In this engaging conversation, Jess Bach shares his journey from graphic design to becoming a prominent figure in marketing, emphasizing the importance of blending creativity with data analytics. The discussion covers innovative marketing campaigns, particularly the Grillo's NFTs, and the challenges of scaling marketing efforts. They delve into the implications of AI in marketing, the Gartner hype cycle, and the future of creativity in a world increasingly influenced by technology. As they prepare for the upcoming Black Friday and Cyber Monday, Jess highlights the significance of caring in achieving excellence in marketing.

Takeaways

• Jess Bach transitioned from graphic design to marketing through a unique journey.
• The importance of blending creativity with data analytics in marketing.
• Innovative campaigns like Grillo's NFTs showcase the potential of new technologies.
• Scaling marketing efforts presents unique challenges that require strategic thinking.
• AI in marketing raises the floor for many but does not necessarily elevate creativity.
• The Gartner hype cycle is relevant in understanding the evolution of AI and its applications.
• Caring about the work and clients is essential for achieving excellence in marketing.
• AI tools can enhance productivity but may also dilute the creative process.
• Preparing for Black Friday requires leveraging past successful campaigns for social proof.
• Excellence in marketing is defined by genuine care and effort, not just skill.

Sound Bites

• "I had to leave and start my own thing."
• "We created all these different characters related to the Pickles."
• "It's not necessarily mo money more problems."

Chapters

00:00 Introduction and Background of Jess Bach

03:15 The Evolution of Marketing and Data

06:15 Innovative Campaigns: Grillo's NFTs

09:23 Managing Growth and Expectations in Marketing

12:13 The Gartner Hype Cycle and AI's Role

15:23 AI: Opportunities and Challenges in Marketing

18:29 The Future of AI and Its Impact on Creativity

21:23 Preparing for Black Friday and Cyber Monday

24:06 Defining Excellence in Marketing

27:05 Final Thoughts and Where to Find Jess