As streaming reshapes the entire media landscape, live sports advertising is no longer out of reach for brands with modest budgets. On this episode of On Scope, Jennifer Monson, VP of sales at Fubo, joins the show to discuss how connected TV (CTV) is breaking down barriers that once kept many marketers sidelined during major sports moments.

Along with host Mike Berberich, Jennifer explains why the future of sports advertising is less about one splashy spot and more about ongoing, precision-based engagement; breaks down the differences between effective CTV and traditional TV creative; and shares her tips for how brands can avoid overwhelming avid fans with impression overload. She also highlights a real-world case study of one brand that started small and scaled effectively with a streaming campaign.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss Nike’s recent update to its famous “Just do it” tagline, speculating about whether the brand is ignoring a valuable audience and departing from its original mission with the change.

Despite the new opportunities in CTV, marketers continue to leave $26.8 billion on the table every year due to programmatic waste. You can tackle this waste head on with the tools, research, and resources available from the ANA Media Practice. Check it out now by visiting www.ana.net/media.

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

Last season, the NFL brought all 32 of its teams into a league-wide MarTech stack, enabling them with new capabilities like orchestrated messaging, real-time fan communications, and personalized experiences at scale. The effort increased overall digital interactions with fans by 60 percent, digital reach by 22 percent, and reduced the marketing feedback loop from three days to just three hours. These impressive results were enough to win the league the 2025 ANA Martech Award for Innovative Team of The Year.

Ahead of the 2025 regular season kickoff, Chi Ogbuehi, VP of marketing technology and consumer products at NFL, joined On Scope to provide an in-depth look at how she and her team accomplished this award-winning effort. Along with host Mike Berberich, Chi covered how she was able to onboard 32 organizations behind one tech solution, how the league used new data and tech capabilities to drive eye-popping engagement and acquisition numbers, and her best practices for effectively leveraging data and tech, regardless of the marketing budget.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a Wall St. Journal report that shows companies are reducing the number of managers they employ, creating a leadership vacuum, forcing employees to focus more on highlighting their accomplishments rather than spending time on the actual job, and potentially ushering in an era of even less human interaction at work.

If you’re interested in learning more about business-driving strategies, then you’ll want to join the thousands of marketers attending the 2025 ANA Masters of Marketing Conference in Orlando this October. While there, you’ll sharpen your strategy, learn to challenge convention, and get the insights you need to power the industry forward. Check out the agenda and register by visiting www.ana.net/2025masters.

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

For years now, the marketing industry has faced a talent gap, especially when recruiting entry-level employees with the technological chops to thrive in a 21st century marketing environment. Dr. Cecilia Dones, founder and principal at 3 Standard Deviations and professor at Columbia Business School, has a unique perspective on this crisis, with experience in both the business and academic worlds. She joined On Scope: The Marketing Podcast to provide her perspective on what both sides can do to close the gap and better prepare college students and young professionals for career success.

Along with host Mike Berberich, Cecilia broke down what most brands misunderstand about the marketing talent pipeline, highlighted some of the difficulties she has seen students face when transitioning from academia to the working world, and gave her best advice for non-executives working in marketing who want to address the talent issue and help their organizations attract and retain more young professionals.

On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to discuss emerging trends with college athletes, NIL deals, and the marketing opportunities this relatively new space presents. He covered potential new regulations around NIL deals, best practices for marketers to consider, and some examples of brands who have activated NIL partnerships with success.

Do you want to get involved in fixing the marketing talent gap? Join the AEF Drive for 25 movement and you can help build a career path to prepare students with the marketing and tech skills they need to thrive. To learn more, visit www.aef.com/martech.

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

In an environment wherein data is seen as the lifeblood of successful business, why does it seem that so many brands aren’t responding to the overwhelming data that shows inclusive marketing is a proven revenue driver? That was the question the On Scope team set out to answer with this week’s guest, Lola Bakare. You see, Lola knows a thing or two about inclusive marketing. In fact, her book Responsible Marketing is regarded as the “single most important book for marketers and business leaders navigating this polarizing moment in corporate history.”

She joined host Mike Berberich to share her thoughts on why brands are failing to capitalize on inclusivity and how they might get back on track. She also gave some practical advice on how marketers can embrace the “responsible marketing mindset,” how brands can bounce back effectively when they misstep, and how marketers can sell more inclusive marketing practices to the C-suite.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a new ad opportunity on Substack, which is going against the AI hype train by leaning into premium content, made entirely by humans — and racking up millions of subscribers in the process.

If you’re interested in learning more about brave decision making and business-driving strategies, then you’ll want to join the thousands of marketers attending the 2025 ANA Masters of Marketing Conference in Orlando this October. While there, you’ll sharpen your strategy, learn to challenge convention, and get the insights you need to power the industry forward. Check out the agenda and register by visiting www.ana.net/2025masters.

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

With no shortage of talent in the marketing and advertising industry, it’s a wonder that we don’t produce more amazing creative work. For Caleb Goodman, COO and partner at Rethink — the 2024 Cannes Lions Independent Agency of the Year — the missing elements are emotional intelligence and human understanding. You see, Goodman believes that the people behind creative decisions are getting in their own way, carrying around baggage from negative past work experiences that sabotages their future endeavors. That’s why he and the Rethink team take a more personal approach to the client-agency relationship, focusing on getting to know their clients as people first and business collaborators second.

Caleb joined the On Scope podcast to share more about this unique approach, which has helped Rethink develop successful campaigns with clients like Kraft-Heinz, Coors Light, and Uber. Along with host Mike Berberich, Caleb discussed the most common emotional barriers he believes are blocking the path to stellar creative, why it is so hard for brands and agencies to break out of the status quo and build a more nurturing culture, and his agency’s Relationship Accelerator — a custom process they use to develop deeper interpersonal relationships that lead to stronger work.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a popular fashion brand’s decision to use an AI supermodel in one of its print ads, drawing mixed reactions from the public and harsh criticism from human models.

As the conversation with Caleb shows, behind every great campaign is a marketer who knows what to do and a team that makes it happen. Explore the ANA’s Talent and Marketing Organization Practice page to access resources, training, and insights that will help make you and your team stronger. Step up your skills by visiting www.ana.net/talent.

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

As the founder and CEO of We First — a brand consultancy specializing in the strategy and storytelling of purpose and focused on creating sustained business values for companies — Simon Mainwaring has always had one of the longest views in the room. For years, he has wondered why business leaders remain so inert when it comes to addressing the biggest challenges facing modern society, watching them suffer in private while pretending business as usual is okay in public.

On this episode of On Scope, he joins host Mike Berberich to discuss how we arrived at a critical moment in our history. The duo covers what true business leadership looks like in 2025, what the long-term consequences of abdicating the reins of marketing to technology might be, and how our industry can move forward focused on the “We” in a world that continues to reward callous individualism.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a new research report that revealed how creative industries — including marketing — are undervaluing neurodivergent talent, putting long-term business growth in peril.

If Simon’s call for courageous leadership sparked something in you, it’s time to channel it. Get started by signing up for the ANA’s Personal Branding for Marketers Virtual Workshop, taking place on September 4, 2025. Learn how to build a personal brand that commands trust, fuels opportunity, and differentiates you in a noisy market. Learn more and register by visiting www.ana.net/personalbrandworkshop.

Have a great idea for a topic or guest you’d like to see On Scope? Tell us about know by emailing us at onscope@ana.net.

To learn more about We First visit wefirstbranding.com.

As the Co-Founder of Agency Mania Solutions, Bruno Gralpois specializes in empowering Fortune 500 brands to build stronger relationships with their agency partners. During an appearance on the On Scope podcast, Bruno discussed key takeaways from the ANA’s report, “The Cost of the Pitch,” specifically highlighting how agency reviews often wind up costing more than the perceived value they provide. Along with host Mike Berberich, Bruno covered why the agency review is a go-to move for brands and how it’s a misguided philosophy, what contributes to ballooning review period costs, and how to determine if your current agency model is a problem and if it’s truly time for a review.

On the debut of a new segment called “Research Roundup,” ANA SVP of Brand and Media Julie Weitzner shared key findings from the Q1 2025 Programmatic Transparency Benchmark study, including some data on the improvements brands have made spending more budget on effective ad impressions and how they managed to do so.

If the conversation with Bruno has you rethinking your agency review cycle, it’s time to take the next step by learning how the rest of the industry is managing agency relationships. You can do so by downloading the ANA and 4A’s Client-Agency AOR Relationship Tenure report. Find it by visiting www.ana.net/tenurereport.

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

Stephani Estes, chief media officer at Goodway Group, believes marketers have a foundational misunderstanding about data, often burning resources on measuring things that don’t actually drive effective decision making. She joined host Mike Berberich on the On Scope podcast to shed light on how marketers can move away from these wasteful measurement efforts. She covered the differences between data, observations, and true insights; unpacked why brave decision making can be a boon to the business over the long-term; and gave some tips for how marketers can better communicate with the C-suite and other departments across the organization.

On “This Week in ANA Magazine,” editor Matthew Schwartz joins the show to highlight a new story on brand redemption, citing recent examples of success stories from Gymshark and Office Beacon.

Are you ready to become a braver marketer? Then you’ll want to join the thousands of marketing leaders and professionals attending the 2025 ANA Masters of Marketing Conference in Orlando, Fla., from October 21 to 24. Check out the agenda and save your spot by visiting www.ana.net/2025masters. Can’t attend in person? Don’t worry, there’s a virtual option, too.

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