Crayola’s just-wrapped “Creativity Week,” now in its third year, provides free learning resources for parents and educators to spark kids’ creativity in the classroom. But the brand’s EVP of Marketing, Victoria Lozano, says it’s not limited to art class.

“Where we see the most implementation is in classrooms, and it's specifically focused on using creativity to help kids learn across subjects,” she told Chief Marketer. “This is not about artistry; this is not about art class. It's about using creativity to engage kids and help them learn across core subjects. We're talking about literacy, math, social emotional learning—all the things that schools are actually focused on and teachers are required to teach,” she says.

We spoke with Lozano about Creativity Week, including how the brand develops the program, its target audience and marketing outreach, and how it measures success. Plus, we look at Crayola Studios’ content play and the brand’s shift toward creating digital and out-of-home experiences.    

ICYMI, Anywhere Real Estate CMO Esther-Mireya Tejeda, one of our recent Marketers on Fire picks, was featured in our LinkedIn Live series this week. The conversation touched on a consumer targeting strategy she terms “emographics,” the evolution of the CMO role and how marketers can arm themselves with the right skills to advance their careers. Check out the replay here.

While brands have long used artificial intelligence and machine learning to customize ads, personalization powered by generative AI is uncovering new challenges for marketers. The issue at hand: When does personal cross over to creepy? Here’s a look at how personalization can go right—and how it can go terribly wrong.

Lastly, when it comes to marketing AI brands themselves, navigating hype cycles, pushing the human-centric element and crafting high-tech storytelling present unique challenges to the brand-building exercise. Here are some tips on getting started.

Until next week,

Kaylee Hultgren
Content Director
Chief Marketer

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