Responsibly Different™

Hosted by Campfire Consulting

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Episodes

154

Latest episode

May 2026

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EN-US

About the show

We started this channel in 2020 exploring how to best use business as a force for good utilizing our B Corp certification journey as our lens. Now, in 2025, we’re taking what we’ve learned and applying it more deeply to our industry of strategic media planning and buying. Tune in to our new Fireside series which are candid conversations amongst our team about the latest news in the industry, explore our upcoming Impact Chats episodes to uncover the power and role of media in shaping culture and examining the social and environmental impacts of our industry.

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60 recent

May 21, 202627 min

The Night Late Night Went Quiet: The End of Colbert's Late Show and Who Really Funds What You Watch

When CBS canceled The Late Show with Stephen Colbert - the #1, Emmy-winning show in late night - they called it "purely a financial decision." Chris Marine isn't so sure. In this special Fireside episode, the Campfire founder and CEO traces the story most coverage skips: how your attention becomes advertising dollars, how those dollars decide what gets made and what gets killed, and why the cancellation of one late-night show is really a signal about media consolidation, press freedom, and power.Drawing on his time in a newsroom, on the buy side, and on the sell side of media, Chris connects the dots between the $16M Paramount settlement, the Skydance merger, the Jimmy Kimmel boycott, the rise of retail-media giants like Amazon and Walmart, and the research on what happens to communities when journalism disappears. It's part tribute, part wake-up call, and an honest look at the power you hold every time you choose where to point your eyes.This one's personal. Pull up a seat by the fire.Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text)Learn more about Campfire ConsultingVisit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

February 9, 202634 min

Super Bowl 60, Ads That Stuck

What actually sticks the morning after the biggest media night of the year? We gathered the Campfire team to break down Super Bowl 60 through a marketer’s lens. The ads, the halftime energy, and the strange alchemy that turns a 30-second spot into a real cultural moment.Instead of tallying celebrity cameos, we dig into why some ideas pulled people off the couch and into the experience, while others faded the second the game came back on. From Coinbase’s polarizing karaoke moment that engineered participation, to the growing use of AI, de-aging, and digital resurrection that left many viewers uneasy, we explore where innovation worked and where it missed the human mark.We also spotlight ideas built for utility and momentum. Liquid I.V.’s bathroom blitz, Ring’s lost-dog rescue, and brands that extended beyond the broadcast with puzzles, takeovers, and lead-up campaigns that turned Sunday night attention into Monday conversation. The halftime show sparked its own debate, reminding us that when millions are watching with divided attention, clarity beats complexity.The takeaway is simple. Whether you’re planning national or local, B2C or B2B, the brands that win are the ones that build for participation, design ideas that travel, and respect the medium they’re showing up in. Sometimes the message matters less than how people experience it together.If you enjoyed the conversation, follow the show and share this episode with someone who loves marketing, media, sports, culture, or all of the above.Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text)Learn more about Campfire ConsultingVisit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

November 21, 202529 min

Why Bold Ideas Still Matter: Authentic Storytelling with Words From The Woods

In this episode of Fireside, Campfire Consulting’s Founder & CEO Chris Marine and Head of Strategy David Gogel sit down with Meranne Behrends and Luke Behrends, founders of Words From The Woods — a Portland, Maine creative agency known for bold ideas, human-centered storytelling, and work that resonates far beyond the algorithm.Together, we explore why bold creative thinking still matters in a world obsessed with metrics, dashboards, and constant optimization. We dig into what happens when you return to the heart of storytelling, lead with curiosity instead of ego, and protect the human element that often gets lost when everything becomes a data point.We also reflect on nearly eight years of growing alongside each other — from early shared clients to the trust, honesty, and no-nonsense collaboration that has shaped our work ever since. It’s the kind of advertising partnership that reminds you why this industry can be meaningful, and why the relationships behind the work matter just as much as the work itself.If you’re interested in creative strategy, brand storytelling, media planning, or simply what it takes to build genuine partnerships in this industry, this conversation is one worth pulling up a chair for.You can learn more about Words From The Woods and explore their work at: https://wftw.meEnjoying this content? Text us your thoughts! (if you want a response please include an email address in your text)Learn more about Campfire ConsultingVisit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

August 12, 202539 min

Beyond Resistance: Crafting Messages That Move People to Action

Discover the science of persuasive messaging with communications expert Anat Shenker-Osorio in this compelling archive episode from Benn Marine's former podcast, Ocean of Organizing. While the Campfire team dives into 2026 planning, this conversation from 2019 remains strikingly relevant for anyone crafting messages that move people to action.Anat, whose research has appeared in The Atlantic, Boston Globe, and The Guardian, shares game-changing insights about how progressive campaigns can craft winning messages. She breaks down the fundamental flaws in typical progressive communication—what she calls the "Boy, have I got a problem for you?" approach—and offers a powerful alternative framework that starts with shared values rather than problems.Beyond specific messaging tactics, this episode explores the deeper philosophy of movement building. Anat emphasizes that effective campaigns focus on what they're for rather than what they oppose, noting that "what we fight, we feed." She shares examples from successful campaigns around the world—from New Zealand's election of Jacinda Ardern to Minnesota's defeat of Islamophobia—showcasing how positive, values-based messaging transforms outcomes.Whether you're planning a campaign, crafting organizational messaging, or simply curious about how language shapes our political landscape, this conversation offers invaluable tools for communicating with impact. Listen for practical frameworks you can immediately apply to your own work, and discover why creating hope through positive messaging remains essential even in challenging times.ASO Communications – This is Anat’s website and where you can learn more about her and her research. If you want to go straight to her research you should follow this link. https://asocommunications.com/Brave New Words Podcast – You can go behind the scenes on different political campaigns and efforts with Anat and listen in on how different tactics in messaging were used and their outcomes. You can also find this podcast wherever you listen to podcasts. https://bravenewwordspod.comEnjoying this content? Text us your thoughts! (if you want a response please include an email address in your text)Learn more about Campfire ConsultingVisit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

July 22, 202534 min

Getting Closer to the Truth: Triangulation Attribution in Practice

Measurement and attribution beyond last click is still in its infancy, and it remains one of the most persistent challenges marketers face at every stage of growth. But we’re also at an exciting moment. Leaders like the one on today’s episode are connecting the dots in measurement and helping solve for real attribution.In this conversation, Chris Marine sits down with Madan Bharadwaj of M² to explore why there’s no single source of truth in marketing performance and how triangulation attribution offers a more honest, practical way forward.They break down how triangulation pulls from platform data, incrementality modeling, and first-party signals, and why attribution should be treated as a strategic specialty—not just a line in a dashboard.Note: Campfire Consulting's Founder Chris Marine will be speaking at Programmatic I/O New York this September. The Campfire team will be there, and we’d love to see you and continue the conversation in person. If you're attending, drop us a line so we can be in touch! Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text)Learn more about Campfire ConsultingVisit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

July 2, 202534 min

Celebrating Media's INTERdependence for Responsibly Different's 5 Year Anniversary

On the five-year anniversary of Responsibly Different™, we're diving deep into why healthy media ecosystems matter—not just for brands, but for the very fabric of our communities and democracy. Our Founder Chris and Impact Director Benn reflect on the last 5 years of the podcast and the next chapter of the Responsibly Different™ podcast.Did you know counties that lose their local newspapers see a 2-3% drop in voter turnout? Or that 75% of Americans trust local news compared to only 58% who trust national outlets? As these vital information sources struggle financially, the ripple effects touch everything from civic engagement to community health outcomes.The podcast explores how programmatic buying, while efficient, often delivers just pennies on the dollar to publishers compared to direct relationships. This financial reality has forced newsrooms to stretch resources dangerously thin, cutting staff and replacing local content with syndicated material. Host Chris Marine shares firsthand experiences from his early career in journalism, painting a vivid picture of what happens when newsrooms lack adequate funding.We're examining the tension between efficiency and responsibility in media planning. While direct publisher relationships require more time and human interaction, they create stronger partnerships, better placements, and support vital community resources. However, the traditional marketing timeline—where media is treated as the last box to check—makes this approach difficult to execute effectively.The conversation shifts to how AI and technology advancements are enabling more relevant, contextual messaging that respects audience mindsets throughout their day. Rather than viewing these tools as replacements for human judgment, we see them as opportunities to free marketers to focus on the ethical dimensions of their work.Listen now to join our exploration of media's role in society and how brands can leverage their advertising investments as a force for good while achieving business objectives. Subscribe to Fireside for more conversations about responsible media practices that strengthen rather than deplete our information ecosystem.Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text)Learn more about Campfire ConsultingVisit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

June 24, 202531 min

The Role of Journalism in a World That Needs Truth

In this episode of Fireside, Chris Marine and David Gogel sit down with veteran broadcast journalist and Edward R. Murrow Award winner Brian Yocono for a heartfelt conversation about the purpose and power of journalism.Brian reflects on what it means to report with integrity, the evolving role of local news, and the human side of working in a newsroom. For Chris, who worked alongside Brian early in his career, this conversation is deeply personal — and rooted in the founding values of Campfire: truth, service, and showing up for people.But it’s also a conversation with real implications for brand leaders, media buyers, and anyone responsible for allocating advertising budgets. Where media dollars go matters. When spent wisely, they can help uphold one of our nation’s foundational pillars — a free and independent press.Whether you're a strategist, a creative, or simply someone who believes in the power of truth, this episode is a reminder that journalism still matters and it’s worth fighting for.Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text)Learn more about Campfire ConsultingVisit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

June 17, 202523 min

Know Before You Go: Building Smarter Media Through Research

Before you drop a dollar into paid media ask yourself, are you really sure you’re reaching the right people?In this episode of Fireside, we sit down with Anastassia Laskey, founder of Ground Control Research, to talk about the power of audience insight, the role of AI in speeding up foundational research, and why brands need to go deeper than demographics and surface-level personas.Ana shares how her team helps companies uncover who their audience really is, what drives them, and how to speak their language with intention, precision, and care. We talk about the cost and time myths around research, how strategy suffers without it, and what it looks like to build campaigns from a place of truth rather than assumption.If you’re a marketer, media strategist, or founder trying to grow with purpose this one’s for you.Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text)Learn more about Campfire ConsultingVisit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

June 10, 202538 min

Pride Edition: Maine's 43 LGBTQ+ Newspapers and the Fight for Visibility

Hidden among the pages of Maine's queer history lies an extraordinary treasure most people don't know exists: 43 different LGBTQ+ newspapers and newsletters dating from 1974 to 2016, all preserved and digitized at the University of Southern Maine. As Megan Mac Gregor reveals in this intimate Pride Month conversation, these publications weren't just news sources—they were community lifelines when mainstream media either ignored queer existence or reduced it to harmful stereotypes.Journey with us through decades of underground publications that range from radical activist newsletters to mainstream-style newspapers complete with event calendars and classified ads. Discover how the very first issue of the Maine Gay Task Force newsletter launched with a call to action against negative media portrayals, showing how queer media has always been intrinsically tied to activism and resistance.The story of the Wildstein Club at UMaine Orono offers a powerful window into student activism of the 1970s. As Maine's first university LGBTQ+ student group, they faced significant opposition yet persevered to organize the first Maine Gay Symposium—an event expected to draw 100 people that ultimately attracted 300. Through media controversies, legal challenges, and societal pushback, these young activists created enduring spaces for authentic representation.Perhaps most moving is Howard Brown's reflection when speaking to these student activists: "They fight not for themselves, but for those coming to UMO in the future who will know pride, not shame. My generation knew only the shame and not the pride." This generational perspective reminds us how each wave of activism builds upon the last, allowing the next generation to dream bigger and reach higher.The digitization of this historical collection preserves voices that might otherwise be lost to time. Dive into these archives to explore a rich tapestry of community-building, resistance, and self-determination that continues to shape Maine's LGBTQ+ community today. And if you're in Maine, come meet us at Brunswick Pride (June 14th) or Portland Pride (June 21st) to learn more about preserving these vital stories for future generations.The collection is accessible to anyone in the public, we often get the question of 'is it only for USM students?' and the answer is a resounding no! It is for everyone! You can learn more and explore the digitized materials here.Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text)Learn more about Campfire ConsultingVisit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.

June 6, 202528 min

Live, Local, and In the Moment: Rethinking Media Inside Concert Venues

What if the best place to run your next ad isn’t online — but inside a packed concert venue, right before the lights go down?In this episode of Fireside, Chris Marine and David Gogel sit down with Jared McCarthy, Co-Founder of Venue Ad Network, to explore how screens inside live music venues are becoming a powerful tool for both brands and communities.They unpack the origin of VAN, the role independent venues play in local culture, and why media rooted in real-world moments might just be the future. From rideshare partnerships to creative storytelling between sets, this conversation hits on strategy, purpose, and possibility - all while staying grounded in the music.Whether you're a marketer, a venue owner, or someone who just misses the feeling of a bass line in your chest, this episode is for you.Learn more about Venue Ad Network (VAN) - venueadnetwork.com Enjoying this content? Text us your thoughts! (if you want a response please include an email address in your text)Learn more about Campfire ConsultingVisit the Responsibly Different™ Shop where 50% of all profits go back to nonprofit organizations. Wear your spark on your sleeve.