Having a pet has evolved significantly in the last decade, and so is the business of feeding our four-legged family members.

In this episode of WOI Unfiltered, Jenna and Emily sit down with Jillian Smith, Vice President of Strategic Communications at Ethos Pet Brands, to unpack the trends, challenges and opportunities shaping today's pet food industry.

From the rise of premium nutrition and shifting consumer spending habits to the challenge of standing out in an increasingly crowded market, Jillian shares her perspective on what it takes to build meaningful connections with today's pet parents. The conversation also explores the power of education, innovative marketing and community engagement in building brands that resonate.

Plus, the trio swaps personal pet stories and digs into what evolving consumer expectations mean for the future of pet care.

Halloween is big business and brands are pulling out all the tricks to capture consumer attention. This week on WOI Unfiltered, we're diving into the Halloween marketing wars, from nostalgic campaigns and creative activations to the power of celebrity partnerships. Plus, we're unpacking the Sydney Sweeney advertising controversy and Powerade's bold response. Who's winning the battle for attention, and which marketing moves are delivering real impact?

Buckle up! This week on WOI Unfiltered, we're joined by Ryan Eichler, senior marketing and communications executive at the National Corvette Museum, to explore the power of storytelling in preserving one of America's most iconic automotive legacies. From shifting consumer behaviors to evolving marketing strategies, Ryan shares how the museum is keeping the Corvette story fresh, relevant and engaging for new generations of fans.

The conversation focuses on the challenges faced by working families, including the mental load of balancing work and family responsibilities, and highlights campaigns from brands like Southwest and Lancome that address these issues. The discussion emphasizes the importance of recognizing mental health struggles and the societal expectations placed on women, while also exploring the effectiveness of marketing strategies that resonate with these themes.

The conversation takes a look at what brands have recently had wins (Dunkin, LL Bean, Taco Bell), and which have faced controversy (Lufthansa, Converse), along with the need for a paid, owned and earned model and the rapidly changing media landscape.

The conversation delves into the controversy surrounding Good Good Golf and Callaway, highlighting the importance of reputation management in the age of content creators and exploding social channels.

It's officially back to school and consumers are amping up spending. This episode takes a look at the latest spending data and how families are navigating the season - from brand influences to in-store experiences and the challenges of balancing costs and kids preferences.

The conversation covers the theme of 'The Great Blur' which includes discussions about the blurred lines between work and personal life. It delves into the concept of 'Bleisure' which explores the blending of business and leisure travel, brand archives and anniversaries, and the evolving role of companies like DoorDash, which may soon be taking to the skies!