Caitlin Blewett is a fierce believer that bold brands build strong businesses. As the CMO at Genpact — named one of the World’s Best Employers by Forbes for three years straight — she understands how important internal branding can be to driving healthy and productive cultures. Caitlin joins the On Scope podcast to give listeners a behind-the-scenes look at her company’s practical approach to AI implementation, which is powering both their cultural and bottom-line success.

Along with host Mike Berberich, Caitlin covers the signals she and her team look for when determining if a function of the business is ready for AI implementation, how marketers can approach maintaining brand differentiation in AI’s growing “sea of sameness,” and how employees of all levels can work to convince leaders caught up in the AI hype cycle that a thoughtful approach is more beneficial.

On This Week in ANA Magazine, magazine editor Matthew Schwartz, joins Mike to outline the ways in which several B2B brands are once again borrowing from a B2C playbook by leaning into influencer marketing. Matthew shares real-world examples and best practices for business marketers to keep in mind.

The ANA Technology Practice helps marketers make smarter choices about AI and marketing tech, with practical tools, guidance, and peer insights to drive real business impact. Because the right tech doesn’t just automate marketing — it amplifies it. Explore all of the ANA’s technology resources by visiting www.ana.net/technology.

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.

Brand Finance’s Alfred DuPuy is a brand strategy and valuation executive with more than 15 years of experience driving revenue growth, enhancing client relationships, and leading high impact global teams. He is on an ongoing mission to provide clarity to marketers, brand owners, and investors by quantifying the financial value of brands. As a part of that mission, he joins the On Scope podcast to help marketers understand why they’re thinking about brand value all wrong.

Along with host Mike Berberich, Alfred dives into how the concept and formula for brand valuation have both changed over the years, why brand value is viewed as something that is ephemeral until it is time for a merger or acquisition, and how the misconceptions business leaders have about brand value are actively hurting their bottom line.

On the debut of a new segment called Measurement Defined, Kevin Svenningsen, SVP of Measurement for Marketers at the ANA, joins Mike to define and discuss five key retail media terms every marketer needs to know, including “percentage of new buyers,” “upsell,” and more.

Now that you have a better understanding of all the elements that make up your brand’s value, it’s time to drive that value up with the ANA’s Brand-Building Certificate Program. It’s on-demand, self-paced, and taught by marketers who’ve actually built the brands you admire. Explore the program and get started by visiting www.ana.net/brandcertificate.

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.

Danilo Tauro has built a career on his ability to connect people and processes to emerging technologies that drive growth and future-proof business strategies. A veteran who has worked with leading organizations like P&G, Amazon, and Uber, he now serves as a senior advisor at McKinsey & Co. and managing partner of the brand-new VC firm, CartographAI. With years of experience evaluating emerging MarTech tools, Danilo shares his best tips and insights for how marketers can spot both red and green flags when it comes to assessing tech solutions.

Along with host Mike Berberich, Danilo covers how marketers can go beyond the vendor demo and see what is actually useful about a tech tool or platform and how it suits their specific needs, his top five questions to ask tech vendors when evaluating new tools, and how marketers can be a better partner for tech solution providers.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss new Gartner research that indicates only 5 percent of marketers are realizing significant gains on business outcomes with their generative AI efforts, speculating that the technology’s promise of complete industry overhaul might be overblown.

Want even more tips to better evaluate and select MarTech tools for your brand? Check out the ANA’s Technology Practice, which helps marketers make smarter choices about AI and other technologies by providing practical tools, guidance, and peer insights. Explore the portfolio of resources by visiting www.ana.net/technology.

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.

Paul Boruta is a two-time startup founder and advertising industry veteran with a deep passion for AI and marketing technology. In 2017, he founded Slingwave to tackle some of the most complex challenges in marketing analytics, attribution, and media optimization to empower businesses in making informed marketing investment decisions. He joins the show to break down incrementality in marketing and discuss how to set up experiments that actually work.

Along with host Mike Berberich, Paul covers why the industry is wrong to be so fixated on multi-touch attribution, how organizations can use incrementality to their advantage, and what the difference is between interesting datapoints and those that are meaningful to driving business outcomes.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss a blockbuster podcast partnership between Spotify and Netflix, speculating on what the new deal means for brands partnering with content creators and debating whether this news means every brand needs to be in the podcast space or not.

If our conversation with Paul has you itching to turn every marketing test into campaign traction, then you need to check out the ANA’s Certified ANA Marketing Professional (CAMP) program. Through a series of self-paced training modules, you’ll learn the frameworks, analytics, and real-world skills to turn your data insights into activations that drive tangible business growth. Learn more about how you can get certified by visiting www.ana.net/camp.

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.

With more than 20 years working for major brands like MasterCard all the way down to new startups, Jay Mandel has seen it all in marketing. With a career spent helping companies and leaders move past performative marketing into accountable, purpose-driven systems that align people and profit, he has his finger squarely on the pulse of our industry. And that’s why marketers should take notice when he sounds alarm bells, like he did earlier this year when he wrote that the burnout marketers are currently experiencing is due to industry-wide structural failures.

Jay, who is the founder of the Marketing Accountability Council, joins the On Scope podcast to discuss the growing trend of marketers feeling burnt out or disenfranchised, often focusing on performative work tasks versus those that drive real results. Along with host Mike Berberich, Jay unpacks how our industry arrived at this moment, why modern marketing feels more like a grift than a means for building relationships with customers, and how both marketing leaders and those that report up to them can address and repair these issues.

On This Week in ANA Magazine, editor Matthew Schwartz joins Mike to discuss a new article on the ins and outs of zero click search, an emerging and increasingly important trend that marketers need to be on top of. Matthew shares some tips for how marketers might prepare for this new AI-powered search reality.

If your marketing efforts are starting to feel stale, it’s time for some new inspiration. ANA National Industry Conferences put you in the room with the CMOs and marketing leaders who are creating real progress for our industry and driving tangible growth for their brands. See what’s coming up on the 2026 calendar by visiting www.ana.net/conferences.

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.

Earlier this year, The Ad Council launched its “Agree to Agree” campaign, which seeks to reduce gun violence affecting children and teens by fostering common ground and civil dialogue. As Ro Patrick, VP at The Ad Council, explains, the campaign was born from research that showed both gun owners and non-gun owners alike felt strongly about the need to protect children from gun violence.

Ro joins the On Scope podcast to discuss how the campaign came to life and what other brands can learn from The Ad Council’s research-based approach of addressing a social issue in a time of high political tension and division. Along with host Mike Berberich, Ro covers how she and her team were able to depoliticize the messaging around gun violence, how other brands might approach identifying social issues they can take a stand on without getting caught in the political fray, and the importance of building coalitions and amplifying existing voices as a strategy for brands entering into these types of conversations.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss a WPP Media report that found 84 percent of purchases are made by people already biased toward a brand, highlighting the importance of long-term brand building and challenging assumptions about the actual effectiveness of performance marketing.

Want to turn brand trust into your biggest advantage? Check out ANA’s Marketing Data Principles, your blueprint for using data ethically and driving growth the right way. You can learn more by visiting www.ana.net/DataPrinciples.

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.

Earlier this year, Morning Consult expanded access to its proprietary AI-powered market research tool — which is powered by the organization’s more than 80 million consumer interviews — to users beyond its client base. By doing so, the organization is democratizing market research by providing brands big and small the ability to dive deep into market research.

Michael Ramlet, CEO and co-founder of Morning Consult, joined the On Scope podcast to discuss this tool, while also speaking to the broader impact AI will have on market research and how unlocking access to consumer insights for more people will change the way marketing strategies are built, curated, and executed. Along with host Mike Berberich, Michael covers the importance of democratized data, how his organization handles inherent bias baked into AI systems, what the future of synthetic audiences looks like, and why humans will continue to have a key role in all of this.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss an Adobe forecast that shows holiday spending will reach $253.4 billion this year, a 5.3 percent increase over 2024. They speculate about who might be spending more this holiday season, given economic uncertainty in the marketplace, and share thoughts about how marketers might take advantage of this apparent spending windfall coming in Q4.

Insight is only power if you know how to use it. That’s what separates good marketers from great ones. The Certified ANA Marketing Professional program (CAMP) gives you the edge, the strategy, the analytics, and the know-how to turn data into growth. Get started on your certification by visiting www.ana.net/camp.

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.

Despite being more than 50 years old, email continues to be perhaps the most powerful tool in the marketer’s belt. And according to Scott Cohen, CEO at InboxArmy and an email marketing veteran with more than 20 years of experience, that won’t be changing any time soon.

Scott joins the show to discuss why — despite its efficacy across virtually all verticals — email doesn’t get the love or respect it deserves from marketers. Along with host Mike Berberich, Scott covered some of the under-the-radar ways that email can be used to drive business results, what AI’s role in email should be now and in the future, and why email will continue to be a dominant channel — even with gen Z and gen Alpha.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discussed Gap Inc.’s new foray into influencer and creator marketing via a self-service affiliate and advocate platform. The pair shared their thoughts on what this means for the future of influencer marketing and how Gap might preserve brand safety with this new model.

If this episode got you thinking about how much potential sits in your email list, the 2025 ANA Impact Pulse Report is a must-read. Formerly called The Response Rate Report, this annual study shows how email stacks up against channels like paid search, social, and direct mail, and why it continues to lead in engagement and ROI. You’ll see how other marketers are performing, where response rates are trending, and how to use that data to make smarter marketing decisions. Get the full report by visiting www.ana.net/impactpulse2025.

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.