Anssi Mäkelä is the CMO of Polar, a leading global player in sports watches, fitness trackers, and heart rate monitors. We sat down with him to discuss their approach to creative and messaging, marketing tactics, and why the traditional agency model is dead. Learn more: https://generogrowth.com https://www.polar.com https://www.linkedin.com/in/anssimakela (0:00) Introduction (0:53) The traditional agency model is dead (4:03) Building in-house competency and why awards don’t matter (8:54) How they produce creatives (14:12) Polar’s messaging and how it’s changed (17:43) Speaking to different audiences (19:36) Building a competitive brand on a worldwide stage (21:33) Brand ambassadors and influencers (24:30) Leveraging their Finnish heritage (26:44) The power of narratives (31:20) Tactics for grabbing attention in a noisy world (37:10) Why buy Polar?