Anheuser-Busch Taps Consumer Sentiment, Agility To Grow Beverage Category

ORLANDO—Speed and innovation have become the main ingredients for success in the beverage industry, including such staples as beer. But it all starts with listening to consumers first. “I like to think about the CMO as actually the chief consumer officer. So I guess marketing people should always be the people with the best knowledge […]

 
 

J&J’s Sison: Marketers Need More Science, Strategy, Storytelling And Socializing

ORLANDO—Johnson & Johnson believes its marketers need to be better scientists, storytellers, strategists and socializers, according to Head of Marketing Excellence Denis Sison. “Talent is critical to the journey of transformation for marketing these days. As we all know, many of our organizations have been disrupted and are all undergoing transformation to drive growth,” Sison […]

 
 

Seeking Centennial Recruits, U.S. Navy Spends 70% Of Budget On Digital

ORLANDO—Although the U.S. Navy isn’t your typical consumer brand, it’s in the lead generation business nonetheless. And because its target audience consists mainly of the Centennial Generation, 70% of its media is spent in the digital realm. That age cohort, consisting of those born between roughly 1995 and 2008, has been the subject of focus […]

 
 

MediaLink’s Kassan Surveys The Risks, Gains For Marketers Going In-House

ORLANDO—The latest report on marketers taking certain activities in-house as opposed to using agencies comes as both sides need to produce more growth and profits. “Everybody’s under pressure at the same time,” observes MediaLink Chairman and CEO Michael Kassan. Noting margin inadequacies at agencies and profit-and-loss challenges at marketers, it’s logical to take a close […]

 
 

Burger King’s Machado Outlines Three Principles That Underpin 17,000+ Restaurants

ORLANDO—Burger King has more than 17,000 restaurants around the world. “So imagine each of them is kind of like a small company” guided by three principles: getting the basics right, ensuring guest friendliness and using technology to help people engage with the brand, says Global CMO Fernando Machado. “We put a lot of effort on […]

 
 

At Sam’s Club, It’s More Than Marketing For Chief Customer Officer Rogers

ORLANDO—Given the huge increase in customer-retailer interaction sparked in large part by technology, it’s not enough to be Chief Marketing Officer at Sam’s Club. “Marketing’s just a piece of it,” says the company’s Chief Member Officer, Tony Rogers. “The nature of the relationship between consumers and retailers has changed so dramatically over the years.” Whereas […]

 
 

Nurture Marketing Talent ‘Every Step Of Their Career’: AmEx’s Elizabeth Rutledge

ORLANDO—For marketers looking to take back control amid a tsunami of change, it all starts with attracting the right talent. “Talent is the most important asset that we all have, including American Express. And it’s precious,” says Elizabeth Rutledge, CMO of the financial services provider. “You need to nurture it and you need to sort […]

 
 

TV Providers, Viewers Both Seeking The Best Ad Choices: A+E’s Olsen

ORLANDO—It’s not just advertisers that are in the business of balance as they try to figure out where to allocate their media spending. Consumers are seeking the right mix of ad-free and ad-supported video—an exercise that could get even trickier if, or more likely when, more providers adopt the latter option, according to A+E Networks’ […]

 
 

4A’s Kaplowitz Responds To ANA Survey Showing Rise Of In-House Agencies

ORLANDO—The latest Association of National Advertisers survey regarding in-house agencies at marketers shows they have grown in use to 78% of ANA members in 2018 versus 42% in 2008. To the president and CEO of the 4A’s, which represents outside agencies, numbers don’t represent the entire range of attributes that agencies bring to the table […]

 
 

Target’s Mantra: Be Big, Keep Growing, Come Across As Small

ORLANDO—With 1,800 stores, Target’s biggest challenges don’t include size. “We’re big. We have scale,” says CMO Rick Gomez. The trick is to seem small as the chain expands and tries to provide a singularly unique shopper experience on the ground and online. It’s a situation that many retailers would love to find themselves in, Gomez […]

 
 

Go With The “Flo”: Marketers Need To Be Brave, Take Risks, Says Progressive’s Charney

ORLANDO—Trying to guess what Progressive’s chameleon-like character Flo might morph into next is harder than winning the Power Ball lottery. It’s all about taking marketing risks because Progressive is “not like your father’s insurance company,” says CMO Jeff Charney. Suitably, Charney’s presentation at the recent Association of National Advertisers Masters of Marketing conference was titled […]

 
 

TV Viewers Pack The ‘New Living Room,’ Advertisers Must Follow: FreeWheel’s Rothwell

ORLANDO—Lack of scale has been a common excuse to avoid trying to reach TV viewers using dynamic devices to view content on the big screen in their living room. But with set-top box VOD and OTT viewing soaring, it’s time for advertisers to “catch up to that viewership,” says FreeWheel’s James Rothwell. “I think we’re […]

 
 

Clorox CMO Reynolds: Balancing Performance And Brand Marketing

ORLANDO—Marketers need to find the nexus of performance marketing—“a bunch of clicks and data and sets”—and the big, thematic and typically slow-moving ideas that have long characterized brand marketing, according to the CMO of Clorox. “I’m going to suggest that we have to figure out how to pull them both together around one consumer in […]

 
 

New FreeWheel DRIVE Platform Unifies Measurement Across Total TV Reach

ORLANDO—FreeWheel’s DRIVE is a new suite of advanced advertising solutions designed to provide the “missing link” to reaching OTT and VOD viewers: holistic measurement. By partnering with Nielsen and its Digital Ad Ratings (DAR), buyers can apply age and gender targeting and/or measurement and guarantees to advanced TV campaigns. “We’re trying to put this all […]

 
 

Pepsico Derives Qualitative And Quantitative Input From #SeeHer GEM Metrics

PepsiCo is using the #SeeHer Gender Equality Measure as both a qualitative and quantitative tool to more accurately portray girls and women and help validate some of its budget and media decisions. “We’ve been using it much, much more the last two years across our organization and across a wide variety of brands,” says Global […]

 
 

In Drive For Brand Growth, ANA Eyes ‘Marketing University’: P&G’s Pritchard

ORLANDO—In its ongoing efforts to transform marketing by taking back control and leading disruption, the Association of National Advertisers has committed to forming “what’s essentially an ANA marketing university,” says P&G Chief Brand Officer Marc Pritchard. “The CMO Growth Council was formed to focus on marketing taking back control and leading disruption because marketing is […]

 
 

ANA’s Quinn On Taking #SeeHer Global, Importance Of Meredith’s Role

ORLANDO–The Association of National Advertisers will expand its #SeeHer initiative globally in 2019 as it seeks to make the Gender Equality Measurement “the gold standard” for the depiction of girls and women across all types of media. What began in 2016 as an effort to more accurately portray females in advertising and content now encompasses […]

 
 

#SeeHer Informs Georgia-Pacific Packaging, Attracts Female Talent: CMO Bergsma

ORLANDO—Packaging for paper products like Sparkle and Brawny have benefitted from the #SeeHer Gender Equality Measure for more than a year. But one thing that Georgia-Pacific didn’t expect when it committed to #SeeHer was the positive impact it’s had on female talent recruitment. In addition to #SeeHer, Georgia-Pacific has its own program to promote gender […]

 
 

Mentoring And ‘Over-Hiring’ Can Increase The Female Quotient: TBWA’s Reyes

More female voices will be heard and considered in advertising and media if agencies “overhire” and enact their own mentoring programs. Then there’s the hard reality that money still talks, according to Nancy Reyes. “Demand it from your agencies, demand it from your media partners, and threaten to withhold the dollars unless they fulfill that […]

 
 

American Express Using #SeeHer GEM Data To Resonate Better With Women

Over the past 18 months, American Express has learned how to resonate better with women through its advertising messaging using metrics generated by the #SeeHer initiative. Informed by #SeeHer’s Gender Equality Measure (GEM) scores, AmEx has progressed from “good, average ratings in our past campaigns into excellent ratings over the course of the last year […]

 
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