Trend Set: Emily Zugay’s Brand Redesigns, Fortnite x Balenciaga

Ayzenberg junior strategist Ashley Otah surfaces the latest trends at play in the world of culture and entertainment.


Crypto

Tipping on Twitter just took a turn. Twitter has announced a new feature for its platform which allows Bitcoin payments through Strike, a crypto wallet app. This cements the company as the first mainstream social platform to roll out crypto features for its users. Most recently, China declares bitcoin illegal.


Merch Madness

Colossal collaborations and drops are happening left and right. From Balenciaga x Fortnite, Swedish House Mafia x IKEA, and A&W’s Cheddar Weather, brands are cashing in on limited capsule drops that keep the people coming back for more.


Streaming

The race to the top streaming spot. Amazon has launched Prime Video Channels in India as they look to expand in the market. While Netflix rolls out free plans in Kenya on Android smartphones, Disney+ brings back a limited capacity of its seven-day free trial.


TikTok

TikToker Emily Zugay is teaching brands design 101. After uploading a now-viral video showcasing her rebranding skills, Adobe, Detroit Lions, Nascar and more are knocking at her door. While the people love it, they want brands to step up and pay for the promo.


Investing

Money matters. MagnifyMoney found that nearly six in ten investors aged 40 or younger are members of investment communities and forums, and nearly half turned to social platforms for research. Social media is becoming a sounding board for the next generation of investors in this modern trading world.

Progressive Insurance Appoints Remi Kent Chief Marketing Officer

This week in leadership updates, Progressive names Remi Kent chief marketing officer, Samba TV appoints Meredith Brace chief marketing officer, Xerox elevates Deena LaMarque Piquion to chief marketing officer, Barclays US Consumer Bank taps Lili Tomovich as chief marketing officer and more.


Progressive Insurance Hires Remi Kent As Chief Marketing Officer

Progressive Insurance has named Remi Kent chief marketing officer. Kent joins from 3M, where she spent the past eight years, most recently as senior vice president, global chief marketing officer.

Prior to 3M, Kent spent 13 years at Procter & Gamble where she led marketing for businesses across North America, Asia and Western Europe.


Xerox Promotes Deena LaMarque Piquion To Chief Marketing Officer

Xerox has elevated Deena LaMarque Piquion, senior vice president and general manager of Xerox’s Latin America operations, to chief marketing officer.

Prior to Xerox, Piquion spent nearly 20 years at Tech Data, most recently as vice president and general manager of the company’s Latin America and Caribbean operations.


Barclays US Consumer Bank Appoints Lili Tomovich Chief Marketing Officer

Barclays US Consumer Bank has named Lili Tomovich chief marketing officer.

Tomovich joins Barclays from Grove Collaborative, where she served as chief marketing officer. Previously, Tomovich was the chief experience and marketing officer for MGM Resorts International.


Bank Of America Plans To Ditch Its Chief Marketing Officer Role

Following the retirement of its chief marketing officer Meredith Verdone later this year, Bank of America will axe its chief marketing officer role

According to Business Insider, Bank of America’s head of digital David Tyrie will oversee marketing operations when the shift occurs. With this shift, Bank of America’s 1,400-person marketing team will also be integrated into Tyrie’s digital team.

As Tryie told Insider Intelligence, “Digital has become the centerpiece of the relationship with our customers.”


SiriusXM Announces New Senior Marketing Executives

SiriusXM has added new executives to its marketing team. First up, Jasmin Chanana has been named senior vice president, digital and customer experience. Chanana joins from EY, where he served as managing director, digital.

In addition, Kimberly Wilson has been appointed senior vice president, brand and advertising. Wilson previously served as vice president, multiplatform marketing for Disney.


Samba TV Taps Meredith Brace As Chief Marketing Officer

Samba TV has hired Meredith Brace as its first chief marketing officer in 21 months.

Brace joins Samba TV from Fox, where she most recently served as executive vice president, brand marketing and category sales.

Samba’s chief marketing officer role has been vacant since Randi Barshack exited in December 2019. Since then, head of marketing Jim Tarr assumed the role.

Facebook And Ray-Ban Take Their Shot At Smart Glasses

Amid a push to defend its image and in light of company documents showing awareness that Instagram is harmful to teen girls, Facebook has debuted Ray-Ban Stories, its first generation of smart glasses and the first launch from its multi-year partnership with EssilorLuxottica, which was inked in September 2020.

Paired with the Facebook View app, the wearable tech has built-in open-ear audio speakers and a three-microphone audio array to enable voice calls and music listening akin to an experience you’d expect from dedicated headphones, plus two integrated 5MP cameras that let wearers capture, save and share photos and up to 30-second videos to social media apps on their phone.

Ray-Ban Stories—which start at $299 and are available in 20 style combinations and five colors in select retail stores in the US and abroad—mark Facebook’s next step to developing augmented reality (AR) glasses, which the company confirmed in 2018 it’s building.

The internet’s reaction to Ray-Ban Stories has so far has been mixed. Some users believe the glasses have ushered in the next era of AR and virtual reality (VR), while others believe they’re wrong in every way, expressing concerns around privacy and personal data. And given the deluge of privacy hiccups Facebook has run into, there’s a lot to unpack here.

Facebook says it “baked privacy directly into Ray-Ban’s design and functionality,” adding that the glasses include a hardwired capture LED in the camera that shines a white light as a means to notify people nearby while snapping photos or videos.

European regulators deem the light an inadequate mechanism, with Facebook’s lead EU data protection regulator calling on the tech giant to “confirm and demonstrate that the LED indicator light is effective for its purpose and to run an information campaign to alert the public as to how this new consumer product may give rise to less obvious recording of their images,” according to TechCrunch.

Facebook published a set of guidelines for wearing the smart glasses responsibly, such as powering off the glasses in public bathrooms and not tampering with the LED light, but some are concerned they still pose a big opportunity for them to be used nefariously. One Twitter user responded to Facebook’s announcement by tweeting:

“Can these record other people without them knowing and their consent? Seems a massive invasion of privacy disaster waiting to happen. But then again, it’s @Facebook. Since when do they care about privacy”

Other privacy-centric features include the ability to determine personal preferences for importing photos and videos and when and where you share content with the glasses. Facebook says photos and videos are encrypted on the Ray-Ban Stories, which can only be paired with one Facebook account at a time. That means if you lose your glasses and someone tries pairing them with a new phone and account, any data and media left on the glasses would be automatically deleted.

There still remain qualms about personal data breaches, with one Twitter user saying

“Is there a conversation going on about the threat these cameras pose to passwords? I can’t help but think about how easy a casual glance at the person next to you on the train’s phone as they look at their bank account gives you record of their most sensitive information…”

Facebook says that Ray-Ban Stories only collect data needed to make the glasses work and function, like the battery status, your email address and password for your Facebook login to verify it’s really you when you log into the Facebook View app, as well as your WiFi connectivity. Users can opt-in to share additional data — including things like the number of images you captured or how long you spend taking videos — with Facebook for product development, improvement and personalization. In addition, the use of Facebook Assistant for voice command-powered capture is optional via Settings.

It’s too early to tell if Ray-Ban Stories will be viewed as an ahead-of-its-time product, but it’s undeniable that people aren’t fully comfortable with camera glasses. Case in point: Earlier predecessors have already tried and failed with wearable tech—users expressed privacy concerns over Google Glass’ built-in camera and just 0.08 percent of Snapchat’s users bought its camera sunglasses Spectacles.  

On that note, one Twitter user pointed out the lack of Facebook’s innovation, saying: “@Snapchat already did this no one needs this. Okay you added speakers…”

As of now, Ray-Ban Stories smart glasses and the Facebook View app are ad-free, but given advertising revenue continues to be the bulk of the company’s income—ad revenue surged 56 percent to $28.6 billion in Q2—it would come as no surprise if that changed down the road. Until then, the smart glasses will provide brands a transformative approach to the way they capture content, specifically the ability to put viewers in the driver’s seat via an immersive, first-person experience.

As Facebook notes:

“We designed media capture to stand up to a lot of movement—from your head swiveling to take in a scene to the speed of capture from your skateboard. Optimizations from our computational photography work include HDR and Low Light Fusion, Video Stabilization, and Denoising. We also applied machine learning-enhanced tone rendering to enhance photos and videos, so they feel as authentic as the moment itself.”

Ray-Ban Stories are just the start. Facebook says there’s more in store for the future and that wearers can expect regular software updates meant to improve the experience.

Trend Set: Week Of September 13th, 2021

Ayzenberg junior strategist Ashley Otah surfaces the latest trends at play in the world of culture and entertainment.


AR

AR meets IRL in this partnership activation at a Houston Texans game. The “hot wheels” inspired promotion presented by Kroger is part of The Famous Group’s in-stadium fan experiences.


Complex

What are the most important things for a brand to do in order to be influential within youth culture? Participants say being transparent, taking a stance on social issues, and hiring and involving more diverse employees at all levels.

(They also dubbed Travis Scott, Lebron James and Kanye West as the most influential people in youth culture). Read Complex’s Future of Influence report here.


Heinz

Simple, sleek and extremely unique. Heinz and Wieden+Kennedy NY launch the packet roller to ensure no drop of condiment gets wasted.


Lil Nas X

The marketer of the moment is none other than Lil Nas X. He gave birth to his debut project ‘Montero” with a whirlwind of a rollout. From visuals, social impact, and a nostalgic feeling many have been missing, Lil Nas didn’t skip a beat.


Pay Transparency

The people want their pay. Long past pay discrimination, new laws in states like Colorado, Connecticut, Maryland, and Rhode Island, are requiring “pay transparency” from employers.

Jollibee Has Entered The Chicken Sandwich Wars With New Campaign

With 52 stores in the United States, Philippines-based fast-food chicken chain Jollibee is launching a campaign to promote their chicken sandwich by lampooning daytime TV lawyer ads.

Amid the chicken sandwich war between Popeyes, KFC, Chick-fil-A and other regional chains, Jollibee hopes to stake a claim with its Chickenwich.

Do lackluster chicken sandwiches kill your (chicken) joy? Time to call Jollibee’s Chris P. Poultry, chicken sandwich attorney-at-law.

“Has your chicken sandwich been too dry, too bland or just plain joyless? Then you need a powerful chicken sandwich lawyer. Call me, Chris P. Poultry, chicken sandwich attorney-at-law. I’ll fight to make sure you get the chicken sandwich you deserve,” says Chris P. Poultry in the new spot. The spot looks straight out of the ’80s with an almost vaseline-like soft focus.

Alongside the ads, Jollibee also launched a microsite to give away free Jollibee Chickenwiches in exchange for consumer’s contact info. Chris P. Poultry even has a Twitter account to fight against chicken sandwich injustice.

Earlier in the year, Jollibee brought on David & Goliath as their agency of record with an announcement alongside a musical spot. The spot had clearly set the tone for Jollibee’s marketing messaging going forward, and Chris P. Poultry is only a step further into the absurd for the chicken chain. 

 

Kim Freer Named CMO Of Wetzel’s Pretzels, Bank Of America Cuts CMO Role

This week in marketing leadership updates, QSR marketing veteran Kim Freer heads to Wetzel’s Pretzels as the legacy pretzel company remakes its image and Bank of America plans to merge its marketing team with digital.


Kim Freer Appointed As CMO Of Wetzel’s Pretzels

Coming from past posts at Subway, Blaze Pizza and most recently, Yoshinoya, Wetzel’s Pretzels is getting a new CMO. Kim Freer is taking her QSR marketing experience to the brand as it continues its expansion efforts beyond the iconic mall stalls it is most known for into well-treaded tourist areas.


Bank Of America Is Getting Rid Of Its CMO Role

Current CMO for Bank of America, Meredith Verdone announced via Twitter that she will be leaving Bank of America this year. The company is making no plans to rehire for the position and is instead planning to merge Verdone’s 1,400-person marketing team with Chief Digital Officer David Tyrie’s team.


MetLife Brings Aboard Michael Roberts As CMO

Coming from The Vanguard Group where he served as CMO, Roberts takes on a new post at MetLife where he’ll be leveraging his direct-to-consumer experience for the legacy insurance brand.


SEMrush Brings In Veteran B2B CMO

On the heels of SEMrush’s IPO earlier this year, the SaaS company is bringing in B2B veteran Andrew Warden as CMO. 

“Semrush has built a strong brand and following, and I am eager to continue this path at a company with a vibrant culture, product, and with first-class marketers,” said Warden in the press release.

McDonald’s Names Tariq Hassan Chief Marketing Officer

This week in leadership updates, McDonald’s names Tariq Hassan chief marketing and digital customer experience for US operations, Petco replaces Hassan with Katie Nauman as chief marketing officer, Dollar Shave Club appoints Kerry Sullivan chief marketing officer, Buick-GMC marketing veteran Phil Brook retires and more.


McDonald’s Taps Tariq Hassan As Chief Marketing Officer

Following a three-year stint as Petco’s chief marketing officer, Tariq Hassan has been named McDonald’s chief marketing and digital customer experience officer for US operations.

Prior to Petco, Hassan held leadership roles at Bank of America and HP, respectively.


Petco Elevates Katie Nauman To Chief Marketing Officer

After Tariq Hassan’s departure from his post as Petco’s chief marketing officer, the company has promoted Katie Nauman, vice president of integrated marketing, to fill his shoes.

Nauman, who’s been with Petco since last spring, joined from HP, where she more recently served as head of global marketing, Z by HP.


National CineMedia Taps Amy Tunick As First-Ever Chief Marketing Officer

National CineMedia has appointed Amy Tunick the newly created role of senior vice president, chief marketing officer.

Tunick joins National CineMedia from WWE, where she was senior vice president of the company’s talent management division, which she helped build.


Dollar Shave Club Names Kerry Sullivan Chief Marketing Officer

Dollar Shave Club has tapped Johnson & Johnson-owned Neutrogena veteran Kerry Sullivan as chief marketing officer, reports Adweek.

Sullivan succeeds Kristin Harrer, who served as Dollar Shave Club’s chief marketing officer for about two years before becoming global chief marketing officer of Vans.


Nickelodeon Appoints Sabrina Caluori Senior Vice President, Brand And Content Strategy

Nickelodeon has named HBO veteran Sabrina Caluori senior vice president, brand and content marketing.

Previously, Caluori spent over a decade leading digital media and marketing at HBO.


Weight Watchers Chief Brand Officer Gail Tifford To Exit

Weight Watchers chief brand officer Gail Tifford is stepping down to focus on a serious family health matter, according to a press release.

Tifford’s role won’t be replaced but the company’s senior vice president of global brand marketing, Cindy Gustafson, has been named chief marketing officer.


Buick-GMC Marketing Veteran Phil Brook Retires

Phil Brook, vice president of marketing at Buick and GMC, has retired after 17 years with the company.

Brook is credited with helping expand the Denali sub-brand and launch the AT4-sub-brand, in addition to overhauling the company’s marketing department to attract female buyers.

General Motors has named Brook’s replacement—Molly Peck, who most recently served as head of marketing for SAIC-GM in China.


Wella Hires Hugh Dineen As Chief Marketing Officer, Global Brand President

Wella has named Hugh Dineen as global chief marketing officer and president of global brands, according to Campaign.

Dineen joins Wella from MetLife, where he served as chief marketing officer. Previously, he’s held leadership roles at Avon and Johnson & Johnson.

McDonald’s Appoints Morgan Flatley Global Chief Marketing Officer

This week in leadership updates, McDonald’s appoints Morgan Flatley as global chief marketing officer as Alistair Macrow steps down, Travel Nevada names Mikalee Byerman as chief marketing officer, Automation Anywhere taps Anna Rosenman as chief marketing officer, USClaims hires Haven Brady as chief marketing officer and more.


McDonald’s Elevates Morgan Flatley To Global Chief Marketing Officer

McDonald’s has named Morgan Flatley global chief marketing officer after Alistair Macrow, the company’s former global chief marketing officer, assumes the role of chief executive of the UK and Ireland division.

McDonald’s has also hired Tariq Hassan to fill Flatley’s shoes as chief marketing and digital customer experience officer for McDonald’s US.


Travel Nevada Scouts Mikalee Byerman As Chief Marketing Officer

Travel Nevada has appointed Mikalee Byerman as chief marketing officer.

Byerman joins Travel Nevada from Estipona Group, where she was vice president of strategy.


Automation Anywhere Taps Anna Rosenman As Chief Marketing Officer

Automation Anywhere has hired Anna Rosenman as chief marketing officer.

Prior, Rosenman served as Salesforce’s senior vice president of marketing.


USClaims Enlists Haven Brady As Chief Marketing Officer

USClaims has hired Haven Brady as chief marketing officer.

Brady was previously the head of digital marketing and customer acquisition for MDVIP.


RumbleOn Appoints Matthew McCartin As Chief Marketing Officer

RumbleOn has named Matthew McCartin as chief marketing officer

McCartin has held several marketing leadership roles including his most recent as Expedia Ventures – Vitalize Fitness’ brand president and chief marketing officer of digital content and ecommerce.

MLB Appoints Karin Timpone As Executive Vice President, Chief Marketing Officer

This week in leadership updates, Major League Baseball appoints Karin Timpone as chief marketing officer, Reddit names Jonathan Flesher as vice president of business development, Virgin Media O2 taps Simon Groves as director of brand and marketing, LinkedIn hires Minjae Ormes as vice president of global brand and consumer marketing and more.


Major League Baseball Names Karin Timpone Executive Vice President, Chief Marketing Officer

MLB has recruited Karin Timpone as executive vice president, chief marketing officer, according to the organization’s press release.

Timpone is MLB’s first chief marketing officer since 2016 when former chief marketing officer Jacqueline Parkes exited to join ViacomCBS.

Timpone enters the new role after having held senior positions at Marriott, the Walt Disney Co., Yahoo and Universal Studios. She also serves on the board of Atlas Obscura as an independent director.


Reddit Appoints Jonathan Flesher As Vice President Of Business Development

Reddit has scouted Jonathan Flesher for its vice president of business development role.

Flesher was previously the head of business development at Discord.


Virgin Media O2 Hires Simon Groves As Director Of Brand And Marketing

Virgin Media O2 has brought in Simon Groves as its first director of brand and marketing.

Previously, Groves held similar positions at O2 (Telefónica UK) and Tesco Mobile.


LinkedIn Recruits Minjae Ormes As Vice President Of Brand And Consumer Marketing

LinkedIn has brought on Minjae Ormes as VP of brand and consumer marketing.

Ormes has held several marketing leadership positions at Visible, YouTube, and Ogilvy Public Relations Worldwide.


TikTok Appoints Serena Leith As Australia And New Zealand Global Marketing Director

TikTok has hired Serena Leith as global marketing director Australia and New Zealand.

Leith entered into the new role in March after having held several marketing leadership roles at Spotify, Universal Music Group, and Warner Music Australia.


Wingstop Transfers Stevie Benjamin To Senior Vice President Of Digital Marketing

Wingstop has elevated Stevie Benjamin to the role of senior vice president of digital marketing as it restructures its technology leadership department.

Benjamin enters into the new arrangement after having served as Wingstop’s vice president of media.


Corel Corporation Employs Michelle Chiantera As Chief Marketing Officer

Corel has picked Michelle Chiantera as its new chief marketing officer.

Chiantera previously worked at Cisco for 20 years.


Potbelly Corporation Enlists David Daniels As Chief Marketing Officer

Potbelly has selected David Daniels as its chief marketing officer.

Daniels previously held the position of senior vice president of marketing at The Food Hall Co.


Bella Vita Organic Picks Akanksha Singhal As Vice President, Marketing And Brand

Bella Vita Organic has tapped Akanksha Singhal as its vice president of marketing and brand.

Singhal joins BVO after over 12 years as the chief operating officer and founder of AkkiDokie.

The Democratization Of Connection With Lunchclub’s Chelsea Cain Maclin

Chelsea Cain Maclin is the CMO of Lunchclub, where she leads the company’s marketing initiatives that drive brand awareness and user growth. Before joining Lunchclub, Chelsea served as the VP of Marketing for Bumble, where she has drawn inspiration for her role at Lunchclub.

On the show, Chelsea and I talk quite a bit about her background at Bumble and what she is trying to help Lunchclub achieve. Chelsea believes they can leverage technology to unlock human potential opportunities and connections that never would have happened without it. “When you’re using AI, it’s like sorting through the haystack and finding the needle way faster than humanly possible.” 

How do AI, the disintermediation of friends, and marketing all connect? Find out on this episode.


In this episode, you’ll learn:

  • How to harness your networks and connections
  • How dating principles can inform your networking
  • Integrating the disintermediation of friends in marketing

Key Highlights:

  • [01:36] Chickens and art therapy
  • [03:27] Chelsea’s path to Lunchclub
  • [05:37] What is Lunchclub?
  • [08:30] The attraction to Lunchclub
  • [12:15] The disintermediation of friends
  • [15:45] In-person and virtual networking
  • [20:05] The perfect marketing mix
  • [23:06] An experience that defines Chelsea makes who she is today
  • [25:26] Chelsea’s advice for her younger self
  • [26:35] What marketers should learn more about
  • [28:06] The brands and organizations Chelsea follows
  • [29:15] The biggest threat and opportunity for marketers today

Resources Mentioned: 

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.