Scratch: CMO Interviews
Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers?
Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers.
Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.
- Update frequency
- every 11 days
- Average duration
- 44 minutes
- Episodes
- 103
- Years Active
- 2021 - 2025
Crocs Are(n't) Cool, The Top 3 Challenger Themes for 2022 - Scratch Special
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. In today's episode, we record at our first live event …
How to Build a Unicorn with Richard Davies of Allica Bank
In this week’s episode, Eric talks with Richard Davies, CEO of Allica Bank and ex CEO of Revolut and OakNorth. Richard has helped build three unicorn challengers in the fintech space (the third being…
How to Institutionalise Innovation with Maja Neable of BMO
In this week’s episode, Eric talks to Maja Neable, Senior Vice President, Chief Marketing Officer Banking & Chief Data & Analytics Officer at BMO Financial Group about let’s say… one of the more inno…
How Digital Banks Can Cross Over to the Physical World With Coenraad Jonker, Co-Founder and CEO, Tyme Bank
Welcome to another episode of Scratch! In this week's episode Eric Fulwiler is joined by Coenraad Jonker, Co Founder & CEO of Tyme Bank, the leading challenger bank in South Africa with 6 million cus…
How to Get Marketing a Bigger Seat at the Table with Allison MacLeod CMO of Flywire
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and host…
How to develop the non-marketing skills needed to be a CMO with Mosala Phillips of Old Mutual Limited
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and host…
How to grow a business at the right cost, not all costs with Rand Fishkin of SparkToro
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and host…
How to market the future with Rob Miller of HyperloopTT
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and host…
How to create purpose-driven branding with David Aaker of Prophet
Grab your free e-book here!
In this week's episode, DuBose talks to David Aaker, Vice Chairman at Prophet. David is a legend in this field, and he shares his knowledge on creating a strong brand purpo…
How to Adapt to Constant Change with Sam Dulka of Dubai Economy & Tourism
In this week’s episode, Eric talks to Sam Dulka, Associate Vice President of Global Business Marketing at Dubai Economy and Tourism. Tune in for a really interesting conversation about how Dubai has …
How to Build a Customer-Centric Marketing Strategy with John Sheldon of SmileDirectClub
In this week’s episode, Eric talks to John Sheldon, CMO of challenger brand SmileDirectClub and owner of one of the best Linkedin headers we’ve seen…John describes himself as a “CMO and innovation Le…
How to Own a Point of Differentiation in a Crowded Market with Grant Johnson of Emburse
Learn more about how to stand out and why every contact matter by listening to this week's conversation with Grant Johnson of Emburse.
Scratch is a production of Rival, a marketing innovation consulta…
How to Launch a Challenger Brand with Fiona Parfrey of Riley
Riley is a sustainable menstrual product company that operates on a subscription model, whereby individuals manage mensutral health needs, coupled with a strong B2B model, whereby companies stock per…
How “Share of Heart” Leads to Share of Market with Deniz Güven of Platform XIT
How to Build a Brand to Disrupt an Industry with David Brear of 11:FS
This week, Eric talks to David, a giant in the fintech industry, about disruption, why 11:FS produces a huge amount of content and why you should, too.
Reach out to David on LinkedIn.
Scratch is a pro…
How to Drive Brand-Led Growth in B2B with Anna Griffin of Intercom
This week, Intercom's Anna Griffin talks to Eric about how she sees the role of CMO in challenging the status quo, what she's curious about, and the question every CMO needs to be asking themselves.
…
Introducing Punchy: Marketing News With the Gloves Off
Introducing Punchy: Marketing News with the gloves off, recorded LIVE each week. This week, Rival's co-founders, Eric Fulwiler, Jenna Cummings and DuBose Cole, discuss TikTok, NFTs and Mayonnaise.
Je…
How to Land a Successful Rebrand with Mai Fenton of Superscript
This week Eric chats to Mai Fenton of Superscript, a customizable bespoke insurance company for small businesses. Mai joined a few years ago as the first CMO, and oversaw a major rebranding from Digi…
Introducing Spark: Research into what Drives Successful Challenger Brands
Listen to our live conversation with Professor Rajesh Bhargave and Rival Co-Founders DuBose Cole and Eric Fulwiler as we present the findings and implications from our Q2 report.
Rival is a marketin…
How to Humanize B2B Marketing with Martin Häring of Temenos
As CMO of Temenos, a world-leader in banking software, Martin knows a thing or two about the B2B space. He argues that marketers need to innovate constantly but, more than anything, need to be focus…