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.

While leading Louis Vuitton’s brand strategy in Japan, Katherine Melchior Ray developed what she calls the “brand fulcrum,” a strategic framework that transformed how the luxury giant navigated cultural tensions and embraced innovation without sacrificing its hold on tradition.

Katherine, who has since authored the best-selling book Brand Global Adapt Local and is now the president of Globe Ally, joined the On Scope podcast to break down what the brand fulcrum is and how it can be applied to any brand’s marketing strategy. Along with host Mike Berberich, she outlined how tensions between innovation and tradition can be transformed from opposing forces into complementary strengths, the biggest mistakes she sees brands make when they begin to expand, the difference between knowing about a new trend on social and truly understanding it, and how the idea of the brand fulcrum can be operationalized from the C-suite down through the rest of the organization.

On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to discuss a major shift in how consumers watch live sports, as they embrace CTV more and more. Matthew highlighted how marketers can leverage this new opportunity with bold, innovative creative approaches and a focus on next-level targeting.

If your brand wants more than visibility and real connection, it’s time to partner with the ANA. ANA sponsorships aren’t about placing your logo on a banner. They’re about joining the conversations that move marketing forward. Share your ideas, build relationships that matter, and be seen where the industry actually happens. Learn more by visiting www.ana.net/sponsorship.

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.

JB Smoove is an Emmy award-winning actor known for his role on Curb Your Enthusiasm and his time as a writer for Saturday Night Live. But would you believe that, since he was a kid, he always wanted to be an ad man? Together with Jarrod Moses, founder, CEO, and president of United Entertainment Group, that dream is coming true in the form of The First Darrin, a new creative agency.

JB and Jarrod join On Scope host Mike Berberich to discuss the opportunity they see in the marketing industry, the power of comedy in advertising and why so many brands seem to miss the mark trying to be funny, how brands can maximize celebrity partnerships, and what they believe the effect of social media will be on the future of advertising.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a new report from Acceleration Community of Companies and USC Annenberg that estimates gen Alpha to have an economic impact of $5.46 trillion by 2029, while also highlighting the outsized influence the generation has across family buying decisions. Mike and Ryan disagree on the level of influence gen Alpha actually has and theorize what might become of brand loyalty programs in light of some of the other characteristics the gen Alpha is showing.

If you’re serious about marketing growth, there’s only one place to be. The ANA’s National Industry Conferences put you in the same room as the CMOs and leaders shaping the future. These aren’t just events, they’re where the industry agenda gets written. See what’s upcoming and be in the room 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.

Since joining eos in 2018, Soyoung Kang has watched the brand go from challenger to outright market leader. This was accomplished through a blend of bold creativity, unwavering commitment to inclusion, and deep engagement with the eos community.

Kang, who was recently promoted from CMO to president of eos, joined On Scope to share the secrets behind the brand’s meteoric rise. Along with host Mike Berberich, she covered why eos won’t be changing its approach to marketing, despite its new position atop the market; how she has built a culture and corporate structure that allows for marketing activations to rapidly go from ideation to execution; how she was able to convince the C-suite to go all in on taking marketing risks; and the ways in which the brand has been able to successfully partner with creators of all sizes to build a robust and deeply engaged community, while also using social media as an insights engine for marketing.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger share their takes on a new co-marketing partnership between Netflix and AB InBev, speculating about some of the activations that might come from the newly minted relationship and reminiscing about some of their favorite co-marketing efforts from the past.

If you’d like to make like Soyoung Kang and build a brand that authentically engages consumers and drives more powerful business results, then you need to check out the tools and resources available through the ANA’s Brand Practice. Smarter brand marketing starts by visiting www.ana.net/brand.

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.

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.