A CMO Confidential Interview with Bob Liodice, the long-time CEO of the Association of National Advertisers (ANA). In Part 2, Bob shares thoughts on where marketing dollars are really going, the ANA's investigations into media transparency and waste, why brands still aren't valued as financial assets on balance sheets, and the growing pressures facing modern advertising agencies.

Key topics include:

- The findings behind the ANA's programmatic media transparency and rebate investigations

- Why building the economic value of a brand matters more than chasing short-term volume

- Bob's simple budget rule: split spend 50/50 between performance and long-term brand building

- The evolving agency ecosystem, from principal-based media buying to widespread in-housing

Tune in to hear how Bob led 21 consecutive years of growth at the ANA, his push to replace the traditional "Four Ps" with eight modern practice areas, and his best advice on why "no one is in charge like yourself" when managing your career.

⏱️ Chapters

1:08 - Media Transparency and Digital Waste

8:28 - Importance of Brands and Long-Term Value

13:25 - Agency Landscape and Evolving Ecosystem

16:30 - ANA Reorganization and Core Marketing Practices

19:13 - Growing the ANA and Traits of Great Marketers

23:12 - Advice for Future CMOs and Career Ownership

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.

#CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Bob Liodice, the long-time CEO of the Association of National Advertisers (ANA). Bob shares thoughts on the rapidly evolving marketing landscape, why AI won't necessarily translate to growth, the challenges of the CMO position, and the importance of lifelong learning and curiosity to successful careers.

Key topics include:

- Why you need to rip up your playbook every year

- The need to value brands from a financial perspective

- The idea of getting comfortable enough with all of the tools, data and media to make informed decisions

- The evolution of cross media measurement including the Aquila model being pioneered by the ANA and a number of companies and associations

Tune in to hear how he grew the ANA from 188 member companies to 1,600 (representing over 20,000 brands) and a story about media waste and transparency.

⏱️ Chapters

1:08 - State of Marketing and Industry Evolution

8:54 - AI, Consumer Discovery, and Funnels

11:41 - The Complex Job of the CMO

17:44 - B2B and B2C Marketing Convergence

21:18 - Solving Cross Media Measurement

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.

#CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Kipp Bodnar, CMO of HubSpot and author of the newly released book, "Loop: A New Growth Model for an AI-First World."

Kipp discusses why the marketing funnel is no longer useful, his belief that AI has ushered in a new era where judgement and taste provide the biggest edge, and why "great marketing has to hurt."

Key topics include:

- The importance of mentions and attributions

- How judgement and taste can be learned

- Why you should strive for "counterfactual insights"

- Tips for finding top caliber employees

Tune in to hear a story about the Savannah Bananas and why "You've got to be like Taylor Swift - remarkable and prolific" with your marketing.

⏱️ Chapters

2:18 - The Broken Funnel and AI Disruption

5:04 - Attribution Models in the AI Era

7:48 - Content Quality and AI Slop

10:45 - The Role of Judgment and Taste

17:10 - Non-Binary Decisions and Big Bets

24:49 - CMO and CIO Collaboration

26:39 - Metrics, Creators, and Modern Marketing

31:27 - Practical Advice and Closing Thoughts

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.

#CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.