1 00:00:10,800 --> 00:00:14,000 Speaker 1: What's up on Laura Curni And I'm Alexa Kristen. Welcome 2 00:00:14,040 --> 00:00:17,200 Speaker 1: back to at Landia episode two. So we have a 3 00:00:17,239 --> 00:00:20,840 Speaker 1: great guest this episode, Lisa Sherman, President and CEO of 4 00:00:20,880 --> 00:00:23,680 Speaker 1: the AD Council. But before we get into the interview, 5 00:00:24,200 --> 00:00:27,760 Speaker 1: we want to thank the ad Landia community. What welcome 6 00:00:27,960 --> 00:00:32,599 Speaker 1: back tweets, the emails, the reposts. You gotta listen to 7 00:00:32,600 --> 00:00:36,400 Speaker 1: this show. Amazing, it felt so good to be back. 8 00:00:36,440 --> 00:00:38,920 Speaker 1: Didn't feel good to be back. It's awesome. And big 9 00:00:38,920 --> 00:00:41,159 Speaker 1: shout out to Sara Fisher over at Axios for the 10 00:00:41,159 --> 00:00:43,720 Speaker 1: awesome coverage on the relaunch of the show. If you're 11 00:00:43,760 --> 00:00:47,440 Speaker 1: not already subscribing to Axios Media Trends newsletter, make sure 12 00:00:47,479 --> 00:00:49,640 Speaker 1: you go check that out. One of the best newsletters 13 00:00:49,680 --> 00:00:52,080 Speaker 1: in the business. So Alexa, with that, let's get into 14 00:00:52,120 --> 00:00:54,880 Speaker 1: the interview. So we got in touch with Lisa actually 15 00:00:54,920 --> 00:00:57,840 Speaker 1: at the beginning of COVID to do this episode because 16 00:00:58,000 --> 00:01:01,960 Speaker 1: what the AD Council was doing was they were quickly responding, 17 00:01:02,240 --> 00:01:04,800 Speaker 1: working with the White House and the CDC to get 18 00:01:04,800 --> 00:01:08,920 Speaker 1: the message out about COVID safety, health, et cetera. And 19 00:01:08,959 --> 00:01:11,120 Speaker 1: I think what's really important, and Laura, you said this 20 00:01:11,280 --> 00:01:14,360 Speaker 1: to me was that there was such a focus on 21 00:01:14,520 --> 00:01:18,480 Speaker 1: speed over perfection. And I think that that message for 22 00:01:18,560 --> 00:01:21,400 Speaker 1: the industry and actually all of us as individuals. Sometimes 23 00:01:21,400 --> 00:01:25,200 Speaker 1: we grind, right, we grind getting it perfect, but that's 24 00:01:25,200 --> 00:01:28,160 Speaker 1: not the point. Always point is just get it out, 25 00:01:28,400 --> 00:01:32,200 Speaker 1: start getting a response, start gathering community, start getting your 26 00:01:32,200 --> 00:01:35,440 Speaker 1: audience rallied. And I think that the AD Council is 27 00:01:35,480 --> 00:01:39,120 Speaker 1: one of the most important organizations in the industry and 28 00:01:39,200 --> 00:01:43,039 Speaker 1: actually in the country to get things out into the 29 00:01:43,080 --> 00:01:47,279 Speaker 1: world that are like critical societal issues. So really excited 30 00:01:47,280 --> 00:01:51,600 Speaker 1: about this interview. Over to Visa Sherman. We'll be right 31 00:01:51,640 --> 00:02:02,680 Speaker 1: back and we're back if Lisa Sherman, President and CEO 32 00:02:02,880 --> 00:02:07,760 Speaker 1: of AD Council. So excited to have Lisa on the show. Welcome, Welcome, Lisa. 33 00:02:08,200 --> 00:02:10,200 Speaker 1: I'm as excited to be here as you guys are 34 00:02:10,240 --> 00:02:13,320 Speaker 1: to have me. Thank you so much, Lisa. We have 35 00:02:13,440 --> 00:02:15,120 Speaker 1: so much to talk about. We want to turn it 36 00:02:15,160 --> 00:02:19,640 Speaker 1: over to you to share with at Landia. What AD 37 00:02:19,680 --> 00:02:22,800 Speaker 1: Council is A bit of a crash course on the 38 00:02:22,919 --> 00:02:25,520 Speaker 1: history of it, um and and sort of where you 39 00:02:25,560 --> 00:02:30,079 Speaker 1: see it going. Terrific. It's my favorite topic. Um So 40 00:02:30,200 --> 00:02:32,480 Speaker 1: you know, I like to think of the ad Council 41 00:02:32,880 --> 00:02:37,440 Speaker 1: as the place where creativity and causes converge, and our 42 00:02:37,480 --> 00:02:40,720 Speaker 1: mission is really to use the power of communications to 43 00:02:40,840 --> 00:02:44,480 Speaker 1: take on the most important issues facing our country and 44 00:02:44,560 --> 00:02:47,400 Speaker 1: our roots. Interestingly enough, go all the way back to 45 00:02:47,440 --> 00:02:52,080 Speaker 1: World War Two when the country was about to go 46 00:02:52,120 --> 00:02:56,760 Speaker 1: to war. Was right after Pearl Harbor Um and FDR 47 00:02:56,840 --> 00:03:00,280 Speaker 1: actually understood the power of communications and called all of 48 00:03:00,320 --> 00:03:04,000 Speaker 1: the leaders of the advertising community to Washington to brief 49 00:03:04,040 --> 00:03:06,400 Speaker 1: them on the war effort, and then he convinced them 50 00:03:06,440 --> 00:03:10,880 Speaker 1: to develop advertising campaigns to get the country behind the 51 00:03:10,919 --> 00:03:14,080 Speaker 1: war effort. So things like war bonds came out of 52 00:03:14,080 --> 00:03:16,040 Speaker 1: that initial effort. It used to be called the War 53 00:03:16,200 --> 00:03:22,040 Speaker 1: Advertising Council. Actually UM Loose lips sink ships a very 54 00:03:22,080 --> 00:03:25,840 Speaker 1: famous ad um that came out of that period of time, 55 00:03:26,000 --> 00:03:29,280 Speaker 1: and they use the model that we use today. Agencies 56 00:03:29,320 --> 00:03:33,680 Speaker 1: and content creators developed the work. Media companies made sure 57 00:03:33,720 --> 00:03:38,040 Speaker 1: that the messages were seen by by the right people 58 00:03:38,800 --> 00:03:42,640 Speaker 1: and brands where they're supporting them UM, And that's exactly 59 00:03:42,760 --> 00:03:45,880 Speaker 1: what we're doing today. Obviously, they're way more content creators, 60 00:03:45,920 --> 00:03:50,320 Speaker 1: way more media platforms. Brands are playing very different roles UM. 61 00:03:51,040 --> 00:03:53,640 Speaker 1: But that's what we do so, Lisa, fast forward to 62 00:03:54,320 --> 00:03:56,160 Speaker 1: here you are as the CEO of the AD Council 63 00:03:56,280 --> 00:03:58,440 Speaker 1: during a global pandemic. Can you take us through with 64 00:03:58,480 --> 00:04:01,040 Speaker 1: the last few months have been like for the AD 65 00:04:01,080 --> 00:04:05,880 Speaker 1: Council was wired for times like this, that's what we do. UM. 66 00:04:05,880 --> 00:04:09,200 Speaker 1: When we heard the day that the WHO declared COVID 67 00:04:09,280 --> 00:04:12,640 Speaker 1: nineteen a pandemic, we were on the phone with our 68 00:04:12,720 --> 00:04:16,680 Speaker 1: partners at the CDC and and HHS asking what we 69 00:04:16,720 --> 00:04:19,760 Speaker 1: could do, because it was very clear early on that 70 00:04:19,839 --> 00:04:24,640 Speaker 1: we needed to get fact based, tangible information into the 71 00:04:24,720 --> 00:04:27,200 Speaker 1: hands of the American public so they knew what to do, 72 00:04:27,480 --> 00:04:30,080 Speaker 1: they knew how to take care of themselves. UM. And 73 00:04:30,160 --> 00:04:32,880 Speaker 1: so literally we reached out to a couple of our 74 00:04:33,360 --> 00:04:37,240 Speaker 1: partners are our friends at NBCUniversal, our friends at Viacom, 75 00:04:37,360 --> 00:04:42,560 Speaker 1: CBS UM and over a weekend we stood up two 76 00:04:42,640 --> 00:04:45,719 Speaker 1: massive campaigns that we got into the market in five days. 77 00:04:47,000 --> 00:04:52,840 Speaker 1: They all focused on early days. UM, social distancing, a 78 00:04:52,960 --> 00:04:56,920 Speaker 1: term we've never heard of really, UM, handwashing and hygiene 79 00:04:57,440 --> 00:05:01,280 Speaker 1: focusing on high risk poppy relations people that were more 80 00:05:01,320 --> 00:05:05,760 Speaker 1: at risk of getting sick. UM and UM. Yeah, it 81 00:05:05,800 --> 00:05:09,360 Speaker 1: was an extraordinary It was an extraordinary effort. And you know, 82 00:05:09,400 --> 00:05:12,039 Speaker 1: I'm sort of keeping my little list of sort of 83 00:05:12,040 --> 00:05:14,599 Speaker 1: a COVID playbook, because you know, you don't like planned 84 00:05:14,640 --> 00:05:18,160 Speaker 1: to be in a crisis or a pandemic, but speed, 85 00:05:18,200 --> 00:05:21,359 Speaker 1: to me is one of the most important things that 86 00:05:21,440 --> 00:05:25,960 Speaker 1: has to happen when something like this strikes. And um, 87 00:05:26,080 --> 00:05:30,440 Speaker 1: we I think even surprised ourselves frankly at how quickly 88 00:05:30,480 --> 00:05:32,200 Speaker 1: we were able to get it done. How are you 89 00:05:32,200 --> 00:05:36,040 Speaker 1: guys actually able to produce this stuff? You know, the 90 00:05:36,040 --> 00:05:40,279 Speaker 1: the creative shops within both of those media companies handled 91 00:05:40,320 --> 00:05:43,880 Speaker 1: all of the production. UM. I know that one one 92 00:05:43,960 --> 00:05:46,240 Speaker 1: round of work that we did were you know Dr 93 00:05:46,279 --> 00:05:50,280 Speaker 1: Fauci talking to to camera, um. Dr Brex talking to camera. 94 00:05:50,880 --> 00:05:53,280 Speaker 1: They were shooting that stuff at the White House and 95 00:05:53,279 --> 00:05:57,400 Speaker 1: and literally just sending it via email to to folks, 96 00:05:58,120 --> 00:06:00,720 Speaker 1: and that's how it got done. I mean, it is crazy. 97 00:06:00,839 --> 00:06:04,800 Speaker 1: And then on the Viacom CBS side, they developed a 98 00:06:04,839 --> 00:06:08,560 Speaker 1: really brilliant platform called Alone Together, really targeting young people. 99 00:06:09,120 --> 00:06:13,320 Speaker 1: Um they used their own talent who were all calling 100 00:06:13,320 --> 00:06:16,880 Speaker 1: in from home and shooting stuff on their phones. Um. 101 00:06:16,960 --> 00:06:20,760 Speaker 1: They use great animation. And I think that the trick 102 00:06:20,880 --> 00:06:23,479 Speaker 1: that allowed us to scale so quickly is that we 103 00:06:23,520 --> 00:06:28,039 Speaker 1: did everything open source. So we created a set of assets. 104 00:06:28,680 --> 00:06:31,080 Speaker 1: We then said, but if you don't want to use 105 00:06:31,120 --> 00:06:33,400 Speaker 1: those assets, if you're a media, if you have a 106 00:06:33,400 --> 00:06:36,640 Speaker 1: platform that you want to use, we'll send you the scripts. 107 00:06:36,720 --> 00:06:39,600 Speaker 1: You can shoot your own stuff um or we'll give 108 00:06:39,640 --> 00:06:42,600 Speaker 1: you a creative brief and you can do your own 109 00:06:42,640 --> 00:06:45,040 Speaker 1: thing as long as it's true to the brief. And 110 00:06:45,120 --> 00:06:49,120 Speaker 1: people were just grabbing stuff and wanting to help. It 111 00:06:49,200 --> 00:06:52,599 Speaker 1: was like everybody just wanted a job. And everybody took 112 00:06:52,680 --> 00:06:56,000 Speaker 1: that those assets and those the ability to do their 113 00:06:56,000 --> 00:06:59,000 Speaker 1: own thing and just started producing tons of work and 114 00:06:59,040 --> 00:07:01,280 Speaker 1: getting it out there. Like think in the first two 115 00:07:01,320 --> 00:07:04,359 Speaker 1: weeks we had over fifty million dollars and donated media 116 00:07:04,360 --> 00:07:07,039 Speaker 1: an hour, up over two hundred million in the first 117 00:07:07,080 --> 00:07:11,240 Speaker 1: eight weeks, and you've reached like billions and billions of 118 00:07:11,680 --> 00:07:15,640 Speaker 1: impressions and it's phenomenal. I mean, when you're talking about 119 00:07:16,040 --> 00:07:17,880 Speaker 1: the ad Council and Laura and I have been in 120 00:07:17,920 --> 00:07:20,600 Speaker 1: the industry for a while now, is that something that's 121 00:07:20,600 --> 00:07:24,080 Speaker 1: going to last post COVID, This idea of open source, 122 00:07:24,520 --> 00:07:26,880 Speaker 1: Like how do you take an issue and actually create 123 00:07:26,920 --> 00:07:31,440 Speaker 1: open source you know, content creative? Well, I certainly think 124 00:07:31,480 --> 00:07:34,200 Speaker 1: for the work that we do. I am all in 125 00:07:34,280 --> 00:07:38,760 Speaker 1: on that idea because you know, we would traditionally work 126 00:07:38,800 --> 00:07:43,760 Speaker 1: with a single agency UM to produce work, which was 127 00:07:43,800 --> 00:07:46,360 Speaker 1: always fantastic. I mean, Smokey Bear has been around for 128 00:07:46,400 --> 00:07:49,400 Speaker 1: seventy five years and FCB has been doing that work 129 00:07:49,440 --> 00:07:52,640 Speaker 1: for seventy five years, which is extraordinary when you think 130 00:07:52,640 --> 00:07:56,440 Speaker 1: about it. UM. But when you need to scale fast 131 00:07:56,920 --> 00:08:00,080 Speaker 1: and you need to move quickly, I think the ability 132 00:08:00,080 --> 00:08:05,320 Speaker 1: to give people the tools to do it themselves, UM, 133 00:08:05,600 --> 00:08:07,680 Speaker 1: as long as it's true to the brief, why not. 134 00:08:08,320 --> 00:08:10,760 Speaker 1: It's interesting because unfortunately I don't think COVID is going 135 00:08:10,800 --> 00:08:15,000 Speaker 1: to be our last public health crisis, right, and so 136 00:08:15,200 --> 00:08:18,920 Speaker 1: speed is now a new metric UM. But it's like 137 00:08:19,280 --> 00:08:23,760 Speaker 1: absolutely critical. It's truly about people's lives. I think the 138 00:08:23,800 --> 00:08:27,560 Speaker 1: other thing is that UM, the AD Council is that 139 00:08:27,640 --> 00:08:32,800 Speaker 1: place where competitive brands, competitive agencies, competitive media companies really 140 00:08:32,840 --> 00:08:35,640 Speaker 1: always come together because there is a higher calling and 141 00:08:35,679 --> 00:08:41,199 Speaker 1: a higher purpose. And I think that you know, for CBS, 142 00:08:41,320 --> 00:08:45,320 Speaker 1: viacom and and NBCUniversal to produce things that were brand agnostic, like, 143 00:08:45,400 --> 00:08:48,960 Speaker 1: it wasn't about getting the credit. It was about helping 144 00:08:49,360 --> 00:08:53,280 Speaker 1: solve a massive problem. And that's part of the the 145 00:08:53,360 --> 00:08:57,640 Speaker 1: amazing secret sauce of the AD Council and this industry 146 00:08:57,640 --> 00:09:01,120 Speaker 1: when we come together, um to to work on these issues. 147 00:09:01,559 --> 00:09:04,720 Speaker 1: Are there best practices as you look back over the 148 00:09:04,720 --> 00:09:07,240 Speaker 1: course of the last few months that you might offer 149 00:09:07,360 --> 00:09:09,560 Speaker 1: to brands who are still sort of in this space 150 00:09:09,640 --> 00:09:12,160 Speaker 1: of figuring out when is the right time to step 151 00:09:12,200 --> 00:09:17,199 Speaker 1: in with what message. I have really been like listening 152 00:09:17,240 --> 00:09:20,280 Speaker 1: to others and and trying to absorb and learn and 153 00:09:20,280 --> 00:09:22,360 Speaker 1: and so just just observe our own teams and what 154 00:09:22,360 --> 00:09:24,600 Speaker 1: we're doing. And I do have a couple of things 155 00:09:24,600 --> 00:09:27,160 Speaker 1: that I'm certainly happy to share. I mean, one of 156 00:09:27,200 --> 00:09:29,720 Speaker 1: the things I will share is that people should be 157 00:09:29,760 --> 00:09:33,679 Speaker 1: sharing more, you know, um, we can all learn from 158 00:09:33,720 --> 00:09:36,400 Speaker 1: each other. And and there's no pride of authorship in 159 00:09:36,480 --> 00:09:40,320 Speaker 1: some of this stuff. Quick decisions, not time for perfection, 160 00:09:40,320 --> 00:09:43,040 Speaker 1: The ability to be agile, the ability to pivot. I mean, 161 00:09:43,440 --> 00:09:46,480 Speaker 1: we were talking to the CDC every single day, and 162 00:09:46,720 --> 00:09:48,800 Speaker 1: on any given day there was a pivot and we 163 00:09:48,800 --> 00:09:51,960 Speaker 1: would have to figure out, literally in a phone call, 164 00:09:52,040 --> 00:09:54,080 Speaker 1: what we were going to do the next day to 165 00:09:54,200 --> 00:09:57,079 Speaker 1: adopt to either a new set of messaging or an 166 00:09:57,160 --> 00:10:00,280 Speaker 1: adjustment to a message like that stuff we never thought 167 00:10:00,280 --> 00:10:04,560 Speaker 1: we could do before. So speed is critical. I think 168 00:10:04,600 --> 00:10:07,160 Speaker 1: what's so interesting is that as we all adjust to 169 00:10:07,240 --> 00:10:11,720 Speaker 1: a new reality, we might reveal a better reality. We agree, 170 00:10:12,040 --> 00:10:13,959 Speaker 1: what's the thing that surprised you or your team the 171 00:10:14,040 --> 00:10:16,600 Speaker 1: most in this process? You know? I think, look, we 172 00:10:16,640 --> 00:10:20,240 Speaker 1: all have process right, and our processes are especially at 173 00:10:20,280 --> 00:10:23,000 Speaker 1: a seventy five year old company organization like ours, like 174 00:10:23,040 --> 00:10:27,800 Speaker 1: they're very entrenched, and we tell ourselves all the reasons 175 00:10:27,800 --> 00:10:30,280 Speaker 1: why we can't change the process until you have to, 176 00:10:30,720 --> 00:10:32,880 Speaker 1: and all of a sudden, you just got to get 177 00:10:32,920 --> 00:10:35,280 Speaker 1: stuff done. You know, you don't have to get it 178 00:10:35,320 --> 00:10:38,480 Speaker 1: approved by ten people. Two people say let's go, and 179 00:10:38,480 --> 00:10:42,600 Speaker 1: you go. Now, look, I mean that's what happened, and 180 00:10:42,600 --> 00:10:45,640 Speaker 1: I don't think you can survive in that mode, you know, 181 00:10:45,720 --> 00:10:49,400 Speaker 1: when you're sort of back to normal. But but there's 182 00:10:49,440 --> 00:10:52,839 Speaker 1: a version of that that has to go forward. How 183 00:10:52,880 --> 00:10:54,400 Speaker 1: do you start to set the agenda and what you're 184 00:10:54,400 --> 00:10:57,640 Speaker 1: focusing on. So look, I mean, you know, if if 185 00:10:57,720 --> 00:10:59,840 Speaker 1: your mission, our mission is to take on the most 186 00:11:00,000 --> 00:11:01,960 Speaker 1: boordant issues facing the country, and we know there are 187 00:11:02,000 --> 00:11:04,800 Speaker 1: no shortage of issues, it's mostly really about how do 188 00:11:04,840 --> 00:11:10,880 Speaker 1: you prioritize the ones that warrant the resources and the 189 00:11:10,960 --> 00:11:14,800 Speaker 1: talents of this industry to get behind. And so, you know, 190 00:11:14,960 --> 00:11:17,040 Speaker 1: many many people come to us with issues. But we 191 00:11:17,040 --> 00:11:21,400 Speaker 1: we have an Advisory Committee UM, which is really like 192 00:11:21,440 --> 00:11:26,000 Speaker 1: a think tank that's made up of educators, social scientists, 193 00:11:26,679 --> 00:11:31,240 Speaker 1: UM policy people that are studying, educators that are studying 194 00:11:31,320 --> 00:11:34,120 Speaker 1: what these issues are, and then they help us really 195 00:11:34,120 --> 00:11:37,959 Speaker 1: think about is the issue of big enough scale right? 196 00:11:38,120 --> 00:11:41,600 Speaker 1: Is it is? It doesn't warrant us really sort of 197 00:11:41,640 --> 00:11:45,720 Speaker 1: convening the industry behind it. Is it something that communications 198 00:11:45,760 --> 00:11:48,839 Speaker 1: can really make a difference in moving the needle? Is 199 00:11:48,880 --> 00:11:52,800 Speaker 1: there a specific target audience? Is there a specific call 200 00:11:52,880 --> 00:11:57,240 Speaker 1: to action? What are you asking people to do? We also, 201 00:11:57,320 --> 00:11:59,640 Speaker 1: I think and I think one of the reasons that 202 00:11:59,679 --> 00:12:03,160 Speaker 1: the ACT Council is so successful, especially in times like this, 203 00:12:03,240 --> 00:12:06,680 Speaker 1: is that we are a nonpartisan organization, you know, and 204 00:12:07,400 --> 00:12:09,800 Speaker 1: I like to say that while I don't believe any 205 00:12:09,800 --> 00:12:12,720 Speaker 1: of these issues are political issues, I believe almost every 206 00:12:12,720 --> 00:12:16,679 Speaker 1: issue today seems to get politicized in some way, and 207 00:12:16,760 --> 00:12:20,000 Speaker 1: so we're sort of the honest broker. If it comes 208 00:12:20,080 --> 00:12:24,200 Speaker 1: from the ad Council, people understand that it's science based, 209 00:12:24,200 --> 00:12:27,400 Speaker 1: it's fact based. We're able to speak to both sides 210 00:12:27,440 --> 00:12:30,240 Speaker 1: and have this amazing ability to thread the needle on 211 00:12:30,320 --> 00:12:33,760 Speaker 1: issues that can be difficult. And so we take all 212 00:12:33,760 --> 00:12:37,120 Speaker 1: of that into consideration, um and then we make some 213 00:12:37,200 --> 00:12:39,480 Speaker 1: decisions about what we're gonna what we're going to support. 214 00:12:39,480 --> 00:12:41,880 Speaker 1: On any given year, we'll probably take on two to 215 00:12:41,960 --> 00:12:44,800 Speaker 1: three new issues, and many of the issues we have 216 00:12:45,080 --> 00:12:47,840 Speaker 1: we've been running for a long time because the other 217 00:12:47,880 --> 00:12:50,160 Speaker 1: thing is we don't take we don't do short term 218 00:12:50,240 --> 00:12:53,720 Speaker 1: stuff like our goal is to solve the problem, and 219 00:12:53,760 --> 00:12:56,400 Speaker 1: when you're trying to change behavior, that doesn't happen over 220 00:12:56,480 --> 00:13:02,040 Speaker 1: now stop amazing for every marketer out there, If you're 221 00:13:02,080 --> 00:13:06,880 Speaker 1: really truly trying to solve something, it's usually not going 222 00:13:06,920 --> 00:13:09,560 Speaker 1: to be a short term thing. You've got to be in. 223 00:13:10,880 --> 00:13:13,360 Speaker 1: So we make commitments for a minimum of three years. 224 00:13:13,440 --> 00:13:15,400 Speaker 1: When we take an issue on, we know we're taking 225 00:13:15,400 --> 00:13:18,040 Speaker 1: it on for a minimum of three years. And then, 226 00:13:18,080 --> 00:13:19,920 Speaker 1: as I said, many of our our issues have been 227 00:13:19,960 --> 00:13:23,760 Speaker 1: around for ten twenty more more than that. How do 228 00:13:23,800 --> 00:13:27,800 Speaker 1: people currently get involved in AD Council supporting AD Council 229 00:13:27,880 --> 00:13:31,040 Speaker 1: and what are things that you've been thinking about that 230 00:13:31,120 --> 00:13:33,760 Speaker 1: might be different than the way things have been done, 231 00:13:33,960 --> 00:13:38,240 Speaker 1: But you're you're very open to potentially exploring. So I think, look, 232 00:13:38,280 --> 00:13:42,720 Speaker 1: the model really still holds. We are comprised of every 233 00:13:42,760 --> 00:13:45,720 Speaker 1: aspect of the ecosystem of our industry. So we've got 234 00:13:45,760 --> 00:13:52,440 Speaker 1: agencies who want to help and be assigned an issue. UM. 235 00:13:52,520 --> 00:13:55,040 Speaker 1: And when we get a new issue and we're thinking 236 00:13:55,040 --> 00:13:57,680 Speaker 1: about taking a new issue on, we think about who 237 00:13:57,679 --> 00:14:00,000 Speaker 1: would be the right agency to do that. And we've 238 00:14:00,040 --> 00:14:03,559 Speaker 1: broadened our portfolio of agencies so much in the last 239 00:14:03,559 --> 00:14:07,480 Speaker 1: several years. UM, as we're talking here, I think going 240 00:14:07,520 --> 00:14:11,360 Speaker 1: forward we might think about multiple agencies or other content 241 00:14:11,480 --> 00:14:17,319 Speaker 1: creation partners who can participate in a more open sourced way. UM, 242 00:14:17,440 --> 00:14:21,120 Speaker 1: we look at how do we develop the right media 243 00:14:21,240 --> 00:14:24,240 Speaker 1: strategy and get these messages to the right person at 244 00:14:24,240 --> 00:14:26,160 Speaker 1: the right place at the right time. If you have 245 00:14:26,200 --> 00:14:29,160 Speaker 1: a platform, we would love to work with you in 246 00:14:29,240 --> 00:14:34,400 Speaker 1: helping to get our messages out. And then of course, UM, 247 00:14:34,520 --> 00:14:38,080 Speaker 1: we're always looking at innovation, and UM we're working you know, 248 00:14:38,320 --> 00:14:40,840 Speaker 1: just in COVID, like two or three weeks in we 249 00:14:40,960 --> 00:14:46,360 Speaker 1: created the first private marketplace for nonprofits with partners like 250 00:14:46,440 --> 00:14:49,960 Speaker 1: Cadrion and Engine and the Trade Desk who helped us 251 00:14:49,960 --> 00:14:52,680 Speaker 1: stand this thing up and was we're I think we've 252 00:14:52,720 --> 00:14:55,960 Speaker 1: served I don't know, a hundred million oppressions already all 253 00:14:56,040 --> 00:14:59,840 Speaker 1: donated like that something that we talked about doing, and 254 00:15:00,040 --> 00:15:02,320 Speaker 1: we knew that it would really be helpful to us 255 00:15:02,600 --> 00:15:08,720 Speaker 1: in our longer term strategy. But again, quickness, speed, necessity. 256 00:15:08,840 --> 00:15:12,360 Speaker 1: We got it done in two weeks. UM. So I 257 00:15:12,400 --> 00:15:14,800 Speaker 1: think if you have ideas, um and then if there 258 00:15:14,800 --> 00:15:16,840 Speaker 1: are certain issues, like Laura, you and I have talked, 259 00:15:17,120 --> 00:15:19,480 Speaker 1: if there are issues they you and your team are 260 00:15:19,520 --> 00:15:22,400 Speaker 1: interested in, we have lots of groups that sort of 261 00:15:22,680 --> 00:15:25,920 Speaker 1: deepen those issues. If it's something around climate change or immigration, 262 00:15:26,200 --> 00:15:28,520 Speaker 1: we will find ways to plug people in. Because our 263 00:15:28,600 --> 00:15:32,680 Speaker 1: model doesn't work unless we've got lots of hands on deck. 264 00:15:33,160 --> 00:15:37,400 Speaker 1: How are you measuring impact coming out of activity that 265 00:15:37,520 --> 00:15:42,000 Speaker 1: the ADD Council's leading every single campaign, before we even 266 00:15:42,040 --> 00:15:45,760 Speaker 1: presented for approval, we lay out what's success look like. 267 00:15:45,800 --> 00:15:48,440 Speaker 1: How do we define whether we're gonna really move the 268 00:15:48,480 --> 00:15:50,960 Speaker 1: needle on this issue? So it tends to be very 269 00:15:51,120 --> 00:15:56,400 Speaker 1: issue specific. Um. You know, just recent example, early days 270 00:15:56,440 --> 00:15:59,560 Speaker 1: of COVID, our goal was to get as many people 271 00:15:59,640 --> 00:16:03,880 Speaker 1: to this CDC website to get information on how to 272 00:16:03,920 --> 00:16:07,440 Speaker 1: take care of themselves. Um. And so we were able 273 00:16:07,480 --> 00:16:10,680 Speaker 1: to track what we were able to do there, you know, 274 00:16:10,840 --> 00:16:14,000 Speaker 1: with the media that we had and the scale that 275 00:16:14,040 --> 00:16:16,240 Speaker 1: we were able to quickly create. I can tell you 276 00:16:16,320 --> 00:16:19,560 Speaker 1: how many people went to the website, probably thirty million people. 277 00:16:20,000 --> 00:16:23,120 Speaker 1: But I do think some of that did help to 278 00:16:23,200 --> 00:16:25,680 Speaker 1: begin flattening the curve that we've seen. But I look 279 00:16:25,720 --> 00:16:29,360 Speaker 1: at Love has No Labels. I think about a much 280 00:16:29,480 --> 00:16:35,160 Speaker 1: bigger impact into the zeit geist of the country. How 281 00:16:35,240 --> 00:16:36,720 Speaker 1: are you looking at that? I mean, if you have 282 00:16:36,800 --> 00:16:39,960 Speaker 1: the think tank and the data scientists and folks like 283 00:16:40,000 --> 00:16:44,320 Speaker 1: that are are you are you looking at the lasting 284 00:16:44,440 --> 00:16:48,800 Speaker 1: fabric of a conversation that you're creating as well? So 285 00:16:48,960 --> 00:16:51,000 Speaker 1: for Love has No Labels, I mean that is true 286 00:16:51,000 --> 00:16:55,800 Speaker 1: behavior chains right, Um? How do I first of all, 287 00:16:56,920 --> 00:17:01,360 Speaker 1: am I aware of my own unconscious by us? Um? 288 00:17:01,480 --> 00:17:05,360 Speaker 1: Does that allow me to think differently with that awareness 289 00:17:05,440 --> 00:17:09,359 Speaker 1: about how I see other people? And that we're really 290 00:17:09,400 --> 00:17:12,280 Speaker 1: tracking and have been tracking over the last five years 291 00:17:12,359 --> 00:17:16,640 Speaker 1: through uh continuous tracking study, asking these very specific questions 292 00:17:16,680 --> 00:17:20,359 Speaker 1: and have seen double digit increases in in that. But 293 00:17:20,480 --> 00:17:23,960 Speaker 1: look here we are. I mean, xenophobia is rearing. It's horrible, 294 00:17:24,480 --> 00:17:28,240 Speaker 1: you know, ugly head um, And so we have a 295 00:17:28,400 --> 00:17:30,680 Speaker 1: we have a lot of work to do. Are there 296 00:17:30,680 --> 00:17:34,840 Speaker 1: insights are best practices that you can share that brands 297 00:17:34,960 --> 00:17:38,240 Speaker 1: should consider can consider when they think about taking on 298 00:17:38,400 --> 00:17:41,440 Speaker 1: initiatives that have that level of impact that go far 299 00:17:41,520 --> 00:17:45,399 Speaker 1: beyond transaction. To me, it all starts with values, like 300 00:17:45,440 --> 00:17:47,240 Speaker 1: I think you have to you have to be very 301 00:17:47,240 --> 00:17:50,880 Speaker 1: grounded in values and the sense of purpose of an organization. 302 00:17:51,359 --> 00:17:56,000 Speaker 1: Like if you don't have a cultural compass that guides you, um, 303 00:17:56,119 --> 00:18:01,760 Speaker 1: then you're not really able to authentic lee fulfill this 304 00:18:01,920 --> 00:18:06,399 Speaker 1: idea of purpose driven marketing. Um. I'm much more about 305 00:18:06,920 --> 00:18:10,320 Speaker 1: substance over form, Like I feel like you've gotta walk 306 00:18:10,359 --> 00:18:12,159 Speaker 1: the talk. You've got to put your money where your 307 00:18:12,160 --> 00:18:15,359 Speaker 1: mouth is, And I think, um, more and more brands 308 00:18:15,359 --> 00:18:17,359 Speaker 1: are starting to do that. You know, I always think 309 00:18:17,359 --> 00:18:19,399 Speaker 1: about Beth Compstock when she says, if you see a 310 00:18:19,400 --> 00:18:21,439 Speaker 1: better way to do things, you have an obligation to 311 00:18:21,560 --> 00:18:24,000 Speaker 1: do them. And I think people in our industry are 312 00:18:24,040 --> 00:18:26,679 Speaker 1: looking for ways to give back that go beyond our 313 00:18:26,760 --> 00:18:29,199 Speaker 1: daily works. So, Lisa, how are you seeing people collaborating 314 00:18:29,280 --> 00:18:31,680 Speaker 1: right now? Well? Look, I mean I really feel like 315 00:18:32,720 --> 00:18:35,359 Speaker 1: the way we've been able to show up in the 316 00:18:35,440 --> 00:18:39,040 Speaker 1: last eight weeks has set a new bar for US 317 00:18:39,200 --> 00:18:43,160 Speaker 1: as an organization. And I think this idea of coalitions 318 00:18:43,200 --> 00:18:46,919 Speaker 1: and people coming together. I think this idea of open 319 00:18:47,000 --> 00:18:54,520 Speaker 1: source and brand agnostic work that allows things to scale quickly. UM. 320 00:18:55,040 --> 00:18:58,440 Speaker 1: I I think that UM, you know, even for us. 321 00:18:58,480 --> 00:19:01,000 Speaker 1: Like somebody called the other day and they wanted to 322 00:19:01,040 --> 00:19:03,119 Speaker 1: know if this was an AD Council thing, and I 323 00:19:03,160 --> 00:19:05,040 Speaker 1: heard what they were doing, and they had already put 324 00:19:05,080 --> 00:19:07,520 Speaker 1: a lot of the pieces together, and I'm like, we 325 00:19:07,560 --> 00:19:09,600 Speaker 1: don't need to own this, but if there's a place 326 00:19:09,720 --> 00:19:11,920 Speaker 1: in this group that you're putting together where we can 327 00:19:12,000 --> 00:19:16,399 Speaker 1: add some value that's not being covered, like, I'll sign 328 00:19:16,480 --> 00:19:18,439 Speaker 1: up for that. You know, it doesn't have to be 329 00:19:18,520 --> 00:19:22,000 Speaker 1: all owned and operated all the time anymore, UM, which 330 00:19:22,080 --> 00:19:24,159 Speaker 1: is new for us and I think it may be 331 00:19:24,280 --> 00:19:27,760 Speaker 1: new for others. And so I think there's something in 332 00:19:27,880 --> 00:19:31,520 Speaker 1: all of those elements UM that I believe we will 333 00:19:31,560 --> 00:19:35,000 Speaker 1: take forward and that will allow us as an industry 334 00:19:35,240 --> 00:19:38,880 Speaker 1: to do more and and drive even more impact UM 335 00:19:38,960 --> 00:19:41,600 Speaker 1: and to do it at a much larger scale. I'm 336 00:19:41,640 --> 00:19:45,719 Speaker 1: totally thinking there's an AD Council at Landia Collaboration. So 337 00:19:45,760 --> 00:19:49,920 Speaker 1: we're in here. It's cause Landia I can see it. 338 00:19:50,040 --> 00:19:53,920 Speaker 1: I love see it. But Lisa, if we can UM 339 00:19:54,280 --> 00:19:56,240 Speaker 1: pivot for a second, because it feels like this is 340 00:19:56,280 --> 00:20:00,000 Speaker 1: something you've been doing the entirety of your career. UM. 341 00:20:00,040 --> 00:20:03,760 Speaker 1: In a bit of our research, reading an article, UM 342 00:20:03,800 --> 00:20:06,000 Speaker 1: that was written by your alma mater at Dickinson, we 343 00:20:06,080 --> 00:20:08,240 Speaker 1: found this paragraph that I was like, Alexa, I'm going 344 00:20:08,280 --> 00:20:10,720 Speaker 1: to read this on on the show. UM. So if 345 00:20:11,240 --> 00:20:14,919 Speaker 1: if you're just a second, UM. Realizing that the newly 346 00:20:15,000 --> 00:20:19,159 Speaker 1: founded w n b A and the victorious US women's 347 00:20:19,200 --> 00:20:22,440 Speaker 1: soccer team had raised the public's awareness of women's sports, 348 00:20:22,840 --> 00:20:25,480 Speaker 1: this former Dickinson student athlete, which I found out you 349 00:20:25,520 --> 00:20:29,800 Speaker 1: played basketball and lacrosse, UM, took a calculated risk and 350 00:20:29,840 --> 00:20:33,159 Speaker 1: co founded a women's sports marketing agency. It was a 351 00:20:33,200 --> 00:20:36,199 Speaker 1: big leap after seventeen years of the same company. But 352 00:20:36,280 --> 00:20:39,159 Speaker 1: I learned at Dickinson that you learned by doing, and 353 00:20:39,200 --> 00:20:41,680 Speaker 1: that when something is right, you feel it in your gut. 354 00:20:42,359 --> 00:20:45,280 Speaker 1: It sounds like you've never deviated from that. Lisa, can 355 00:20:45,320 --> 00:20:47,919 Speaker 1: you just take us for a second on the journey 356 00:20:48,000 --> 00:20:54,199 Speaker 1: from founding a women's sports marketing agency, UM, fast forward 357 00:20:54,240 --> 00:20:56,960 Speaker 1: to CEO of ad Counsel. Well, I will say about 358 00:20:57,000 --> 00:20:59,640 Speaker 1: my career that it was not a linear career at all. 359 00:21:00,240 --> 00:21:03,480 Speaker 1: But what I will say in sort of looking backwards, 360 00:21:03,600 --> 00:21:06,920 Speaker 1: because that's the only way to sort of figure out 361 00:21:06,920 --> 00:21:11,560 Speaker 1: where the dots are connected. Um. Every twist and turn, 362 00:21:11,600 --> 00:21:14,919 Speaker 1: every up and down, every success and failure led to 363 00:21:14,960 --> 00:21:18,479 Speaker 1: the next thing. And so when people ask me, you 364 00:21:18,480 --> 00:21:20,760 Speaker 1: know what advice I have for them if they're starting out, 365 00:21:20,800 --> 00:21:24,320 Speaker 1: I'm like, gotta take risks you've got. You've got to 366 00:21:24,400 --> 00:21:26,720 Speaker 1: change it up and shake it up, because you just 367 00:21:26,720 --> 00:21:29,040 Speaker 1: stay in the same thing for too long, you're just 368 00:21:29,160 --> 00:21:32,480 Speaker 1: not going to grow. UM. So I left the company 369 00:21:32,520 --> 00:21:39,040 Speaker 1: after seventeen years. UM and I followed my passion, which 370 00:21:39,119 --> 00:21:42,439 Speaker 1: was sports, and at a time when women's sports was 371 00:21:42,520 --> 00:21:45,879 Speaker 1: really emerging. Um and and you could just see the 372 00:21:45,960 --> 00:21:48,639 Speaker 1: enthusiasm and the excitement for really in the piece that 373 00:21:48,680 --> 00:21:51,800 Speaker 1: you just read, um around the Olympics and the w 374 00:21:51,880 --> 00:21:54,800 Speaker 1: n B A and um these women athletes who are 375 00:21:54,800 --> 00:21:58,720 Speaker 1: these heroes for so many of us. UM And I thought, 376 00:21:58,920 --> 00:22:02,840 Speaker 1: we've used sports it's as a vehicle to reach men 377 00:22:03,800 --> 00:22:08,600 Speaker 1: through advertising and marketing forever. But women are making all 378 00:22:08,640 --> 00:22:11,320 Speaker 1: the so many of the decisions in the household, Like 379 00:22:11,400 --> 00:22:16,080 Speaker 1: why wouldn't we use women's sports as a vehicle two 380 00:22:16,119 --> 00:22:20,359 Speaker 1: for brands to reach their audiences. So that was the idea. 381 00:22:20,800 --> 00:22:23,399 Speaker 1: We went out and we you know, tested it with 382 00:22:23,400 --> 00:22:26,720 Speaker 1: a bunch of people. We raised some venture money, and 383 00:22:26,760 --> 00:22:31,359 Speaker 1: we uh launched the Women's Sports Network, and UM, it 384 00:22:31,440 --> 00:22:33,440 Speaker 1: was the first time in my life that I did 385 00:22:33,480 --> 00:22:37,280 Speaker 1: something where I lined my passion with the work that 386 00:22:37,359 --> 00:22:40,879 Speaker 1: I did. And honestly, that was a cocktail that was 387 00:22:40,920 --> 00:22:46,119 Speaker 1: completely intoxicating. UM. I worked harder than I'd ever worked, 388 00:22:46,160 --> 00:22:50,959 Speaker 1: and I was more energized and excited than I'd ever been. UM, 389 00:22:51,000 --> 00:22:54,640 Speaker 1: and we had some great clients. UM, and we were 390 00:22:54,720 --> 00:22:58,920 Speaker 1: cooking along pretty well. That was sort of Internet one point. Oh, 391 00:22:59,040 --> 00:23:03,680 Speaker 1: and fortunately we got caught up in nine eleven. Nine 392 00:23:03,720 --> 00:23:07,760 Speaker 1: eleven happened the world changed. Um. You know, when you're 393 00:23:07,800 --> 00:23:11,720 Speaker 1: like the new thing that brands are trying in their budgets, 394 00:23:11,760 --> 00:23:14,119 Speaker 1: it's the first thing to go sort of like a 395 00:23:14,160 --> 00:23:16,879 Speaker 1: moment like now, like things are getting cut. And it 396 00:23:16,920 --> 00:23:18,440 Speaker 1: was very clear we were going to make it work, 397 00:23:18,560 --> 00:23:20,960 Speaker 1: and so we had to shut our business down and 398 00:23:21,000 --> 00:23:23,240 Speaker 1: it was one of the hardest things I've ever done. 399 00:23:23,280 --> 00:23:25,600 Speaker 1: But honestly, I look back and even in that moment, 400 00:23:25,600 --> 00:23:30,240 Speaker 1: I had zero regrets. I learned so much about myself 401 00:23:30,359 --> 00:23:33,399 Speaker 1: and about this idea that I could never ever again 402 00:23:33,480 --> 00:23:35,760 Speaker 1: work at a place where I didn't have that. I 403 00:23:35,800 --> 00:23:40,520 Speaker 1: didn't feel that thing in my gut, and so um 404 00:23:40,560 --> 00:23:42,439 Speaker 1: I went on from there. I spent a couple of 405 00:23:42,520 --> 00:23:46,040 Speaker 1: years at an agency um doing new business development and 406 00:23:46,080 --> 00:23:50,160 Speaker 1: account management. But I got a call um to uh 407 00:23:50,720 --> 00:23:52,800 Speaker 1: see if I was interested in launching a new cable 408 00:23:52,800 --> 00:23:56,679 Speaker 1: network at Viacom called Logo, which was going to be 409 00:23:56,720 --> 00:24:00,240 Speaker 1: the first ever AD supported cable network on the at 410 00:24:00,280 --> 00:24:05,280 Speaker 1: it targeting the LGBT audience. And I thought it sounds 411 00:24:05,280 --> 00:24:08,320 Speaker 1: like an amazing job, but I have no TV experience, 412 00:24:08,320 --> 00:24:10,119 Speaker 1: and I told the recruiter I wasn't sure I was 413 00:24:10,160 --> 00:24:12,040 Speaker 1: the right person, and he said we should meet anyway. 414 00:24:12,080 --> 00:24:15,359 Speaker 1: So we had our breakfast, and it turns out that 415 00:24:15,400 --> 00:24:19,119 Speaker 1: they were looking for somebody who could build a brand, 416 00:24:19,440 --> 00:24:24,200 Speaker 1: was entrepreneurial, could run a business um and do new 417 00:24:24,200 --> 00:24:27,360 Speaker 1: business development. And the guy who was gonna be developing 418 00:24:27,400 --> 00:24:29,760 Speaker 1: all the content and the TV shows was somebody who 419 00:24:29,840 --> 00:24:32,240 Speaker 1: was a genius and we were going to partner together. 420 00:24:32,280 --> 00:24:35,679 Speaker 1: And I got the job. And that took this notion 421 00:24:35,720 --> 00:24:38,840 Speaker 1: of combining my passion with my work and put it 422 00:24:38,880 --> 00:24:42,919 Speaker 1: on steroids because to do something that was that groundbreaking 423 00:24:43,160 --> 00:24:47,520 Speaker 1: and that important um and and for me um as 424 00:24:47,520 --> 00:24:51,000 Speaker 1: a gay woman, like it was just I can't even 425 00:24:51,040 --> 00:24:53,120 Speaker 1: begin to describe to you what it felt like when 426 00:24:53,160 --> 00:24:55,360 Speaker 1: we turned that. We literally flipped the switch and saw 427 00:24:55,400 --> 00:24:59,200 Speaker 1: it on the TV. It's amazing. UM. So I did that, 428 00:24:59,600 --> 00:25:02,240 Speaker 1: and again it was a very mission driven culture that 429 00:25:02,280 --> 00:25:05,600 Speaker 1: we built, and we really gave gave people a home 430 00:25:05,600 --> 00:25:08,600 Speaker 1: based on television for the first time. Um. We were 431 00:25:08,680 --> 00:25:12,480 Speaker 1: running a very successful business. And nine years later I 432 00:25:12,520 --> 00:25:14,720 Speaker 1: got a call from another recruiter about this thing called 433 00:25:14,720 --> 00:25:19,080 Speaker 1: a council. And I will tell you that day, I 434 00:25:19,160 --> 00:25:21,960 Speaker 1: literally felt lightning run through my body when they mentioned 435 00:25:21,960 --> 00:25:23,960 Speaker 1: this because I wasn't that involved in the act council. 436 00:25:24,000 --> 00:25:25,480 Speaker 1: I mean, I knew what it was, of course, but 437 00:25:26,080 --> 00:25:30,480 Speaker 1: I thought, wow, I could use the power of media 438 00:25:30,560 --> 00:25:34,160 Speaker 1: and marketing and advertising, not just to work on one 439 00:25:34,240 --> 00:25:38,560 Speaker 1: issue against a single audience, but I could work on 440 00:25:38,640 --> 00:25:41,919 Speaker 1: many issues. And I decided that day I had to 441 00:25:41,920 --> 00:25:45,280 Speaker 1: have this job. And I literally was like I set 442 00:25:45,359 --> 00:25:49,159 Speaker 1: up a war room in my house. I had pictures 443 00:25:49,200 --> 00:25:51,560 Speaker 1: of all the people on the search committee. I was 444 00:25:51,640 --> 00:25:54,560 Speaker 1: doing deep dives into the history of the ad Council. 445 00:25:54,960 --> 00:25:59,840 Speaker 1: I just was all in and luckily I got the job. 446 00:26:00,760 --> 00:26:02,359 Speaker 1: And I and I will say I say it all 447 00:26:02,359 --> 00:26:04,520 Speaker 1: the time, I do have the very best job on 448 00:26:04,560 --> 00:26:07,159 Speaker 1: the planet for me to align all the work that 449 00:26:07,200 --> 00:26:08,919 Speaker 1: I've ever done. I worked at a media company, I 450 00:26:08,920 --> 00:26:10,919 Speaker 1: worked at an agency, I worked at a brand, I 451 00:26:11,040 --> 00:26:13,600 Speaker 1: started my own business, and now I get to take 452 00:26:13,600 --> 00:26:17,600 Speaker 1: all that experience, UM and use it all with our 453 00:26:17,720 --> 00:26:20,119 Speaker 1: amazing industry to make the world a better place. Like 454 00:26:20,160 --> 00:26:23,800 Speaker 1: it just doesn't get better than that. The article from 455 00:26:23,840 --> 00:26:27,000 Speaker 1: Dickinson goes on to quote you as saying when you 456 00:26:27,040 --> 00:26:29,600 Speaker 1: were the CEO and co founder of the Women's Sports Network, 457 00:26:30,240 --> 00:26:33,480 Speaker 1: every day was electrifying. She remembers, I felt there was 458 00:26:33,520 --> 00:26:37,840 Speaker 1: a purpose in my work. I like, I get chills 459 00:26:37,960 --> 00:26:40,720 Speaker 1: reading that because and and just hearing the story you 460 00:26:40,840 --> 00:26:44,720 Speaker 1: just went through. Because it's so evident, UM that you 461 00:26:44,800 --> 00:26:48,280 Speaker 1: never looked back. And I think, you know, for Alexa 462 00:26:48,280 --> 00:26:51,479 Speaker 1: and I and I'm assuming the community that's listening to 463 00:26:51,480 --> 00:26:54,680 Speaker 1: this episode, UM, if we could all be so fortunate, 464 00:26:55,160 --> 00:26:59,639 Speaker 1: UM to have that, Uh wow, you know, it's just incredible, 465 00:26:59,680 --> 00:27:02,159 Speaker 1: So thank you for sharing that story with us. What 466 00:27:02,200 --> 00:27:05,800 Speaker 1: would the name of your book. Bay, huh, the Sherman Eader. 467 00:27:07,359 --> 00:27:09,679 Speaker 1: That's what my called me. Can I just tell you 468 00:27:09,720 --> 00:27:12,359 Speaker 1: that's what my team calls me, the Sherman. Really we 469 00:27:12,440 --> 00:27:17,720 Speaker 1: need to get you a T shirt that Sherman Eader. No, 470 00:27:17,840 --> 00:27:19,800 Speaker 1: but you can answer that question. I want to answer 471 00:27:19,840 --> 00:27:23,040 Speaker 1: for you. There's a there's a phrase that I use 472 00:27:23,119 --> 00:27:25,080 Speaker 1: and I think I would use it on the book. 473 00:27:25,119 --> 00:27:28,680 Speaker 1: It's a boat that doesn't rock, doesn't move mm hmm. 474 00:27:30,880 --> 00:27:34,320 Speaker 1: I love that, And so Lisa. Our final question, which 475 00:27:34,359 --> 00:27:36,480 Speaker 1: is when we ask all of our guests, what is 476 00:27:36,520 --> 00:27:41,119 Speaker 1: your kill? By d I y, if you could kill anything, 477 00:27:41,840 --> 00:27:46,119 Speaker 1: buy anything, or do anything yourself in the industry or 478 00:27:46,160 --> 00:27:50,160 Speaker 1: in the world, what would it be? Guy's a limit? Wow, 479 00:27:51,760 --> 00:27:53,840 Speaker 1: Well this won't surprise you. But I think what I 480 00:27:53,840 --> 00:27:57,960 Speaker 1: would kill is all of the vitriol and hate that 481 00:27:58,080 --> 00:28:02,320 Speaker 1: is showing up on social media. It's just horrible. And 482 00:28:02,359 --> 00:28:04,399 Speaker 1: I think these social platforms have done a lot of 483 00:28:04,400 --> 00:28:07,320 Speaker 1: good and they've connected a lot of people, but honestly, 484 00:28:07,359 --> 00:28:11,600 Speaker 1: what lives there um uh in addition is just awful 485 00:28:11,640 --> 00:28:14,000 Speaker 1: and I would kill it if I could. What would 486 00:28:14,000 --> 00:28:16,240 Speaker 1: you buy? Well, I really want to set of golf 487 00:28:16,240 --> 00:28:18,520 Speaker 1: clubs because I've just decided I'm going to take up golf. 488 00:28:20,359 --> 00:28:22,359 Speaker 1: But um, I think what I you know, if this 489 00:28:22,400 --> 00:28:24,560 Speaker 1: has taught me this sort of stay at home thing, 490 00:28:25,320 --> 00:28:29,000 Speaker 1: I buy time like you can't like, I just would 491 00:28:29,080 --> 00:28:32,600 Speaker 1: love to have. I've enjoyed the time at home, which 492 00:28:32,600 --> 00:28:34,879 Speaker 1: I've never really got very much of before. I have 493 00:28:35,000 --> 00:28:38,800 Speaker 1: enjoyed the time with my family, um and, so I 494 00:28:38,840 --> 00:28:41,360 Speaker 1: would buy more time. I think that's one of the 495 00:28:41,360 --> 00:28:44,640 Speaker 1: best answers we've ever actually had on this show. Is 496 00:28:44,640 --> 00:28:47,240 Speaker 1: that right? Yeah? I think so, And it's uh, I 497 00:28:47,240 --> 00:28:49,640 Speaker 1: couldn't agree more. I'm with you on time. Let's double 498 00:28:49,680 --> 00:28:53,000 Speaker 1: down on time. What would you do yourself? Well, you know, 499 00:28:53,120 --> 00:28:57,000 Speaker 1: Laura at Alexa like that women's sports network idea was 500 00:28:57,200 --> 00:29:00,320 Speaker 1: ahead of its time. Let's bring it back. And I 501 00:29:00,400 --> 00:29:02,960 Speaker 1: really really really would love to find a way to 502 00:29:03,120 --> 00:29:06,760 Speaker 1: do more with girls in sports, um and and and 503 00:29:06,800 --> 00:29:09,600 Speaker 1: figure out the right value proposition. I'd probably do a 504 00:29:09,640 --> 00:29:11,760 Speaker 1: one for one model now, because of course we can, 505 00:29:12,280 --> 00:29:15,160 Speaker 1: you know, so with every dollar we'd raise, we'd give 506 00:29:15,360 --> 00:29:19,040 Speaker 1: a dollar to you know, Girls Inc. Or some you know, 507 00:29:19,120 --> 00:29:23,680 Speaker 1: the Women's Sports Foundation or whomever. But um we got 508 00:29:23,680 --> 00:29:26,080 Speaker 1: to get with the fact that when girls play sports, 509 00:29:26,200 --> 00:29:28,360 Speaker 1: you learn I always said I learned more life lessons 510 00:29:28,360 --> 00:29:33,000 Speaker 1: playing sports than in any other place. Agreed, Well, this 511 00:29:33,240 --> 00:29:37,600 Speaker 1: has been an amazing conversation. Thank you for the time, Lisa. Lisa, 512 00:29:37,640 --> 00:29:39,280 Speaker 1: if people want to get in touch with you to 513 00:29:39,400 --> 00:29:43,120 Speaker 1: talk about all things AD Council, how can they do that, Well, 514 00:29:43,160 --> 00:29:46,600 Speaker 1: you can email me at l Sherman at AD Council 515 00:29:46,640 --> 00:29:49,920 Speaker 1: dot org, or you can find me on LinkedIn or 516 00:29:50,040 --> 00:29:53,640 Speaker 1: on Twitter or on Facebook. I'm pretty much everywhere. Be 517 00:29:53,640 --> 00:29:55,800 Speaker 1: pretty easy to track down. I think you're gonna have 518 00:29:55,840 --> 00:30:01,240 Speaker 1: to change your email to Shermanator. We so appreciate the 519 00:30:01,280 --> 00:30:03,800 Speaker 1: time and insight you shared. Thank you guys so much. 520 00:30:03,840 --> 00:30:09,520 Speaker 1: It's been a pleasure. Thanks so much. Thanks Lisa, so 521 00:30:09,600 --> 00:30:13,000 Speaker 1: thank you Lisa Sherman for coming on the show the Sherminader. 522 00:30:13,280 --> 00:30:15,200 Speaker 1: We're going to call her the Sherminader from now on, 523 00:30:15,520 --> 00:30:18,440 Speaker 1: and we're gonna do Germinader shirts. Yeah, it's totally going 524 00:30:18,480 --> 00:30:21,320 Speaker 1: to be part of our capsule collection merch drop coming soon. 525 00:30:22,600 --> 00:30:23,920 Speaker 1: But Lisa had a great note at the top of 526 00:30:23,920 --> 00:30:27,840 Speaker 1: the conversation talking about the need for speed um in 527 00:30:27,880 --> 00:30:30,840 Speaker 1: times of crisis and really thinking about speed over perfection 528 00:30:30,880 --> 00:30:33,760 Speaker 1: and curiously at your perspective as a CMO and thinking 529 00:30:33,760 --> 00:30:36,520 Speaker 1: about her notes and how to do that really relying 530 00:30:36,520 --> 00:30:39,959 Speaker 1: on open source briefs, thinking about collaboration, getting outside of 531 00:30:40,000 --> 00:30:42,760 Speaker 1: the roster of agencies and partners that the AD Council 532 00:30:42,800 --> 00:30:44,680 Speaker 1: had worked with in the day to day in an 533 00:30:44,680 --> 00:30:46,920 Speaker 1: effort to do that. What are your thoughts as a 534 00:30:46,960 --> 00:30:51,520 Speaker 1: CMO on that being a future model that we work within. 535 00:30:52,320 --> 00:30:55,320 Speaker 1: I think it's really critical. Having that center of gravity 536 00:30:55,360 --> 00:30:59,240 Speaker 1: that your brand is always pivoting around is critical. And 537 00:30:59,280 --> 00:31:02,840 Speaker 1: I think you know, we talked about quote cause marketing, 538 00:31:02,840 --> 00:31:05,400 Speaker 1: cause there is no such thing as cause marketing anymore. 539 00:31:05,560 --> 00:31:08,560 Speaker 1: In my mind, it's what's that center of gravity? What 540 00:31:08,680 --> 00:31:12,880 Speaker 1: is your purpose? And then actually pushing yourself and your 541 00:31:13,000 --> 00:31:19,160 Speaker 1: organization to find partners to find ideas that are going 542 00:31:19,200 --> 00:31:24,120 Speaker 1: to bring a freshness to that perspective is just it's 543 00:31:24,160 --> 00:31:27,320 Speaker 1: kind of table stakes now. Um. The other thing that 544 00:31:27,360 --> 00:31:30,480 Speaker 1: I think is really interesting. You know, you and I 545 00:31:30,520 --> 00:31:33,160 Speaker 1: are always been a fan of the non brief brief. 546 00:31:34,400 --> 00:31:37,280 Speaker 1: What's the idea, not the strategy, Who were trying to 547 00:31:37,360 --> 00:31:40,160 Speaker 1: really reach or what community are we trying to create? 548 00:31:40,600 --> 00:31:42,920 Speaker 1: I think is really critical and this idea of an 549 00:31:42,920 --> 00:31:45,880 Speaker 1: open brief briefs that are really focused are great, but 550 00:31:45,920 --> 00:31:48,640 Speaker 1: they're also extremely limiting. I think you really got to 551 00:31:48,680 --> 00:31:51,320 Speaker 1: this on the Malcolm episode where you really punt at 552 00:31:51,320 --> 00:31:55,440 Speaker 1: home what he was saying, which was great, our briefs 553 00:31:55,480 --> 00:31:58,440 Speaker 1: actually really limiting us to be thinking in a very 554 00:31:58,440 --> 00:32:01,480 Speaker 1: different way. And so times that way is just what's 555 00:32:01,520 --> 00:32:04,680 Speaker 1: the obvious thing that needs to be solved, what's the 556 00:32:04,760 --> 00:32:07,600 Speaker 1: obvious thing that needs to be said? And so I 557 00:32:07,600 --> 00:32:12,240 Speaker 1: think this idea of open brief pushing for new partners, 558 00:32:12,480 --> 00:32:16,480 Speaker 1: new ideas is kind of the is the new kind 559 00:32:16,520 --> 00:32:19,000 Speaker 1: of I don't want to say normal, it's a new standard. 560 00:32:19,360 --> 00:32:21,680 Speaker 1: There's a point in the episode Alexa where Lisa talks 561 00:32:21,680 --> 00:32:24,600 Speaker 1: about having a cultural compass, which I believe sums up 562 00:32:24,640 --> 00:32:27,120 Speaker 1: what you're saying in terms of having that that center 563 00:32:27,160 --> 00:32:29,440 Speaker 1: of gravity to operate from. And when we think about 564 00:32:29,840 --> 00:32:33,200 Speaker 1: the idea of an open brief, perhaps we shouldn't be 565 00:32:33,240 --> 00:32:36,640 Speaker 1: starting with the objective. We should be leveling up thirty 566 00:32:36,640 --> 00:32:39,640 Speaker 1: thousand feet and starting with what is our cultural compass? 567 00:32:39,680 --> 00:32:42,280 Speaker 1: And so that is that is something I absolutely am 568 00:32:42,280 --> 00:32:45,200 Speaker 1: going to take away from this conversation. Yeah, I love that, 569 00:32:45,280 --> 00:32:48,720 Speaker 1: and you know, um, I also think that it's really important, 570 00:32:49,040 --> 00:32:51,000 Speaker 1: you know, the Council has been around a long time, 571 00:32:51,080 --> 00:32:55,560 Speaker 1: Lisa explained it to us, um and I'm a big 572 00:32:55,600 --> 00:33:00,680 Speaker 1: believer right now and the power of institutions like AD Council. 573 00:33:00,880 --> 00:33:04,000 Speaker 1: I think they're actually more important right now because what 574 00:33:04,120 --> 00:33:08,960 Speaker 1: the AD Council is doing for the industry is actually 575 00:33:09,000 --> 00:33:11,800 Speaker 1: giving us that center of gravity, and it's also giving 576 00:33:11,880 --> 00:33:15,960 Speaker 1: us this kind of um very overt sense of a 577 00:33:16,000 --> 00:33:19,840 Speaker 1: collective consciousness that talk about it being the home base, 578 00:33:20,000 --> 00:33:23,200 Speaker 1: the home base in a nonpartisan way, yes, as a 579 00:33:23,280 --> 00:33:26,480 Speaker 1: platform for where all brands can operate from. So you 580 00:33:26,520 --> 00:33:28,240 Speaker 1: can say, you know, it's so funny because like in 581 00:33:28,280 --> 00:33:31,440 Speaker 1: the industry, the AD Council Gala, it's one of the 582 00:33:31,480 --> 00:33:36,240 Speaker 1: biggest events in the fall of every year, and you're 583 00:33:36,240 --> 00:33:38,200 Speaker 1: gonna say that's a gala. You can say that's an event. 584 00:33:38,280 --> 00:33:40,360 Speaker 1: You can say it's fancy, and you can say that 585 00:33:40,400 --> 00:33:42,840 Speaker 1: there's all these you know, who's who, who to know 586 00:33:43,040 --> 00:33:46,680 Speaker 1: and who's who of the industry there. But the point 587 00:33:47,160 --> 00:33:51,200 Speaker 1: of actually gathering right the industry at something like that 588 00:33:51,360 --> 00:33:54,160 Speaker 1: is about actually putting a fine point in a moment 589 00:33:54,200 --> 00:33:58,080 Speaker 1: in time around that collective consciousness. So I think it's 590 00:33:58,120 --> 00:34:01,800 Speaker 1: actually critical that we all especially in a time where 591 00:34:01,800 --> 00:34:06,800 Speaker 1: we're dispersed, right, we're dispersed physically, is that we're constantly 592 00:34:06,880 --> 00:34:10,600 Speaker 1: always going back to and have a kind of a 593 00:34:10,719 --> 00:34:14,400 Speaker 1: center and a central voice. To your point, that's nonpartisan. 594 00:34:14,800 --> 00:34:18,880 Speaker 1: That is really galvanizing, that collective consciousness is is critical. 595 00:34:19,040 --> 00:34:22,400 Speaker 1: So yeah, as you were saying that really uh connected 596 00:34:22,440 --> 00:34:25,239 Speaker 1: with me in terms of thinking about that galat Yes, 597 00:34:25,320 --> 00:34:28,600 Speaker 1: at a moment of time, um, but really agenda setting 598 00:34:28,840 --> 00:34:32,160 Speaker 1: for the industry. And speaking of agenda setting, we have 599 00:34:32,280 --> 00:34:35,640 Speaker 1: Nate Nichols, co founder of Allyship and Action, dropping in 600 00:34:35,719 --> 00:34:38,160 Speaker 1: to talk to us about the agenda for next week's 601 00:34:38,160 --> 00:34:42,160 Speaker 1: State of Equity Summit on October thirty. Nate, Welcome to Atlantia. 602 00:34:42,360 --> 00:34:46,359 Speaker 1: Pe peo peo, peo pew pew. Thanks you appreciate having me. Nate, 603 00:34:46,440 --> 00:34:49,520 Speaker 1: tell us what Allyship and Action is, What ally Ship 604 00:34:49,640 --> 00:34:53,680 Speaker 1: in Action is as a platform for us to really 605 00:34:53,840 --> 00:34:59,440 Speaker 1: understand the different dynamics and experiences of people, UM that 606 00:35:00,080 --> 00:35:05,239 Speaker 1: you know, our black, non black lgbt Q plus non 607 00:35:05,320 --> 00:35:10,240 Speaker 1: binary understand their experience in our rule as an industry, 608 00:35:10,280 --> 00:35:13,120 Speaker 1: to ensure that they feel safe, to ensure that they 609 00:35:13,200 --> 00:35:16,120 Speaker 1: feel like they have a home and a place to thrive. 610 00:35:16,239 --> 00:35:20,200 Speaker 1: Professionally and be retained and be moded and not feel 611 00:35:20,239 --> 00:35:24,000 Speaker 1: like they have to leave. Actually see you know, fifty 612 00:35:24,080 --> 00:35:26,279 Speaker 1: years in this industry where they can be promoted and 613 00:35:26,440 --> 00:35:29,320 Speaker 1: have a C suite opportunity because to date that doesn't 614 00:35:29,360 --> 00:35:32,040 Speaker 1: exist for people in marginalized communities in our industry. And 615 00:35:32,160 --> 00:35:36,080 Speaker 1: so our platform exists to really be a space in 616 00:35:36,160 --> 00:35:39,240 Speaker 1: place for you know, us to come together to design 617 00:35:39,680 --> 00:35:41,719 Speaker 1: ourselves in a better way, to be a platform for 618 00:35:41,840 --> 00:35:45,000 Speaker 1: communities that have been marginalized in this industry forever. Now 619 00:35:45,680 --> 00:35:48,440 Speaker 1: tell us about the ally Ship and Action event that's 620 00:35:48,480 --> 00:35:52,280 Speaker 1: happening next week. So next week we're doing our annual 621 00:35:52,320 --> 00:35:54,560 Speaker 1: State of Equity and so this is our annual kick 622 00:35:54,600 --> 00:35:58,920 Speaker 1: As summit where we have the CMO of Levi, CMOS Force, 623 00:35:59,200 --> 00:36:02,880 Speaker 1: you know, Fernando Machado from Burger King and Popeye's from 624 00:36:02,960 --> 00:36:05,240 Speaker 1: rb I. I'm doing a fireside shot with Mark Reid, 625 00:36:05,640 --> 00:36:07,600 Speaker 1: you know, to talk about, you know, what he's gonna 626 00:36:07,600 --> 00:36:09,520 Speaker 1: do with that thirty billion dollars, talk about what it 627 00:36:09,600 --> 00:36:11,200 Speaker 1: means to be a white man in this industry and 628 00:36:11,360 --> 00:36:14,160 Speaker 1: have other white men as friends who are making millions 629 00:36:14,200 --> 00:36:16,080 Speaker 1: of dollars a year and ask him like, so, what 630 00:36:16,120 --> 00:36:18,239 Speaker 1: are you'all and your friends talking about regarding this, like 631 00:36:18,400 --> 00:36:21,840 Speaker 1: what do you doing personally and professionally? You know, to 632 00:36:22,000 --> 00:36:25,040 Speaker 1: ensure your friends are doing things to make change in 633 00:36:25,080 --> 00:36:28,640 Speaker 1: the industry because you are influential and you have an 634 00:36:28,680 --> 00:36:31,200 Speaker 1: ability to create change in communities that I don't have 635 00:36:31,280 --> 00:36:33,680 Speaker 1: access to, that we don't have access to on this podcast. 636 00:36:33,760 --> 00:36:36,400 Speaker 1: So it's really to have those conversations and really have 637 00:36:36,800 --> 00:36:40,439 Speaker 1: people who have influence and the ability to make true change, 638 00:36:40,480 --> 00:36:43,799 Speaker 1: systemic change to get them to speak on what their 639 00:36:43,840 --> 00:36:46,480 Speaker 1: truths are personally and professionally. And that's what next week 640 00:36:46,560 --> 00:36:49,680 Speaker 1: is going to be about. So how do people sign up? Yeah, 641 00:36:50,000 --> 00:36:52,399 Speaker 1: you go to allyship and action dot com. You click 642 00:36:52,440 --> 00:36:55,400 Speaker 1: the sea event details on the in the in the header, 643 00:36:55,560 --> 00:36:58,840 Speaker 1: and you roll down and registered. So we're gonna assume 644 00:36:58,960 --> 00:37:05,120 Speaker 1: these are not he are conversations. These are real human 645 00:37:05,760 --> 00:37:11,400 Speaker 1: conversations with people and leaders in this industry talking about 646 00:37:11,440 --> 00:37:14,080 Speaker 1: what they're really going to be doing and as you said, 647 00:37:14,640 --> 00:37:20,120 Speaker 1: how they and how we can all be responsible for 648 00:37:20,320 --> 00:37:25,239 Speaker 1: the change. So Atlantia, you need to be in this conversation. 649 00:37:25,760 --> 00:37:29,000 Speaker 1: It's not optional and to make that happen. Laura, what 650 00:37:29,080 --> 00:37:31,560 Speaker 1: are we doing? We are partnering with Allyship and Action 651 00:37:31,600 --> 00:37:33,959 Speaker 1: to give away twenty five tickets to next week's summit. 652 00:37:34,080 --> 00:37:36,719 Speaker 1: Follow us on Twitter at at Atlantia podcast for more 653 00:37:36,800 --> 00:37:40,360 Speaker 1: information and the Allyship and Action is also offering corporate 654 00:37:40,360 --> 00:37:43,719 Speaker 1: packages where can organizations find out more. They can go 655 00:37:43,840 --> 00:37:46,239 Speaker 1: to the registration page and find a link for the 656 00:37:46,320 --> 00:37:49,480 Speaker 1: corporate packs, or just hit us up at Let's connect 657 00:37:49,600 --> 00:37:52,360 Speaker 1: at ally shape and Action dot com. The Allyship and 658 00:37:52,440 --> 00:37:58,200 Speaker 1: Action Summit is coming to screens everywhere next Thursday and Friday, October, Atlantia. 659 00:37:58,320 --> 00:38:00,680 Speaker 1: We'll see you there. And before we forget, we are 660 00:38:00,800 --> 00:38:07,680 Speaker 1: two weeks from the election, it's time for good Landia, Atlantia. 661 00:38:07,760 --> 00:38:11,359 Speaker 1: We are two weeks out from the general election November three. 662 00:38:11,600 --> 00:38:13,920 Speaker 1: Have a voting plan. We are partnering up with the 663 00:38:14,040 --> 00:38:17,520 Speaker 1: AD Council to bring you good Landia, which you may 664 00:38:17,560 --> 00:38:20,200 Speaker 1: have heard on the episode, evolved from our initial thought 665 00:38:20,239 --> 00:38:22,840 Speaker 1: of cause Landia. So big thank you to Lisa Sherman 666 00:38:22,880 --> 00:38:25,640 Speaker 1: and team. We are bringing you this message from good Landia. 667 00:38:26,160 --> 00:38:28,480 Speaker 1: So for this month of October, we're gonna be totally 668 00:38:28,520 --> 00:38:32,080 Speaker 1: focused on voting. Make sure you have a plan to vote. So, 669 00:38:32,280 --> 00:38:35,040 Speaker 1: speaking of having a plan, the AD Council developed a 670 00:38:35,080 --> 00:38:38,560 Speaker 1: campaign in partnership with Viacom CBS called Vote for Your Life. 671 00:38:39,080 --> 00:38:41,600 Speaker 1: It makes it easy for potential voters to register to 672 00:38:41,680 --> 00:38:44,480 Speaker 1: vote and make a plan to vote early. If you 673 00:38:44,560 --> 00:38:46,719 Speaker 1: want to vote by mail or if you prefer to 674 00:38:46,800 --> 00:38:49,439 Speaker 1: drop your ballot off in person at a local drop 675 00:38:49,480 --> 00:38:52,920 Speaker 1: box our county election office, time is running out. The 676 00:38:53,000 --> 00:38:56,400 Speaker 1: election is just weeks away November three, so request a 677 00:38:56,440 --> 00:38:59,600 Speaker 1: ballot in time to be counted. Don't wait, go to 678 00:38:59,680 --> 00:39:02,879 Speaker 1: vote real life dot com and make sure you vote. 679 00:39:03,320 --> 00:39:07,960 Speaker 1: This is a message from good Landia. Laura hit it 680 00:39:08,040 --> 00:39:09,720 Speaker 1: with a list of all of our friends and family 681 00:39:09,840 --> 00:39:11,800 Speaker 1: I heart who have been so good to us and 682 00:39:11,920 --> 00:39:14,520 Speaker 1: helped us get back on air. Big thank you to 683 00:39:14,640 --> 00:39:18,960 Speaker 1: Bob Conal Carter, Andy, Eric Gayle Val, Michael Jen We 684 00:39:19,080 --> 00:39:22,000 Speaker 1: appreciate you. Thank you so much for this opportunity. We'll 685 00:39:22,000 --> 00:39:22,759 Speaker 1: see you in two weeks.