Andy Lopez was elevated to Chief Marketing Officer of Behr Paint Company last month after spending nine years building its marketing organization. In his new role, Lopez has an expanded mandate that includes product strategy and innovation alongside marketing oversight, with a clear focus on unifying the consumer experience across Behr’s digital ecosystem. In the […]
Most marketers today are tasked with reaching multiple audiences as they seek new paths to growth. For healthcare marketers, however, those audiences can be especially different. They may need to build trust with patients making highly personal decisions while also speaking to physicians, employers or other stakeholders who influence those decisions. That requires marketers to […]
Marketers have long lived by the axiom “You can’t improve what you can’t measure.” But although 50% of consumers today use AI-powered search, according to McKinsey, and such search will influence an estimated $750 billion in consumer spend by 2028, only 16% of brands systematically measure AI-powered discoverability. The lack of a standardized measurement framework […]
The Loyalty Newswire from The Wise Marketer This edition covers: Aeroplan, Air Canada, Apple Pay, Arko, Blackstone, Charles Schwab, CLMP™, DraftKings, FIS Global Payments, Fiserv, Fontainebleau, Hilton, Krak, Leal Hub, Mastercard, McDonald’s, Paze, Peacock, RSA America, Shell, SILA, Sionic, Thunes, Trig’s Markets, Wyndham FROM THE EDITOR The news this week spans Australia, China, North America […]
As part of our Best of the Back Catalogue, we’re revisiting a fascinating conversation with Paul Smitton, now President, International and Partnerships at Ascenda and formerly CEO of Asia Miles ( now Cathay / the Cathay Membership Programme.) A true loyalty industry veteran, Paul shares insights from his remarkable career, from his “baptism of fire” […]
Only 35% of marketing leaders have fully integrated reporting More than half of B2B marketing and communications leaders now measure AI search visibility or brand citations in AI-generated content 58% of respondents include an AI search or large language model visibility platform in their integrated reporting Yet only 38% connected communications and visibility metrics to […]
Carhartt is in the second year of its campaign that highlights the labor and workers behind building the new National Football League Buffalo Bills Highmark Stadium. The first iteration of the campaign kicked off last season as work was underway and showcased the many skilled trades that go into building a stadium. “The overall brand […]
Brand awareness doesn’t pay the bills, said Mark Sapir, Chief Marketing Officer at Open Farm. Even though awareness is the metric he is fixated on, Sapir knows Open Farm’s campaigns and overall marketing strategy have to drive sales. Fortunately for Sapir, the brand’s most recent campaign is doing just that: In March, the premium pet […]