A new era is unfolding in brand marketing as Greg Wise and Charlie Riley sit down with Rob Biederman of Asymmetric. As digital marketing becomes crowded and returns diminish, Rob reveals why B2B and B2C brands are rediscovering the real-world impact of out-of-home strategies. The conversation traces Rob’s experience as co-founder of Catalent, his perspective as an investor, and the partnership that brought him to OneScreen. Listeners hear firsthand why repeat buy behavior and low customer satisfaction drew Rob to the fragmented world of billboards—and what it takes to measure true ROI in the absence of digital tracking.

From pinpointing the right inventory for ABM, to the unexpected effectiveness of brand recall in the wild, Rob breaks down how marketers can defend, prove, and scale offline channels. He shares why out-of-home isn’t just for “alcoholic beverages and concerts,” but a critical lever for B2B brands targeting decision makers. The episode closes with Rob’s tactical advice for those looking to break free of online performance ceilings and create omnichannel marketing that gets noticed—and remembered.

👤 Guest Bio

Rob Biederman is Managing Partner at Asymmetric, an early-stage venture firm with a presence in New York City, San Francisco, and Boston. Before founding Asymmetric, Rob co-founded and was co-CEO of Catalent Technologies, a company enabling frictionless talent deployment, and currently serves as its chairman. His experience includes roles at Goldman Sachs and Bain Capital. Rob is also a Harvard Business School Executive Fellow and the author of “Re-Imagining Work: Strategies to Disrupt Talent, Lead Change, and Win with a Flexible Workforce.”

Rob’s LinkedIn

📌 What We Cover

• The three phases of Rob Biederman’s career and what brought him to OneScreen
• Why out-of-home stood out for Catalent’s ABM and the challenges of buying at scale
• How digital marketing channels became “over-optimized” and why brands are returning to offline
• The power of scarcity and attention in out-of-home media
• How B2B brands are using out-of-home for brand recall and ABM
• What marketers should know about testing, tracking, and proving ROI in offline campaigns
• Tactical approaches for selling out-of-home strategies internally
• Why omnichannel and offline-first campaigns are gaining momentum

🔗 Resources Mentioned

• Catalent Technologies
• Asymmetric
• Clear Channel
• Outfront
• Harvard Business School
• Book: “Re-Imagining Work: Strategies to Disrupt Talent, Lead Change, and Win with a Flexible Workforce”