Marketing Vanguard Podcast Summary: "Why B2B Marketing Needs a Human Revolution—EY CMO John Rudytsky Reveals Why"

Release Date: June 20, 2025
Host: Jenny Rooney, Adweek

Introduction and Guest Background

In this enlightening episode of Marketing Vanguard, host Jenny Rooney engages in a deep conversation with John Rudytsky, the Chief Marketing Officer (CMO) of EY. Rudytsky brings a wealth of experience from his diverse career path, transitioning from the agency world to leading marketing strategies at a global consultancy. This discussion delves into the evolving landscape of B2B marketing, the integration of human-centric approaches, and the transformative impact of technology and AI on the industry.

Career Journey and Transition to EY

John Rudytsky begins by tracing his professional journey, highlighting his foundational experiences in creativity and commerce. From his early days at Saatchi & Saatchi, where he honed his passion for world-changing ideas, to establishing his own agency that bridged advertising, PR, and technology, Rudytsky has consistently sought environments that foster creativity and innovation. In 2014, he made a pivotal move to EY, drawn by the firm's ambitious Vision 2020 goal to double its size—a target he helped surpass, reaching $51 billion and 400,000 employees.

"Inspiring our people first ensures that revenue follows." [05:24]

Rudytsky emphasizes the importance of internal branding, aligning it with external marketing efforts to create a cohesive and emotionally resonant brand both inside and out.

Brand Strategy at EY

At EY, Rudytsky has been instrumental in redefining the company's brand strategy. He introduced the "Better Questions" campaign, which encapsulates EY's core competency in asking insightful questions that drive client solutions. This initiative has become integral to EY's organizational DNA, reflecting the company's ability to address complex client challenges with innovative thinking.

"There is a brand idea that can hang all of these services together as a benefit to customers." [05:55]

Under his leadership, brand development at EY transcends traditional advertising, embedding itself into every facet of the organization, from service innovation to internal culture. This holistic approach ensures that EY's brand is not merely a visual identity but the very fabric of its operations.

AI and Technology Impact on Marketing

A significant portion of the conversation centers on the role of Artificial Intelligence (AI) in shaping modern marketing strategies. Rudytsky acknowledges both the potential and the challenges AI presents, emphasizing the need for a balanced approach that leverages technology without losing the human touch.

"We're sitting on an age of unleashing a new level of creativity that none of us have thought about." [12:59]

He discusses EY's proactive stance on AI, mentioning the development of the EY AI platform and the implementation of tools like the "Better Questions Engine." Rudytsky believes that embracing AI will drive innovation, much like the digital revolution did, and stresses the importance of understanding and integrating AI into everyday marketing practices.

"AI will radically change the work that we do in the marketing side of it." [14:18]

Internal Branding and Leadership

Rudytsky highlights the critical role of leadership in fostering a strong internal brand. Under the guidance of EY's CEO, Jana Truncali, the marketing team has focused on initiatives like "Shape the Future with Confidence," which prepares the organization to navigate disruptions and leverage opportunities effectively.

"Choose growth for yourself... joining EY was extraordinary and I think I've learned as much as I've been able to give." [30:07]

This internal focus ensures that the leadership's belief in the brand permeates throughout the organization, creating a unified and motivated workforce dedicated to delivering exceptional client value.

Competition and Industry Trends

Addressing the competitive landscape, Rudytsky observes that consultancies are increasingly integrating creative and marketing services to meet evolving client demands. He notes that innovation is pivotal, with AI and social marketing being key areas where agencies must excel to stay relevant.

"Those that embrace [AI] will thrive. It's a bit like historically when digital came in, it was the ones that feared it that didn't." [18:57]

Rudytsky emphasizes EY's focus on serving clients by enhancing customer experiences and integrating marketing insights into broader business strategies, rather than merely competing for marketing budgets.

Advice for Marketers and CMOs

Drawing from his extensive experience, Rudytsky offers valuable advice to current and aspiring marketers. He underscores the importance of continuous growth, adaptability, and the ability to connect with audiences on a human level.

"For brands, they're all probably going to have to think about that human contact and how they do that in a way. That human connection is what makes them powerful in the end." [26:05]

He advocates for embracing technological advancements while maintaining a steadfast focus on genuine human interactions, ensuring that brands remain relatable and impactful.

Future Outlook and Projects at EY

Looking ahead, Rudytsky shares his excitement about EY's ongoing and future initiatives, including the launch of EY Parthenon and Studio Plus. These ventures aim to expand EY's capabilities in strategy, design, and client experience, positioning the firm as a leader in integrating marketing with comprehensive business solutions.

"I'm most excited about what we built and the energy around it... the job of marketing brand is never done, so it's more to come." [31:47]

He also touches upon the continuous acquisition of innovative companies to bolster EY's global reach and service offerings, ensuring that the firm remains at the forefront of industry advancements.

Leadership Style and Personal Insights

In a lighter yet insightful segment, Rudytsky compares his leadership style to roles on a soccer team, balancing between being a goal scorer—driving ideas and initiatives—and a coach—guiding and supporting his team.

"Sometimes you go, look, I'm in a directing role, and sometimes I'm in coaching mode. And I think you have to get the balance." [34:20]

This metaphor underscores his approach to leadership: dynamic, adaptable, and focused on both innovation and team cohesion.

Conclusion

John Rudytsky's conversation with Jenny Rooney offers a comprehensive look into the future of B2B marketing, emphasizing the necessity of a human-centric approach amidst rapid technological advancements. His insights into brand strategy, AI integration, and leadership provide valuable guidance for marketers navigating an increasingly complex and interconnected landscape. As EY continues to evolve under his marketing stewardship, the firm's commitment to innovation and human connection stands as a testament to the transformative power of thoughtful, strategic marketing.

Notable Quotes:

• "Inspiring our people first ensures that revenue follows." — John Rudytsky [05:24]
• "AI will radically change the work that we do in the marketing side of it." — John Rudytsky [14:18]
• "For brands, they're all probably going to have to think about that human contact and how they do that in a way. That human connection is what makes them powerful in the end." — John Rudytsky [26:05]
• "Sometimes you go, look, I'm in a directing role, and sometimes I'm in coaching mode. And I think you have to get the balance." — John Rudytsky [34:20]

This summary captures the essence of John Rudytsky's insights on the evolving nature of B2B marketing, the integration of AI, and the importance of maintaining a human-centric approach within large organizations like EY.