The Paid Media Playbook

Hosted by Double Z Media

Business EntrepreneurshipInterviews guests

Website RSS feed

Episodes

Latest episode

Nov 2025

Language

About the show

Welcome to The Paid Media Playbook — where marketing leaders share what’s really working. ‍Each episode, we go beyond paid media to explore the strategies, insights, and behind-the-scenes lessons shaping modern marketing. From brand building to measurement, comms to creative, no topic is off-limits. You’ll hear from a diverse mix of Marketing Directors, Creators, Researchers, Agency Leaders, and Founders — all pushing the edge of what’s possible in their fields. Whether you're leading a marketing team or just love smart marketing conversations, this show is your playbook for what’s next.

Listen to episodes

39 recent

November 11, 202535 min

From Ink to Innovation: Michael Flynn on Modern Marketing Challenges

In this episode, we welcome Michael Flynn from 12 Points. Michael talks about the origins and mission of 12 Points, a marketing umbrella startup currently in its launch phase. He discusses his unique background in marketing, PR, and print, and how his career journey led him to 12 Points. Michael emphasizes the importance of proactive marketing strategies, integrating digital and print media, and leveraging data to create personalized and effective campaigns. He also shares insights on the use of QR codes, personal URLs, and the power of print in today's fragmented media landscape. Additionally, Michael offers advice on career management and personal anecdotes, making the conversation both informative and relatable.00:00 Introduction to Michael Flynn and 12 Points02:02 Michael Flynn's Career Journey04:51 Networking and Industry Connections06:37 Strategies for Print and Marketing Integration25:13 The Role of Data in Marketing30:52 Career Advice and Personal Reflections34:25 Conclusion and FarewellFollow Michael on LinkedInAdditional Links and Resources:Lisa Wekellis on LinkedInLaura Szczes on LinkedInDouble Z Media WebsiteDouble Z Media on LinkedInThanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!

November 5, 202522 min

The Evolution of Ad Tracking with AD ID: Insights from Nada Bradbury

We welcome Nada Bradbury, CEO of AD-ID, who shares insights on the evolving importance of AD IDs in the digital age. Nada explains how AD IDs, akin to product UPC codes, store metadata about creative advertising assets, thereby ensuring accurate tracking and ROI measurement across diverse platforms. She elaborates on the need for consistent AD ID usage to manage frequency capping and reduce ad waste, especially in the rapidly changing media ecosystem influenced by AI and dynamic placements. Nada also discusses the recent industry shift requiring AD IDs for creatives using SAG-AFTRA talent and the importance of fair compensation for talent, including social media influencers.Chapters:00:00 Introduction and Guest Welcome02:00 Understanding AD ID: The Basics04:24 Implementing AD ID in Marketing05:46 AD ID's Role in Cross-Platform Advertising07:53 Challenges and Solutions in Ad Tracking11:21 The Future of AD ID and AI12:27 Industry Insights and Personal Advice21:32 Conclusion and Final ThoughtsLearn more about AD ID: https://www.ad-id.org/Links and Resources:Subscribe to our newsletter hereLaura Szczes on LinkedInLisa Wekellis on LinkedInDouble Z Media WebsiteDouble Z Media on LinkedInThanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on Apple Podcasts and leave us a review!

September 22, 202517 min

Navigating Senior Living Marketing with Amanda Warren of Merrill Gardens

In this episode, Amanda Warren, VP of Marketing at Merrill Gardens, shares her journey about marketing for the senior living industry, and how her career evolved over more than 15 years at Merrill Gardens. Amanda discusses the changes in marketing strategies over the years, the unique challenges of marketing to seniors and their families, the integration of digital marketing, and the importance of consistency. She also highlights the critical role of trust and human connection in the sales process and provides insights into future trends as the boomer generation reaches the age for senior living.00:00 Introduction to Amanda Warren00:48 Amanda's Career Journey01:26 Overview of Merrill Gardens02:04 Marketing Strategies in Senior Living02:38 Target Audiences in Senior Living04:14 Digital Marketing in Senior Living05:11 Sales and Marketing Collaboration07:12 Consistent Marketing Practices08:31 Future Challenges in Senior Living11:57 Building Trust in Senior Living15:47 Amanda's Advice for Her Younger Self16:47 Conclusion and FarewellFind out more from Amanda, check out:https://www.merrillgardens.com/ https://www.linkedin.com/in/amanda-warren-3713598/ Links and Resources:Lisa Wekellis on LinkedInLaura Szczes on LinkedInDouble Z Media WebsiteDouble Z Media on LinkedInThanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!

September 15, 202513 min

Expanding Horizons: A Journey Through Clinical Research with Dr. Arif Khan

In this episode, we welcome Dr. Arif Khan from Northwest Clinical Research Center. Dr. Khan shares his background, from growing up in post-independent India to his interest in chemistry and medicine, which led him to the United States. He details his career trajectory, and how he and his wife decided to focus on clinical research. Dr. Khan explains the intricacies of drug development, including the rigorous testing and approval processes by the FDA. He also discusses the challenges and successes in recruiting patients for clinical trials, notably in pediatrics, due to evolving perceptions about medical research. Finally, Dr. Khan emphasizes the importance of humility in his profession.Find out more about the work Northwest Clinical Research Center is doing: https://www.nwcrc.net/ Links and Resources:Lisa Wekellis on LinkedInLaura Szczes on LinkedInDouble Z Media WebsiteDouble Z Media on LinkedInThanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!

August 1, 202545 min

Optimism Meets Elevation: Building a Creative Career with Tyler Cartier

In this episode, we delve into the creative journey of Tyler Cartier, a revered mentor and influential figure in the world of branding and design. Tyler shares his rich experiences working on high-profile projects including Microsoft, Amazon, and notably, the Space Needle. He discusses his unique approach to creativity and branding, particularly his memorable 'Space Lift' campaign for the Space Needle. The episode also covers Tyler's thoughts on the soulful essence of art, the limitations of AI in capturing true creativity, and the importance of remaining true to oneself. Finally, Tyler shares insights on transitioning into retirement while maintaining a creative spirit through painting and other endeavors, emphasizing the need for continuous personal growth and the power of sincere effort in all creative pursuits.00:00 Introduction to Tyler Cartier00:50 Tyler's Career Highlights01:48 The Space Needle Project05:42 Branding and Creativity Insights10:17 Millstone Coffee and Creative Naming12:25 The Art of Copywriting16:05 AI vs. Human Creativity20:00 Life After Retirement: Embracing Creativity24:53 The Reality of Creative Work25:34 The Tangibility of Starbucks vs. Software26:21 The Challenge of Writing for Software27:14 The Importance of Sincerity in Work28:34 Exploring Art Contests and Cafe Art30:34 The Joy of Sharing Art31:21 Encouraging Creative Expression33:36 Balancing Creativity and Marketing40:39 Advice for a Fulfilling Career41:49 Flipping the Switch: A Personal TransformationLinks and Resources:Lisa Wekellis on LinkedInLaura Szczes on LinkedInDouble Z Media WebsiteDouble Z Media on LinkedInThanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!

June 16, 202521 min

Unlocking Sponsorship Success: Tips and Tales from Rachel Horgan

In this episode, we welcome Rachel Horgan, a multi-talented Seattle expert and event organizer, to discuss her insights on securing sponsorships for events as well as her experiences with her podcast. Rachel shares valuable strategies for obtaining event sponsors, stressing the importance of being intentional and authentic in your approach. She also discusses different types of successful sponsorships and how to measure their impact, even when ROI can be hard to quantify. Later, Rachel delves into her podcasting journey, offering tips on how to attract sponsors and the challenges of maintaining a podcast. She aligns her sponsorship strategies with her podcast's brand values and audience, advocating for creativity and authenticity. Finally, Rachel discusses her recent ventures, including her work with Seafair and her freelance journey, offering career advice and the importance of trusting the process.00:00 Introduction to Rachel Horgan00:52 Getting Sponsorships for Events01:31 Effective Event Sponsorship Strategies03:16 Measuring Sponsorship Success04:20 Challenges in Event Planning05:52 Creative Sponsorship Ideas06:42 Red Flags in Sponsorships08:22 Starting and Sustaining a Podcast13:00 Discussing Sponsorships and Paid Media13:27 Networking and Event Promotion Strategies13:58 Challenges and Opportunities in Social Media15:19 Ideal Sponsors and Live Podcasting18:27 Exploring New Ventures and Freelance Work20:14 Final Reflections and AdviceListen to Rachel’s podcast, The WeeklyLinks and Resources:Rachel Horgan on LinkedInLisa Wekellis on LinkedInLaura Szczes on LinkedInDouble Z Media WebsiteDouble Z Media on LinkedInThanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!

June 9, 202520 min

Building Trust: Erika Hermanson's Journey in Healthcare Communications

In this episode of the Paid Media Playbook, we engage in a compelling conversation with Erika Hermanson, the Director of Communications at Providence Swedish. Erika shares her inspiring journey into communications, tracing her passion back to high school and her involvement in the Future Business Leaders of America. The discussion delves into the challenges and triumphs of healthcare communications, particularly during the COVID-19 crisis. Erika highlights the 'Proudly Providence Swedish' campaign, which celebrates the stories of caregivers and their connection to the organization. The episode also explores the roles of paid and organic social media, the importance of aligning communication with organizational values, and offers career advice for budding professionals.00:00 Introduction to the Paid Media Playbook00:40 Meet Erika Hermanson: Director of Communications at Providence Swedish00:50 Erika's Journey into Communications02:22 Challenges in Healthcare Communications03:41 Proudly Providence Swedish Campaign06:25 The Role of Social Media in Healthcare10:09 Transitioning from Agency to In-House13:16 Providence Swedish Values and Mission18:20 Advice for Aspiring Communicators20:07 Conclusion and Final ThoughtsLinks and Resources:Erika Hermanson on LinkedInLisa Wekellis on LinkedInLaura Szczes on LinkedInDouble Z Media WebsiteDouble Z Media on LinkedInThanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!

June 2, 202530 min

Hemispheres in Focus: The Art of Market Research with David Bauer

In this episode, we interview David Bauer from Hemispheres, a full-service customer insights agency. David shares the journey of Hemispheres, their approach to research, and how it informs brand and business strategies. He discusses the variety of projects they've worked on, including collaborations with major brands like Microsoft and John Deere. We also dive into the importance of qualitative research, trends in the industry, and the impact of AI on research methodologies. David offers valuable insights into the challenges and processes involved in branding and rebranding, highlighting the significance of combining rational and emotional components for effective brand names. Lastly, he shares advice for young professionals in the research field and emphasizes the importance of contributing to discussions and solving problems collectively.Links and Resources:David Bauer on LinkedInHemispheres WebsiteLisa Wekellis on LinkedInLaura Szczes on LinkedInDouble Z Media WebsiteDouble Z Media on LinkedInThanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!

April 21, 202523 min

Building Brands & Creative Economies with Olivia Neal Howell, Founder of TONE

In this episode of The Paid Media Playbook, hosts Laura and Lisa are joined by Olivia Neal Howell, founder of TONE, a talent agency and design studio focused on interdisciplinary creatives. Olivia shares her journey from fashion design at Abercrombie & Fitch and Eddie Bauer to launching her own agency, where she helps artists, musicians, marketers, and tech professionals thrive. She dives into the power of branding, storytelling, and creative disruption, as well as the importance of economic impact in the arts. From building campaigns that cut through the noise to fostering a thriving creative economy, Olivia offers valuable insights for anyone looking to make their mark in the industry.Chapters: 00:00 – Introduction Laura and Lisa welcome Olivia Neal Howell, discussing her background in fashion and branding.02:10 – Olivia’s Career Journey From art school to menswear design, Olivia shares her path from corporate fashion to launching her own creative agency.05:00 – The Intersection of Art, Branding, and Storytelling How Olivia applies her artistic background to brand building and marketing.08:30 – Disrupting the Industry The importance of taking risks, innovating, and breaking the mold in branding and marketing.12:00 – Building a Talent Agency for Creatives Why Olivia started TONE and how she supports interdisciplinary artists and professionals.15:30 – Campaigns That Make an Impact Olivia discusses standout marketing campaigns and the keys to effective brand storytelling.18:00 – The Get Happy Pavilion & Creative Economy Olivia shares insights on her latest project, the Get Happy Pavilion, and her work promoting economic growth for creatives.21:00 – The Future of Branding & Creativity How businesses can leverage storytelling, collaboration, and community-building for long-term success.Links and Resources:Olivia Neal Howell on LinkedInTONE WebsiteLisa Wekellis on LinkedInLaura Szczes on LinkedInDouble Z Media WebsiteDouble Z Media on LinkedInThanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!

March 10, 202524 min

Bridging the Gap: Aligning Sales, Marketing, and Growth with Brittany Mosley

In this episode of the Paid Media Playbook, we sit down with Brittany Mosley, founder of Rosy Finch Marketing, to explore the often-overlooked disconnect between sales and marketing. Brittany shares her journey from the agency world to launching her own firm, where she helps businesses align their marketing, sales, and growth strategies for maximum impact. From overcoming lead quality challenges to fixing broken sales pipelines, Brittany provides actionable insights for businesses of all sizes. Plus, hear behind-the-scenes stories of launching TikTok’s paid media strategy and working with high-profile brands.Chapters:00:00 - 02:00 | Introduction – Meet Brittany Mosley and her journey from drama major to marketing leader.02:00 - 06:00 | The Sales vs. Marketing Debate – Why lead quality is often misdiagnosed and how companies can fix it.06:00 - 10:00 | Building a Growth-Driven Organization – Aligning teams, fixing sales pipelines, and implementing better measurement tools.10:00 - 14:00 | Agency vs. In-House: Who’s Really to Blame? – The common complaint, “My agency sucks,” and why the problem often lies elsewhere.14:00 - 18:00 | The TikTok Launch Story – How Brittany helped TikTok build its paid media strategy, working with celebrities like Cardi B and Awkwafina.18:00 - 22:00 | Final Thoughts and Career Advice – Brittany shares her biggest career lesson: never let boredom hold you back.Links and Resources:Subscribe to our newsletter hereBrittany Mosley on LinkedInLisa Wekellis on LinkedInLaura Szczes on LinkedInRosy Finch WebsiteDouble Z Media WebsiteDouble Z Media on LinkedInThanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on iTunes and Spotify and leave us a review!