6 ways marketing is evolving with current trends and thriving, according to CMOs at Cannes Lions

Advertisement
Julia HoodJun 21, 2023, 20:21 IST
6 ways marketing is evolving with current trends and thriving, according to CMOs at Cannes Lions

Cannes Lions International Festival of Creativity 2023

  • Insider is interviewing of dozens of CMOs this week at the Cannes Lions International Festival of Creativity 2023.
  • These six CMOs told us about some of the positive things they are seeing in their brands and the broader marketing world.
Advertisement

Cannes Lions has been trying to improve diversity, and it seems to be working.

Cannes Lions has been trying to improve diversity, and it seems to be working.
Najoh Tita-Reid, global chief marketing officer, LogitechInsider

"A couple of things have changed at Cannes. It is far more diverse than it has ever been. It is wonderful to see Cannes take the time to be intentional about who is here, who gets to create, and whose voices are heard.

I am very happy to say one of the things that's changed is that DEI is a much bigger priority."

-Najoh Tita-Reid, global chief marketing officer, Logitech

Some advertising budgets are actually increasing.

Some advertising budgets are actually increasing.
Tim Mapes, chief marketing and communications officer, Delta Air LinesInsider

"Delta's advertising spend is growing. Certainly we've had the famine; this is a bit of the feast where we're back into a very robust economy and we believe there's $300 billion of what our CEO Ed Bastian calls 'revenge spending' with travel.

We play the long game at Delta and strategically are investing into premium, elevated products and services that are the fastest-growing elements of the things that the consumers want from [us] right now."

-Tim Mapes, chief marketing and communications officer, Delta Air Lines

Advertisement

TikTok works — for the right brands.

TikTok works — for the right brands.
Samantha Maltin, EVP, chief marketing and brand officer, Sesame WorkshopInsider

"I feel like the world was waiting for 'Sesame Street' to arrive to TikTok. In 72 hours we had a million views and the audience has just exploded.

Between really tapping into our nostalgia, our bank of content for over 50 years, to using our little furry red friend, Elmo, or Grover, in a trend that is hot on TikTok today and being relevant to this generation, really allows us to go in so many new directions."

-Samantha Maltin, EVP, chief marketing and brand officer, Sesame Workshop

CMOs are transforming into chief growth officers.

CMOs are transforming into chief growth officers.
Remi Kent, CMO, Progressive InsuranceInsider

"The biggest change for CMOs is the shift from creativity and just the central focus on marketing, to really being the CEO's chief growth officer, and really identifying white spaces and new places to grow the business and the enterprise."

-Remi Kent, CMO, Progressive Insurance

Advertisement

Tighter marketing budgets can promote focus, and drive results.

Tighter marketing budgets can promote focus, and drive results.
Sweta Patel, VP, growth marketing and merchandising, RokuInsider

"When the economy is the way it is, and your marketing budgets are strained, you've got to make sure that every piece of marketing that you put out there works as hard as it possibly can.

We're making sure that we are laser focused on: What is it that we're activating? Why and how are we measuring to make sure that the goals we put out there are done?

So our focus on analytics and making sure our incrementality analytics are as solid as we can possibly get them is how we're making sure that, while the economy is as it is ... on our path to that long future, we're being most efficient."

-Sweta Patel, VP, growth marketing and merchandising, Roku

AI presents opportunities to create brand content at scale.

AI presents opportunities to create brand content at scale.
CMO, MassMutualInsider

"There's a lot of opportunity for efficiencies in generating content [with AI], whether it's thought leadership, it's quick blog content, or it's just doing a lot of the [business as usual].

I think it's going to be really easy for us to double or triple the size of our ongoing content, and much easier for us to create an update on real-time content when different things happen in the economy."

-Jennifer Halloran, CMO, MassMutual

Advertisement
Next StoryCNN's Chris Licht is out after a year of crisis &...
Advertisement
Latest Stories
View All Latest
Trending News
Buying Guides
Advertisement
Popular Categories
Trending Right Now

Copyright © 2024. Times Internet Limited. All rights reserved.For reprint rights. Times Syndication Service.