Spikes Excitement Talk #55 with David Jacobson

Spikes Excitement Talk #55 with David Jacobson

In this episode, Gordon sits down with David Jacobson, Global Senior Director of Segmentation and Culture Insights at The Coca-Cola Company. From his early days handing out flyers for a Portland bar to helping shape the cultural footprint of one of the world’s most iconic brands, David shares a fascinating journey through storytelling, innovation, and insight.

An expansive conversation on how advertising has shifted from placing ads to crafting experiences. David shares insights from his time at Publicis Sapient, Chiat\Day, and Coca-Cola, reflecting on the industry’s transformation from standardized campaigns to platform-specific storytelling and cultural engagement.

They dive into the evolution of experiential marketing, the rise of influencer collaboration, and why creating content fit for platform and fit for audience is more crucial than ever. David also discusses the importance of loosening brand control to allow authentic, creator-driven narratives to emerge—without losing sight of values and strategic guardrails.

From early digital campaigns to the future of AI-powered personal assistants, this episode unpacks what it means to stay relevant in a world where behavior, technology, and media consumption are constantly shifting. Plus, hear how mentors and creative leaders like Lee Clow, Adam Morgan and Darren McCall shaped David’s thinking around brand, storytelling, and strategy.

Tune in for a refreshingly human take on marketing in the age of machines.

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Spikes Excitement Talk #179 with Burcu Sahin

Spikes Excitement Talk #179 with Burcu Sahin

In this episode of Excitement Talks, Sandra Peat speaks with Burcu Sahin, Director of Global Marketing for Portfolio Strategic Initiatives at Mars, about a career driven by curiosity, culture and a de...

27 Apr 13min

Spikes Excitement Talk #178 with Eugene Lee

Spikes Excitement Talk #178 with Eugene Lee

In this episode, Maik Hofmann sits down with Eugene Lee, Vice President, CMO APAC at CHAGEE, to explore a marketing career shaped by music, emotion and real human connection. From growing up in Malays...

27 Apr 35min

Spikes Excitement Talk #177 with Florent Bondoux

Spikes Excitement Talk #177 with Florent Bondoux

In this episode, Gordon Euchler sits down with Florent Bondoux, Global Head of Digital, E-Commerce, Data & Analytics at Nestlé Health Science, to explore how AI is transforming health, commerce and th...

27 Apr 25min

Spikes Excitement Talk #176 with Mahabir Panigrahi

Spikes Excitement Talk #176 with Mahabir Panigrahi

In this episode, Mahabir Panigrahi, Director of Global Marketing, Consumer & Commercial Analytics Intelligence at The Coca-Cola Company, shares his journey from a self-described “numbers guy” to shapi...

21 Apr 23min

Spikes Excitement Talk #175 with Andrés Ruiz

Spikes Excitement Talk #175 with Andrés Ruiz

In this episode, Andrés Ruiz, Head of Digital and Consumer Experience Middle East at Pernod Ricard, shares his journey from Colombia to Madrid to Dubai and what it takes to lead digital transformation...

21 Apr 30min

Spikes Excitement Talk #174 with Chris Fiorillo

Spikes Excitement Talk #174 with Chris Fiorillo

In this episode, Chris Fiorillo, Global Head of Marketing at Zurich Resilience Solutions, shares how he’s building a marketing engine from the ground up embedded within Zurich Insurance. With a career...

21 Apr 23min

Spikes Excitement Talk #173 with Ciaran McCarthy

Spikes Excitement Talk #173 with Ciaran McCarthy

In this episode, Ciaran McCarthy, VP Brand & Advertising at Microsoft, shares his path from art school in Dublin to his current position at Microsoft. What started with a blunt rejection from a profes...

15 Apr 31min

Spikes Excitement Talk #172 with Mélanie Brinbaum

Spikes Excitement Talk #172 with Mélanie Brinbaum

In this episode, Mélanie Brinbaum Head of Marketing & Consumer Communications Europe at Nestlé, shares her unconventional journey through some of the world’s most iconic brands—revealing why passion, ...

15 Apr 21min

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