The Two Marketeers Podcast

Is Long-Term Planning Still a Thing?

Short-term vs. long-term strategic planning – what's the right approach? The age-old debate continues and has shifted into high gear as uncertainty and instability thrive... Where is the greatest need? How do brand marketers need prepare for the ‘unprecedented’? And how does the practice of planning adapt?

The Two Marketeers, discuss how planning needs to evolve as Lindsay aligns “100%” with the perspective published in the recent AdAge article titled, "Marketing in 2022: 5 Trends to Watch" and Sean shares his observations of, and past experiences with, what has become an antiquated linear creative process. There’s no question that planning for the future is for brands. But what should it look like?

Join The Two Marketeers for this passion-filled conversation.

For reference:

AdAge, "MARKETING IN 2022: 5 TRENDS TO WATCH"

Meta-versity

Ok Marketeers, for those of you still wondering WTF is up with this whole Metaverse conversation, The Two Marketeers are dedicating this episode to breaking it down for you. Lindsay eagerly enrolls in The Two Marketeers 'Meta-versity' where Sean schools her on all things Metaverse. However, when push comes to shove, Lindsay flips the script to teach Sean a thing or two herself.

Follow their less-than-formal curriculum as Lindsay and Sean dive into everything from the basic definition of what (they think) the Metaverse actually is, to the experiences currently being had within it, to the brands that are dipping their toes in its virtual waters. Bonus feature: Sean shares his tidy 'Top 5' on why the Metaverse such a hot topic today.

As a follow up to this episode, The Two Marketeers have dropped the hint that they will be developing a part two to this educational, and of course entertaining, experience with a 'What the Metaverse Means for Brands' episode. Stay tuned for that later this season.

See you in the Metaverse, Marketeers.

 

For reference:

Harvard Business Review, "How Brands Can Enter the Metaverse"

Forbes, "The Metaverse Is A $1 Trillion Revenue Opportunity. Here’s How To Invest..."

Wikipedia, "Metaverse"

Intelligent Creative Engine, WTF?

The first recording of 2022 for The Two Marketeers!

Lindsay is unhinged (as usual) and Sean plays along as they explore Deloitte's 2022 Global Marketing Trends titled, "Thriving through Customer Centricity." Deloitte shines a light on how macro trends, from the integration of digital and physical channels to the sunsetting of third-party cookies, are upending the marketing function.

The most intriguing part of this report for The Two Marketeers is the notion of the 'Intelligent Creative Engine'. This concept has the power to change the way that marketing and advertising creative goes to market through the purposeful use of data, research and strategy.

2022 prediction - this is the year where you'll see brands ramping up the intelligence of their creative to become more customer centric and culture-first.

For reference:

Deloitte, "2022 Global Marketing Trends: Thriving through customer centricity"

Living Your Brand Values with Mike Sutton

The Two Marketeers kick off 2022 with a bang welcoming guest Mike Sutton, President and CEO at Toronto agency Zulu Alpha Kilo.

Lindsay and Sean talk to Mike about how Zulu utilizes its unique and highly acclaimed agency's brand as a platform for change in the marketing and advertising industry. From saying 'no' to spec work and paying job candidates for their interview time, to challenging antiquated agency norms... this Canadian independent creative agency has built its reputation on being purposeful and authentic in its actions, taking some strategically calculated and hilarious risks poking fun at themselves and the industry they love.

Join Sean, Lindsay and Mike as they share many laughs and lessons learned from three decades in digital.

For reference:

Zulu Alpha Kilo at https://www.zulualphakilo.com/

YouTube: Zulu Alpha Kilo – Spec | #saynotospec