TRENDSETTERS

Is the client-agency relationship really a relationship between just two sides?

In her new book, Walk in the Other Guy's Shoes, longtime agency search and relationship expert Joanne Davis argues that we've been overlooking an essential third perspective: procurement.

Joanne joins Deborah Malone on Internationalist Trendsetters to discuss the marketing–procurement–agency triangle, the lessons she's learned from decades of helping companies and agencies work together, and why better relationships begin with understanding what matters to the person across the table.

With 25 practical lessons inspired by holidays and moments throughout the calendar year, Joanne brings humor, experience and common sense to some of marketing's most persistent challenges.A conversation about changing perspectives—and why people still work with people.

What does marketing add to a highly successful company after more than six decades of growth?

Patrick McLean, the first Chief Marketing Officer of Love’s Travel Stops, joins Deborah Malone to discuss how one of America’s largest family-owned businesses is approaching its next stage of growth. He shares why marketing is becoming increasingly important as Love’s looks beyond physical expansion to generate greater demand and customer preference across its nearly 700 locations—and why the company's longstanding idea of “highway hospitality” sits at the heart of that opportunity.

McLean also reflects on the power of turning a “happy coincidence” into deliberate preference and the surprisingly simple marketing truth he's carried across industries: people want to be treated like human beings.

Small decisions can have big consequences when they accumulate across markets, channels and campaigns. Kevin Freedman, Founder & CEO of Freedman International, calls this “international marketing debt”—the gradual brand drift that can occur as global marketing becomes more complex.

He talks with Deborah Malone about AI and “shadow AI,” the growing tension between speed and control, and why strategy, human judgment and strong global implementation matter more as brands gain the ability to create and adapt at unprecedented scale.

Cause marketing has been around for decades, but it's changing in some fascinating ways.

What was once largely viewed as fundraising has evolved into something much broader—bringing together marketing, communications, corporate leadership, employees and nonprofit partners to create long-term relationships that benefit everyone involved. As companies increasingly look for ways to engage employees, strengthen their brands and make a meaningful contribution, the best partnerships are becoming more strategic than ever. Those themes emerged repeatedly in Mollye's latest research and in our conversation.

Joining me today is Mollye Rhea, Founder and President of For Momentum and one of the leading voices in cause marketing. Her new Best in Class Cause Campaigns research draws on the experiences of more than 100 seasoned nonprofit practitioners to identify what's working today—and what it tells us about where cause marketing is headed.

What happens when a brand stops simply communicating what it stands for—and gives people something they genuinely want to join?

Deborah Malone talks with Scott Goodson, Founder and Chairman of StrawberryFrog and creator of Movement Thinking, about the shift from purpose to participation—and why it matters even more in an age of AI, abundant content, and harder-to-earn attention.

Drawing on more than three decades of experience, Scott Goodson explores why purpose often stalls inside organizations, how movements turn ideas into action, and why the brands that matter most may be those that create something people can believe in, participate in, and help build.

How do iconic brands remain relevant without losing the authenticity that made people care in the first place?

In this episode of Trendsetters, Deborah Malone speaks with Mike Nelson, Vice President of Marketing at Martin Guitar, about one of marketing's most difficult leadership challenges: balancing heritage with innovation. Mike explains why purpose—not nostalgia—should guide brand evolution, how Martin defines "accessible luxury," and why craftsmanship, emotional connection, and consistency matter more than ever in an era of constant change.

Whether you manage a heritage brand or a fast-growing startup, this conversation offers practical insights into building brands that evolve while remaining true to what matters most.

Today, I'm joined by Jared Belsky, CEO and Co-Founder of Acadia, former CEO of 360i, and author of You Get the Agency You Deserve.

Jared recently made headlines by returning media rebates directly to clients—a decision that sparked an important conversation about trust and transparency in the agency business. But as you'll hear, that's really just the starting point.

Our discussion explores why collaboration may be replacing consolidation, why marketers are rarely taught how to become great clients, and why Jared believes that—despite all the disruption—this may actually be the most exciting time ever to build a career in marketing.It's an optimistic conversatio

As brands invest heavily in creative excellence and AI-powered content creation, a new challenge is emerging: how do great ideas survive the journey from headquarters to market? In this episode of Trendsetter, 

Deborah Malone speaks with Alexander Augustesen, CEO and Co-Founder of Zuuvi, about what he calls "creative infrastructure"—the systems and processes that connect brand strategy to market execution.

Innovation is one of the most celebrated—and misunderstood—concepts in business.

In this episode, Deborah Malone speaks with Costas Papaikonomou, product innovation veteran, entrepreneur, investor, and author of The Grumpy Innovator series and The Disruption Fallacy. Drawing on decades of experience helping global companies create new products and growth opportunities, Costas challenges conventional thinking about disruption, innovation, and progress.

Together, they explore why good ideas often fail, why weaker ideas survive, and why the most valuable opportunities are sometimes hiding in plain sight.

In this episode of Trendsetters, Deborah Malone speaks with Mary Katherine “MK” Woltz of Danone about how retail media is evolving from a channel into a core driver of business outcomes.

They explore the shift toward connected commerce, the changing role of retailers as media partners, and how brands are balancing performance with long-term brand equity.

A grounded conversation on how marketing is moving from channels to systems.