CMO Corner
Coverage of industry leaders from our journalists
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Courtesy of El Pollo Loco
Why El Pollo Loco’s rebrand invites diners to ‘Get Loco’
CMO Jill Adams shares how a new tagline serves as a call-to-action and a play to engage with consumers around their passions.
By Chris Kelly • May 22, 2025 -
Courtesy of McCain Foods
Why McCain Foods made an AR mobile game to teach regenerative farming
The company’s first global campaign for its frozen fries was designed to make sustainability more easily digestible, explains CMO Christine Kalvenes.
By Jessica Deyo • May 22, 2025 -
Courtesy of Lenovo
Q&AHow Lenovo’s CMO balances B2C and B2B marketing in the age of AI
Emily Ketchen discusses bringing artificial intelligence into the marketing organization and how to stay agile during periods of macro pressure.
By Chris Kelly • May 21, 2025 -
Retrieved from Chili’s on May 15, 2025
Q&AChili’s CMO on how ‘culture pops’ supercharge the chain’s sales
The casual dining chain’s executives have cited marketing as a key factor behind two straight quarters of same-store sales growth of more than 31%.
By Chris Kelly • May 20, 2025 -
Courtesy of WNBA
Q&AHow the WNBA is building on a breakthrough season with fans, brands
As the 2025 season begins, CMO Phil Cook details the insights behind a new campaign and how the league is partnering with brands like Skims.
By Chris Kelly • May 16, 2025 -
Courtesy of Airbnb
Why Airbnb booked a social-first campaign for its experiences relaunch
Global Head of Marketing Hiroki Asai explains how the company is replanting the flag around the platform’s vision for travel with a new ad and app refresh.
By Chris Kelly • May 13, 2025 -
Laurence Dutton via Getty Images
CMOs stretch static budgets further, with downsides for agencies: report
Improved sophistication with tools like generative AI is leading 39% of CMOs to consider agency budget cuts and reductions in labor spending.
By Peter Adams • May 12, 2025 -
Permission granted by Unrivaled
How Unrivaled built brand partnerships that are more than logo slaps
Sponsors including Samsung Galaxy, Under Armour and Wayfair delivered real value during the first year of the women’s 3-on-3 basketball league.
By Chris Kelly • May 12, 2025 -
Permission granted by Unleashed Brands
Q&A‘For every AI, there’s an NFT’: Burger King’s ex-CMO shares lessons learned
Pat O’Toole, now chief marketer at youth-enrichment company Unleashed Brands, explains how the CMO role continues to evolve.
By Chris Kelly • May 8, 2025 -
Permission granted by 818 Tequila
Why 818 Tequila tapped a NASCAR driver to accelerate cultural marketing
CMO Kathleen Braine explains how partnering with trailblazing driver Toni Breidinger helps boost the reach of the Kendall Jenner-founded brand.
By Chris Kelly • April 30, 2025 -
Courtesy of Peloton
Peloton CMO departs as fitness brand shakes up marketing group
Lauren Weinberg oversaw initiatives including a campaign that tried to appeal to millennial men through a partnership with the NFL’s Watt brothers.
By Peter Adams • Updated April 24, 2025 -
Courtesy of Zaxbys
Q&AZaxbys’ CMO on breaking through the chicken category with ‘sauce’
The chain’s first work from Goodby Silverstein & Partners introduces a brand character that speaks to both signature sauces and cool charisma.
By Chris Kelly • April 23, 2025 -
Justin Sullivan/Staff via Getty Images
Snap names first CMO in 2 years in lead-up to advertising showcase
Grace Kao, who recently joined Snap, is taking over marketing leadership from Chief Creative Officer Colleen DeCourcy, who will depart later this year.
By Peter Adams • April 17, 2025 -
Permission granted by BodyArmor Sports Drink
Inside BodyArmor’s new visual identity and largest campaign to date
The Coca-Cola-owned beverage aims to separate itself from a crowded category with a bold new look and ads that ask consumers to “Choose Better.”
By Chris Kelly • April 17, 2025 -
Daphne Howland/Marketing Dive
Lovesac taps Crocs veteran as first chief brand and marketing officer
As chief marketing officer at the footwear brand, Heidi Cooley helped drive profitability and turn the brand “into a cultural zeitgeist.”
By Howard Ruben • April 15, 2025 -
Courtesy of Dude Wipes
Q&AHow Dude Wipes cleans up with poop humor as its marketing evolves
CMO Ryan Meegan discusses the brand’s “secret sauce” to going viral and recent collaborations with the NHL and Professional Bowlers Association.
By Chris Kelly • April 15, 2025 -
Courtesy of Burger King
Burger King poaches Applebee’s CMO to build on modernization plan
Joel Yashinsky is tasked with driving an expansive Reclaim the Flame strategy that has produced viral marketing like the Whopper jingle.
By Peter Adams • April 14, 2025 -
Permission granted by JCPenney
How JCPenney’s new brand positioning is subverting consumer expectations
“Anonymous Ads” was created and executed by new appointments Mischief and VaynerMedia, and helps the brand address a “sea of sameness” in retail.
By Chris Kelly • April 10, 2025 -
Permission granted by Subway
Subway hires CMO from PepsiCo beverages to lead global marketing
Greg Lyons, who left the Pepsi owner late last month, will join Subway as it shifts its creative account to Publicis Groupe’s Leo New York.
By Peter Adams • April 9, 2025 -
Chip Somodevilla via Getty Images
How CMOs can stay reactive as Trump tariff chaos threatens budgets
Industry decision-makers must embrace a willingness to scrap some of their plans and reassess what makes commercial sense, analysts say.
By Peter Adams • April 4, 2025 -
Permission granted by Captain Morgan
Marketers are moving at the speed of culture — but can they define it?
Culture has become a central part of brand strategy for companies like Diageo even as definitions remain fuzzy, executives said at an event on April 2.
By Peter Adams • April 3, 2025 -
Courtesy of Olaplex
Why Olaplex is leading with emotion for its latest refresh, campaign
CMO Katie Gohman explains how talent like “Bridgerton” star Nicola Coughlan is key to connecting with both salon pros and everyday consumers.
By Jessica Deyo • April 2, 2025 -
Courtesy of PepsiCo
PepsiCo names new US beverages CMO amid soda category disruption
Mark Kirkham, a 14-year company veteran, is taking over the role long held by Greg Lyons as PepsiCo ramps up a focus on better-for-you offerings.
By Peter Adams • March 31, 2025 -
Courtesy of Danone
Q&ADanone’s CMO on adapting advertising as GLP-1 upends the food industry
Linda Bethea details how the marketer of brands including Oikos and Silk is approaching artificial intelligence and emerging channels like Pinterest.
By Chris Kelly • March 31, 2025 -
Courtesy of California Pizza Kitchen
Why California Pizza Kitchen faked a midlife crisis with a rebrand stunt
CMO Dawn Keller explains why a social-first approach is required for a brand that doesn’t have a massive advertising budget.
By Chris Kelly • March 27, 2025
