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Marketing Today with Alan Hart

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78: Jose Aguilar of Nestlé believes in the importance of understanding both data and culture

This week’s episode of "Marketing Today," finds Alan talking with Jose Aguilar, global brand management director for Nestlé Nutrition. Aguilar leads Nestlé's billion-dollar super premium infant formula category and also heads up innovation projects, geographic expansion, and renovation of the communications platform for the company. He is a true global executive who has led businesses the world over, from Europe and Asia to the United States and Latin America. In talking about his...

Duration: 00:33:54

77: Eric Asche’s greatest weapon in the battle against tobacco use: the truth

In this week’s episode of “Marketing Today,” Alan talks with Eric Asche, chief marketing and strategy officer for Truth Initiative, the largest nonprofit public health organization in the United States. Under Asche’s stewardship, the nonsmoking initiative “Truth” campaign has taken dead aim at Big Tobacco and was named by Ad Age as one of the Top 15 Ad Campaigns of the 21st Century. During the course of the podcast, Asche touches on the difficulty in taking on the tobacco industry, which...

Duration: 00:36:27

76: Laura Paz champions the use of AI in Subway’s Latin American markets

This week’s episode of “Marketing Today” finds Alan talking with Laura Paz, regional senior marketing manager for Subway, who is responsible for their Latin American market and its more than 4,000 shops. In the course of her discussion with Alan, Paz made it clear that the future is now in regard to the use of technology, machine learning and, in particular, AI. “I think that right now, with the technology and everything shifting, we have to test everything,” offered Paz. “I think that...

Duration: 00:21:08

75: Tom Fishburne: “Everything I know about marketing I’ve learned from drawing cartoons”

In this week’s episode of “Marketing Today,” Alan talks with Tom Fishburne, the founder of Marketoonist, a content marketing agency that employs cartoons to make its point, and the author of “Your Ad Ignored Here.” His work reaches several hundred thousand marketers every week, and Seth Godin calls him the David Ogilvy of cartooning. In discussing his work, Fishburne says, “It’s fun for me, as someone who comes from both marketing and cartooning, to think about how cartoons can help solve...

Duration: 00:38:52

74: The chips stack up nicely for Jennifer Saenz

In this week’s episode of “Marketing Today,” Alan sits down with Jennifer Saenz, CMO at Frito-Lay. Saenz has a self-described “pretty meaty role” at Frito-Lay, where she oversees the full-portfolio of Frito-Lay brands, including long-term strategy of all the businesses, oversight of communications planning and creation and all creative work that’s done, oversight of the innovation pipeline and insights-capability building, and design and analytics. During the podcast, she underscored the...

Duration: 00:21:00

73: Augustine Fou believes programmatic advertising needs to clean up its act

In this week’s episode of “Marketing Today,” Alan talks with Augustine Fou, a digital marketing thought leader and cybersecurity and ad fraud researcher. In the course of his conversation with Alan, Fou speaks at great length about the damage rampant fraud is causing in the programmatic arena and how critical it is that industry begins to police itself in earnest to clean things up to provide solutions for a healthy, thriving digital marketing landscape. In talking about ad fraud and...

Duration: 00:45:18

72: Alegra O’Hare: The brand genius behind Adidas Originals

In this week’s episode of “Marketing Today,” Alan talks with Alegra O’Hare, vice president of global brand communications for Adidas. O’Hare led the Adidas team in the creation of the “Original Is Never Finished” campaign that took home a Grand Prix at Cannes, and she was honored by Adweek in 2017 as a Brand Genius. In the course of her conversation with Alan, O’Hare talks about the value of courage in leading a brand. “You have to embody and show it,” says O’Hare. “I think you really...

Duration: 00:28:48

71: Drew Neisser: Marketing’s renegade talks strategy, story, and courage

This week’s episode of “Marketing Today” is a change of pace — a podcaster talking to a podcaster. Alan engages in a lively discussion with Drew Neisser, whose Renegade Thinkers Unite podcast has recently reached the 50-episode milestone. Neisser is also the founder and CEO of Renegade, an agency that focuses on helping CMOs develop their innovative and strategic thinking, and the author of “The CMO’s Periodic Table: A Renegade’s Guide to Marketing.” At the heart of Neisser’s marketing...

Duration: 00:40:01

70: Bob Hoffman: The Ad Contrarian strikes again

This week’s episode of “Marketing Today” is déjà vu all over again. Alan talks with Bob Hoffman, the first-ever return guest on the “Marketing Today” podcast. Hoffman, famously known as the Ad Contrarian, is an advertising veteran, best-selling author, and sought-after speaker and advisor. His latest book, “BadMen: How Advertising Went from a Minor Annoyance to a Major Menace,” provides Hoffman’s view on the state of online advertising. Hoffman casts an unflinching eye on today’s...

Duration: 00:32:25

69: Davis Smith believes doing good and building a great business can go hand in hand

In this week’s episode of “Marketing Today,” Alan talks with Davis Smith, the founder and CEO of Cotopaxi, and outdoor gear company with a humanitarian mission at its core. It was his experience growing up and later serving missions in countries like the Dominican Republic, Peru, and Bolivia — where he witnessed extreme poverty firsthand — that planted the seeds for his career path, and the eventual founding of Cotopaxi. In describing Cotopaxi, Smith says, “We’re a brand. We’re a brand...

Duration: 00:33:52

68: For Pearle Vision’s Douglas Zarkin, marketing is very much an art and a science

In this week’s episode of “Marketing Today,” Alan talks with Douglas Zarkin, who’s been vice president and CMO at Pearle Vision since 2012. Under Zarkin’s leadership, Pearle won Effies in the Health Care Services category in 2015 and 2016. And in 2017, Zarkin and his team took home a Silver Clio for Pearle’s “Small Moments” equity campaign. During his conversation with Alan, Zarkin touches on his drive to make an impact on the trajectory of the companies he works for, the difference...

Duration: 00:26:29

67: From the Smurfs to the Olympics to neuroscience, Horst Stipp has seen (and researched) it all

In this week’s episode of “Marketing Today,” Alan talks with Horst Stipp. Presently, Stipp is the Executive Vice President of Research and Innovation: Global and Ad Effectiveness at the Advertising Research Foundation (ARF). Prior to his time at ARF, Stipp enjoyed a 40-year career in consumer research for NBC, where his insatiable curiosity found him doing everything from finding ways to optimize the Smurfs to helping the network understand the broad appeal of the Olympics. His years of...

Duration: 00:32:37

66: Jonathan Cude and the value of fearlessness and resiliency

For his “Marketing Today” podcast, Alan has interviewed people from across the country and around the world. In this episode, though, he talks with someone who works in the same building — McKinney Chief Creative Officer Jonathan Cude. Cude got his start in advertising as a secretary at an Atlanta ad agency. Then, after a stop at portfolio school, he made his way to Portland and Wieden+Kennedy before arriving at McKinney. He’s been awarded just about every industry accolade while working...

Duration: 00:28:41

65: For Lincoln Bjorkman, it’s always about what’s next

Lincoln Bjorkman is the global chief creative officer for Wunderman — a network that has more than 170 offices in over 60 countries. During the course of his conversation with Alan Hart, he discusses the challenges, opportunities and constant change inherent in leading over 2,000 creatives worldwide. And he talks at length about the impact of the digital transformation on the creative role: “It’s now the air we breathe,” says Bjorkman. “If you want to be a successful creative…you have to...

Duration: 00:33:02

64: For Paul Smith, it’s all about people, culture and authenticity

Paul Smith is the CMO for Tangram, a Los Angeles-based company that designs and creates well-considered, efficient and effective workplaces with the core belief that collaboration and a people-focused approach are the fuel for innovation. During this podcast, Smith talks about what he believes are the keys for success: authenticity and being true to a company’s culture. Both of which, for him, go hand in hand. “More and more brands are culture based,” says Smith. “They’re a direct...

Duration: 00:22:12

63: Byron Sharp tells us what branding is all about

This is the third and final installment of Alan’s back-to-school podcast master class in marketing. This week, his conversation is with Byron Sharp, professor of marketing science at the University of South Australia. There, he is also director of the Ehrenberg-Bass Institute, the world’s largest research institute studying marketing. Sharp’s book, “How Brands Grow: What Marketers Don’t Know,” first published in 2011, continues to grow in popularity with marketers and academicians alike....

Duration: 00:46:43

62: Kevin Lane Keller always wants to be rigorous and relevant

This is the second installment of Alan’s back-to-school podcast master class in marketing. He’s been providing great insight through his conversations with some of the greatest academic minds in the discipline. Today, his conversation is with Kevin Lane Keller. Keller is the E.B. Osborn professor of marketing at the Tuck School of Business at Dartmouth College. Considered to be one of the best business school professors today, he’s the author of “Strategic Brand Management,” which is...

Duration: 00:39:54

61: Philip Kotler: Marketing’s old guard keeps a constant eye on the future

Over the next three weeks, Alan takes us back to school with a podcast master class in marketing. To do this, he’ll be talking to some of the greatest academic minds in the discipline. And today his conversation is with Philip Kotler. Considered by many as both “The Marketing Guru” and “The Most Influential Marketer of All Time,” Kotler discusses just a few of the many books he’s written on marketing, from “Marketing Management” (now in its 15th edition) to his most recent effort,...

Duration: 00:35:45

60: Bill Blubaugh and the brand you suck — that doesn’t suck

As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Bill Blubaugh, senior brand director of sweets and refreshments at The Hershey Company. In this podcast, they discuss the Jolly Rancher brand and its “A New Media Model to Transform a Brand that Sucks” campaign. In his conversation with Hart, Blubaugh talked about how effective marketing is more than hitting your marks and checking off boxes, it has to connect viscerally. “You have to...

Duration: 00:15:54

59: Bill Beck loves working for an iconic brand that cares

As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Bill Beck, vice president of brand marketing at Whirlpool. In this podcast, they discuss the “Care Counts” campaign. In his conversation with Hart, Beck touches on the factors that combined to create Whirlpool’s successful “Care Counts” campaign, but he also talked about the thrill of working on the well-known brands of the Whirlpool family: “These are iconic brands, and you get to work...

Duration: 00:16:41

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