A CMO Confidential Interview with Brent Rivard, co-founding Partner of Geezer Creative, previously CMO of Internova Travel and President of Mass Minority. Brent shares his thoughts on the tunnel vision, reliance on "safe" playbooks, and faulty KPIs that often prevent marketers from seeing the elephant in the room.
Key topics include:
- Why you shouldn't confuse media with sales
- The relentless focus on young consumers even in categories like alcohol where Gen X and Boomers out-consume youth 8:1
- The distressing lack of employees over 50 in the agency business
Tune in to hear why loyalty is in decline and the idea of agency selection based on a "Jam Session" instead of an RFP.
⏱️ Chapters
00:01 - Introduction to Brent Rivard
04:25 - The Overlooked $8.3 Trillion Market
07:37 - The Myth of Lifetime Value and Changing Consumer Loyalty
09:45 - Industries Adapting vs. Falling Behind
19:23 - Reassessing KPIs and Marketing Metrics
23:28 - Cultural Shifts and Modern Aging
31:46 - Practical Advice for Working with Agencies
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