On Purpose with Lisa Colantuono

Tune in as Lisa talks with CEO, Sarah Collinson, and Dan Lucey, CCO and Co-CEO of Havas New York, as they discuss what is important to consumers… and maybe more importantly, what brands think motivates consumers, but has no meaning to them.

As brand marketing continues down a path of reaching out to niche target audiences to fit into a challenging and constantly evolving market, brands obsessed with understanding why their target micro-cultures should care, are the brands that survive.

How do you build a brand story that people actually want to hear about? Lisa Colantuono meets with Bob Froese, Founder & Chief Creative Officer of the creative agency Bob's Your Uncle to find out.

Listen in as Lisa and Bob Froese discuss moving beyond branding and finding a deeper meaning that consumers can get behind.

2023 has been a bear of year so far for most brands and industries. But there is one agency that helps marketers take on their bear.

Whether a brand’s bear is a new brand launch or one in need of an overhaul, VCCP excels with clients who have the same challenger mindset and want to disrupt their market rather than simply reflect the status quo.

Even market leaders have their ‘bear’ but being bigger, braver, bolder helps to take on and take down the grizzliest of bears.

This is our focus on today’s “On Purpose” Podcast with my guests, Brett Edgar, CEO, and Jonny Shaw, Chief Strategy Officer of VCCP New York.

Brett and Jonny thank you for joining me here today… I have a feeling this is going to be a bear of a discussion for our listeners.

People don’t buy products. They buy brands. Brands that make a difference in their lives. And that’s exactly why Partners + Napier exists… to create ideas that not only give people a reason to try, buy and believe but rather to leave a mark.

They believe that leaving a mark on business is their most important purpose, and if they do that right they will also leave a mark on people and culture.

This is our focus on today’s “On Purpose” Podcast with my guest, Courtney Cotrupe, CEO of Partners + Napier.

In the words of the great Bill Bernbach, “Nothing kills a product faster than good advertising.” And there seems to be a lot more advertising and a lot less engagement these days. Why? You can sum it up into one word: indifference. People have too much going on in their lives to care about brands. Lack of time and being pulled in many directions are the real enemies…annnnd that impacts “indifference” when it comes to consumers’ thoughts about advertising. But what if an innovation consultancy fell in love with an advertising agency and they made a beautiful, smart, charming baby? That would be The Variable out of Winston-Salem, North Carolina. The Variable exists to beat indifference through advertising that drives growth for today and

innovation that designs growth for tomorrow. This is our focus on today’s “On Purpose” Podcast with my guest, Courtney Lewis, VP Growth of The Variable.

Not too long ago, marketing was focused on pushing content out. Although we have more content than we can ever consume in a lifetime, it’s no longer about pushing it out. Connection, expansion, personalization are just a few critical keys to brand success.

And there is one agency that exists to expand the way people experience brands using every platform at its disposal and making brands more memorable: Giant Spoon.

As full-service agency, Giant Spoon, likes to say that they “stir shit up” by blowing up brand legacy behaviors, starting with a blank page and being energized by the potential instead of just momentum.

This is our focus on today’s “On Purpose” Podcast with my guest, Jon Haber, Co-Founder of Giant Spoon.

In the past, brands could earn consumer love and loyalty simply by having a fantastic product. Times have changed. Today, the strategic and creative expression of a business is just as important as how it engages its customers. Marketers must create connections, conversations and use a fully integrated approach to disseminate their messages to the right people, in the right place, at the right time. GYK Antler does just that each and every day. A creative growth engine fueled by an entrepreneurial spirit, GYK Antler operates as a creative-first culture since they know that creativity is the ultimate brand and business advantage. This is our focus on this episode of the “On Purpose” Podcast with our guests, Pam Hamlin, President and Mark Battista, Managing Director of GYK Antler.

Long gone are the days of relying on the daily newspaper to know what’s going on in the world. Today consumers can find out anything within a few clicks in a 24/7 connected world. But increasing fragmentation is forcing marketers to choose media based on their ability to deliver specific targets to maximize their ROI. They rely on claims of media providers and are combating an all-time low with consumer trust. TrueX is the ultimate CTV platform helping to reach, communicate with, and sell to people on their terms with a frictionless experience and a respectful relationship with brands by offering software WITH a service. This is our focus on today’s “On Purpose” Podcast with my guest, Laurel Rossi, Chief Marketing Officer of Infillion.

Successful brands are creative expressions of a business. The most successful are those that communicate with precision and personality.  They don’t outspend the competition; they outperform by resonating with people not just consumers. How? By having a distinct vision and modern visual design where the brand identity becomes the brand experience. This is our

focus on today’s “On Purpose” Podcast with my guest, Todd Irwin, Chief Strategy Officer and Founder of Fazer.

Successful brands face their Goliaths. The most successful are those willing to take on their Goliaths instead of avoiding them. They don’t outspend the competition… they outsmart them and lead with their authentic purpose. They create social impact that is felt instead of just heard. They realize their reason for being and live it from the inside out. This is our focus on today’s On Purpose Podcast with our guest David Angelo, Creative Chairman and founder of David&Goliath and Global Nonprofit Today I’m Brave.