How to Build Culturally Relevant Brands That Scale – with Federico Cucchi, VP of Commercial Strategy at Monster Energy

We’re thrilled to welcome Amit Khosla, Executive Director at AYA Capital Inc. – 3rd generation alternative investment vehicle of one of the founding families of Grupo Modelo, Latin Americas largest vertically integrated brewing businesses.The Private Office, while keeping a low public profile, is known in the right circles for its Blockchain, E-Gaming, B2B SaaS and Direct Consumer investments. They take a global approach with a focus on North/ South America and Europe. Relevant to this Podcast is an investment AYA made into Monou, an e-gaming business from Mexico which has recently secured $5m in Media Capital from one of MFG’s media partners, Televisa to help sustain its exponential growth across Mexico.On the podcast, we talk about capital efficiencies, the rise of alternative investment models, and what makes a VC truly valuable.00:00:00 - Welcome00:01:30 - Intro00:06:57 - Deep Dive00:24:04 - Shout Out00:28:01 - Learnings00:31:55 - Lightning Round

Today, we’re thrilled to welcome Pedro Schmidt, CEO and Founder of KA-EX, the world’s first fast-acting cortisol stress reducer.KA-EX is built on a science-backed foundation, with three clinical trials and thousands of professional athletes across Europe using it daily - from top European football clubs, such as Paris-Saint Germain and the Swiss National Football Team, to TUDOR Pro Cycling, and numerous Olympic gold medalists.After becoming one of Switzerland’s best-selling dietary supplements, with over 2 million units sold annually, the equivalent of 100 million units per year in the U.S. when adjusted for population size, KA-EX is now expanding into the U.S. market, focusing on high-performing athletes.00:00:00 - Welcome00:01:29 - Intro00:03:50 - Deep Dive00:17:33 - Shout Out00:20:14 - Important Learnings00:27:39 - Lightning Round

Today, we are excited to welcome Eline van der Velden—Founder and CEO of Particle6, an award-winning AI production company known for creating viral, social and AI content.Eline's background in physics drives Particle6’s unique methodology, which combines scientific creativity with advanced technology and AI, making content that resonates and reduces production costs by 60%.With a decade of experience across platforms like BBC, Sky, Hearst Networks and Amazon Prime, Particle6 specializes in high-quality TV shows, digital campaigns, and immersive experiences. The company has produced over 50 programs and has received over 1B views, and has received many awards, which Eline will tell us more about on today’s show.Particle6 is also a creative production partner of MFG, where we collaborate to push the boundaries of storytelling—often blending traditional techniques with emerging tech like AI to do more with less for emerging brands.In this conversation, we unpack how Eline is reshaping what impactful storytelling looks like, how her team makes complex ideas both accessible and unforgettable, and why when she is not running Particle 6 dreams of saving the world with nuclear fusion.00:00:00 - Welcome00:01:44 - Intro00:09:37 - Deep Dive00:19:29 - Shout Out 00:22:35 - Important Learnings00:25:11 - Lightning Round

Reed Dickens, founder of LA Golf and former Marucci Sports CEO, shares how he built two challenger brands, lessons from the White House, and why message discipline, athlete investors, and premium innovation are his unfair advantages in disrupting legacy industries.00:00:00 -Welcome00:00:52 - Intro00:05:19 - Deep Dive00:19:37 - Shout Out00:24:59 - Lightning Round

Today, we are thrilled to welcome Federico Cucchi, VP of Commercial Strategy and Analytics for EMEA at Monster Energy.Federico has spent years navigating the intersection of brand strategy, media, and corporate strategy for some of the largest consumer brands, including L’Oréal and Pentland Brands. Beyond the corporate world, he’s also a founder, having launched three startups, and an investor, advising venture capital funds and making seed-stage investments.On this podcast, we’ll explore how to use data and insights strategically as you scale a consumer brand, the right balance between brand advertising and digital channels - especially when, as a founder, you’re under pressure to drive immediate ROI, and why a smart, omnichannel strategy is more critical than ever.00:00:00 - Welcome00:01:04 - Intro00:06:20 - Deep Dive00:27:39 - Shout Out00:29:56 - Lightning Round

Today we're thrilled to welcome Tim Fung, founder of and CEO of Airtasker, a marketplace for local services that connects people who need work done with trusted and skilled locals who want to work and earn extra cash. In this episode we'll talk about Airtasker's journey from launching in Australia in 2012 to expanding into the UK in 2018, and most recently the US. Some of the learnings from building a marketplace and scaling internationally and Tim's unique approach to growth using media capital to accelerate the brand in new markets.00:00:00 - Welcome00:01:10 - Intro00:04:44 - Deep Dive00:23:53 - Shout Out00:27:07 - Learnings00:30:40 - Lightning Round

The media and advertising landscape is changing at an unprecedented pace. As traditional revenue streams decline and consumer brands face tougher fundraising conditions, media capital is emerging as a powerful tool for both media owners and high-growth startups.The MFG 2025 Report presents the most comprehensive analysis of media capital to date. Drawing on insights from the first-ever Media Capital Fund Manager survey, the report examines 530 investments to assess the returns for media companies, the impact on consumer brands, and the future trajectory of this asset class.Here’s what to expect:🚀 How startups are leveraging media capital to scale faster📊 Exclusive findings from the first-ever Media Capital Fund Manager Survey💡 Why media companies and investors are doubling down on media capital in 2025🎙 Live insights from industry leaders shaping the future of media investmentSpeakers include:Alex Wallace – Executive in Residence, Progress PartnersNiko Waesche – Co-Founder, German Media PoolTim Fung – CEO, AirtaskerChris Hill – Managing Director, Edenbase

In this episode, we sit down with Samantha Skey, CEO of SheMedia, to explore the evolving landscape of media and the lessons she’s learned from a career spent at the intersection of content, community, and commerce. Samantha shares how she’s navigated the shifting tides of digital publishing, the importance of resilience in leadership, and why embracing failure as a learning tool is critical for long-term success. She reflects on the challenges of balancing quality journalism with sustainable business models and the counterintuitive realities of running a purpose-driven media company.00:00:00 - 00:01:06 - Welcome00:01:06 - 00:03:22 - Intro00:03:22 - 00:12:47 - Her TEDx00:12:47 - 00:23:46 - Deep Dive00:23:46 - 00:25:50 - Shout Out00:25:50 - 00:27:50 - Learnings00:27:50 - 00:30:51 - Lightning Round00:30:51 - 00:32:23 - Goodbye

In this episode, we sit down with Erez Bousso, founder of HolidayHeroes, to explore the challenges of building trust in the travel industry. Erez shares how he turned his passion for France into a thriving business, the importance of focus in brand positioning, and why traditional performance marketing isn’t enough to scale a consumer travel brand. He explains how television became a game-changer for HolidayHeroes, elevating the brand’s credibility in a market flooded with competitors.Erez also takes us behind the scenes of his bold move to secure a media-for-equity deal with Israel’s largest media group, Keshet—at a time when this model was virtually unheard of. He breaks down the persistence and strategy required to convince major media players to bet on a young company and how that deal helped propel HolidayHeroes into the mainstream. For founders looking to build trust, scale strategically, and leverage media beyond last-click attribution, this conversation is filled with valuable insights.00:00:00 - 00:01:55 - Welcome00:01:55 - 00:09:03 - Intro00:09:03 - 00:23:05 - Deep Dive00:23:05 - 00:26:00 - Amazing Partners00:26:00 - 00:33:11 - Lessons on Brand Advertising00:33:11 - 00:35:20 - Lightning Round

In this episode, Jenny shares how her adventures—including a 700-mile solo expedition to the South Pole—shaped her resilience. She reflects on how motherhood changed her perspective and why she founded Ovum to bring a more compassionate, empowering approach to fertility care.We discuss the parallels between extreme expeditions and the emotional endurance needed for reproductive challenges, the gaps in the current system, and how she’s working to reshape the journey for mothers-to-be. 00:00:00 - 00:01:16 - Welcome 00:01:16 - 00:06:34 - Intro 00:06:34 - 00:11:50 - The Brand Story 00:11:50 - 00:13:17- Amazing Partners 00:13:17 - 00:21:15 - Lessons on Fundraising 00:21:15 - 00:25:49- Lightning round