Digging Deeper

The creative scope of work has changed in the last decade. Copywriters, art directors and designers are being called upon to do very different work thanks to the explosion of digital and social media. David Bonner from On Ideas has overseen creative departments through those changes. He stopped by Digging Deeper to talk about the shifting landscape of creativity and creative.

Bonner is a former Navy Intelligence officer turned award-winning creative director. He an host Jason Falls discuss the impact of COVID, an agency's role in pushing clients toward social responsibility and more.

Plus, Jason shares a new creative community he's discovered for industry creatives over 40.

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Few people have had the impact on marketing and how marketers think in the last 15 years Joseph Jaffe has. From his five best-selling books to his frequent provocateur status in the media and on keynote stages, he has been the marketing industry's chief executive instigator.

His latest book declares that corporations are Built to Suck. In this episode of Digging Deeper, Jaffe talks about why and how businesses can avoid the inevitable evolution to such a status. We also talk about what he's learned from his new venture -- CoronaTV -- an interview show where he talks about the state of today and tomorrow with business and marketing leaders from around the world.

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Honey Baked Ham CMO Jo Ann Herold oversees a brand with over 400 retail locations, a booming direct-to-consumer business and an indelible brand. She joined Christy Hiler and Jason Falls on Digging Deeper to explain everything from the brand's history to its recent re-branding efforts.

Honey Baked Ham was founded 60 years ago in Detroit by Harry J. Hoenselaar, who invented the spiral slicer. The brand is bordering on the territory of being a generic label, like Kleenex or White Out. You don't typically hear people saying they're getting just a ham, but a Honey Baked Ham.

Hear how Jo Ann Herold approaches marketing, creativity and beyond on this week's Digging Deeper.

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Zak Stahlsmith of ApexDrop which is a company based in Erie, Pennsylvania. They have a decidedly different take on influence marketing, one that I think is important for you to hear.

ApexDrop believes you don’t have to pay influencers to ignite passion around your brand. They specialize in leveraging micro and nano influencers to try and share opinions about your product for little cost other than the product itself. ApexDrop's clients use these influence programs to drive product trial, reviews, build content libraries and even move the needle on sales. Zak and I talk about how and touch on other issues important to influence marketing like the interpretation of FTC disclosure.

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The more cooks in the kitchen, the harder the meal is to make. Xenia Muntean, the CEO of Planable, realized that when she ran her own social agency and decided to build a software to make the meals better, faster and with optimal collaboration from the cook. She stopped by Digging Deeper to help us all tackle ways to streamline social media and creative management.

Mutnean is a Forbes 30 under 30 honoree and has been called the "queen of content creation" by our friends at Vera Content. Give the episode a watch or a listen and share it with someone who might find her insights useful!

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COVID-19 has crippled many industries. None more so perhaps than travel and tourism. But some tourism marketers hit above their weight class, both in and out of a pandemic. Gathan Borden is one of them. He is the Vice-President of Marketing for VisitLex, the convention and visitor’s bureau of Lexington, Kentucky. His team entered 2020 with the challenge of building a new convention center. So coming into the year, meeting space was tight, then you lob a pandemic on top of it all and well … 2020, right?

But VisitLex has persevered. It launched daily content to uplift local businesses during the quarantine months, launched a new website that Inbound fans will appreciate as it is built to be more of a lead-generation mechanism, continued it’s reputation of outstanding creative with a confidence campaign we’ll describe in more detail. This coming off a year in 2019 when it was a finalist for a Shorty Award and swept regional ad and tourism awards for its marketing.

Jason Falls digs deep with Borden in this special podcast episode for the listeners at Inbound 2020.

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You may remember the clever explainer videos of social media and Internet culture from back in the mid-2000s by Common Craft. That business, run by Lee LeFever and his wife Sachi, continues to produce clever explainer videos for clients and its community of subscribers still today. LeFever's new book Big Enough chronicles his entrepreneurial journey and explains how others can build a business on their own terms.

He joined Jason Falls on Digging Deeper to talk about his company's path, his insistence on shaping a company built to suit him, his wife and their lifestyle and not falling victim to the predicable choices of bigger, faster, richer capitalism often projects.

Give the show a listen, then head over to Amazon and buy Lee's book!

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By 2042, minorities in the United States will be the majority. Yet, we’re focusing single-digits percentages of our marketing dollars on reaching non-white consumers. Wilson Camelo is on Digging Deeper to help us close the advertising industry's multicultural marketing gap.

Camelo is the CEO and founder of Camelo Communication, a firm with offices in Florida and Connecticut. He points to the reality of the U.S. population and underline how we in the marketing world have been deficient in accurately representing our true consumers. He then gives us ideas on how we can close the gap in our own brands, agencies and businesses.

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Ask anyone who has been around the social media space for any length of time who the experts on the practice are and you'll very quickly hear the name Chris Brogan. An original social media guru, best-selling author and business storyteller, Brogan has been a trusted and prolific resource for businesses trying to navigate the social world since the early 2000s.

He spends much of his time now helping define your business story with his consulting and content marketing training and seminars for top-level executives. He sat in on Digging Deeper to talk about defining your business's story and how storytelling can open up many possibilities for success.

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White Castle is one of those interesting challenger brands in the quick service restaurant space frequently popping up with creative ideas. Lynn Blashford is the White Castle CMO. She joined Jason Falls and Christy Hiler on Digging Deeper to talk about the brand's creativity, how it has had to adjust to a different world with COVID-19 and beyond.

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