It’s About Mattering to Consumers, Not Marketing to Consumers: Mondelez’s Williams

ORLANDO – When recruiting new hires, Katie Williams, vp of marketing at Mondelez, likes to share the company’s values: loving Mondelez consumers and brands, growing every day and doing what’s right. The goal is to underscore that employees will work on the iconic brands owned by Mondelez, including Oreo, Sour Patch Kids and Chips Ahoy […]

 

Pearle Vision CMO Zarkin: Marketing Can’t Be Everything to Everybody

ORLANDO – For Pearle Vision vp and CMO Doug Zarkin, a successful marketing strategy has to involve sacrifice. “Marketing can’t be everything to everybody,” Zarkin told Beet.TV in an interview at the CMO Growth Council. “It forces brands to be rigorous and disciplined in terms of what we stand for. We could talk about a […]

 

Employees Want to Work for Companies Driving Change: Citi’s Breithaupt

ORLANDO  – In an interview with Beet.TV at the 2019 Global CMO Growth Summit, Global Consumer CMO of Citi, Jennifer Breithaupt, lent insight on the company’s approach to employee engagement and advertising investment. In discussing causes that are meaningful to the brand, Breithaupt says that the commitment must be felt top-down from the whole organization. […]

 

CMOs Need to Be Change Agents: American Express’ Rutledge

ORLANDO – In an interview with Beet.TV at the 2019 Global CMO Growth Summit, American Express CMO Elizabeth Rutledge provided insight into the ways that marketing has, and has not, evolved in recent years. While new breakthroughs in data and technology have brought new capabilities to marketing, including personalized messaging, Rutledge says “the customer has, […]

 

The Best Way to Deal With Disruption Is to Lead It: P&G’s Pritchard

ORLANDO  – Ahead of his panel during the 2019 Global CMO Growth Summit, P&G chief brand officer and co-chair of the ANA Marc Pritchard spoke to Beet.TV to give an overview of his outlook on the industry. It starts with disruption. “Everyone’s being disrupted,” says Pritchard. The only way to deal with disruption is to […]

 

Nelson: With Roundel, Disney Can Better Meet Brands’ Demands

ORLANDO – Disney’s deal with Roundel, from Disney’s perspective, is a play to help brands optimize and measure the effectiveness of their own campaigns. According to Disney Advertising Sales svp of cross portfolio solutions Laura Nelson, in conversation with Beet.TV at the annual ANA Masters of Marketing Conference, Disney caught on to just how powerful […]

 

Our Environment Is Naturally Data Rich: GSTV’s McCaffrey

GSTV, formerly Gas Station TV, has a valuable piece of customer insight to share with brands. When people fill up their tanks, they tend to spend more money overall that same day, making them a prime audience for advertisements and content. GSTV is a national video platform, running in more than 200 markets with 93 […]

 

Ad-Supported Content on OTT Is TV Done Better: Vudu’s Blanksteen

Walmart’s video streaming arm, Vudu, is flexing its shopper marketing data to better match advertisers with its video audience. According to Vudu vp Scott Blanksteen, it’s what brings “power to the platform.” Shopper marketing data from Walmart – which includes customer purchasing and behavior data around habits like who buys Coke and who shops for […]

 

P&G’s Pritchard Wants to Eliminate Toxic Content From Advertising in 3 Years

ORLANDO – P&G’s Marc Pritchard has goals for himself, for the Association of National Advertisers and for the Global Alliance for Responsible Media, a committee comprised of 27 participating brands, five agencies and major platforms that launched out of Cannes Lions in June. In three years, the group aims to eliminate toxic content completely from […]

 

Brand Safety and Customer Trust Are Key to Good Advertising: Verizon Media’s Lucas

Verizon Media’s data strategy is built on customer trust. The company, which owns media titles including Yahoo News, Yahoo Sports, Huffpost, TechCrunch and Engadget, has content at scale second only to Google and ahead of Facebook, according to Jeff Lucas, Verizon Media’s head of North American sales and global client solutions. That positions it between […]

 

The Tipping Point Has Happened for Linear TV: Tubi’s Rotblat

Tubi doesn’t just see itself surviving the streaming wars, it sees itself winning. Mark Rotblat, chief revenue officer of the free, ad-supported movie and TV streaming platform, told BeetTV during Advertising Week that the streaming wars help Tubi “greatly.” As more platforms launch, like Apple’s streaming network and NBC’s Peacock, more people will cut the […]

 

Brands Are All In On Podcasting: Acast’s Serrander

Podcast listenership has exploded – Acast COO and president Oskar Serrander says that 90 million Americans listen to podcasts every month – and brands are starting to ride the wave. Acast, launched in 2014, is a global podcasting network that serves as the gatekeeper for brands and agencies to the podcasts it hosts, which have […]

 

Index Exchange Is Partnering with Roundel for First Party Data

Publishers have an identity problem. Index Exchange is seeking to solve it through a partnership with Target’s Roundel. In June, Index Exchange announced its partnership with Roundel, in an approach to programmatic advertising that uses Target customer data sets to inform media buys. According to Andrew Casale, president and CEO of Index Exchange, the partnership “brings addressability […]

 

Disney/Roundel Alliance Means New Industry Collaborations around Data: PepsiCo’s Subramanian

Already, the announcement made during Advertising Week that Roundel is partnering with Disney to provide data for better-informed ad buys is sparking ideas for other industry heavyweights. Shoba Subramanian, the director of PepsiCo’s global Center of Excellence, sees it as an opportunity for more industry collaboration. “That [partnership] presents what could potentially be a very […]

 

Attribution Is Critical for Advanced TV: Comscore’s Wilson

Comscore CRO Chris Wilson wants clients to trust its insight on the future of advanced TV. Comscore’s goal is to help buy-side advertisers get better results from ad measurement. Attribution is critical, says Wilson, and it’s even more critical that advertisers are operating off not just a subset of data, segmented by channel (linear TV, […]

 

Social Impact Is the Foundation On Which Brands Are Built: Dentsu’s Johnson

Purpose-driven marketing is often treated as an empty buzzword. Dentsu wants to change that. Dentsu Aegis Network, which owns global creative and performance agencies like iProspect, Merkle and Firstborn, has built social impact principles into its business that goes across all of its companies. According to Angela Johnson, Dentsu Aegis Network’s US Client Development Officer, […]

 

Target’s Roundel Unit Inks Data Deal with Disney for TV Ad Planning

Roundel president Kristi Argyilan wants the industry to see her company as more than just Target’s shopper marketing arm. To prove it, Roundel signed a deal with Disney, which it announced this week, to provide the company with data that would help brands plan their inventory buys for linear TV around a more targeted customer […]

 

Advertising Is Fundamentally Misunderstood: Pluto TV’s Calacci

Pluto TV’s OTT streaming service is free but ad-supported, and chief revenue officer Rich Calacci believes that as long as those ads are properly targeted at the right audience, viewers won’t mind. “I don’t think there’s an aversion to commercials or advertising broadly. I think it’s fundamentally misunderstood,” says Calacci, speaking with BeetTV at Advertising […]

 

Attribution Is Still a Work in Progress: Epsilon’s Hawes

Now a Publicis company, Epsilon’s vision is to put data at the core of everything the advertising group does. Stacey Hawes, president of Epsilon’s data practice, is responsible for curating and monetizing third-party data assets at Epsilon. Her role now extends to the broader Publicis Groupe, which acquired Epsilon in July for $4.4 billion, rendering […]

 

Brands Must Understand Diversity to Grow: UWG’s Nelson

SANTA BARBARA — UWG CEO Monique Nelson still sees plenty of growth opportunity ahead for the agency, which celebrates its 50th anniversary this year. UWG, which rebranded from UniWorld Group in 2014, is the leading full-service multicultural agency in the US. Nelson, who has led the company as chief executive since 2007, has helped to […]

 
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