Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM

In this episode, Daniel Blumer, CMO of Restaurant Brands International (EMEA), breaks down how Burger King’s parent company keeps four iconic brands fresh in a noisy quick-service world. From ditching 1,000-slide reports to tapping local culture first, Daniel shares the practical framework that powers 7,000+ restaurants across Europe, the Middle East, and Africa.

One key takeaway: Stop averaging—start individualizing. Daniel explains how looking at every store’s micro-market unleashed hidden growth, and why “emotional first, functional later” has become the new rulebook for launching Popeyes or Tim Hortons in new countries. If you lead marketing for a multi-brand, multi-market business, this conversation is your cheat sheet.

Watch the video version of this podcast on Youtube ▶️: https://youtu.be/ws_GuCGOAlQ

📚 Chapters:

• (00:00:00) - Intro 🎙️
• (00:04:00) - Favorite challenger brand 🏆
• (00:05:48) - Overview of RBI
• (00:12:25) - Building Cultural Relevance 📊
• (00:18:56) - Sales, budget & market-share framework 💵
• (00:28:00) - Boutique agency network strategy 🤝
• (00:33:12) - Lightning Round ⚡

🖊️Mentioned in the show:

• Liquid death

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, joined this episode by Daniel Blumer of Restaurant Brands International.

Find Rival online at www.wearerival.com, LinkedIn

Find Eric on LinkedIn

Find Daniel on LinkedIn.

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

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

This week, it's a Scratch special. Fresh off The Croissette at Cannes 2025, Baby Eric and Baby Jenna join us to share their key takeaways from the most talked-about event in all of marketing and advertising. As yes, we said Baby Eric and Baby Jenna. All courtesy of AI of course.

But do expect serious, insightful, sometimes rogue insight and opinions as usual from the Rival team all about what CMOs need to know from Cannes this year.

• What better way to discuss a major marketing event than in the shape of little babies, and we are emptying our diapers on the following:
• The death of the big 6
• AI reshaping the industry… or is it?
• How Gen Z all hate their phones, and experiential is the new digitalAnd much much more. In the words of Baby-Eric: Burp your CMO and let’s talk takeaways because baby, we’ve got thoughts!

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

Watch out documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM

In this live-recorded episode, Phoebe Corcoran, Brand & Communications Lead at Peanut, tells us how a two-person marketing team fuels the world’s fastest-growing social network for women across fertility, pregnancy, motherhood, and menopause. We discuss how they used real-time user insights to create headline-grabbing ideas - from the #FourSmiles statue takeover that spotlighted post-partum depression to the raw, viral power of #InvisibleMothers, a campaign that generated 100 million+ impressions and global press.

Throughout the conversation, Phoebe shares the art-and-science balance that lets Peanut punch above its weight: mining community data for emotional hooks, knowing when to deploy “hero” creative versus hard-working performance assets, and orchestrating guerrilla-style out-of-home activations that cost peanuts yet earn national coverage. If you want to learn how to scale your business on startup budgets while resonating with millions, then this episode is for you.

Watch the video version of this podcast on Youtube ▶️:

📚 Chapters:

• 00:22:20 – What you need to do differently ⚡
• (00:00:00) – Intro 🎙️
• (00:01:57) – Phoebe’s favourite challenger brands 🏆
• (00:02:55) – What is Peanut? 📲
• (00:07:30) – Invisible mothers campaign 😊
• (00:14:25) – Choosing the best ideas 👀
• (00:17:21) – Art & Science balance ⚖️
• (00:22:20) – What you need to do differently ⚡

🖊️Mentioned in the show:

• Peanut app
• Maternal Mental Health Alliance
• #InvisibleMothers campaign
• Here We Flo

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Phoebe Corcoran of Peanut in this episode.

Find Rival online at www.wearerival.com & LinkedIn

Find Eric on LinkedIn.

Find Phoebe on LinkedIn

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

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024