Chief Marketer
we've got a lot to talk about
July 16, 2023

We recently heard from Dickies’ Global CMO about the apparel brand’s collab with Jameson whiskey, which features a 10-piece capsule collection, a pop-up retail experience and co-branded creative touted by influencers across the pair’s digital platforms. This week, we’re presenting part two of our coverage, from the spirits side of the campaign.

“We talk about this idea of using collaborations to build fame for our brand in places you wouldn't expect to see them,” said Brendan Buckley, International Marketing Director at Irish Distillers. “Showing up in the space of fashion is kind of new for us. It’s a way to bring a bit more cultural stretch to our respective brands.”

Enjoy the highlights of our conversation with Buckley as he discusses what Jameson looks for in a partnership, the brand’s connection to the music scene and localizing the campaign for global audiences.

The retail media network space is booming, with advertisers projected to spend $45 billion on the channel this year and $100 billion by 2027. In light of this, brands rich in first-party data sets might consider launching their own networks. (Check out our deep dive with Home Depot about its own offering here.) The space is crowded, though, and requires plenty of strategic planning. Here are five key steps to consider before taking the plunge.

Lastly, Chief Marketer’s PRO Awards—the world’s largest and most prestigious program recognizing excellence in innovation, design, strategy and brand engagement—have officially opened. Judged entirely by brand-side marketers, this year’s program includes 47 categories hitting every niche of the promotional marketing mix, plus new categories like Best Use of AI, Best Rebrand, Best Audio Promotion, Best Viral Campaign, and others. Get the recognition you deserve—and enter today.

Until next week,

Kaylee Hultgren
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at [email protected] or call (203) 899-8494.

Looking for a partner, technology provider or supplier? The search is over. Check out the marketer's #1 choice in partner resources, the Marketing Resource Directory, and find your next solution provider today.
This newsletter is brought to you by:

Marketers on Fire: Dickies Global CMO Talks Capsule Collection Collab With Jameson Whiskey

We spoke with Dickies Global CMO Sarah Crockett about the partnership’s strategic marketing goals, experiences, challenges and more.
Read More

One Period Care Brand's Marketing Journey from DTC to Retail

The story of August's marketing journey, from DTC to in-store retail and beyond.
Read More

100 Experiential Marketing Case Studies From the 2023 Ex Awards

Check out these 100 case studies of the year’s best experiential marketing campaigns.
Read More

Five Ways to Use ChatGPT to Improve Marketing and Sales Strategies

How marketers can tap the generative AI tool to improve their businesses.
Read More

Brands on Fire: Meta's Global Experiential Lead on Cannes Lions SuperStudio Activation

Our conversation with Damien Baines about Meta’s strategic marketing goals at Cannes Lions, the origins of the SuperStudio activation and much more.
Read More

Partner Content
Unlock Data for Your Marketing Team - GrowthLoop

GrowthLoop is a marketing technology platform that provides marketers with self-serve access to their organization’s comprehensive data cloud. With solutions like Maestro and Marve, GrowthLoop enables marketers to segment audiences, orchestrate customer journeys, and measure campaign impact across multiple channels. Contact us to see how we can unlock data for your marketing team.

Facebook   Twitter   LinkedIn

read more about
The Business Value of Consent and Preferences
The 2023 Chief Marketer Future CMOs
Trust: A Marketer's Competitive Advantage
CM 2023 B2B Marketing Outlook Survey
CMO Council Reports on Marketers' Confidence
The 2023 CM200