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
How to Apply Behavioral Economics in Marketing with Rory Sutherland of Ogilvy
Rory Sutherland, Vice Chairman of Ogilvy UK and author, talks with Eric and co-host DuBose Cole about everything from payment models to a London shop called Bacon Sandwich. Rory is fascinated by the …
How to Compete in the Future of Marketing with Mark Schaefer
Marketing strategist, author and adjunct professor, Mark Schaefer argues that the CMO must be in charge of the entire customer experience, and how some brands - like Glossier and Everlane - are doin…
How to Achieve Goals Through Defining Outcomes with Yonca Dervişoğlu of Google
This week, Yonca Dervişoğlu talks to Eric about so many things from how she makes sure she has time to spend on her prioritises, how the pandemic has helped her connect to her teams, and how she appr…
How to Apply Jobs-to-be-Done to Brand Building with Bob Moesta of The ReWired Group
Bob Moesta talks about how he overcame a disability to be a hugely successful businessman, marketer and educator. Bob is one of the authors of the Jobs-to-be-Done theory, which posits that consumers …
How to Transform a 100-Year-Old Brand with David Rubin of The New York Times
In today’s episode, Dean Aragón joins Eric in a conversation with David Rubin, Chief Marketing and Communications Officer of The New York Times, the storied newspaper with many millions of paid subsc…
How to Make Martech Work For Your Team with Scott Brinker of HubSpot
Scott Brinker, known as the “godfather of martech” and currently VP Platform Ecosystem at HubSpot, talks to Eric about everything marketing technology from how to stay on top of it all to how best to…
How to Balance Profit with People and Planet with Rupen Desai of Dole
Rupen Desai, CMO of Dole Sunshine Company, talks about a world in which we stop considering shareholders' profits above all else and start considering the overall global benefits of business decision…
How to Run Your Marketing Like a Scientist with Jeremy King of Attest
This week, Eric talks to Attest CEO and Co-Founder, Jeremy King, about how data leads to better, smarter business decisions with no guesswork. He argues that with the right data, business leaders and…
How to Succeed in a New Era of Marketing with Raja Rajamannar of Mastercard
Raja Rajamannar is a true giant in the field of marketing. President of the World Federation of Advertising and CMO of Mastercard since 2013, Raja argues that there is no such thing as brand loyalty.…
How to Activate Your Brand Purpose for Profit with Jim Stengel of The CMO Podcast
In this week’s episode, Eric and co-host Dean Aragon are joined by a giant of the marketing world, Jim Stengel, the former CMO of Procter & Gamble, author of Unleashing the Innovators (2017) and Grow…
How to Harness the Viral Power of TikTok with Soyoung Kang of eos
Soyoung Kang, CMO at eos, a company known for its lip balm, talks about how she embraces the unknown by constantly calibrating and always choosing the option that will teach the most. By embracing th…
How to Focus on Marketing Fundamentals with Scott Monty
Scott Monty talks about his journey from premed student to marketing expert, and the elephant in the room - his amazing voice. He explains how understanding timeless human nature and psychology is ke…
How to Stay Ahead of the Disruption Curve with Chris Skinner
This week, Eric talks to Chris Skinner of The Finanser. Chris is well known for his extensive writing, speaking and advising on the disruption necessary in the banking and fintech worlds and is a pro…
How to Build a Media Company Around Your Brand with Robert Rose
In today’s episode, Eric talks to author, podcaster and content marketing expert, Robert Rose about everything from whether your marketing function can become a profit center to the fate of tradition…
How ‘Batshit Crazy’ Advertising Can Actually Work with Abba Newbery of Habito
Abba came to Habito from a background in media and is now proud to make “batshit crazy mortgage ads” that speak to Habito’s strong purpose of setting people free from the hell of getting a mortgage. …
How To Build a Trusted Brand with Tina Cassidy of GBH
Tina Cassidy, CMO of GBH talks to Eric about the rebranding of Boston’s public broadcaster and the largest creator for public media in America. Trust is not only central to GBH as a company, it is ce…
How To Build Community Around Your Brand with James Kyd of Xero
This week, James Kyd of Xero talks about how the online accounting platform with over 3 million customers has successfully built a community around the brand. By fostering a deep commitment to unders…
How To Use Creativity to Deliver Business Results with Zaid Al-Qassab of Channel 4
In this wide-ranging conversation, Eric talks to Zaid Al-Qassab, CMO of Channel 4. With his rich career history, Zaid offers insight into the burning issues on the minds of every marketer, from in-ho…
How to Take a Take a Brand from Start-Up to IPO with Jasper Martens and Rachael Oku of PensionBee
In this week’s episode, Eric talks to the nicest people in the business, Jasper Martens and Rachael Oku from PensionBee, about how the company has managed to stay true to its customers along the jour…
How to Scale Your Brand Purpose with Linda Boff and Zara Mirza of GE
In this week’s episode of Scratch, Eric talks to GE CMO, Linda Boff, and Global Head of Brand Marketing, Zara Mirza, about GE’s Purpose Campaign and how discovering and amplifying its brand purpose k…