The Paid Media Playbook

Hosted by Double Z Media

Business EntrepreneurshipInterviews guests

Website RSS feed

Episodes

Latest episode

Nov 2026

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

41 recent

November 2, 202629 min

Maximize In-Person Networking with MCEI Seattle and Brandon Lee

We welcome Brandon Lee of Sequence Strategies, who also serves as president of MCEI (Marketing Communications Executives International) Seattle, to talk about why in-person networking matters more than ever and how our long-standing group has adapted since COVID. We discuss how the pandemic reduced attendance and how we’re balancing prestige with innovation, including a LinkedIn group, and exploring paid media and other channels to stay connected between meetings. We also cover Brandon’s earned-media and strategic communications work—helping organizations clarify their story, align with paid media, and build lasting communications infrastructure. 00:00 Welcome Brandon Lee 01:48 What Is MCEI Seattle 04:16 Why In Person Networking Matters 04:45 Rebuilding After Covid 08:26 What Meetings Look Like 10:38 Modern Marketing Changes 16:46 Member Drive And How To Join 20:27 Sequence Strategies Explained 22:25 PR And Paid Media Alignment 27:55 Wrap Up And Invitation Find MCEI Seattle Online https://www.mcei-seattle.org/ More from Brandon https://sequencestrategies.com/ Links and Resources: Subscribe to our newsletter here Laura Szczes on LinkedIn Lisa Wekellis on LinkedIn Double Z Media Website Double Z Media on LinkedIn

October 26, 202622 min

Breaking Barriers in Creative Automation: Insights from Matt Ruddock

We welcome Matt Ruddock, lead programmer and account manager at Seattle-based Digital Arts and Sciences, a digital marketing and custom development agency focused on scaling digital assets, refreshing brands, and building custom tools and integrations. Matt shares his career path from wearable sports tech sales to strategy consulting, go-to-market and product marketing, and AI initiatives before joining DAS for a multi-hat client-facing role. We discuss DAS’s “creative automation,” which combines design templates and coded rules to rapidly generate and update thousands of normalized, on-brand assets across formats (digital, print, video), languages, and localized markets in minutes. We also cover an enterprise custom “one-stop” platform that integrates existing tools via APIs, supports multilingual content, scoring-based recommendations, CRM/admin management, and automated localized email campaigns. Matt’s key advice: assume the first draft isn’t great and improve through review and feedback. 00:00 Welcome Matt Ruddock 01:13 Career Journey 04:37 Holistic Agency View 05:20 Creative Automation Intro 06:51 How Automation Works 08:43 Localization at Scale 10:05 Subscription Overload Problem 12:01 Custom Platform Solution 12:50 Personalized Training Feed 14:47 Global Email Automation 17:13 Building the Impossible 19:05 Making Tools Accessible 20:30 Career Advice 21:24 Closing Thanks More from Matt Ruddock: Digital Arts and Sciences LinkedIn Links and Resources: Subscribe to our newsletter here Laura Szczes on LinkedIn Lisa Wekellis on LinkedIn Double Z Media Website Double Z Media on LinkedIn

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 Points 02:02 Michael Flynn's Career Journey 04:51 Networking and Industry Connections 06:37 Strategies for Print and Marketing Integration 25:13 The Role of Data in Marketing 30:52 Career Advice and Personal Reflections 34:25 Conclusion and Farewell Follow Michael on LinkedIn Additional Links and Resources: Lisa Wekellis on LinkedIn Laura Szczes on LinkedIn Double Z Media Website Double Z Media on LinkedIn Thanks 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 Welcome 02:00 Understanding AD ID: The Basics 04:24 Implementing AD ID in Marketing 05:46 AD ID's Role in Cross-Platform Advertising 07:53 Challenges and Solutions in Ad Tracking 11:21 The Future of AD ID and AI 12:27 Industry Insights and Personal Advice 21:32 Conclusion and Final Thoughts Learn more about AD ID: https://www.ad-id.org/ Links and Resources: Subscribe to our newsletter here Laura Szczes on LinkedIn Lisa Wekellis on LinkedIn Double Z Media Website Double Z Media on LinkedIn Thanks 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 Warren 00:48 Amanda's Career Journey 01:26 Overview of Merrill Gardens 02:04 Marketing Strategies in Senior Living 02:38 Target Audiences in Senior Living 04:14 Digital Marketing in Senior Living 05:11 Sales and Marketing Collaboration 07:12 Consistent Marketing Practices 08:31 Future Challenges in Senior Living 11:57 Building Trust in Senior Living 15:47 Amanda's Advice for Her Younger Self 16:47 Conclusion and Farewell Find out more from Amanda, check out: https://www.merrillgardens.com/ https://www.linkedin.com/in/amanda-warren-3713598/ Links and Resources: Lisa Wekellis on LinkedIn Laura Szczes on LinkedIn Double Z Media Website Double Z Media on LinkedIn Thanks 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 LinkedIn Laura Szczes on LinkedIn Double Z Media Website Double Z Media on LinkedIn Thanks 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 Cartier 00:50 Tyler's Career Highlights 01:48 The Space Needle Project 05:42 Branding and Creativity Insights 10:17 Millstone Coffee and Creative Naming 12:25 The Art of Copywriting 16:05 AI vs. Human Creativity 20:00 Life After Retirement: Embracing Creativity 24:53 The Reality of Creative Work 25:34 The Tangibility of Starbucks vs. Software 26:21 The Challenge of Writing for Software 27:14 The Importance of Sincerity in Work 28:34 Exploring Art Contests and Cafe Art 30:34 The Joy of Sharing Art 31:21 Encouraging Creative Expression 33:36 Balancing Creativity and Marketing 40:39 Advice for a Fulfilling Career 41:49 Flipping the Switch: A Personal Transformation Links and Resources: Lisa Wekellis on LinkedIn Laura Szczes on LinkedIn Double Z Media Website Double Z Media on LinkedIn Thanks 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 Horgan 00:52 Getting Sponsorships for Events 01:31 Effective Event Sponsorship Strategies 03:16 Measuring Sponsorship Success 04:20 Challenges in Event Planning 05:52 Creative Sponsorship Ideas 06:42 Red Flags in Sponsorships 08:22 Starting and Sustaining a Podcast 13:00 Discussing Sponsorships and Paid Media 13:27 Networking and Event Promotion Strategies 13:58 Challenges and Opportunities in Social Media 15:19 Ideal Sponsors and Live Podcasting 18:27 Exploring New Ventures and Freelance Work 20:14 Final Reflections and Advice Listen to Rachel’s podcast, The Weekly Links and Resources: Rachel Horgan on LinkedIn Lisa Wekellis on LinkedIn Laura Szczes on LinkedIn Double Z Media Website Double Z Media on LinkedIn Thanks 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 Playbook 00:40 Meet Erika Hermanson: Director of Communications at Providence Swedish 00:50 Erika's Journey into Communications 02:22 Challenges in Healthcare Communications 03:41 Proudly Providence Swedish Campaign 06:25 The Role of Social Media in Healthcare 10:09 Transitioning from Agency to In-House 13:16 Providence Swedish Values and Mission 18:20 Advice for Aspiring Communicators 20:07 Conclusion and Final Thoughts Links and Resources: Erika Hermanson on LinkedIn Lisa Wekellis on LinkedIn Laura Szczes on LinkedIn Double Z Media Website Double Z Media on LinkedIn Thanks 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 LinkedIn Hemispheres Website Lisa Wekellis on LinkedIn Laura Szczes on LinkedIn Double Z Media Website Double Z Media on LinkedIn Thanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!