Campaign Chemistry

Duolingo has turned guerrilla stunts and internet culture into a masterclass in earned attention — from crashing movie premieres and getting kicked out of arena concerts to faking their mascot’s death. But behind the chaotic green owl is a disciplined marketing engine built on high trust, lightning-fast execution and an obsession with taste.

In this episode of Campaign Chemistry, Duolingo senior director of brand marketing Kat Chan pulls back the curtain on how the team moves at the speed of culture, drawing from her career across high-intensity environments at Red Bull, Tesla and Meta. She breaks down the sub-hour approval pipeline for breaking trends, how to grant creatives autonomy without corporate red tape, why "good taste" is an uncopyable moat and how to connect viral cultural relevance directly to bottom-line business growth.

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The advertising industry stands at a pivotal inflection point. Media landscapes are fragmented, technology is moving faster than ever, and brand builders are forced to balance human-driven emotion with rigorous, data-led precision. Few leaders have navigated this evolving landscape with as much longevity and clarity as Marc Pritchard, chief brand officer at Procter & Gamble.

In this episode of Campaign Chemistry, Marc joins editorial director Jameson Fleming and deputy editor Cecilia Garzella to reflect on the key principles behind P&G’s most iconic, culturally resonant campaigns and why staying relevant requires constantly unlearning old habits. He breaks down why the future of growth depends on dismantling traditional industry silos, how P&G is leveraging artificial intelligence to supercharge both creativity and productivity and what it takes to maintain a fresh leadership perspective in a rapidly shifting world.

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In this episode of Campaign Chemistry, Cole Haan CMO and head of digital Krissie Millan explores a central challenge for heritage brands: honoring decades of craftsmanship while keeping pace with changing consumer expectations.

From running a Tumblr account for Tiffany & Co. to enlisting celebrities to promote functional water, Millan traces the career journey that led her to Cole Haan and shares what it takes to steward an established brand in today’s tech landscape.

We explore the fine line between retail tech innovation and consumer fatigue as Millan reveals how Cole Haan pairs its heritage with social-first campaigns to deliver value beyond price alone.

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When the Sydney Opera House turned 50, the performing arts center needed to pay tribute to the bold, uncomfortable spirit that birthed it in the first place. Enter Droga5 and their acclaimed, award-winning 'Play It Safe' campaign featuring Tim Minchin.

In this episode of Campaign Chemistry, host Jameson Fleming sits down with Mark Green, Global CEO of Droga5, to break down what it takes to produce creative work that breaks through the noise. Mark shares the story behind the Opera House campaign, reflecting on how creativity thrives in moments of adversity and why he believes Australian advertising punches above its weight on the global stage.

The conversation dives deep into agency leadership, exploring Mark's experience navigating Droga5’s landmark integration with Accenture while keeping the agency's distinct culture and creative identity intact. From handling pitches and taking smart risks to attracting top-tier talent and drawing inspiration from music and broader culture, Mark offers an unvarnished look at what keeps modern agencies relevant. 

Plus, a special guest quest question from last weeks guest, Chaucer Barnes Chief Marketing Officer. Translation LLC. and UnitedMasters

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Marketing works when brands confront real business challenges while building cultural capital. In this episode of Campaign Chemistry, host Emmy Liederman sits down with Chaucer Barnes, chief marketing officer at Translation and UnitedMasters. They break down the changing CMO role, the critical shift toward sales-driven marketing and why honesty about industry failures is essential to building trust and authority.

Barnes breaks down how agencies can build deeper compatibility with clients by focusing on dramatic turnarounds rather than routine maintenance. He shares actionable insights on the creator economy, urging brands to treat creators as potential brand founders rather than simple distribution amplifiers. Barnes reflects on the personal and professional anxieties facing today's marketers, and how uncertainty can drive bolder storytelling.

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Marketing has never been more measurable, yet confidence in what's driving outcomes keeps falling. Privacy regulation, platform fragmentation and closed ecosystems have left real blind spots, and the biggest one is the market a brand can't see: prospects and non-customers who never show up in first-party data. That gap is widest at local and store level, where observed data thins out and most measurement is built around national media.

Goodway Group and Arima have partnered to close it with synthetic population modeling. Paul Frampton-Calero, CEO of Goodway Group, and TS Kelly, managing director at Arima, unpack how Arima's The Synthetic Society models real-world populations without touching personally identifiable information, and how Goodway is applying it to sharpen local- and store-level investment decisions. They discuss why this follows Goodway's "Own less, orchestrate more" approach, partnering for best-in-breed data rather than building a proprietary black box, and what it means for the brands piloting it now.
 

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The advertising industry is undergoing a massive shift—one where legacy relationships are fading and consumer expectations are changing. In this episode of Campaign Chemistry, the team dives straight into the latest industry drama surrounding PepsiCo’s sudden agency shift and what it signals for the competitive landscape against rival Coca-Cola.

Editors Emmy Liederman, Jameson Fleming and Cecilia Garzella unpack the rising tide of brand controversies, exploring why missing diverse perspectives inside creative rooms leads to costly missteps. Plus, a look into the evolving Agency of the Year awards and why CMO-led judging shifts the focus onto measurable business impact.

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In an industry bogged down by rigid processes, Quality Meats is ditching the traditional agency playbook and proving that directness and agility still beat bloated pitch decks. 

In this episode of Campaign Chemistry, Jonathan King, partner and head of growth at Quality Meats, pulls back the curtain on how a guerrilla mindset allows the indie shop to scale rapidly without losing its soul. King shares the mechanics of cold outreach that actually converts, why high-impact campaigns like MapQuest prove out-of-home and comedy still reign supreme, and how “pre-mortems” help catch failure before launch.

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For years, digital headlines insisted the American mall was dead. But step into a physical retail space today, and you will see Gen Z congregating for spontaneous hangouts, participating in viral TikTok trends such as "mall bingo" and seeking out real-world experiences. As AI-generated content crowds online spaces, human interaction and physical discovery have become premium commodities.

In this episode of Campaign Chemistry, Emmy Liederman sits down with Kristen Jackman, SVP at Westfield Rise. Drawing on her career journey from Twitter to reinventing modern retail spaces, Jackman breaks down how experiential marketing is redefining brand activations and driving consumer engagement. She shares insights on how platforms such as Pinterest are championing offline interactions, why physical spaces serve as critical social hubs for younger generations and how brands can build lasting emotional connections through community-driven experiences.

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In the travel world, getting someone to click "book" is only the start of the journey. The true test of brand loyalty — the moment where a consumer becomes a lifelong advocate — happens when they step through the front doors of their hotel. For a global leader managing 28 distinct brands, delivering a consistently exceptional experience for millions of travelers every night requires a delicate balance of deep data and authentic human emotion.

In this episode of Campaign Chemistry, Dan Reynolds, SVP of global marketing at Hilton, reveals how the hospitality powerhouse crafts stays that resonate long after checkout. Reynolds walks through how Hilton leverages algorithmic insights to surprise and delight guests, turning routine travel into meaningful personal connections. He pulls back the curtain on their boldest cultural plays, from a two-decade-long partnership with McLaren and unique activations like the Waldorf Astoria Racquet Club to headline-grabbing campaigns with Paris Hilton and Lando Norris. Beyond virality, Reynolds addresses the hard business of marketing: bridging social media engagement with direct bookings, navigating brand consistency across human and digital touchpoints and drawing endless creative fuel from real customer stories.

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Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.

What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.

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