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Scratch: CMO Interviews

Scratch: CMO Interviews

Von: Rival
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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.2026 We Are Rival Erfolg im Beruf Management & Leadership Marketing & Vertrieb Ökonomie
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  • Rebundling Culture: How Cîroc is Building a Next-Gen Community in a Fragmented World

    Rebundling Culture: How Cîroc is Building a Next-Gen Community in a Fragmented World
    Sep 10 2026
    In the latest episode of Scratch, Nick Tran, President and CMO of First Round, breaks down what culture actually looks like when people put their phones down, why brands are over-indexing on micro-cultures, and what it takes to create work that cuts through the sea of sameness.From building Cîroc Athletic Club into a media and events platform to rethinking the traditional conference format at Cannes, Tran shares how brands can respond to changing social behaviors by creating spaces people genuinely want to be part of.We get into:→ Why culture is really about the “campfire conversations” happening off-screen→ Why the next big opportunity might be moving from micro-culture back to macro-cultural moments→ How Cîroc Athletic Club turned changing drinking habits into a 20M+ monthly-view media ecosystem→ Why the best experiential marketing gives people space to play, connect, and surprise each other→ What the “30 moons” approach to AI means for creativity, taste, and human judgment→ Why brands should stop worrying about who did an idea first and focus on who does it best→ Why intimate, practitioner-led conversations are replacing the traditional marketing conferenceThe key takeaways:Culture happens around the campfire — Culture isn't just music, sport, fashion, or whatever is trending on your feed. It's the conversations people have when the screens go away. That's where brands should be looking for cultural insight.Micro-culture isn't the only answer — The industry has spent years fragmenting audiences into increasingly niche communities. When everyone is doing the same thing, going bigger can be the more distinctive move.AI needs a human with taste — The first AI output is rarely the best one. Tran's “30 moons” principle is about pushing through iteration after iteration until you find something genuinely distinctive. AI can generate. Humans still need to know what's great.Socializing is changing — Younger consumers aren't necessarily going out just to drink. Active leisure like pickleball, tennis, and golf is becoming the reason to gather, with alcohol playing a secondary role. Brands need to build around the behavior, not force the old one.Build platforms, not campaigns — Cîroc Athletic Club turned a cultural shift into an ongoing media and events ecosystem, taking organic social views from 100,000 to more than 20 million a month.Kill the grind — At Cannes, First Round deliberately removed the panels, packed schedules, and endless meetings. Leisure created the conditions for the conversations and connections everyone was actually there for.Execution beats originality — Consumers don't care who technically did something first. They care about who did it best. Fear of being derivative shouldn't stop brands from executing a good idea brilliantly.The conference needs a rethink — Senior marketers don't necessarily need another panel. They need access to people who have actually done the work, in environments where genuine conversation can happen.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/najVJ8Fd9lg Scratch is a production of Rival, a marketing innovation consultancy. Scratch is hosted by Eric Fulwiler, and he’s joined by Nick Tran of First Round in this episode.Find Rival: wearerival.com | LinkedInFind Eric: LinkedInFind Nick: LinkedInSay hi: media@wearerival.com Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
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    50 Min.
  • How Ladder became Apple's favorite app and made Hilary Duff the face of fitness

    How Ladder became Apple's favorite app and made Hilary Duff the face of fitness
    Jun 24 2026
    In the latest episode of Scratch, Philip Edsel, VP of Brand & Creative at Ladder, breaks down why most marketing misses the mark and what separates brands that feel cultural from those that feel tone-deaf. As fitness platforms multiply and algorithms fragment audiences, Ladder's strategy isn't to chase trends. It's to listen obsessively to what members actually want—and let that drive every creative decision. We get into: → Why cultural relevance can't be outsourced (or bought from a report) → How to build culture listening into your creative process without overthinking it → Why structuring teams around culture matters more than having the right budget → The brands that win: Skims, Bandit, Nothing-and why art direction is strategy → What happens when you listen to members instead of investors The key takeaways: Self-awareness is the number one attribute of great marketing - Most work fails because it lacks it. It's not about being clever. It's about understanding how your brand is actually perceived and what conversations are happening around it. Culture listening is structural, not magical - Put 30 minutes on your calendar every week. Get obsessed with what your audience actually cares about. Make it non-negotiable. By the time most brands catch on, they're six weeks too late. Either you have the people or you don't - You can't bottle up cultural taste. Either your team feels the pulse of what's moving culture, or it doesn't. If you don't have those people, recruit differently or organize differently. Yeti structured their entire team around communities. Most brands didn't even think of it. Listen to what your members want, not what trends are screaming - Ladder runs 45-minute surveys by the thousands. They're drowning in feedback about what members actually want. That drives product and creative not investor mandates. Simplify your language - Bad copywriting is Philip's biggest pet peeve. If it's a teaser that says "something's coming"—that's meaningless. Use words you'd actually use at dinner. Momentum is found too late for legacy brands - Challenger brands can move faster because they're willing to take creative risks informed by audience data. The inflection point is real. You have to be willing to swing. Watch this episode: ▶️ YouTube: https://youtu.be/pYQH4xUeU9o Scratch is a production of Rival, a marketing innovation consultancy. Hosted by Eric Fulwiler, featuring Philip Edsel of Ladder. Find Rival: wearerival.com | LinkedIn Find Eric: LinkedIn Find Philip: LinkedIn Find Ladder: joinladder.com Say hi: media@wearerival.com Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
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    53 Min.
  • Checkout.com’s Playbook for Beating Global Giants: Pick One Fight.

    Checkout.com’s Playbook for Beating Global Giants: Pick One Fight.
    Jun 10 2026

    Rory O'Neill, CMO of Checkout.com, doesn't just solve for payments- he's solving for brand preference in a crowded payments space. And he's doing it by competing on what's different, not what others do better.

    That insight changes everything, from how you position payments to how you build a team that can sustain growth as a challenger.

    In the latest episode of Scratch, Rory breaks down the playbook that lets Checkout compete with global giants. Brand preference wins 95% of B2B deals before salespeople ever show up- so your marketing owns the invisible 60% of the buyer's journey. Challenger brands win by picking one fight and building culture around it, not chasing everything competitors do. He reveals the three-part formula: focus your core business, build your culture, reinvest profit. Consumer marketing skills-data, insight, action-are B2B's secret superpower. And his rule: if you wouldn't say it at dinner, don't write it in marketing.

    The key takeaway:

    1. Brand preference wins deals - 95% of the time, the brands on the day-one top-five list are the ones that win. B2B buyers spend 60% of their journey before contacting a salesperson.
    2. Define your focus as a challenger - Compete on what's different, not on what competitors do better. Checkout only does digital payments to stay focused while competitors spread across multiple business lines.
    3. Three elements beat category norms - Focus on your core business, build the human operating system (culture, people, vision), then reinvest capital in new products.
    4. Consumer marketer skills are powerful in B2B - Data, insight, action, brand building, and performance marketing from the consumer world unlock B2B success.
    5. Understand stakeholder maps - B2B is complex: CTOs influence CFOs, recommenders influence buyers. Map those relationships to win.
    6. Simplify your language - Ditch jargon like "frictionless" and "seamless." Use words you'd use at dinner. Marketing becomes more interesting and understood.
    7. Marketing is logic and magic - Be both data-driven and creative. Avoid letting fiefdoms kill integrated work. Join everything together.

    Watch the video version of this podcast on Youtube ▶️: https://youtu.be/chR0mn9Pum0

    Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he's joined by Rory O'Neill of Checkout.com in this episode.

    Find Rival online at www.wearerival.com, LinkedIn


    Find Eric on LinkedIn

    Find Rory on LinkedIn

    Say hi at media@wearerival.com, we'd love to hear from you.

    Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
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    40 Min.
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