WEBVTT - Bonus Episode: Secrets from the Marketing Masters 0:00:01.720 --> 0:00:06.640 You're listening to Math and Magic, a production of iHeartRadio. 0:00:11.119 --> 0:00:14.600 Welcome to Math and Magic. I'm Bob Pittman. Over the years, 0:00:14.640 --> 0:00:17.960 I've talked with dozens of guests, ranging from marketing executives 0:00:18.040 --> 0:00:21.880 to musicians to company founders. I've asked what inspired them 0:00:21.880 --> 0:00:25.360 in their childhoods, how they've reached and exceeded their career goals, 0:00:25.600 --> 0:00:28.240 and what tips and tricks they've learned along the way. 0:00:28.760 --> 0:00:31.639 In today's bonus episode, I'm highlighting some of the most 0:00:31.680 --> 0:00:35.480 memorable marketing stories, the lessons our guests learned the hard 0:00:35.520 --> 0:00:39.000 way by trying and failing, by taking a big risk, 0:00:39.479 --> 0:00:42.440 or maybe by getting a piece of feedback that changed everything. 0:00:46.360 --> 0:00:49.879 Kellen Smith Kenney is the chief marketing and Growth Officer 0:00:49.960 --> 0:00:52.720 at AT and T, and that's not the only iconic 0:00:52.760 --> 0:00:55.800 brand she's helped innovate. On her resume, you'll find companies 0:00:55.840 --> 0:00:58.320 like Microsoft, Hilton Capital, I, and Uber. 0:00:58.800 --> 0:00:59.520 I wanted to. 0:00:59.440 --> 0:01:02.960 Know what experiences have helped her cultivate the power of 0:01:03.000 --> 0:01:03.440 a brand. 0:01:05.160 --> 0:01:10.280 Gosh, I've had such incredible opportunities in my career. The 0:01:10.440 --> 0:01:15.440 thing I learned at Microsoft is that technology and technology 0:01:15.480 --> 0:01:18.600 alone is not going to be the reason why somebody 0:01:19.080 --> 0:01:22.600 adopts your product. I worked at Microsoft and the very 0:01:22.640 --> 0:01:25.720 first product I worked on was Windows Vista. It was 0:01:25.800 --> 0:01:30.039 one of the most highly anticipated technology products of its era. 0:01:30.520 --> 0:01:32.920 I think it was five years in the making, people 0:01:33.120 --> 0:01:35.760 everywhere or on the edge of their seats waiting to 0:01:35.800 --> 0:01:39.520 see what Microsoft would release. You probably remember that when 0:01:39.560 --> 0:01:42.399 we released it into the marketplace, it landed like a 0:01:42.480 --> 0:01:47.160 nuclear thud bom bomb. It was a total bomb. And 0:01:47.560 --> 0:01:50.800 what we learned in that time was that we had 0:01:50.880 --> 0:01:53.760 fallen in love with the technology and we had forgotten 0:01:53.800 --> 0:01:57.880 about the most important person in the equation, and that 0:01:58.000 --> 0:02:02.320 was the end user we metis the consumerization of technology. 0:02:02.680 --> 0:02:06.440 We missed that the vast majority of our customers weren't 0:02:06.520 --> 0:02:09.480 using ninety nine percent of the features that we put 0:02:09.520 --> 0:02:13.399 in that operating system. That ultimately bloaded the operating system, 0:02:13.639 --> 0:02:17.720 slowed it down and made it far less attractive. And 0:02:17.800 --> 0:02:22.160 so the incredible lesson learned from Microsoft is focus on 0:02:22.520 --> 0:02:26.160 the customer. I've seen at times in my career, whether 0:02:26.200 --> 0:02:28.760 it was teams I was on or competitors I was 0:02:28.800 --> 0:02:32.720 facing off against. Is when you obsess over the competition 0:02:33.240 --> 0:02:36.160 instead of obsessing over the customer, you're going to get 0:02:36.200 --> 0:02:40.280 yourself into big trouble because if you're obsessing over the competition, 0:02:40.400 --> 0:02:43.239 all you can ever know is what they've already done. 0:02:43.880 --> 0:02:46.519 You can't drive a car ninety miles an hour down 0:02:46.520 --> 0:02:48.840 the road if you're looking in the rear view mirror, 0:02:48.880 --> 0:02:51.280 and when you're studying the competition, you can only be 0:02:51.320 --> 0:02:52.160 looking backwards. 0:02:52.760 --> 0:02:54.880 It sounds like you probably did the same thing, yet, 0:02:55.000 --> 0:02:58.400 Gap one, Uber and Hilton too. A consumer focus seems 0:02:58.400 --> 0:02:59.320 to be your hallmark. 0:03:00.320 --> 0:03:00.640 Thank you. 0:03:01.320 --> 0:03:05.120 Yeah, I would say at Capital One, we were incredibly, 0:03:05.480 --> 0:03:09.360 incredibly scientific about how we went to market, and so 0:03:09.480 --> 0:03:13.680 we treated it as this just obsession with getting better 0:03:13.800 --> 0:03:16.840 and better. The other thing that was incredible about Capital 0:03:16.880 --> 0:03:22.520 One is that that company found religion about building a 0:03:22.560 --> 0:03:25.960 brand through all of the testing and learning that it did. 0:03:26.480 --> 0:03:29.679 And so, years and years ago, when Capital One was 0:03:29.720 --> 0:03:32.680 one of the largest customers of the US Postal Service, 0:03:33.560 --> 0:03:37.080 they ran a test a blank envelope with no branding 0:03:37.120 --> 0:03:39.560 on it, and then an envelope that actually had the 0:03:39.640 --> 0:03:43.960 Capital One logo on the outer left hand corner. And 0:03:44.040 --> 0:03:48.280 what they originally found was that the blank envelope outperformed 0:03:48.400 --> 0:03:51.760 the branded envelope, and right then and there, Yeah, ouch, 0:03:52.320 --> 0:03:54.720 and right then and there, the founder and CEO of 0:03:54.760 --> 0:03:59.000 Capital One, Rich Fairbank, said this is unacceptable. We have 0:03:59.120 --> 0:04:02.280 got to build this, and so that's when the company 0:04:02.560 --> 0:04:08.360 really leaned into building awareness, building consideration, building familiarity, and 0:04:08.480 --> 0:04:09.600 ultimately preference. 0:04:11.960 --> 0:04:15.080 Kellen has learned to use challenges as stepping stones to 0:04:15.160 --> 0:04:18.360 new ideas, and one lesson that's been ingrained time and 0:04:18.400 --> 0:04:22.359 time again is listened to the customer. It's a centiment. 0:04:22.440 --> 0:04:25.640 Our next guest has also taken the heart. Academy Award 0:04:25.720 --> 0:04:29.320 winning actor Gwyneth Paltrow has a business born from passion. 0:04:29.960 --> 0:04:32.479 In two thousand and eight, she started a newsletter with 0:04:32.640 --> 0:04:36.840 personally curated recipes, travel tips, and more. It transformed into 0:04:36.920 --> 0:04:40.839 Goop lifestyle brand, now worth two hundred and fifty million dollars. 0:04:41.160 --> 0:04:44.680 It was a consumer's feedback that helped Gwyneth realize how 0:04:44.720 --> 0:04:48.200 to monetize what she was building and to combine editorial 0:04:48.400 --> 0:04:50.120 and commerce. Let's hear what happened. 0:04:51.680 --> 0:04:55.920 For so long, I was so allergic to being transactional 0:04:55.960 --> 0:05:02.160 in that sense, and I'll never forget. I published one 0:05:02.560 --> 0:05:06.080 issue of GUP. I published an article on the French pharmacy, 0:05:06.960 --> 0:05:08.960 which I'm sure you know. When you go to Paris 0:05:09.040 --> 0:05:12.000 or anywhere in France, the pharmacies there are so cool 0:05:12.040 --> 0:05:15.800 and they have like, you know, homeopathic things, and they 0:05:15.839 --> 0:05:20.679 have like all this special stuff. And so I wrote 0:05:20.680 --> 0:05:23.040 a piece saying, you know, this is this great you know, 0:05:23.320 --> 0:05:26.839 burn cream, and this these probatic tampons, and there's this 0:05:26.960 --> 0:05:31.279 great lip bomb and all this stuff. And a woman 0:05:31.440 --> 0:05:34.880 stopped me and she said, oh my god, I loved 0:05:35.279 --> 0:05:38.440 that article on the French pharmacy. But it was so 0:05:38.520 --> 0:05:41.640 frustrating for me that I couldn't just click to buy everything. 0:05:41.920 --> 0:05:45.520 I was on Amazon dot fr trying to buy this 0:05:45.640 --> 0:05:48.240 and that and searching, and it was the first time 0:05:49.240 --> 0:05:52.800 that it occurred to me that transaction could actually be 0:05:52.839 --> 0:05:57.280 a service as well, and that you didn't have to 0:05:57.360 --> 0:06:02.720 push product for revenue. If you made or curated things 0:06:02.720 --> 0:06:06.080 that you really believe in and thought were going to 0:06:06.240 --> 0:06:11.360 genuinely elevate someone's life in some way, that you could 0:06:11.360 --> 0:06:15.039 do what we then called contextual commerce. And we've always 0:06:15.080 --> 0:06:18.160 stayed true to those principles. You know, we're obsessed with 0:06:18.240 --> 0:06:21.640 clean beauty, and we have the highest clean beauty standards 0:06:21.640 --> 0:06:24.719 in the business, and so I think when people come 0:06:24.760 --> 0:06:27.520 to the website they understand that, and they understand that 0:06:27.560 --> 0:06:30.000 there's a really strong point of view. You know, I 0:06:30.080 --> 0:06:32.520 have a very strong point of view around fashion. So 0:06:33.160 --> 0:06:36.040 even when we were just buying, like from a wholesale 0:06:36.080 --> 0:06:38.480 perspective and had a multi brand matrix, it was very 0:06:38.480 --> 0:06:42.800 specific when we started g label our clothing line is 0:06:43.000 --> 0:06:45.479 very very true to me. So I wouldn't have been 0:06:45.520 --> 0:06:47.400 able to sleep at night if I felt like I 0:06:47.480 --> 0:06:49.840 was pushing something on somebody. 0:06:53.839 --> 0:06:57.120 Whyneth realized there's real value in her point of view 0:06:57.160 --> 0:07:00.640 and recommendations. By listening to her subscribers and to her 0:07:00.680 --> 0:07:03.760 own intuition, she closed a gap in the market that 0:07:03.839 --> 0:07:07.400 other people hadn't yet figured out how to bridge. Likewise, 0:07:07.880 --> 0:07:12.440 Andrew Dureki's journey as an entrepreneur started with an unmet need. Today, 0:07:12.520 --> 0:07:15.920 he's a filmmaker behind incredible documentaries like Capturing the Freedman's 0:07:16.120 --> 0:07:19.160 which earned an Academy Award nomination, and of course, the 0:07:19.200 --> 0:07:22.440 Emmy Award winning HBO series The Jinks, The Life and 0:07:22.520 --> 0:07:25.240 Deaths of Robert Durst. But before he moved to the 0:07:25.240 --> 0:07:27.440 creative side of the business, he made a fortune on 0:07:27.480 --> 0:07:30.480 an idea trying to solve a problem for himself and 0:07:30.640 --> 0:07:34.240 moviefoone was born. Marketing this brand new concept was no 0:07:34.360 --> 0:07:35.240 easy feat though. 0:07:36.560 --> 0:07:39.120 I was trying to go to the movies around nineteen 0:07:39.160 --> 0:07:41.440 eighty eight and I was calling my local theater, which 0:07:41.440 --> 0:07:43.240 he used to have to do because the New York 0:07:43.240 --> 0:07:45.640 Times didn't have all the show times in it. The 0:07:45.640 --> 0:07:49.000 theater phone lines were always busy because the theaters didn't 0:07:49.040 --> 0:07:51.280 understand that there were two thousand people trying to call 0:07:51.640 --> 0:07:54.560 in a twenty minute period for that night. And I 0:07:54.800 --> 0:07:57.160 got through at eight fifteen and the machine told me 0:07:57.160 --> 0:07:59.560 that the movie had started at eight o'clock. And I thought, 0:07:59.600 --> 0:08:01.880 why did I? I just ruined my night, and this multi 0:08:01.920 --> 0:08:05.360 billion dollar movie industry doesn't get that I'm not able 0:08:05.400 --> 0:08:08.520 to go out and buy my seven dollars then movie ticket. 0:08:08.880 --> 0:08:11.520 So I thought, you know, voicemail was pretty advanced then, 0:08:11.640 --> 0:08:13.920 and I thought, well, don't we create a service that 0:08:14.000 --> 0:08:16.800 lets you push buttons. Maybe it's a free local service 0:08:17.320 --> 0:08:19.000 and you put in the first three letters of the 0:08:19.040 --> 0:08:21.160 movie title, put in your zip code, and it would 0:08:21.200 --> 0:08:23.480 spit out just the theater closest to you, just the 0:08:23.520 --> 0:08:25.880 information that you needed. I thought that would be a 0:08:25.920 --> 0:08:28.080 cool thing for me to use. I didn't really think 0:08:28.080 --> 0:08:31.720 about it as a business at first, and then eventually, 0:08:31.960 --> 0:08:34.080 when we put it up on a bit of a lark, 0:08:34.440 --> 0:08:37.360 we started to see people calling and suddenly we were 0:08:37.400 --> 0:08:40.840 getting you have twenty seven calls this hour, and then 0:08:40.920 --> 0:08:42.320 later I would call it and say, you have one 0:08:42.400 --> 0:08:45.640 hundred and forty two thousand calls this hour. Like that 0:08:45.880 --> 0:08:48.040 started happening, and we were amazed by it. 0:08:48.760 --> 0:08:53.160 And so that's the idea. You get it started. How 0:08:53.160 --> 0:08:55.040 did you know how to turn that into a business. 0:08:55.400 --> 0:08:58.000 It's true, And you know, my I was very lucky 0:08:58.040 --> 0:09:01.440 because my dad is a very smart business person, and 0:09:01.679 --> 0:09:04.200 you know, he started out as a psychiatrist, but he 0:09:04.280 --> 0:09:07.680 always had a business bug. He was so smart about business. 0:09:07.720 --> 0:09:11.360 So I think I immediately thought, well, this thing that 0:09:11.400 --> 0:09:14.600 we just put together seems to be working for consumers. 0:09:15.280 --> 0:09:17.319 I wonder how much I can promote it. I wonder 0:09:17.360 --> 0:09:19.559 how I can promote it. I talked to my dad 0:09:19.600 --> 0:09:21.720 about it. I talked to other smart people that I knew. 0:09:22.120 --> 0:09:24.959 It was pretty clear that all of our customers were 0:09:25.000 --> 0:09:28.480 walking through the doors of about five thousand cinemas in America. 0:09:28.600 --> 0:09:30.960 So if I could get the number seven seven seven 0:09:31.000 --> 0:09:33.440 film in front of people up on the screens and 0:09:33.559 --> 0:09:38.400 trailers before the movie. I also figured out everybody's motivations quickly. 0:09:38.520 --> 0:09:41.040 I went to a bunch of conventions, Show East and 0:09:41.040 --> 0:09:43.000 show West. I didn't know anybody, and I just walked 0:09:43.000 --> 0:09:45.240 around talked to everybody. This is the movie business in 0:09:45.320 --> 0:09:48.520 the movie business, and I realized that nobody was talking 0:09:48.520 --> 0:09:52.000 to each other. They didn't understand that moviegoers were having 0:09:52.040 --> 0:09:54.440 trouble going to the movies. It was just a pain 0:09:54.480 --> 0:09:57.040 in the neck to do it. And the studios didn't 0:09:57.040 --> 0:09:59.920 really control the theaters. The theaters didn't control the studio, 0:10:00.520 --> 0:10:02.800 and I thought, well, there's a window in here where 0:10:02.920 --> 0:10:06.040 I could make things easier for the consumer and also 0:10:06.559 --> 0:10:09.800 make something that would be very useful for the industry. 0:10:10.200 --> 0:10:12.400 So we just started to figure out where are the 0:10:12.400 --> 0:10:15.439 little pinch points and leverage points. So, for example, I 0:10:15.520 --> 0:10:18.680 knew that the theater owners had control over their movie screens. 0:10:19.240 --> 0:10:22.240 At the time, nobody was doing advertising on movie screens. 0:10:22.480 --> 0:10:24.559 So I said to the theater owners, if I give 0:10:24.600 --> 0:10:28.480 you a thirty second ad for moviefone and it's entertaining, 0:10:28.600 --> 0:10:31.360 will you put it up on their screens. Knowing that 0:10:31.480 --> 0:10:33.920 they had a problem, which was that the newspapers were 0:10:34.000 --> 0:10:36.319 charging them a fortune to put their movie listings in 0:10:36.360 --> 0:10:39.480 the newspapers. The studios weren't helping them, so they said, well, 0:10:39.480 --> 0:10:40.959 if this guy's coming along, it is going. 0:10:40.960 --> 0:10:42.120 To do it for free. 0:10:42.280 --> 0:10:45.160 I'll give him thirty seconds of free time before the movie. 0:10:45.520 --> 0:10:48.560 So that was an example of some marketing thinking that 0:10:48.920 --> 0:10:51.800 helped us tremendously, and it was a very you know, 0:10:51.800 --> 0:10:53.920 what do they say, all marketing is local, you know, 0:10:54.000 --> 0:10:57.160 getting out into the movie theaters, handing out little cards 0:10:57.160 --> 0:10:59.679 to people, getting that message up on the screen. It's 0:10:59.720 --> 0:11:01.080 sort of flowed naturally. 0:11:02.640 --> 0:11:04.960 Andrew went on to sell movie Phone to AOL for 0:11:05.000 --> 0:11:08.000 almost four hundred million dollars. He said it started on 0:11:08.040 --> 0:11:10.720 a lark, but soon enough he recognized that there was 0:11:10.840 --> 0:11:15.000 powerful potential in connecting and leveraging industry players. We'll be 0:11:15.080 --> 0:11:27.720 right back after a quick break. Welcome back to today's bonus 0:11:27.760 --> 0:11:29.960 episode of Math and Magic, where I'm sharing some of 0:11:29.960 --> 0:11:33.800 my favorite marketing stories. John bon Jovi has sold one 0:11:33.880 --> 0:11:37.000 hundred and fifty million albums worldwide, and he's played nearly 0:11:37.160 --> 0:11:40.200 three thousand concerts for thirty five million fans. 0:11:40.720 --> 0:11:41.120 Plus. 0:11:41.320 --> 0:11:44.800 He's made waves as an entrepreneur and a philanthropist. When 0:11:44.800 --> 0:11:47.600 I sat down with him at the Possible conference in Miami, 0:11:47.800 --> 0:11:49.920 I wanted to know how he thinks about his brand 0:11:49.960 --> 0:11:50.720 and its impact. 0:11:52.760 --> 0:11:55.360 Well, nothing would have happened if he didn't have a song. 0:11:56.080 --> 0:11:58.680 So the brand had to be built on a solid foundation, 0:11:58.840 --> 0:12:01.720 which was the song and being true to who and 0:12:01.760 --> 0:12:07.120 what I was in order for the collective we to 0:12:07.240 --> 0:12:10.120 then be true to who we were. And so that 0:12:10.280 --> 0:12:12.880 is the basis of all of it. Not to chase 0:12:12.920 --> 0:12:17.240 fads and fascis was also really important to me. Fads 0:12:17.240 --> 0:12:21.319 and fashions come and go, and the truth will always prevail. 0:12:21.679 --> 0:12:23.960 Were you ever tempted with any of the fads or fashions, 0:12:24.240 --> 0:12:25.120 I don't think so. 0:12:25.600 --> 0:12:29.200 I may have been a byproduct of the clothes you 0:12:29.280 --> 0:12:31.520 wore in the eighties or the haircut you had in it, 0:12:31.559 --> 0:12:34.800 but that's who and what you were in real time. 0:12:35.480 --> 0:12:38.559 And if the next fat and fashion came along, I e. 0:12:38.640 --> 0:12:43.160 In our business, boy bands and then grunge music and 0:12:43.200 --> 0:12:45.960 then wrap, you know, we were there the advent of 0:12:46.160 --> 0:12:51.000 rap and to start doing duets would not have seemed honest, 0:12:51.080 --> 0:12:53.280 you know, to certainly be with a boy band and 0:12:53.440 --> 0:12:56.120 or you know, none of that would have rung true. 0:12:56.640 --> 0:12:58.480 So I was smart enough to know not to get 0:12:58.520 --> 0:13:01.960 a flannel shirt. When Seattle became popular, it was just 0:13:02.000 --> 0:13:03.120 stay the quarters. 0:13:03.520 --> 0:13:08.040 Let's talk about intergenerational hits. My friend's daughter, it's twenty two. 0:13:08.800 --> 0:13:11.520 She was in a college bar, Living on a prayer 0:13:11.559 --> 0:13:15.360 comes on. The kids all start dancing on the tables. 0:13:15.679 --> 0:13:19.040 They weren't even born when the song came out. What 0:13:19.240 --> 0:13:24.000 is it about your music that connects with such a 0:13:24.040 --> 0:13:27.000 young generation even though it was made originally for a 0:13:27.000 --> 0:13:28.240 completely different generation. 0:13:29.240 --> 0:13:32.760 Again, I think it comes down to truth. No matter 0:13:32.800 --> 0:13:36.800 what were collectively marketing and or you know the dirty 0:13:36.840 --> 0:13:39.680 word it's selling, it has to be based in truth 0:13:39.800 --> 0:13:42.360 because even if you pull the wool over someone's eyes once, 0:13:42.400 --> 0:13:45.040 it's not going to resonate the second time. Right, So 0:13:45.120 --> 0:13:48.000 when we wrote a song, if I was doing it 0:13:48.040 --> 0:13:51.520 from a place of honesty, that song resonated with me, 0:13:51.600 --> 0:13:54.240 and therefore I was confident it would probably resonate with 0:13:54.360 --> 0:13:57.240 that audience. Songs like Living under Prayer, when we wrote 0:13:57.280 --> 0:14:00.360 them to be bluntly honest, I didn't REALI is what 0:14:00.400 --> 0:14:04.760 we had, but I felt that the character driven storyline 0:14:04.800 --> 0:14:08.160 was legit, and in doing so, you know, Obviously, that's 0:14:08.160 --> 0:14:09.800 one of the many that has stood the test of 0:14:09.920 --> 0:14:13.560 time that it's as simple as that, because it just 0:14:14.800 --> 0:14:19.800 it's everybody's story. 0:14:19.920 --> 0:14:22.920 Jon bon Jovi has built a career in authenticity. It's 0:14:22.920 --> 0:14:26.560 by speaking his truth that he connects with others. Bobby 0:14:26.600 --> 0:14:29.240 Brown has also made a name for herself by sticking 0:14:29.280 --> 0:14:31.920 with her strengths even when others were saying that their 0:14:32.000 --> 0:14:35.120 makeup style would never catch on. Bobby's the founder of 0:14:35.120 --> 0:14:38.280 Bobby Brown Cosmetics, which she sold to Este Lauder in 0:14:38.400 --> 0:14:41.960 nineteen ninety five. She continued working for her namesake brand 0:14:42.040 --> 0:14:46.240 until twenty sixteen. Since then, she's launched Jones Road Beauty, 0:14:46.720 --> 0:14:50.160 a direct to consumer cosmetic brand that has stayed true 0:14:50.200 --> 0:14:51.880 to the style that made her famous. 0:14:54.160 --> 0:14:56.680 Right before nineteen ninety the whole scene in New York 0:14:56.920 --> 0:14:59.080 was a lot of parties, a lot of going out 0:14:59.080 --> 0:15:04.160 to the clubs. Women were doing makeup like multi colored 0:15:04.200 --> 0:15:07.880 eyes and overlined lips and all this crazy stuff. And 0:15:08.000 --> 0:15:09.520 when I came to New York, I got a job 0:15:09.560 --> 0:15:12.400 to do a cover of Cosmopolitan at Jerry Hall. I 0:15:12.440 --> 0:15:15.200 tried everything in my power to do her makeup grade 0:15:15.240 --> 0:15:18.720 and she was so kind and she said beautiful job, 0:15:19.080 --> 0:15:21.240 but can I have the mirror. I gave her the 0:15:21.240 --> 0:15:23.640 mirror and she said, can I just make a few touches? 0:15:24.120 --> 0:15:27.480 She redid her whole face and I learned watching. I 0:15:27.520 --> 0:15:29.920 didn't feel bad. I really learned, but I realized I 0:15:29.920 --> 0:15:32.320 can't do that kind of makeup. So I started doing 0:15:32.320 --> 0:15:36.160 it my way, and it kind of slowly caught on. 0:15:36.440 --> 0:15:39.360 So what was your inspiration for your way? Because this 0:15:39.560 --> 0:15:40.840 was not the way. 0:15:41.000 --> 0:15:43.400 No, it was definitely not the way. When I was 0:15:43.440 --> 0:15:45.280 in middle school, I wanted to be pretty and I 0:15:45.320 --> 0:15:47.400 didn't think I was, and I would use my mom's 0:15:47.400 --> 0:15:49.760 makeup to make me look tan and pretty. I didn't 0:15:49.800 --> 0:15:51.800 want anyone to know I was wearing makeup. And then 0:15:51.840 --> 0:15:55.320 when I became a makeup artist, I started doing that 0:15:55.360 --> 0:15:58.240 to models. People told me I'd never work. If you 0:15:58.280 --> 0:15:59.600 want to work, you have to learn to do the 0:15:59.640 --> 0:16:02.560 other thing. But I just couldn't do it, and so 0:16:02.640 --> 0:16:06.760 I started doing it my way, and it slowly, slowly 0:16:07.000 --> 0:16:07.360 took on. 0:16:07.520 --> 0:16:10.520 What big names adopted your style that sort of gave 0:16:10.560 --> 0:16:12.680 you cred and sort of pushed you over that tipping 0:16:12.720 --> 0:16:13.280 point for you. 0:16:13.520 --> 0:16:16.480 I did a cover of Rolling Stone with Annie Leebowitz, 0:16:16.640 --> 0:16:20.200 and I made the guys look good, and Keith Richards's 0:16:20.560 --> 0:16:23.080 manager came over to me and said, oh my god. 0:16:23.160 --> 0:16:24.240 Can we book you again? 0:16:24.960 --> 0:16:26.840 And so I got a couple of times got hired 0:16:26.840 --> 0:16:28.800 to do it because I always made people look healthy. 0:16:29.160 --> 0:16:30.160 Stones that's pretty good. 0:16:30.320 --> 0:16:30.960 That was pretty good. 0:16:31.040 --> 0:16:31.680 That's pretty good. 0:16:35.040 --> 0:16:37.400 Some might have seen that moment when Jerry Hall redid 0:16:37.440 --> 0:16:40.600 her makeup as a failure, but Bobby was determined to 0:16:40.680 --> 0:16:43.880 keep doing things her way and it caught on. This 0:16:44.080 --> 0:16:46.760 was just a sign of the mini successes that followed 0:16:46.800 --> 0:16:50.640 by trusting her gut and staying true to herself. Olivia 0:16:50.680 --> 0:16:53.720 Francois is another math, the magic guest who was able 0:16:53.760 --> 0:16:56.960 to take an idea and tap into something bigger than himself. 0:16:57.480 --> 0:17:00.920 Olivier is now the CEO of Fiat. I asked him 0:17:01.000 --> 0:17:03.480 about what I think is one of the greatest lines 0:17:03.520 --> 0:17:07.560 of all time, Imported from Detroit. This became part of 0:17:07.560 --> 0:17:10.439 the impactful Super Bowl commercial during his time as CMO 0:17:10.520 --> 0:17:13.600 of FII Chrysler. It all started when he was trying 0:17:13.640 --> 0:17:17.080 to introduce a new car at the LA Auto Show. 0:17:17.600 --> 0:17:19.840 One thing I didn't know is that the LA Auto 0:17:19.880 --> 0:17:25.840 Show is really where you celebrate Japanese cars. German cars, 0:17:26.160 --> 0:17:28.359 maybe Italian cars by the way, but for sure not 0:17:28.400 --> 0:17:29.119 a Chrysler. 0:17:29.760 --> 0:17:30.560 So too late. 0:17:30.720 --> 0:17:34.439 I'm on stage presenting my new baby, and when I 0:17:34.520 --> 0:17:38.280 realized that La is home of the Impulse, I just 0:17:38.359 --> 0:17:39.679 instinctively pitched it. 0:17:39.760 --> 0:17:41.359 I made this up on stage. 0:17:41.400 --> 0:17:44.200 I say, hey, I know that you guys like Impulse 0:17:44.800 --> 0:17:46.840 and we are in La, so look at this car, 0:17:46.960 --> 0:17:48.640 like imported from Detroit. 0:17:49.160 --> 0:17:50.679 It was just my ending. 0:17:51.000 --> 0:17:52.960 And actually a couple of people came and said that 0:17:53.240 --> 0:17:55.000 would be a good line for ant and then I 0:17:55.080 --> 0:17:56.760 thought of it, you know, and I said, yeah, that's 0:17:56.800 --> 0:17:57.520 a good line for an. 0:17:58.040 --> 0:17:59.960 Then clearly the soundtrack came. 0:18:00.320 --> 0:18:03.080 I have four kids, two of which at the time 0:18:03.119 --> 0:18:06.680 were very much into hip hop and introduced me to Eminem, 0:18:06.720 --> 0:18:10.639 and obviously, when we started sinking of Detroit, obviously that 0:18:10.960 --> 0:18:13.399 tune came to mind. When you have one chance, one 0:18:13.480 --> 0:18:19.800 opportunity that totally connects together Chrysler, Detroit and all of America. 0:18:20.480 --> 0:18:24.400 So I was obsessed with securing that song, which ended 0:18:24.480 --> 0:18:27.720 up being an endeavor to say the least. Once I 0:18:27.760 --> 0:18:30.120 had the song, Eminem was so intwiged. 0:18:30.240 --> 0:18:30.479 You know. 0:18:30.680 --> 0:18:33.439 It was never scripted to be in the commercial. It 0:18:33.560 --> 0:18:36.080 was just kind of probably in twiged and at the 0:18:36.080 --> 0:18:39.080 same time it'd be a bit scared by rightfully, So 0:18:39.200 --> 0:18:42.440 you know, what are these advertisers. 0:18:41.680 --> 0:18:42.960 Going to do with my song? 0:18:43.359 --> 0:18:46.320 I promised him that would be probably more largely about 0:18:46.320 --> 0:18:49.560 Detroit than just about a car for sure, or even 0:18:49.600 --> 0:18:50.040 a brand. 0:18:50.720 --> 0:18:55.439 But he came on set and then it just magic happened. 0:18:55.480 --> 0:18:59.920 So I'm from six hundred cars per months to seek 0:19:00.320 --> 0:19:04.919 thousand after the commercial. That's a math aspect, and the 0:19:05.000 --> 0:19:08.560 magic is what happened in the whole country because obviously 0:19:08.800 --> 0:19:11.640 the commercial resonated with more. 0:19:11.480 --> 0:19:15.160 Than just Detroit, with more than just car guys. 0:19:15.640 --> 0:19:20.960 It donated as a message of pride for all of America. 0:19:21.119 --> 0:19:23.919 Eminem ended up starring in the commercial and the final 0:19:23.960 --> 0:19:27.680 line of the screen reads Imported from Detroit. You may 0:19:27.720 --> 0:19:30.760 even remember it from the Super Bowl in twenty sixteen, 0:19:31.200 --> 0:19:32.760 or it's not too late to look it up as 0:19:32.760 --> 0:19:37.120 the perfect example of both math and magic. I'm Bob Pittman. 0:19:37.240 --> 0:19:39.560 Thanks for listening, and stay tuned for a brand new 0:19:39.600 --> 0:19:42.200 season of Math and Magic with a whole new batch 0:19:42.240 --> 0:19:44.840 of marketing stories coming to your ears soon. 0:19:47.400 --> 0:19:50.200 That's it for today's episode. Thanks so much for listening 0:19:50.280 --> 0:19:53.840 to Math and Magic, a production of iHeart Podcasts. The 0:19:53.880 --> 0:19:56.879 show is hosted by Bob Pittman. Special thanks to Sydney 0:19:56.960 --> 0:20:01.000 Rosenvelt for booking and wrangling our wonderful talent no small feat. 0:20:01.280 --> 0:20:04.120 The Math and Magic team is Jessica crimecicch, but Heid 0:20:04.200 --> 0:20:07.680 Fraser and Julia Weaver. Our executive producers are Ali Perry 0:20:07.720 --> 0:20:09.960 and nicky Etour Until next Time.