Taking Blame (wsg Paul Tedesco)

In this episode, Gregg speaks with Paul Tedesco, Managing Director CRM & Digital at TrackDDB, a digital marketing agency in Canada. Paul discusses how he got to where he is in the industry and his predictions of where marketing will go over the next 5 years. Of course, Paul shares his Top 3 which includes lifelong friends and people who help him ‘gut check’. And you have to hear what he has to say about winning trust with a normally counterintuitive business model. All this and more! About Paul Tedesco A 25-year marketing industry veteran, Paul has spent his career focusing on using data, technology and analytics to deliver the right message to the right customer at the right time. This journey has led from mass advertising to promotions, shopper marketing and 1:1 CRM. Paul currently heads up the North American operations of Track DDB, a leading data, technology and analytics agency focusing on data driven marketing. Paul Tedesco (MBA, DeGroote School of Business, McMaster University) has been an instructor in Marketing at the MBA level for over 15 years. Paul’s area of focus is in Customer Value Creation specifically in the Data, Technology and Analytics area and he has been and instructor in Brand Management, Customer Value Creation and Data and Analytics. Show Highlights Segment 1: Overview 00:50   The blending of Information Technology into everything we touch and see 01:58   Knowing the tension between many senior leaders in a firm as they try to transform               companies       02:48   Paul Tedesco introduction 04:45   Paul’s background 06:05   About Paul’s company, TrackDDB 07:48   Marketing in the food industry: B2B & B2C   Segment 2: The “Top Three” 10:47   Paul’s ‘Top Three’ begins with Barb Williams who has given Paul a conscience to help him navigate the competitive landscape of Marketing & Advertising 11:35   The power of projecting the right message 13:56   Filling your Top 3 with people that have unique perspectives 16:19   Paul’s ‘Top Three’ continues with Bill Hints who showed Paul how to be an               entrepreneur; being your own boss 19:34   Living a life of variability or stability 20:25   Paul wraps up his ‘Top Three’ with Mark St. Angelo, a friend and high school classmate               that is Paul’s cheerleader and who helps him succeed at his endeavors 23:51   Putting deliberate, precise trust in your peers and colleagues can be a key to success 25:36   Teaching your students how to invest properly in professional relationships 29:08   When thinking about professional relationships, remember what’s in it for each person               involved 32:45   Paul’s plan to disrupt the company’s media spend 33:54   Disrupting spaces often requires you to play the long game 34:29   Paul adds one more to his ‘Top Three’ with Bill Roberts, who’s consistency and stability               in Paul’s life made him a safety net 38:51   Bill’s guidance helps Paul with his leadership decisions Segment 3: Transformation & Disruption 40:00   Paul’s customer experience work with McDonalds 43:00   What is FOFO? 47:37   Helping firms divvy up their marketing budget 51:01   Transforming the diversity of the Canadian Advertising industry via increasing               recruitment of youth 53:41   The latin word for sponsor and the meaning of taking ownership Segment 4: Wrapping Up 55:56   Closing thoughts: the most important thing in marketing over the next few years is               privacy 57:19   Keep up with Paul on LinkedIn and checkout his firm’s website Additional Information Contact Paul Tedesco: Paul Tedesco’sLinkedIn Paul’s Company website Contact Gregg Garrett: Gregg’s LinkedIn Gregg’s Twitter Gregg’s Bio Contact CGS Advisors: Website LinkedIn Twitter