Marketing Vanguard: Building 200-Year-Old Brands in a 24-Hour World with Paulie Deary

Episode Release Date: June 27, 2025

Introduction

In this episode of Marketing Vanguard, hosted by Jenny Rooney from Adweek, the spotlight shines brightly on Paulie Deary, the Chief Marketing Officer of AG1 and former CMO of prominent brands like Uber and Yeti. Paulie brings a wealth of experience from his transformative roles in both agency and brand environments, offering listeners invaluable insights into building enduring brands amidst the rapid pace of today’s world.

Paulie Deary’s Career Path

Paulie Deary's journey through the marketing landscape is anything but conventional. Starting his career at a small ad agency in Australia, he defied conventional wisdom by moving to the avant-garde RGA in Hell’s Kitchen, New York, despite skepticism from peers. Reflecting on his career moves, Paulie shares, “Every move’s been about impact. Where could I have great impact? And where could creativity really lead the path forward” (01:49). His tenure at RGA, Uber, and Yeti showcased his knack for steering brands through transformative phases, ultimately leading him to AG1 to further his mission of building a lasting brand.

Philosophy on Brand Building

Central to Paulie’s approach is the unwavering belief in the power of a great product complemented by compelling storytelling. He emphasizes, “I always loved was Uber had really such a fascinating product to me… it was a game changer” (08:47). This philosophy underscores his commitment to brands that not only offer exceptional products but also possess the potential for rich, untold narratives that resonate with consumers on a deeper level.

The Magic of Creativity

Paulie delves into the essence of creativity in advertising, drawing parallels between different eras of marketing innovation. He asserts, “Advertising always, when it's at its best is when there is an element of perceived magic” (05:40). From the captivating allure of 80s and 90s TV ads to the rekindled magic brought by digital advancements and AI, Paulie highlights the perpetual evolution of creativity as a cornerstone of effective marketing.

The State of Advertising Agencies

Reflecting on his time at RGA, Paulie offers a critical perspective on the current challenges facing advertising agencies. He points out, “Something's just not clicking on the agency side. I think they'll get there, they'll work it out” (07:03). Paulie attributes some of these struggles to structural issues like fee structures and the valuation of time, advocating for a more balanced and creative-centric approach to rejuvenate the agency model.

Focusing on Great Leaders

A recurring theme in Paulie’s discussions is the pivotal role of strong leadership in fostering brand success. He commends leaders like Matt from Yeti and Kat Cole at AG1 for their understanding of brand value and commitment to creativity. According to Paulie, “If you're looking to build a brand for 200 years, not the next two, you have to make decisions based on that” (14:57). This long-term vision, supported by leaders who prioritize brand integrity, is essential for sustainable growth.

Community Building and Brand Loyalty

Paulie underscores the importance of cultivating a dedicated community around a brand. He states, “Building through community is the greatest way to build a brand and build brand loyalty” (19:00). By fostering genuine connections and prioritizing the community’s needs, brands can achieve unparalleled loyalty and advocacy, which in turn drives broader audience engagement and growth.

AG1’s Journey and Vision

Since joining AG1 in September 2024, Paulie has embarked on an ambitious mission to elevate the brand to new heights. He draws parallels between AG1’s current standing and that of Yeti at their respective growth stages. Paulie envisions AG1 as “one of the next great brands of the world because it delivers on its promise” (18:28). His strategic focus includes expanding distribution channels, launching new product formulations, and reinforcing the brand’s commitment to clinical research and quality.

Navigating Industry Trends: GLP1 Mania

In addressing the surge of interest in GLP1 supplements within the health industry, Paulie advises a balanced approach. He remarks, “As long as people know who you are and what you're about, you will, you'll be ready for all of those” (22:38). By staying true to AG1’s core values and emphasizing scientifically-backed benefits, Paulie ensures that the brand remains resilient and trustworthy amidst fluctuating industry trends and consumer interests.

Future Outlook and Plans for AG1

Looking ahead, Paulie shares exciting developments on the horizon for AG1. He highlights the brand’s significant investment in research, including a commitment of $20 million over the next three years, positioning AG1 as a leader in clinical studies within the supplement industry. Additionally, Paulie reveals plans to “relaunch the brand, not a rebrand” (25:36), focusing on redefining AG1’s connection with its core customers and expanding its market presence through innovative marketing strategies and product offerings.

Admired CMOs and Leaders

When asked about industry peers he admires, Paulie mentions several influential figures who exemplify excellence in marketing. He praises Tariq at McDonald’s for his ability to drive creativity within a massive global brand and expresses admiration for individuals like Musa and Nick Law for their innovative approaches. Paulie encapsulates his appreciation by noting, “People have a real perception of who that is… he is who he is and you love that. And he's never changing and he is as advertised” (27:24), emphasizing the importance of authenticity and consistency in leadership.

Conclusion

Paulie Deary’s insights offer a compelling roadmap for marketers aiming to build enduring brands in an ever-evolving landscape. His emphasis on impactful creativity, strong leadership, community building, and unwavering commitment to quality positions AG1 on a trajectory towards becoming a 200-year-old brand in a 24-hour world. Listeners are left with actionable wisdom on maintaining brand integrity and leveraging creativity to navigate the complexities of modern marketing.

Notable Quotes:

• “Every move’s been about impact. Where could I have great impact? And where could creativity really lead the path forward.” — Paulie Deary (01:49)

• “Advertising always, when it's at its best is when there is an element of perceived magic.” — Paulie Deary (05:40)

• “If you're looking to build a brand for 200 years, not the next two, you have to make decisions based on that.” — Paulie Deary (14:57)

• “Building through community is the greatest way to build a brand and build brand loyalty.” — Paulie Deary (19:00)

• “We are building this brand for 200 years, not the next two.” — Paulie Deary (22:38)

About the Hosts and Guests

• Jenny Rooney: Host of Marketing Vanguard at Adweek, Jenny brings years of experience in marketing journalism, engaging conversations with industry leaders, and a keen eye for emerging trends.

• Paulie Deary: Chief Marketing Officer of AG1, with a rich background in leading marketing strategies at RGA, Uber, and Yeti. Paulie is renowned for his creative approach and ability to build strong, enduring brands.

Stay tuned to Marketing Vanguard for more episodes featuring trailblazers who are driving the marketing industry forward.