By Wayne Barringer
5
66 ratings
The podcast currently has 12 episodes available.
Doug, a data-driven marketing executive, partners with owners and executives as a revenue growth marketer. He drives profitable growth through innovative go-to-market strategies, differentiated positioning, and proven marketing programs executed with precision. Doug uses his deep functional expertise in the digital demand generation to break through the noise with product launch acceleration, strategic positioning, and storytelling.
On the show this week, Doug shares his roadmap for excelling with your marketing and communications team. He discusses his organization, Chief Outsiders, and dives into the mindset of a CMO as it relates to in-house and external creative marketing and communications. Doug also gives his perspective as a fractional CMO for people who would like to be more strategic with their marketing tactics.
“If you get aligned strategically, it makes everything in the execution and flow so much smoother and quicker.” - Doug Vaughan
“I would say the true value of marketing is understanding of the customer in a way that you can make a connection between what your solution is and what the customer needs.” - Doug Vaughan
This week on Inside the Creative Studio:
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This week on Inside the Creative Studio:
Glenn Bieler is the Chief Marketing & Communications Officer for UW Medicine in Seattle, and on the show today, he describes his role in leading the marketing and communication strategies for the University of Washington School of Medicine during the COVID-19 pandemic. His colleague Margo Schneider, is the Sr. Director of Content Studio and Engineering at UW Medicine. Margo has over 15 years of experience in advancing digital health innovations and marketing operations that enable people to access care and achieve better health outcomes. Margo shares her insights this week on how UW Medicine has operated over the last 17 months and why it was vital for her team to find new and accessible ways of getting the word out, explaining the pandemic’s progress, and how the public could stay safe.
On the show this week, we dive into finding your purpose in an evolving and chaotic world and how to plan for the unplanned by making a deliberate effort to schedule in spaces in your day or week, within your strategic planning. We also cover the importance of finding the time to check in on people, particularly if you’re working virtually. Glenn also shares some of the communications and creative content systems the team at UW Medicine put in place and why data analytics have figured heavily in the changes they have made.
“People come to work with us because they believe in the mission — and we have a really strong mission.” - Glenn Bieler
“A lot of our work has really been around rephrasing things, taking the complicated language out of them.” - Glenn Bieler
“It’s really important when you’re working virtually, to take the extra time to figure out how you’re going to connect with the people on your team and make sure they’re okay and create those moments between meetings that you don’t have when you’re working virtually.” - Margo Schneider
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Janice Davidson is Vice President of Creative and Brand Experience at Regent Seven Seas Cruises and worked to enhance customer connections when cruising was halted during the COVID-19 pandemic. She describes how her creative brain was challenged to rethink all of their marketing and communication strategies during the shutdown. Digital communication was the main focus of Janice’s team’s efforts to help their guests reconnect with the brand and with each other.
Janice joins me on the show today to tell me about her creative team at Regent Seven Seas Cruises, including how the marketing department reflects the scope and the variety of their destinations. She describes how she managed the intangibles during the pandemic, made critical decisions, switched up workflows, and still helped the team feel connected. Janice also shares how she helped her team to collaborate when only meeting virtually.
‘I've always been a believer that in order to have good brand loyalty you have to have hearts and minds — You have to capture them on an emotional level.”’ - Janice Davidson
“The pandemic forced us to relook at the workflow and give people different areas of expertise and experience, which I think really helped the creative team.” - Janice Davidson
“Teamwork has such a positive influence on how we are going to move forward as a business.” - Janice Davidson
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Larry Asher is the director of the School of Visual Concepts in Seattle, which helps people in marketing, branding, design, UX, and content creation fill in the gaps in their knowledge. A former copywriter and creative director, Larry has won several national awards for his creative work, including the AAF’s Silver Medal for lifetime achievement. Larry is also the author of Do or Die, a business book published as a tablet app on the future of marketing. Larry’s company, Worker Bees, also provides marketing communications services to clients in the healthcare industry.
Larry joins me on the podcast today to share how the School of Visual Concepts keeps up-to-date with industry trends and predicts which courses students are most likely to find helpful in the future. He discusses the importance of understanding the strategy behind your content, and why it’s key when building an effective creative brief. Larry also outlines how the COVID-19 pandemic allowed SVC to lean into remote learning and pivot to offer classes with international instructors who are renowned in their niche.
‘SVC is the place where you go to learn from top working professionals.”’ - Larry Asher
“This is a world that really demands that you enjoy meeting people and like to be a connector.” - Larry Asher
“What the world doesn't need is more work that just checks off all the boxes. It needs work that makes a difference and moves the market.” - Larry Asher
This week on Inside the Creative Studio:
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Joa Pope is one of the country’s leading experts on creative operations, project management, martech systems and more. As Senior Operations Change Leader at WBC, Joa helps clients get the most out of their creative ops investments. In this episode, Joa talks about the difference between project management and creative operations - and how to choose the right creative workflow management system.
We talk about the critical skills for operations talent and leaders: How project management skills are critical - but more than that how relevance and communications matters most. “Great operations people have to be very well versed in the organization - all the roles - and how to knit them together efficiently.” In this Episode:Ken Volk, Senior Director of Creative + Brand at UKG and former Board Chair of IHAF, faced massive change when his team doubled in size overnight. He listened, he led, and he launched a new brand – all from his basement.
Ken Volk believes in in-house. As a creative leader at Kronos for nearly 20 years, he admits he got a little too comfortable. His team was seasoned, his processes were mature, and the trains ran on time. Then, just as Covid-19 lockdown hit, Kronos merged with competitor Ultimate Software to create UKG. Ken was shoved right out of his comfort zone. In our conversation he shares what he’s learned so far, and the bright future he sees for in-house creative agencies.
In This Episode:
· Why active listening is harder than you think, and how it can transform teams.
· The top-3 focus areas that will establish your team as the brand beacon.
· How in-house and external agencies can partner for the good of the brand.
· Avoiding the “our way vs. your way” culture clash.
· Breaking through in-house myopia and institutionalized thinking.
Brad MacAfee founded Mission and Cause – the red-hot talent agency – in September 2020. With hiring freezes and layoffs the order of the day, Brad dove in anyway. And since then he’s seen a “staggering evolution” in this dynamic job market: Many employers who used to cultivate culture and people are now focused on work, work, work over human connections. As a result, job seekers are in charge.
In this episode:
Links:
Missionandcause.com
This week, my guest is Jess Cipolla-Tario: one of the preeminent in-house leaders today. Formerly the head of the MGM Resort's in-house team and in charge of multiple ANA conferences, Jess knows how to build the right in-house culture and operation. This week on Inside the Creative Studio.
In This Episode:
Links and Resources
What’s your CMO spending his/her time thinking about these days? According to the ANA’s Greg Wright, it’s got a lot to do with building out in-house capabilities. In this week’s podcast, ANA’s in-house guru talks with me about how CMOs are bringing strategy, account management, broadcast-quality video and more in-house. We talk about how this is leading in-house teams moving from “fast-and-cheap” to a truly strategic asset for their company.
In This Episode:
Links and Resources
The podcast currently has 12 episodes available.