FairPlay

Hosted by Arun Kumar

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Oct 2024

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About the show

FairPlay with Arun Kumar takes you on a journey into the impact of data and technology in marketing. The podcast is more than just technical mumbo-jumbo. It’s a conversation about the promises made by marketing and the intersection of regulation, questionable returns, and frustrated consumers. How can we use data wisely and fairly? How can we stay ahead of the game in an AI-driven world? Join Arun as he chats with executives, philosophers, and thought leaders who share their insights and perspectives on these vital questions. Whether you’re a CEO, CMO, investor, regulator, or simply curious about marketing, FairPlay with Arun Kumar is your ultimate destination for learning and inspiration.

Listen to episodes

19 recent

October 7, 202447 min

The Future of Marketing Measurement: Insights from TikTok's Jorge Ruiz

In this episode of FairPlay, Arun engages in an insightful conversation with Jorge Ruiz, Global Head of Marketing Science at TikTok, about the evolving landscape of digital marketing measurement. With over two decades of experience, Jorge shares his perspectives on how marketing science has transformed, addressing the challenges of attribution in today's digital ecosystem and TikTok's unique position at the intersection of brand and performance marketing. The discussion covers a range of topics, from the evolution of marketing science and its impact on business decisions to the role of AI in enhancing measurement and creative processes. Jorge offers a candid look at how TikTok navigates the complex world of marketing measurement while maintaining its focus on user experience and creative authenticity. The conversation also delves into the future of marketing science, exploring potential breakthroughs in synthetic data and causal inference. This episode provides valuable insights for marketers, analysts, and anyone interested in the future of digital advertising effectiveness.

July 30, 202421 min

Navigating the Digital Marketing Maze: Insights from Gerry D'Angelo (Part Two)

In Part 2, Arun continues his engaging conversation with Gerry D'Angelo, exploring the future of marketing and advertising. The discussion delves into the potential impact of AI on the industry, drawing parallels with the programmatic advertising revolution. Gerry shares his insights on the evolving agency-client relationship, offering a candid perspective on the challenges faced by media agencies and suggesting ways to restore value. The episode also tackles the intricate balance between creativity and media planning in advertising campaigns and examines the effectiveness of audience targeting in CPG marketing. Throughout the conversation, Gerry emphasizes the importance of consumer-centric approaches and the need for responsible planning in the digital age.

July 23, 202429 min

Navigating the Digital Marketing Maze: Insights from Gerry D'Angelo (Part One)

In this episode of FairPlay, Arun engages in a thought-provoking conversation with Gerry D'Angelo, former Vice President of Global Media at Procter & Gamble and a prominent figure in the global advertising landscape. Gerry shares his wealth of experience, offering insights into the impact of data on marketing, the challenges within the digital advertising supply chain, and the evolving dynamics between marketers and big tech platforms. The discussion explores the complexities of modern marketing, touching on topics such as the pros and cons of data-driven strategies, transparency issues in programmatic advertising, and industry initiatives for brand safety and cross-media measurement. Gerry also provides valuable advice for both seasoned marketers and industry newcomers, emphasizing the importance of understanding timeless marketing principles while embracing new technologies. This episode offers listeners a comprehensive look at the current state of advertising and marketing, blending historical perspective with forward-thinking insights.

June 24, 20241 hr 6 min

Ethics, AI and the Future of Marketing with Tom Denford from ID Comms

In this episode of FairPlay, Arun sits down with Tom Denford, CEO and co-founder of ID Comms, an award-winning consultancy specializing in media and advertising. Tom shares his insights from over 20 years in the marketing industry, helping top brands like Mars, EA, and LVMH optimize their media investments. The conversation dives deep into the challenges CMOs face in proving the value of their marketing spend, with media being one of the biggest line items. Tom advocates for treating media as a strategic investment rather than just a commodity to be optimized for the lowest cost. He discusses the need for closer alignment between brand marketing and performance marketing teams, with the CMO playing the crucial role of "gluing" these often-siloed functions. Tom also weighs in on the ethics of advertising, talent development within marketing organizations, and the potential impacts of AI on the industry. With his unique perspective from advising both brands and agencies, Tom provides thought-provoking insights into the complexities and opportunities in modern marketing and advertising. Whether you're a CMO, agency leader, or marketing professional, this episode offers valuable lessons for driving business growth through more strategic media investments.

May 21, 202442 min

Quantum Leap: Raja Rajamannar's Vision for Transparent, Consumer-First Marketing

FairPlay with Arun Kumar takes you behind the scenes of the data and technology revolution reshaping marketing. In this thought-provoking episode, Arun joins visionary Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard and author of the bestseller "Quantum Marketing." Together, they embark on an exploration of the promises, perils, and potential of data in today's marketing landscape. With candor and insight, Raja challenges the industry's conventional wisdom, shedding light on the need for a new "open marketing" paradigm built on transparency, accountability, and putting the consumer first. As they delve into the intricate interplay between data, AI, and brand building, Raja offers a clarion call for marketers to embrace technologies like blockchain and Gen AI not just as tools, but as forces for sustainable competitive advantage. He shares inspiring examples from Mastercard's transformation, making a powerful case for why marketers must evolve into multi-dimensional leaders who harmonize analytics with creativity. Whether you're a CMO grappling with eroding CEO confidence, a regulator striving for responsible data governance, or simply someone passionate about ethical innovation, this boundary-pushing conversation will expand your perspectives. Join Arun and Raja as they cast a bold vision for reclaiming marketing's strategic influence and fostering trusted, value-driven relationships between brands and consumers in our data-deluged world.

April 29, 202418 min

The Future-Ready Brand: Navigating Marketing's New Frontiers with Mitch Duckler (Part Two)

In Part 2, Arun and Mitch tackle the data conundrum plaguing CMOs - some lament the lack of consumer purchase data access, while others are overwhelmed by the deluge of data sources, analytics tools, and platforms marketed by holding companies. Mitch shares unvarnished impressions from speaking with numerous CMOs, offering insights into effectively navigating these challenges. Moreover, the discussion explores blockchain's disruptive potential, as Mitch Duckler, author of "The Future-Ready Brand," reveals why CMOs are bullish on this technology to revolutionize data management, increase transparency, and rebuild consumer trust. He'll provide a glimpse into how innovative brands are already leveraging blockchain to drive innovation and forge stronger audience connections, making this a candid, thought-provoking exploration of marketing's future obstacles and opportunities from one of the industry's most respected voices.

April 22, 202429 min

The Future-Ready Brand: Navigating Marketing's New Frontiers with Mitch Duckler (Part One)

In an era of unprecedented disruption, brands must adapt and evolve to stay relevant. On this episode of FairPlay, Arun is joined by pioneering brand architect, author, and TEDx speaker Mitch Duckler. With over three decades of experience revolutionizing customer engagement for iconic brands like ExxonMobil, Caterpillar, and Hyatt at marketing titans like Unilever and Coca-Cola, Mitch unveils visionary strategies from the world's most influential brands. His latest book, "The Future-Ready Brand," provides a roadmap for navigating the disruptions reshaping the brand world. Mitch delves into leveraging data and technology ethically to build genuine consumer connections, discusses the promises of marketing versus reality, the role of regulation, and how to create a sustainable, purpose-driven brand that resonates with today's conscious consumers. Join this illuminating conversation as Mitch shares invaluable insights into future-proofing your organization in an AI-driven world.

March 11, 202421 min

Marketing Maverick: Doug Zarkin Unveils the Secrets to Moving Your Brand Out of the Friend Zone (Part Two)

In the second half of their conversation, Doug Zarkin, the esteemed Chief Brand Officer of Good Feet Holdings, takes the spotlight once again. Doug dives deep into the impact of utilizing Customer Relationship Management (CRMs) for forging authentic connections with customers. His expert perspective sheds light on the strategic nuances of leveraging CRMs effectively in the fast-paced realm of marketing. Furthermore, Doug generously shares his proven approach to aligning target audience definitions with actionable media plans, drawing on his extensive experience as a marketing maverick. This segment offers listeners an insider's view into Doug's playbook, providing practical insights that can reshape your marketing strategies and enhance your ability to connect meaningfully with your audience. Don't miss this opportunity to gain firsthand wisdom from Doug Zarkin as he continues to unravel the keys to successful brand-building.

March 4, 202421 min

Marketing Maverick: Doug Zarkin Unveils the Secrets to Moving Your Brand Out of the Friend Zone (Part One)

Join Arun in another exciting episode of FairPlay as he welcomes Doug Zarkin, an award-winning CMO and the author of "Moving Your Brand Out of the Friend Zone." Doug's illustrious career, from co-founding Grey Advertising's pioneering Youth, Entertainment, and Lifestyle Marketing Firm to his award-winning roles at Avon, Victoria's Secret PINK, and Pearle Vision, showcases his marketing prowess. As the Chief Brand Officer of Good Feet Holdings, Doug applies his Midas touch to elevate premium wellness brands. Arun and Doug delve into the secrets behind Doug's success, unraveling the nuances of modern brand-building. Don't miss this exclusive conversation that unveils the insights, challenges, and strategies that define Doug Zarkin's extraordinary journey in the marketing world.

February 12, 202421 min

How to Grow Your Brand with Consumer Data Analytics and AI: A Conversation with Deloitte's Michelle McGuire Christian (Part Two)

In the second part of this episode, Arun and Michelle dive deeper into the topics of women in tech and the future of marketing agencies. They discuss the challenges and opportunities that women face in the tech industry and how they can overcome them with mentorship, networking, and leadership. They also explore the changing landscape of marketing agencies and how they can adapt to the evolving needs and expectations of their clients. Arun and Michelle debate whether CMOs and marketers are facing existential threats or not and what they are seeing on the ground. They share their perspectives on how to create value, deliver results, and stay relevant in the dynamic world of marketing. Join them for an insightful and inspiring conversation on FairPlay with Arun Kumar.About Michelle McGuire Christian: Michelle is a Principal within Deloitte Consulting LLP and serves as the Chief Commercial Officer of ConvergeCONSUMER which is the Deloitte product business that leverages AI and ML to drive new growth from lead to loyalty. Responsible for the go to market strategy, deployment of assets in the marketplace and the overall growth of the US business. Deloitte assets and IP include the use of advanced data management, AI, ML and decision automation including proprietary IP of the Converge platform. Michelle sits in Deloitte Consulting’s Technology & Innovation group that is evolving the future of the professional services industry.In market, Michelle helps brand elevate the human experience of their customers through the use of data, AI and ML to optimize the spend and efficacy of advertising, marketing and commerce. Michelle has successfully launched brands like PlayStation Direct, managed marketing analytics for Disney Plus and driven effective social engagement for the Grammy’s.Transforming marketing into a data focused model that leverages the science of data and the artistry of creative to impact the market. Additionally, Michelle focuses on the impact of diversity, equity and inclusion on the brands she serves through thought leadership, team/project make up and transforming how Deloitte Digital looks at Unconscious Bias in advertising and marketing.Michelle has a Master’s Degree from the Georgia Institute of Technology (Georgia Tech) and a Bachelor’s degree from the University of Georgia.Michelle lives in Calabasas, CA with her husband, three children and dogs and enjoys hiking and gardening.