ETL – Spotify's Powerful Riff on Thought Leadership: with Jenny Haggard (Audio Only)

Why did Spotify's head of global brand strategy push for thought leadership? Jenny Haggard has been with the music streaming juggernaut for over 12 years, and since 2023, has overseen the development of research and marketing campaigns that attract advertisers to the platform. The research includes The Sound-On Era, a study on the rise of digital audio as an advertising channel, and how AI is poised to propel it.Spotify demonstrates that even streaming companies have embraced thought leadership research and marketing, and Jenny's here to show us why and how. In this episode of Everything Thought Leadership (ETL), she dives into her current role, the thought leadership mindset at the core of Spotify, and her advice for anyone looking to make a career in thought leadership.(00:00) – Introducing Jenny Haggard(00:53) – Interview Starts(04:34) – Taking a Risk on an Unknown(07:34) – Spotify’s Thought Leadership Goals(10:01) – The Rise of ‘Active Audio’(13:23) – How Spotify’s Thought Leadership Team Works(16:11) – Advocating for Thought Leadership(18:04) – The Thrill of Storytelling(19:43) – Why Sound is Making a Comeback(21:30) – Seeing Around the Corner(25:23) – The 3 Rs of Authentic Thought Leadership(28:04) – The Impact of AI on the Profession(30:54) – Best Career Advice(34:09) – The Power of a Great Attitude(36:36) – Staying Positive as AI Transforms Jobs(41:02) – Qualities of a Great Thought Leadership Professional(43:44) – From Thought Leadership to Sales GrowthEverything Thought Leadership is a video and podcast series from Buday TLP for thought leaders and thought leadership professionals; the people who help experts get recognized as thought leaders. Episodes release monthly, preceded by trailers and followed with short snippets of wisdom from the interviews.