1 00:00:07,560 --> 00:00:11,440 Speaker 1: Welcome back to another episode of Possible Now. Today we 2 00:00:11,480 --> 00:00:13,680 Speaker 1: are diving deep into the world of one of the 3 00:00:13,720 --> 00:00:19,200 Speaker 1: most iconic brands on the planet, the NFL, and who 4 00:00:19,239 --> 00:00:21,560 Speaker 1: better to join us than the man at the helm 5 00:00:21,600 --> 00:00:25,360 Speaker 1: of its innovative marketing strategies, Tim Ellis, who is the 6 00:00:25,400 --> 00:00:28,840 Speaker 1: executive vice president and Chief Marketing Officer of the NFL. 7 00:00:29,280 --> 00:00:32,199 Speaker 1: Tim is not just redefining how the NFL engages with 8 00:00:32,280 --> 00:00:36,280 Speaker 1: fans across the globe. He's a trailblazer in blending creativity, 9 00:00:36,400 --> 00:00:40,400 Speaker 1: culture and cutting edge technology to make America's game a 10 00:00:40,520 --> 00:00:46,000 Speaker 1: worldwide phenomenon. From unforgettable Super Bowl campaigns to redefining fan 11 00:00:46,040 --> 00:00:49,920 Speaker 1: experiences in the digital age. Tim's vision and leadership have 12 00:00:50,040 --> 00:00:54,080 Speaker 1: pushed the boundaries of what sports marketing can achieve. But 13 00:00:54,160 --> 00:00:57,680 Speaker 1: today's conversation isn't just about marketing, playbox and brand wins. 14 00:00:57,960 --> 00:01:01,840 Speaker 1: It's about the passion behind this, and we will explore 15 00:01:01,880 --> 00:01:05,440 Speaker 1: Tim's journey, the lessons he's learned, and his vision for 16 00:01:05,520 --> 00:01:09,080 Speaker 1: the future of the NFL. Whether you're a diehard football fan, 17 00:01:09,280 --> 00:01:11,960 Speaker 1: or a marketing and to the s or just someone 18 00:01:12,120 --> 00:01:14,800 Speaker 1: who loves hearing from brilliant minds, you want one to 19 00:01:14,880 --> 00:01:17,759 Speaker 1: visit so grab your headphones, settle in and get ready 20 00:01:17,800 --> 00:01:20,880 Speaker 1: to be inspired by one of the marketing world's MVPs, 21 00:01:21,160 --> 00:01:25,759 Speaker 1: Tim Ellis, Tim a One, Welcome to our Possible Now podcast. 22 00:01:26,200 --> 00:01:28,920 Speaker 2: Thank you, Christian, that was quite quite an introduction. I 23 00:01:28,920 --> 00:01:30,800 Speaker 2: appreciate that. Glad to be here with you. 24 00:01:31,280 --> 00:01:34,800 Speaker 1: Awesome, awesome Tim, when I spent a couple of minutes 25 00:01:34,840 --> 00:01:37,200 Speaker 1: of course to be prepared for our conversation today and 26 00:01:37,319 --> 00:01:40,560 Speaker 1: read your fascinating summary what you did so far over 27 00:01:40,600 --> 00:01:43,080 Speaker 1: the last decades, and of course there's more to come. 28 00:01:43,120 --> 00:01:45,920 Speaker 1: This is super impressive. As I learned, you started on 29 00:01:45,959 --> 00:01:48,680 Speaker 1: the creative agency side. You know, you work for two 30 00:01:48,760 --> 00:01:52,040 Speaker 1: famous global car manufacturer brands in the marketing department. 31 00:01:52,080 --> 00:01:53,400 Speaker 3: You led the marketing department. 32 00:01:53,880 --> 00:01:57,200 Speaker 1: You enter the gaming and entertainment world at Activision, and 33 00:01:57,240 --> 00:02:00,560 Speaker 1: then of course you change industries, but still you are 34 00:02:00,600 --> 00:02:03,680 Speaker 1: in the gaming and entertainment world with NFL. I'm normly 35 00:02:03,760 --> 00:02:07,400 Speaker 1: kicking off, you know, my podcast with a personal anecdote sometimes, 36 00:02:07,480 --> 00:02:09,400 Speaker 1: you know, I know I have something in common with 37 00:02:09,440 --> 00:02:13,000 Speaker 1: my guests here in your case before talking about NFL marketing, 38 00:02:13,040 --> 00:02:15,480 Speaker 1: and you have visions ten us a bit more, maybe 39 00:02:15,720 --> 00:02:19,280 Speaker 1: something personal. Your life revolves around the NFL. But I'm 40 00:02:19,280 --> 00:02:22,640 Speaker 1: sure there's another passion you know in your life, or 41 00:02:22,639 --> 00:02:25,240 Speaker 1: maybe several. Are you, for example, I don't know, Let's 42 00:02:25,240 --> 00:02:27,160 Speaker 1: say a secret music style you know, and we can 43 00:02:27,600 --> 00:02:29,840 Speaker 1: find you on a stage, you know, every Friday night 44 00:02:29,880 --> 00:02:31,960 Speaker 1: in a club. Or are you someone you know who 45 00:02:32,040 --> 00:02:35,040 Speaker 1: runs ten marathons a year? Is there anything you want 46 00:02:35,080 --> 00:02:37,560 Speaker 1: to share with us? People don't know about you yet. 47 00:02:37,680 --> 00:02:40,200 Speaker 2: I think probably the most surprising thing people don't realize 48 00:02:40,240 --> 00:02:43,840 Speaker 2: is that the way I started my career was not 49 00:02:44,000 --> 00:02:48,359 Speaker 2: in advertising and marketing or anything that is traditional at all. 50 00:02:48,440 --> 00:02:51,480 Speaker 2: I was an actor. I was a stage actor for 51 00:02:51,560 --> 00:02:54,200 Speaker 2: a few years, and then after that, all right, I 52 00:02:54,240 --> 00:02:56,320 Speaker 2: decided that I was going to go out and not 53 00:02:56,400 --> 00:02:58,120 Speaker 2: just see the world, but I was going to experience 54 00:02:58,120 --> 00:03:00,239 Speaker 2: it in a way to where I could dive deep 55 00:03:00,280 --> 00:03:03,400 Speaker 2: into cultures and live in different countries and do various 56 00:03:03,560 --> 00:03:06,400 Speaker 2: jobs along the way. So most people don't know that, 57 00:03:06,480 --> 00:03:11,880 Speaker 2: but I started out studying and learning how to fence, 58 00:03:11,919 --> 00:03:14,959 Speaker 2: you know, if I was a fencer. I learned in Paris, 59 00:03:15,440 --> 00:03:19,320 Speaker 2: and I studied French and comparative literature there and then 60 00:03:19,360 --> 00:03:21,560 Speaker 2: I just didn't want to go home, so I kept 61 00:03:21,600 --> 00:03:23,880 Speaker 2: moving my way around the world for the next five years. 62 00:03:24,600 --> 00:03:28,280 Speaker 2: And you know, I taught English, I worked on oil 63 00:03:28,360 --> 00:03:32,280 Speaker 2: rigs in Norway. I throw tractors in the Middle East. 64 00:03:32,400 --> 00:03:35,680 Speaker 2: I was an actor and model in Tokyo. I worked 65 00:03:35,720 --> 00:03:38,720 Speaker 2: on a cruise ship as a bartender for a few years. 66 00:03:38,760 --> 00:03:41,600 Speaker 2: I did a lot of very interesting jow where again, 67 00:03:42,160 --> 00:03:44,720 Speaker 2: I think I got to really explore and experience the 68 00:03:44,760 --> 00:03:47,800 Speaker 2: world in a very special way. And I think that's 69 00:03:48,240 --> 00:03:50,120 Speaker 2: a lot of what I've learned in terms of the 70 00:03:50,160 --> 00:03:54,000 Speaker 2: connectivity between people and how to sort of like communicate 71 00:03:54,040 --> 00:03:58,000 Speaker 2: on a human level has really that's really helped me, 72 00:03:58,040 --> 00:04:00,520 Speaker 2: I think see the world way first of all. 73 00:04:00,760 --> 00:04:02,640 Speaker 1: Definitely one of those who didn't know all about this, 74 00:04:02,760 --> 00:04:05,240 Speaker 1: and I'm sure most of our audience as well, but 75 00:04:05,320 --> 00:04:08,720 Speaker 1: this is super impressive. So you're recognized as being the 76 00:04:08,800 --> 00:04:11,920 Speaker 1: driving force behind some of the most innovative and award 77 00:04:11,920 --> 00:04:14,600 Speaker 1: winning marketing campaigns in the US and across Europe, and 78 00:04:14,640 --> 00:04:17,520 Speaker 1: you received tons of different awards, like you became the 79 00:04:17,560 --> 00:04:20,040 Speaker 1: Marketer of the Year by at Age, you recognized as 80 00:04:20,080 --> 00:04:23,200 Speaker 1: a top Cemobile adwagan at age you want emmys? I mean, 81 00:04:23,279 --> 00:04:26,720 Speaker 1: tell us our awards really important and if it's not 82 00:04:26,760 --> 00:04:29,839 Speaker 1: for you personally, is it important to be recognized what 83 00:04:30,040 --> 00:04:32,919 Speaker 1: you and your teams and together with the agencies, what 84 00:04:33,000 --> 00:04:33,960 Speaker 1: are you doing here? 85 00:04:34,080 --> 00:04:35,400 Speaker 3: Is this an important thing? 86 00:04:36,200 --> 00:04:39,520 Speaker 2: Well? I do think awards are important for the team, 87 00:04:39,839 --> 00:04:42,520 Speaker 2: uh and to you know, sort of assess your own 88 00:04:42,520 --> 00:04:47,279 Speaker 2: capabilities and performance outside you know, your own your own industry. 89 00:04:47,360 --> 00:04:51,719 Speaker 2: So we pride in the recognition that we received from 90 00:04:52,000 --> 00:04:54,960 Speaker 2: sort of the marketing world overall, not just a sports 91 00:04:55,040 --> 00:04:58,400 Speaker 2: industry segment, but you know, overall in marketing. And then 92 00:04:58,800 --> 00:05:03,640 Speaker 2: of course know it's important to our teams to really 93 00:05:03,680 --> 00:05:07,200 Speaker 2: see and to recognize that we are really breakthrough stuff 94 00:05:07,200 --> 00:05:09,440 Speaker 2: and that we are being heralded is some of the 95 00:05:09,440 --> 00:05:11,919 Speaker 2: best in the business, and that's important. I think it 96 00:05:12,000 --> 00:05:16,440 Speaker 2: also just drives excitement and the culture, right the culture 97 00:05:16,520 --> 00:05:19,719 Speaker 2: is just so important between our own groups inside the 98 00:05:19,800 --> 00:05:23,440 Speaker 2: NFL as well as right with our with our core 99 00:05:23,520 --> 00:05:26,400 Speaker 2: partners or our long partner right today is seventy two 100 00:05:26,440 --> 00:05:28,440 Speaker 2: and Sunny and they have a lot of brands and 101 00:05:28,480 --> 00:05:30,680 Speaker 2: they do a lot of standout work, but I think 102 00:05:31,120 --> 00:05:34,279 Speaker 2: some of the some of their most proud moments within 103 00:05:34,320 --> 00:05:37,600 Speaker 2: the industry have been with the NFL and before that 104 00:05:37,720 --> 00:05:39,960 Speaker 2: with Activision. I work with them with Activision for seven 105 00:05:40,040 --> 00:05:42,440 Speaker 2: years as well. And of course what we do and 106 00:05:42,560 --> 00:05:45,240 Speaker 2: what really matters is how we're moving the business, we're 107 00:05:45,279 --> 00:05:48,600 Speaker 2: driving the business, how we're capturing people's hearts and minds, 108 00:05:49,160 --> 00:05:52,360 Speaker 2: how we're really getting people, in one way or another 109 00:05:52,440 --> 00:05:56,200 Speaker 2: to think differently about our brand and about associating and 110 00:05:56,279 --> 00:05:57,200 Speaker 2: engaging with our brand. 111 00:05:57,600 --> 00:05:58,520 Speaker 3: That's awesome, that's all. 112 00:05:58,560 --> 00:06:01,160 Speaker 1: And there's plenty to talk about because as you said, 113 00:06:01,200 --> 00:06:03,880 Speaker 1: there were not just many awards, but also so incredible 114 00:06:03,920 --> 00:06:06,480 Speaker 1: stuff we have to share with our audience. Before we 115 00:06:06,520 --> 00:06:09,120 Speaker 1: do this, let's dig in a bit, so you will 116 00:06:09,120 --> 00:06:11,920 Speaker 1: come to Possible end of April and Miami Beach. When 117 00:06:11,960 --> 00:06:14,680 Speaker 1: we invented Possible as an event for the industry, we 118 00:06:14,800 --> 00:06:16,800 Speaker 1: thought about, Okay, it has to be we feel it 119 00:06:16,800 --> 00:06:20,080 Speaker 1: has to be at the intersection of marketing, technology and culture, 120 00:06:20,360 --> 00:06:23,520 Speaker 1: both from the business perspective but also from a consumer perspective, 121 00:06:23,920 --> 00:06:27,159 Speaker 1: from your CMO perspective. Is this kind of complexity we 122 00:06:27,200 --> 00:06:30,239 Speaker 1: are facing today? Is there anything missing or would you say, okay, 123 00:06:30,279 --> 00:06:33,479 Speaker 1: one of these pillars, if you would agree, is more 124 00:06:33,480 --> 00:06:35,960 Speaker 1: important than others. So how do you look into your 125 00:06:36,400 --> 00:06:40,080 Speaker 1: today's work and the complexity which is obviously you know 126 00:06:40,480 --> 00:06:42,760 Speaker 1: ahead of us even more than ever before. 127 00:06:43,520 --> 00:06:46,679 Speaker 2: I think the way, what will you ask what is missing? 128 00:06:46,760 --> 00:06:49,560 Speaker 2: I think, to me, what is missing? That is there 129 00:06:50,240 --> 00:06:54,520 Speaker 2: be this notion that you have to make a choice 130 00:06:54,560 --> 00:06:56,560 Speaker 2: and dive deep into one of those areas, whether it 131 00:06:56,600 --> 00:07:00,520 Speaker 2: be culture, technology or high creativity. And I think that 132 00:07:00,600 --> 00:07:02,760 Speaker 2: how you bring all that together and how you keep 133 00:07:02,800 --> 00:07:06,320 Speaker 2: your eye on, you know, connecting with other human beings 134 00:07:06,640 --> 00:07:09,320 Speaker 2: in an impactful way is really what it's all about. 135 00:07:09,320 --> 00:07:10,760 Speaker 2: And a lot of that has to do with, you know, 136 00:07:10,920 --> 00:07:16,000 Speaker 2: leveraging and harnessing technology right to provide experiences and to 137 00:07:16,480 --> 00:07:21,040 Speaker 2: you know, create storytelling that just hasn't been seen before. Right. 138 00:07:21,040 --> 00:07:24,640 Speaker 2: That is really a surprise to people in terms of 139 00:07:24,640 --> 00:07:27,040 Speaker 2: how you bring it to them. So I don't really 140 00:07:27,080 --> 00:07:29,600 Speaker 2: look at the world as like making a choice or 141 00:07:30,120 --> 00:07:32,720 Speaker 2: you know, there seems to be this thing today amongst 142 00:07:33,080 --> 00:07:36,400 Speaker 2: successful cmos they're either data people or their brand people. 143 00:07:36,880 --> 00:07:39,280 Speaker 2: And I think, you know, you have to be both, 144 00:07:40,600 --> 00:07:42,680 Speaker 2: you know, and you should not in any way shy 145 00:07:42,720 --> 00:07:45,520 Speaker 2: away from things you don't know. Listen, I have an 146 00:07:45,600 --> 00:07:50,080 Speaker 2: incredible team that works with me, and I don't even 147 00:07:50,160 --> 00:07:53,000 Speaker 2: begin to think that I know what they know, right. 148 00:07:53,400 --> 00:07:55,360 Speaker 2: I hired them because of how good they are, and 149 00:07:55,360 --> 00:07:57,720 Speaker 2: I sort of let them loose and do their thing. 150 00:07:57,800 --> 00:08:01,520 Speaker 2: And you know, do I every day I try to 151 00:08:01,560 --> 00:08:04,560 Speaker 2: grasp more about the world when it comes to technology 152 00:08:04,560 --> 00:08:07,680 Speaker 2: and culture. Yes, I do. I'm a very curious person 153 00:08:08,480 --> 00:08:10,680 Speaker 2: and so one of the things that gives me joy 154 00:08:10,680 --> 00:08:13,160 Speaker 2: in life is just to find out and to explore 155 00:08:13,240 --> 00:08:16,720 Speaker 2: things that I don't know. So I just think that 156 00:08:16,800 --> 00:08:21,200 Speaker 2: it's important that that cmos and the marketers really look 157 00:08:21,240 --> 00:08:24,800 Speaker 2: at what's at their fingertips and try to like Hartist, 158 00:08:24,840 --> 00:08:27,239 Speaker 2: and leverage it to sort of focus on the things 159 00:08:27,240 --> 00:08:29,560 Speaker 2: that really matter, which is really creating some level of 160 00:08:29,560 --> 00:08:34,720 Speaker 2: intimacy with their fan base or with their audiences, depending 161 00:08:34,760 --> 00:08:36,640 Speaker 2: on your industry. 162 00:08:37,080 --> 00:08:39,080 Speaker 1: And at the same time, I think we, of course 163 00:08:39,080 --> 00:08:41,640 Speaker 1: we all agree that you know, the audiences are and 164 00:08:41,720 --> 00:08:45,199 Speaker 1: their behaviors are changing grammatically because of those kind of trends, 165 00:08:45,360 --> 00:08:48,280 Speaker 1: the media landscape is changing grammatically. So if you consider this, 166 00:08:48,360 --> 00:08:51,719 Speaker 1: I mean, since you joined NFL in twenty eighteen, you 167 00:08:51,880 --> 00:08:54,559 Speaker 1: focus on growing and redefining what it means to be 168 00:08:54,640 --> 00:08:57,200 Speaker 1: a football fan. You stepped in and I've read an 169 00:08:57,240 --> 00:08:59,720 Speaker 1: articular the way you said you felt immediately you know 170 00:09:00,040 --> 00:09:03,440 Speaker 1: something which was hitting you was you needed to connect 171 00:09:03,440 --> 00:09:05,880 Speaker 1: with your fans and with the players, and between the 172 00:09:05,880 --> 00:09:09,360 Speaker 1: fans and the players even better, So considering reaching out 173 00:09:09,400 --> 00:09:12,000 Speaker 1: to new audiences. I think you've mentioned jen Z fans, 174 00:09:12,040 --> 00:09:14,640 Speaker 1: the Latino community, and women are really important for the 175 00:09:14,760 --> 00:09:18,840 Speaker 1: NFL specifically. How do you balance staying true to the 176 00:09:18,960 --> 00:09:24,360 Speaker 1: NFL's legacy while also appealing to new and more diverse audiences. 177 00:09:24,559 --> 00:09:26,720 Speaker 1: How do you do this? I mean, you made the 178 00:09:26,760 --> 00:09:30,120 Speaker 1: players and therefore the sport more visible for everybody, but 179 00:09:30,280 --> 00:09:31,960 Speaker 1: how do you envision this for the new future. 180 00:09:32,800 --> 00:09:36,400 Speaker 2: I really look at it sort of as a strategy 181 00:09:36,440 --> 00:09:40,120 Speaker 2: which has two core areas of focus, right, yeah, And 182 00:09:40,440 --> 00:09:44,080 Speaker 2: one is to celebrate the joy of the game and 183 00:09:44,200 --> 00:09:48,160 Speaker 2: the heritage and the excitement and the adrenaline and all 184 00:09:48,200 --> 00:09:51,480 Speaker 2: that goes along with professional football. And then on the 185 00:09:51,559 --> 00:09:54,440 Speaker 2: other hand, we transcend the game and we connect with 186 00:09:54,520 --> 00:09:58,520 Speaker 2: people in a much more human, compassionate way. And then 187 00:09:58,600 --> 00:10:02,160 Speaker 2: we sort of bring all that together is one strong, coherent, 188 00:10:02,360 --> 00:10:05,760 Speaker 2: modern brand. And I think that, you know, you have 189 00:10:05,800 --> 00:10:09,240 Speaker 2: to make sure that there's a connective tissue across all that. 190 00:10:09,600 --> 00:10:12,320 Speaker 2: And I think that what's really there is it's all 191 00:10:12,320 --> 00:10:16,960 Speaker 2: about passion and humanity and the notion that sports but 192 00:10:17,040 --> 00:10:21,800 Speaker 2: particularly the NFL is a uniter, right, we bring people together. 193 00:10:21,840 --> 00:10:24,240 Speaker 2: That is our strength. And some of that is to 194 00:10:24,640 --> 00:10:28,679 Speaker 2: create an escape and joy, right right. And then some 195 00:10:28,760 --> 00:10:31,200 Speaker 2: of that is to be provocative and to make people 196 00:10:31,280 --> 00:10:35,080 Speaker 2: rethink and to consider some of the choices that they 197 00:10:35,120 --> 00:10:36,679 Speaker 2: have and the notions that they have. And I think 198 00:10:36,720 --> 00:10:40,000 Speaker 2: that the way that we've worked together with our players 199 00:10:40,559 --> 00:10:45,040 Speaker 2: has really made the difference in terms of since I've 200 00:10:45,040 --> 00:10:48,720 Speaker 2: been here at the NFL. We came in sort of 201 00:10:49,280 --> 00:10:53,079 Speaker 2: with a very clear vision of what the NFL needed 202 00:10:53,120 --> 00:10:57,079 Speaker 2: to do from a brand perspective and from the perspectives 203 00:10:57,120 --> 00:11:00,400 Speaker 2: around how do you connect with broader, wider audio instances, 204 00:11:00,400 --> 00:11:03,480 Speaker 2: and that was simply to have the players be the 205 00:11:03,520 --> 00:11:06,960 Speaker 2: face of the game, right you can you provide a 206 00:11:07,040 --> 00:11:11,120 Speaker 2: more human expression and more compassionate expression of the game, 207 00:11:11,880 --> 00:11:14,760 Speaker 2: and you sort of like provide a sort of a 208 00:11:14,800 --> 00:11:18,200 Speaker 2: deeper level of understanding of the game through these players, 209 00:11:18,600 --> 00:11:21,240 Speaker 2: because when you get behind the things that they really 210 00:11:21,240 --> 00:11:23,160 Speaker 2: care about, and obviously a lot of that is around 211 00:11:23,160 --> 00:11:26,079 Speaker 2: the sportard itself in there as all of us. They 212 00:11:26,120 --> 00:11:29,720 Speaker 2: have all kinds of passions and interests, and so you know, 213 00:11:30,160 --> 00:11:34,960 Speaker 2: understanding what makes a player tick and what he really 214 00:11:35,000 --> 00:11:37,800 Speaker 2: cares about, and that could be anything from a video 215 00:11:37,920 --> 00:11:42,720 Speaker 2: game to fashion, to music to an important cause. That 216 00:11:42,760 --> 00:11:45,719 Speaker 2: they have a foundation for. All of these things are 217 00:11:45,720 --> 00:11:50,080 Speaker 2: what makes them special and unique. And so by really 218 00:11:50,120 --> 00:11:53,840 Speaker 2: getting behind these players and having them be the face 219 00:11:53,920 --> 00:11:57,920 Speaker 2: of the NFL and a helmets ov strategy, right, that's 220 00:11:58,000 --> 00:12:01,640 Speaker 2: really made a huge difference and how people per see 221 00:12:01,720 --> 00:12:05,840 Speaker 2: the NFL and how they've been willing to reconsider and 222 00:12:06,000 --> 00:12:07,040 Speaker 2: engage with us. 223 00:12:07,440 --> 00:12:09,840 Speaker 1: Understand So, But at the same time we talk about 224 00:12:09,840 --> 00:12:13,480 Speaker 1: technology trends. Obviously you came in, and I mean NFL 225 00:12:13,720 --> 00:12:16,440 Speaker 1: already was and of course even more in today's time, 226 00:12:16,600 --> 00:12:18,840 Speaker 1: is one of the biggest sport platforms in the world. 227 00:12:19,400 --> 00:12:22,680 Speaker 3: But you also helped to furthermore digitalize. 228 00:12:22,000 --> 00:12:24,720 Speaker 1: The whole sport, right you came in, and I mean 229 00:12:24,920 --> 00:12:28,280 Speaker 1: if you reach out for any kind of content, you 230 00:12:28,320 --> 00:12:31,480 Speaker 1: see NFL everywhere on not just every device, in any 231 00:12:31,559 --> 00:12:32,760 Speaker 1: kind of distribution channel. 232 00:12:32,600 --> 00:12:33,600 Speaker 3: I'll call it like this. 233 00:12:33,720 --> 00:12:37,560 Speaker 1: So, with a changing media landscape in mind, you are 234 00:12:37,600 --> 00:12:41,000 Speaker 1: on screening platform, social media, short form content and this 235 00:12:41,120 --> 00:12:42,880 Speaker 1: helped at the same time. 236 00:12:42,720 --> 00:12:45,920 Speaker 3: To be able to reach out to new audiences as well. 237 00:12:46,080 --> 00:12:48,520 Speaker 1: Is this the case or was it more the approach, 238 00:12:48,600 --> 00:12:51,480 Speaker 1: as you described before, make the players and therefore the 239 00:12:51,559 --> 00:12:53,600 Speaker 1: sport more visible for the audience. 240 00:12:54,160 --> 00:12:55,720 Speaker 3: Was it an independent approach here? 241 00:12:56,760 --> 00:12:59,360 Speaker 2: It's helped in a number of ways, and a lot 242 00:12:59,400 --> 00:13:03,160 Speaker 2: of our choices that we've made has really been keeping 243 00:13:03,200 --> 00:13:07,080 Speaker 2: a keen eye on the youth segment, right yea. We 244 00:13:07,120 --> 00:13:09,440 Speaker 2: look at when I say youth, we look at it 245 00:13:09,480 --> 00:13:11,920 Speaker 2: from five to twelve and then from you know, thirteen 246 00:13:11,960 --> 00:13:15,320 Speaker 2: to twenty four essentially. And I think that when you 247 00:13:15,360 --> 00:13:18,320 Speaker 2: talk about technology, some of that can be done with 248 00:13:18,400 --> 00:13:20,280 Speaker 2: the sort of expression of the game itself, like an 249 00:13:20,320 --> 00:13:23,520 Speaker 2: all cast like you may have seen Toy Story last year, 250 00:13:23,559 --> 00:13:26,800 Speaker 2: where we took the technology that we actually use in 251 00:13:26,840 --> 00:13:30,560 Speaker 2: our health and safety program, which is quite frankly, it's 252 00:13:30,600 --> 00:13:32,920 Speaker 2: just like a chip and the shoulder pad and then 253 00:13:32,920 --> 00:13:35,760 Speaker 2: the mouthpiece, and by doing that we are able to 254 00:13:35,800 --> 00:13:39,400 Speaker 2: bring the game to life in a toy story setting, 255 00:13:39,480 --> 00:13:42,240 Speaker 2: so and you all the characters were actually watching and 256 00:13:42,280 --> 00:13:45,200 Speaker 2: cheering on the game in real time, so you saw 257 00:13:45,240 --> 00:13:48,760 Speaker 2: an animated expression of the game in real time that 258 00:13:48,960 --> 00:13:52,280 Speaker 2: was just so fun and so fascinating that yes, kids 259 00:13:52,320 --> 00:13:54,560 Speaker 2: loved it, but also their parents did as well. This 260 00:13:54,679 --> 00:13:58,439 Speaker 2: year we did the exact same approach with the same technology, 261 00:13:58,679 --> 00:14:01,280 Speaker 2: but we did it with the sientsence again a ton 262 00:14:01,320 --> 00:14:03,840 Speaker 2: of fun and you even saw some of the Simpson 263 00:14:04,000 --> 00:14:07,000 Speaker 2: characters who were playing as the you know, the actual 264 00:14:07,000 --> 00:14:09,920 Speaker 2: players in the game and score, you know, all kinds 265 00:14:09,920 --> 00:14:12,840 Speaker 2: of wonderful things. And so that's that's one example of 266 00:14:12,840 --> 00:14:15,880 Speaker 2: how we really we look deep and hard about how 267 00:14:15,920 --> 00:14:19,840 Speaker 2: do you leverage technology to to sort of surprise and 268 00:14:19,880 --> 00:14:22,680 Speaker 2: delight audiences in a way that they never imagined. Right, 269 00:14:23,040 --> 00:14:25,160 Speaker 2: And then you can look at in a very simple 270 00:14:25,200 --> 00:14:28,120 Speaker 2: form in terms of our distribution, right, like we've made 271 00:14:28,160 --> 00:14:30,760 Speaker 2: some major moves and I've been fortunate to be here 272 00:14:30,840 --> 00:14:32,880 Speaker 2: as a part of that, but we made some major 273 00:14:32,920 --> 00:14:34,960 Speaker 2: moves since I got here in terms of like how 274 00:14:35,000 --> 00:14:39,760 Speaker 2: we've broadened out our distribution from linear TV to a 275 00:14:40,040 --> 00:14:42,240 Speaker 2: number of streaming services. 276 00:14:42,320 --> 00:14:42,480 Speaker 3: Right. 277 00:14:42,520 --> 00:14:45,640 Speaker 2: The most recent beings where we had two games on 278 00:14:46,200 --> 00:14:48,120 Speaker 2: Christmas which went all over the world, not just in 279 00:14:48,160 --> 00:14:51,080 Speaker 2: the US, but it was a great sort of level 280 00:14:51,080 --> 00:14:55,080 Speaker 2: of distribution worldwide, and even some of our traditional partners 281 00:14:55,080 --> 00:14:58,440 Speaker 2: like NBC we have Peacock, right, and so whether it 282 00:14:58,520 --> 00:15:00,960 Speaker 2: be Amazon where we have you know, went into having 283 00:15:01,000 --> 00:15:05,440 Speaker 2: Thursday night football there as an ongoing basis we've really, 284 00:15:05,560 --> 00:15:09,440 Speaker 2: I think, taken very courageous leaps into that side of 285 00:15:09,440 --> 00:15:11,520 Speaker 2: the world, because if you think about it, you want 286 00:15:11,520 --> 00:15:14,360 Speaker 2: to be where your audiences are. Right. We've been able 287 00:15:14,400 --> 00:15:18,600 Speaker 2: to do is not only bring the audiences that we 288 00:15:18,680 --> 00:15:22,400 Speaker 2: had previously to that in terms of numbers of linear TV, 289 00:15:22,920 --> 00:15:25,520 Speaker 2: so we're getting like TV like audiences if you will, 290 00:15:25,640 --> 00:15:28,880 Speaker 2: or bigger in these streaming services. But at the same time, 291 00:15:29,200 --> 00:15:32,600 Speaker 2: we're lowering our age significantly of the average viewer and 292 00:15:32,640 --> 00:15:35,240 Speaker 2: the average fan, and that, of course is really important. 293 00:15:35,520 --> 00:15:38,640 Speaker 2: When I first came to the NFL, I started sort 294 00:15:38,680 --> 00:15:42,680 Speaker 2: of ringing the bell of urgency immediately that like, we're 295 00:15:42,680 --> 00:15:45,320 Speaker 2: aging out, we have got to sort of focus on 296 00:15:45,360 --> 00:15:47,920 Speaker 2: our youngest segments. And what we're going to do for 297 00:15:48,040 --> 00:15:50,080 Speaker 2: us is like, in the short term and the long term, 298 00:15:50,280 --> 00:15:53,040 Speaker 2: we're going to you know, rejuvenate the brand and we're 299 00:15:53,080 --> 00:15:55,880 Speaker 2: going to get younger fans in who will help us 300 00:15:55,880 --> 00:15:59,000 Speaker 2: stay modern and relevant. But it's also going to give 301 00:15:59,000 --> 00:16:02,320 Speaker 2: a sense of energy, an excitement and adrenaline to the 302 00:16:02,360 --> 00:16:05,360 Speaker 2: sport itself as well that you segment is. And so 303 00:16:05,480 --> 00:16:09,120 Speaker 2: let's from those two perspectives, let's really embrace our youngest 304 00:16:09,160 --> 00:16:12,880 Speaker 2: audiences and you know, we learned that our older, more 305 00:16:12,920 --> 00:16:17,360 Speaker 2: mature audiences enjoyed that as well. Right, So obviously there 306 00:16:17,360 --> 00:16:19,760 Speaker 2: are certain channels that you can speak to that you know, 307 00:16:19,800 --> 00:16:23,840 Speaker 2: you're going to get the right, right mix of your segments. 308 00:16:24,160 --> 00:16:28,640 Speaker 2: But we also saw that our more mature, older white 309 00:16:28,640 --> 00:16:31,080 Speaker 2: male was also excited about a lot of the things 310 00:16:31,120 --> 00:16:31,800 Speaker 2: that we were doing. 311 00:16:32,080 --> 00:16:35,280 Speaker 1: And flag football is obviously part of that strategy, right, 312 00:16:35,360 --> 00:16:38,200 Speaker 1: I mean you your emphasis you know on flag football. 313 00:16:38,800 --> 00:16:41,960 Speaker 1: L marketing is reshaping how the lead connects with fans 314 00:16:42,000 --> 00:16:44,800 Speaker 1: as well. And as we all know, it becomes part 315 00:16:44,840 --> 00:16:48,040 Speaker 1: of the Olympics in twenty twenty eight in LA. But 316 00:16:48,200 --> 00:16:49,800 Speaker 1: tell me, because I'm not sure, is it just a 317 00:16:49,840 --> 00:16:52,440 Speaker 1: demonstration a sport in LA or will it become a 318 00:16:52,480 --> 00:16:54,000 Speaker 1: permanent part of the Olympics. 319 00:16:54,480 --> 00:16:56,600 Speaker 2: Well, we hope that will. But you have, you know, 320 00:16:58,040 --> 00:17:00,560 Speaker 2: you have each Olympics, they have their own assessment of 321 00:17:00,600 --> 00:17:01,400 Speaker 2: what they're going to keep. 322 00:17:01,480 --> 00:17:01,720 Speaker 3: Yeah. 323 00:17:01,960 --> 00:17:06,240 Speaker 2: Yeah, even before the games in twenty eight, we will 324 00:17:06,280 --> 00:17:09,040 Speaker 2: have to make our way in, if you will, for 325 00:17:09,080 --> 00:17:10,200 Speaker 2: the Australian Olympics. 326 00:17:10,400 --> 00:17:10,600 Speaker 3: Right. 327 00:17:10,640 --> 00:17:14,640 Speaker 2: So that's so we're in deep discussions with them, and 328 00:17:15,040 --> 00:17:18,880 Speaker 2: you know, we're very confident and optimistic about that. Hopefully 329 00:17:18,960 --> 00:17:21,159 Speaker 2: it all works out the way we hope, and like 330 00:17:21,800 --> 00:17:24,119 Speaker 2: you know, this has been exciting again the things that 331 00:17:24,320 --> 00:17:26,639 Speaker 2: just happened in the last couple of years. You know, 332 00:17:26,720 --> 00:17:28,720 Speaker 2: you can look at the data and it's pretty clear 333 00:17:29,119 --> 00:17:33,600 Speaker 2: if a young person participates in the game, if they 334 00:17:33,760 --> 00:17:35,959 Speaker 2: play the game and that could be tackle or flag 335 00:17:36,359 --> 00:17:38,680 Speaker 2: there four times is likely to be a lifelong fan. 336 00:17:39,600 --> 00:17:42,160 Speaker 2: And if you don't, you don't get a fan by 337 00:17:42,160 --> 00:17:45,560 Speaker 2: the time they're eighteen years old. Yeah, yet I don't. 338 00:17:45,680 --> 00:17:47,919 Speaker 2: We don't have an acquisition strategy for a thirty six 339 00:17:48,000 --> 00:17:50,440 Speaker 2: year old, right, you have to you have to get 340 00:17:50,480 --> 00:17:54,280 Speaker 2: fans before the before the age of eighteen. So participation 341 00:17:54,359 --> 00:17:56,680 Speaker 2: is absolutely one of the best things to do there. 342 00:17:56,840 --> 00:17:59,520 Speaker 2: It's also another choice of how to play the game. 343 00:18:00,240 --> 00:18:02,800 Speaker 2: You know, we every family can choose do they want 344 00:18:02,800 --> 00:18:06,320 Speaker 2: their child to play tackle or flag? And you know, 345 00:18:06,359 --> 00:18:08,600 Speaker 2: obviously a lot of a lot of children start and 346 00:18:08,640 --> 00:18:11,879 Speaker 2: flag and then they migrate over to tackle. But you 347 00:18:11,920 --> 00:18:15,520 Speaker 2: can now play into college as well, play in the NCAA. 348 00:18:15,880 --> 00:18:19,399 Speaker 2: It's exciting to see what's happening now there with major 349 00:18:19,440 --> 00:18:22,760 Speaker 2: colleges all over the country, how they're bringing in flag 350 00:18:22,800 --> 00:18:26,280 Speaker 2: football now as well. So it was you know, it 351 00:18:26,359 --> 00:18:29,320 Speaker 2: was a way to sort of bring football back to 352 00:18:29,400 --> 00:18:33,280 Speaker 2: the family unit, to get kids to start playing more 353 00:18:33,680 --> 00:18:35,440 Speaker 2: and to really open up the game. It's the most 354 00:18:35,680 --> 00:18:38,919 Speaker 2: inclusive part of our game. Boys and girls, men and 355 00:18:38,920 --> 00:18:42,800 Speaker 2: women can play. You know, athletes of all sizes and 356 00:18:42,840 --> 00:18:46,679 Speaker 2: shapes can play. So it's really it's it's exciting to 357 00:18:46,760 --> 00:18:49,320 Speaker 2: see it's one of the fastest scoring sports right now. 358 00:18:49,320 --> 00:18:52,120 Speaker 2: It's exciting to see how that's all working. And again, yes, 359 00:18:52,200 --> 00:18:53,760 Speaker 2: that's all part of our youth strategy. 360 00:18:54,320 --> 00:18:56,119 Speaker 1: Well, first of all, it's never too late, you know 361 00:18:56,480 --> 00:18:58,719 Speaker 1: for somebody like me, you know, even older than who 362 00:18:58,760 --> 00:19:01,479 Speaker 1: you mentioned you know to me for this sport. But 363 00:19:01,560 --> 00:19:03,320 Speaker 1: I you know, I live in New Zealand, so we 364 00:19:03,320 --> 00:19:06,359 Speaker 1: we have this flack rugby game here as well to 365 00:19:06,520 --> 00:19:09,960 Speaker 1: bring in very young kids to the sport. By the way, 366 00:19:10,000 --> 00:19:11,960 Speaker 1: what would you say if the key wei which I 367 00:19:12,040 --> 00:19:13,680 Speaker 1: became a key role of the time, you know, would 368 00:19:13,720 --> 00:19:16,080 Speaker 1: say rugby is the real one, you know, and not 369 00:19:16,240 --> 00:19:17,280 Speaker 1: American football. 370 00:19:17,400 --> 00:19:17,960 Speaker 3: What would you. 371 00:19:17,920 --> 00:19:21,280 Speaker 2: Say, Hey, we have to fight for our place in 372 00:19:21,440 --> 00:19:25,280 Speaker 2: people's minds and you know, on the on the on 373 00:19:25,320 --> 00:19:27,800 Speaker 2: the on the playing fields, right like, we know that 374 00:19:27,840 --> 00:19:31,240 Speaker 2: we are not a top three scoot around the world 375 00:19:31,640 --> 00:19:33,359 Speaker 2: and and that and that is our aim to be 376 00:19:33,400 --> 00:19:36,240 Speaker 2: a top three sport in every major market around the world. 377 00:19:36,520 --> 00:19:38,480 Speaker 2: It's not going to be easy. It's going to take time. 378 00:19:38,920 --> 00:19:41,480 Speaker 2: But flag football in the Olympics is certainly a part 379 00:19:41,480 --> 00:19:44,280 Speaker 2: of that strategy. There are other really interesting things that 380 00:19:44,320 --> 00:19:47,280 Speaker 2: we're doing in terms of like developing players around the world. 381 00:19:47,520 --> 00:19:50,000 Speaker 2: We have a player Pathway program. You know, we're we're 382 00:19:50,040 --> 00:19:53,440 Speaker 2: helping young people learn the game, show what they can 383 00:19:53,640 --> 00:19:55,840 Speaker 2: what they can do on the field, and then help 384 00:19:55,920 --> 00:19:58,760 Speaker 2: them come back to the US and and play you know, 385 00:19:58,800 --> 00:20:02,520 Speaker 2: collegiate football and then hopefully onto professional A lot of 386 00:20:02,520 --> 00:20:05,120 Speaker 2: the we're seeing a lot of growth of professional players 387 00:20:05,160 --> 00:20:08,440 Speaker 2: now from outside the US. But it takes time, right 388 00:20:08,440 --> 00:20:12,200 Speaker 2: and we're very uber about the challenge there. I always 389 00:20:12,240 --> 00:20:15,240 Speaker 2: remind people around here, like, hey, just just think about 390 00:20:15,359 --> 00:20:17,159 Speaker 2: how difficult it would be for like cricket to come 391 00:20:17,200 --> 00:20:18,840 Speaker 2: to the US and like be a top three sport. 392 00:20:18,960 --> 00:20:20,440 Speaker 3: Not easy, and this is fascinating. 393 00:20:20,440 --> 00:20:22,680 Speaker 1: Cricket is one you know, if the World Cup is 394 00:20:22,720 --> 00:20:24,639 Speaker 1: going on or what championships, you know, it has the 395 00:20:24,640 --> 00:20:26,919 Speaker 1: biggest audience in the world because of those countries like 396 00:20:26,960 --> 00:20:30,960 Speaker 1: India and Pakistan, and others. This is fascinating how how 397 00:20:31,119 --> 00:20:33,760 Speaker 1: you know, cultures are really different here. But I think 398 00:20:33,800 --> 00:20:36,439 Speaker 1: you're on a good way to become one of the 399 00:20:36,440 --> 00:20:39,000 Speaker 1: top sports top three in the world. I mean, listening 400 00:20:39,000 --> 00:20:59,320 Speaker 1: to you what you already did. Talk about your past 401 00:20:59,400 --> 00:21:01,000 Speaker 1: for a second. I mean what you did in the 402 00:21:01,040 --> 00:21:04,720 Speaker 1: in the past. I mean you you changed the Super 403 00:21:04,760 --> 00:21:08,560 Speaker 1: Bowl advertising hype, you know, or around advertising years ago. 404 00:21:08,640 --> 00:21:10,680 Speaker 1: I mean, we definitely have to talk about this for 405 00:21:11,000 --> 00:21:12,600 Speaker 1: a minute. You've been at the heart of some of 406 00:21:12,640 --> 00:21:17,280 Speaker 1: the most iconic Super Bowl ads, including the Volkswagen The Force. 407 00:21:17,760 --> 00:21:20,200 Speaker 1: I of course personally remember this as well. That wasn't 408 00:21:20,240 --> 00:21:23,000 Speaker 1: round twelve, maybe thirteen forteen years ago something like this, 409 00:21:23,840 --> 00:21:25,480 Speaker 1: And I think that was the year where you where 410 00:21:25,480 --> 00:21:28,040 Speaker 1: you booked two slots in a row with two different ads, 411 00:21:28,320 --> 00:21:30,479 Speaker 1: and that was that was called by the Time magazine 412 00:21:30,480 --> 00:21:33,200 Speaker 1: as a game changer. So tell me a bit about that, 413 00:21:33,280 --> 00:21:36,040 Speaker 1: I mean, and also maybe your personal kind of favorite 414 00:21:36,119 --> 00:21:39,119 Speaker 1: ad you know you've seen around the Super Bowl that 415 00:21:39,280 --> 00:21:41,240 Speaker 1: was I mean you at this time you was working 416 00:21:41,280 --> 00:21:44,359 Speaker 1: for Volkswag or was it for the agency Volkswagen. 417 00:21:44,359 --> 00:21:48,159 Speaker 2: I spent twelve years in Europe. My last job in 418 00:21:48,200 --> 00:21:51,879 Speaker 2: Europe was working for Volvo in Sweden, yeah, about four years, 419 00:21:51,880 --> 00:21:55,639 Speaker 2: and then we did a lot of interesting work with 420 00:21:55,720 --> 00:21:59,639 Speaker 2: Spike Jones and with some other Stephen Frears and some 421 00:21:59,680 --> 00:22:03,880 Speaker 2: other incredible directors, and that caught the attention of the 422 00:22:03,920 --> 00:22:06,800 Speaker 2: North American Volkswagen team and they asked me to come 423 00:22:06,840 --> 00:22:09,960 Speaker 2: over and head up North America for them in their marketing, 424 00:22:10,359 --> 00:22:13,840 Speaker 2: which was you know, Volkswagen has a history of some 425 00:22:13,920 --> 00:22:17,359 Speaker 2: of the best advertising, not just auto advertising, but some 426 00:22:17,400 --> 00:22:20,399 Speaker 2: of them emizing ever right, and so I really just 427 00:22:20,440 --> 00:22:23,119 Speaker 2: wanted to put a page in the book of Volkswagen advertising. 428 00:22:23,359 --> 00:22:25,720 Speaker 2: And I really I feel like that I was able 429 00:22:25,760 --> 00:22:29,440 Speaker 2: to accomplish that with my team with the ad the Force, 430 00:22:29,560 --> 00:22:30,920 Speaker 2: and we did a lot of great work there. But 431 00:22:30,960 --> 00:22:33,480 Speaker 2: I think the Force was very special to me, and 432 00:22:33,520 --> 00:22:36,359 Speaker 2: it's a great example I think of what sort of 433 00:22:36,359 --> 00:22:40,600 Speaker 2: having the right level of confidence and trusting in your 434 00:22:40,640 --> 00:22:44,560 Speaker 2: gut and not willing to take no for an answer, 435 00:22:44,880 --> 00:22:48,200 Speaker 2: right Like I That ad had to survive so many 436 00:22:48,840 --> 00:22:51,439 Speaker 2: sort of hurdles and people who are trying to kill it, 437 00:22:52,080 --> 00:22:55,440 Speaker 2: and you know it was for a car that wasn't 438 00:22:55,480 --> 00:22:59,320 Speaker 2: launching for six months. The German team in Wolfsburg didn't 439 00:22:59,320 --> 00:23:03,240 Speaker 2: want us to run it, and you know, the CEO 440 00:23:03,320 --> 00:23:06,200 Speaker 2: at the time, of course had a hard time defending 441 00:23:06,200 --> 00:23:08,240 Speaker 2: it to you know, to the Germans. 442 00:23:08,280 --> 00:23:08,520 Speaker 3: But I. 443 00:23:10,040 --> 00:23:12,880 Speaker 2: Believed in it, and I just kept fighting for it 444 00:23:12,920 --> 00:23:17,720 Speaker 2: for months, and then ultimately, once we did the ad 445 00:23:17,760 --> 00:23:21,320 Speaker 2: we we created it, I realized that the sixty second 446 00:23:21,480 --> 00:23:25,000 Speaker 2: version of that ad was so much stronger than the 447 00:23:25,040 --> 00:23:30,200 Speaker 2: thirty And the thirty was great, but the sixty was phenomenal, 448 00:23:30,800 --> 00:23:36,840 Speaker 2: and so I decided that we would put it on 449 00:23:37,000 --> 00:23:41,399 Speaker 2: YouTube several days. It was on Wednesday, several days before 450 00:23:41,800 --> 00:23:44,480 Speaker 2: the game, and at that time that the conventional wisdom, 451 00:23:44,480 --> 00:23:46,840 Speaker 2: in fact, none of the major advertisers ever did that. 452 00:23:47,200 --> 00:23:50,159 Speaker 2: And again everybody fought me on it, like everybody around 453 00:23:50,160 --> 00:23:52,320 Speaker 2: me was fighting, like, you can't do that. That's not 454 00:23:52,359 --> 00:23:55,200 Speaker 2: the way it works. You got a debut, you're creative 455 00:23:55,200 --> 00:23:57,080 Speaker 2: on the game. But I just knew and I believed 456 00:23:57,560 --> 00:24:02,280 Speaker 2: in the power of the creative, and ultimately it was 457 00:24:02,320 --> 00:24:05,600 Speaker 2: a risk, right, And I think that again talking about 458 00:24:05,680 --> 00:24:08,800 Speaker 2: lessons for marketers, I think having the courage to do 459 00:24:08,880 --> 00:24:11,720 Speaker 2: things that you know are right and that you sort 460 00:24:11,760 --> 00:24:13,960 Speaker 2: of really feel in your gut is the right way 461 00:24:14,000 --> 00:24:16,840 Speaker 2: to go really matters. So we put it out there 462 00:24:16,840 --> 00:24:19,679 Speaker 2: and it happened exactly the way I had hoped. I mean, 463 00:24:19,720 --> 00:24:23,440 Speaker 2: it caught fire, It went viral, and everybody was talking 464 00:24:23,440 --> 00:24:26,920 Speaker 2: about that ad before the Super Bowl. We had the game, 465 00:24:27,000 --> 00:24:29,080 Speaker 2: and we sortaly won the Super Bowl a ward before 466 00:24:29,600 --> 00:24:31,160 Speaker 2: the first play of the game, right. 467 00:24:31,119 --> 00:24:33,359 Speaker 1: Right, And this opened the door, you know, for the 468 00:24:33,400 --> 00:24:36,159 Speaker 1: campaign itself, right, because then the campaign started with the 469 00:24:36,520 --> 00:24:39,560 Speaker 1: assume more, the shorter version, thirty second version. But then 470 00:24:39,600 --> 00:24:42,119 Speaker 1: it helped to sell costs, right, which was the original 471 00:24:42,200 --> 00:24:43,720 Speaker 1: purpose of that of that campaign. 472 00:24:43,960 --> 00:24:45,400 Speaker 2: Yeah, it was a brand ad. I mean, of course 473 00:24:45,400 --> 00:24:47,720 Speaker 2: it helped sell ours. And then I think that's why 474 00:24:48,320 --> 00:24:50,800 Speaker 2: I think that's why the company was so uncomfortable with 475 00:24:50,800 --> 00:24:53,960 Speaker 2: it in the beginning, because they thinking about it, they 476 00:24:54,119 --> 00:24:56,560 Speaker 2: couldn't step outside and see it as a big brand campaign, 477 00:24:57,119 --> 00:24:59,840 Speaker 2: thinking about it as as a as an ad for 478 00:24:59,840 --> 00:25:01,080 Speaker 2: that specific you know. 479 00:25:01,840 --> 00:25:02,080 Speaker 3: Right. 480 00:25:02,560 --> 00:25:05,359 Speaker 2: So, and of course what happened the history was is 481 00:25:05,359 --> 00:25:08,600 Speaker 2: that after that year, then of course all the marketers 482 00:25:08,600 --> 00:25:12,080 Speaker 2: were putting their ads out before the game, right. It 483 00:25:12,720 --> 00:25:15,960 Speaker 2: became a new thing. And that's why you mentioned Time magazine. Yeah, 484 00:25:16,040 --> 00:25:18,520 Speaker 2: Time wrote an article the ad to changed the Super 485 00:25:18,520 --> 00:25:21,760 Speaker 2: Bowl forever. And I think that I'm very proud of 486 00:25:21,760 --> 00:25:24,080 Speaker 2: that because the creative is amazing and it's very human 487 00:25:24,160 --> 00:25:30,080 Speaker 2: and touching, and it's it's relatable to anybody, right whether 488 00:25:30,440 --> 00:25:31,800 Speaker 2: you can buy a Volkswagen or not. 489 00:25:31,960 --> 00:25:33,200 Speaker 3: But and you created the hype. 490 00:25:33,240 --> 00:25:35,359 Speaker 1: I mean, now everybody, like you know these days, you 491 00:25:35,359 --> 00:25:37,520 Speaker 1: know that everybody's looking forward to the next game. And 492 00:25:37,560 --> 00:25:40,879 Speaker 1: of course more people have talked about the advertising and 493 00:25:40,920 --> 00:25:43,480 Speaker 1: what's happening during the break during the halftime. 494 00:25:43,720 --> 00:25:47,280 Speaker 3: So do you have a personal favorite Super Bowl moment, whether. 495 00:25:47,119 --> 00:25:48,800 Speaker 1: You know, either on the field or during the half 496 00:25:48,880 --> 00:25:52,240 Speaker 1: time from recent years, something which stands out immediately. 497 00:25:52,920 --> 00:25:54,720 Speaker 2: I mean, listen, the first time I was not I 498 00:25:54,760 --> 00:25:57,560 Speaker 2: was working at Volkswagen. And the first time I ever 499 00:25:57,600 --> 00:26:00,240 Speaker 2: walked out on the field, which I'm very lucky get 500 00:26:00,280 --> 00:26:02,280 Speaker 2: to do that a lot now. The first time I 501 00:26:02,320 --> 00:26:04,440 Speaker 2: ever walked down of the field was a Super Bowl. 502 00:26:05,160 --> 00:26:08,080 Speaker 2: It was the Giants against the Patriots, you know, the 503 00:26:08,240 --> 00:26:12,920 Speaker 2: one of the famous Eli versus Tom Brady games. And 504 00:26:13,040 --> 00:26:15,840 Speaker 2: I was with my dad and like, oh my god, 505 00:26:15,880 --> 00:26:18,879 Speaker 2: I mean, I've never been so excited in my life. 506 00:26:19,000 --> 00:26:23,440 Speaker 2: And to really experience that moment, it was like surreal. 507 00:26:23,480 --> 00:26:26,119 Speaker 2: It's like you couldn't you know. I never forget that 508 00:26:26,280 --> 00:26:29,399 Speaker 2: because I think about how important this game is to 509 00:26:29,520 --> 00:26:32,440 Speaker 2: people and how exciting it is and how big it is, 510 00:26:32,920 --> 00:26:35,080 Speaker 2: and I, you know, it's kind of helped me in 511 00:26:35,119 --> 00:26:39,159 Speaker 2: my passion and sort of what I give to my 512 00:26:39,359 --> 00:26:42,320 Speaker 2: job because of how I feel about the sport, right 513 00:26:42,359 --> 00:26:43,800 Speaker 2: I mean, I you know, you're right. 514 00:26:43,840 --> 00:26:44,119 Speaker 3: I was. 515 00:26:44,280 --> 00:26:46,639 Speaker 2: I went into a lot of different segments, and I 516 00:26:46,680 --> 00:26:49,680 Speaker 2: was on that agency side for twelve years before it 517 00:26:49,760 --> 00:26:52,520 Speaker 2: became a client. But I never took a job that 518 00:26:52,600 --> 00:26:56,840 Speaker 2: I didn't really love the product or service. And I 519 00:26:56,880 --> 00:26:59,600 Speaker 2: didn't also know that I had something to contribute, like 520 00:26:59,680 --> 00:27:02,600 Speaker 2: a big thing to contribute. You know, as you go 521 00:27:02,720 --> 00:27:06,159 Speaker 2: through your your career, you get offered various things, and 522 00:27:06,200 --> 00:27:08,520 Speaker 2: some of them are better for you monetarily or not. 523 00:27:08,760 --> 00:27:12,480 Speaker 2: But I always knew the companies that I knew I 524 00:27:12,520 --> 00:27:15,199 Speaker 2: could help, Like I knew that immediately I could go 525 00:27:15,280 --> 00:27:19,959 Speaker 2: and help them grow or become more successful. And I 526 00:27:20,000 --> 00:27:23,000 Speaker 2: also chose things that I personally love. So I love cars, 527 00:27:23,000 --> 00:27:26,080 Speaker 2: I love video games, I love sports, I love football. 528 00:27:26,400 --> 00:27:29,040 Speaker 2: So that you know, I I to me, that's important 529 00:27:29,040 --> 00:27:31,320 Speaker 2: and it's it's worked for me awesome. 530 00:27:31,359 --> 00:27:34,199 Speaker 1: And you can combine all these experiences and your passion 531 00:27:34,240 --> 00:27:36,320 Speaker 1: for this. You know, more and more it looks like, 532 00:27:36,359 --> 00:27:39,480 Speaker 1: you know, coming from Activision and coming from the agency 533 00:27:39,480 --> 00:27:44,120 Speaker 1: world and from from other marketing world. Was there somebody 534 00:27:44,440 --> 00:27:47,440 Speaker 1: who has been the biggest influencer on your career, whether 535 00:27:47,480 --> 00:27:50,600 Speaker 1: it's a personal maybe a moment, and how have they 536 00:27:50,960 --> 00:27:53,920 Speaker 1: you know, at this moment or event shaped the way 537 00:27:53,960 --> 00:27:56,520 Speaker 1: you lead as a CEMO today. Was there anything you 538 00:27:56,560 --> 00:27:58,920 Speaker 1: can share with our audience what they are dedicated moment 539 00:27:59,000 --> 00:28:01,040 Speaker 1: or personality and you you. 540 00:28:01,080 --> 00:28:03,679 Speaker 2: Know, I would give it to the culture and the 541 00:28:03,760 --> 00:28:07,200 Speaker 2: leaders of the first agency I worked with for many years, 542 00:28:07,240 --> 00:28:09,760 Speaker 2: and that was good being never seen in partners it 543 00:28:09,800 --> 00:28:12,000 Speaker 2: was back. It was good Bee Berlin and Silverstein when 544 00:28:12,000 --> 00:28:15,200 Speaker 2: I first went through this before Andy, Yeah went off, 545 00:28:15,680 --> 00:28:21,600 Speaker 2: and I was so enthralled with how they approached their 546 00:28:21,680 --> 00:28:24,600 Speaker 2: work and how they ideas and how they would bring 547 00:28:24,680 --> 00:28:26,680 Speaker 2: human insight into it and really do their homework to 548 00:28:26,760 --> 00:28:32,080 Speaker 2: understand the problem, and the sort of the care that 549 00:28:32,119 --> 00:28:35,280 Speaker 2: they brought into how they crafted everything that they did. 550 00:28:35,640 --> 00:28:38,240 Speaker 2: You know, it was like in those days they were 551 00:28:38,240 --> 00:28:41,680 Speaker 2: doing things creatively that just no other agency was doing 552 00:28:42,200 --> 00:28:44,520 Speaker 2: around the world, really not just in the country, but 553 00:28:44,560 --> 00:28:47,000 Speaker 2: around the world. I mean, Wyden was doing some wonderful 554 00:28:47,080 --> 00:28:49,920 Speaker 2: things at that time with Nike, but it was that 555 00:28:50,040 --> 00:28:53,120 Speaker 2: one brand, and like Goodbee was doing that with so 556 00:28:53,200 --> 00:28:55,440 Speaker 2: many brands at that time. Yeah, and just sort of 557 00:28:55,440 --> 00:28:57,280 Speaker 2: be a part of that culture and to learn from 558 00:28:57,320 --> 00:28:59,640 Speaker 2: it and to be inspired by it, which really kind 559 00:28:59,640 --> 00:29:01,800 Speaker 2: of fed my soul, because that's what I That's the 560 00:29:01,840 --> 00:29:04,680 Speaker 2: reason I went into advertising, right, that's because I wanted 561 00:29:04,720 --> 00:29:07,880 Speaker 2: to do that kind of work. But I think that 562 00:29:08,120 --> 00:29:12,440 Speaker 2: you know, the passion, the care, the willingness to step 563 00:29:12,480 --> 00:29:16,160 Speaker 2: out there and take risks, all that, I think, you know, 564 00:29:16,280 --> 00:29:19,200 Speaker 2: I I think I was so inspired I learned in 565 00:29:19,240 --> 00:29:21,840 Speaker 2: those days from Jeff in particular. Jeff could be, but 566 00:29:21,960 --> 00:29:24,280 Speaker 2: many of the people who I work with there it 567 00:29:24,320 --> 00:29:28,320 Speaker 2: could be. And then I listen, I think that I 568 00:29:28,360 --> 00:29:32,240 Speaker 2: love a big stage, right, I like, I love you 569 00:29:32,280 --> 00:29:34,440 Speaker 2: look at the jobs I've done and the work that 570 00:29:34,480 --> 00:29:37,400 Speaker 2: I've done. It's there's a risk, of course, when you 571 00:29:37,440 --> 00:29:38,720 Speaker 2: go in front of that many people, when you go 572 00:29:38,760 --> 00:29:41,320 Speaker 2: in front of anywhere from twenty to two hundred million 573 00:29:41,320 --> 00:29:44,880 Speaker 2: people and you boldly show your work. I don't not 574 00:29:44,880 --> 00:29:46,840 Speaker 2: only do I not hide from that, I get just 575 00:29:47,160 --> 00:29:49,920 Speaker 2: pumped from being in front of that many people and 576 00:29:49,960 --> 00:29:52,240 Speaker 2: believe it or not, I like learn that when I 577 00:29:52,280 --> 00:29:54,560 Speaker 2: was on the stage as an actor, like I love 578 00:29:54,640 --> 00:29:56,480 Speaker 2: to be out there in front of all those people 579 00:29:56,800 --> 00:29:59,280 Speaker 2: and like, you know, you could you could feel like 580 00:29:59,320 --> 00:30:01,960 Speaker 2: them waiting for the next beat of what you were doing, 581 00:30:02,320 --> 00:30:05,840 Speaker 2: and that excitement that like I could entertain them and 582 00:30:05,840 --> 00:30:07,840 Speaker 2: that I could do things that maybe tonight that I 583 00:30:07,880 --> 00:30:11,440 Speaker 2: didn't do last night was so exciting and so I think, 584 00:30:12,200 --> 00:30:14,640 Speaker 2: you know, I literally had people ask me now in 585 00:30:14,760 --> 00:30:18,040 Speaker 2: my current job, like, well, aren't you afraid to do 586 00:30:18,160 --> 00:30:20,720 Speaker 2: these big super Bowl as and stuff? Because you know, 587 00:30:20,760 --> 00:30:22,440 Speaker 2: if you know a lot of a lot of cmos, 588 00:30:22,480 --> 00:30:23,960 Speaker 2: they don't do a good job in the Super Bowl, 589 00:30:24,000 --> 00:30:26,760 Speaker 2: they get fired. Ye, why would I ever think about 590 00:30:26,760 --> 00:30:29,320 Speaker 2: getting fired? Like that's the least thing I'm thinking about. 591 00:30:29,520 --> 00:30:32,840 Speaker 2: All I'm thinking of doing an incredible job and sort 592 00:30:32,880 --> 00:30:35,680 Speaker 2: of impressing the world and exciting people and entertaining them 593 00:30:35,920 --> 00:30:38,080 Speaker 2: and getting them to think differently about you know, what 594 00:30:38,120 --> 00:30:42,880 Speaker 2: we do. And ultimately, in my mind, if you're worried 595 00:30:42,920 --> 00:30:46,320 Speaker 2: about how you might fail, then you're never going to 596 00:30:46,440 --> 00:30:48,240 Speaker 2: do anything that's truly brilliant. 597 00:30:48,560 --> 00:30:52,600 Speaker 1: That's amazing, that's amazing seeing the opportunities then more than 598 00:30:52,600 --> 00:30:54,280 Speaker 1: than the risk, and of course it comes along with 599 00:30:54,360 --> 00:30:58,600 Speaker 1: a lot of responsibility, responsibility for budget, responsibility for your audience, 600 00:30:58,680 --> 00:31:01,040 Speaker 1: you know, talking to more people, reaching out to more people, 601 00:31:01,080 --> 00:31:03,720 Speaker 1: talking you know, responsibly for your team. 602 00:31:03,480 --> 00:31:04,280 Speaker 3: Et cetera, et cetera. 603 00:31:04,760 --> 00:31:08,600 Speaker 1: But I totally get what you're saying, and I really 604 00:31:08,640 --> 00:31:11,840 Speaker 1: appreciate these kind of insights. And I mean, you know, 605 00:31:11,920 --> 00:31:14,360 Speaker 1: the stage can't be big enough obviously for you, because 606 00:31:14,600 --> 00:31:18,400 Speaker 1: you're not just doing this amazing work all day long, 607 00:31:18,880 --> 00:31:21,960 Speaker 1: but you also spend a lot of time initiated, you know, partnerships. 608 00:31:21,960 --> 00:31:25,680 Speaker 1: You know, you use NFL as a platform for good 609 00:31:25,720 --> 00:31:27,880 Speaker 1: as well. And let's talk about this for a couple 610 00:31:27,920 --> 00:31:30,520 Speaker 1: of minutes, because this will link us over to your 611 00:31:30,600 --> 00:31:34,280 Speaker 1: stage appearance at possible end of April in Miami Beach 612 00:31:34,320 --> 00:31:36,719 Speaker 1: you will enter the stage. Was the CEO of Big 613 00:31:36,800 --> 00:31:39,760 Speaker 1: Brothers Big Sisters of America and you created this amazing 614 00:31:40,200 --> 00:31:44,120 Speaker 1: partnership between NFL based on the Inspired Change initiative. So 615 00:31:45,200 --> 00:31:48,080 Speaker 1: what inspired the NFL and of course yourself, to prioritize 616 00:31:48,160 --> 00:31:51,720 Speaker 1: mentorship and social justice as part of its community engagement strategy. 617 00:31:52,080 --> 00:31:56,000 Speaker 2: Yeah, our relationship with all of our partners have inspired change. 618 00:31:56,080 --> 00:31:59,800 Speaker 2: But maybe in particular with Big Brothers Big Sisters. As 619 00:31:59,840 --> 00:32:03,320 Speaker 2: a relates to mentorship, Yeah, I think that we believe 620 00:32:03,360 --> 00:32:05,960 Speaker 2: deeply in and something that I personally believe deeply in. 621 00:32:06,040 --> 00:32:10,040 Speaker 2: I've seen how people's lives have changed for the better 622 00:32:10,080 --> 00:32:14,120 Speaker 2: in a dramatic fashion. And not just the littles, right, 623 00:32:14,160 --> 00:32:17,280 Speaker 2: not just those who who are being mentored, but for 624 00:32:17,360 --> 00:32:21,600 Speaker 2: the mentee as well, like the bigs, I mean, it 625 00:32:21,720 --> 00:32:25,000 Speaker 2: changes their life as well, and giving back really kind 626 00:32:25,000 --> 00:32:29,000 Speaker 2: of like it helps them realize things and become people 627 00:32:29,040 --> 00:32:31,360 Speaker 2: that they didn't that they didn't even realize that they 628 00:32:31,400 --> 00:32:35,960 Speaker 2: could be. And so I have a really strong commitment 629 00:32:36,120 --> 00:32:38,800 Speaker 2: to that because again I know that by working closely 630 00:32:38,880 --> 00:32:41,560 Speaker 2: together we can help them be more successful and that 631 00:32:41,600 --> 00:32:45,760 Speaker 2: we're literally changing or even saving people's lives. And as 632 00:32:45,760 --> 00:32:48,200 Speaker 2: I said earlier, I think that as the NFL as 633 00:32:48,240 --> 00:32:51,280 Speaker 2: a uniter, we do look at this sort of dual 634 00:32:51,320 --> 00:32:54,880 Speaker 2: strategy of you know, focusing on the joy of the 635 00:32:54,880 --> 00:32:56,800 Speaker 2: game and then transcending the game. And a lot of 636 00:32:56,800 --> 00:33:01,200 Speaker 2: the sending the game has to do with our cause marketing, right, 637 00:33:01,480 --> 00:33:04,520 Speaker 2: has to do with us getting behind the things that 638 00:33:04,560 --> 00:33:07,480 Speaker 2: we believe in and that we know can help the world, 639 00:33:07,520 --> 00:33:12,520 Speaker 2: and and and and literally like do things that couldn't 640 00:33:12,560 --> 00:33:16,600 Speaker 2: be done without our platform, without our support. And so 641 00:33:17,240 --> 00:33:19,320 Speaker 2: that you know, and I will say this too, is 642 00:33:19,320 --> 00:33:22,600 Speaker 2: that it's an area of our of our program that 643 00:33:22,720 --> 00:33:25,920 Speaker 2: is not embraced by all, right, all of our fan base. 644 00:33:26,160 --> 00:33:30,400 Speaker 2: Some of our fan base is very unhappy that we 645 00:33:30,440 --> 00:33:32,680 Speaker 2: focus on some of these things, whether it be social 646 00:33:32,880 --> 00:33:36,560 Speaker 2: justice or anything in the cause arena. They think we 647 00:33:36,600 --> 00:33:38,920 Speaker 2: should just stay to football and not you know, not 648 00:33:39,080 --> 00:33:41,760 Speaker 2: talk or not use our platform. But we don't agree. 649 00:33:41,800 --> 00:33:43,640 Speaker 2: That's part of our values. It's just something. So I 650 00:33:43,680 --> 00:33:46,080 Speaker 2: think that you have to be willing as a marketer 651 00:33:46,800 --> 00:33:49,760 Speaker 2: to sort of make some people uncomfortable. If if some 652 00:33:49,920 --> 00:33:52,520 Speaker 2: of the you know, some of the segments of our 653 00:33:52,720 --> 00:33:55,560 Speaker 2: of our total fan base don't like what we're doing, 654 00:33:56,080 --> 00:34:00,880 Speaker 2: that's okay, right, Like what's important is that we're abiding 655 00:34:00,960 --> 00:34:03,360 Speaker 2: by our beliefs and then we're doing things that we 656 00:34:03,480 --> 00:34:07,040 Speaker 2: know are having an impact out there in communities, and 657 00:34:07,440 --> 00:34:10,880 Speaker 2: you know, it's it's worth it making some people uncomfortab 658 00:34:10,880 --> 00:34:14,560 Speaker 2: when you know your literally lives for others. And I've 659 00:34:14,560 --> 00:34:17,399 Speaker 2: done some work here which was I mean, let's face 660 00:34:17,480 --> 00:34:21,120 Speaker 2: it was very controversial and quite provocative. We did an 661 00:34:21,120 --> 00:34:25,080 Speaker 2: ad that started out with football is Gay. That ad 662 00:34:25,120 --> 00:34:27,520 Speaker 2: was not embraced by everybody. There was a lot of people, 663 00:34:28,120 --> 00:34:31,880 Speaker 2: even in NFL and other areas who were uncomfortable with that. 664 00:34:32,320 --> 00:34:34,600 Speaker 2: But guess what, the people who we were speaking to 665 00:34:35,400 --> 00:34:39,320 Speaker 2: really appreciated it and it changed their views on the NFL, 666 00:34:39,360 --> 00:34:42,200 Speaker 2: and it helped us really communicate in a very powerful 667 00:34:42,239 --> 00:34:46,400 Speaker 2: way that football is for everyone. That you know, you 668 00:34:46,480 --> 00:34:51,360 Speaker 2: should be able to open up the game without necessarily 669 00:34:51,480 --> 00:34:54,600 Speaker 2: driving others out. I think that that those lessons that 670 00:34:54,640 --> 00:34:59,040 Speaker 2: we have learned have helped us continually broaden our band base, 671 00:34:59,440 --> 00:35:02,520 Speaker 2: to strength in our perception, our image, and to sort 672 00:35:02,520 --> 00:35:05,920 Speaker 2: of have you know, people who before had felt like 673 00:35:05,960 --> 00:35:09,440 Speaker 2: the was not relatable or relevant to them, made them 674 00:35:09,440 --> 00:35:12,200 Speaker 2: think differently about the NFL, and they sort of come 675 00:35:12,239 --> 00:35:14,840 Speaker 2: on board, if you will, and helped us create an 676 00:35:14,880 --> 00:35:16,480 Speaker 2: even bigger impression. 677 00:35:16,960 --> 00:35:17,880 Speaker 3: That's super impressive. 678 00:35:17,920 --> 00:35:20,240 Speaker 1: And of course, how to measure this kind of success, 679 00:35:20,280 --> 00:35:22,440 Speaker 1: I mean definitely not in a commercial way, but this 680 00:35:22,520 --> 00:35:24,200 Speaker 1: is as you said, you know, broaden up you know, 681 00:35:24,239 --> 00:35:27,640 Speaker 1: the fan base, bringing new audiences in. 682 00:35:27,840 --> 00:35:29,920 Speaker 3: Also, while others may disagree with. 683 00:35:29,920 --> 00:35:33,359 Speaker 1: This specific campaign or initiative, do you see that other 684 00:35:33,719 --> 00:35:36,560 Speaker 1: major sport leagues use this as an example as well. 685 00:35:36,680 --> 00:35:39,640 Speaker 1: Are you at the forefront, you know, as a sport league, 686 00:35:39,680 --> 00:35:41,000 Speaker 1: you know, for for others as well? 687 00:35:41,040 --> 00:35:45,160 Speaker 2: Do you see that I see others who are making 688 00:35:45,320 --> 00:35:50,239 Speaker 2: strides to you know, give back into programs. I mean, listen, 689 00:35:50,280 --> 00:35:53,319 Speaker 2: the reality is that in this country least I'm not 690 00:35:53,360 --> 00:35:56,400 Speaker 2: talking about outside the US. Yeah, the US, you know, 691 00:35:56,480 --> 00:36:02,080 Speaker 2: we have a very powerful, you know, opportunity. Let's put 692 00:36:02,080 --> 00:36:06,759 Speaker 2: it that one. We are by far that we have 693 00:36:06,880 --> 00:36:10,439 Speaker 2: the you know, the most fans. We have the most 694 00:36:10,480 --> 00:36:13,520 Speaker 2: powerful position in the sports industry right now, and know 695 00:36:13,640 --> 00:36:16,839 Speaker 2: that that could change, right So we're I think we 696 00:36:16,920 --> 00:36:19,279 Speaker 2: understand that we have to keep earning that and that 697 00:36:19,280 --> 00:36:21,239 Speaker 2: that is not something we should take for granted. But 698 00:36:21,280 --> 00:36:24,880 Speaker 2: it also gives us opportunities that other sports don't. I 699 00:36:24,920 --> 00:36:27,200 Speaker 2: think that one of the things that I am proud 700 00:36:27,239 --> 00:36:31,000 Speaker 2: of is that we have not you know, gone back 701 00:36:31,040 --> 00:36:34,200 Speaker 2: and forth in terms of our commitment. Back in twenty twenty, 702 00:36:34,239 --> 00:36:38,520 Speaker 2: when we realized, after so many of the atrocities and 703 00:36:38,760 --> 00:36:42,640 Speaker 2: senseless murders, starting with George Floyd but many others, that 704 00:36:42,719 --> 00:36:45,000 Speaker 2: we can and needed to do more right, that we 705 00:36:45,120 --> 00:36:49,040 Speaker 2: had to be more committed and have a stronger program 706 00:36:49,080 --> 00:36:52,600 Speaker 2: in all directions. And I, you know, I when we 707 00:36:52,719 --> 00:36:56,160 Speaker 2: started focusing on what could we do not only you know, 708 00:36:56,239 --> 00:37:00,440 Speaker 2: providing financials, but using our platform and working together with 709 00:37:00,480 --> 00:37:02,759 Speaker 2: our players and things that they cared about, and we 710 00:37:02,840 --> 00:37:06,000 Speaker 2: have not retreated in any way. You still see starting 711 00:37:06,040 --> 00:37:08,840 Speaker 2: in twenty twenty, you saw that, you know, on the field, 712 00:37:09,200 --> 00:37:12,960 Speaker 2: it takes all of us into in racism and to 713 00:37:13,000 --> 00:37:16,160 Speaker 2: focus on and not hate. These are all things that 714 00:37:16,160 --> 00:37:20,040 Speaker 2: we have consistently used in our platform, on the player's helmets, 715 00:37:20,400 --> 00:37:25,000 Speaker 2: on the field, in our PSAs, like consistently year after 716 00:37:25,080 --> 00:37:27,680 Speaker 2: year after year. And I think that the mistake that 717 00:37:27,760 --> 00:37:32,560 Speaker 2: some entities make is that they react to what's happening 718 00:37:33,080 --> 00:37:35,320 Speaker 2: and then they pull back and they focus on other things. 719 00:37:35,520 --> 00:37:38,080 Speaker 2: And I think that we have proved that you don't 720 00:37:38,120 --> 00:37:40,960 Speaker 2: have to sort of pull back, that you continue to, 721 00:37:41,120 --> 00:37:43,640 Speaker 2: like have that other part of your program which thrills 722 00:37:43,640 --> 00:37:46,680 Speaker 2: and excites and keeps people watching your game, but at 723 00:37:46,719 --> 00:37:50,200 Speaker 2: the same time you have that steady, consistent approach which 724 00:37:50,239 --> 00:37:53,480 Speaker 2: is constantly bringing people together. It's constantly opened up your 725 00:37:53,600 --> 00:37:56,560 Speaker 2: arms and inviting people to join you in a way 726 00:37:56,600 --> 00:37:59,640 Speaker 2: which you know, I think that really speaks to a 727 00:37:59,640 --> 00:38:00,840 Speaker 2: different side of the NFL. 728 00:38:01,600 --> 00:38:04,680 Speaker 1: And why did they pull back because they experienced some pushbacks, 729 00:38:04,719 --> 00:38:07,920 Speaker 1: you know, because not everybody greed on your actions as 730 00:38:07,920 --> 00:38:11,200 Speaker 1: an NFL and or what you do would you handled 731 00:38:11,200 --> 00:38:13,640 Speaker 1: things differently based on that experience or would you do 732 00:38:13,680 --> 00:38:14,839 Speaker 1: it in a very similar way? 733 00:38:15,160 --> 00:38:17,399 Speaker 2: Well, I think listen, I yeah, I think that there's 734 00:38:17,400 --> 00:38:19,239 Speaker 2: pressure in all of this and someone has to do 735 00:38:19,560 --> 00:38:22,880 Speaker 2: We only have so many I agree sources, right, we 736 00:38:22,920 --> 00:38:25,200 Speaker 2: only have so many opportunities to get in front of people. 737 00:38:25,800 --> 00:38:28,319 Speaker 2: You know, most of the sporting leagues have what we 738 00:38:28,360 --> 00:38:31,520 Speaker 2: call institutional media, which is essentially barter media that you 739 00:38:31,560 --> 00:38:33,960 Speaker 2: get in the agreement with your with your broadcast and 740 00:38:34,200 --> 00:38:36,880 Speaker 2: streaming partners, and so you only have so many messages 741 00:38:36,920 --> 00:38:38,560 Speaker 2: you can throw out there. Right, There's a lot of 742 00:38:39,040 --> 00:38:40,799 Speaker 2: priorities and a lot of things that you want to do. 743 00:38:40,920 --> 00:38:44,000 Speaker 2: So I think someone has to do with all. Right, Well, 744 00:38:44,000 --> 00:38:46,280 Speaker 2: this isn't as much of a priority this year because 745 00:38:47,160 --> 00:38:49,480 Speaker 2: not as much in the headlines or whatever or could 746 00:38:49,520 --> 00:38:53,640 Speaker 2: be you know, fear of controversy or fear of you know, 747 00:38:53,680 --> 00:38:57,520 Speaker 2: getting embroiled in something that you know that you fear 748 00:38:57,680 --> 00:39:00,680 Speaker 2: might detract or might take away from your business. And 749 00:39:00,719 --> 00:39:03,440 Speaker 2: I think again, if it if it aligns with your 750 00:39:03,520 --> 00:39:08,160 Speaker 2: values and you're consistent. My experience has been that people 751 00:39:08,239 --> 00:39:12,040 Speaker 2: will see that and not you know, react in different 752 00:39:12,080 --> 00:39:14,359 Speaker 2: ways because they know that's who you are. They know 753 00:39:14,440 --> 00:39:17,200 Speaker 2: that that's how you behave. If you act one way 754 00:39:17,280 --> 00:39:19,680 Speaker 2: one month and you act another way in the next, 755 00:39:20,360 --> 00:39:23,080 Speaker 2: then I think, you know, there's a question there, right. 756 00:39:23,000 --> 00:39:25,640 Speaker 3: You lose trust, of course, Yeah, you lose kids for sure, 757 00:39:26,120 --> 00:39:26,719 Speaker 3: right yeah. 758 00:39:26,960 --> 00:39:29,480 Speaker 2: And I think that that you know, I will say 759 00:39:29,520 --> 00:39:32,360 Speaker 2: this too, Christian, because it's important in the sports industry. 760 00:39:32,680 --> 00:39:35,480 Speaker 2: The relationship you have with your players is very important, right. 761 00:39:35,920 --> 00:39:38,120 Speaker 2: They have to know that they can trust you. And 762 00:39:38,200 --> 00:39:40,360 Speaker 2: I think that one of the things of the Helmets 763 00:39:40,360 --> 00:39:43,640 Speaker 2: soft strategy that maybe we don't talk about enough is 764 00:39:43,680 --> 00:39:47,040 Speaker 2: that a lot of that was about, you know, having 765 00:39:47,120 --> 00:39:50,319 Speaker 2: more of a stronger bond and relationship and having more 766 00:39:50,400 --> 00:39:53,680 Speaker 2: trust in between the league and the players. Our fans 767 00:39:53,680 --> 00:39:56,239 Speaker 2: can feel that there was too much tension between the 768 00:39:56,280 --> 00:39:58,680 Speaker 2: league and the and the players. And I think anybody 769 00:39:58,719 --> 00:40:01,640 Speaker 2: in this building, as wor hard as we have in 770 00:40:01,719 --> 00:40:04,600 Speaker 2: marketing to sort of have this way of connecting and 771 00:40:04,640 --> 00:40:08,560 Speaker 2: the power of those relationships and working closely together to 772 00:40:08,680 --> 00:40:13,000 Speaker 2: sort of be you know, really use the collective power 773 00:40:13,160 --> 00:40:16,160 Speaker 2: of what we can bring and I think that you know, 774 00:40:16,200 --> 00:40:18,319 Speaker 2: the trust that we built in the relationships we build, 775 00:40:18,320 --> 00:40:20,400 Speaker 2: I'm very proud of and I think that's been a 776 00:40:20,400 --> 00:40:23,560 Speaker 2: big part of it as well. So your players they care. 777 00:40:23,600 --> 00:40:25,239 Speaker 2: If they know you care about the things that they 778 00:40:25,280 --> 00:40:28,480 Speaker 2: care about, that you care about their welfare and their communities, 779 00:40:28,920 --> 00:40:30,600 Speaker 2: is they're going to work with you in a very 780 00:40:30,600 --> 00:40:31,120 Speaker 2: different way. 781 00:40:31,920 --> 00:40:34,240 Speaker 3: That's a perfect kind of final statement. 782 00:40:34,320 --> 00:40:36,920 Speaker 1: I don't want to comment too much on this because 783 00:40:36,920 --> 00:40:41,800 Speaker 1: that was really super important, and especially because I personally feel, 784 00:40:41,960 --> 00:40:44,440 Speaker 1: I think you agree that nothing is settled here in 785 00:40:44,440 --> 00:40:47,320 Speaker 1: this area and this business area and in our culture. 786 00:40:47,960 --> 00:40:50,080 Speaker 1: It will go on for at least some time, and 787 00:40:50,160 --> 00:40:54,840 Speaker 1: therefore we need people like you, you know, such a strong, important, 788 00:40:54,920 --> 00:40:58,560 Speaker 1: bold representative of not just the entire industry, but also 789 00:40:58,600 --> 00:41:02,759 Speaker 1: with you what you believe. And it was really enjoyable, 790 00:41:02,840 --> 00:41:04,720 Speaker 1: you know, to spend time with you in the last 791 00:41:04,800 --> 00:41:07,279 Speaker 1: what was it, thirty forty minutes, and I'm so much 792 00:41:07,320 --> 00:41:10,200 Speaker 1: looking forward together with our audience to see you on 793 00:41:10,360 --> 00:41:14,000 Speaker 1: stage at Possible in Miami, and this will be one 794 00:41:14,040 --> 00:41:17,680 Speaker 1: of the topics. We can't cover everything, but again based 795 00:41:17,719 --> 00:41:21,080 Speaker 1: on your you know, on your summary of your previous life. 796 00:41:21,360 --> 00:41:23,239 Speaker 1: We definitely have to come back at some stage, you know, 797 00:41:23,280 --> 00:41:26,440 Speaker 1: and talk about all the amazing things you did before. 798 00:41:26,560 --> 00:41:27,800 Speaker 3: That was super impressive. 799 00:41:27,840 --> 00:41:30,520 Speaker 1: Thank you so much, Tim for joining us today and 800 00:41:30,760 --> 00:41:31,759 Speaker 1: take care and I see you in. 801 00:41:31,719 --> 00:41:32,800 Speaker 3: A couple of weeks in Miami. 802 00:41:33,320 --> 00:41:34,960 Speaker 2: Thank you, Christian. I look forward to it. 803 00:41:35,719 --> 00:41:42,319 Speaker 1: Thank you so much. Thanks for tuning in everyone. Once again, 804 00:41:42,400 --> 00:41:45,160 Speaker 1: I'm your host, Christian Moha. If you have a question 805 00:41:45,480 --> 00:41:48,120 Speaker 1: or suggestion to me, reach out, send me the m 806 00:41:48,239 --> 00:41:52,600 Speaker 1: on LinkedIn. If you're courious to learn more about Possible, 807 00:41:52,880 --> 00:41:54,960 Speaker 1: sign up for our newsletter, or if you want to 808 00:41:55,040 --> 00:41:58,080 Speaker 1: join us at the Possible Show in Miami, visit Possible 809 00:41:58,200 --> 00:42:01,600 Speaker 1: event dot com. Possible Now is a co production of 810 00:42:01,640 --> 00:42:06,080 Speaker 1: iHeartMedia and Possible. Our executive producers are Ryan Martz and 811 00:42:06,160 --> 00:42:11,040 Speaker 1: Yasmin Melandez. Our supervising producer is Meredith Barnes. Special thanks 812 00:42:11,040 --> 00:42:14,799 Speaker 1: to Colleen Lawrence Mack from our programming team. Our theme 813 00:42:14,880 --> 00:42:19,240 Speaker 1: music is composed by Anthony Kellacoli. For more podcasts from iHeart, 814 00:42:19,520 --> 00:42:23,160 Speaker 1: visit the iHeart app, Apple Podcasts, or wherever you listen 815 00:42:23,200 --> 00:42:24,240 Speaker 1: to your favorite shows.