In this episode, we’re joined by Andrew Garrihy, an experienced global CMO who has excelled in the highly competitive Chinese market. Andrew gives us a glimpse into the mindset and values that drive Chinese business culture. He shares valuable lessons on how to navigate hierarchies, earn respect, and prioritize collective wisdom over individual success. He also takes us through the "Chinese agile marketing" framework that allowed Huawei to rapidly launch 50 new products each year in various...

In this episode, we are joined by Jose Moreno, the Chief Marketing Officer of USA Pickleball. USA Pickleball has come a long way from being a small organization with only a handful of employees a few years ago, to now being at the forefront of the fastest-growing sport in America. Their goal? - to make pickleball accessible and inclusive for everyone. One of the key factors in their success is their emphasis on creating a strong community around the sport, not just focusing on the game...

We are joined by Dylan Jones, the CMO of Podium Nutrition in this episode. Podium has evolved from a small CrossFit supplement brand to an emerging lifestyle performance brand, with ambitions to become the leading nutrition brand for Olympic athletes by the 2028 Los Angeles Olympics. One of the key success factors to Podium’s unique brand personality is prioritizing lifestyle and entertaining content over traditional marketing. Furthermore, Dylan talks about the importance of meeting the...

In this episode, we are joined by Bryant Garvin, Head of Marketing & Growth 📈 at Ozlo Sleep. Bryan talks to us about his unconventional approach to marketing, which he calls "performance branding". Performance branding is when you capture attention and build brand affinity through content that’s entertaining & emotionally resonant, while strictly measuring and optimizing the distribution of the content for performance metrics. He emphasizes how having a strong, differentiated...

In this exciting episode, Ashley Boyce, CMO and co-founder of Noteworthy, takes us through their journey of building a perfume brand that dares to be different in the competitive $48bn fragrance category. Noteworthy is a challenger brand that’s empowering consumers to discover their unique signature scent using AI, moving beyond the traditional designer and celebrity endorsements. Ashley talks about the importance of creating products that not only meet a tangible need but also carry a deeper...

In this episode of Scratch, the Chief Brand Officer of Who Gives A Crap, Ronalee Zarate-Bayani, joins us to uncover exactly how Who Gives A Crap are taking on industry behemoths in the $31bn toilet paper segment and kicking a**! You’ve probably seen Who Gives a Crap, you know, the colourful wrapped toilet rolls that decorate your cool friend's toilet? Well, you’ll be surprised to hear that Who Gives a Crap is leading the charge when it comes to disrupting and dominating the $31bn toilet paper...

Hot on the heels of the partnership with Netflix for the series “Full Speed”, we’re joined by NASCAR’s CMO, Peter Jung. Peter discusses NASCARs transformative journey towards inclusivity, digital engagement, and category disruption. He sheds light on NASCAR's strategic initiatives, including their impactful viral marketing campaigns and a steadfast commitment to diversity and inclusion. Peter also unveils the significance of NASCAR's partnership with Netflix for the series "Full Speed,"...

In this episode of Scratch, the CMO of Calendly - Jessica Gilmartin joins us to discuss the evolution of the brand and its approach to building customer-centricity. Calendly, renowned for revolutionizing scheduling, attributes its success to a strong focus on customer needs and experiences. Jessica discusses how they incorporate customer insights into all aspects of their business operations and highlights Calendly's creative marketing processes and iterative testing strategies. She unveils...

In this week's episode of Scratch, the VP of Marketing at DuckDuckGo - Cristina Stanley, joins us for an enlightening discussion on the strategies that have helped DuckDuckGo take on industry giants like Google Chrome & Safari. DuckDuckGo is an independent alternative to Google that prioritizes online privacy and does not spy on their customers. Cristina’s transition from Coca-Cola to tech offers a unique perspective on marketing's role in driving growth and innovation. Being a challenger...

In this week’s episode, we take a deep dive into how to market like the best brands in the world and truly set yourself apart as a challenger brand. Distilling the knowledge of 65 episodes of Scratch and 100s of conversations we’ve had with the best CMO’s in the world from PepsiCo to P&G, Beavertown to Bloom & Wild, we decode the 10 core principles of how to market like the best challenger brands in the world. You'll hear from the likes of Gary Vee, Linda Boff, Rory Sutherland,...

In this episode, Eric is joined by Johnny McMahon, GM and chief Content Officer of World Chase Tag, who delves into the explosive growth of World Chase Tag driven by their high-energy content strategy showcased on platforms like TikTok and YouTube. Beyond content, Johnny explores the pillars behind WCT's success, from licensing to athlete engagement, and advocates for a broad global marketing approach. He envisions a future for WCT with live events, sports betting, and enhanced athlete...

In this episode, Eric sits down with Susan Allen, co-founder of Here We Flo, about their unique approach in the personal care market. They discuss the brand's emphasis on sustainable, natural products for period care and wellness, and its appeal to Gen Z through humour and inclusivity. Susan also touches on the brand's expansion into physical retail markets in the UK and US and the role of sustainability in their business model. This episode offers insights into developing a distinct brand...

In this episode of Scratch, Rory McEntee, Marketing Director of challenger fitness brand Gymbox, joins Eric for an engaging discussion on what it takes to cut through the noise as a marketer and have an outsized impact with your campaigns. Rory shares his passion for orchestrating unconventional campaigns that surprise audiences, taking risks that incumbents shy away from.

In this insightful episode, Eric sits down with Tom Davies, Marketing Head @ Yonder to delve into the world of creative marketing. They explore how a culture of creativity can be fostered within a team, the impact of innovative campaigns on business growth, and the importance of having the right marketing tools. They also reflect on some exemplary brand campaigns and share invaluable advice for both marketers and business leaders.

In the latest episode of Scratch, we engage in a riveting conversation with Tom Rainsford, the Marketing Director of Beavertown. Ranked among the 'Top 50 Creative Leaders' by Creative Review, Tom delves into Beavertown's inspiring journey, transitioning from a small-scale brewery to achieving an annual beer production of 5 million liters. He sheds light on the essence of genuine customer engagement, the intricacies of creative leadership, and his unique experiences as one of the founders of...

In this enlightening episode of Scratch, Eric is joined by Sarah Reynolds, the award-winning CMO of HiBob and a passionate advocate for diversity and inclusion in marketing leadership. They dive deep into the essence of inclusive marketing, emphasizing its role in broadening market reach and the importance of genuine brand messaging. Sarah provides invaluable insights on maintaining authenticity, fostering an inclusive culture, and the intersection of diversity with marketing strategies....

In today’s special episode of Scratch, Jenna is joined by Dr.Augustine Fou, a leading expert in the area of digital ad fraud. Dr. Fou has been on the front lines of digital marketing for nearly 3 decades assisting government, regulatory bodies, and corporations in how to prevent and detect the nexus of cybercrime and ad fraud. He joins us to discuss the latest in the Google ad fraud case, exploring the implications for marketers, how you can start to build your own checks and balances, and...

Welcome to another exciting episode of Scratch, where we’ve had the pleasure of hosting the brilliant Martin Lindstrom, a Marketing Expert and Author hailing from Lindstrom Company. Martin's reputation precedes him, known for his influential works including "Buyology," "Small Data," and "The Ministry of Common Sense." Eric & Martin explore the delicate balance between creativity and data-driven science in marketing, emphasizing the importance of consumer-centric strategies and the...

In the last episode before the summer break, Bloom & Wild's Chief Customer Officer, Charlotte Langley, shares marketing strategies behind the brand's 20m deliveries and 100k 5-star reviews. She discusses her approach to being the voice of the customer, balancing commercial needs and customer desires through clever data insights and constant creativity. Tune in an hear all about how the letterbox flower brand is using challenger marketing to be the leader in the gifting category.

In this enlightening episode of Scratch, Eric is joined by Henry Chilcott, the Chief Marketing Officer at Formula E, as they explore the fascinating realms of electric racing and sustainability. Henry unveils the challenges of being a challenger in a category dominated by an incumbent and discusses the interplay between high performance and sustainability in establishing a strong brand identity. They delve into captivating topics such as audience engagement, content creation, and the power of...

In this episode of Scratch, Matthew Webster, VP of Global Marketing for Activision and Call of Duty, discusses the launch of Call of Duty: Modern Warfare 2 and shares exactly what it takes to launch one of the biggest games in history. He also shares insights on understanding and connecting with audiences, refining marketing strategies, and maintaining a strong in-game experience.

In this episode of Scratch, Eric is joined by Jaclyn Ruelle, the brilliant VP head of Brand at Papa Johns. Jaclyn unravels the secrets of creating a buzz around your brand and igniting captivating conversations among your consumers. They discuss identifying brand influencers, measuring "talkability" with metrics like the "Impact ratio" and "Attention Score," and the importance of launching impactful campaigns during major events like the Super Bowl. Tune in to discover valuable marketing...

How do you create a brand and marketing strategy that not only stands out but also stands the test of time? Join us in this insightful episode of the Scratch Podcast as we sit down with Mark Kirkham, the CMO of PepsiCo International Beverages to dig into how Mark does it with some of the biggest and most well-established brands in the world, but also how he’s building new challengers in the beverage category. Mark brings his wealth of marketing experience from his tenure at PepsiCo,...

In this episode of Scratch, Eric interviews Magdalena Hörhager, VP of Growth at Bitpanda, discussing the marketing strategies that have made Bitpanda one of the largest trading platforms in Europe with a $4B valuation. The episode covers key pillars such as trust, differentiation, and cultural relevance, as well as insights into the challenges faced during Bitpanda's journey from start-up to unicorn. It provides valuable insights into the fintech landscape and effective marketing strategies...