Anatomy of a Strategy
46 episodes - English - Latest episode: over 3 years ago - ★★★★★ - 14 ratingsWelcome to Anatomy of a Strategy! Recorded in Toronto, Ontario, Canada, hosted by Tara Hunt, a 20-year digital marketing veteran and CEO of Truly, and Stefani Forster, journalist, content strategist, and Creative Director of Truly. (Previously co-hosted by Carlos Pacheco)
AOAS is a marketing podcast that explores the hidden psychology and behaviors that drive marketing strategies. It’s not about marketing per se. We don’t celebrate and rehash case studies as much as dissecting the culture in and around the successes and failures of marketing. We ask, “What was going on in the world that helped that message succeed, and that other one fail?”
AOAS is less of a marketing practice podcast and more of a Marketing THOUGHT podcast.
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Episodes
The Anatomy of Community-Building with Shervonne Cherry
September 26, 2020 23:26 - 53 minutes - 49.4 MBTara met Shervonne Cherry in Baltimore in 2012. At the time, Shervonne was working as a designer and social media strategist, but today, she's the Director of Community & Partnerships at Spark, a growing Coworking organization with spaces in Baltimore and Kansas City. Shervonne gives incredible insight into how to build local community resources that support Black entrepreneurs (without tokenizing or making it some sort of quota-filling exercise). Her comments on urban design were particul...
The Anatomy of Empathy
September 13, 2020 14:00 - 41 minutes - 57.2 MBThis week, Tara and Stef speak to Nate Nichols. Nate is the founder of Palette Group, a commercial creative agency that focuses on community, which he runs with his life partner. He's also the co-founder and creative director of Allyship & Action, a collective that works with vendors and agencies to actively promote diversity within the industry. For Nate, everything he’s passionate about is deeply rooted in empathy and the circumstances of his upbringing really influenced how he sees the...
The Anatomy of Representation
September 06, 2020 15:18 - 49 minutes - 45.4 MBThis week on the podcast, Tara and Stef sit down with Danica S. Nelson, Senior Product Marketing Communications Manager and travel enthusiast. But Danica does multiple jobs with her organization. She not only has a senior marketing role, she also works on the DEI (diversity equity and inclusion) initiatives. She balances all of these with ease...but found herself burning out last year and took an extended leave to recharge. Unfortunately, this was cut short by COVID-19. In this conversatio...
Anatomy of Data Ethics with Ian Forrester
August 23, 2020 00:53 - 33 minutes - 46.2 MBTara has known Ian for well over a decade and she's never had a conversation on race with him. This isn't because of a lack of opportunity. They've shared many a deep conversation, but never about race. This is a problem. It's one of the biggest problems that White people have, in fact. You may have heard "your silence is violence" and this episode is all about unpacking that. We also talk about data portability and data ethics, which is crazy fascinating! Ian has been involved in person...
Anatomy of Code-Switching with Cher Jones
August 09, 2020 15:00 - 53 minutes - 48.8 MB"How can we say that politics shouldn't be a conversation on a business platform when it is the politics, the lobbyists, the things that are happening behind the scenes that govern how business operates?" Indeed! In this episode, Stefani and Tara speak with the epigrammatic Cher Jones, a social media and brand development expert, and LinkedIn influencer, about many eye-opening subjects. However, the core of the conversation is that, as Cher says, "we don't normalize things that should be n...
Anatomy of White Supremacy in Marketing: An Introduction
July 26, 2020 16:00 - 13 minutes - 12.2 MBFor the past few months, between COVID-19 and the Black Lives Matter protests, we've opted to put a pause on AoaS to create space for other conversations (with the exception of the episodes with Laura Fitton and Joe Jackman, which we thought were relevant to the COVID-19 discussion). Now, we see that our silence on the topic of Black Lives Matter was akin to saying, "This is not our problem." This was wrong and it took a Diversity, Equity & Inclusion facilitator, Karlyn Percil of KDPM Cons...
The Anatomy of Reinventing Retail
July 05, 2020 19:11 - 39 minutes - 35.7 MBAll the way back in February, Stefani and Tara sat down to speak with Joe Jackman, founder of Jackman Reinvents and author of The Reinventionist Mindset, about the need for retail to reinvent itself if it was going to keep engaging a very digital-minded consumer. Oh boy, did that escalate quickly! Though they spoke with Jackman in February, he has covered this topic a bit since, so they discuss what reinvention looks like now as opposed to what they discussed in February. Show Links: J...
Anatomy of Saving the Planet
March 22, 2020 10:00 - 32 minutes - 30 MBThis episode was recorded pre-COVID-19 crisis, but Tara and Stef found a few parallels between the outbreak and the climate crisis. We’ve got a brand new format that will give you a much clearer insight into digital strategies from here on out! Our guest this week is Laura Fitton, who is the Principal and Founder of The enough company. Her aim was to explain and evangelize market-driven shifts that can bring speed and scale to the climate crisis fight. Her approach merges her environment...
Welcome to the Anatomy of a Strategy Podcast
March 21, 2020 23:24 - 5 minutes - 4.75 MBIf you’re new to this podcast, AOAS is a marketing podcast that explores the hidden psychology and behaviors that drive marketing strategies. It’s not about marketing per se. We aren’t here to celebrate and rehash case studies as much as we are here to dissect the culture in and around the successes and failures of marketing. We want to ask, “What was going on in the world that helped that message succeed and that other one fail?” AOAS is less of a marketing practice podcast and more of...
Anatomy of a Switcheroo
March 01, 2020 10:00 - 42 minutes - 20.7 MBWe’ve got a very special episode, this week…Introducing our new co-host on the podcast, Stefani Forster! Find out what's happening! Where's Carlos gone? What's going down? Stefani is the Creative Director at Truly and a content strategist with experience at some of Canada's top agencies and publications. She worked at Touché! Media and PHD Canada on various national brand campaigns before moving to the content side, serving as an editor and content manager at The Huffington Post Canada,...
Anatomy of Disrupting Yourself
February 16, 2020 10:30 - 50 minutes - 46.2 MBThis week we welcome Charlene Li on the Anatomy of a Strategy podcast. Charlene is in the business of helping brands predict the future. The founder of Altimeter (now under the Prophet Company umbrella) - a company that helps companies to leverage disruptive tech by providing research and advice. She’s the author of 6 books, most recently “The Disruption Mindset: Why Some Businesses Transform While Others Fail”. Charlene is also a very popular speaker and joins many of the Anatomy alu...
Anatomy of Building a World-Wide Movement
February 02, 2020 11:00 - 51 minutes - 47.9 MBWe’ve got a big guest, this week! Say hello to Vicki Saunders. Vicki is the multi-award-winning Founder of SheEO, the worldwide ecosystem that supports, finances, and celebrates female innovators using ‘Activators’ as well as hosting summits, events, and much, much more! To name just SOME of her accolades - on top of being named as 1 of 30 “World-Changing Women in Conscious Business”, she’s also been listed as one of “100 Most Influential Leaders of 2015”. SheEO has recently expanded ...
Anatomy of Think, Do, Say
January 19, 2020 12:00 - 1 hour - 56.8 MBThis week we’re joined by Ron Tite. Ron is the award-winning Founder and CEO of Toronto-based agency, Church & State. He’s worked with massive brands such as Evian, Johnson & Johnson, Microsoft, Hershey, and many more. Ron has been recognized by The London International Marketing Awards, The Canadian Marketing Association, The Marketing Awards, and far too many others to list here. Ron stopped by the studio to chat with us about agency life, changing the agency model with Church & State...
Anatomy of B2B Collaboration
January 05, 2020 12:00 - 47 minutes - 21.8 MBThis time around we’re joined by Karima-Catherine Goundiam, whose credentials are so vast, we’d struggle to fit them all here! Karima is the award-winning CEO of Red Dot Digital, a strategy & insights led agency based right here in Toronto and around the world. Karima has now ventured into the B2B matchmaking world, with her latest project, B2BeeMatch - hot off the press. She’s also the Vice President and Board Member of The British Canadian Chamber of Trade and Commerce where she helps ...
The Future of Brand Value
December 15, 2019 12:00 - 56 minutes - 26 MBIn our final episode of 2019, we look to the future! Earlier in the year, we were joined by the fantastic Strata Insights Co-Founder, Tracy Chong. Now, to close off the year, we’re joined by the fellow Co-Founder of Strata Insights, Mark Radha. As a brand economist, he’s here to give us a glimpse into what brand trends we’ll see in 2020 and beyond. After working as a Lead Analyst and a Strategy Director, Mark became Co-Founder, CEO, and Chief Brand Economist at Strata Insights Inc. - a ...
Understanding your Customers with Katelyn Bourgoin
December 01, 2019 12:00 - 56 minutes - 25.9 MBThis episode, we’re joined by Katelyn Bourgoin! Katelyn is a self-confessed growth geek. She’s founded multiple companies (one of which - Vendeve, was called "the next LinkedIn" by Inc.) She also offers her strategic, customer-focused advice to large companies such as Target and Holiday Inn to find their “best fit” customers. Even the likes of Forbes has recognized her in their “Influencing Styles” list. She’s currently running her latest venture, Customer Camp, where her workshops help ...
Making a Product with Alex Hillman
November 17, 2019 12:00 - 59 minutes - 54.4 MBAlex Hillman joins us on this week's AOAS show! Alex has been carrying the coworking torch since the very beginnings of the movement. After founding Indy Hall (the world’s oldest fully independent coworking community) in Philidephia in 2006, Alex has gone on to teach those with creative skills to grow their business with Stacking the Bricks (with Amy Hoy) and their self-titled podcast. He joins us to talk about shipping products, the history and scaling Indy Hall, his philosophy and stra...
Brand Positioning
November 03, 2019 11:00 - 1 hour - 64.4 MBApril Dunford is a positioning consultant, entrepreneur, board member, angel investor, and advisor. Her expertise is built on 25 years as an executive in a series of 7 successful technology startups and 3 global tech giants. She’s launched 16 products as an executive and consulted on dozens more. She is also an international keynote speaker on the topics of Positioning, Market Strategy and New Product Introduction. Her goal is to help marketers, entrepreneurs and sales teams do a better j...
Attribution and Data Science with Trust Insights' Christopher S. Penn
October 20, 2019 11:00 - 46 minutes - 42.9 MBThis week we're joined on the show by Christopher S. Penn. He considered an authority on analytics, digital marketing, and marketing technology. As well as publishing over a dozen books, he is also recognized as a keynote speaker and thought leader. He is a 2019 IBM Champion in IBM Analytics, a Brand24 Top 100 Digital Marketer, and co-founder of the PodCamp Conference. Penn is the Co-Founder and Chief Data Scientist at Trust Insights. Trust insights want to make the world a better place by...
Moving Towards an Augmented Economy of Things with Galit Ariel
October 06, 2019 12:00 - 50 minutes - 92.7 MBGalit Ariel AKA The AR girl is a techno futurist, digital hippie & AR aficionado, TED speaker and author of Augmenting Alice – The Future of Identity, Experience & Reality. If you didn't guess it yet she is passionate about a future of AR and the potential it has to be integrated technology into our everyday lives, but not control it. She joins Tara and Carlos to talk about the future of life without screens, is AR right for everyone or every brand and the ethics and negative effects of ...
How SAAS Marketing Differs From B2B Marketing
September 22, 2019 11:00 - 59 minutes - 27.2 MBThe Anatomy of a Strategy podcast is back! After a short end of summer break, we are back with a slew of new episodes and an amazing lineup of industry expert guests. This week, we welcome Georgiana Laudi. Georgiana is a SaaS Marketing & Growth Advisor. She’s been guiding brands, products and campaigns to life online for 20 years. working with big brands and early-stage startups, but her true sweet spot for the last 10 years has been helping high-growth SaaS companies scale. She runs E...
Hiring Incompetent Men Isn't Strategic
July 28, 2019 10:00 - 52 minutes - 72.8 MBThis week we welcome Dr. Tomas Chamorro-Premuzic, author of 'Why so many incompetent men become leaders' and 'The Talent Delusion: Why Data, Not Intuition, Is the Key to Unlocking Human Potential.' Dr. Chamorrow-Premuzik was visiting Toronto, where we saw him speak at the Rotman School of Management. We were personally introduced by Anatomy of a Strategy guest Nilofer Merchant and Tomas was extremely generous in taking the time to join us on the show. We had a fascinating discussion w...
Digital Transformation is Complicated and that's OK
July 21, 2019 11:00 - 56 minutes - 51.6 MBOn this week's episode, we welcome head of campaign strategy Heather Ritchie. Heather has been working in global high tech companies for many years. She is dedicated to building pipelines of women leaders. She also did a four-year research project on how leaders will need to communicate in a world that is increasingly diverse, collaborative, and filled with intelligent machines. She is exploring the limits of AI automation into the future, she has some very optimistic lessons to deliver...
Fighting Trolls and Taking Names with Geraldine DeRuiter
July 07, 2019 11:00 - 36 minutes - 33.1 MBHarkening back to a few other episodes, including Nilofer Merchant and Cindy Gallop, we talk with Geraldine regarding a very important topic in the digital world: online harassment. Why is this so important to talk about here? What does this have to do with strategy? Well, as Geraldine says during our discussion: "I think that there are certain companies that are struggling to figure out how to reach certain demographic groups, and part of that is because they have no one in that group a...
Lost and Founder Rand Fishkin
June 16, 2019 11:00 - 48 minutes - 44.5 MBWhile we were at Social Media Camp in Victoria, B.C. this spring we had the chance to sit down and talk with Rand Fishkin who is the Co-Founder of Sparktoro.com. Rand Fishkin was also the CEO & Co-Founder of SEOmoz, a leader in the field of search engine optimization tools, resources & community. In 2009, he was named among the 30 Best Young Tech Entrepreneurs Under 30 by BusinessWeek, and has been written about it in the Seattle Times, Newsweek and the New York Times. Rand was very gen...
The Art of Agile Strategy with Nectarios Economakis
June 09, 2019 15:36 - 41 minutes - 38.5 MBNectarios Economakis is one of our old friends from Montreal, Canada. Nectarios is a strategy and marketing executive with over 15 years of experience. At PNR, Nectarios leads business transformation and strategy for clients. Prior to PNR held positions in marketing agencies where he led search marketing teams. Nectarios was the first employee in business development at Google Montreal. We thought we would have a conversation about digital transformation, agile strategy and what the big...
The Importance of Onlyness with Nilofer Merchant
June 02, 2019 12:00 - 48 minutes - 45 MBNilofer Merchant is a 3x author who has been helping grow businesses. She’s worked for major companies (like Apple and Autodesk) as well as early web startups. Nilofer thinks deeply about the frameworks, strategies and cultural values of companies. Companies work with her for guidance to develop new product strategies, enter new markets, defend against competitors and optimize revenue. Nilofer is a long time mentor and friend, we are so happy to have her join us on the show to talk about...
Transcending the Cult of Multitasking with Brian Solis
May 19, 2019 17:36 - 45 minutes - 42.3 MBBrian Solis is a digital anthropologist, keynote speaker and best-selling author and one of Tara's old friends. Life Scale is Brian's most recent book which is a departure from his previous work. Life Scale addresses the impact that social platforms and smart devices have in our lives. "As much as we multitask, love our devices, and feel like we're in control, deep down we know that something is off. Shortened attention spans, declines in critical thinking, lack of sleep, self-doubt, an...
Fixing Agency Woes with Cindy Gallop
May 12, 2019 12:00 - 56 minutes - 52.1 MBIn this episode of Anatomy of a Strategy, we welcome the world changing Cindy Gallop. She is the founder and former chair of the US branch of advertising firm Bartle Bogle Hegarty, and founder of the IfWeRanTheWorld and MakeLoveNotPorn. We talked with Cindy about her history in the world of advertising, starting and building an agency in New York City the state of the industry and why she thinks sexual harassment is the biggest challenge facing the industry. You can find Cindy Twitte...
Creating Word of Mouth with J Kelly Hoey
April 28, 2019 10:00 - 51 minutes - 47.3 MBThis week on Anatomy of a Strategy we welcome our very good friend J. Kelly Hoey. Kelly is a networking expert, an accomplished author, keynote speaker, investor and startup advisor. She joins us to talk about the real strategies to build genuine relationships, using social tools to listen rather than just broadcasting, her thoughts on personal branding and sharing with us the reasons why she loves her health insurer! Show Notes: Kelly's website: jkellyhoey.co Kelly's book: Build Y...
Anatomy of Going Viral
April 21, 2019 12:00 - 32 minutes - 30.2 MBThis week on Anatomy of a Strategy we welcome Benoit Meunier. Benoit Meunier is a Montréal based UX at IBM who likes to experiment on new social platforms. In early 2019 he decided to try TikTok and very quickly hit a home run with his 'dejavuchallenge' post. Benoit isn't the average 'influencer' or online 'creator' and we wanted to talk to him not just because his video got so much attention but because of his thoughtful and grounded approach about his experience, realizing the pressu...
Erica Ehm on Building Relationships and Being Authentic
April 14, 2019 19:00 - 49 minutes - 45.5 MBThis week on Anatomy of a Strategy we welcome the 'Martha Quinn of MTV' Erica Ehm! Erica is one of Canada's most recognized personalities, having started her career in the mid-80s as the voice of her generation on MuchMusic. She founded and was Editor-in-chief of YummyMummyClub.ca -- one of the first and most influential digital properties for Canadian moms. Her multimedia resume includes acting, award-winning songwriter, playwright, author, journalist and most importantly, The Yummy Mum...
How Legacy Media and Marketing Thinking Ruin Everything
April 07, 2019 12:00 - 44 minutes - 40.7 MBNope, you're not imagining things! It's a new Anatomy of a Strategy show! This week's episode was inspired by brunch! Actually, the discussion was started at brunch but we quickly thought 'hey let's record this for the podcast!' so here we are with our bellies full and ready to rant about how analog media thinking keeps ruining our online platforms, communities and doesn't really help to build a brand's online audience. We've summarized into three things that legacy aka analog marketin...
What's the Value of a Brand?
March 31, 2019 12:00 - 36 minutes - 33.8 MBThis week we welcome Tracy Chong from Strata Insights to Anatomy of a Strategy. Tara had the chance to see Tracy and her partner Mark Radha present the concept of Brand Economics at The Gathering in Banff recently, and it completely blew her mind. Tara’s making it her mission to get Tracy in front of as many people as possible, so we had to have her on the show. Here's a glimpse of what we (Tara) discussed with Tracy: What is Brand Economics? Brand does not equal marketing. Brand va...
Marketing Tactics Versus Strategy
March 17, 2019 12:00 - 35 minutes - 32.7 MBWelcome to the Truly...actually, the Anatomy of a Strategy podcast! It's been some time since our last show but now that we have a new name we’re working towards getting back on track with uploads over the last few weeks. In this inaugural Anatomy of a Strategy, we discuss being strategic with your marketing, how the number of marketing channels is now endless and it's easier than ever for individuals and companies to buy ads themselves. However, there’s not enough stepping back and thin...
The Truly Evolving Podcast
January 07, 2019 03:50 - 47 minutes - 43.5 MBNew year, new podcast episode! We're back and there are a lot of ch-ch-changes! Truly Social Inc. is no more, we are now Truly Inc and this podcast will be changing as well. In this first podcast episode of 2019, we discuss how brands shouldn't be afraid to change with their audience as well and how the world of online marketing has to change, Show notes: New York Magazine's How Much of the Internet is Fake Here's where you follow Truly Inc. on YouTube: https://youtube.com/tarahun...
Why Branded Content Fails
November 04, 2018 14:00 - 45 minutes - 105 MBBranded content or content marketing is everywhere on the web. In a follow-up to Tara's Why Branded Content Doesn't Work video Tara and Carlos talk about what causes branded content and/or content marketing to fail, what brands and creators need to think about that will help their build a valuable audience. Let us know what you think! Our picks for Truly Social Heroes in this episode: Tara's pick: Drew McLellan's and the Build a Better Agency Podcast. Carlos' pick: Mikey Newman with...
Reliving the Agency Life
September 30, 2018 13:00 - 36 minutes - 83.6 MBThis week Tara is away as Carlos sits down with Daniel Francavilla who is the founder and creative director at Now Creative Group, a branding and social agency in Toronto. During the podcast, Carlos and Daniel discuss explore some of the challenges facing agencies in the ever-evolving landscape of marketing and advertising agencies. Don't forget to stick around until the end for our truly social heroes picks. This week's Truly Social Heroes: Daniel's recommendation: Artist and auth...
Creating a Social Brand
September 16, 2018 15:44 - 44 minutes - 102 MBWelcome to the secret agent episode 007 of the Truly Social podcast. This week we welcome Truly Social's own graphic designer Alexander Appugliesi to talk to Carlos and Tara about all things design in a social era. During the podcast, they explore some of the subjects that Alex brought up in his What I've Learned as a Social Designer blog post as well as Tara's latest YouTube video What is a Social Brand. Don't forget to stick around until the end for our truly social heroes picks. ...
Going Viral Overnight in 15 Years with The Portuguese Kids
August 26, 2018 13:00 - 55 minutes - 127 MBWelcome to the Azores edition of the Truly Social Podcast recorded in the offices of Radio Atlantica, Sao Miguel. While on our summer holidays Tara & Carlos got to hang out and talk with the 15 years in the making overnight ethnic comedy success The Portuguese Kids. The Portuguese Kids have been online content creators since the days of MySpace using online platforms to both find an audience and help shape the type of comedy that’s helped them build a niche audience that is Azorean Portugu...
Just Evil Enough with Alistair Croll
July 22, 2018 20:03 - 59 minutes - 136 MBWe're back! This week's Truly Social Podcast Tara & Carlos welcome an old friend Alistair Croll. Alistair is an entrepreneur, author, and event organizer. He's spent a lot of time understanding how organizations of all sizes can use data to make better decisions. He has written three books on technology and entrepreneurship: Lean Analytics (2013); Complete Web Monitoring (2009) and Managing Bandwidth (1999). Alistair recently wrote 'A better definition of marketing' on his Medium blog o...
Building a Badass Business to Business Community
July 01, 2018 14:00 - 39 minutes - 90.3 MBOn this week's The Truly Social Podcast we (Tara Hunt + Carlos Pacheco) welcome one of our own, Hunter MacKinnon who is a Junior Strategist at Truly Social Inc. Hunter recently published an article on the blog on how companies use social to build engaged online communities around their brand, service or product. Make sure to listen until the end to hear ours and Hunter's and our picks for this week’s Truly Social Heroes. This week's Truly Social Heroes: Carlos' choice: The League ...
You Are The Product with LinkedIn Creator String Nguyen
June 17, 2018 18:01 - 38 minutes - 88.8 MBOn this week's The Truly Social Podcast we (Tara Hunt + Carlos Pacheco) welcome our first ever guest in the studios! Her name is String Nguyen, more commonly known as StringStory on LinkedIn. String is a content creator and strategist from Melbourne Australia and has blown up on LinkedIn video over the last 6 months. String spent a few days with us while visiting Toronto and we got the chance to sit down with her to discuss content creation and how she’s been able to grow her brand on Link...
Why The Agency Model Is Broken
June 03, 2018 16:46 - 44 minutes - 103 MBOn this week's The Truly Social Podcast we (Tara Hunt + Carlos Pacheco) talk about how the agency model is broken which is strange since Truly Social Inc is an agency! The tense client-agency relationships, the awful RFP process that burns out employees and ensures shot-in-the-dark "strategies", and the damaging lack of continuity caused by campaign-based thinking and warring agencies are just some of the things that make #agencylife not that great. No agency is perfect but we're trying ...
Can You Trust Online Metrics?
May 21, 2018 13:27 - 45 minutes - 104 MBWelcome to the first episode of The Truly Social Podcast! In this week's episode, we (Tara Hunt + Carlos Pacheco) discuss the issues revolving basing marketing and advertising results sorely on online metrics. The podcast discussion stems from 'Metrics are a Lie' video on the Truly Social YouTube channel. Looking at online numbers alone can be deceiving, even with sophisticated targeting, we're seeing traffic coming to our clients' social accounts from places they shouldn't. A brand's...
Introducing The Truly Social Podcast
May 05, 2018 20:48 - 52 seconds - 1.63 MBIntroducing The Truly Social Podcast. Recorded in the Truly Social Inc. office studio in downtown Toronto where the raccoons have a better Yelp rating than our public transit system. Every two weeks, we deep dive into the topic of all things social. And lest you think that we are talking social MEDIA, we’re not. We come from the perspective that ALL things are social - or as I like to say, “Social is an approach, not a tool.” We aim to tackle the subjects that connect people to people, p...