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Taking Blame (wsg Paul Tedesco) – EP 88

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:

Contact Gregg Garrett:

Contact CGS Advisors:

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