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Speaker 1: Welcome to Strictly Business, Variety's weekly podcast featuring conversations with

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Speaker 1: industry leaders about the business of media and entertainment. I'm

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Speaker 1: Cynthia Lyttleton, co editor in chief of Variety. Today we

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Speaker 1: have a special episode Fresh at a can Lion. Can

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Speaker 1: Line is an annual June festival designed to celebrate creativity

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Speaker 1: in marketing and advertising. To do so, top players from

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Speaker 1: a range of businesses gather in the south of France

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Speaker 1: for a week of splashing money around and talking about

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Speaker 1: the future of brand building. A Variety joined in last

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Speaker 1: week by hosting a can Lion Studio presented by Canva,

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Speaker 1: that offers a once a year chance to gain insights

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Speaker 1: from the biggest names in marketing. My London based colleague

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Speaker 1: Elise Schaeffer, joined me for three pack days of video interviews,

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Speaker 1: all of which can be found on the Variety dot

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Speaker 1: com website. Coming up here, first, Elisa and I share

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Speaker 1: notes on what we learned over seventy two hours of

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Speaker 1: rapid fire questioning. After that a selection of clips that

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Speaker 1: reflect the trends, opportunities, headwinds and headaches that contemporary marketers face.

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Speaker 1: So now settle in, close your eyes and imagine the

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Speaker 1: most beautiful blue ocean water you've ever seen. That's why

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Speaker 1: they call it the coach Tuzuur. Once you can smell

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Speaker 1: the salt, are, feel a light breeze, and hear the

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Speaker 1: call of a distant seagull, you've made it to can

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Speaker 1: Hold that thought and don't go anywhere. We'll be right

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Speaker 1: back after this break.

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Speaker 2: A pitch for a film or TV project is only

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Speaker 2: as good as its pitch deck. Design your next pitch

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Speaker 2: deck with Canva. Canva is the online design platform for

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Speaker 2: entertainment professionals. With Canva, it's easy to visually express your

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Speaker 2: film or TV idea. Just start with a designer made template,

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Speaker 2: then add imagery, video, and audio from Canva's massive content library.

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Speaker 2: Go from your screen to the big screen. Nail your

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Speaker 2: next pitch with Canva at canva dot com, Slash Entertainment.

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Speaker 1: Perfect and we're back with a special strictly business episode

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Speaker 1: from the can Lion Festival.

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Speaker 3: Hello, at least you're back in London. I'm back in

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Speaker 3: Los Angeles and we've had time to recover a bit

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Speaker 3: from Canlon and Digest. We sort of did speed dating

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Speaker 3: with more than thirty top CMOS brand partnership leaders. You know,

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Speaker 3: real movers and shakers in the global business of branding, marketing,

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Speaker 3: and advertising. It's a really rare treat to talk to

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Speaker 3: so many people in such a short amount of time.

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Speaker 3: I would love your at least i'd love your thoughts

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Speaker 3: on what were some of the top line discussions, What

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Speaker 3: were some of the burning questions on the minds of

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Speaker 3: the people that you spoke with. I will start by

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Speaker 3: saying that for me, I was really struck by the

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Speaker 3: number of marketers, the number of cmos that came in

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Speaker 3: and said, our north star, the most important thing is

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Speaker 3: making sure that my company is very clear on the

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Speaker 3: mission and purpose of the product or the service that

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Speaker 3: we sell, and to make sure that our marketing, everything

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Speaker 3: that we communicate to consumers about this product is in

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Speaker 3: line with that mission and purpose. I thought that really

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Speaker 3: struck me as more than just marketing speak, but a

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Speaker 3: real guiding post for people, for people these days, which

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Speaker 3: I thought was very interesting and very telling about our times.

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Speaker 3: Curious what stood out.

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Speaker 4: To you, Yeah, I was fascinating to, like you said,

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Speaker 4: speed date with all of these marketers sort of.

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Speaker 5: And get their insights on the industry.

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Speaker 4: And I think, as you said, what really was front

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Speaker 4: of mine for me, and what seems to be front

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Speaker 4: of mine for all these marketers is authenticity and really

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Speaker 4: connecting with the consumer, relating to them on a personal level.

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Speaker 4: I thought it was really fascinating in my conversation with

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Speaker 4: Queen Latifah and Tajol Vishalpura from Nova Noordesk.

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Speaker 5: They are running this campaign around how.

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Speaker 4: Important it is to you know, treat obesity, but also

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Speaker 4: to get to remove the stigma from it so that

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Speaker 4: people actually want to go get that treatment. And Queen

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Speaker 4: Latifa told such an authentic story about how it's had

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Speaker 4: an impact on her life and her family's life, and

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Speaker 4: I just know that through that story they've been able

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Speaker 4: to connect with so many consumers that are going through

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Speaker 4: the same thing. So for me, it was really authenticity

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Speaker 4: was something that that definitely stood out.

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Speaker 3: I talked to a lot of people about how they

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Speaker 3: deal with influencer marketing. There's a billion and two influencers

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Speaker 3: out there. How do you pick the one that you

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Speaker 3: want to hold up your product or discuss discuss your

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Speaker 3: you're offering. And it's very interesting and we're seeing we're

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Speaker 3: seeing sort of some interesting filters come in and kind

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Speaker 3: of in the form of like a new form of

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Speaker 3: talent agency that represents people and talking to marketers that

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Speaker 3: in some cases not many, but in some cases doing

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Speaker 3: one to one deals with an influencer who might be

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Speaker 3: sitting in their home anywhere in the country and you know,

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Speaker 3: picking up the phone and doing a deal directly with

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Speaker 3: a Fortune one hundred company. That tells you it's still

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Speaker 3: for all of you know, social media creators are not

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Speaker 3: a new phenomenon, but it is still the wild West

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Speaker 3: in terms of deal making. Did you hear anything in

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Speaker 3: terms of deals or areas of focus or things that

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Speaker 3: got them excited that surprised you. In terms of marketing.

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Speaker 4: We had mister ballin in the studio, who is this

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Speaker 4: big podcaster, but he started out just you know, on

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Speaker 4: TikTok making storytime videos. But he what I've found is

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Speaker 4: that these influencers, they really have to market themselves, and

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Speaker 4: so they're not only marketing themselves to an audience, but

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Speaker 4: also to people that they might partner with in brand

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Speaker 4: deals and management deals and so forth. So we actually

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Speaker 4: had mister Ball and we had his manager, we had

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Speaker 4: his agent, you know, so many people in the studio

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Speaker 4: that he eventually was able to meet with and joined

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Speaker 4: forces with. But it really like was down to him

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Speaker 4: and I think it's this It's just shows the savviness

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Speaker 4: of these people, and really like it breaks that wall

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Speaker 4: between the you know, the consumer and the marketer when

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Speaker 4: you have.

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Speaker 5: These influencers in between that are kind of able to

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Speaker 5: do both.

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Speaker 3: I really enjoyed speaking with Diana Hausling, the CMO of

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Speaker 3: Colgate paal Malo. She confirmed my suspicion that in fact,

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Speaker 3: there are big fan affinity groups out there for cleaning products.

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Speaker 3: I have people in my family that have great affinity

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Speaker 3: for their cleaning products. But it really was funny she

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Speaker 3: was so animated and so into her products, but talking

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Speaker 3: about like there is a there's an affinity group for

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Speaker 3: just about everything out there, and how much they tap

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Speaker 3: those fandoms, the the you know, just consumer products are

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Speaker 3: not that you know, Hollywood is a consumer product movies

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Speaker 3: and TV shows. Just like you know, Hollywood, marketers are

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Speaker 3: looking for any pocket of fandom they can get excited

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Speaker 3: about their product. The same is true with you know,

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Speaker 3: true consumer products, including some of the cleaning supplies that

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Speaker 3: they're under the Colgate Palm Olive roof. And it was

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Speaker 3: interesting to hear you know, the application of tactics that

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Speaker 3: are using entertainment for different kind of sales. It reminds

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Speaker 3: me that at variety sometimes we do have blinders on

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Speaker 3: and there is a big there is a world outside

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Speaker 3: of Hollywood and the global entertainment business.

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Speaker 4: And I think that's something we kind of saw with

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Speaker 4: AI I know, in past years, and still this year

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Speaker 4: it's been such a big topic just how is it

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Speaker 4: going to change marketing?

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Speaker 5: Is it something to be feared?

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Speaker 4: But I felt like this year it was kind of

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Speaker 4: more celebrated in terms of how it can actually be

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Speaker 4: used to provoke creativity as opposed to, you know, kill creativity.

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Speaker 4: And someone I to who really nailed that point home

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Speaker 4: was Extern again, who's from Spotify.

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Speaker 5: He's actually the voice of their AIDJ.

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Speaker 4: So he goes in and records all these different phrases

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Speaker 4: and then Spotify puts them together in an algorithm and

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Speaker 4: delivers them to consumers. But he really just highlighted how

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Speaker 4: people are using this AI DJ to get news but

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Speaker 4: also to have fun, and it's not something that is

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Speaker 4: really taking the place of that human voice because he

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Speaker 4: is a human, you know.

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Speaker 5: So they kind of did that. They hit that sweet

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Speaker 5: spot of light.

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Speaker 4: It's a human voice, a human connection. There's somebody real

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Speaker 4: behind you know, I met the AI DJ. He's real,

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Speaker 4: but it's still using that technology to you know, make

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Speaker 4: things easier for everyone.

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Speaker 3: I'm glad you brought up AI because I think once again,

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Speaker 3: I think legally obligated to bring up AI these days.

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Speaker 3: But this was it definitely struck me. There was so

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Speaker 3: much fear in the creative community in Hollywood about AI,

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Speaker 3: you know, coming for jobs changing dramatically the way entertainment

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Speaker 3: is produced, and it was it struck me that in

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Speaker 3: this crowd among marketers, they there's definitely concern, but there's

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Speaker 3: also a lot of potential. They see the potential for

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Speaker 3: AI tools to make it to make it a lot

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Speaker 3: easier to do a lot of the kind of more

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Speaker 3: rudimentary work of marketing, creating materials in different languages, for

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Speaker 3: different formats and sizes, and so I definitely this is

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Speaker 3: a crowd that is that is starting to learn how

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Speaker 3: to use the tools in the utensil box. And I

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Speaker 3: think I suspect that Hollywood will get there, but I

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Speaker 3: think that I think because there's such such clear applications

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Speaker 3: that are so attractive that people are broaching that fear

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Speaker 3: and actually, you know, starting to learn how to use

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Speaker 3: the tools. The last thing I want to touch on

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Speaker 3: is that I know both of us talk to people

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Speaker 3: a lot about leadership, and I again was struck at

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Speaker 3: the I mean, the just incredible executives, really accomplished and prominent,

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Speaker 3: and the level of clout that cmos in particular have

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Speaker 3: in company. These they all talked about they're producing more

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Speaker 3: content than ever before. The marketing department has become like

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Speaker 3: a mini studio within all within companies, and so that's

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Speaker 3: a big that's definitely a big, big curve that they

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Speaker 3: certainly didn't have to do ten years ago, fifteen years ago.

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Speaker 3: Requires new skill sets, resources, and of course, like everything,

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Speaker 3: everybody's under pressure to do more with less. Again, I

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Speaker 3: was struck by the number of really clearly strong leaders

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Speaker 3: that are coming out of the marketing ranks. Certainly that's

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Speaker 3: not new in Hollywood, but I suspect that in other

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Speaker 3: industries that you are seeing at a time when it's

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Speaker 3: harder than ever to reach your target audience and the

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Speaker 3: right target audience, that folks that really know that and

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Speaker 3: can blend the creative and the understanding now of the

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Speaker 3: data science that those are those are going to be

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Speaker 3: the movers and shakers of the future. Curious what you

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Speaker 3: heard in your conversation.

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Speaker 4: You really have to these days have so many different skills.

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Speaker 4: You have to be proficient in tech, in data, in

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Speaker 4: you know, social skills, people skills like connecting with others.

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Speaker 4: It really I was also very, very impressed with all

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Speaker 4: the leaders that we talked to and just you know,

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Speaker 4: getting to see how they're navigating this world. That's something

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Speaker 4: that there's no real like rule book for what we're

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Speaker 4: going through right now, for the changes we're seeing. So

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Speaker 4: I think it takes a lot of a lot of

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Speaker 4: courage and a lot of like confidence. You know, at

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Speaker 4: the end of the day, they're selling something, so you know,

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Speaker 4: I think that's that's a little bit of what I observed.

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Speaker 4: But I was very I was you know, I feel

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Speaker 4: like it's in good hands. I feel like there's some

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Speaker 4: really genius marketing happening. It's going to continue to go

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Speaker 4: that way, and just you know, they have to innovate,

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Speaker 4: and I think people that we talked to this past

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Speaker 4: week have.

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Speaker 5: Have really been leading that charge and innovation.

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Speaker 3: I'm glad you're I'm glad that you're wrapping up on that,

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Speaker 3: because fundamentally I did come away with hope that there

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Speaker 3: is excitement and enthusiasm for the business. And I also

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Speaker 3: just want to say a least that I had a

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Speaker 3: wonderful week and many great meals, but I do think

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Speaker 3: that my favorite was you and me having burgers right

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Speaker 3: off the coast set at around midnight after a very

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Speaker 3: fun party, and so that is going to be a

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Speaker 3: highlight of my Can memories and I do really appreciate it,

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Speaker 3: And at least I want to commend you those interviews

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Speaker 3: doing that speed dating with cmos is not easy. I've

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Speaker 3: been doing this a long time, a lot longer than you,

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Speaker 3: and you made it look easy.

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Speaker 1: And now here come the clips. We'll start with my

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Speaker 1: sit down with Josh Feldman, Global CMO for NBC Universal

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Speaker 1: Advertising and Partnerships, and Rachel Zaluzik, CMO and Senior VP

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Speaker 1: at Volkswagen America. From this power duo, we get details

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Speaker 1: on NBC's plans for the Saturday Night Live fiftieth anniversary

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Speaker 1: celebration scheduled for early next year. We also get a

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Speaker 1: glimpse of what a strong partnership between buyer and seller

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Speaker 1: looks like, as the two discuss how the long relationship

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Speaker 1: between NBC and VW helps big things happen for both brands.

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Speaker 6: Conversations really start by what our mutual interests are, and

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Speaker 6: then when we have a preferred partner like Volkswagen, we

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Speaker 6: could give them an inside look as to what's happening

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Speaker 6: so that we can be talking months and months ahead.

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Speaker 6: Which is a perfect example. Right we're about to launch

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Speaker 6: our SNL fifty campaign together, and that was a perfect

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Speaker 6: example of us kind of being out there talking about

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Speaker 6: something that we didn't know exactly what was going to

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Speaker 6: be at the time, but listening to what Rachel was

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Speaker 6: looking to accomplish and then being able to customize solutions

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Speaker 6: for her based upon that in that.

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Speaker 7: Respect, and that discussion actually began basically a year ago

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Speaker 7: at this point where we knew twenty twenty four is

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Speaker 7: maybe a big year for us, particularly this fall where

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Speaker 7: we have the launch of our id bus finally coming

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Speaker 7: to the US where we've seen.

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Speaker 5: It in Europe.

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Speaker 7: There's so much anticipation about the vehicle that we needed

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Speaker 7: to find the right partner to introduce this vehicle with

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Speaker 7: with the right reach, with the right different options, and

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Speaker 7: NBCU offers us so many different ways to go in

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Speaker 7: so that we can be efficient in terms of how

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Speaker 7: we target, but we can use all of those different

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Speaker 7: tools that they have available to us to make sure

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Speaker 7: that we're bringing the vehicle preciously to the right people

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Speaker 7: at the right time. And with the partnership with Saturday

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Speaker 7: Night Live, it is the perfect way for us to

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Speaker 7: bring those two icons together in a moment that I

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Speaker 7: think is really going to be meaningful for us.

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Speaker 3: Sounds a good match of events, is something that you

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Speaker 3: know is going to be a pop culture event, and

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Speaker 3: you would say that that's a result of you know,

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Speaker 3: it sounds like you have an ongoing conversation, an ongoing dialogue.

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Speaker 3: You know, it's almost like you know, you know your friends' problems, right.

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Speaker 5: Absolutely.

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Speaker 6: It's also great when you have a partner that's willing

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Speaker 6: to take risks and look forward and being able to

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Speaker 6: do different things right. So, like, if I look backwards

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Speaker 6: a couple of years ago, when augmented reality was the

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Speaker 6: hot thing at that moment, we did this amazing partnership

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Speaker 6: with Volkswagen back then where we got the actress and

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Speaker 6: comedian readA to do an augmented reality sort of shoot

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Speaker 6: where it was a virtual show, and we're read as

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Speaker 6: showed up exactly where you were and showed off the

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Speaker 6: elements of the car that they wanted highlighted. But now

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Speaker 6: when we have Saturday in SNL fifty coming up this

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Speaker 6: next year, right, this is going to be a full

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Speaker 6: blown out event that's going to take over the entire country,

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Speaker 6: right because it goes beyond just the primetime special. There's

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Speaker 6: going to be a music concert at Radio City Music

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Speaker 6: Hall celebrating the best music of the past fifty seasons.

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Speaker 6: There's going to be a documentary on the music that

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Speaker 6: Questslove from the Roots is curating. We've got a series

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Speaker 6: of documentaries on Lauren and the show from Morgan Neville.

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Speaker 6: So this is something that you know, there's so many

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Speaker 6: different elements to it that when we work with Volkswagen,

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Speaker 6: they can kind of pick and choose what's going to

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Speaker 6: be right for the ID Buzz, and we can customize

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Speaker 6: that messaging around them and really have the Buzz show

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Speaker 6: up literally and physically the right way at the right places.

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Speaker 1: Here's another pairing that was one of our liveliest conversations.

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Speaker 1: Diana Housling, CMO of North America for Colgate Palmolive and

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Speaker 1: Sharb Farmagi, CEO of Group M North America. The two

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Speaker 1: have the easy camaraderie of those who have enjoyed great

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Speaker 1: success together. Here, Housling describes how Colgate Palmolive is tapping

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Speaker 1: into the fandom for the company's cleaning products that spills

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Speaker 1: out all over TikTok every day.

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Speaker 8: But if you think about it, these products that consumers

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Speaker 8: are using are a part of your day to day

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Speaker 8: and they're not really the main character of your life.

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Speaker 8: They're really your best friend that helps you keep your

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Speaker 8: oral health, keep your home clean, keep your personal health

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Speaker 8: the way that it needs to be. And we take

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Speaker 8: that very seriously. Everything we do first is grounded in science,

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Speaker 8: and that's really important to us. So the efficacy of

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Speaker 8: our brands is number one. That's how we've been able

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Speaker 8: to be around for two hundred and eighteen years. But

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Speaker 8: we also understand that we have to maintain relevancy for

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Speaker 8: our brand and that means constantly reminding consumers about how

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Speaker 8: they can leverage our brands to make their lives better,

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Speaker 8: but also the benefits that come from using our brands.

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Speaker 8: Some of our brands, like Fabuloso, we talk about the

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Speaker 8: joy that it brings and it's not just because you

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Speaker 8: love cleaning, because who loves cleaning?

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Speaker 9: Okay, I do a little bit.

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Speaker 8: But it's really because when you take that experience and

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Speaker 8: actually clean your home and your family gets to experience,

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Speaker 8: or you welcome people in your home, you get to

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Speaker 8: create the surrounding that is all about you, what you love,

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Speaker 8: and make it personal to you. So for us, it's

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Speaker 8: really about understanding how consumers tick, leveraging that insight, remaining

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Speaker 8: relevant to them, making sure our products deliver on their promise,

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Speaker 8: and then leveraging marketing as a tool to remind consumers

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Speaker 8: that we can play an integral part in their lives.

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Speaker 8: And we really think about doing that in a couple

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Speaker 8: of ways. One is all about culture and how we

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Speaker 8: play and are a part of culture, not in an

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Speaker 8: inauthentic way, nobody wants the old dude in the Club's

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Speaker 8: really about how we infuse ourselves in culture and cultural moments.

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Speaker 8: And then it's about taking those moments and making them scalable.

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Speaker 8: So how do we think about things like interactions you

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Speaker 8: may have with the brand, moments that are happening within

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Speaker 8: culture and really allow our brands to be a part

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Speaker 8: of those moments and really a part of your life.

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Speaker 8: And then finally, it's really creating space for our consumers

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Speaker 8: to talk to each other. A brand like fabulous So

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Speaker 8: really allows that. And I don't know if you've heard

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Speaker 8: of something called clean talk, but it's actually this space

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Speaker 8: where people really geek out about cleaning products, different hacks

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Speaker 8: on how you can leverage fabulaus so things we never

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Speaker 8: thought of, our scientists haven't thought of.

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Speaker 5: But it really creates.

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Speaker 8: Communities and we're just want to be a part of

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Speaker 8: people's everyday lives and make them just a little bit better.

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Speaker 8: We also talk a lot about tribes. You know, Marcus

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Speaker 8: Collins came in and talked to us. He has this

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Speaker 8: awesome book called for the Culture, and in that book

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Speaker 8: he really talks about, you know how sometimes marketers can

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Speaker 8: be a bit lazy and really just think about, you know,

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Speaker 8: the common denominators that are very obvious, like you're black,

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Speaker 8: you know, live in this X place, you drive this

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Speaker 8: X car. When really, if you get to the nuance

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Speaker 8: of humanity and start to see the intersectionalities of what

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Speaker 8: it means to be a human, you start to really

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Speaker 8: pick up threads where you can really start to talk

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Speaker 8: to different communities. We had an awesome execution where we

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Speaker 8: talk to gamers, especially women in gaming, and that's a

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Speaker 8: unique community and being able to speak to them directly

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Speaker 8: not only allowed us to talk to that community, but

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Speaker 8: there was an impact and a ripple effect where you

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Speaker 8: actually were able to reach others in scale by focusing

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Speaker 8: it and nowring on that community. And for us, it's

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Speaker 8: really important that we're relevant to the markets that we

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Speaker 8: play in, that we're leveraging talent from the different markets

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Speaker 8: that we engage with, and that we're really connecting in

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Speaker 8: a way that's not superficial but really gets to that

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Speaker 8: consumer insight.

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Speaker 10: When you think about the connections piece, scale is actually

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Speaker 10: an opportunity because the more connections you have in theory,

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Speaker 10: the better understanding you should have, which means you should

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Speaker 10: be better at.

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Speaker 4: Doing what you think.

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Speaker 10: Diana's point is right, Colgate is in people's you know,

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Speaker 10: the consumer's daily lives all the time, every day, absolutely,

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Speaker 10: so that scale is an opportunity to understand, you know,

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Speaker 10: how you interact with your consumer.

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Speaker 1: Our Can studio conversations touched on subjects ranging from the

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Speaker 1: sublime to the silly. Many cmos pointed to the importance

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Speaker 1: of knowing their brand's mission and purpose, and more importantly,

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Speaker 1: why that matters to consumers. Here's our pairing of Wondery

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Speaker 1: CEO Jen Sergeant and Canva co founder and chief product

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Speaker 1: officer Cameron Adams.

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Speaker 11: One of the things that's really important is to have

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Speaker 11: an inspiring vision and mission for your business, your purpose

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Speaker 11: of being, and be able to communicate that with your team.

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Speaker 11: I'm a big fan of setting big, hairy, audacious goals,

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Speaker 11: but then being there to help my team achieve them.

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Speaker 5: For us, it's.

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Speaker 11: Been a lot of change, a lot of change in

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Speaker 11: podcasting over the past eight years, and we're part of

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Speaker 11: a fast changing media and entertainment landscape. But for Wondering specifically,

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Speaker 11: we went from a scrappy startup to a more established

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Speaker 11: startup to getting acquired by Amazon and joining the Amazon

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Speaker 11: family has been incredible, but it's been a huge transition

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Speaker 11: too because it's one of the largest companies in the world,

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Speaker 11: So helping my team through that has required a lot

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Speaker 11: of transparency, communication kind of over communication. It's really important

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Speaker 11: for me to make sure my team sticks to our roots,

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Speaker 11: our startup roots of moving fast, taking risks, being willing

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Speaker 11: to think big, but also roll up our sleeves and

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Speaker 11: get things done, and then being part of Amazon lets

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Speaker 11: us think long term. So balancing that I've found over

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Speaker 11: communication is actually the key, and that's part of what

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Speaker 11: I've tried to institute at Wondering.

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Speaker 12: When we started, we were very much about the product.

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Speaker 12: We had an idea for a product that we desperately

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Speaker 12: wanted to get in the hands of as many people

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Speaker 12: as we could, and we started building that. And it

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Speaker 12: actually reminds me of this quote from one of the

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Speaker 12: founders of SoundCloud, who said, when we started out, we

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Speaker 12: were building a product. Then we realized that we're building

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Speaker 12: a company that builds a product. Finally we realized that

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Speaker 12: we're building great culture that builds a great company that

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Speaker 12: builds a great product. And for us, that evolution in

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Speaker 12: our thinking these kind of eggshells that grow out has

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Speaker 12: very much been how we've thought about Camber. We started

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Speaker 12: out wanting to make a great product, but realized that

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Speaker 12: we really needed to make a great team that could

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Speaker 12: build the product. And as the team grew from ten

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Speaker 12: people to twenty people to one hundred to four thy

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Speaker 12: five hundred, now you have to really think about the

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Speaker 12: culture and how you make decisions. The value system that

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Speaker 12: everyone shares. Staying aligned on the vision, the culture becomes

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Speaker 12: probably the most important thing, and that's really important for

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Speaker 12: us as an employer brand. Finding the best people in

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Speaker 12: the world and inspiring them to come to Canva is

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Speaker 12: largely about the culture that we've built, the tame that

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Speaker 12: we've built, and attracting great minds to great minds.

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Speaker 2: There are a lot of moving parts to a film

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Speaker 2: or TV production. Canva can help everyone get on the

438
00:23:26,960 --> 00:23:31,639
Speaker 2: same page. Canva has templates for storyboards, call sheets, and

439
00:23:31,760 --> 00:23:37,399
Speaker 2: series bibles. Canva whiteboards are fantastic for plot and story brainstorms,

440
00:23:37,640 --> 00:23:41,520
Speaker 2: production timelines, and more. When you're ready to roll. Canva

441
00:23:41,600 --> 00:23:44,760
Speaker 2: makes it easy to work together on your project face

442
00:23:44,840 --> 00:23:48,360
Speaker 2: to face or online in real time. Go from your

443
00:23:48,440 --> 00:23:53,120
Speaker 2: screen to the big screen at Canva, dot Com Slash Entertainment.

444
00:23:56,320 --> 00:23:59,879
Speaker 1: Of course, there's no discussing the discipline of advertising the

445
00:24:00,000 --> 00:24:03,680
Speaker 1: these days without talking about data, and data's more popular

446
00:24:03,760 --> 00:24:07,560
Speaker 1: cousin AI. Here's some thoughts about the pros and cons

447
00:24:07,560 --> 00:24:12,000
Speaker 1: of the technology that promises to change everything somehow. We'll

448
00:24:12,040 --> 00:24:16,560
Speaker 1: start with Pato Spinalletto, Global Chief Marketing Officer for direct

449
00:24:16,600 --> 00:24:20,840
Speaker 1: to consumer for Warner Brothers Discovery. He has strong thoughts

450
00:24:20,840 --> 00:24:23,400
Speaker 1: on where the utility of data ends and where gut

451
00:24:23,440 --> 00:24:27,280
Speaker 1: decisions come in for marketers. He's followed by Mattel's CEO,

452
00:24:27,600 --> 00:24:31,480
Speaker 1: Enon Cries Priz explains how he reconfigured the toy Giant

453
00:24:31,600 --> 00:24:35,800
Speaker 1: behind Barbie into an ip vault, and finally we hear

454
00:24:35,840 --> 00:24:40,440
Speaker 1: from Jessica Ling, head of Global brand advertising for American Express,

455
00:24:40,720 --> 00:24:44,840
Speaker 1: on how good storytelling and the optimal context for delivering

456
00:24:44,880 --> 00:24:46,640
Speaker 1: a brand message is crucial.

457
00:24:47,240 --> 00:24:51,400
Speaker 13: We use data for almost everything, and while the examples

458
00:24:51,400 --> 00:24:53,480
Speaker 13: I'll give you Wills is going to be about bringing

459
00:24:53,520 --> 00:24:56,520
Speaker 13: in new subscribers, it is probably equally if not more

460
00:24:56,560 --> 00:24:59,720
Speaker 13: important to you think about the data for retaining subscribers.

461
00:25:00,600 --> 00:25:03,320
Speaker 13: Once you know when somebody comes in, what do they watch,

462
00:25:03,440 --> 00:25:06,159
Speaker 13: where do they watch it, what platform, and what frequency.

463
00:25:06,240 --> 00:25:09,359
Speaker 13: These are all signals that can help us better merchandise

464
00:25:09,440 --> 00:25:11,720
Speaker 13: the next piece of content, because at the end of

465
00:25:11,760 --> 00:25:15,200
Speaker 13: the day, like every user, if you can't find something

466
00:25:15,240 --> 00:25:17,320
Speaker 13: you like over a longer period of time, you're not

467
00:25:17,320 --> 00:25:19,959
Speaker 13: going to stick around. And we're in a subscription business,

468
00:25:20,000 --> 00:25:21,560
Speaker 13: we're not in a pay per view business, so we

469
00:25:21,680 --> 00:25:25,760
Speaker 13: have to earn customers trust every single month. On the

470
00:25:25,760 --> 00:25:29,760
Speaker 13: acquisition side, It's very interesting because there's the brand and

471
00:25:29,840 --> 00:25:33,000
Speaker 13: who we stand for and the target audience that we

472
00:25:33,080 --> 00:25:36,240
Speaker 13: call our entertainment enthusiasts, and they have very specific traits

473
00:25:36,240 --> 00:25:40,160
Speaker 13: to them. But within the brand there are all these

474
00:25:40,160 --> 00:25:44,080
Speaker 13: single titles, and the way that you market a succession

475
00:25:44,200 --> 00:25:46,040
Speaker 13: is very different from the way that you market a

476
00:25:46,119 --> 00:25:49,639
Speaker 13: ninety day fiance. So there's all these little nucleus, all

477
00:25:49,640 --> 00:25:52,680
Speaker 13: these little DNAs, right, and you have to spot the

478
00:25:54,080 --> 00:25:56,439
Speaker 13: heart of it and then think about who are the

479
00:25:56,480 --> 00:26:02,320
Speaker 13: broader audiences. So that's an illustrative way of describing something

480
00:26:02,359 --> 00:26:04,520
Speaker 13: that is highly advanced from our media team, and I

481
00:26:04,560 --> 00:26:09,040
Speaker 13: think they've done an incredible job at harnessing the data.

482
00:26:09,800 --> 00:26:12,320
Speaker 13: Last point I'll make on this is we all love

483
00:26:12,320 --> 00:26:15,800
Speaker 13: to talk about data and it is critical, but data

484
00:26:15,800 --> 00:26:20,080
Speaker 13: does not make a marketer great. Data is ingredients. Marketers

485
00:26:20,080 --> 00:26:24,160
Speaker 13: are the chefs, and I feel very passionate that marketers

486
00:26:24,200 --> 00:26:27,320
Speaker 13: have to continue to look at data to inform what

487
00:26:27,359 --> 00:26:29,399
Speaker 13: they want to do, but not to make decisions on

488
00:26:29,440 --> 00:26:30,119
Speaker 13: what they want to do.

489
00:26:30,960 --> 00:26:34,080
Speaker 14: At the core, Mateta is a creative company driven by innovation,

490
00:26:34,920 --> 00:26:38,080
Speaker 14: and part of our transformation was to bring that to

491
00:26:38,160 --> 00:26:42,040
Speaker 14: the four and continue to build on our creativity and

492
00:26:42,080 --> 00:26:47,560
Speaker 14: innovation we are doing. Our strategy is more is twofold.

493
00:26:47,640 --> 00:26:50,360
Speaker 14: One is to continue to grow our IP driven toy

494
00:26:50,400 --> 00:26:55,040
Speaker 14: business and on top of it, to expand our entertainment offering.

495
00:26:55,480 --> 00:26:57,560
Speaker 14: It's not one or the other, and it's not one

496
00:26:57,560 --> 00:27:01,639
Speaker 14: instead of the other. The tour a symbiotic. A successful

497
00:27:01,680 --> 00:27:05,240
Speaker 14: toy business is a great foundation to continue to build

498
00:27:05,280 --> 00:27:10,359
Speaker 14: your entertainment strategy. Toys as a film factor has very

499
00:27:10,440 --> 00:27:16,080
Speaker 14: high engagement and emotional connection with fans. Toys attack DIP

500
00:27:17,119 --> 00:27:22,520
Speaker 14: fans hagar toys, and that gives you a very good

501
00:27:22,560 --> 00:27:26,720
Speaker 14: platform to continue to build on that emotional connection, thinking

502
00:27:26,840 --> 00:27:30,040
Speaker 14: of people who engage with your product as fans and

503
00:27:30,200 --> 00:27:34,560
Speaker 14: continue to grow your business. And this really goes back

504
00:27:34,600 --> 00:27:40,000
Speaker 14: to how we involved as a company, thinking of people

505
00:27:40,040 --> 00:27:44,520
Speaker 14: who buy our product not just as consumers, but as fans,

506
00:27:45,320 --> 00:27:48,359
Speaker 14: Fans that have an emotional relationship with what you do,

507
00:27:48,720 --> 00:27:51,760
Speaker 14: with what you create, with the experiences that you build,

508
00:27:52,520 --> 00:27:58,639
Speaker 14: and many fans in the aggregate is an audience, and

509
00:27:58,720 --> 00:28:01,280
Speaker 14: when you realize that you're actually speaking to an audience,

510
00:28:01,640 --> 00:28:04,479
Speaker 14: not to individuals who buy items off a shelf, but

511
00:28:04,520 --> 00:28:08,960
Speaker 14: to an audience, it's a very different conversation and opportunities

512
00:28:08,960 --> 00:28:10,520
Speaker 14: are much bigger, much larger.

513
00:28:10,880 --> 00:28:13,080
Speaker 15: So we're telling is everything right, I think at the

514
00:28:13,119 --> 00:28:17,200
Speaker 15: heart of creativity or great stories, And for us, every

515
00:28:17,240 --> 00:28:20,280
Speaker 15: great story starts with the truth. And those truths have

516
00:28:20,359 --> 00:28:22,320
Speaker 15: to be true in two ways. They have to be

517
00:28:22,359 --> 00:28:25,000
Speaker 15: true for ames and they have to be true in culture.

518
00:28:25,240 --> 00:28:28,720
Speaker 15: So an example of that is we recently did a

519
00:28:28,760 --> 00:28:31,439
Speaker 15: global trans report. We found that over seventy five percent

520
00:28:31,480 --> 00:28:33,760
Speaker 15: of gen Z and millennials plan to take a solo

521
00:28:33,840 --> 00:28:36,920
Speaker 15: trip this year. And then you can't be on TikTok

522
00:28:37,080 --> 00:28:40,960
Speaker 15: or Instagram and not see an amazing trip someone's taking

523
00:28:41,040 --> 00:28:44,520
Speaker 15: by themselves. And so we took those two truths and

524
00:28:44,880 --> 00:28:47,440
Speaker 15: we told a story about the fact that being alone

525
00:28:47,520 --> 00:28:49,920
Speaker 15: isn't the same as being lonely. And so the ad

526
00:28:50,000 --> 00:28:53,440
Speaker 15: is launching very soon tells the story of a woman

527
00:28:53,440 --> 00:28:57,000
Speaker 15: who's traveling to Greece alone and she's seeing these sites

528
00:28:57,040 --> 00:28:59,680
Speaker 15: and she's meeting all these people, but she's doing it

529
00:28:59,720 --> 00:29:03,760
Speaker 15: withx fireside. So it's a pretty cool creative story.

530
00:29:04,400 --> 00:29:04,960
Speaker 5: I love that.

531
00:29:05,040 --> 00:29:08,200
Speaker 4: And speaking of gen Z and Millennials, how are you

532
00:29:08,360 --> 00:29:11,720
Speaker 4: driving not only you know, creative campaigns, but also demand

533
00:29:11,920 --> 00:29:14,160
Speaker 4: for as amongst that auge group in specific.

534
00:29:14,280 --> 00:29:19,200
Speaker 15: That's a great question. Gen Z consumers, they are very

535
00:29:19,200 --> 00:29:22,560
Speaker 15: interested in premium value, right, and so when they look

536
00:29:22,800 --> 00:29:27,360
Speaker 15: at American Express, what they see is an opportunity to

537
00:29:27,520 --> 00:29:30,560
Speaker 15: really pursue the things that they love in a different way.

538
00:29:30,840 --> 00:29:32,960
Speaker 15: I'll give you a great example of this. We recently

539
00:29:33,000 --> 00:29:36,600
Speaker 15: had a partnership with Olivia Rodrigo. You're wearing butterflies, so

540
00:29:36,680 --> 00:29:39,800
Speaker 15: maybe you're familiar. She's the queen of gen Z, right,

541
00:29:39,800 --> 00:29:42,880
Speaker 15: And when we look at partnerships like that, we look

542
00:29:42,880 --> 00:29:45,120
Speaker 15: at it from a couple of different dimensions. How can

543
00:29:45,200 --> 00:29:49,520
Speaker 15: American Express elevate that fanhood? And so it's pre sale

544
00:29:49,560 --> 00:29:53,440
Speaker 15: access to tickets, it's exclusive merch, it's pop up experiences, right,

545
00:29:53,480 --> 00:29:56,720
Speaker 15: and so it's taking something that gen Z is already

546
00:29:56,720 --> 00:30:00,840
Speaker 15: passionate about and connecting it to a differentiat experience with

547
00:30:00,880 --> 00:30:03,840
Speaker 15: American Express, and for us, that certainly helps drive demand.

548
00:30:04,440 --> 00:30:07,560
Speaker 15: We set out this year to really drive a better

549
00:30:07,600 --> 00:30:11,000
Speaker 15: connection between media and content, and one of the ways

550
00:30:11,040 --> 00:30:13,880
Speaker 15: that we know we do that is through better aligning

551
00:30:13,960 --> 00:30:14,960
Speaker 15: on context.

552
00:30:15,040 --> 00:30:15,200
Speaker 5: Right.

553
00:30:15,240 --> 00:30:17,680
Speaker 15: We know if that you're in the right context, it's

554
00:30:17,720 --> 00:30:20,720
Speaker 15: just going to drive better outcomes for the creative. And

555
00:30:20,800 --> 00:30:24,280
Speaker 15: so you see us, if you're if you watch live sports,

556
00:30:24,280 --> 00:30:29,000
Speaker 15: you'll see AMX ads. And recently, what we've really honed

557
00:30:29,040 --> 00:30:32,560
Speaker 15: in on is a strategy that brings our media context

558
00:30:32,560 --> 00:30:34,720
Speaker 15: and our creative closer together. And so one of the

559
00:30:34,760 --> 00:30:37,080
Speaker 15: things we know is that live sports is where our

560
00:30:37,120 --> 00:30:39,680
Speaker 15: audiences are, and so how do you tell a story

561
00:30:39,680 --> 00:30:43,160
Speaker 15: about American Express and the context of live sports While

562
00:30:43,200 --> 00:30:45,160
Speaker 15: we know that a lot of people travel to go

563
00:30:45,200 --> 00:30:48,240
Speaker 15: see games they love, and so that's a very authentic

564
00:30:48,360 --> 00:30:51,080
Speaker 15: story and culture and is a very authentic story for AMEX,

565
00:30:51,160 --> 00:30:54,360
Speaker 15: And so we launched some creative that really tells the

566
00:30:54,400 --> 00:30:56,320
Speaker 15: story of two friends who are going to see a

567
00:30:56,360 --> 00:30:59,000
Speaker 15: game they're super passionate about, but we told it through

568
00:30:59,000 --> 00:31:01,480
Speaker 15: the lens of MX members. So they're on their way,

569
00:31:01,680 --> 00:31:04,360
Speaker 15: they're at the lounge, they check into an amazing hotel,

570
00:31:04,680 --> 00:31:07,320
Speaker 15: they'd get great seats at the game, and so we

571
00:31:07,480 --> 00:31:10,640
Speaker 15: really set out to drive that tighter connection, not just

572
00:31:10,680 --> 00:31:13,040
Speaker 15: because it's a better experience for the people who are watching,

573
00:31:13,160 --> 00:31:15,640
Speaker 15: but because we know it drives just better performance.

574
00:31:15,640 --> 00:31:23,560
Speaker 1: Overall, our studio was packed with cmos, but we also

575
00:31:23,640 --> 00:31:26,800
Speaker 1: sought the perspective of creatives and talent on the front

576
00:31:26,840 --> 00:31:30,600
Speaker 1: lines of sponsorship and deal making. First, we'll hear from

577
00:31:30,640 --> 00:31:34,400
Speaker 1: social media influencer mister Balin, who came to us with

578
00:31:34,480 --> 00:31:37,560
Speaker 1: the entourage that has helped him corral eight point five

579
00:31:37,640 --> 00:31:42,640
Speaker 1: million followers and counting on TikTok. Following mister Balin, we

580
00:31:42,720 --> 00:31:47,880
Speaker 1: get an audience with the Equalizer aka Queen Latifa. Latifa

581
00:31:48,040 --> 00:31:52,120
Speaker 1: was in Canlon to tub thump her work with pharmaceutical

582
00:31:52,200 --> 00:31:56,200
Speaker 1: company Novo Nordisk to raise awareness about obesity.

583
00:31:56,720 --> 00:32:00,320
Speaker 16: So I fell into content creation totally by accident in

584
00:32:00,360 --> 00:32:03,320
Speaker 16: the Navy for seven years, and then when I got

585
00:32:03,360 --> 00:32:06,200
Speaker 16: out of the military, I kind of I didn't know

586
00:32:06,240 --> 00:32:07,280
Speaker 16: what I was going to do. I was like doing

587
00:32:07,320 --> 00:32:10,000
Speaker 16: some philanthropy and some consulting, but I saw this thing

588
00:32:10,120 --> 00:32:13,600
Speaker 16: social media, which seemed like a really cool opportunity, and

589
00:32:13,640 --> 00:32:15,880
Speaker 16: I wound up posting something that went viral, and it

590
00:32:15,920 --> 00:32:17,840
Speaker 16: was me telling a story about these hikers that went

591
00:32:17,840 --> 00:32:21,440
Speaker 16: missing in the nineteen fifties, and truthfully, I didn't know

592
00:32:21,640 --> 00:32:23,920
Speaker 16: if that would turn into anything. It was frankly just

593
00:32:24,040 --> 00:32:26,760
Speaker 16: kind of incredible to put something on the Internet that

594
00:32:26,760 --> 00:32:30,560
Speaker 16: people tuned into. And so instead of thinking this is

595
00:32:30,600 --> 00:32:33,959
Speaker 16: going to be a business, I just focused on mastering

596
00:32:34,040 --> 00:32:36,920
Speaker 16: the craft of turning stories into really engaging content over

597
00:32:36,960 --> 00:32:39,440
Speaker 16: and over again. But it reached a point after about

598
00:32:39,440 --> 00:32:42,960
Speaker 16: a year where there was so many organizations reaching out

599
00:32:42,960 --> 00:32:45,400
Speaker 16: that wanted to do sponsored content, that wanted to represent

600
00:32:45,440 --> 00:32:48,440
Speaker 16: me in some capacity, and I never set out to

601
00:32:48,480 --> 00:32:51,040
Speaker 16: be an influencer or a creator, and I was just

602
00:32:51,080 --> 00:32:54,000
Speaker 16: turning everything down, or actually not even I was ignoring

603
00:32:54,160 --> 00:32:56,520
Speaker 16: everything that was being sent to me. I just decided

604
00:32:56,520 --> 00:32:58,600
Speaker 16: that was the best course. But then I was totally

605
00:32:58,640 --> 00:33:00,560
Speaker 16: burned out and felt like I was leading a lot

606
00:33:00,600 --> 00:33:02,400
Speaker 16: on the table. And that was actually when I got

607
00:33:02,520 --> 00:33:04,760
Speaker 16: an email that was like, Hey, I'm a military veteran

608
00:33:04,800 --> 00:33:07,040
Speaker 16: in entertainment. You know, if you ever need any help,

609
00:33:07,400 --> 00:33:08,880
Speaker 16: you know, I'm here to help. And it was this

610
00:33:08,920 --> 00:33:11,560
Speaker 16: guy named Nick Whitters, who at the time was managing

611
00:33:11,560 --> 00:33:14,720
Speaker 16: the biggest digital creator in the world, Mister Beast, and

612
00:33:15,000 --> 00:33:16,520
Speaker 16: I felt like that was a good guy to talk to,

613
00:33:17,120 --> 00:33:19,800
Speaker 16: and he stepped in and introduced me to these incredible

614
00:33:19,840 --> 00:33:23,160
Speaker 16: guys and frankly, the business side of growing from one

615
00:33:23,200 --> 00:33:26,400
Speaker 16: guy into a brand that's not me. I tell stories

616
00:33:26,400 --> 00:33:28,280
Speaker 16: and I'm good at it, but it's these guys and

617
00:33:28,360 --> 00:33:29,920
Speaker 16: this guy who's built the brand.

618
00:33:30,600 --> 00:33:33,280
Speaker 17: I think what drew me in Novo Nordisk to work

619
00:33:33,320 --> 00:33:36,440
Speaker 17: with this cause about obesity was just that it was

620
00:33:36,480 --> 00:33:41,400
Speaker 17: about breaking down a stigma machine. It wasn't about selling anything,

621
00:33:41,520 --> 00:33:45,880
Speaker 17: It wasn't about promoting anything. It was strictly about talking

622
00:33:45,920 --> 00:33:49,400
Speaker 17: to people about obesity and what it is and what

623
00:33:49,440 --> 00:33:56,640
Speaker 17: it isn't educating folks out there, educating doctors out there,

624
00:33:57,360 --> 00:34:00,640
Speaker 17: learning from doctors, learning from people, and relating it to

625
00:34:00,680 --> 00:34:03,680
Speaker 17: my own family and friends. You know, people I know

626
00:34:04,160 --> 00:34:07,080
Speaker 17: who are experiencing it, or people you know, things I've

627
00:34:07,120 --> 00:34:11,280
Speaker 17: been through in life. Was very relatable in that sense,

628
00:34:11,520 --> 00:34:14,680
Speaker 17: and so I thought why not? Why not? Because this

629
00:34:14,760 --> 00:34:17,280
Speaker 17: is very important to people and how they feel about life.

630
00:34:17,719 --> 00:34:21,640
Speaker 17: It affects over one hundred million Americans, it affects almost

631
00:34:21,680 --> 00:34:25,200
Speaker 17: two billion people globally, and so this is something that

632
00:34:25,320 --> 00:34:27,480
Speaker 17: you know, is really important to how we live life

633
00:34:27,480 --> 00:34:31,279
Speaker 17: and longevity. As we continue to talk about you know,

634
00:34:31,360 --> 00:34:36,479
Speaker 17: wellness and longevity and aging and all these things, there's

635
00:34:36,480 --> 00:34:39,120
Speaker 17: no way you can sort of discuss those things without

636
00:34:39,160 --> 00:34:42,279
Speaker 17: addressing obesity. And then that comes along with all of

637
00:34:42,320 --> 00:34:47,000
Speaker 17: the wrong opinions about what obesity actually is as a

638
00:34:47,040 --> 00:34:50,759
Speaker 17: disease and how people think about it. So to reframe that.

639
00:34:50,760 --> 00:34:53,000
Speaker 5: Whole discussion was something I was very interested in.

640
00:34:57,160 --> 00:34:59,919
Speaker 1: One of our guests came camera ready with her own

641
00:35:00,080 --> 00:35:04,400
Speaker 1: perfectly timed exclusive survey to demonstrate her larger concern that

642
00:35:04,560 --> 00:35:08,080
Speaker 1: most marketing executives live lives that are out of sync

643
00:35:08,120 --> 00:35:11,680
Speaker 1: with the rest of America. Gail Troberman knows where off

644
00:35:11,719 --> 00:35:15,760
Speaker 1: she speaks. She helps program to audiences coast to coast

645
00:35:15,840 --> 00:35:19,480
Speaker 1: and beyond in her role as CMO of Radio and

646
00:35:19,560 --> 00:35:21,520
Speaker 1: podcast Giant. iHeartMedia.

647
00:35:22,000 --> 00:35:25,560
Speaker 9: As marketers, we live in this kind of bizarre bubble.

648
00:35:25,640 --> 00:35:28,400
Speaker 18: We come to cann and we drink apparel Sprits's, and

649
00:35:28,840 --> 00:35:33,440
Speaker 18: we have interesting creative conversations, and our lives are not

650
00:35:33,600 --> 00:35:37,719
Speaker 18: necessarily reflective of the average consumer. So we recently did

651
00:35:37,760 --> 00:35:41,279
Speaker 18: a study that was pretty provocative where we asked real

652
00:35:41,360 --> 00:35:45,279
Speaker 18: people in America, real humans around the country what they

653
00:35:45,520 --> 00:35:49,120
Speaker 18: love and hate, think and feel, believe and are influenced by.

654
00:35:49,520 --> 00:35:53,120
Speaker 18: And we did the exact same study of marketers and

655
00:35:53,200 --> 00:35:57,120
Speaker 18: it was mind blowing, just simple, simple facts. Right, thirty

656
00:35:57,160 --> 00:36:00,000
Speaker 18: eight percent of Americans leo in the South. Thirty five

657
00:36:00,120 --> 00:36:03,040
Speaker 18: percent of marketers live in the northeast. Right, there's a

658
00:36:03,080 --> 00:36:07,399
Speaker 18: coastal elite mentality and bias. This one blows everyone's mind,

659
00:36:07,440 --> 00:36:10,520
Speaker 18: particularly this week and can fifty percent of Americans have

660
00:36:10,640 --> 00:36:14,040
Speaker 18: never heard of an apparel spirts, right.

661
00:36:14,840 --> 00:36:16,759
Speaker 9: You know, it's just and the stats go on and on.

662
00:36:16,840 --> 00:36:19,320
Speaker 18: A third of Americans have never heard of her charcutery board,

663
00:36:19,640 --> 00:36:23,279
Speaker 18: zero percent of marketers. And then when it comes to influence,

664
00:36:24,080 --> 00:36:27,160
Speaker 18: it gets really interesting. Right, Real people are influenced by

665
00:36:27,160 --> 00:36:30,160
Speaker 18: their family and friends twice as much as marketers.

666
00:36:30,840 --> 00:36:32,760
Speaker 9: Marketers are three times as.

667
00:36:32,719 --> 00:36:36,839
Speaker 18: Likely to be influenced by fear and fame and fortune.

668
00:36:37,200 --> 00:36:39,960
Speaker 18: So our reason for doing this research was to just

669
00:36:40,000 --> 00:36:43,080
Speaker 18: get us all as marketers to think about despite having

670
00:36:43,120 --> 00:36:45,880
Speaker 18: more data than we've ever had in the history of marketing,

671
00:36:46,480 --> 00:36:50,000
Speaker 18: I think we are making more biased decisions because we

672
00:36:50,080 --> 00:36:53,200
Speaker 18: can't help as humans but bring the things we think

673
00:36:53,239 --> 00:36:54,120
Speaker 18: are normal.

674
00:36:53,840 --> 00:36:55,960
Speaker 9: And interesting into the equation.

675
00:36:56,400 --> 00:36:59,960
Speaker 18: And sometimes we're chasing trends way too far ahead of consumers.

676
00:37:00,239 --> 00:37:04,719
Speaker 18: Look at NFTs right today, right, yeah, we talked all

677
00:37:04,760 --> 00:37:07,400
Speaker 18: we talked about a cam last year. We're NFTs and

678
00:37:07,480 --> 00:37:11,040
Speaker 18: half of Americans have never heard of one still, and

679
00:37:11,120 --> 00:37:11,760
Speaker 18: yet we've.

680
00:37:11,640 --> 00:37:14,040
Speaker 9: Kind of rode that way even and crashed.

681
00:37:14,520 --> 00:37:16,799
Speaker 18: So that's one of the big topics for me, Like,

682
00:37:16,960 --> 00:37:20,320
Speaker 18: let's get past our biases because people spend a third

683
00:37:20,440 --> 00:37:25,400
Speaker 18: of their media diet listening, listening to broadcast radio, listening

684
00:37:25,480 --> 00:37:29,600
Speaker 18: to podcasts, and marketers spend less than ten percent of

685
00:37:29,640 --> 00:37:34,200
Speaker 18: their budget on average on audio. So there's a huge opportunity.

686
00:37:34,360 --> 00:37:37,400
Speaker 18: That's the plus side, and that's my biggest topic this week.

687
00:37:41,880 --> 00:37:46,640
Speaker 1: One voice that turned heads in our studio was Xavier X. Jernigan.

688
00:37:47,120 --> 00:37:52,400
Speaker 1: He's the human voice behind the AIDJX feature that Spotify

689
00:37:52,520 --> 00:37:57,400
Speaker 1: offers users as a premium personalization tool. Jernigan also hosts

690
00:37:57,400 --> 00:38:01,360
Speaker 1: programs and podcasts for the streaming audio Giant, and he

691
00:38:01,480 --> 00:38:06,000
Speaker 1: serves as Spotify's head of Cultural Partnerships. Here he explains

692
00:38:06,040 --> 00:38:09,440
Speaker 1: how his voice is used to train the AI database

693
00:38:09,719 --> 00:38:14,719
Speaker 1: that recreates his syllables to craft custom DJ intros, outros,

694
00:38:14,880 --> 00:38:19,799
Speaker 1: and interstitial chatter for individual users. It's an AI use

695
00:38:19,880 --> 00:38:23,160
Speaker 1: case that is mind blowing in its complexity. As he

696
00:38:23,280 --> 00:38:24,920
Speaker 1: discusses with ilease.

697
00:38:25,080 --> 00:38:26,000
Speaker 12: Hey how are you?

698
00:38:26,200 --> 00:38:26,799
Speaker 14: What's going on?

699
00:38:27,400 --> 00:38:27,720
Speaker 9: Great?

700
00:38:27,800 --> 00:38:29,839
Speaker 5: I feel like I hear that in my headphones all day. Love,

701
00:38:29,960 --> 00:38:30,600
Speaker 5: that's a good thing.

702
00:38:30,680 --> 00:38:31,680
Speaker 9: Thank you for rotting with me.

703
00:38:31,719 --> 00:38:33,640
Speaker 5: I appreciate it absolutely well.

704
00:38:33,680 --> 00:38:36,200
Speaker 4: First, to kick off, just talk a little bit about

705
00:38:36,239 --> 00:38:39,040
Speaker 4: your role at Spotify as the head of Cultural Partnerships

706
00:38:39,080 --> 00:38:42,719
Speaker 4: and what role does culture play within Spotify. We're at the.

707
00:38:42,719 --> 00:38:45,800
Speaker 19: Pulse of culture, were like Spotify is driven by culture.

708
00:38:46,120 --> 00:38:49,319
Speaker 19: Culture is reflected on our platform. Anything happens in the

709
00:38:49,360 --> 00:38:51,480
Speaker 19: world or they want to find out what's happening in

710
00:38:51,480 --> 00:38:54,719
Speaker 19: the world. People come to Spotify, whether it's podcast, audiobooks,

711
00:38:54,920 --> 00:38:57,520
Speaker 19: but of course music. Music is the cornerstone. Music is

712
00:38:57,520 --> 00:39:01,080
Speaker 19: the foundation. So a moment happens in a TV show

713
00:39:01,440 --> 00:39:03,680
Speaker 19: and this is big music moment around it, people go

714
00:39:03,800 --> 00:39:07,520
Speaker 19: on Spotify to extend that storytelling. I mean that's a

715
00:39:07,520 --> 00:39:10,640
Speaker 19: storytelling aspect, to discover your next new artist, to go

716
00:39:10,680 --> 00:39:13,360
Speaker 19: to your familiar favorites. So that's what it means to

717
00:39:13,640 --> 00:39:16,680
Speaker 19: be in culture. My role specifically is to make sure

718
00:39:16,719 --> 00:39:19,399
Speaker 19: that Spotify is on the post of culture. So it's

719
00:39:19,440 --> 00:39:24,040
Speaker 19: partnering with people like Disney, Netflix, Broadway. What's happening on

720
00:39:24,120 --> 00:39:27,840
Speaker 19: Broadway at Leasta, Keys's Amazing, Musical, Health's Kitchen. How do

721
00:39:27,880 --> 00:39:31,480
Speaker 19: we reflect that on platform and partner with these creators,

722
00:39:31,840 --> 00:39:35,440
Speaker 19: partner with these other companies that are generating culture just

723
00:39:35,600 --> 00:39:38,759
Speaker 19: like us. So I'm always looking for those cultural partnerships

724
00:39:39,120 --> 00:39:41,239
Speaker 19: and making sure that we're on the cusp of it.

725
00:39:41,680 --> 00:39:43,960
Speaker 4: Amazing and reflecting on the past year, What are some

726
00:39:44,200 --> 00:39:46,880
Speaker 4: key ways that your role has changed and evolved.

727
00:39:47,200 --> 00:39:50,319
Speaker 19: Well, AIDJ came out last year, and not only did

728
00:39:50,360 --> 00:39:52,719
Speaker 19: my role change, my life changed. I was already a

729
00:39:52,719 --> 00:39:55,520
Speaker 19: host that Spotify, so and on top of being ahead

730
00:39:55,520 --> 00:39:57,600
Speaker 19: of cultural partnerships and making sure we're in the right

731
00:39:57,640 --> 00:40:01,640
Speaker 19: places culturally, on top of that in house talent for Spotify, so,

732
00:40:02,040 --> 00:40:05,920
Speaker 19: hosting internal and external events, doing things like the Red Carpet.

733
00:40:05,960 --> 00:40:09,200
Speaker 19: So culturally, I made a partnership with the Oscars the Academy,

734
00:40:09,400 --> 00:40:11,239
Speaker 19: and then I did the Red Carpet at the Oscars

735
00:40:11,280 --> 00:40:13,880
Speaker 19: or the American Music Awards, those sorts of things. But

736
00:40:14,000 --> 00:40:17,520
Speaker 19: my life changed and my role changed when AIDJ came along.

737
00:40:17,520 --> 00:40:19,800
Speaker 19: Even though I was hosting podcasts that did pretty well,

738
00:40:20,239 --> 00:40:23,080
Speaker 19: this was a whole another level with the AI aspect

739
00:40:23,120 --> 00:40:27,759
Speaker 19: and being everybody's personal DJ. I mean, everything changed at

740
00:40:27,760 --> 00:40:30,200
Speaker 19: that point, from being in the writer's room helping to

741
00:40:30,239 --> 00:40:32,640
Speaker 19: shape the project and what it looks like in the

742
00:40:32,680 --> 00:40:35,360
Speaker 19: product and what it came out to be in the world,

743
00:40:35,560 --> 00:40:39,480
Speaker 19: to people recognizing me on the street and going in

744
00:40:39,560 --> 00:40:42,520
Speaker 19: a restaurant and my server like flipping out because they

745
00:40:42,520 --> 00:40:45,000
Speaker 19: were just listening to me on their break, those types

746
00:40:45,040 --> 00:40:45,359
Speaker 19: of things.

747
00:40:45,360 --> 00:40:46,279
Speaker 5: It's really changed my.

748
00:40:46,360 --> 00:40:47,359
Speaker 19: Role and changed my life.

749
00:40:47,400 --> 00:40:47,680
Speaker 5: Really.

750
00:40:48,120 --> 00:40:51,120
Speaker 19: When we say recording process, it's not recordings that you're hearing.

751
00:40:51,120 --> 00:40:53,960
Speaker 19: It's an AI voice model, so it's training the voice model.

752
00:40:54,160 --> 00:40:58,880
Speaker 19: So they're like recording sessions, but I'm literally recording into

753
00:40:58,920 --> 00:41:01,799
Speaker 19: a voice model that trains the voice model on how

754
00:41:01,840 --> 00:41:04,640
Speaker 19: I talk, my different speech patterns, what a period sounds

755
00:41:04,680 --> 00:41:07,239
Speaker 19: like when I pause versus a short pause, which is

756
00:41:07,239 --> 00:41:09,560
Speaker 19: a calm of things in quotes. So I have to

757
00:41:09,600 --> 00:41:12,840
Speaker 19: be very accurate and precise in terms of hosting, but

758
00:41:12,880 --> 00:41:16,279
Speaker 19: still sound natural. So I'm voice acting as myself. It's

759
00:41:16,320 --> 00:41:18,560
Speaker 19: not seeing you know, people ask a lot like do

760
00:41:18,640 --> 00:41:20,600
Speaker 19: you have to say Tuesday a bunch of times? Like Hey,

761
00:41:20,600 --> 00:41:23,279
Speaker 19: it's Tuesday, Hi, it's Tuesday, good morning, It's Tuesday. No,

762
00:41:23,400 --> 00:41:26,680
Speaker 19: it's more words like in phrases like you hear in

763
00:41:26,719 --> 00:41:30,520
Speaker 19: the AIDJ experience. So I get scripts and lines of scripts.

764
00:41:30,640 --> 00:41:33,360
Speaker 19: So I'm voice acting, but I'm voice acting as myself.

765
00:41:33,640 --> 00:41:36,640
Speaker 19: So I have a director and a producer in a session,

766
00:41:37,080 --> 00:41:39,680
Speaker 19: and it's lines of script things like you hear me

767
00:41:39,800 --> 00:41:42,759
Speaker 19: say as AIX as the DJ. But I have to

768
00:41:42,760 --> 00:41:46,160
Speaker 19: be very precise, sound natural. And my note to myself

769
00:41:46,200 --> 00:41:47,879
Speaker 19: and what I brought to the one of the things

770
00:41:47,920 --> 00:41:50,239
Speaker 19: that I brought to the product and the project is

771
00:41:50,800 --> 00:41:52,719
Speaker 19: I want to sound like I'm just having a conversation,

772
00:41:52,880 --> 00:41:55,359
Speaker 19: and a conversation with one person. I don't ever want

773
00:41:55,400 --> 00:41:57,759
Speaker 19: to sound like I'm broadcasting to the world. We're having

774
00:41:57,840 --> 00:42:00,759
Speaker 19: a conversation. So I would picture a person in the

775
00:42:00,840 --> 00:42:04,000
Speaker 19: room that's as yourself, and I imagine a face, and

776
00:42:04,080 --> 00:42:06,160
Speaker 19: I talk to you. So I hit the script that

777
00:42:06,200 --> 00:42:09,360
Speaker 19: I got to do it in real time, all cold reads,

778
00:42:09,760 --> 00:42:12,480
Speaker 19: and I got to nail it, all the punctuation, everything

779
00:42:13,080 --> 00:42:15,160
Speaker 19: down to the point because if I don't get it,

780
00:42:15,200 --> 00:42:18,280
Speaker 19: then it's training the voice model on the wrong things.

781
00:42:18,560 --> 00:42:20,560
Speaker 19: So I have to be very precise with it, and

782
00:42:20,600 --> 00:42:23,319
Speaker 19: then we do that until we have it down.

783
00:42:27,560 --> 00:42:31,120
Speaker 1: We love to talk about business strategies on strictly business

784
00:42:31,320 --> 00:42:34,320
Speaker 1: and we love to give specific insights to our listeners

785
00:42:34,520 --> 00:42:37,560
Speaker 1: who create and sell TV shows and movies. Here's a

786
00:42:37,560 --> 00:42:41,720
Speaker 1: few nuggets from Adam Monaco, Executive VP of Sales for Disney,

787
00:42:42,040 --> 00:42:45,799
Speaker 1: followed by David Eilenberg, head of Content for Roku, and

788
00:42:45,920 --> 00:42:49,640
Speaker 1: Dominic Dimiglio, CMO of paramount streaming.

789
00:42:50,560 --> 00:42:53,600
Speaker 20: We've had the most success with our clients where there's

790
00:42:53,640 --> 00:42:55,640
Speaker 20: that trust right where they're willing to take that leap

791
00:42:55,640 --> 00:42:58,760
Speaker 20: where they can take advantage of those cultural moments and opportunities.

792
00:42:59,120 --> 00:43:02,719
Speaker 20: We've had some greats cess stories with several brands recently.

793
00:43:03,640 --> 00:43:07,120
Speaker 20: The integration that we did in the Academy Awards with Diagio,

794
00:43:07,200 --> 00:43:11,040
Speaker 20: for example, it was the first Inshow integration for.

795
00:43:11,080 --> 00:43:14,320
Speaker 9: The Spirit category. So Jimmy did a toasts.

796
00:43:15,080 --> 00:43:20,000
Speaker 20: Highlighting the nineteen forty two Don Julio tequila in the

797
00:43:20,000 --> 00:43:22,719
Speaker 20: fifty mili liter bottle. I didn't bring any for anybody today.

798
00:43:22,760 --> 00:43:26,840
Speaker 20: I apologize for that, but it was a really successful campaign.

799
00:43:27,080 --> 00:43:29,720
Speaker 20: Diagio and Jimmy have had a long standing history together,

800
00:43:29,800 --> 00:43:32,400
Speaker 20: so when you have that trust, it enables you to

801
00:43:32,480 --> 00:43:36,719
Speaker 20: then have those successful cultural moments that really matter. The

802
00:43:36,719 --> 00:43:39,680
Speaker 20: other one I would highlight is the incredible integration and

803
00:43:39,719 --> 00:43:42,880
Speaker 20: sponsorship we did with Hyundai and celebrating our one hundred

804
00:43:43,000 --> 00:43:46,960
Speaker 20: year anniversary of Disney and so that consisted of integrations

805
00:43:46,960 --> 00:43:49,759
Speaker 20: into Dance with the Stars, it consisted of spots and

806
00:43:49,800 --> 00:43:50,880
Speaker 20: the Academy Awards.

807
00:43:51,280 --> 00:43:52,920
Speaker 21: We used our.

808
00:43:52,880 --> 00:43:57,319
Speaker 20: Disney Imagineers to build a custom vehicle a limited edition

809
00:43:57,440 --> 00:44:02,200
Speaker 20: custom vehicle of the Ionics five, which was really really successful.

810
00:44:02,239 --> 00:44:09,080
Speaker 20: So the campaign delivered incredible brand metrics, brand recall, brand consideration,

811
00:44:09,600 --> 00:44:11,560
Speaker 20: all the numbers through the roof, and so again a

812
00:44:11,680 --> 00:44:14,080
Speaker 20: very successful campaign in which we were able to go

813
00:44:14,120 --> 00:44:17,840
Speaker 20: beyond the RFP and do something really customized and integrated,

814
00:44:17,840 --> 00:44:19,280
Speaker 20: which we always see the most successful.

815
00:44:19,880 --> 00:44:23,640
Speaker 22: From an original content standpoint, We've really sort of begun

816
00:44:23,680 --> 00:44:27,000
Speaker 22: to hone in on some core categories that have worked

817
00:44:27,000 --> 00:44:31,839
Speaker 22: for us, for our audiences and for our advertisers, and

818
00:44:31,880 --> 00:44:35,040
Speaker 22: again you'll see that reflected in the investments we make

819
00:44:35,080 --> 00:44:39,360
Speaker 22: around tooling as well, so lifestyle categories like food and home.

820
00:44:39,560 --> 00:44:42,399
Speaker 22: I would note Great American Baking Show as a great

821
00:44:42,440 --> 00:44:45,120
Speaker 22: franchise for us. So I'm so pleased that we have

822
00:44:45,239 --> 00:44:49,200
Speaker 22: that we are programming around sports. We have some live

823
00:44:49,200 --> 00:44:52,680
Speaker 22: sports rights of our own now, but also many tools

824
00:44:52,680 --> 00:44:55,680
Speaker 22: that help people find their sports. We have Rich Eisen

825
00:44:55,719 --> 00:44:58,800
Speaker 22: who's been a terrific partner and does a daily sports

826
00:44:58,840 --> 00:45:01,720
Speaker 22: talk show in Roku, and then a handful of docs

827
00:45:01,719 --> 00:45:05,280
Speaker 22: which we're really proud of, including one recently with the UFC,

828
00:45:05,560 --> 00:45:09,200
Speaker 22: one with the NFL, with the WWE. So those core

829
00:45:09,239 --> 00:45:12,400
Speaker 22: categories have been really good for us, and then notably

830
00:45:12,520 --> 00:45:15,080
Speaker 22: people seem to want to turn to us and maybe

831
00:45:15,120 --> 00:45:18,080
Speaker 22: all of AVOD for comedy, and that's something that we're

832
00:45:18,160 --> 00:45:20,880
Speaker 22: really sort of delving into and figuring out our place

833
00:45:20,920 --> 00:45:21,560
Speaker 22: in that world.

834
00:45:22,080 --> 00:45:24,600
Speaker 21: At a macro level, we have to keep it going.

835
00:45:24,640 --> 00:45:27,200
Speaker 21: We've been lucky enough on the paramount plus side to

836
00:45:27,239 --> 00:45:29,799
Speaker 21: be the fastest growing streaming service in the US for

837
00:45:29,840 --> 00:45:33,160
Speaker 21: the last three years running. Pluto TV remains the global

838
00:45:33,239 --> 00:45:37,480
Speaker 21: leader in fast and so you know, at the macro level,

839
00:45:37,480 --> 00:45:39,680
Speaker 21: I would say, we want to come back and strengthen

840
00:45:39,719 --> 00:45:42,719
Speaker 21: that lead for both services and really deliver on that.

841
00:45:43,120 --> 00:45:47,000
Speaker 21: And then you know, you know, thinking more, you know, broadly,

842
00:45:47,040 --> 00:45:49,560
Speaker 21: I would say, we have to keep pushing our envelope.

843
00:45:49,600 --> 00:45:51,720
Speaker 21: We have to keep challenging ourselves as a team, continue

844
00:45:51,760 --> 00:45:54,600
Speaker 21: to try to innovate, adopting new tools, and of course,

845
00:45:54,760 --> 00:45:56,719
Speaker 21: you know, we've made it this far without talking about AI,

846
00:45:56,840 --> 00:46:00,720
Speaker 21: but certainly we have lots of pilots, you know, both

847
00:46:00,840 --> 00:46:04,120
Speaker 21: you know, from all aspects of marketing, from our data team,

848
00:46:04,160 --> 00:46:07,040
Speaker 21: and in general just about pure productivity, and so we

849
00:46:07,360 --> 00:46:10,400
Speaker 21: definitely have to keep innovating and pushing at that forefront.

850
00:46:14,160 --> 00:46:17,520
Speaker 1: No matter the profession It's always fun to meet someone

851
00:46:17,600 --> 00:46:21,560
Speaker 1: with infectious enthusiasm for their work. That's how I felt

852
00:46:21,600 --> 00:46:26,840
Speaker 1: talking to Kath Swallow, deodorant category lead for Unilever. She

853
00:46:27,000 --> 00:46:30,920
Speaker 1: knows her products, she knows armpits, and she knows what

854
00:46:31,040 --> 00:46:34,560
Speaker 1: her customers need for personal hygiene. And as you'll hear

855
00:46:34,719 --> 00:46:39,360
Speaker 1: in the last snippet, this breezy convo and can yielded

856
00:46:39,400 --> 00:46:43,520
Speaker 1: one of the kookiest yet serious questions I've ever posed

857
00:46:43,520 --> 00:46:47,880
Speaker 1: in a business interview. Lucky for me, Swallow came to play.

858
00:46:48,640 --> 00:46:51,600
Speaker 23: I think for me, it really starts with what you

859
00:46:51,680 --> 00:46:55,040
Speaker 23: stand for as a brand and making a meaningful, positive

860
00:46:55,040 --> 00:46:59,160
Speaker 23: difference in people's lives. And you know, the topic of

861
00:46:59,200 --> 00:47:02,200
Speaker 23: purpose is what that's quite hot right now. And I,

862
00:47:02,280 --> 00:47:04,680
Speaker 23: for me believe that purpose has a huge role on

863
00:47:04,719 --> 00:47:07,600
Speaker 23: a brand, but a purpose that's intrinsically linked to a product.

864
00:47:08,040 --> 00:47:11,040
Speaker 23: So if I talk about Rexona, for example, it's the

865
00:47:11,080 --> 00:47:13,400
Speaker 23: world's biggest deodor and brand, the number one in the

866
00:47:13,400 --> 00:47:16,120
Speaker 23: world and the most geographically spread. So we're in over

867
00:47:16,160 --> 00:47:20,080
Speaker 23: one hundred markets and our ultimate product promise is it

868
00:47:20,160 --> 00:47:21,880
Speaker 23: won't let you down. And there isn't a product that

869
00:47:21,960 --> 00:47:25,040
Speaker 23: delivers more of a superior benefit but in terms of

870
00:47:25,080 --> 00:47:27,280
Speaker 23: what we mean in people's lives, we have a purpose,

871
00:47:27,640 --> 00:47:30,560
Speaker 23: and a purpose is to inspire the confidence in everyone

872
00:47:30,600 --> 00:47:33,920
Speaker 23: to move more, and that plays a meaningful role in

873
00:47:33,960 --> 00:47:37,400
Speaker 23: people's lives, to get this world moving, healthier, happy and

874
00:47:37,520 --> 00:47:40,520
Speaker 23: confident to move. But the product plays a role because

875
00:47:40,560 --> 00:47:44,880
Speaker 23: you move, you sweat deodorant helps you. The Rexona aunto

876
00:47:44,880 --> 00:47:47,400
Speaker 23: perseparant helps you. And we don't want anyone being held

877
00:47:47,440 --> 00:47:50,560
Speaker 23: back from movement. So there's an intrinsic link between the

878
00:47:50,600 --> 00:47:53,239
Speaker 23: purpose and the product, and I think that's how to

879
00:47:53,280 --> 00:47:56,919
Speaker 23: build a strong brand and a future fit brand. I'm

880
00:47:57,000 --> 00:47:59,560
Speaker 23: just a firm believer it's got to start from understanding.

881
00:48:00,200 --> 00:48:03,879
Speaker 23: So I'd say one of my personal priority I give

882
00:48:03,880 --> 00:48:06,719
Speaker 23: to the whole team is social listening, because if we

883
00:48:06,760 --> 00:48:10,280
Speaker 23: are really pushing on Socialist and we're understanding the conversations

884
00:48:10,280 --> 00:48:13,080
Speaker 23: that are happening not just about our brand, but about

885
00:48:13,080 --> 00:48:15,920
Speaker 23: our category, about the wider world and so on, we

886
00:48:16,000 --> 00:48:19,360
Speaker 23: can get much closer with much more engaging content. So

887
00:48:19,400 --> 00:48:22,200
Speaker 23: I'd say social listening and increasingly, you know, the likes

888
00:48:22,200 --> 00:48:25,160
Speaker 23: of Reddit for example, we can be deeply there with

889
00:48:25,280 --> 00:48:29,359
Speaker 23: consumers understanding, you know, understanding conversations every day so that's

890
00:48:29,400 --> 00:48:33,240
Speaker 23: probably i'd say the biggest unlock to help get sharper,

891
00:48:33,360 --> 00:48:35,120
Speaker 23: more engaging, more relevant content.

892
00:48:35,800 --> 00:48:39,760
Speaker 3: So Rexsona in the United States has sold as degree

893
00:48:40,160 --> 00:48:42,880
Speaker 3: are their nuances to selling the odorant to Americans?

894
00:48:44,920 --> 00:48:48,000
Speaker 23: There are a few, but I'd say actually, it's an

895
00:48:48,040 --> 00:48:52,400
Speaker 23: interesting topic the US deodorance market. I don't think ever

896
00:48:52,440 --> 00:48:55,359
Speaker 23: in my career of being at Unilever, and I've been

897
00:48:55,360 --> 00:48:57,680
Speaker 23: there over twenty years and worked in the deodrans category

898
00:48:57,719 --> 00:49:00,160
Speaker 23: a long time, have I ever seen the cat we

899
00:49:00,280 --> 00:49:04,440
Speaker 23: more consumers, more engaged in the category than in the US.

900
00:49:04,239 --> 00:49:05,480
Speaker 5: Its genuinely hort to believe.

901
00:49:05,880 --> 00:49:09,280
Speaker 23: We kind of coined this phrase the Doo's wardrobe because

902
00:49:09,320 --> 00:49:12,880
Speaker 23: what we're seeing in data, consumers are buying two to

903
00:49:13,000 --> 00:49:16,080
Speaker 23: three different products a week in the US in the category.

904
00:49:16,520 --> 00:49:19,160
Speaker 23: So it's quite interesting that all of a sudden, consumers

905
00:49:19,160 --> 00:49:22,240
Speaker 23: are building a report to our portfolio of products based

906
00:49:22,239 --> 00:49:26,200
Speaker 23: on different needs. So it's interesting. It's a huge opportunity

907
00:49:26,440 --> 00:49:29,919
Speaker 23: and amazing to see the level of engagement in underarms.

908
00:49:33,520 --> 00:49:36,480
Speaker 1: Thanks for listening. Be sure to leave us a review

909
00:49:36,520 --> 00:49:40,279
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Speaker 1: up for the free weekly Strictly Business newsletter, and don't

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Speaker 1: forget to tune in next week for another episode of

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Speaker 1: Strictly Business.

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