eric fulwiler

In today’s episode, Eric talks to the brains behind one of the world’s biggest brands, Shell. Jane Keate, Shell’s Global Brand Standards and Assurance Manager, and Dean Aragón, CEO & Vice Chairman of Shell Brands International, explain how a brand as massive and well-known as Shell connects to its employees, customers and external stakeholders through its all-in approach to sonic branding, and how building a distinctive yet flexible sound helps deepen and humanize the brand’s identity while also fulfilling marketing’s ROI goals. We talk about the way Shell’s sonic branding adapts for use, geography, and mission so that it is never out of place or time and why this is so key for Shell’s messaging. Listen to the Shell's sonic branding for yourself:  

• Epic, power (Shell V-Power)
• Calm, reflective (Shell Strategy Day)
• Positive, uplifting (Nature-based Solutions)
• Power, drama (Shell Advance Power)

Watch the Sound of Shell show reel here, and watch the Making of the Shell Sonic Brand here.

To end today's episode, Eric talks to Paul Skinner of Marketing Kind, a community of marketers and change-makers who believe marketing and narrative-building can be an important part of the solution to the many societal and environmental problems we face.  Working with Ian Goldin, former VP of the World Bank,  Marketing Kind asks, Can we rescue humanity? Follow Paul on LinkedIn  to receive invites to Marketing Kind's gatherings. In this month's Coffee with a Cause, on Friday, 26th November, Eric will host a gathering with Matthew Powell of Breaking Barriers, to help refugees gain the skills they need to secure longer term employment.

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. 

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler.

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

Today I’m talking to Eric Fulwiler, CCO of 11FS. Eric has spent over 10 years in the digital advertising world, working with global brands such as PepsiCo and Mastercard as the UK Managing Director of VaynerMedia.

He now works at 11FS, a consultancy that works with financial services companies to help them deliver the next generation of digital propositions and technology. If you’re deep in the fintech space, then you’ll have heard of the 11FS podcasts, events and even documentary. 11FS recently won the British Bank Awards for Consultancy of the year and is one of the leading Financial Times Management Consultants in 2 years.

Eric and I chat about what financial services marketing is, the power of using content to add value and where to get started with influencer marketing.

11FS' website: https://11fs.com/
Eric Fulwiler on LinkedIn: https://www.linkedin.com/in/ericfulwiler/

This episode is brought to you by VC Innovations. 

VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. 

Great content that cuts through the noise is key in a disrupted B2B world. In this episode of the podcast, I spoke with Eric Fulwiler who recently joined 11:FS - a financial services transformation company as CMO, overseeing their media and marketing teams across the group.

He spent the last 10 years in digital advertising agencies, most recently as UK Managing Director for US-based VaynerMedia - a creative, media, and production agency. 

Before agency life, and as a side hustle along the way, he’s worked on and advised numerous start-ups. He’s a frequent speaker and contributor on the state and future of marketing, brand strategy, and digital media.

We discussed a range of topics including:

• What does the 11 stand for in 11:FS?
• What does 11FS do?
• Are you a consultancy or a tech company
• Digital banking is only 1% finished - what's left to do?
• How do you differ from the big 4?
• Disruptive consulting - disrupting the disruptors
• Using podcasts to attract clients and share knowledge
• The quality of the content depends on the intent
• The Rise of UK Fintech movie
• Handling growth vs innovation
• Where do the existing banks have an opportunity to change?
• Will the challengers get scale before the incumbents get innovation?
• Fintech innovation
• Natwest Bank's innovation journey
• What are your largest challenges as a CMO?
• The promise of Open Banking
• 3 things for next week around content marketing

1. Put value at the top of the pyramid
2. Be iterative and reactive
3. You need to drive business results

Your Host: Actionable Futurist® & Chief Futurist Andrew Grill
For more on Andrew - what he speaks about and recent talks, please visit ActionableFuturist.com

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