Ian Baer: Founder, Sooth

Ian Baer, Founder of Sooth, joins Jennifer and Risa on the latest episode of CPG Scoop!

Ian Baer, Founder and Chief Soothsayer of the strategic insights platform and marketing consultancy Sooth, has been solving marketing’s greatest challenges for over three decades. He has spent his career helping major brands achieve extraordinary success and challenger brands box above their weight class in leadership roles with Publicis Groupe, TBWA, Rapp, Deutsch, and others. He was named to Campaign US’ Digital 40 over 40. He is a contributor and thought leader for industry-specific and national publications including Adweek, Fortune Magazine, New York Times, The Wall Street Journal, Reuters and CNBC. Additionally, he is a frequent speaker at leading national conferences including Advertising Week; Social Media Week; Digiday; DMA Annual Marketing Forum; and the 4A’s. He sits on the Customer Experience Advisory Board at Ithaca College and has participated in numerous televised interviews for platforms including LiveNOW from FOX, NewsNation, TalkTV, Fox5 New York, Piers Morgan, and Televisionation.

Our favorite takeaways from this episode with Ian:

• People who feel emotionally connected to a brand stay customers for 20 months longer.
• The outsized impact that Gen Z is having in changing how people buy is the biggest trend that we should all be watching.
• AI is going to have an increasingly important impact. If brands use it properly, they can anticipate needs and pick up on patterns.