From commercial sets to global newsrooms, tech-integrated builds and large-scale experiential activations, Roma Ahi has ample experience working across formats, continents, and cultures. In her role as president at Makers — a producer-led media company — she helps shape what’s next by investing in what matters most: people, process, and purpose.

On this episode of On Scope, Roma joins host Mike Berberich to break down how brands can maximize ROI when engaging consumers IRL. The duo covers a lot of valuable ground, including:

• How marketers can “de-risk” their experiential activations without diluting the elements that will make the event attractive to consumers.
• How marketers can approach both measuring the success of their experiential activations and also turn those activations into a data goldmine.
• The key steps marketers must take to maximize the value of the event after it has ended.

On “Marketing News You Might Have Missed,” producer Ryan Dinger joins Mike to discuss a MediaPost report on Heineken’s new “Pubscription” service, an application created in collaboration with Amazon’s Fire TV allows subscribers to search for nearby pubs and invite friends to meet up. Mike and Ryan share the reasons why they find the activation to be bold and brave and speculate on the secondary benefits such an effort might provide to the Heineken brand.

IRL experiences may be rising in popularity, but marketers still need to make sure they’re leveraging AI to the best of their abilities to get the most out of these types of activations. For that reason, you need to check out the ANA’s Generative AI Essentials for Marketers Certificate Program. This series of six focused courses gives you exactly what you need to keep up with AI, including real-world practitioner experience that you can apply directly to your own work. Best of all, completing the courses will only take you 90 minutes. To learn more and register, visit us www.ana.net/AICert26.

Have a topic or guest that you'd like to see on an episode of On Scope? Let us know by emailing onscope@ana.net

Jean-Pierre LaCroix is the president and founder of Shikatani Lacroix Design and the author of ThinkBlink Manifesto: Creating Deep, Lasting Emotional Brand Connections in the Blink of an Eye. During his long and successful career as an innovator, designer, strategist, and transformer of brands for growth, Jean-Pierre — who goes by JP for short — has pioneered the use of neuroscience and virtual reality to gain insights about branded environments and was one of the first individuals to use in-store digital signage and gesture motion UX to engage with consumers.

On this episode of On Scope, the design legend joins host Mike Berberich in studio to discuss what brands misunderstand about good design and why the craft of design often ends up on an organizational island. During a lively and informative conversation, the duo covers a lot of ground, including:

• The reasons why so many brands and marketers have begun to underestimate the value of good design
• JP’s thoughts on the minimalist design trend and its effects on brand differentiation
• How marketers can be better partners to their design teams

On “This Week in ANA Magazine,” magazine editor Matthew Schwartz joins Mike to discuss a new piece on the growing data skills gap in marketing. Mike and Matthew break down why the gap is growing, what marketers can do to make themselves more data savvy, and how artificial intelligence (AI) fits into the picture.

Brand visual identity and human creativity both still matter. But you still need to make sure you’re leveraging AI to the best of your abilities throughout the marketing campaign lifecycle. For that reason, you need to check out the ANA’s Generative AI Essentials for Marketers Certificate Program. This series of six focused courses gives you exactly what you need to keep up with AI, including real-world practitioner experience that you can apply directly to your own work. Best of all, completing the courses will only take you 90 minutes. To learn more and register, visit us www.ana.net/AICert26.

Have an idea for a guest or topic that you'd like to hear On Scope? Let us know by emailing us at onscope@ana.net

For the last 15 years, Shari Muñoz has helped Fortune 500 organizations transform complex market, customer, competitive, and AI-driven intelligence into executive decisions that accelerate growth, improve marketing effectiveness, and reduce strategic risk. In her role as Head of Research and Measurement at Seedtag, Shari led one of the industry’s first neuroscience-based validations of AI-powered contextual advertising, partnering with a Columbia University neuroscientist to demonstrate how emotional context influences attention, engagement, and attention.

On this episode of On Scope, Shari joins host Mike Berberich to deep dive into the research. Together, the duo breaks down:

• The ways in which marketers and brands can develop deeper relationships with consumers by tapping into specific emotional and cognitive signals
• Real-world examples of brands use neuro-contextual targeting techniques effectively
• How marketers can strike a balance between leveraging hyper-personalized ad targeting and more broad channel ad targeting, using both in tandem to drive better business results

On “News You Might Have Missed,” Mike and show producer Ryan Dinger react to a new report from The Wall Street Journal on how business professionals are beginning to sound like the AI chatbots they use so often, both in written and verbal communication. Mike and Ryan express their concern and discomfort for this development, invent a new term for how marketers can combat this unfortunate trend, and imagine what all of this might mean for where society is headed in the future.

While you’ll want to avoid sounding like a large language model in your communications, you still need to make sure you’re leveraging AI to the best of your abilities throughout the marketing campaign lifecycle. For that reason, you need to check out the ANA’s Generative AI Essentials for Marketers Certificate Program. This series of six focused courses gives you exactly what you need to keep up with AI, including real-world practitioner experience that you can apply directly to your own work. Best of all, completing the courses will only take you 90 minutes. To learn more and register, visit us www.ana.net/AICert26.

Have an idea for a guest or topic that you'd like to see on the show? Let us know by emailing us at onscope@ana.net.