Campaign Chemistry

Virtual product placement, enabled by advances in technology, is quickly becoming the future of advertising. With the ability to seamlessly integrate products into content, brands are able to reach consumers in a more subtle yet authentic and impactful way, while content creators can generate revenue and enhance the viewer experience.  This interview with the Chief Content Officer of Ryff , Mar Du...

Running a portfolio of spirits and alcohol brands requires constant innovation to keep up with consumer taste and purchasing preferences. It’s an area Ed Pilkington, chief marketing and innovation officer at Diageo, knows all about.  In addition to constantly staying on the cutting edge of beverage trends, Pilkington leads an ESG framework for Diageo’s portfolio of brands, which include Johnnie Wa...

As FCB celebrates its 150th anniversary, it’s continuing to keep its work fresh and client relationships strong.  After longtime global CEO Carter Murray stepped down last year, North America CEO Tyler Turnbull took his role, while global CCO Susan Credle became chair. The two credit the smoothness of the transition to good succession planning.  FCB keeps its creative product fresh by sticking to...

George Popstefanov was fascinated by e-commerce before most people were — a curiosity that shaped his agency, PMG, into what it is today. He launched the full-service agency from his home city of Fort Worth, Texas, in 2010, getting in on the ground floor with large clients that were looking seriously at investing in digital and e-commerce.  After growing slow and steadily for more than a decade, P...

Nearly two years ago, Rob Reilly joined WPP as its first chief creative officer with a remit to make it the most creative company in the world. Since then, the agency has been named the most creative company of the year at Cannes twice.  How has he done it? In part by poaching top talent, such as global Ogilvy CCO Liz Taylor and global director of creative excellence Eric Monnet. Also, by meeting...

Susie Nam’s career trajectory isn’t the typical one of an ad agency exec. Rather than bouncing around to different top-tier creative agencies before landing the gig, she was a journalist at George magazine and The New York Times, and an urban planner in London.  She’s been with Droga5 since the early days, rising up the ranks in her 14-year career there from an account director, to chief operating...

Margaret Johnson started her career at the bottom of the totem pole at San Francisco-based creative agency Goodby Silverstein & Partners. Twenty-five years later, she’s running the creative department as chief creative officer.  Johnson rose to the top with persistence and hard work, but also by building her own brand — advice she gives to younger female employees looking to make a name for themse...

2022 was a big year for Direct Digital Holdings .  The Black-owned programmatic business went public just over a year ago, after years of successive growth. The company includes a buy-side business for mid-market brands and a sell-side business focused on monetizing diverse-owned and targeted publishers.  As Direct Digital Holdings has grown, it has aimed to create more programmatic access for und...

Roku and DoorDash have recently teamed up to bring on-demand delivery directly to the TV screen. Consumers can now conveniently get their favorite food delivered to their door, while brands can reach diners at the right time and drive instant conversion from the comfort of the living room.     Hear from Roku’s manager of revenue strategy and partnerships, Lindsay Pullins; and DoorDash’s GM of ads...

Juan Carlos Ortiz became president and CEO at DDB Latina in 2008 with the vision to unite multicultural marketing across continents through a cultural approach to creativity. Under his leadership, South and Central American marketing efforts were united with Miami, Hispanic North America and Spain.  The multi-continental effort hasn’t been without its challenges. Specifically, incorporating nuance...

As an agency leader, Mo Said does things a bit differently.  After building his creative pedigree at shops including BBDO and Droga5, Said went off to launch his own agency to do work he is more passionate about – not just work that’s focused on growing the agency’s remit. Unlike other creatives who start their own shops, Said runs the business as well as being a creative director, which he says h...

Fabrice Beaulieu is chief marketing, sustainability and corporate affairs officer at Reckitt , a unique role that allows him to oversee both marketing and CSR efforts for the CPG giant’s house of brands.  Reckitt brought oversight of sustainability under marketing leadership to ensure that it functions as a business priority. The alignment makes it easier for Reckitt’s brands to tell authentic sto...

Daryl Lee took on the role as global CEO of McCann Worldgroup in July 2022 with a vision to bring the network’s multidisciplinary agencies closer together. With a career path straddling both media and creative agencies, he has the background to do it.  The ultimate goal is to put audience planning and data at the heart of what McCann does best: build enduring brands. That involved a restructuring...

https://www.essencemediacom.com/   Jill Kelly’s background as a chief marketing officer makes her uniquely positioned to bring the recently merged EssenceMediacom to market as a new brand. Kelly, who was tapped for the role in August, has been working behind the scenes to fine-tune the agency’s combined positioning and branding, which launched in the market on Jan. 31. She talks about an offering...

John Hunt is one of the most awarded advertising creatives of all time. In 1983, he cofounded the agency Hunt Lascaris out of South Africa with a goal to put the continent on the creative map. Four decades later, the agency, now part of TBWA , is the most awarded of all time, gaining international fame for politically risky and rebellious work.  In this episode, Hunt chats about his career, which...

Leeann Leahy was a lifetime New Yorker working at big Madison Avenue agencies when she decided to pick up and move to Portland, Maine, to become CEO of the independent Via Agency . She hasn’t looked back since.   Under her leadership, Via has grown to an award-winning agency with relationships with national brands such as Unilever and Church & Dwight. Instead of operating a top-down model with a c...

Just when you think you might have social media figured out, it changes notably on every level. This is a reality that marketers have to accept. Once they do, however, they will also realize they can still do much to ensure their brands stay ahead of the curve and top of mind.   What can we expect from social media in the next 12 months? It’s among the questions marketers would most love answered....

Mark Weinstein joined Hilton to help the iconic hotel chain merge loyalty programs for 19 distinct hotel brands across the globe into one. Fast forward 12 years and he is the chief marketing officer overseeing all of Hilton’s brands, the Hilton Honors loyalty program and its ecosystem of partner agencies, as well as an in-house team. After making its biggest marketing push in six years post-pandem...

Campaign US' Alison Weissbrot and Channel Factory 's Lauren Douglass chat through CES 2023 and what advertising trends to watch this year. They recap the brands and agencies in attendance, the future of large conventions like CES, and new breakthrough tech. From smart toilets and audible eyeglasses to L'Oreal's new 'Brow Magic' eyebrow printer, there is much to be excited about in tech. #CES2023 ...

Three years ago, you might have thought of Logitech as a hardware brand selling ’90s-era keyboards and mice for the office. Logitech still sells this hardware, but its tools have become more relevant than ever to the everyday consumer as working from home has become a norm.  Global chief marketing officer Najoh Tita-Reid has been at the forefront of this transformation. Having joined the organizat...

Bringing creative and media together is the Holy Grail for many agencies, which pull together teams and disciplines to cater to their clients. This can often feel forced — but Gale has seemingly cracked the code.  The agency, launched in 2014 in Canada, started with roots in CRM and data and has since expanded to media, creative and PR. The agency recently launched an innovation offering called Ad...

Airbnb shocked the advertising market when it announced a permanent shift away from performance marketing in 2021. But global head of marketing Hiroki Asai says that all of the travel platform’s efforts are focused not on selling a lofty purpose for Airbnb, but to better explain its products and services to users.  Asai, a two-time Campaign US CMO 50 honoree , leads Airbnb’s in-house marketing tea...

Live and in person are back — and Vivid Seats is ready to connect fans with their bucket list events. The ticket resale exchange competes in a crowded field by offering a rewards program for fans who purchase tickets to events on the platform.  The loyalty network is the result of work overseen by CMO Tyra Neal, who joined the company in 2021 to build out its marketing function. The team was solid...

As the world’s leading music video network, Vevo is experiencing incredible growth on Connected TV - from expanding its distribution footprint to niche programming to increasing ad investment. In this podcast episode, Vevo’s JP Evangelista talks about the latest TV partnerships, the network’s plans for CTV in 2023, what’s in the works for original Vevo content, and how brands can support emerging...

The Wavemaker team presented research into how and where US consumers are feeling the pinch, which categories are most affected and what they want to see from brands. Then followed by a panel discussion, chaired by Jess Heygate, Technology Editor at Campaign US .   In times of uncertainty, it’s common for brands to slash marketing budgets to save the bottom line. In pressured environments, many de...