The Brand Burger Podcast

Show Summary:Braeden speaks with Corey, a three-time New York agency president and former TBWA global marketing and brand lead, about why creative effectiveness is often undervalued against media performance. Corey explains Creative CPM, a way to price campaign outcomes such as consideration and engagement, assess creativity’s contribution beyond paid media, and make a more financially grounded case to executives and boards.My Guest:Corey on LinkedInCreative CPMConnect with Me:LinkedInWe discuss:How media’s measurable units and pricing gave it an advantage over creativity, which was often valued by hours and inputs.Why customers experience message and channel together, while separate measurement can bias analysis toward media.How the shift to lower creative fees and expanding scope weakened accountability and, in Corey’s view, contributed to declining creative quality.Creative CPM’s approach: identify campaign outcomes, assign weighted values based on media spend, and measure outcomes across paid, earned, and owned channels.Why the method is an overlay that can start with existing data and retrospective campaign audits rather than replacing current measurement systems.How compelling creative can multiply the value of media by driving outcomes beyond what paid distribution alone delivers.Why Creative CPM is most suited to marketing intended to build consideration and engagement, rather than direct-response harvesting alone.How marketers can frame risk for CFOs and boards: the quality of the creative may be a greater source of uncertainty than the media pipes.The distinction between valuing consideration and proving its causal link to sales, which requires further attention-science study.Braeden connects the methodology to wider marketing measurement, including marketing mix modeling and board-level budget defense.

Resources and sources cited:Link here._____This episode explores the financial and strategic frameworks that marketers need to understand to communicate value effectively within organizations. It emphasizes the importance of understanding brand equity, financial statements, and the role of marketing as an intangible asset that drives sustainable pricing power._____Connect:LinkedInWebsite

My guest:oh coolOliver on LinkedInSummary:In this in-depth conversation, Oliver JP Osborne shares insights on aligning marketing strategies with business goals, navigating organizational politics, and leveraging data for growth. Discover how to connect marketing efforts to enterprise value, overcome internal obstacles, and harness AI effectively.

My guest:The Nuance CollectiveTerry Seitz on LinkedInSummary:In this in-depth interview, Terry Seitz shares his insights on the evolution of marketing from creative artistry to data-driven science, the challenges of measurement and attribution, and how marketing can better demonstrate its value to the enterprise. The conversation explores the balance between deterministic and probabilistic thinking, the importance of long-term strategic planning, and how marketers can earn a seat at the executive table.

My Guest:https://www.linkedin.com/in/benscandlen/

My Guest:https://www.linkedin.com/in/briankoffler/In this conversation, Braeden Matson speaks with Brian Koffler, founder of DIGS Marketing, about his journey into marketing, the challenges of paid media and attribution, and the importance of aligning sales and marketing efforts. They discuss the nuances of demand generation, the role of AI in marketing, and the need for realistic goal-setting in the SaaS industry. Brian shares insights on optimizing ad campaigns, setting client expectations, and understanding market needs, emphasizing that marketing is about more than just paid ads.

In this conversation, Will and I dive into the intricacies of marketing strategy, exploring the distinction between strategy and tactics, the impact of organizational incentives, and the challenges faced by marketers in the B2B SaaS landscape. We discuss the importance of clarity, coherence, and communication in building effective marketing strategies, as well as the need for honest assessments of business health. Will shares valuable career advice for marketers navigating complex organizational dynamics, emphasizing the importance of protecting one's peace and pursuing meaningful work.

My Guest:Paul is a 6x Director, current VP of Market Intelligence and award winning media strategist across multiple markets.He's Ex. OMG, WPP, Publicis, Jellyfish and currently at Incubeta.He's worked with brands like Kellogg, Pfizer, Microsoft, SCJ, Coca Cola, Apple, Sony Entertainment/Pictures, GSK, MSD, Lion Breweries, 20th Century Fox, Bunnings Warehouse, Go.Compare, Sanofi, J.A.L, and Adtalem.Links:https://www.linkedin.com/in/paulruscoe/https://incubeta.com/Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/

Original Video: https://www.youtube.com/watch?v=HObj7ISWnbQCome holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/

Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/