Dani Dufresne is the Founder and Executive Producer of The Auxiliary Co., a creative execution firm known for bringing bold ideas to life—efficiently and without the red tape of traditional agencies. Trusted by top brands, Dani’s built a reputation for flawless production and assembling world-class creative teams. We talked about all of this and more this week on the On Brand podcast.

About Dani Dufresne

Dani Dufresne is the badass secret agent behind some of the most jaw-dropping campaigns you’ve ever seen. As the brains and brawn behind The Auxiliary Co., she’s the one team's call when they need to pull off high-stakes creative execution—without the bloated budgets and red tape of traditional old model agencies.

With an unmatched eye for innovative approaches, high-value design, and production execution, Dani doesn’t just manage a campaign’s work—she makes it legendary. Whether assembling an A-list creative team, running a massive production on a shoestring budget, or stepping in to save a campaign from disaster, she delivers flawlessly and unapologetically every time.

Forget the outdated agency model. Dani’s way is smarter, leaner, and faster. She’s here to help brands ditch the bureaucracy, hire the right people, and actually get sh*t done. If you don’t know her name yet, that’s because she’s been too busy making everyone else look good.

Industrial Color. Here's a link to the AI color tool Dani talked about.

What brand has made Dani smile recently? Dani shared a recent brand collab that made her smile: the unexpected partnership between hand sanitizer brand Living Touch and Crocs. It’s quirky, a little ridiculous—and totally memorable. For Dani, it’s a perfect example of how brands can break through by ditching traditional influencer playbooks and instead teaming up with other brands in surprising, delightful ways. It may not make logical sense on paper, but it makes great content—and sometimes that’s exactly the point.

Connect with Dani on LinkedIn and The Aux Co website.

Until next week, I’ll see you on the Internet!

01:00 – Meet Dani Dufresne

Intro to Dani and The Aux Co. — why she’s rethinking the traditional agency model.

03:30 – From Film School to Creative Producer

How Dani’s Hollywood detour led to a career in advertising and production.

06:45 – What Agencies Get Wrong

The communication gap between agencies, creatives, and production—and how Dani bridges it.

10:30 – The Rise of the Fractional Producer

Why Dani started The Aux Co. and how her model differs from freelance.

14:10 – Scaling Smart: Building Flexible Creative Teams

How she helps agencies and brands scale production without bloating their teams.

17:00 – Bringing Production in Early

The case for embedding production thinking at the start of the creative process.

20:10 – Leading with EQ

Managing personalities, egos, and teaching her team to anticipate problems before they happen.

23:40 – AI and the Future of Creative Work

Why embracing AI isn’t optional—and how it’s changing creative ideation and production.

27:45 – A Brand That Made Dani Smile

Why an unexpected Crocs x hand sanitizer collab stood out in a sea of sameness.

29:00 – Where to Find Dani

Links, contact info.

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Jason Keath is a creativity keynote speaker, digital strategist, and co-founder of Social Fresh — a long-running marketing conference and agency trusted by brands like HubSpot and Anheuser-Busch. A pioneer in paid social, Jason launched some of the first Facebook ads back in 2004. He’s also the author of The Case for More Bad Ideas, where he makes a compelling case for embracing messy thinking to spark better ideas. We discussed all of this and more this week on the On Brand podcast.

About Jason Keath

Jason Keath was one of the first people in the world to run ads on Facebook in 2004. He’s a digital strategy expert and the co-founder of Social Fresh, a digital agency and long-running marketing conference, founded in 2008.

Today, Jason leads the agency side of Social Fresh, specializing in research, strategy, and paid media. He’s also a sought-after keynote speaker on creativity and the author of The Case for More Bad Ideas, a book that champions a counterintuitive but practical process for unlocking better thinking through messier ideas.

He’s a 20+ year marketing strategist trusted by companies like HubSpot, Credit Karma, Anheuser-Busch, and Robinhood to help them command attention from the right audience. Jason has hosted thousands of marketers at Social Fresh events, built one of the longest-running communities in digital marketing, and believes the best ideas often start out looking like the worst ones.

Want more Jason Keath? Listen to his first interview on the On Brand podcast back in 2016!

During the show, Jason mentioned Mastercard’s innovations in sonic branding. Here’s my interview with Mastercard CMO Raja Rajamannar.

What brand has made Jason smile recently? Jason shared examples from YETI, a brand he first fell in love with because of their exceptional product. But now, Jason thinks the brand’s marketing has caught up and is just as exceptional as the product itself.

Connect with Jason on LinkedIn and subscribe to his newsletter (with new AI tools) at MoreBadIdeas.com.

Until next week, I’ll see you on the Internet!

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Richard Shear is Founding Partner and Chief Creative Officer of Invōk Brands and a founding faculty member of SVA’s Master’s in Branding program. With a five-decade design career and a passion for visual history, he explores how global consumer culture shapes today’s brands in his new book A History of Brands. This week on On Brand, he joins me to discuss the evolution of retail, the enduring impact of packaging, and why the future of branding begins with the past.

About Richard Shear

Richard is a founding faculty member of the Master's in Branding program at New York’s School of Visual Arts and a Founding Partner and Chief Creative Officer of Invōk Brands. His 50-year design career has been influenced by a fascination with visual history, driven by a curiosity for the culture of consumer brands, and guided by rich experience in brand identity and package design.

Richard’s SVA course focuses on the origins, evolution, and current status of retail brands, building awareness of the rich legacy and growth of global consumer culture and its intrinsic connection to the evolution of visual history.

What brand has made Richard smile recently? “That’s easy,” Richard shared. “Barbie.” Specifically, Richard points to their newly released Barbie with Type 1 Diabetes.

Connect with Richard on LinkedIn as well as the Invōk Brands and Branding at SVA websites. And check out Richard’s new book A History of Brands wherever you like to shop.

Until next week, I’ll see you on the Internet!

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Corin Mills is the Brand Marketing & E-Commerce Director at MOO, where he leads data-driven strategies that connect standout design with authentic brand experiences. With global experience at Google, Tesco, Currys, and more, Corin brings a sharp, cross-industry perspective to brand transformation. This week on the On Brand podcast, he joins me to talk about balancing data and emotion, leading meaningful change, and what it takes to thrive in today’s fast-moving e-commerce space.

About Corin Mills

Corin Mills is the Brand Marketing & E-Commerce Director at MOO, specializing in data-driven marketing strategies that revitalize brand experiences and foster meaningful organizational change. With over 15 years of extensive brand management experience driving business transformation across multiple sectors and international markets, his passion for impactful branding drives MOO’s success in bridging the gap between quality design and human connection. As former Head of Brand and Comms at Currys, his transformative approach centers on genuine collaboration and inclusive leadership at all levels of business. With previous success at major brands including EE, Tesco, Currys, Google, Orange, and AXA, Corin brings a unique cross-industry perspective to discussions about e-commerce strategy and optimization.

What brand has made Corin smile recently? Corin pointed us to the recent GoDaddy campaign with Walton Goggins (and his goggles).

Connect with Corin on LinkedIn and the MOO website.

Until next week, I’ll see you on the Internet!

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Ryan Hamilton is an associate professor of marketing at Emory University and co-author of The Growth Dilemma. As co-host of The Intuitive Customer podcast, he brings behavioral science to life through real-world brand strategy. This week on On Brand, Ryan joins me to explore why customer decisions aren’t as rational as we think, how brands can grow without losing their soul, and what he’s learned working with companies like Walmart and Visa.

About Ryan Hamilton

Ryan Hamilton is an associate professor of marketing at Emory University's Goizueta Business School. He has consulted on branding with Walmart, FedEx, Home Depot, Caterpillar, ConAgra, Cigna, Visa, and Ipsos, among others, and has been a keynote speaker. He cohosts a podcast, called The Intuitive Customer, which applies the insights of behavioral science to customer experience. He has produced lecture series on both marketing and human decision making for The Great Courses. He's also the co-author of the book, The Growth Dilemma.

What brand has made Ryan smile recently? Ryan shared a smile he got via a birthday gift from his wife. The gift? A planer from Bridge City Tools. “I love a  brand that can take something workaday and turn it into a thing of beauty.”

Connect with Ryan on LinkedIn and his Emory University faculty page.

Until next week, I’ll see you on the Internet!

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David Aaker is Vice Chairman of Prophet and Professor Emeritus at the Berkeley Haas School of Business. Often called the “Father of Modern Branding,” David has authored 18 books and over 120 articles, shaping how marketers understand everything from brand equity to purpose-driven strategy. This week on On Brand, David returned to the show to discuss the updated edition of Aaker on Branding, what’s changed (and what hasn’t) in the world of brand strategy, and why purpose, storytelling, and owning a subcategory are more critical than ever.

David Aaker is the Vice Chairman of Prophet and Professor Emeritus at the BerkeleyHaas School of Business. He is the winner of five career awards, including the NYAMA Marketing Hall of Fame. He has published over 120 articles and 18 books that have sold well over 1 million copies and been translated into 18 languages. They include Managing Brand Equity, Building Strong Brands, Aaker on Branding, Creating Signature Stories, Owning Game-Changing Subcategories, and The Future of Purpose-Driven Branding. Called the Father of Modern Branding by Phil Kotler, he was named one of the top five most important marketing/business gurus in 2007 and won awards for the best article in the California Management Review and the Journal of Marketing (twice). His work has received 160,000 citations.

What brand has made David smile recently? David shared a smile from his company Prophet's new campaign for UBS, "Banking is our craft."

Connect with David on LinkedIn, where he publishes regularly, and check out the revised edition of Aaker on Branding.

Until next week, I’ll see you on the Internet!

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Regina Dowdell is a Content Solutions Consultant at LinkedIn, where she helps organizations craft creative, effective content strategies that drive business impact. With over 15 years of experience spanning nonprofits, tech, and startups, Regina brings a digital-first, entrepreneurial mindset to every brand she supports. This week on On Brand, Regina joined me to talk about personal branding, thought leadership, and what it takes to stand out on LinkedIn today.

About Regina Dowdell

Regina is a digital-minded, marketing creative with an entrepreneurial spirit focused on helping individuals and companies change the world. Through effective communication, thought leadership, and a strong digital presence, Regina has supported forward-thinking organizations across all industries, from non-profits to technology to start-ups, in spreading their messages and scaling for over 15 years. As a Content Solutions Consultant at LinkedIn, Regina helps organizations craft impactful content strategies that are creative, effective, and help them reach their business objectives.

An avid traveler and self-proclaimed Super Mom, Regina is based in New York City.

Connect with Regina on (wait for it) LinkedIn!

Until next week, I’ll see you on the Internet!

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Nicole Johnston is a former global marketing leader turned transformational coach, with a career spanning Procter & Gamble, Hershey, and Newell Brands. Today, she helps women overcome career challenges as founder of innatePOWER™ and author of Taboo Topics: Things Women Should Talk About, But Don’t. This week on On Brand, Nicole joined me to talk leadership, authenticity, and the power of brave conversations.

About Nicole Johnston

Nicole is a passionate Executive and Leadership Coach. She previously held senior Sales & Marketing roles at Procter & Gamble, Hershey Foods, and Kimberly-Clark, leading billion-dollar businesses to success. Nicole excels in capturing whitespace opportunities. Her true joy lies in providing positive support to her teams, leading with kindness, inspiring others, and making a transformative impact.

Driven to make a difference, Nicole transitioned from corporate to coaching, founding innatePOWER™ to support women in overcoming obstacles and achieving their potential. innatePOWER™ is built on compassionate leadership and a genuine desire to make the world a better place, one person at a time.

Nicole is a certified Executive, Leadership, and Organizational Development coach from the ICF-accredited Symbiosis Coaching.

What brand has made Nicole smile recently? As a dedicated Hawkeye and Caitlin Clark fan, Nicole smiled as the Indiana Fever launched the Fever Network.

Connect with Nicole on LinkedIn and check out the Innate Power Coaching website and her book, Taboo Topics.

Until next week, I’ll see you on the Internet!

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Heather O’Shea is Chief Research Officer at Alter Agents, where she helps brands like Netflix, Walmart, and Spotify solve tough business challenges through smart research. With nearly 20 years of experience across agencies, platforms, and publishers, she’s a leader in advertising insights and analytics. This week on On Brand, Heather joined me to talk curiosity, empathy, and what today’s smartest brands are getting right.

More About Heather

Heather O’Shea is a passionate insights leader with over 18 years of experience, including a focus on advertising research, digital analytics, and media landscape. She has held leadership positions at media agencies, publishers, tech platforms, and research companies. She is currently the Chief Research Officer of boutique market research consultancy Alter Agents, where she oversees the research functions within the company, partnering with brands such as Netflix, Walmart, Gatorade, and Spotify to address tough business challenges. She received her M.B.A. in marketing from Baruch College at the City University of New York. She has served as a mentor for Women in Research (WIRe) and has served on the board of the Advertising Research Foundation’s Women in Analytics program.

What brand has made Heather smile recently? She shared a series of text-based smiles she got from a recent trip to Costco that her husband and son took.

Connect with Heather on LinkedIn and learn more on the Alter Agents website.

Until next week, I’ll see you on the Internet!

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Dave Kaufman is Senior Director of Global Marketing for MR, VR, and Metaverse at Meta’s Reality Labs, where he leads efforts for Meta Quest, Horizon Worlds, and Oculus Studios. His path includes stops at Google, Halo Neuroscience, and the U.S. Digital Service under President Obama. On this week’s On Brand, Dave joined me to talk immersive tech, branding in virtual worlds, and what’s next for the metaverse.

More on Dave ... Dave Kaufman is Senior Director, Global Marketing of MR, VR, and Metaverse at Meta within the Reality Labs division. He leads global marketing efforts for Meta Quest, Horizon Worlds, and Oculus Studios. Before joining Meta, Dave headed up marketing at Halo Neuroscience, led brand strategy at the United States Digital Service (founded by President Barack Obama), and worked in product marketing at Google. He’s earned recognition from Ad Age’s 40 Under 40 list and honors at Cannes Lions, Clio, and The One Show. A graduate from Cornell University, Dave is now based in San Francisco.

What brand has made Dave smile recently? Dave shared the recent, surprising smile the MLB brought to his face.

Connect with Dave on LinkedIn and check out the article he wrote there, How to Work in Marketing (and not be full of ). You can also learn more about his work at Meta Reality Labs.

Until next week, I’ll see you on the Internet!

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