Ad Age Marketer's Brief

As marketers reach for AI to explain every new capability, it's easy to overstate its role. Helen Melluish, VP of marketing at Expedia-owned Vrbo, says the hyperlocal targeting behind this summer's travel campaigns runs on traditional data science and machine learning—not AI. Vrbo tracks booking trends by origin and destination market, then shifts local messaging and media spend within a matter of...

Shoppers don't remember what they bought—they remember the experience around it. Macy's Executive VP and Chief Marketing Officer Sharon Otterman explains how the retailer is shifting from one-off transactions to "retailtainment": in-store activations, engraving stations and immersive events tied to moments like prom, Father's Day and an upcoming 50th annual July 4th fireworks. She also breaks down...

Haley Rosen of Just Women's Sports breaks down why the biggest opportunities in women's sports may lie beyond the games themselves. The founder and CEO of the sports-first media company—which reaches 115 million monthly users across social—explains how women's sports audiences are closing in on men's, with the WNBA pulling in 85% of the NBA's viewership on ESPN last season, while advertising dolla...

The volume of creative content has never been higher, and the pressure to prove every piece of it works has never been greater. In this sponsored episode of the Marketer's Brief podcast, Ad Age sits down with Jeff Greenspoon, chief executive officer of the Americas at Kantar, to explore how brands can maximize creative effectiveness in an era of AI-generated content, always-on channels, and explod...

Watch this episode and see additional resources for marketers at AdAge.com/cmo. In the first episode of the Ad Age CMOs on CMOs series, Andrea Collins, CMO of Hippo, and Liz Vanzura, CMO of Solo Stove, break down how they're implementing AI into team workflows, and how marketers can start discussing AI implementation with teams mindfully. They also dig into grassroots marketing tactics and the pow...

Formula 1's newest team is building more than a racing operation as it prepares for Silverstone—it's building a high-speed media company designed to keep fans engaged year-round. Cadillac F1 Chief Marketing Officer Ahmed Iqbal discusses why modern sports teams need to think like content creators, how Cadillac is approaching fan growth as a new entrant to the sport and what marketers can learn from...

Marriott Media Network's Chris Norton discusses how the hotelier is differentiating itself in the crowded field of retail media networks, including through partnerships with United Airlines and Dick's Sporting Goods. The hotel chain's senior VP of marketing capabilities and general manager also talks about Marriott's in-room media channel and why the hotelier is prioritizing measurement. Dig deepe...

Customer experience is changing rapidly in the era of AI, in large part thanks to agentic tools from tech providers like Adobe. Lara Balazs, chief marketing officer of Adobe, is helping major brands—from Dick's Sporting Goods to Xfinity—understand the common pain points in their customer service workflows that can finally be addressed by AI agents. Balazs spoke with Ad Age about the B2B approach a...

Unilever CMO Leandro Barreto unpacks how he gets the most out of Cannes Lions International Festival of Creativity every year and why awards and creativity still matter for CMOs. He also discusses the evolution of Dove's enduring 'Real Beauty' campaign and how it inspires the playbook of other Unilever CPG brands such as Vaseline, which has seen success with its 'Vaseline Verified' campaign.

Rachel Epstein, the newly named chief marketing officer of the National Women's Soccer League, discusses her strategy to make the most of booming interest in women's sports and soccer in particular. Her strategy involves absorbing new fans created by the summer's FIFA World Cup and following the unique pathways to sports fandom often taken by women. She says bigger investments, better athletes and...

Netflix VP of global brand marketing and partnerships Magno Herran discusses how the streamer is using brand partnerships and sponsorships to grow its ad business as it heads into the upfronts. He breaks down co-created campaigns with State Farm and other marketers, how Netflix is extending its IP beyond the platform and why reaching younger fans now requires a broader media mix that includes soci...

For heritage brands trying to stay relevant with younger consumers, Samsonite's playbook offers a useful case study. On this episode, David Oksman, VP of marketing and direct to consumer at Samsonite, discusses how the 115-year-old luggage company is shifting away from product specs and leaning into more social media-first, culture-led marketing by targeting travelers by psychographic rather than...

As pizza's value wars intensify, Domino's is rethinking how to deliver value without blending in. CMO Kate Trumbull discusses the brand's focus on consistent deals, menu choice and "talk value" promotions like Emergency Pizza and You Tip, We Tip. She also discusses making the brand more "craveable" through a recent rebrand.

The future of advertising is audience-first, and Warner Bros. Discovery is leading the shift. In this sponsored episode of the Marketer's Brief podcast, Ad Age contributing editor Natalie Zfat sits down with Ryan Gould, president of U.S. advertising sales go-to-market at Warner Bros. Discovery, to explore how the company is evolving its approach to deliver both scale and measurable outcomes. From...

Head of Axe U.S. Dolores Assalini talks about how the Unilever-owned body spray brand is growing up with its customers through new products designed to lighten usage among teen boys through a more controlled spray. She also discusses why Axe is showing in cultural moments such as the World Cup, and how it is tapping into TikTok's 'fragrance maxxing' trend.

Lisa Horton, chief creative and communications officer at David's Bridal, talks about how the bridal retailer has leaned into AI—from proprietary LLMs and writing press releases, to shopping in ChatGPT and an AI-powered wedding planning platform.

Evermark CMO Rachel Behm unpacks how a recent social-first campaign for Suave is winning new Gen Z customers craving entertainment, including episodic and comedic marketing content. She also discusses the idea of reframing the value of Evermark brands, including ChapStick and Q-tips, as smart luxury in order to capture shoppers eager to trade down to cheaper, drugstore brands amid economic anxiety...

Genesis CMO Amy Marentic describes how the auto brand took a blank canvas approach to raise awareness in a segment dominated by older brands like BMW and Mercedes. She describes how the marketing department sold a campaign pivot internally. Marentic also dishes some advice on experiential marketing, including how the automaker uses its Genesis House in New York City as a brand equity play channeli...

Consumer Reports CMO Khalid El Khatib explains how the independent nonprofit brand's 90-year history of testing products is creating trust amid AI slop and misinformation, reflected in its recent $3 million "We Never Stop Questioning" campaign. He also discusses how the membership-based organization is adapting its strategy to reach audiences across generations—from boomers spending more time onli...

Chief Marketing Officer Jessica Jensen is positioning the platform as a "port in the storm" for job seekers navigating a tough market. She discusses how the message is coming to life in a new campaign from McCann NY. Plus, Jensen describes how LinkedIn is changing its tactics as AI and macroeconomic factors reshape the future of work. She also talks about how LinkedIn is attracting new users, incl...

SkyPop CMO Dave Cohen discusses the protein boom on the beverage aisle, and how the brand uses TikTok and audio sampling in their marketing gameplan. He also discusses how the brand, which formerly went by Don't Quit, positions their protein soda as a product for everyone and not just athletes.

Crunch Fitness CMO Chad Waetzig talks about the brand's recent New Year's campaign "Feel More" and how Crunch is promoting itself as a social destination for younger consumers facing post-pandemic loneliness. He also discusses how Crunch is programming around the rise in GLP-1-medication use and helping customers combat "skinny fat."

TV advertising is increasingly leaning on AI as a prominent tool. Viewers saw this during the Super Bowl with some brands making entirely AI-generated ads. Mark Douglas, president and CEO of MNTN, joins Brandon Doerrer on the Marketer's Brief podcast to discuss AI in TV, misconceptions that first-time TV advertisers often have and how MNTN's AI tools have been a benefit for their business. He also...

For the past several years, Columbia Sportswear's marketing was indistinguishable from the rest of the category. It wasn't until August last year that it adopted a much bolder strategy, bringing a distinct edge to all of its campaigns. "Engineered for Whatever" painted a different picture of the great outdoors, positioning it as a cruel and deadly mistress, and Columbia products as armor in a batt...

Gatorade has been a top sports drink for more than six decades, with a spot in Super Bowl history as people bet on the color poured on the winning head coach. Gatorade's Chief Marketing Officer Anuj Bhasin talks about how to maintain authority in the space as new brands crowd the category. Bhasin discusses Gatorade's post-Covid reset, relaunching the classic "Is It In You" advertising campaign, an...