Online sales only accounts for 1% of all used car transactions, but this final frontier of ecommerce got an unexpected boost from the pandemic. And Vroom, an ecommerce platform for used cars, is revving up to catch the attention of consumers who want to buy a car – just not in person. “This crisis has […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rose-Tinted Glasses CMOs may be overly optimistic about the pandemic’s long-term impact. Seventy-three percent expect the negative effects to be short-lived and hold a positive outlook for performance in the next two years, according to a survey of 430 CMOs by Gartner. With this […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Short Stint The average tenure of CMOs in the United States dropped again in 2019, to 41 months from about 43 months in 2018. That’s the lowest number on record since 2009, according to a report from executive search firm Spencer Stuart. The […]
During a time of economic uncertainty, should a CMO put her brand on the sidelines? Or should she increase media investment – especially if buying ads is cheap? NerdWallet’s CMO Kelly Gillease has been in the midst of that marketing calculus as the brand recalibrates its strategy for the rest of 2020. “We decided that […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mark It Down A 2019 report in the Harvard Business Review declared that marketing has lost prominence within the overall business hierarchy, based on US ad expenditures decreasing. Two of its authors revisited the topic in a new article, noting, “Many scholars and practitioners […]
Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Jewelry brand and retailer PANDORA has grown rapidly in the United States, but new competitors – both traditional and DTC – are rearing their heads. This week on AdExchanger Talks, Charisse Hughes, CMO Americas, talks about the company’s […]
Cadillac’s Melissa Grady is living proof that the CMO role is changing. Grady rose through the ranks at several auto, insurance and tech brands before landing at Cadillac as head of performance. One year later she was CMO, advancing a cutting-edge data strategy. This week on AdExchanger Talks, she explains her rapid rise and Cadillac’s […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Long Live The CMO Two years after Coca-Cola retired its CMO role, kicking off what would turn into a trend among big brands, the job title is back. The company has promoted 24-year veteran Manolo Arroyo to CMO, Ad Age reports. But it’s not […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Safari’s Google Assist Apple cranked up its Intelligent Tracking Prevention (ITP) controls yet again, this time in ways that make it harder to classify users based on web content and site data. Read the WebKit blog post about the updates. All cross-site tracking requests […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Political Unrest There’s dissent brewing in Menlo Park. The New York Times reports that more than 250 Facebook employees recently signed a letter addressed to Mark Zuckerberg slamming the company’s decision to let politicians lie in ads on its platform. The impassioned letter pleads […]
This summer, P&G posted the best quarter of sales growth in a decade, and its stock price has nearly doubled since spring 2018. To create that growth, P&G is increasingly grabbing the reins, Chief Brand Officer Marc Pritchard told attendees at the ANA Masters of Marketing in Orlando, Florida, on Friday. P&G’s progress came after […]
This week, the enterprise tech company SAP ran a native ad on “Jimmy Kimmel Live!” in the form of a skit, where Kimmel’s assistant Guillermo showed how SAP made his life better. The spot wasn’t an obvious choice for the B2B brand. But Chief Marketing Officer Alicia Tillman made the decision after data showed SAP […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A ’score To Settle Comscore has gone from arguably the best-positioned company to solve television’s cross-channel measurement problem to being mired in executive overhauls and new product builds beleaguered with setbacks. Things looked bright in April 2018, though, when Comscore brought on former 360i […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. No Mo’ CMO Silvia Lagnado, McDonald’s global CMO since 2015, will leave the company in October, Ad Age reports. McDonald’s plans to scrap the global CMO role in favor of two marketing SVPs: Bob Rupczynski will oversee marketing tech and Colin Mitchell will focus […]
Serious runners wear Saucony, the Boston-based footwear brand. But there are also many runners who don’t define themselves as hardcore. Rather, they’re attracted to what running enables them to do: Stay fit, enjoy good food or run for a cause. Saucony is tapping into that mentality through its Run for Good campaign, an Instagram-based relay […]
What do an international pop group, the creator of “American Idol,” Cirque du Soleil and actor Clive Owen have in common? SAP. “Marketers in the B2B space have to realize one very simple and fundamental thing: We are all human beings,” said Alicia Tillman, SAP’s chief marketing officer. “We as B2B marketers need to speak […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Edward Kim, founder and executive chairman at SimpleReach. Facebook recently announced the launch of IGTV, a hub for long-form, vertical videos that’s accessible from both a new app and the existing Instagram app. Facebook’s […]
Hector Munoz knows quick-service restaurants (QSRs), having worked in the space for more than 25 years. Munoz rose through the ranks at Burger King, then spent six years as CMO of Popeye’s Chicken. In February 2017, he became CMO at Church’s Chicken, which launched a brand campaign called “Here’s the Deal” on Friday. “If we […]
Just six weeks into her new role as CMO of Kentucky Fried Chicken, Andrea Zahumensky is hitting the market Sunday with her first big campaign launch for the quick-serve restaurant’s new Smoky Mountain BBQ flavor. Zahumensky, who joined KFC from Procter & Gamble, where she was brand director for baby care products in North America, […]
When a company as large as SAP doubles down on digital, the executive org chart must change. For the last six months, the enterprise software company has had two primary CMOs: one who is responsible for brand and media and another who focuses on demand generation, life cycle marketing and bottom-line revenue. But they work […]
As the marketing chief at a sprawling enterprise software company, SAP CMO Maggie Chan Jones has unique insight into marketer pain points. At the top of the list: fragmentation. “There are thousands of marketing technology providers across different marketing functions,” Jones said. “One of the biggest headaches a marketer has is trying to sell one […]
Black Angus Steakhouse operates 45 restaurants in six states. And it’s just hired its first chief marketing officer, Liz Geavaras, to bring a fresh approach to the 53-year-old restaurant group’s marketing. Geavaras will dial back Black Angus’ heavy print expenditures, replacing them with digital. She also plans to segment customers and customize messages to address […]
P&G isn’t going to give digital a free pass anymore. Its agencies, ad tech partners and publishers must enable viewability and third-party measurement and root out fraud. Contracts must be transparent. And if they don’t? P&G will pull media spend. According to its 2016 financial report, P&G spent $7.2 billion on advertising last year. “We […]
Advertisers will focus less on quantity and more on quality over the next five years. That shift in how they spend their marketing budgets will change the role programmatic – and media agencies – play in the marketing ecosystem. “The days of buying volume are going to reach a point of obsolescence,” said Forrester principal […]
For a CMO, convincing the CEO or CRO to put more money toward marketing is a tall order. Because it’s difficult for marketing to prove ROI, large organizations often squeeze the budget. That’s changing. When Denise Karkos became CMO of TD Ameritrade, she told her board upfront that she planned to invest in data, analytics […]
Johnson & Johnson saw the writing on the wall when it began marketing in a digital world. The 130-year-old CPG giant was born and raised in what Alison Lewis, CMO of J&J Consumer Brands, called a “right-handed world.” “We were dominated by brick-and-mortar, Mom was the CEO of the household, big players used size and […]
Sometimes good marketing means less marketing, according to Belkin CMO Kieran Hannon. “Wherever we’re able to provide a superior experience backed by data, we do,” said Kieran Hannon, CMO for Belkin. “Otherwise, we’re more about minimizing our interaction with people so they can get on with what they need to do.” Each of Belkin’s three […]
After many years in leadership roles at media agencies, Jordan Bitterman will move to the brand and media side as chief marketing officer of The Weather Co., the IBM-owned company said Wednesday. Bitterman brings extensive knowledge of how media companies can drive efficiencies in the data-driven milieu. He said The Weather Co. is in a […]
HotelTonight, the five-year-old booking app, spends all its marketing budget on mobile. For CMO Ray Elias, who joined nine weeks ago after a decade at StubHub, being mobile-only gives HotelTonight an edge over its desktop-first competitors in the online travel agency space. “We exist in an elite group of customer experiences that really only work […]
Peloton’s biggest problem with digital advertising is that it’s difficult to succinctly explain its product in a banner ad. The four-year-old company, which started on Kickstarter but projects $150 million in revenue this year, sells exercise bikes with video screens. It also live-streams classes funded by monthly subscriptions, sells bikes in showrooms and runs an […]
