Target Credits “Courageous Listening” For Inclusive Marketing Success

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Inclusivity and diversity are among Target’s core values, as demonstrated in the brand’s popularity across varying demographics across the country. How has Target succeeded in imbuing its brand with an authenticity that buyers feel is genuine in an era of retail missteps? At the Cannes Lions panel, “A Circle Big Enough For Us All,” Caroline Wanga, Target chief diversity officer, and Todd Waterbury, Target chief creative officer, shared insight into how Target implements access for all and builds “soul” at scale.

To date, Target has developed more than two dozen brands sold only at Target stores. Cat & Jack, Target’s apparel line for kids, was created two years ago. Yet in its second year, the brand reached $2 billion in sales.

Next came Cat & Jack’s adaptive apparel collection which was created after a Target employee and mother voiced her disabled child’s need to feel included. The collection, inspired by children with disabilities, catapulted the brand to a distinctive position, offering products that resonated with parents and children.

As part of a video spot that chronicled the inception of the brand, we learn a Cat & Jack jacket, made for children in a wheelchair, earned a spot in Cooper Hewitt Design Museum’s exhibition of the best design work worldwide for people of differing abilities.

“No matter where you are and no matter how you approach it, there’s room for you as well,” Waterbury said about the Target bullseye, likening the symbol to a bonfire. “A brand is the connection that exists between a company’s beliefs and its behavior. What defines you at your core informs how you show up and how you make decisions. When that happens over time and it shows up in meaningful ways in your audience’s life, it’s an expression of what makes a brand incredibly powerful and also what makes a brand incredibly fragile,” he added.

The brand credits “courageous listening” for the success of understanding the needs of its buyers and informing design, urging brands to utilize this practical method to cultivate true inclusivity. Wanga noted that it’s more important than ever to hire across all demographics to ensure the brand is actually inclusive, with a chorus of many voices guiding you from within the organization.

Gen Z Is At The Core Of Samsung’s Social Purpose Strategy

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In a move that reflects market demand, especially from the important Gen Z demographic, Samsung is incorporating more social purpose across its organization, including marketing. The company’s marketing mission includes more social purpose strategies hyperfocused on targeting younger audiences, as announced at its Cannes Lions panel, “Dreamers with Purpose: The Next 50 Years.” The fireside chat, which coincided with the company’s semicentennial, featured YoungHee Lee, Samsung chief marketing officer, and Susan Buckner Rose, Instagram product marketing director.

The “dreamers with a purpose” that Samsung is referring to is Gen Z. Moderated by Benjamin Braun, Samsung Europe’s chief marketing officer, the panel explored the ways in which Samsung is utilizing research to develop technology that evolves alongside Gen Z, a group that comprises nearly two and a half billion across the globe.

“We don’t just want to be another good company. Our goal is to be an authentic and relevant brand to this generation. They’re less interested in storytelling. They want brands to be storyliving. It’s our job to help them dream better, and make their dreams come true,” Lee told the audience.

Lee touched on the main takeaways Samsung uncovered through its research. She describes Gen Z as an authentic generation who wants to present themselves as they are, as opposed to who they think the world wants them to be. Samsung’s research shows that 67 percent of Gen Z said a person is cool when they’re true to their values and they feel the same way about brands. Moreover, 77 percent believe doing good should be part of running a business.

They’re also an autonomous group of individuals who resort to online resources, including video, to learn how to achieve goals on their own. Seventy percent of Gen Z watch more than two hours of YouTube every single day and nearly two-thirds admitted they’re addicted to technology, Samsung findings show. Despite their obsession with tech, Gen Z also value interpersonal relationships on a local and global level alike.

Brands should look for ways to fulfill Gen Z’s desire to express themselves while also satiating their tech habits. One effective tool to do so includes Instagram. “This relationship between brands, people and creators is a really powerful business opportunity on Instagram,” Rose said. Instagram’s findings also speak to this truth: 80 percent of people on Instagram follow a business and two-thirds of the people who visit a business profile are non-followers. Tapping an influencer to drive brand values, therefore, is important for connecting with Gen Z.

An animated video spot shown during the panel echoed Samsung’s commitment to understanding Gen Z values: “You are the citizens of the future and we walk with you.”

Braun revealed answers from an audience survey to conclude the panel. In response to, “What’s most effective to reach Gen Z audiences?” 76 percent agreed that it’s branded or influencer organic content. As for whether brands are ready to “run edgy campaigns targeting Gen Z,” 41 percent of the audience voted the edgier, the better. Lastly, when asked if social responsibility matters when talking to Gen Z, 71 percent said that brands must reflect the values of this new generation.

A Story In Three Acts

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We’ve selected a rosé to match your creative persona with the expert help of our friends at Everson Royce in Pasadena, California. Perfect for a sensible toast after winning a Cannes Lions. Which are you?

The Originator

Peyrassol

In the middle ages, an outpost was settled in the Côtes de Provence region of France to chill thirsty Crusaders with super-relaxing rosé. It was a great way to avoid dysentery. The output from Commanderie de Peyrassol continues to help wayfarers take it down a notch.

Everson Royce says: The reason rosé blew up on an international scale. A blend of Cinsault, Grenache and Syrah.

AList Shares A Story In Three Acts

The Wildcard

Major Wines

Major Wines is the passion project of Andrew Major, a central coast winemaker who was bitten by the rosé bug. He makes tiny batches of 100% Grenache rosé from the middle of California and should probably quit his day job.

Everson Royce says: Locally-sourced fruit, extremely limited batches.

AList Shares A Story In Three Acts

The Upstart

Angeleno Wine Company

It may not be middle-ages-old but ‘The Meadow’ from Jasper Dickson’s Angeleno Wine Company is a labor of love. After making wine in his home in Mt. Washington, Dickson set out to revive L.A.’s wine-making scene. Take a sip of a little blood, sweat and tears, and a lot of Graciano.

AList Shares A Story In Three Acts

Everson Royce says: Dickson built the first winery in L.A. in over a century.

Originally featured in AList’s Special Digital Edition, available in full on Issuu.

Twitter Analyzes 6 Tactics For Creating An Engaging Campaign

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Ahead of Cannes Lions, Twitter and Contagious teamed up to analyze the nature of content that consumers engage with and want to share, for a report called The Participation Playbook.

The companies sifted through 1,856 Twitter-led campaigns from Cannes, submitted to the competition between 2014-2018. They then tapped the creators behind the most innovative work among the submissions for insights into how consumers identified with their work.

A closer look at these successful campaigns shed light on six key themes conducive to culturally resonant and creatively effective content.

“Our research shows that now the most forward-thinking brands treat Twitter as a Petri dish where ideas and messages are dropped in the hope of (ahem) creating culture,” the report’s introduction notes.

The first pillar marketers should consider: using Twitter as a resource for learning about their audience’s cares, interests, and opinions. Marketing plans for Twitter become ambitious when they understand that earned media can enhance their message and visibility. In 2017, for example, Burger King used Twitter users’ complaints about Wendy’s discontinuing its spicy chicken nuggets to promote its own spicy chicken nuggets.  

“In the same way that practitioners of the martial art throw their opponents by redirecting their momentum, marketers should look for cultural conversations that can be directed into their brand stories,” says Crystal Rix, chief strategy officer at BBDDO New York.

Creating campaigns that include intrinsic and/or extrinsic motivators and prove to audiences that they’re being heard marks the report’s second pillar. REI accomplished the aforementioned with its #OptOutside campaign, the closing of its stores on Black Friday with a call-to-action (CTA) for customers to explore the wilderness. The result: 1.4 million people using the hashtag with a record number of new member sign-ups at REI.

For fostering lasting relationships with customers, the third pillar suggests, brands should measure the success of campaigns beyond impressions and engagement. While still important, these metrics aren’t a one-size-fits-all to producing real-world outcomes for customers. Verizon exhibited an ability to connect with users on a deeper level when it tweeted to rivals’ customers written reports of what they missed, as a result of their network provider’s poor signaled streaming of college basketball.

While big ideas are seemingly the most effective way to spark a conversation about your brand, Twitter’s report encourages advertisers to also think small. This means crafting a message that appeals to a micro-community or niche as these audiences’ passion for the topic will generate momentum and, in turn, create a ripple effect.

The brands that Twitter spoke to with the strongest voice on Twitter agreed that “corporate tones or jargon leak” will undoubtedly spoil a message and conversation. The marketer’s solution: demonstrate self-awareness and self-deprecation on social.

Lastly, rather than simply providing entertainment in exchange for a prospect’s interest or business, brands need to offer a kind of service or utility. “If brands can create something that will represent people’s thoughts, or if brands can create something that speaks for the people, then people will be interested and share those things,” said Yasu Sasaki, executive creative director of Dentsu Tokyo.

Facebook Boosts Ad Spending; Brand-Safety Insidents​ On Mobile Increase

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This week in social media news: Instagram introduces a new music feature, Snapchat is working on an “Events” feature, The Drum takes us inside Facebook’s content moderation center in Barcelona, Instagram’s chief says breaking up from Facebook isn’t a solution for Instagram, Twitter is officially testing “Hide Replies,” YouTube is actively pitching its influencer platform to marketers, Unilever invests in an influencer platform, Facebook updates Watch and rolls out a report on “the moments that bring people closer together, Snapchat partners with research firms to study Gen Z, Facebook increases ad spending to restore its reputation and a study shows brand-safety incidents increased in the past year by 194 percent.

Facebooks Attempts To Restore Its Reputation With Ad Spending 

Wall Street Journal reported that Facebook is trying to restore its reputation by increasing ad spending after a series of unfortunate events involving privacy. 

Why it matters: According to Facebook marketing chief, Antonio Lucio, this move could more than double the company’s advertising spending and will focus on recruiting new creative agencies to develop campaigns for Facebook brands, WhatsApp and Instagram included.

“Our objective is to build brands that stand the test of time. We’re experimenting and starting from scratch in each market. On the direct-to-consumer side, we have never had an effort of this magnitude,” Lucio said.

The details: For example, “Facebook More Together” ad, created by Wieden + Kennedy, already launched two months ago. It encourages people to join groups for meaningful experiences. And Facebook plans to tell brand stories in similar ways for its other products. Thus, a campaign for Instagram would likely present the photo-sharing app as a channel for self-expression, WSJ reports. 

Study: The Number Of Brand-Safety Incidents On Mobile Is Increasing

A report published by media verification company, DoubleVerify, revealed that brand-safety incidents almost tripled on mobile devices in the past year. 

Why it matters: Brand-safety incidents are especially concerning to marketers, as they are harmful to the consumers who see advertising among questionable content. 

“Brand safety is corrosive to a brand’s equity — with a lasting impact on consumer loyalty and likelihood to transact,” the report states.

The details: The researches discovered that besides the 194 percent global jump in brand-safety incidents, there was also a 120 percent increase in fraudulent apps for connected TV and mobile. 

Mobile app display and video both exceeded 70 percent viewability, surpassing the 56 percent rate for display ads on desktop and mobile web platforms. Also, video ad viewability in mobile apps is 73 percent, exceeding the 64 percent rate for desktop and the 56 percent rate for the mobile web, per the report. Wall Street Journal reported that Facebook is trying to restore its reputation by increasing ad spending. 

Twitter Updates “State-Backed” Information Operations Archive

Twitter shared some important updates to its comprehensive archive of Tweets and media associated with known state-backed information operations on the platform.

Why it matters: “By making this data open and accessible, we seek to empower researchers, journalists, governments, and members of the public to deepen their understanding of critical issues impacting the integrity of public conversation online, particularly around elections,” the blog post said. 

The details: According to Twitter, the company removed 4,779 accounts in Iran, 4 accounts originating from Russia, 130 accounts from Spain and 33 accounts from Venezuela, all of which were related to misinformation and manipulation.

The complete public archive of content and Tweets can be accessed here.

“Into Z Future” Study By Snap

Snapchat released a study called “Into Z Future: Understanding Gen Z, the Next Generation of ‘Super Creatives,'” conducted in partnership with JWT Intelligence at Wunderman Thompson in order to deeper understand the generation’s creativity levels. 

Why it matters: Creativity is very natural to Gen Z, who were born into the digital world, unlike their predecessors, which means marketers should work with Gen Z instead of for them.

Jeff Miller, global head of business marketing at Snap, told Adweek, “We give people the expectation, the means to always be creating. The creativity that we’ve seen develop around Gen Z has really manifested organically based on how they communicate with each other…it’s a very natural thing that they don’t have to go to an advertising school or develop a formal portfolio in terms of how they create—it’s something that’s intuitive to them.”

The details:   

  • 51 percent of Gen Z representatives say their generation is more creative than previous generations
  • 77 percent said they spend their free time offline engaging in at least one creative activity, like journaling and illustrating 
  • 48 percent said when spending their free time online, they engage in at least one creative activity, like making memes and editing photos 
  • 55 percent of respondents said they find social apps and internet a more creative space than what they experience
  • Snapchat was named the top app for Gen Z for creating videos or images, sharing videos or images they’ve created, communicating with friends, sharing moments throughout their day, posting what they’ve been doing with their day (text, images or video).

Snap Publishes Report On Global Trends Among Gen Zs

Another Snap report conducted with GlobalWebIndex analyzes global trends followed by Gen Z.

Why it matters: Gen Z are now at an age where they have purchasing power and influence the markets and it is important for marketers to understand their behavioral traits, interests and world perceptions.

The details:

  • Gen Z has a 97 percent smartphone penetration around the world
  • 78 percent of them says mobile is the most important device to get online. By the end of last year, Gen Z spent an average of four hours and 15 minutes per day on their mobile phones
  • 74 percent of Gen Z say they want to always strive to achieve more in life. 72 percent of Gen Z say they like to challenge and push themselves to be the best they can be in life
  • 65 percent of the respondents are very career oriented
  • 27 percent of Gen Z say they feel positive about the future of the environment, while only 22 percent of millennials feel the same way.

Unilever Raises Funds For An Influencer Platform

Unilever partnered with TVC Capital and raised $12 million to fund marketing software platform CreatorIQ, The Drum reports. 

Why it matters: Igor Vaks, founder and CEO at CreatorIQ said, “Brands are turning to influencer marketing because it drives results, but only enterprise-grade technologies can help them succeed at scale alongside older and more mature marketing channels.”

The details: CreatorIQ, specializes in managing and optimizing campaigns for Disney, Airbnb and Mattel. And the money raised by Unilever will be used to grow AI-enabled software and expand the Enterprise Creator Cloud to ensure brand safety.

Vasiliki Petrou, executive vice president and group CEO at Unilever Prestige said, “CreatorIQ is proactively developing solutions that empower Unilever to continue to set global measurement standards for the influencer marketing industry. Their platform enhances the quality and integrity of our brands’ campaigns by safeguarding against follower fraud and brand safety issues.”

Facebook Shares Watch Updates

Facebook shared a blog post, highlighting a few changes that Watch recently underwent.

Why it matters: According to Facebook, “Facebook Watch is built on the notion that watching videos can help you connect more deeply with people, instead of being a passive or solitary experience. You have virtually unlimited ways — comments, shares, reactions, polls, Groups, messages, Watch Parties, and more — to connect with people around the videos you love.”

The details: Per the company, since the launch of Watch in 2018, more than 720 million people monthly and 140 million people daily come to “Watch” for at least one minute and an average of 26 minutes is spent by the visitors every day.

Watch has an ad-supported ecosystem with ad breaks already available in 40 countries. Today, Facebook launched ad breaks in Canada and in the next few weeks, the support for five more languages will be added.

Also, the number of Pages actively using ad breaks has more than tripled since the launch. The number of Pages earning over $1,000 in payouts per month has increased by more than 8X, and the number of Pages earning over $10,000 in payouts per month has increased by more than 3X.

Facebook’s New “Moments That Bring People Closer Together” Report 

Facebook’s new report revolves around the idea that people are now engaging on social media around different events and celebrations or “moments,” and marketers can no longer solely rely on regular calendars when planning their social media initiatives.

Why it matters: Because social media users now have the ability to share and discuss the events that are important to them across multiple platforms, they expect their communication with brands to be similar–more personalized and flowing.

The details: The report focuses on three different categories: “Once-A-Day Moments” (an aesthetically beautiful breakfast falls under this category), “Once-A-Year Moments” (major holidays, festivals and cultural happenings) and “Once-In-A-Lifetime Moments” (engagements, weddings and new babies).

Specifically for marketers, Facebook provides detailed notes for each “moments” category. 

  • Embrace the familiar
  • Think community first 
  • Be where your audience is 

“Once-a-day moments are regular and predictable—and what everyone can relate to. Understanding everyday signals allows marketers to reach people at their category entry points, when association switches to usage, throughout the day. By combining moments-based insights for inspiration and knowledge of the customer journey, a brand can step in as a resource or with a bespoke offer before people decide.”

Instagram’s Chief Adam Mosseri: Instagram-Facebook Breakup Is “A Terrible Idea”

Adam Mosseri spoke at the Code Conference in Scottsdale, Arizona, and said that breaking up Facebook would mean less content moderation for Instagram, Vox reported.

Why it matters: According to Mosseri, more people work at Facebook on integrity issues than the total number of people who work at Instagram. Breaking off from its parent company would deprive Instagram of that expertise.

The details: “Personally, if we split it off, it might make a lot of my life easier, and it would probably be beneficial for me as an individual. But I just think it’s a terrible idea. If you’re trying to solve election integrity, if you’re trying to approach content issues like hate speech, and you split us off, it would just make it exponentially more difficult — particularly for us at Instagram — to keep us safe,” Mosseri said.

YouTube Pitches Its Influencer Platform To Marketers

YouTube is pitching its influencer platform FameBit to marketers.

Why it matters: FameBit‘s platform allows brands to post products and YouTube content creators produce content promoting the products for a negotiable fee.

The details: What sets FameBit apart from other influencer platforms is that it is not subscription-based. It is free to sign-up, but the company receives 10 percent of the transaction fees between brands and creators.

Twitter Is Officially Testing “Hide Replies” In Canada 

Reverse engineering expert Jane Manchun Wong shared an update about Twitter’s new “Hide Replies” feature. 

Why it matters: “Hide Replies” feature will give the users more control over their Twitter experience. It could help extinguish trend-jackers and spammers.

The details: Twitter users in Canada can now test the feature. The hidden tweets will be still visible to the users but removed from the general timeline, which will clean the tweet streams from junk and make them more engaging.

Nike Leads On Social Before Women’s World Cup Opening

Mobile Marketer reported that Nike led social media mentions in the lead-up to the FIFA Women’s World Cup.

Why it matters: Talkwalker, an analytics firm, observed about 912,000 social interactions and engagement of 10.8 million in the month before the opening of the FIFA Women’s World Cup. And over 16,300 posts referred to Nike.

The details: The post with the most engagement in the month before the tournament featured the French men’s and women’s national teams dining together for the first time during a special training session. This post saw 577,000 views on Instagram.

Other top brand mentions per Talkwalker, included Qatar Airways, Visa, Adidas, Coca-Cola and Hyundai/Kia, most of which took place on Twitter.

Instagram’s New “Karaoke” Feature

Instagram rolled out a new feature that lets the users display lyrics on video Story synced to a soundtrack they’ve added with the Music sticker. 

Why it matters: Lead by TikTok, music drives enormous engagement and with the new feature, Instagram looks at competing with TikTok.

The details: “Music can be a big part of expression on Instagram – between adding music to Stories, connecting with artists, sending song recs back-and-forth, there are lots of ways to connect with music on IG. Now, we’re building on our music features and introducing the ability to add lyrics when you add a song to your story,” an Instagram spokesperson told TechCrunch.

Snapchat To Introduce Events Feature

Snapchat was spotted working on its own “Events” feature.

Why it matters: With the events feature, brands are able to advertise their happenings on the platform, similar to Facebook.

The details: The feature allows to assign events to specific locations, and most likely will be integrated with Snapchat’s Snap Map. Also, it is possible that the users will be able to see relevant events, including the events their friends are attending.

Inside Facebook’s Content Moderation Center In Spain

The Drum visited Facebook’s content moderation center in Barcelona and shed some light on the moderation process and the ways the social network is investing in AI to make its platform safer for both users and brands.

Why it matters: Facebook let select press inside the center and revealed, “how far it has to go in perfecting this policing, as well as a vision of how AI could help it separate the wheat from the chaff.”

The details: “Each day, hundreds of young people (a cursory scan of the room suggests few are over 30) flood into window-lined, clinical-white, open-plan offices where they will spend eight hours policing the murkiest parts of the internet. Beheadings, bestiality, stabbings, child pornography, racism, and sexual exploitation are just some of the things that could flicker across their screens, unbeknownst to the tourists who meander just a few meters below, sipping oversized cappuccinos and perusing linen sundresses,” The Drum reports.

The Barcelona moderation office, just like the moderation office in Berlin were opened in response to a spate of murders and suicides broadcast on Facebook Live in 2017.

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, June 14. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at editorial@alistdaily.com

Report: App Fraud Increases Alongside Mobile Consumption

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Mobile app brand safety violations have grown 194 percent YoY alongside of increased mobile users and corresponding ad budgets, according to DoubleVerify’s ‘Global Insights Report.’

The report measures key media quality and performance trends on brand safety, fraud, viewability and performance to assess how advertisers can adjust strategies to achieve an efficient return on investment (ROI) on digital investments.

DoubleVerify surveyed over 1,000 brands spanning 75 countries, including North America, Latina America, APAC, and EMEA, from May 2018 to April 2019.

Emerging channels and premium inventory were also hit as fraudulent incidents rose 120 percent for connected television (CTV) and mobile apps. Brand incident rates increased slightly from 6.2 percent in 2018 to 6.5 percent in 2019. Categories with the highest brand safety violations include entertainment followed by travel, finance, pharma, and auto.

Mobile app fraud increased by six percent while desktop fraud fell by seven percent. About half of the fraud occurring on mobile apps include ad impression fraud and invalid traffic practices like hidden ads, laundering, and misrepresentation.

“Viewability across devices continued a steady climb YoY, with overall display viewability at 58 percent (2018: 55 percent) and video viewability measured at 62 percent (2018: 59 percent). This positive trend is encouraging, but still falls short of both IAB standards and advertisers’ growing demand for 100 percent viewability,” the report states. “The bright spot is mobile app, where display and video viewability topped 70 percent in both formats.”

APAC saw the lowest overall fraud rates globally whereas brand safety incident rates in EMEA were the highest, with an increase of 17 percent within the first four months of 2019.

MasterClass Appoints Chief Marketing Officer

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This week’s executive shifts include MasterClass appointing the company’s first chief marketing officer, Pocket.watch hiring first CMO for Kids Media startup, WarnerMedia welcoming Molly Battin as chief corporate marketing and brand strategy officer, Natalia P. Franco joining McAlister’s Deli as a CMO, Campbell Soup Company promoting for the senior vice president of meals and beverages and City Barbeque appointing first CMO in history of the company.

MasterClass Names First Chief Marketing Officer

MasterClass named David Schriber as the company’s first chief marketing officer. Schriber comes to MasterClass after 14 years at Nike, most recently as VP, global brand experience, creative, and innovation. Before that, Schriber spent 12 years at Burton Snowboards as chief marketing officer and president.

“We’re four years in and MasterClass continues to grow,” said CEO David Rogier said in a statement. “David is the right person to help take the MasterClass brand to the next level. A proven leader and marketing visionary, his passion for the brand will help us drive awareness and bring even more value to our subscribers. We’re thrilled he said yes.”

“MasterClass shouldn’t be a secret,” said Schriber. “I’m excited for the opportunity to work with brilliant visionaries and to accelerate MasterClass’ growth as we continue to pioneer a new category of learning.”

Hourglass Cosmetics Appoints CMO

Charlotte Watson has been appointed chief marketing officer of Hourglass Cosmetics. Watson joins the Unilever-owned company after spending the last five years at Pandora, most recently as vice president of marketing, North America. Watson also had stints at Michael Kors and Louis Vuitton.

Pocket.watch’s First Chief Marketing Officer

The studio and digital network behind Nickelodeon, Pocket.watch, hired Kerry Tucker as the studio’s first chief marketing officer for Kids Media startup.

In this role, she will manage the company’s content and consumer products marketing strategy, lead brand positioning, as well as oversee PR and corporate communications. 

Tucker was previously CEO of Reese Witherspoon’s media company, Hello Sunshine, chief operating officer of the Video Genome Project, EVP of marketing at Victoria’s Secret and SVP of marketing, media and merchandising at Martha Stewart Living.

Pocket.watch founder and CEO Chris M. Williams said about Tucker, “Kerry has a proven track record as a dynamic, strategic, and innovative leader at both Fortune 500 companies and startups. Her experience working with some of the most iconic brands in the world, including Martha Stewart, Victoria’s Secret, and CBS Corporation, will be invaluable during our next stage of growth.”

Molly Battin Joins WarnerMedia

Molly Battin was announced chief corporate marketing and brand strategy officer at WarnerMedia.

“Molly is a brilliant marketing strategist with a proven track record for creating and evolving global brands. I look forward to working closely with her as we develop a comprehensive corporate identity for WarnerMedia,” said Keith Cocozza, executive vice president, corporate marketing and communications at WarnerMedia, to whom Battin will be reporting. 

As the company’s chief corporate marketing and brand strategy officer, Battin will be in charge of coordinating portfolio marketing, agency management, cross promotion planning, media production and presentation services.

She also has many years of marketing experience under her belt. In 2000, Battin joined Turner Broadcasting and since then, held several executive roles, most recently the role of executive vice president and global chief communications and corporate marketing officer.

McAlister’s Deli Welcomes New Chief Marketing Officer

Natalia P. Franco will join McAlister’s Deli as chief marketing officer. Previously, Franco was chief brand and strategy officer at California Pizza Kitchen and launched her own brand marketing consulting group, BrandMark Global LLC.

In her new role, Franco will lead, develop and execute marketing strategies and programs.

Joe Guith, president of McAlister’s Deli said in a statement, “Natalia’s experience leading iconic brands to exceptional growth will be instrumental as we continue to push the envelope on menu innovation, amplify digital marketing strategies and leverage the strengths of this great brand. Her leadership in this newly created role of CMO will help propel the brand forward, and we are looking forward to the positive impact she will have on the brand.”

Campbell Soup Company Promotes Chris Foley To Meals And Beverages President

Chris Foley has been promoted to the role of Campbell meals and beverages senior vice president at Campbell Soup Company.

Foley has been with the company for over 20 years, most recently, holding a position as chief marketing officer, Campbell snacks. He also previously served as a CMO of Pepperidge Farm.

In his new position, Foley will report to Mark Clouse, Campbell’s president and CEO, and manage the $4.3 billion meals and beverages division, including the company’s U.S. soup, simple meals and shelf-stable beverages portfolio.

“Chris is a terrific leader who brings the right mix of general management, marketing expertise and knowledge of Campbell to the critical role of leading our meals & beverages division.” Clouse said in a statement, “Based on his success at Pepperidge Farm and his key role in the integration of Campbell Snacks, I am confident Chris is the right person to increase innovation, step up our marketing and build consumer relevance for our Meals & Beverages brands.”

Check out our careers section for executive job openings and to post your own staffing needs.

Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, June 14. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.

Job Vacancies 

Chief Marketing OfficerStila CosmeticsNew York, NY
Vice President, Film MarketingWarner Bros.Burbank, CA
Chief Marketing OfficerThirdLoveSan Francisco, CA
SVP, Chief Marketing Officer
Hearst MagazinesNew York, NY
Vice President of Marketingsbe Entertainment GroupLos Angeles, CA
Vice President of MarketingBelkinPlaya Vista, CA

Make sure to check back for updates on our Careers page.

How To Spend A Day In Cannes

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Bon voyage, busy marketers, rushing to Cannes Lions 2019. But before you hop on that plane, we help you cross one more thing off your heavy to-do list and give you a 24-hour itinerary, outlining the best Cannes ville has to offer.

AList takes you all around town (and beyond) for an unforgettable experience on the French Riviera and can assure you, there will be no shortage of adventure.

09:00 – 9:30

Enjoy a cup of cappuccino and a chocolate croissant at café La Californie. Pick a spot inside the old brick building or a street-adjacent patio seat.

10:00 – 12:00

Partake in Cannes’ retail offerings. We recommend checking out French pharmacies for beauty products and Clergerie for a pair of beach-appropriate shoes.

12:00 – 13:00

As the day heats up, you’ll want to cool off. We recommend renting a scooter at Yourent Cannes and zipping through the picturesque Sainte Agnes.

13:00 – 14:00

Time to eat again. Pick up a fresh baguette (from any grocer) and some cheese from local fromagerie Ceneri Cannes. Find some shade at one of the sea-view terraces and pair the meal with some infamous Provence rosé. But don’t drink too much, you have a lot to do.

14:00 – 16:00

The heat is on. Get your hands messy with ice-cream from Gelato Junkie. Jump in the sea afterward to cool off and clean off. Then, very importantly, take a much-needed nap because you’ll need it for the long night ahead.

16:00 – 18:00

Make sure to set your alarm to catch the golden hour. The light splays perfectly for all your Instagram needs. Head to the oldest part of the city, Le Suquet, to see candy-colored houses juxtaposed with gothic-style architecture.

19:00 – 21:00

Visit Le Troquet À Soupes for dinner. We recommend getting some raclette and the tartare charolais au couteau. You might even catch some local chanson.

21:00 – 23:00

All nights in Cannes start (or end?) at 72 Croisette, also known as “the Gutter Bar.” You’ll know the place by its neon-lit ‘72’ sign that faces the street corner—guests will spill out onto that same street as the night goes on.

23:00 – 24:00

For an upscale cocktail hit garage-turned-bar Le Tube.

24:00 – 3:00

Time to dance. Head to newly-opened Gotha Club on the edge of Pointe Croissette and bathe in the neon light while dancing the night away.

We thought this printable map might come in handy, too.

AList shares 24 HRS in Cannes

Burger King Partners With Netflix, Coca-Cola For ‘Stranger Things’ Promo

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Burger King released a video spot resembling the title sequence of Netflix’s Stranger Things that shows the original red neon letters arranging themselves to spell “Upside Down WHOPPER.”

The 60-second spot promotes the chain’s new Stranger Things-inspired WHOPPER and packaging ahead of the show’s third season—in partnership with Netflix and Coca-Cola. The spot concludes with a call-to-action (CTA) to fans for a chance to win prizes. Guests who buy a Coca-Cola can scan the icon with the Burger King app to be among over 100,00 daily winners who receive branded merchandise, food, cash, airline tickets, and “a Stranger Things VIP Experience.”

Published to Burger King’s YouTube, the video spot description reads: “Pro tip: you can’t get eaten by something in the upside down if you’ve already eaten the upside down whopper.”

Starting on June 21, select Burger King restaurants in the US will serve the Upside WHOPPER—in branded Netflix and Coke packaging—which is the original WHOPPER made of the same ingredients but served upside down.

The three-brand partnership comes after Coca-Cola announced its New Coke campaign, an attempt to revive a recipe the brand launched and had to pull due to customer backlash. To announce the beverage’s limited-time return, Coca-Cola released a nostalgia-driven marketing video spot, set in 1985, featuring Stranger Things actors and the show’s theme song.

This year, Lego also played on the Stranger Things “upside down” theme when it released a brick play set that flips things upside down and consists of the show’s Byers family character figurines.

The Upside Down—which refers to an alternate dimension first mentioned in season one, episode eight of Stranger Things—was the catalyst to the invasion of the show’s setting of Hawkins, Indiana.

Cannes Lions Behind-The-Scenes: PJ Pereira, Social And Influencer Jury President

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Meet PJ Pereira–a creative chairman and founder at Pereira & O’Dell and a jury president, Social and Influencer Lions at Cannes Lions 2019.

Pereira brings over six years of experience judging at Cannes to the table and he offered AList a great chance to learn more about his career as a creative director, the process of judging young festival categories and his book A Cannes Lions Jury Presents: The Art of Branded Entertainment.

Can you take me through your experience on Cannes Lions juries and as a jury president?

This is my sixth time judging at Cannes and third time as a president. My first time judging was Cyber, a long time ago. Then, I was [jury] president of Entertainment two years ago, I judged Titanium last year, and I’m the president of Social & Influencer Lions this year.

When you were president of Entertainment in 2017, you actually published a book of essays from that experience.

Yes. What happened there is that Entertainment is such a young category. It’s reminiscent of Cyber and other things that Cannes Lions have been doing. When we finished, we looked at the work that we picked and felt like it was the best work and a great representation of the state of the world.

But, there was a lot of the discussion and [we felt] the richness of those discussions would be lost [if we didn’t write them down]. We said, let’s try to put it together in a book, I organized chapters with the jury. I put it together for like six or seven months and came up with that. It was another first, right, the first book written by a jury. It was pretty successful, for a couple of months, it was the number one best selling book on Amazon in the media category.

How does your professional experience inform the judging process?

I think the life of a creative director, in a certain way, is similar. What I have to do here at the agency a lot of times is come and talk to people about ideas and if I liked them or not. You creatively direct mostly with your taste and your impression of the world. And you bring that to the jury.

One thing is to go in there to be a judge. When you go there as the president, there’s an extra responsibility of helping people figure out exactly what they are feeling. Not just have your opinion about things. But help the group get to the best conclusion that they can because the winners are going to be seen as a reference point for the next seven months to the following year. There’s something very unique about Cannes Lions and how the discussions happen. The recommendation that I always give to the jury is that “we need to leave our opinions behind because that’s the one festival where we are not there to teach the world what we think that category should be. We are here to learn on behalf of the world what it’s becoming.

As jury president, how do you deal with the debate and decision-making?

Half of the jury will be social media people who have never put a foot in an agency, the other half will be advertising people that have never worked in the social media world. When put together, we can either go to war with each other and try to prove a point, to try to define that our point of view is better than the other. Or, join forces and say “Okay, we have two very different perspectives and let’s see what really stands out for both [of us]” and be open to being checked to really pick the best work of the year. My recommendation is going to be to keep their hearts and minds open, and it all starts with leaving our opinions at the door.

I think that if you have to handle a debate that’s already a problem. Ideally, it all comes to setting up the mood in the beginning, so everyone is there with a positive mindset. If we focus this discussion on the reason why people should love something and not the reason why you should hate something, then the selection becomes the highest note.