The Snarketing Podcast

Ep 67: Brooks Miller- EVP, Creators at Edelman

Brooks Miller helped invent creator marketing at Twitter, then landed at Edelman after Elon's takeover. Now she runs three jobs at once across Edelman and UEG, shaping global creator strategy for one of the most trusted communications firms in the world. Matt Wurst and Valerie Vespa sit down with Brooks for a wide-ranging conversation on trust, humanity, AI, NIL, and what creator marketing actually looks like in 2026. In this episode: * The Creator Trust Score: Edelman's proprietary vetting protocol * Why creators and influencers are not the same thing * AI in advertising — the unsexy wins and the generative dread * Inventing creator marketing at Twitter post-Niche acquisition * Getting laid off by the richest man in the world (three weeks postpartum) * Running three jobs at once across Edelman and UEG * NIL, Arch Manning, and localized creator marketing through sports * Why only 7% of a creator's followers actually see their posts * "They're not billboards, they're people" — creator burnout and agency responsibility * Brooks's origin story: Texas, child actor, pageants, 72andSunny * Why she started posting on TikTok like she means it * Lightning round: the most overused word in a creator brief, the best brands on TikTok right now, and which pageant skills translate to the C-suite Chapters: * The snarkiest thing in Brooks's life right now * AI in advertising: the unsexy wins * Creators vs. influencers and the trust hierarchy * Origin story: Texas, child actor, 72andSunny * Building creator marketing at Twitter * Getting laid off by Elon * Three jobs at Edelman and UEG * NIL, Arch Manning, and sports marketing * Creators aren't billboards: the 7% reach problem * The Creator Trust Score * Creator burnout & agency responsibility * Brooks as creator: practicing what she preaches * Lightning round Hosted by Matt Wurst and Valerie Vespa. Featuring Brooks Miller, EVP of Creators at Edelman and UEG. 🔔 Subscribe for more conversations with the marketers shaping the industry. 🎧 Listen wherever you get your podcasts.

Ep 66: Megan Lindstrand - VP, Global Marketing at Combe

Megan Lindstrand, VP of Global Marketing at Combe, joins Matt Wurst and Valerie Vespa on the Snarketing Podcast to unpack her "Mad Men + Data" approach to modern brand building. Megan leads marketing for storied legacy brands including Vagisil, Astroglide, and Just For Men, and brings two decades of experience spanning top creative agencies (BBH, Strawberry Frog, 360i) and a transformative ten-year run at Cole Haan, where she built strategic partnerships, scaled global e-commerce, and stewarded the brand through its IPO prep. In this episode, Megan breaks down what agency-side marketers misunderstand about the brand side, why creative presentation is a skill at risk of being lost in the Zoom era, and how she decides when data enhances a creative idea versus when it dilutes one. She also shares her philosophy on hiring in 2026 — arguing that hunger and curiosity now matter more than category experience — and gets candid about the real work of destigmatizing personal care categories for Gen Z and younger millennial consumers. The conversation covers AI's current limits in creative work, why influence is the underrated skill of senior marketing leadership, what it takes to position a company for IPO from a marketing perspective, and Megan's admiration for LEGO as a masterclass in brand extension. Plus a lightning round featuring creative director vs. data analyst, the one product category Megan couldn't market, and Valerie's mysterious "butt blaster." Hosted by Matt Wurst and Valerie Vespa.

Ep 65: Dan Buttling - General Manager, Feast

Dan Buttling started his career counting inventory. 30+ years later, he's built brands for some of the biggest spirits companies on the planet — and now runs an agency from scratch. Dan Buttling, General Manager of Feast Agency, joins Matt Wurst for a wide-ranging conversation that spans three decades of brand building, a pandemic-era pivot, and a brutally honest look at where the alcohol industry is headed. Dan traces his arc from accounting to Schieffelin & Somerset to Diageo executive to Stoli North America CEO — and explains why COVID was the catalyst that finally pushed him to scratch the entrepreneurial itch he'd been carrying for years. He and Matt dig into what "brand experience" actually means beyond the buzzword, why the social mandate to drink alcohol is structurally gone (not cyclical), how the rise of RTDs, sober-curious consumers, and cannabis are reshaping the BevAlc landscape, and what brands — big and small — need to do to stay relevant. Along the way: war stories from Captain Morgan, Smirnoff Ice, and Cîroc; a masterclass on building a Scotch renaissance in the '80s; and Dan's honest take on AI, agency partnerships, and what it means to build something you're proud of. Hosted by Matt Wurst, watch the full episode for more on: — The death of the social mandate to drink — Brand experience vs. experience with a brand — How to brief an agency like a real partner — What Feast Agency is building — and why

Ep 64: Dustin Callif - President, Tool of North America

What does it actually look like to build AI into creative production — not as a buzzword, but as a decade-long practice? Dustin Callif has been doing exactly that. Recorded live at SxSW 2026 in Austin, host Matt Wurst sits down with Dustin Callif, President of Tool North America, a 31-year-old creative studio behind branded content and experiential work for Amazon, P&G, AWS, Miro, and more. Tool also runs one of the most forward-leaning AI studios in commercial advertising — and Dustin has the receipts. In this episode: why most brands are still in AI pilot mode and haven't built a real strategy, why Dustin refuses to call AI a "tool" (and what he calls it instead), how Tool built a fully AI-generated brand campaign for Miro — synthetic actors included — that would have otherwise been shelved, what skills up-and-coming creatives actually need to thrive right now, the real reason experiential marketing is pulling back from events like SxSW, and when the right move with a difficult client is simply to drop the mic. If you work in marketing, creative production, or brand strategy — and you're trying to figure out where AI fits into your actual work — this one's worth your time. This epiosde of the Snarketing Podcast was hosted and produced by Matt Wurst. New episodes drop regularly wherever you listen.

Ep 63: Isobell Roberts - BrandComms.AI: Co‑Founder & Chief AI Officer

Is Brand Dead? BrandComms.ai's Isobel Roberts on AI, Speed, and the Future of Advertising Recorded live at SXSW 2026 from La Condesa in Austin, Matt Wurst sits down with Isobell Roberts — co-founder and Chief AI Officer at BrandComms.ai — to dig into one of the most provocative questions in marketing right now: Is brand actually dead? Isobel brings a grounded, science-backed perspective to the AI hype cycle. BrandComms.ai is built on 30 years of marketing science research from Forethought, and their agentic AI platform helps brands create effective advertising 75% faster and 80% cheaper — with a pre-market effectiveness guarantee. No joke. They get into: what agentic AI actually means in practice, why brand codes and category codes are the real moat in an AI-saturated world, how synthetic consumer screening works before a dollar hits media, and why bad AI-generated creative isn't a new problem — it's just bad creative with a new face. Plus: the SNL framework for content, Terry Black's BBQ, and a shoutout to Romania.