Before you drop a dollar into paid media ask yourself, are you really sure you’re reaching the right people?

In this episode of Fireside, we sit down with Anastassia Laskey, founder of Ground Control Research, to talk about the power of audience insight, the role of AI in speeding up foundational research, and why brands need to go deeper than demographics and surface-level personas.

Ana shares how her team helps companies uncover who their audience really is, what drives them, and how to speak their language with intention, precision, and care. We talk about the cost and time myths around research, how strategy suffers without it, and what it looks like to build campaigns from a place of truth rather than assumption.

If you’re a marketer, media strategist, or founder trying to grow with purpose this one’s for you.

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Hidden among the pages of Maine's queer history lies an extraordinary treasure most people don't know exists: 43 different LGBTQ+ newspapers and newsletters dating from 1974 to 2016, all preserved and digitized at the University of Southern Maine. As Megan Mac Gregor reveals in this intimate Pride Month conversation, these publications weren't just news sources—they were community lifelines when mainstream media either ignored queer existence or reduced it to harmful stereotypes.

Journey with us through decades of underground publications that range from radical activist newsletters to mainstream-style newspapers complete with event calendars and classified ads. Discover how the very first issue of the Maine Gay Task Force newsletter launched with a call to action against negative media portrayals, showing how queer media has always been intrinsically tied to activism and resistance.

The story of the Wildstein Club at UMaine Orono offers a powerful window into student activism of the 1970s. As Maine's first university LGBTQ+ student group, they faced significant opposition yet persevered to organize the first Maine Gay Symposium—an event expected to draw 100 people that ultimately attracted 300. Through media controversies, legal challenges, and societal pushback, these young activists created enduring spaces for authentic representation.

Perhaps most moving is Howard Brown's reflection when speaking to these student activists: "They fight not for themselves, but for those coming to UMO in the future who will know pride, not shame. My generation knew only the shame and not the pride." This generational perspective reminds us how each wave of activism builds upon the last, allowing the next generation to dream bigger and reach higher.

The digitization of this historical collection preserves voices that might otherwise be lost to time. Dive into these archives to explore a rich tapestry of community-building, resistance, and self-determination that continues to shape Maine's LGBTQ+ community today. And if you're in Maine, come meet us at Brunswick Pride (June 14th) or Portland Pride (June 21st) to learn more about preserving these vital stories for future generations.

The collection is accessible to anyone in the public, we often get the question of 'is it only for USM students?' and the answer is a resounding no! It is for everyone! You can learn more and explore the digitized materials here.

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What if the best place to run your next ad isn’t online — but inside a packed concert venue, right before the lights go down?

In this episode of Fireside, Chris Marine and David Gogel sit down with Jared McCarthy, Co-Founder of Venue Ad Network, to explore how screens inside live music venues are becoming a powerful tool for both brands and communities.

They unpack the origin of VAN, the role independent venues play in local culture, and why media rooted in real-world moments might just be the future. From rideshare partnerships to creative storytelling between sets, this conversation hits on strategy, purpose, and possibility - all while staying grounded in the music.

Whether you're a marketer, a venue owner, or someone who just misses the feeling of a bass line in your chest, this episode is for you.

Learn more about Venue Ad Network (VAN) - venueadnetwork.com 

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What happens when a local newspaper opens a café? In this episode of Fireside, Chris Marine and David Gogel sit down with Aaron Britt, Publisher of The Midcoast Villager, to explore a bold experiment in local journalism—and what it means for the future of media.

Aaron shares how their team transformed a newsroom into a community hub, why the move isn't just about coffee, and how brands and advertisers can better support independent journalism through deeper, more intentional investments.

We talk about the evolving media landscape, the importance of showing up in real life, and why creating physical environments might be the antidote to a digital-first world.

Plus, we introduce a new way to wear the spark of Campfire Consulting and the Responsibly Different™ network on your sleeve—our Responsibly Different Shop, where you can order the Democracy Needs Journalism-inspired tee. All items are ethically made, and 50% of profits from that shirt support nonprofits advancing independent journalism and a free press. Find it at shopcampfire.com.

Whether you’re a marketer, journalist, or just someone who believes in the power of local connection—this episode is for you.

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Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

What happens when our desire for climate accountability transforms into cancel culture? In this thought-provoking conversation, author of the book Cancel Culture in Climate, Jenny Morgan breaks down how our collective approach to sustainability communication often backfires, creating fear rather than progress.

Jenny explains what drove her to write "Cancel Culture and Climate" – seeing organizations retreat from public climate commitments out of fear, even as climate impacts intensify around us. She draws a crucial distinction between cancel culture (which permanently labels entities as "bad") and true accountability (which provides clear pathways for improvement).

Through compelling examples like the contrasting approaches of Allbirds and Crocs, she demonstrates how transparency about both achievements and challenges creates space for collective advancement. Rather than celebrating the downfall of competitors, Allbirds showed how industry-wide collaboration benefits everyone – a refreshing alternative to the "schadenfreude" that often dominates sustainability conversations.

For businesses struggling with sustainability goals, Jenny offers practical frameworks for honest communication. Instead of burying setbacks in dense reports or glossing over them with vague marketing language, she recommends directly addressing why certain targets weren't met and what's needed to overcome obstacles. This transparency invites stakeholders to contribute solutions rather than simply criticize failures.

Most importantly, Jenny reminds us that behind every business decision are human beings with complex motivations. Her "motivational conversation" approach encourages exploring with curiosity, actively listening, and discovering shared values – whether communicating with family members, colleagues, or competing businesses. "If we're just focused on winning the argument," she cautions, "we will lose the argument ultimately."

Discover how replacing perfectionism with progress and judgment with curiosity might be our best path forward in addressing climate challenges. Listen now and learn how to have climate conversations that actually work.

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In this special episode of Fireside, Chris Marine and David Gogel of Campfire Consulting are joined by Katie Patrick — Australian-American environmental engineer, author, and self-described “climate action designer.” Katie specializes in “the design of getting people to change,” applying behavioral science and gamification to help communities and businesses drive measurable environmental action.

She’s the author of How to Save the World: How to Make Changing the World the Greatest Game We've Ever Played — a book Forbes named one of the top five for social entrepreneurs, and one that Seth Godin praised as “an urgent and useful guide for anyone who seeks to make a difference. It will change your work for the better.”

Katie is also the founder of Hello World Labs, a platform where she teaches green leaders how to use data, creativity, and game mechanics to boost climate engagement. Most recently, she launched Earth Doctors, a project aimed at empowering kids to become the next generation of planet healers.

In this conversation, we explore:

• Why traditional sustainability messaging often falls flat
• What it means to design for action using behavioral science and systems thinking
• How climate action can be transformed into a compelling, data-driven experience
• And what marketers, creatives, and purpose-driven brands can learn from the world of games

If you care about people, purpose, or the planet — this episode will reframe how you think about impact.

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Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

The future of media isn’t human vs. machine—it’s human with machine. In this episode, Chris Marine and David Gogel from Campfire Consulting sit down with Adriana Richards and Evan Bogris from AI Digital to explore how AI can supercharge media strategy without replacing the human insight that makes campaigns resonate.

We unpack how their DSP-agnostic tech helps brands plan smarter across platforms like Amazon, TikTok, and Trade Desk—while keeping the emotional intelligence, storytelling, and cultural awareness that AI simply can’t replicate in media strategy, planning and media buying.

Curious how to find the right balance in your own media strategy? Reach out to Campfire Consulting and let’s talk about building media that performs and connects.

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Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

Chris Marine and David Gogel of Campfire Consulting sit down with Gerrit Hooker of Outfront Media to talk all things out-of-home — from the beauty of old-school painted billboards to today’s data-fueled digital canvases that basically follow you (but, like, in a cool way).

Gerrit grew up in the OOH world — literally — and brings decades of insight into how this classic medium has quietly become one of the smartest plays in modern media. While everyone else is yelling at you through your phone, billboards are just... there. Big. Confident. Unbothered. And surprisingly effective.

We get into how brands are using tech like geofencing and mobile ID mapping to make OOH smarter (and creepier... but again, cool creepy), plus how national campaigns are getting hyper-local, and why more consumer brands are using billboards to flex for retail buyers in a B2B world.

If you think OOH advertising is just highway billboards, this convo might just rewire your media brain.

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Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

Retail media is evolving, and so are consumer expectations. In this episode, Chris Marine and David Gogel are joined by Max Mullinix from SmartCommerce to explore how brands can reduce friction in the shopper journey and create seamless, omnichannel experiences. From leveraging programmatic channels to harnessing platforms like Pinterest for product discovery, we dive into how technology is reshaping retail marketing. Plus, we break down the critical role of inventory management in delivering a flawless consumer experience. Tune in to hear about how brands can stay ahead in a rapidly changing landscape.

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Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

It wouldn’t be a media podcast if we didn’t talk about the Big Game! But here’s the twist—Chris and David almost always agree on strategy… except when it comes to the Super Bowl. Who knew?! In this episode, we break down why the Super Bowl still matters (even if you’re not buying a $8M ad), how regional buys, social engagement & retail tie-ins can drive impact, and why mid-sized brands should rethink their Super Bowl strategy. No creative breakdowns here—just real talk about how smart brands win Super Bowl weekend without breaking the bank.

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Learn more about Campfire Consulting

Visit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.