Spotify’s top marketer on ‘building a village’ to support her career
Michaela JeffersonThe support of colleagues past and present has led Taj Alavi through a career of mammoth brands, including Instagram, Uber and Spotify.
Cannes Lions 2022
How Spotify reorganised its marketing team to enable more ‘nimble’ creativity
Michaela JeffersonSince restructuring in February, Spotify has been able to roll out almost weekly initiatives across its 10 key markets, according to the audio platform’s top global marketer.
Snap CMO Kenny Mitchell on the power of working for brands you love
Michaela JeffersonFrom action sports and NASCAR to PepsiCo and McDonald’s, Snap’s top marketer has risen through the ranks working for brands that are “tailwinds” for him.
Intel’s CMO on why a B2B marketing career is now ‘really exciting’
Michaela JeffersonThe role of marketing in B2B is becoming “much bigger”, says Intel’s Karen Walker, making it a great opportunity for marketers looking for a challenge.
How Intel is ‘reigniting’ its brand as it preps for ‘massive growth’
Michaela JeffersonIntel feels “bullish” about its future, CMO Karen Walker says, as it invests behind its brand to support its “massive growth trajectory”.
Dell: Brands are doing themselves a disservice separating B2B and B2C
Molly InnesLooking for the similarities, rather than differences, between B2B and B2C is the strategy at tech giant Dell, explains global brand boss Liz Matthews.
Dell’s marketing boss on why brands can measure ‘too much’
Molly InnesThe goal at Dell is to ensure marketing effectiveness is not analysed in silos, although global brand boss Liz Matthews insists the art is in measuring what matters.
Pinterest: Marketers think reach is the only thing that matters
Molly InnesArguing that effectiveness is all about effective reach, Pinterest CMO Andréa Mallard urges marketers to look beyond “superficial vanity metrics”.
PepsiCo CMO: Standardisation in effectiveness would ‘dramatically enhance’ marketing’s credibility
Michaela JeffersonFour months into her new role as PepsiCo’s top marketer, Jane Wakely is calling on the industry to “up its game” on effectiveness measurement.
AB InBev ‘increasingly’ looking to buy media on attention over CPM
Michaela JeffersonThe founder of AB InBev’s in-house agency draftLine believes the media industry will continue to make a “directional shift” towards attention as a primary trading metric.
Mars on why brands risk seeing purpose as a panacea
Molly InnesConversations around purpose aren’t “nuanced enough”, says Mars vice-president of brand purpose Michele Oliver.
Cannes-winning film ads ‘lack potential to drive long-term brand growth’
Michaela JeffersonComparing the award-winning campaigns against a database of 80,000 ads reveals that, in many cases, they were leaving viewers “utterly cold”, says System1 CMO Jon Evans.
L’Oréal: The YOLO effect is outweighing inflation
Molly InnesL’Oréal’s chief digital and marketing officer explains how the house of brands is mitigating inflation and investing in Web3 amid a post-pandemic “return of colour”.
Roe v Wade made this year’s Cannes more relevant than ever
Sara HoltCannes Lions may be a reflection of the best connected – rather than best – people in marketing, but when it comes to tackling issues from the reversal of women’s rights to inclusion, that’s not necessarily a bad thing.
Samsung on effectiveness: Conversations with the CEO and CFO have matured
Molly InnesSamsung Europe CMO Benjamin Braun explains how post-Covid marketing has become regarded as a “proper sales channel” with measurable impact.