Manipulating The Masses
Kaitlin McMillan and Zach Phillips, owners of the McMillan & Phillips Creative Marketing Agency, examine historical examples of mass influence and manipulation. Drawing on their advertising experience, they look at how rulers, companies, political movements, and other leaders have shaped public opinion. The show covers influential, problematic, and sometimes absurd campaigns or episodes. Listeners can contact the hosts by email or visit their website for more information.
Episodes
How Coachella Became Ground Zero for Instagram Culture
Welcome back to Manipulating the Masses – the podcast where two marketers talk marketing and manipulation and how we're really good at both.This week, we’re diving into the wild origin story and marketing evolution of Coachella, the festival that went from an anti-Ticketmaster rebellion to a $100M+ cultural phenomenon.We’ll break down:• How Pearl Jam vs. Ticketmaster sparked a movement• Five facts
Product Placement & Cannabis Legalization
Kaitlin & Zach explore how the government utilized product placement campaigns within movies in the 30s to manipulate the public perception of cannabis throughout the United States.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Sales Strategy & MLMs
Kaitlin & Zach examine the sales tactics used by Multi-Level Marketing (MLM) companies, and how those companies dupe people into falling for the traps and allure of a "self-starter" lifestyle.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
SEO, PPC, & Scientology
Kaitlin & Zach examine the history and recruiting strategies for the notorious Church of Scientology. Including the sophisticated search engine marketing campaign run by their mega "religion".Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Personal Branding & #GirlBoss
Kaitlin & Zach examine the rise and fall of the #GirlBoss movement. As well as the foundations of the movement, key players, and how the movement has created a toxic trend of female business leaders.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Public Relations & UFO Cover-Ups
Kaitlin & Zach examine the press tactics used by the US Government over the past 70 years in regards to denying the existence of UFOs and witnesses throughout the United States.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Branding & Subliminal Messaging
Kaitlin and Zach explore the effectiveness of subliminal messaging and how companies are utilizing subliminal tactics to increase sales and market share.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Brand Storytelling & Elizabeth Holmes
Kaitlin and Zach examine the rise and fall of the notorious founder of Theranos, Elizabeth Holmes. How she utilized the art of PR and storytelling to amass huge investments from powerful people, all for a product that didn't work.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Email Marketing & Nigerian Princes
Kaitlin and Zach explore the email marketing tactics behind the infamous Nigerian Prince scams that have plagued US citizens out of millions for over a decade.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Data Analysis & The Bachelorette
Kaitlin & Zach dive into the historical data of the 42 seasons of The Bachelor / Bachelorette series. Using data analysis, they predict who will win the current season featuring Bachelorette, Michelle Young.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Campaign Breakdown: Got Milk?
Kaitlin and Zach look at the strategy, implementation, and results of the infamous Got Milk? campaigns that were utilized throughout the 90s and early 2000s. How did such a simple campaign have such a big result? And did it benefit our health or the pockets of the milk producers?Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Social Media & Anti-Vaxxers
Zach and Kaitlin take a look at how social media algorithms have been used by a small number of people to promote Anti-Vax conspiracies, convince millions of Americans not to get the vaccine, and manipulate the national conversation.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
E-Commerce & Holiday Shopping
Kaitlin and Zach review some of the below-board marketing tactics large companies use to gain a digital advantage during the holiday season.Follow Us On Instagram: @mcmillanphillips.agencyGet In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Gender Roles In Advertising | Part One
Kaitlin and Zach explore the marketing tactics and long-term effects of gender roles portrayed in advertising throughout the 1800s - 1960s.Want more details about the information from this episode?Join our Facebook Group 👉 https://bit.ly/3JpL8prFollow us on social media to stay up to date with our agency 👇Facebook: https://bit.ly/3JltkMtLinkedIn: https://bit.ly/3Jn614PInstagram: https://bit.ly/3eu
Gender Roles In Advertising | Part Two
Kaitlin and Zach examine the new age of hyper-sexualization of women in advertising, and how that trend has created a massive negative effect on body image for both young girls and boys throughout the world.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Marketing of Megachurches
Kaitlin and Zach look at the marketing tactics behind some of the most wealthy church leaders in the United States. Using their tool, the duo puts together a campaign for marketing churches to millennials & Gen Z.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Company Culture & WeWork
Zach and Kaitlin explore the rise and fall of WeWork, and how company culture can benefit and hurt companies of all sizes.Want more details about the information from this episode?Join our Facebook Group 👉 https://bit.ly/3JpL8prFollow us on social media to stay up to date with our agency 👇Facebook: https://bit.ly/3JltkMtLinkedIn: https://bit.ly/3Jn614PInstagram: https://bit.ly/3eunGcwTwitter: http
Donation Marketing & The Red Cross
Kaitlin and Zach explore the messaging and marketing tactics used by The American Red Cross, as well as some disinformation surrounding how the organization spends its $3b in revenue.Want more details about the information from this episode? Join our Facebook Group 👉 https://bit.ly/3JpL8prFollow us on social media to stay up to date with our agency 👇Facebook: https://bit.ly/3JltkMtLinkedIn: https:
TV Media & The Satanic Panic
Kaitlin & Zach explore how the business of television helped spread the Satanic Panic that gripped families throughout the 80s, and how similar tactics were used to fuel QAnon and The Salem Witch Trials.Want more details about the information from this episode?Join our Facebook Group 👉 https://bit.ly/3JpL8prFollow us on social media to stay up to date with our agency 👇Facebook: https://bit.ly/
Rebranding & The WWF
Kaitlin and Zach examine some good and bad rebranding efforts by companies, and also look at the legal battle over the branding of WWF.Follow us on social media to stay up to date with our agency 👇Facebook: https://bit.ly/3JltkMtLinkedIn: https://bit.ly/3Jn614PInstagram: https://bit.ly/3eunGcwTwitter: https://bit.ly/3sKMJQTGet In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanp
Content Creation & Cicero
Zach and Kaitlin compare modern content creators on social media to the OG influencer & Roman icon, Cicero. How Cicero's tactics to spread messaging has been replicated in the digital sphere, and what strategies were/are most effective.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
ASMR In Commercials
Kaitlin and Zach explore how brands are utilizing the ASMR phenomenon to produce commercials designed to trigger "tingly" feelings in the brains of people, and how tailoring online video to a specific audience can yield great results.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Advertising Battles: Coke vs. Pepsi
Kaitlin and Zach explore the tactics and direct advertising battles that have taken place between Coca-Cola and Pepsi for over a century. From jingles to endorsements, we determine who is currently winning the marketing battle between the soda giants.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Data Collection & 23&Me
Zach and Kaitlin examine the data collection tactics behind the infamous company, 23 & me. How your genetic code can be sold and utilized by pharmaceutical, insurance, and other companies. As well as the potential for such data in the future.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Ronald Reagan & Media Bias
Kaitlin and Zach discuss the influence Ronald Reagan and the FCC had on dismantling the Fairness Doctrine, and how efforts to thwart debate on television has led to the biased media we have today.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Brand Partnerships & Euphoria
Zach & Kaitlin explore the new world of brand partnerships for performers. How social media can be a positive and a negative for developing personal image, and the new wave of influencers trying to break into the film & TV market.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Buying Power of Kids
Zach and Kaitlin explore the multi-trillion dollar industry of marketing to children. More than toys & snacks, car companies and even insurance agencies are starting to broach advertising directly to children.How much buying power do kids really have?Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Campaign Breakdown: Flo From Progressive
Kaitlin and Zach examine the history and impact of one of the longest-running character commercials, Flo from Progressive. As well as the impact character building has had in commercials, and what the future holds for Flo.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Marketing of Big Pharma
Zach and Kaitlin review the marketing and advertising tactics behind pharmaceutical companies. Particularly the marketing campaign behind the promotion of OxyCotin and the effects that it's had on the American public.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Campaign Breakdown: Old Spice
Kaitlin and Zach examine the beginnings, target demographic, and story behind the notorious "Old Spice Man" commercials. How new media leveraged the commercial to new heights and boosted sales in the process.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Downfall of Malls
Kaitlin and Zach explore the rapid rise and fall of the American Mall. How the original designer of the mall hated what they became, why they rose to popularity, and why shoppers are now moving away from malls and choosing the online space.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Marketing of the Military
Zach and Kaitlin take a journey through history to review the marketing tactics used by the military to recruit new soldiers. How new media and messaging play a key part in the campaigns, and how each war has its own unique spin.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Marketing of Alcohol
Kaitlin and Zach explore the history and drawbacks of the mega-marketing campaigns for alcohol. How government regulations are bearing down on the industry, and what the future looks like for the industry.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Pet Rock Craze
Kaitlin and Zach examine the history of the Pet Rock craze that took hold of the American public in the 1970s. The duo also explores what it would take to revitalize Pet Rock for the current generation.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Marketing of Movie Theatres
Kaitlin and Zach explore the history of movie theatres, how they became a centerpiece to American culture, and how the pandemic (and home entertainment systems) have forced the industry to shift its marketing tactics completely.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Bracing For 2024: What Is The October Surprise?
Kaitlin and Zach use their life as marketing agency owners to help prepare you for the ways candidates in the 2024 election will try to manipulate and sway your opinion using psychological cues and marketing tactics.In this episode, the duo examines the history of the October surprise and discusses the benefits of candidates using this tactic to win campaigns.Get In Touch: info@mcmillanphillips.co
Bracing For 2024: Fast & Slow Thinking
Zach and Kaitlin continue their series on manipulation tactics to be used during the 2024 presidential campaign.In the second episode, the duo reviews the science and psychology of Fast & Slow thinking. How marketers and politicians will leverage our two-brained process of decision-making to have us act against our own interests.Get In Touch: info@mcmillanphillips.comVisit Our Website: https:/
Bracing For 2024: The History of Attack Ads
Today, we’re going to be breaking down some famous attack ads. We’re going to take a peek at the classic marketing tactic of positioning - how is each party positioning themselves to sway voters each way.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Bracing For 2024: Emotional Morality
Kaitlin and Zach explore the emotional cues that make us all decide what is "right" and what is "wrong." How our emotional morality is manipulated by politicians to spark outrage and passion from their voter base.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Rise & Fall of the Influencer with Nicole Lisson
Zach and Kaitlin and joined by Content Director for M&P, Nicole Lisson. The group discusses how the term "influencer" has become soured, how brands first leveraged the power of the influencer, and what the future holds for these social media powerhouses.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
Marketing of Celebrity Brands with Felicia C. Sullivan
This week, Kaitlin and Zach sit down with branding & storytelling expert, Felicia C. Sullivan to discuss what makes or breaks celebrity brands.The group reviews brands like Fenty, Blue Ivy, Beats by Dre, and 818 tequila to determine what it takes for celebrities to launch successful brands.If you love Felicia's insights (like we did), be sure to visit her Medium page at https://medium.com/@fel
The Marketing of Barbie
This week, Kaitlin and Zach discuss the absolutely crazy story of how the iconic doll, Barbie was founded. And the unique marketing tactics the team at Mattel had to use in order to sell an adult doll (with breasts *gasps*) to children in the 1950s & 60s.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Marketing of a UFO Whistleblower
Kaitlin and Zach have a follow-up to one of their most popular episodes discussing the PR strategy behind UFOs from the angle of the newest UFO whistleblower, David Grusch, and the tactics used by the US Government for keeping the conversation quiet and discrediting those who try and speak out.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-m
The Marketing of Sustainability
In this episode, Kaitlin and Zach will look at the evolution and growth of every brand’s new favorite phrase; sustainable. Reviewing how brands leverage that phrase to get consumers to buy into products that have little to do with helping combat climate change and make the world a greener place.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-
The Marketing of Taylor Swift
We’re going to discuss the marketing tactics and growth of Taylor Swift.Currently, Taylor is known for crashing the Ticketmaster site, mastering the art of social media, and having a Pope-like status among throngs of basic women across the country. But how did we get here?Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Marketing of Diamonds
Today, we’re going to look at, what I feel, is one of the best cases of marketing that we’ve reviewed. We will sparkle, we will glimmer, we will shine because we’re reviewing the marketing behind diamonds.It’s a classic example of supply and demand. How producers limit the supply and how marketers amplified demand to an incredible level.Get In Touch: info@mcmillanphillips.comVisit Our Website: htt
The Marketing of Fox News
Today, we’re going to be looking at the infamous and infuriating Fox News. The network that entered the media game in 1996, and shook up the entire destiny of America.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Marketing of Gatorade
Kaitlin and Zach explore the complicated history of Gatorade. How was it invented, first marketed, and the issue involving the University of Florida.Also, how has Gatorade used "science-based" marketing to enhance the narrative of Gatorade's effectiveness on athletes?Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Marketing of Shakespeare
Kaitlin and Zach look WAY back to see how Shakespeare's plays were marketed around London, and how his tactics led to the infamous acclaim he still has today.Get In Touch: info@mcmillanphillips.comVisit Our Website: https://mcmillanphillips.com/manipulating-the-masses-podcast/
The Marketing of Russian Propaganda
The story of Russia and the 2016 election has been beaten to death. Every news outlet has put its spin on the story, the FBI has released a non-blaming report, and the word everyone has settled on is “meddling”. Russia “meddled” in our election. But what does that mean? And why is it important in 2024?Well, besides 2024 being another election year featuring two candidates a majority of Americans a
The Marketing of Ozempic
Hollywood’s influence is nothing new. James Dean and Marlon Brando inspired the T-shirt craze. Marilyn Monroe kept hairdressers across the country busy. Now, the likes of Gwyneth Paltrow, Ryan Reynolds, Jennifer Aniston, Miles Teller, and Selena Gomez (just to name a few) have used their on-screen influence to launch entire brands.But what happens when that influence is used to drive demand for a
The Marketing of Weddings
Any cursory search in Pinterest will show millions of boards dedicated to every aspect of a wedding. Dresses, venues, flowers, bridesmaid dresses, makeup artists, centerpieces, photographers, videographers, DJs, favors, catering, officiant - anyone who has been through the process knows the list goes on and on.With marriage rates in sharp decline, this entire industry is not trying to save their o
Marketing of The Oscars
The Oscars have been Hollywood’s biggest night for nearly a century, but how has the Academy managed to keep audiences engaged in an era of declining viewership? In this episode of Manipulating The Masses, Zach and Kaitlin break down the history of Oscar marketing—from the studio-controlled campaigns of the Golden Age to today’s aggressive “For Your Consideration” ads.We’ll explore legendary Oscar
The Marketing of Cryptocurrency
Bitcoin didn’t just become a trillion-dollar asset because of technology—it became a movement through brilliant marketing, psychological manipulation, and internet culture. In this episode, Zach and Kaitlin break down how FOMO, memes, and celebrity endorsements turned Bitcoin from an obscure digital experiment into a global financial powerhouse.From the wild price swings that create media frenzy t
The Marketing of the WNBA
In this episode of Manipulating the Masses, Kaitlin and Zach dive into the evolving marketing strategies of the WNBA and how the league has worked to expand its audience and influence. They explore how the WNBA has leveraged social media, player-driven storytelling, and corporate partnerships to reshape its image and attract a broader fan base.The hosts break down key moments in the league’s brand
The Marketing of Marvel Movies
In this episode of Manipulating the Masses, Kaitlin and Zach dive deep into the evolution and marketing genius behind the Marvel Cinematic Universe (MCU). They explore how Marvel transformed from a struggling comic book company into a global box office powerhouse, thanks to visionary storytelling and innovative marketing strategies.The episode begins with Marvel’s humble origins, its near-bankrupt
The Marketing of Reese Witherspoon's Media Empire
On this episode of Manipulating The Masses, Zach and Kaitlin break down how Reese Witherspoon transformed herself from rom-com darling into one of Hollywood’s most strategic business moguls. While other actors rely on studios and producers to shape their careers, Reese has positioned herself at every stage of the marketing pipeline—from content creation to book clubs to brand partnerships—ensuring
The Marketing of Casinos
On this episode of Manipulating The Masses, Zach and Kaitlin take a high-stakes dive into the brilliantly deceptive marketing tactics of casinos—from the flashing lights to the subconscious psychological tricks designed to keep people gambling longer. But one of the most powerful tools in the casino industry’s arsenal? Celebrity endorsements.From A-list actors to athletes and influencers, casinos
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