Business Insider
Apr 25, 2019, 18:12 ISTAdvertising
MARKETING MASTERCLASS: Here's how the top CMOs in the world are driving results
Paul Morigi/Getty Images for Coffee Bluff Pictures
- The $221 billion US ad industry is being upended by the rise of digital ad giants, fragmented consumer attention, and marketers' ever-increasing pressure for results.
- Business Insider regularly interviews the chief marketing officers leading some of the world's best known brands through this challenging landscape.
- You can read them all by subscribing to BI Prime.
- Bank of America's chief marketing officer Meredith Verdone on why the traditional agency operating model needs a face-lift.
- Burger King global chief marketing officer Fernando Machado on why he doesn't buy into the consulting firm hype.
- Dunkin' North American marketing chief Tony Weisman on how Dunkin' gets its agency, consulting, and tech partners to work together.
- GE's Linda Boff on why the company has started dipping its toes into programmatic advertising after avoiding it for years.
- Hulu's Kelly Campbell broke down the platform's pitch to advertisers, and explained how it differentiated itself from others.
- Procter & Gamble chief brand officer Marc Pritchard on how P&G has overhauled how it works with agencies, reducing media waste by 20% and saving upwards of $1 billion in agency and production fees.
- Kraft Heinz's global brand officer and US chief marketing officer Eduardo Luz explained why he's still bullish on the Kraft and Oscar Mayer brands despite the company taking a $15 billion write-down on them.
- Liberty Mutual chief marketing officer Emily Fink on how the company slashed its agency costs 30% by bringing 80% of its creative work in-house.
- Mastercard chief marketing and communications officer Raja Rajamannar on how the brand uses data to inform its marketing, stays culturally relevant, and holds Facebook and Google accountable.
- MedMen chief marketing officer David Dancer on the challenges of marketing marijuana and why education is a key pillar of its strategy.
- Uber's first-ever marketing chief Rebecca Messina on how she is working to fix the dented brand.
- Unilever chief marketing officer Keith Weed on how the company has proven the business case for operating sustainably.
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