Episode Overview

Title: Ep. 103 Legacy Brands, Digital Futures: Brittany Scott on Brand Safety & AI in Advertising
Podcast: AdTechGod Pod
Host: AdTechGod
Guest: Brittany Scott, VP Brand Partnerships at Zephyr
Release Date: October 21, 2025

This episode features Brittany Scott, a seasoned marketing leader with experience at major brands like Hershey, SC Johnson, Meta, and currently Zephyr. The discussion centers on the evolving landscape of brand safety, the nuances of stewarding legacy brands in the digital era, the differences between working for brands and adtech firms, and the future of advertising in the age of AI.

Guest’s Journey: From Intentional Pivot to Industry Leader

• Early Beginnings:

  • Brittany initially aimed for a career in teaching and entrepreneurship before "tripping and falling" into advertising.

  • Her marketing journey began with digital projects at Kellogg (now rebranded), helping manage 800 global websites.

    “I like to say I tripped and fell into advertising... My mentors at Kellogg gave me a chance to work in this industry.”
    — Brittany Scott [02:59]

• Advancing at Legacy Brands:

  • Brittany held digital and marketing roles across Kellogg, Hershey, SC Johnson, and Goodyear—household names with unique demands and brand stewardship expectations.

  • She strategically built her career by starting in less-competitive markets (Battle Creek, Hershey, Cleveland) instead of major ad hubs, moving 11 times in 10 years to gain diverse experiences.

    “I did 11 moves in like 10 years. It was incredible and I learned so much and I wouldn’t change it.”
    — Brittany Scott [06:25]

• Discovering Brand Safety:

  • Brittany’s interest in brand safety was sparked at SC Johnson, where protecting not just a brand, but a family-driven legacy, was paramount.

  • She seized an opportunity at Meta to lead brand safety efforts—perceiving that her unique brand background would allow for greater empathy and effectiveness.

    “I thought, nobody is going to want that job... but I could make the leap from brand side to tech side.”
    — Brittany Scott [02:59]

Zephyr’s Mission: Strategic Brand Safety & Suitability

• Defining Zephyr’s Niche:

  • Zephyr is positioned as a brand safety and suitability specialist, focused on helping brands navigate complex, walled-garden platforms.

  • The company delivers not only standard safety tools but custom, strategic support around brand suitability on platforms like Meta, YouTube, and TikTok.

    “Unlike a lot of players, we focus on walled gardens specifically... not only the core safety things, but helping brands with custom suitability needs.”
    — Brittany Scott [08:28]

Legacy Brand Wisdom: Stewardship, Regulation, & Reputation

• Stewardship Matters:

  • Experience at legacy brands instilled a deep sense of responsibility and an appreciation for the stakes involved—especially in privately held companies where reputation is family legacy.

  • Regulatory compliance is not just about optics; it is central to brand identity and survival (e.g., not targeting children under 13, managing sensitive content).

    “It’s not only the brand, it's the legacy of the family... This stuff matters.”
    — Brittany Scott [11:23]

• Reputation is Fragile:

  • Social media is the battleground for brand perception. Crisis moments (e.g., "Tide Pod Challenge") are unpredictable and high-stakes; brands need partners who understand the nuances and urgency required.

    “There’s very few brands that have a playbook for how to handle these things... Having a partner who knows how to navigate that... is really valuable.”
    — Brittany Scott [14:49]

From Brands to AdTech: Cultural & Operational Shifts

• Moving Fast vs. Moving Carefully:

  • At legacy brands, innovation and change can be glacial due to layers of hierarchy and the need for consensus (“three years for an idea to execution”).

  • Meta offered greater perks but a similar bureaucratic structure.

  • At Zephyr, Brittany enjoys autonomy, a flat hierarchy, and an innovative culture enabled by frequent hackathons and quick prototyping.

    “Innovation and the speed at which we solve customer problems is incredible… when I was working at major brands, it was like three years for an idea, versus three months.”
    — Brittany Scott [18:13]; [21:20]

    “You pay for your cup of coffee. There are no perks... I’m really thankful for the hard work ethic that was instilled from working brand side.”
    — Brittany Scott [18:13]

• Client as True Partner—Not Vendor:

  • Zephyr’s philosophy is to focus on being ‘irreplaceable’ and a strategic partner, not simply a service provider.

  • The company is willing to build or adapt rapidly for client needs, shifting away from the traditional 'roadmapping and prioritization' slow lane.

    “How can we make ourselves more irreplaceable to customers? How do we come off as strategic partners versus a service provider?”
    — Brittany Scott [24:29]

    “If you’re being referred to as a vendor, you have a partnership problem... That’s just my personal perspective.”
    — AdTechGod [25:01]

The Future: AI’s Impact on Brand Safety & Content

• AI: A Catalyst and a Challenge:

  • Brittany is “excited, not fearful” about AI’s role in digital advertising, predicting that within five years, AI-generated content will make up 80% of social content.

  • Zephyr is working with brands to adapt suitability frameworks and develop governance for the nuanced risks of AI-generated media (e.g., deepfakes, fake celebrity endorsements, misinformation).

  • Brittany stresses the need to continually update brand safety strategies—what worked in 2019-2020 may be insufficient now.

    “My very first gut reaction is, is this real? I did not feel that way 8 months ago.”
    — Brittany Scott [29:02]

    “It’s not something that can be ignored... If consumers start losing trust in all information on platforms, it is problematic.”
    — Brittany Scott [29:02]

    “With any major innovation there are going to be problems... but the impact for advertising, people, humanity—I think is incredibly exciting.”
    — Brittany Scott [25:29]

• Regulation and Trust:

  • Host and guest discuss new regulations (e.g., California requiring chatbots to disclose AI status), and the growing importance for brands to distinguish between authentic and AI-generated content.

  • The risk of impersonation and manipulation (e.g., using celebrity likenesses, Sora 2 content) is accelerating, with direct implications for trust and brand safety.

    “People are intentionally trying to deceive people in order to get clicks and traffic to their sites... I question everything at this point for sure.”
    — AdTechGod [30:04]

    “It might be a small portion of content today, but it’s literally growing overnight.”
    — Brittany Scott [30:16]

Notable Quotes & Memorable Moments

• On Legacy Brand Responsibility:

  “Brand reputation is such a fragile thing.”
  — Brittany Scott [14:49]

• On AdTech Company Culture:

  “Working brand side... there is none of the bells and whistles of ad tech. You pay for your cup of coffee. There are no perks.”
  — Brittany Scott [18:13]

• On Innovation Speed:

  “Three years for an idea at a big brand to come to market, versus three months at Zephyr.”
  — Brittany Scott [21:20]

• On the AI Era:

  “The predictions are in the next five years, 80% of content on social platforms will be made by AI in some way.”
  — Brittany Scott [25:29]

• On Trust in Media:

  “Anytime I see anything surprising or shocking or interesting, my very first gut reaction is, is this real? I did not feel that way eight months ago.”
  — Brittany Scott [29:02]

Key Timestamps

• 02:59–06:17: Brittany’s unconventional entry into advertising and early career strategy.
• 08:28–09:01: Zephyr’s focus on brand safety/suitability in walled gardens.
• 11:23–14:49: Legacy brand insight—stewardship, regulation, and reputational risk.
• 16:50–18:13: The reality and fragility of brand reputation in the social era.
• 18:13–22:43: The cultural shift from brands to adtech—hierarchy, perks, innovation pace.
• 25:29–29:44: The AI wave: brand risks, regulatory trends, and the need for new frameworks.

Final Thoughts

Brittany Scott’s unique perspective—grounded in legacy brand experience and applied in a nimble adtech environment—offers timely insights for navigating digital brand safety. Brands must continually update their playbooks for new risks as technology, especially AI, reshapes the digital landscape. Zephyr, under Brittany’s leadership, positions itself as a true partner, not just a vendor, driving real innovation and advocacy for clients in a rapidly evolving industry.