Brand Collective

Our featured guest is Trae Watlington, head of integrated strategy for AT&T Business at BBDO Worldwide.

We may have Matthew McConaughey to thank for Trae Watlington’s contributions to advertising and branding. After seeing a movie where the actor portrayed an ad executive, Trae realized that advertising might just be the coolest job out there (he’s not wrong). He later went to school for advertising and public relations but then his career unexpectedly changed direction. Despite interning at agencies of all sizes in his early post grad years, Trae later landed a branding position that brought all of his favorite parts of advertising together. Now, Trae has come full circle and continues to infuse innovation into building brands from scratch, renovating existing brand architectures, and everything in between with the help of integrated strategy! Get excited because this episode is more than just alright, alright, alright. 

Guest Bio:

Branding used to mean something very different to Trae, having grown up with a family who owned farmland in his native state of Texas. This “son of a preacher and a teacher” observed countless great examples of emotional intelligence at home. Since then he has found creative ways to lead teams to success simply by treating people how he would want to be treated. When he’s not spending quality time with his wife and children, Trae can likely be found having a blast at a Garth Brooks concert.

Key Takeaways:

• We discuss the blurred lines between branding and advertising into today’s multi-channel marketplace. 
• Trae teaches us about integrated strategy and why its key for making branding and advertising successful. 
• Want to keep cross-departmental yet interconnected goals moving forward smoothly? Trae tells us how. 
• We gab about how emotional intelligence plays into branding both on a business and on a personal level. 
• We learn how Trae brings humanity into his leadership style.

This week’s featured guest is Mo Isern, co-founder of Perfect and The Shift, and founder of MOPED Productions. 

Since her teenage years, Mo has been motivated to take leaps by saying yes to opportunities - even when she didn’t know where it was going to go. From acting to broadcast journalism to founding MOPED Productions, Mo dives headfirst into big opportunities driven by her passion and belief in telling stories people need to hear. She thinks of her trajectory as always in pursuit of what is next. In this episode, Mo takes us deep into her approach to purpose-driven content. She shares her experience in co-founding a cannabis company and mental health organization and discusses how marketers can be telling stories that break stigma and have people reaching for your brand and product.

Guest Bio:

Mo Isern started her career as a TV reporter and found out early on that she loved producing stories with heart. After years in digital content production, including as one of the first producers at mtvU, she started MOPED Productions to focus on creating stories around social issues that stand out and move people into action. Mo’s passion also led her to co-found Perfect, a cannabis company, and The Shift, a mental health organization. Mo has received White House and Webby accolades for her work in storytelling and editing, and has been a part of Emmy-winning productions.

Key Takeaways:

• Mo reflects on lessons from being a founder and entrepreneur – and provides important tips for those who may be in the same boat.
• Mo shares how to create storytelling and marketing that moves people to have meaningful impact.
• We learn how to create content not just for the sake of creating, but rather creating content that adds value.

This week’s featured guest is Ben Weaver, vice president of commerce, licensing, and consumer products at Morning Brew.

While Ben was attending college in Texas, he got an eye-opening look at how one design firm catered to ad agencies and marketing firms. Learning the ideologies behind successful campaigns from that experience helped give him a leg up when he was later thrown headfirst into product marketing at Chive Media Group. Although he worked in strategy, Ben helped formulate and support many of the brand’s early marketing campaigns. Fast forward to today and you’ll find him in hot pursuit of his new goal: figuring out how to turn big fans of Morning Brew’s content into paying customers. In this episode, we cut through the clickbait and get straight to the lessons within Ben's winning methodologies. Get ready to tell all your friends about this forward-thinking lesson!

Guest Bio:

A lover of Texas and dogs, Ben has had plenty of opportunities to grow with powerful brands throughout his career. The words he lives by are “simple is best.” This minimalist mindset has taken him far in both his personal and professional lives. For Ben, the pandemic shed light on his former workaholic habits while also giving him the opportunity to recommit to the people (and furry friends) he loves most. Ben has since found more balance, confidence and success as a result of his self-mastery. 

Key Takeaways:

• We learn the difference between natural and unnatural-sounding native marketing. 
• Ben shares his insight on which email marketing KPIs matter most.
• We discuss the importance of keeping it simple and throwing out all the rules. 
• Ben tells us about the #1 marketing tactic his favorite brands all use – something you can take to create an email newsletter people will actually look forward to reading. 
• We discover what happens when creativity overcomes red tape.

Believe it or not, it’s been a full year since we launched the Brand Collective Podcast, and we are full of gratitude and ready to celebrate! In this special bonus episode, we’re taking a look back at all the laughs, tears and nuggets of wisdom (plus discussions about exotic cheeses?!), as well as reflecting on all the amazing guests we’ve been honored to have joined us. Happy one-year anniversary and hopefully many more to come. Cheers, friends!

Our featured guest is Molly Shapiro, senior art director of IMDb and creative director and founder of her own company, Studio Vesper.

Molly went from working as a hairstylist in a salon to a hairstylist on photoshoot sets to a graphic design student before she realized that she’d rather create her own artistic vision than carry out someone else’s. So when she finally settled on becoming an art director, she knew for sure she’d found her calling. Today, Molly has leveraged her previous career experience to develop the four pillars of authenticity in branding, which serve as a guiding light for her and her team of marketing specialists. In this episode, Molly talks about how to connect with Gen Z and engage various personas by sharing her personal framework (and a handy worksheet!). Your mind(set) is about to be blown!

Guest Bio:

Molly has always been a creative destined for leadership. The Los Angeles native first started as a hairstylist but once she got a taste of life on set she realized she wanted to work on photoshoots instead. Her experience taught her more about the creative process and ultimately led her to graphic design school. She realized quickly after enrolling that art direction was her real dream. Using all of the lessons and experiences of her past, Molly dove headfirst into “big fish, little pond” freelancing jobs she later leveraged in the “big fish, big pond” role she holds today. Next up for Molly: moving to Charleston, South Carolina for six months to enjoy coastal living and dolphin sightings!

Key Takeaways:

• We take notes on Molly’s four pillars of authenticity in branding and how to use them. 
• Molly divulges her insight into how perfectionism holds brands back from doing the real work. 
• We gab about how past careers fuel current job success. 
• Want to attract more Gen Z customers? Molly shares what she knows about how younger generations interpret marketing these days. 
• We explore how Molly builds out marketing campaigns and creative ideas.

We’re excited to share this week’s special live episode from Smartsheet’s ENGAGE 2022, where we sat down with Maya Draisin, Chief Brand Officer of TIME.

Growing up the daughter of an artificial intelligence scientist left Maya with a fascination and passion for technology and exploring uncharted territory. In this episode, Maya shares with us how she spent the last 3 years at TIME pushing boundaries with NFTs, exploring Web3 and finding new mediums to deliver on the trusted content TIME has created for nearly a century. 

Maya’s a wealth of knowledge when it comes to making sure iconic brands stay modern and test new waters. Before she came to TIME, she worked on brands like WIRED, GQ and The New Yorker. And she co-founded the Webby Awards, which are designed to honor excellence in the digital world. From immersive experiences to watching how the incredible editorial team responds to monumental news like the passing of Queen Elizabeth, Maya’s intellect and passion for her industry are clear from the very start and it makes for a great conversation. This episode is definitely one you don’t want to miss.

Guest Bio:

Maya Draisin is the Chief Brand Officer at TIME where she leads all of TIME’s worldwide marketing efforts including brand, advertising, consumer and communications reaching 100 million people digitally on a monthly basis.

Prior to joining TIME, Maya was the VP of Marketing at Conde Nast, where she oversaw several iconic brands including WIRED, The New Yorker, Vanity Fair, GQ, Pitchfork and Teen Vogue. She was also cofounder of The Webby Awards and its judging body, The International Academy of Digital Arts and Sciences. In her spare time, she enjoys traveling to new places and watching basketball with her two teenage boys.

Key Takeaways:

• Maya discusses how capturing pivotal moments, like Queen Elizabeth’s passing, can mobilize an entire organization to adapt and act quickly. 
• We learn what it takes to have a cross-generational legacy brand that stands the test of time.
• Maya reveals how TIME is diving into new frontiers with Web3 and what not to do as a brand exploring the next evolution of the internet.
• Maya explains why she’s so interested in new mediums for storytelling and what they’re working on now.

This episode’s featured guest is Mike Bordieri, senior marketing consultant at LinkedIn. 

Mike started his marketing journey right out of college when he worked as a writer covering the blue green algae at a content marketing agency in Boston. After realizing his love for flipping people’s expectations of what is or isn’t boring, Mike learned more about how to use content to meet a specific, measurable result as a content manager for a boutique real estate company in New York. Then, he found himself in a pressure-cooker-agency environment that gave him amazing opportunities to travel and interview high-profile entrepreneurs including Colin Powell, Ken Burns and Drew Bledsoe. He has since gone on to work with media giant, Bustle, as well as small SaaS startups before landing at his current position. Today, Mike has taken his hard-earned knowledge of what makes great content with him to LinkedIn where he puts his understanding of biz dev strategies and marketing to work. We dare you not to feel motivated after hearing the rest of his story!

Guest Bio:

Never tell Mike Bordieri you find B2B boring. A storyteller at heart, Mike has always been fascinated by topics that others consider mundane—from non-flowering aquatic plants to electric grids to human waste and everything in between. He enjoys using his writing skills to bring people into these worlds and help them uncover a passion they never knew they had in the first place. As a self-described intense person, Mike has spent many years thriving in the fast-paced environments, agencies and media giants in New York City. Today, Mike has moved from content to strategy and, in an unrelated twist, from New York to Los Angeles where he enjoys his new love: tennis. 

Key Takeaways:

• We learn how to improve the performance of branded content to create thumb-stopping assets. 
• Mike shares his formula for writing viral stories about the strangest things. 
• We discuss the importance of passion when it comes to content. 
• Want to create content that wins over audiences and search engines alike? Mike dishes on his personal strategy. 
• We discover the #1 question marketers need to ask themselves in order to create content that truly stands out.

This week’s featured guest is Stacia Service, Co-Founder & Design Director of Magenta Creative.

After transitioning from agency life in Minneapolis to working from home (pre-pandemic), Stacia realized she wanted to return to her entrepreneurial roots. So when some friends got together and suggested they start an agency of their own, she was all in! Not only did she love the freedom and stability that only an agency model could provide but she also worked collaboratively with her team to craft a design-first strategy. Today, Stacia leads her team in efficient brand positioning and research that gets to the heart of each unique client’s visual marketing needs. In this episode, Stacia shares her design secrets and processes every designer can use to take their work to the next level. Get ready to be inspired! 

Guest Bio:

An entrepreneur at heart, Stacia came from a family that always encouraged her to be a leader and find creative solutions to everyday challenges. Stacia draws her creativity from brands that inspire her but she gets most of her inspiration from walking around on her farm located just outside of Minneapolis. When Stacia first left her previous design agency life in the city she dove headfirst into freelancing from home long before COVID came around and made it the norm. She realized she loved her work but not the obstacles presented by freelancing so she combined her powers with other creatives to form her very own agency. Today, Stacia enjoys building high ROI design strategies and perusing the various vintage shops around her rural town. 

Key Takeaways:

• We learn the exact steps Stacia’s team uses to prepare spot-on design strategies.
• Stacia shares her insight into streamlining creative processes. 
• We discuss the importance of collaborative client research. 
• Want to create a tailor made strategy without months of research? Stacia tells all about how she and her team pull it all together. 
• We discover what happens when creatives have the confidence to put their experience together and transform an industry from within.

This week’s featured guest is Jimmy Sansone, co-owner of The Normal Brand. 

Growing up as one of ten siblings in the Midwest wasn’t always easy but Jimmy Sansone made the most of it. Thanks to support from his entrepreneurial parents, the St. Louis native banned together with his brothers to form companies that did everything from sealing driveways to selling Poinsettias. After starting his career in investment banking, Jimmy realized his calling was in fashion when he went shopping for a “normal” shirt and couldn’t find one. Today, Jimmy and his brothers are back in business once more with a clothing brand built on authenticity and a rock-solid team. In this episode, Jimmy teaches us exactly how he pulls it all off despite the obstacles business owners face. You won’t want to miss this inspiring discussion! 

Guest Bio:

A businessman at heart, Jimmy always knew he was destined to succeed even when he was first working out of his parents’ basement. After his own journey to buy a normal shirt led to him making one of his own, people began taking notice of Jimmy’s clothing and asked for orders of their own. He didn’t know anything about supply chains or making clothes but the support of his family and friends drove him to make it happen. Today, despite being the Midwestern underdog in our modern coastal-centric fashion industry, Jimmy and his exceptional team have come together to create a product and a work culture they all truly believe in. 

Key Takeaways:

• We learn that building a great team means putting your own ego aside. 
• Jimmy shares his insight into creating authentic marketing that goes beyond the buzzword. 
• We discuss why having a strong support system is the foundation of any successful business. 
• Want to build a brand where employees will want to spend their entire career? Jimmy shares what he looks for when hiring. 
• We explore what happens when you plan your content marketing around your life instead of the other way around. 

Hanna Whirty is the marketing director at Icelantic Ski company, where she focuses on cultivating a community of people with a genuine love for the outdoors and skiing. She has a passion for the great outdoors and loves adventure. Before joining Icelantic, Hanna worked the agency grind where Icelantic was one of her clients. Knowing the client was slipping away from the agency, Hanna was bold enough to ask the owner of the company to hire her. It worked out, because now she’s been in-house at Icelantic, a local, independent and female-run ski company, for the past 3 years making an impact on the brand through new and exciting marketing tactics.

Episode Summary: 

In this episode, we’re excited to chat with Hanna Whirty, marketing director at Icelantic Skis. Hanna gives her adventurous perspective toward marketing and the downhill sport, how to keep your brand real and authentic and shows us how to consistently fight for what you believe you deserve. Her approach to making an intense sport more approachable is fun and relatable. Also, learn how to navigate making a sustainable product. Tune in to hear more of what Hanna has to say!

Key Takeaways: 

• Hanna shares how to build a brand through art and community.
• We discuss how keeping it real and authentic is easy when you stand behind the brand you market.
• Hanna shares how she’s cultivated a community of loyal customers and how taking risks by trying new things can reap major benefits.
• How striving for progress not perfection has allowed the company to make big strides toward getting climate neutral certified.
• We learn how consistently fighting for what you want can get you the dream job you deserve.