CMO Corner: Page 4
Coverage of industry leaders from our journalists
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Courtesy of United Airlines
Q&AHow United Airlines flies with Wrexham to cultural relevancy
The airline is “opening the aperture” of its sponsorship of the Welsh soccer club with branded swag, said Chief Advertising Officer Maggie Schmerin.
By Chris Kelly • May 21, 2024 -
Courtesy of Yum Brands/Pizza Hut
Pizza Hut names new CMO, global chief brand officer as sales slide
The new appointments come weeks after the chain named Carl Loredo, previously global chief marketing officer for Wendy's, as its new U.S. president.
By Chris Kelly • May 20, 2024 -
gorodenkoff via Getty Images
CMOs enter ‘era of less’ as budgets plunge below pre-pandemic levels
Nearly two-thirds of marketers believe they have don’t the resources to execute 2024 strategies, while some are pinning their hopes on AI, per Gartner.
By Peter Adams • May 15, 2024 -
Permission granted by PepsiCo Beverages North America
Pepsi stakes claim as superior soft drink for grilling season with Bobby Flay
The “Grills Night Out” campaign spans in-store displays, digital content shorts and a partnership with Instacart for a giveaway running through May 19.
By Peter Adams • May 14, 2024 -
Max Kegfire via Getty Images
Deep DiveWhy marketers increasingly downplay sustainability efforts
Greenhushing on climate-related initiatives is becoming more widespread amid an intensifying regulatory environment and consumer backlash.
By Nicole Ortiz • May 14, 2024 -
"Gap in Hillcrest Mall" by Raysonho @ Open Grid Scheduler / Scalable Grid Engine is licensed under CC BY 1.0
Gap names new global CMO amid push to revitalize brand
Fabiola Torres joins the retailer from PepsiCo and was lauded for her ability to connect with globally diverse consumers.
By Peter Adams • May 8, 2024 -
FangXiaNuo via Getty Images
Report: CMO tenure stabilizes, though volatility remains high at top brands
A rise in internal promotions, first-time CMOs and outside hires were among the other big trends identified in Spencer Stuart’s assessment.
By Peter Adams • April 16, 2024 -
Courtesy of The J.M. Smucker Company
J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands
After handling the CPG giant's business at Publicis, Gail Hollander now leads the marketer's in-house efforts to modernize brands for new audiences.
By Chris Kelly • April 15, 2024 -
Courtesy of Papa Johns
Q&AHow Papa Johns’ new brand platform connects pizza to marketing transformation
CMO Mark Shambura delves into the “Better Get You Some” campaign, the first major effort handled by creative AOR The Martin Agency.
By Chris Kelly • April 2, 2024 -
Courtesy of Levi's
Inside Levi’s first campaign from new creative AOR TBWA\Chiat\Day
CMO Kenny Mitchell explains how “The Floor Is Yours” will “pass the pen” to consumers via a global casting call for a role in a music video.
By Chris Kelly • March 25, 2024 -
Courtesy of Lyft
Lyft deepens ad-targeting, measurement bench as in-app video launches
Along with a new CMO, the company has enlisted Oracle and Nielsen to provide brands more precise insights amid the rollout of richer ad formats.
By Peter Adams • March 22, 2024 -
Courtesy of Lowe's
Q&AHow Lowe’s loyalty program is the ‘spine’ for personalization efforts
Head of marketing Jen Wilson detailed the insights behind the retailer’s latest campaign and partnerships with Google and Meta around retail media.
By Chris Kelly • March 21, 2024 -
Stephen Chernin via Getty Images
Starbucks sunsets global CMO role amid larger structural shakeup
Global CMO Brady Brewer is taking the reins as CEO of international while the QSR is seeking a global brand creative leader.
By Peter Adams • March 19, 2024 -
Courtesy of Zoa Energy
Q&AHow Zoa taps into The Rock’s ‘Big Dwayne Energy’ with new campaign
CMO Melanie Hellenga discusses breaking through in a cluttered market and how an investment from Molson Coors is paying off.
By Chris Kelly • March 6, 2024 -
Delmaine Donson via Getty Images
ANA: Marketing workforce diversity slips, reversing yearslong trend
While progress was lost at the macro level, senior-level marketing roles hit the second-highest level of ethnic representation recorded by the trade body.
By Peter Adams • Feb. 16, 2024 -
Courtesy of Tums
Q&AWhy DraftKings bet on other brands to build buzz beyond the big game
CMO Stephanie Sherman explains why DraftKings teamed with Tums, DiGiorno and Samuel Adams to engage with a growing sports betting audience.
By Chris Kelly • Feb. 12, 2024 -
Kelly Sullivan via Getty Images
Meta spotlights how AI investments are paying off for advertisers
Strong ad performance during the holidays convinced Jones Road Beauty to get a line of credit so it could keep investing, CMO Cody Plofker said.
By Chris Kelly • Feb. 9, 2024 -
Courtesy of Burger King
How Burger King’s AI-generated Whoppers reflect the brand’s heritage
CMO Pat O'Toole explains how the brand leaned into the buzzy tech with a focus on customized orders in an experience created by Media.Monks.
By Chris Kelly • Feb. 8, 2024 -
Nuttapreya Sirisommai via Getty Images
Marketing playbook: Breaking down industry trends to follow in 2024
Areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.
By Marketing Dive staff • Jan. 26, 2024 -
uniquepixel via Getty Images
CMOs gain business savvy and confidence of CEOs, survey finds
Nearly half of CEOs regard their marketing department as being “best in class,” up from 20% in 2021.
By Aaron Baar • Jan. 17, 2024 -
Permission granted by Choice Hotels International
Choice Hotels CMO talks the brand’s largest marketing campaign to date
Starring Keegan-Michael Key, the chain’s latest campaign highlights its growing presence in the upscale space, Chief Marketing Officer Noha Abdalla shared.
By Jenna Walters • Jan. 8, 2024 -
Leon Neal via Getty Images
Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns
One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.
By Peter Adams • Dec. 18, 2023 -
Permission granted by Papa Johns
Papa Johns taps The Martin Agency, Carat in agency shakeup
Both shops pitched the pizza chain on insight-driven strategies that can drive cultural relevance and improve areas like targeting and loyalty.
By Chris Kelly • Dec. 12, 2023 -
Permission granted by Verizon Communications
Peloton CMO jumps to Verizon after less than a year in role
As top marketer, Leslie Berland will have a wide remit and “usher in a new chapter” for the telecom’s brand, CEO Hans Vestberg said.
By Peter Adams • Dec. 7, 2023 -
pixelfit via Getty Images
OpinionHere’s what separates a good marketer from a bad one
At the core is the desire to gain a holistic understanding, according to Meta Reality Labs' Dave Kaufman.
By Dave Kaufman • Dec. 7, 2023
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