On Campaign Chemistry, a podcast from Campaign US, we pick the brains of creative alchemists, business wizards and marketing geniuses behind the world’s greatest brands.
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June 11, 202639 min
Campaign Chemistry: Land O’Lakes’ Heather Malenshek
When most people think of Land O’Lakes, they think of the butter in their fridge. But the reality is a $17 billion agribusiness powerhouse that feeds 100 million animals a day and touches every single point of the food value chain.
In this episode, Heather Malenshek, SVP and CMO of Land O’Lakes, sits down to look beyond the dairy aisle. She dives deep into the company’s unique cooperative model, the delicate balance of marketing across both B2B and B2C landscapes and why legacy brands hold a unique kind of cultural power.
Malenshek also breaks down the Modern Rural Collective and Repicturing Rural initiative — a partnership with Getty Images born out of the stunning stat that two-thirds of rural Americans feel entirely misunderstood by mainstream advertisers. From busting myths about rural entrepreneurship to changing how the media portrays modern agriculture, Malenshek shares how Land O'Lakes is rewriting the narrative of America’s heartland.
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June 5, 202619 min
Campaign Chemistry: Day One Agency's Josh Rosenberg
Day One Agency’s efforts to capture Gen Z’s attention with Adam Levine-inspired Chipotle campaigns and Webby-winning Converse launches have paid off: the midsize agency reported a 7.4% revenue increase for 2025. For CEO Josh Rosenberg, the key isn’t about chasing every fleeting TikTok trend, it’s about radical listening.
In this episode, Josh sits down to discuss the delicate balance of keeping legacy brands like L.L. Bean modern without losing their core identity, and how they turned a viral internet meme into a massive, community-driven campaign for Chipotle. He breaks down why true authenticity is a brand's ultimate defense in the age of AI, how Day One’s new editorial work helps clients navigate an increasingly complex cultural landscape and what the agency’s signature "Day One Orange" says about their approach to fresh storytelling.
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May 29, 202635 min
Campaign Chemistry: Mekanism co-founders Jason Harris, Tommy Means, and director Tony Benna
When Andre Ricciardi was diagnosed with terminal colon cancer, he didn’t want a somber eulogy or a tragic retrospective. He wanted to be called an "idiot" for not going with his friend, Lee, to get a potentially lifesaving colonoscopy a year earlier.
In this episode, we sit down with Mekanism co-founders — CEO Jason Harris and Chief Creative Officer Tommy Means, and Andre is an Idiot director Tony Benna, who also worked alongside Andre at the creative agency, to discuss the documentary and the "Colonoscopy Reminder" campaign they launched to support the film and raise awareness of the illness, The film is a masterclass in "humor in adversity," born from Andre’s own desire to use his final days to shout a message from the rooftops: get your colonoscopy.
We explore the emotional tightrope of filming a friend’s final act, the cultural impact the project had on their agency, and the incredible reception at Sundance. From the absurdity of the title to the life-saving advocacy work now being done in Andre's name, this conversation proves that while death might be a taboo subject, laughter is often the best way to start the conversation. It’s a story of legacy, the power of creative storytelling, and the profound community bonds that form when we face our darkest moments with a smile.
campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
May 21, 202636 min
Campaign Chemistry: Laurie Lam, E.l.f. Beauty
In this conversation, E.l.f. Beauty’s Chief Brand Officer, Laurie Lam, gives us a glimpse into the foundation behind the foundation-maker, taking us through some of the innovative marketing strategies and campaigns that have defined the disruptive beauty brand's success and fueled its growth to a nearly $2 billion a year business.
Lam shares insights into the company’s unconventional history, its commitment to listening to consumer feedback, and how it taps into strategic partnerships and collaborations with notable figures onscreen, online and in real life to enhance its mission and brand relevance. We also discuss the role community engagement, social responsibility, and diversity plays in E.l.f.'s creative and advocacy work, and Lam shares advice for aspiring beauty professionals navigating the evolving landscape of the beauty industry.
In a climate where many brands are just saving face with performative initiatives, E.l.f. continues to put its best one on while unapologetically tackling important issues that are not so e.l.fing pretty.
campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
May 14, 202633 min
Campaign Chemistry: Marie Stafford and Emma Chiu, VML Intelligence
In a world that feels increasingly messy and contradictory, how do brands find a clear path forward? This week, we sit down with Marie Stafford and Emma Chiu, global directors at VML Intelligence, to explore the findings of their annual Future 100 report.
The conversation dives deep into the cultural phenomenon of "dysoptimism," a state where consumers are bracing for a dystopian future while simultaneously craving practical reasons to stay hopeful. From the cyclical nature of fashion trends to the rise of "blunt communication," we discuss why brand honesty is the ultimate currency in a post-truth era. We also look at the role of AI in storytelling, emphasizing that while technology is a powerful tool, true creativity remains a fundamentally human endeavor. It’s an essential look at how brands can navigate the complex, contradictory, and deeply human landscape of tomorrow.
campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
May 11, 202624 min
Closing the loop in CTV with PayPal Ads
Abstract: In this episode, we explore how PayPal Ads is transforming CTV from a black box into a revenue-driving channel by tying ad exposure directly to verified purchases. With its new Curated Ads offering and PayPal Ads ID solution, PayPal introduces financial-grade data and deterministic identity, giving marketers and CFOs something they have long lacked: clear, cross-platform proof of real business impact.
campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
May 6, 202631 min
Campaign Chemistry Rewind: Revisiting our conversation with NBCU's Karen Kovacs
On this weeks edition of Campaign Chemistry Rewind, we revisit an episode featuring NBCU's Karen Kovacs, which originally aired in April 2025.
With the Super Bowl and Winter Olympics on the horizon, NBCUniversal is preparing for one of its biggest upfront seasons yet. In this episode, Luz Corona sits down with Karen Kovacs to unpack NBCU’s multi-platform strategy — from the cultural dominance of Bravo to the growing importance of Telemundo in reaching Hispanic audiences. They also discuss lessons from past campaigns, how news continues to anchor audience trust and why emerging sports talent may be the future of brand storytelling.
campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
April 30, 202639 min
Campaign Chemistry: Hyatt’s Ana Tomicevic
In an era when we are more connected yet more distracted than ever, the greatest luxury isn’t just a five-star suite — it’s quality time.
This week on Campaign Chemistry, we sit down with Anna Tomicevic, VP of global brands for Hyatt’s Inclusive Collection. With a career spanning from Marriott to overseeing 11 distinct brands at Hyatt, Tomicevic has a front-row seat to the shifting tides of the travel industry.
From the rise of “zero-proof” cocktails for Gen Z to the integration of AI in trip planning, Tomicevic shares how Hyatt is moving beyond “table stakes” hospitality to curate experiences that actually matter — whether that’s sound healing, swimming with turtles or leaning into the conversation card trend to facilitate conversation. We also dig into the brand’s Time Here Is Worth More campaign, inspired by Hyatt’s Time Rich Report, which revealed a staggering 82% of travelers are craving more quality time.
The sound bite
"We are in the industry of happiness."
The key takeaways
AI is transforming the discovery phase across travel. Consumers are increasingly turning to generative AI such as ChatGPT for travel inspiration and initial research. Marketers must monitor how their brands show up in these AI-driven search engines and reshape their top-of-funnel discovery strategies accordingly.
Anchor complex portfolios with a master brand. Managing 11 different brands within a single portfolio can dilute messaging. Hyatt used its loyalty program, World of Hyatt, as a powerful master umbrella to connect these diverse offerings and present a clear, unified value proposition to the consumer.
Do the research. Hyatt didn’t guess what its consumers wanted; the brand partnered with Wakefield Research to uncover hard data points (i.e., 82% of people crave more quality time and they spend over 17 hours a week mindlessly scrolling on screens) and it directly fueled its Time Rich campaign.
A great marketing campaign shouldn’t just be an advertisement. It should actively reshape the product experience. Hyatt used the Time Rich campaign as a platform to physically alter on-property guest experiences, focusing on real-world presence and connection.
Audit and amplify what you already do well. Sometimes you don’t need to invent a new product; you just need to market the existing ones better. Through an internal audit, Hyatt discovered incredible, on-brand experiences already happening at their properties — like swimming with turtles or sound therapy under a sacred tree — that it simply wasn’t talking about enough.
Use strategic partnerships to enhance the brand mission. To execute its goal of fostering human connection, Hyatt is developing specific partnership pillars. For example, the hospitality brand is partnering with a brand to introduce “connection cards” with conversational prompts at their resorts, actively giving guests a tool to put their phones down and connect.
Adapt to generational behavioral shifts. While all-inclusive resorts are famous for free alcohol, younger generations are shifting toward lower alcohol consumption. Forward-thinking marketers track these demographic shifts and adapt their offerings, which is why Hyatt is actively expanding its “zero-proof” beverage space to meet this new consumer demand.
Meet the consumer where they are. Recognizing that modern travelers rely heavily on community forums, Hyatt began testing native ad placements on Reddit to insert itself authentically into the travel discovery conversation.
With 70% of U.S. households streaming their content, CTV is a vital channel for lifestyle and travel brands. Hyatt leaned heavily into CTV for its recent campaign and saw massive engagement, hitting a 99% video completion rate.
Standard search bars can be limiting and frustrating. By upgrading its website with an AI-powered search function, Hyatt allowed users to search by specific desires — such as “lazy river” or “golf course” — reducing friction in the booking process and catering to highly specific traveler intent.
campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
April 23, 202650 min
Campaign Chemistry: Thorne’s Mary Beech and Redscout’s Ivan Kayser
If you are a brand experiencing massive growth, your first instinct might be to just keep doing exactly what you’ve been doing.
Luckily for Thorne consumers, Mary Beech, the brand’s chief growth officer, and Ivan Kayser, the CEO of Redscout, refuse to do anything but.
In this episode, we’re taking a fly-on-the-wall look at how Beech, Kayser and their teams worked together to define Thorn’'s brand identity based on two key insights stemming from their joint brand research: the importance of Thorn’'s clinical, scientific rigor and the consumer’s deep desire for personalization.
They also share the secret behind their highly successful client-agency partnership, which starts with early morning breakfasts in Brooklyn, creating crystal-clear briefs and a simple golden rule: Don’t hire jerks. Both Beech and Kayser also discuss their take on the brands that have successfully transitioned from challenger brands to innovative leaders within their industries simply by "breaking the rules.”
The sound bite
"Authenticity comes first versus fame."
The stories
Lana Condor and Misty Copeland tackle once-taboo topics in Thorne’s new campaign
Ciara and Thorne ‘level up’ creatine marketing with new stigma-busting campaign
Thorne debuts on-the-go products through cinema-esque ad featuring Ben Shelton
The key takeaways
Don’t settle for complacency. Innovate for the benefit of the consumers. When a brand is experiencing high growth, the instinct is often to just repeat the exact same tactics. However, marketers should take the time to extract the underlying strategic lessons of why those tactics worked, which allows the brand to diversify its marketing mix and experiment with intentionality.
Differentiate between category table stakes and true brand differentiators. Consumers will often state that certain product features like scientific excellence and rigor are essential. But what’s important to the consumer does not always fuel brand differentiation. Marketers must position the brand against the insights that actually drive preference and interest.
Define the brand’s “vibe” for the upper funnel. Lower funnel marketing can easily rely on specific claims, product stats or transactional hooks. However, when shifting spend to upper funnel awareness, the messaging gets "vibier," requiring the brand to be crystal clear on exactly what they are communicating to the consumer.
Design brand strategy for daily execution. A strategic positioning is useless if it just looks great on a wall or sits in a drawer. Brand strategy must have an orientation toward execution, providing tangible guardrails, messaging guidelines and tone directions so the creative teams can actually run with the work.
Establish a strict “order of operations” for messaging. To maintain a cohesive strategy across all touchpoints, establish clear rules for how the brand speaks. For Thorne, the strategy was “know me, show me,” meaning the brand had to prove it had an understanding of the consumer first, and only then provide the scientific proof points in response.
Target potential advocates, not just viable buyers. When conducting audience research, the goal should not just be finding out who you could target, but who you should target. Marketers should look for consumers whose behaviors, identities and motivations make them natural advocates and referrers for the brand.
Prioritize relatability over sheer fame. When choosing brand ambassadors, avoid using celebrities simply as a stamp of quality or relevance. Thorne tapped into talent including Misty Copeland, Lana Candor and Ben Shelton, who have authentic stories and personal journeys of product discovery that the target audience can relate to and feel seen by.
Build the brand foundation before bringing in talent. Launching a foundational brand campaign without a celeb forces the marketing team to crystallize their tone and message independently. By not letting talent become the foundation, the brand builds a strong core that subsequent ambassador campaigns can securely build upon.
Treat agencies as an extension of your internal team. Brands should approach hiring agency partners with the same mindset as hiring internal employees. Rather than just chasing agencies with awards, hire nice, smart people who will make the team and the work better. As Beech states, “I don’t hire jerks.”
Avoid “garbage in, garbage out” briefs. Agencies cannot be expected to work miracles if the client hasn't defined the core problem first. Marketers must take the time to thoroughly prepare a brief, defining exactly what they want out of the work and what the expected business impact should be before handing it off to creative partners.
campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
In this day and age, the comments section on social media can range from community to chaos. On Reddit, all comments are welcome … as long as they adhere to the platform’s community guidelines.
Brands, however, are held to higher standards.
In this episode of Campaign Chemistry, Kris Kennedy, creative strategy manager at Reddit’s in-house creative agency KarmaLab, discusses the importance of community and curiosity, particularly through platforms such as Reddit. In the world of advertising, Reddit is often viewed as the “final frontier”— a place of immense potential but one where the community isn't afraid to speak its mind. For brands to break through and truly form connections with users, Kennedy’s critical advice is simple: Listen first, talk second.
Kennedy also shares why creativity is always a "team sport," whether you’re in an agency or in-house. We explore the surprising power of nostalgia, the role of AI in helping Reddit moderators keep communities safe and the power that Reddit holds in culture.
The sound bite
"Listen first, talk second."
The key takeaways
Creativity is a team sport. Similar to traditional ad agencies, Kennedy shares why it takes a village to break through with strong ideas.
Listen first, talk second. Brands should treat their presence on Reddit like a personal relationship. The best approach is to listen to the ongoing conversations first before trying to talk to the audience.
Observe the context. Kennedy encourages marketers to channel their inner “Jane Goodall” and take time to watch the community. This helps brands understand what is being discussed around their brand, so they do not have to start from a blank page.
Be a good dinner party guest. Kennedy compares engaging on Reddit to attending a dinner party — brands need to bring something to the table. They should avoid making the conversation entirely about themselves.
Authenticity over trickery. Redditors do not inherently hate brands. Instead, they hate when brands speak out of context or try to trick users into thinking they aren't brands.
Recontextualize existing assets. Marketers don’t always have to invent brand-new assets for the platform. Similar to how a comedian adjusts their jokes depending on the venue (i.e., Chris Rock), brands can recontextualize their existing content to fit the expectations of a specific Reddit community.
Leverage nostalgia authentically. Nostalgia is a very strong and consistent theme across Reddit. However, brands must approach it with authenticity and avoid trying to leech off of it too heavily.
Understand that users age with the platform: People do not age out of Reddit; rather, the platform grows with them as their passions and needs change over time. Kennedy compares the Reddit experience to his own lived experience, from being a breakdancer to a new dad to a dad of a neurodivergent child. This evolution provides marketers with a unique opportunity to rethink how to leverage audience lifecycle marketing on Reddit.
Start small. Instead of trying to grab all of Reddit's attention at once, brands should start small. It is recommended to begin with promoted advertising (with comments turned off) until the brand is ready to engage intentionally.
Human moderators over everything. While AI and large language models are great at answering the "what," human intelligence is required to understand the "how,” Kennedy explains, tapping his own personal experience of navigating a close family member receiving a cancer diagnosis. Community conversations provide the diverse perspectives and emotional connections that AI cannot replicate.
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