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  • Put Google AI to Work for Your Business

    CMO Content   October 31, 2024  

    In this new era of AI and unprecedented change, CMOs are navigating uncharted territories, essentially becoming “Change Management Officers.” Learn how early adopters stand to gain a significant competitive advantage as AI is poised to enhance the entire advertising lifecycle across measurement, media, and creative.

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  • How Do Marketers Fix Broken Agency-Client Relations?

    Trends and Technology   October 11, 2024  

    Stephanie McCarty, chief marketing and communications officer at Taylor Morrison, didn't intend to spark an industrywide debate when she dropped an article on LinkedIn detailing her frustrations with ad agencies. She received a mouthful in return from brand and agency reps alike and now has a much sharper sense of how both sides can enhance their relations and spark better outcomes.

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  • Guerrilla Marketing Should Be More than a Stunt

    Trends and Technology   September 18, 2024  

    As social media and the rise of artificial intelligence-driven content blur the lines between creators and advertisers, guerrilla marketing may become an increasingly viable marketing vehicle, though perhaps still as elusive to define as it is to spot a 6-foot-7 Sasquatch in the wilds of Central Park.

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  • How Grant Thornton Implemented a New Project Management Platform

    Event Recaps   September 10, 2024  

    Grant Thornton shared its journey to transforming its marketing operations from a manual to a more streamlined and automated process by leveraging Wrike’s project management software.

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  • Nonprofit Mission: Avoiding Burnout

    Social Impact   August 12, 2024  

    In an increasingly challenging workplace landscape, nonprofit CEOs feel tremendous pressure to succeed, resulting in high incidences of burnout. While there are no easy solutions, there are proven ways to maintain a work-life balance.

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  • The Death of DEI? Not So Fast

    Trends and Technology   August 7, 2024  

    Despite some companies dialing back their diversity, equity, and inclusion (DEI) efforts and the gloomy narrative in the media about the prospects for DEI, companies that have embraced diversity are forging ahead, according to recent studies. Companies that downplay diversity may be at significant odds with younger demos such as millennials and gen Z, who put a premium on diversity and inclusion.

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  • Will There Be a Next Generation of Marketers?

    Trends and Technology   July 12, 2024  

    Most CMOs plan to hire new workers this year, according to a recent study. But the hiring smacks up against a growing number of traditional, junior-level jobs growing obsolete due to automation. If there's to be a new generation of marketers, the onus is on managers to offer training that accounts for marketing's AI transformation.

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  • AI Draws New Opportunities for Advertising Design

    Trends and Technology   July 10, 2024  

    Generative artificial intelligence (AI) is rapidly changing how marketers conceptualize, craft, and distribute advertising creative. But as they integrate AI with their ad design, marketers need to be aware of several potential stumbling blocks.

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  • How Marketers Bolster Engagement with the LGBTQ+ Community

    Champions of Growth Podcast   June 12, 2024  

    June marks “Pride Month,” which celebrates the LGBTQ+ community and provides an opportunity for brands to boost engagement with gay and trans people. However, Todd Sears, CEO of Out Leadership, says it’s crucial that marketers go beyond “Pride Month” and engage the community for the long term rather than a moment in time.

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  • What Is Red Teaming?

    Trends and Technology   May 31, 2024  

    To combat cybercrime, a growing number of companies are developing red teams, or in-house groups designed to evaluate the effectiveness of an organization's cyber defense. As these groups start to proliferate, marketers may be recruited to assist in the endeavor and educate employees about the role they can play protecting the company against bad actors online.

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  • Handicapping the ANA’s Marketing Capabilities Framework

    Champions of Growth Podcast   April 10, 2024  

    Greg Boosin, EVP of global B2B and product marketing at Mastercard, joins host Matthew Schwartz to break down the ANA’s 2023 Marketing Capabilities Framework.

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  • Can AI Save the CMO Role?

    Trends and Technology   March 1, 2024  

    Change management — rather than a reduced emphasis on marketing — may explain why some top brands continue to get rid of the CMO role altogether. But new technology — like artificial intelligence — may be able to help improve the role's value as chief marketers feel the squeeze.

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  • How PUMA Achieved Buy-In for Its First-Ever Data Analytics Team

    Event Recaps   January 23, 2024  

    PUMA’s Hermann Hassenstein shared his approach for successfully building out the brand’s first-ever data analytics team. He covered solutions for overcoming challenges they faced, including a look at specific use cases that helped his team build trust and credibility across the organization.

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  • How PUMA Achieved Buy-In for Its First-Ever Data Analytics Team

    Conference Session Videos   January 23, 2024  

    In this video, PUMA’s Hermann Hassenstein shared his approach for successfully building out the brand’s first-ever data analytics team. He covered solutions for overcoming challenges they faced, including a look at specific use cases that helped his team build trust and credibility across the organization.

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  • A New Framework for Selling Creative Effectiveness

    Champions of Growth Podcast   January 10, 2024  

    WARC's Ann Marie Kerwin joins host Matthew Schwartz, to discuss a new study that provides a road map for brand managers who are eager to make a business case for the value of marketing and advertising and develop a valid framework for their entire organization.

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  • B2B Marketers Own the Customer Journey, Now What?

    B2B   December 20, 2023  

    As B2B buyers increasingly migrate to online venues, they avoid the interactions that once gave salespeople an edge in customer knowledge. More than ever, B2B brands must rely on marketers to fuel growth, but are companies up for the challenge?

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  • Bridging the (Expanding) CMO-CEO Divide

    Champions of Growth Podcast   December 13, 2023  

    Ed See and Robert Tas, partners at McKinsey, join host Matthew Schwartz to discuss the results of their recent survey and offer some salient and actionable advice for how chief marketers can foster a more productive relationship with their CEO.

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  • GeoBlue’s Modern Marketing Transformation: Reshaping Strategies and Teams for Success

    Event Recaps   December 5, 2023  

    GeoBlue CMO Lynn Pina outlined her method for building out a marketing team and responsibilities that could effectively support the business’s growth strategy, sharing tips and best practices she learned during the process of developing it.

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  • GeoBlue’s Modern Marketing Transformation: Reshaping Strategies and Teams for Success

    Conference Session Videos   December 5, 2023  

    In this video, GeoBlue CMO Lynn Pina outlined her method for building out a marketing team and responsibilities that could effectively support the business’s growth strategy, sharing tips and best practices she learned during the process of developing it.

    view
  • Seeing the “How” in Business Transformation

    Champions of Growth Podcast   November 22, 2023  

    Allen Adamson, former chairman, North America of branding agency Landor, joins host Matthew Schwartz to talk about why it’s incumbent upon brand managers to “zoom out” on their audiences to bolster consumer engagement and generate better returns.

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