An in-depth discussion about the ways that content and media shape our understanding of emerging beauty companies and trends, through the lens of two beauty directors…
Jennifer Goldstein (Beauty Director and Features Editor, Marie Claire; Host of Fat Mascara Podcast) and Jessica Matlin (Beauty Director, Harper’s Bazaar; Host of Fat Mascara Podcast) join “Beauty Is Your Business” hosts Karen Moon (CEO and Co-Founder of Trendalytics) and Abby Wallach (Co-CEO and Co-Founder of Scentinvent Technologies), along with Content Is Your Business host Amber Mundinger (SVP, Live Media & Strategic Partnerships, Rolling Stone Magazine) as part of a MouthMedia Network Live event recorded in front of a live audience at Experience Knotel.
The interactive space ia located in the heart of Noho in New York City (666 Broadway) and designed to showcase the experience of working in a flexible, adaptable, always energized environment. Sponsored by Knotel – Your agile business deserves an agile space. Knotel will find, customize, and operate your ideal office while you focus on your business. Discover more at www.knotel.com.
In this episode:
- There’s something lush about a print ad
- How the “Fat Mascara” podcast got started, telling more of the story than print or digital publications will do
- Picking shea nuts in Ghana, Goldstein and Matlin meeting each other
- Knowing the difference between editorial content or branded content, and being clear
- The use of “Presented by…” and what consumers and readers are used to seeing now
- Who does native content well, smart content
- Consumers are smarter, writers need to tell stories very well
- New rules are changing things, how readers can tell the difference
- The need for education for the consumer
- A higher standard to abide by
- Can’t promote things that aren’t science as a writer
- The era of “fake news”
- A recent scandal – influencers are paid to speak negatively about other brands, and one who is reported to have said she won’t speak negatively if she is paid by that brand
- Mistrust of media and journalism
- A code of ethics
- Is there really no bad press?
- The call for a governing body for influencers?
- Social media’s Achilles heel for accuracy and truthfulness and abuse
- Scotland, a good lip product, hair like you got off a motorcycle, algae and seaweed forests, a perfume school wish, a migraine, partnership give and take and the rhythm of constant communication
Philanthropic media brand featuring women of empowerment, fashion supporting causes, and environment…
What’s it like to build a magazine? From scratch. In your living room, with a team of interns. Without any experience, because you came from the fashion world, not publishing.
And not just any magazine: It’s digital, and turns pages so the experience is like a printed magazine with rich media extending beyond the pages. And each issue is more than 400 pages of extraordinary content with remarkable personalities. It also has a strong social mission at its core.
Karina Givargisoff, Founder/Editor-in-Chief of Mission Magazine, joins Pavan Bahl (president of MouthMedia Network), host Dalia Strum, and guest host Amber Mundinger (SVP, Live Media & Strategic Partnerships for Rolling Stone) in front of a live audience on location at Spring Place. MouthMedia Network studios are powered by Sennheiser.
In this episode:
- Givargisoff’s path to Mission Magazine, how she used to be a fashion editor, moved from London, and what led to starting Mission
- After seeing a friend suffer, wanting to combine fashion and raising awareness for social causes
- How generally female students fro\m Parsons New School of Design help putting together 400 pages of content
- How to decide what missions to get behind
- How causes are always women and environment, with issues coming up on mental health, want to do human trafficking issue, then teenage issue and social media
- How the magazine turned into something startling, a fully digital magazine that flips like a paper magazine
- What Givargisoff took from working at WWD, being a stylist a lot of job skills came over, managing a team meeting deadlines, good under pressure, problem solving
- How the magazine is a positive thing that needs to exist, socially cause driven
- Why Mission is focusing on local charities first, how vetting them with big support from Grant Thornton pro bono
- How a percentage goes to charity after operating costs
- Why treatment of girls in India and getting home safely been an important cause for Givargisoff
- Being nimble and a small company, able to quickly pivot and change
- Announcing the splitting into two entities – one for profit, one not for profit
- Wanting to make a documentary series for each issue
- Operating without a rulebook, it hasn’t been done before
- Third issue is on mental health because of what Givargisoff has been through
- Reactions from people in the media space, others, had one person from a big fashion brands say she’ll never do it, and how that motivated
- So focused on the social mission, kept forgetting about the fashion
- The effective albeit scrappy team
- And an incredible story of humility, of falling, and of getting up again
Visual and contextual content relating to digital technology as a portal to amazing experiences…
Julie Vargas (Director, Digital Solutions) and Jonathan Aitken (Director, RFID and Digital Partnerships) at Avery Dennison join host Dalia Strum and guest host Pavan Bahl on location at the Retail Innovation Lounge at South by Southwest (located in in Max’s Wine Dive) in Austin, TX. MouthMedia Network is powered by Sennheiser.
In this episode:
- Taking that extra piece and turning into an amazing experience and content
- The trend of personalization
- Augmented reality, tech behind authentication, and how consumers can bring products to life
- A focus on integration of RFID into Rebecca Minkoff’s products, extending the relationship with brands after purchase, gamification
- Apple’s camera with QR codes, and are QR codes back?
- The future of using connective devices and UGC, Lululemon’s UGC app, how people are hungry to share their content, a lot of UGC are not noticed by brands despite being the most effective content
- How brands start working with Avery Dennison, and the kinds of brands they work with
- RFID allowing a path to real-time inventory visibility
- Trends toward sustainability and transparency, doing business as a collective, storytelling applications that are made possible with RFID, and a marriage of blockchain and RFID
- Working with in-house content teams/studios vs. guiding as an agency
- How tech has allowed and enabled opportunities
- Creating an emotional connection with products
- The “mitten story” as a great example of the power of RFID
- Creating stepping stones, the path from QR codes to AR, serializing experiences, near- field tags
- Ecosystem with partners, and a partnerships with MishiPay
- What’s possible in a cloud-based model
Marketing with influencers and digital social engagement…
Beca Alexander, Co-Founder and President of Socialyte (a premier influencer marketing and casting agency), joins Lisa Berger, Dalia Strum, and Edward Hertzman in the MouthMedia Network studios powered by Sennheiser. Presented by 24 Seven Talent.
From blogger to agency co-founder, four influencer categories, and being authentic and faithful to audiences
Alexander discusses how she fell into digital social engagement, was a blogger in fashion news and sold the blog despite not being profitable, she went to corporate America, had friends in the digital social engagement space who started personal style blogging, brands were reaching out, and they don’t know what to charge. She said she could negotiate their deals and take a cut, and then started Socialyte 3 ½ years ago, how the company acts as middle man to amplify brand messaging between services and brands to reach the right consumers, and how the only money used to be Google ads but that has changed dramatically. She mentions how she and her team began taking money from brands to write about the brands and became exhausted from running many stories daily, 24/7. Alexander received an offer to go to work, and also got an offer to sell the blog from a media company wanting to buy traffic from content websites. The blog articles were very opinion driven, and one can create traffic for differentiation but are brands skeptical about aligning? Influencers are in four different categories, and can be considered content creator. People follow people because they are posting about their luxury lifestyle. There are influencers, then there is actual high quality content, highly setup, with beautiful images curated in the feed, as if they could be in a magazine. Are these influencer posts reality or a manufactured, and how do they afford this lifestyle? How Socialyte is vetting content creators, looking for authenticity and consistent creation of content that is authentic and faithful to audience.
Micro-influencers, lone wolves and doubling up, and higher income for women
She touches on a love/hate relationship with micro-influencers, how they don’t generally understand the business of influencer marketing, but this is one of the reasons Socialyte comes into the conversation, with them often being the first agency that sends them a 12 page contract and they “freak out”. What the micro-influencers do, where the agency sends them a product, the influencer creates an image for a product. Occasionally, micro-influencers are introduced to timelines that they don’t understand or appreciate — missing a day or deadline can have a significant impact on the entire campaign. What is the level of engagement brand wants to see? Alexander discusses how there is talent management, how influencer failures impact contractual expectations, why Socialyte requires influencers to keep content and posts on for a year, when posting products becomes no longer authentic, the 50/50 sponsor-to-organic content ratio needed, and engagement levels. She mentions how the audience will tolerate sponsored content if post is authentic, the way influencers can be sponsored, how there is no template for this process, KPI’s are different for every brand, and influencers are humans, not commodities, so everyone is an individual that creates content and shares it in very specific ways. Influencers have been seen as lone wolves, as they are limited in seeing the circles around them. Now influencers are friends with other influencers because they share similar lifestyles, how this can result in them posting together and getting double content which looks like more organic content. She says that consumers are living vicariously through influencers, how influencers enjoy travel trips for content, being able to segment by location, and how this is one industry in which men are making less money as influencers than females.
Vetting brands and influencers, two hours of Instgaram, and becoming Beca
Alexander details, in a round of personal questions, the considerations for vetting of brands, taking an agency fee, declining brands and products dealing with smoking and sex, her obsession with human psychology and how the brain works, vetting influencers on their business goals, being a basic human, how her schedule starts with two hours of Instagram daily, tattoos, being from Ukraine, boring Cleveland, a tramp stamp, how self awareness results in informed decisions, conserving brain capacity, being very accessible by email, and how her name became Beca.
Partnering music and brands with MAC Presents…
Marcie Allen, President of MAC Presents (music experiential agency , bridging the gap between corporations and the music industry), and musician, entrepreneur and philanthropist Taylor Bennett, join Pavan Bahl, Rob Sanchez, and Marc Raco for the most applause-laden interview in the show’s history on location at Subculture in New York City. This live audience episode is powered by Peerspace and features music by Casey McQuillen.
Representing the deal, a seat at the adult table, and a market for authentic stories
Allen reviews her “Southern belle debutante sorority girl” roots, being raised by two grandmothers, attending sixteen schools before fifth grade, then how she started her first company at 25, being a storyteller and solid salesperson, having knowledge on both sides of the music industry, being in music industry representing the deal, and how bad deals aren’t authentic or tell a story. The importance of paying it forward, measuring ROI in music/brand sponsorships, and how fashion brands are being introduced to entertainment marketing and mass consumer marketing. Allen’s creative things used in repertoire to bring allegiance, consideration of the music industry’s album sales being down, how 10 years ago no one wanted to do a sponsorship in music, and now music artists have a seat at the “adult table”. How a deal with Billy Joel and Citi was of value even though he didn’t need the marketing, how a deal like that can move the needle in a variety of ways for an artist, tracking metrics and how brands can measure success, lifting sales and getting press, how Imagine Dragons’ deal with Southwest Airlines produced a billion press impressions, and whether musical artists are celebrity influencers. How much of sponsorship with musical artists is the cool factor, how music is one of the most powerful ways to connect with consumers, and the Urban Outfitters partnership with Taylor Bennett for Pride Month happened because he came out as bisexual, and how that was so authentic. Consumers can smell through non-authentic sponsorships, the return of cassettes, and what’s fascinating about artists.
How 3D Audio enhances and impacts content, human experiences, art, and science…
Julie Kaganskiy (Cultural Director), and Seth Kranzler and Daniel Perlin (members), of New Inc. (the first museum-led incubator and a coworking space designed to encourage collaboration and spark new ideas from the synthesis of different disciplines) discuss how 3D Audio will enhance sensory experiences, influence human emotions and perception through a new lens of viewing and interpreting art. They also take questions from the audience and cover the importance of really listening. Presented by Sennheiser in collaboration with MouthMedia Network.
Julia Kaganskiy is a cultural producer across art and technology. She previously served as global editor of the Creators Project, a partnership between VICE Media Group and Intel. In 2010, she founded #ArtsTech Meetup, an initiative that brings together digital artists and professionals from New York’s museums, galleries, and art-related start-ups. In 2012, she was profiled in the AOL/PBS series “MAKERS,” which honored women leaders. In 2015, she was named in Crain’s New York Business’s 40 Under 40 list, and has been cited by Fast Company (2011) and Business Insider(2013) as one of the most influential women in technology.
Seth Kranzler is an artist, engineer, and developer working at the intersection of art and technology. He seeks to examine the impact of technological progress and expose new modes of interaction through the subversion of new technologies. His work manifests itself in installations, websites, and physical artifacts. He holds a Masters degree from New York University’s ITP program and a Bachelor of Science in Mechanical Engineering from Drexel University in Philadelphia. Seth cofounded Mixed Signals, an emerging concert series highlighting new works in electronic and digital video, music and dance. He also cofounded Channel Studio, a design and technology studio based in Brooklyn.
Daniel Perlin is an artist and designer who believes in listening as a strategy for good design. Daniel got his start making work with things that make sound such as music, film, objects and sometimes spaces. After some years spent in Rio de Janeiro, where he worked in film and made work, he returned to New York where he attended NYU’s ITP program and the Whitney Independent Study program. During that time he started Perlin Studios, an experience and sound design studio in New York. Daniel has had the privilege of making things that cross many disciplines including sounds, interactive designs, objects, installations and performances. Recent work has included a solo performance at MoMA for the Lygia Clark Exhibition, an installation for the Costa Rica Pavilion in the Venice Biennial of Architecture, interactive work for Toyota’s Hydrogen Fuel Cell Vehicle and a kinetic speaker in São Paulo. He has worked with such people, places and things as Google, Vito Acconci, Maya Lin, Errol Morris, Todd Solondz, IBM, Toyota, Domus Magazine, Under Armour, The Whitney Museum of American Art, PS1 the Cooper Hewitt and The New Museum.
Big picture global macro patterns and behaviors, with Sheryl Connelly…
Sheryl Connelly, Global Trends and Futuring Manager (a.k.a. Corporate Futurist) for Ford Motor Company, talks with MouthMedia Network President Pavan Bahl about the insights and implications of the 2018 Ford Trends Report. Recorded at the MouthMedia Network studios, powered by Sennheiser. Read the 2018 Ford Trends Report here.
Data for all, giving younger people purpose, and seeking solutions
Connelly reveals how the report previously was kept proprietary and inside Ford, but now it is cascading it widely, as it is functionally agnostic. The brief is that the more it was shared that Ford received more insights. She discusses how trust is a trend that can’t be overestimated. She reviews the personal note to the reader, and how disorientation, disparity, and inequities cannot be ignored anymore, that people want to explore them and look for solutions and how the world is committed to looking for solutions. Being thoughtful in how to engage young people to give them purpose, working in emerging markets, endeavoring to be sure Ford is meaning the same thing around the world, elevating to truly a global space. How the whole landscape of automotive industry is evolving, and Ford is playing a leadership role.
An activist awakening, mental and physical health, and the Ford Hub
Uncertainty and confusion globally, an activist awakening, discovering the degree of intolerance of opposing viewpoints, and the understanding of the impact of individual actions on change. When thinking about solutions, whether women can feel safe and have accessible options, a societal cultural shift, how mental well being goes along with physical health, creating a culture of curiosity that opens the door for innovation, the impact of sleep on health and weight loss, disconnecting from work in order to grow and explore, and mending the mind. Retail, and pop up retailers such as Story offers evolution in use case and agile experiences. And the Ford Hub brand experience in the World Trade Center Oculus in New York City.
Managing data, autonomous vehicles, and the changing family
How the younger generation doesn’t care about giving personal information, and how brands can be distinguished by how they act as stewards of info. Autonomous driving features/autonomous vehicles, how we are already driving a semiautonomous vehicle, so the building blocks are already there. Bringing autonomous vehicles widely into reality will be partly dependent on legal, municipal, and other influencers, and how with this comes a greater level of responsibility for Ford. In 2021, when Ford brings its first autonomous vehicles to the streets will they be ride hailing and package delivery vehicles. Ford is “all in” with major investment and commitment, and it is something definitely coming. What it looks like offers various possibilities, addressing concerns of jobs going away. In the past the biggest fear with automation was what we’d do with our leisure time, but that didn’t happen. A lot of data in the “singled out” section—a lot of data on what average family means, for first time in America’s history there are more single people than married. Yet people maintain that single people are treated differently, and the definition of the nuclear family has changed. What kind of vehicles does that now mean, understanding how shifts might change affects how and where production is determined.The future plays out in ways that are tough to imagine. The resilience of the human spirit, and awe inspiring, head scratching data.
Compelling content, experiences and partnerships for brands as part of a complex creative ecosystem with Milk Group
Angela Wei, Managing Director of Milk Agency (a creative agency, production resource and brand partner as part of Milk Group, a culturally conscious company), joins Lisa Berger, Edward Hertzman and Dalia Strum at the MouthMedia Network studios powered by Sennheiser. Presented by 24 Seven Talent.
Collaboration and expression, brand collaboration, and the grey area in between
Wei discusses how Milk Agency as an extension of Milk Studios (Milk Group), a full service creative studio started 20 years ago as one of the first independent photo studios, how the agency as an incarnation of Milk is a platform for creative collaboration and expression, the culture platforms, how Milk.xyz features emerging talent and cultural stories, and the most recent iteration is Milk Makeup (direct to consumer and then via Sephora), and how Milk Group developed organically, but is a complex ecosystem. She shares he career path an early employee at Razorfish, from digital content to the ad world, working at MTV and at Discovery Channel, becoming interested in how those brands collaborated with other brands, working at Time Inc. in branded solutions, and interest in the grey area between brands when collaborating.
A content pyramid, a culture shift for younger generations, and working with makeup lines when you have a makeup line
She mentions content as a pyramid — at the top are films and featured commercials, down to snackable content at the bottom – and how Milk creates throughout the pyramid. She touches on how modern marketing is not enough, content is the future, brands being publishers and that people haven’t figured that out yet. The industry is intertwined, with big media houses pushing to keep integrity and trust, and how younger people are more comfortable with brands as a culture shift, with brands engaging more and creating dialogue. Wei says that an audience is a pyramid too, scaling is meaningless without a true purpose and a north star, and collaboration has to come down to the foundation of what a brand is about. Plus, the impact of having a makeup line on having makeup brands as clients, and Wei brings a seaweed snack.
Diminishing IP value, evaluating success, Virginia Wolf
Wei covers the “barbell model”, pure performance marketing now, how a type of brand determines the type of brand content and experiences, pop ups, embedding a brand experience that you take with you, how the IP value of brands are diminishing, how content is also what you input, and customizing content. She also shares perspectives on the ROI of branding and experiences, how one measures success of experiences and branding, and how it is usually qualitative, the impact of expectation of clickable marketing, and the danger of the expectation of never ending growth. And, Wei’s favorite books, being inspired by Virginia Wolf, the importance of curiosity and reflection, having space to explore, a crazy dog person, and how challenge comes from discomfort.
Find more MouthMedia Network podcasts at www.MouthMediaNetwork.com
Creative think tank for brands and agencies at Google…
Rudi Anggono, Head of Creative + New Experiences for The Zoo at Google (Google’s “creative think tank for brands and agencies”, with a mission “to push the limits of creativity thanks to Google’s platforms and technologies”), joins hosts Lisa Berger, Edward Hertzman and Dalia Strum at MouthMedia Network studios powered by Sennheiser. Presented by 24 Seven Talent.
Driving sales with a creative team, Westworld, and YouTube
Anggono discusses how The Zoo at Google help clients and agency partners to think of creative ways to use technologies, who is their most ideal client, the importance of being open-minded and ready to innovate in the content space, how The Zoo is a creative team that is part of the Google sales organization, and helping clients to innovate in the video space, which is mostly YouTube. He shares an example of a successful partnership with HBO about Westworld, working as a creative consultant with the show and many partners to extend the brand experience of the show beyond HBO, partnering with show runners, creating a fictional character Aiden living within website, and promoting in the YouTube platform. Anggono talks about YouTube as a cultural channel inspired by culture and informing pop culture, and how it is more like a platform engaging in two-way communication.
Measuring success, Deep City, and relationship building
He reviews how to look at what Google has done creatively, and why one should always start with the user first, who would use it, how people behave, expectations, whether Google is getting into proprietary content business, measuring success, and find creative ways to provide content for brands. He touches on whether it is better to have 10M views or 5k engagement, the impact of monetization of videos, completion rate and watch time, working in tandem with other creative agencies, creating Deep City in partnership with the in-house architecture team, and the importance of relationship building and networking even within a company like Google to people who share the vision of ideas.
The risk of losing authority, robots, and reading
Anggono covers the view of content studios replacing agencies, if content goes too far, the risk of losing authority, and a new form of product placement. Plus, a round of personal questions covers getting inspired, favorite books, “The Industries of the Future” by Alex Cross, robots, reading, being very curious, having media literacy, trying to look up a footnote, and the decision on what to believe.