Anne Bahr Thompson is an accomplished author and a brand purpose pioneer. In her book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit, she deftly laid out the case for purpose and provided valuable insights for how brands can better execute on it. She joined host Mike Berberich in the ANA Studio to discuss how brands are currently failing to meet the moment on the purpose front. The pair discussed how brands are coming up short, practical advice for marketers to navigate the current social climate, and a few brands Anne believes are excelling with purpose right now.   

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed a CNBC report on the FTC suing Uber for deceptive billing and subscription practices, which led to a broader discussion on research that shows most consumers will abandon a brand after just two negative experiences.  

If you're an ANA Member, you can learn about the cornucopia of "MemBens" (Member Benefits for the uninitiated) at www.ana.net/mem-webinar

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Rich Antoniello has been making waves in the music industry for the last 20 years. But his latest venture with UPROXX Studios might just upend the way marketers think about branded content and music entirely. He joined host Mike Berberich to discuss all things marketing and music, including why many brands seem to get it wrong when it comes to working with musicians, how unexpected partnerships might be a powerful way forward, and what the future of IP looks like in branded content. The pair also looked at an activation UPROXX did with Qualcomm and popular electronic music duo ODESZA, which left attendees literally crying tears of joy.

On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to discuss a new story on what might be a disturbing new trend: fractional CMOs. Find out what they are and what their rapid adoption might mean for the industry going forward.

To learn more about the 2025 ANA Digital and Social Media Conference, explore the agenda, and register, visit www.ana.net/2025digital.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

As the founder of MLA Consulting, Maarten Albarda is a bit like a doctor for brands. He’s looking beyond the surface-level symptoms that slow down the marketing practice and aiming to get to the root cause of disorganization and inefficiency. He joined host Mike Berberich to discuss his approach for “diagnosing” the issues hampering his clients and dove into the steps he then takes to make their marketing organization run more smoothly. The pair also discussed the most common barriers to efficiency among marketing teams and their partners and approaches for measuring the “how” of marketing.

On Scope producer Ryan Dinger also joined the show to share an exciting update and to discuss a new “rule” for listeners.

To check out the full agenda and register for the 2025 ANA In-House Agency Conference, presented by Monday.com, visit www.ana.net/2025in-house. 

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Liberty Mutual CMO Jenna Lebel and Bandits & Friends Founder and Co-Chief Creative Officer Danny Gonzalez joined the show to discuss why insurance brands seem to be so good at humor while other brands kind of suck at it. Along with host Mike Berberich, the trio opined on where most brands go wrong when it comes to crafting humorous creative, what the process of character development and world building looks like at Liberty Mutual, how the brand has used pop culture to amplify its more traditional advertising efforts, and what it takes to write an effective jingle. 

On “This Week in ANA Magazine,” Matthew Schwartz discussed a new story examining what might happen with marketing to gen Z if the TikTok ban goes through. He outlined some new strategies brands might consider and highlighted the “Tik-Tok-ification” of media, a term that describes how the video-sharing app has fundamentally changed audiences’ expectations for content, regardless of whether the ban is upheld or not. 

To check out the wealth of proprietary research, tools, and great content available from the ANA, visit www.ana.net/mkc. 

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Jonathan Copulsky, an innovative marketing leader, growth strategist, and senior lecturer of marketing at Northwestern University, joined the show to discuss the elephant in the room: How brands might navigate the uncertainty and instability created by the second Trump presidency. Jonathan and host Mike Berberich discussed how the regime might affect a variety of different brands, including those doing business with the government and those who have typically aligned themselves on the left side of the political spectrum; what the economic impact of Trump’s policies might be for businesses; and how brand and business leaders can stay resilient in uncertain times.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed an IAB report that indicated brands and agencies are lagging on artificial intelligence integration due to a variety of concerns, including a lack of transparency on how business partners are using the rapidly evolving technology.

To learn more about the ANA’s Ask research service, visit www.ana.net/ask.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Corey Elliott, EVP of local market intelligence at Borrell Associates Inc., joined host Mike Berberich for a lively discussion on all things small business. The duo covered how small business marketing strategies have evolved in the digital age, the consequences of over-indexing on social media, the perils of striving for instant gratification, and how artificial intelligence fits into small- and medium-sized business building.

On “This week in ANA Magazine,” editor Matthew Schwartz highlighted a new article on the history of brand spokescharacters and how these lovable personalities might provide unrealized benefits for B2B brands, sharing some examples of brands who have already deployed them with success. 

To learn more about the ANA’s lineup of stellar national industry conferences, visit www.ana.net/conferences.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

The rise in use and importance of first-party data has made data clean rooms a true marketing imperative. On this episode of On Scope, Devon DeBlasio, VP of product at InfoSum, joined host Mike Berberich to cover this increasingly important technology, outlining what data clean rooms are and what their ideal state looks like. The pair covered the necessary mental approach for companies deciding how to leverage clean rooms, what partner collaboration might look like, case studies from brands who have used clean rooms with great success, and key watchouts for marketers.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discussed an interesting filing in which CPG giant Coca-Cola indicated that the company is between a rock and a hard place when it comes to DEI rollbacks, caught between knowing that eliminating these programs will negatively affect its business but also not wanting to reap the wrath of the current administration by failing to comply with new recommendations. 

Download the ANA’s Ultimate Playbook for Data Clean Rooms and find more information on responsible data use that drives growth while protecting consumer privacy at ana.net/data.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at 

Michael Clinton, author of Roar: into the second half of your life, joined host Mike Berberich to discuss the staggering buying power of the 50-plus demographic, outlining how brands are leaving millions in revenue on the table by ignoring this segment. The pair highlighted some reasons why modern marketers are stuck in an outdated perception of demographics, practical tips for changing the mindset around advertising to the 50-plus crowds, and examples of brands that have gotten it right with their messaging and creative.

On “This Week in ANA Magazine,” editor Matthew Schwartz was in studio to discuss a new story on trends in loyalty marketing, which is a growing challenge for brands due to consumers being inundated with loyalty offers. The story provides advice for how marketers can bolster their own loyalty marketing efforts with examples from Chipotle, Verizon, and White Castle.

Learn more about ANA training courses by visiting www.ana.net/mtdc

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at [email protected].

Rupen Desai, former CMO at Dole and current partner at Una Terra Venture, joined host Mike Berberich to discuss how brands can balance the sustainability of the business with that of the planet. The duo covered how marketers can convince executives to move away from a short-term, quarter-over-quarter mindset and embrace a longer view, how brands can begin to wean themselves off the addiction to business growth at any cost, strategies for convincing younger generations that capitalism can be part of the solution when it comes to climate change, and reasons Rupen has hope for the future.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a new study that indicates consumers want more positivity from brands and how marketers might respond to this revelation. 

To check out playbooks, tools, research, case studies, and more from the ANA’s Marketing Knowledge Center, head to ana.net/mkc.

Maggie Gross, head of strategy and brand practice leader at Deloitte Digital, joined the show to discuss the marketing heavyweight battle of the century — performance marketing vs. branding. Gross has been a persistent and vocal advocate for branding, arguing that CMOs and senior marketers must do a better job of selling the strategy to the C-suite. On this episode, she and host Mike Berberich discussed the origins of how branding and performance marketing have become pitted against one another, how senior marketers can better sell brand investments to executives, and tips for how to more accurately measure branding efforts.

On “This Week in ANA Magazine,” Matthew Schwartz joined the show to share a story on Europe’s Accessibility Act, which is set to take effect later this year, impact global brands, and could serve as a bellwether for future regulations in the U.S.

Mike and show producer Ryan Dinger also discussed why they think Super Bowl advertising has lost the plot.