Episodios

  • How the Right Music Can Grow Your Brand

    How the Right Music Can Grow Your Brand
    Dec 30 2025
    Highly engaging music can double your return on media investment. Yet most brands treat music as an afterthought, leaving millions on the table.

    This week, Elena, Angela, and Rob are joined by Roscoe Williamson, Global Strategy Director at MassiveMusic. Together, they dig into groundbreaking research proving music is a tangible driver of marketing effectiveness. Roscoe shares findings from a study with the IPA that tested hundreds of UK TV ads and reveals which types of music increase brand fame, willingness to pay, and campaign ROI.

    Topics covered:
    • [01:00] The history of music in advertising from jingles to sonic ecosystems
    • [09:00] Why longer-form music has been a black hole in effectiveness research
    • [14:00] How engaging music can double return on media investment
    • [17:00] Examples of brands using music to drive effectiveness
    • [23:00] Why CMOs should mandate music testing for campaigns over $1 million
    • [27:00] The future of sonic branding and generative AI music








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    IPA & Massive Music Report: https://resources.massivemusic.com/sound-science-whitepaper

    Roscoe Williamson’s LinkedIn: https://www.linkedin.com/in/roscoewilliamson/


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    34 m
  • Reach More, Waste Less: The Math Behind Smarter TV Advertising

    Reach More, Waste Less: The Math Behind Smarter TV Advertising
    Dec 23 2025
    Reach beats creative. That's the contrarian truth most marketers miss. A 2x better creative won't beat 100x greater reach. And yet brands keep choosing frequency over breadth, hyper-targeting over scale.

    This week, we're sharing a special recording from Brandweek. Angela is joined on-stage by Dale Harrison. Together, they dig into reach primacy: the idea that ongoing reach, not creative brilliance, drives share of market. They explore why brand recall at purchase matters more than top of mind awareness, how forgetting forces you into always on campaigns, and why light buyers fuel growth. Plus, learn how AI driven media buying slashes TV costs while expanding reach across linear and CTV.

    Topics covered:
    • [01:00] Why reach is more powerful than creative effectiveness
    • [03:00] Brand recall at purchase and the 95-5 rule
    • [06:00] Reach as a rate, not a number
    • [11:00] The danger of hyper-targeting on CTV
    • [13:00] Why TV gets unfairly labeled as expensive
    • [16:00] Using multiple measurement models to prove TV performance








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    Watch: The Math Behind Smarter TV Advertising: https://www.marketingarchitects.com/blog/watch-the-math-behind-smarter-tv-advertising

    Dale Harrison’s LinkedIn: https://www.linkedin.com/in/dalewharrison/

    Angela Voss’ LinkedIn: https://www.linkedin.com/in/angelamvoss/


    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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    18 m
  • Nerd Alert: How Your Brand Can Win the Holidays

    Nerd Alert: How Your Brand Can Win the Holidays
    Dec 18 2025
    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

    In this episode, Elena and Rob explore how gift-giving experiences shape emotions, relationships, and brand perception. They reveal why the best brands focus on creating memorable experiences rather than just selling products during the holidays.

    Topics covered:
    • [01:00] "Gift Experience in Marketing: A Systematic Review and Future Research Agenda"
    • [03:00] What marketers get wrong about holiday gifting
    • [05:00] The four key elements of gift exchanges
    • [06:00] Three stages of gift-giving: gestation, presentation, and reformulation
    • [07:00] Why experiential gifts outperform material ones
    • [08:00] Making the giver the hero








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    Tyagi, H., & Rahman, Z. (2025). Gift experience in marketing: A systematic review and future research agenda. Indian Institute of Technology.


    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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    11 m
  • The Long & Short of Measurement with Matt Hultgren

    The Long & Short of Measurement with Matt Hultgren
    Dec 16 2025
    Measuring marketing's impact is hard. There's no silver bullet. And if someone tells you there is, they're probably selling you something that only tracks clicks.

    This week, Elena, Angela, and Rob are joined by Chief Analytics Officer Matt Hultgren to tackle one of marketing's most persistent challenges: measurement. They explore why so many campaigns fail before they even launch, how to balance short-term performance with long-term brand building, and why the best marketers use multiple models to find the truth.

    Topics covered:
    • [02:00] Why human behavior makes measurement messy
    • [04:00] The planning problem causing measurement failures
    • [06:00] Choosing your North Star metric
    • [08:00] Balancing immediate CAC with long-term brand growth
    • [10:00] Using multiple models to triangulate the truth
    • [13:00] Quantifying TV's halo effect across channels
    • [15:00] Incrementality testing vs MMM vs synthetic controls








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    2025 Marketing Architects Report: https://www.marketingarchitects.com/Long-and-Short


    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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    28 m
  • Nerd Alert: Do Retailer Exclusives Actually Work?

    Nerd Alert: Do Retailer Exclusives Actually Work?
    Dec 11 2025
    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

    In this episode, Elena and Rob explore whether "only at Target" labels actually drive sales or if they backfire. They reveal how exclusive features can sometimes make products less appealing when customers see them as trivial or disconnected from real value.

    Topics covered:
    • [01:00] "Do Products Labeled Retailer Exclusive Affect Consumer Behavior"
    • [02:00] How scarcity influences buying decisions
    • [03:00] Testing exclusivity with vacuums and Blu-Rays
    • [04:00] Why adding more exclusive features can hurt sales
    • [05:00] In-store experiences versus exclusive labels
    • [06:00] When exclusivity feels meaningful versus trivial








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    Upshaw, D., Amyx, D., Upshaw, A., & Hardy, M. (2023). Do products labeled retailer “exclusive” affect consumer behavior?Journal of Marketing Development and Competitiveness


    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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    9 m
  • Confessions of a Reformed Performance Marketer with Ryan Sullivan, GoodRx CMO

    Confessions of a Reformed Performance Marketer with Ryan Sullivan, GoodRx CMO
    Dec 9 2025
    Only 15% of brand assets are truly distinctive. GoodRx broke their industry’s mold with a prairie dog sidekick and singing cowgirl. But behind the bold creative lies a data-driven philosophy that challenges everything performance marketers think they know.

    This week, Elena, Angela, and Rob sit down with Ryan Sullivan, CMO of GoodRx. Ryan shares his evolution from hardcore performance marketer to someone who questions the very foundations of digital attribution. Learn why he's skeptical of multi-touch attribution, how GoodRx measures success through triangulation, and why increasing "surface area" matters more than hyper-targeting.

    Topics covered:
    • [05:00] Why brand search attribution is misleading
    • [08:30] The hidden costs of programmatic display advertising
    • [15:00] GoodRx's unique challenge of reaching out-of-market consumers
    • [19:30] Creating distinctive brand assets with the Savings Wrangler
    • [32:00] Building confidence through triangulated measurement
    • [36:00] The concept of "free marketing" and reducing control








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    2025 eMarketer Article: https://www.emarketer.com/content/goodrx-s-new-feel-good-campaign-seeks-break-through-healthcare-advertising-noise

    Ryan Sullivan’s LinkedIn: https://www.linkedin.com/in/ryanjsullivan/

    GoodRx Website: https://www.goodrx.com/


    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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    44 m
  • Nerd Alert: You Won't Like This Episode

    Nerd Alert: You Won't Like This Episode
    Dec 4 2025
    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

    In this episode, Elena and Rob explore how telling people a product isn't for them can boost interest among the right audience. They discuss why exclusion signals expertise and how persuasive framing builds stronger connections with core customers than traditional persuasive messaging.

    Topics covered:
    • [01:00] "This Article is Not for Everyone: The Impact of Persuasive Framing on Consumer Response to Product Messages"
    • [02:00] Examples of brands using exclusionary messaging
    • [04:00] Why persuasive ads outperform persuasive ads
    • [05:00] Target specificity and specialized positioning
    • [06:00] The steakhouse billboard and flexing for your audience
    • [07:00] Marketing takeaways: filtering builds credibility








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    Wallach, K. A., Blair, S., & Tanenbaum, J. L. (2025). This article is not for everyone: The impact of dissuasive framing on consumer response to product messages. Journal of Consumer Research. Advance online publication. https://doi.org/10.1093/jcr/ucaf034


    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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    9 m
  • Debunking "Attention" with Marc Guldimann

    Debunking "Attention" with Marc Guldimann
    Dec 2 2025
    Elderly intoxicated people pay 33% more attention to ads than sober viewers but remember half as much. That's just one reason why optimizing solely for attention can backfire spectacularly.

    This week, Elena, Angela, and Rob are joined by Marc Guldimann, CEO of Adelaide. Marc explains why Byron Sharp is right about attention being wasteful when misused, but wrong about dismissing it entirely. The team explores how attention should measure media quality, not creative sensationalism or audience manipulation.

    Topics covered:
    • [01:00] Why optimizing for maximum attention creates unintended consequences
    • [06:00] Where Byron Sharp gets attention metrics right (and wrong)
    • [13:00] The problem with legacy verification companies' attention metrics
    • [18:00] How Adelaide rates media quality like a credit rating agency
    • [23:00] Why cost-plus agency models create perverse incentives
    • [28:00] YouTube podcasts and premium CTV as today's best media bargains








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    2022 The Media Leader Article: https://uk.themedialeader.com/sharp-is-right-chasing-fleeting-attention-is-a-waste-of-money/

    Marc Guldimann’s LinkedIn: https://www.linkedin.com/in/guldi/

    Adelaide Metrics Website: https://www.adelaidemetrics.com/


    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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    35 m