138 - David Jones, The Brandtech Group, and Heather Kehrberg, Amazon

Earned: Unlocking the Power of the Creator Economy

In this week’s special double episode of Earned, we hear from both David Jones, founder and CEO of the Brandtech Group, and Heather Kehrberg, Director of Amazon Ads Creative Studios.

To start, David Jones discusses the transformative impact of generative AI on the marketing and advertising industries. From founding the BrandTech Group in 2015 to achieving monumental growth, David shares how strategic investments, including in AI, drove the company's success. We unpack David’s experience pioneering AI chatbots, digital twins, and acquiring generative AI platform Pencil. We then dive into the shift from traditional advertising to AI-driven content creation, offering insights and career advice for aspiring professionals in a rapidly evolving landscape.

We then pivot to our own Chris Curtis’ conversation with Amazon's Heather Kehrberg, which explores the power of creator marketing and brand storytelling. Heather reveals the strategic integration of video content and creator partnerships into Amazon's ad campaigns, and emphasizes the importance of authenticity to drive success. We close the show by unpacking CreatorIQ’s robust relationship with Amazon, and offer a forward-looking perspective on the evolving landscape of advertising and community building.

In David's episode you will learn: 1. How generative AI and machine-generated content have been instrumental in BrandTech Group's success 2. How the shift from traditional TV advertising to social, and now Gen AI, is democratizing content creation 3. Why early investments in trends like AI chatbots can propel your company forward and how these risks can pay off

In Heather's episode you will learn: 1. Why video content and authentic storytelling are essential for consumer engagement and brand loyalty 2. How nostalgic and relatable campaigns, like McDonald's adult Happy Meal and Mars' M&M characters, effectively connect with diverse audiences. 3. How future advertising trends will emphasize the creator economy by integrating creator content into broader marketing strategies.

Resources:

• The BrandTech Group - https://thebrandtechgroup.com/

• Amazon - https://www.amazon.com/

Connect with the Guest(s):

• David’s LinkedIn - https://www.linkedin.com/in/davidjonesoyw/

• Heather’s LinkedIn - https://www.linkedin.com/in/heatherkehrberg/

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ