Wharton Business Radio

Marketing Matters: November 14, 2018

Hosts Americus Reed and Barbara Kahn are joined by Peter Horst (Founder, CMO Inc.), Laura Radosh Butt (Founder & President, LBR Insight, Inc.), and Brad Grossman (Founder, CEO, Zeitguide) on the Wednesday, November 14, 2018 edition of Marketing Matters.

Air Date: Wednesday, November 14, 2018 on SiriusXM 132

Brad Grossman

Air Time: 5:30 pm
Featuring: Brad Grossman

Peter Horst

Air Time: 5:00 pm
Featuring: Peter Horst

Laura Radosh Butt

Air Time: 5:00 pm
Featuring: Laura Radosh Butt

Featured Guests

Peter Horst

Founder, CMO Inc.

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Peter Horst was named by Forbes as one of the World’s Top 50 Most Influential CMOs. He holds over thirty years of leadership experience with companies such as Capital One, Hershey, General Mills, US West (CenturyLink), and TD Ameritrade. Today, Peter leads CMO Inc., a marketing advisory that aids organizations in building compelling brand strategies, inspiring bigger thinking, and executing against a broader brand purpose. Peter is a highly ranked keynote speaker, contributes to Forbes and other publications, and sits on advisory boards for several early stage companies. Peter earned a BA from Harvard and an MBA from Dartmouth’s Tuck School of Business.
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Laura Radosh Butt

Founder & President, LBR Insight, Inc.

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Laura Radosh Butt is the founder and president of LBR Insight, a full-service qualitative market research company based in Philadelphia. She helps leading creative agencies and consumer and healthcare brands to optimize their advertising strategies. Laura is a graduate of the University of Pennsylvania, a RIVA trained moderator and certified LEGO® Serious Play® facilitator.

Laura formed LBR Insight after leading strategic planning efforts and market research at world leading agencies such as Deutsch, McCANN, and JWT. Laura’s insights and strategic thinking have helped shaped consumer brands such as Beech-Nut Baby Food, Ulta Beauty, and the U.S. Army, to name a few. She was one of the pioneers of direct-to-consumer (DTC) healthcare advertising. Since 2006 and LBR Insight, she has honed her skills with healthcare professional efforts as well. A sampling of the healthcare brands she has worked on or helped launch include Viagra, Linzess, Zoloft, and Cigna Healthcare.

Laura has the unique ability to create an instant rapport with all types of research participants whether they be consumers or professionals/business-to-business. She is just as comfortable moderating groups with moms about baby food as she is with men about their constipation, or CEOs about their hopes and dreams. But more importantly, she makes the respondents comfortable sharing their feelings with her.
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Brad Grossman

Founder, CEO, Zeitguide

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Brad founded Zeitguide in 2009 and is the Chairman and CEO.

Over the past 7 years, Brad has built a unique think-do-tank focused on the leading-edge issues changing our culture—and therefore our global businesses. Brad heads client-teams that guide top executives in nearly every industry vertical—media/entertainment, consumer products, finance, technology, advertising, healthcare, art/fashion—leading Fortune 100 global enterprises, non-profits, and emerging start-ups. Despite the various leadership roles and industries of our clients, they are all connected by their voracious curiosity about new ideas, a desire to embrace opportunities, and an eagerness to make positive contributions to culture.

ZEITGUIDE evolved out of Brad’s tenure as Head of Special Projects at Imagine Entertainment serving as the organization’s “cultural attaché” as featured in The New Yorker. While at Imagine, Brad conceived an incubation program to explore concepts and extraordinary entities outside the entertainment business to inspire fresh ideas for new content. Prior to Imagine, Brad spent over 15 years in independent and studio film production, including Sony Pictures and Universal Pictures. In addition, Brad co-founded Out in Television & Film, a networking and educational organization for LGBT filmmakers and executives, and founded Insta-Tutor, an academic coaching company for high achieving high-school students.

Brad graduated Phi Beta Kappa from Brown University with a BA in English Literature and Cultural Studies.

Twitter – @Zeitguide | @bradgro
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