Brand Slam Podcast

EP 45: Messi magic and miraculous marketing: Argentina’s global brand story

When passion meets purpose, branding magic happens, and Leandro Petersen knows it better than most. As Chief Commercial & Marketing Officer for the Argentine Football Association (AFA), he’s helping turn Argentina’s fútbol legacy into a global brand phenomenon. In this special bilingual episode, Petersen joins Steve Rosa and Michelle Spriegel to talk about building one of the most recognizable brands in sport — from global partnerships and new markets to the storytelling and strategy that keep Argentina’s fútbol heartbeat strong.
In Argentina, fútbol more than a sport, it’s almost part of their national DNA. And at the center of it all is the Argentine Football Association (AFA), where Petersen leads the charge in transforming that cultural heartbeat into a global business powerhouse. From Lionel Messi’s worldwide influence to AFA’s expansion across markets like China, India and the U.S., Petersen shares how strategy, storytelling and pure passion are driving Argentina’s global rise. The conversation dives into how AFA plans for their new high-performance center in Miami, and what it takes to keep the magic alive both on and off the pitch.
Looking ahead, Petersen has his eyes set on FIFA World Cup 2026, which will be hosted across the United States, Mexico, and Canada. With soccer’s popularity surging in North America, he sees a massive opportunity to grow AFA’s reach during the tournament. From brand activations to fan engagement initiatives, Petersen’s focus is on making Argentina not just the team to watch, but the experience to feel throughout the summer of 2026.
At its heart, this conversation is about how passion, heritage and purpose can transform a team into a timeless global brand. Argentina’s story is proof that when emotion meets execution, the result isn’t just victory, it’s legacy.
Have an idea for a guest? Reach out at brandslam@addventures.com.

EP 45: La magia de Messi y el marketing milagroso: La historia de la marca global de Argentina

Cuando la pasión se encuentra con el propósito, ocurre la magia del branding, y Leandro Petersen lo sabe mejor que nadie. Como Director Comercial y de Marketing de la Asociación del Fútbol Argentino (AFA), está ayudando a convertir el legado futbolístico de Argentina en un fenómeno de marca global. En este episodio especial bilingüe, Petersen se une a Steve Rosa y Michelle Spriegel para hablar sobre cómo construir una de las marcas más reconocidas en el deporte, desde asociaciones globales y nuevos mercados hasta la narrativa y estrategia que mantienen fuerte el latido del fútbol en Argentina.
En Argentina, el fútbol es más que un deporte; es casi parte de su ADN nacional. Y en el centro de todo está la Asociación del Fútbol Argentino (AFA), donde Petersen lidera la transformación de ese pulso cultural en un gigante de negocios global. Desde la influencia mundial de Lionel Messi hasta la expansión de la AFA en mercados como China, India y EE.UU., Petersen comparte cómo la estrategia, la narrativa y la pura pasión están impulsando el ascenso global de Argentina. La conversación se adentra en cómo la AFA planea su nuevo centro de alto rendimiento en Miami y lo que se necesita para mantener la magia viva tanto dentro como fuera del campo.
Mirando hacia el futuro, Petersen tiene su mirada puesta en la Copa Mundial de la FIFA 2026, que se celebrará en Estados Unidos, México y Canadá. Con la creciente popularidad del fútbol en América del Norte, ve una enorme oportunidad para ampliar el alcance de la AFA durante el torneo. Desde activaciones de marca hasta iniciativas de compromiso con los fanáticos, el enfoque de Petersen es hacer de Argentina no solo el equipo a seguir, sino la experiencia a sentir durante todo el verano de 2026.
En esencia, esta conversación trata sobre cómo la pasión, el patrimonio y el propósito pueden transformar a un equipo en una marca global eterna. La historia de Argentina es prueba de que cuando la emoción se encuentra con la ejecución, el resultado no es solo la victoria, sino el legado.
¿Tienes un invitado en mente? Contáctanos en brandslam@addventures.com. 

Overtime: Two years of Brand Slam: Looking back, moving forward

This week, Brand Slam hits a milestone: our two-year anniversary! Two years of conversation, curiosity and serious mic time–44 episodes deep, packed with enough stories to fuel your commute for months, all with the people shaping how we think about brands, business and culture.
When we launched the podcast, we couldn’t have predicted the journey it would take us on. Along the way, we’ve built relationships, learned from industry leaders and created a platform for stories that matter. From the first episode to our most recent Overtime edition, one thing has remained constant: the pursuit of uncovering what makes brands win.
So what’s next?
Two years in, we’re proud of the ground we’ve covered. Even more, we’re fired up for what’s ahead. The business world shifts daily—especially in an AI-driven era— our mission remains the same: share the personal insights of the leaders, challengers and doers who keep brands winning.
Like in sports, our goal is simple: keep getting sharper, smarter and stronger every season.
Thank you to everyone who’s listened, shared and supported us. We’re just getting started.

EP 44: Inside José Andrés media: Building a brand with a name

What happens when the brand is a person?
When your most valuable asset is a human—known as much for feeding people in crisis as for fine dining—you’re building a brand and capturing a personality.
In this episode of Brand Slam, hosts Steve Rosa and Mary Sadlier sit down with Ellen Kaplan, VP of Marketing at the José Andrés Group, to explore how a hospitality brand grows into a global media presence, without losing the voice that started it all.
José Andrés is a chef. A humanitarian. A visionary. But above all, he’s a genuinely good person driven by curiosity, compassion and a belief that food can change lives.
While his name appears on restaurants, cookbooks and TV shows, there’s a team behind the scenes making sure that name shows up with purpose and consistency. Ellen leads that team. She and her colleagues aren’t just promoting a personality. They’re translating a real, human presence into a brand that spans restaurants, hotels, books, podcasts and digital platforms, without losing the heart that started it all.
Ellen shares how her team brings José’s energy and values to life through branded experiences that feel personal, polished and authentic. She talks about how his personality comes through across platforms, and how storytelling became a key to growing the José Andrés Media brand. She also reflects on leading a creative team across formats, and why voice and values matter even more as a brand grows.
Whether you're managing a multi-channel strategy or shaping a purpose-driven brand, this episode offers thoughtful, real-world insight into building something that lasts.
Have an idea for a guest? Reach out at brandslam@addventures.com.

EP 43: Branding with flavor: Steve DiFillippo’s recipes for success

When it comes to building a brand, the secret ingredient might just be the same one that makes an unforgettable meal: genuine hospitality.
On this episode of Brand Slam, (add)ventures founder and CEO Steve Rosa and Joe Kayata sit down with Steve DiFillippo, the culinary visionary behind Davio’s Northern Italian Steakhouse. With 10 locations from Boston to Atlanta, Davio’s has become a national name, but its commitment to making every guest feel at home has kept the brand deeply personal.
The conversation begins with DiFillippo’s entrepreneurial leap at age 24, when he bought a struggling Boston restaurant and transformed it into the Davio’s we know today. He kept the name but reinvented everything else, from the food and atmosphere to the service, creating a brand rooted in both consistency and creativity.
Listeners will hear how DiFillippo has marketed Davio’s with heart and hustle, using creative grassroots tactics and strategic retail offerings like his signature steak and cheese spring rolls and sausages that are sold in markets. 
The episode also explores how Davio’s adapts to evolving customer lifestyles through collaborations like Awaken180° Weightloss, and how exceptional staff experiences and thoughtful, one-on-one service, showcase the brand’s values in action.
DiFillippo reflects on lessons learned from icons like Julia Child and Bruce Springsteen, and emphasizes the importance of weaving personal values into a brand, from supporting community organizations to embracing new technologies like AI without losing the human touch.
This episode goes beyond the kitchen. It's a branding masterclass for marketers looking to turn values into value.
Interested in a particular topic or want to be a guest? Contact us at brandslam@addventures.com.

EP 42: Lights, Camera, Impact: Going Green in Virtual Production

Sustainability isn’t just a buzzword, it’s becoming a brand essential. And no one understands that better than the Environmental Media Association (EMA). In this episode of Brand Slam, hosts Steve Rosa and Joe Kayata go behind the scenes of a major milestone, how our virtual production studio became the first on the East Coast to earn EMA’s Green Seal for Studios. EMA CEO Debbie Levin joins the conversation to talk about what that seal means, why it matters, and how sustainability is reshaping media and marketing.
Debbie Levin has been a force in environmental storytelling for over two decades. She’s helped make green productions something brands can actually do—and want to do. From celebrity campaigns to certifying feature films, she’s helped shift the way Hollywood talks about sustainability.
In this episode, Debbie, Steve, and Joe dive into the Green Seal process, why it aligned with our values, and what it takes to build a space with sustainability in mind. They talk about the power of celebrity influence, including a story from EMA’s recent IMPACT Summit featuring George Clooney.
The episode wraps with a real talk on authenticity. With “greenwashing” on the rise, Debbie shares honest advice for brands that want to tell environmental stories the right way.
Whether you’re in media, marketing, or just want to make an impact—this one’s for you.
Interested in a particular topic or want to be a guest? Contact us at brandslam@addventures.com.

EP 41: AI Killed the SEO Star: Marketing in an AI world

AI is rewriting the rules of branding, media and digital strategy. In Episode 41 of the Brand Slam podcast, (add)ventures founder and CEO Steve Rosa teams up with Joe Kayata to tackle how to navigate AI's accelerating impact on the way we search and connect with audiences.
 
Joining them is Pete Pachal, founder of The Media Copilot, a newsletter and podcast that explores how generative AI is transforming the media landscape. Pete is also a Fast Company columnist with deep expertise in tech, AI and the future of content. In this episode, he offers a grounded yet forward-looking perspective on how brands can adapt in an AI-driven world.
 
AI is changing how people find and interact with content, and that means big changes for marketers. Pete gives a reality check for CMOs: just showing up on Google isn’t enough anymore. He explains AI-EO (Artificial Intelligence Engine Optimization), which is all about making sure your brand shows up in AI-generated answers, not just search results. He also explains why content ownership and licensing matter more than ever. If AI tools are using your brand’s content, how do you stay in control and get the credit? Pete shares practical advice on protecting your content, managing rights, and preparing for what’s next.
If you’re a brand leader, marketer or content creator looking to stay relevant in an AI-powered world, this episode is packed with practical insights and forward-thinking strategies.Interested in a particular topic or want to be a guest? Contact us at brandslam@addventures.com.

EP 40: WNBA rising: The branding power shift in women’s sports

If you want to understand one of the biggest power shifts happening in sports and branding right now, look no further than the WNBA. In this episode of Brand Slam, Steve Rosa and Joe Kayata sit down with Connecticut Sun President Jen Rizzotti to break down the rise of women’s sports, and why it’s not just a moment, but a movement transforming the industry.
Rizzotti, a trailblazer who led UConn to its first national title in 1995 and went on to win two WNBA championships, shares her unique perspective on how the narrative around women’s sports is evolving, it’s a branding shift with staying power.
The conversation kicks off with Jen’s reflections on how cultural momentum, increased media visibility and next-gen stars like Caitlin Clark have helped transform women’s basketball into a mainstream powerhouse. The trio digs into the “branding tsunami” that’s hitting the WNBA, where increased attendance, stronger TV deals and bolder brand partnerships are redefining what success looks like for a professional women’s league.
Listeners get an insider view into how the WNBA is marketing its expansion by adding teams in Cleveland, Detroit and Philadelphia over the next five years, and how smart city selection and community engagement are core strategies. Jen also opens up about the Connecticut Sun’s own success story, including selling out TD Garden and what Boston’s market could mean for the franchise’s future.
Beyond the court, the episode explores the rapidly shifting dynamics of NIL (Name, Image, Likeness) in college sports and how it might have changed the game for Jen’s era of players. She highlights how today’s women athletes are now more empowered than ever to build their personal brands and secure meaningful partnerships.
This is essential listening for any brand looking to align with purpose and momentum—because women’s sports aren’t just rising, they’re rewriting the playbook.
Interested in a particular topic or want to be a guest? Contact us at brandslam@addventures.com.

EP 39: Beyond sterile marketing

When people think about healthcare marketing, they often picture numbers—safety stats, product specs and clinical data. But behind every hospital decision is a person who cares. A nurse focused on keeping patients safe. A doctor working for better outcomes. An administrator trying to build a healthier, more supportive environment. Healthcare is personal—and the marketing behind it should be too.
That’s what Episode 39 of the Brand Slam podcast is all about. Co-hosts Steve Rosa and Joe Kayata talk with Nuno Azeredo, Vice President of Global Marketing at Advanced Sterilization Products (ASP). Nuno has a unique background: he’s worked on well-known consumer brands like Kleenex and held leadership roles in healthcare companies like Baxter and Hill-Rom. He understands both the heart and the science behind marketing.
In this episode, Nuno shares how emotion plays a big role in healthcare marketing—even when you’re selling something as technical as sterilization systems. It’s easy to focus on features and facts, but the strongest brands connect with people. They speak to how a product helps real patients, real caregivers and real lives.
Nuno also talks about the power of context—understanding where your customer is, what they’re feeling and what they need in the moment. It’s a powerful reminder for marketers: even in complex, technical industries, the best brands lead with empathy and real human connection.
Interested in a particular topic or want to be a guest? Contact us at brandslam@addventures.com.

EP 38: The Instacart advantage: Converting clicks into carts

Can your brand win the digital cart? In today’s grocery game, it’s not about who owns the shelf, it’s about who wins the cart. On this episode of Brand Slam, Ryan Garvey, Senior Director and Head of Midmarket, Growth, and Non-Endemic Sales at Instacart, dives into what it takes to compete in a digital-first world where convenience, personalization and timing rule.
The grocery experience has transformed, and with it, the path to purchase. Grocery shopping has gone mobile. Every add-to-cart moment is influenced by ad placements, shopper data and personalized recommendations. For brands, that means the competition is no longer just on the aisle but inside the app.
The path to purchase? Rewritten. Every tap of “add to cart” is powered by data, driven by intent and shaped by strategic ad placements. Brands that once battled for endcaps are now fighting for screen space, and Instacart has become the field where that battle plays out. Ryan unpacks how Instacart is helping brands of all sizes break through the noise. It’s not just about showing up; it’s about showing up with relevance, at the exact moment a shopper is ready to act. Through smarter targeting, better insights and shoppable moments, the app is turning consideration into conversion.
Ryan also shares the story behind Instacart’s nostalgic Super Bowl campaign, a character-packed, joy-filled spot featuring icons like the Kool-Aid Man, the Jolly Green Giant and the Pillsbury Doughboy. The goal? Spark emotion. Drive recall. Make brands unforgettable.
As consumer habits shift and discovery becomes more dynamic, Ryan emphasizes the importance of using first-party data to guide strategy and build lasting relationships. Whether it’s a legacy name or a challenger brand, the rules are changing—and the most agile marketers are finding new ways to compete.
Interested in a particular topic or want to be a guest? Contact us at brandslam@addventures.com.