The Gen Alpha strategy guide with Diana Kelter, Director of Consumer Trends @ Mintel

Like most creatives in ad land, Ben was taught how to make great work, not how to sell it. He let his work "speak for itself" until he realized that great ideas don't win unless they've got a great pitch behind them. With few actionable frameworks or guides available, he took matters into his own hands, teaching himself the art of pitching. That journey led him to build a 10-session course, author two books, and coach some of the industry's top creatives on how to "sell it great." In this episode of Question Everything, Ben shares how to uncover the invisible brief every client has, shake off presentation nerves, and answer the four questions a pitch must address to win. What you'll learn in this episode:  What the client's invisible brief is and how to solve it The four or five motivations your clients have behind the work The most powerful tool for presenters, and how to use it Why you should get comfortable with silence in presentations Two exercises to shake off nerves before big presentations How a presentation changes when it's virtual vs in-person How to stop "hiding behind your deck"  The four questions you must answer for a winning pitch    Resources: Learn more about Ben and his Sell It Great program on his website  Get a copy of Stop Reading Slides, Ben's guide to creative presentations Plan your next creative presentation with Ben's Practical Pitch Planner  Find more on REI's #OptOutside Black Friday campaign Connect with Ben on LinkedIn  

What it takes for brands to break through with Heidi Hackemer, Principal of Hackemer   Heidi Hackemer is the Principal of strategy consultancy Hackemer, where she fearlessly tackles the brand world's most interesting challenges. Her approach to breakthrough strategy isn't flashy – it's rooted in the fundamentals. From Google and Nike to the Obama White House, she's started every assignment the same way: the 4C's framework, a whiteboard, and a Diet Coke.    In this episode of Question Everything, Heidi shares what brands can do to create space in a crowded landscape, what legacy brands need to make a comeback, and why CMOs need to be the bravest people in the room for a brand to grow.      What you'll learn in this episode:  The thinking behind Oatly's infamous "Wow No Cow" Super Bowl spot Heidi's big win for the Obama's comms department The three dimensions of a breakthrough campaign Why Unilever allowed Axe to scale with minimal oversight Why CMOs who are cautious are pissing money away Why you should listen to classical music when building presentation decks  How to use the 4C's framework for both legacy and challenger brands  What legacy brand who has lost their way but can make a comeback Heidi's proudest career moment and one she'd re-do.    Resources:   Watch Oatly's 'Wow No Cow' Super Bowl spot Hear more from Heidi on her Substack Learn more about Hackemer Connect with Heidi on LinkedIn  

Christy and Whit Hiler are the powerhouse duo driving huge growth for Cornett, the nationally acclaimed, independent ad agency based in Lexington, Kentucky.    Since becoming Cornett's owner in 2020, Christy has led the agency to four Ad Age Small Agency of the Year wins. Beyond running the shop, she's driving the Own It movement – working to increase women and nonbinary ownership across the industry.   Alongside Christy through it all is her partner, Chief Creative Officer Whit Hiler, known for wallet-opening work that's captured the attention – and long-term commitment – of iconic national and regional brands   In this bonus episode of Question Everything, you'll hear how Christy defines her role as an owner, why she champions a promote-from-within culture, and why CMOs should partner with agencies that treat themselves like a client.   What you'll learn in this episode:  The story behind Cocaine Bear, and why the Hilers own the rights  When ownership stopped being a title and became part of Christy's identity Why an agency's people and culture are the ultimate growth engine What happens when you start treating your agency's brand like a client's The keys to a successful agency rebrand   Resources:   Watch the movie trailer for Cocaine Bear Learn more about the Own It movement Learn more about Cornett on their website  Connect with Christy on LinkedIn Connect with Whit on LinkedIn  

Why you're not getting press coverage and how to fix it with Luz Corona, Editor of Campaign US   Luz Corona sits at the center of the advertising industry, covering the brands and agencies shaping culture. Beyond managing headlines, she's also leading must-hear conversations with the industry's top voices as a host of Campaign US's Campaign Chemistry podcast.   In this episode of Question Everything, Luz breaks down what it takes to land on Campaign's Agency of the Year list, who's really making an impact on DEI in marketing, and how to get out of the inbox and into the headlines. What you'll learn in this episode:  Times when great creative wins awards over business results The conversation the industry should be having right now Why Campaign US's "Leading Women" matters Brands and agencies actually improving DEI in marketing Four keys to a winning Campaign US agency award entry Why your creative campaigns aren't scoring headlines Why the industry is in its indie era And, do Ad Age, Adweek, and Campaign really get along?   Resources:   Subscribe to Campaign US for more advertising news See Lush's statement against anti-immigration sentiment Read more on how the industry can improve in DEI For an example of genius creative, watch Spotify's Spreadbeats campaign Our podcast episode with Pedro Lerma, Founder and CEO of LERMA/ Connect with Luz on LinkedIn  

Why purpose-driven work pays off, Founder and CEO of LERMA/   Pedro Lerma leads one of the most culturally impactful agencies in the world. The Founder and CEO @ LERMA/ has two small agency of the year awards, an A-list standout appearance, and an Ad Age agency executive award under his belt. Not to mention, his small agency has produced multiple Super Bowl spots for clients Avocados from Mexico and He Gets Us. In this episode of Question Everything, Pedro shares LERMA/'s method for producing work that both connects with and shapes culture, the tool he developed to combat AI bias, and how the "He Gets Us" client reacted when their 2024 Super Bowl spot went viral for the wrong reason.    What you'll learn in this episode:  How LERMA/ takes DEI a step further – and how that translates to results The three things LERMA/ and their clients do to practice cultural fluency  What the creative process for a Super Bowl spot looks like Why trust isn't built by being perfect, but by being accountable  Why Luis Messianu, Richard Edelman, and Pedro Lerma formed the MEL agency What being a service-minded leader looks like The headline that should've been written after the viral 2024 He Gets Us Super Bowl campaign How LERMA/ is combating generative AI bias  Why LERMA/ shifted from being multicultural to a cross-cultural agency   Why Pedro went back to school and got his degree at 53   Resources:   Learn more about LERMA/ on their website Watch LERMA/'s  viral He Gets Us campaign See more about the book Primal Leadership by Daniel Goleman See more about the book How to Win Friends and Influence People by Dale Carnegie Connect with Pedro on LinkedIn

For the Super Bowl edition of Question Everything, we caught up with former NFL linebacker, now investor and entrepreneur, Dhani Jones. After founding two creative agencies, advising several startups, and serving as a board member across multiple categories, Dhani shares what it takes for brands to stand out in today's increasingly crowded marketing landscape. In the episode, you'll hear about Dhani's journey on and off the field and the lessons he's carried from the gridiron into the business world. He unpacks the parallels between the locker room and the boardroom, the Super Bowl ads that truly earn attention, and why playing it safe may be the fastest way for a CMO to lose their job. What you'll learn in this episode: The similarities between huddles in an NFL locker room and a boardroom How brands should approach their halftime strategy Why CMOs who don't take risks should find a new job The one thing that nobody knows about Tom Brady Dhani's view on creativity in advertising and why he was drawn to the industry post-NFL How to make sure your $7 Million Super Bowl spot isn't a flop Why Dhani designed his own major while attending Michigan What inspired Dhani to create the H.E.A.D.S. organization  Resources:   Connect with Dhani on LinkedIn Learn more about Dhani's foundation, Bowtie Cause See some of Dhani's all-time favorite Super Bowl spots:  Verizon's Buzz Aldrin commercial Colgate's Every Drop Counts Cetaphil's Game Time Glow Budweiser's First Delivery Budweiser's "Bud" "Weis" "Er"  

How to pitch and win in 2026 with Robin and Steve Boehler, Founders @ Mercer Island Group    Robin and Steve Boehler have seen the good, bad, and ugly in countless pitches for culture-shaping brands like Starbucks, Microsoft, Abbott, and Nintendo. Lucky for us, they wrote a book on how agencies can shift the pitch spotlight from core capabilities and humble brags to solving your prospect's problems. Cause that's how you win.   In this episode of Question Everything, we cover major insights every agency needs to hear from the Boehlers' new book, It's Not About You: Winning New Business In A Crowded Agency World. You'll learn what a prospect-friendly pitch looks like, how to get to the root of a prospect's problem quickly, and how to seal the deal before leaving the boardroom.   What you'll learn in this episode: Why agencies need to stop talking about themselves in the pitch The five slides that agencies can use for every pitch deck The types of questions agencies need to ask during a Q&A session Making the most out of a 60-minute presentation Uncovering the prospect's problem, quickly What needs to be true to be invited to pitch Unconventional ways to sound like a genius in the room How agencies should think about scope  What clients are looking for from agencies in 2026   Resources:   Connect with Robin on LinkedIn Connect with Steve on LinkedIn  Learn more about Mercer Island Group on their website Get a copy of It's Not About You: Winning New Business In A Crowded Agency World  

What CMOs need to know about Gen Alpha with Mintel's Director of Consumer Trends, Diana Kelter     Diana Kelter, Mintel's Director of Consumer Trends, is always one step ahead of where consumer behavior is headed. By combining data, cultural observation, and brand analysis, she helps marketers understand not just what people buy – but why.   In this episode, Diana unpacks the newest generation of consumers, Gen Alpha. You'll learn what makes these 15 and unders an experimental and disruptive generation, how they discover and evaluate brands, and why cross-category marketing is becoming one of the most powerful drivers of relevance and presence. What you'll learn in this episode: What sets Gen Alpha apart from Gen Z The powerful role of aesthetics in Gen Alpha's life Why the most successful brands must become Gen Alpha's "friends." Why Gen Alpha will seek out experimentation and disruption over stability and comfort  Marketing strategies in response to the anti-algorithm movement  How brands can act as guests and not landlords in consumer spaces How CMOs can earn Gen Alpha's trust What draws Gen Alpha to in-store shopping Gen Alpha's relationship with AI Resources:   Connect with Diana on LinkedIn Learn more about Mintel on their website  See more Mintel reports on Gen Alpha See how Rhode participates in cross-category marketing  

Peter Hinssen has spent his career helping leaders make sense of a world that refuses to slow down. A technologist, bestselling author, and keynote speaker, Peter has advised companies like Apple, Amazon, and Google on how to thrive in what he calls the "never normal" a new era defined by nonstop disruption and exponential change.   In this episode, Peter shares what CMOs must do to successfully lead in a world of constant acceleration, the power of "day after tomorrow" thinking for your business, and why failing fast has quietly become one of the biggest competitive advantages in modern marketing. What you'll learn in this episode: Peter's three keys for leaders facing uncertainty Why Peter is a pathological optimist as a technologist Why AI isn't a real threat to ad agencies The harm "tomorrow thinking" is causing business leaders How to exercise "day-after-tomorrow" thinking How you can use uncertainty to your advantage Why organizations should shift from a scalable execution model to a scalable learning one How leaders can give their teams courage facing the never-normal climate Resources:   Connect with Peter on LinkedIn Learn more about Peter on his website  Find more on his latest book, The Uncertainty Principle Get your hands on his survival guide for the never-normal, The Day After Tomorrow  Why you should be an optimist in the face of massive technological change from one of Peter's biggest influences, Hans Rosling and his book Factfulness See a less optimistic view on the digital world by Cory Doctorow with his book Enshittification   

Nicole Ayers has built a career out of scaling brands that make mealtime 1000x more fun. She once managed cereal icons like Lucky Charms and Cinnamon Toast Crunch. These days, she's all about four-legged foodies. Partnering with Curiosity, Nicole and Blue Buffalo are stepping into the fresh pet food game with their newest product innovation: Love Made Fresh.    In this episode, Nicole pulls back the curtain on how you can confidently bring new product innovations to market, why you should never let consumer testing dictate the fate of your work, and how to make the most of your marketing dollars.     What you'll learn in this episode:  The keys to a successful new product launch  Why Glossier has the best product launches  Nicole's thoughts about AI-generated spots Brand-building strategies Blue Buffalo can learn from Lucky Charms General Mills' strategy behind Edgard & Cooper's exclusive partnership with PetSmart The secret to selling bold creative to companies like General Mills  How to maximize your marketing dollars against big category spenders How to know when the strategy and creative are right Why concept testing shouldn't be the final verdict for creative How to turn your "thinks" into "knows" by asking the consumer A BTS look at Cinnamon Toast Crunch's cereal cannibalism campaign Resources: Connect with Nicole on LinkedIn Learn more about Blue Buffalo on their website Read more about Love Made Fresh See the new Love Made Fresh work Watch Cinnamon Toast's cereal cannibalism spot