hief marketers, entrepreneurs and leaders put their heads together in Miami this week to discuss change, creativity and purpose at the 18th annualCMO Network Director Seth Matlins said in his opening remarks. “It’s a community conversation.”
Nearly 70% of U.S. and Canadian consumers consider it important that a brand is eco-friendly and sustainable, according to aRupen Desai, cofounder of The Shed 28, joined Pasha and AKQA President Tesa Aragones for a panel on finding balance in the business world between growing a brand, increasing consumption and environmental responsibility.At sweetgreen, cofounder and chief brand officer Nathaniel Ru says the salad restaurant is “reimagining fast food for a healthier generation.
Creative ideas can’t live and die in the creative department, said Laura Petruccelli, cofounder and chief creative officer of creative studio Frank.CMO Network director asked Quad CMO Josh Golden, Instacart CMO Laura Jones and Ally Financial CMO Andrea Brimmer, “What’s broken?” For Brimmer, what’s not working in marketing is the tendency to buy into false narratives, such as believing we don’t have a seat at the table. “We let false narratives define the outcome.”Benji Baer, CMO at global real estate commercial service CBRE, joined the stage with AB InBev Global CMO Marcel Marcondes Thursday, touting the power of metrics and brand value.
“Things have been rapidly changing,” NFL CMO Tim Ellis said on stage. First, brands need to understand the cultural context of this moment. “And then connect that to the values of your audience.” What keeps companies from breaking through? Sometimes it comes from struggle within teams to reach a common goal.
Jokes rely on surprise, he continued. A successful campaign is often one that includes one memorable, unique sentence.Leaders are recognizing the impact of worker and consumer values, whether it’s sustainability or flexible work. And values differ across generations.