On Scope: The Marketing Podcast
On Scope: The Marketing Podcast
Podcast Description
On Scope is the official podcast of the ANA, an association serving the marketing needs of more than 50,000 brands that collectively invest more than $400 billion in marketing and advertising annually. The show is the most authoritative and thought-provoking podcast available on marketing. You’ll hear candid conversations with some of marketing’s smartest and most influential leaders, on topics that matter most to you.
Podcast Insights
Content Themes
The podcast explores critical marketing topics such as data-driven insights, innovation strategies, and industry trends. Examples include episodes featuring Mastercard's Raja Rajamannar discussing operational shifts from data to insights and Bob Liodice addressing complex measurement challenges within the industry. Focus areas also include the impact of current political climates on marketing practices and the responsible use of AI.
On Scope is the official podcast of the ANA, an association serving the marketing needs of more than 50,000 brands that collectively invest more than $400 billion in marketing and advertising annually. The show is the most authoritative and thought-provoking podcast available on marketing. You’ll hear candid conversations with some of marketing’s smartest and most influential leaders, on topics that matter most to you.
From commercial sets to global newsrooms, tech-integrated builds and large-scale experiential activations, Roma Ahi has ample experience working across formats, continents, and cultures. In her role as president at Makers — a producer-led media company — she helps shape what’s next by investing in what matters most: people, process, and purpose.
On this episode of On Scope, Roma joins host Mike Berberich to break down how brands can maximize ROI when engaging consumers IRL. The duo covers a lot of valuable ground, including:
- How marketers can “de-risk” their experiential activations without diluting the elements that will make the event attractive to consumers.
- How marketers can approach both measuring the success of their experiential activations and also turn those activations into a data goldmine.
- The key steps marketers must take to maximize the value of the event after it has ended.
On “Marketing News You Might Have Missed,” producer Ryan Dinger joins Mike to discuss a MediaPost report on Heineken’s new “Pubscription” service, an application created in collaboration with Amazon’s Fire TV that allows subscribers to search for nearby pubs and invite friends to meet up. Mike and Ryan share the reasons why they find the activation to be bold and brave and speculate on the secondary benefits such an effort might provide to the Heineken brand.
IRL experiences may be rising in popularity, but marketers still need to make sure they’re leveraging AI to the best of their abilities to get the most out of these types of activations. For that reason, you need to check out the ANA’s Generative AI Essentials for Marketers Certificate Program. This series of six focused courses gives you exactly what you need to keep up with AI, including real-world practitioner experience that you can apply directly to your own work. Best of all, completing the courses will only take you 90 minutes. To learn more and register, visit us www.ana.net/AICert26.
Have a topic or guest that you’d like to see on an episode of On Scope? Let us know by emailing [email protected]
Disclaimer
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