Marketers
How MDVIP's CMO Markets to Doctors and Patients Simultaneously
Most marketers are tasked with reaching multiple audiences as they seek new paths to growth. But for healthcare marketers, the core audiences of patients and physicians can be especially different. We spoke with MDVIP's CMO Alyssa Schaefer about that balancing act. READ FULL STORY

Marketers on Fire
Marketers on Fire: Andy Lopez Elevated to Behr Paint CMO to Speed Digital Transformation
We spoke with Lopez about his new day-to-day, how Behr is thinking about defending itself against AI search and declining web traffic, why creators should have freedom to create their own messaging and the brand's steady expansion into the Pro segment. READ FULL STORY

Branding/Marketing
Open Farm CMO Says Brand Awareness Campaigns Need to Drive Sales
Premium pet food brand Open Farm has launched its first brand-building campaign. And sales are up in its test markets, faster than expected. We dig into the strategy behind the brand's success. READ FULL STORY

AI
New IAB Framework Aims to Standardize Measurement of AI-Powered Visibility
Trade group IAB published “Measuring Visibility in the AI Era,” which sets out to codify the definitions, quality criteria and standards relevant to measuring GEO, AIO and other aspects of non-paid AI-powered discoverability. CM looks at why now and what the group is prioritizing. READ FULL STORY

Shopper/Retail
Carhartt Takes New Angle on NFL Marketing
Carhartt’s latest campaign highlights the work and tradespeople behind the new Buffalo Bills Highmark Stadium. We explore the brand's goals for the program and why it hopes to ring authentic while inspiring more people to learn a trade. READ FULL STORY

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