CMO Corner: Page 2

Coverage of industry leaders from our journalists

  • Grimace McDonald's
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    Courtesy of McDonald's USA
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    Deep Dive

    How the best marketing campaigns of 2023 mastered pop culture nostalgia

    Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

    By , , • Nov. 29, 2023
  • A couple carrying Walmart bags in the retailer's new shoppable holiday content series.
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    Permission granted by Walmart
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    How Walmart’s shoppable rom-com bridges holiday content, commerce

    Ads on TikTok, Roku and YouTube showcase an assortment meant to balance “inspiration and impulse” for the season, according to CMO William White.

    By • Nov. 28, 2023
  • Jimmy Dean ad shows family eating breakfast at home Explore the Trendline➔
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    Retrieved from Jimmy Dean on February 02, 2021
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    Trendline

    The Marketing Dive Outlook on 2021

    There is perhaps no facet of marketing that went untouched by a tumultuous 2020. Read on for the trends and topics that could shape the industry in the new year.

    By Marketing Dive staff
  • A customer walks by a Pride Month merchandise display at a Target store on May 31, 2023 in San Francisco,
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    Justin Sullivan/Getty Images via Getty Images
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    Deep Dive

    Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?

    High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”

    By • Nov. 28, 2023
  • A blue case of University of Texas co-branded Bud Light against a white backdrop
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    Courtesy of Anheuser-Busch InBev
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    AB InBev US CMO to resign as Bud Light woes continue

    Benoit Garbe will exit at the end of the year, with marketing to be overseen by U.S. Chief Commercial Officer Kyle Norrington.

    By • Nov. 16, 2023
  • A person walks in front of a Nike store.
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    Kevin Frayer/Getty Images via Getty Images
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    Nike names new CMO as it chases next era of growth

    After leaving to found a creative ad agency, company veteran Nicole Hubbard Graham will return to oversee all aspects of marketing starting in the new year.

    By • Nov. 15, 2023
  • An AI processor on a futuristic printed circuit board
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    da-kuk via Getty Images
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    Opinion

    How corporate communicators can stay ahead in the age of AI

    AI has the power to paint the picture and tell the story, tasking communicators to level up their strategy, according to Robert Gibbs and Jeff Nussbaum.

    By Robert Gibbs, Jeff Nussbaum • Oct. 31, 2023
  • Aerial view of a group of business people meeting in office
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    boggy22 via Getty Images
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    Do CEOs understand modern marketing? 66% of CMOs say ‘no.’

    As the role of the marketer continues to evolve, CEOs must work to clarify responsibilities and create a framework for measurement, per McKinsey.

    By • Oct. 30, 2023
  • Image of AWNY 2021 logo
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    Courtesy of Advertising Week
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    Top takeaways from Advertising Week 2023 marketers need to know

    From rebrands and retail media to identity and ad fraud — plus plenty of Taylor Swift — here are the biggest lessons from the annual gathering.

    By • Oct. 26, 2023
  • Four individuals pose together, smiling, as part of JCPenney's "Make Your Holidays Count" campaign imagery.
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    Permission granted by J.C. Penney
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    Inside J.C. Penney’s holiday marketing strategy

    On the heels of a new $1 billion turnaround plan, the retailer’s seasonal push includes paid creators, video ads and a “Penney Prepper” challenge.

    By • Oct. 25, 2023
  • Taco Bell Chief Digital Officer Dane Mathews and DoorDash CMO Kofi Amoo-Gottfried dug into building brand trust at Advertising Week New York.
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    Courtesy of AWNewYork
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    What Taco Bell and DoorDash learned about loyalty through collaboration

    Taco Bell Chief Digital Officer Dane Mathews and DoorDash CMO Kofi Amoo-Gottfried dug into building brand trust at Advertising Week New York.

    By • Oct. 20, 2023
  • Jake from State Farm and Donna Kelce recreate one of Taylor Swift's viral moments
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    Courtesy of State Farm
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    Q&A

    State Farm’s marketing head on ‘lightning-in-a-bottle’ Kelce-Swift stunt

    Marketing Dive caught up with Alyson Griffin at Advertising Week New York to discuss how it partnered with agency Maximum Effort for a viral Swiftie play.

    By • Updated Oct. 18, 2023
  • Wendy's global CMO Carl Loredo speaks during an Advertising Week New York session on Oct. 16, 2023
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    Courtesy of AWNewYork
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    What Wendy’s global CMO Carl Loredo learned from Taylor Swift

    The executive explained how fandom, value and nostalgia come together for the QSR chain during an Advertising Week New York discussion.

    By • Oct. 17, 2023
  • A McDonald's store is shown in Houston, Texas.
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    Brandon Bell via Getty Images
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    McDonald’s US CMO on brand’s first-party data transformation

    After years of struggling with the youth market, the chain has turned things around thanks to its loyalty program and more culturally impactful campaigns.

    By • Oct. 11, 2023
  • Mars Petcare brand packaging
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    Courtesy of Mars Petcare
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    Mars Petcare appoints first chief brand and experience officer

    Najoh Tita-Reid, previously CMO at Logitech, will seek to elevate consumer experience and drive growth across a portfolio of brands and services.

    By • Oct. 10, 2023
  • Three people hold cans of Celsius
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    Courtesy of Celsius
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    Q&A

    Celsius CEO on keeping a disruptor’s edge and staying focused on Gen Z

    The energy drink brand remains committed to the 18-to-24 demographic on an increasingly broad stage that now includes a national MLS sponsorship.

    By • Oct. 9, 2023
  • OLAPLEX DUPES THE DUPERS ON TIKTOK WITH OLADUPÉ, WHICH WAS REVEALED AS ITS BLOCKBUSTER NO. 3 HAIR PERFECTOR
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    Courtesy of Olaplex
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    Why Olaplex created a faux product to address dupe culture on TikTok

    The brand’s Oladupé marketing stunt was strategized with agency Movers+Shakers, the first collaboration between the companies.

    By • Oct. 5, 2023
  • A Ford F-150 Lightning electric pickup on the road.
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    Courtesy of Ford Motor Co.
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    Ford hires Toyota veteran as global CMO

    Lisa Materazzo was formerly Toyota's top marketing executive in North America and joins as the automaker navigates the industry's electric “sea change.”

    By • Sept. 13, 2023
  • CKE CMO Jennifer Take and CFO Mike Lenihan
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    Courtesy of CKE Restaurants
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    Carl’s Jr., Hardee’s parent appoints CMO, CFO

    CKE’s new execs join the company during an ongoing brand overhaul focused on renovations, technology advancements and streamlined operations.

    By Aneurin Canham-Clyne • Sept. 8, 2023
  • Dallas Cowboys quarterback Dak Prescott stands in the pain aisle in a Lowe's commercial
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    Courtesy of Lowe's
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    Q&A

    How Lowe’s is leveraging its NFL deal to inspire DIYers with new campaign

    Head of marketing Jen Wilson also explained how in-housing its retail media efforts and restructuring its marketing organization have paid off for the brand.

    By • Sept. 7, 2023
  • A person doing a squat while holding weights and following an instructional Peloton video, with the exercise brand's Peloton Bike also in view.
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    Permission granted by Peloton
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    Could Peloton’s brand refresh mark the start of its comeback?

    Vice President of Consumer Marketing Oli Snoddy details how the exercise brand is leveraging real users to broaden its reach and grow its app. 

    By • Sept. 6, 2023
  • TGI Fridays CEO Brandon Coleman in a dark suit.
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    Permission granted by TGI Fridays
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    TGI Fridays promotes CMO to CEO

    Brandon Coleman III takes the reins as the chain experiments with virtual brands, a new loyalty structure and major menu overhaul in a growth push. 

    By Emma Liem Beckett , Julie Littman • Aug. 29, 2023
  • Gap's Fall 2023 Adult campaign showcasing its fall clothing collection. Pictured is Veneda Carter with her two-year-old daughter Bobbi.
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    Permission granted by Gap
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    How Gap put a fresh spin on nostalgia for its fall campaign

    The retailer is pulling inspiration from its style archives and past ads to reach consumers through a new lens, according to head of marketing Erika Everett.

    By • Aug. 29, 2023
  • Absolut Vodka bottle
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    Retrieved from Absolut on February 12, 2021
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    Pernod Ricard North America names Colin Kavanagh as CMO

    The former senior vice president of transformation for the spirits marketer will succeed Pam Forbus.

    By • Aug. 28, 2023
  • A neon sign over Pepsi's diner concept
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    Permission granted by PepsiCo Beverages North America
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    Pepsi celebrates 125 years: Inside the marketer’s media blitz

    A campaign celebrating an anniversary milestone and past iconic ads doubles as the official introduction of the brand’s new logo.

    By • Aug. 24, 2023
  • Behr Paint Company Announces 2024 Color of the Year “Cracked Pepper”
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    Courtesy of Behr Paint Company
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    How Behr, Home Depot are using data to market 2024’s Color of the Year

    The paint marketer will leverage Instagram and Home Depot’s retail media network to target Cracked Pepper at consumers in the mood for renovations.

    By Aaron Baar • Aug. 22, 2023