GoGo Squeez, a blended fruit product consumed from a pouch, is known to most as a toddler’s snack. But Mark Anthony Edmonson, Chief Marketing Officer at parent company Materne North America, saw an opportunity to age up the product with a new video campaign, design, product line and brand perception targeting teens and young adults. […]
Product videos are a powerful way to communicate in today’s digital landscape. Indeed, most marketers understand the importance of not just capturing attention, but holding it. That’s where product videos come into play. Teams that are unaccustomed to current video marketing tools, techniques and mediums might be surprised by their relatively inexpensive, user-friendly nature. Because of […]
The rise of Generative AI (GenAI) has been a game-changer for marketers, enhancing their ability to generate captivating marketing assets. ChatGPT has paved the way for GenAI, with other image and graphic tools catapulting its transformative potential for marketing. A report by McKinsey published in August 2023 reveals that marketing and sales are leading the […]
Editor’s Note: CM sister pub PRNEWS attended the 2024 Meltwater Summit in New York City last month, where Neil Cameron, Head of Canadian Agency Partnerships at TikTok, guided attendees through “six universal truths” for creating compelling, short-form video on the platform. Regardless of budget or bandwidth constraints, PR and marketing pros can leverage these six […]
Our Marketer on Fire this month, DeLu Jackson, Executive Vice President and Chief Marketing Officer at ADT, recently took us through the 150-year-old company’s latest marketing transformation, which involved creating technological innovations, new media allocation, communications and a new go-to-market strategy. Here’s part two of our conversation with the marketing chief, which delves deeper into […]
With the average tenure of chief marketing officers (CMOs) decreasing to 37 months and with CMO roles even being eliminated altogether, it is a trying time to be a senior-level marketer. Paramount to achieving success—and proving the value that marketing brings to the boardroom—is sales and marketing alignment. According to Forrester, highly aligned companies grow […]
In-house agencies are exploding in popularity, becoming a go-to option for brands seeking greater control, faster turnaround times and cost savings. These internal teams have the potential to grow from scrappy start-ups to full-fledged marketing juggernauts. However, transforming an in-house agency into a marketing juggernaut comes with its own set of challenges. Scaling an in-house […]
When building a brand message, B2B marketing teams know that unless you’re a massively popular sports equipment manufacturer in Oregon, it’s never as easy as “just do it.” Your message is the quick and clear articulation of the 30-page manifesto that defines your company’s purpose, your differentiators, your benefits to your industry and the world […]
Though celebrating 150 years in operation in 2024, security company ADT continues to evolve and innovate within its category. It’s in the midst of a marketing transformation that encompasses technological innovation, new media allocation, customer communications and—most importantly—its go-to-market strategy. We spoke with DeLu Jackson, Executive Vice President and Chief Marketing Officer at ADT, about […]
Editor’s Note: An article in CM sister pub AdExchanger reviews an innovative campaign from the B2C sector: Ally Financial’s collab with Fortnite’s open-source creator platform to launch a new golf game and transport players to its virtual Ally Arena—all while promoting the financial brand’s sponsorship of the USGA. — Traditional sports sponsorships only go so […]