CMO Corner

Coverage of industry leaders from our journalists

  • Jif lineup
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    Courtesy of The J.M. Smucker Company
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    J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands

    After handling the CPG giant's business at Publicis, Gail Hollander now leads the marketer's in-house efforts to modernize brands for new audiences.

    By • April 15, 2024
  • Papa Johns Better Get You Some
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    Courtesy of Papa Johns
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    Q&A

    How Papa Johns’ new brand platform connects pizza to marketing transformation

    CMO Mark Shambura delves into the “Better Get You Some” campaign, the first major effort handled by creative AOR The Martin Agency.

    By • April 2, 2024
  • Jimmy Dean ad shows family eating breakfast at home Explore the Trendline➔
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    Retrieved from Jimmy Dean on February 02, 2021
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    Trendline

    The Marketing Dive Outlook on 2021

    There is perhaps no facet of marketing that went untouched by a tumultuous 2020. Read on for the trends and topics that could shape the industry in the new year.

    By Marketing Dive staff
  • Levi's "The Floor is Yours" campaign
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    Courtesy of Levi's
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    Inside Levi’s first campaign from new creative AOR TBWA\Chiat\Day

    CMO Kenny Mitchell explains how “The Floor Is Yours” will “pass the pen” to consumers via a global casting call for a role in a music video.

    By • March 25, 2024
  • Person looking at Lyft app on mobile sees an ad for "Wonka"
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    Courtesy of Lyft
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    Lyft deepens ad-targeting, measurement bench as in-app video launches

    Along with a new CMO, the company has enlisted Oracle and Nielsen to provide brands more precise insights amid the rollout of richer ad formats.

    By • March 22, 2024
  • Lowe's storefront
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    Courtesy of Lowe's
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    Q&A

    How Lowe’s loyalty program is the ‘spine’ for personalization efforts

    Head of marketing Jen Wilson detailed the insights behind the retailer’s latest campaign and partnerships with Google and Meta around retail media.

    By • March 21, 2024
  • A closeup of beverage cups featuring the logo of Starbucks Coffee.
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    Stephen Chernin via Getty Images
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    Starbucks sunsets global CMO role amid larger structural shakeup

    Global CMO Brady Brewer is taking the reins as CEO of international while the QSR is seeking a global brand creative leader.

    By • March 19, 2024
  • Dwayne The Rock Johnson appears twice in a Zoa Energy ad
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    Courtesy of Zoa Energy
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    Q&A

    How Zoa taps into The Rock’s ‘Big Dwayne Energy’ with new campaign

    CMO Melanie Hellenga discusses breaking through in a cluttered market and how an investment from Molson Coors is paying off.

    By • March 6, 2024
  • Four people have a discussion in front of a laptop.
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    Delmaine Donson via Getty Images
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    ANA: Marketing workforce diversity slips, reversing yearslong trend

    While progress was lost at the macro level, senior-level marketing roles hit the second-highest level of ethnic representation recorded by the trade body.

    By • Feb. 16, 2024
  • Comedian Desus Nice holds Tums and a smartphone with food on the table and football on the TV
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    Courtesy of Tums
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    Q&A

    Why DraftKings bet on other brands to build buzz beyond the big game

    CMO Stephanie Sherman explains why DraftKings teamed with Tums, DiGiorno and Samuel Adams to engage with a growing sports betting audience.

    By • Feb. 12, 2024
  • Meta's sign at 1 Hacker Way, California.
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    Kelly Sullivan via Getty Images
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    Meta spotlights how AI investments are paying off for advertisers

    Strong ad performance during the holidays convinced Jones Road Beauty to get a line of credit so it could keep investing, CMO Cody Plofker said.

    By • Feb. 9, 2024
  • A person holds a smartphone that displays Burger King's AI Whopper experience.
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    Courtesy of Burger King
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    How Burger King’s AI-generated Whoppers reflect the brand’s heritage

    CMO Pat O'Toole explains how the brand leaned into the buzzy tech with a focus on customized orders in an experience created by Media.Monks.

    By • Feb. 8, 2024
  • Individuals and robots working together on brainstorming ideas.
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    Nuttapreya Sirisommai via Getty Images
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    Marketing playbook: Breaking down industry trends to follow in 2024

    Areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.

    By Marketing Dive staff • Jan. 26, 2024
  • A digital illustration of a person reaching out of a computer, shaking hands with another person with depictions of success pictured above, including five stars and smiley faces.
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    uniquepixel via Getty Images
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    CMOs gain business savvy and confidence of CEOs, survey finds

    Nearly half of CEOs regard their marketing department as being “best in class,” up from 20% in 2021.

    By Aaron Baar • Jan. 17, 2024
  • An image from Choice Hotels largest-ever marketing campaign
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    Permission granted by Choice Hotels International
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    Choice Hotels CMO talks the brand’s largest marketing campaign to date

    Starring Keegan-Michael Key, the chain’s latest campaign highlights its growing presence in the upscale space, Chief Marketing Officer Noha Abdalla shared.

    By Jenna Walters • Jan. 8, 2024
  • The welcome screen for OpenAI's ChatGPT app is displayed on a laptop screen
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    Leon Neal via Getty Images
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    Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns

    One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.  

    By • Dec. 18, 2023
  • Inside a Papa Johns location
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    Permission granted by Papa Johns
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    Papa Johns taps The Martin Agency, Carat in agency shakeup

    Both shops pitched the pizza chain on insight-driven strategies that can drive cultural relevance and improve areas like targeting and loyalty.  

    By • Dec. 12, 2023
  • Verizon's new CMO Leslie Berland leans against a white wall
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    Permission granted by Verizon Communications
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    Peloton CMO jumps to Verizon after less than a year in role

    As top marketer, Leslie Berland will have a wide remit and “usher in a new chapter” for the telecom’s brand, CEO Hans Vestberg said.

    By • Dec. 7, 2023
  • post-closing conflict
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    pixelfit via Getty Images
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    Opinion

    Here’s what separates a good marketer from a bad one

    At the core is the desire to gain a holistic understanding, according to Meta Reality Labs' Dave Kaufman.

    By Dave Kaufman • Dec. 7, 2023
  • A headshot of Mark Weinstein.
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    Courtesy of Hilton
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    Q&A

    Hilton CMO on why its ‘For the Stay’ campaign is the hotel’s ‘Just Do It’

    Mark Weinstein shared the inspiration behind the marketing platform, the story of the company’s 10-minute TikTok and strategy tips for marketers.

    By Noelle Mateer • Dec. 4, 2023
  • A Domino's branded plow in the snow
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    Courtesy of Domino's Pizza
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    Q&A

    Why Domino’s is awarding half a million dollars in snow plowing grants

    Chief Brand Officer Kate Trumbull explained how the chain’s latest effort shows off an “experienced by few, seen by many” ethos.

    By • Dec. 4, 2023
  • Grimace McDonald's
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    Courtesy of McDonald's USA
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    Deep Dive

    How the best marketing campaigns of 2023 mastered pop culture nostalgia

    Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

    By , , • Nov. 29, 2023
  • A couple carrying Walmart bags in the retailer's new shoppable holiday content series.
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    Permission granted by Walmart
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    How Walmart’s shoppable rom-com bridges holiday content, commerce

    Ads on TikTok, Roku and YouTube showcase an assortment meant to balance “inspiration and impulse” for the season, according to CMO William White.

    By • Nov. 28, 2023
  • A customer walks by a Pride Month merchandise display at a Target store on May 31, 2023 in San Francisco,
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    Justin Sullivan/Getty Images via Getty Images
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    Deep Dive

    Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?

    High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”

    By • Nov. 28, 2023
  • A blue case of University of Texas co-branded Bud Light against a white backdrop
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    Courtesy of Anheuser-Busch InBev
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    AB InBev US CMO to resign as Bud Light woes continue

    Benoit Garbe will exit at the end of the year, with marketing to be overseen by U.S. Chief Commercial Officer Kyle Norrington.

    By • Nov. 16, 2023
  • A person walks in front of a Nike store.
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    Kevin Frayer/Getty Images via Getty Images
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    Nike names new CMO as it chases next era of growth

    After leaving to found a creative ad agency, company veteran Nicole Hubbard Graham will return to oversee all aspects of marketing starting in the new year.

    By • Nov. 15, 2023