From surprising Oprah to writing keynotes for CMOs to the power of independent agencies, no topic was off-limits in this episode with Indie Agency News Founder Doug Zanger. “Uncle Advertising” confirms why the industry is in its indie era, the power of asking light-up questions, and some of his favorite work from indie agencies in 2024.
Why CMOs should pay attention to independent agencies
When it comes to picking the perfect agency, CMOs have their work cut out for them. They can go big or small and hold-co or independent. Legacy brands may opt for a bigger agency since they are often more established with global networks and some have notorious creative reputations. So why choose an independent agency?
Zanger says the most interesting, creative, and results-driven work comes from independent agencies. He explains that people at independent agencies have a story, longevity, and a relentless focus on doing unique work. Doug states that the indie era is now and CMOs should take notice.
How to ask a “light up” question
Could you imagine asking a question so good it stumped Orpah? Well, it happened to Zanger.
The signature moment came when he attended a Fast Company event in 2015. At the time, Zanger was working for Stillwell Partners and enlisted volunteer bloggers to submit questions for Oprah – one asked, “What’s something you learned personally or professionally that surprised you?” This question caused Oprah to pause and really think about her answer.
It was a question that got her to light up. Doug loves light-up questions because it allows you to understand what drives the person. To get to those light-up questions, you have to be specific. Listen and observe and think about what drives the person. This leads to a more unique set of questions. Light-up questions lead you to more meaningful answers – and insights that come from the heart, not from talking points.
Capturing a CMO’s voice
One of Zanger’s top three career highlights was being UPS CMO Kevin Warren’s speechwriter. Zanger wrote the speech for Warren when he received the brand Purpose Leader Award from Campaign US. He enjoyed working on this project because he got an all-access pass to Warren’s history, mindset, and motivations. Doug explains that so many leaders in the industry are over-programmed and over-handled. He had to find a way to balance Warren’s rehearsed professional voice and organic voice. To capture this, he talked with Warren about life outside of work – including asking him a few light-up questions. Doug says when you must meet someone as professionally accomplished as Kevin in the middle of their work and personal life, you’ve struck gold. Infusing these human elements into the speech set the stage for Zanger and Kevin’s signature flow, relatability, and magic.
What newer generations can teach us about marketing
As an adjunct professor for more than 15 years, Doug knows what the kids are sayin’ nowadays. When asked what the younger generations can teach us, he explains that it isn’t so much about what they can teach us but what they can add with their unique POVs. They have a different outlook on the world because they grew up in a world that’s different from the one many of us grew up in. With that comes a unique perspective, voice, and values.
He does, however, note that the next generation’s understanding of how to use current platforms is very effective and attractive. Gen Z is emerging-tech savvy and can add huge value on digital platforms to help organizations grow.
The best campaigns of the year
Doug is constantly surveying work from independent agencies – so, we asked him to name a few of his favorites. The first one that came to his mind was the “Change the Ending” campaign from Alzheimer's Research UK, created by the agency Above and Beyond. He mentions other work with brands like DUDE Wipes and Manscaped for doing a great job of marketing to men. Doug explains that it can be difficult to do male-centered marketing effectively, specifically with personal care brands. Check out more of his favs on his top 40 campaigns list here.
Plus, a whole lot more ...
Want to know more about Doug’s discussions with industry leaders like Kevin Warren and Marc Pritchard? How about the process behind matching us with our sister agency in Iceland? Listen to the full episode for all the indie agency tea. Drop your favorite takeaways on our social posts and be sure to leave a review wherever you listen to your podcasts. See you next month.👋
ABOUT THE QUESTION EVERYTHING PODCAST
Part interview, part therapy, part Price Is Right, the Question Everything podcast puts your favorite CMOs and thought leaders in the hot seat. That means while they're facing off against our game board, you'll learn from the successes and failures of the best in the biz who were daring enough to be curious.
