Mastercard CMO Raja Rajamannar: Marketing Is Facing An ‘Existential Crisis’

Marketing, once largely a creative occupation, now requires understanding of data, tech and business. And many CMOs don’t have the necessary skills. “Clearly, marketing folk are not able to justify their existence,” said Mastercard CMO Raja Rajamannar. He added: “There is such a significant component of technology within marketing that without understanding how to leverageContinue reading »

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How Massage Envy Built Its Data-Driven Marketing Strategy From Scratch

When Jeanna Corley started working in Radio Shack’s marketing operations in 2014, she knew it would be a short-term gig. But the CEO at the time, Joseph Magnacca, coached her into the role, promising there’d be no red tape and, as a marketer, she’d be able to do whatever she wanted. “So, take a risk,Continue reading »

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Gucci Gets Its House In Order With A Digital-First Mindset And A Penchant For Experimentation

While most luxury brands take themselves quite seriously, Gucci likes to have a little fun, especially with its marketing. “We’re a brand that puts great emphasis on joy and optimism,” said Robert Triefus, EVP and CMO at Gucci for more than a decade. “We’ve put creativity at the center of everything we do since weContinue reading »

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Kraft-Heinz’s $15B Write-Down Shows Why Marketing Still Matters

Kraft-Heinz’s $15 billion write-down on Kraft and Oscar Meyer last week shows that underinvesting in marketing and brand hurts long-term growth. “It indicates investment in innovation and branding is essential,” said Martin Sorrell, CEO of S4 Capital. “In addition to being frugal, you have to invest in product or service innovation and marketing. You’re throwingContinue reading »

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Lids Caps A Tough Year By Getting Its Customer Data House In Order

A data orchestration strategy isn’t the sort of thing you can just pull out of a hat – a fact that sports cap and apparel brand Lids knows firsthand. “For a long time, that was one of our biggest challenges as an omnichannel retailer: We had no centralized place for all of our customer information,” saidContinue reading »

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Why SunTrust Bank’s Super Bowl Activation Won’t Feature A Super Bowl Ad

When the LA Rams beat the New Orleans Saints en route to Super Bowl LIII, the citizens of Atlanta could finally start breathing again. At least, when their city hosts the big game on Sunday, they won’t be forced to decide whether to root for the Saints – their hated division rival – or the NewContinue reading »

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How Verizon Made Its Super Bowl Play This Year

Like the New England Patriots, Verizon will pick up where it left off at last year’s Super Bowl. Though in Verizon’s case, that means honoring first responders. This year’s campaign is titled “The Team That Wouldn’t Be Here.” Verizon CMO Diego Scotti said the company will start rolling out spots two weeks before the bigContinue reading »

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DTC Mattress Startups Nectar And DreamCloud Are Obsessed With Tests

There’s no rest for direct-to-consumer mattress marketers. “We’re constantly running tests,” said Scott McLeod, co-founder of DreamCloud, a mattress startup housed under Nectar Home, parent company to a growing portfolio of DTC sleep and home furnishing brands, including Nectar Sleep and ecommerce rug brand Wovenly. “We have disdain for the idea of running something withoutContinue reading »

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CES 2019: Can Apple’s Billboard Shift The Conversation To Consumer Privacy?

If Apple has its way, privacy will be a topic of conversation at this year’s Consumer Electronics Show (CES). The tech giant posted a giant billboard outside Springhill Suites Marriott Hotel in Las Vegas with a message that plays on the infamous Vegas catchphrase: “What happens on your iPhone, stays on your iPhone.” The poster,Continue reading »

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Samsonite’s Amazon Strategy In Four Words: “Play Chess, Not Checkers”

Working with Amazon is about going in with your eyes open, said Charlie Cole, global chief ecommerce officer at luggage juggernaut Samsonite and chief digital officer at Samsonite-owned Tumi. “Amazon has a proven track record of creating brands in a data-centric way,” Cole said. “I’m always a little surprised when people on the brand sideContinue reading »

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