marketing drives growth, which can be used to convince both your team and the C-suite why a multicultural marketing investment is necessary to outpace the competition.

How can marketers plan a converged TV strategy?

JB Smoove and Jarrod Moses, co-founders of creative agency The First Darrin, discuss their feelings about how to work with celebrities to create social content for campaigns — a staple of any modern marketing effort.

On Scope host Mike Berberich and show producer Ryan Dinger discuss a report that gen Alpha’s future economic impact will eclipse $5 trillion, powered in part by the outsized influence they have on their family’s purchase decisions. Ryan shares his reasons for being skeptical about the numbers.

JB Smoove and Jarrod Moses, co-founders of creative agency The First Darrin, explain where so many brands go wrong when trying to use humor in advertising and give their tips for how to get it right.

JB Smoove and Jarrod Moses, co-founders of creative agency The First Darrin, share their tips for how brands can maximize celebrity partnerships, with JB highlighting lessons he learned while writing for Saturday Night Live and how they can be applied to the brand-celebrity relationship.

Instacart dove into causal methods of measuring incrementality and the importance of pushing the retail media industry toward adopting randomized controlled trials (RCTs), the gold standard for measuring advertising effectiveness.

Brent Rivard, CEO of Geezer Creative, led a candid discussion about building meaningful brand purpose, showing why specificity, emotional resonance, and real action matter more than slogans.

How can my brand effectively connect with millennials?

Synchrony's in-house team created the "Care for Care Providers" LinkedIn campaign that humanized CareCredit's B2B approach by addressing healthcare providers' day-to-day challenges with empathetic content.

Mark Anthony Brands' in-house agency Green Street Studios created the Cayman Jack Legendary Artists Influencer Program, partnering with local Los Angeles artists Luke Pelletier and Kelly Malka to create two murals and collectible patches that generated nearly two million impressions, drove 31 percent sales growth, and achieved a 32.9 percent increase in social engagement.

Deloitte's in-house team developed Deloitte Today, an integrated mobile-optimized news platform and app that replaced the company's legacy internal news system, achieving 95 percent employee satisfaction and driving 29 percent more time spent and 21 percent more page views compared to the previous intranet.

How can my brand effectively market to Hispanics?