What does it take to build brands that truly connect with consumers while still delivering measurable business results?

In this episode of The Spark, host Mark Scrivner sits down with Tricia Nichols—founder of Wellbent Co and a seasoned marketing executive whose career spans brands like Gap, Estée Lauder, PepsiCo, and Belk. Tricia shares insights from both the agency and brand side, exploring how the most successful marketing strategies balance creativity, data, and deep consumer understanding.

The conversation dives into how marketers can uncover new growth opportunities, why agencies lose trust with clients faster than they realize, and how emerging wellness trends are shaping the future of consumer experiences. From brand bonding frameworks to the growing non-alcoholic market, Tricia offers a practical perspective on building brands that resonate and endure.

Episode Highlights

00:23 — How brands can create experiences that trigger natural wellness and emotional connection
03:41 — The inspiration behind Wellbent Co and the idea of "hellbent on wellness"
11:27 — Tricia's "brand bonding" approach for stretching brands into new growth areas
16:50 — Why agencies lose trust when they stop investigating problems
32:18 — Emerging wellness trends shaping the future of food and consumer behavior
33:39 — Why the non-alcoholic beverage movement is a massive opportunity for brands

Learn More & Connect
Show Notes + Resources: https://creativeassembly.agency/ca-podcast/
Connect With Tricia Nichols: https://www.linkedin.com/in/tricianichols/ | https://www.wellbentco.com
Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshotinteractive.com
Our Sponsor - Snapshot: https://snapshotinteractive.com

In this episode of The Spark, Mark Scrivner sits down with Trevor Emerson, Founder & CEO of LSM, to unpack what it really takes to build and scale an agency over two decades. From launching at a kitchen table with no experience to leading a nationally recognized franchise marketing firm, Trevor shares the hard lessons, pivotal relationships, and strategic pivots that shaped his journey.

They dive into niching down into franchising, surviving multimillion-dollar client losses, navigating acquisitions, and why return on investment—not vanity metrics—must anchor every agency relationship. Trevor also breaks down how AI, GEO (Generative Engine Optimization), and operational tech are reshaping both marketing and the franchise model itself.

If you're an agency owner, creative entrepreneur, or growth-focused leader, this episode is a masterclass in resilience, evolution, and disciplined scaling.

Key Moments:
00:10 – From education degree to selling Google Ads in 2006
06:28 – The pivot into franchise marketing and scalable growth
11:10 – Why employees aren't your best friends—and what leadership really means
27:06 – Losing multimillion-dollar clients overnight and navigating agency volatility
29:17 – Making ROI the center of every franchise pitch
32:50 – SEO vs. GEO: How AI is reshaping content and search strategy
40:49 – Moving beyond leads: Helping franchisees optimize operations with AI

Learn More & Connect
Show Notes + Resources: https://creativeassembly.agency/ca-podcast/
Connect With Trevor Emerson: https://www.linkedin.com/in/trevoremerson/ | https://www.lsm.works/
Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshotinteractive.com
Our Sponsor - Snapshot: https://snapshotinteractive.com

In this episode of The Spark, actor, writer, producer, director, and voiceover artist D.B. Sweeney joins host Mark Scrivner for a wide-ranging conversation about building a lasting creative career with intention, humility, and grit. From his unlikely start at NYU to starring in landmark films like The Cutting Edge, Eight Men Out, and Lonesome Dove, Sweeney reflects on the moments that shaped both his craft and his character.

The conversation also dives into Sweeney's newest film, Protector, an action thriller hitting theaters soon, and what it's like to prepare for roles today with less runway but deeper instinct. Along the way, he shares powerful lessons from working with legends like James Earl Jones, discusses why he continues to make independent films, and explains how creative work can be a form of service—especially to veterans and underserved communities.

Episode Highlights

• 02:57 – Choosing acting "because it seemed easy" and getting into NYU

• 05:39 – Francis Ford Coppola, Gardens of Stone, and the break that changed everything

• 09:04 – Inside Protector: story, cast, and why the film feels different

• 14:12 – How role preparation has changed over a 40-year career

• 18:16 – James Earl Jones and the power of simply showing up

• 21:00 – Making films for people Hollywood often overlooks

• 45:55 – Advice for young creatives: stop waiting, start making

Learn More & Connect
Show Notes + Resources: https://creativeassembly.agency/ca-podcast/
Connect With D.B. Sweeney: https://www.linkedin.com/in/d-b-sweeney-b436b513/ | https://www.dbsweeney.com/
Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshotinteractive.com
Our Sponsor - Snapshot: https://snapshotinteractive.com