Stephani Estes, chief media officer at Goodway Group, believes marketers have a foundational misunderstanding about data, often burning resources on measuring things that don’t actually drive effective decision making. She joined host Mike Berberich on the On Scope podcast to shed light on how marketers can move away from these wasteful measurement efforts. She covered the differences between data, observations, and true insights; unpacked why brave decision making can be a boon to the business over the long-term; and gave some tips for how marketers can better communicate with the C-suite and other departments across the organization.

On “This Week in ANA Magazine,” editor Matthew Schwartz joins the show to highlight a new story on brand redemption, citing recent examples of success stories from Gymshark and Office Beacon.

Are you ready to become a braver marketer? Then you’ll want to join the thousands of marketing leaders and professionals attending the 2025 ANA Masters of Marketing Conference in Orlando, Fla., from October 21 to 24. Check out the agenda and save your spot by visiting www.ana.net/2025masters. Can’t attend in person? Don’t worry, there’s a virtual option, too.

The On Scope team wants to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.

Ad Age once referred to Scott Brinker as the “Godfather of MarTech.” That reputation is well earned, as Scott has built an entire career on being one of the foremost experts on marketing and technology in the entire industry. On this episode of On Scope, Scott — who serves as VP of platform ecosystem at Hubspot and is the editor of chiefmartec — shared his thoughts on how marketers can get a handle on technology gone wild. Along with host Mike Berberich, Scott covered what he feels are the biggest current challenges with MarTech, how marketers should approach assessing the full stack and selling the investment in necessary tools to a skeptical CFO, and what the acceleration of AI means for marketing technology going forward.

On “Marketing News You Might Have Missed,” is fact checking the next frontier in the AI takeover? One social media giant seems to think so, as it rolls out automated community notes. Mike and show producer Ryan Dinger discussed the potential benefits and repercussions of this new feature, including what AI-powered fact checking might mean for brand reputation.

Your MarTech stack will be worthless without the right datasets and analysis. You can learn how brands are using AI, clean rooms, and first-party data to personalize smarter, protect privacy, and drive real growth by attending the 2025 ANA Masters of Data Conference. Check out the agenda and register by visiting www.ana.net/dataconf25.

The On Scope team wants to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net. We also accept questions and great cookie recipes.

Last year, Stephanie McCarty, CMO at Taylor Morrison, went viral on LinkedIn with a post on her beef with ad agencies. The post struck a chord, with 5,200 likes, 1,111 comments, and 170 reposts. But for Stephanie the screed was more than just her thoughts — it was a reflection of her actions. Fed up with what she dubbed a broken client-agency model, she began building out her team’s in-house capabilities since 2019, developing a full-funnel, in-house media and creative studio by 2024.

On a special bonus episode of On Scope, McCarty went live on LinkedIn with host Mike Berberich to give an inside look at how she accomplished this impressive feat. Along with questions from the audience, Stephanie and Mike discussed the actual process of bringing all marketing capabilities in-house, how she and her team continue to bring in outside perspectives for strategy and creative, and how she was able to get leadership to buy into her bold vision by convincing them it was their idea all along.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.

Last year, Mastercard underwent a massive corporate restructuring. As EVP of Global Product and Marketing for the brand, Greg Boosin oversaw the entire thing, implementing new processes, reorganizing priorities, and managing the human emotions that come from such a large change. As a result, Greg learned a thing or two about how to bust silos and get the entire organization, scattered across multiple regions, rowing in the same direction. He joined host Mike Berberich on the On Scope podcast to share what he learned. Together, the pair covered how Greg managed to keep the organization focused and in high spirits during the restructuring, his single biggest tip for any marketer or business professional trying to eliminate silos, and his thoughts on how brands can future proof themselves.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed Unilever’s recent acquisition of Dr. Squatch, using the moment as a springboard into a larger conversation on what the trend of big brands buying smaller, scrappier companies might mean for startups going forward.

Are you interested in breaking silos between tech and marketing, upskill fast, and lead smarter with AI? Then you don’t want to miss the ANA’s Empowerment AI: Marketing Bootcamp, taking place in Chicago on October 28 and 29, 2025. Check out the agenda and register for this can’t-miss event by visiting www.ana.net/empowermentai.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.

HP’s 2024 Work Relationship Index uncovered some disturbing trends among employees and their relationships with work. Among them, a whopping 50 percent of people report spending time on tasks they feel are completely meaningless. That’s a recipe for an unproductive, disengaged workforce. However, Antonio Lucio, CMO and corporate affairs officer at HP, believes the solution to this looming crisis might lie in business leaders finding a way to thoughtfully implement technologies like AI to alleviate the need for employees to work on meaningless tasks, while also striving to lead with empathy, first and foremost.

The industry titan joined the On Scope podcast to discuss his organization’s research and the solutions he and his team are working on to make employees happier, healthier, and more engaged.

Along with host Mike Berberich, Antonio covered some of the issues he feels are negatively affecting the company-employee relationship right now, what some solutions to those issues might be, how AI might be a means of driving employee engagement rather than a tool for replacing the workforce, and his advice for older individuals in leadership positions who are struggling with being more empathetic to modern day employee expectations and sentiments toward work.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed some good news for a change, highlighting an Ad Age report detailing how predictions of a huge falloff in ad sales and spend in 2025 might be overblown. However, the picture wasn’t all rosy, as forecasts suggest we’re not out of the woods on a potential recession just yet. As a result, Mike and Ryan opine on how now is not the time for marketers to rest on their laurels.

Are you looking to enhance your wellbeing and productivity at work? Then you don’t want to miss the Enhancing Wellbeing and Productivity in the Workplace 401 workshop, brought to you by the ANA’s Marketing Training and Development Center. You can learn more about the workshop and save your spot by visiting www.ana.net/productivity.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.

As a former investment banker, Rose Jia knows a thing or two about what it takes to sell finance-minded executives on marketing ideas. Now serving as Amazon Prime Video’s Head of Customer Lifecycle, she spends her days relentlessly driving transformation and customer growth. She joined the On Scope podcast to share her thoughts on what marketers can do to make their practice an indispensable aspect of the business model to those who matter most — the people writing the checks. In conversation with host Mike Berberich, Rose covered her “Renaissance Marketer’s Mindset” framework, why economic downturns are the perfect time to go big on brand, and her best advice for marketers to implement an entrepreneurial mindset throughout their organization.

On “This Week in ANA Magazine,” editor Matthew Schwartz previewed a new story on how the growing influence of — well — influencers is causing waves in the commercial ad production space, ushering in a new era of content-first video shoots.

Are you looking to get skibidi rizz — whatever that means — with your brand’s digital and social media marketing this year? Then you’ll want to check out the 2025 ANA Digital & Social Media Marketing Conference, sponsored by TikTok. Check out the full agenda and save your spot now by visiting www.ana.net/2025digital.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.

And check out Rose's book, The Renaissance Marketer’s Shortcut to Get Finance to Say ‘Yes, And’ here.

During his acceptance speech as ANA’s 2024 B2B Marketer of the Year, Cigna Group CMO Lou Aversano issued a call-to-action for the marketing community: It’s time for marketers to respect consumers’ ability to use facts, evidence, and reason to come to their own conclusions. He joined the On Scope podcast to discuss this idea further, outlining some of the issues that seem to plague marketers and prevent them from getting out of their own way. Along with host Mike Berberich, Lou covered the ways in which marketers have lost the plot on branding, why marketers seem to be chasing their own tail looking for the next innovation, and what is the best path forward for the industry.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discussed a Forbes editorial that outlined the reasons why a chief of staff might be the most important hire marketing teams can make right now.

Looking to get a hands-on walkthrough of Agile sprint execution, with real exercises and expert guidance to help your team move smarter and faster? Then you’ll want to sign for the ANA’s Agile 101 Virtual 90-Minute Workshop by visiting www.ana.net/agileburst.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.

Andrew Lipsman is an expert on retail media and other key technological trends in the media, advertising, and commerce ecosystem. He is also a self-described “AI skeptic” who joined the show to share a cautionary tale around the increasingly popular technology. He and host Mike Berberich made the case for why the marketing and business world might be overhyping AI, covering what laypeople typically misunderstand about it, why marketers and executives are so eager to embrace AI despite transparency issues, and Andrew’s concerns about agentic AI, which is powered by black box algorithms. The conversation wrapped with some of the AI functions Andrew believes have real, tangible value right now.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed a concerning report that shows marketing and advertising jobs shrunk again in April, marking the fifth straight month for this trend. The pair covered how this ongoing story might create an environment in which brand-side marketers and agency pros are reticent to take creative risks, an unfortunate development when brave decision making is key to standing out from the competition.

Did your brand develop a campaign that built authentic relationships with diverse audiences and drove real business growth last year? Submit it for consideration in the ANA’s Multicultural and Inclusive Marketing Excellence Awards by visiting www.anamulticulturalawards.org.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.