What does it really take to win attention in today’s chaotic marketing landscape — and keep it? In this episode of That’s What I Call Marketing, I sit down with Kerel Cooper, Chief Marketing Officer of GumGum, to talk about building bold brands, why B2B doesn’t have to be boring, and how contextual advertising is reshaping the future of media.

Kerel’s career has taken him from ad ops to the CMO seat, and he brings a rare mix of empathy, commercial acumen, and brand belief. We unpack how marketing to humans (not personas), respecting attention, and aligning with sales builds real business impact. Plus: the role of AI, the evolving global-local marketing balance, and what brands get right (or wrong) about DEI.

🔥 This is a must-listen for any marketer who’s rethinking what B2B branding can really mean.

2:43 – Career Journey and Transitions

6:37 – Joining GumGum and Marketing Philosophy

8:22 – Contextual Advertising and Consumer Connection

11:51 – Attention in Advertising

14:43 – Marketing Strategies and Team Focus

17:58 – Collaborative Sales and Account Management

18:20 – Building Healthy Working Relationships

20:52 – Balancing Process and Revenue

24:06 – Adapting Strategies for Global Markets

27:28 – Leveraging AI and Technology in Marketing

29:27 – Promoting Diversity and Inclusion

This episode is in partnership with Freedman International

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