Audio First: The Unsung Hero of Great Video
The Briefcase | Sutherland Weston Marketing Communications
Release Date: 07/01/2025
And You Can Dance (For Inspiration)
The Briefcase | Sutherland Weston Marketing Communications
This episode of The Briefcase brings in a special guest, Kristen Oliver, former Senior Account Manager at Sutherland Weston, who shares the story that changed how the United Way of Eastern Maine operated forever. It isn't about asking someone what to do, it isn't about telling someone what to do: it's about inspiring them. (So, you can dance if you want to!) What You'll Learn Humans look to connect, and there are many ways we can, but the tried and true method is through dance! There's a crucial variable to the start of a rally: the very first follower is what makes a movement move....
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Relationships First
The Briefcase | Sutherland Weston Marketing Communications
This episode of The Briefcase brings in a special guest, Jessica Ward, Vice President of Philanthropy of Heart of Maine United Way, former Senior Account Manager of Sutherland Weston, and former teacher, who walks us through the thread of all the jobs she's held: relationships. Relationships are the pillar that upholds not only a business, but a person themselves: Jess understands this well, and shares some tips on how to make these relationships blossom. What You’ll Learn By establishing trust between yourself and another, you also establish yourself as trustworthy— and that...
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Trust The Process
The Briefcase | Sutherland Weston Marketing Communications
This episode of The Briefcase brings in a special guest, Jessica Ward, Vice President of Philanthropy of Heart of Maine United Way former Senior Account Manager of Sutherland Weston, to talk about their favorite project in their history of working in the field. Her story is one with a lesson, and it connects to both the past and the present of the industry: with clients and peers, trust the process. What You’ll Learn There is a process to making good marketing, and that process requires both the firm and the client to work together. Marketing is a conversation between the firm, the client,...
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Moving Beyond The Borders
The Briefcase | Sutherland Weston Marketing Communications
On this episode of The Briefcase, Paul Chadwick, video production specialist at Sutherland Weston and San Francisco 49ers fan, gives us a little bit of wisdom found in the field. The NFL, one of America's biggest institutions, is spreading out to Mexico and Britain before our very eyes— but aren't they big enough? Paul teaches the difference between moving the goal posts and expanding your borders. What You’ll Learn Any business wants to get bigger, because getting bigger gets you more money. Growth is growth, no matter the size you start at. Even bringing your business down...
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The Build Me Up Billboards
The Briefcase | Sutherland Weston Marketing Communications
On his trip to Louisville, Kentucky, Ric Tyler of Sutherland Weston saw an intriguing line of billboards, which brought him to this episode of The Briefcase to talk about marketing that connects, rather than marketing that competes. Is there merit to making your ads not about your product, but about your customer's well-being? What You’ll Learn It pays to think about the well-being of your clients. Sometimes, connection is more critical than product features. The message that you want to deliver, first and foremost, is that of care. Gotta question for the Sutherland Weston team?...
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Repeat After Me
The Briefcase | Sutherland Weston Marketing Communications
A good line is memorable, but a great line is memorized, and sometimes "simple" gets a lot more done than "snappy". On this episode of The Briefcase, Ric Tyler talks us through some of Sutherland Weston's marketing miracles, and talks about the qualities of a solid catchphrase. What you’ll learn: Not everyone will sing your jingle, but with a catchphrase or slogan, you have a bigger audience you could reach. A line could be- and should be- tweaked to be more memorable if the opportunity arises. "Don't forget your rope" can be said a lot easier than "grommets"! A good...
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Get To The Good Stuff!
The Briefcase | Sutherland Weston Marketing Communications
Quick! This episode of Sutherland Weston's The Briefcase is about catching attention in the business sphere! You need to cut right to the chase to make sure you've got your customers' attention in this busy world, especially as it gets busier and busier. What you’ll learn: 1976 was a very different time, and among the many things that have changed is the general attention span: nobody wants to wait over two minutes to get to the good stuff. Attention is a currency that we spend scrupulously in this world: you need to make sure your material is worth it. Lead with the best information...
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You May Need A Niche (However You Pronounce It)
The Briefcase | Sutherland Weston Marketing Communications
If you're a jack of all trades, you're the master of none— but if you focus on a subject matter, you can become that subject's master. On this episode of The Briefcase, Drew McLellan, CEO of Agency Management Institute and author of Sell With Authority, returns to discuss vocation, location, and business truncation, and how giving yourself a speciality will make your business special. What You’ll Learn You can try and serve everyone, but you'll be spreading your company very thin: specializing in your clientele allows you to give a better overall product. Specialized expertise...
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Website Working Against You?
The Briefcase | Sutherland Weston Marketing Communications
The homepage is meant to help your business, but if not used correctly, all it'll do is hinder you. On this episode of The Briefcase, Makaila Hickey, Sutherland Weston's Digital Content Strategist, talks about the website side of businesses and what can break (or make) the customer experience. How is a website like an octopus? You'll have to listen to find out. What you’ll learn: There's a three-second test you can use to see if your website's landing page shapes up. In three seconds, could a new visitor tell what you do, who you serve, and what to do next just by your...
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Don't Sleep On January
The Briefcase | Sutherland Weston Marketing Communications
On this episode of Sutherland Weston's The Briefcase, CEO Elizabeth Sutherland celebrates the most wonderful time of the year: the fourth quarter! Between the November and December holidays, you might think that after the hubbub, you should take a break. But don't think you can coast through this last section of the year: If you want to start the next year right, give future you the present that they need the most— a solid, structured plan! What You’ll Learn Even through the December rush, planning ahead for the new year is imperative for a good start. Harvard studies show that...
info_outlineIn this episode of The Briefcase, Paul Chadwick, Video Production Specialist at Sutherland Weston, unpacks the often-underappreciated yet pivotal role that audio plays in video content. Framed by his professional insights and casual banter, Paul highlights how audio can elevate a video’s impact or derail its effectiveness. As video habits shift toward "listening over watching," Paul shares tips for using music, sound effects, and clean vocals to guide the audience and keep their attention emotionally. Packed with practical wisdom and analogies that stick, the episode reveals how intentional audio design transforms good videos into compelling experiences.
YOU’LL LEARN:
– The Strategic Role of Audio in Video Production
– How to Adapt to Audio-First Content Consumption Habits
– How to Balance Music, Sound Effects, and Clarity in Storytelling