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Welcome to Dig In, the podcast brought to you by the minds at Dig Insights. We're interviewing some of the most inspiring brand professionals in marketing, innovation, and insights to discover the story behind the story of their most exciting innovations.
Jess Gaedeke (00:00)
Hi everybody. Welcome to the Dig Inspiration episode. I recently had the absolute delight to sit down with Erin and Rachel at CIBC. They shared such a cool collaboration between consumer insights and brand marketing and truly the conversation. was inspirational. It was informative, but it was also super fun because they are a dynamic duo. So when I was thinking about who I wanted to bring on Dig Inspiration to chat about it,
There is no one better than our very own SVP, Lesley Sloggett, who also supports the CIBC business and knows these gals well. So I was like, I cannot wait to talk to Lesley about this episode.
Lesley Sloggett (00:35)
Well, I'm thrilled and you are so right. They are the best, so much fun and I'm so glad you got a chance to talk to them.
Jess Gaedeke (00:41)
Yeah.
Yeah, yeah, they're absolutely great. mean, and it was my first duo episode like interview. And so I was kind of nervous about how am going to about it was like, they just bounce off each other in such a great way. So it was, it was really, really, really fun. And obviously what they talked about was the latest campaign that they launched. And so I would love to hear from you because you know, their client base so well from all the consulting that you have done over the years, knowing what you know,
What do you think resonates most from that campaign? What did it sort of reach in you as also as a Canadian, either a customer or potential customer of theirs?
Lesley Sloggett (01:16)
That's such a great question. What I really loved about it, Jess, is how empathetic it was. Like it's coming from a true face of understanding Canadians and where they're at right now. I think the insight here that Canadians are struggling. They
nervous about their financial future
you know, that feels very overwhelming. And I think with all the kind of macroeconomics world that's happening right now, that can feel really scary.
And what consumers and clients and Canadians are turning to is DIY solutions. So, in doing it themselves, figuring this out on their own. And I think in a time of a lot of change, that could feel really empowering, but it could also feel very overwhelming. And I think that's what CIBC is doing such a great job at this partnership element, like sending out a life raft, reminding Canadians that, we're in your corner.
And I love that they went to real Canadians, real clients and heard their stories.
I think
important and impactful for Canadians to put
ourselves in each other's shoes. And when doing that, I think things unlock for people. And I think that that's what this marketing campaign is really predicated on. And I think it nails that element.
Jess Gaedeke (02:36)
Yeah, and you're absolutely right because people want to feel seen. They want to feel like the brands that they are choosing to partner with, the products they're
that they are seen and heard by those brands. And also people want something to celebrate, right? There's like a lot of negativity going on no matter which side of the North American border we're on, right? There's a lot going on.
I just love
the real customers, the real clients in this campaign and like love to see them living their dreams. Like I'm just, I'm here for it, you know? And so I think that the campaign really hits on a lot of those emotional touch points. And that as one reason was just really, really effective.
Lesley Sloggett (03:15)
totally agree. Loved it too.
Jess Gaedeke (03:17)
The other thing that I just truly enjoyed as part of this conversation is that insights and marketing, they can be such strong collaborators. And in this case, clearly it was an illustration of that. And what I was reflecting on is when that happens, what a different experience it creates for us as vendor partners. Like what impact that has on not just the experience, but ultimately the work. And I was thinking about a former client of mine.
large beverage alcohol manufacturer in the US. it was like insights and marketing and their strategy group. And even we would bring in their ops group and their sales team. We were all speaking the same language. We had like a shared understanding of what success looked like. And we got in this amazing groove. It happened to be on like label testing, which is a big objective in that space. And we got in this crazy cool groove where...
we were just moving so seamlessly and they were able to make decisions so quickly and also really course correct very quickly because they just understood the language and almost the currency of the insights. So that was one experience that I had. Do you have an experience where that groove has just been there?
Lesley Sloggett (04:25)
Yeah. mean, when I think about the role as a,
vendor, we want to play with our,
There is nothing better when we're viewed as an extension of their own team.
when we can truly have a seat at that table, understand the pressures, the politics,
everything that they're kind of facing in a real way and stand.
shoulder to shoulder with them. That's where I think everything unlocks in terms of the richness of our work. If we can have a true understanding of what they're facing
think that's where everything kind of shines. And I do want to give credit to Erin and the CIBC team for allowing us to have that seat at the table.
spend a lot of time when we get briefs in really understanding those objectives.
trying to understand all the stakeholders and what they're working for with that work. When we get into our analysis phase, we do the same thing again. We look at the people who took our survey, how we can cut the data, what does that stakeholder need to see in terms of newcomers to Canada or students or any of the targets that they feel that are very special to them. And we can only do that by that knowledge,
shared trust that
You know, we're going to open
kind of door here because we want you to provide the best research that you could possibly do. And gosh, when we're that extension of the team, there is just nothing better.
Jess Gaedeke (05:55)
Yeah, totally agree. And when you are that extension of the team, you're also kind of one more person out there in the market that's observing what's going on with the brand. You know, we can see and hear things from a different capacity when
our email is not CIBC or the company, but it's that we know that business so well that we can really see things in the market. I've done that a lot, especially with like CPG clients, when I see something awry at retail and I'm like snapping a picture and I'm like, you need to know about this, right? It's almost like an extension of boots on the ground in a way that I think clients really appreciate.
Lesley Sloggett (06:26)
Sometimes I can't go to stores, you know, my retail partners, my QSR partners, and I'm just kind of evaluating what's happening and all my family is just like, stop. Stop, stop. I can't. No.
Jess Gaedeke (06:35)
Yep. Yeah, we are not. We're not the average consumer. No, not
ship has
The other thing and honestly, Lesley, it comes up in almost every podcast interview is Gen Z. And what I found really kind of fascinating from what Erin and Rachel were talking about is how, you know, the path is no longer linear when it comes to financial planning, money management, right? So Gen Z just has a different
kids are 16 and 13, so I see this on display all the time. Like, even the path of like getting your driver's license, which used to be for my age, it was like the milestone. Like you would not wait one hour past when you could to take your driver's test. And now there's a lot
coming of age that are
getting their driver's license. And I was thinking about, you know, how that nonlinear...
impacts so many industries and not just the auto industry, but think of all the things like in terms of insurance and ride share and just all these things that are impacted by that dynamic. So I found that to be like very thought
I'm sure you've observed a lot of nonlinear paths either in your personal life, but also the work that you do here at DIG. What are some of those that are more interesting?
Lesley Sloggett (07:46)
Yeah, a few years ago, I had the chance to work on some kind of human resources work where we were trying to understand with a quick service restaurant how to attract and retain talent.
I know back when I was a teenager, Jess, and maybe you could relate to this, it was almost like a rite of passage for some to flip burgers and dish out fries. That was a very common entry level job. And what we're seeing now is
younger folks tending to have a very forward looking approach to university applications. instead of having their time behind the grill, they are
volunteering, they are padding their resume with potential internships. They are not doing those typical jobs. And if they are, they're expecting the company to
just have that payment hour.
dynamic, it's what else are you giving me? Are you giving me scholarship opportunities, the opportunity potentially to work in a
office environment when I graduate? Like what is that next,
kind of package is that being offered to? And I know back in my day, that was never a consideration. We were lucky for the paycheck. So, you know, that first rung of employment, I think has changed a lot. And I think that the Gen Z's have pushed it.
Jess Gaedeke (08:54)
Right?
Yeah, that's fascinating. Again, how many outcomes will be a result of that and that shift in behavior? Yeah, mine was Red Boy Pizza. How can I help you? mean, was I was with pizzas answering phones. I might have done some deliveries in my day in my 76 Cadillac Seville, if I might just add that little detail.
Lesley Sloggett (09:15)
Right?
There we go.
Jess Gaedeke (09:26)
yeah, that's that's that's so crazy. your kids, they're not they're not old enough yet to be talking about a side job.
Lesley Sloggett (09:32)
They're not there, man, I can't wait for them to get some work experience. There's nothing better. There's nothing better than being late and being told off and getting that boss in your face. You got me. It's, it's gross. It's right a passage. Yep.
Jess Gaedeke (09:45)
Yeah.
Yeah, totally. Totally.
I helped Ella with her resume, which basically says, you know, she completed middle school and is on JV Tennis or whatever. like,
taking her in to go apply and she's like, what do I do? And I said, well, there's the man, go ask for the manager and then you need to have this conversation. I mean, it's just so, so crazy when you have to. Yeah, yeah, but you got to do it. That's so
Lesley Sloggett (10:03)
your hands would shake like it was so scary. Yeah, yeah. Got into it.
Jess Gaedeke (10:10)
So as I said, this episode was just a ton of fun. Like those girls are just, they're fun and they're just.
super smart and vibrant.
was a lot of like leaning into the 20s vibe, especially with Erin There is the summer I turned pretty juicy couture. mean, it was just chalked all of this. So I couldn't resist asking you like, what's what's something you just can't let go of from your 20s? Like, what's your thing?
Lesley Sloggett (10:21)
Yeah.
Well, first of all,
Erin is the best. She has her pulse on Pop culture like no one I've ever seen. When we have the chance to have a quick gab session about it, it's just a true
Jess Gaedeke (10:35)
you
Yeah.
Lesley Sloggett (10:44)
so much fun. So I'm so glad you got that flavor in your talk with
when I think back to my childhood, it, the soundtrack of it, Jess, was the Whitney's, the Madonna's, the Mariah's, the Janet's.
I, they are the soundtracks of my childhood. I love them. I love their music. And I hope even when I'm old and more gray, I'll still be belting those, those bops out forever.
Jess Gaedeke (10:59)
And let's.
Yeah, that's
awesome. Yeah. And those should never go away. Those are songs that should continue to be celebrated. Yeah, I was thinking about some of mine, like I've never let go of the banana clip. Like I know it's kind of back in style again, but it just, was a time that it was not, but I don't care. I live in a banana clip. And the other
Lesley Sloggett (11:27)
It was.
Jess Gaedeke (11:35)
on the music front, so in my twenties, I was like obnoxiously obsessed with Dave Matthews band.
would go to the shows and do multiple shows and do the whole comparison. oh my God, I was so obnoxious. I went to the bar that he worked at in Virginia. Like it was just the whole thing. So it was extreme. I recently, and I've always liked, still love him and everything, but I recently got to see him again live for the first time in like, you know, I don't know, more than 15 years. Lesley, can just, I was like rebirthed. I was like feeling.
flow. I was feeling like I was in my 20s and I was just dancing my buns off. I was having so much fun and it did remind me of how much music can connect you
times in your life you remember where you were like when you really were feeling a song etc. So
yeah I'm not giving up Banana Clips nor Dave. They're here to stay.
Lesley Sloggett (12:23)
Nor should you and Long live
Crash, one of the best songs ever.
Jess Gaedeke (12:28)
Yes. And you said crush, not crash because people that are right. Everyone thinks of yes, crash is a huge hit. Crush is I have an emotional relationship with crush. So thank you for bringing that up. Yeah, we can unpack that later. If anyone wants to join that conversation, reach out and you know, we'll just have it. We'll have a crush
Lesley Sloggett (12:41)
So.
Jess Gaedeke (12:47)
But Lesley, thanks so much for taking time. This truly was. Thank you for introducing Erin to the podcast so that we can have this tremendous conversation with her and then taking some time to chat with me about it. I appreciate you.
Lesley Sloggett (12:57)
anytime, love to talk to you Jess, thanks so much for having me.