Campaign Chemistry

By Campaign USBusiness News

Campaign Chemistry episodes

April 23Campaign Chemistry: Thorne’s Mary Beech and Redscout’s Ivan Kayser
If you are a brand experiencing massive growth, your first instinct might be to just keep doing exactly what you’ve been doing.
Luckily for Thorne consumers, Mary Beech, the brand’s chief growth officer, and Ivan Kayser, the CEO of Redscout, refuse to do anything but.
In this episode, we’re taking a fly-on-the-wall look at how Beech, Kayser and their teams worked together to define Thorn’'s brand identity based on two key insights stemming from their joint brand research: the importance of Thorn’'s clinical, scientific rigor and the consumer’s deep desire for personalization.
They also share the secret behind their highly successful client-agency partnership, which starts with early morning breakfasts in Brooklyn, creating crystal-clear briefs and a simple golden rule: Don’t hire jerks. Both Beech and Kayser also discuss their take on the brands that have successfully transitioned from challenger brands to innovative leaders within their industries simply by "breaking the rules.”
The sound bite
"Authenticity comes first versus fame."
The stories
Lana Condor and Misty Copeland tackle once-taboo topics in Thorne’s new campaign
Ciara and Thorne ‘level up’ creatine marketing with new stigma-busting campaign
Thorne debuts on-the-go products through cinema-esque ad featuring Ben Shelton
The key takeaways
Don’t settle for complacency. Innovate for the benefit of the consumers. When a brand is experiencing high growth, the instinct is often to just repeat the exact same tactics. However, marketers should take the time to extract the underlying strategic lessons of why those tactics worked, which allows the brand to diversify its marketing mix and experiment with intentionality.

Differentiate between category table stakes and true brand differentiators. Consumers will often state that certain product features like scientific excellence and rigor are essential. But what’s important to the consumer does not always fuel brand differentiation. Marketers must position the brand against the insights that actually drive preference and interest.

Define the brand’s “vibe” for the upper funnel. Lower funnel marketing can easily rely on specific claims, product stats or transactional hooks. However, when shifting spend to upper funnel awareness, the messaging gets "vibier," requiring the brand to be crystal clear on exactly what they are communicating to the consumer.

Design brand strategy for daily execution. A strategic positioning is useless if it just looks great on a wall or sits in a drawer. Brand strategy must have an orientation toward execution, providing tangible guardrails, messaging guidelines and tone directions so the creative teams can actually run with the work.

Establish a strict “order of operations” for messaging. To maintain a cohesive strategy across all touchpoints, establish clear rules for how the brand speaks. For Thorne, the strategy was “know me, show me,” meaning the brand had to prove it had an understanding of the consumer first, and only then provide the scientific proof points in response.

Target potential advocates, not just viable buyers. When conducting audience research, the goal should not just be finding out who you could target, but who you should target. Marketers should look for consumers whose behaviors, identities and motivations make them natural advocates and referrers for the brand.

Prioritize relatability over sheer fame. When choosing brand ambassadors, avoid using celebrities simply as a stamp of quality or relevance. Thorne tapped into talent including Misty Copeland, Lana Candor and Ben Shelton, who have authentic stories and personal journeys of product discovery that the target audience can relate to and feel seen by.

Build the brand foundation before bringing in talent. Launching a foundational brand campaign without a celeb forces the marketing team to crystallize their tone and message independently. By not letting talent become the foundation, the brand builds a strong core that subsequent ambassador campaigns can securely build upon.

Treat agencies as an extension of your internal team. Brands should approach hiring agency partners with the same mindset as hiring internal employees. Rather than just chasing agencies with awards, hire nice, smart people who will make the team and the work better. As Beech states, “I don’t hire jerks.”
Avoid “garbage in, garbage out” briefs. Agencies cannot be expected to work miracles if the client hasn't defined the core problem first. Marketers must take the time to thoroughly prepare a brief, defining exactly what they want out of the work and what the expected business impact should be before handing it off to creative partners.

campaignlive.com

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
51 min
April 15Campaign Chemistry: Reddit KarmaLab’s Kris Kennedy
In this day and age, the comments section on social media can range from community to chaos. On Reddit, all comments are welcome … as long as they adhere to the platform’s community guidelines.
Brands, however, are held to higher standards.
In this episode of Campaign Chemistry, Kris Kennedy, creative strategy manager at Reddit’s in-house creative agency KarmaLab, discusses the importance of community and curiosity, particularly through platforms such as Reddit. In the world of advertising, Reddit is often viewed as the “final frontier”— a place of immense potential but one where the community isn't afraid to speak its mind. For brands to break through and truly form connections with users, Kennedy’s critical advice is simple: Listen first, talk second.
Kennedy also shares why creativity is always a "team sport," whether you’re in an agency or in-house. We explore the surprising power of nostalgia, the role of AI in helping Reddit moderators keep communities safe and the power that Reddit holds in culture.
The sound bite
"Listen first, talk second."
The key takeaways
Creativity is a team sport. Similar to traditional ad agencies, Kennedy shares why it takes a village to break through with strong ideas.

Listen first, talk second. Brands should treat their presence on Reddit like a personal relationship. The best approach is to listen to the ongoing conversations first before trying to talk to the audience.

Observe the context. Kennedy encourages marketers to channel their inner “Jane Goodall” and take time to watch the community. This helps brands understand what is being discussed around their brand, so they do not have to start from a blank page.

Be a good dinner party guest. Kennedy compares engaging on Reddit to attending a dinner party — brands need to bring something to the table. They should avoid making the conversation entirely about themselves.

Authenticity over trickery. Redditors do not inherently hate brands. Instead, they hate when brands speak out of context or try to trick users into thinking they aren't brands.

Recontextualize existing assets. Marketers don’t always have to invent brand-new assets for the platform. Similar to how a comedian adjusts their jokes depending on the venue (i.e., Chris Rock), brands can recontextualize their existing content to fit the expectations of a specific Reddit community.

Leverage nostalgia authentically. Nostalgia is a very strong and consistent theme across Reddit. However, brands must approach it with authenticity and avoid trying to leech off of it too heavily.

Understand that users age with the platform: People do not age out of Reddit; rather, the platform grows with them as their passions and needs change over time. Kennedy compares the Reddit experience to his own lived experience, from being a breakdancer to a new dad to a dad of a neurodivergent child. This evolution provides marketers with a unique opportunity to rethink how to leverage audience lifecycle marketing on Reddit.

Start small. Instead of trying to grab all of Reddit's attention at once, brands should start small. It is recommended to begin with promoted advertising (with comments turned off) until the brand is ready to engage intentionally.

Human moderators over everything. While AI and large language models are great at answering the "what," human intelligence is required to understand the "how,” Kennedy explains, tapping his own personal experience of navigating a close family member receiving a cancer diagnosis. Community conversations provide the diverse perspectives and emotional connections that AI cannot replicate.

campaignlive.com

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
41 min
April 09 Campaign Chemistry: Brooks Running’s Mike Peck
In an industry where every brand is racing for a piece of the lifestyle pie, Brooks Running has stayed remarkably obsessed with one thing: the run. But as the running community undergoes a massive cultural shift—moving from solitary miles to a booming, community-driven movement—the brand is finding itself in a new position of influence.
In this episode, Mike Peck, Vice President of Creative at Brooks Running, pulls back the curtain on Brooks’ "Creative Lab," and explains why he feels he has the coolest job in the business and how his team operates like a nimble agency within a global brand.
We also dive into the brand’s evolution, from its "Run Happy" roots to its recent high-impact campaigns and partnerships with running communities across the globe, as well as with high-profile runners, including the "superhuman" Cynthia Erivo, ahead of the Boston and London Marathons. Peck shares how Brooks balances technical performance with cultural relevance, the importance of showing up authentically (including in the social media algorithm), and why being "worthy of being cool" is all about staying true to the community that keeps them moving.

campaignlive.com

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
27 min
April 03 Campaign Chemistry: 2026 Agency of the Year Special
The 2026 Agency of the Year Awards was a night of high fashion, hard-won trophies and heartfelt reflections on what it means to lead in today's advertising and marketing landscape. In this special episode, we’re coming to you live from the celebration, capturing the raw energy of the industry's biggest night.

We dive into the deeper, personal side of the business, discussing the "small town" feel of the agency world and what it means to lead a high-stakes creative career. We also hear from the giants behind some of the year's most historic mergers and iconic campaigns. They reflect on retiring legendary brand names while keeping the creative fire lit, sharing secrets behind the work that broke the mold. It is a night about community, "addiction" to the craft, and the rule that defines the best in the business: never have the same year twice.

campaignlive.com

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
31 min
March 25Campaign Chemistry: The business of sports with MLS, BetMGM and Havas Play
Soccer in America is no longer just "the sport of the future" — it is the business of the present. With the 2026 FIFA World Cup on the horizon, the landscape of fandom, brand partnerships and consumer behavior is shifting beneath our feet.
In this special episode, recorded live at our annual Campaign Convene conference that took place on February 25, 2026, we step inside "The Business of Sports" featuring MLS CMO Radhika Duggal, BetMGM CMO Casey Hurbis and Havas Play North America SVP, sports marketing Jeff Gagne. Guest-hosted by MM+M managing editor Jack O’Brien, the group dissects how they are preparing for a "category-changing" moment in U.S. history.
From the record-breaking opening weekends of the MLS to the strategic education of “newbie” sports bettors, the conversation provides a peek under the hood into how leagues are leveraging global hype to build local loyalty, and why the next two years will be the most critical window for sports marketers in a generation.
The takeaways
The growth of soccer in America is tied to historical milestones and current events. The 2026 World Cup is seen as a category-changing moment for soccer in America, especially for the MLS.

A significant influx of new bettors is expected to enter the sports betting landscape during the World Cup. Education is key to navigating the betting landscape effectively.

Influencer marketing is becoming increasingly important for sports brands to effectively reach wider audiences.

Collaborative marketing strategies between brands and sports leagues can enhance consumer engagement.

The future of sports betting in the U.S. looks promising, with continued growth expected.
The sound bite
"The World Cup is a category-changing moment."

campaignlive.com

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
27 min
March 18Campaign Chemistry: Edgardo Miranda-Rodriguez, creator of La Borinqueña
What happens when a Puerto Rican superhero steps off the page and into the heart of a social movement?
For Edgardo Miranda-Rodriguez, creating La Borinqueña wasn't just about drawing capes and powers; it was about addressing a profound void in the stories we tell. As a graphic novelist and advocate, Miranda-Rodriguez has woven the real-world struggles, culture and resilience of Puerto Rico into a narrative that resonates across generations.
In this episode, we explore the intersection of art, empathy and philanthropy. Miranda-Rodriguez shares how his commitment to authenticity has led to over a quarter of a million dollars in grants for Puerto Rican nonprofits and why he believes artists have a responsibility to be champions of diversity. The conversation also discusses the similarities with Bad Bunny’s role in mainstream culture and seamlessly incorporates Puerto Rican narratives into his music in a similar fashion.
From the dominance of manga in the West to the ethics of brand collaborations and the importance of maintaining independence, Miranda-Rodriguez provides a master class in connecting with the Latino community and using storytelling as a vehicle for genuine social change.
The sound bite
"I follow the news. I follow the stories."
The key takeaways
To move beyond performative representation, storytellers must immerse themselves deeply in the culture. Miranda-Rodriguez is constantly listening to local news, debates and public radio such as Radio Universidad to stay in tune with the latest in Puerto Rico. Marketers trying to reach specific communities must immerse themselves in that culture rather than relying on surface-level assumptions.

Purpose and profit do not have to be mutually exclusive. Social responsibility shouldn't be an afterthought or a PR stunt to make a company look “less greedy.” Miranda-Rodriguez uses an entrepreneurial and philanthropic model where a portion of sales directly funds the La Borinquena Grant Awards to support nonprofits.

Embrace nuanced intersectionality. The Latino community is not a monolith; it includes Asian, African, mestizo and white backgrounds. Miranda-Rodriguez intentionally designed his main character to be a Gen Z Afro-Latina to counter Eurocentric media portrayals and represent the underrepresented.

Integrate real-world issues organically. Miranda-Rodriguez weaves actual social and economic issues — such as climate change, privatization and the Jones Act — naturally into his superhero plots. Brands should align with social causes in a way that feels organic to their narrative rather than forcing a heavy-handed history lesson.

Partner strictly on shared ethical values. When choosing brand collaborations, Miranda-Rodriguez requires partners to have an ethical approach and to embrace equity organically. He protects his IP by rejecting lucrative offers from brands that approach him with disingenuous motives.

Create mutually beneficial synergies in collaborations. A successful partnership elevates both parties. The Chocolate Cortés Campaign featured La Borinqueña on its wrappers, while the comic highlighted the chocolate brand's farm-to-table practices and charitable foundation.

Adapt to audience shifts while keeping your core identity. Recognizing that younger generations (Gen Z and Gen Alpha) gravitate toward manga over traditional Western comics, Miranda-Rodriguez adapted his work into a "manga criolla" format. He leveraged his own experience with manga and its role in Puerto Rican culture and history to seamlessly connect both worlds.

Acknowledge and leverage your privilege. Miranda-Rodriguez openly acknowledges his "light skin privilege" as a lighter-complexioned Puerto Rican man, using his platform to champion diversity and push narratives of equity not often seen in mainstream media. Marketers should assess their brand's position and leverage it to uplift marginalized voices.

Authenticity doesn't require a massive corporate budget. A multibillion-dollar corporation is not vital to produce high-value, impactful content. An independent, small studio can create authentic stories and secure mainstream coverage by being unique, accessible and deeply connected to its mission.

campaignlive.com

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
49 min
March 11Campaign Chemistry: Rethink’s Sean McDonald
In an industry often obsessed with the next quarterly report, Rethink has built a legacy by focusing on “good, not growth.”
This week, Campaign sits down with Rethink global chief strategy officer and partner Sean McDonald for a dive into an agency culture that prioritizes independence and a fierce commitment to creative excellence.
From the iconic It Has to be Heinz campaign to the genius of the Doritos collaboration with Walton Goggins to sliding in Canada’s DMs on behalf of IKEA, McDonald shares how a "people-first" philosophy actually drives better business results. We dive into the "media plan as a trampoline" concept, the importance of inclusive creative processes with clients and why maintaining a healthy work environment isn't just a perk — it’s the secret sauce behind some of the world's most awarded work.
The sound bite
"We set the standard in this industry."
The key takeaways
Replace "be brave" with confidence building. Ad agencies should abandon the self-indulgent sales tactic of asking marketers to "be brave.” Instead, agency partners must build client confidence by deeply understanding their internal operations, specific needs and legal boundaries.

Prioritize sustainable agency "good" over rapid "growth.” Pursuing top-line revenue by accepting misaligned clients can damage an ad agency's core culture. Agencies must have the confidence to decline projects that conflict with their mission, which protects the team and paves the way for stronger, long-term brand partnerships.

Consider a "relationship accelerator" format for client onboarding. Successful partnerships require a transparent, therapy-style onboarding session before executing campaigns similar to how Rethink begins new client relationships. Uncovering why the client chose the agency, past agency failures and client pet peeves preemptively prepares both parties for inevitable future challenges.

Pitch iterative concepts instead of polished decks. Agencies should avoid presenting massive, finalized pitch decks. Instead, present strategic hypotheses as conceptual "shallow holes" and collaborate directly with clients to refine ideas without wasting resources on early-stage polish.

Leverage the media plan as a creative trampoline. Simply fulfilling a media plan takes client budgets for granted. Marketing teams should use the media plan as a launchpad to generate cultural impact, constantly seeking innovative ways to outperform the initial media investment.

Adopt a "go then grow" model for real-time marketing. To capitalize on cultural moments, launch a limited minimum viable product to test audience interest. Agencies can scale based on demand, similar to launching the "Seemingly Ranch" condiment as a limited release before securing mass retail distribution initiated by Walmart.

Identify the shared belief between brand and consumer. A brand declaring its own superiority aka “it has to be us” is not enough True strategic success requires uncovering a shared belief and identifying the specific, authentic reasons why target audiences feel compelled to choose the product.

Build pre-existing trust for agile campaign execution. Lightning-fast, real-time marketing — like altering beer cans to react to a viral sports moment seen in the Coors Lights Out execution — demands rapid navigation of legal and sponsorship constraints. This agility is only possible when ad agencies and brands have established years of mutual respect and trust.

Embrace humility and peer review in marketing strategy. Elite strategic minds avoid working in silos or pretending to have all the answers. Leveraging rigorous peer review and team collaboration eliminates the pressure of "knowing," uncovers comprehensive insights and prevents culturally insensitive missteps.
Recruit ad agency talent with a strong "bullshit meter.” When scaling marketing teams, prioritize candidates who are authentic, honest and willing to challenge mistakes. Combining this straightforwardness with a genuine drive to set industry standards cultivates an unstoppable agency culture, according to McDonald.

campaignlive.com

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
48 min
March 05 Campaign Chemistry: 2026 Spark Honorees
Who are the newest marketers changing the game and what do they have to say about the industry?
Last week, Campaign celebrated its first Spark Awards, an initiative to spotlight emerging marketers with under five years of experience who demonstrate creativity, agility and new perspectives. From scripting segments of NBC’s Saturday Night Live 50th Anniversary Special to writing and art-directing Nickelodeon’s Emmy-winning 2023 worldwide rebrand spot, Spark’s 2026 honorees show promise of sparking industry change.
In this conversation from Campaign’s annual Convene conference, reporter Julia Walker sits down with Davonte Anthony from McKinney, Lauren Dismond from BarkleyOKRP and Amanda Cornell from Ally Financial gives us a look at the inspirations and challenges established marketers should be aware of, should they want to lend a hand down to those emerging in the industry.

campaignlive.com

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
34 min
February 25Campaign Chemistry Rewind: 4As CEO Justin Thomas-Copeland
This week, we revisit a conversation from last August when we first sat down with Justin Thomas-Copeland, who was in his first 100 days as the new CEO of the 4As. We get to catch up with Thomas-Copeland again at our annual Convene conference on February 25th in NYC for the highly anticipated session, State of the Nation.

In this conversation, the new CEO discusses his transition into leadership and his vision for the future of the advertising organization that services ad agencies. He discusses the need for agility in serving members, with a focus on developing next-gen talent, driving human ingenuity, enhancing community engagement and lastly, leveraging technology to better deliver 4As offerings.

Thomas-Copeland also shares his take on the future of awards in the industry, the impact of entertainment and influencers on the ad industry and what brands he thinks are driving the future of marketing.

The Takeaways
Grace is essential when transitioning into new positions, especially in leadership roles.

Talent development, incorporating technology and community engagement are amongst the key focuses for the 4As moving forward.

Copeland aims to foster a culture of human ingenuity within the industry. Agencies need safe spaces to learn and grow, especially in the age of AI.

Talent management is a key concern for agencies.

Brand building must adapt to new consumer behaviors. There used to only be ad agencies to execute brand messaging; today, there are a variety of services and specialized agencies to choose from.

Technology is reshaping the competitive landscape.

Awards need to evolve with industry standards and the incoming wave of new creatives who care less about awards and more about brand purpose and effectiveness.

The entertainment industry and the creator economy are changing marketing dynamics.

campaignlive.com

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
54 min
February 17 Campaign Chemistry: Campaign Convene Countdown
The countdown is on.
With only two weeks to go until Campaign Convene, marketers are getting their passes ready for Campaign’s one-day conference in New York City. In this episode, editor Luz Corona sits down with Campaign data journalist Cecilia Garzella to peel back the curtain on the programming and themes defining this year’s gathering for marketing and advertising professionals.
They dive into a jam-packed agenda featuring 11 high-impact sessions, ranging from the “State of the Nation” to complex legalities of bold, innovative campaigns to the possibilities of AI in marketing. It’s not just about the big names, though; it’s about the next generation of big names. The duo discusses the inaugural Spark Awards, celebrating 20 honorees who represent the most vibrant emerging talent in the field today, to be celebrated during a reception following the conference.
This year’s theme, Rewired for Relevance, was created to inform marketers on major industry challenges and drive inspiration to keep brands and marketers at the forefront of creativity and innovation. Key topics include AI, sports, the creator economy and more.
Registration is open now — head over to campaignUSconvene.com to secure your tickets and join us in NYC.
Interested in reading up on the speakers, topics and brands featured in the lineup? Check out past coverage that paved the way to this year’s Campaign Convene for a preview.

campaignlive.com

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
11 min

About Campaign Chemistry

From the publisher's feed

On Campaign Chemistry, a podcast from Campaign US, we pick the brains of creative alchemists, business wizards and marketing geniuses behind the world’s greatest brands.