Marketing Mojo: Insights from A to Z Wineworks’ Director of Marketing, Keith Scott

By Matter

Matter VP Lydia Fakhouri recently sat down with A to Z Wineworks’ Director of Marketing, Keith Scott, to discuss marketing trends, the media landscape and how he serves as the brand steward. Check out the video from the interview and read below for more of the conversation.

Lydia Fakhouri (LF): Where do you think the marketing and advertising industry is heading in the next few years?

Keith Scott (KS): As we observe where advertising and marketing are headed in the next couple of years, I think it’s inextricably linked to what is happening in media, which has been one of the most disruptive and dynamic categories over the last 10 to 15 years. It’s gone from a traditional category to one that’s dynamic. There was a lot of technology, and now we are having that existential crisis of: what is true? What is factual? What can be trusted that is served to me either digitally, or in print, or on TV?

LF: What marketing technology investments is A to Z making in the next year?

KS: We are certainly keen students of the media landscape. So, what new technologies might we want to invest in? But also keeping in mind that we don’t want to invest in shiny objects. And, just because you can yell in someone’s ear as a marketer, doesn’t mean that you should. We’re very mindful of our audience. How do they want to be reached? When do they want to be reached?

LF: Where do think marketing is going in the next 5 years, and how does that affect your role as Director of Marketing?

KS: Marketing and advertising is embedded and linked to media. So, as a marketer, if you are not hyper vigilant about media trends, you’re not doing your job. That is tied to the agency model as well. As more creative work is brought in-house by clients for better or worse, what’s an agency model that’s going to be successful and sustainable in the long-term? How do agencies service their clients in a way that’s profitable for both parties, and where everyone’s incentives are correctly aligned? So, I view my job to be very much a steward of the brand. How do we promote the brand of A to Z Wineworks? And then, again, keenly vigilant on how our brand is placed in culture and in media.


Looking for more Marketing Mojo? Check out Insights from Evergage CMO, Andy Zimmerman