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Julian Aldridge, VP, Brand Evangelism and Activation at Charles Schwab discusses the philosophy behind Venture Marketing and how marketers can build the courage to win.

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It's definitely an exciting time for anyone involved with the media industry. In our recently released Total Audience Report, which captures key video viewing stats across screens, several trends we've been tracking for some time really stood out in the data. The first is that viewers are spending significant amounts of time watching videos on devices besides the TV. Viewers now spend on average nearly 11 hours per month watching videos online and 2 hours on smartphones - in total a 36% increase year-on-year. The second is that subscription-based, video-on-demand (SVOD) services (like Netflix, Hulu Plus, and Amazon Prime) have become widespread. 40% of U.S. homes subscribed to at least one SVOD service in Q4, and nearly 28% subscribed to multiple services

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The biggest challenge is the balance between protecting the company while also getting the deal done. There is also some confusion when the “lawyer” shows up for initial business meetings. I find, however, that once I explain the combined role it is generally not a problem.

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Sid Chapon, Executive Vice President for Leadership and Organizational Development at Leo Burnett, discussed the correlation between employee engagement and leadership development.

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Our goal is to be the most relevant brand for the millennial consumer and for them to consider Taco Bell as a lifestyle brand. A key aspect in fitting the millennial lifestyle is being relevant in the mobile/digital world—the mobile app is certainly big part of that strategy. Consumers today want everything on demand. With our Mobile App, our customers now have the ability to skip the line inside, customize anything, and re-order with one click. Soon, we’ll have a unique loyalty program that will reward them for living a Live Mas lifestyle which we are also very excited about. This technology truly is a key enabler in bringing Live Mas to life!

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With any industry where there are rapid changes in technology the demands of the business are constantly increasing and I think you’re all familiar with situations where the legal staff either remains flat or is reduced. And so what we struggled with in recent years is situations where we’ve had to keep up with the demands of business while trying to support that level of business with the same staff.

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