Brand Collective

Most marketers and creatives work their entire lives in hopes of “going viral,” but for Senior Art Director Dan Meth, the phenomenon has become strangely familiar. So what’s his secret? As he puts it in this episode of the pod, “It’s fun or nothing.” After his first post-college gig creating a mural for the notorious Woodstock ‘99 festival, Dan turned his love of cartoons into a web animation career working with the likes of Disney, Buzzfeed, and Comedy Central. Along the way, he created some of the most hilarious and beloved online shorts of the early aughts, including Nite Fite, Space Cowboy, and Internet People. Tune into this fun and funny episode to hear Dan’s advice on infusing creativity with humor to connect with the masses.

Key Takeaways: 

• We discuss the recipe for creating videos that go viral, and how it’s evolved over time.
• Ever struggle with creativity blockers? Dan reveals his tips for “creative block-knocking.”
• We chat about the best off-the-wall campaigns from brands like Skittles and Old Spice.
• Dan shares his experience working on the cutting edge of sponsored content.

Guest Bio:

Dan Meth’s unpredictable journey into advertising has been fueled by a desire to make people laugh. In his 20+ year career, he’s worked as an illustrator, screenwriter, animator, editor, musician, muralist, and even voice actor. 

Dan grew up in the New York suburbs, obsessed with drawing, music, and comedy. These interests have been the foundation for his professional career. He was an early pioneer in web content, having created numerous viral memetic hits including his cult classic web series The Meth Minute. Dan later worked for most of the online media heavy hitters (Buzzfeed, CollegeHumor, Disney, Google). He’s sold TV pilots and worked on ad campaigns, graphic novels, and art gallery exhibits.

Check out Dan’s animated resume here: https://www.youtube.com/watch?v=W_f2nQm_-uQ

Nobody likes to be told “no” — which is why content producer Josh Shelton prefers to tell creatives “yes, and…” For Josh, solving problems within certain limitations is creatively liberating and has led to some of his best work. In this episode of the podcast (our very first with a producer!), Josh shares his experiences working on big movie sets with Steven Spielberg to filming cheese rolling down hill for Netflix’s We Are the Champions. He discusses his strategy for “synthesizing” conversations and human connection into the creative energy and inspiration needed to bring stories to life. And above all else, Josh reminds us that we’re all just here to have fun.

Key Takeaways:

• We chat about the rise of quick consumption video and how channels like YouTube and TikTok have changed the media landscape and producer role.
• Ever wonder what it’s like to work with big creative personalities like Will Smith and Adam Sandler? Josh gives us the inside scoop.
• We dive into what it takes to identify and communicate a brand’s core values throughout the production process.
• Josh shares why he thinks everyone should be a “good cop” and how he saves his “no’s” for when he really needs them.

Guest Bio: 

Josh Shelton is a multi-hyphenate producer/content creator working with the world’s leading brands and production companies to bridge the gap between brand identity, creative storytelling, and video production logistics. Shelton was nominated for a Sports Emmy as a producer on Netflix’s We Are The Champions and has overseen series for ESPN, MTV, PopTV, and Participant Media. For over a decade, he has been at the forefront of the digital landscape as a YouTube Award and Telly Award Winner, working as a trusted producer/showrunner for SoulPancake on a range of socially conscious branded campaigns. During the pandemic he was tapped by the Global Events and Marketing team at Twitter (1.0) to showrun/direct their marquee virtual events including NewFronts 2021. His original content for @BirdExplores has 1M+ video views on Instagram featuring original songs and videos to inspire parent-child connection. He is currently the lead Content Producer for Sundance Institute & Film Festival.

Even if you don’t believe in kismet, it’s tough to deny that Chelsea Pyne was destined to be creative from the moment her graphic designer dad put her baby picture on the cover of his company’s software packaging. After a close call as a music producer, Chelsea landed her dream job at renowned media and production company SoulPancake, after which she went on to become senior visual designer for GoodRx. In this episode of the podcast, Chelsea shares her thoughts on the differences between art and design and why it’s not only possible but also essential to balance the two. From making “angsty” pop band posters in junior high to navigating mental health challenges mid-career, Chelsea chats about all the ways her feelings have impacted her creativity and vice versa. 

Key Takeaways: 

• We talk about what it’s like to navigate the creative world as an outspoken woman. 
• Ever wonder how mental health impacts creativity? Chelsea opens up about her journey to becoming a more productive designer.
• We learn about Chelsea’s fun creative side project — prepare to be hungry!
• Chelsea discusses her affinity for mission-driven companies and her most meaningful projects to date.

Guest Bio:

Chelsea Pyne is a magic maker + a risk taker. With design pulsing through her veins, she’s grown her craft and career over the past 15 years—with the privilege of starting in high school. Currently at GoodRx, as Senior Visual Designer, she brings creativity and storytelling to the sometimes bland and complex healthcare world. She uses both of her passions, design and social justice, to delight users in online experiences. Chelsea prides herself on being an adaptable designer going from entertainment, ad agency, music, and tech worlds.

We’re excited to share this week’s special live episode from Smartsheet ENGAGE 2023! For the first time ever, we sat down with two guests from two different brands: Denise Southerland, VP of Operational Excellence at Bobbitt, and Lorit Queller, Content Development Manager at iS Clinical. 

In this episode, we dive into the slew of similarities between two seemingly different marketing positions. Denise & Lorit share how both of them have been challenged to continually grow and pivot throughout their careers. These incredible hard working women share an inside look at the moments that have empowered them to become better marketers, leaders, and mentors. 

Listen in as we uncover the trials and tribulations of having confidence in yourself as a woman in marketing, as well as the importance of embracing each and every phase of your unique career journey. You won’t want to miss this one! 

Key Takeaways: 

• Denise & Lorit discuss the importance of continuous improvement.
• We learn the incredibly helpful advice that our guests would give to a mentee if they had the chance.
• Denise & Lorit reveal their unique experiences with imposter syndrome throughout their careers.
• Denise & Lorit share what keeps them motivated outside of their marketing careers.

Guest Bio: 

Denise’s career began in the telecom industry, focused on project management, implementation, and training. After working at carriers like MCI and WorldCom, she joined a new CLEC, overseeing the implementation of corporate voice and data services for multiple US regions. Ready for a transition, Denise found her “home” of 20+ years in the AEC industry working at firms such as Colliers, CBRE, and most recently Stewart, an engineering, planning, and design firm in Raleigh. Joining Bobbitt in 2023, Denise brings a wealth of knowledge and experience in the areas of marketing, communications, business operations, project management, and professional leadership. Her passion is finding opportunities for improvement and creating the most efficient strategies to enhance both the client and employee experience. As a native of Raleigh and Wolfpack alumni, Denise has a passion for seeing the region continue to grow, while maintaining our distinct character. She is a graduate of Leadership Raleigh and has been an active member of TCREW (Triangle Commercial Real Estate Women's Network) for the past 12 years, currently serving on the Board of Directors. 

Lorit Queller, Content Development Manager at Innovative Skincare, the company behind the luxury skincare brand iS Clinical, brings over 12 years of industry experience to the table, including time spent abroad working for an international advertising agency. Her journey with Innovative Skincare began as a graphic designer and has since evolved, with Lorit broadening her skill set into the realm of digital expertise. She played a key role in the launch of several websites, as well as ongoing management. She also adeptly manages the company's email marketing campaigns and continues to design for digital. Beyond the professional realm, Lorit's passion for creativity flourishes in her love for photography, a medium through which she unveils the beauty often overlooked in the world around us.

Even the best marketers would be nervous about furthering the creative vision and campaign success of a brand as memorable and beloved as Farmers Insurance (admit it, the jingle is already stuck in your head). But for self-proclaimed neophile Sia Spaulding, reimagining the tried and true is what advertising is all about — and there’s nothing more exhilarating. In this episode of the podcast, Sia discusses her journey from English and philosophy major at UCLA to Farmers Insurance Director of Advertising, along with the collective knowledge she’s gained along the way. Tune into this action-packed and entertaining episode to hear some of Sia’s favorite quotes, her advice on “sleeping when you’re dead,” and why taking a hypothesis-focused approach is the key to success for everything from creativity to company culture.

Key Takeaways: 

• We discuss why going “back to basics” and evolving what works for new channels, consumer habits, and challenges is the heartbeat of the advertising industry. 
• Think insurance isn’t “sexy”? Think again! Sia talks us through her strategy for keeping brands like Farmers relevant and fresh.
• We dive into the benefits of starting your advertising career on the agency side.
• Sia shares insights from her book, Treading in Toxicity, and ways to establish a company culture of trust and continuous growth.

Guest Bio: 

Sialoren Spaulding is a marketing & advertising professional who has spent over a decade crafting award-winning work that is not only effective but efficient. As a former ad woman turned client, with both an Honors BA and MA in Communication Management, she has a breadth of experience in a variety of verticals, but is particularly well-versed in QSR, e-commerce, and financial services. She is the Director of Advertising for Farmers Insurance by day, and an Adjunct Lecturer at the University of Southern California’s Annenberg School for Communication of Journalism by night.

Despite spending years on the creative agency side working with exciting brands like PlayStation and Coachella, when Chris Maxwell made the decision to bring most of Anheuser-Busch InBev’s marketing in-house, there was only one question on everyone’s mind: Why didn’t we do this sooner? And now, as the founder and CEO of lution, Chris gets to help some of Australia’s most beloved brands do it daily. In this episode, Chris explains why having a “hybrid” agency model is the future of marketing, discusses the unexpected benefits of establishing creative capabilities in-house, and shares practical tips he uses to nurture creative diversity among his clients. Grab a beverage and “have a crack” at listening to this episode, as Chris would say! 

Key Takeaways: 

• We explore what it means to employ a “hybrid” agency model and how in-house and external teams can work together.
• Ever wonder what it’s like to shape the image of some of the world’s most well-known brands? Chris shares his experience working with Ford, Miller Brewing Co., and more. 
• We discuss the importance and impact of creative inspiration both for marketers and their entire companies. 
• Chris shares the first and most pivotal step to starting an in-house agency, plus his three-phase roll-out strategy. 

Guest Bio: 

Chris Maxwell is a senior marketer and business leader with 20 years of experience across Australia, Asia Pacific, and North American markets. Chris is founder and CEO of lution, Australia’s leading marketing transformation consultancy focused on in-house and hybrid agency models. Through lution, Chris and his team have built, run, and optimised more in-house agencies than anyone in Australia. Chris is also the Executive Chairman of the In-House Agency Council (IHAC), Asia’s leading industry body for in-house and hybrid agencies. Through IHAC, Chris and his team share best practices, build capability, and advocate for the in-house and hybrid agency industry. Prior to this Chris spent 13 years on the client side in senior marketing roles for ABInbev, SAB Miller, and Carlton & United Breweries, leading a multi-billion dollar portfolio of iconic Australian brands. 

Nobody likes feeling vulnerable, but according to teachers turned entrepreneurs Cassie and Mallory, it’s the secret ingredient to success. And on this episode of the pod, they discuss stepping outside their comfort zones to co-found and operate not one but two successful businesses — and they have the matching tattoos to prove it! Cassie and Mallory talk about what it means to show up on social media as small business owners and how taking a chance on TikTok led to a viral moment that changed the course not only of their business, but also their lives. Tune in to learn why it’s never too late to follow your passion and put yourself out there.

Key Takeaways: 

• Cassie and Mallory discuss the challenges of successfully marketing two businesses with completely different brands and clientele.
• Looking for ways to give back with your business? Our guests show us how it’s done — and that it’s not always how you planned. 
• We learn the recipe for creating amazing business partnerships. Hint: It doesn’t involve ex-boyfriends.
• Cassie and Mallory give advice on how to harness the power of social media to connect with clients and grow your business.

Guest Bio: 

Mallory and Cassie met while teaching middle school (in a copy room) and quickly connected over two things. First, that we both desperately wanted to quit teaching and second was that the wedding industry needed something different. Together we created a super unique micro wedding package that eliminates the stress of traditional wedding planning. We're passionate about small and intimate weddings and creating simple, yet beautiful gatherings for our couples and their closest family and friends!

Today’s teenagers don’t just stomp off to their rooms and blast angry music when they feel unheard — they start companies that amplify their voices. At least that’s what Shaina Zafar did when she co-founded JUV Consulting, where she now serves as CMO and works alongside her (mostly) fellow-Gen Z colleagues to help brands understand Zoomers and their communities on a deeper level. And in this episode of the podcast, she’s spilling the tea on what makes this social media-native generation tick — and what gives them “the ick.” Shaina shares the biggest differences between Millennials and Gen Zers, which unlikely brands have mastered marketing to Zoomers, why the future of marketing is community-first, and much more. Regardless of which side of the “is a hot dog a sandwich” debate you’re on (yes, it matters!), this episode is for you. 

Key Takeaways: 

• We discuss what Shaina calls the “Great Reawakening” and how Gen Z is rethinking the institutions that disempower us.
• Still focused on influencer marketing? Shaina breaks down how top brands are going beyond this trend and tapping into community.
• We learn why brands shouldn’t worry about getting “canceled.”
• Shaina reminds us of the importance of authenticity and that the personal is usually political for Gen Zers.

Guest Bio:

Shaina Zafar, 23, is the Co-founder/Chief Marketing Officer at JUV Consulting. She is an American-Muslim obsessed with solving problems with human-centered design, powered by Gen Z to build creative solutions.At JUV, she oversees community building, partnership development, and thought leadership. She has authored Gen Z yellowpapers at the company ranging from topics on Gen Z Yellow to The Future of WebZ (“Web3”) and oversees their weekly trends newsletter, The Screenshot with a subscriber base of 5,000+ business professionals. She is also a graduate from the University of Pennsylvania and wrote her thesis about impactful business ESG practices and focused on Asian/Muslim advocacy work on campus. She has spoken for major brands like L'Oréal, VF Corporation, and KPMG as well as conferences like the U.S. Travel Tourism Conference. She has been quoted in the likes ofThe Washington Post, Wall Street Journal, and Business of Fashion. 

Every year on her birthday, she makes a Spotify playlist with 365 songs—customized with its own Playlist cover. If she isn’t exploring new music, you can find her searching up new fonts, cooking at odd hours of the night, or tweeting @ShainaZafar!

Follow her on LinkedIn, Instagram, and Twitter as @ShainaZafar.

Marketing has changed a lot over the last twenty years, but one thing remains the same: the need for brands to connect emotionally to their consumers. That’s how Mark Meisner, director of marketing and advertising at Kwik Trip (that’s “Kwik Trip” with a “K!”), has successfully positioned the convenience store brand as anything but a convenience. In this episode, Mark shares his strategies for connecting with and building brand loyalty among Kwik Trip’s 17 million+ weekly store visitors despite today’s highly fragmented market. Whether it’s via social media influencers or sponsoring a local sports team, Mark has a knack for taking shoppers beyond the transaction and growing meaningful consumer relationships. Get ready to love this episode!

Key Takeaways: 

• We talk about why radio jockeys were the first influencers, and the role “terrestrial radio” plays in today’s digital world.
• Are partnerships with local sports teams part of your marketing plan? Mark convinces us that they should be.
• We learn about reaching niche audiences by building authentic, reciprocal relationships with micro-influencers.
• Mark shares his hot take on using AI in-store and crafting frictionless shopping experiences.

Guest Bio:

Mark Meisner joined Kwik Trip, Inc. in August of 2016 as Director of Marketing & Advertising. Mark’s background includes extensive experience in media having spent over 30 years in radio sales and sports marketing with Emmis Communications, Journal Broadcast Group, Entercom Communications and Learfield Sports. Mark oversees brand strategy and marketing fulfillment for over 850 stores including the Kwik Trip, Kwik Star, Stop n Go, Tobacco Outlet Plus and Kwik Spirits brands. Additionally, Kwik Trip’s in-house team handles all facets of the Kwik Rewards loyalty program, traditional media, sports marketing and activation, digital and social media, out of home advertising, special promotions and Kwik Trip’s private label packaging and design. Mark resides in Onalaska, Wisconsin with his wife, Cindy.

Influencer marketing may still be a mystery to many, but lucky for brands and creators alike, Christian Brown has cracked the case — and he’s sharing everything he knows on this episode of the pod. Tune in as the Forbes 30 Under 30 recipient discusses his journey from traveling the world, sleeping on friends’ floors, and helping them monetize their social media followings to co-founding Glewee, a successful end-to-end creator marketing platform. From navigating clients’ generational differences to leveraging Agile product development processes, Christian talks about what it takes to bridge the gap between brands and creators and bring real value to the creator economy. Grab a can of bubbly water (Christian’s OLIPOP obsession is real) and give this episode a listen! 

Key Takeaways: 

• We go on a “time warp” back to 2016, before influencer marketing was a twinkle in Mark Zuckerberg’s eye.
• Which brands do influencer marketing really well? Christian shares his top picks.
• We learn all about inspiring confidence in and making connections between brands and influencers. 
• Christian explains why he would advise his younger self to “keep going crazy.”

Guest Bio: 

Christian Brown is the Forbes 30 Under 30 co-founder and chief marketing officer of Glewee, the easiest and fastest all-in-one influencer marketing platform that connects brands and creators through collaboration and paid social media brand deals.

As a co-founder and the brand’s marketing leader, Brown works closely with the CEO, Dylan Duke, to scale Glewee from its early days of sticky note ideas into the fully-fledged brand it is today. Centered around community, innovation and fluidity, Glewee’s entire brand evolution and refinement have been the labor of love for Brown since the company’s founding in 2021. From crafting the image and cultural identity internally as a team to building out the public perception from the ground up, Brown channels his passion daily into ensuring all aspects of the brand align seamlessly with Glewee’s larger vision. Alongside these responsibilities, Brown leads the sales and marketing department of ten people, a carefully selected cohort of like-minded Gen Z innovators collectively focused on growing an industry-disrupting platform. He also oversees user efforts and the community experience. These endeavors have resulted in a user base growth from 0 to thousands of pre-vetted verified influencers, bringing more than 2.0B net social media followers and hundreds of active brands over the past year. In addition, his marketing efforts have resulted in over 20,000 downloads (and counting) of the Glewee App and thousands of paid brand deals through the platform in the first year since launching in the fall of 2021. A natural creative, Brown also enjoys mastering the art of Adobe Photoshop and writing copy for Glewee’s ad-creative, blog, and social media pages.

Outside of Glewee, Brown treasures life experiences, time with his close friends and writing. Although his childhood dream was always to leave his small town as soon as possible, he now delights in telling you how much he enjoys saying, “I’m going home for a bit,” evoking the imagery of Massachusetts and his New England upbringing. Like so many children of the social media era, the Internet opened a whole new world for Brown, bringing him rich experiences, friendships and environments that have shaped him as a person. When he has free time, he also enjoys traveling to new places, experiencing new cultures, and returning home during the Massachusetts summers. He particularly enjoys hanging out with his core group of childhood friends, telling stories about their younger years and sharing tales about what they have done with their lives.

To learn more about Christian Brown or Glewee, please visit www.glewee.com or you can follow them on any major social media platform.