CM Weekly March 19, 2023 The annual South by Southwest (SXSW) conference and festival tends to attract experiential marketing-focused brands during the “interactive” portion of the 10-day event, when the marketing and tech crowds are in attendance. But for a brand like White Claw, which was “born out of culture,” according to Vice President of…
We caught up with White Claw at SXSW to discuss the strategy behind the brand's Shore Club experiential platform.
CM Weekly March 12, 2023 Grassroots marketing is all about getting “brand in hand, in the context that makes sense,” Mark Kirkham, SVP and CMO of PepsiCo International Beverages, told Chief Marketer this week. But in sports marketing, including the work he’s doing for Gatorade’s 5V5 international girls soccer tournament, there is the potential to…
We spoke with Kirkham about recent campaigns for Gatorade and 7UP, the challenges facing global marketers today and restaging an iconic brand.
CM Weekly March 5, 2023 Last year’s Market Like a Mother recipients were honored amid a stark reality: Hundreds of thousands of women had left the workforce over the course of COVID-19, the mark of a sluggish pandemic recovery marred by inconsistent school re-openings and sporadic quarantines that disproportionately affected the careers of working moms.…
CM Weekly February 26, 2023 State Farm decided not to shell out $7 million or so for a commercial during the Super Bowl this year, instead opting for pre-game, in-game and post-game engagement tactics surrounding a TikTok challenge launched by creator Khaby Lame to his 154 million followers. The ask was simple: Guess how many…
We chatted with Cook about engaging younger consumers, the gaming space, connecting through music in the metaverse and supporting local communities.
CM Weekly February 19, 2023 If there’s one part of a business that’s connected to the consumer, it’s the marketing department. Closely monitoring shifting consumer behaviors, eyeing critical trends in the marketplace and the culture in general, and deftly communicating the value of your brand to potential customers are all table stakes for a modern…
Marketing leaders dish on what it takes to land that coveted C-suite role, and how to turn those aspirations into reality.
CM Weekly February 12, 2023 With 20 years of experience leading marketing teams across a variety of business categories, from CPG to retail franchising to B2B2C to nonprofit, American Lung Association CMO Julia Fitzgerald is sure of one thing: Regardless of an organization’s business model, the fundamentals of effective marketing are essentially the same. It…