Tim Hortons Names New Chief Marketing Officer

This week in B2C marketing leadership announcements, Canadian fast food restaurant chain Tim Hortons names a new CMO, Lululemon picks Nikki Neuberger as chief brand officer, Marisa Thalberg is tapped by Lowe’s as chief brand and marketing officer, Mars Food announces former PepsiCo’s marketing exec as the company’s global chief marketing, research and development officer and British Airways’ Abigail Comber joins Debenhams.

Hope Bagozzi Joins Tim Hortons As New Chief Marketing Officer

Tim Hortons’ regional president announced that Hope Bagozzi will be joining the fast food restaurant’s marketing leadership team as CMO. The appointment brings her 15-year career with McDonald’s Canada, where she led the national marketing team, to a conclusion.

“This is an incredible opportunity to lead marketing for Canada’s most iconic brand,” said Bagozzi.

Nikki Neuberger Joins Lululemon As First Chief Brand Officer

Retail Dive reports that Nike brand veteran Nikki Neuberger will be joining Lululemon as their first chief brand officer. 

Neuberger’s career includes nearly 15 years at Nike, during which time she spent 4 years as VP of global brand marketing for Nike Running. She most recently served as global head of marketing for Uber Eats.

Ex-Taco Bell Global Chief Marketer Joins Lowe’s

Marisa Thalberg, formerly Taco Bell’s global chief brand officer, has been named EVP, chief brand and marketing officer at home-improvement company Lowe’s. 

Thalberg’s appointment will go into effect on February 10, according to Forbes.

PepsiCo’s Marketing Veteran Joins Mars Food 

Rafael Narvaez, who most recently served as VP of marketing and transformation for PepsiCo’s global foods group, was appointed Mars Food’s global chief marketing, research and development officer.

Narvaez is to replace Clarence Mak, and in his new role, Narvaez will be in charge of a “strategic approach” to brands marketing, innovation, digital, R&D and consumer insights for Mars’ “dinnertime” portfolio, according to The Drum.

Fiona Dawson, global president of multi-sales and global customers at Mars Food, said about Narvaez’s appointment: “I am delighted that [Narvaez] will bring his bold thinking, leadership and rigorous focus to Mars Food so we can help billions of consumers around the world enjoy healthier food at the dinner table.”

Debenhams Welcomes New CMO

Former British Airways head of brand and marketing, Abigail Comber, was hired as chief marketing officer for Debenhams. 

Comber has extensive experience as a marketing lead, most recently working as commercial and customer experience director at L3 Technologies and prior to that being a CMO at Oyster Yachts. 

Stefaan Vansteenkiste, Debenhams chief executive, said: “Abigail’s track record speaks for itself and her experience and understanding of customer engagement and developing digital service initiatives will be particularly important as we continue to work on transforming Debenhams into a business that can compete effectively in the rapidly changing retail environment.”

Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, January 10. 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 

Vice President, Global MarketingShiseido Americas CorporationNew York, NY
Vice President, Creative MarketingFOX CorporationNew York, NY
Chief Marketing OfficerForresterCambridge, UK 
Senior Vice President Of MarketingClear Channel OutdoorNew York, NY
SVP–Creative MarketingWalt Disney TelevisionBurbank, CA
Vice President, Marketing StrategyParamount PicturesHollywood, CA

Make sure to check out select job vacancies on our Careers page.

In-Housing In 2020–Why We Need To Embrace The Change

Originally published at AW360.

Article Takeaways:

  • An insight into how consultancies are creating partnerships with agencies.
  • Agencies and brands need more streamlined processes.
  • The continued shift in agency models in 2020 is an inevitability

Agencies are suffering from a trust problem. Clients are looking for transparency in how their agencies work and charge, and while agencies, for the most part, have been unwilling or unable to make changes fast enough, larger management consulting firms have seized the opportunity to apply true-tested rigors and techniques to this value chain, offering audits of gaps and overlaps.

Consultancies are increasingly making recommendations for what clients can and cannot handle in-house, often by advising which technology stacks they need to invest in, to best handle these newly in-housed responsibilities. In 2020, big brands will still be heavily invested in a combination of traditional technology stacks and SaaS solutions. Given the lack of transparency in this space, the growing trend of bringing these core competencies in-house has been overwhelming. But, that’s not to say that agencies are being done away with completely, in fact, they should be a key part of the movement as we head into this new decade. There will always be a need for experts to advise brands on how to use their newly-acquired technology, and that is not going to change.

Consultancies see the value in agencies, so much so, that some are even buying agencies in an effort to control the entire vertical. The main reason this trend hasn’t wiped out creative agencies completely is that it’s very hard to retain creative talent once earn-outs are over. The same challenge exists for brands, acquiring top tier creative talent is hard, especially if you are not a top tier advertiser located in a popular market like New York or San Francisco. While P&G might be able to attract excellent creative teams and persuade them to move to Cincinnati, the brands with that kind of industry pull are few and far between.

Brands want their agency partners to deliver more on core offerings, including design and creative work in addition to transparent pricing models, and nimbler ways of working. In order to adhere to these desires in 2020 and beyond, agencies need innovation to leverage on-demand technologies and work in more agile ways. This new decade will see the usual ramp up and down with freelancers replaced with networks of creatives who are standing by to heed the call when it’s required.

The rise of social media has created opportunities to track behavior (and in turn to target ads). This, coupled with the rise of connected devices (TV’s, phones, watches) has fragmented the media landscape beyond all recognition, resulting in an accelerated media cycle with viewers spending less and less time with individual pieces of content. To keep pace with these changes, brands and agencies need more tailored content, faster. Personalizing and localizing content is not something that agencies can typically do at scale. Multicultural agencies (who were themselves late to the game) are also not well placed to produce this vast volume of hyper-specific content, even if they are better at developing culturally relevant messaging.

This results in an overarching need for a streamlined process between agencies and brands, but also technology that can provide an arsenal of creative minds ready and willing to develop compelling content. We should not be afraid of a shifting model or rise in tech replacing our creative roles, instead, we should be embracing how these changes will enhance the creative process as a whole.

Twitter Tests New Ways To Control Conversations

This week in social media, Twitter said it’s testing four new ways for users to control their conversations, Twitch fell short of ad revenue expectations and Facebook and eBay pledged to take the selling of fake online reviews more seriously. Also, Facebook announced two new deadlines that advertisers who use its marketing API must adhere to, TikTok is testing a music tab that lets popular artists promote their songs, YouTube is releasing a Coachella documentary and LinkedIn’s user growth is expected to be higher than previously estimated.

Twitter To Let Users Control Tweet Replies Via Four New Ways

The platform detailed its plans to give users more control over their conversations as part of a slew of industry announcements at the Consumers Electronics Show (CES) in Las Vegas.

Why it matters: More options to limit the spread of tweets is said to help prevent bullying and harassment on the platform. But Twitter says it’s already doing its part to manage tweet violations. Currently, over 50 percent of tweets that Twitter removes for terms of service violations happen proactively.

The details: As part of an experiment running in Q1, Twitter will provide users four new options which will appear on the compose screen: Global lets anyone reply, Group lets a user’s followers reply, Panel is for people you mentioned in the tweet and Statement lets users turn off all replies. The head of conversations for the platform said these updates build on a feature the company launched in 2019 which allowed users to hide replies. Twitter is also testing a thread-like conversation view which leads users through replies.

Twitch Misses Ad Revenue Expectations

According to The Information, the Amazon-owned streaming platform’s ad revenues fell short of expected ad revenues by 50 percent. 

Why it matters: Twitch projected ad revenues between $500-$600 million in 2019 but reached only $230 million in ad revenue for 2018 and a midyear annual projection of $300 million for 2019. Comparatively, YouTube is reportedly bringing in billions in ad revenue alone. YouTube, Mixer and Facebook have all signed major streamers away from Twitch which could be one reason why it fell short.

The details: The report says that Twitch is profiting more from commerce like subscriptions but that it sees a better profit margin on ads given that top streamers get a majority cut from subscriptions.

Twitter Makes New Ad Placement “Promoted Trend Spotlight” Global

With its new takeover ad offering, advertisers can place six-second videos, GIFs or static image ads at the top of Twitter’s Explore tab.

Why it matters: Global behavioral research company EyeSee found that people spent 26 percent more time looking at the Promoted Trend Spotlight as compared to the standard Promoted Trend unit, generating 113 percent higher ad recall.

The details: Promoted Trend Spotlight will be generally available in the US, UK, Japan and 12 additional markets. Ads will appear at the top of Twitter’s Explore page for the first two visits per person, per day. After the initial two visits, the ad placement moves to the standard Promoted Trend placement.

Facebook, eBay Commit To Stopping Fake Reviews Being Sold

TechCrunch reported that last June, UK markets regulator Competition and Markets Authority (CMA) said it found “troubling evidence” of a “thriving marketplace for fake and misleading online reviews.”

Why it matters: The CMA estimates that more than three-quarters of UK shoppers base purchase decisions on online reviews.

The details: After not making any progress to prevent fake reviews, Facebook today has removed a total of 188 groups and disabled 24 user accounts while eBay has permanently banned 140 users. Both platforms said they’re improving systems to identify and block listing for the sale or trade of online reviews.

Facebook Gives Advertisers New Compliance Deadlines

Advertisers who buy Facebook ads through third-party platforms and tools must comply with new deadlines that the platform has set forth. The news comes after Facebook announced in March last year, and again in December, that it was limiting the set of ad targeting categories for housing, credit opportunities and employment ads. 

Why it matters: Not complying with Facebook’s “Special Ad Category” restrictions and deadlines will mean the removal of ads.

The details: The first deadline requires that businesses located in the US identify any active campaigns belonging to a “Special Ad Category” that were created before December 4. Businesses have until February 11 to do so. Additionally. by March 31, all Facebook advertisers in the US creating new ads offering housing, employment or credit must specify a “Special Ad Category” and update targeting settings otherwise the ads won’t be allowed to run. Those running ads that don’t offer the aforementioned must be indicated “None.” 

TikTok Testing New Music Tab For Improved Artist Discovery

According to Social Media Today, TikTok is adding artists’ songs to a select group of verified musicians’ profiles.

Why it matters: Letting influential musicians like Justin Bieber and Camila Cabello promote their work will drive consumer behavior and establish fan connections, both important given the centrality of music to TikTok’s success with short-form videos.

The details: This new tab will become the third music tab listed on artist profiles. Upon tapping the music note icon to the tab’s left, a listing of all the musician’s songs will appear. Users can then browse the songs and use them in their own videos.

YouTube To Premiere Feature-Length Coachella Documentary

YouTube Originals has partnered with Coachella Valley Music and Arts Festival to create a documentary, “Coachella: 20 Years in the Desert,” premiering March 31.

Why it matters: This year marks the tenth consecutive year that YouTube is the official playlist and exclusive live stream partner for both weekends of Coachella. YouTube Premium members will get Coachella perks like access to members-only allocation of passes for purchase. 

The details: The announcement of a documentary follows the release of Coachella’s official 2020 lineup, and is meant to celebrate the festival’s 20th anniversary. Never-before-seen footage and interviews in the film will depict the festival’s colorful beginnings.

LinkedIn To Grow Faster Than Expected 

According to eMarketer’s latest estimates, there will be 62.1 million adult LinkedIn users in 2020, and the figure will grow 4.2 percent in 2021.

Why it matters: Though it lags behind Facebook and Instagram, LinkedIn has recently launched features to boost user activity such as its live video broadcast “Live,” launched in February last year, and “Events,” debuted in October last year.

The details: LinkedIn will see $1.59 billion in ad revenues this year, growing to $1.77 billion in 2020. Its users will make up about a third of all social network users in the US, which will stay the same for the next few years. That number will grow from 62.1 million users to 64.7 million in 2021, and to 68.8 million in 2023.

Twitter Launches Promoted Trend Spotlight

The company announced the launch of Promoted Trend Spotlight, a new ad product on Twitter. 

Why it matters: The new ad product has three key features: capture the users’ attention with its immersive creative; differentiate a brand by making ads appear next to highly curated editorial content; and finally, surface conversation by tying together the prominent placement and expansive coverage atop Twitter’s Explore tab.

The details: Promoted Trend Spotlight is now available in the US, the UK and Japan, and is expanding to Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain and Thailand. 

EMarketer’s Report Shows A Decline In Instagram User Growth 

A new report from eMarketer predicts Instagram’s user growth dropping to single digits in 2020. 

Why it matters: According to eMarketer, Instagram is facing two major problems: losing its older users and experiencing tougher competition from other popular platforms, like Snapchat and TikTok. However, it is important to note that Instagram is still serving over a billion monthly active users, which makes it one of the top platforms for advertisers. 

The details: The researchers concluded that “in 2019, Instagram’s US user growth rate will have dropped to single digits for the first time to 6.7%, down from 10.1% in 2018. Starting in 2020, and through the end of our forecast period in 2023, we estimate that the social media platform will grow slower than previously expected.”

Snapchat Will Launch Bitmoji TV In 2020

According to TechCrunch, Snapchat is preparing to release “Bitmoji TV,” a personalized cartoon show. 

Why it matters: Creating original content has the potential to differentiate Snapchat from the other short-form video competitor platforms, such as YouTube and TikTok (which don’t yet own an avatar platform) and provide unique opportunities for advertising. 

The details: The initiative will launch in February 2020 globally and will feature customizable Bitmoji avatars as the characters of a full-motion cartoon series called “Bitmoji TV.” 

SnapChat And TikTok Spotted Working On Deepfake-Like Features

SocialMedia Today reports that both platforms are busy developing features that closely resemble deepfake technology, allowing users to easily overlay their face on existing content. This comes as Snapchat acquiring AI Factory, and images show that TikTok is working on a deepfake-style addition within its app.

Why it matters: The new developments rise one major concern: overlaying other people’s faces over existing video content may be misused and pose a threat to brand safety.  

The details: Snap has purchased AI Factory, the company Snap collaborated with in developing its Cameo feature, a feature that enables users to overlay their face over a selection of pre-made scenes.

And according to TechCrunch, Tikok is working on a deepfake-style feature, which asks users to take a multi-angle, biometric scan of their face and allows them to add their image into a selection of videos.

Apptopia Estimates TikTok Q4 Revenue To Reach $50M

TikTok revenue is expected to rise 300 percent in Q4, according to Apptopia, a startup that tracks mobile app revenue and usage. 

Why it matters: The numbers indicate the company’s rapid year-over-year growth (compared to a Q3 in-app top-line figure of around $20 million).

The details: TikTok’s in-app purchase revenue rise 310 percent on a year-over-year basis reaching $50 million. 

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, January 10. 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.

Smart Speaker Market, Audio Advertising Continue To Grow

A recent survey conducted by NPR and Edison Research shows that 54 percent of the US population has used some form of voice-command technology, such as smart speakers and smartphone voice assistants. “The Smart Audio Report” also found that 24 percent of the US population (over 60 million) own a smart speaker.

The average smart speaker household now owns 2.6 devices, up from 2.3 devices per household at the same time last year and up from 1.7 in December of 2017. This represents a 135 percent increase in the number of smart speakers in US households in two years. Of the respondents who use voice assistants, 24 percent said they use the technology daily. Juniper Research predicts there will be over 870 billion voice assistant-enabled devices in the US by 2022.

A lucrative opportunity for consumer targeting, smart speakers are also becoming critical touchpoints for reaching shoppers. eMarketer estimates that 11.8 percent, or 34.7 million, consumers will use a smart speaker to make purchases this year, growing to 38 million by 2021.

Digital audio has also provided advertisers with new ways to reach target audiences as the average US adult will spend more time listening to digital audio than listening to radio in 2020. The IAB estimated US audio ad spending totaled $2.25 billion in 2018, up from 22.9 percent in 2017. 

To reach these consumers, advertisers are investing more of their ad dollars into streaming audio platforms such as Spotify and Pandora. Last month, Pandora launched mobile interactive voice ads that listeners can talk back to with a simple “yes or no” in order to reduce friction with the listener experience. Pandora’s voice ads will fill part of the gap that exists in audio ad measurement. 

Findings from “The Smart Audio Report” are based on telephone interviews with 1,015 adults ages 18 and older conducted from December 31, 2019 to January 5, 2020.

Jim Geikie On Creating A Positive Impact With One Better Ventures

During the 189th episode of “Marketing Today,” I interview Jim Geikie, one of the partners at One Better Ventures. This recording took place before a live audience in Durham, NC. Jim spent 18 years at Unilever, then joined Burt’s Bees where he led retail strategy, brand marketing and business development. He also led Cree’s entry into consumer lighting and the commercial strategy for skincare maker, Lalumiere. 

One Better Ventures nurtures and develops consumer brands that have a positive impact on the world. They advise, invest in and incubate mission-driven ventures with breakthrough sustainable business models.

Jim shares the importance of purpose for the success of companies. “The world is full of problems and there is nothing more powerful on the planet than business.” He discusses the obligation for companies to leave the world a better place as they make profits. One Better Ventures has the ability to “play this nice balance of avoiding work we aren’t good at, working a stage that we’re good at and being able to hand off appropriately.”

Highlights from this week’s “Marketing Today”: 

  • How purpose directly impacts profit. (03:50) 
  • The way to get big without “selling out.” (07:07) 
  • The high BS meter of consumers. (08:25)  
  • One Better Ventures focus on “growth stage” ventures. (09:05) 
  • Five things that matter when One Better Ventures assesses a company’s potential. (13:02) 
  • One Better Ventures’s focus on the health and wellness business. (15:43) 
  • Key “exits” for One Better Venture and three important lessons learned. (18:11) 
  • What’s next for One Better Ventures? (21:42)

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.

Web Optimization At SAP Qualtrics With Jared Gardner

During the 186th episode of “Marketing Today,” I interview Jared Gardner from SAP Qualtrics. Gardner has led search, conversion rate optimization, analytics and content management programs across several vertical markets. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.

At SAP Qualtrics, Gardner focuses on scaling demand generation through unpaid channels. Before SAP Qualtrics, he worked for Red Door Interactive, with clients including Charles Schwab and Century Link.

Gardner shares his journey from broadcast media to search and optimization. When he made the switch he thought, “digital marketing and the internet is not getting any smaller, so that’s gotta be an OK place to work.” SAP Qualtrics focuses on an “action every day” mentality. Jared shares the SAP Qualtrics approach for scaling search and conversion.

Highlights from this week’s “Marketing Today”:

  • Jared’s background in broadcast media and journey into search and conversion optimization. 01:12
  • The role at SAP Qualtrics. 02:00
  • Scaling and creating scale at Qualtrics. 02:25 
  • Two key pieces of advice for marketers trying to drive web traffic and conversions. 03:13
  • Deciding what content to write to drive traffic. 04:53 
  • Examples of executing optimization. 05:55
  • The “in” metric for Qualtrics. 07:00
  • The future of search. 08:31
  • The future of conversion. 11:31
  • The four keys to making marketing more valuable. 11:32
  • The importance of discussions at the executive table. 13:40 
  • The current state of talent in the marketing industry. 14:40
  • How to be successful as chief marketing officer. 15:55 
  • The key to earning the right to your audience’s attention. 16:38
  • The importance of content marketing in your tool bag. 16:55

Resources Mentioned:

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.

Eli Schwartz On SEO And How To Get It Right

During the 185th episode of “Marketing Today,” I interview Eli Schwartz, a SEO expert and consultant with over a decade of experience. He’s led SEO and growth programs for several leading B2B and B2C Companies. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.

Schwartz has worked with clients such as Shutterstock, Blue Nile, Quora, Get Around, Mixpanel and Zen Desk to help them build and execute global SEO strategies. He previously led the SEO team at Survey Monkey, building organic search to become one of the largest growth drivers at the company.

Schwartz shares how he got into SEO by accident. He talks about how basic SEO strategies aren’t keeping up with the changes that Google is making and how “we need to think about Google as another user that can read content.” He adds, “SEO is a marketing channel and companies are wanting to have someone responsible for it, and they are wanting to have someone to grow that channel.”

Highlights from this week’s “Marketing Today”:

  • Eli’s background in SEO. 01:09 
  • Why basic SEO practices just aren’t working. 02:16 
  • E.A.T. and the need for writing good content.  03:33
  • The 4-step process for creating great content. 04:21 
  • The amazing stats around organic search. 06:09
  • Examples of people “getting it right.” 07:14
  • Programmatic SEO: the key to knocking it out with SEO. 08:58
  • How SEO fits into the marketing mix. 09:40
  • The future of AI in search. 11:20
  • The four keys to making marketing more valuable. 11:32
  • The importance of discussions at the executive table. 13:40 
  • The current state of talent in the marketing industry. 14:40
  • How to be successful as chief marketing officer. 15:55 
  • The key to earning the right to your audience’s attention. 16:38
  • The importance of content marketing in your tool bag. 16:55

Resources Mentioned:

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.

The Best Campaigns Of 2019

2019 has been another year of rapid change for the marketing community. The last twelve months have seen an industry in flux, wrestling with seismic changes in technology and consumer behavior. However, many brands have managed to pull off some spectacular wins.

We’ve chosen five campaigns that best captures the state of marketing in 2019. While all mix technological adeptness and killer strategic insights, it’s striking that all retain an appreciation of the fundamentals of marketing. Even in febrile times like this, it goes to show that a focus on brand, positive perception and the role innovation remains the surest path to success.

Greggs Goes Vegan

What happened? Veganism and convenience pastry aren’t natural bedfellows but in January this year British high street bakery Greggs hit marketing gold by launching a new line of vegan sausage rolls. Challenging the perception of the brand as a familiar, if cheap staple for time-strapped office workers, a smart, reactive social campaign deftly judo-flipped a Piers Morgan led backlash and drove a significant uplift for the company.

Why it mattered: It’s easy to be caught up by the innovation of all this, but the real impact of Greggs’ move becomes apparent when you climb the ladder and take a strategic overview. 

Since the appointment of CEO Roger Whiteside in 2013, the chain has been attempting to reinvent itself from a take-home bakery to a sit-down eatery, competing with the likes of Starbucks and McDonalds. However, this move has been hampered by its reputation among health-conscious urbanites. By plugging into the growing public trend towards veganism, the company has built a relationship with a demographic that usually writes them off, while the loud spat with establishment commentators has stoked up love for the underdog brand.

What did we learn from it? Perception is the metric that trumps all others. By finding a way to play an authentic part in an ongoing debate, the vegan sausage roll has been a well-spring of positive buzz for Greggs. According to YouGov, the campaign scored an average positive rating of 65 percent among the UK buying public, in turn contributing to a 15 percent rise in profits.

Mastercard Launches Into The Supersonic

What happened? One of the big stories of 2019 has been Mastercard’s overhaul of their brand identity, but while the news focused on Michael Beirut’s decision to remove the wording from the company logo, the financial giant’s introduction of a sonic identity has been equally as revolutionary.

Why it mattered: As Mastercard CMO Raja Rajamannar told panelists in Las Vegas earlier in the year “virtual real estate is shrinking—you need to optimize your brand presence and impact.” The last twelve months have continued to mark the rise of mobile and its associated formats of music streaming and podcasting gather even more momentum. More than ever, brands are being consumed simultaneously over multiple formats, and sonic branding is becoming another pillar in creating 360 identities that are easily recognizable in any space

What did we learn from it? Mainly that branding is increasingly retaking its position at the heart of marketing. As an audience’s fragment over a galaxy of different platforms and formats, companies need to develop robust brand identities constructed with easily recognizable cues and adapted to all circumstances.

Paddy Power Saves Soccer

What happened? Paddy Power is the master of the bait and switch. This year, the brand pulled a fast one on all of British football, first by announcing that it had garishly decided to sponsor Huddersfield Town’s new kit and then revealing it as a hoax and taking all the branding off.

Why it mattered: A gambling company sponsoring or not sponsoring a football kit might seem like the furthest you can get from brand purpose, but this campaign showed what’s possible when you tap into fan culture. Initially playing on the perceptions around the over-commercialization of sport and the increasing presence of betting firms in the game, the stunt went on to show the softer side of Paddy Power relentless ‘bad lad’ image. The move not only gave shirts back to the fans, but it also went on to highlight the role of fandom and community in football, eventually raising over £50,000 for local charities.

What did we learn from it? That brand purpose doesn’t always have to go big, but it always needs to feel authentic. Paddy Power drove success in this campaign by primarily knowing when to butt out, allowing unscripted moments to turn a social stunt into a remarkable brand-building campaign.

Taco Bell Defines The Essence Of Experiential

What happened? Another example of fast food going rogue, Taco Bell opened a 4-day pop-up hotel in Palm Springs last May. Called ‘The Bell,’ this high-class experience offered spa treatments, new menu items and even a taco-themed pool. It even led to one couple canceling a trip to Europe to spend their honeymoon immersed in Mexican-American food.

Why it mattered: Already being touted as one of the most “epic brand experiences ever,” this campaign has shown the massive logistical challenges that are needed to pull off experiential marketing properly. The parting shot of outgoing chief brand officer Marisa Thalberg, the Taco Bell hotel, is a product of years of planning and development. Over the year’s the brand has carefully tested how far it could push things with its audience and developed the right strategic partnerships to be able to pull the thing off.

What did we learn from it? Mainly, that experiential campaigns might not be for everyone. As more and more brands play in this space, brand experiences are going to become more and more outrageous to capture eyeballs. Spectacular executions usually require spectacular budgets—making this a tactic that only really works well for companies with deep pockets.

Aviation Gin Is The Ultimate Underdog

What happened? Going from a relatively unknown gin brand to one of the hottest new spirits on the planet, Oregon-based gin makers Aviation has spent the year running a digital campaign that achieved almost unseen levels of fan engagement.

Why it mattered: The ultimate example of what a challenger brand should look like in 2019, Aviation Gin’s marketing has been simple but effective. With a strategy that leans heavily on relatively simple digital activations and the pulling power of their celebrity co-owner Ryan Reynolds, their campaign managed to activate an owned fanbase while simultaneously educating and drawing in new customers.

What did we learn from it? That’s it’s still possible to do effective marketing on a tight budget. While having a mega-celebrity has definitely helped Aviation Gin, it’s the creation of videos with a clear sense of brand that has helped develop a devoted fanbase.

University Of Phoenix Names Steven Gross Chief Marketing Officer

This week in marketing careers, University of Phoenix has named a new chief marketing officer, Ulta promotes four executives leading to the appointment of a new CMO, Bed Bath & Beyond relieves six members of its c-suite from their posts, jewelry maker Pandora names ex-Bulgari marketing VP Carla Liuni as their new chief marketing officer and Coca-Cola is bringing back its global CMO role two years after the beverage giant nixed the position.

University Of Phoenix Interim CMO Given Permanent Role

Steven Gross has been elevated from his position as interim CMO to chief marketing officer at the University of Phoenix, according to a press release from the for-profit university.

Gross is tasked with focusing on “expanding performance marketing efforts, introducing new analytics platforms and dashboards.” He will also oversee agencies working with the university in a marketing and PR capacity.

Gross’ previous roles including serving as CEO of Calvert Education, SVP of global marketing for Pearson and in marketing leadership roles at LexisNexis and PepsiCo.

Ulta Beauty Reog Leads To New Marketing Appointments

Ulta Beauty announced organizational leadership changes late Tuesday leading to the appointment of a new chief marketing officer, an effort to “strategically position the beauty retailer for continued long-term growth and market share capture.”

Dave Kimbell, who previously served multiple roles as Ulta’s president, chief marketing and merchandising officer, will continue to serve as president and oversee the “merchandising, marketing, digital functions and the corporate strategy team.”

Shelley Haus, who has been with the company for 5 years last month, has been promoted from SVP of brand marketing to chief marketing officer, where she is tasked with leading “all brand building and consumer initiatives.”

Bed Bath & Beyond Announces Massive Executive Overhaul

Bed Bath & Beyond CEO Mark Tritton is beginning a massive overhaul of the home goods retailer’s executive leadership, starting with the exit of six members of its c-suite. The vacated roles include the company’s chief merchandising officer, chief marketing officer and chief digital officer.

CNN reports today that the company’s chief financial officer is the “only remaining executive officer at Bed Bath & Beyond other than Tritton,” who began on November 4 and is seeking “fresh perspectives from new, innovative leaders of change,” according to a statement on the shuffle.

Jewelry Maker Pandora Names Carla Liuni CMO

Fashion United reports that Carla Liuni has been tapped as chief marketing officer by jewelry manufacturer Pandora. Liuni previously served as VP of global marketing and communication at Bulgari and will replace interim CMO Jesper Damsgaard, who will be moving to a new role with the company as part of a March 2020 transition.

Liuni will report to Pandora chief executive Alexander Lacik, who noted that the appointment comes as part of a larger marketing initiative: “As part of our turnaround program, we are significantly stepping up our marketing investments and have just relaunched our brand to improve relevance for consumers,” he said.

Coca-Cola Brings Back Global CMO Role

Coca-Cola resurrects the global chief marketing officer position amid the retirement of SVP and chief growth officer Francisco Crespo, The Drum reports

Crespo assumed control of global marketing and corporate strategy in 2017, leading to a domino-effect of reorgs at other companies taking lead from Coca-Cola’s marketing leadership restructure.

To fill the void left by Crespo’s departure, Manolo Arroyo, the president of Coca-Cola’s Asia Pacific business, will split his time between his current position and new duties in the role of CMO as part of a new integrated global structure for 2020.

Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, December 20. 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 

Vice President, Global MarketingShiseido Americas CorporationNew York, NY
Vice President, Creative MarketingFOX CorporationNew York, NY
Chief Marketing OfficerForresterCambridge, UK 
Senior Vice President Of MarketingClear Channel OutdoorNew York, NY
SVP–Creative MarketingWalt Disney TelevisionBurbank, CA
Vice President, Marketing StrategyParamount PicturesHollywood, CA

Make sure to check out select job vacancies on our Careers page.

Twitter Updates List Sharing With Image Preview Cards

This week in social, Twitter announced two new features to enhance users’ experience with lists and Instagram said it will crack down on branded content featuring vapes, alcohol and diet supplements. Also, Instagram launches layout mode for stories, LinkedIn adds new features to groups in a hope to revamp the community and Snapchat gives users a split-screen reaction lens.

Twitter Replaces Long URLs With Images For List Sharing

Twitter added two new features to enhance users’ experience with lists.

Why it matters: Improving discovery through updates to Twitter lists will help foster relevant conversations on the platform.

The details: The new feature lets users share lists via a title link card that replaces URLs with a preview image in a range of basic colors. When creating or adding people to a list on iOS, users will also now see suggested accounts to add based on the list’s title or who’s already on it.

Instagram To Enforce Vape, Tobacco Content And Boost Collab Tools

The company announced today that it will remove branded posts that promote certain products such as vapes, and is also giving influencers a way to more formally work with brands via Facebook’s brand collabs manager.

Why it matters: Instagram says that it has always prohibited branded posts that promote tobacco, vapes and weapons, but it’s going to enforce the rules more strictly. 

As part of a closer relationship with its parent company, Instagram has introduced a more closely aligned relationship with Facebook’s brand collabs manager pool for all creators across Instagram. The feature will allow for more data transparency, which is the underlying issue of influencer fraud today.

The details:  In addition to removing branded content that promotes tobacco, vapes and weapons, Instagram will place special restrictions around the promotion of products such as diet supplements and alcohol. In the same announcement, Instagram said it plans to open up Facebook’s brand collabs manager to a select group of Instagram influencers, giving them the ability to source new deals, manage partnerships and automatically share insights with brands.

Instagram Launches Layout Mode for Stories

The platform has officially launched layout mode, a range of grid display styles for stories after testing it back in August.

Why it matters: Until now, users were forced to create multiple image stories via third-party tools. Thanks to the layout mode, Instagramers will have more reason to stay in the app, scroll, create and shop.

The details: With layout, users can now capture and share multiple photos in their story using one of six different grid styles.

LinkedIn Adds Features To Help Boost Groups Engagement

LinkedIn is trying to make groups relevant again with the addition of new features like member filters, blocking abilities and refined notifications.

Why it matters: LinkedIn groups lost user focus due to random spam and self-promotion. This new set of tools aims to make groups a more valuable, useful option.

The details: Adding to the control and functionality of groups, new LinkedIn group features will let group admins exercise power over new potential members, delete posts from a chosen member, block members direct from a comment in a group, review posts before they go live in the group, locate members by location or industry and find group posts that have been recommended by admins.

Snapchat Announces New Movie Trailer Reaction Lens

Snapchat launched a “trailer reaction lens” for the upcoming film Top Gun: Maverick.

Why it matters: Snapchat’s new lens is similar to TikTok’s react option, which lets users share their video responses to TikTok videos. 

The details: The new lens switches users’ view to split-screen, with the trailer on top and their reaction below. In addition to the split-screen lens, Snapchat rolled out games, “Leaderboard Games,” in which people compete against their friends on and offline.

Facebook Releases Trending Topics Guide To Inform 2020 Decisions

The report is an expansion of the platform’s monthly “Topics to Watch” reports.

Why it matters: Facebook’s reports have shown to be highly accurate in predicting shifts that turn into trends, so this more detailed report could be beneficial for 2020 strategic ad targeting.

The details: The “2020 Topics and Trends Report From Facebook IQ” shows trending topics according to region. Hot topics include consumers making small lifestyle changes in the name of sustainability including beekeeping in Canada and eco-friendly fashion purchases in Sweden and the UK. In the US, podcast lovers are keen on seeing companion podcasts for television shows come to life. Tactile activities such as 3D printing and laser printing in Brazil are emerging while people’s desire to live simply has led to minimalistic beauty routines in the Philippines and the use of apps in France to detect harmful ingredients.

Twitter To Revive Political Candidate Labels For 2020 US Elections

Twitter’s labeling of politicians and candidates is part of the platform’s efforts to drive authentic conversations.

Why it matters: Twitter said that 1.4 million users interacted with Russian trolls during the 2016 presidential campaign, resulting in the spreading of false information. Election labels will help Twitter identify original sources and authentic information. 

The details: Twitter’s election labels will show information about political candidates including which office they’re running for, their state and district number. Candidates’ accounts and their tweets will be marked with a small ballot box icon to accompany this information. Twitter first launched the featured during the 2018 US midterms. The labels will appear once a candidate’s account is qualified, which will occur on a rolling basis.

Facebook Introduces Limited-Edition Star Wars Messenger Features

The features were launched in honor of the premiere of the final installment in the Skywalker Saga, Star Wars: The Rise of Skywalker.

Why it matters: Facebook once collaborated with Google to create a tool to let users choose app themes for Gmail, YouTube, Chrome and Google Maps. A few years ago, Facebook also allowed users to change their profile picture into a Star Wars-themed photo. 

The details: Designed in partnership with Disney, the features include a chat theme, augmented reality (AR) effects, reactions and stickers that let users express themselves via characters from the movie. To enable the limited-edition features, users can open a messenger thread and tap the name of the thread at the top to open its settings. From there, they can select “theme” and let the force be with them.

Yubo Raises $12.3 Million For Forthcoming Teen Social App

According to TechCrunch, the French startup is working on a social media app to help people under the age of 25 years old meet new people and create friendships.

Why it matters: The new funding round will help Yubo attract users in new markets in Japan and Brazil. Currently, Yubo is most active in the US, Canada, the UK Nordic countries, France and Australia.

The details: Unlike Instagram, Yubo’s app for teens isn’t focused on likes and followers. The app will instead help users build their own micro-community of friends via video streams and live chat. 

Instagram Will Use Artificial Intelligence To Flag Hurtful Comments Before They’re Posted

The platform announced that starting today, it will warn users when they’re about to post a potentially offensive caption on a photo or video that’s being uploaded to the main feed.

Why it matters: Instagram says that asking people to reconsider posting potentially hurtful comments has had promising results. The new AI-powered reminder builds upon the platform’s anti-bullying efforts which include the “restrict” feature it launched in October.

The details: Instagram’s AI-powered tools will generate a notification that says the caption “looks similar to others that have been reported.” The alert will also encourage the user to modify the caption or post it without editing it. The feature is rolling out in select countries first.

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, December 20. 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.