Anne Bahr Thompson is an accomplished author and a brand purpose pioneer. In her book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit, she deftly laid out the case for purpose and provided valuable insights for how brands can better execute on it. She joined host Mike Berberich in the ANA Studio to discuss how brands are currently failing to meet the moment on the purpose front. The pair discussed how brands are coming up short, practical advice for marketers to navigate the current social climate, and a few brands Anne believes are excelling with purpose right now.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed a CNBC report on the FTC suing Uber for deceptive billing and subscription practices, which led to a broader discussion on research that shows most consumers will abandon a brand after just two negative experiences.

If you're an ANA Member, you can learn about the cornucopia of "MemBens" (Member Benefits for the uninitiated) at www.ana.net/mem-webinar

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.

Rich Antoniello has been making waves in the music industry for the last 20 years. But his latest venture with UPROXX Studios might just upend the way marketers think about branded content and music entirely. He joined host Mike Berberich to discuss all things marketing and music, including why many brands seem to get it wrong when it comes to working with musicians, how unexpected partnerships might be a powerful way forward, and what the future of IP looks like in branded content. The pair also looked at an activation UPROXX did with Qualcomm and popular electronic music duo ODESZA, which left attendees literally crying tears of joy.

On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to discuss a new story on what might be a disturbing new trend: fractional CMOs. Find out what they are and what their rapid adoption might mean for the industry going forward.

To learn more about the 2025 ANA Digital and Social Media Conference, explore the agenda, and register, visit www.ana.net/2025digital.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.

As the founder of MLA Consulting, Maarten Albarda is a bit like a doctor for brands. He’s looking beyond the surface-level symptoms that slow down the marketing practice and aiming to get to the root cause of disorganization and inefficiency. He joined host Mike Berberich to discuss his approach for “diagnosing” the issues hampering his clients and dove into the steps he then takes to make their marketing organization run more smoothly. The pair also discussed the most common barriers to efficiency among marketing teams and their partners and approaches for measuring the “how” of marketing.

On Scope producer Ryan Dinger also joined the show to share an exciting update and to discuss a new “rule” for listeners.

To check out the full agenda and register for the 2025 ANA In-House Agency Conference, presented by Monday.com, visit www.ana.net/2025in-house.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.