Today, our client partner Kate Cronin, Chief Brand Office at Moderna, joined leaders from PepsiCo and TikTok for the Cannes Lions International Festival of Creativity CMO Spotlight where they discussed what it takes to be a Chief Marketing Officer in 2024. “You remember your failures more than your successes. Fail fast and learn from it. You grow and get better with hardship.” -Kate Cronin #CannesLions2024 #Creativity #Disruption #Marketing
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Chief Executive Officer | President | Board member | Private Equity | Investor Category Growth Officer & CMO, International Foods at Pepsico
What better place than Cannes Lions International Festival of Creativity to talk about the future of the CMO role? I had the opportunity share my point of view on this compelling topic with Business Insider. The key to the future of this role is becoming a more holistic brand-builder. Building authentic brands and human-centric experiences that resonate with people starts, in my view, with considering the end-to-end marketing of your products. Over my sixteen years at PepsiCo, I’ve worn a lot of different hats – but my role as CMO and Category Growth Officer has proven to be the most rewarding. As CGO, the focus expands beyond marketing to encompass growth across all aspects of the business. This shift is the future of the CMO role – it’s about driving growth, fostering innovation, and creating value at every touchpoint. It is an opportunity I cherish deeply. Leading with this cross-functional spirit, I know we can truly change the future of food. https://rb.gy/6illad
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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.
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Is Social Responsibility a 'Nice to Have' or a Driver of Long-Term Growth? Fiona Lloyd thank you for inviting me to be part of such an important discussion alongside Beatrice Cornacchia from Mastercard and Allison Kieth at KraftHeinz. I thoroughly enjoyed delving into the crucial role brands and the marketing community play in driving positive impact. The International Alliance for Responsible Drinking (IARD) is proud to collaborate with major agencies like dentsu and the leading digital platforms to embed robust responsibility standards and further prevent underage exposure to alcohol ads. It's clear that our efforts are not just about creating feel-good moments but are essential for long-term growth. Social responsibility is something that consumers, and, importantly, the investor community are increasingly factoring into their decision-making. Brands that lead with authenticity and action are delivering positive impact and will thrive in the future. Looking forward to continuing our important work together. #CannesLions #SustainableGrowth #MarketingForGood #InvestorFocus
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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
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Show up in unexpected places ☕️ Brands that appear in places you wouldn’t expect find fans they wouldn’t have made otherwise. On a recent episode of Acquired, Howard Schultz talked about growing the Starbucks brand through partnerships with companies his team initially told him made no sense to partner with. Costco United Airlines Barnes & Noble Three early partners for the Starbucks brand that reinforced the logo, message, and product Schultz & team aimed to make ubiquitous. 🎯 When delivering breakthrough communications plans for brands big and small, consider unexpected places and partners that can expand your client’s fan base. 📱 Every media plan places a brand’s distinctive assets in channels like television and social. Very few look outside that standard media plan to place their client in planes, book stores and bulk retail outlets like Starbucks did. And if their brand could do it, why can’t yours?
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CEO @ Hey Mr Madison Taylor Marketing | Marketing Strategists | Growth Partners | Social Experts | Brand Strategists
This was a conversation I had literally yesterday with a prospect in the DTC space. So often client's are torn; Do I spend on brand, or performance? This division in the two objectives makes it seem like they are mutually exclusive, but the truth is, they are absolutely part of the same customer journey. When we deliver a Social Blueprint to a potential client partner, we walk them through the funnel, and show them that in order to get people to convert at the bottom, we need to feed the top. That is usually one of many ah-ha moments during a Social Blueprint. Want to get your own Social Media Blueprint? Just say the word... #SayHeyMr
‘Brand vs performance’ is a false dichotomy. It has never been clearer that brand and performance are not mutually exclusive. The reality is the biggest opportunities to drive the highest performance lie right at the intersection. I loved the conversation about this at ADWEEK’s Outlook conference, where our Global Chief Client Officer Divya Gururaj spoke. As ever, she had some wise words to share - “The modern marketplace requires brand building with a performance mindset and performance with a brand-building mindset.” Read more about it in the comments 👇
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Brand consultant | Strategic advisor | Brand & Marketing Design Judge: pac-awards.com | Writer | Art & Design | Advertising | Creative Director
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.
SVP & Chief Design Officer - PepsiCo | President Foundation Politecnico di Milano US | Author (The Human Side of Innovation | L’età dell’eccellenza) | LinkedIn Top Voice - Design | Ex Chief Design Officer - 3M | Dreamer
Last week I had the pleasure of presenting, together with Mark Kirkham, our PepsiCo vision of “the human side of growth” at the Cannes Lions International Festival of Creativity. Humancentricity - or Lovecentricity, as I like to call this approach - is a phenomenal driver of value, for people and for businesses. In this short video you can see the closing, where I went totally off script, to explain the power of “PEOPLE IN LOVE WITH PEOPLE”: people in love with (1) the people they serve through their products and brands (users, customers, consumers and society) (2) the people surrounding them (their teams and partners) (3) themselves and what they do #love #peopleinlovewithpeople #passion #canneslions #designthinking #pepsico #pepsicodesign #branding #marketing #purpose #thehumansideofinnovation
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🎯 Back to basics with a modern twist! 💫 J.M. Smucker's brand refresh strategy highlights the importance of revisiting your core values and target audience. Staying true to your roots while adapting to the changing market is the key to sustained brand success, integrating the context of your brand's heritage with the evolving needs of consumers. #BrandStrategy #BrandBuilding #Marketing
J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands
ipsos-posts.com
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Introducing this year's CMO 50: Whether they’ve had tenured careers at their current companies or have made an impact across multiple brands, these leaders have led their brands to set the bar in creativity and lead the cultural conversation in 2024.
The 2024 Campaign US CMO 50
campaignlive.com
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There's been a lot of chatter already this year about the evolving - sometimes disappearing - role of the CMO at big brands. This ADWEEK article talks about Starbucks' recent move to eliminate the CMO role and instead move to regional CEOs, potentially augmented by a "global brand creative leader" who will report directly to the global CEO. At Brandtrust we often say "the brand is the business, and the business is the brand", so I feel like on the whole the philosophy behind moves like this is a good one. It's an acknowledgment that "brand" and "marketing" are not wholly synonymous concepts, and that delivering a comprehensive brand ecosystem to the world in a truly differentiating and value-creating manner is about much more than a great campaign. However, I do worry a bit about the practical implications of no one person feeling most accountable for building and protecting the value of the brand (as I believe the CMO does in many organizations). What do you think? https://lnkd.in/gAstwmhg
Starbucks Just Dropped its CMO Role – Here’s Why
adweek.com
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