How to Build the Holy Grail of Marketing Strategy: Expert Insights from Greg Licciardi
In the latest episode of the Sticky Note Marketing Show, host Mary Czarnecki sat down with Greg Licciardi, Vice President of Sponsorships and Partner Programs at the Association of National Advertisers (ANA). With an MBA from Fordham University and over a decade of experience as an Adjunct Professor of Marketing at Fordham and Seton Hall, Greg brings a wealth of insight into what truly drives success in today’s fast-evolving marketing landscape.
From his early days at American Express, Univision, and Worth Media Group—where he won numerous awards—to his current work consulting with leading brands, Greg has seen firsthand how the intersection of data, authenticity, and technology shapes brand growth.
“Be authentic with your message.”
1. Authenticity is the Heart of Marketing
Greg emphasized that while AI and automation are transforming marketing, the human element remains irreplaceable. “One of the most important things brands can do,” he said, “is be authentic with their message.”
In an age where consumers can sense insincerity instantly, authenticity isn’t just a buzzword — it’s a competitive advantage. Whether through storytelling, content creation, or customer experience, brands that stay true to their values build deeper trust and long-term loyalty.
2. The Power of AI and the Human Element
Greg also spoke about the importance of upskilling teams around AI. While AI can enhance targeting, automation, and campaign performance, it’s not meant to replace human creativity. Instead, marketers should learn how to combine AI insights with human intuition to create messages that resonate.
“AI can optimize campaigns,” Greg noted, “but it’s people who craft the stories that connect.”
3. The Holy Grail of Marketing: Personalized Relevance
In one of the episode’s most memorable moments, Greg shared a fun story about his weekly Wendy’s ritual — and how it led him to discover what he calls the “holy grail of marketing.”
After ordering Wendy’s every Friday around 11 AM, he started seeing Wendy’s ads on his social feeds at that exact time. The timing and relevance were so precise that it felt like the brand was reading his mind.
“That’s the kind of personalized marketing every brand should aim for,” Greg explained. “Using data to anticipate customer behavior and deliver the right message at the right moment.”
📈 4. Redefining Success in Marketing
Greg closed with a powerful reminder: marketing success isn’t static. “Your measure of success has to keep evolving,” he said. “You need to make sure what you’re doing is constantly optimizing to hit new goals — and that it’s being looked at.”
The best marketers don’t just set metrics and move on — they continuously measure, learn, and adapt.
🎧 Tune In
Greg Licciardi’s episode of the Sticky Note Marketing Show is a must-listen for marketers, entrepreneurs, and brand leaders who want to understand how to balance technology and authenticity in today’s marketing world.
