Sign in with Google In the AI era, marketing should be unstoppable. Its future is being written in real time, and Frontier CMO talks to the leaders shaping it. Join Joshua Spanier, Google’s VP of AI and marketing strategy, in his deep dives with the leaders, marketers, and technologists who are rewriting the playbook. Welcome to the Frontier.
Joshua Spanier, Google’s VP of AI and marketing strategy in conversation with Liquid Death’s Chief Media & Digital Commerce Officer, Benoit Vatere
What does it take to “win the internet for a day”?
What happens when a billion-dollar beverage company throws out the traditional marketing playbook and rises to the top without a brand book, ad agencies or creative briefs?
Recorded live at Cannes Lions 2026, Frontier CMO host Josh Spanier joins Liquid Death’s Chief Media & Digital Commerce Officer Benoit Vatere for a refreshing conversation on the ‘method behind the madness’ of one of the most talked-about brands in marketing.
From its outrageous creativity of “doing the unexpected” to its masterclass ability of turning awareness into sales, Benoit cracks open the can on how Liquid Death built a category-defining brand and why the company – less than a decade in, is only just getting started.
Check out all the Frontier CMO podcast episodes on the YouTube playlist.