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MARKETING MASTERCLASS: Here's how the top CMOs in the world are driving results

  • The $221 billion US ad industry is being upended by the rise of digital ad giants, fragmented consumer attention, and marketers’ ever-increasing pressure for results.
  • Business Insider regularly interviews the chief marketing officers leading some of the world’s best known brands through this challenging landscape.
  • You can read them all by subscribing to BI Prime.

Here’s a list of some of the recent chief marketing officer interviews published by Business Insider:

  • American Express CMO Elizabeth Rutledge on why companies arebringing marketing back in house.
  • Anheuser-Busch InBev CMO Marcel Marcondes onkeeping up with consumers’ changing tastes.
  • Bank of America‘s chief marketing officer Meredith Verdone on whythe traditional agency operating model needs a face-lift.
  • Burger King global chief marketing officer Fernando Machado on why hedoesn’t buy into the consulting firm hype.
  • Dunkin’ North American marketing chief Tony Weisman on howDunkin’ gets its agency, consulting, and tech partners to work together.
  • Facebook‘s Antonio Lucio on how the social media platform istrying to restore trust with users.
  • Lowe‘s Jocelyn Wong unveiled the home retailer’splan to break Home Depot’s dominance.
  • GE‘s Linda Boff on why the company hasstarted dipping its toes into programmatic advertising after avoiding it for years.
  • The Hershey Co.’s Jill Baskin on how the company’s in-house agency, C-Sweet,has boosted return on media spend and cut overhead.
  • Hulu‘s Kelly Campbell broke down the platform’s pitch to advertisers, andexplained how it differentiated itself from others.
  • Procter & Gamble chief brand officer Marc Pritchard on howP&G has overhauled how it works with agencies, reducing media waste by 20% and saving upwards of $1 billion in agency and production fees.
  • Kraft Heinz‘s former global brand officer and US chief marketing officer Eduardo Luz explained why he’s still bullish on theKraft and Oscar Mayer brands despite the company taking a $15 billion write-down on them.
  • Liberty Mutual chief marketing officer Emily Fink on how the companyslashed its agency costs 30% by bringing 80% of its creative work in-house.
  • Mastercard chief marketing and communications officer Raja Rajamannar onhow the brand uses data to inform its marketing, stays culturally relevant, and holds Facebook and Google accountable.
  • MedMen chief marketing officer David Dancer onthe challenges of marketing marijuana and why education is a key pillar of its strategy.
  • Pepsi VP of marketing Todd Kaplan ondiversifying beyond sugary soda and keeping a finger on the cultural pulse.
  • Shake Shack‘s first CMO Jay Livingston on how he’susing his angel investing and film production background to inform his plans to grow the burger chain.
  • Uber‘s former marketing chief Rebecca Messina onhow Uber could be a 21st century icon.
  • Unilever chief marketing officer Keith Weed on howthe company has proven the business case for operating sustainably.

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