Brand Collective

Chief Brand and Creative Officer Tim Hoppin discusses the evolution of SAP’s creative culture and brand during a multiyear transformation. We break down the difference between “brand” and “branding,” what it’s like to rebrand a 50-year-old company to stay relevant and modern, and why authenticity and human-centered creativity are more important than ever.

Key Takeaways: 

• We chat about the vulnerability of being creative. 
• We explore brand strategy and why branding is more than just the messaging and the visuals.
• Tim details how creating a safe space for criticism elevates creative culture.

Introducing your new robot assistant. Brooklyn-based AI evangelist Michael Francello explores the ethical use of AI in marketing and how responsibly embracing tech advancements can propel society forward. Tune in to learn about creator consent, the ethics of language and image model training, and how to use AI to do more than just put a cat on a skateboard.

Key Takeaways: 

• We chat about the rights of creators and the importance of consent, compensation, and transparency in AI model training.
• Weigh the value of AI in customizing marketing messages and analyzing data, against the broader societal impacts, like job displacement and mental health.
• Learn how to harness AI responsibly and the importance of skepticism, not cynicism.

Prepare to challenge assumptions about “Big Pharma” and clinical trials. Celerion Executive Director Angie Badgett offers a fresh perspective on marketing clinical research studies to the public. Angie discusses translating scientific terms, infusing regulatory compliance with creativity, and humanizing the pharmaceutical industry. Tune in to learn why you shouldn’t believe everything you see on Netflix, and what it takes to build a reputable brand with real customer relationships. 

Key Takeaways: 

• We explore key challenges and solutions when it comes to working with marketers and creatives in highly regulated industries. 
• Didn’t expect a clinical research organization to be on TikTok? Angie explains why social and word-of-mouth marketing are instrumental to Celerion’s success. 
• As a 19-year Celerion veteran, Angie discusses what it takes for a company to create a culture of employee loyalty and long-term satisfaction.
• We learn about the four levels of conversion that Angie and her team use to measure the impact of their marketing initiatives.

If you watched a Buzzfeed video between 2015 and 2019, chances are you’ll recognize Chantel Houston. Whether producing viral videos for some of the biggest entertainment brands on the internet or creating mission-driven content in her latest role as Content Director at Farm Sanctuary, Chantel has learned that the best work comes from following your passions. Each pivot in her career journey has expanded her skillset and taught her to get into the mindset of a new audience. In this episode, she shares her strategies for making impactful content (which sometimes includes musical chickens), how she approaches the challenge of converting viewers to followers, and why she never regrets trying something new. Tune in to learn more about making the first three seconds of a video count and — since we’re on the theme of reinvention — Taylor Swift and Beyoncé, of course!

 In a fast-paced, creative career like copywriting, you have to be able to think on your feet — a skill Winston Noel, Associate Creative Director at Ogilvy, first learned as an improv comedian. Offstage, saying “yes, and” to ideas and opportunities has been the cornerstone of his career journey. In this episode, Winston shares how he went from managing the Twitter account for “Dancing with the Stars” (back when it had 99 followers) to shaping major campaigns at a world-renowned advertising agency. He reveals how a background in improv — the ultimate masterclass in collaboration and navigating feedback — has made him a better creative thinker and partner. Tune in to this star-studded episode to learn more about teamwork, overcoming writer’s block, and what it’s like to have your script marked up by the great Stanley Tucci.

Key Takeaways: 

• We talk about how to keep critical feedback from sinking in — and the secret to refilling your creative tank.
• Ever wonder what it’s like to work on campaigns with celebrities? Winston takes us behind the scenes.
• We discuss why some brands are better at being funny, and why comedy and copywriting don’t always mesh.
• Winston shares what makes a great creative partnership work.

Winston Noel is an Associate Creative Director at Ogilvy, managing high-profile clients like Philips, Instagram, S. Pellegrino, and the ERA Coalition. Beyond his expertise in copywriting, he co-created and starred in the popular comedy podcast Mission To Zyxx. Additionally, he performs regularly at the Upright Citizens Brigade Theater.

Marketing in a sensitive industry like home healthcare can be a challenge, but for Sara Cook, Marketing Director of Brand Management and Content at Homecare Homebase (HCHB), the key is caring about what matters. Whether sitting side-by-side with doctors and nurses in her early days as a traveling implementation consultant or wrangling creatives in her current role, Sara lets empathy lead the way. In this episode, she shares how she boomeranged between creative and technical positions before striking the perfect balance, how she communicates with her team (sometimes a picture is worth a thousand words), and why she loves car commercials. Ultimately, Sara tells us, the best marketing message is about making someone’s day better — so listen up for a mood boost!

Key Takeaways: 

• Sara tells us how working as an implementation consultant taught her what users really care about (and that marketers don’t always get it right).
• We talk about the commercials that make us cry — and why those heartwarming ads work.
• Are you more left-brained or right-brained? Sara shares how she harnesses both creativity and organizational skills.
• We discuss how the pandemic shone a spotlight on home-based industries and generated lasting change.

Guest Bio: 

Sara is the Marketing Director of Brand Management and Content at Homecare Homebase (HCHB), a software leader for home-based care agencies. With past marketing and project management experience, Sara enjoys integrating a mix of creativity and analytical skill in this role. She has a degree in Integrated Marketing Communications from ACU and worked in marketing, graphic design, and photography before joining HCHB in 2009 as an implementation consultant. She later moved into project management on the implementation team where she could put her knowledge of the product and organization skills to work. When the opportunity arose to join the HCHB marketing team in 2018, Sara jumped at the chance to get back to her marketing roots — she started as a product marketing manager and was later promoted to her current director role.

Always looking for opportunities to broaden and share her knowledge, Sara participates in many programs with Smartsheet, including: Smartsheet Overachievers, Marketing Advisory Council, Early Adopters Program, and more.

Not all journeys start with a glamorous destination — some start on Craigslist. For Dan Rosenbaum, Vice President of Global Marketing at San Francisco Travel, answering a Craigslist ad kicked off thirteen years (and counting) of innovative destination marketing. In the rise from social media manager to VP, Dan learned to seek out opportunities to expand his skillset. In this episode, he shares how he volunteered to explore Facebook advertising in its early days, how he responds to challenges with meaningful campaigns, and how he finds ways to amplify what locals love about San Francisco. Come to this episode for Dan’s expert take on the evolution of social media marketing, stay for his unmissable San Francisco restaurant recommendations!

Key Takeaways: 

• We talk about the keys to career growth in marketing, from going deep in your niche to using data to make an impact.
• Worried about original social media content? Dan tells us how leveraging user-generated content (UGC) leads to authentic engagement.
• Dan shares how he captures the DNA of San Francisco as a hub of innovation and creativity — and introduces its most famous celeb, Karl the Fog.
• We discuss how Dan and his team adapted in one of the industries hit hardest by COVID-19.

Guest Bio: 

As the Vice President of Global Marketing at San Francisco Travel, Dan leads a dynamic team dedicated to showcasing San Francisco as a compelling world destination. With a keen focus on marketing communications, Dan and his team orchestrate strategies across various paid and owned channels to captivate audiences and drive visitor engagement from inspiration to booking. Drawing from over 16 years of experience in marketing and management, Dan has honed his ability to leverage content, digital advertising, and social media to create impactful campaigns that resonate with global audiences. In addition to his professional pursuits, Dan is fueled by his love for craft coffee, a curated playlist of uplifting tunes, and an ever-expanding library of books. He satisfies his wanderlust through culinary adventures near and far, always seeking out his next best meal.

You’ve probably heard the saying that life begins at the end of your comfort zone — and if you ask QDOBA Sr. Manager of National Marketing, Tara Lynch, it’s definitely true. After nearly five years working for big name agencies in New York, Tara moved across the country and eventually started a product marketing job in the food and beverage industry — one that turned out to be much different than she anticipated. Nine days after starting her new role, COVID-19 hit, drastically changing the restaurant industry as the world knew it. Now Tara is sharing how she rose to the occasion, along with the most enlightening and entertaining things she learned along the way. Bring your appetite, because we’re talking brisket birria, mango salsa, citrus lime shrimp, and so much more on this tasty episode of the pod! 

Key Takeaways: 

• We discuss the key differences between agency and in-house life and the experiences that transcend both worlds.
• Curious how restaurants bring new flavors and menu items to life? Tara gives us the behind the scenes scoop we never knew we needed.
• We learn all about the most pivotal marketing metrics in the food and beverage industry.
• Tara explains how she helped successfully transform QDOBA’s fast casual dine-in model into a digital takeout and curbside experience during the pandemic.

Guest Bio: 

Tara Lynch is a marketing & advertising professional that has over 10 years of experience. She started her career in advertising as a summer intern at Saatchi & Saatchi working on Procter & Gamble’s Olay brand. After securing a full-time job on the account after graduation, she worked in New York advertising at Saatchi & Saatchi and Ogilvy & Mather for almost 5 years before moving to San Diego.

Tara made the jump to client side in 2020, and currently serves as the Sr. Manager of National Marketing at QDOBA Restaurant Corporation. She oversees the national marketing efforts for the brand, including the test & launch of new menu innovations, and activation of brand promotions and partnerships. Food is her love language, and while she never got the chance to work on a restaurant account during her time in the advertising world, she’s happy she gets to work growing QDOBA – a brand that is close to her heart.

Bridging the gap between the artistic aspects of marketing such as design and the harder skills like data analysis often feels scary and unnatural for creatives. But according to theater and improv student turned Cineverse SVP of Marketing, Lauren McCarthy, it’s all about finding the story. In this episode of the podcast, she shares how tying all marketing activities back to storytelling and approaching persona research as character writing has enabled her to connect the dots across Cineverse’s many diverse properties, from Bob Ross’ “happy little” streaming channel to the most trafficked horror site on the web, Bloody Disgusting. Tune in to hear how Lauren’s product marketing approach to branding and habit of saying “yes, and” enabled her and her lean, mean marketing team to successfully rebrand Cineverse and consistently power the future of entertainment.

Key Takeaways: 

• We discuss strategies for building a powerhouse marketing team from the ground up, including how to create a “team charter.”
• Ever wonder what improv and marketing have in common? Lauren’s got your back…
• Lauren shares how going back to school to get her master’s degree during the pandemic impacted her career.
• We dig into some of the craziest yet most successful ideas the Cineverse marketing team has said “yes” to recently.

Guest Bio: As Senior Vice President of Marketing, Lauren is responsible for telling the story of Cineverse; overseeing the strategy and execution of all marketing, communication and creative initiatives for the company. Lauren and her customer-obsessed team build engaging and effective brand and consumer narratives – supporting revenue generators with measurable, data driven results. 

Lauren brings over 15 years of entertainment and technology experience to her work, including senior roles at SaaS startup Tangelo.ai, Broad Green Pictures along with various marketing, product, creative strategy and filmed entertainment positions. Additionally, Lauren is an advisor to the top-rated entrepreneurial course, “NUVention: Arts & Media” at Northwestern University’s McCormick School of Engineering.

 We’ve all heard about the importance of learning to say “no,” but what about the power of starting from “yes”? For photographer and content creator Aayushi Rana, saying “yes” to receiving her first DSLR camera, moving from Bangalore to London (Ontario, not England) at just 18 years old, and following a strong connection to the DECIEM brand led to her landing her dream job at the Ordinary. In this episode of the podcast, she shares her journey and discusses how starting from a place of “yes” continues to help her hone her craft, spark creativity, and achieve success. You definitely won’t regret saying “yes” to giving this episode a listen!

Key Takeaways: 

• We discuss the creative process used by the team at the Ordinary, and how inspiration can come from anywhere — even trash can fires.
• Ever wonder whether it’s truly possible to manifest the perfect job? Aayushi gives us a crash course on how to make your dreams a reality.
• Aayushi gives us the inside scoop on the Ordinary’s inspiring company culture.
• We talk about the power of storytelling and why a picture really is worth a thousand words.

Guest Bio: Aayushi Rana is a Canada based, India born fashion photographer. Her fascination with photography and storytelling started at a young age, with only a phone camera. Ever since her move to Canada, she spent her years crafting her niche in fashion and beauty photography. Over the course of her career, she has gained experience working with and orchestrating a team of creative individuals. She prides herself in her ability to be a continual learner and morph to the needs of her clients. She’s had the opportunity to work with some incredible brands such as Hudson’s Bay, Saks OFF 5th, Joe Fresh and most recently, DECIEM, the creators of The Ordinary. She thoroughly enjoys molding and shaping light and is constantly striving to create something beautiful.