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Mitzi Payne & Mike Payne, Mitzi Payne, and Mike Payne에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Mitzi Payne & Mike Payne, Mitzi Payne, and Mike Payne 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
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Big Things Podcast
모두 재생(하지 않음)으로 표시
Manage series 2868078
Mitzi Payne & Mike Payne, Mitzi Payne, and Mike Payne에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Mitzi Payne & Mike Payne, Mitzi Payne, and Mike Payne 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
Welcome to Big Things! A weekly show where we talk about the big things happening in marketing, social media, pop culture and sports. You can catch the show every Friday on podcast players and YouTube, and be sure to follow us on Instagram for updates on every episode!
97 에피소드
모두 재생(하지 않음)으로 표시
Manage series 2868078
Mitzi Payne & Mike Payne, Mitzi Payne, and Mike Payne에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Mitzi Payne & Mike Payne, Mitzi Payne, and Mike Payne 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
Welcome to Big Things! A weekly show where we talk about the big things happening in marketing, social media, pop culture and sports. You can catch the show every Friday on podcast players and YouTube, and be sure to follow us on Instagram for updates on every episode!
97 에피소드
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×What a weird week it has been online. TikTok was banned.. And then it wasn’t. Meta got rid of fact-checking (we dive into that) and things heat up in the football world. Let’s dive in. More from us: Mitzi Payne @mmmitzi Mike Payne @mmmiiike Timestamps: 01:00 – TikTok was banned in the US… and then it wasn’t. 09:00 – While it was going down with TikTok, Meta launched a ton of updates (including a new grid, editing app, and more). 18:00 – Meanwhile, Meta is getting rid of fact-checking. Why it isn’t as bad as you might think. 24:20 – Drama from recent football games. 39:00 – Updates from the WAGs of the NFL. 42:00 – Check out our 2025 Trend Report! Linked in the show notes below. Show notes: The SCAN 👀 CLUB 2025 Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2025 Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
This week, we welcome our first guest speaker, Alyssa Yuhas, Arcade’s Creative Director and resident Futurist. With a background working with online creators to Nike and the United Nations (Canada), Alyssa brings the experience and mindset for compelling results. Together, we break down the 2025 Trend Report and discuss 5 trends, revealing what digital audiences REALLY want this year. From authenticity to shared moments, here’s how creators and brands can meet the evolving demands. More from us: Mitzi Payne @mmmitzi Mike Payne @mmmiiike Timestamps: 02:05 – What exactly is a futurist? 05:40 – Scan club & Signals: Current, surprising and specific trends. 15:08 – Breaking down the 2025 Trend Report. 19:25 – Trend 1: People want to be seen. 24:15 – Trend 2: People crave realness. How do we keep it real? 29:07 – Trend 3: People want shared moments. 36:40 – Trend 4: People want to (parallel) play — being alone, together. 46:10 – Trend 5: People want ease. Making life more manageable. Show notes: The SCAN 👀 CLUB 2025 Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2025 The SCAN 👀 CLUB 2024 Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2024 Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
N ew year, new us? Nah. We’re about practical goals that help us take the things we’ve worked hard on to the next level. On today’s episode, we break down the 4-step process we use each year to set goals we can’t wait to achieve. We start by sharing our theme for the year, and then we break it down from setting a focus to identifying milestones. Hint: It might be the start of Mitzi’s running era and Mike is taking a page from Bruno Mars’ book. More from us: Mitzi Payne @mmmitzi Mike Payne @mmmiiike Timestamps: 00:15 – How we approach setting goals and themes for 2025 as business and life partners. 02:50 – Mike’s theme for the year. 05:40 – Mitzi’s theme for the year. 08:00 – After we’ve set our focus, how do we make this practical? 12:00 – Why we missed goals in previous years. 16:00 – Goals for 2025: sleep hygiene, writing, reading, and more. 21:00 – Identifying milestones to hit our goals. 29:10 – The last step: Talking about it (with the right people). Show notes: 1. The SCAN 👀 CLUB 2024 Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2024 Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
This week, we’re celebrating 500 subscribers on YouTube (thank you!). Mike and Mitzi step into the magical world of Harry Potter, for the first time, and we break down Instagram's new “Trial Reels” feature. Plus we share our thoughts on the Golden Globe 2025 Nominations and explore the viral TikTok trend “We Listen and We Don’t Judge” that puts relationships to the test. More from us: Mitzi Payne @mmmitzi Mike Payne @mmmiiike Timestamps: 04:00 – We hit 500 subscribers on Youtube! Thank you for listening! 05:00 – Mike and Mitzi experience Harry Potter for the first time. 12:20 – Check out the Easy Reads podcast and join the community! 13:00 – Big Thing 1: Instagram introduces ‘Trial Reels’ to test content with non-followers. Should you try this? 19:55 – A trip down memory lane: Mike was a hipster and an emo? 22:00 – Mitzi wants to start a reality TV show—but we need a villain. 24:50 – Who would win in a fight at Arcade? (HR did NOT approve this question). 27:20 – Big Thing 2: Golden Globe 2025 Nominations are out and we’ve got opinions. 40:58 – Big Thing 3: TikTok’s ‘We Listen and We Don’t Judge’ trend, explained - Relationships are falling apart while others get stronger. Show notes: The SCAN 👀 CLUB Gift Guide: https://scanclub.substack.com/p/gift-guide-what-people-want-for-the The SCAN 👀 CLUB 2024 Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2024 Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
1 2025 Pinterest Trends, TikTok Ban & Fastest Growing Brands (E12) 49:56
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49:56Seeing double? Sea la vie? This week we’re diving into the 2025 Pinterest Predicts report, what we’re reading, thoughts around the potential TikTok ban, Fourth Wing (dragon monogamy?), and more. More from us: Mitzi Payne @mmmitzi Mike Payne @mmmiiike Timestamps: 00:30 – This week’s Big Things! 03:00 – What we’ve been reading (spoiler alert: dragon mates). 08:30 – Big Thing 1: Pinterest Predicts 2024 is out! These are some of our favorite trends. 16:00 – The matching trends and why people are coordinating outfits. 18:00 – We have mixed thoughts on the 2025 color of the year… 25:30 – Big Thing 2: The TikTok ban is back on the table; here’s what we know & what we recommend if the ban goes through. 34:00 – Big Thing 3: The WNBA was one of the fastest rising brands of 2024. 44:50 – Alex Cooper’s first product had a cool launch (hydration drinks targeted at women). Show notes: Pinterest Predicts report: https://business.pinterest.com/en-ca/pinterest-predicts/2025/cherry-coded/ The SCAN 👀 CLUB Gift Guide: https://scanclub.substack.com/p/gift-guide-what-people-want-for-the The SCAN 👀 CLUB 2024 Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2024 Easy Reads podcast: https://podcasts.apple.com/ca/podcast/easy-reads/id1728312993 [book] The Sword of Kaigen: https://www.goodreads.com/book/show/41886271-the-sword-of-kaigen Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
1 Influencers Are Suing Each Other for Stealing “Vibes” (E11) 41:38
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41:38This week’s episode is the personality hire of episodes; it’s fun and light (and just what we needed). From trying to understand what “brat” even means, to the unhinged gifts for celebrity lookalike contests and influencers suing each other for “vibes,” you don’t want to skip this episode. More from us: Mitzi Payne @mmmitziP Mike Payne @mmmiiike Timestamps: 01:00 – Personality stories ONLY this week. 02:30 – Be sure to check out Arcade’s TikTok for our Vlogmas! 06:00 – Mike & Mitzi explain new slang (Big Thing 1 - the word of the year isn’t one word). 20:00 – Thing 2: Influencer, Sydney Nicole Gifford, is suing Alyssa Sheil for copying her aesthetic. This is a slippery slope. 30:00 – Big Thing 3: Lookalike contests are on the rise (with exciting prizes like a literal pack of cigarettes). Why? 38:00 – Buffalo fans are built different. Show notes: The SCAN 👀 CLUB Gift Guide: https://scanclub.substack.com/p/gift-guide-what-people-want-for-the The SCAN 👀 CLUB Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2024 Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
Beyoncé is gearing up for the NFL Christmas Gameday halftime show, while Volvo and Jaguar’s latest ads are bringing the tears (for very different reasons). Plus, Smirnoff appoints Troye Sivan as their new Chief Vibes Officer—what does that even mean? This week on Big Things, we’re talking all things holiday hype, brand moves and more. More from us: Mitzi Payne Mike Payne Timestamps: 01:00 – We are living in a winter wonderland ☃️ 02:30 – Big Thing #1: Beyoncé is performing during the halftime show for the NFL Christmas Gameday on Netflix. 5:20 – Netflix livestreaming attempts (is Netflix gaslighting us?). 8:20 – NBA’s Disney take over: a family-friendly game. 11:40 – Jason Kelce to host a late-night talk show on ESPN. 19:00 – Big Thing #2: Volvo and Jaguar ads make us cry, and it’s not for the same reasons. 25:00 – Rebrands aren’t easy, but this was not it Jaguar. 27:50 – Mitzi wants a Volvo. 35:00 – Big Thing #3: Smirnoff announces Troye Sivan as Chief Vibes Officer and charged with keeping the vibes immaculate ✨ 41:40 – Domingo makes an appearance on SNL again and shows up at the Sabrina Carpenter concert in LA. 45:44 – We’re in the top 15% of podcasters! Show notes: Volvo commercial: https://www.instagram.com/reel/C_f2Ecuol6t/?igsh=MWNiNGVodWR6MDVtbg== The SCAN 👀 CLUB Gift Guide: https://scanclub.substack.com/p/gift-guide-what-people-want-for-the The SCAN 👀 CLUB Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2024 Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
‘Tis the season: Grammy nominations are out, Gift Guides are dropping (ours included), and brands are beefing over IP. On this week’s episode we’re talking about Sweetgreen’s recent controversy with Market, gift ideas for everyone in your life, and, of course, Beyoncé. More from us: Mitzi Payne Mike Payne Timestamps: 03:00 – Big Thing #1: Grammy nominations are out and we have thoughts! 09:00 – Beyoncé’s nominations, the country music categories, and Drake v Kendrick beef 28:00 – Big Thing #2: Sweetgreen launched merch, but it stirred up controversy with NY clothing brand, Market. 33:00 – Can ideas really get “stolen” in marketing? How do you protect IP? And hot takes on RFPs. 42:40 – Big Thing #3: The SCAN 👀 CLUB Gift Guide is live! 45:00 – Gifts for your burnt out bestie, the hobby enthusiast, the overstimulated, and more. How we built the guide around behaviors instead of stereotypes. 55:00 – What we’ll be gifting this year. Show notes: The SCAN 👀 CLUB Gift Guide: https://scanclub.substack.com/p/gift-guide-what-people-want-for-the The SCAN 👀 CLUB Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2024 Books: Steal Like An Artist by Austin Kleon, The Creative Act by Rick Rubin Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
Now that Halloween’s over we’re switching into holiday mode – between our own Christmas decor and planning our annual Arcade holiday party! Since we’re in the festive mood, our team is putting together our first ever Gift Guide (linked below). We also chat about our tips for surviving winter in Calgary, campaigns we’re loving from Zara and GAP, and trends around Gen Z, movies and nightclubs. More from us: Mitzi Payne @mmmitziP Mike Payne @mmmiiike Timestamps: 01:00 – Starting to get in the holiday spirit (by buying more Christmas trees). 09:00 – Tips to survive winter in Calgary. 12:20 – Big Thing #1: Zara is starting a pre-owned platform (and we love it). 22:00 – Campaigns we’re loving from Zara and GAP. 25:00 – Our experiences working in retail. 28:00 – Big Thing #2: Adolescents favorite thing to do = movies. 35:00 – Skibidi? 39:00 – TikTok is changing the way Gen Z talks. 43:40 – Big Thing #3: UK nightclubs are going to be extinct by 2030. What are people into instead? Show notes: Arcade’s TikTok account: https://www.tiktok.com/@helloarcade The SCAN CLUB Gift Guide: https://scanclub.substack.com/p/gift-guide-what-people-want-for-the Books: How to Winter by Kari Leibowitz, PhD & Wintering by Katherine May Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
1 SNL’s Comeback, IG Lowers Video Quality & Flag Football Pops Off (E7) 55:09
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55:09Is flag football the future of the NFL? Why is Instagram lowering video quality for certain users? And what’s on our Christmas list this year? For this week’s Big Things we’re talking about social media, marathons, SNL and more. Be sure to subscribe, follow and rate the show if you’re enjoying it! More from us: Mitzi Payne @mmmitziP Mike Payne @mmmiiike Timestamps: 01:00 – What we’ve been up to and highlights from The Gathering summit (Gary Vee, the NFL, sonic branding, huge brands & more). 10:00 – The most important part of the conference: Our team karaoke picks. 12:00 – Big Thing #1: Why is Instagram lowering the video quality on videos that don’t get as many views? 16:00 – Ideas to improve your Instagram engagement. 20:00 – The role of IG highlights. 23:00 – Mitzi can’t stop crying at the New York Marathon. 29:20 – We can’t stop singing Domingo (is SNL back on the rise?). 31:40 – On our Christmas list this year. 40:00 – Big Thing #3: Morgan Stanley is now letting investors invest in a portfolio tied to sports. 45:00 – Flag football and the future of the NFL. Show notes: Arcade’s TikTok account: https://www.tiktok.com/@helloarcade SCAN 👀 CLUB’s 2024 Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2024 Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
Should we be kind to our future AI overlords? What happened to airline etiquette? And does Mike have a praise kink? That’s before we even get into this week’s Big Things. We also chat about ByteDance taking over BookTok and Jessica Campbell making history as the first full-time female coach in the NHL. More from us: Mitzi Payne @mmmitziP Mike Payne @mmmiiike Timestamps: 01:00 – Thing 1: Should you be nice to AI chatbots? 03:20 – Gen Z are the nicest to bots & what happens if you’re rude. 07:00 – Should you recline your seat on an airplane? 12:20 – Tip your servers! 22:50 – Thing 2: ByteDance is moving into print. All about their new publication business. 25:00 – The impact #booktok has on print sales & some of our top books right now. 32:00 – Thing 3: Jessica Campbell has made history as the first full-time female coach in the National Hockey League. Why is this good for the game? 37:00 – What could the NHL do to attract new fans? 41:30 – How the NFL drew women in with WAGS, celebrities, post-game interviews, storytelling and more. Show notes: 1. Easy Reads podcast: https://podcasts.apple.com/ca/podcast/easy-reads/id1728312993 Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
1 Mitzi Wants a Cow for Christmas (And Other Gifting Trends) (E5) 40:15
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40:15This week on Big Things: olive oil is the gift of the season, modern parenting is bad for your health and Instagram doubles down on group chats. We share a teaser about our upcoming holiday gift guide, a shocking stat about working moms and get annoyed about Snapchat (again). More from us: Mitzi Payne @mmmitziP Mike Payne @mmmiiike Timestamps: 01:00 – What we’ll be chatting about today. 01:40 – Thing 1: Olive oil is set to replace bottles of wine this holiday season. 05:00 – What gifts we will be giving this year. 8:50 – Mitzi develops an emotional connection with a chicken. 11:12 – The upcoming special addition of SCAN 👀 CLUB. 14:00 – A little teaser about our halloween costume (tune in next week on YouTube to see it). 18:20 – Thing 2: Modern parenting is so stressful that the U.S. Surgeon General released an advisory about it. 21:30 – A shocking stat about working moms. 29:20 – Thing 3: Instagram is adding a WhatsApp button that will allow brands and creators to link directly into group chats. 31:35 – Snapchat is adding advertising placements into the DMs. 35:30 – What we’d like to see from Instagram Broadcast channels. Show notes: SCAN 👀 CLUB: https://scanclub.substack.com/p/what-digital-audiences-want-in-2024 Snapchat is bringing ads to the Chat tab: https://techcrunch.com/2024/10/08/snapchat-is-bringing-ads-to-the-chat-tab/ Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
This week our team convinced us to try the viral Dua Lipa Diet Coke drink and let’s just say… It was interesting. We also do a deep dive into LeBron’s career and recent debut with his son, Bronny, the upcoming WAGS reality TV show, if everyone really needs a hobby and share a hot take on our kids’ art projects. More from us: - Mitzi Payne @mmmitziP - Mike Payne @mmmiiike Timestamps: 01:30 – What we’re talking about today. 03:00 – Dua Lipa’s viral Diet Coke drink (our team made us try it). 08:00 – Our next question: Why did Dua Lipa do this? 11:00 – Thing 1: LeBron and Bronny play their first game together 15:00 – NBA marketing, Michael Jordan and Lebron. 22:00 – Some of LeBron’s legacy and family ties. 28:00 – The WAGS reality show picked the wrong team. 31:15 – Thing 2: Does everyone really need a hobby? 36:00 – Our hobbies (Mitzi’s baking era). 41:50 – A hot take on our kids’ art projects. 44:00 – Thing 3: Rachel Karten’s social media trend report for Q3. 46:40 – Brands are hiring for Creative Directors for social media. Why we love this. Show notes: 1. SCAN 👀 CLUB: https://scanclub.substack.com/p/what-digital-audiences-want-in-2024 2. Rachel Karten’s Social Media Trend Report: https://www.milkkarten.net/p/brand-social-trend-report-q3-2024 Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
1 Beyonce's Levi's Collab Dropped And We Have Thoughts (E3) 48:43
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48:43This week on Big Things: Beyoncé’s new Levi’s collab feels like it’s missing something, Meta’s conceptual smart glasses could lead to doxxing, LVMH partners up with F1 and Mitzi might be in her villain era. Thanks for tuning in! More from us: Mitzi Payne @mmmitziP Mike Payne @mmmiiike Timestamps: 02:00 – Why we rely on following signals to inform future marketing trends. 06:00 – The fun art event Mitzi went to this week (and struggled at). 08:20 – Millennials need to watch this new show. 12:00 – Thing 1: Beyonce released a collaboration with Levi’s and it’s just okay. 17:15 – Why didn’t Levi’s take it all the way? 19:00 – What makes a celebrity brand successful and relatable? 28:00 – Thing 2: Meta’s smart glasses and the feature that could lead to doxxing. 28:00 – Mike has the worst Uber rating on our team. 36:50 – Thing 3: LVMH x F1 announce partnership to begin in 2025 (we saw this coming). 43:00 – The Nike campaign we can’t stop thinking about. 45:00 – Is Mitzi in her villain era? 47:35 – Help us pick our next show. Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
Welcome back to Big Things! This week we’re taking a deep dive into Nutter Butter’s social media strategy, celebrating human error, why college students aren’t reading, Amazon’s “Red Zone” (NHL’s Version) and how Snapchat thinks it’s the antidote to everything. More from us: Mitzi Payne @mmmitziP Mike Payne @mmmiiike Timestamps: 04:00 – How the branding for Big Things came together. [clip] 05:00 – Personal shoot prep. 08:30 – What we’ll be talking about this episode. 09:30 – Giving feedback/working with your partner. 11:00 – Thing 1: Nutter Butter is the name on every marketer’s lips right now. 24:00 – Gen alpha and snack brands. 22:00 – Celebrating human error. 25:00 – Thing 2: College students aren't reading. 29:00 – Thing 3: Amazon will debut an NHL version of the NFL Red Zone. 35:00 – Signal shows streaming services are changing to second screen watching. 41:05 –Thing 4: Why do brands keep trying to make AR glasses happen? Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Production by Morgan Berna, editing by Oliver Banyard.…
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