TBWA\Chiat\Day’s Post

Great Forbes article, link in Comments! Jane Wakely, chief consumer and marketing officer at PepsiCo, emphasizes the importance of creative effectiveness in driving performance and growth. She notes that emotionally resonant advertising, supported by system 1 neuroscience, is crucial for both short-term sales and long-term brand impact. Jane also highlights how effective ad testing and strategic partnerships can enhance creative execution, using PepsiCo's Lay’s "No Lay’s. No Game." campaign as a successful example.

Every year, Insider compiles a list of CMOs to Watch — new executive talent landing in high-stakes marketing positions. We make our selections based on incoming submissions, conversations with people in the marketing industry, and our own reporting. Lara O'Reilly, Lauren Johnson, and I also spoke to a handful of these new CMOs to get their take on the biggest challenges ahead. Check out what the top marketers from companies like SEPHORA, Delta Air Lines, Cotopaxi, Fossil Group, Inc., and more have to say about their new gigs and what they're aiming to accomplish in the months ahead. https://lnkd.in/gdCE7VY5 #cmos #marketing

Marc S. Pritchard, Chief Brand Officer of Procter & Gamble and long-serving chairman of the board of Association of National Advertisers, delivered an opening keynote that drove home the point that success in marketing is driven by sweating customer insights well beyond superficial insights around behaviors. Precisely how they mop the floor or wash their dishes or the fears that grip parents about diaper leakage during a “poo tsunami” lead to product innovation and market growth. The results are consistently significantly positive. “Focus on insights and the job consumers need to get done, how they do those jobs, and where their satisfaction comes from” #Marketing #Insights #Growth

A brilliant talk by Mark Kirkham and Mauro Porcini of PepsiCo at Cannes Lions International Festival of Creativity on 'The Human Side of Growth'. My key take-out? Human-centricity means we must widen the lens to see the whole human and then sharpen the lens to get granular. Both spoke passionately about how PepsiCo has embraced seeing people as humans - not just consumers. As we say at Brand Genetics, 'You're a consumer of a brand for a fleeting moment, but you're human 100% of your life'. Too many businesses zoom in on the so-called 'moment of truth' - purchase and consumption. However, true insight lies in understanding the human journey leading to that choice and the underlying goals. By uncovering human motivations and the human jobs-to-be-done, we can discover richer, deeper opportunities. Mark and Mauro both spoke to how how being truly human centric could unlock growth by helping brands become more creative, more innovative and more experiential. They made a compelling case. Mark and Mauro showed that being truly human-centric can unlock growth by making businesses more creative, more innovative and more experiential. They made a compelling case for the power of people in love with people. #HumanCentricity #CannesLions #BrandGenetics #Creativity #Innovation #Marketing

What is a “culture-first” mindset and how Pepsi’s CMO used it to engage with consumers: session at DPAA Global Summit October 10 in New York: Think Outside The Brand: How To Embrace A “Culture-First” Mentality In Today’s Fragmented Media Landscape   From building ideas that are “culture first” to reimagining the traditional agency/client models to embracing the power of organic earned and social media to establishing new content and media models, Todd Kaplan has re-defined what it means to be […] The post Todd Kaplan talks “Culture-First” Mentality in Today’s Fragmented Media Landscape at DPAA Global Summit first appeared on DPAA. #DOOH #digitalbillboards #digitalsignage

Only two percent of ad spend is going to Black-owned media. But “multicultural marketing is mainstream marketing,” says Marc Pritchard, chief brand officer of Procter & Gamble. "Representation without relevance is meaningless," so a great first step is to partner with "Black-owned media or the companies that represent them, like Group Black." Read more: https://lnkd.in/eqTiU93s #RepresentationMatters #MulticulturalIsMainstream

We must understand that data represents people and data is not objective once given a purpose, to understand data as a result of behavior we must understand people.

FYI: What is a “culture-first” mindset and how Pepsi’s CMO used it to engage with consumers: session at DPAA Global Summit October 10 in New York: Think Outside The Brand: How To Embrace A “Culture-First” Mentality In Today’s Fragmented Media Landscape   From building ideas that are “culture first” to reimagining the traditional agency/client models to embracing the power of organic earned and social media to establishing new content and media models, Todd Kaplan has re-defined what it means to be […] The post Todd Kaplan talks “Culture-First” Mentality in Today’s Fragmented Media Landscape at DPAA Global Summit first appeared on DPAA. #DOOH #digitalbillboards #digitalsignage

I ❤️ a powerful middle market mindset! Middle market brands paint themselves as the Davids to the Goliaths that they have to compete against. It gives them a challenger mindset, that they have greater ambitions, know that they are the underdog to other dominant brands, but know they have the right to compete and believe they can win. Get after it! #middlemarket #brandpositioning #brandbuilding :: Want more marketing magic? Follow me & click the bell (🔔) to get notified of new posts. 🟧 Happy marketing! 🟧

Diversity Marketing: 7 Proven Strategies for Your Brand's Success 🚀 Discover the potential of diversity marketing! From inclusive packaging to diverse leadership and cause-driven campaigns, learn how embracing diversity can enhance your brand's reputation and appeal to a wider audience. Explore the concept of diversity marketing through successful case studies of Crayola, Accenture, Fisher-Price, Inc., Ben & Jerry's, Netflix, Starbucks, and PROCTOR & GAMBLE PHC. Read the blog here to know more 👉 https://bit.ly/3tia6Uz #DiversityMarketing #BrandSuccess #InclusivityInMarketing #successstories #marketingcampaigns