What does it take to keep a creative agency relevant for over 30 years - especially in a world where consumer behavior shifts overnight?
In this episode, Grant sits down with Sam Sohaili, Partner at DMA United, a New York-based agency known for shaping global brands at the intersection of fashion, sports, and culture. From early collaborations with Mercedes-Benz at Fashion Week to navigating today’s AI-driven marketing landscape, Sam shares a behind-the-scenes look at how DMA has stayed agile, relevant, and ahead of the curve.
Key sections
00:00 - The power of being nimble: Fashion Week, Mercedes-Benz, and value-based branding
03:15 - Marketing as plate tectonics: Pressure, time, and brand alignment
06:30 - How AI changed the branding process overnight
09:10 - Staying relevant for 30+ years in a fast-changing industry
11:45 - How belief forms faster now - and what that means for brands
14:20 - Why consumers are ahead of brands - and how to catch up
17:05 - Marketing on gaming platforms: From fringe to foundational
19:30 - What small businesses can learn from big brand strategy
21:10 - The role of brand voice, strategy, and consistency across teams
23:40 - Final thoughts on staying innovative and building long-term trust
Whether you’re running a small business or leading a growing brand, this conversation is packed with insight on how to stay relevant in a culture that won’t sit still.
Keywords for SEO:
Brand strategy, agency growth, marketing trends, consumer behavior, small business marketing, AI in branding, brand voice, long-term brand relevance, creative agency, DMA United, Sam Sohaili, fashion and marketing, brand innovation, customer trust, brand alignment
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